TOPIC: EFFECTS OF E- MARKETING TRENDS ON GLOBAL

BUSINESSES

INDEX

SR NO/ Chapter no CONTENTS PAGE NO.

Chapter1 INTRODUCTION
• Abstract

• Introduction

• DEFINATION

• DETAILS ABOUT
STUDY

• Advantages of E-
marketing

• Types of e-marketing

E-MARKETING PLAN
1.1 Overview

1.2 Creating an E-Marketing

Plan

1.3 Advantages and

drawbacks

1.4 Objectives and functions

1.5 Online marketing

objectives and functions
CONCEPT OF E-
MARKETING
• Basic principles and
concepts.

• Scope of Study

• Details about Study

• forms of E-Marketing
E-Marketing Strategies
• steps to start e-Marketing

1.2 Opportunities of E-
Marketing
Internet Marketing Plan
Websites
Classification of websites

Chapter 2 Research Methodology

2.1 Research Objectives

2.2 Research Design

2.3 Method of Data collection

Chapter 3 Literature Review
Chapter 4 Data Analysis and
Interpretation

Chapter 5 Conclusion
5.1 Contribution & Learning
form Project
5.2 Bibliography
5.3 Annexure
INTRODUCTION

CHAPTER 1: ABSTRACT

E-marketing, Internet marketing, Online marketing they refers to advertising and marketing
attempts which they use emails and web as their strategy for business. This article describes
about how start-up firms utilize networks has focused on direct effects of either the personal
network around the entrepreneur or the formal collaboration network around the firm and
includes different kinds of brands developing their products using e-marketing The new e-
business development is developing an account, growing the business and expanding your
services once you've established a client relationship The capability and willingness to develop
manage and organize a business venture along with any of its risks in order to make a profit.
Which is most obvious example of entrepreneurship being the starting of new e-businesses.
The Internet is growing at a rate of almost 50-100% per year in India. From being a medium for
exchange of information and communication between the scientific research workers, it has
opened a vast vista of entertainment and information (edutainment) for millions of people on the
Internet (netizens). The Internet in the form of World Wide Web has opened the doors to a new
technology in the communication media, which is even now relatively untapped for business
purposes.

E-Marketing can be easily defined as “Achieving marketing objectives through applying digital
technologies”. In the present work an effort is made to access the potential of Internet Marketing
in India in consonance with the various environmental factors. Various techniques that can help
the marketers to boost their business by harvesting the power of the Internet are explored. At the
same time the study also focusses on the various players involved in providing Internet service,
their tariff structure, their infrastructure etc. The study also includes the growth of Internet in
India, the features attracting most of the companies to be on the net and the present usage pattern
in India. Besides the advantages of marketing on the Internet, the study also focuses on how
Internet can hinder marketers and what are the rules that should be adopted for effective
marketing on the net. The study also covers the Indian dot com scenario.

In 1994, spending for Internet marketing totalled practically nothing, but by 1995, the figure
stood at over $300 million. Now, 21 years later, e-marketing spending and the Internet marketing
business have exploded to nearly with a prediction.
Today, it’s hard to believe an organisation exists which doesn’t have some kind of online
presence.
As websites have multiplied beyond anyone’s imagination, searching for them has become
increasingly important. Websites have become the first contact for many customers with a brand.
By the year 2000, heading into the new millennium, Google was (and still is) the dominant
search engine and Search Engine Optimisation (SEO) was born. SEO specialists interpreted the
Google search algorithm and built websites that complied with the way their spiders wanted to
assess the quality of content.
Google assessed the authority of links from a website by grading it from 0-10 and giving it a
rank. Links to a website increase authority, pushing it further up Google’s search results. High
Google rankings have become valuable commodities.
The next game-changers “were blogs. The structure and nature of blogs gave them a head-start in
Google’s search engine results.
YouTube, Facebook, Flickr and Twitter are now some of the most important channels that
marketers need to broadcast on. Doing well on these platforms not only boosts SEO results, it
also pushes links to appear in all the other types of searches.
Google has started to lose its grip on web traffic dominance as Facebook grows. Comments and
„likes‟ from users are becoming a new commodity for brands. Traffic no longer needs to be
directed back to a website because we can engage and convert our customers right there on their
chosen social platform.
And more change is on the way. Like WhatsApp, Instagram etc…
Mobile devices are overtaking computers as the primary method of accessing information and
interacting on the Internet. We’re going local, and big players like Google and Apple are gearing
up for it. Local marketing is going to change the game again, but that’s another story. World
Wide Web, commonly known as “WWW”, was first launched in 1991.Forming the backbone of
the stack is the telecommunications connection, either narrowband or broadband. What is
commonly referred to as the “Internet backbone” is actually a series of networks run by various
carriers. It is a redundant system that rarely experiences problems that are visible to the average
user and therefore remains essentially invisible. The average computer user gains access to the
Internet via an Internet Services Provider (ISP), who in turn accesses the services of the
backbone itself. The user of mobile devices must subscribe directly to a mobile
telecommunications service, so those carriers and the services they provide are highly visible.
Wireless telecommunications are especially competitive as a result of deregulation efforts around

1.2 INTRODUCTION
E-Marketing stands for electronic marketing, is also known as Internet marketing. In contrast to
traditional marketing, E-Marketing takes marketing techniques and concepts, and applies them
through the electronic medium of the internet. Essentially, E-marketing threads the technical and
graphical aspects of online tools together, allowing for design, advertising, brand development,
promotion and sales. Internet marketing offer the possibility to tracking almost every action a
visitor or potential customer takes in response to marketing messages and how they navigate
through their buying cycle. One of the most desirable aspects of Internet marketing is low barrier
to entry.
Considering the current volume of Internet marketing business, it’s hard to believe how young
the Internet marketplace actually its events leading up to where we are now have impacted the
entire globe faster than any marketing revolution in history.

1.3 DEFINITION
E-Marketing (Electronic Marketing) are also known as Internet Marketing, Web Marketing,
Digital Marketing, or Online Marketing. E-marketing is the process of marketing a product or
service using the Internet. eMarketing not only includes marketing on the Internet, but also
includes marketing done via e-mail and wireless media. It uses a range of technologies to help
connect businesses to their customers.
Like many other media channels, e-marketing is also a part of integrated marketing
communications (IMC), which helps a brand grow across different channels. E-marketing has
become a pivotal tactic in the marketing strategy adopted by companies using several digital
media channels.

1.4 DETAILS ABOUT STUDY

E-marketing increases Benefits:

• Online mass customization
• Personalization
• 24/7 convenience
• Self-service ordering and tracking
• One-stop shopping
• Learning, engaging, and communicating with customers on social networking sites

E-marketing decreases costs:

• Low-cost distribution of communication message
• Low-cost distribution channel for digital products
• Lower costs for transaction processing
• Lower-costs for knowledge acquisition
• Creates efficiencies in supply chain
• Decreases the cost of customer service

E-marketing increases revenues:

• Online transaction revenue such as product, information, advertising, and subscription
fees, or commission on a transaction or on a referral
• Adds value to the product or services and increases the prices
• Increases customer base by reaching out to new markets
• Builds customer relationships and thus increases current customer spending

A managerial process to develop and maintain available fit between the organization and its
changing market opportunities
Process identifies firm’s growth for:
• Growth
• Competitive position
• Geographic scope

Other objectives, such as industry, products, etc. The e-marketing plan flows from the
organization’s overall goals and strategies. The ESP framework illustrates the relationships
among environment, strategy, and performance. A SWOT analysis of the business environment
(E) leads to the development of strategy (S) and the measurement of performance (P)
Strategic Drivers of the Internet Economy:
1. Information provides the greatest value added.
2. Distance no longer matters
. 3. Speed is of the essence.
4. People are the key assets.
5. Growth rates are accelerated by the network.
6. Value in a network rises exponentially with market share.
7. Market power is determined by skill in managing information.
8. Marketplace power has shifted in the direction of customers.
9. The Internet makes it possible to deal with customers on a one-to-one basis.
10. The era of instant gratification is here.

Business Model to E-business Models:

Traditional business models such as Retailing, selling, advertising & auctions have been around
ever since the first business set up shop. What makes a business model into e business model is
the use of Information Technology. E-business model is a method by which the organization
sustains itself in the long-term using I.T, which includes its value, proposition for partners &
customers as well as its revenue streams.

Performance Metrics –
The Balanced Scorecard The only way to know whether a company has reached its objectives is
to measure its results, Performance Metrics, also called as Key performance Indicators (KPIs).
When accompany designates the performance metrics it will use to measure its strategy
effectiveness, it does four important things:
*It translates its vision into components with measurable outcomes. Some eMarketing goals
needing metrics include attracting visitors to websites for selling
*The Performance metrics must be easy to understand use. They should be accessible to
employees using for decision making, so organization often settle on KPIs to monitor progress
towards goals.
*Metrics must be actionable; Companies often use benchmarking of last year’s metrics to decide
where they are which they can set metric goals for the future.
*Finally, when employee evaluation is tied to the metrics, people will be motivated to make
decisions that lead to the desired outcomes.
Web analytics is the e-marketing term for the study of user behaviour on web pages.

The Balanced Score Card:

Several well-known performance metrics systems include data in dashboards individualized to
an organization’s needs. The balanced scorecard is a good framework for understanding
eMarketing metrics, thus we present it as an organizational scheme for many performance
metrics.

The Balanced Scorecard provides 4 perspectives:

*Customer perspective: The customer perspective scorecard includes ways to measure goals
such as customer loyalty, satisfaction, appropriateness of target markets, etc.
*Internal perspective: The Internal perspective scorecard includes ways to measure goals
related to the quality of online services.
*Learning and growth perspective: The learning and growth perspective scorecard includes
ways to measure goals related to online service innovation and continuous improvement.
*Financial perspective: The financial perspective scorecard includes ways to measure financial
goals.

1.5 Advantages of E-marketing

Certain advantages of eMarketing are discussed as below:
1. Much better return on investment from than that of traditional marketing as it helps increasing
sales revenue.
2. E-marketing means reduced marketing campaign cost as the marketing is done through the
internet
3. Fast result of the campaign as it helps to target the right customers.
4. Easy monitoring through the web tracking capabilities help make eMarketing highly efficient
5. Using e-marketing, viral content can be made, which helps in viral marketing.

1.6 Types of e-marketing

There are several ways in which companies can use internet for marketing. Some ways of e-
marketing are:
1. Article marketing
2. Affiliate marketing
3. Video marketing
4. Email marketing
5. Blogging
6. Content marketing
All these and other methods help a company or brand in e-marketing and reaching customer
through the internet.

Objectives of the Project

• To study the impact of marketing activity over Internet
• To study the sales promotion programs on Hike par League.
• To study the build and retain brand loyalty.
• To study to introduce new product
• To study to attract new customer.
• To raise awareness of the company, product, or service within a clearly identified target
market
• To communicate the benefits of the product or service

E-marketing Plan

1.1 Overview of the E-Marketing Planning Process:

The best firms have clear visions that they translate, through the marketing process, from
business objectives and strategies into e-marketing goals and well-executed strategies and tactics
for achieving those goals. This marketing process entails three steps: - Marketing plan creation, -
Plan implementation, - Evaluation/corrective action. The e-marketing plan is a blueprint for e-
marketing strategy formulation and implementation. The plan serves as a road map to guide the
firm, allocate resources, and make decisions.
Pure plays = businesses that began on the Internet, even if they subsequently added a brick-and
mortar presence. E.g., ETRADE is a pure play, beginning with only online trading. Pure plays
face significant challenges: They must compete as new brands and take customers away from
established brick-and-mortar businesses. One way to change the rules is to invent a new business
model, as Yahoo! and eBay did.

Activity, Business Process and Enterprise Transformation:

• First of all, the lowest level of commitment to e-business is not on the pyramid, there isn’t any
e-business involvement at all. Many small local retailers and other business are at this level and
might be advised to stay there based on their customer basis and capabilities. Note how the
pyramid builds by adding clusters of related activities.
• The lowest level of the pyramid impacts individual business activities such as order
processing. In this low-risk area, the firm realizes cost reductions through e-business efficiencies.
• The next level of the pyramid impacts business processes such as customer relationship
management. The firm can actually improve customer retention and lifetime customer value by
automating the business process via enabling software and tools.
• At the enterprise level of the pyramid, the firm automates many business processes in a unified
system. This is the first level in which the firm shows a significant commitment to business.

E-business is defined as a sum of multiple business processes together,

that is: e-business = e-commerce + business intelligence + customer relationship
management + supply chain management + enterprise resource planning.

1.2 Creating an E-Marketing Plan

Creating an e-marketing plan is a process through which the firm develops a blueprint for
strategic direction.
“The blueprint serves as a roadmap to guide the direction of the firm, to allocate resources, and
make tough decisions at critical junctures.”

Napkin plan:
• Entrepreneurs may jot down ideas on a napkin
• Large companies may create some just-do-it activity-based model

The Venture Capital E-Marketing

Plan is a more comprehensive plan for entrepreneurs seeking start-up capital. Start-up companies
need financing. Some of it is debt financed through bank loans, though most of it is equity
financed. A small part comes possibly from private funds (friends and family), angel investors,
who invest hundreds of thousands of dollars, and venture capitalists (VCs) who invest millions
of dollars. Venture capitalists look for a well-composed business plan and more importantly a
good team to implement it. Every business needs a marketing plan to maximize its resources.
The plan prepared by entrepreneurs for VCs shouldn’t be longer than eight to then pages, and
will contain enough data and logic to prove that the e-business idea is solid, and the entrepreneur
has some idea of how to run a business.
1.3 Advantages and drawbacks of both the napkin plan and the venture
capital plan
Napkin Plan
• Advantages – Accidental discovery, Overcome staid corporate culture
• Drawback – Lack of sound long-term planning and implementation plan

Venture Capital Plan

• Advantage – Emphasis on strategic plan, comprehensive long-term plan, forces
entrepreneurs to critically analyse their business, maximize organization resources
• Drawback – Focus is on exit plan for venture capitalists, maximize short-term returns

Sources of Funding:
Bank loans
Private funds
Angel investors
Venture capitalists (VCs)

Seven-Step E-Marketing Plan

1. Situation analysis
2. E-Marketing strategic planning
3. Objectives
4. E-Marketing strategy
5. Implementation plan
6. Budget
7. Evaluation plan

STEP 1: SITUATION ANALYSIS:

• Review the firms environmental and swot analysis
• Review the existing marketing plan and any other information that can be obtained about
the company and its brands.

• Review the busines e-business objectives, strategies and matrices

STEP 2: E-MARKETING STRATEGIC PLANNING

*Market and product strategies, called Tier 1 tasks or strategies, are outcomes of strategic
planning.
• Segmentation
• Targeting
• Differentiation
• Positioning

*Marketers conduct analyses to determine strategies.

• Market opportunity analysis (MOA)
• Demand analysis
• Segment analysis
• Supply analysis

STEP 3: OBJECTIVES

An objective in an e-marketing plan may include the following aspects:

• Task (what is to be accomplished)
• Measurable quantity (how much)
• Time frame (by when)
• Most e-marketing plans have multiple objectives
• Increase market share
• Increase the number of comments on a blog
• Increase sales revenue
• Reduce costs
• Achieve branding goals
• Increase database size
• Achieve customer relationship management goals
• Improve supply chain management

Step 4: E-Marketing Strategies

Tier 2 strategies include strategies related to the 4 P‟s and relationship management to achieve
plan objectives.
Product strategies: merchandise, content, services or advertising on its website.
*Pricing strategies: Dynamic pricing, Online bidding.
• Distribution strategies
• Direct marketing
Agent e-business models*Marketing communication strategies*Relationship management
strategies Some firms use CRM (customer relationship management) or PRM (partner
relationship management) software to integrate customer communication and purchase
behaviour into a database.

STEP 5: IMPLEMENTATION PLAN

*Tactics are used to achieve plan objectives
Marketing mix (4 Ps) tactics
Relationship management tactics* Marketing organization tactics
Staff, department structure* Information-gathering tactics
Website forms, cookies, feedback e-mail, website log analysis
Business intelligence and secondary research

STEP 6: BUDGET
*The plan must identify the expected returns from marketing investments, in order to develop:
• Cost/benefit analysis
• ROI calculation
• Internal rate of return (IRR) calculation
• Return on marketing investment (ROMI)*Revenues and Costs

* Revenue forecast
• Intangible benefits, such as brand equity
• Cost savings
• E-Marketing costs
• Technology
• Site design
• Salaries
• Other site development expenses
• Marketing communication
• Miscellaneous

STEP 7: EVALUATION PLAN

*Marketing plan success depends on continuous evaluation.

• E-marketers must have tracking systems in place to measure results.
• Various metrics relate to specific plan goals.

*Today’s firms are ROI driven.

• E-marketers must show how intangible goals will lead to higher revenue.
• Accurate and timely metrics can help justify expenditures.
Online marketing objectives and functions

Basic Concepts:
The objective of e- marketing - to get the maximum effect from the web site (online store, the
company's Web site) visitors, convert visitors to real customers, the result of all this is the
increased profits of companies which advertise their goods and services online.

Online marketing objectives and functions

In today's world of business, marketing online is becoming one of the most effective ways to
attract more users. E-marketing facilitates the investigation and form the market, consumer
opinion and occasional users to make it permanent. Marketing online is identified as traditional
advertising and direct marketing interaction:

The interaction of online e-advertising

Online marketing goals should be linked and be formed from the general company's marketing
objectives. They must have formed links with marketing strategy decisions, target market and so
on. Essentially, online marketing goals are very similar to the general marketing goals, but
before the formation of them, it is necessary to identify and fix the real needs of the
organization / target marketing on the Internet. A distinction is made between different online
marketing objectives

1.3 E-marketing and the general objectives of the e-business dimension

In the above figure 1st and 2nd approaches are reflecting the general e-marketing objectives and
3rd approach are more focused on online advertising goals, however, in e-Marketing, e-
advertisements goals are consistent with the general e-marketing objectives level. The
organization, through internet marketing, has consistently performed the following steps for
achieving the objectives
2nd approach
• Improving the image of the organization - the organization has a virtual space to present
them work using the latest technologies and the application of innovative e-marketing
tools.

• Audience massification - the organization must be able to attract the widest possible
group of users because the Internet technology makes it possible to have access to the
rapidly expanding global audience that is not limited by any boundaries and limits

• Ability to select audience - organization, planning and implementing e-marketing efforts

should focus on the target group of Internet users, as new technology makes it possible to
achieve easily the desired users or their group. According to the types of the Internet
users of organization it is easy to identify the target audience.

• Interactive communication with the consumer - has an active form that is interactive,
relationship with their consumers. In this case, the company must provide not only
detailed information about its activities, products, and any effort to learn about the client,
to know his opinion, comments and so on. It can also be applied to fans, fan community’s
creation and so on.

• Effective business - organization, using technology, by the instruments of advanced

virtual payments should allow consumers conveniently to purchase goods, take orders
and apply innovative methods of payment for goods.

• The dynamism of marketing - has constantly updated information and data contained in
the web space, website and so on. Enterprise users must keep themselves informed about
the activities, products and services.
According to figure the 3rd approach, to get e-advertising goals to general marketing objectives
contribute as follows:
• Attitude Formation - custom e-articles, blogs and more, makes it possible to create a
positive attitude about the organization, improve the company's reputation, website or
brand of the company.
• The provision of information – various e-advertising tools (e.g., advertising banners, e.
mail, and so on.) direct users to the organization's Internet site, where they usually find
complete information about a product or service that are interested in or want to buy
• Communication development - viral marketing, contextual advertising, e. mail, forums,
blogs, contribute to an interactive, that is two-way communication between the
organization and the user creation.
• Bargain, leads advertisements to a purchase - The Internet user is directed to the
organization's web site, usually perform the act of purchasing or guide it to a direction
Simulative return e- advertising tools (newsletters, advertising banners, etc.)
offering promotions, discounts and so on, enables the Internet user keep coming back to the
organization's website, interested organizations products or services
Depending on how the user purchases a product online, or how reacts to the applied marketing
tools, can be formed into goals, customer orientation - communication, attracting contacting,
action and maintenance.
The Internet's possibilities can be used for e-marketing functions as:

CONCEPT OF E-MARKETING

1.1 Basic principles and concepts.

Business, at least in part, is forced to move into the electronic space. It is due to spread of the
Internet, competition rise and globalisation of business. In order to attract more customers and
survive in the global market entrepreneurs have also had to change means of advertising. It is not
enough to have high quality products to operate successfully in the market; high quality service
and successful introduction of new methods of competition are vital.
Online marketing (e-marketing) – is an interactive process, when using information technologies
long-term relations between the company and customers are developed. In the broad sense,
marketing comprises strategic and tactic planning processes which are to meet customers ‘needs
and bring maximum profit. E- marketing can be of two types:
• As a marketing strategy component of a whole organisation.
• As a standalone system, which contains all traditional marketing components, but they
are transferred into e-space.
In e-marketing customers are not grouped into segments by the traditional demographic method
but by their behaviour. To provide more and better-quality information sales advertising is used.
The number of distribution channels grows and the number of intermediaries increases as
manufactures discover new ways of delivering the product to the buyer directly. Companies have
to introduce a different type of marketing to be able to adjust to new circumstances. E-marketing
is characterised by certain features:

E-Marketing is the use of information technology in the processes of creating, communicating

and delivering value to customers managing customer relations E-Marketing is the fusion of IT
with traditional marketing.
There is no doubt about it – the Internet has changed the world we live in. Never
before has it been so easy to access information, communicate with people all over the globe and
share articles, videos, photos and all manner of media. The Internet has led to an increasingly
connected environment, and the growth of Internet usage has resulted in declining distribution of
traditional media: television, radio, newspapers and magazines. Marketing in this connected
environment and using that connectivity to market is e-Marketing. E-Marketing embraces a wide
range of strategies, but what underpins successful e-Marketing is a user-centric and cohesive
approach to these strategies. While the Internet and the World Wide Web have enabled what we
call New Media, the theories that lead to the development of the Internet were being developed
from 1950s.

Objectives of the Project:

To study the impact of marketing activity over Internet
To study the sales promotion programs on Hike par League.
To study the build and retain brand loyalty.
To study to introduce new product.
To study to attract new customer.
To raise awareness of the company, product, or service within a clearly identified target market
To communicate the benefits of the product or service

1.2 Scope of Study

This study helps to understand the about the concept of-Marketing. The study will help the
management of Hike par League informing the future policies regarding sales promotion
strategy. This is like descriptive method of understanding about how to promote your products or
services while using internet. It will also describe what are the methods and strategies of e-
Marketing with advantages and disadvantages also.

1.3 Details about Study

Before we start detailed study about E-Marketing first try to understand that why we need E-
Marketing concept in today ‘era. Marketing through Internet is becoming very important. It is
very cost effective and measurable. And the main feature of it is Global reach with 24x7x365
scenario with real-time feedback which attracts each and every one to use it.

Why E-marketing?
• Exceptional opportunity for knowledge-rich organizations
• Cost-effective to build a global brand & reputation
• Instrument for business development
• Many benefits
• Internal communication
• Knowledge management
• Market intelligence
• Project management
1.4 There are different forms of E-Marketing from them some are described
below:

E-mail Marketing:
• Automatic digest, Flash alert, Newsletter / Electronic magazine
• Active promotion of website content

• Key success factor:

• Development of permission-based mailing lists

• Metrics:
• Open rate
• Click-through rate
• Conversion rate

Pay Per Click Marketing:

Ad copy and selecting the right keywords is essential, rather than, deep pockets. Developing
effective copy within a limited space is a unique skill. You need to identify what the customer is
thinking and how he will try and find you. PPC charges are steadily increasing so it's more
important than ever to manage your campaigns effectively & efficiently.

Blog Marketing
Just because a website looks like a website doesn’t mean it's just a website. It could be a blog
too. Blogs have lots of great tools build into them that make search engines like them a lot more
than a static website. Features like category tags, RSS feeds and the 'pinging' of new content to
other sites means you can't afford to ignore the value of blogging as an internet marketing
strategy.

Search Engine Optimization

SEO (organic search optimization) can engage prospects at different points of the buying process
and provide long-term returns.

Banner Ad Testing
Display media has many opportunities for optimization with both creative testing and media
targeting.

Social Media Marketing

Social media is a rapidly evolving channel with many risks and rewards. Facebook, Twitter are
some social marketing websites for promoting your business, and it is very effective way to
promote your website to maximum users of Internet.

Affiliate Marketing
This is process in which a product or service developed by one person is sold by other active
seller for a share of profits. The owner of the product normally provides some marketing material
(sales letter, affiliate link, tracking facility).

Blackhat Marketing
This is a form of E-marketing which employs deceptive, less than truthful methods to drive web
traffic to a website or affiliate marketing offer. This method sometimes includes spam, cloaking
within search engine result pages, or routing users to pages they didn’t initially request.

Viral Marketing
• Hot Mail was one of the first examples of viral marketing
• Another “e” term for “word-of-mouth” advertising
• Bulletin boards, e-mail, chat rooms are the major conduits for viral campaigns
Affiliate Marketing
• This basically refers to selling other people’s product in return fora commission. This is
probably the fastest way anyone can get started with earning money online. Not going to
explain how thesis done as you’re going to find out how later.
• Partnership and affiliate programs are booming
• Cooperation between online companies
• Commission programs and banner exchange programs lead this channel

Banner Advertising
• Volatile history with sharply declining click through rates
• New forms such as java, active x
• Pop-ups, pop-under and other new delivery methods are gaining acceptance
• Branding is possible with banners
Search Engine Optimization
• The process of improving the volume and quality of traffic to a web site from search
engines via "natural" ("organic “) search results
• SEO is the single-most important online marketing activity
• The benefits of a well “SEO” site will be dramatic

Advertising and other means of communication on the Internet

Basic concepts:
E-advertising - the Internet technologies in everyday marketing activities.
Banner - is a small graphics (mostly gif, jpg or flash (SWF) format), with a limited amount of
information, with a link to advertiser website.
E-mail - one of the first and, in comparison with other, popular Internet service which aim is to
receive and send information through the Internet to another Internet user, which can be used for
direct marketing purposes.
Newsletter- a letter of commercial character sent by e-mail, which the user ordered to get.
Online link- it's bold, active word or phrase inserted in the web page content, directing users to a
specific and set in place on the Internet.
Discussion group or forum - this is a specific group of people who have a lot in common, who
are going online and share information.
Blog - is a website that can be managed by the same author: unrestricted writing your thoughts,
post photos, post links, receives comments from the Internet users.

The concept of advertising on the Internet

Advertising as a marketing element is very important, powerful and effective tool that
usually performs two basic functions - attracting consumers and consumer ‘s view formation in
order to turn them into permanent / loyal customers. Advertising also enables businesses to
create competitive advantages, form a position and thus remain active in the market competition.
Advertising must help people to give a fair and favourable impression on the organization and
the public information about products, encouraging consumers to buy and consume.
There are distinguished 2 types of advertising - traditional advertising (TV, radio,
press, etc.), and online advertising. Advertising is always marked by a great significance in the
traditional market, but especially in electronic market, it is necessary and also useful, which is
lately probably the most popular becoming advertising method. Internet advertising makes easier
to increase sales and advertising on the Internet is more focused on the individual user. The most
common Internet user has already known what he wants, so online advertising is targeted to
provide information at the right time and the required content. When a user receives a message at
the right time and in the form which he would like there are no doubt that it will draw attention.
Contrary to traditional advertising, it is not right at the same time inform about the product, try to
provoke a desire to buy and push for this action.
This changes the framework of the principles of advertising: advertising is no longer
the unified message that is sent to all users, without any exception, it is individualized
information, adapted to everyone according to his needs.
The promotional message is also adaptable by the user values and needs, which
should be well explained and be able to use. The main challenge in this case is to force the
technology to understand the context. So far, it is very difficult to do because the computer fails
to think and interpret, but perhaps in the future it will be able to achieve. It implies contextual
marketing (Eng. Contextual marketing), its main principle is to provide the necessary proposal at
the right time - placed in context.
It is likely that advertising on the Internet has greatly increased the effectiveness
and impact compared to traditional advertising channels, as advertising on the Internet is easier
and faster to create, deliver and adjust, as well as the Internet can reach a larger audience of
users, as well as precisely identify and assess the effectiveness of advertising - i.e., what
advertising has reached and how many users have seen it. The more efficiently exploited online
advertising opportunities and techniques, the greater number of users easily identify the
organization of its services or products for sale

Online advertising goals are: -

• To develop a positive image of the organization and its services or products.
• To sell goods online i.e., increase sales and profitability.

Achievement of the defined goals - an effective advertising on the Internet can reach any of the
stated goal: new product / service introduction on the market, delivery to potential clients,
attracting new clients and increasing sales of new product / service, favourable image of the
company formation, a new sales channel opening - by the Internet sales, e -shopping and any
other advertising goals. The main differences between traditional and online advertising are
provided

According to table the information provided, identified the following key aspects - advertising
and consumer communication must be relevant, clear, because the user's time is expensive and
limited; the cost of advertising is relatively small, and is characterized by a decrease, making it
possible for most intense and online advertising tools involving advertising; a web user like a
spider initiates contact with the advertiser; Internet advertising has to be focused on targeted
information - whereas online advertising has a purpose of directing user to a specific website or
product, so it can give much more detailed information, as well as an emphasis on image and
even sound.
Internet advertising advantages: - Internet Advertising - 24/7 (24 hours a day, 7 days per week).
–
• Advertising price does not depend on the target group of users by location.

• Online advertising is characterized by segmentation, whereas advertising is reached in a

content of interest. 130
• Direct / Individual connection with the consumer.

• Increased attractiveness of advertising opportunities - video, audio, text.

• Easy, fast and effortless adjustment of the content option.

• Clear and targeted advertising results ‘and performance evaluation - advertising the
number of clicks, the number of visitors and etc.

• User is owner himself - he decides when and where to visit and how much time to be in
one or another website.

Disadvantages of advertising on the Internet:

• Irritating, constantly faced by the advertising banners.

• Difficult alignment of the time - visitors can be from different continents.

• The user must have a computer or other device and Internet connection.

Advertising channel criterion- accessibility. The Internet currently is not as

widespread as television, radio and other traditional advertising channels, but its geography is
very widespread. If the company is international, it is difficult to reach consumers through only
traditional advertising channels. The Internet is a powerful communication tool for both the local
and international audience

Internet advertising measures and their impact on the consumer

t is noted that the vast majority of online advertising tools aim - to direct the visitor /
user to the main advertised website or other source, which is given further information about the
organization or its offered products / services.
Website. Website - a modern business card in which companies or people present
their works, products, achievements, feedback, contact information and so on. This measure is
important when you want to represent properly. Organization website in advertising point of
view has a dual effect. It can be as:
Advertising measure - if the site is intended only for the organization and its
products or to deliver services, communicate with customers.
• Advertising presenters -if there is another organization on the company or its
product advertising.
• Regardless of the Web site ‘s carried out advertising functions, the site needs to
be promoted in order to attract visitors. If there are no visitors, the site of the
advertising function becomes meaningless.
There are 2 elements which are relevant to the case of a Web site - it is design and website
opening (loading) time. Attractive design and appropriate content will include a visitor and he
will spend more time in it, but it is necessary to continually update, otherwise the service will
become dull and inactive. To minimise the site’s, start-up time it should be the necessary
condition, because the user does not want to waste his time and definitely will not be back next
time. Website advertising performs the functions

Currently the website possession is more than prestige-making affair, it is an

unavoidable necessity. However, the website without visitors is just a website. So, in order to
attract more visitors and turn them into customers, there must be an online means of advertising -
advertising banners, e. mail, forums, blogs, social networks, online catalogues, advertising on
surfing sites and others.
Advertising banners (Eng. Banner). It is noted that the Internet audience is focused
on a relatively small number of high-content websites. This type of website is appealing to
Internet advertisers, who are increasingly seeking here to present its own advertising product.
Such advertisement presentation is an advertising banner.
This is one of the oldest, most basic and commonly used forms of online advertising.
Banner - mostly rectangular form of advertising site, often animated, enhance interest in
attracting users to click and thus create the conditions for access to the advertiser's website. As a
promotional tool, banner is considered to be the fastest method to see the advertised site, but at
the same time it is one of the most expensive forms of advertising online. It is also fairly
universal type of advertising, but not the right to promote specific products of general websites.
Types of banners
• Expand billboard. This banner, increase the amount of opportunity. Pressing it on or
when you move the mouse banner can expand up to 4 times. The visitor can do this
occasionally, leading the mouse toward the top of the portal or browser menu. Pulling the
mouse, it automatically returns to the previous situation. These advertising banners do not
irritate visitors, who are not interested in promotional offer, but advertisers have the
ability to present promotional offers in a large format. The format of advertising
generally has been placed at the top of the website page. There may also be expandable
advertising banners, by opening up a web page, automatically increase, but after a few
seconds return to the starting position.

• Floating advertisement. Floating advertisements appears above the page you're viewing.
Until the end of floating script, portal visitor could not review the covered information
and better pay attention to advertising. For visitors, without causing dissatisfaction,
advertising time will be limited up to 10 seconds; the floating advertisement must have a
power button. Floating advertisement is usually combined with advertising banners. This
is one of the most effective promotional tools that increase brand awareness and
association with the advertising message. Floating advertisement - flexible advertisement
format that allows creating any effect on the computer screen. An important factor for
floating advertisements panels is the animation speed. Fast-moving images more attract
visitors' attention and affects psychologically than those moving slowly.
• Brand Mark. This form of advertising is similar to a simple brand up window, but it has
been granted as an individual item or advertised brand form. Brand mark banner is placed
in the middle of the page. In this case, flash technology allows connecting unlimited
creative possibilities with the user interactivity. These brand marks must have shutdown
buttons, the ability to move from one website to another. This form of advertising is
especially effective in order to draw the user's attention to the advertised product.

• Scroller. A height strap of 35 pixels, which can be placed on the website at the bottom as
well as in the right or left edge of the browser window.

• Poltergeist - is a full-screen animated Flash (SWF) up to 10-second, completely filling

the entire browser window. In the upper right-hand corner of this form of advertising
must have a shut off button. Poltergeist advertisement is demonstrated by limiting the
frequency of appearances to less annoy the users.

The most commonly used advertising banners in Lithuania are the

following sizes (in pixels): 468x60 and 120x60, as well as bigger 120x600 (Skyscraper)
and 750x100 (Billboard).

Banner’s objectives: -
• To force a visitor to click the banner and thus access to the advertised site.

• To form and enhance a brand image by constant repetition Interactive advertising

banners - are more than just informational and directional character of advertising
banner. An interactive strap helps to calculate the interest rate by entering the
point of destination; the system offers the cheapest ticket price and etc.

Inserted advertising. It differs, because by pressing banner or strap, a visitor refers

not to another organization's website, but to the next page of the same the website.

Advertising banners help to attract visitors and potential customers, as well as

sufficiently segmented the target audience. Advertising banners usually placed in web sites of
special interests that are related to the target group, the most popular or the most important Web
sites.
Advertising banners are placed in:
• Searching websites. Advertising banners are placed in the main searching site. Thus, a
large / wide but not appropriate audience is reached.

• Targeted and specific sites. This category covers a wide range of hobbies and special
interests’ sites - lifestyle, computers, science, entertainment, family and others.

• Sponsored sites. This is a similar or identical character website according to the content
that exchange advertising banners. These sites can be two or more. This service is usually
free.

Each banner is unique and its creation requires special attention. It is not enough to have
program and technical possibilities to create a promotional panel. It must attract attention. In
order to create effective advertising banner, it is necessary to combine colours, design,
movement and communication strategies. Creating and placing banners, you should pay attention
to several aspects.

Banner’s creation and placing aspects.

Suggested encouragement - prizes, discounts and so on.
• Offered something for free - the advertising banner placed on the word "free" can tempt
the user to click banner.

• Call for Action / to do something - advertising banners with the words "click here", "click
now" gets a lot of attention.

• Recommended animated elements - consumers are more concerned to the moving banner
than to a static one. It is also important that the web pages, as soon as the user control the
mouse icon moves toward the ad, it is activated, begins to flicker, i.e., performs some sort
of action that attracts consumers' attention.
• Permanent updating - the decrease in popularity of the advertising banner, it is necessary
to update its contents or in banner formation it is recommended to create a number of
options and change them in a certain frequency.

• Linking - banner need to be linked not to the main web page, but with that, which is
associated with the advertised product or service.

• Clarity of information - in the advertising banner, the information must be clear and
unambiguous. Misleading information can negatively affect consumers

• Size - banner cannot be big, because it will not be effective if it opens by a long time.

• Page location - the popular banner is that, which is placed at the top. However, depending
on the type of banner, the location may vary.

The advantages and disadvantages of banner are provided in Table

Pros Cons

• Global action • Different technical requirements in

different websites.
• Fast switching to the advertised object
site. • Constantly need to be updated.

• Achievement of the target audience. • The probability that the information is

misleading and disappointing
• The possibility of information about consumers.
the organization or its products.
• Not related to the appropriate web site,
• Low-cost - banner creation or advertising banner can force the user
insertion to a website (advertisers). to roam

The most common screens are at the bottom or at the top, but can also be located on
the sides. These ads make up more than 50% of all online advertising.
Banner’s customer to place such advertising on his page usually pays to the website
owner. Such promotional price depends mainly on the website - i.e., the flow of visitors, the flow
quality and website themes. The more website attracts visitors, the more expensive advertising is.
E-mail advertising.
Electronic mail (e-mail) - it is one of the first and compared with other very popular
provided web service. It is characterized by rapidity (arrived within a few minutes), the
information is not misleading, the text is not lost, and it can be sent to various information
formats both to the text and files basis. It should be also noted that the majority of people start
and finish the day of the e-mail review.
For these reasons, the e-mail is a great tool for online advertising. E-mail marketing
- it is a form of advertising where the promotional message is sent to the selected addresser. It is
an effective and flexible communication tool, which allows to reach quickly the potential client,
send a message to selected addressers, advertise, sell or just keep in touch with customers. One
of the major advantages of e-mail - it can reach consumers who are not active Internet users or
surfers. The user uses an e-mail as a tool. Thus, compared to the ordinary mail, e-mail is very
inexpensive and the user has the opportunity to respond.

There are two types of e-mail as a form of online advertising:

• Preferred e-mail. It is a commercial mail, also known as newsletter, which sent

advertisements or messages to the consumers, because he does not prefer it. A user orders
it voluntarily registering in the system. This advertising method is characterized by high
efficiency and expediency, whereas e-mail is sent to the target user who is interested to
the sent subjects and for that reason it is a good chance that the information sent will be
reviewed and visited in the advertised site or viewed and purchased advertised product /
service. Users of this service may refuse voluntarily at any time.

• Spam. It is a commercial mail (Eng. Spam) that sent advertisements or messages to the
users who do not prefer or even do not order such kind of service. This form of
advertising annoys users and its effectiveness is minimal. Most of the users deletes these
e-mails, even have not read.
• E- mail advertising is also available in such a way; while buying a placement for an
advertisement in the email electronic newsletter. The advantage is that it has the ability to
reach your target market and audience will see advertising as part of an e-mail. Here are a
few e-mail notifications rules.

E-mail notification rules. E-mail as a form of online advertising, pros and cons outlined in Table

Advantages and disadvantages of e-mail

• Low price • Frequent and constant sending

newsletters can form a negative
• Preferred e-mail normally reaches the consumer reaction.
target audience in reaction clicking on
the advertised website or a specific • Improperly prepare mailing lists - the
product / service. minimum or false information, it is
difficult to achieve the targeted
• Exactly prepared mailing lists increase persons.
the probability of reactions and reach
the target audience. • To mailing lists can enter addresses
whose owners requested e-mail only
• Mailing lists are easily and simply from a specific site or not did not wish
updated - the entry of new, removed at all.
unnecessary.
• Breathing out, or passive audience -
• The ability to segment addresses under subscribers rarely change the habits,
the topics of interest and so on. information can very quickly become
irrelevant and etc..

E-mail marketing can improve the organization's image and structuring of advertising, you can
create a positive attitude to the target audience of the suggested product or service. This form of
advertising is used to strengthen business relationships with current or former customers,
promote customer loyalty and trust, creating long-term trade relations, searching for new or
increasing sales and so on.
Advertising on social networks. This is a very fast-growing type of advertising - Facebook,
Twitter, Google + and so on. Social networks are characterized by a broad audience, which can
be exploited for advertising purposes. Advertising in social networks can be
• Creating the organization, project or product profile. This way the development, the
formation and development of specific content able to attract visitors interested in a
particular field, who can become potential customers / consumers.

• Creating organization, project or product profile. This way the creation, formation and
development of a specific content can attract visitors interested in a particular field, who
can become potential customers / consumers. - Contextual advertising. The online form
of advertising reaches the targeted / interested in target group, that can be segmented
according to the topics, interests and so on.

There are several reasons why it makes sense to engage in advertising on social networks

The causes of advertising necessity in social networks

• Recognition of the manufacturer. One of the most powerful ways to use social networks
is branding and publicity.

• Community. Social networks allow reaching a very wide audience of people. With access
to users, you can easily find out what they like or do not like. It can serve as a free and
valuable market research analysis.

• Influence. When the number of fans increases, the influence of the company grows. The
audience in social networks can create a "snowball effect" that can attract new customers.
• Site statistic. Various recordings, discussions or just the company advertising on social
networks encourages the audience to click on ads and visit the advertised company's
website

• Competitive advantage. Not all companies use social networking application possibilities
for marketing purposes, thus losing a large part of potential customers.

• Search engines. Search Engine - Google and etc., filtered and pays great attention to the
contents of the Web. Company, organisation ‘s social network activity, are an important
signal for search engines to assess those pages as beneficial to consumers.

• While social networks volumes are rather limited and it is not very cheap, but if the item
is really interesting and catching - in this case, social networks can be a good way to
advertise their products.

Internet links. A form of advertising characterised by efficiency, helps to direct online visitors
to the provided direction. Internet link is understood as the highlighted word or phrase inserted in
the web page content, directing users to the advertised website. Links in a sense of place are
more economic compared with advertising banners. Online commercial links in a form of
advertising is a way to direct targeted visitors to these sites:

Additional benefits of the Internet link - help for search engines. The more links means the site
on higher position in the search list. Also, the presence of link forms the added value of the site.
Links can be not only text, but also the advertising banners.

The pros and cons of Internet links

Pros Cons
• A valuable source of information. • The directed user can return.
• Links to competing sites may deprive
• Shows the organization's notoriety. the user.
• Severe reference value and efficiency.
• Low-cost or free.

• Increase in the value of the website.

Online links benefits: -

• Links form the attitudes of visitors about the website value.

• Links are a source of information to identify visitors ‘behaviour and what do they
appreciate, otherwise visitors have the opportunity to return to a previously visited site.

• The ability to exchange information and knowledge.

Advertising in discussion and news groups, forums, blogs. This form of

advertising help to display an advertisement, provide information about the organization and
production for Internet users. However, these methods in Lithuania are not very popular in
commercial terms.
Articles, e.g., ordered articles, writing - another form of advertising on the Internet.
Inserting articles in blogs are not very popular practice because of lack of popular blogs, which
will be able to attract a significant, specialized audience. However, the ordered articles in online
news portals are extremely popular and are quite successfully to mask. Usually of such articles
writing and its ‘distribution are responsible public relations agency, that creates an article about
the goods or services and distributes in a number of news portals. It is quite effective (according
to the budget) type of advertising.
Discussion Group - is a specific group of people who exchange information online.
One group is focused on the debate, the other - in the preparation of reports. Discussion groups
can be ranked, categorized by themes, so information or other messages may be specifically
directed to the target audience. Discussion Group as a form of advertising on the Internet has
indirect advertising, because it is avoided direct forms of advertising (banners, etc.).
Internet link form is very often used in discussion groups.
One of the newest online marketing / advertising media is the Internet diary / blog. Internet blogs
are classified according to the type of content, genre, authorship, and etc

According to the content: -

• Video Blog. It provides video material.

• Photo blog - photos, illustrations blog. - Link’s blog - Web link blog. It contains links,
which the author likes personally or reflects blog topic.

By genre: -
• Political blog - political events, news, political comments, remarks blog. - Scientific Blog
- scientist, science journalist or any person with an interest in science, regularly provides
information about education, scientific activities, researchers, academic issues, business
assessments.

• Travel (tourist) blog - describes the travel experience, photographs and other visual
recordings, route documentation.

• The cultural blog.

According to the authorship:

• Private, Individual - one person created blog.

• A group, organization -several people created blog, mostly of professionals.

• Public or private is limited (or not) of readers, imposed a certain records level of
publicity.

• Business (organizations, companies, corporation), an economic blog, e.g., business

portal, daily newspaper or others. Recently, have appeared the business entities that are
able to adapt blogs to deliver company’s products.

• Shop’s blog, which contains a description of the organization, promotions and etc. (e.g.,
Manton brand, etc).

• Blog design must reflect the theme, which it is written. After the establishment of a blog
in a system Boast or WordPress.com, design is chosen from the following. It does not
require any knowledge of web design and saves time, but restricts the uniqueness and
individuality. When analysing the blogs, there are important 3 criteria

Attendance- very important criteria. Monitoring of blog's visitors is necessary

condition in order to keep in touch with customers, it makes the possibility to improve the
project, identify the most popular topics and others. The main element of weblog statistics is the
number of visitors and subscribers. Visitors - are people who click the link of blog on other
websites.
Theme. Topic selection depends directly on the purpose pursued by the blog. If the
goal - to attract new employees, the blog information must be guided by the information on the
organization's internal environment and employees, if investors - relevant to the financial results,
strategy and development. If the blog is intended to inform about a specific product and promote
it to sell all available information must be related to its characteristics, benefits and so on.

Advertising. Using a blog as a mean of advertising has the following aspects: -

• Blogs hardly increase the sales on a limited number of visitors (e.g., an advertising
banner, placed on a popular website generates in a minute of time such the flow of
visitors, the same as the blog throughout the day).
• Blogs are effectively checked and tested to a new product or service. Bloggers are
the first and early users, who are interested in things they care about to announce a
new product, its advantages and disadvantages. Blogs can be damaging to product
or service if the blog is not known nor has a bad reputation.

Advertising on search sites. To direct the flow of Internet users to a specific site is
possible by using another internet advertising method - it is advertising on search sites. In this
case 3 advertising channel versions are used: -

• Advertising on partner websites.

This advertising on partner sites, which competes with advertising banners - this is
Google (Google AdWords advertising) or another search engine acts as an intermediary placing
textual and visual organization's advertising on other websites, which are selected either by the
site's content (interface with advertising), or by the visitor, which
• Advertising is displayed by the search results.
Advertising is usually displayed by the search results at the top and on the right. This
type of advertising is not cheap - it is paid for each ad click (sometimes for showing), and the
price depends on the keywords. Some topics ‘keyword can be hundred times more expensive
than unpopular, and it depends on the competition between these advertising clients. This form
of advertising meets the market's requirements. Another advantage of this type of advertising is
that the advertisement particularly precisely selected the target users, so it is very likely that
visitors will become customers, i.e., actual sales.
Taking place in the search results. The websites are recorded / selected by key words. When a
web visitor enters a keyword in a search engine, according to him the list of web sites is
submitted. It is recommended and aimed that the site will appear on the first page, according to
the results research, the consumer usually does not bother to go deep more widely

The use of search engines for advertising on the Internet is an effective method, whereas Internet
users searching for information use the help of search engines. Therefore, it is recommended to
register a website in the most important search engines (registration is free of charge) and to get
the highest score, i.e., position in the search results. It is also recommended to update regularly
the website registration on search sites for the following reasons: -
- There is a regular controls and long time ago registered websites can be deleted.
Also, search engines robots in certain periodicity clear the database and therefore part of the
information i.e., some web pages may be removed.
• The newly recorded information helps to get high positions in the search results.
• There are frequently changed used algorithms and criteria and other in search
engine.

It is noted that the search sites, evaluating and selecting web sites use sophisticated
algorithms and criteria, but the most important and crucial aspect - with the site related text - in a
website content, title or description.
Despite the attractiveness of this advertisement, the main drawback is that there is no
guarantee of the results and a relatively is long time to appear. The pros and cons of advertising
on search sites are presented in table

The pros and cons of advertising on search sites.

Pros Cons

• Search Engines are used on a global • A large number of search engines.

scale.
• Search Engines based on different
• The broad and targeted audience. selection criteria to submit search
results list.
• Direction visitors to the advertised
site. • Registration methods, list formation
principles changes, so frequent re-
• Free registration on search engines. registration is necessary on the search
sites.

• For users the most important are the

initial search results, i.e., the first
results page list

Other forms of advertising on the Internet. Putting in the various online directories
(catalogues) - an outdated form of online advertising. It is used, but in reality, these catalogues
do not attract a lot of visitors who are scattered among numerous catalo pages. Typically, for this
type of advertising is often heavily overpaid considering to alternatives mentioned above.

Bought the fictitious flow - this advertising on the Internet is partly similar to some of the
previously mentioned: is paid for each visitor has come (and sometime been present in) from
other portals, but the difference is that this type of visitors is not valuable and are intended only
to improve website stats, to get more advertising revenue.
E-Marketing Strategies

• The Offer: Product strategies – Existing products sold online or new products offered to
the customers
• The Value: Pricing strategies – Dynamic pricing and Online bidding
• Distribution strategies – Direct marketing and Agent E Business models
• Marketing Communication strategies
• Relationship Management strategies – CRM software + Business models =
comprehensive database

1.1 6 simple steps to start e-Marketing

Starting e-Marketing is easy but walking on the right path is not so easy. There are just
too many options you can consider! However, typically I would recommend my clients to
follow6 simple steps to plan and start doing e-Marketing and they are:
• Building Effective Website
• Designing Compelling Messaging.
• Sending Strategic Newsletters
• Online Advertising
• Managing Customer Databases6. Building Alliances

(1) Building an Effective Website

I have shared in other articles how important it is a website for e-Marketing to be successful. It is
not only design and layout but also the real business strategy behind. You have to consciously to
make your website effective for your business and engaging your customers interactively. A
website will only perform well when it is being revised and updated according to the
environmental changes with Compelling Messaging.

(2) Designing Compelling Messaging

It is really back to marketing basics about communications. You have to high play your
products/services' benefits rather than functionality in order to distinguish your differential
advantages over your competition. A lot of time, customers' buying decisions are based on trusts
that built on the success references you are giving of other cases. Before you get this right, e-
Marketing will never be a success.

(3) Sending Strategic Newsletters

e-Newsletters are so easy to send out if you have any emails of our suppliers, partners, customers
and prospects. However, your compelling messaging must be ready before your e-Newsletters
can be successful. In additional, you need to send out useful information or knowledge
occasionally other than sales promotions in order to attract your target audience to keep
subscribing your newsletter.
(4) Online Advertising
The most basic Online Advertising option I recommend is Search Engine Marketing. It is
becoming mandatory for any companies nowadays to make sure their company
information/advertisements are showing on the first page of search results. Without doing this,
your website will just never be found in Avery long while, Other Online Advertising options can
30 be Web Banner Ad on your target customers populated websites or contextual advertising,
etc.

(5) Managing Customer Databases

When you start doing e-Marketing, the next important thing is to keep up with your customer
database(s). This is very crucial because your customer database will grow throughout your e-
Marketing activities. The most basic way to do this is to use Excel or Outlook or any other mail
clients but as you grow your customer database, it is better to adopt Customer Relationship
Management software or an e-Marketing campaign software.

(6) Building Alliances

No one can be successful by doing e-Marketing alone and this is the fact! Hence, building
alliances and letting your alliances to promote your products/services in their websites other
channels are the very key to success with e-Marketing. Your potential return on investment
(ROI) will grow even better than you can imagine.

How to Business Successful Through Internet?

Internet the way we do business today. It has broken physical boundaries and has
provided each small, big and mega businesses a global business opportunity. Your online
presence, your website provides you an equal opportunity to have your presence felt.
The irony those among the millions of websites ruling the internet world only
thousands are successful. As they say you not only need a quality product or service, you need to
package and most importantly sell it. This leads us to the question how to get successful online?
Simple answer packages your website and makes people aware of it
The basic rules of business apply here too with the difference that here you cater to a
global market. The internet offers you with a variety of tools which applied correctly can make
the winning difference.

Your website needs a design and for this you need a web designer. Correct web design, colours
and correct placement of web elements on your web page are important aspects for your site to
succeed.

Remember to maintain a contact page which mentions your contact details on the site have a
sitemap and design the site for users. It is of utmost importance that you keep search engine
optimization factors in mind. Have your pages titled. For more on this contact a web designer.
If you are in business retail or manufacturing a good idea is to have your site e-com enabled.
You must have shopped on the internet, if not you are among the chosen few. If you have you
must be aware of the shopping cart on the e-commerce site. The shopping cart enables your
visitors to manage their shopping well. You will need a payment gateway and a merchant
account to receive money forsakes. To test out your site integrate it with PayPal and try out the
shopping experience.

• So, your site seems to be ready now. Next step. Make your site presentable and make it
known. So, we are now into advertising and marketing of your website. Here note this
that 95% of websites gets visitors from referred from search engines. These search sites
work like a gateway to the internet world.

• Your next step towards making your site known to others is to follow the search engine
optimization tips offered by the search engines while making your site. You should look
for the terms people use to search your type of service or product and create your site
around it. As in the advertising world headings for your pages should be catchy. Internet
visitors scan web pages for information instead of reading through them, so all the rules
of advertising world which helps in writing the content for the advertisement apply here.
Do it yourself, get to know what the inverted pyramid style of writing is or hire a web
designer, see specialist to do it for you.

• With pay per click, the internet advertising world has revolutionized. It offers you
advertising opportunities on the net fora few shillings. Check out Google Ad sense or
Overture Campaigns. These are offered by mostly the leading search engines and your
advertisements are displayed on the search result pages of these sites for keywords you
choose. If controlled optimally you can benefit from these. Use PPC to get visitors to
your site during the launching period. Dual benefits. One you get visitors though your site
is too new and second due to advertising, your site gets noticed. If you are not aware of
this, use the services of a PPC management company to do this for you.

• So, what else to look out for? Interaction. Give reasons to your visitors to come back to
your site. Start a newsletter campaign. Offer your visitors something free. Give them tips.
Start a blog. Make your visitors come back to your site.

• Give them options to sign up for your newsletter free. You get their emails and use a
mailer program to send out regular mails to them.

Choose the Purpose of Your Website

• Selling Products
• Selling Services
• Driving Traffic
• Selling Traffic

Selling Services
Of course, not all products are physical and selling services has never been easier when using the
Internet. Now lawyers, consultants and educators can provide information and/or advice and
charge for it through their website. Using tools like Internet files, discussion boards, and web
conferencing makes these professional services available toa wider audience. Location is no
longer an issue.

Offering Services
The Internet is a terrific way for service providers to connect with their customers and meet the
needs of their customers even if it is not face to face. Here are some of the services you can now
provide to customers through your website:
• Consulting
• Education
• Advice
• Resource Management
• Recommendations
with the Internet tools now available you can upload files, books, videos, manuals and even
whole university courses. Your customers can take advantage of your services, and you get paid,
all online.

Providing Information
The Internet is a fantastic way to reach your target audience and sell information. If you have
access to a database or specialized information you can charge your customers to view it. Here
are some of the types of information sites where you can make money:
• Real Estate
• Investing
• People Finding
• Consumer Reports
• Book Summaries
•
1.2 Opportunities of E-Marketing
1. Incremental revenues
• The internet is a level playing field in terms of sales and marketing
• Everyone can attract new clients through very targeted and measurable marketing
• Global distribution reach is available to all, not just the major brands that have global
networks

2. Reduced cost of sale

• A brand web site has the lowest cost of sale
• Enables business to be “channel shifted” from more expensive channels, such as travel
agency or call centres
• A strong brand web site enables the reliance on OTAs to be reduced and relationships to
be renegotiated in order to bringdown the overall cost of sale

3. Enhanced brand loyalty and client relationships

• A direct client should be retained for future marketing and relationship building
• A customer booking through an OTA is likely to remain loyal to the booking channel
• Actively seek to build relationships with clients delivered throughout for future, cheaper
marketing

Also,

• Internationally more than 33% of surfers buy online

• E Marketing reduces prices
• Huge potential for growth (70% rural population)
• E Intermediaries
• Affordable computers and internet connectivity
• Desire of the customers
• Cheaper technology

LITERATURE REVIEW

Purchasing variations
The three most common ways in which online advertising is purchased are:
• CPM
• CPC
• CPA
• CPL
• CPE

CPM (Cost Per Impression)

Where advertisers pay for exposure of their message to a specific audience. CPM costs are priced
per thousand impressions, or loads of an advertisement. However, some impressions may not be
counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for
one thousand.
CPV (Cost Per Visitor) or (Cost per View in the case of Popups and Under)
Where advertisers pay for the delivery of a Targeted Visitor to the advertiser’s website.

CPC (Cost Per Click) Also known as Pay per click (PPC). Advertisers pay each time a user
clicks on their listing and is redirected to their website. They do not actually pay for the listing,
but only when the listing is clicked on. This system allows advertising specialists to refine
searches and gain information about their market. Under the Pay per click pricing system,
advertisers pay for the right to be listed under a series of target rich words that direct relevant
traffic to their website, and pay only when someone clicks on their listing which links directly to
their website. CPC differs from CPV in that each click is paid for regardless of whether the user
makes it to the target site.
CPA (Cost Per Action) or (Cost Per Acquisition) advertising It is performance based and is
common in the affiliate marketing sector of the business. In this payment scheme, the publisher
takes all the risk of running the ad, and the advertiser pays only for the number of users who
complete a transaction, such as a purchase or sign-up. Thesis the best type of rate to pay for
banner advertisements and the worst type of rate to charge.

CPL (Cost Per Lead) advertising

It is identical to CPA advertising and is based on the user completing a form, registering for a
newsletter or some other action that the merchant feels will lead to a sale. Also, common, CPO
(Cost Per Order) advertising is based on each time an order is transacted. Cost per conversion
describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad
by the number of conversions. The definition of “Conversion" varies depending on the situation:
it is sometimes considered to be a lead, a sale, or a purchase.
CPE (Cost per Engagement) is a form of Cost per Action Pricing first introduced in March
2008? Differing from cost-per impression or cost-per-click models, a CPE model means
advertising impressions are free and advertisers pay only when a user engages with their specific
ad unit. Engagement is defined as a user interacting with an ad in any number of ways.

Advantages of E-Marketing:
When compared to traditional marketing, E-Marketing is the apt way to promote your products
and services globally. There are many advantages some of which are listed below.
Global Reach
• No physical or geographical limitations- The use of the internet as the mainstay of
operations virtually eliminates geographical boundaries.
• Access to unknown buyers and sellers.
• Own your virtual office.
• Always accessible (24/7)
• Enhance your business prospects and profits.
• Reach target audience.
• Publicizing your business through various chambers of commerce & Industry and trade
Associations.

Easy Marketing
• Classified information on competitive products.
• Acquire product knowledge.
• Compare products & Services.

Economics
• Cost effective strategies.
• Faster & easier access to products, buyers and sellers.
• Save Time and money you spend on sending faxes, couriers etc.
• Save money you spend on printing Catalos, Brochures another promotional material.
Updates
• Change of content is possible immediately.
• Add new products and services.
• Link other principal sites to your e Brochures for wider content reach.
• Add latest news, events and other information immediately.
More attractive compared to physical brochures
• Graphical user interface.
• Provide product animations.

Also,

• Internet adverting enables good conversion tracking

• Targeting: trick is to place your ad where the right customers can see it
• Internet advertising is huge
• Internet advertising has a lower entry-level fee
• Internet advertising can be much cheaper
• Internet advertising has greater range
• Budget is low
• The presentation to the market:
• Relatively trouble-free: choose from a variety of advertisement ways like Banner Ads,
text ads, etc. All from the comfort of your home.
• Update ads: You can easily test the market
• Direct Response:

Disadvantages of Internet Marketing

• Limitation-internet marketing requires customers to use newer technologies rather than
traditional media. Low-speed Internet connections are another barrier. From the buyer's
perspective, the inability of shoppers to touch, smell, taste or "try on" tangible goods
before making an online purchase can be limiting. However, there is an industry standard
for e-commerce vendors to reassure customers by having liberal return policies as well as
providing in-store pick-up services.

• Security concerns-Information security is important both to companies and consumers

that participate in online business. Many consumers are hesitant to purchase items over
the Internet because they do not trust that their personal information will remain private.
Recently some companies that do business online have been caught giving away or
selling information about their customers

• Broadband induced trends-Online advertising techniques have been dramatically affected

by technological advancements in the telecommunications industry. Online advertisers
are working feverishly to design rich multimedia content that will engender a “warm-
fuzzy” feeling when viewed by their target audience.

• effects on industries-Internet marketing have had a large impact on several previously

retail-oriented industries including music, film, pharmaceuticals, banking, flea markets as
well as the advertising industry itself
Challenges
• Data privacy or Data Protection
• Low percentage of computer penetration
• Internet connectivity
• Low percentage of surfers entering into online transactions
• Misuse of Credit cards
• Cyber security
• Cyber crime
• Loss of personal touch in shopping
• Legal issues (Trade mark, Domain name, Copyright, Jurisdiction issues, etc.)
• Mistaken purchases or auctions

Electronic Marketing Strategy

Research - e-market segmentation features.

The concept of segmentation, the process and basic criteria. The market is
characterized by different users or groups, which differ not only in terms of the needs, desires,
habits or interests, but also for its financial strength. This situation leads to certain difficulties to
the organization presenting products on the market – i.e., the organization's target consumer, to
whom, how and at what price to offer a product or service, which should be applied to the
marketing strategy and marketing activities, or pay off the investment in sponsorship and many
other issues.
All this affects the need for the market to break down, i.e., segmented into separate
parts - segments of the market, it is more appropriate to identify and recognize users who have
the same or a similar response to ongoing marketing efforts and ultimately possess similar
consumer behaviour. Thus, segmentation makes possible to better satisfied the needs of users
and the needs, which create a strong competitive advantage not only by the organizations as a
market participant, but also the production situation of other products or services in the same
market or in a part of it and thus significantly increase sales and generate higher profits.

There are 3 main market segmentation related concepts:

The main concept of market segmentation

• Market segmentation - the market is splitting into separate groups of customers, some
customers (consumers) react similar or equally to marketing efforts.
• Market Segment - this part of the market where consumers have similar needs, desires,
values and purchasing behaviour.
• Target market - a market part of (consumer group), in which an organization directs its
marketing efforts.

The target market can be twofold - firstly, it is a consumer or group of organizations, which are
the most appropriate for organizational goals. Secondly, the proposed packages of production or
output variation which can the best meet the needs of different user groups.
It is impossible to satisfy all the needs of the market, so it is necessary to decide which market
segments are relevant and targeted and which are irrelevant. The next step is to assess the
profitability of the segments i.e., potential. So, the essence of market segmentation is to identify
groups of consumers or market share, which has the same or similar needs or consumption
habits. Market ‘s segmentation goal is far as possible to ensure that resources, which will be
directed to those users or organizations from which they can expect the highest returns.

Requirement’s segmentation: -
• Market segment of users’ needs to be like.
• Market has to be segmented by the principle in order to collect the information from the
separate segments.
• The segments must be clearly defined and easily measurable.
• Market segments must have growth, profitability and expansion opportunities. - Segment
has to be easily available of support and product distribution operations.

There is no single and the best segmentation model and method, but in practice usually
segmentation based on criteria that are presented

Market segmentation criteria

E-trade-i.e., in case of e-market, the bigger parts of consumers do not have membership.
Therefore, are hard to evaluate, due to lack of data, geographic, demographic and psychographic
market segmentation criteria. But e-market is characterized by the fact of the data collection
about consumers' habits and actions, and in this case, it is the most appropriate segmentation
criteria of consumer behaviour.
The organization, shaping marketing strategy and marketing activities in e-space has to segment
customers by their behaviour and understand how consumers make decisions in the e-market.
The advantage is that digital technology makes it possible to segment customers in real time -
this is the process where is identified each web site user and compared with the types of
segments about the information to whom it is stored on the database. According to this system it
can shape and adapt differentiated pricing.
Segmentation - an important method of market research, consumer research and marketing
process of policy-making basis

Segmentation principles and methods.

In practice segmentation is based on two fundamental principles - consumer demands and
situations, which are used for production analysis. 2 ways applied: -
• Primary segmentation method.
This method is based on market segmentation by consumer behaviour characteristics,
demographic or psychographic indicators (emphasizing lifestyle). The next step - assessing the
attractiveness of each segment, during which all the users are divided into homogeneous (similar
to each other according to certain criteria) groups. –
• The secondary segmentation method.
This method is based on a market study to assess consumers' attitudes and reactions to a number
of similar variables; they are assigned to a certain, already formed segment. Thus, are identified
target market segments

Consumer types of e-market

• These consumers look for the convenience.

For this type of users, the most important reason to buy in e-space, i.e., in e-markets - the
purchase of production convenience. They are not motivated by the physical environment and
the desire to get the product immediately.
• These are the customers who look for the diversity.
For this type of users, the most important reason to buy in e-space - the purchase of output with
the ability to evaluate simply and easily all the alternatives as well as the diversity of production
and price perspective.
• These are the customers that focus on the selling points. For this type of users, the lowest
motivation is to purchase products online. There are two of the most important moments
for them - fast purchase and obtaining goods immediately. Mostly they will be
encouraged by digital products (software, e-books, music, etc., when immediately paid
can download the product directly to a computer) purchase in e-space.
• These are the customers who seek for the balance / equilibrium. These types of customers
by their purchasing behaviour are included to individuals for whom the most important is
the convenience of production purchase and the variety with a minimum effort.
Consumer types of market-level impact to some works of these motives - shopping
convenience, the demand for information, social communication, shopping joy, demand
for diversity and rapid acquisition needs.

Segmentation by the use of case. In this case, the consumer behaviour in e-space is affecting by
factors such as: online spending time, place, where the Internet is used (at home, at work -
depending on a place are different visited site), the speed of Internet access (lower speed results
in less data downloads, lower revised the amount of information etc.) and others.
It is noted that Internet users are active in different ways and for this reason, Internet users spend
not the same time while browsing Web sites. So, the time spent on the Internet can be treated as
one of the criteria that is used for market segmentation. There are several groups of users

Internet Marketing Plan

Introduction
The aim- to introduce e-marketing plan development and specifics of the structure.
Objectives:
• To identify the marketing plan, the location / position of the overall organization's
strategic planning process.
• To identify principles and aspects which formed the basis of a marketing plan.
• To understand how e-marketing plan is drawn.
• To structure components of marketing plan

The place of marketing plan in the planning process and principles formation
In every organization planning as an activity is an important and significant process.
Planning leads to the need for the organization of ongoing actions multiplicity and diversity.
Planning - is a process oriented to purposeful design in which the planned activities of individual
organizations units using a unified methodology and planning procedures. Planning the activities
of companies allows to link and align a variety of actions, processes into a unified whole, and at
the same time targeted distribute material, financial and human resources, not only between the
activities, but also in time. For this reason, the organization carried out a strategic and tactical
planning:
• Strategic planning- is a long-term foresight of business goals and ways to achieve them.
• Tactical planning - it's short-term foresight of business goals and ways to achieve them,
the elaboration of certain sections of the strategic plan.
In order to properly and targeted identify planning activities and formation principles of the
marketing plan and its place in the overall planning process, below is provided the structure of
organization's plans and stages of its formation / development.

Organizations plan making process and its stages

According to Figure by the process and its individual stages is formed a single and integrated
marketing plan together with the human and financial resources. Organization plans and their
objectives are presented in Table

Company’s plans and objectives

Plans Objectives

• Identify the company's mission and

vision.

Strategic plan (for 3 years) • Identify strategies, objectives and

tasks of development indicators.

• To develop the company's

communication functions,
information flows links between
processes, define the business value
chain.
• Identify the line of business
objectives, development direction,
execution deadlines.

• Description of the manufactured

products and the new products
Activities of business plans (for 3 years) presented characteristics, the
identification of markets and their
potential competitors to predict sales,
and so on.

• Evaluate material, financial and

human resources necessary to
achieve that objective.

• Establish a basis for the formation of

financial and marketing plans.

• Identify and develop marketing

strategies.
Marketing plan (1 year period)
• Choose the marketing actions and
measures.

• To evaluate the financial resources of

marketing actions.

The budget plan (1 year period) • Identify the financial resources of the
tasks / plans.

Human resources plan (1 year period • Identify the human resources tasks /
plans.

• To develop the structural units of

Operational plans (No more than a action to achieve its objectives by
quarter) setting a time limit and responsible
persons
To sum up, the marketing plan is an integral part of the organization's strategic plan. E-
marketing plan identifies not only the sale of products, but also the behaviour of the market to
specific situations of action.

Summary / Introduction.
The summary briefly presents the problems, to solve them is prepared a marketing plan, the
organization and its activities is described, are revealed the advantages (strength) and
disadvantages (weaknesses) of the organisation, the surrounding environment of the company
and their impact on the market ‘s structure is identified. Also are distinguished marketing
program ‘s goals, tasks, is planned to use of marketing strategy, the plan execution time and the
possibility of continuity.
Objectives and tasks. Objectives and tasks of marketing plan have been
mentioned in figure 37, is closely related to the organization's strategic plan, strategic marketing.
First are formed strategic marketing objectives, on their basis tasks are formed, which are
market-oriented, market characteristics and analysis of its needs, the organization's compliance
with the needs of production, the impact on consumers and others. The most important and
crucial moment - the tasks and objectives must be clear and specific, measured both qualitatively
and quantitatively.
The current situation analysis. This is the first control indicators summary
stage of the analysis, covering the company's already existing marketing actions ‘designation, the
emphasising the strengths and weaknesses. To highlight and illustrate these indicators may be
presented the company's financial, various reporting periods results and are compared with the
parallel marketing actions: supporting, distribution, pricing, production (range, specialization,
etc.). Analysis of the situation includes the following main parts - market analysis, market
segmentation, competitive (SWOT) analysis and prediction / prospects analysis.
Markets Analysis. In this case, it is analysed, evaluated quantitative / qualitative
market indicators. To identify the markets situation is calculated the market capacity – it is
performed bead on statistics for specific product sales volume on a market. The organization
which covers a part of the market is estimated of the whole percentage, compared to sales of the
product on the market to competitors
Market’s attractiveness evaluation as well as the organization's competitive position in the
market is carried out for each product group.
The competitive situation is identified by specific parameters giving importance of
the coefficients of the market, which have been graded. This way the qualitative features are
expressed in quantitative indicators. Competitive positioning accuracy dependents on the
availability and reliability of the information, as well as a large role in this case plays
subjectivity. It is noted that the appropriate assessment of the current situation must have an
objective product, competitive actions, carried out strategies, market trends and the assessment
of the actual data.
Market’s segmentation. This is a fragmentation of the market into smaller and
individual segments, which are characterized by a specific demand, specific needs of different
categories of users, products and different sales / disposal policy / methods. The aims of the
market segmentation are to identify and establish the organizations potentially significant market
parts, which applied the appropriate marketing strategies, marketing efforts and sales techniques,
you can better meet the needs of consumers and thereby increase sales. Segmentation of the
market creates conditions to concentrate precisely, available resources and thus to establish
strong competitive position in the market or markets. Requirements for market segmentation:
• Market segments are easily identified.

• There are dissatisfied specific needs and possible to identify consumer characteristics.

• Provide greater satisfaction to consumers.

• Segment is large and profitable enough to satisfy his needs.

• Segment is easily available to support and distribute of product operations.

The market segmentation benefits:

• Better perceived consumer demand.

• Increased ability to identify market opportunities / limits.

• Precisely identified pricing strategy and pricing actions.

• Favourable conditions are set to avoid competition.

If production is sold in several different (for, must be set up sales plans for each segment. It can
be planned according to products groups, geographical segments (regions, cities, big cities
according to their districts), user, type of activity (banks, hotels, educational institutions and et
al.).
The market segmentation is closely related to the production positioning. Positioning is
a consolidation of products in the relevant position in the consumers consciousness. The main
tasks of positioning are to adapt products to the target markets requirements, distinguish from
competitors with unique features, characteristics, factors; it is the price, quality, design, company
reputation, as well as the relationship between these factors.
The analysis of competitiveness. This analysis includes both organization and
production (SWOT - strengths, weaknesses, opportunities and threats) analysis. This is the main
organization internal state of the evaluation method. It is commonly used when you want to
determine the organization's strengths, weaknesses, opportunities and threats. Based on the
organization's strengths and weaknesses combination with existing threats and opportunities is
the basis for the formulation of a strategy
Organizations strengths (good functional strategy, good management, capacity to
compete) and weaknesses (a clear strategy absence, badly implemented strategy, the weak
market) .They are internal organisations factors , organizations opportunities (new users, the
entrance into new markets, the ability to move to a better strategic group, market growth) and
threats (new potential competitors, potential product substitutes, slow market growth, increasing
consumer pressure, the macro environment threat) – these are the factors affecting the company
from the outside. By SWOT analysis method is identified companies operating in the internal
and external factors, analysed product assortment, pricing presentation channels, the strengths
and weaknesses of the sales promotion, compared to its competitors and based on customers
assessment, and thus is formed the basis of balanced strategies.
Finally, a SWOT matrix is created: -
• Ability to use, based on the existing specific skills and strengths of the organization's
features.

• Using skills and strengths strategy to avoid potential threats.

• Best neutralizing of their own weaknesses with the new opportunities.

• Minimizing the organizations weaknesses and potential threats.

It is noted that on a similar principle a production and the SWOT analysis are carried out.

Predicting / prospective analysis. Formed a specific problem, it is necessary to make the

analysis of the markets prospect, which includes both current and future market actions. This is a
designed and modelled situation setting based on certain assumptions or environmental
conditions or identification of possible opportunities of the organization.

Predicting is a crucial element of strategic planning. The exact prediction is very

important and relevant in markets where consumer demand has regular and frequent changes
(especially true for e-space).
Analysing the company's opportunities and prospects for the future, main attention is focused on
the financial, manufacturing, marketing, technology, human resources investigation. Similarly, is
analysed the information about the environment. For making decisions on marketing planning
for the future, it is necessary to take into consideration a number of restrictions that exist both
inside and outside the organization. From the main company's internal restrictions can be
mentioned company’s objectives, nature of business, the financial resources of the company,
company’s strengths and abilities, drawbacks of the company.
The most important areas of activities of the organization are:
• Financial position and financial resources.

• Staff and its efficiency.

• Premises and equipment, technology.

• Relations with partners.

• Relations with consumers.

In practice it is used a variety of predicting methods such as observation (new management

methods are chosen, technologies, competitors' strategies, opinion surveys and it is collected in
order to explore new trends); extrapolation (forming the pattern based on facts of the past);
Delphi predictions (systematic conclusions improvement of the experts; systematized results,
experts align their opinions with each other); the script creation (creation of scenarios that show
the evolution of main factors); dynamic prediction of rows (based on a predictive variation of the
object in a few years in graphical analysis), and others.
After the organization's SWOT and prospects analysis can more accurately define marketing
objectives and try to shape the marketing strategy.

The marketing strategy. Marketing strategy is a functional character strategy, relating to the
marketing complex elements; products formation, pricing, supporting and distribution of
products. The marketing strategy is formed for each product group, for each target (segmented)
market. It is also necessary to assess and take into consideration the progress and strategies of
competitor.
The marketing strategy should help to answer the key questions:
• Where to compete, i.e., define markets?

• How to compete i.e., provide competitive tools and techniques?

• When to compete, when to carry out strategic actions Marketing strategies are used.
Classification of websites

• Commercial sites – online shops the purpose of this type of sites is to sell products or
services online. These websites help consumers to choose, order, buy products or
services without leaving their homes or other locations. Purposefully designed e-shop
bring such benefits to business as saved time and money, detailed visitors/customers
purchase statistics, valuable information and data for analysis and planning sales.
An example of a website: Amazon.com

• Representation websites. The aim of this type of sites is to provide information

about a person, organisation, project, product/service or other object. These sites are
rarely updated and require little maintenance. Most often static, unchanging
information is presented on these sites.

• Community websites. The purpose of this type of sites is to exchange information. It

is a website where people with similar interests communicate with each other, usually
on forums. These websites include social networking. Information about the company
or company’s website on social networking sites or forums may attract new
customers.

Examples of a websites: Facebook.com

• Entertainment websites. The purpose of this type of websites is spending one ‘s free
time online, playing games, watching films and other videos, viewing photos,
listening to music and so on. Recently, these sites have become very popular among
the Internet users. Some of the entertainment websites specialise in one area (e.g.,
games etc.), others are characterised by complex entertainment categories

Examples of a websites: youtube.com

• News websites. The purpose of these websites is to publish news, articles, currents
events and other relevant information. On these sites’ visitors have the opportunity to
make comments or express their opinion on a given topic. News sites are extremely
dynamic, constantly changing, new information is constantly being presented. To
maintain functionality of these websites considerable human resources are required.

• Blogs. The purpose of this type of websites is to place and share personal information
or opinion etc. with other Internet users. One or several people usually look after the
blog. Designed as an opportunity to blog on the Internet, it is rapidly gaining
popularity not only among individuals but also companies. These websites help
companies to keep up with innovations and discover new advertising channels.
Placing records regularly it is possible to attract new audience, form readers
community who actively participate in the life of the portal or simply help to promote
the sale of products or services (if it is a company’s blog).

Examples of a websites: mytechnicalnews.com

Self-evaluation Questions

• What are the main types of websites? Briefly describe each.

• Commercial – on-line shops.

• Community - – it is a website where people with similar interests communicate
with each other, usually on forums.
• Blogs – are designed to place and share personal information or opinion etc. with
other Internet users.
• Representation websites – provide information about a person, organisation,
project, product/service or other object; static, unchanging information is
presented.
• News – news, articles, currents events and other relevant information.
• Entertainment – websites for spending one ‘s free time, online games, chat
rooms, music sites etc.

• What are the main principles of creating an e-commerce domain?

• Short address.
• Simple word grammar of the address.
• A unique address – distinguishable, impossible to confuse it with others. –
• Notion used – quite common and well-known word is used.
• Ability to memorize and pronounce the word easily.
• Address has connections with the activities of a website. 115
• Website address is coincident with the name of a company.

• Detail the main aspects of formation of domains and website addresses

extensions?
It is possible to purchase domains with various extensions, but the most serious ones
have such extension: –. com; biz; info; let; .de; .EU, etc. Domains with the following
endings .biz, .EU, .com and .info best suit commercial websites. If an organisation
operates on a larger scale it is advisable to create a website name which corresponds
to consumer country. For example, if potential customers are population of Lithuania,
it is advisable to register. let domain name. If products or services are provided for
Latvian, German or Russian markets it is appropriate to register and use domain
names .lv, .de or. run and develop all their redirects to the same main website.

Internet project names (domain, its impact on the success of the project)

Visibility and notoriety are the two most important aspects in the case of a website.
Website address/name (domain) is an important element of website visibility/notoriety.
Correctly chosen website address (domain) is a very significant and important process.
Very often there is a direct connection between the domain name and the website
popularity. Desired results can be achieved quickly and cost-effectively by choosing a
successful name. The domain name must be balanced and acceptable to both the visitor
and the search engine, for example, Google.
Given the need to create a website, the desired name can already be reserved
and the company will have to fall back on another alternative – to look for a simpler
name or pay a considerable amount of money to people or a company who run domain
names resale business. Therefore, there is no need to wait and it is advisable to buy a
domain beforehand. In this case we are talking not about the website name which
coincides with the company’s name – this type of name can be registered at any time.
Website address must not be too long to remember for a layman, but the domain has an
impact on the search engines, e.g., when in the Google ‘search engine we are looking for
a gears dita (meaning: a good item) websites which domain names contain the word gears
‘or ditas will have a slight advantage. However, a domain may not consist only of key
words. This 111 may adversely affect your visitors. For example, the domain
www.gerasdaiktas.lt just because of its name will not be well ranked.
On the one hand, choosing a domain name may seem straightforward. If
the company has an easy-to-remember name and it has become a well-known brand, i.e.,
a marketing promotion has been carried out to promote the name, it is necessary to
choose it as a domain name.
If the company’s name is very long, it is important to shorten it in the
domain name, for example, a website of a joint-stock company ‗Baltic Optical Disk ‘is
known as www.bod.lt, and not www.balticopticaldisc.lt. If a company’s name is not too
long, it can be used as a domain name. However, such domain suits better websites as
business cards, which contain only information about the company.
If it is intended to do online sales, it is important to consider which
keyword or keywords to use in a domain name. So, how to choose a domain if it is not
just the company’s name:

1. It is important to check, what domain names use direct competitors, and write them
down.
2. To create two lists:

• To write down as many words as possible that match the company, its activities,
policies, services or goods that are sold.
• To write down as many words that outline the content of a website, or words that
will be often used on the website.

Select some of the most favourite combinations. If desired the specific word to be
included in the domain name, it is important to consider all its forms: noun, verb,
adverb, adjective. It is necessary to check whether the selected combinations of
domain names are available. Usually, almost every company which is planning to
create a website will perform this service for free.
Factors that identify success of a website:

Classification of websites

You can buy domains with the following extensions - –. com; biz; info; let; .de; .EU. etc.
Domains
with such extensions as .biz, .EU, .com and .info are the most suitable for commercial
sites. If a company operates on a larger scale it is advisable to create a domain which 112
would correspond to consumer ‘s country. For example, if potential customers are
population of Lithuania, it is advisable to register. let as a domain name. If products or
services are provided for Latvian, German or Russian markets it is appropriate to register
and use domain names .lv, .de or. run and develop all their redirects to the same main
website.

If the website name coincides with the company’s name, which is not well-known to the
market, visitors and users flow will not be big. In this case it is necessary to invest into
marketing – website content optimisation, online advertising, or buy a different in
marketing approach successful/attractive domain.
Properly selected Internet name influences the emergence of a website higher in search
engine results positions. If a website name is formed from a popular and widely used
word (name of a product or service customers use as a keyword using a search engine), in
this case access to high positions is significantly higher than in a normal case. Also, this
type of name is easy to remember/memorise because it leads to direct associations with
the product or service you are interested in.

Self-evaluation Question:

• What is a website

• A group of World Wide Web pages usually containing hyperlinks to each

other and made available online by an individual, company, educational
institution, government, or organization
• information resource on the web
• advertising niche
• environment of orders
• sales and purchases
• environment of public relation support
• lobbying resources.
• What is a domain?

• Strategic way of communication and collaboration

• unique website address;
• web design identification
• environment of communication and innovations
• system of visual and communicative reality transmission

• Name 3 aspects that influence success of a website

• Domain name notoriety

• Strategic sales solutions
• Flow of visitors
• web statistics
• Selection and implementation of quality goods
• Benefits of a website and return of investment
• Use of communications and advertising equipment
• Law and business correlation

Content management systems: functionalities, modules

Content Management System – CMS – a variety of software tools which make the
management of information systems content (text and graphics) easier, so when creating or
changing the content or its structure no special knowledge (programming) is needed. One of the
main objectives of CMS is to ensure smooth work of many users, informativeness of the
company and present the company’s profile to potential customers. CMS does not require any
HTML and programming knowledge, so the website can be managed by any worker of the
company

Usage of CMS

After adding CMS modules, a website can be turned into a powerful tool. It is possible to
monitor site traffic, carry out surveys, create timetables and perform many other
advanced features.
Modules are separate parts of content management mechanisms. Each
module performs a specific function, e.g., answering any question and learning visitors
‘opinion. According to specific needs of a company different modules can be created.
CMS options:

CMS options:

There are paid and free CMS. A complicated but very important task is the choice of
CMS. CMS selection process consists of four basic stages.

There is no universal system that fits any website, so

there is a big difference what type of site is being
1. Purpose administered – a news portal, a blog, a representative
website or a static informative site. It is also very
important whether the website is designed for
communication between users or it is a commercial one.

CMS functionality depends on the availability of modules

that provide additional opportunities for the site
2. Selecting functions administration. CMS functionality depends on such
factors as:

• Frequent publication of reports and articles.

• Number of languages.
• Photo and video gallery.
• Forums.
• Number of persons administering the portal.
• Data import.
• Quick searching for information
• Quick grouping of information

CMS essential functions of content administration:

3. Comparison of CMS • Page creation, deletion, change of status and
positions, backup.
Other important criteria:
• Text editor.
• Opportunity to optimise pages for search engines.
• Communication with visitors.
• Search operation.
• Work principles with CMS (administrative law,
etc.)
• The system ‘s security.

• Easy to use administrative part.

• Technologies implemented in CMS, etc.

Key aspects:
4. CMS development and • Long-term service.
guarantees • Quality system maintenance.
• Warranty period for free warranty service.
• Access to system updates.
• Speed of new modules installation.

Risks when choosing a free content management system. Free and open-source content
management systems have become very popular recently. Before choosing a product, it is
important to evaluate the following aspects:

• Whether CMS is developed in line with the latest technological developments and is
sufficiently modern?

• Companies that develop free systems allow to use them in the hope that they will earn
money selling additional updates. Therefore, it is important to assess whether system
updates will not cost more than paid CMS.

• Free content management systems are universal, i.e., they will contain a lot of
unnecessary modules and will lack specialised, necessary functions. It is not easy to use
them.

• Often free CMSs limit design and information presentation solutions.

• While free content management systems offer many features, most of the modules do not
work properly and errors frequently occur.

Evaluation of website quality:

The Internet and information technologies have revealed their advantages not only for
businesses but also for non-profit-making organisations, public authorities and individuals. One
of the main advantages is free advertising on websites and operative communication with
customers. Organisations are aware of the advantages of websites and that these are one of the
most important communication and information dissemination channels, create their own
websites which are often in a form of a virtual brochure, I. e. provide only basic information
about the company/organisation activities, services/products and contact details. However, it is
important that the website complies with certain quality standards.
When examining quality of a website, first of all, the expectations and estimates of the
end-user (a website visitor) should be taken into account, because it is him the product is being
developed for. To maintain the high quality of a website it is important to ensure mutual
understanding of the interests and reconciliation of expectations of three parties – the ordering
party, the site developer/designer and the visitor. However, the website designer and the ordering
party work together in shaping the quality of the product (web product professionals create
technical and visual parts, and the ordering party is actively involved in the development of a
visual part and arranges the information part) so they can be seen as collegiate developers. So,
two aspects
– website quality and website building quality are related and interdependent, and influence site
visits, technical functioning as well as content and quality of the accompanying services.
Website visitor ‘s perception of quality is based on his own experience, and creators ‘perception
of work quality is also based on their own experience. When evaluating their product developers
employ a number of quantitative indicators. However, quantitative estimates in the field of the
Internet product are not sufficient and cannot solve the quality problem, as they concentrate
rather on results regardless of the underlying factors.

In order to evaluate the quality of a website, it is essential that the analysis covers both technical
and general aspects. One of the main website quality evaluation methodologies is the five-criteria
group model VPTCS designed by French authors. This model is appropriate because it is mostly
focused on quality while other known evaluation models (e.g., Webby Awards) are usually
created to rate websites and only present the opinion of the websites. They do not identify any
120 weaknesses in the quality of the website and therefore cannot serve as an effective quality
management tool

Site accessibility for potential audience is assessed:

Visibility Visibility quality • Links.
criteria • Advertising.
• Actions of the media representatives.
• Other ways of presenting the address and
summary to the consumers.

Evaluated site search: -

• Quality of links (the link is the last
operation in the site creating which
corresponds to the first visitor ‘s step –
it reflects the importance of the link).
• Positioning in thematic catalogues.
• Key words and quality.
• Address accuracy in other systems
(search engines, media).
• Popularity of the site (number of links,
number of visits).
• Site summary and quality. - Site
language quality

Sitemap, links to other websites, easy to return to the

main page, hyperlinks quality, design.
On the one hand, it is prompted to follow simple
system technologies when creating a site. On the other
hand, the site, first of all, should surprise, therefore,
more so called “fun technologies” (e.g., Flash, etc.) or
Perception Perception quality an original, specific browsing method should be used.
criteria
Communication between site objects quality
criteria: -
• Names of the links should be short, clear and
intuitive.
• Home menu should not contain more than 6-7
links.
• Using graphics or JavaScript links, a text
alternative should be provided.
• Visitors should be able to know their location
on the site at any time.
• Visitors should be able to get to every page
from any 121 page.
• Link colour should inform the visitor which
links they have already visited.
• Important information must be quickly
available - no more than 2-3 mouse clicks

There are such criteria of a technical base of site

quality: -
• Importance of integrity.
Technique Technical quality • Importance of functionality and complexity
criteria ratio.
• Ease of use.
• Structures suitable for all browsers.
• Use of new technologies.
• Complexity of the Internet addresses. (URL) –
long addresses may cause a problem when
visitors want to recommend the site to others.
• Existence of Orphan pages – visitors know that
by deleting the ending of the address they can
get to the main page.

• Link colour – visitors from the link colour

decide whether the link has already been
visited.
• Page loading time.
• Server response time.
• Permanent web address.

Such criteria are distinguished: -

• Reliability - it is just one of the key elements

of information quality.
• Novelty (relevance) of information.
• Archive existence.
Content Content quality • Correspondence between headings and
criteria content.
• Website content chronology.
• Interactive feedback.
• A site for foreign consumers.
• In the group of content quality criteria
information quality criteria and the level of
information adaptation to certain consumer
groups are the most important.

The following questions should be answered: -

• Do the visitors often use offered services?

• Are there any complaints about service
quality?
• Are all terms of service described?
• Is there a compliance with conditions?
• Is guarantee provided?
Services Services quality • Has it been examined what service a visitor
criteria expects?
• Is service delivery infrastructure adequate and
effective enough?
• Are all the questions answered? –
• How quickly is it responded to visitors
‘queries?

Good practice

Web space is now more than ever characterised by a very significant competitiveness.
A vast majority of business companies is still stuck in times when it was enough just to have a
website. Now, in order to achieve certain success is not enough just to have a website.
Advertisement will entice visitors to the website for the first time and only the design
and content of the website will determine whether they come back and become constant
customers. No matter how advanced Internet technologies can be, the best are still the sites
where you can easily find needed information, products and which are easy to navigate.
For example, Yahoo, Amazon, eBay and other sites are successful because they are
easy to use. Google has got very simple graphic design and the texts make up the biggest part of
the content but it is visited by people because of the quickly renewing music and a handy home
page.
How to know if the site attracts enough audience? The most effective way is just to
ask. Internet users more often are trying to hide personal information which can be obtained in
exchange for something valuable (e.g., free products, coupons or contests). It is also important to
highlight the fact about credibility of the site by displaying privacy policy on the site.

A good website should be simple. It should grab user ‘s attention with great views, photos and
interesting text. These elements are of great importance: web design, website text, interactivity,
visibility and marketing.
Web design: -
• There should be consistency. Font and colour combinations of all web pages must be the
same.
• The site must have a visually attractive design. Design and innovative technologies have
to interact with each other.
• No need to load the site with animation or moving images.

Website text: -
• Words or lines should not be underlined except links. Underlining may be confusing.
• Website texts should be unique.
• Photo and video material are important elements. They must be of high quality.
• It is necessary to comply with editorial standards. Broken links or spelling and style
errors undermine confidence in the site.
• The main page should not be swamped with information and data. The search engine may
direct users to any page of the site.

Marketing: -

• SEO specialists have to ensure that the site has high positions in information retrieval
systems.
• SEM (search engine marketing) specialists have to integrate PPC (pay per click)
advertising.
• Social Media specialists have to ensure benefits of social networking.
• Viral ‘marketing should be encouraged.

Interactivity: -
• E-mail addresses of visitors. Atmosphere must be created to encourage visitors to leave
their e-mail addresses. This would allow creating database and collecting information
about the visitors.
• It should be possible for a visitor to become a fan of the company.
• There should be a return back link. No matter which page of the site visitors found
themselves, it should be easy for them to get back to the main page. If your site contains
links to other sites – do not lose your visitors – leave them the way to get back to your
pages. An additional mini-browser window or a frame will prevent visitors from
wandering too far.
• The site must be constantly updated.

Popularity: -
• Useful information for existing and future visitors.
• Contact and location information is openly and easily accessible in location setting
programmes, search engines and major directories.
Other requirements: -
• A website should work on all platforms and browsers.
• Fast download speed is important. The ability to download the content quickly for most
Internet users is more important than moving animation.
It should be noted that new visitors to the site less than in 15 seconds have to
understand whether the site is useful. The main page should encourage a new customer to use
the site, buy a product or a service.
Personal information will help to use the marketing budget more effectively and
achieve best results. Quality and not quantity of visits is the condition of success of the site.
The result will depend on the fact whether you manage to find users ‘group and meet their
needs or not (even if the audience is not very large)

CHAPTER 2: Research Methodology

2.1 Research Objectives

• To study how the satisfaction level at work affect the customer decision of being with
organization

• To identify business opportunities in current scenario by marketing using internet

• Importance of detailed competitive analysis to develop future business plan

• To Identify what type of advertisements actually students preferred

2.2 Research Design

This project is done with the view of understand the working of advertising on the targeted
audience

The advertisement recall study method is adopted to understand the effectiveness of the
advertisement which should be effective

A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure

The study was conducted on the basis of list of respondents who were targeted for vehicle brand.
from that customer preference were collected and were unable to cover almost all the leading
brands. this was the research design for the project

2.3 Method of Data collection

Primary Data:
The study mainly depends on primary data. Questionnaire method will used to collect data.
Questionnaire Method: In this study I have used the questionnaire method for gathering
data from the sample population. As the study is related to consumers perception towards
changing E-marketing trends, the respondents were asked structured questions.
The data collected from the survey was used to create a more deeper understanding of the
subject.
Chapter 3: Literature Review

4P’s and additional 3 Ps of e-marketing

• Conventional
• Product: Physical item or service that a company is selling

• Price: Amount the customer pays for the product

• Place: How the product/service gets to the customer, sometimes called

“place” referring to “where” a product/service is sold

• Promotion: Any means of spreading the word about the product

• Additional
• People: Right person, trained well, motivated

• Process: Providing services to customers

• Publishing: Case studies, testimonials

7Cs of E-Marketing
Contract:
The e-marketer’s first goal is to communicate a core promise for a truly distinctive value
proposition appealing to the target customers.
Content:
It refers to whatever appears on the website itself and on hot linked websites. If chosen
appropriately, it can increase both the rates at which browsers are converted into buyers and
their transactions.
Construction:
The promises made by e-marketers are not unique to the Internet, but the medium’s
interactive capabilities make it easier for them to deliver on their promises quickly, reliably,
and rewardingly. In practice, this means that promises must be translated into specific
interactive functions and Web design features collectively giving consumers a seamless
experience. Such design features as one-click ordering and automated shopping help deliver
the promise of convenience.
Community:
Through site-to-user and user-to-user forms of interactivity (such as chat rooms), e-marketers
can develop a core of dedicated customers who become avid marketers of the site too.

Concentration:
Targeting through online behavioural profiling. Advertisers have known for some time that
behavioural targeting is vastly superior to simple demographic targeting. Knowledge of a
consumer’s past purchases interests, likes/dislikes, and behaviour in general allows an
advertiser to target an advertisement much more effectively Department stores have long
kept track of consumers’ past purchases. They are thus able to project what other types of
products a consumer might be interested in and then send an appropriate coupon or sale offer.
Credit card companies are the ultimate gatherers of behavioural targeting information. They
maintain vast databases of cardholders’ past transactions, and they sell lists of this data to
advertisers. The same type of behavioural model is forming on the Internet. Publishers and
advertisement networks monitor the items that a consumer has expressed interest in or
purchased on a site (or network of sites) in the past and target advertisements based on this
information.
Convergence:
We will soon enter the next round of the E-marketing battle as broadband reaches the masses.
The Internet will become more ubiquitous and wireless; televisions will become more
interactive; video/data/voice appliances will converge; brand advertising and direct
marketing practices will integrate; domestic brands, commerce and marketing will become
even more global; and big marketing spenders will spend more money online. Many
companies that are well positioned today will need to continue to evolve to take advantage of
the opportunities. The success of Internet advertising companies will largely be driven by
how they manoeuvre among the coming developments. Rich media, brought on by
broadband, will allow advertisers much greater creativity by bringing in new types of
advertising to the Internet, as well as enhancing some of the more traditional forms.
Broadband technology will allow the convergence of television and the Internet. Dubbed
“interactive TV,” in its simplest form, will consist of a television with some interactive
capabilities. Basically, a user will see a television screen that is three-quarters traditional
television, but with a frame that has Internet capabilities. This frame will allow users to
access up-to-the-minute sports scores or news on the Web, for example. More importantly
for E-marketers, it would allow viewers to immediately leap to the website of an advertiser
whose ad was being shown. The user could find out more information or order the product
right there.

Commerce:
The last emerging fundamental of e-marketing is commerce, whether it includes offering
goods and services directly, or marketing those of another company for a fee, thus helping to
cover the fixed costs of site operations and to offset customer acquisition costs. To be
successful on the Internet, e-marketers will have to do more than reproduce their off-line
business models on line because these business models work only at considerable scale.
Interestingly, it is possible for online marketers to be profitable even at lower sales volume if
they exploit efficiencies in e-Marketing and synergies with the off-line business, with
examples as follows.

Internet Marketing Strategies: Three Step Formula

[1] Developing Your Product

Your first step will be to develop a great product. You’re probably thinking that's
easier said than done, but it's really not. The absolute best product is one that you can develop
yourself and deliver over the Internet. With today's technology, there is absolutely no reason why
you can't create your own product. The knowledge you have within your own mind is extremely
valuable. Everybody is good at something, has a special talent or some specialized knowledge.
Use this knowledge to create product
The key to developing a great product is exclusiveness. Your product should be unique and not
be in competition with hundreds of other similar products. You must give your potential
customers exactly what they want. Develop a high-quality product that fills a void to increase
your chance of success.
Another consideration of great importance is your target market. Keep in mind, the Internet is a
global marketplace. Develop a product with a large geographic target and a wide appeal. A great
product will fulfil a need or desire and provide instant gratification

Here are a fulfil are a few of the top sellers:

• Software

• Information

• Private sites

• Internet services

Before you develop your product, do some research -- find out exactly what people want and
develop your product accordingly.
The most important consideration when developing your products quality. Your product should
not only deliver what you promise, but should go above and beyond the expected Andover
deliver. Your customers satisfaction is of the utmost importance.

[2] Developing Your Web Site

Once you've developed a great product, your next step will be to develop a great web site. Your
web site must be specifically designed to sell your product.
Everything within your web site should have one purpose -- getting your visitor to take action.
Words are the most powerful marketing tool you have. The right words will turn your visitors
into customers. The wrong words will cause them to click away and never return.
Your words are the entire foundation of your business. Your product, your web site and your
marketing strategies all depend upon your words. Fancy graphics don't make sales -- words do.
Every word, sentence and headline should have one specific purpose -- to lead your potential
customer to your order page. Write your website copy as if you are talking to just one person.
Identify a problem and validate that one visitor's need for a solution. Continue to write and
explain why your product is the solution to their problem. Tell them exactly what your product
will do for them -- why it will solve their problems and how. Pack your copy with benefits and
more benefits. Write to persuade -- that's the bottom line.
Here is some additional information on Search Engine Marketing.

[3] Developing Your Marketing Strategies

Your marketing strategy is the final process of your plan. Your plan must include both short-term
and long-term strategies in order to succeed.
Short term marketing strategies are those that bring you a temporary boost in traffic. Although
these techniques are very important to your over-all plan, they are only a temporary traffic source
and must not be solely relied upon.

Short term marketing strategies include:

• Purchasing Advertising

• Participating in Forums

• Search Engines

• Etc.

Long term marketing strategies are those that bring you a steady stream of targeted traffic over
time. These strategies will continue to produce results even years down the road.
Long term marketing strategies include:
• Opt-in Lists

• Blogging

• Social Networking Sites

• Social Bookmarking Sites

• Giving Away Freebies

• Article Marketing

By creating and implementing a balanced marketing strategy, using both short-term and long-
term strategies, you will drive a steady stream of targeted traffic to your web site.
If you use this simple formula when creating your Internet marketing strategy and excel at all
three, you can literally

How to make the best e-marketing: -

• Get a good location

• Give people what they want

• Lure them in with enticing offers

• Make shopping (browsers) a pleasure

• Signpost things clearly. Give directions.

• Sell more while they are in shop. 1:3

• Keep in touch

• Database is very important, grow it. Add, Delete, Modify and Maintain it. Quantify
business from each contact
•

Data Analysis and Interpretation

HOW MUCH ARE YOU AWARE ABOUT THR TERM E-MARKETING

FULLY
BETTER
MODERATE
LITTLE NONE

INTERPRETATION
Most of the people are usually familiar with the term E-marketing that is about 58.3% E-
marketing has been very popular because of various brands and large number of companies
promote their products and services.,

HOW OFTEN DO YOU COME ACROSS E-MARKETING ADS?

Near to half percent of the responses have come across E-marketing ads. They have seen
frequent ads related to marketing.

WHICH E-MARKETING PLATFORM DO YOU USE THE MOST?

About 75% of the responses have greatly used social media as their means of E-marketing
platform You can sell your products by creating an ecommerce website this will help you to get
more sales and there is also another option which is you can promote your products on different
social media platform

HOW OFTEN DO YOU MAKE PURCHASE ONLINE?

There are mix reviews regarding purchasing behaviour through internet. By observing the age
segment of the responses the young generation tend to purchase products online as compared to
senior citizens

HAVE YOU EVER MADE A PURCHASE AFTER CLICKING ON E-MARKETING

AD?

Majority of the responses tend to purchase product or services after clicking on E-marketing ad
HOW LIKELY ARE YOU TO MAKE A PURCHASE AFTER SEEING AN E-
MARKETING AD?

Answer-₹-2+#7₹+₹+₹+

WHICH OF THE FOLLOWING ONLINE MARKETING CHANNELS DO YOU FIND MOST

EFFECTIVE IN INFLUENCING YOUR PURCHASE DECISIONS?
ANSWER-₹72(₹-₹+#

HOW DO YOU FEEL ABOUT COMPANIES COLLECTING YOUR DATA

FOR E-MARKETING PURPOSES?

ANSWER&₹+#(₹-₹(#-

HOW IMPORTANT IS ONLINE CUSTOMER REVIEWS TO YOU??

Why is Internet so great?

Communication – People use the Internet to communicate with one another. Software has made
it possible to stream voice and video across the world with minimal delay, and email has become
the main means of communicating for many a modern person.

Most of the people are fully aware about the internet

Here are the Top 10 Internet safety rules to follow to help you avoid getting
into trouble online (and offline).

• Keep Personal Information Professional and Limited. ...

• Keep Your Privacy Settings On. ...
• Practice Safe Browsing. ...
• 4. Make Sure Your Internet Connection is Secure. ...
• Be Careful What You Download. ...
• Choose Strong Passwords.
• Make Online Purchases from Secure Sites
• Be Careful What You Post
• Be Careful Who You Meet Online
• Keep Your Antivirus Program Up to Date

Chapter 5: Conclusion

From this Project I discussed, I can say that today’s erasure Internet addicted world going to
increase day by day, so by catching this opportunity e-Marketing is very developing in all
nations gradually. It breaks down logistical barriers, offers greater flexibility, shrinks time and
cost, simplifies complex business processes, opens up new markets
The most important aspect for me is marketing of the business on internet; if this is carried out
effectively no one can stop you from earning maximum. The other thing is that we reached to the
customer expectation in regarding to the product quality, service, price, and the main is to
increase knowledge with the help of online study material, so the clients of company are going to
increase, the marketing dept performing good role withal the clients.
The internet has opened so many opportunities for doing business online, and e-commerce is one
of the most popular ones. Not only does it require low investment, it actually is a type of
business that does not require a full-time commitment, especially if you are selling a limited
number of products. You just make an online presence and promote the business here and there
using both free and paid methods. However, as each business, it has its positive and negative
sides. If you want to achieve success, you will have to create an organized strategy which is
based on realistic goals and comprehensive analysis of the market.

Contribution & Learning form Project

This is my project through which I can give my own ability and creativity for building
any kind of business plan. I have given idea about what type of quality services customers really
needs, which are not properly served by others I have contributed by giving survey about how
much ahead they can go
This project has taught me a lot about a real marketing under guidance of corporate
leaders. I have learnt how to deal with others, how to promote offers, company also. I have learnt
new strategies of marketing and building brand image

Bibliography

The content for this project report has been taken from the following sources:
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• Seyam A and Kotkin E. What Do Not-For-Profit Corporations Need To Do, In Order
To Maintain Their Tax-Exempt Status? Int J Account Res.
• Seyam AA and Brickman S. The Going Concern Assumptions and Presentation on
Financial Statements. Int J Account Res;
• Li L. The Impact of Web-Based Disclosure on the Capital Market Risk. Int J Account
Res.
• Krivogorsky V, et al. Corporate Characteristics Motivating Standardization: The Case
of Accounting Convergence in European Union. Int J Account Res.
• Ritchi H, et al. Toward Defining Key Success Factors of E-Government
and Accounting Information Quality: Case of Indonesia.Int J Account Res.
• Durie AD and Beshir ES. Leadership Effectiveness in Higher Education Institutions:
The IPA Approach. Arabian J Bus Manag Review.

Articles about marketing portal. Internet access: http://www.seo-marketing.lt/

• Information portal. Internet access: http://www.docstoc.com/docs/63997243/Internetinis-
marketingas

• https://www.scribd.com/doc/36707059/Hitesh-Parmar-Project-on-E-Marketing-at-
Hikeparlegue

• Information website. Internet access: http://www.turinio_valdymo_sistema/

• Information portal. Internet access: http://www.docstoc.com/docs/63997243/Internetinis-

marketingas

• https://www.rroij.com/open-access/emarketing-entrepreneur-.php?aid=85470

Annexure

• How much are you aware about the term E-marketing?

Fully
Better
Moderate
Little None

• How often do you come across e-marketing ads?

Frequently
Rarely
Occasionally
None

• Which e-marketing platforms do you use the most?

Social Media
Search Engine
Email
Others

• How often do you make purchases online?

Never
Rarely
Occasionally
Frequently

• Have you ever made a purchase after clicking on an e-marketing ad?

Yes
No

• How likely are you to make a purchase after seeing an e-marketing ad?

Not likely
Somewhat likely
Neutral
Very likely

• Which of the following online marketing channels do you find most effective in
influencing your purchasing decisions?

Social Media Ads

Influencer Marketing
Email Marketing
Search Engine Marketing

• How do you feel about companies collecting your data for e-marketing purposes?

Comfortable
Neutral
Uncomfortable

• How important is online customer reviews to you?

Very Important
Somewhat important
Not important
• How likely are you to recommend a company that uses effective e-marketing
strategies to others?

Very likely
Somewhat likely
Neutral
Not likely

Thank You...!