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INTERNET MARKETING Introduction & Orientation Pranjoy Arup Das.

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Presentation on theme: "INTERNET MARKETING Introduction & Orientation Pranjoy Arup Das."— Presentation transcript:

1 INTERNET MARKETING Introduction & Orientation Pranjoy Arup Das

2 Topics to be covered as per syllabus 1. Introduction to Internet Marketing: meaning, scope and importance of internet marketing, Application of internet marketing, Internet versus Traditional marketing. Business to Consumer and Business to Business Internet Marketing, Internet Marketing Strategy 2. Business Models & revenue models over Internet: Introduction to E-Business - Electronic business, Electronic Commerce, Types of Electronic Commerce, Benefits, E-Commerce Models, Value chain in E-commerce, E-commerce in India, E-governance, Digital Commerce, Mobile Commerce, Strategies for E-commerce, Internet based Business Model, Emerging trends in e-business, 3. Online buyer behavior and models: The marketing mix in an online context : product, price, distribution, promotion, people, process and physical evidence ; Managing the Online customer experience : planning website design, Understanding site user requirements, site design and structure, developing and testing content, service quality. 4. Characteristics of interactive marketing communications: Integrated internet marketing communication (IIMC) ; Online Promotion techniques : Search engine marketing, online PR, Interactive advertising, online partnerships, viral marketing, opt-in-e-mail, offline communications 5. Foundation of Social Marketing: definition, scope and importance; Social Marketing Challenges ; Conceptual Framework of Social Marketing, Social Markets Segmentations, Marketing Mix : product, pricing, promotion and distribution strategies 6. Electronic Payment Systems: concept of e-money, Electronic payment system, types of electronic payment systems, smart cards, stored value cards and electronic payment systems, B2B electronic payments, infrastructure issues in EPS, Electronic fund transfer.

3 Reference books and other aids E-Business & E-Commerce Management, Dave Chaffey. Electronic Commerce, A Managers Guide, Ravi Kalakota & Andrew Whinston. Session PPTs, videos, handouts Self Study Assignments (SSA) Brain Scratching Time Out Class lectures, assignments, case studies, tests

4 CHAPTER 1 Session 1 16.07.13

5 Internet Marketing – meaning & scope Internet marketing – often called online marketing, is essentially any marketing activity that is conducted online through the use of internet tools and technology. Marketing activities include Market research, Product design & development, Pricing, Advertising & Public Relations, Promotion & Publicity, Sales & Distribution, Payment collection, Customer Relationship Management. Internet tools and technology include Email, Websites, Webpages, Search Engines, Video Streaming sites, Social media sites, Blogs, Widgets, Podcasts, Mash-ups, Mobile Apps…..

6 Importance of Internet Marketing F R E E D O M MARKETERS POINT OF VIEWCONSUMERS POINT OF VIEW FlexibilityFast ReachReady EconomyEasy Exchange (Mutual)Educational DynamismDirect Open (Communication) ModernismMulti- …………. It is this F.R.E.E.D.O.M that differentiates Internet Marketing from traditional marketing (Bricks & Mortar business). But, it is a gap that is fast diminishing. Having said that, it cannot be denied that Internet Marketing rooted out of traditional marketing thanks to both its positive and negative aspects.

7 SELF STUDY ASSIGNMENT SSA1 Compare Internet marketing with traditional marketing and list out as many: - Similarities - Differences - Positive aspects of both - Negative aspects of both

8 Challenges of Internet Marketing Building trust Altering attitudes and perceptions Simplifying processes Creating innovative conveniences Fighting cyber attacks and frauds Keeping the buyers/visitors engaged Keeping pace with technology in terms of both hardware and software.

9 Market Research Applications and Implications of Internet Marketing Online surveysOnline surveys, Online product reviews, ratings and feedback, Blogs IN THE FORM OFAPPLIED TO

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11 Market Research Applications and Implications of Internet Marketing Online surveysOnline surveys, Online product reviews, ratings and feedback, Blogs Product : design, development & improvement CrowdsourcingCrowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on website, Webinars.Webinars IN THE FORM OFAPPLIED TO

12 CROWDSOURCING

13 WEBINARS

14 Market Research Applications and Implications of Internet Marketing Online surveysOnline surveys, Online product reviews, ratings and feedback, Blogs Product : design, development & improvement CrowdsourcingCrowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on website, Webinars.Webinars PricingOnline price & features comparison Promotion – Informing Educating Encouraging Influencing Online Advertising - Websites, Social Media Networks, Email (SPAM), Viral videos, Search Engines, Maps, Mobile Apps., Interactive Website, FAQ's, Live Chat, Convenient payment options, Any location delivery, Doorstep delivery, Replacement Guarantees, Take Back offers, Discounts, Money back guarantees, Cash Back OffersSearch Engines IN THE FORM OFAPPLIED TO

15 SEARCH ENGINE MARKETING

16 Market Research Applications and Implications of Internet Marketing Online surveysOnline surveys, Online product reviews, ratings and feedback, Blogs Product : design, development & improvement CrowdsourcingCrowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on website, Webinars.Webinars PricingOnline price & features comparison Promotion – Informing Educating Encouraging Influencing Online Advertising - Websites, Social Media Networks, Email (SPAM), Viral videos, Search Engines, Maps, Mobile Apps., Interactive Website, FAQ's, Live Chat, Convenient payment options, Any location delivery, Doorstep delivery, Replacement Guarantees, Take Back offers, Discounts, Money back guarantees, Cash Back OffersSearch Engines IN THE FORM OFAPPLIED TO Place / Distribution / Delivery Add to Cart, Delivery time, Any location delivery, Doorstep delivery, Outsourcing logistics services.logistics

17 OUTSOURCING LOGISTICS

18 Market Research Applications and Implications of Internet Marketing Online surveysOnline surveys, Online product reviews, ratings and feedback, Blogs Product : design, development & improvement CrowdsourcingCrowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on website, Webinars.Webinars PricingOnline price & features comparison Promotion – Informing Educating Encouraging Influencing Online Advertising - Websites, Social Media Networks, Email (SPAM), Viral videos, Search Engines, Maps, Mobile Apps., Interactive Website, FAQ's, Live Chat, Convenient payment options, Any location delivery, Doorstep delivery, Replacement Guarantees, Take Back offers, Discounts, Money back guarantees, Cash Back OffersSearch Engines After Sales Service, Customer Relationship Management E-Invoice, E-Bill, E-payment, Minimum hops, Cash On DeliveryInvoicing & Payment collection IN THE FORM OFAPPLIED TO Place / Distribution / Delivery Add to Cart, Delivery time, Any location delivery, Doorstep delivery, Outsourcing logistics services.logistics Online complaint register, Online maintenance tips, Recommended mobile apps, Recommended software, Online Assistance, Online technical support,Recommended mobile apps,

19 MOBILE APPS

20 Market Research Applications and Implications of Internet Marketing Online surveysOnline surveys, Online product reviews, ratings and feedback, Blogs Product : design, development & improvement CrowdsourcingCrowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on website, Webinars.Webinars PricingOnline price & features comparison Promotion – Informing Educating Encouraging Influencing Online Advertising - Websites, Social Media Networks, Email (SPAM), Viral videos, Search Engines, Maps, Mobile Apps., Interactive Website, FAQ's, Live Chat, Convenient payment options, Any location delivery, Doorstep delivery, Replacement Guarantees, Take Back offers, Discounts, Money back guarantees, Cash Back OffersSearch Engines After Sales Service, Customer Relationship Management E-Invoice, E-Bill, E-payment, Minimum hops, Cash On DeliveryInvoicing & Payment collection IN THE FORM OFAPPLIED TO Place / Distribution / Delivery Add to Cart, Delivery time, Any location delivery, Doorstep delivery, Outsourcing logistics services.logistics Online complaint register, Online maintenance tips, Recommended mobile apps, Recommended software, Online Assistance, Online technical support,Recommended mobile apps,

21 Intranet & Extranet Intranet – A private internal network using the Internet that enables employees to communicate with each other, access and share internal and confidential information. Extranet – A limited part of the Intranet made accessible to customers, suppliers & collaborators through Internet. Eg. A Company website, An online news site, www.dbim.ac.in

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23 Disintermediation of a consumer distribution channel showing: (a) the original situation, (b) disintermediation omitting the wholesaler, and (c) disintermediation omitting both wholesaler and retailer Dis-intermediation

24 Search Engines, Blogs, Product review and rating sites etc. Re-intermediation

25 B2B and B2C Internet Marketing

26 B2B and B2C interactions of an organization

27 Characteristics of Business to Business (B2B) and Business to Consumer (B2C) markets B2B Concentrated Less / No intermediaries Smaller no. of buyers Buyers – large organisations Bulk buying Multiple decision levels Formal process Bidding & Negotiation Complex B-S relationship Relationship based Country specific Global access B2C Wide spread Numerous intermediaries Large no. of buyers Buyers – different profiles Variety seeking Few decision levels Informal process Less / No negotiations Straightforward B-S relation Marketing mix based Generic Limited access

28 SELF STUDY ASSIGNMENT (SSA2) Based on the characteristics of B2B and B2C, what kind of internet marketing strategies should marketers formulate?

29 CHAPTER 1 Session 2 17.07.13

30 BRAIN SCRATCHING TIME OUT Form 3 or 4 groups Generate a unique business idea involving the nose. Develop the marketing mix using traditional methods (offline / brick & mortar) Presentation – 5mins per group.

31 Internet marketing strategy Marketing strategy depends upon the broad marketing objectives: - Converting the public to prospects - Converting the prospects to customers - Retaining the customers - Building a relationship with the customers Internet marketing strategies are also based on the same objectives: - Converting public to prospects (using both online & offline methods) - Converting the prospects to online customers - Retaining the online customers - Building an online relationship with the online customers

32 Internet marketing strategy further depends upon our purpose of using the internet - - Do we intend to use the internet as a marketing tool, i.e., only for promotion of our products, our retail stores & restaurants, our institute etc.? - Or do we intend to use the internet as a marketplace or marketing destination, i.e., to directly sell our products to customers, to collect orders and deliver at customers doorstep, to impart online courses through virtual classrooms etc.?

33 Internet marketing strategy : A step by step guide A comprehensive Internet marketing strategy can launch or increase sales substantially for a business. The following are the generic steps involved in establishing an internet marketing strategy: 1)Generate a business idea & develop a brand name and an identity through traditional marketing practices. 2)Study the competitors online activities: websites, their sales processes, their marketing strategies. 3)Study the consumers online activities: identify your target segment, find out their needs, problems and issues from their comments, reviews, blogs etc.

34 4) Create a website for your brand. Make it detailed, interesting and appealing. Use the existing brand name. Will depend upon your intention of using it as a marketing tool or as a marketplace. (try www.wordpress.com) 5) Test the functionality of the website thoroughly before using it commercially. Make sure that every technical aspect of the website works perfectly. 6) Engage a Lawyer to develop the legal content for the website, including the privacy policy, terms of use and contractual agreements. 7) Offer incentives and discounts for existing clients in order to encourage them to use the website. Use surveys to obtain feedback on the customers' experience with the website, and make changes accordingly. 8) At this stage, use traditional communication media like direct mail, telemarketing, print and radio advertising and word of mouth to market your business and your website.

35 9) Gradually start using internet media to promote your business: Create social media accounts and assign someone to launch interesting material every day. In order to attract followers, social media accounts and blogs must be consistently updated. Create or pay someone to write Search Engine Optimisation articles, i.e., articles that mention popular keywords related to your product and also offer tips or advice. They also help your website to show up on the first pages of an Internet search and thus, a great way to introduce people to your product. Collect or buy email lists. People who have stores have most likely collected emails throughout the years, which can be used for email blasts. If you do not have any emails, you can buy them from marketing companies or neighboring markets. Create videos of people using your product, how-tos or people reviewing your product. You can launch these videos via your website, You Tube, Vimeo, Facebook or other places in order to draw interest to your website.

36 Buy ads on sites that cater to your market. Communicate your brand image, videos or other product info on banner ads. If you don't have the skills to craft a well-designed ad, hire a graphic designer to create a good ad. Consider affiliate marketing i.e, getting other sites to advertise your products. All products that are sold leading from their site will give them a portion of the profit. This is a good way to increase online ads without paying for them in advance. 10) Constantly monitor the activities, comments, complaints, etc. of visitors and customers on your website. This will help you to identify behavioral patterns, needs, problems, issues and take corrective action accordingly. 11) Track the business and sales volume generated through the website. 12) Track the income that you receive. Pay vendors, pay taxes and produce detailed financial statements.

37 Knowledge Building Corner Internet: Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the University of California at Los Angeles, Stanford Research Institute, the University of California-Santa Barbara, and the University of Utah. ARPANET's purpose was to conduct research into computer networking in order to provide a secure and survivable communications system in case of war.

38 Knowledge Building Corner www: World Wide Web - The terms Internet and World Wide Web are often used in everyday speech without much distinction. However, the Internet and the World Wide Web are not the same. The Internet is a global system of interconnected computer networks. In contrast, the web is one of the services that runs on the Internet. www is an internet information exchange service. It is a collection of text documents and other resources, linked by hyperlinks and URLs (Uniform Resource Locator), usually accessed by web browsers (Mozilla Firefox, Inernet Explorer etc.) from web servers. In short, the web can be thought of as an application running on the Internet. A multitude of other services are implemented over the Internet, including e-mail, file transfer, remote computer control, newsgroups, and online games.

39 END OF CHAPTER 1


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