E-commerce

E-commerce is the buying and selling of goods and services, or the transmitting of funds or data, over
an electronic network, primarily the internet. These business transactions occur either as business-
to-business (B2B), business-to-consumer (B2C), consumer-to-consumer or consumer-to-business.

Website
Collection of web pages and media over the internet is called a website. The website can be
published on at least one web server and can be identified by a common domain name. All the
websites that are accessible publicly come under the World Wide Web. ex: javatpoint.com,
google.com, youtube.com.

Website marketing
Website marketing means promoting a business website in order to bring in more visitors. These
visitors should be people who are likely to purchase the business's services or products. More visitors
means more opportunities to try to convince potential customers to buy.

Email marketing
Email marketing is the act of sending a commercial message, typically to a group of people, using
email. In its broadest sense, every email sent to a potential or current customer could be considered
email marketing. It involves using email to send advertisements, request business, or solicit sales or
donations. Email marketing strategies commonly seek to achieve one or more of three primary
objectives, to build loyalty, trust, or brand awareness.

Electronic Commerce
E-commerce simply refers to commerce through electronic media. E-commerce refers to buying and
selling goods or services through the Internet. It is a process of making business transactions by two
or more parties through computer and some type of network. It is the actual buying and selling of
goods and services electronically online.

Two Features of e commerce

•Easy-to-navigate product catalogs. ...

•Rich, real-time product information. ...

Ubiquity
In e-commerce and customer service, ubiquity refers to the fact that your visitors and customers can
access your services from anywhere, at anytime, and on any device.

Advantages of E-commerce
Advantages to Companies

•Increased potential market share and global reach.

•Easy to expand market with minimum capital outlay.

•Enables to procure materials and services from other companies.

Advantages to Consumers

•Offers business 24 hours a day, 7 days a week, giving consumers access at any time, day and night.

•Saves time, money and effort.

•Provides more choices (i.e., offers wide range of product and services).

Limitations of e-commerce
1. Small businesses face tough competition from large businesses.

2. Security fears are a major barrier to the adoption of e-commerce.

3.There are chances of computer viruses and hackers accessing files.

4. Product details and other information about business are vulnerable to downloading by
competitors.

5. New type of intermediaries are essential to e-commerce. These intermediaries add to transaction
costs.

Working of e-commerce
The process of purchasing a product electronically is conceptually very similar to the process of
purchasing a product from physical store. The customer browses the store shelves, finds the product
that he wishes to buy, puts the items into the shopping basket, going to the cashier, bringing out the
wallet and selecting the payment instruments such as credit card and/or e-money. For example, a
photographer wants to buy a 35mm camera. He turns on his computer, logs on to the Shopper's
Advantage Website, clicks on cameras, then clicks on 35mm cameras. A list of all the major brands
appears, along with information about each brand. Finding the camera he wants, he places an order
by typing in his credit card number, address and preferred shipping mode.

E commerce in India
The Indian subcontinent was connected to the Internet on 15th August 1995, with the Govt. of India
announcing that Videsh Sanchar Nigam Ltd. (VSNL) would be providing Internet services for the
public, business and industry. According to reports published by International Monetary Fund (IMF)
and Central Statistics Organisation (CSO), India is among the fastest growing economies of the world.
Among several factors, a conscious patronization of online commerce, and an emergence of retail as
a dominant market segment have contributed to the unprecedented growth of e-commerce in India.
E- commerce in India has been experiencing remarkable growth. Flipkart is the market leader in e
commerce in India.

E marketing
E-marketing is a part of e-commerce. E-marketing simply means marketing through electronic
devices such as computer, Internet, TV and digital medium such as e-mail, web and wireless media
and so on. It is the process of communicating, promoting and selling products and services through
electronic devices and related digital technologies to achieve marketing objectives. It is the process
of building and maintaining customer relationships through electronic media to facilitate the
exchange of ideas, products and services that satisfy the goals of both parties. In e-marketing, the
producers, intermediaries and consumers interact electronically or digitally in some way.

Search engine marketing

Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a
website in search engine results pages (SERPs). It is usually paid.

Banners
Banners are the creative rectangular ad that are shown along the top, side, or bottom of a website in
hopes that it will drive traffic to the advertiser's proprietary site, generate awareness, and overall
brand consideration. This type of visual banner-style online advertising is a form of display
advertising.

Digital marketing
Digital Marketing is the component of marketing that uses the Internet and online based digital
technologies such as desktop computers, mobile phones and other digital media and platforms to
promote products and services.

Pop up advertisement
Pop-up ads or pop-ups are forms of online advertising on the World Wide Web. A pop-up is a
graphical user interface (GUI) display area, usually a small window, that suddenly appears ("pops up")
in the foreground of the visual interface.
Telecom marketing
Telecommunications marketing is one of the forms of marketing that utilizes the vast number of
communication channels developed by the latest technology. Certain telecommunications marketing
channels comprise: Marketing via social media, Email marketing, Marketing content, Pay-per-click
and Marketing via search engines.

Functions of E-Commerce store

• Buy/Sell Products and services

• Find Unique Product

• Get the Best Deals

• Save the Time and Money

• To Give a Review of The Product

• Purchase anything globally

Cable network marketing

Cable advertising is one of several TV advertising solutions for business owners. It allows businesses
to advertise on networks and across many markets. Through cable advertising, businesses have the
option to target ads based on factors such as demographic, geography, behaviour , and more.

Online retail store

Online retail store is an e-commerce website where buyers can see a catalog of products or services
and electronically purchase them.Amazone.com is the most famous online retail store.

Kiosk
Kiosks are information and ordering machines placed in stores, airports and other locations. These
are customer-order-placing machines. These machines provide information about products and
customers can order any product they like. These machines provide customers with a quick way to
determine the size, colour, style of products to fit their personal preferences.

IPTV (Internet Protocol Television)

IPTV is a system through which Internet television services are delivered using the architecture and
networking methods of the Internet Protocol Suite over a pocket-switched network infrastructure.
Interactive marketing
With the expansion of cable and DTH services, Indian consumers are flooded with lots of interactive
marketing channels. These channels are advertising products entire day. The TV-18 home shopping
network and Live Media are the examples of these types of interactive marketing tools.

FM radio marketing
It is one of the type of E-marketing .The frequency of listening to the radio as well as the number of
radio listeners had increased in recent years. This has become the real effective media to reach the
mass consumers.

Game advertising
The young generation is getting addicted to video gaming. Many digital marketing companies are
tapping this explosive growth of market of gaming. In this type, advertisement banners are placed in
different slots of game in background.

Disadvantages of e-marketing
-Dependability technology

-Slow internet connections cause difficulties.

-Security privacy issues

-Maintenance costs due to constantly evolving environment.

-Higher transparency pricing and increased price competition.

-Worldwide competition through globalization.

- Risk of burglary, fake accounts, and hackers, among others, for direct payment to credit card pre-
delivery consignment exposed to any of the types mentioned above of fraud.

-Fear for safety transactions and data privacy.

-Do physically meet sellers.

-Distrust by having physical support for transactions.

Reasons for the growth of e-marketing

-Reducing costs: Compared to traditional marketing E-marketing is less expensive. Traditional
advertising on television, newspaper, magazines, and radio, which can cost millions of dollars. With
web marketing, however, you need to spend a connection and a reliable computer to start a web-
based prim campaign.
-Convenience: The time restrictions are non-existent, as web marketing empowers conduct
marketing 24 hours a day and even on holidays and weekends. Customers can browse your online
store anytime and order when it is convenient for them.

-Innovation: The Internet presents fresh opportunities for new products or markets.

-The advantage over competitors: It enables companies to improve competitiveness by becoming

closer to the customer. If the company improves communication with customers, staff, suppliers, and
distributors, it will gain an advantage over competitors.

-Marketing research: The internet/intranet can track customer behaviour and how staff delivers
services.

-Improve Service: The company website can include interactive queries of containing stock
availability or customer service questions.

-Sales initiation: Web marketing support the consumers to make purchasing. The Internet can be
used to support the buying decision even if the purchase does not occur via the web.

-Improve customer interaction: By putting information on frequently asked questions on their

website, organizations are saving costs by reducing the number of customer service representatives.
Moreover, the organization can get the immediate product.

Types of E-payment systems.

a)Electronic fund transfer(EFT):EFT is a method of payment where the money transfer between two
financial institutions take place electronically. It involves an instant transfer of money from one
account to another.

b)payments through mobile phone: Mobile phones are being increasingly used as a tool of electronic
payment.

The chip and software installed in the phone by mobile manufacturers have made e-commerce more
easy.

c)Electronic token based payment: The electronic token based system is a modern form of electronic
payment which is based on electronic tokens. Electronic tokens are provided by banks or financial
institutions. The tokens represent specific values and can be stored on a user's computer. There are
two types of tokens: Real time or pre-paid tokens and post paid tokens .

Pre-paid tokens: exchanged between buyer and seller for settling the transactions.

Post paid tokens: Post paid tokens are used with fund transfer instructions between the buyer and
seller.

E-money or E-cash.
E-money or e-cash is an e-payment system. It is an electronic medium for making payments. It is the
creation of electronic money or tokens, usually by a bank which buyers and sellers trade for goods
and services. E-cash includes debit cards, credit cards, smart cards etc. E-cash can be used for making
or receiving payments between buyer and seller.
Properties of E-payment Systems
There are two distinct sets of properties to consider in a money transfer. They are ACID (atomicity
consistency, isolation, durability) test and the ICES (interpretability, conservation, economy,
scalability) test. There are four Acid tests. They are:

1. Atomicity: this test says that a transaction must occur completely or not at all.

2. Consistency: All parties involved in the transaction process must agree to the exchange.

3.Isolation: Each transaction must be independent of any other transaction and be treated as a
stand-alone episode.

4. Durability: It must always be possible to recover the last consistent state or reverse the facts of
exchange. This means reversing charges in the event the customer changes his or her mind.

The ICES test addresses four important properties of money transfer. They are:

1. Interpretability: This refers to the ability to move back and forth between different

2.Conservation: This means how well money holds its value over time, (temporal consistency) and
how easy money is to store and access (temporal durability).

3. Economy: this means the transaction should be inexpensive and affordable.

4.Scalability: This is the ability of the system to handle multiple users at the same time.

There are some other properties of E-payment system. They are:

1.Acceptability: For electronic payment to work, the system must be widely accepted by and
acceptable to merchants.

2. Ease of integration: The website interface must be effective and well integrated into the total
network environment.

3.Customer base: There must be enough users and enough traffic to justify investing in the e-
payment mechanism.

4.Ease of use and ease of access: Users don't like to wait. Using a payment system should be as easy
as hitting button on the screen

Qualities of a good e-payment system

1 .Connectivity: A good payment processing system should provide connectivity to more payment
processors and support more payment types.

2. Scalability: Transaction processing power should grow quickly, providing throughput and reliability
as the transaction load grows from millions to hundreds of millions of transactions per month and
beyond.

3. Maximum throughput: A good e-payment system should have built in server software specifically
designed for payment transactions.

4. Load balancing and linear growth: Highly available payment processing requires that individual
transaction servers be both extremely reliable and efficient.
5.Reliability: The e-payment system should be reliable.

6. Security: The hardware, software and physical plant developed and used are carefully co-ordinated
with an aggressive set of best practices to provide maximum protection and integrity at various
levels.

E-payment media
An electronic payment is a digital transaction between two parties, with e-payment types including
ACH, cards, bank transfers, digital wallets, mobile pay, and more. Any number of different factors can
guide businesses toward the types of electronic payment that might work optimally for them. There
are pros and cons for each of the common electronic payment types, and it’s sometimes tricky for
financial decision makers to identify the type of e-payments that works best for their processes.

Steps involved in e payment system

Step 1: Entering into e-payment homepage. ...

Step 2: Selection of type of Act. ...

Step 3: Details entry for e-payment for VAT. ...

Step 4: Verification of payment details before submission: ...

Step 5: Generation of e-payment reference no. ...

Step 6: Logging into bank website: ...

Step 7: Verification and printing of e-challan.

E-payment
E-payment means making payment through electronic media by using credit or debit cards for the
products bought electronically.

Credit card
A credit card is a thin rectangular piece of plastic or metal issued by a bank or financial services
company that allows cardholders to borrow funds with which to pay for goods and services with
merchants that accept cards for payment. Credit cards impose the condition that cardholders pay
back the borrowed money, plus any applicable interest, as well as any additional agreed-upon
charges, either in full by the billing date or over time.

Debit card
A debit card, also known as a check card or bank card is a payment card that can be used in place of
cash to make purchases. These are similar to a credit card, but unlike a credit card, the money for the
purchase must be in the cardholder's bank account at the time of a purchase and is immediately
transferred directly from that account to the merchant's account to pay for the purchase.

Plastic card
A credit card or other card that can be used to pay for things or get money from the bank

Wallet
A flat, folding pocketbook, especially one large enough to hold paper money, credit cards, driver's
license, etc., and sometimes having a compartment for coins.

EFT
Electronic funds transfer (EFT) is the electronic transfer of money from one bank account to another,
either within a single financial institution or across multiple institutions, via computer-based systems,
without the direct intervention of bank staff

E-wallet
A digital wallet, also known as an e-wallet, is an electronic device, online service, or software
program that allows one party to make electronic transactions with another party bartering digital
currency units for goods and services. Money can be deposited in the digital wallet prior to any
transactions or, in other cases, an individual's bank account can be linked to the digital wallet.

B2B
Business-to-business (B2B), also called B-to-B, is a form of transaction between businesses, such as
one involving a manufacturer and wholesaler, or a wholesaler and a retailer. Business-to-business
refers to business that is conducted between companies, rather than between a company and
individual consumer.

Business to Consumer (B2C)

In B2C transactions, the interaction is between businessmen and consumers. Here the businessman
sells his product directly to customers. A customer can view products shown on the website of
business organisation. He can choose a product and order the same. Website will send a notification
to the business organisation via email and organisation will dispatch the product / goods to the
customer. The most popular site is Amazon Com. There are many sites that are using e-commerce for
selling goods and services in India, such as books, CDs, tickets etc.
Business to Government (B2G)
B2 G model is a variant of B2B model. Such websites are used by government to trade and exchange
information with various business organisations. Such websites are accredited by the government
and provide a medium to businesses to submit application forms to the government. In this level,
services like filing of IT returns by corporate house/corporate taxes/renewal of trade licences etc. are
made.

M-commerce
M-commerce simply refers to buying and selling goods or services through mobile phones. It is the
buying or selling goods or services through a mobile phone, or any other mobile device, to make
business practice easier, more efficient and more profitable.

According to Durlacher, "M-commerce refers to any transaction with monetary value that is
conducted through a mobile telecommunications network".

Disadvantages of M-commerce
1. Low acceptance rate: Low acceptance rate of new devices, application and technology among
people is a serious drawback.

2. Limited capabilities: Mobile devices offer limited capabilities (such as limited display). Between
mobile devices these capabilities vary so much that end user services will need to be customized
accordingly.

3. Heterogeneity: The heterogeneity of devices, operating systems and network technologies is a

challenge for a uniform end user platform.

4. Theft or destruction: Mobile devices are more prone to theft and destruction.

5. Low customer retention rate: In m-commerce, customer retention rate is very low.

6. Other issues: Lack of supporting infrastructure, security and privacy issues are other limitations of
m-commerce.

Advantages of M-commerce
1. Wider reach : Now-a-days most people use cell phones. Thus, m-commerce provides a wider
reach.

2. Lower costs: Transaction and order processing costs are less.

3. Convenience: With just a few clicks on mobile devices, customers can do shopping, banking,
download media files... and more than that.
4. Accessibility: Mobile device enables the user to be contacted at virtually anytime and place. The
use of wireless device enables the user to receive information and conduct transaction anywhere, at
anytime.

5. Easy connectivity: As long as the network signal is available, mobile devices can connect and do
commercial transactions not only mobile to mobile but also mobile to other devices.

6. Personalisation: In m-commerce, information is customised. It meets users preferences. Payment

mechanisms allow for personal information to be stored.

7. Time efficient: Doing m-commerce transactions do not require the users to plug anything like
personal computer or wait for the laptop to load.

Adware
Adware refers to advertising-supported software. It is used for displaying advertisements on the
computer in the form of banners or pop- ups. Adware can slow the working of computer. It can slow
down the internet connection due to downloading advertisements.

Trojan
Trojan is a program which poses as harmless but is destructive in reality. It may alter or steal
information or cause other problems on a computer. Trojans may introduce viruses into the
computer making it difficult to escape from hacking. Trojans are self-sufficient programs that do not
need another program to attach to.

Viruses
Virus is a program that attaches itself to another program. It is not self-sufficient as in the case of
Trojans. It needs another program to survive. Viruses corrupt and destroy information stored in
various files. They affect the computer memory and disrupt the functioning of the computer. E-mail
virus is the latest type of computer virus.

Cookies
Cookies are files that enable websites to remember the details of a visitor. When a person visits a
website, it places a file called cookies on the computer. Cookies do not harm the data on the
computer and so is not a threat to the data. However, as they store the details of the internet user,
they pose a threat to the confidentiality.

Phishing
 Phishing refers to the use of bogus e-mails or websites to induce a user to provide confidential or
personal information. Phishing begins with receiving a bogus e-mail that appears to come from some
reputable organisations.

Pharming
Pharming refers to re-directing a person from a legitimate website to a bogus website. Pharming is a
scamming practice in which malicious code is installed on a personal computer or server,
misdirecting users to fraudulent websites without their knowledge or consent. The aim is for users to
input their personal information.

Firewall
Firewall refers to a filtering mechanism which functions in between the incoming information and a
computer. It is a barrier which prevents the entry of harmful information and viruses into the
computer.

Encryption
Encryption is the process of translating information from its original form to a coded form. It
transforms the information into an unreadable and understandable form to ensure that the
information is accessed only by the intended person.

Source Socket Layer (SSL)

SSL is a type of encryption between a customer and a merchant. All important information are
encrypted before they are sent through the internet. .Source socket layer provides enough
confidence to the internet users to make online purchases.

Spoofing
Spoofing is when fraudsters pretend to be someone or something else to win a person's trust. The
motivation is usually to gain access to systems, steal data, steal money, or spread malware.

Eavesdropping
An eavesdropping attack occurs when a hacker intercepts, deletes, or modifies data that is
transmitted between two devices. Eavesdropping, also known as sniffing or snooping, relies on
unsecured network communications to access data in transit between devices.

Data alteration
It is the process of modifying data before or after it is entered into the system, generating a faulty
output.

Features of E-commerce
1) Ubiquity : E-commerce is widespread, that is, it is available everywhere always. It sets free market
from being restricted to a physical space and makes it possible to shop from computer (such as
desktop, laptop). The result is called a market space. For consumers, ubiquity cuts transaction costs
for exploring products in a market. Consumers can acquire any information whenever and wherever
they want, regardless of their location. It is no longer necessary that buyer spend time and money for
traveling to a market. In all, it saves the cognitive energy needed to transect in a market space.

2) Global Reach : E-commerce technologies enable a business to easily reach across geographic
boundaries around the earth far more conveniently and effectively as compared to traditional
commerce. Globally, companies are acquiring greater profits and business results by expanding their
business with e-commerce solutions. As a result, the potential market size for e-commerce
merchants is approximately equal to size of online population.

3) Universal Standards : Universal Standards are standards shared by all the nations around world.
These are technical standards of Internet for conducting e-commerce. It gives all the ability to
connect at the same "level" and it provides network externalities that will benefit everyone.
Universal technical standards lower entry costs and minimal search costs.

4)Interactivity : E-commerce technologies permits two-way communication between customer and

sellers which makes it interactive. It proves as significant feature of e-commerce technology over the
commercial traditional technologies of the 20th century.

5) Information Density : Information density means total amount and quality of information available
over Internet to all market buyers and sellers. Internet vastly increases information density.
Information density offers better quality information to consumer and merchants. E-commerce
technologies increase accuracy and timeliness of information. For example, flipkart.com store has
variety of products with prices.

6) Richness : Richness refers to the complexity and content of a message. Richness means all
commercial activity and experience, conducted through a variety of messages. For example, text,
pictures, videos, sound, links, SMS (Short Message Services) etc.

7) Personalisation : E-commerce technology offers personalisation. Personalisation means designing

marketing messages according to particular individuals by customising it as per customer personal
details like name, interests, and past purchases record. Products or services can be modified or
altered according to the user's choice or past buying record

Advantages of E-Marketing
1. Reach: E-marketing opens up new avenues for smaller businesses on a smaller budget, to access
potential customers all over the world. Even small companies can now compete on a global basis. It
facilitates to conduct transactions across geographic boundaries. Thus, e-marketing can reach
millions of people. In short, e-marketing contributes to increased sales opportunities.
2. Scope: E-marketing allows the marketer to reach consumers in a wide range of ways and enable
them to offer a wide range of products and services. Anything can be sold through electronic
channels.

3. Interactivity: E-marketing facilitates conversation between companies and consumers. With a two-
way communication channel, companies can respond to customers' requirements. It does not matter
where the customer is located. In short, customers can order from anywhere and at anytime without
going to the store.

4. Immediacy: E-marketing is able to provide an immediate impact. E-marketing makes business

hours 24 hours per day, 7 days per week for every week of the year. Within a few short clicks,
customers can order for products. The response is quick.

5. Demographics and targeting: E-marketing creates a perfect environment for niche marketing to
target groups. Marketing messages become most effective because messages are presented directly
to the audience who are interested. Thus, it facilitates customised and personalised transactions or
services to customers.

6. Relationship building: Marketers can talk with customers and learn much from them. This
facilitates relationship building.

7. Lower transaction costs: Transaction costs are lower. Researches reveal that companies can reduce
more than 5% of their maintenance, repair and operation costs by adopting e- marketing solutions.

8. Other benefits: Maximum marketing efficiency creates new opportunities to seize strategic
competitive advantages. It leads to improved ROI, more customers, happier customers etc.

Disadvantages of E marketing
*Lack of personal touch: E-marketing lacks the personal touch of traditional marketing methods such
as face-to-face interactions, which can limit the effectiveness of building relationships with
customers.

*Difficulty in building trust: E-marketing campaigns can be perceived as impersonal or insincere,

which can make it difficult to build trust and credibility with consumers.

*Complexity of technology: E-marketing requires knowledge and expertise in various technologies

and platforms, which can be challenging for businesses without dedicated IT staff or resources.

*Potential for security breaches: E-marketing campaigns can be vulnerable to security breaches and
hacking attempts, which can lead to data theft or other cybercrimes.

*Reduced human interaction: E-marketing reduces the amount of human interaction between
businesses and consumers, which can limit opportunities for building relationships and addressing
customer concerns.

*Need for continuous optimization: E-marketing campaigns require continuous optimization and
testing to achieve optimal results, which can be time-consuming and resource-intensive for
businesses.
Types of E-Advertising
1.Native Advertising

This term is associated with a less conventional type of online advertising. It uses a strategy which
shies away from banner ads or sponsored content in an attempt to gain a user’s trust by offering
them solutions to their problems. There are many tools you can use but the easiest one is creating a
blog. In your blog, talk about topics related to your sector, but don't just advertise. Include
something useful and interesting for your users. From there, using SEO, email marketing, and lead
nurturing, you can successfully offer the right content according to the stage of the sales funnel
potential clients are in. The best thing about native advertising is that it is not intrusive and
therefore, it's more highly valued by both the general public and people who use ad blockers.

2. SEM (Search Engine Marketing)

With this type of campaign, the goal is to achieve increased brand awareness in a very short time. All
it takes is an ad with a title, a description, and a call to action (make sure to rely heavily on the use of
keywords). Depending on the quality of the website and the established CPC, the ad will be shown
when users type your preselected keywords into a search engine. In this case, a bid (usually) based
on CPC is established.

3. Display Advertising

Among the more visual online advertising formats are display ads. They are called 'display ads'
because they generally contain images or videos and are published in designated places within any
given website, like a blog. They can be purchased directly or through platforms such as Google
Adwords. The cost is estimated by CPC or CPM

4. Mobile Advertising

Although there are different types of mobile advertising, all advertising campaigns should be
adapted to mobile platforms, or at least follow a responsive typology which allows pages to be
formatted to the size of any given screen. Nowadays, everyone has a phone and/or a tablet that they
constantly use. In fact, Google has said that since 2016 mobile traffic has surpassed that of desktop
computers. So if you’re still not investing in mobile platforms, it’s time to take the plunge. Not only
will you get better reach and an improved user interaction but, you’ll also improve your SEO through
Google’s Mobile First algorithm in ads you show on your own website.

5. Social Ads

Social media is an incredibly important part our everyday lives. Therefore, creating ad campaigns on
these platforms is necessary in order to generating brand awareness and acquire potential new
clients. Thanks to the extensive segmentation possibilities social networks offer, they can also be the
perfect places to launch new products/services geared towards very specific audiences. Regardless if
your goal is to make conversions or to implement a branding strategy, Social Ads are a great choice!

6. Retargeting and Remarketing

Reminding repeat customers or users who have shown interest in your company, is a solid strategy
for making conversions. Remarketing makes your banner appear on whichever website people who
previously visited your site go to after (provided that these sites of ads are good for making sales
and raising brand awareness, which emphasizes a company’s presence within the buying process.
These ads can be purchased through search engine advertising management tools such as Google
Adwords. The prices are usually established by CPC metrics

7. Email Marketing

Email marketing isn’t anything new but it has resurfaced with a renewed efficacy. This type of
campaign yields high conversions. Thanks to the many automation tools available, you can get highly
profitable conversion. If you consider that getting a new client it is over 7 times more expensive than
maintaining a current one, you can be sure that email marketing is a good idea.

8. Digital Signage

Although the name may be not ring a bell, this format is gaining ground. This is the technological
evolution of traditional outdoor advertising. It's used on billboards, MUPIs, window displays, bus
stops, or any other stand that has a screen. The efficiency of this type of advertising resides in its
capability to grab the attention of potential clients during the most mundane parts of their day

9. Video Marketing

Video content is an incredibly entertaining to users, which makes using videos as an advertising
strategy a fantastic idea. Another idea is to partner up with YouTubers who feature and discuss your
product/service (similar to you get a better, more organic position on SEO. By sharing these videos,
you can gain more direct web traffic and increase your chances of going viral. With videos, there are
countless possibilities if you bear in mind that soon an estimated 80% of the internet will be video-
based content.

Types of E payment media.

Electronic payment (e-payment) refers to any kind of financial transaction that occurs online or
electronically. There are several types of e-payment media that people use to transfer funds digitally.
Here are some of the most common types:

1.Credit and Debit Cards: This is the most popular type of e-payment. These cards allow the user to
pay for goods and services directly from their bank account or credit card balance.

2.E-wallets: E-wallets, also known as digital wallets, are software applications that enable users to
store their financial information and make online transactions. Some popular examples include
PayPal, Google Pay, and Apple Pay.

3.Bank Transfers: Bank transfers allow people to move money between their bank accounts without
the need for physical cash. This type of e-payment is often used for large transactions and
international transfers.

4.Mobile Payments: Mobile payments involve using a mobile device to make payments. This type of
e-payment is growing in popularity, with many people using mobile wallets, QR codes, and NFC (near
field communication) technology to make transactions.

5.Cryptocurrencies: Cryptocurrencies, such as Bitcoin and Ethereum, are digital currencies that use
cryptography to secure and verify transactions. These types of e-payment are becoming increasingly
popular for their security and anonymity.
6.Prepaid Cards: Prepaid cards allow users to load money onto a card, which can then be used for
online transactions. This type of e-payment is often used by people who do not have access to
traditional banking services. Overall, the rise of e-payment methods has transformed the way we
conduct financial transactions.

Different types of E payment system.

There are several types of e-payment systems available, each with its unique features and benefits.
Some of the most popular types of e-payment systems are:

1.Credit and Debit Cards: Credit and debit cards are the most widely used electronic payment
methods. They allow users to make payments online, in-store, or through mobile apps by swiping or
tapping their cards on a point-of-sale (POS) device.

2.Mobile Payments: Mobile payment systems, such as Apple Pay, Google Wallet, or Samsung Pay,
allow users to pay for goods and services using their smartphones or other mobile devices. These
payments can be made in-store, online, or in-app, with transactions completed by scanning a QR
code or tapping the device on a POS terminal.

3.E-wallets: E-wallets are digital wallets that allow users to store, manage, and transfer funds online.
Some popular examples of e-wallets include PayPal, Venmo, and Skrill.

4.Online Banking: Online banking systems enable customers to manage their bank accounts and
make payments online. They can transfer money between accounts, pay bills, and make purchases
through online banking portals.

5.Prepaid Cards: Prepaid cards are reloadable debit cards that allow users to spend only the amount
of money loaded onto the card. They can be used for online and in-store purchases and are widely
used by consumers who do not have access to traditional bank accounts.

6.Cryptocurrencies: Cryptocurrencies such as Bitcoin, Ethereum, and Litecoin are digital currencies
that use cryptography to secure transactions and control the creation of new units. They can be used
for online and in-store purchases and offer users a high degree of anonymity and security.

Advantages of E- payment system

1)Speed:-ePayments allow users to make payments online at any time, from anywhere in the world,
and also remove the need to go to banks. Faster electronic payments, like virtual cards, empower
businesses to improve security, visibility, and efficiency all while lowering costs and saving time on
manual processes.

2)Saves time and resources:-By adopting electronic payment methods, your business saves time for
its teams, its customers, and its leadership. Processing supplier payments the traditional way takes a
lot of time.

3)Secure ePayment Transactions:-Electronic payments are much more efficient and safe than their
traditional, paper-based counterparts. ePayment methods and systems offer multiple ways of
securing your payments, such as payment tokenization, encryption, SSL, and more.
4)Reduced Transaction cost:-By contrast, accepting a paperless process with electronic payments is
relatively simple. Digital payment methods have the advantage of being faster, safer, easier to collect,
and less expensive .

5)Complete Visibility into Electronic Payment Process:- Electronic payments provide complete
visibility and transparency throughout the entire payment process for both your business and your
suppliers, thus improving the supplier relationship.

Disadvantages of E-payment system

1.Technical difficulties

Like any other technology-dependent programme, online payments are liable to technical issues or
downtime. Even while tech maintenance activities are scheduled in advance and often occur at night,
they may sometimes annoy online buyers. Many organisations encounter high bounce rates,
particularly when it occurs unexpectedly.

2. Threats to passwords

There is a large risk that an online portal may access your private data or your bank account
information if you are a registered user and often utilise online payments. Even if one-time
passwords (OTPs) are used for the majority of transactions, some circumstances call for password
security. You might be at risk of a privacy violation, especially if you work with many institutions.

3. Cost of fraud

Cybercriminals are adopting online payments as a preferred method of payment, just as more and
more consumers are doing. Database exploits, phishing scams, and identity theft are all on the rise.
Businesses deploy several payment-security software programmes, at great expense, in an effort to
stop these and boost security.

4. Security concerns

There are several security dangers associated with utilising online payments, as was covered in the
preceding paragraph. Important financial data and information may be readily hacked by thieves if
suitable security precautions aren't taken. Criminals may also easily evade capture since there are no
verification mechanisms like face recognition or fingerprints.

5. Lack of technology literacy

The fact that many individuals, particularly the older population, lack basic computer literacy is one
of the biggest drawbacks of online payments. They avoid utilising online payment methods because
they lack sufficient understanding of how to use technology and devices. Many of them continue to
utilise conventional payment methods because they are afraid of the difficulties involved. In
developing nations like India, this is a major problem.

6. Time and amount restrictions

Some banks place a limit on the number of transactions or the daily maximum amount that may be
transferred. The majority of online transactions also have a deadline that you must meet (like
receiving and accepting OTPs). For some people, all these restrictions may prove to be quite
inconvenient.
7. Service charges and other expenses

Some firms may charge setup fees or even processing fees for consumers utilising such facilities
when deploying online payment gateways. Both the merchants and the buyers may find this
annoying as it easily results in additional expenses.

8. Uncertain transactions

You may complain to your bank or the company that handles your online payments if you discover
someone utilising your electronic funds. However, you cannot make a complaint or request a refund
if you cannot locate the person's personal information or, for that matter, any information about
them. In such cases, it becomes challenging.

9. Smart card loss

The majority of internet purchases are made via credit/debit cards, ATM cards, or identification
cards. Therefore, if you misplace any of them, your connected online payment accounts will also be
in danger. Of course, you may block your cards after notifying the bank, but the transition phase
between losing your card and restricting it may prove to be dangerous due to the possibility of
several fraudulent transactions.

10. Misidentification

The majority of internet payments are made secretly since there are no verification techniques like
photos or signatures. This has the possibility of significantly increasing forgery and identity theft

Internet Security Threats

(1) Adware: Adware refers to advertising-supported software. It is used for displaying advertisements
on the computer in the form of banners or pop- ups. Adware can slow the working of computer. It
can slow down the internet connection due to downloading advertisements. Advertising pop-ups
often turnout to be a nuisance for the internet users. Using some anti-virus programs, adware can be
removed from the computer.

(2) Trojans: Trojan is a program which poses as harmless but is destructive in reality. It may alter or
steal information or cause other problems on a computer. Trojans may introduce viruses into the
computer making it difficult to escape from hacking. Trojans are self-sufficient programs that do not
need another program to attach to. The system can be protected from the attack of Trojans by not
opening e-mails from unknown sources, regular scanning of computer with up to date anti-virus
software and using a firewall.

(3) Viruses: Virus is a program that attaches itself to another program. It is not self-sufficient as in the
case of Trojans. It needs another program to survive. Viruses corrupt and destroy information stored
in various files. They affect the computer memory and disrupt the functioning of the computer. E-
mail virus is the latest type of computer virus. It is distributed to a large number of people through e-
mail messages. Any attachment in an e-mail could carry a virus. Using anti-virus software and
avoiding to click on unexpected attachments can help the net user to escape from the attack of
viruses.

(4) Worms: Worms are similar to viruses and equally destructive. They attack computers in a network
having some security holes. They enter through some security holes and attempt to replicate from
computer to computer. Computers can be protected from the attack of viruses and worms by
installing anti-virus software and refusing to accept e-mails of unknown sources.

(5) Cookies: Cookies are files that enable websites to remember the details of a visitor. When a
person visits a website, it places a file called cookies on the computer. Using the cookie the website
can remember details of the visitor. Cookies do not harm the data on the computer and so is not a
threat to the data. However, as they store the details of the internet user, they pose a threat to the
confidentiality. Those who want confidentiality may disable cookies using the internet browser.

(6) Phishing: Phishing refers to the use of bogus e-mails or websites to induce a user to provide
confidential or personal information. Phishing begins with receiving a bogus e-mail that appears to
come from some reputable organisations. Following the link given in the e-mail leads to a replica of
the website. Information given in the site such as passwords, PINS, account numbers, card numbers,
etc., can be stolen by hackers who have created the bogus site. Bogus e-mails can be blocked by
using anti-spam software.

(7) Pharming: Pharming refers to re-directing a person from a legitimate website to a bogus website.
It is used to steal the information that the user enters in the site. Ensuring the security of website can
enable the user to avoid the chances of pharming. Make sure that the web address is prefixed by the
sign of http://. It is difficult to imitate a secured website. Software solutions are also available to
warn against providing information in reply to a bogus e-mail.

(8) Mouse trapping: Mouse trapping traps a person in a website and prevents him from leaving it.
The bogus site prevents the user from closing it or going back to the previous site. It does not allow
the user to visit any other site.

(9) Electronic chain letters: An electronic chain letter is an e-mail that persuades the reader to
forward copies to other people. The mail may contain hoaxes about terrorist attack, false claims
regarding cash awards, messages as sent by police department, etc. Chain letters may cause waste of
time and spreading of false information. Sending of large number of e-mails may slow down the mail
servers. Internet users can solve this problem by not forwarding such mails.

(10) Denial of service attack: This type of attack prevents a person from accessing a computer or a
website. The computer is overloaded with information which makes it inaccessible by the genuine
users. This type of attack does not steal or destroy any data but makes the data unavailable to the
needy persons.

(11) Hacking: Hacking refers to breaking into a computer with the intention of getting data in an
unauthorised way. Hackers try to steal, alter or delete information stored in a computer. Stolen
information is used for making unauthorised transactions causing damages to the owner. Using
credit card details hackers may make online purchases and transfer funds from the card holder's
account.

Various internet security tools

(1) Firewall: Firewall refers to a filtering mechanism which functions in between the incoming
information and a computer. It is a barrier which prevents the entry of harmful information and
viruses into the computer. Firewall protects a computer just like a wall protects a compound from the
entry of unwanted things. It is a program that filters all information coming to the computer through
the internet and blocks those information which are damaging to the computer.
(2)Passwords: Password is a secret code for entering into the internet services. Different passwords
are used for different services like online purchasing, internet banking, payment of telephone bills, e-
mail, etc. Password protects your services and accounts from unauthorised entry. Passwords should
be created in a unique manner using numbers, symbols, upper case and lowercase letters, etc.
Password should be kept strictly confidential. It should not be written anywhere and not revealed to
any one.

(3) Anti-virus programs: Anti-virus programs should be installed in the computer to protect it from
the attack of viruses. A powerful anti-virus software detects the viruses and destroys them. It
protects the computer from being infected. Viruses enter the computer through floppy disks, CDs
and downloading of files. The anti-virus program should be updated periodically.

(4) Encryption: Encryption is the process of translating information from its original form to a coded
form. It transforms the information into an unreadable and understandable form to ensure that the
information is accessed only by the intended person. Decryption refers to the process of translating
the coded information back to its original form. Encryption and decryption are done through the use
of cryptography.

(5) Backups : In order to protect the data in the system, we take back ups of all critical files on the
web server. Hardware and software can be used for backups.

(6) Digital signature: A digital signature is an electronic signature used to authenticate the identity of
the sender of a message or the signer of a document. Digital signatures can be easily sent to the
recipient of the message. It enables the recipient to ensure that the message has come from a
particular sender and has arrived intact. A digital signature is generated by the sender by creating a
hash code (a mathematical summary) on the document and signing it using his private key. On
receiving the digitally signed document the recipient verifies the 'hash code' using the sender's
public key. A matching result is an evidence that the document has reached intact without any
alterations.

(7) Integrity checking software: Integrity checking software should be installed on the server to face
many threats. The idea behind this is that a database of file checksums for critical system files will be
created for each of the computers. The integrity checker will then be run at regular intervals to
ascertain whether data have been changed by a hacker.

(8) Audit Logs: The audit longs along with the firewall logs are to be examined on a semi- regular
basis with the aim of the detection of abnormal activity. Web access logs checks to see whether any
CGI (Common Gateway Interface-a method of processing information on web server in response to a
customer's request) script attacks have been done. The logs will be used to identify the source of
some hacking attempts or denial of service attacks.

(9) Digital certificates: A digital certificate is an electronic file that uniquely identifies individuals and
websites on the Internet and enables secure, confidential communications, The security of
transactions can be further strengthened by the use of digital certificates Digital certificates are
issued by Certification Authorities to users who wish to engage in secure communication. Once
sender has provided proof of his identify, the Certification Authority creates a message containing
sender's name and his public key. This message that is digitally signed by the Certification Authority is
known as digital certificate.

(10) Secure Sockets Layer Protocol: SSL was originally developed by Netscape Communication. It is an
information technology developed for transmitting safely over the Internet. SSL enables a private link
to be set up between customer and merchant. Encryption is used to scramble the details of a
transaction as it is passed between the sender and receiver and also when the details are held on the
computers at each end. It would require a determined attempt to intercept such message and
decrypt it. The main facility the SSL provides is security and confidentiality.

(11) Secure Electronic Transaction: SET is a security protocol based on digital certificates. It was
developed by a Consortium led by MasterCard and Visa. It allows parties to confirm each other's
identity. By employing digital certificates, SET allows a buyer to confirm that the merchant is
legitimate and conversely allows the merchant to verify that the credit card is being used by its
owner. It also requires that each purchase request includes a digital signature, further identifying the
cardholder to the retailer. The digital signature and the merchant's digital certificate provide a certain
level of trust.

(12). Hardware technologies: For securing information some hardware technologies are used. The
hardware technologies include network intrusion hardware, physical security measures and virtual
private network and smart cards.

Important M Commerce applications

a)Banking: Users can transfer money from bank accounts that are ICICI and those that are not and
can also request a stop to checks, pay bills, and more.

b)M Commerce for retail: if you own a business and are looking to break into M-commerce, you can
always create an online catalog of items that you have for sale so that customers can access it and
then purchase the items.
c)Mobile marketing: You can send messages on phones for new products or services, you can send
out promotional rewards, and you can send out correspondence to help get customers on board.

d)Mobile Ticketing: Another great application is to purchase tickets with the help of mobile devices.
e)Reservations: Customers can now reserve their spot with their mobile phone which is easier for
everyone involved.
f)Entertainment: From applications that show movies and television shows, to those that show
videos like YouTube, even music applications, you can use your phone for all sorts of mobile
entertainment.

g)Healthcare: A mobile phone can be used for accessing health records, for paying medical bills, for
accessing the medical records of patients and more.

h)M-commerce applications can also help to promote communication within offices and other areas
where you may be working with a team.

Merits of M Commerce
1)Improved customer experience
2)Increased product discovery
3)Reach a wider audience
4)Capitalise on impulse purchases
5)Better pull up of data and analytics
6)Greater engagement and communication with customer
E tailing and e tailing companies
Electronic retailing (e-tailing) is an internet-based sales platform where consumers are able to buy
and sell goods online directly from a business without physically inspecting the goods. When retailing
is done completely online, organizations are faced with a plethora of different challenges and
difficulties when constructing their business model. When designing an e-tailing business model,
organizations strive to capture market share by producing the best web pages which attract the most
shoppers and convert them to buyers. When selling products online, logistics and distribution are of
critical importance to ensure customers are satisfied with the timeliness of delivery for their
purchase. It directly correlates to why businesses such as Amazon are focused on finding ways to
decrease shipping times and offer options such as “one-day delivery.” Some e tailing companies of
the world are, Amazon, Ali Express, Ali Baba, and drop-shipping businesses.

Is M commerce secured?
Considering the amount of traffic, as well as the volume of transactions happening on mobile,
security is a key element for m-commerce business owners. Securing sensitive information and
transactions is vital for building a rock-solid company reputation and gaining the trust of your
customers. Ensuring the security of sensitive information is especially important in m-commerce
branches dealing with personal and financial data, such as healthcare and banking.

Common threats in M commerce

a) USER-RELATED MOBILE COMMERCE SECURITY THREATS

b)APPLICATION-RELATED MOBILE SECURITY THREATS

c)CONNECTION-RELATED MOBILE COMMERCE THREATS.

Distinguish between debit and credit cards

Credit card: Credit cards are the most widely used and convenient method of making online
payment.

> Credit cards work around the globe, regardless of the location or country of the issuing bank.

>handle multiple currencies and clear transactions through a series of clearing houses.

>customers can purchase goods and services either off-line or online without making immediate
payment.

>Payment to the sellers will be made by the customer's bank.

> It can be used more than once to borrow money or buy goods and services on credit.

> It is a small plastic sheet bearing the name and number ot the holder.

>It also contains the validity period and other important particulars.

>The name of the bank, the name of the branch from which the card has been issued and card
number are printed on it.
Debit Cards: Debit cards are issued by banks to their customers who have maintained an account in
the bank with sufficient credit balance.

>Each time the customer makes a purchase, an amount equal to the purchase is debited in his
account.

>When using a debit card, customers are drawing money from their account.

>debit card is a kind of payment card that transfers funds directly, from the customer's bank account
to the seller's account.

>Debit cards are easier, more convenient, less cumbersome, less burdensome, and offer greater
access to your money than do cheques, ATM or credit cards.

Note on Website
A website is a set of related web pages that contains information in the form of text, video, music,
audio, images, etc. Web pages are typically written using the formatting instructions of languages
such as Hyper text Markup Language (HTML)

A webpage may incorporate elements from other websites with suitable markup anchors. Some
websites such as academic journal websites, gaming websites, file- sharing websites, message
boards, web-based email, etc. require a subscription to access their contents.

Based on the method used for the development of the site or upon the technology used for running
the website, the websites are classified into two broad categories as Static Websites and Dynamic
Websites.

Static websites deliver static information to the user i.e. the information that does not change over
time and remains in the same form as sent by the web server. These sites are easier to develop and
are developed quickly. These sites are not intended to do complex tasks as required by many online
services. Updating such sites is cumbersome and time consuming.

Dynamic websites deliver dynamic information to the user i.e. the information that can change over
time when sent to the user according to some criteria. Development of these sites takes more time
and is difficult to build. These sites can do more complex tasks that are required by online services
and are easier to update.

According to the purpose or function of the websites, they are classified into four types as Personal
websites, Business websites, Informative websites and Search Engines.

Personal websites are meant for individuals. The theme and content of these websites is based
around personal information.

Business websites are professional websites build purely for business purpose. They generally belong
to organizations. Their tasks include, providing company information and information upon their
products, marketing and selling company's products online, providing help and support to
customers, etc.

Informative websites are built for the purpose of providing information. They can include anything
like sites designed for providing News, Science, Encyclopedias, Business news, Medical information,
Educational information about University/ college/school, analysis on subjects such as election, etc.
reasons for the growth of E -Marketing
1. Participation of niche companies: With the increase in awareness about the benefits of online
trading, there has been a significant rise in investment in e-commerce business.

Hand in hand with off-line trading, many established business houses have setup online transaction
channels. Online retailing is the 'in-thing' in today's commerce. Business opportunities are limitless
considering the innumerable clothing, food, and cultural habits of Indian communities.

2. Role of FDI: Foreign direct investments (FDIs) till lately was not allowed in e-commerce for the
single brand or multi-brand retail companies. It was only allowed for B2B businesses. Now, FDI is
allowed in cases of wholesale trading or in cases where involvement is limited to use of technology
platform.

3. Implementation of GST:A uniform taxation structure, which GST (Goods and Services Tax) purports
to achieve would contribute to the success of e-commerce business in India. Same tax for same
product or service across Indian Territory would certainly help in maintaining price uniformity.

4. Inclusion of food and grocery in online retailing: Earlier food and grocery were never thought of as
items for online trading. However, with the change of working habits, and consumers opting for
adaptability and convenience, there are now innumerable small and large e-commerce companies
selling provisions and food items.

5. Other factors: Other factors which fuel the growth of e-commerce in India are growing internet
penetration, entry of major global companies, rise in smart phone adoption, innovation in mobile
technologies, digital pay

Different types of E-commerce

Following are the different business models in e-commerce (or types of e-commerce).

1). Business to Business (B 2 B) : In B 2 B transaction, the interaction is between businesses. In other

words, both buyers and sellers are business entities. Here businesses sell to other businesses.
Transaction between manufacturer and wholesaler or between wholesaler and retailer are examples.
Many companies like Tata, Bajaj Auto, Samsung Electronics etc. are using e-commerce in some way
or the other. B 2 B is the largest e-commerce model.

2) Business to Consumer (B 2 C): In B2C transactions, the interaction is between businessmen and
consumers. Here the businessman sells his product directly to customers. A customer can view
products shown on the website of business organization. He can choose a product and order the
same. Website will send a notification to the business organization via email and organization will
dispatch the product / goods to the customer. The most popular site is Amazon.com.

3)Consumer to Business (C2 B)Consumer places an estimate of amount he / she wants to spend for a
particular service. For example, comparison of interest rates of personal loan / car loan provided by
various banks via website. Business organization which fulfills the consumer's requirement with
specified budget approaches the customer and provides its services. www.priceline.com is providing
airline tickets at the demanded price by the consumer.
4) Consumer to Consumer (C2 C) : Most visible examples are auction sites. If one has something to
sell, then he can get it listed at an auction site and others can bid for it. This helps consumer to sell
their assets like residential property, cars, motor cycles etc. or rent a room by publishing their
information on the websites. Another consumer may opt to buy the product of the first customer by
viewing the post/advertisement on the website.

5)Business to Government (B 2 G) : B 2 G model is a variant of B2B model. Such websites are used by
government to trade and exchange information with various business organizations. In this level,
Services like filing of IT returns by corporate house /corporate taxes / renewal of trade licenses etc.
are made.

6)Government to Business (G 2 B) : Government uses G2B model websites to approach business

organizations. Such websites support auctions, tenders and application submission functionalities.

7. Government to Citizen (G2 C) : Government uses G2C model website to approach citizen directly.
Such website also provides services like registration for birth, marriage or death certificates. Records
of land revenue and sale documents, passports, filing of IT returns, filing of complaints, payment of
bills, payment of dues, filing of GS I etc. by individuals are some of the services which are taken up in
this category

Compare traditional marketing and e-marketing

Traditional marketing E-marketing
 It is easy to reach out to local  It let’s you to reach the targeted
consumers. audience/consumers/customers
globally from all over the world.
 It is more of personal approach as it is  The physical presence of marketer is
very easy for the marketers have a not at all required . It allows the
person-to-person relationship in marketer to reach finite number of
informing the public or promoting consumers easily.
their brand’s name.
 It provides the hard copy of  It provides the description in software
products/services description which over the website, or through videos,
can be read again and again. YouTube , etc. which can accessed
anytime , anywhere as per the
consumer’s requirements and it
provides paper free documentation .

 Very less interaction is involved in it as  It offers number of digital platforms to

the promotion mediums are not the consumers/customers /buyers like
flexible enough to incorporate the social networking sites, e-commerce
customer’s interaction. websites , different apps for collecting
their feedbacks where they can put
their views about the
products/services.

 It is expensive as it involves printing,  It is less costly than the traditional

tv /radio advertisements which cost marketing as everything is online and
more to the company. the use of social websites does not
cost even a penny. Based on the
marketing requirements the business
can opt for paid ads if they want to.

 The company must wait for weeks or  It gives quick results and thus it is easy
months to get the result . to get the real time marketing results.

 Consumers cannot choose to skip the  It let’s the consumers/customers/

advertisements or other things which buyers skip the interruptive part and
are causing interruptions. continue to engage with the
products/services.

 It does not provide real time results,  It provides real time results; thus,
drafting the marketing strategy takes strategies refinement becomes very
time as it is dependent on the easy and the marketing team can opt
marketing results . to change or update their market
 It involves one-way communication as strategy as per the market results.
the marketing mediums are quite
rigid.  It promotes two-way communication
and thus helps to satisfy the customer
and make the customer feel that they
are being listened and served.