Online Marketing

Mongyamba Naorem Cha

2nd yrMBA ,DMSPondicherry University

What is Online Marketing?

Online marketing means simply using the power of online networks, computer communications and digital interactive media to reach the marketing objectives.

It adds more interactivity,substract cost of marketing, add more customer and information value to goods and services.

It has changed the whole notion about Marketing.

Also known as web marketing,eMarketing or Internet marketing.

How Can Online Marketing Help?

It can help promote a business by: Allowing to easily manage

individual or mass communication

Assisting in managing the brand

Creating and presenting a business identity

Generating customer trust and loyalty

Online Versus Traditional MarketingTraditional Marketing Online marketing

Market research, advertising, publicity, sales, merchandising and distribution are done in personal or print format.

Online marketing uses online networks and interactive media for marketing...no paper, no telephone calls, no in person appearances.

It involves a mass marketing approach.

The targeted is the internet user and marketing reaches personally and more effective.

Catalogues ,brouchures white papers ,data sheets needs to be printed and shipped to the customers.

Electronic versions of catalogs, brochures, white papers, data sheets etc neednt be printed or shipped to customers.

It costs a lot of money in printing brouchures and in postages & fees to send information to prospective customers.

There is enormous savings in printing and storage costs.

It has a ‘Hit and Miss’ Quality.i.e it send out bulk mails but low responses only.

Targets to people with specific behavior or interests .Hence higher responses.

New Market segments of Online Marketing

Basically ,it can be categorised into three types:-1.Cyberbuyers-professionals who spent time

online at their offices making complex purchasing decisions.

2.Cyberconsumers-Home computer users wired up to commercial online services and internet.

3.Cybersurfers- users using online technology expanding their horizons challenge their abilities and for fun.This is typically younger and possess shorter attention spans.

Methods of Online Marketing Affiliate Marketing E-mail Marketing Viral Marketing Search Engine Marketing Permission Marketing Referral Marketing etc.

Affiliate Marketing

It is an Internet based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s marketing efforts.

In other words ,it is the method of using one website to drive trafic to another website.

E-mail marketing

It is a form of direct marketing which uses e-mail as a means of communicating commercial or fund-raising messages to an audience.

Eg.E-mail sent on Internet,Network e-mail,FIDO etc.

Viral marketing

Viral marketing is another form of Word of Mouth (Mouse) that encourages consumers to pass along company-developed productsand services or audio,video or written information to others online.

Search engine marketing(SEM)

It is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engiine result pages(SERP).SEM includes search engine optimisation,paid placement and paid inclusion.

Permission Marketing

Marketers ask for customer permission before they send advertisements to prospective customers used by some internet marketers,e-mail marketers and Telephone marketers.

Referral Marketing

Referral marketing is a method of internet marketing that relies on gaining new customers by referrals,usually through Word of Mouth.

Advantages of e-marketing

Offers bottomline benefits that tie in directly to the demands placed on the organisation.

Saves money and stretches marketing Budget.

It also saves time and shortens marketing purpose.

Acts as an alternatives for buying by providing information products

It is information rich and interactive. It s rechability is globally at an instant. It can be continuously available 24/7.

Limitations

Requires customer to use new and cutting edge technology.

Low speed internet connection creates a problem.

For buyers to physically sense the product before buying cannot be done.

Thank You

References

Marketing Management –Phillip Kotler

E-commerce.An Indian Perspective-PT Joseph,SJ(3rd Edn)

Internet Marketing & Electronic Commerce-Raghav Sinha