Unit 1 :

Introduction to E-Commerce
 Topics Covered
• Meaning
• Nature and scope of e-commerce
• History of e-commerce
• Business application of e-commerce
• E-commerce Models (B2B, B2C, C2C, B2G)
• Advantage and disadvantage of e-commerce
• Application of M-commerce
 What is Commerce?

Traditional commerce may be defined as:

– The exchange or buying and selling of commodities; esp. the
exchange of merchandise, on a large scale, between different
places or communities; extended trade or traffic.
 E-Commerce vs. Traditional Commerce
Traditional Commerce E Commerce
➢ Customers can easily identify and authenticate ➢ It is not easy to identify the merchant.
a merchant by seeing him directly.

➢ Customers can directly talk to merchant. ➢ Customers can only see the representation
Communication pages is not in the hands of a & can only see the web.
third party.

➢ Customers can interact with other customers ➢ Customers cannot interact with other
and gain feedback about merchant from other customers.
customers.
➢ It is always 24*7*365 hours
➢ It is not available all the time.
➢ It is a fast method.
➢ It is a slow method.

➢ Customers just give cash & there is no need ➢ Customers have to give their personal
to give their name and address. So there is no information to purchase the product so there is
worry about security of personal information. security issues.
 Introduction to Electronic Commerce
What is E-Commerce?
Definition
– E-commerce is a general term for any type of business, or
commercial transaction that involves the transfer of
information across the Internet.
– This covers a range of different types of businesses from
consumer-based retail sites, like Amazon.com, through
auction and music sites like eBay or MP3.com, to business
exchanges trading goods or services between corporations.
Meaning of e-commerce
– It is the business option in which the transactions take place via
telecommunications networks.

– It changes the way you shop, learn , interact and transact

business.

– It includes all inter-company and intra-company functions (such as

marketing, finance, manufacturing, selling, and negotiation) that
enables commerce and use of electronic mail, EDI, file transfer,
video conferencing, workflow or interaction with a remote
computer.
– It covers : Online point-of-sale & Transaction processing
– Electronic Data Interchange (EDI)
– Electronic Funds Transfer
– Electronic Banking
– Interactive Marketing
– Supply Chain Management
– Enterprise Collaboration includes : e-mail, voice mail, forums,
Data conferencing, video conferencing, electronic meeting systems
 Nature of E-Commerce
• E-commerce is a modern business methodology, which helps the
companies and the consumers to have better business facilities through
less cost while improving the quality of goods and services and increasing
the speed of transactions.

• E-commerce covers online selling and transaction, web retailing and

wholesaling, electronic data and fund transfer, electronic banking
interactive marketing etc.

• It involves multimedia, advertising, product information, customer support

on the World Wide Web via Internet, payment mechanism through banks
etc.
Scope of e-commerce
 Scope of e-commerce
• The scope of e-commerce is very wide.

• It connects the management of the enterprises to the various aspects

of trading viz, suppliers, distributors, retailers, consumers and other
traders on the global e-commerce infrastructure.

• The enterprise provides product development, conferencing,

accounting, financial planning, logistics etc. through e-commerce.

• With suppliers it mainly concerns product sourcing, information,

purchase process, supplier management etc.
 Scope of e-commerce

• With distributors and retailers it involves market response,

inventory, product information, order fulfillment, accounts etc.

• With consumers it is mainly web marketing, e-shopping,

information and online services, trading, services and sales etc.

• On the global e-commerce infrastructure, it mainly is about

security, e-banking, legal issues, e-market information, human-
computer interface etc.
 HISTORY OF E-COMMERCE

• The First Generation of E- commerce (1995 - 1997)

• This generation involves direct online sale of product to customers. In
other words, the first generation established the concept of business to
customer(B2C) e- commerce, where organization started selling their
product directly to customers. The idea of online sales was implemented
by Amazon.cm, which is the first largest retailer to provide an online retail
outlet to its customers.

• The Second Generation of E-commerce (1997-2001): This generation

introduced the concepts of consumer-to-consumer(C2C) and business-
to-business (B2B) e-commerce. This generation marked the evolution of
auction sites, such as eBay, which facilitated consumers to sell and
purchase product to and from other consumers. In addition, it allowed
business organization to sell products and avail services from other
organizations.
 HISTORY OF E-COMMERCE
• The Third Generation of E-commerce (2001-2009)
This generation introduced an online mall, where business organization as
well as consumers could sell their products. This online mall served as a large
online market, offering a variety of products the customer. The third generation
of e-commerce is also marked by the establishment of individual web stores for
small merchants and sellers.

• The Fourth generation(2009- present)

This generation introduces the concepts f business-to-business-to-consumer-
to-consumer (B2B2C2C) e-commerce. The B2B2C2C concept allows
consumer to sell their product online and provides services to other consumers
without maintaining any inventory. The concept is based on the cross selling
products, where a business organization manufactures a product that is
supplied, to a consumer through another business organization, serving as an
intermediary. The consumer then sells the product to other consumers.
 STEPS IN E-COMMERCE
Generating Demand
• Get people to your site, then turn the lookers into buyers.
• Advertising on the internet, which is discussed in more detail later, is one way to get
people to your site.

Ordering & Fulfillment

• Once a consumer is at your site you need them to place an order by making sure
the ordering process is simple and easy to use. Next, fill and ship your customers’
orders in a timely manner and keep them informed of the progress of their order.

Process Payment
• Choose one of the available methods for processing payments: Cash Model, Check
Model or Credit Model. The processing of payments is discussed in more detail
later.
 STEPS IN E-COMMERCE

Service & Support

• Meeting the needs of your customers by providing exceptional customer
support is imperative. Saving information about your customers can make it
easier for them to place their next order. This information can also be used
to offer them special discounts on the products they buy, enticing their
return.

Security
• Consumers should know that their transactions over the internet are secure.
Using SSL (Secure Sockets Layer) and digital certificates provide the
necessary security. Security is discussed in more detail later.
 How does e-commerce work?

• Before you can start selling your goods and services online
there are several steps that should be completed.

• He decides that he wants to purchase something, so he is moved to the online

transaction server, where all the information he gives is encrypted.

• Once he has placed his order, the information moves through a private
gateway to a Processing Network, where the issuing and acquiring banks
complete or deny the transaction.
Categories of E-Commerce Applications
E-commerce systems are classified by Application type as:
– Electronic Markets
– Electronic Data Interchange (EDI)
– Internet Commerce
Electronic
Markets

EDI Internet
Commerce
• Electronic Markets:
– Principal function of an electronic market is to facilitate the search for the
required product or service.

– Eg. Airline booking system

• Electronic Data Interchange (EDI):

– EDI provides for the efficient transaction of recurrent trade exchanges
between commercial organizations.

– EDI removes the need for printed orders and invoices and avoids the
delays and errors implicit in paper handling.

– Eg. Large supermarket chains or vehicle assemblers when trading with

their suppliers.
• Internet Commerce:
– The Internet can be used for advertising goods and services and make
once-off sales of a wide range of goods.

– Eg. The Internet can be used for the purchase of books that are then
delivered by post or the booking of tickets that can be picked up by the
clients when they arrive.
 Business Applications
• E-Commerce applications in Manufacturing
• E-Commerce applications in Wholesale
• E-Commerce applications in Retail
• E-Commerce applications in Service Sector
 E-commerce in Manufacturing
• Transformation of raw materials into finished goods for
sale is Manufacturing.
• Production of goods or services in a complex web of
contracts & co-operation is supply chain or value system.
• Manufacturing requires various components, Sub-
assemblies including transportation, storage, paper work.
• Supply chain transaction adds cost without intrinsic value
• E-commerce applied to Supply Chain reduce cost or
improve service
 E-commerce in Wholesale
• Sale of goods & services in large quantities at lower
prices to someone other than consumers – Wholesale.

• Sale of goods to retailers, to industrial, commercial, other

business users – middle person or distributors – WHOLE
SALE.

• Physical assemble, sort & grade goods in large lots,

breaking bulk, repacking & redistributing in smaller lots is
all Wholesale.
E.g. Pharmaceuticals – store, refrigerate, deliver & install
goods, engage in sales promotion
Problems of Traditional wholesale system :-

1.Wholesale markets can’t compete with foreign

wholesale enterprises with advanced management &
operation methods.
2. Wholesale Operating Costs including staffing, setting up
local warehouses, establishing distribution centres are
high.
3. Staff quality and large land supply & other resources
affect wholesale market.
4. Wholesale sector is characterized by its high input
& low output.
Role of E-Commerce in Wholesale :-

1. Lower Operating costs, access to information & quick

response.
2. Global marketing in less time & low cost.
3. Gaining the competitive edge by wholesalers as like
MNC’s.
4. Intermediaries are affected.
5. It offers wide range of information, intermediary and
business services.
 E-Commerce in Retail
• Selling Products or Services to consumers for personal use is Retailing.

• E.g., Department stores, Discount stores , Services providers like

dentist, hotels, on-line stores like Amazon.com.

• Retailers provides link between consumers & manufacturers – adding

value to products by making it easier for manufacturers to sell and
consumers to buy.

• Costly and time consuming to locate, contact and make a purchase from
the manufacturer every time to buy.
• Also costly for the manufacturers to locate and distribute them to
consumers individually.
• Brings multitudes of manufacturers and consumers together at a
single point – makes it possible for products to be sold and
business to be done.
• Services by retailers make it less risky & more fun to buy
products.
• Retailers answers questions, display products for consumers to
see before buying.
• Retailers provides extra services from personal shopping to
gift wrapping & delivery, thus increasing product value.
Role of E-Commerce in Retailing :-
• Internet made retailing an exciting & challenging field recently.

• The vastness of cyberspace makes it difficult for a consumer to

purchase every product he/she uses directly.

• Nature of business due to this reason is undergoing fundamental

changes.

• On-line retailers like Amazon.com bring assortments of products for

sale as like mortal retailers do.

• Traditional retailers are needed for those who need personal check of
products, and for personal services which need face-to-face
interaction with the consumer. Eg. Hair-styling.
• Consumers often want to see, touch and try them before they
buy.

• Or they may want products immediately and won’t wait for

them to be shipped.

• Everything that a retailer can do to make the shopping

experience pleasurable and fun ensures that customers come
back.
 E-Commerce for Service Sector
• Service Sector one of 3 main industrial categories of developed
economy.

• Tertiary sector of industry involves provision of services like

transportation, distribution & sale of goods to other businesses &
for consumers e.g.-Pest Control,entertainment.

• Focus of service on people to people.

• It includes “soft” parts of economy like Insurance, tourism, banking,

education etc.
 Issues for Service Providers :-
1. Services are intangible, hence difficult to make consumers
understand about the what they will receive and what value it will
hold them.

2. No special technology as like in manufacturing to attract people.

3. No simplification or techniques to lower the cost of goods.

4. Quality of service depends on quality of individual providing

services
Role of e-commerce in Service Providers :-
1. Gaining competitive advantage by providing strategies for differentiation
and cost leadership and customer satisfaction.

2. E-Commerce will improve speed of transactions, reduce mgmt.

expenditure, increase competitiveness.

3. Helps banking, insurance & financial sectors, real estate, construction,

telecom, tourism, postal & logistics services.
 Models of e-commerce
There are four main general e-commerce models:
▪ Business to Business (or B2B) e-commerce (sometimes
called e-procurement)
▪ Business to Consumer (or B2C) e-commerce
▪ Business-to-government (or B2G) e-commerce
▪ Consumer-to-consumer (or C2C) e-commerce
 Business to Business (B2B)
Definition:
“Business-to-business” (B2B)
commerce refers to businesses
purchasing goods from other
businesses, generally over the
Internet.
– It involves a business at both
ends of transaction.
– Unlike the B2C, the buyer and
seller both are business
organizations.
– Buyers and sellers are connected
to each other via a virtual market
place.
 Business to Business (B2B)
– Companies doing business with each other such as manufacturers
selling to distributors and wholesalers selling to retailers.
– The market for Business to Business E-Commerce is potentially much
bigger than business to consumer e-commerce.
– Allows companies to transfer information easier.
– The volume of B2B transactions is much higher than the volume of B2C
transactions.
– Financial transactions can be processed quicker and more efficiently.
– The payment method is generally bank to bank money transfer.
– For example, an automobile manufacturer makes several B2B
transactions such as buying tires, glass for windscreens, and rubber
hoses for its vehicles. The final transaction, a finished vehicle sold to the
consumer, is a single (B2C) transaction.
Business to Consumer (B2C)

– It involves customers purchasing goods over the Internet.

– Involves a business as seller at one side and a consumer (end-user) as
buyer at the other side.
– Businesses selling to the general public typically through catalogs
utilizing shopping cart software.
– Customers can browse catalogs when they want, place an order and
the product of service will be delivered directly to them.
– No need for a physical store from which to distribute products.
 Business to Consumer (B2C)
– Eg. of a B2C application is a retail web site featuring the
business's products or services that can be directly
purchased by the consumer.
– The seller may be selling products (e.g. gifts, foodstuff,
books etc.) or services (information service on jobs,
education, entertainment services like music/video play
etc).
– In addition to online retailers, B2C has grown to include
services such as online banking, travel services, online
auctions, health information and real estate sites.
– Payments are usually made through credit card and
goods delivered through courier or on-line (software).
 Consumer to Consumer (C2C)

Definition
– “Consumer-to-consumer ” e-commerce or C2C involves the
electronically-facilitated transactions between consumers through
some third party.

– Eg. the online auction, in which a consumer posts an item for sale and
other consumers bid to purchase it; the third party generally charges a
flat fee or commission.
 Consumer to Consumer (C2C)

– The sites are only intermediaries, just there to match

consumers.
– They do not have to check quality of the products being
offered.
– This type of e-commerce is expected to increase in the
future because it cuts out the costs of using another
company.
– Egs. Of C2C
• eBay
• Craigslist
• Amazon.com
 Business to Government (B2G)

Definition:
“Business-to-government” e-commerce or B2G is generally defined as
commerce between companies and the public sector.
– Businesses sells goods or services to governments and government
agencies.
– Businesses and government agencies can use central Web sites to
exchange information and do business with each other more efficiently.
– Business-to-government (B2G) model is also referred to as Business-to-
administration
 Business to Government (B2G)
– It refers to the use of the Internet for public procurement, licensing
procedures, and other government-related operations.

– Web-based purchasing policies increase the transparency of the

procurement process (and reduces the risk of irregularities).

– The size of the B2G e-commerce market as a component of total e-

commerce is insignificant, as government e-procurement systems
remain undeveloped.

– Eg. Cal-Buy portal for businesses that want to sell online to the State
of California
Examples of E-commerce Models

You are a computer manufacturing company who

performs the following activities on the Internet:

– Purchases parts (e.g. hard drives, power supplies etc.) from a

supplier (B2B)
– Sells computers to individuals (B2C)
– Sells computers to the Government to be used in schools (B2G)
– On eBay.in individuals buy and sell this brand of computers (C2C)
 Advantages of E-commerce

• E-commerce is beneficial for organizations, society, and

customers. So we can categorize its benefits into three
categories: benefits to consumers, benefits to society, and
benefits to organizations.
 Advantages to Consumers

• e-commerce provides 24x7 supports to its consumers. It provides the

facility of placing orders anytime, anywhere, or from any location.
• It provides more options to its customers and gives a faster delivery of
products.
• Cheap Variety of options Because of e-commerce, the competition
between the organization increases, and as a result organization gives
ample discounts to its customers. Users can select cheaper and better
options via e-commerce as it provides more options to its customers.
• Before the final purchase of a product, a customer can see the reviews
and comments of a particular product and can also put their reviews
and comments about a product.
• It provides the information in an easy way, i.e., the information is not hard
to read. A customer can see the detailed information of a product within
some seconds instead of waiting for days.
 Advantages to Society

• It is majorly beneficial for reducing air pollution because e-

commerce customers do not require to travel, and as a result,
there will be less traffic on the road.
• It provides the facility to rural areas to access services and
products that are otherwise unavailable to them.
• E-commerce is helpful to government in delivering the public
services like education and healthcare in a better way and at a
minimal cost.
 Advantages of organizations

• With minimum investment, organizations can expand their

business or market to national and international levels.
• E-commerce helps to improve the company's brand image.
• It is also helpful to organizations to provide better services to
their customers.
• E-commerce digitizes the information that helps to manage the
paper-based information, reduce the cost of creating
processes.
• It helps to increase the productivity of organizations.
 Disadvantages of e-commerce
• As there is a requirement of the internet to use e-commerce, it is possible
that the internet may be slow.
• It does not have any universal standard for reliability and quality.
• Security is another concern of using e-commerce. We have seen security
breaches many times where the customer's information got stolen. Some
of the big concerns with customers include identity theft, credit card theft,
etc.
• It is a major drawback in E-commerce that there is a lack of feel or touch
of products while purchasing them online.
• It is inconvenient to use the internet for those people who are living in
remote villages, and it is still not cheaper.
• The cost of the creation and building of an e-commerce application may
be very high.
• It is hard to convince traditional users to purchase products online rather
than in physical stores.
Mobile Commerce (M- Commerce)

– is the ability to conduct commerce, using a mobile device e.g. a

mobile phone (cell phone), a PDA (personal digital assistants ), a
smartphone and other emerging mobile equipment.

Definition
"Mobile Commerce is any transaction, involving the transfer of
ownership or rights to use goods and services, which is initiated
and/or completed by using mobile access to computer-mediated
networks with the help of an electronic device."
 Mobile Commerce (M- Commerce)
• M-commerce, involves using wireless handheld
devices like cell phones and tablets to conduct
commercial transactions online, including the
purchase and sale of products, online
• Mobile commerce is an increasingly large subset
of electronic commerce, a model where firms or
individuals conduct business over the internet.
Many products and services can be transacted m-
commerce, including banking, investing, and
purchases of books, plane tickets, and digital
music.
• The rapid growth of mobile commerce has been
driven by several factors, including increased
wireless handheld device computing power, a
proliferation of m-commerce applications, and the
broad resolution of security issues. banking, and
paying bills.
• Nearly 70% of the online transactions that occur
in India happen from mobile phones.
 Applications of M-commerce
• M-Commerce for finance: The customer (using the mobile) can pay from their
bank account using mobile commerce facilities. Mobile users can transfer funds
between account or receive any information related to finance from financial
institutions or banks. The M-Commerce is very much prevalent in stock broking
services. The user can access the stock market quotes. The share brokers
send/receive details about the market trends to/from client in the form of SMS
or call.
• M-Commerce for Retail and After sale Services: Companies can also make
online catalog of products so that the mobile users can access the catalog from
their mobile devices. Customers are able to shop, place orders or hire services
and pay for dues through mobile phones.
• M-Commerce and Mobile Marketing : It is easy for business organizations to
send text messages to promote a new product or carryout any form of
promotional campaign. For example, XYZ Co. sends the customer an SMS
stating the reward points earned by them when they purchase goods from
them. Even if some changes are brought in providing reward points, they are
informed to the customer in order to encourage sales.
 Applications of M-commerce
• M-Commerce and Mobile Ticketing : Airline tickets can be purchased
through mobile phone. It also enables users of mobile phone to make
changes in their tickets. Movie tickets can also be booked through
mobile phones.
• M-Commerce in Healthcare and Medicine : Wireless services are used
in healthcare and medicine for billing, lab ordering, referrals,
prescriptions and clinical decisions. For example, in United States,
healthcare professionals are able to obtain patient information from any
location by getting connected wirelessly to the hospital’s information
system. They are able to access the pharmaceutical information of
patients and provide better patient care.
• M-Commerce for Information
Mobiles enable customers to get information like sport news or
political news of their choice. For example, today through SMS, students
are able to check their university results or public examination results.
THANK YOU
☺
 Unit II
E-Commerce Web-sites

Shantanu Arlekar
Topics to be covered

 Websites as market place

 Role of web site in B2C e-commerce
 Web site design principles
 Alternative methods of customer communication such as e-mail
 e-mail etiquette
 e-mail security
Introduction – Web sites

 A website is the most important element of e-commerce with the

emergence of the new era. People often consider websites to simply be a
more modern version of a printed brochure or business card but a website
can achieve a lot more than that. A Website is a collection of one or more
than one pages grouped under the same domain name. A very large
website may be spread over a number of servers in different geographic
locations.
Definition of Website

A website is a collection of web pages, that is, document accessible via the
World Wide Web on the internet.
Websites are written in HTML and are accessed using special software called
web browsers.
Website as a Marketplace

E-commerce websites provides many new ways for businesses and consumers
to communicate and conduct business.
An e-commerce website sells goods or services online.
They display the products for sale and provide an easy way to complete a
sales transaction.
This usually involves credit card verification and automatic merchant account
processing.
Advantages of E-commerce Websites

 Catalog flexibility and Online fast updating

 Shrinks the Competition Gap
 Unlimited Market Place and Business Access Which Extend Customer Base
 A 24 Hour Store Reduced Sale Cycle
 Lower Cost of Doing Business
 Eliminate Middlemen
 Easier Business Administration
 Frees Your Staff
 Customers will love it
 More Efficient Business Relationships
 Secure Payment Systems
Role of website in B2C E-Commerce

 Website can provide support to existing customers by offering

information such as troubleshooting procedures, product specification
and special help lines.
 There is potential for your website to become a resource of information
for the public.
 Consumers have more confidence in and prefer doing business with
companies that they know something about.
Website Strategies and Goals

A Goal is defined as a short statement.

The statements to identify the goals of a website should include specific strategies.

1. Set Your Goals

 What is the mission of your organization?

 How will creating a website support your mission?

 What are your two or three most important goals for the site?

 What do you want the audience to think or do after having visited your site?

 What Web-related strategies will you use to achieve those goals?

 What will be duration of site design?

 What will be construction period that is complete schedule of designing and construction of web site?

 What will be the intervals for the evaluation of website like whether website will be evaluated fortnightly,
weekly, or quarterly, as the content of most of website need to be updated at regular intervals?
Website Strategies and Goals

2. Develop Your Web Site Strategy

 Who is your website target audience?
 What typically appeals to your target audience.
 How are the other websites (your competition) reaching out to this target audience?
 How will you measure your performance?
 How will your website stand above the competition
Website Design Principles

 The design of the site will determine its organizational framework.

 The fundamental organizing principle in website design is meeting
user’s needs.
 In e-commerce sites the crucial design parameters are efficient
navigation, search, along with speed and technically simple and
basics e.g. Amazon, Yahoo!, and eBay.
Website Design Tips

Some Do’s about Website Design

 Fast Loading web site designs.
 Neat and Easy Navigation.
 Minimize the use of images.
 Cross Browser Compatible.
 All Resolutions.
 Ensure Web site scalability.
 Clean Layout Design.
 Readable and professional looking fonts.
 Program using pure CSS.
 Maintain a consistent look and feel throughout your site.
Website Design Tips

Some Don’ts about Website Design

 Don’t load your website with a lot of high tech clutter.
 Don’t use unnecessary words or phrases on your site.
 Don’t make the mistake that everyone will totally understand your website message.
 Don’t write your strongest point or benefit only once.
 Don’t push all your words together on your website.
 Don’t use site content your target audience isn’t interested in.
 Don’t use 50 different content formats all over your website.
 Don’t use words your website visitors might not understood.
 Don’t let selling words and phrases go unnoticed.
 Don’t forget to use words that create emotions.
Alternative methods of
Communication
Electronic Mail
 Definition: E-mail is the technology of sending and receiving electronic
messages over the internet.

 Email is the most widely used and popular form of communication over the
internet
Advantages of emails

 E-mail enables speedy communication .

 E-mail is reliable.
 E-mail is inexpensive
 E-mail can be automated to perform certain task automatically.
 E-mail messages are always easy to locate.
 It’s easy to send your messages to more than one person.
 More delightful fast and rich media presentation for receiver
Why is email etiquette important?
(protocol)
 We all interact with the printed word as though it has a personality and that
personality makes positive and negative impressions upon us.
 Without immediate feedback your document can easily be misinterpreted by your
reader, so it is crucial that you follow the basic rules of etiquette to construct an
appropriate tone.
Why does a company need to
implement email etiquette.
 Professionalism: by using email language your company
will convey a professional image.
 Efficiency: E-mails that get to the point are much more
effective than poorly worded emails.
 Protection from liability: Employee awareness of email
risk will protect from costly law suits.
Some e-mail Etiquette Rules

 Be concise and to the point

 Answer all questions, and pre-empt further questions

 Use proper spelling, grammar & punctuation

 Avoid discussing private concerns and issues

 Do not attach unnecessary files

 Use proper structure & layout

 Do not write in CAPITALS

 Do not overuse Reply to all

 Read the email before you reply

 Do not forward chain letters.

 Use templates for frequently used responses

Some e-mail Etiquette Rules (contd..)

 Keep your language gender neutral

 Avoid long sentences

 Avoid using URGENT and IMPORTANT

 Use a meaningful subject

 Mailing: use the bcc: field or do a mail merge

 Use active instead of passive

 Don’t forward virus hoaxes and chain letters

 Don’t reply to spam

 Do not copy a message or attachment without permission.

How do you enforce e-mail etiquette

 Firstly, Create a written email policy: This email policy should include all do’s
& don'ts concerning the email the use of the email system

 Secondly, employees must be trained to fully understand the importance of

email etiquette.

 Finally, implementation of the rules can be monitored by using email

management software and email response tools.
Aspects of data Security

 Privacy
- Keeping your information private

 Integrity
- Knowing that the information has not been changed

 Authenticity
- Knowing who sent the information
What are the threats to email security?

 Viruses & Worms

 SPAM
 Phishing
Viruses and Worms

 Self replicating, malicious codes that attach to an

application program or other executable system
component and leave no obvious signs of their
presence
 Can arrive via emails or downloads
 Can slow down your company’s systems and
productivity as you need to dedicate resources to
remove it
Viruses and Worms

Other impacts
 Increased spam
 Denial of service
 Deletes files
 Allow remote access to your computer

No particular way to identify that your computer has been infected

 Some may destroy files and shut down your computer
 Others may only subtly affect computer normal operations
 Anti-virus software may alert you that it’s found malicious code and may be able to
clean it automatically
Viruses and Worms

What to do if infected
 Minimize the damage – contact your IT dept
 For home computers – disconnect your computer from the Internet

Remove malicious code

 Update virus definitions for your anti-virus software
 Perform manual scan of entire system
 If software can’t locate and remove code, you may need to
reinstall your operating system
SPAM

 Indiscriminately sent unsolicited, unwanted, irrelevant or inappropriate

messages, especially commercial advertising in mass quantities.
 Also know as junk mail

Why is Spam a threat?

Spam may contain worms, viruses, and other malicious code
SPAM

Cost of spam

 Loss of productivity is the main concern

 There is also the cost of bandwidth taken by spam

 Storage and network infrastructure costs.

 Loss of legitimate email messages

Phishing

 Occurs when IT thieves trick people into providing their

Social Security number, financial account numbers, PINs,
mother’s maiden name and other personal information
by pretending to be someone they are not.
 Usually achieved by creating a website identical to the
secure site
 User is sent email requesting them to log in, and
providing a link to the bogus site
 When user logs in, password is stored and used to access
the account by the attacker
 Difficult to guard against, particularly if using HTML email
Phishing

What to look for?

 To check whether a message is legitimate, call the company directly or go to their website
(use a search engine to find it)

 Pop Up Screens

o Never enter personal information in a pop up screen

o Phisher will direct you to the real company’s website but an unauthorized screen
created by the scammer will appear with blanks to provide your personal information

o Legitimate company, organization won’t ask for personal info via a pop up screen

o Install pop up blocking software to help prevent this type of phishing

 Phishing
How to protect yourself
 Protect your PC with spam filters, anti-virus and anti-spyware
software and a firewall and keep them up to date
Phishing can occur by phone too

Verify the person’s identity before providing any personal info

(ask for person’s name, name of agency, phone number,
physical address)
Measures for e-mail security

o Email Encryption:

Email encryption protects private, sensitive and valuable information communicated via
email.
o Secure Email Gateway:

Secure email gateways protect your electronic boundary-both entering and leaving your
organization.
o Secure Web Mail:

Secure web mail makes it possible to protect email going outside of your organization.
o Content Filtering:

It is the technique whereby content is blocked or allowed based on analysis of its content,
rather than its source or other criteria.
o Email Compliance:

It can include corporate policy compliance to protect intellectual property, prevent

harassment and vulgarity and protect the corporate brands.
Online Marketing
 CONTENTS
• Online marketing and advertising
• Push and pull approaches
• Web counters
• Web advertisements
• Content marketing
• Need of Digital Marketing for an e-commerce Business
• Search Engine Optimization (SEO)
• Search Engine Marketing (SEM)
• Social Media Marketing (SMM)
• Web Analytics
 Online marketing
01 and advertising
Online marketing and advertising

• Online marketing is the practice of leveraging web-based channels to spread a

message about a company's brand, products, or services to its potential
customers.
• form of marketing and advertising which uses the Internet to promote
products and services to audiences and platform users.
• Online advertising includes email marketing, search engine marketing (SEM),
social media marketing, many types of display advertising , and mobile
advertising. Advertisements are increasingly being delivered via automated
software systems operating across multiple websites, media services and
platforms, known as programmatic advertising.
• Eg. Twitter, YouTube, Facebook, Pinterest and Instagram
Advantages of Online Marketing
• Online marketing is relatively inexpensive when compared
to the ratio of cost against the reach of the target
audience.
• From buyer’s perspective it is faster and considered more
convenient
• Variety of advertising methods are available with the
advancement of technology.
• E marketers also have the advantage of measuring
statistics easily and inexpensively.
Disadvantages of Online Marketing

• Internet marketing requires customers to use newer

technologies rather than traditional media.
• From the buyer's perspective, the inability of
shoppers to touch, smell, taste or "try on" tangible
goods before making an online purchase can be
limiting.
• In certain methods, it may affect the privacy of the
customers.
 Push and pull
02 approaches
PUSH AND PULL APPROACHES
• Push and pull distribution strategy is all about
directing your promotional route to market.
Either by the product being pushed towards
customers or your customers pulling the
product through the retail chain towards them.
Pull Tactics – ‘Client’ Centered
• Begin with a clear identification of the niche markets(s) you work
with.

• Lead with client problems and concerns.

• Use the two elements above to create a picture that your target
market can identify with.

• Provide useful ideas that your target market can use and that
demonstrates your expertise.

• Offer something for free that is also useful to your target market
and demonstrates your thinking.
PULL STRATEGY
• A pull strategy involves
motivating customers to
seek out your brand in
an active process.

• "Getting the customer to

come to you"
Push Tactics – ‘You’ Centered
• Focus on you, your services and staff.

• Focus on glowing testimonials and your client list.

• Use business speak, instead of language would understand.

PUSH STRATEGY
• A push promotional
strategy involves taking
the product directly to
the customer via
whatever means,
ensuring the customer is
aware of your brand at
the point of purchase.

• "Taking the product to

the customer"
Examples:
 Differences
Pull advertising is “client” centered approach Push advertising is “You” centered approach
Pull advertising is a new approach to the Push advertising is a traditional approach to
advertising the advertising
Pull advertising is applied to that portion of the is applied to that portion of the supply chain
supply chain where demand uncertainity is where demand uncertainty is relatively small
high
Production and distribution are demand orders Production and distribution decisions are based
on long term forecast
No inventory, response to specific orders Excessive inventories due to the need for large
safety stocks
Eg: search engine optimization, cost per click Eg: are magazines, billboards, newspapers, TV,
search engines, directory listings, yellow page classifieds,etc as well as online banners ads and
ads, and shopping portals such as email broadcasts are considered push
rediff.shopping, amazon.com marketing
 Which Works Best?......Both
1. Create resources that pull prospects to you and your firm.

2. Get prospects to give you their contact information. (Most see

their information go away and never follow up)

3. Push useful information out to self -selected prospects on a regular

basis. (Remember the majority of buyers won’t make a purchase
until they have had a minimum of 5 -6 contacts with your firm.)

4. Prospects will turn to firms that they’ve had regular communication

with, know and trust.

5. Use the pull then push strategy to get your marketing moving.
03 Web counters
Web Counters

• It is a computer software program that indicates the number of

visitors or hits a particular web page has received.
• Once set up, these counters will be incremented by one every time
the web page is accessed in a web browser.
• The counter should be accompanied by the date it was set up or last
reset, otherwise it becomes impossible to estimate within what time
the number of page loads counted occurred.
• They are not necessarily trustworthy as a website admin could start
the counter high number, to give the impression that the site is
more popular than it is.
WEB COUNTERS
• Advanced web counters can not only provide the number of
visitors/hits, but also can provide information such as:

• Keywords used to bring traffic to the website

• Country of visitors

• Traffic patterns

• Date and time stamp of the visitors

• Web browsers used

• The web counter statistics can also instill confidence in advertisers,

as they can view the traffic details.

• Hit counters can provide the website owner with the details of the
user data, which indirectly could be used to increase the reader
base or sales.
 Web
04 advertisements
Web advertisements

• Display Ads

• Email Ads

• Native Ads

• Social Media Ads

• Pop-Up Ads

• Rich Media Ads

• Pay-Per-Click Ads

• Retargeted Ads
Display Ads

• D i s p l a y a d s - th e a d s c o n t a i n g r a p h i c s , w hi t e s pa c e a n d t e x t p l a c e d i n a n i n t e r e s t i ng m a n n e r.

• T h e s e a d s a r e a n e xt e n s i o n o f t h e t r a d i t i o n a l b a n n e r s a n d t h e y c o m e i n va r i o u s s i z e s . S u c h a d s a r e u s e d
wi d e l y b y a d ve r t i s e r s b e c a u s e t h e y h e l p i n b u i l d i n g b r a n d a wa r e n e s s , wh e n vi e we d b y s i t e vi s i t o r s .

• M o r e o ve r, c a r e f u l l y t a r g e t e d d i s p l a y a d s c a n g e n e r a t e h i g h c l i c k - t h r o u g h r a t e s , s u c h a s , a l o c a l F a c e b o o k a d
p r e s e n t e d o n l y t o p e o p l e wi t h p r o f i l e s m a t c h i n g t h e t a r g e t m a r k e t d e s c r i p t i o n .

• R e c t a ng l e s , p o p - u ps , b a n n e r s , b u t t ons , a n d s k ys c r a p e r d i s p l a y a d s o c c u p y va r i o u s a m o u n t s o f p i xe l s o f
d e d i c a te d s p a c e f o r r e n t o n we b p a g e s .

• P o p - u ps u s u a l l y a p p e a r i n a s e p a r a t e w i nd ow t h a t o ve r l a ys o r i s b e h i n d t h e c u r r e n t b r o ws e r wi n d o w.

• M a n y p e o p l e a r e i r r i t a t e d b y P o p - u p s b e c a u s e u s e r s m u s t c l o s e t h e m, s o t h i s f o r m a t h a s d e c l i n e d i n u s e .

• N e we r s i z e s a n d f o r ma t s b r e a k t h r o u g h t h e o n l i n e c l u t t e r a n d g r a b t h e u s e r a t t e n t i o n b e t t e r t h a n t h e
standard sizes, so things keep changing in display ads.
Email Ads

• It is one of the least expensive type of online advertising.

• It is just a few sentences of text embedded in the firm's content.

• Advertisers purchase space in the email sponsored by others.

• They generally prefer sending e -mail newsletters to them informing about the product.

• It is one of the oldest method used till date.

• This makes it much simpler to reach an audience that wants to read the email with their website
content information included.
 Native Ads

• T h e n t h e r e a r e n a t i ve a d s t h a t a r e d i s gui s e d i n t h e f o r m o f a s p o n s o r e d p o s t : f o r e xa m p l e , Vi r g i n M o b i l e
d o i n g a p o s t t i t l e d ' ' 6 Te xt s t o C o p y a n d P a s t e t o B r e a k U p W i t h Yo u r S i g n i f i c a n t O t h e r ' ' o n B u z z f e e d , o r i n
t h e f o r m o f a n a d ve r t o r i a l , a n o n l i n e ( a n d s o m e t i m e s p r i n t ) a d d e s i g n e d t o l o o k l i k e e d i t o r i a l c o n t e n t b u t
p r o m o ti n g a p r o d u c t o r s e r vi c e .

• N a t i ve a d ve r t i s i n g i s s p o n s o r e d c o n t e n t t h a t b l e n d s i n s e a ml e s s l y wi t h t h e c o n t e n t i t s h a r e s a p l a t f o r m wi t h ,
wi t h t h e e xc e p t i o n o f a “ s p o n s o r e d c o n t e n t” i c o n o r t a g .

• I n o t h e r wo r d s , a p i e c e o f p a i d c o n t e n t c a n o n l y b e c o n s i d e r e d n a t i ve a d ve r t i s i n g i f i t c o u l d p a s s f o r a p i e c e
of genuine journalism by readers of the publication it is in.

• F o r a p i e c e o f c o n t e n t t o b e “ n a t i ve ” , i t n e e d s t o m a t c h t h e f o r m a n d f u n c t i o n o f t h e o t h e r m e d i a t h a t t h e
u s e r i s l i k e l y t o e xp e r i e n c e . T h e f o r m c a n b e d e f i n e d a s t h e s t r u c t u r a l , vi s u a l , a n d t o n a l e l e m e n t s o f a p i e c e
o f c o n t e n t, a n d t h e f u n c ti o n i s wh a t a u s e r c o n s u m e s t h e c o n t e n t f o r, e . g . t o b e c o me e d u c a t e d o n a
particular subject.
Rich Media Ads
• Rich media ads -all ads in this category are interactive in nature as they offer click through
option to the consumers.

• By clicking on the ad, the consumer is transported to the advertiser's w ebsite , where the
transaction or any other objective is actually achieved.

• According to Wikipedia editors, rich media ads often use Flash animation and many other
elements to attract attention.
• All of the following formats can be rich media:
1. Banner ad-an advertising graphic image or animation displayed on a website, in an application, or in an HTML
email. This form of online advertising is older than the search engines themselves. In this case marketers put some
s o r t o f b a n n e r ( u s u a l l y wi t h a c a t c h y i m a g e a n d h e a d l i n e ) o n a r e l e v a n t w e b s i t e . U s e r s w h o c h o o s e t o c l i c k t h e
banners will end up on marketers website and hopefully will make a purchase. The problem is that these days, web
users have developed “banner blindness” so only a small percentage of people actually click on the ad.

2. Interstitial ad-the display of a page of ads before the requested content.

3. Floating ad- an ad which moves across the user's screen or floats above the content.

4. Expanding ad-an ad which changes size and which may alter the contents of the webpage.

5. Polite ad-a method by which a large ad will be downloaded in smaller pieces to minimise the disruption of the
content being viewed.

6 . Wa l l p a p e r a d - a n a d w h i c h c h a n g e s t h e b a c k g r o u n d o f t h e p a g e b e i n g v i e w e d
7. Trick banner-a banner ad that looks like a dialogue box with buttons.

8. Pop-up-a new window which opens in front of the current one, display an advertisement, or
entire webpage.

9. Pop-under-Si milar to a pop -up except that the window is loaded or sent behind the current
window so that the user does not see it until they close one or more active windows.

10. Video ad -similar to a banner ad, except that instead of a static or animated image, actual
moving video clips are displayed.

11. Video game ad -ads appearing in online games.

https://oko.uk/blog/video-ad-formats
Social Media Ads
• Whether it's Facebook, Twitter, or YouTube, marketing messages are everywhere on social
media platforms .

• From Facebook ads to sponsored tweets and ads that pop up between YouTube videos, social
media is an effective place for marketers to reach their audience because we spend so much
time scrolling through our newsfeed, commenting, liking, and sharing.

• A newer form of social media advertising are sponsored filters on apps like Snapchat that tie in
a fun component, like a taco face filter, with a sponsorship by Taco Bell.
 Pay per click

• Pay per click advertising is a new form of advertising online.

• In this case, a relevant text ad with a link to a company page is displayed when the user types in a specific phrase at searc h
engines.

• A series of text ads usually labelled as 'sponsored links' are displayed on the right -hand side of the search engines, pages.

• Unlike conventional advertising, an advertisers doesn't pay when the ad is displayed, they only pay when the ad is clicked on which
then leads to a visit to the advertiser's website - that is why this is called` pay per click.

• Most clicks result in a visit to the site, although there may be a small attrition, that cannot be controlled but marketers h ave to be
aware of it.

• Pay per click advertising is an excellent alternative for companies who have the financial resources and can make an investme nt in
order to bring targeted traffic to their websites.

• Like SEO traffic, Google AdW ords is considered targeted because people are actually typing in keyword phrases that are rele vant
to the products and services they are searching for before clicking on their advertisement. This can bring a flood of traffic to the
online business very quickly, and this is an excellent choice as long as marketers are able to turn it into profit.
Retargeting ads

• Retargeti ng ads allow your business to show targeted ads to the users who visited your website
and didn't complete a conversion – purchase an item, fill in a contact form, download a file, etc.

• Retargeti ng ads are served through third -party networks such as the Google Display Network and
Facebook, which give you the opportuni ty to reach out your potential customers on a multitude of
websites.
 Content
05 marketing
Content Marketing

• C o n t e nt m a r k eti ng i s a m a r k eti ng s t r a tegy u s e d t o a t t ract, e n g a ge , a n d r e t a in a n a u d i e nce b y c r e a ti ng

a n d s h a ri ng r e l e va nt a r t i cl es, vi d e o s , p o d c asts, a n d o t h er m e d i a . Th i s a p p r oach e s t a bl ish es
e xp e r t i se, p r o m otes b r a n d a wa r e n ess, a n d k e e p s yo u r b u s i n ess t o p o f m i n d wh e n i t ' s t i m e t o b u y
wh a t yo u s e l l .

• I t i s t h e p r o c ess o f p l a n n i ng, c r e a tin g, d i s t rib utin g, s h a r ing , a n d p u b l i sh in g c o n ten t vi a c h a n ne ls s u c h

a s s o c i al m e d i a , b l o g s, we b s i t e s, p o d c asts, a p p s , p r e ss r e l e a ses, p r i n t p u b l i cati on s, a n d m o r e .

• Th e g o a l i s t o r e a c h yo u r t a r g et a u d i e nce a n d i n c r e ase b r a n d a wa r e n e ss, s a l e s, i m p r o vi n g s e a r ch

e n g i n e r a n k in gs a n d g e n e rati ng a u d i e nce i n t e r est, e n g a gem ent, a n d l o ya l t y.

• Bu s i n esse s u s e c o n te nt m a r k eti ng t o n u r t ure l e a d s a n d e n a b le s a l e s b y u s i n g s i t e a n a l yt i cs, k e ywo r d

r e s e arch a n d t a r g eted s t r a tegy r e c o mm en dati ons.
Why is content marketing important?

• Educate your leads and prospects about the products and services you
offer
• Boost conversions
• Build relationships between your customers and business that result in
increased loyalty
• Show your audience how your products and services solve their
challenges
• Create a sense of community around your brand
Types of Content Marketing
1 . Soc i a l M e di a C ont e nt M a r k e ting

W i th o ve r 3 . 6 bi l lion gl oba l s oc i a l m e di a us e r s , i t ’s e a s y t o u n d e rsta nd wh y s o m a n y b u s i nesse s

i n ve s t i n s oc i al m e di a m a r k e ting . Th e r e a r e a n u m b e r o f p l a t form s ( e . g. Fa c e bo ok, I n s tagr am,
Pi n t e rest, L i n k e dIn, Sn a p ch at) t o wo r k wi t h a n d s e ve r a l wa ys yo u c a n c r e ate a n d s h a r e c o n t ent o n
e a c h o f t h e m ( e . g. p h o t os, l i ve vi d e o s , p r e - record ed vi d e o s , s t o r ie s).

2 . I nf ographic Cont e nt M a r k e ting

I nf ographic s d i s p l ay c o n te nt, i n f o rma tio n, a n d d a t a i n a n e a s y - t o-u nder sta nd, g r a p hi c f o r m at. W i th a

m i x o f s i m p l e wo r d i n g , s h o r t s t a tem ents, a n d c l e a r i m a g e s, i n f o gr aphi cs a r e a g r e a t wa y t o e ff ective l y
c o m m u ni cate yo u r c o n te nt. Th e y wo r k we l l i f yo u ’ r e t r yi n g t o d i s t i ll a n e d u c ati on al a n d / o r c o m p l ex
t o p i c d o wn s o a l l a u d i e n ce m e m b e rs c a n u n d e r stand i t .

3 . B l og C ont e nt M a r k e ting

B l ogs a r e a pow er ful t ype of i nbound c ont e nt a n d a l l o w f o r a l o t o f c r e ati vi t y i n t e r m s o f t h e i r

p u r p ose a n d t o p i c. W i th a b l o g , yo u c a n d o t h i n gs l i k e p r o m o te o t h e r i n t e rn al a n d e xt e r n al c o n te nt a n d
b l o g a r t i cl es vi a l i n k s, a d d s o c i al s h a re b u t ton s, a n d i n c o rp orate p r o d u ct i n f o rma tio n.
Types of Content Marketing
4 . P o d c a s t C o n t e nt M a r k e t i ng

A 2 0 2 0 s u r ve y f o u n d t h a t 4 9 % o f 1 2 - t o - 3 2 - ye a r - o l d s i n t h e U . S . h a d l i s t e ne d t o a p o d c a s t w i t hi n t h e l a s t
m o n t h , wi t h a n a ve r a g e o f s i x l i s t e n i n g h o u r s a we e k . F o r t h i s r e a s on, m a n y b u s i nes ses a n d m e d i a o u t l ets
h a ve b e g u n c r e a t i n g a n d s h a r i n g t h e i r o wn p o d c a s t s .

P o d c a s ts a l l o w f o r a l o t o f c r e a t i vi t y a s t h e y c a n b e a b o u t a n y t o p i c o f c h o i c e . A d d i t i o n a l l y, yo u d e t e r m i n e
o t h e r f a c t o r s r e l a t e d t o t h e p o d c a s t s u c h a s c a d e n c e o f e p i s o d e s , wh o ' s o n t h e p o d c a st , wh e r e yo u
a d ve r t i s e t h e p o d c a s t , a n d h o w l o n g e p i s o d e s a r e .

5 . Vi d e o C o n t e n t M a r k e t i ng

A c c o r d i n g t o W yz o wl r e s e a r c h , 6 9 % o f c o n s um e r s s a y t h e y p r e f e r t o l e a r n a b o u t a b r a n d 's p r o d u c t o r
s e r vi c e t h r o u g h vi d e o . A d d i t i o n a l l y, v i d e o m a r k e t i ng c a n b o o s t c o n ve r s i o n s , i m p r o ve R O I , a n d h e l p yo u
b u i l d r e l a t i o n s h i p s wi t h a u d i e n ce m e m b e r s . Yo u m a y c h o o s e t o s h a r e yo u r vi d e o c o n t e n t o n s o c i a l m e d i a
p l a t f o r m s , l a n d i n g p a g e s , o r o n a c o - m a r k e t e r ' s we b s i t e .

6 . P a i d Ad C o n t e nt M a r k e t i ng

P a i d a d s c a n h e l p yo u r e a c h a b r o a d a u d i e n c e a n d a l l o w yo u t o p o s i t i o n yo u r s e l f i n a l l o f t h e p l a c e s yo u
wa n t t o b e s e e n — p a i d a d s a r e e s p e c i a l l y b e n e f i c i a l wh e n p a i r e d wi t h i n b o u n d m a r k e t i n g . T h e r e a r e m a n y
p l a c e s yo u c a n s h a r e p a i d a d s i n c l u d i n g o n s o c i a l m e d i a , l a n d i ng p a g es , b a n n er s , a n d s p o ns or ed c o n t ent .
 Need of Digital
06 Marketing for an e-
commerce Business
NEED OF DIGITAL MARKETING FOR E -COM BUSINESS
➢ Strategize with The Valuable Data and Analytics

• In the age of information, marketers can analyze the traffic towards

the digital media and gathered the information to make the proper
plan for creating new marketing strategies.

➢ Content Performance and Lead Generation

• For getting and achieving the specific goals, every business has
their relevant and accurate content. This will help the business to
generate the lead on social media, by considering the informative
and relevant content for the advertising purpose.

➢ Improved Conversion Rates

• Digital marketing always build the path for better and efficient
interaction with the business targeted audience and take rapid
action which will help in conversion of the lead in very effective way.
NEED OF DIGITAL MARKETING FOR E -COM BUSINESS
➢ Cost Effective than Traditional Marketing

• If any organization or company wants to promote their brand in less

cost, then for those we have digital marketing.

➢ Higher Revenue Generations

• Digital marketing is vastly used by many companies for better

revenue growth. Higher conversion rates can also provide the
beneficiary aspects for your business.

➢ Higher ROI from Campaigns

• Digital marketing helps to generate the better cost -per-lead.

Business owners can earn a better return on their marketing
investment

➢ Compete with Large Corporations

• Digital marketing can help to increase the business and work for the
NEED OF DIGITAL MARKETING FOR E -COM BUSINESS
➢ Get Prepared for the “Internet of Things”

• In today’s time people are becoming techno savvy, it would be a

good to promote business through the digital platform to connect
with target customers at any time anywhere in an effective way.

➢ Earn People’s Trust and Build Brand Reputation

• Digital marketing can help to build the trust and provide their
ordered on accurate and specific time that will help the customers in
a convincing way.

➢ Ensure Online Business Survival

• Digital marketers can implement the innovative ways to attract the

customers. Marketers can take necessary steps for the betterment
NEED OF DIGITAL MARKETING FOR E -COM BUSINESS
➢ Know All About Your Competitors

• One Thinker say – “Keep your friends close and your enemies
closer.” Digital marketing always have competitive analysis. When
we are engaged with the digital marketing, we can always ask the
experts to look into the competitor ’s business strategies online.

➢ Real Time Results

• Digital marketing helps you to know how effective your approach

has been. By understanding the actual working you will take
necessary steps to improvised the results.

➢ Improve Your Outreach

• Digital marketing is the best medium to connect any consumer

 Search Engine
07 Optimization (SEO)
Search Engine Optimization (SEO)

• SEO i s t h e p r o c ess o f t a k i ng s t e ps t o h e l p a we b s i t e o r p i e c e o f c o n te nt r a n k h i g h e r o n Se a r ch
En g i n e s.

• Th e k e y d i ff eren ce b e t we e n SEO a n d p a i d a d ve r t i sin g i s t h a t SEO i n vo l ve s “ o r g a ni c” r a n ki ng, wh i c h

m e a n s you don’ t pa y t o be i n t ha t s pa c e .

• To m a k e i t a b i t s i m p l e r, s e a rch e n g i ne o p t i mi zati on m e a n s t a k in g a p i e c e o f o n l i n e c o n ten t a n d

o p t i m izi ng i t s o s e a r ch e n g i n es l i k e G o o g l e s h o w i t t o wa r d s t h e t o p o f t h e p a g e wh e n s o m e o ne
s e a r ches f o r s o m e t hin g.

• L o o k a t i t t h i s wa y. W he n s o m e on e t yp e s “ Ve g Bi r ya n i ” i n t o G o o g l e, t h e y’ r e l i k e l y l o o k i ng f o r a r e c i p e,
i n g r e di ents, a n d i n s tr uctio ns o n h o w t o m a k e i t . I f yo u wr o t e a n a r t i cl e a b o u t m a k i n g Ve g Bi r y a ni ,
yo u ’ d wa n t p e o p l e t o f i n d yo u r r e c i p e. Fo r a n yo n e t o f i n d i t , yo u n e e d t o r a n k a b o ve a l l t h e o t h e r
we b s i t es wi t h r e c i p es f o r Ve g Bi r y a ni . I t ’s n o t e a s y, b u t t h a t’s wh a t S E O m a r k e ti n g i s a l l a b o u t.
Search Engine Optimization

• SEO uses ORGANIC tactics to gain visibility in Search Engine

Ranking Pages(SERP).
• Brands don’t pay for placement on SERPs
• Focus is to increase the search ranking and get the content near
the top of SERPs
• SEO techniques are grouped into 3 categories:
1. On-page SEO
2. Technical SEO
3. Off-page SEO
On-Page SEO –
• O p t i m ize e a c h i n d i vi d u a l p a g e o f a we b s i t e t o t a r g et a s p e ci fic k e ywo r d a n d a p p e a l t o s e a r ch
e n g i n es
• H e l p s s e a r ch e n g i n es u n d e rsta nd t h e c o n t ent p r e s ent o n a p a g e .
• I t i n c l ud es k e ywo r d r e s e arch, c o n t ent c r e a tio n, a n d k e ywo r d o p t i m i zati on.

Off-Page SEO –
• Bu i l d s a we b s i t e’s r e p u ta tion a n d a u t h or ity b y c o n n ecti ng i t t o o t h er h i g h - qu al ity we b s i t e s.
• W he n m a n y we b s i t e s l i n k t o a b r a n d’s we b s i t e, i t s h o ws s e a r ch e n g i n es t h a t t h e b r a n d ’s
we b s i t e i s t r u stwo r thy, r e l i a b le, a n d r e p u tab le, wh i c h i n c r e ases i t s s e a rch r a n ki ngs.
• I t i n c l ud es l i n k b u i l d i ng ( a c qu iri ng h i g h - qu al ity b a c k li nks), m a n a g i ng l o c a l l i s t in gs a n d
d i r e cto ry p r o fi le s .
Technical SEO –
• Optimizes the non -content
elements of a website and the
website to improve its backend
structure .
• Technical SEO improves both
user and search crawler
experience, which leads to
higher search rankings.
• It focuses on site speed, mobile
friendliness, indexing,
crawlability, site architecture,
structured data, and security .
 Tools for SEO

✓ Keyword Density Checker - Check your keywords density on your

web page by using this tool.

✓ Keyword Suggestion Tool - A tool from Google which suggest you

various keywords when you type a word.

✓ HTML/XHTML Validate - Check if your site is compliance to W3C

standard or not.

✓ On-Page SEO Audits - find out if your pages are well optimized
and compare your performance against leading competitors.

✓ Competitive Research Tools - see what keywords your

competitors are targeting.

✓ Google algorithm updates- highlights of major Google updates

 Search Engine Marketing
08 (SEM)
Search Engine Marketing (SEM)
• Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages (SERPs) primaril y through
paid advertising.

• SEM is one of the most effective ways to grow your business in an increasingly competitive
marketplac e.
SEM vs SEO
SEM SEO
Generally, “search engine marketing” refers to paid Search engine optimization, or SEO, is different
search marketing, a system where businesses pay because businesses don’t pay Google for traffic
Google to show their ads in the search results. and clicks; rather, they earn a free spot in in the
search results by having the most relevant content
for a given keyword search.
SEM is a high-level term that includes SEO. SEO is the practice of continually optimizing a
website in order to rank in the organic, non-paid
search engine results pages (SERPs).
The Foundation of Search Engine Marketing
▪ Keyw ords
▪ Keywords are the foundation of search engine marketing. As users enter keywords (as part
of search queries) into search engines to find what they’re looking for, it should come as
little surprise that keywords form the basis of search engine marketing as an advertising
strategy.
Importance of SEM
• With an increasing number of consumers researching and shopping for products online, search
engine marketing has become a crucial online marketing strategy for increasing a company’s
reach.

• In search engine marketing, advertisers only pay for impressions that result in visitors, making
it an efficient way for a company to spend its marketing dollars.

• Search marketing reaches consumers at exactly the right time: when they are open to new
information.
 Social Media
09 Marketing (SMM)
Social Media Marketing (SMM)
• The term social media marketing (SMM) refers to the use of social media and social networks to
market a company’s products and services.

• Social media marketing provides companies with a way to engage with existing customers and
reach new ones while allowing them to promote their desired culture, mission, or tone.

• Social media marketing has purpose -buil t data analytics tools that allow marketers to track the
success of their efforts .
Fundamentals of
Social Media
Marketing
Key Aspects of SMM Strategy
1. Knowledge of your audience: What platforms they use, when they go on them and why,
what content they like, who else they ’re following, and more.
2. Brand identity: What is the message you want to convey to your audience? How do you
want them to feel when viewing your content?
3. Content strategy: While there is a level of spontaneity on social, you’ll need a
structured content strategy to be able to have a consistent voice and produce quality
content regularly.
4. Analytics: Quantifiable insights will inform your strategy, including who you’re reaching, the
right content to share, the best times to post, and more.
5. Regular activity: Social media is a real -time platform. If you want to use it to grow your
business, you need to post regularly, stay on top of engagements with your business, engage
back, keep up with trends, and maintain accurate profiles.
6. Inbound approach: Don’t use social media to pitch your business. Focus on adding value
through useful and interesting content and building up those around you.
Social Media Marketing Platforms
1. Facebook

• Industry impact: B2C

• Best for: Brand awareness; advertising

Facebook is the largest social media platform and the most established. Since its launch in 2004, it has become an
i n v a l u a b l e t o o l f o r B 2 C b u s i n e s s e s , o ff e r i n g a d v a n c e d a d v e r t i s i n g t o o l s a s w e l l a s o r g a n i c o p p o r t u n i t i e s .

2. Instagram

• Industry impact: B2C

• Best for: High-quality images and videos; user -generated content; advertising

To d a y, u s e r s c a n d i s c o v e r b r a n d s , b r o w s e t h e i r p r o d u c t s a n d / o r s e r v i c e , a n d c o m p l e t e a p u r c h a s e w i t h o u t e v e r
leaving the app – making Instagram a hard platform to beat.

3 . Tw i t t e r

• Industry impact: B2B and B2C

• Best for: Public relations; customer service; community building

W h i l e I n s t a g r a m f o c u s e s o n v i s u a l s , Tw i t t e r f o c u s e s o n w o r d s . S i n c e t h e e a r l y d a y s o f 1 4 0 - c h a r a c t e r Tw e e t s , t h e
p l a t f o r m h a s n o w e xp a n d e d t o i n c l u d e a n a u d i o t o o l c a l l e d Tw i t t e r S p a c e s , a c o m m u n i t y - b u i l d i n g t o o l c a l l e d Tw i t t e r
C o m m u n i t i e s , a n d Tw i t t e r M o m e n t s t o s h a r e i n t e r e s t i n g c o n t e n t w i t h y o u r f o l l o w e r s .
4. LinkedIn

• Industry impact: B2B

• Best for: B2B relationships, business development, and social selling

LinkedIn is Facebook's professional cousin. It's perhaps the only platform where its audience is clearly defined: Working
professionals looking to network and seek out new opportunities.

That makes it the ideal platform for B2B companies looking to identify key decision-makers and build an industry -specific
c o m m u n i t y.

5 . Yo u T u b e

• Industry impact: B2C and B2B

• Best for: Brand awareness; long -form entertainment, and how-to videos

A c c o r d i n g t o H o o t S u i t e , Yo u Tu b e i s t h e s e c o n d m o s t v i s i t e d w e b s i t e i n t h e w o r l d . I n a d d i t i o n , m a r k e t e r s n a m e i t t h e b e s t
p l a t f o r m t o b u i l d c o m m u n i t y.

In addition to being an incredibly popular platform, its users also tend to stay longer on it because it features mostly long-
form content – making it an ideal platform to share educational content.
6. Snapchat

• Industry impact: B2C

• Best for: Brand awareness; advertising

W h e n S n a p c h a t c a m e o u t i n 2 0 11 , l e a d i n g t h e c h a r g e i n e p h e m e r a l c o n t e n t . I t i n t r o d u c e d c o n t e n t t h a t y o u c o u l d s h a r e w i t h
your friends and that would expire after 24 hours.

The platform peaked in 2015 and has held strong since then. Many thought the brand would disappear once Instagram
i n t r o d u c e d S t o r i e s , t h e s a m e f e a t u r e w i t h a d i f f e r e n t n a m e . H o w e v e r, S n a p c h a t c o n t i n u e s t o b e p o p u l a r a m o n g y o u n g a d u l t s .

7. Pinterest

• Industry impact: B2C

• Best for: Visual advertising; inspiration

T h i n k o f P i n t e r e s t l i k e a v i s u a l s t o r y b o a r d t h a t a l l o w s u s e r s t o g e t i n s p i r a t i o n f o r e v e r y t h i n g f r o m f a s h i o n t o h o m e d e c o r.

85% of Pinners say Pinterest is where they go to start a new project. In addition, 80% of weekly Pinners say they've
discovered a new brand or product on the platform. So, not only is it a great discovery tool but it's also a way for brands to
build their narrative through visual stories.
Social Media Marketing Strategy
1.Research your buyer personas and audience.

- are so you can target their needs and interests appropriately.

2.Determine which social platforms you’ll market on.

- It’s important to be where your audience of potential

customers is today, and where they might be tomorrow

3.Establish your most important metrics and KPIs.

- focusing on the social media metrics that matter such as

Reach, Clicks, Engagement, Hashtag performance, Organic and
paid likes, Sentiment.
Social Media Marketing Strategy
4. Get to know your competition.

- A competitive analysis will help you set social media targets of your own. It will
also help you spot opportunities.

5. Create unique and engaging content.

- you must have engaging social media content that stands out and provides viewers
with a reason to click that "Follow" button and interact with your brand.

6. Organize a schedule for your posts.

- you should only post on social when you have quality content to share. Meaning,
there's a reason you're posting the content. This is how you'll strike the right balance
when it comes to your posting frequency.
Advantages of SMM

• Humanize your business

• Drive traffic
• Generate leads and customers
• Increase brand awareness
• Build relationships
Disadvantages of SMM

• Negative feedback and business risk.

• Low return on investment.
• Expensive and Time consuming.
• Constant user engagement.
• Security risks.
• Doesn’t work for all age groups.
• Vulnerability to misinformation.
10 Web Analytics
Web Analytics
• Web analytics is the process of analyzing the behavior of visitors to a website.

• This involves tracking, reviewing and reporting data to measure web activity, including the use
of a website and its components , such as webpages, images and videos.

• Web analytics enables a business to retain customers , attract more visitors and increase the
dollar volume each customer spends.

• The objective of web analytics is to serve as a business metric for promoting specific products
to the customers who are most likely to buy them and to determine which products a specific
customer is most likely to purchase.
How web analytics work
• Most analytics tools ‘tag’ their web pages by inserting a snippet of JavaScript in the web page’s
code.

• Using this tag, the analytics tool counts each time the page gets a visitor or a click on a link.
The tag can also gather other information like device, browser and geographic location (via IP
address).

• Web analytics services may also use cookies to track individual sessions and to determine
repeat visits from the same browser.

• Since some users delete cookies, and browsers have various restrictions around code snippets,
no analytics platform can claim full accurac y of their data and different tools sometimes
produce slightly different results.
Categories of Web Analytics

• Off-site web analytics

• The term off-site web analytics refers to the practice of monitoring visitor activity
outside of an organization's w ebsite to measure potential audience. Off-site web
analytics provides an industrywide analysis that gives insight into how a business is
performing in comparison to competitors. It refers to the type of analytics that focuses on
data collected from across the web, such as social media, search engines and forums.

• On-site web analytics

• On-site web analytics refers to a narrower focus that uses analytics to track the activity
of visitors to a specific site to see how the site is performing . The data gathered is
usually more relevant to a site's owner and can include details on site engagement, such
as what content is most popular. Two technological approaches to on -site web analytics
include log file analysis and page tagging.
Web Analytics Process

The web analytics process involves the following steps:

1. Setting goals – determine goals and the end res ults to ac hieve . These goals c an i nclude
increased sales, customer satisfaction and brand awareness .

2. Collecting data – collec tion and s torage of data . Businesses c an c ollec t data di rec tl y from a
websi te or web anal ytic s tool , suc h as Googl e Anal ytic s . The data mainl y c omes
from requests, network /application log files, etc..

3. Processing data – Converting the collected data into actionable information .

4. Identif ying ke y performance indicators (KPIs) – KPI is a quantifi able meas ure to moni tor
and anal yz e user behavior on a website . Examples i ncl ude bounce r ates , uni que users , us er
sessions and on-site search queries.

5. De veloping a strateg y – involves i mplementing insights to formul ate s trategies that align
with an organization's goals.

6. Experimenting and testing . Busi ness es need to experi ment wi th di fferent s tr ategies in
order to find the one that yields the best results.
 What to measure in Web Analytics?

• Bounce Rate – If a person leaves

•Engagement Rate – It shows how your website within a span of 30
long a person stays on your web sec, it is considered as a bounce.
The rate at which users spin back
page. What all pages he surf. To is called the bounce rate.
make your web pages more • Visitor Flow – It gives you a clear
engaging, include informative content, picture of pages visited and the
sequence of the same.
visuals, fonts and bullets. Understanding users’ path may
help you in re-navigation in order
•Page Load Time – More is the load to give customer a hassle-free
time; the more is bounce rate. navigation.
Tracking page load time is equally •Event Tracking – It allows you to
important. track other activities on your
website. For example, you can
•Behavior – Behavior lets you know track downloads and sign -ups
page views and time spent on through event tracking.
website. You can find out how
customer behaves once he is on your
Why use Web Analytics?
Analytics can help in the following ways:
• Determine the likelihood that a given customer will repurchase a
product after purchasing it in the past.
• Personalize the site to customers who visit it repeatedly.
• Monitor the amount of money individual customers or specific
groups of customers spend.
• Observe the geographic regions from which the most and the least
customers visit the site and purchase specific products.
• Predict which products customers are most and least likely to buy
in the future.
Web analytics tools

• Google Analyt ics is a web analytics platform that monitors website traffic, behaviors and
conversions. The platform tracks page views, unique visitors, bounce rates, referral Uniform
Resource Locators, average time on -site, page abandonment, new vs. returning visitors and
demographic data.

• Optimiz ely is a customer experience and A/B testing platform that helps businesses test and
optimize their online experiences and marketing efforts , including conversion rate optimization.

• Kissmetrics is a customer analytics platform that gathers website data and presents it in an
easy-to-read format. The platform also serves as a customer intelligence tool, as it enables
businesses to dive deeper into customer behavior and use this informati on to enhance their
website and marketing campaigns.

• Crazy Egg is a tool that tracks where customers click on a page. This information can help
organizations understand how visitors interact with content and why they leave the site. The tool
tracks visitors, heatmaps and user session recordings.
THANK YOU