Ans-1

E-marketing is another word for internet marketing.

Internet marketing is the use of the Internet to advertise
and sell goods and services. Internet Marketing includes
pay per click advertising, banner ads, e-mail
marketing,affiliate marketing, interactive
advertising, search engine marketing (including search
engine optimization), blog marketing, and article
marketing.

Internet marketing is associated with several business

models. The main models include business-to-business
(B2B) and business-to-consumer (B2C). B2B consists of
companies doing business with each other, whereas B2C
involves selling directly to the end consumer.
When Internet marketing first began, the B2C model was
first to emerge. B2B transactions were more complex and
came about later. A third, less common business model is
peer-to-peer (P2P), where individuals exchange goods
between themselves. An example of P2P is Kazaa, which
is built upon individuals sharing files.

Internet marketing can also be seen in various formats.

One version is name-your-price (e.g. Priceline.com). With
this format, customers are able to state what price range
they wish to spend and then select from items at that price
range. With find-the-best-price websites (e.g.
Hotwire.com), Internet users can search for the lowest
prices on items. A final format is online auctions (e.g.
Ebay.com) where buyers bid on listed items.

Some of the benefits associated with Internet marketing

include the availability of information. Consumers can log
onto the Internet and learn about products, as well as
purchase them, at any hour. Companies that use Internet
marketing can also save money because of a reduced
need for a sales force. Overall, Internet marketing can
help expand from a local market to both national and
international marketplaces. And, in a way, it levels
the playing field for big and small players. Unlike
traditional marketing media (like print, radio and TV), entry
into the realm of Internet marketing can be a lot less
expensive.

Furthermore, since exposure, response and overall

efficacy of digital media is much easier to track than that of
traditional "offline" media, Internet marketing offers a
greater sense of accountability for advertisers.

 
Future of Internet Marketing- Emerging Trends
 
According to trend watchers of Internet Marketing, the
near future will see websites getting more personalized as
they cater to niche markets and consumers. Internet
marketing through audio newsletters will become a more
convenient tool for the target audience. An audio file can
be placed with an html code easily. Herein the experts
also foresee enhanced usage of podcasts, personalized
and interactive audio newsletters and WebPages.

Ans-2

E-Business Models
By Richard Trombly
December 4, 2000 12:00 PM ET
Recommended (23)
Computerworld - An e-business model is simply the
approach a company takes to become a profitable
business on the Internet. There are many buzzwords
that define aspects of electronic business, and there
are subgroups as well, such as content providers,
auction sites and pure-play Internet retailers in the
business-to-consumer space.
Many Internet firms witnessed a meteoric rise in their
stock values in the late '90s, only to crash this year. For
instance, Drkoop.com Inc. in Austin, Texas, announced
its initial public offering at $9 per share in June last
year. The price rose to more than $30 per share but
has since plummeted to less than $1 per share.
Given the carnage among dot-com stocks this year,
what online business models are expected to succeed
in the future?
"What we learned was what we knew all along," says
Kenneth P. Morse, a senior lecturer and managing
director of the MIT Entrepreneurship Center in
Cambridge, Mass. "Businesses need to make more
money than they spend. The new model is the old
model, but technology is essential to maintain a
competitive advantage, and cash flow is more important
than ever."
Yahoo Inc. in Santa Clara, Calif., operates a successful
portal site, providing content and an Internet search
engine. However, many portal sites, such as Go.com,
MSN.com and AltaVista.com, have fallen on hard times.
The idea behind portals is the same as that behind
television advertising: aggregating eyeballs and
directing them toward advertisements. But television
viewers are passive, and people need to wait through
the ads to see the shows they want to watch.
"But the Web doesn't work that way," explains Bill
Frezza, a general partner at Adams Capital
Management Inc. in Sewickley, Pa. "Content
presentation is not serial. Viewers are active, not
passive. There are always thousands of places to go.
 No Web advertisement can match a 15-second TV
spot."
When First-to-Market Fails
Many of the failing companies were operating on a first-
to-market strategy. Their hope was that by getting their
ideas out ahead of the market, consumers would
develop brand loyalty before competitors arrived.
Priceline.com Inc. in Norwalk, Conn., is a good example
of a company that attempted this strategy, with its
name-your-own-price scheme for buying airline tickets
and other goods.
But the closing of its Greenwich, Conn.-based
WebHouse Group licensee - which applied the same
model to groceries and gasoline - combined with
increased competition from airlines and other travel
sites has led Wall Street to trade Priceline.com's stock
down to less than $3 per share, from a high of $104.25
in March.

Ans-3

eMarketing overview
eMarketing has in the past been considered as the poor
relation compared to traditional marketing techniques or
valid only for purely internet based businesses. However,
the success that emarketing now enjoys has clearly shown
that any company which does not have an emarketing
side to their business development is missing out on the
huge opportunities on offer through this medium.
This is particularly true for Small and Medium sized
businesses (SMEs) without the marketing budgets
available to larger companies. The cost effective and
highly targeted nature of emarketing, together with the
ability to monitor the results quickly and accurately means
that emarketing campaigns can be honed in real time to
produce the best possible results and Return on
Investment (ROI).
eMarketing and your website

At the centre of any emarketing (or internet marketing)

activity is a well designed website. The website is the
destination of the customers targeted by the emarketing
activity and takes on the role of sales and support tool, as
defined by the company's internet strategy.
The emarketing planning should incorporate your business
and marketing strategy and the resultant plans will outline
what the website will offer in terms of corporate and
product information, as well as how to convert the website
visitors into customers.
The plans will also outline the website promotion side of
the emarketing activity, designed to attract the visitors to
the website. By addressing the best mix of the emarketing
services and email marketing options available, an
integrated ongoing campaign can be set in motion which
will also tie in with relevant offline marketing methods.
Integrated eMarketing

Except in a very few cases, your emarketing activity will

not be employed in isolation but will be part of your
company’s overall business development activity. With an
integrated emarketing programme, you will be able to use
your website and other on-line activities as key elements
which complement and considerably add to your offline
marketing activities. The resulting powerful combination of
the two is your key to success, whether you are looking to
increase your awareness or your sales promotion
activities, or you wish to improve your customer
relationships.
To learn more about the emarketing services options open
to your business then look at the Website
Promotion and email marketing sections on this website.
We can also help you to formulate and implement an
emarketing side to your business development activities:
for further information, please follow the link to
our emarketing Consultancysection or contact us on 0870
241 8032 or use our Call Back form and we will contact
you at your convenience.

Ans-4

How to Compete in the Global Market: An Interview

with Cognizant's Malcolm Frank
  February 1, 2007
Malcolm Frank, senior vice president of marketing and
strategy at Cognizant, recently shared insight he's gleaned
from over two decades of experience in the IT sector related
to the five key elements for profitably competing in the global
marketplace and why employee marketing is so vital to the
success of a global firm.
ITSMA: Why is it so important for IT marketers to have a
global outlook today?
Frank: In his book, The World Is Flat, Thomas L. Friedman
says, "It is now possible for more people than ever to
collaborate and compete in real time with more other people
on more different kinds of work from more different corners of
the planet and on a more equal footing than at any previous
time in the history of the world." Technology has leveled the
playing field. The production of goods and services no longer
recognizes political boundaries, and corporate DNA is task
based, not geography based.
What was recently perceived as a threat is now seen as a
great opportunity. Today businesspeople think, "How do I tap
into these deep pools of incredibly talented, incredibly
motivated people?" Look at IBM. They've announced that
they'll have 60,000 people in India by the end of 2007. One of
every five IBM employees is going to be based on the
subcontinent. And they are not just doing call center work.
They'll be doing primary research and development, complex
systems development, value-added business process
outsourcing (BPO), and consulting. These are the types of
work that are now going onto a global platform.
ITSMA: What are the implications of the flattening world for
marketing?
Frank: I've learned from experience that there are five key
elements to keep in mind for successfully competing in a
global market:
 Employ "naked" marketing. In today's global world,
spin no longer works. Customers, and even your
employees, have unbelievably strong "BS filters." If
marketers don't understand this phenomenon, they risk
being designated as corporate liars.
 Understand cultural differences: What's the
same? To be successful globally, you need a strategic
intent and corporate culture that transcend national
boundaries. Marketing's role in communicating the
strategy and essence of the culture is invaluable.
 Understand the cultural differences: What's
different? Marketers need to pay attention to the way
people in different regions learn. Marketing is all about
educating; if you can pique people's interest and educate
them in a way that feels natural to them, people will be
receptive.
 Be "atomically" global. You have to globalize at the
smallest level of activity so that the work takes place
seamlessly across the globe, with the best person for
 each task doing each task, regardless of his or her
physical location.
 Internal marketing programs are vitally
important! With global delivery, consultants might never
see their clients, and this creates some very strange
situations from a management perspective. How do you
close the gap between supply and demand in this
circumstance? The answer is internal marketing
programs.
ITSMA: Tell us more about how Cognizant ensures that all
its employees, wherever they are in the world, are on the
same page.
Frank: Cognizant operates with two-thirds of its team 6,000
miles away. Consultants might never see the client, or they
see the client four days a year, but there really isn't that
close-working, day-to-day, water-cooler, let's-go-have-a-
beer-later relationship. We use the power of marketing to
bridge the gap between supply and demand.
At Cognizant, we have approximately 36,000 employees.
How can I turn these 36,000 people into brand
ambassadors? Employees have a hierarchy of needs that we
must address, from employee benefits and compensation to
personal growth and a sense of purpose. We do this through
employee marketing. This means putting the employees in
the middle and surrounding them with our brand.
Here are a few examples of how we communicate our
message and continually reinforce the sense of purpose and
intimacy so that, even though it's a global platform, people
feel that it is a very intimate place:
 iPods for every employee. When we recently
surpassed $1 billion in annualized revenue, we bought
iPods for every employee. Not only did this show our
appreciation to the employees, but we now have the
infrastructure for podcasts, blogs, and Webcasts to
continually communicate with our employee base.
 Management blogs. Because we are a global company,
employees could go a full year and see our CEO in
person only once. We use management blogs to create
intimacy. The blogs take on a personal voice and have
proven very popular.
 The Cognizant ticker. This ticker is similar to what you
see at the bottom of the TV screen when you're watching
CNN or Fox News. When employees are on the
Cognizant network, they can turn on the ticker and it will
give them company news updates and advice.
 Cognizant FM. This is Cognizant's talk radio. The talk
radio format provides depth of information on key issues
as well as a sense of intimacy across 36,000+
employees.
 Internal blogging. Cognizant now has more than 600
internal blogs. This creates a sense of community for our
key employee demographic. Essentially, they can
communicate professionally in the same manner they
prefer in their personal lives.
You can't just assume that employees are paying attention to
the external programs; dedicated internal marketing
programs are vitally important for global firms.

Ans-5

Make It Secure
The surge in popularity of online shopping has,
inevitably, seen an exponential rise in instances on online
fraud. Of paramount importance to any savvy shopper is
security. Provide as many assurances as you can,
including a secure payment facility.
Comply With Consumer Rights
Consumer Protection (Distance Selling) Regulations 2000
mean you must provide customers with your full
company name and address prior to any purchase. Any
purchase should be followed by a confirmation email and
obligatory cool-off period. You can find more details by
clicking on this link.
Pay Attention To User Experience
Web usability is everything when it comes to online
shopping. Take some time out to navigate the user
experience checking for ease of use, broken links and so
on. Remember, if you don’t bother to get it right for the
customer, why should the customer bother with you?
Coordinate Online With Offline
If you have a corresponding offline business (such as a
shop, etc.) – ensure the two integrate seamlessly. Most
importantly, make sure your prices correspond and that
stock levels are consistent and up-to-date. If you are
offering an online only promotion, make sure the terms
are clearly visible so that customers do not expect to find
it in store.
Add a Personal Touch 
It may sound obvious, but offering a telephone number
and email address will go a long way towards improving
the customer experience – even on the web, good
customer service remains the cornerstone by which all
businesses are judged. Answer queries promptly and
professionally. Consider using more recent innovations
such as live chat/help for that added personal touch.
Show Some Personality
Installing an online blog and engaging customers over
social media platforms is a great way to correspond with
customers on a more personable level. Twitter for
example can be used as a very effective customer service
tool, or an opportunity to publish answers to frequently
asked questions.

Ans-6
Understand your first moment-of-truth!
In 1 day, learn how to prevent at point of purchase (i.e., at
the store level), interceptions of your consumers' decision
to buy your brand in favor of another, or (at your end) how
you can intercept the consumers' buying decision for the
competitor brand to shift to your brand's favor. Learn all
these through gathering continuing data on consumer in-
store shopping and buying behavior, analyzing those data,
and translating them into in-store consumer brand
switching or brand commitment campaigns. Learn also
how to do this tracking cost-effectively or within an
economically responsible budget.

The seminar materials here are based on Dr. Ned's

research and consulting experiences with the preceding 2
sets of consumer behavior insights, and the tracking
methodology for uncovering those insights. The seminar
will explain those shopper insights and demonstrate the
applicable cost-effective tracking methodology with the
use of examples and cases that one or two of which,
participants can workshop for a working understanding.

 
Key benefits for participants
Each participant will learn:
 how much sales is lost from assuming that the target
consumer decision at home to buy a brand won't
change or switch to another once inside the store,
 and therefore a counter purchase interception
campaign is worth considering
 how to take the initiative in intercepting in-store
consumer purchases of another brand for one's favor
 how to learn all these in a cost-effective manner and
on a continuing basis
 
Key benefits for companies
The company will gain:
 an understanding of what it will take to make sure that
when its consumers get motivated at home to buy its
advertised brand, they will implement that intention at
the store level
 an understanding of what it can do so consumers of
its competitor brand can be hijacked at the store level
to switch in favor of its own brand
 the know-how to translate those understandings into:
(1) an on-going in-store anti-interception program,
and (2) a continuing in-store intercepting program