Presentation On Online Marketing : Impact On Society

Name : Abhishek Kr. Singh , Course : MBA ( Mkt.)

College : Lucknow University ( IMS)
Internship Company : The Leading Solutions
Submitted To : Priyanka ma’am
 INTRODUCTION

What is Online Marketing ?

Online marketing is a set of tools and methodologies used for promoting

products and services through the internet. Online marketing includes a wider
range of marketing elements than traditional business marketing due to the extra
channels and marketing mechanisms available on the internet.
 Types Of Online Marketing

1. Video Marketing :
Video content is quickly becoming the most
powerful way to reach an audience online. Videos can be
anything from education to entertainment and can help establish
your brand’s persona in just a few seconds.
2. Affiliate Marketing : Affiliate marketing involves giving a third party
a reason to refer people to your product. This often means giving
them a discount code to share, or offering them a small paycheck
for every click their affiliate link gets.
3. Inbound Marketing : Inbound marketing means to use your
content on your website to draw in readers, and then convert
them to buyers.
4. Referral Marketing : Referral marketing happens when a customer
is happy enough to tell other people to buy from you. Reviews are
a form of referral marketing.
 Types Of Online Marketing
5. EmailMarketing : Sending out emails to an invested list of buyers and
interested parties is a great way to market your products and services.
6. Social
Media Marketing : Using social media to market your business can
mean a huge range of things. Primarily, social media is a great place to
grow your brand’s persona and connect with customers or fans.
7. Search Engine Optimization : Getting your product in front of customers
by using the right keywords and links is called search engine optimization.
This makes sure that search engines display your content on page one of a
search.
8. Pay-per-click Marketing : PPC marketing means that you pay to have
your website link displayed prominently in ad space on various Internet
pages, primarily on Google or other search engines. Every time someone
clicks, you pay a small fee to the hosting website.
Advantages Of Online Marketing

➢ Global reach:
➢ Lower Cost:
➢ Faster Response:
➢ Personalized:
➢ Interactive:
➢ Simplest:
➢ Targeted marketing:
➢ Measurable Result:
 Disadvantages Of Online
Marketing

1. Low penetration of computer technology.

2. Potential for deception.
3. Dependability on technology.
4. Maintenance cost due to constantly evolving environment.
5. Higher transparency of pricing and increased price competition.
 How the companies can be benefited with online
marketing
1. The E-marketing planning process : It requires a separate e-marketing plan. Set the
objectives which integrate e-marketing communications with traditional
communications.
2. Organizing and resourcing for e-marketing : As the importance of online channels
increase, the structure of the marketing organization and responsibilities may need to
change to maximize the opportunities available through new media.
3. Defining the Internet value proposition: To achieve increased customer usage of
online channels (web, e-mail, wireless), a distinct, detailed proposition must be
developed for these online channels and it must be clearly communicated online and
offline.
4. E-brand value: How does the Internet contribute to and influence brands? How to
extend the brand online? Should brand variants be used? How effective is the emotional
connection of an online brand?
5. Setting the e-communications mix: One needs to identify Percent of
communications budget allocated to e-communications i.e. online spend Percent age on
advertising, direct mail and PR.
 Impact of online marketing on society

➢ In this online world, a simple banner advertisement can be both an

advertisement and a direct marketing service. The banner raises the passive
consumer’s awareness of a product. It also encourages the consumer to pursue
action by clicking on it.
➢ Digital marketers care about the consumer’s online experiences for the simple
reason that all of them -- good, bad, or indifferent -- influence consumer
perceptions of a product or a brand.
➢ The web offers companies’ ownership and control of all interactions with
customers and thus creates both the ability and the need to improve their overall
experience.
 Traditional marketing VS Online Marketing:

 1. Online marketing is more measurable than traditional marketing. Internet

marketing allows organization to see exactly what and how much they are paying for.
 2. Online marketing makes strategic decision based on facts. Traditional organizations
will have a difficult time showing real data that leads to achieving the goals.
 3. Online marketing is better at reaching target audience.
 4. Internet marketing is a constant source as compare to traditional .If we catch an ad
in passing and we missed some information we cannot go back and review it in case of
traditional whereas online marketing provides a permanent address that can visit
anytime.
 5. Online marketing provides better word of mouth, feedback and review of the
product and services are the good example of it
 Conclusion

 Day by day, technology is getting sophisticated and costs are crumbling, making
the internet easy and cheap to access. Eventually, even for buying a product from
a shop situated near to home, the customer may use the internet to place order,
and may get the product delivered immediately. The integration of electronic
commerce and marketing will bring a renaissance in marketing function. Using
the advantages of both Internet marketing and traditional marketing according
to the goals of the company, is considered to be the most effective way of
marketing. Comparing the two approaches, Internet seems to be a
complementary tool to traditional marketing. There are various marketing
strategy issues, which need to be answered before entering into online
marketing for successful beneficial marketing