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Marketers today are using many strategies for the promotion of their products or
services. In today¶s era when E-Commerce is getting so much emphasis, we
would like to draw marketer¶s attention towards E-Marketing. E-Marketing is
now-a-days being used by many marketers as a promotional tool. Internet can
be a medium that satisfies a job of retailer by providing Space Utility, Time
Utility, Ownership Utility, and moreover it also provides products at discounted
prices.
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E-marketing is the act of using the Internet as a marketing communications

channel for your individual or small business .
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The concept of data communication - transmitting data between two different
places, connected via some kind of electromagnetic medium, such as radio or an
electrical wire - actually predates the introduction of the first computers . Such
communication systems were typically limited to point to point communication
between two end devices. Telegraph systems and telex machines can be
considered early precursors of this kind of communication. The earlier
computers used the technology available at the time to allow communication
between the central processing unit and remote terminals. As the technology
evolved new systems were devised to allow communication over longer
distances (for terminals) or with higher speed (for interconnection of local
devices) that were necessary for the mainframe computer model. Using these
technologies it was possible to exchange data (such as files) between remote
computers. However, the point to point communication model was limited, as it
did not allow for direct communication between any two arbitrary systems; a
physical link was necessary. The technology was also deemed as inherently
unsafe for strategic and military use, because there were no altern ative paths for
the communication in case of an enemy attack.

As a response, several research programs started to explore and articulate

principles of communications between physically separate systems, leading to
the development of the packet switching model of digital networking. These
research efforts included those of the laboratories of Vinton G. Cerf at Stanford
University, Donald Davies (NPL), Paul Baran (RAND Corporation),
and Leonard Kleinrock at MIT and at UCLA. The research led to the
development of several packet-switched networkingsolutions in the late 1960s
and 1970s, including ARPANET, Telenet, and the X.25 protocols. Additionally,
public access and hobbyist networking systems grew in popularity,
including ¦
¦
 (UUCP) and FidoNet. They were however still
disjointed separate networks, served only by limited gateways between
networks. This led to the application of packet switching to develop a protocol
for internetworking, where multiple different networks could be joined tog ether
into a super-framework of networks. By defining a simple common network
system, the Internet Protocol Suite, the concept of the network could be
separated from its physical implementation. This spread of internetworking
began to form into the idea of a global network that would be called
the Internet, based on standardized protocols officiall y implemented in 1982.
Adoption and interconnection occurred quickly across the advanced
telecommunication networks of the western world, and then began to penetrate
into the rest of the world as it became the de -facto international standard for the
global network. However, the disparity of growth between advanced nations
and the third-world countries led to a digital divide that is still a concern today.

Following commercialization and introduction of privately run Internet service

providers in the 1980s, and the Internet's expansion for popular use in the
1990s, the Internet has had a drastic impact on culture and commerce. This
includes the rise of near instant communication by electronic mail ( e-mail), text
based discussion forums, and the World Wide Web. Investor speculation in new
markets provided by these innovations would also lead to the inflation and
subsequent collapse of the Dot-com bubble. But despite this, the Internet
continues to grow, driven by commerce, greater amounts of online information
and knowledge and social networking known as Web 2.0.

6
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, commonly known as



or


,
consists of the buying and selling of products or services over electronic
systems such as the Internet and other computer networks. The amount of trade
conducted electronically has grown extraordinarily with widespread Internet
usage. The use of commerce is conducted in this way, spurring and drawing on
innovations in electronic funds transfer, supply chain management, Internet
marketing, online transaction processing, electronic data
interchange (EDI), inventory management systems, and automated data
collection systems. Modern electronic commerce typically uses the World Wide
Web at least at some point in the transaction's lifecycle, although it can
encompass a wider range of technologies such as e-mail as well.
A large percentage of electronic commerce is conducted entirely electronically
for virtual items such as access to premium content on a website, but most
electronic commerce involves the tr ansportation of physical items in some way.
Online retailers are sometimes known as e-tailers and online retail is sometimes
known as

 . Almost all big retailers have electronic commerc e presence on
the World Wide Web.

Electronic commerce that is conducted between businesses is referred to

as business-to-business or B2B. B2B can be open to all interested parties
(e.g. commodity exchange) or limited to specific, pre-qualified participants
(private electronic market ). Electronic commerce that is conducted between
businesses and consumers, on the other hand, is referred to as business-to-
consumer or B2C. This is the type of electronic commerce conducted by
companies such as Amazon.com. Online shopping is a form of electronic
commerce where the buyer is directly online to the seller's computer usually via
the internet. There is no intermediary service. The sale and purchase transaction
is completed electronically and interactively in real -time such as Amazon.com
for new books. If an intermediary is present, then the sale and purchase
transaction is called electronic commerce such as eBay.com.

Electronic commerce is generally considered to be the sales aspect of e-

business. It also consists of the exchange of data to facilitate the financing and
payment aspects of the business transactions.

The concept of data communication - transmitting data between two different
places, connected via some kind of electromagnetic medium, such as radio or an
electrical wire - actually predates the introduction of the first computers . Such
communication systems were typically limited to point to point communication
between two end devices. Telegraph systems and telex machines can be
considered early precursors of this kind of communication. The earlier
computers used the technology available at the time to allow communication
between the central processing unit and remote terminals. As the technology
evolved new systems were devised to allow communication over longer
distances (for terminals) or with higher speed (for interconnection of local
devices) that were necessary for the mainframe computer model. Using these
technologies it was possible to exchange data (such as files) between remote
computers. However, the point to point communication model was limi ted, as it
did not allow for direct communication between any two arbitrary systems; a
physical link was necessary. The technology was also deemed as inherently
unsafe for strategic and military use, because there were no alternative paths for
the communication in case of an enemy attack.

As a response, several research programs started to explore and articulate

principles of communications between physically separate systems, leading to
the development of the packet switching model of digital networking. These
research efforts included those of the laboratories of Vinton G. Cerf at Stanford
University, Donald Davies (NPL), Paul Baran (RAND Corporation),
and Leonard Kleinrock at MIT and at UCLA. The research led to the
development of several packet -switched networkingsolutions in the late 1960s
and 1970s, including ARPANET, Telenet, and the X.25 protocols. Additionally,
public access and hobbyist networking systems grew in popularity,
including ¦
¦
 (UUCP) and FidoNet. They were however still
disjointed separate networks, served only by limited gateways between
networks. This led to the application of packet switching to develop a protocol
for internetworking, where multiple different networks could be joined together
into a super-framework of networks. By defining a simple common network
system, the Internet Protocol Suite, the concept of the network could be
separated from its physical implementation. This spread of int ernetworking
began to form into the idea of a global network that would be called
the Internet, based on standardized protocols officially implemented in 1982.
Adoption and interconnection occurred quickly across the advanced
telecommunication networks of the western world, and then began to penetrate
into the rest of the world as it became the de -facto international standard for the
global network. However, the disparity of growth between a dvanced nations
and the third-world countries led to a digital divide that is still a concern today.

Following commercialization and introduction of privately run Internet service

providers in the 1980s, and the Internet's expansion for popular use in the
1990s, the Internet has had a drastic impact on culture and com merce. This
includes the rise of near instant communication by electronic mail ( e-mail), text
based discussion forums, and the World Wide Web. Investor speculation in new
markets provided by these innovations would also lead to the inflation and
subsequent collapse of the Dot-com bubble. But despite this, the Internet
continues to grow, driven by commerce, greater amounts of online information
and knowledge and social networking known as Web 2.0.

{   
 

 
c

The interest in commercial use of the Internet became a hotly deb ated topic.
Although commercial use was forbidden, the exact definition of commercial use
could be unclear and subjective. UUCPNet and the X.25 IPSS had no such
restrictions, which would eventually see the official barring of UUCPNet use
of ARPANET and NSFNet connections. Some UUCP links still remained
connecting to these networks however, as administrators cast a blind eye to their
operation.

During the late 1980s, the first Internet service provider (ISP) companies were
formed. Companies like PSINet, UUNET, Netcom, and Portal Software were
formed to provide service to the regional research networks and provide
alternate network access, UUCP-based email and Usenet News to the public.
The first commercial dialup ISP in the United States was The World, opened in
1989.

In 1992, Congress allowed commercial activity on NSFNet with the Scientific

and Advanced-Technology Act, 42 U.S.C. § 1862(g), permitting NSF
Net to interconnect with commercial networks. This caused controversy
amongst university users, who were outraged at the idea of noneducational use
of their networks. Eventually, it was the commercial Internet service providers
who brought prices low enough that junior colleges and other schools could
afford to participate in the new arenas of education and research.

By 1990, ARPANET had been overtaken and replaced by newer networking

technologies and the project came to a close. In 1994, the NSFNet, now
renamed ANSNET (Advanced Networks and Services) and allowing non -profit
corporations access, lost its standing as the backbone of the Internet. Both
government institutions and competing comm ercial providers created their own
backbones and interconnections. Regional network access points (NAPs)
became the primary interconnections between the many networks . The final
commercial restrictions ended in May 1995 when the National Science
Foundation ended its sponsorship of the Internet backbone.

{ {{ m 
 

c
Requests for Comments (RFCs) started as memoranda addressing the various
protocols that facilitate the functioning of the Internet and were previously
edited by the late Dr. Postel as part of his IANA functions.

The IETF started in January 1985 as a quarterly meeting of U.S. government

funded researchers. Representatives from non-government vendors were invited
starting with the fourth IETF meeting in October of that year. In 1992,
the Internet Society, a professional membership society, was formed and the
IETF was transferred to operation under it as an independent international
standards body.

{  {
{  {   { 

The first central authority to coordinate the operation of the network was
the Network Information Centre (NIC) at Stanford Research Institute (SRI)
in Menlo Park, California. In 1972, management of these issues was given to
the newly created Internet Assigned Numbers Authority (IANA). In addition to
his role as the RFC Editor, Jon Postel worked as the manager of IANA until his
death in 1998.

As the early ARPANET grew, hosts were referred to by names, and a

HOSTS.TXT file would be distributed from SRI International to each host on
the network. As the network grew, this became cumbersome. A technical
solution came in the form of the Domain Name System, created by Paul
Mockapetris. The Defense Data Network²Network Information Center (DDN-
NIC) at SRI handled all registration services, including the top-level
domains (TLDs) of .mil, .gov, .edu, .org, .net, .com and .us, root
nameserver administration and Internet number assignments under a United
States Department of Defense contract. In 1991, the Defense Information
Systems Agency (DISA) awarded the administration and maintenance of DDN -
NIC (managed by SRI up until this point) to Government Systems, Inc., who
subcontracted it to the small private -sector Network Solutions, Inc.

Since at this point in history most of the growth on the Internet was coming
from non-military sources, it was decided that the Department of Defense would
no longer fund registration services outside of the .mil TLD. In 1993 the
U.S. National Science Foundation, after a competitive bidding process in 1992,
created the InterNIC to manage the allocations of addresses and management of
the address databases, and awarded the contract to three organizations.
Registration Services would be provided by Network Solutions; Directory and
Database Services would be provided by AT&T; and Information Services
would be provided by General Atomics.

In 1998 both IANA and InterNIC were reorganized under the control
of ICANN, a California non-profit corporation contracted by the United States
Department of Commerce to manage a number of Internet -related tasks. The
role of operating the DNS system was privatized a nd opened up to competition,
while the central management of name allocations would be awarded on a
contract tender basis.





{{
  m 

Since the 1990s, the Internet's governance and organization has been of global
importance to commerce. The organizations which hold control of certain
technical aspects of the Internet are both the successors of the old ARPANET
oversight and the current decision -makers in the day-to-day technical aspects of
the network. While formally recognized as the administrators of the network,
their roles and their decisions are subject to international scrutiny and objections
which limit them. These objections have led to the I CANN removing
themselves from relationships with first the University of Southern California in
2000, and finally in September 2009, gaining autonomy from the US
government by the ending of its longstanding agreements, although some
contractual obligations with the Department of Commer ce continue until at least
2011. The history of the Internet will now be played out in many ways as a
consequence of the ICANN organization.

In the role of forming standard associated with the Internet, the IETF continues
to serve as the ad-hoc standards group. They continue to issue Request for
Comments numbered sequentially from RFC 1 under the ARPANET project,
for example, and the IETF precursor was the GADS Task Force which was a
group of US government-funded researchers in the 1980s. Many of the group's
recent developments have been of global necessity, such as the i18n working
groups who develop things like internationalized domain names . The Internet
Society has helped to fund the IETF, providing limited oversight.

m  

c


    

c
E-mail is often called the killer application of the Internet. However, it actually
predates the Internet and was a crucial tool in creating it. E -mail started in 1965
as a way for multiple users of a time-sharing mainframe computer to
communicate. Although the history is unclear, amon g the first systems to have
such a facility were SDC's Q32 and MIT's CTSS.

The ARPANET computer network made a large contribution to the evolution of

e-mail. There is one report indicating experimental inter -system e-mail transfers
on it shortly after ARPANET's creation. In 1971 Ray Tomlinson created what
was to become the standard Internet e -mail address format, using the @ sign to
separate user names from host names.

A number of protocols were developed to deliver e -mail among groups of time-

sharing computers over alternative transmission systems, such
as UUCP and IBM's VNET e-mail system. E-mail could be passed this way
between a number of networks, including ARPANET, BITNET and NSFNet, as
well as to hosts connected directly to other sites via UUCP. See the history of
SMTP protocol.

In addition, UUCP allowed the publication of text files that could be read by
many others. The News software developed by Steve Daniel and Tom
Truscott in 1979 was used to distribute news and bulletin board -like messages.
This quickly grew into discussion groups, known as newsgroups, on a wide
range of topics. On ARPANET and NSFNet similar discussion groups would
form via mailing lists, discussing both technical issues and more culturally
focused topics (such as science fiction, discussed on the sflovers mailing list).

During the early years of the Internet, e-mail and similar mechanisms were also
fundamental to allow people to access resources that were not available due to
the absence of online connectivity. UUCP was often used to distribute files
using the 'alt.binary' groups. Also, FTP e-mail gateways allowed people that
lived outside the US and Europe to download files using ftp commands written
inside e-email messages. The file was encoded, broken in pieces and sent by e-
mail; the receiver had to reassemble and decode it later, and it was the only way
for people living overseas to download items such as the earlier Linux versions
using the slow dial-up connections available at the time. After the
popularization of the Web and the HTTP protocol such tools were slowly
abandoned.
 



As the Internet grew through the 1980s and early 1990s, many people realized
the increasing need to be able to find and organize files and information.
Projects such as Gopher, WAIS, and the FTP Archive list attempted to create
ways to organize distributed data. Unfortunately, these projects fell short in
being able to accommodate all the existing data types and in being able to grow
without bottlenecks.

One of the most promising user interface paradigms during this period
was hypertext. The technology had been inspired by Vannevar Bush's "Memex"
and developed through Ted Nelson's research on Project Xanadu and Douglas
Engelbart's research on NLS. Many small self-contained hypertext systems had
been created before, such as Apple Computer's HyperCard. Gopher became the
first commonly-used hypertext interface to the Internet. While Gopher menu
items were examples of hypertext, they were not commonly perceived in that
way.

In 1989, while working at CERN, Tim Berners-Lee invented a network-based

implementation of the hypertext concept. By releasing his invention to public
use, he ensured the technology would become widespread. For his work in
developing the World Wide Web, Berners-Lee received the Millennium
technology prize in 2004. One early popular web browser, modeled
after HyperCard, was ViolaWWW.

A potential turning point for the World Wide Web began with the introducti on
of the Mosaic web browser in 1993, a graphical browser developed by a team
at the National Center for Supercomputing Applications at the University of
Illinois at Urbana-Champaign (NCSA-UIUC), led by Marc Andreessen.
Funding for Mosaic came from the ›

   ¦

 
¦

 


 , a funding program initiated by the ›


   ¦

 ¦

  also known as
the  
. Indeed, Mosaic's graphical interface soon became more popular
than Gopher, which at the time was primarily text-based, and the WWW
became the preferred interface for accessing the Internet. (Gore's reference to
his role in "creating the Internet", however, was ridiculed in his presidential
election campaign. See the full article Al Gore and information technology).

Mosaic was eventually superseded in 1994 by Andreessen's Netscape

Navigator, which replaced Mosaic as the world's most popular browser. While it
held this title for some time, eventually competition from Internet Explorer and
a variety of other browsers almost completely displaced it. Another important
event held on January 11, 1994, was O ¦ 

 ¦
 at UCLA's
Royce Hall. This was the "first public conference bringing together all of the
major industry, government and academic leaders in the field [and] also began
the national dialogue about the  
 ¦ 

 and its implications."

 ›¦
 !  , "the largest one-day online event" (February 8, 1996)

up to that date, took place on the then -active website,  !  "" It was
headed by photographer Rick Smolan. A photographic exhibition was unveiled
at the Smithsonian Institution's National Museum of American History on
January 23, 1997, featuring 70 photos from the project.

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Even before the World Wide Web, there were search engines that attempted to
organize the Internet. The first of these was the Archie search engine from
McGill University in 1990, followed in 1991 byWAIS and Gopher. All three of
those systems predated the invention of the World Wide Web but all continued
to index the Web and the rest of the Internet for several years after the Web
appeared. There are still Gopher servers as of 2006, although there are a great
many more web servers.

As the Web grew, search engines and Web directories were created to track
pages on the Web and allow people to find things. The first full -text Web search
engine was WebCrawler in 1994. Before WebCrawler, only Web page titles
were searched. Another early search engine, Lycos, was created in 1993 as a
university project, and was the first to achieve commercial success. During the
late 1990s, both Web directories and Web search engin es were popular²
Yahoo! (founded 1994) and Altavista (founded 1995) were the respective
industry leaders. By August 2001, the directory model had begun to give way to
search engines, tracking the rise of Google (founded 1998), which had
developed new approaches to relevancy ranking. Directory features, while still
commonly available, became after -thoughts to search engines.

Database size, which had been a significant marketing feature through the early
2000s, was similarly displaced by emphasis on relevancy ranking, the methods
by which search engines attempt to sort the best results first. Relevancy ranking
first became a major issue circa 1996, when it became apparent that it was
impractical to review full lists of results. Consequently, algorithms for
relevancy ranking have continuously improved. Google's PageRank method for
ordering the results has received the most press, but all major search engines
continually refine their ranking methodologies with a view toward improving
the ordering of results. As of 2006, search engine rankings are more important
than ever, so much so that an industry has developed (" search engine
optimizers", or "SEO") to help web-developers improve their search ranking,
and an entire body of case law has developed around matters that affect search
engine rankings, such as use of trademarks in metatags.

The sale of search rankings by some search engines has also created controversy
among librarians and consumer advocates. As of June 3, 2009, Microsoft
launched its own search engine. Bing became immediately popular with the
masses searching the internet. It has multiple sites belonging to separate
countries e.g. the United States version is different from the Australian version.
In the US, Bing ranked 17th among all websites out of over 450,000 website s,
up from 5120 the week before the official launch when the website was merely
a placeholder. Within the Search Engines category, Bing ranked 4th out of the
search engines tracked by Hitwise and Bing Image Search ranked 15th for the
week ending June 6, 2009.



 
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Suddenly the low price of reaching millions worldwide, and the possibility of
selling to or hearing from those people at the same moment when they were
reached, promised to overturn established business dogma in advertising, mail-
order sales, customer relationship management , and many more areas. The web
was a new killer app²it could bring together unrelated buyers and sellers in
seamless and low-cost ways. Visionaries around the world developed new
business models, and ran to their nearest venture capitalist. While some of the
new entrepreneurs had experience in business in economics, the majority were
simply people with ideas, and didn't manage the capital influx prudently.
Additionally, many dot-com business plans were predicated on the assumption
that by using the Internet, they would bypass the distribution ch annels of
existing businesses and therefore not have to compete with them; when the
established businesses with strong existing brands developed their own Internet
presence, these hopes were shattered, and the newcomers were left attempting
to break into markets dominated by larger, more established businesses. Many
did not have the ability to do so.

The dot-com bubble burst on March 10, 2000, when the technology
heavy NASDAQ Composite index peaked at 5,048.62 (intra-day peak
5,132.52), more than double its value just a year before. By 2001, the bubble's
deflation was running full speed. A majority of the dot -coms had ceased trading,
after having burnt through their venture capital and IPO capital, often without
ever making a profit.

  
 

c

A study conducted by JupiterResearch anticipates that a 38 percent increase in

the number of people with online access will mean that, by 2011, 22 percent of
the Earth's population will surf the Internet regularly. The report says 1.1 billion
people have regular Web access. F or the study, JupiterResearch defined online
users as people who regularly access the Internet from dedicated Internet -access
devices, which exclude cellular telephones.
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A marketer needs to understand that with increasing dominance of internet as a

channel and more and more customers getting hard pressed for time, intenet is
emerging as an alternate channel for information of products and services
besides retailing. The problem lies in understanding that how exac tly should be
internet based channel be designed and what should be the types of product,
prices, deals and services provided to get an edge over rivals and other
marketing channels.

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What are the various online portals for purchase of products and services?

What is their success rate?

What is their revenue model?

What is the response from the market regarding them?

What are their strengths and weaknesses?

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The research design will be of Exploratory nature as well as Descriptive.


  

The data that to be used shall be secondary in nature and shall be taken from
journals, books, magazines and websites.


  

It shall consists different types of methodologies to be used and those are...

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^c Customers who are aware of online marketing portals and do not use it
for shopping
^c Customers who are aware of online marketing portals and purchase from
those

Sampling: Non-random Quota Sampling

Sample size: 50 aware users + 50 aware non-users

Statistical Tools: SPSS18 will be used with cluster analysis and factor analysis

M
 

Close ended questions with dichotomous and multi -chotomous


 

In this technique content analysis shall be applied on different emarketing

portals

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