TABLE OF CONTENTS

SR. No. CHAPTERS PAGE No.

1. An Introduction to Internet Marketing 4
2. Research Methodology 6
3. The Five Ps of Internet Marketing 8
3.1 Product
3.2 People
3.3 Price
3.4 Place
3.5 Promotion
4. Types of Internet Marketing 17
5. Objectives of Internet Marketing 43
6. Website Designing 45
7. Internet Marketing Ethics 46
8. Internet Marketing and Porter’s Five Model 48
9. The Advantages, Phases and Mechanism of E- 51
Marketing
10. Reasons for the spread E-Marketing 54
Advantages & Drawbacks
11. Characteristics of the R-Marketing Strategy 55
12. Components of the E-Marketing Strategy 56
13. Types of E-Marketing Strategies and 57
Standards of Uses
14. Factors Influencing the Determination of 60
Strategic Option, Skills and Challenges
15. Case Study of Internet Marketing 66

16. Findings 69
17. Conclusions & Recommendation 69
18. Bibliography 70

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 1. An Introduction to Internet Marketing

Internet marketing is now called so many other names – E-marketing, Web marketing,
digital marketing, online marketing and the like. However, in plain and simple language, it
can be defined as the marketing of one's products or services that a business or person
offers through the use of the internet.

This type of marketing encompasses a very broad area of the subject as it also includes
many types of marketing strategies like e-mail and wireless media marketing. Under this
general scope of internet marketing also falls the aspects of ECRM or electronic customer
relationship management and digital customer data.

Why is internet marketing a big advantage to many businesses? The World Wide Web has
given us many unique and essential benefits. This technology enabled the entire world to be
connected with each other in a matter of seconds.

In terms of online businesses, the internet has provided a global portal in which goods and
services can be sold and bought by almost anyone and in any part of the world. With internet
marketing, all types of businesses have enjoyed the lower costs of information dissemination
and advertisements.

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The internet's interactive nature has benefited business marketing through instant
responses and its ability to elicit them in the fastest way possible. Furthermore,
internet marketing has tied together all the aspects of creativity, technicality,
advertisement, sales and product development.

With its inexpensive cost, internet marketing has also enabled businesses to save on
their means of reaching their target market or audience. Through a small fraction of
the cost of traditional advertisements, businesses can further allow their customers to
conduct research and eventually purchase their products in the most convenient way.

This also makes them more appealing to their clients because they can provide
results in a very short span of time. Internet marketing has also allowed these
businesses to measure their statistics in a much easier and inexpensive way.

Since almost all the aspects of this marketing type can be measured, tested and
traced through the use of ad servers, advertisers can easily use and observe their
data as to which ads reap the most customer views or purchases. This way, online
businesses will be able to determine which of their advertising messages are more
appealing to their target customers.

The results of all their campaigns can be tracked right away since this marketing
initiative simply requires a customer to click the ads, visit a certain website or perform
a desired action like filling out a form or purchasing a product or service.

Now as a beginner in the world of internet marketing, you will be responsible for the
task of bringing in potential clients by providing them the services or the company
that suits their needs or preferences in various internet venues. You will help these
customers find the product that they are looking for. The targets are the people
who have computers with internet access. Entrepreneurs like you can visit your
online store anytime. Consumers can also do the same whenever they want.

The future of the World Wide Web is so bright with its projected online consumer
traffic reaching almost 60% and over 80% of these customers shopping online. So if
you are determined to make it successful for you, you may just find yourself enjoying
the benefits of having an online business that will give you more profit in the long run.

With that said, internet marketing brings you many advantages of incurring minimal
costs in starting up your business including cheaper advertising options, a global
marketplace, becoming your own boss, promoting stuff that you are passionate about
and profiting from these passions along the way.

Sounds amazing doesn't it? Though there are many benefits from internet marketing,
it does come with its own share of risks and investments. You must understand that
this process will not let you rake in a lot of cash quickly. Your time, diligence,
persistence and passion for learning more are very important in your success in
internet marketing.

Those who think that this is a get rich quick scheme are bound to be disappointed.
Though many businesses have become extremely successful, you will find that those
who have failed

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in this venture have simply wished to become overnight millionaires. The realities of a
physical business are still applicable to your online store, including tax payments, customer
services and even hiring employees.

Advantages are once you set up your business. This will also help in protecting your assets,
thus, it should never be overlooked. With all these realities in mind, you will need to be very
determined to stand out in this industry. Internet marketing is not for the person who likes
simple routines. You should be flexible in learning new strategies and trends in order to keep
up with your competition.

2. Research Methodology

OBJECTIVES OF THE STUDY

 To learn about online marketing tools and approaches.

 To investigate Indian clients' internet purchasing habits.

 To figure out what digital marketing methods are being employed.

 To gain a better understanding of the key terms used in digital marketing.

 To investigate the many sorts of ads.

What you aim to accomplish with your e-marketing strategy is defined by your online
marketing objectives. They establish the grounds for your company's desire to get online, as
well as allowing you to estimate and track the progress of your online marketing efforts. They
also encourage people to concentrate on important issues and develop tactics to assist them
attain their goals.

METHODOLOGY

Research design A number of systems and strategies are used in research configuration,
flouting down and estimating the aspects stated in the exploration issue. It is cutting-edge
research that has been done to find solutions to studies. It lays out a detailed plan for how
an inspection will take place, including how information will be gathered, what instruments
will be employed, and how the tools will be used to analyse the gathered data.

Descriptive Research Design

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Because the study is descriptive in nature, it uses a descriptive research design. The
investigation is instructive in character, therefore it has a clear research strategy. A clarifying
examination design is used to consider the characteristics of a population under
consideration. This strategy covers receding tides as well as stream difficulties or issues, and
it permits the specialist to present the situation entirely

Sources of data

 Primary Data: This is raw data that has been collected legally. Near-home meetings,
surveys, reviews, and other open methods for gathering essential data are unique.
Because my project is a clear study, no crucial data was acquired in this manner.
Interviews and observations are the study's primary data sources.

 Secondary Data: Auxiliary data is acquired in a variety of proposal broachers and

annals from efficiently current springs. Secondary material for the investigation
was gathered from journals, websites, and various historical investigations. The
investigation used subjective research to achieve its objectives. Aside from friends'
information, auxiliary sources included publications, websites, records, and office
officials. I obtained information from auxiliary sources during the examination.

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1. Types of Internet Marketing

1.1 E-Mail Marketing

Email marketing is a form of permission based marketing. It is an important way for

companies to stay close to their customers and build long term profitable relationships.
Email marketing is the core of internet marketing. By many marketers it is regarded as the
least expensive tool for marketing online. E-Mail marketing campaign gives twice the returns
on investment compared to other forms of internet advertising including web banners and
online directory advert. It is regarded as the platform that links social media, other cross
channels, thus binding cross channels together. Despite the importance of email marketing
in fostering relationships, there is little literature available on the design of emails to avoid
annoyance on the side of the customer. Following section covers the execution tactics for
email marketing. Execution tactics for email marketing The email design affects the
perception of recipient about the brand There are certain ways in which the mails can be
designed in order to overcome annoyance. These ways have been crafted after years of
research and experience.
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First is the Length of email. The length of email depends on the type of message being sent.
If the mail is a newsletter for which user has opted in, then it is a page length. If it‘s a sales
email, it should be short. But if the mail takes form of a catalogue presenting range of
Products. Then it becomes a page length. Researchers suggest variant testing before
adopting the final length of mails.

Second is the use of illustrations. Pictures used for illustration helps to keep the user
attentions retained. They also make the mail more interesting.

Third is the inclusion of a Subject line. Content of subject line plays a crucial role in
catching the attention of user. Strongest messages should be conveyed in message line.
Here also, researchers suggest variant testing.

Fourth is the presence of a Headline. Nearly, 75% of marketing emails analysed by the
researchers over a period of 3 weeks have a headline apart from subject line. Clearly, the
headline should act as a bridge between subject line and body of mail. Generally, it has been
found that sale mails lead with sale word at the beginning and if it‘s a new product
introduction, then it tends to be longer.

Fifth is the Message content. Researchers say that there should be a link and a flow of
creativity from subject line to headline to body of the mail. a recipient opens an email reading
the subject. Therefore it is important that the body of mail is closely aligned with its headline
and subject. Otherwise, the recipient may not read the entire mail and simply close the mail.

Sixth is the Inclusion of brand logo. Almost all marketing emails have the brand logo on the
top left corner of the mail. According to them, it helps in engaging the recipient.

Seventh is the presence of Hyperlinks. Many mails can contain a link to another web page.
But large number of hyperlinks may obscure the recipient and annoy him. Thus the number
of hyperlinks to be included in the mail should be optimum. It should neither be zero or less
nor too large in number. If the hyperlink is not present in mail and in case recipient is
interested in more information, it becomes difficult for him to use search engines.

Eighth is the amount of Interactivity. Adding more interactive features to mail helps in
increasing user engagement, retaining their attention. But there is an optimum level
depending on the type of message being communicated.

Ninth is the amount of Animation present. Very few (only 2% of mails analysed by
researchers) use animation in their mails. There is a huge scope to attract attention of the
user given its limited use in the mails. Traditionally, email has been just used by marketers to
sell everything to customers. But with changes taking place in the digital space, it is much
more than just selling to customers. Email marketing has to be done in such a way that it is
able to connect with customers more and more and not just be the tool for throwing
information on them trying to sell at every point in time.

Email marketing has got several advantages:

Firstly, email generates almost immediate results which allows for rapid testing and
optimization in marketing campaigns.

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Second, in email marketing there is a provision for consumers to reply easily if interested.
Thus in the long run, it results in more targeted marketing efforts. This proves to be useful to
the organization because they can concentrate on a base of would be loyal customers than
being undifferentiated.

Third, email is the only technique that leads to complete customization of content at the end
of the user. Other techniques like social media, although attractive, have generally the same
content for a community of users and little level of customization can be obtained in such
cases.

Fourthly, there is an element of trust in the case of email marketing. This is because of
features of authentication, spam complaint process, reliable unsubscribing, and transparent
opt in policies.

Lastly, email marketing has the ability to generate the largest ROI among all the marketing
channels. Email marketing has mostly been used to generate sales. But generating sales is
just one part of the marketing process using email.

There are other areas where email marketing can be applied and a direct customer
relationship can be established. Especially, in times of crisis, email marketing can be used to
reassure the lost belief in the brand/company. For example, in the secondary research, we
came across a customer who had direct relationships with three commercial banks in the era
of financial breakdown. During those rocky years, only one of the banks communicated with
him, reassured him, explained company actions, and advised on how to weather this
financial crisis. This action of company led to development of faith in the customer.

 Update-customers should always be updated on the current issues that affect the product
or service offered. They don‘t like surprises every time. Especially, in the arena of crowd
sourcing, it is imperative to update the customer developers of product through email.

 Remind-reminder email includes everything like out of stocks, due amounts,

appointments, travel reservations, registration deadlines, etc. These help in seeding a
feeling of sincerity of brand amongst its customers.

 Nurture-with recession setting in, especially, in the US, sales cycle length has increased.
In such cases, regular emails help in top of the mind recall amongst customers and lead to
faster conversion of conversation to sales.

 Retain-email marketing can be used to retain the price sensitive customers by making them
offers and continuing relationship with them. With this, the customer sticks to the brand in
both B2B and B2C world.

 Share- email can be used to foster ideas amongst customers about any issue from product
development to corporate social responsibility (CSR).

 Listen- survey customers on their feedback, send them a mail with an acknowledgment that
company will try its best to use the recommendation of the customer. But with email
marketing, care has to be taken that proper segmentation of customers is done on the basis
of level of internet activity and then mails are sent. For example, if a person has never tried a
product, then sending him/her full details about the same may irritate him. Another issue is

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that the frequency should be adjusted in such a way that mails do not become ―too much‖
for the receiver and he should lose interest in the company.

Two things that are most important for an email to stay relevant to the customer are context
and intent. Context refers to data about customer location, device, buying stage, social
activity. Intent refers to behaviour of customers based on purchasing, clicking/not clicking on
email messages, browsing history. When these two things are not taken care of, then it leads
to spamming of email messages in the inbox of customers. In order to avoid the customer
marking the email message as a spam, following considerations are to be kept in mind.

 Frequency- the frequency should be apt for the user. Even if a very famous retail store
sends 20 mails for 20 days continuously, then interest of user dies out, annoyance
arises and he prefers to opt out of the mail service.

 Relevance-this is the key to email marketing. Based on data about context and intent,
targeted and personalized email messages should be sent to customers. Even if the
message is found to be irrelevant, the brand should provide an option for the receiver to
opt out through a unsubscribe button.

 Brand trust-building trust is of utmost importance in using email messages. For example, if
an email is sent from an unknown brand then users are more likely to reject it. Whereas, if
the message is from say, Dabur, then there are high chances that the user will at least open
the mail to read. These days the importance of email marketing has been undermined by
most of the marketers because of the upcoming trends in social, local and mobile marketing,
collectively known as Mocial or SoLoMo marketing. But email marketing can be integrated
with these to improve the ROI of investments. There are a few examples of how this can be
done: Sweepstakes-prizes based on when or how often one checks in to a location on
Foursquare or Facebook. Whenever the participants register with sweepstakes, they share
their social media email account that automatically gets added to email list. With this, there
is an excitement

Around the brand, building email contact address and also, preferences and lifestyle of
customers through their data on places they visit. In the same way, several techniques can
be used to capture data on customer locations, social activity, and customer preferences
using location data. These all can then be used to building contacts, targeting email
messaging to customers making it more relevant and personalized and generating higher
ROI for the marketing investments. Social media, local marketing techniques and mobile
marketing can complement email marketing in the various ways.

First is creating a content that is human. Social media has humanized the brand by putting
faces and expressions to the brand. The same human touch can be borrowed from the social
media and incorporated into email marketing to better improve the readability of email
messages.

Second is Increased multi-channel integration. Email and social media form a natural
collaboration. Email messages invite subscribers to follow brands on social media or sharing
content. Similarly, the social media should have tools that can allow users to opt in for mails.
It should be always kept in mind that social media can get people to talk about the brand but
final conversion can happen through email. This is possible through right message to the
right person at the right time.

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Third is the increased use of user generated content in email messages. The same will be
discussed in more detail in the following case King Arthur Flour.

Fourth is sharing of email content. Like social media content is made in a way that its virility
increases, marketers can borrow the same concept and craft the email messages in such a
way that its share ability increases amongst its users.

Benchmarks for email marketing there are several benchmarks available for measuring
the effectiveness of email marketing. They are summarized below:

 Open rates-open rates is measured as the number of measured opened messages-

including emails in which images were enabled and implied opens in which there was a link
without the image enabled by the sender-divided by the total number of delivered messages.

 Click through rates-it is the number of unique clicks on links in email message divided by
the number of such delivered messages.

 Click through open rates (CTOR) it is measured as the ratio of unique clicks as a
percentage of unique opens. It measures the rate at which links are opened over the
number of messages opened and not just delivered.

 Opens per opener-it is obtained by dividing the total number of opens by the number of
unique opens. It indicates how many times the same particular message has been
reopened by the recipient or recipients in case of forwarding of the email.

 Clicks per clicker-in the same way as opens per opener, it measures the number of
clicks made by the clicker in the same message. It can either be clicking the same link
again and again by the recipient or recipients in case of forwarding. Or it can also be the
multiple Numbers of clicks made in the same message.

1.2 Search Advertising

With the advent of social media and growing importance of word of mouth, people look to
Google search engine for a particular problem or a new product. They read the reviews of
their product and then decide what to buy. This forms the zero moments of truth. Earlier the
model of buying process was problem identification, shelf, and experience. But with the
higher penetration of internet and advent of new portable devices like tablets and
smartphone, which provide internet on the go, there is another element added between
problem identification and shelf.

That is searching online and this constitutes the zero moment of truth. When the user
actually experiences the product, it forms the first moment of truth. In this context of zero
moments of truth, search engine advertising plays a key role.

The main purpose of search advertising is to lead the customer or prospect from search to
conversion. It has been proven that the ROI of search advertising is more than web banner.

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The ROI of web banner is measured on two bases. First is brand awareness
remembrance of the brand of message. Second is Click through Rate (CTR).

Web banners do not perform well on the second dimension. CTR rate of Web banner ads is
just 0.5% as compared with that of search advertising which yields CTR of up to 5%.

Search advertising is being increasingly used by marketers these days.

The marketer‘s perspective is that more number of searches led to impressions which in turn
mean more number of clicks. Finally more number of clicks can lead to more reservations.
And even on the consumer‘s side, there is a spill over effect of generic search.

When a consumer searches for generic problems and if the name of a brand appears in that
in the sponsored links, then customer becomes aware of the brand and believes that the
brand can be used to solve the problems of users.

Then over time, form generic search, the consumer migrates to branded search where he
searches for the brand he became aware of earlier and few others about which he would
have known. This can be illustrated using an example from a research paper.

The difference between awareness and awareness of relevance can be seen from the
pattern in generic and branded keyword searches. When a consumer searches for a generic
problem say, looking for a hotel in Los Angeles, and if some brands are shown up, he need
not become aware of the brand but he becomes aware of the relevance of the brand.

Over time, this awareness of relevance spills over to the branded search and then consumer
searches more of brand he observed during generic searches through sponsored links. This
way, as the final purchase day nears, and a particular brand has more of branded activity
search, it is highly likely that the same brand is purchased.

There are two types of ads that appear on any particular search page of Google. 1

1. List of Webpages displayed in the screen. This is an organic search result. Google does
not charge money for the appearance of a website link in this section. It is purely based on
relevance. Relevance is judged from the criteria outlined below. This is form of Search
Engine Optimization (SEO).

2. The other section is sponsored links where ad words are used. The marketer pays the
search engine and based on an auction process, the search engine places ads on its page.
This section is also called as the Ad sense section. Generally marketers place their Ad sense
section on the top, right or left of the page. This is done to catch the attention of the user.

In order to pass the relevance test of Google, some conditions must be satisfied. First, Ads
must be relevant to the search. Second, Ads must not intrude, distract or annoy and no pop
up or flashy ads. Third, Sponsored links are clearly identified and kept separate from organic
search results. Fourth, at most three sponsored links appear before the organic ads. SEM
and SEO are not separate from each other. Following sections elaborate on each of them
separately

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1.3 Search Engine Marketing

In this type of advertising, the marketer pays search engines for displaying a particular brand
name on top of the page in case that particular keyword is used. Appearance on the top of
the page as well as on the first page, increases the likelihood that customer will see the
website of the brand or at least will become aware about the brand. This form of advertising
where marketer pays the search engine through bidding of keywords is called Search Engine
Marketing. The keywords are often purchased from Google or Yahoo! Search Marketing.

Organic results are generated through the search engines basic searching and indexing
activities. They are sometimes also described as editorial results.. Sponsored results, on the
other hand, appear because an advertiser has a paid agreement with the search engine
relating to a number of previously defined keywords.

A pay per click (PPC) agreement is set up with the search engine consisting of a previously
established amount being due whenever a consumer clicks on a sponsored result.
Sponsored results generally appear next to other search results: either at the beginning or on
the right-hand-side or sometimes at the end of the list.

There are few important parts under SEM. They include paid inclusion, Traditional Ads, Pay
per Click Advertising. The advantage of SEM is the immediacy of results. If marketer wants
its prospects to look at the webpage quickly, this is the easiest option than SEO.

 Paid inclusion:

Paid inclusion, as the name indicates, is the process by which a website is added to the
directory of search engines after a payment is made to the search engine. In this case,
marketers tend not to concentrate much on the relevance of the site because through paying
the search engine, they are making their webpage visible on the results page. Such type of
paid inclusion technique can be useful to track the effect of changes in the website. For
example, if any changes have been made recently to a website, and through paid inclusion, it
is made to appear on the top of the results page, then depending on the traffic and opinions,
effect of those changes made can be tracked easily.

 Traditional ads:

This involves placing paid advertising on the search engine result page. Normally these
ads appear based on the keywords entered into the search engines, and one is charged
based on the number of impressions, i.e. appearances, of the ad. In other words,
marketers pay whether the ad sends anyone to the web site or not. But this is changing its
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form to pay per

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click form of advertising model because it is difficult to gauge the effectiveness of this type of
ad.

 Pay per click advertising:

They are text only ads. They are completely controlled by the advertiser. The advertiser
decides which keywords should bring up the ads, what should be the copy of the ad, and
how much should be paid for the keyword. An advertiser must choose the right keywords
and then bid correctly for each keyword in order to maximize the expected revenue or attain
a certain level of exposure while keeping the daily costs in mind. There are different
techniques through which an advertiser chooses keywords for placing the ad. They are as
follows

 Defend strategy- this is the lowest cost search media. It has also got the lowest reach as
compared to the following. In this the marketer pays the search engine for certain specific
keywords which are highly brand specific. For example, for searching Listerine, the latter
may pay Google only for appearance of its webpage when user searches for mouthwash
or Listerine in specific.

 Conquer strategy- as the name indicates, this type of search strategy is used when the
marketer wants to have a presence amidst its competitors in the page display. For
example, if a user searches for Halls, Clorets and if Listerine appears in that, then it is
conquer strategy. It also consists of reasons causing bad breath coverage. For example, if
a user searches for bad breath remedies or smoking side effects cure, then also Listerine
can appear. This also forms a part of conquer strategy. Therefore, conquer strategy has got
two parts-one is competitors and other is problem coverage.

 Expand strategy- this is the most expensive form of advertising on search engine. This is
because this has got the highest reach amongst all. It tries to capture the context in which
user searches for a problem cure and then a category and then a brand. For example, a
person may be looking for a job interview preparation and Listerine may be shown up in the
page indicating the advantage of having fresh breath during the interview. This is completely
out of box appearance for Listerine. Due to this, it has got the highest reach and thus is the
most expensive form of advertising. The only loophole in pay per click advertising is that
advertisers tend to focus much more on paying for the clicks and less on the actual rate of
conversion and ROI for such clicks. This results in losses and they become huge if the
practise is sustained over a long period of time. Following is a case study of a company
(whose name has been edited for security reasons) which turned around its search
advertising strategy and started making profits with the tactical use of pay per click
advertising. Sponsored results are composed of different elements, one of which is the
description of what surfers are supposed to find if they click on the link. This description is
textual and limited to a certain number of characters. Consumers will decide whether or not
to click on the link using this text as the principal motivation. How it is written and the
chosen content are therefore essential for the consumers' decision-making process.
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Thus before designing any pay per click format of online marketing, it must be noted that
they satisfy the following requirements:

 Keywords chosen should have a high quality score and appropriate cost per click. 
Keywords should not be too broad to bring in too much of unwanted traffic.

 The number of negative keywords should be wise and not too less or more in number.
When one adds terms as negative keywords or as keyword exclusions, the ads won't show
to people searching for those terms or visiting sites that contain those terms. Negative
keywords can be explained with the help of an example. Say, if the keyword is tennis
shoes and the user searches for tennis shoes-red, then because the search term contains
your website will not appear in the SPR. If one uses too many negative keywords, then
their ads might reach fewer customers. If one doesn't use negative keywords, then their
ads could show to people who aren't interested in business or service. This can lower their
keywords' Quality Score and hurt return on investment.

 Conversion tracking is very important

 The keywords should be tightly related in each ad group.

1.4 Search Engine Optimization

Search Engine Optimization (SEO) has become a buzzword with Internet marketers. In fact,
it is so important for drawing targeted track to your site that there are companies that exist
only to help you optimize your site for the search engines. Thererefore, this is an introduction
to SEO and how you can use it to your advantage; however, it is not an exhaustive
explanation. Plus, the rules that govern how search engines read your site and how they
rank your site are always changing.

However, there are some basic SEO rules that will help you with your Internet marketing by
helping the search engines and your site when people are looking for information that you
have on your web pages. After all, any marketing strategies you enact should be designed to
drive track to your site in hopes that they will make a purchase or complete the action that
you hope they will complete.

Understanding Keywords:

Keywords are the search terms that people might but into a search engine to and your
website. For example, if you sell a weight loss supplement, a few of your keywords might be:

•Weight loss

•lose weight
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•Nutrition supplements

•Diet pills

•Diet supplements

•Weight loss pills

•Weight loss powder

The more likely someone is to use that keyword phase, the more important that keyword will
be to getting your site popped up in the results - however, the more challenging it will be to
do so because so many other people will be trying to do the same thing. We will talk more
about competing for keywords when it comes to paying for online advertising.

However, there are also what are known as “long tail keywords,” which are longer phrases
that someone might use to and what you order, but fewer people would use them because
they are so precise. For example, instead of “weight loss,” a long-tail keyword might be
“weight loss supplements for diabetics.” Because it is so specific a search phrase, fewer
people will enter it - but fewer sites will also be competing to be the results for a search for it.
So, ideally, you should have a mix of short and long-tail keywords used naturally on your site.

You cannot have too many keywords, as long as they are relevant to the content on your
website. If you simply stimulate words into your site in the hopes that the search engines will
rank your site higher, it will not work. Instead, you should focus on making each page on your
website relevant to one or two different keywords, focusing on those and adding rich, useful
content that readers will actually want to have access to.

Determining Your Keywords

Some of your keywords for your website will be common sense. For instance, if you sell pet
food, your keywords might be:

•Pet food

•Dog food

•Cat food

•Bird food

•Hamster food

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But there are bound to be keywords that you won’t think of o- the top of your head, simply
because not everyone searches for what they want in the same way. For example, additional
keywords for your pet food site might be:

•Diet dog food

•Senior dog food

•Healthy dog food

•Gourmet dog food

•Natural dog food

•Puppy food

And those are just additional ones related to dogs. When you truly mesh out the keywords for
your site, you may have dozens of keywords and keyword phrases.

There are several free resources on the Internet that will help you to choose keywords that
you will want to use on your website. For example, Google Ad Words has a free keyword
tool, while other sites may charge a small fee. In these applications, you can use the tool to
enter one keyword, such as “weight loss” and the system will generate a list of related
keywords for you. It will also tell you more information about the keywords such as:

•Thee rate of competition for showing up in the results when someone searches with that
keyword

•The number of global monthly searches that are made using that keyword

•The number of local monthly searches for that keyword

So, for example, if you put “weight loss” into the Google keyword tool, then sort it by the
number of global searches per month, the top 10 keywords and the related number of
searches as of this writing are estimated by Google to be:

1. Weight loss - 7,480,000 searches

2. How to lose weight - 1,500,000

3. Weight loss diets - 450,000

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4. Diet and weight loss - 301,000

5. Diet for weight loss - 301,000

6. Best weight loss - 246,000

7. Weight loss pills - 201,000

8. Weight loss tips - 165,000

It’s important to note that these estimates are the approximate monthly average according to
Google that each phrase was used to search for something on the Internet. That’s why some
of the phrases have the same statistic. Also, notice that even using a plural version of the
word can change the results (diet vs. diets). When you consider your keyword list, you
should create plural versions of singular words or phrases and singular versions of plural
words or phrases when possible

However, if you enter the long-tail keyword we mentioned before, “weight loss supplements
for diabetics,” as of this writing there were only 46 global monthly searches for that phrase.
So if you order dietary supplements for people with diabetes, using the keyword phrase
“weight loss supplements for diabetics” is not likely to be a valuable keyword phrase for you.

Once you have determined your keywords, you need to place them in the most strategic
positions on your website so that the search engines will pick them up. However, you want
them to appear multiple times so that the search engines understand that your site is about
content related to these keywords.

META Tags

Web pages are built using Hyper Text Mark-up Language (HTML), which is full of different
commands that execute what you see when you load the page in your web browser. When
designing your webpage, you want to be sure that your keywords are used in your tags. This
tag on each page defines the date, purpose, author and name of a web page. The search
engines read this information and use it to help “catalogue” your site in comparison with other
sites.

Note that the tag is specific to each page of your website. So, the tag on each page should
contain a different keyword that is still related to the site but is specific to that page. For
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you might also have a product page with the tag “weight loss pill” and another with the tag
“vitamins for metabolism” or whatever the main topic on that page might be.

Your tag field can also include a description of your website. You should write a description
that includes the main keywords for your site and that describes the context of your
webpage. For example, for your weight loss supplement site, the homepage tag description
might read, “our weight loss experts have designed the best weight loss supplements for
healthy weight loss and decreased appetite.”

ALT Tags

HTML for a site includes a tag that is used by the browser to describe an image if the image
cannot successfully be loaded. However, since it is more information about your website, it
can be used strategically to give the search engines another dose of information regarding
what your website is about. For example, if your weight loss supplement has a picture on the
main page of a smiling, at woman, you could use the tag to describe it as “healthy weight” or,
if it is a picture of pills, describe it as “weight loss pills.”

Page Name

Every web page has a name that is used to identify that page, or on the web server.
Although the ending of the name has to be either htm or .html, you can create the rest of
the page name so that it includes your keywords as well. For example, if you have an order
page, instead of calling it order.htm, call it order-weight-loss-supplements.htm. Or, if you
have an order page specific to a product, name it by the product name such as
“metabolism.supplement.order.htm.”

Page Title

Use the page title space to create a title for the page that includes the main keywords for the
page. The search engines will notice and use this information as well. Do not leave this
valuable space empty and do not it with vague information like “Welcome to Our Site,” or any
other generic information.

Page Headings
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Search engines will scan your web pages and will add weight to the headings on the page
more than the words in the body. So, be sure that your headings on the page are also
versions of your main keywords. Don’t be afraid to be more specific to the product or content
on the page with the page headings than you would be with the page title.

First Sentence

Your First sentence is important for both the live human and the search engine bot. Not all
search engines will review your entire page of text before determining what your page is
about, just like not all humans will read beyond the first sentence or paragraph before
deciding whether or not your site has the information they need. Be sure that the first
sentence of your page includes the keywords for that page and that it is a clear description or
summary of what information can be found on that page.

Text inside Links

If you create any links on your site, whether to other locations on the site or to another site,
the text that is “clickable” is another way to include your keywords for the search engines.
Text links are highly weighted by the search bots, so be sure you use the tool appropriately.

Keyword Rich Content

If you have ever visited a product website and found that it is full of useful information that is
related to that product, you’ve found someone who understands SEO. Yes, it may be a
natural response to customers to develop content that provides them with information they
want or need when buying your product, but it can also be a strategic decision. If you have
quality, keyword rich content on your website, the search engines will give additional weight
to your web site in its search engine rankings. There are two important keys here:

1. The content needs to be high-quality, relevant, and useful to your readers.

2. The content needs to use your keywords naturally.

To elaborate, you need to understand that search engines have gotten smarter over time. Do
you remember seeing a site that had a list of keywords “stu-ed” into the bottom of a web
page? At one time, just having keywords on a site would help pull that site as a result when
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on search engines, you need to create content that uses keywords naturally - in language
and in contexts where people would normally use them.

Some ways you can incorporate keyword rich, natural content on your website include:

•Writing articles that give the reader information about your products or services • Creating
a FAQ page that includes the keywords on your site in different ways that people might
search for them • Creating and ordering a free informational product, such as an e-book or
white paper that uses all of your keywords • Writing a company newsletter or E-zine
(electronic magazine) that includes relevant, keyword rich content • Creating a blog where
you use and discuss keywords and related topics and continually refresh or update the
content

•Writing product descriptions or summaries that use the keywords • Allowing visitors to
the site to write their own summaries or comments, assuming that they will also use the
keywords somewhat

Some of these options have additional benefits that we will discuss in more detail, but know
that adding quality content to your site is a powerful way to draw search engine results.

1.5 Video Advertising

After Google, YouTube is the world‘s second largest search engine. This shows the
growing importance of video. Some of the reasons among many attributed towards the
growth of videos are time poor consumers, increasing affordability of broadband, growing
youth population in India, technological developments for faster access to internet at all
times like the tablets, PDA, smartphones. As video becomes a mainstream
communication medium, marketers are surrounded by many questions including the
content that would generate the best impact on video, the role of branded content on
video and its effect on people, the length of advertising on the internet and its effects on
brand recall and the like.

Specific Media in the UK developed a new insight engine called Specific Media VITAMIN-
Video Testing and Measurement Insights. In a simulated online environment, they test the
effectiveness of advertising and also the format metrics are tested. Any number of
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content and creative combinations can be tested amongst key consumer segments.

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Specific Media conducted tests among key demographics of target customers to test the
above mentioned metrics for different combinations of advertising. There are three key
findings.

Firstly, Video length has no effect on advertising effectiveness. Long form is not more
effective than short form. In fact, they found that short form of advertising actually
increased the brand favorability more as compared to long formats of advertising.

Secondly, use of original branded content resulted in twice the unaided brand recall
compared with the rest of formats in which the branded content was not used.

Thirdly, the content should be designed to make the viewers enjoy. If the enjoyment is
there in the video, it develops positive brand favorability. On the other hand, if the content
and format is not enjoyable, then the brand liking decreases and also it creates a negative
halo effect on all advertisements of the same brand. The video content matters a lot. If the
marketer makes the video content that is engaging, enjoyable and interesting for the
viewers, then the probability of them sharing the video increases manifold. The sharing of
a video has an immediate effect on the entire purchase funnel. The key findings of the
white paper social video advertising platform Unruly Media are manifold. The study
surveyed online video viewers aged 18 to 34 years across four social video campaigns
from Guinness, Coca Cola, Unilever‘s Cornetto and Energizer batteries to measure the
impact of peer recommendations.

 Video enjoyment increases the purchase intent by 97% and brand association by
139%. If a video is shared or recommended, then the enjoy ability of the shared video
increased by 14%. Further the shared video reduced the number of people who did not
enjoy the video by 41%.

 Shared content plays more vital role in forming opinions about brands and forming
brand associations. The shared content had more brand connects by 7% compared with
the videos seen through browsing.

 Recommendations caused a greater brand recall. The difference in brand recall of the
video ads seen through browsing and those shared was found to be 7% with the latter
being higher. Thus the recommendations make consumers more receptive to brand
messages and increase the associations. Also, they increase the point of sale brand
recall.

 Social videos have an effect on all parts of the purchase funnel in real time situations. It
was found that 49% of social video viewers purchased the advertised product within three
days of the view. 38% of viewers spoke to someone in person about the video, showing a
social video view to stimulate real life conversation. 9% of users searched for the brand
and, 4% of users searched for products of that type.

In summary, the power of online videos lies in the share ability, recommend ability of the
content. There are two important components of a viral video. They are Interesting video
content and embedded brand information (Carlin 2007; Heinz et al. 2011).After viewing a
viral video, people engage in two interdependent activities. Those are video sharing and
embedded brand information processing. It has been found that sharing of a video not
only depends on attitude towards the viral video as seen above but also the attitude
formed towards the brand. Interesting content enhances the possibility of video sharing
or

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the formation of sharing intention. And embedding brand related information in the video
affects the marketing effectiveness of the viral video like the formation of brand attitudes.
Attitude toward the Viral Video advertisement plays a critical role in forming intention of
video sharing and formation of brand attitudes. When exposed to a VV advertisement,
people will form a positive or negative attitude toward it, and then generate an intention to
share or not share the video with others that is their sharing intention SI. At the same time,
VV advertising contains brand information, and its working is same as that of traditional
advertising. It has been found that even purchase intentions can be affected by means of
positive attitude towards viral videos.

Marketing Managers need to be concerned not only about consumers purchase intention,
but also about their sharing intention as a result of the interactive advertising environment.
Also, there are important managerial implications for the conceptualization, production
and distribution of video advertisements. For example, when managers take audience's
sharing intention into consideration, for production they will incorporate content that can
increase consumers' sharing intention, and for distribution they will typically take
advantage of not only traditional mass media but more importantly social media for better
communication and advertising effects.

Attitude towards the Viral video not only directly impacts Sharing Intention in the context
of VV advertising viewing, but also impacts Attitude towards the brand and Purchase
Intent PI via peripheral persuasion and the affect transfer process. Affect transfer is the
process by which emotional components related to a brand or a theme of a message get
applied to all the things that relate to the liked brand or theme of message. For example, if
one likes Unilever, then the viewer is most likely to share the video ad of Dove which
shows the symbol of Unilever towards the end of the advertisement. Similarly, if one
strongly feels about the cruelty done to animals, then irrespective of the brand, the same
theme of message is likely to be shared by the viewer.

The peripheral route to persuasion occurs when the listener decides whether to agree
with the message based on other cues besides the strength of the arguments or ideas in
the message. For example, a listener may decide to agree with a message because the
source appears to be an expert, or is attractive. The peripheral route also occurs when a
listener is persuaded because he or she notices that a message has many arguments --
but lacks the ability or motivation to think about them individually). There are about a
series of trade-offs when a company delivers a VV advertisement

 First, ―provocative‖ content may trigger higher SI, but it may also carry negative
content that decreases PI. Therefore, a company taking advantage of VV advertising
should consider how provocative the content should be.

 Second, certain socially inappropriate or unethical content may lead to higher SI

(e.g., violence). In this context, managers must make a conscientious decision
weighing the potential benefits of better reaching the audience versus the potential
costs involved in distributing socially inappropriate or unethical content.

 Third, the content that consumers are willing to share does not always go along with
what a brand stands for. For instance, sometimes consumers are more interested in
sharing content depicting humour or violence, but content of this nature does not match
a brand image that evokes steadiness or dependability. In that case, managers must find
a

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Balance between their brand image and the need to better reach potential consumers with
content desirable for the target audience.

 Fourth, there may be a gap between consumers' higher SI and their PI, and managers
need to strike a balance between those two elements. It has been found that while a
viewer tends to be more willing to forward a VV advertising when the video strikes a
chord in him or her, how the advertised brand is presented at the conclusion of the video
would change viewer's attitudes toward the brand. This in turn might strengthen or
weaken his/her intention to share the video with friends. Therefore it is important for the
marketing manager to test the video in pre-launch phase and focus on the appearance of
the brand towards the end of the advertisement.

Further the importance of video advertising will be discussed through means of several
successful case studies.
1 Heineken turns ‘likes’ into balloon: and gets thousands of fans in a day On Jan 11
2012, Going beyond the usual ―like us and we will give you a discount‖ tactic of many
brands, Heineken offered to inflate one green balloon in its office for every new like it got
on its Facebook Brazilian fan page. This simple tactic helped the brand gaining more than
thousands of fans in one day. The campaign was called ―one like for one balloon‖.
Heineken also personalized the campaign by reading out the names of the some of the
users who liked the fan page on YouTube.

2-Pepsico India strategy to amplify the effect of TV ads through online videos:

Around the cricket world cup 2011, Pepsico India created a Facebook Reach Block. This
featured Premium Video ads for a period of 24 hours. The first ad featured a video plus
poll engagement format that incorporated a TV commercial, the second was a premium
video like ad that encouraged people to watch another Pepsi TV spot, the third drove
people to ‗The Biggest Wave application on Pepsi‘s microsite, where users could create
an avatar of themselves, the avatar could also share with their friends. The brand
achieved high engagement with 53,000 people responding to its poll in the 24 hour
period. The Reach block ads were viewed more than 19 million times, 145 % more than
the estimates. During the campaign nearly 16,000 people connected to the Facebook
page.
The page now has more than 1 million fans.

3 -Dove New Product: Increasing the consumer Base Dove wanted to expand its
consumer base to include younger and more vibrant woman, and they wanted to do it
with the new product: Dove Go Fresh. The strategy followed was using online medium.
They gave chance to every girl to become a celebrity by sharing the shower experience
online and thereby reinforcing Dove‘s Go Fresh positioning as a fun and energetic shower
experience. The shower remixed microsite allowed users to customize their shower
experience, selecting different fixtures, floor designs, shelves and window scenes. As girls
remixed their shower, the musical theme also changed. The Showered, online singing
contest, culminated in a live talent show. The results were amazing for the company.
Showered video and blog entries were picked up in several blogs generating a readership
of 18,000. Dove Bar annual penetration went up from 13.7% to 18.4%. Dove Body wash
loyalty went up from 24% to 27.6%. Winner of the Best Creative Campaign ICON Award
(Haves Digital awards)

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4-Get the Label: Retargeting Video Advertising Getthelabel.com is a division of Top-
grade Sportswear Limited, which is a subsidiary of JD Sports Fashion plc. Get The Label
offers discounted branded fashion wear, sports-wear, and footwear for all the family. In
order to ensure that a succinct brand message was conveyed on and offline the TV
commercial got edited to suit video format. Retargeted video advertising was shown to
drive sales from users who were already interested in the advertisers offering but needed
a reminder to convert. Brain ads were used for retargeting video advertising as a unique
creative display format known for driving brand awareness online. The inventory could be
purchased on a CPC model. The 30 second video showed the user the web address and
informed them that get the label offered up to 70% off the RRP price. At the end of the
video, users were shown an offer of a man‘s polo shirt which was deeply linked to that
item on the website. Next to this particular offer the web address was clearly shown
encouraging traffic to visit the website. The result of this was that 50% of videos viewed
were viewed all the way to the end. Click through Rates reached up to 1.7%, more than
double 0.06% industry average. After clicking through, 6.25% of users went on to buy a
product from the site.

4 Kellogg's: Special K – Map My Fitness web application: Kellogg‘s wanted to lift their
marketing message into the lifestyle space and align themselves deeply with the values
and experiences of their target consumers. They stepped above simple advertising
campaigns to create a fitness platform they could own and a marketing initiative that
would be integrated across many channels. There were several key objectives of this
marketing programme and the website at the heart of the campaign. They relied on- Build
engagement and cut-through, achieving consumer connections on the customer‘s own
terms, Create discussion and pass on messaging through peer groups, Support wider
brand marketing and brand positioning, reinforcing brand values, and Develop added
value for loyal consumers. Map My Fitness was developed as part of the wider Remember
You campaign designed to communicate Special K‘s commitment to helping women
manage their shape. The team developed a digital platform that would act as the heart of
personal sporting events and jogging. The route provided their target group with not only
the products but also the tools to get active and improve their health and wellbeing.
Message association with the brand became deeply woven into every aspect of the
activities. The team constructed collaboration with ninemsn which resulted in the creation
of a unique website about women‘s health and fitness. By partnering with an advanced
online media owner, they could harness high end web publishing toolkits and have them
bolted effortlessly into a cutting edge site. The most compelling part of the proposition
was the innovative Special K navigator which integrated a complex mapping system with
Microsoft‘s Virtual Earth technology and embedded it in the site. Participants could then
map jogging routes around the city, rank and swap favourites and view street level plans
of routes. Additional features included play lists and general health/exercise information.
Alongside the advanced content there were more traditional editorial and competition
mechanics. As part of the campaign, the agency also negotiated a cross media
advertising deal to drive traffic to the site through online activity across female orientated
content on the ninemsn network and in ACP magazines. Kellogg‘s added their own
media support by incorporating this into on- pack promotional space for Special K in the
region product in the region. This marketing activity combined the Creation of an online
community, Delivery of a sporting event, Social media and consumer discussion, Delivery
of brand messages; integrated campaigns that touch consumers in several ways typically

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demand several routes for measurement and evaluation. Each strand could be measured
in isolation to track the number of consumers, target consumers and brand adorers it
touched. Hard analytics from website reporting systems could be combined with brand
effectiveness tracking to test movements in key variables such as Brand image, Message
association and Purchase intent. The initiative created a social media platform and the
basis for long term permanent engagement with a key group of target consumers. The
related publicity and discussion delivered wider brand messaging benefits with Special K‘s
brand values.

5 Nokia Original Accessories: Nokia wanted an approach for marketing their

accessories in a unified way across all markets. Arnold KLP decided that as part of a new
identity for Gear, they should reposition accessories and persuade their audience that
they were more than simply functional items. They wanted to encourage people to believe
that Nokia accessories could enhance their mobile experience and enrich their enjoyment
of the things they loved. The resulting communication focused on the compelling idea that
whichever device and service you‘re using, wherever you are, a Nokia Original Accessory
will ‗Make a good thing even better.‘ Since this line conveys such a powerful sentiment
so well and as it also works on a global level, it is now used across all Gear
communications worldwide. The elegant style of the communication was designed to hero
the premium design of the accessories as well as communicating the emotional benefit of
the products. By using a silhouette treatment that disguised both the product in the shot
and the models ethnicity, any global sensitivities could be overcame. The design was
modular to make life easier for all markets who wanted to create effective, inspirational
advertising on any budget. The campaign covered all Gear products and in use
scenarios, from Bluetooth headsets, music speakers, car kits, Internet sticks and power
packs to business solutions. The results were tremendous. First, a fully integrated
campaign (print and OOH, retail, digital, activation, training, sell-in and conference
materials), with assets being used by countries around the world – 35 countries have
downloaded the Global materials; to date there have been over 540 assets downloaded.
Second, there were direct requests for assets from markets; Australia, China, Italy and
Poland. Third, Face-to-face workshops in India, China and UK to exploit materials to the
maximum and develop market specific promotions. Fourth, Nokia CK-200 Video received
over 11,000 hits on YouTube in one day. Fifth, product sell-in film adapted for use as TVC
in Poland.

1.6 Display Marketing

Display advertising occurs in many forms on the internet. The most prominent among
them is web banners. These banners consist of static or animated images, and interactive
media that may include audio and video elements. The main purpose of display
advertising is to create brand awareness. Therefore, for the display advertising, the most
important metric is interaction time. Higher is the interaction time, higher are the chances
of the user being actually rolling down the purchase funnel. Many websites use cookies
and use browser history data for knowing the demographics and interests of the viewer so
that more targeted advertisements can be made for the users. There are different types of
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targeting mechanisms used by web designers including behavioural, demographic,
geographic, and site based targeting.

Display marketing effect on each part of online marketing funnel

Top funnel impact: - There is a top funnel impact of display advertising. As mentioned in
the earlier sections, display advertising is the only form of advertising that forms customer
touch points across all stages of consumer decision making journey. It has been found
from research that display ads are highly useful in unaided and aided brand recall.
Therefore, for retaining the brand in the minds of consumers, display ads are the best
option. Thus it helps in creating brand awareness.
Middle funnel impact: - Once prospects become aware of the brand, they try to become
educated about the brand attributes against other available options. In this evaluation
stage, it is extremely useful for the marketer to promote educational content like white
papers, webinars to establish relationship with the customers. It has been found through
research that those prospects who had been exposed to a display ad, are more likely by
82% to download content and travel further into sales funnel.

Bottom of the funnel impact: - Targeted display advertisement helps in driving leads
and sales and generates even more powerful results when they are combined with
search advertising. Several instances show the effect of display advertising on the bottom
of the funnel. First, A targeted Bio display campaign for Super pages led to substantial
lead generation in combination with other advertising methods: During the campaign, the
company saw a 180% increase in click-through for its search marketing campaign.
Second, in a recent com Score study, Thus, display marketing can help business leaders
learn about a brand, motivate them to do further research and analysis and when they are
ready to make a purchase such display campaigns can increase the likelihood of
conversion. Further, half of all marketers participating in a 2012 B2B Magazine survey
reported that the most significant benefit of online display advertising was its capacity for
complementing the entire marketing mix, leading to a fully integrated approach.

Combine Search and Display-the new mantra of success

Advertisers use display advertising basically for branding efforts. They tend to allocate
budgets separately across search and display depending on whether they want
performance marketing that is accomplished by search advertising or they want display
advertising. But research has shown that search advertising along with display shows
better results than just using display or search. If both display and search advertising are
combined, advertisers can optimize their campaigns while increasing both their reach and
results. Display advertising generally is measured by direct responses—usually clicks
through rates. But this method misses ad‘s effectiveness and does not accurately
determine the return on a campaign spend. That‘s because nearly as many Internet users
respond to online display advertising by performing a search on a search engine (27
percent) as those who simply click on the ad itself (31 percent), according to prospect’s
study Search Engine Marketing and Online Display Advertising. This means that when
users are exposed to banner or display ads, there are significant increases in related

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brand-term searches, such as for the name of the brand, company or product. Aligning the
messaging in display and search marketing ads maximizes their impact by creating a
cohesive experience for users

1.7 Content Marketing

Message content refers to the words that are chosen to convey the message and the
features that are highlighted for the receiver. By varying the content of messages,
marketers can influence one dimension or another in receivers' mind and create an
appropriate reaction. Anderson and Jolson (1980, p. 57) emphasized that marketers
―usually present the message in a manner highly compatible in both linguistic structure
and semantic content, consistent with that commonly experienced and expected by the
intended receive.

Content is salient here. In the context of durable consumer goods, the researchers
examine how technical wording influences consumers' product and advertising judgment.
They show that technical content does not necessarily increase ad believability but that it
does increase the purchase intention of those consumers with prior product experience.

This highlights the importance of content in effective communication. Content is also

reflected in the use of appeals which fall into two general categories: soft-sell versus hard-
sell. Rational, or hard-sell, appeals exhibit content ―that provide details, facts and
figures‖ whereas emotional, or soft-sell, appeals link consumer decisions to supposed
psychographic needs.

Content has to be relevant, creative and interesting for the user to attract him towards the
website or blog or email or anywhere and subsequently push him down the marketing
funnel. This section specially holds good for B2B context.

Many websites have content but that needs to be optimized across various channels in
order to do content marketing. There are various ways in which content can be optimized.

First, Articles which are created by the company must be published in addition to adding
them to the company‘s newsletter or posting them on blog or web. Sharing articles with
industry publications and media channels helps to increase the visibility and also gets
more number of new audiences.

Secondly, Wikipedia articles should be created for the company or brand or product. This
is because Wikipedia is a trusted website and its pages rank well in SEO.

Third, successful whitepapers can be created for the users to provide deep insights into
an issue. In case of research phase of high involvement products, buyers especially B2B
ones download whitepapers to compare the features of products and also learn about the
issues in nutshell. Similarly, the company should release ebooks, case studies at relevant
intervals.

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Fourth, online seminars and webinars can be organized. Webinars are used by buyers to
research on products and vendors. The advantage of these webinars and seminars is that
the viewer registers for the same and provides his/her email id and other details. This can
be later used for direct marketing efforts by the company.

Fifth, videos must be created. It has been found through research that videos support the
content at the best and has chances of going viral. The content in articles and other forms
of text can be put in the form of a video with interesting animation, themes and info
graphics. Along with video, podcasts, online games can also be created. Online games
can be used for brand engagement. They have the advantage of addiction and also carry
the benefit of group consumption leading to more ―buzz‖ around the product or the
brand.

Last, use of user generated content increases the engagement levels and relevance of
readers. Timely updating and identifying individual contributions are the key to success.
Contests can be organized to invite a large number of entries. Favourable reviews,
ratings, testimonials, and endorsements are for SEO also and can be integrated with
other content, even when gleaned from third-party sites.

1.8 Crowd Sourcing

Crowdsourcing is one of the phases of co creation. It is one of the ways in which
marketers and product developers can engage with their customers online. It is defined as
the process by which a function previously performed by employees is now outsourced to
the undefined and large network of people who can also be customers.

There are different advantages of crowdsourcing. First is the Product development

process. During crowdsourcing, marketers constantly interact with customers and
potential end users of the product. In the process, many unmet needs, unaddressed
concerns of the users, and new ideas are uncovered. These act as useful inputs for the
development of new products for the market.

Second, it also helps in developing the Market research capabilities. In the process of
conversation with end users and customers about the product or service, useful insights
can be gained about the details and preferences of customers and that can act as a useful
and timely input for the marketing research report carried out by the company.

Third, crowdsourcing also helps in the advertising and promotion activities. For example,
some works which are time consuming for product companies like development of a
customer friendly website can be outsourced to third parties that help in reducing the
wastage of time. Similarly, with the help of direct interaction with the customers, a buzz
can be generated as mentioned above and that can help in branding purposes of the
company.

Crowdsourcing is becoming more and more popular because of two main reasons.

First is that customers' preferences are changing rapidly. Hence, marketers want to stay
connected with their customers always in order to track any changes in their needs and
desires.

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 Second reason is that there is a wide diverse talent available outside the company R&D
and the marketer wants to make use of that with the help of increasingly penetrating
technologies like Internet and Smartphones.

There has been a number of leading examples of companies who are successfully
deploying the concept of crowdsourcing. Examples include P&G which is developing 50%
of its innovation outside the organization. Another example is of Apple where the
customers are involved in developing iPhone applications. Crowdsourcing helps in
reducing the stickiness of information between the end user and the manufacturer. The
world's largest encyclopaedia, Wikipedia, is an example of a task that can only be
achieved through crowd participation. Crowdsourcing is not limited to volunteer efforts.

Crowdsourcing and co-creation

Often co-creation and crowdsourcing are used interchangeably. But they are not the same.
Co-creation is the process by which the customers are involved in the product
development. Crowdsourcing is a step in co-creation

There is one crucial difference between the two. In crowdsourcing, the global audience at
large is involved from diverse backgrounds. On the other hand, co-creation is much more
focused towards a particular group of users and target customers, long term and deep in
nature.

Therefore, it can be said that crowdsourcing is about reach whereas co-creation is about
richness. For brand building activities, co-creation is important and companies should not
stop at crowdsourcing alone.

A research was conducted on Japanese consumer goods brand to find out the profitability
and market performance of designer generated products and user generated products. It
was found that the user generated products performed better than the designer generated
products. Specifically, in the first year after introduction, sales revenues from user-generated
products were three times higher and gross margins were four times greater than those of
designer-generated products. The corresponding average margin was 619 million yen
(approximately 8 million dollars) higher, or six times greater, than the margin for designer-
generated products. Finally, user-generated products were more likely to survive the three
year observation period than designer-generated products (i.e., were still on the market three
years after introduction). Co=Creation leads to customers patronizing a product. This was
found by a research conducted by researchers. Relative to no input, soliciting advice tends to
have an intimacy effect whereby the individual feels closer to the organization. On the other
hand, soliciting expectations had the opposite effect, distancing the individual from the
organization and diminishing their likelihood of donating to or purchasing from the
organization. Stating expectations tended to make consumers focus on themselves and their
own needs, and that the organization existed merely to service their needs. This perspective
created a sense of distance between the participant and the organization, thereby reducing
subsequent purchase. The authors also found that when companies pay customers for
advice, it does not increase purchase likelihood, as it shifts the customer's relationship to
one based strictly on economic exchange.

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1.9 Social Media Marketing

Social Media refers to online communication mechanism that involves interactions between
users like creating, sharing or exchange of information on areas of interest. Companies have
realised the importance of social media and now are implementing various marketing
techniques to attract customers as social media offers a unique way of instantaneous two-
way communication, wide-reach and engaging the customers when compared to other media
like print ads or TV commercials.

According to The Social Media Report 2012 Published by Nielson social networks dominate
internet usage, 30% of mobile time and 20% of PC time spent on them: over any other
category of site usage. Facebook dominates the internet usage time, with around 17% of PC
time spent on the site. Interesting observation among them is that in 2011, while usage of
Facebook and Blogger which occupy first and second positions in social networks went down
by 4% and 3% year-on-year, usage of twitter went up by 13% and occupied third position.
While this gives us an idea on the penetration levels of various social networking sites, its
relevance to different brands is also quantified to some extent. The report says around 47%
of the overall social media users engage in ‗customer service via social media which is
termed as social care. In this about 28% use their personal Facebook account and 14% use
their twitter account. With regard to the brands, people complimenting brands form 53% of
social media users while 50% complain or express their concerns once a month. As high as
70% of them listen to others experiences with brands, at least once a month. Also 26% of
the users would not mind advertising depending on their profile info. Internet has
transformed Brick-and-mortar stores to brick-and-clicks. There has been an evolution of how
social media is used for marketing and selling purpose.

It all started with companies thinking that with the rising use of internet and social media, it is
necessary that they should also have a presence on it and that is by just having a dedicated
page for the company on Facebook, Twitter, Linkedin etc.

They used these to just give information of the company and a brief description of products.
Now there is a huge leap in the way companies look at social media in terms of sales. Right
from awareness to sale execution to after sale service can be completely handled online with
internet and social media. Following figure depicts the way relevance of sales to social
media has changed over time and it is necessary for the companies to evaluate themselves
as to in which stage are they currently and try foray to next levels

Social Media refers to online communication mechanism that involves interactions between
users like creating, sharing or exchange of information on areas of interest. Companies have
realised the importance of social media and now are implementing various marketing
techniques to attract customers as social media offers a unique way of instantaneous two-
way communication, wide-reach and engaging the customers when compared to other media
like print ads or TV commercials. Its social media strategy was to humanize a telecom brand
and make it friendly, warm and conversation so that it reaches to the Target Group and
engages the customer one-on-one relating to anything about the brand so that this
customers become loyal and serve as marketing agents in their micro- communities. For

[34]
execution of this, a dedicated Social Media team was built; Twitter, Youtube, Facebook,
Orkut accounts were opened up even before the brand launch. The website actively
encouraged visitors to sign up to the Tata DOCOMO communities, months before it became
a craze for others. The Social Media team targeted each of the Social Media platforms
differently

Twitter: All products and offers were first announced to the Twitter followers before they
were let out on any other media. They were also given prelaunch feelers before the product
was even ready for launch. Today Tata DOCOMO has 52,855 followers and the team has
solved their telecom problems, passed on their complaints/concerns to relevant people in the
company and brought about necessary changes. Facebook: Similar to Twitter, a one-on-one
communication was maintained for exchange of information, resolve problems and report
issues. The users were kept engaged through a variety of status updates including
discussions on current events, TV commercials, product service launches, jingles and
games.

Youtube: It has been a central repository for all brand videos and commercials. Tata
DOCOMO has also showcased user generated content via a platform,
create.tatadocomo.com like animation videos etc. Third party blogs and forums: It is the only
brand that created official accounts on many third party blogs and forums and gave quick
response through its official id. These strategies are mainly focused on the following key
goals:

a. Build Consumer Engagement: Consumer engagement programs

b. Address and Resolve Complaints: Dedicated Customer response mechanism

c. Crowd Sourcing: Receiving new ideas on product-service offerings

d. Build Brand advocacy: In addition to above, recognising fan of the week.

e. Micro communication: High impact due to individual messaging.

Earlier Nike has used a strategy that could be described as hero worship. Basically, Nike
used to sign an endorsement for brand ambassador with a top athlete in a sport, next Nike
created ads that focuses on the athlete using and endorsing Nike products to send out a
message similar to ―As I use this product, you should also do the same.‖ When
competition has increased and few emerging brands like Under Armour posed serious
threat, they realised that they have to use new means to reach out to its customers and
keep them loyal to the brand. Not only did they think of using new forms of marketing like
using social media, but they came up with a very innovative way of engaging the customers
to start conversation on ‗make it count‘ campaign by Nike by using the hash tag on the
website itself that can be used as reference in twitter/Facebook conversations84. This is in a
way, throwing up challenge to friends and asking them to participate along with it.

[35]
In addition to the above they clearly mentioned the next steps to be taken after throwing up
the challenge and clearly sending out their message that using Nike+ they can compare their
scores and motivate each other with healthy

Competition. So this is in turn educating customers on how to set goal and drive towards it
without losing focus on emphasizing importance of Nike in the process.

When Asian Paints decided to communicate its core message that of safe vibrant colours,
their objective was to create a campaign that was self-sustainable, true to their brand image
of Asian Paints and viral. Thus, they conceptualized an application called Tag-A-Friend-Holi.
With the application, the users can play holi with other users with a chance to win an iPod
nano and conveyed an eco-friendly message pertaining to water conservation. This
application tried to successfully link Asian Paints with safe and colourful fun while engaging
users with the brand Asian Paints at every level. This strategy that was innovative and very
different from other brands strategies, met the needs of creating curiosity, maintaining an
active buzz and engaging users in social interaction during the festive period of Holi.

5 Objectives of Internet Marketing

1) Increase Revenue:

The primary goal of any marketing strategy is ultimately to increase revenue, and Internet
marketing is no exception. Thankfully, the Internet provides plenty of opportunities for every
business to improve their bottom line.

By combining search engine optimization, or SEO, with pay-per-click ads, or PPC, your
company can improve the chances that potential customers find you online. And with
strategies like content marketing and social media marketing, you can position yourself as an
expert in your field who also cares about your clients.

2) Build a Brand:

Internet marketing objectives often include building a brand. This means not only
establishing your logo and company name in the minds of consumers, but also what your
company stands for.

Well-known brands are typically trusted more by customers, especially when paired with
positive associations. The Internet is a great tool for building that trust, because it has a wide
reach and allows you to directly connect with individuals.
[36]
Social media is particularly useful when building a brand, because it allows companies to
create and post with a more personal feel. Organizations have discovered that this kind of
brand-building can be fostered by the use of social media channels such as Facebook,
Twitter, Instagram and Pinterest. In addition to organic posts on these sites, companies can
build brand recognition by paying for advertisements and placements. This takes patience
on the part of the organizational leaders, because trust and loyalty are developed over
many months, and sometimes years.The key is to stay focused on the results.

3. Improve Local SEO:

Many small businesses, as well as companies focused on increasing sales in a specific

geographic region, focus much of their marketing efforts on improving their local SEO. This
means optimizing various elements on their sites in order to attract local customers who are
looking for the services they provide.

Although the number of searches that include both your industry and your town or city is
undoubtedly lower than those that just specify a product or business type, those searches
tend to generate much more qualified traffic. If a user is already looking for businesses where
you are, chances are high that they’ll be willing to come to your physical location.

4. Increase Qualified Traffic

Although the number of searches that include both your industry and your town or city is
undoubtedly lower than those that just specify a product or business type, those searches
tend to generate much more qualified traffic. If a user is already looking for businesses where
you are, chances are high that they’ll be willing to come to your physical location.

Although the number of searches that include both your industry and your town or city is
undoubtedly lower than those that just specify a product or business type, those searches
tend to generate much more qualified traffic. If a user is already looking for businesses where
you are, chances are high that they’ll be willing to come to your physical location.

By targeting your marketing to specific personas and aiming to attract specific, qualified
people, you can increase the ROI of your marketing efforts—as well as your bottom line.

5. Manage Online Reputation:

In an age when anyone with a computer or smartphone can post their opinions about
companies, products, and services for the whole world to see, it’s important for businesses to
maintain a solid online reputation. This means monitoring your company’s name, maintaining
social profiles, and responding to bad reviews accordingly.
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One bad review doesn’t mean that your company’s reputation is shot, but one bad reaction to
a bad review might. The way you publicly respond to customer complaints will show them
(and all other current and potential customers) how much you care about their opinions. But
as intimidating as that may sound, all it takes is a bit of respect and concern for your
customer base.

For some companies who’ve already made errors in this department, their objective is simply
to remove any negative associations with their company and show customers that they’ve
seen the errors of their ways. Though the improvements won’t happen overnight, and bad
online PR can be difficult to get rid of, the Internet is a solid tool for repairing damaged
reputations.

6. Become an influencer in your field:

Every industry has a few well-known individuals or companies that others look to as thought
leaders. They stay at the forefront of new technologies and ideas, and are often the first to
share new information.

Unfortunately, every industry only has a particular amount of room at the top. The people
who become experts and influencers are those who strategically position themselves to
give out great advice and information, often without much obvious monetary gain.

For instance, an influential company might write and share blog posts and articles on a
regular basis. Their CEO and other top employees might keep their LinkedIn and other
social profiles up to date and share them as well. The company might offer free webinars on
up- and-coming industry news. All of these efforts combined can position them as an expert
not only in the eyes of other industry professionals, but also in the eyes of potential clients.

6. Website Designing

Different ways are used to woo the customers to visit the business website, some them
include ads on Google, references on other web pages, web site details on the social media
pages etc.,. But once the customer visits the website it is the design, crispiness, informative
and attractive web sites that get more involvement and engagement of the customers which
will lead to a better brand building and sales process. Some steps99 that would come to aid
in such circumstances are:

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1. Posting relevant content in concise way: Relevant, short and to the point content is not
only attractive for the visitors but it itself has an advantage of highlighting more features
on the home page in disguise. This would make browsing effortless for the visitors and
make them aware of all the available things at one go.

2. Make the website easily readable: Instead of using too flashy things that hinders
readers from finding relevant information, putting table/ list of contents with a brief
description of company is the practice many companies are following now.

3. Using more visuals at strategic locations: Users comprehend visuals like videos
photos, graphs, charts better and they are worth hundreds of words. Placing at right
places is the key.

4. Enough spacing between different categories: When different blocks are used to
represent different sets of data, it is important to uses necessary spaces between the blocks.

5. Use of Bulleted text and Text Formatting: Using different colours and font to clearly
distinguish the headings and topics will make it user-friendly and attractive. The above
mentioned are different ways of Internet marketing that try to persuade the customers to
buy their products and the conversion rates only through internet marketing is an
ambiguous parameter to measure unless the company has only virtual presence i.e., they
market and sell goods only through internet but nothing else. Hence calculating ROI is what
many researchers are trying to measure in the case of Internet marketing.

7. Internet Marketing Ethics

With the use of internet, reaching a vast number of consumers and marketing a brand‘s
products and services to them has become easier, faster, and more effective than other
forms of communication and marketing. This has led to aggressive and intrusive form of
internet marketing too, such as pop-ups, deceiving banners, hyperlinks, location tracking,
spamming in public forums or specific interest email groups and collecting web surfers
‘browsing information.

These kinds of marketing practices have raised serious concerns over ethics of internet
marketing. Employing such forms of aggressive but unethical kinds of marketing may
sometimes result in short-term gains, but the brand loses its credibility and other long term
gains. It is recommended that brands would have to build their internet marketing strategies
based on marketing ethics in order to gain and keep consumers and differentiate themselves
from their competitors. Short-term thinking would only push them towards ever shorter
marketing campaigns and advertising plans, and put them in an unethical stance.

[39]
Brands should adopt an ethical attitude towards their customers across their marketing
model. Gauzent and Ranchhod introduced seven criteria for judging the ethicalness of
marketing practices and also explained the potential advantages of ethical marketing on the
Internet.

The seven criteria are notice, choice, access, contact, security, horizon, and
intrusiveness. Notice is sent to the consumer about what information is collected, how it
will be used; whether it will be disclosed to third parties and whether cookies are used or
not. Choice should be given to the consumer to agree with aspects of information
gathering. Access should be given to the consumer to the information gathered.

Consumers should be given a contact person or address for asking questions or registering
complaints regarding privacy. Security concerns the protection of information transfer and
subsequent storage. Horizon is the time frame in which the information will be utilized.
Consumers could be given a choice to receive marketing incentives for either a short or a
long period of time. Consumers should be able to decide on the degree of intrusiveness;
some consumers might be willing to participate in a viral marketing campaign but some
prefer an official letter of introduction as an invitation for a third party offer. Each criterion
can reflect the level of sensitivity that a brand is showing towards the consumers. This is
likely to produce consumers who feel empowered, creating competitive advantage for brand.

So as this is a new medium of communication, lot of ambiguity surrounds even the Business
on how set a standard for the practices that guide the internal and external operations of a
company and ensure that the customer is notified about such things so that customers would
be more willing to participate in the Brand building and selling processes of the Companies

Future Research:

The paper has attempted to cover all facets of internet marketing strategies that companies
are and should undertake. In order to do future research, the concept of Marketing
Automation can be covered. A kind of marketing dashboard can be developed for the
company that tracks each customer on an individual basis or segment basis. Such large data
can be supported with the latest CRM technologies available.

Then accordingly, if a particular customer is dissatisfied, diagnosis and action can be taken.
We also propose the method of Net Promoter Score to rank the loyalty of customers. Then
loyal customer base can be taken online and buzz should be spread to make more traffic
and capture more new customers. These two can be the future trend of Internet marketing in
terms of their widespread use.

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8. Internet Marketing and Porter's Five Forces Model

Porter's Five Forces is a methodology established by Harvard University Professor Michael

E. Porter for conducting a competitive analysis on any market. It is a resource-focused
methodology since it addresses industry expenses and how companies deal with them.
Porter's method is frequently used to identify the level of competition in a certain industry.
When there is a high level of competitive intensity, a red ocean emerges (i.e., when a
marketplace is swamped with a diverse range of items and services). The sea seems
crimson since there are so many sharks hunting for a limited number of clients. The much
more crimson the water, the less likely it is that your business will succeed.

Competitive Intensity is Porter's No. 1 Force.

Competitive intensity is the first of Porter's Five Forces. Competitive intensity is the sum of all
the elements that come together to form a red ocean business. These variables can affect
profitability as competitors strive for position. To establish how competitive your industry is,
start by measuring the competitive intensity of your industry using the eight factors given
below. Porter's competitive intensity variables

According to Porter, there are eight criteria that go into determining a marketplace's
relative competitiveness

1. Is there a large number of competitors if a lot of individuals are starting the same type
of business, the competition in your area may be too fierce for your company to survive.

2. Is there real progress in the industry Even if the market is slowing down, if you're in a
fast growing industry like many online enterprises these days, this could be beneficial.

3. Do you have a lot of fixed costs fixed costs, such as storage costs, give an incentive
for industry competitors to fight to stay in the game.

4. Does there appear to be a lack of differentiation when every digital agency invests in
marketing and branding, it might be difficult to distinguish between different online
enterprises. A marketing agency that promises businesses more leads is a good example.
Consider what sets your company apart from the hundreds of others in your state that
offer the same service.

5. Is capacity increased in considerable steps consider a situation in which a stadium is

attempting to predict its ideal capacity? It will need to build a multi-million dollar addition to its
existing infrastructure to add more seats. It's not like you can go to a chair factory and order
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The hotel business must add a significant amount of capacity at once. These high marginal
costs may dissuade other companies from entering the market.

6. Do corporations employ a variety of competing strategies in a specific market? When

you're up against organisations that employ a variety of competitive strategies, coming
up with a unique strategy that helps you stand out might be difficult.

7. Do you work in a high-risk field Consider a sector like solar energy or cancer research?
Businesses in these areas have a lot riding on their success for the sake of humanity as a
whole. It's critical that you strive to be the greatest so that you can be rewarded as soon
as possible. As a result, high-stakes industries are fiercely competitive.

8. is there a high barrier to exit is it difficult for enterprises to leave industry once they
have established themselves? Firms that are difficult to liquidate are more likely to stay
around longer, regardless of how well they're doing.

Ease of Entry is Porter's second force.

The ease with which a company can enter your industry is the second of Porter's Five
Forces. You must consider whether it is affordable for the typical person. There may also be
hurdles to participation in the industry, such as licencing requirements and costly licences,
which keep the less committed out. A large capital barrier to entry into a specialty could
exist. Some businesses necessitate the purchase of specific capital equipment before you
can compete in that field

The web hosting industry is an example of an internet business with low barriers to entry.
Anyone may become a host and begin receiving money with relative ease. This results in a
"red sea" situation, with a vast number of competitors.
Buyers' Bargaining Power is Porter's third force

The negotiating power of buyers, or in this case, consumers, is the third of the Five Forces.
You might be in a buyer's market or a seller's market, just like in real estate. A buyer can
bargain the price down till they obtain a great deal if there is a lot of supply and little demand.
On the other side, there may be so much demand that the seller has more negotiating
leverage to acquire a price that is more profitable. Obviously, you should avoid industries
where buyers have complete pricing power. Because of the market imbalance in these
industries, businesses must work harder to serve their clients.

The online ad serving industry is an example of buyer negotiating power in online commerce.
Advertisers are paying lower rates for display advertising, indicating that purchasers are
becoming more discerning. In this market, there is a lot of leverage.

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Threat of Substitutes is Porter's fourth force.

The threat of substitutes is the fourth of the Five Forces. This concept determines how easy
it is for a consumer to obtain what they require from a different industry. Assume you own a
concrete company. People who need their driveways repaved will have to come to you.
They could now use an inferior substance such as asphalt or a more expensive commodity
such as real stone as a substitute, but those are not precise substitutes. Let's take a look at
meals on the other end of the range. You can eat anywhere to satisfy your hunger if you're
hungry. Food is susceptible to substitution, and everyone entering the restaurant business
understands that they will have to work hard to keep customers coming back.

The issue of substitutes is something that digital enterprises must be particularly concerned
about. You have the option to You can have a wonderful idea for a digital service or software,
but what will keep people using it? You'll need to create a list of features that your
competitors' services are missing. If you're one of the first to market in your digital niche,
you'll always have inertia and brand loyalty on your side, but you'll need more to make your
digital service "sticky" to consumers, who will have plenty of options

Supplier Bargaining Power is Porter's #5 Force.

Vendor negotiating power is the fifth and final force in the Five Forces model. When your
suppliers have a lot of negotiating power, you have to compete harder for resources. Your
prices will be higher if the supply of products that your company need can be raised without
you having to look elsewhere. Labor will be the most expensive supply for most enterprises.
Supply. If you need to hire talented computer experts who are in limited supply, you'll have to
raise wages to attract the right people. Computer programmers and developers are in
particularly high demand in the internet commercial world. As a result, their incomes rise in
line with their scarcity.

Another measure of a supplier's bargaining power is the percentage of their business that
you have for them. You'll have a lot of negotiating power if you're one of their most valuable
customers. If you are a tiny customer for that supplier, though, you will lose any bargaining
leverage you have. For example, when Apple wanted faster PowerPC CPUs for its
PowerMac line of computers, they turned to Sony. Sony was able to shake off Apple's efforts
to increase the clock speeds of its G5 PowerPC CPUs, as the PlayStation dwarfed Apple's In
their supply chain, there is a demand. For both their desktop and laptop computer lines,
Apple had no choice but to transition to Intel CPUs

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also provide a comparable service? That is to say, by hiring a product team, they may be
able to enter the business and compete against you. The supplier who was previously
driving up the competitive intensity of your supply chain expenses has now dived into your
ocean.
Because they can keep their inputs for themselves rather than selling them to you wholesale,
their bargaining power with you has increased.

9) The Advantages, Phases and Mechanisms E-Marketing

The great development of digital technologies has made marketing enter the digital space
in order to communicate with target customers through virtual communication. This
development has provided the potential customer with a major role in the communication
process. Starting from this point, I will try to clarify the advantages, stages and mechanisms
of e-marketing:

Advantages of E-Marketing: e-marketing has a range of advantages that can be summarized

in the following points:

Using websites to publish marketing information at a low cost relative to the cost
of advertising in other media.
Expanding the customer base as a result of instant and permanent access. The site is open
and can be accessed whenever the customer wants, for electronic marketing allows access
to everyone at any time.

Easy access to new markets, and access to all global markets and identification of their
products without ethnic or geographical restrictions.

Greater access to experts’ assistance and advice.

Flexibility in quickly displaying product information while quickly updating information and
obtaining accurate statistics on the number of visitors to the site, time of the visits, length of
the visits, and the frequency of these visits, which help to evaluate the company and the
success of its online marketing.

In addition to these advantages, e-marketing can contribute to the promotion of the

organization on a large scale as well as to its efficiency, speed and direct interaction in the
completion of digital transactions and interactions, which contribute significantly to attracting
customers, building loyalty relationships with them, welcoming them and bringing profits at
the lowest cost and effort.

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9.1. E-Marketing Phases

Arthur D. Little’s Management Consulting Firm has proposed a model with four basic stages,
which he calls the e-marketing course. These stages are:

Preparation Phase: In it, the necessary information about prospective customers—needs,

wishes—target markets and the nature of competition is collected by various traditional or
electronic means. The most important thing at this stage is for the seller or product to study
the market in terms of determining the needs and desires of consumers to display the item
or service on demand in the domestic or external market. This helps to provide a database
of the wishes of local, prospective or actual consumers, market size and competition and in
consequence these help to achieve the organization’s goals more effectively and efficiently
than its competitors (ibid.).

Contact Phase: Here the customer is contacted to be introduced to the new products being
put on the market online. The organization will use various means of communication to
communicate with the customer while at the same time promoting its products and trying to
convince them and urge them to buy its products, and the web page in this area plays an
important role through what is known as: Website or Webpage. It also enables the consumer
to process the information carried by electronic means in the advertising and promotion
process through the AIDA model in advertising and promotion of enterprise products, which
consists of the following phases:

 Attention-Grabbing Phase: The goal is to attract customer attention using Ad

Banners and e-mail tools, tools and videos, and E-mail message.

 Data Collection Phase: At this stage, the information needed by the customer
is collected, which helps him build a special opinion on the new product.

 The Phase of Arousing Desire: It focuses on arousing the desire of the

customer based on the presentation of an impressive demonstration and in this
area multimedia technology can be used.
 The Phase of Actual Performance and Action: This phase is ultimately concerned
with making the purchasing decision after being convinced of the product that
has been introduced
 Exchange Phase: At this stage the process of acceptance and exchange between
the seller and the consumer is done. This step is considered the essence of the
electronic marketing process, during which the customer receives the item or service,
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 while the organization receives the cash return using secure payment systems that
ensure confidentiality and protection of security and credibility.

 Post Sales Phase: E-marketing does not finish with the end of the exchange, but the
customer must be maintained by communicating with him and serving him through
various means, including virtual communities, chat rooms, e-mail, frequently asked
question lists, technical support services and modernization.

It should be noted that the success of these stages requires looking at the major trends in
this area and knowing the mechanisms that can help to actually embody the ground. It is also
very significant to send meaningful messages after viewing and analyzing the data available
to the networks, as well as to measure the effectiveness of marketing practices and their
response to the organization’s strategy

9.2. E-Marketing Mechanisms

In addition to the different stages discussed, e-marketing take care of a variety of mechanism
and channels that play a crucial role in the success of the process. Of the most important
channels adopted in e-marketing are:

The Social Channels: The most famous are Facebook, Twitter, Instagram and others. The
results of the Institution’s conference dedicated to study marketing for the 2009 have shown
the following findings: 42 percent of the world’s marketing companies plan to increase their
marketing spending on social media, and that global spending will increase by 10 percent
annually. The same study added that the goal of network marketing is: to support the trade
mark Branding by 29 percent, increase activities on their websites and introduce their
products by 26 percent; meet the new generation’s desires by 18 percent; and increase
direct sales by 11 percent. It is noted that the most used social media sites being marketed
by companies are: Facebook at 65 percent, Twitter at 49 percent, YouTube at 39 percent,
Linkedin at 38 percent and Daily Shows at 31 percent

 Search Mechanisms: Through these mechanisms it is possible to target

people looking for the product.

 E-mail: It is dome by collecting subscribers in a mailing list through the private

website, thus providing the opportunity to view services and products when
available.

 Content Marketing: It is performed by providing articles and advice to

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customers,

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  Video Marketing: This process is done by preparing videos that are displayed on
special networks such as YouTube, and ads can be provided for these special videos
(https://www.ebdaonline.com/category/emarketing). These various mechanisms allow
customers to interact with business organizations, and allow organizations to open
channels of communication with customers in an interactive manner. Naturally, the
various services provided by modern technologies are imposed by the new digital
environment and have become one of the pillars of the modern era. Now survival
requires keeping up with these developments.

10. Reasons for the Spread of E-Marketing,

Advantages and Drawbacks

Perhaps the most important reasons for its spread can be summarized in the following
points:

The achievement of an online presence by obtaining an organization’s location in the

digital environment.
Access to the global market in the absence of geographical boundaries in the virtual world.
Providing new and much-changed information easily and comfortably to the consumer.
Availability of interaction between the producer and consumer and ability to get feedback
in the digital environment.

The availability of photos, videos and sounds on the website without the need for more costs
These various services have made e-marketing a necessity to keep pace with the modern
times and to keep the organization in the digital environment first and then in practical reality.

10.1 Advantages of E-Marketing

Among the advantages of e-marketing the following points are highlighted:

Distribution capacity at very low costs, as it is easy to reach all consumers through the
network provided that the consumer has access to the service in the digital environment.

The possibility of direct interview between companies and consumers, which also reduces
marketing costs.

Good time investment that increases the effectiveness of companies across the digital
environment.

Transfer of sales tasks from salesmen to the customer directly by offering order forms and
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 Collecting market survey information and following customer choices.
The possibility of communication between the different companies by opening virtual
dialogues between companies and customers about a particular product.

Promotion and the possibility of penetrating new markets and e-marketing helps the increase
of competition on the basis of specialization rather than price, which provides opportunities
for excellence

10.2. The Drawbacks of E-Marketing

Among the drawbacks of e-marketing, the following are highlighted:

Environmental factors and their direct impact on e-marketing: the constant change in the
business environment makes it difficult for customers to change the business partners and
networks they serve.

Rapid technological development: the very quick development in the technological fields
makes it difficult for customers to follow it and in consequence to understand the market.

Security and privacy policies: Network users do not trust the electronic payment mechanism.
Legal and administrative issues: They occur as a result of problems facing companies
through the legality of the electronic contract, trademark infringement, copyright, commercial
liability and loss of the right to their secrets.

11. Characteristics of E-Marketing Strategy

The e-marketing strategy has a set of characteristics that can be illustrated in the following
points:

It requires scanning or analysing the internal and external environment.

It requires a clear statement of the vision and objectives desired.
The strategy is developed through new formulation and good selection of available
strategic alternatives.

The marketing strategy should be responsive to changes in structure and market this implies
the success of the e-marketing strategy requires flexibility and scalability in accordance with
the development of the digital environment.

If the e-marketing strategy is one that combines the organization’s technological strategy with
the marketing strategy of the organization, its design process requires several considerations
including:
.
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Using current and past experiences in the creative development of new services.

Identifying the expected competitive activities between competitors and their impact on
the organization.

Analysing all information on strategies that have been successfully implemented during a
specified period of time the marketing strategy uses technological means to improve
performance and achieve goals.

12. Components of the E-Marketing Strategy

The strategy is a long-term plan, and therefore, it represents a set of objectives to be

achieved as well as the necessary possibilities. Any marketing strategy generally consists of
key components reflected in market segmentation, targeting of market parts, and positioning
within the market. In the case of e-marketing, market segmentation takes place more deeply
and information collection is easy due to the availability of communication technology. Thus,
the development of the marketing strategy is more quickly done. E-marketing and the use of
Internet technology allow sellers to follow and monitor marketing efforts in addition to the
possibility of a greater integration between marketing strategies and the overall strategy of
the enterprise and its operations.

Achieving an advantage in search engine: It is critical to successful marketing and this

requires: improving the website, i.e. the site should be classified on the front pages of the
search so that those who visit the site can see the content during the search. It should also
use phrases and keywords that generally show users the product or service required in
online search places.

E-mail marketing: Product information is sent to influence potential customers who use e-
mail. This strategy has proven to be efficient and effective in building good business
relationships with potential customers.

Online advertising: Online advertising is a high-value investment method because it includes

placing product and service ads on the organization’s website, on front-page sites for search
status, and on sites that get a large amount of interaction by Internet users.

Online News Bulletins: This process is done by spreading news to the general organized
customers to inform them about the new introductory offers available. This is done at regular
intervals of time.

Media newsrooms: This device is an important online medium and includes information
that can be circulated on social media. Importantly, these rooms do not take long for
information and news circulation

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13. Types of E-Marketing Strategies and Standards of Use

There are several strategies that can be relied upon in e-marketing management. These
strategies can be discerned in the following points:

 Target Market Strategies: Target market strategies include many of the strategies
adopted by the e-marketing department to meet the needs of consumers with similar
or parallel needs. Attaining this goal is performed by segmenting the market and
targeting sectors whose components are homogeneous in terms of delivering
different presentations through the organization’s websites and by adopting a
marketing mixture suitable for each category or sector. there are three types of
strategies:

 Market segmentation strategy: It implies that access to any consumer is done not
only at the local level but also at the international level provided that the consumer
owns a computer, which provides great ease in the activities of promotion,
advertising but also distribution. This provides the shopper with access to the
necessary information and to compare between products, sellers and payment etc.
This strategy also allows the possibility of personalized marketing, i.e. reaching out to
each consumers and trying to serve them based on their wishes and needs through
e- marketing. This strategy is primarily geared to the end consumer using modern
communication methods and technologies.

 Target marketing strategy: It is called a focus strategy based on marketing

management assessing the attractiveness of every market sector it wants to deal
with. The results of the assessment will determine which of the selected sectors will
be targeted and that can produce the greatest profitable customer value, and
maintain this value over time by establishing a profitable and long-term customer
relationship. This strategy assesses the attractiveness of each market sector,
selects one or more sectors to enter, and formulates a marketing mix offer targeting
these sectors.

 Market location strategy: It means that the organization has made offers that allow
the organization’s products to occupy a clear, distinctive and desirable position in
the minds of customers compared to the products of competing organizations. It is
performed by designing an effective and attractive site that focuses on the value of
the product, affecting the public’s mind.

 Excellence strategy: According to this strategy, the organization distinguishes

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 its points in differences in product or service presentation. Porter defines it as
creating something that is recognized in every industry as something distinct
and unique.
Achieving excellence or differentiation requires a number of costly activities such as
design, research, development, packaging, packaging, and brand. All these are
aimed at distinguishing the product from competing products in order to leave a
positive image to the customer and differentiation in e-marketing.
 Product development strategy and pricing: Product development strategy is
divided into the following types:

 A whole new industry addition strategy: The organization and its e-marketing
department introduce entirely new products to the organization or to the market
at markets where neither the organization nor the markets have ever dealt with.

 The strategy of adding production lines to products that have not been produced
before: the basis of this strategy is that the organization offers products that are not
new to the market but new to the organization, as it tries to add them to its
production lines in order to exploit and invest marketing opportunities in the Internet
environment and market requirements and needs.

 Strategies for expanding existing product lines: This strategy is carried out by
expanding production by making adjustments, adding properties, elements and
benefits to existing products, or making adjustments to the way different
organizations offer their products to customers.

 Product implicit characteristic modification strategy: This strategy redesigns and

develops existing products in terms of their characteristics, elements and benefits to
the customer, while making him aware through his visit to the organization’s
website that what is being offered is a new product and that the improvements
made to the product are clearly recognized by the customer.

 Product repositioning strategy in the market: In accordance with this strategy, the
organization redefines the position of its products in new market segments due to
the discovery of new uses of its products. This is done through interaction with
visitors through the website or via email, SMS and other methods of e-marketing.

 Pricing strategy: Choosing the appropriate pricing strategy in dealing with

customers and site visitors represents an important critical stage as it is linked to
many internal and external considerations, divided into the following types:

 Dynamic pricing strategy: It is used to counter fluctuations in different markets, can

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 allow the adjustment of product prices based on the willingness and readiness of the
customer to pay according to his financial capabilities and prevailing conditions.
 Price differentiation strategy: According to this strategy, price determination for the
product is based on the nature of the market and the difference in purchasing
power as well as the need and desire of the visitor or customer, in order to gain the
largest number of visitors and turn them into customers for example: setting prices
for students.
 Promotional pricing strategy: It aims at stimulating sales of products specified in the
offers made on the organization’s website, and takes several types: critical price
policy, special event price policy, competition price pricing policy, geographical
pricing policy.

 Distribution channel modification strategy: The Internet environment in which

business organizations operate is rapidly changing and varies from market to
market, and these environmental changes require e-distribution managers to adapt
to them through modifications to electronic distribution channels. The most important
reasons for change are: change in the digital environment, change in organization
trends, change in marketing strategy, and change in distribution channel structures
themselves, all of which require adjustment of distribution channels and strategies.

 Customer relations management strategy: The use of the Internet and websites
brought organizations closer to the CRM strategy because it changed consumer
purchasing behaviour and influenced their opinions and locations towards the
organization and its products. In addition, it contributed to the activation of this
relationship, i.e. the development of communication technologies and services
such as web service, email and SMS made the organization more interactive with
the customer.

 Features of E-marketing Strategies: The most important features of e-marketing

strategies for the customer or marketer are: presence and global choice, improved
competitive position, quality of service, product tailoring to customer size, reduced
procurement procedures with rapid response to requests, significant cost abundance,
innovative business opportunities, and renewable products and services

The various strategies that have already been talked about are used in electronic marketing
at varying degrees in line with the nature of the product and the size of the organization. This
various use ensures the fastest, highest quality and easiest way to implement them and the
best for the long term. This is so since the Internet and various social networking sites have
opened the way for everyone to market various services and goods without exception. The
success of e-marketing strategies requires the accomplishment of strategic planning of
marketing activity as it helps to diagnose potential problems. In other words, it is the basis of
marketing strategies because it helps to predict potential problems and help develop

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appropriate situation strategies while keeping pace with the analysis of strengths and
weaknesses.

14. Factors Influencing the Determination of the

Strategic Option, Skills, and Challenges

The strategic option for the organization represents a strategic decision or alternative
chosen from among the alternatives available in accordance with the organization’s
management philosophy, capabilities, and objectives to be reached. In general, there are
three factors that contribute to the determination of the strategic option:

Internal factors: These factors are related to the physical and human qualifications which
provide the requirements to ensure the implementation of marketing activities, such as the
organizational structure and the possibility of modifying it along with the use of the Internet in
marketing and identifying functions and responsibilities to ensure the implementation of e-
marketing activities, in addition to the executive culture and management style. All these
points contribute to identifying the strengths and weaknesses on which the organization’s e-
marketing strategy is built.

External factors: These factors are related to the external environment that identify
opportunities and threats associated with the organization’s work and e-marketing. The
formulation of an e-marketing strategy is highly linked to this environment in order to exploit
appropriate opportunities in different markets and adapt to potential threats.

Special factors: They are personal and administrative factors intended for strategic
managers, and represent major strategic selection factors for working towards e-marketing. It
is clear that the strategic choice requires careful studies of the internal and external
environment and the nature of the objectives to be achieved, especially in light of the
difficulties imposed by the digital environment and intense competition between institutions.

Strategic Implementation Skills for E-marketing: These skills represent the implementation of
those processes that include events or activities applying the marketing strategy. They also
entail the translation of decisions into practical action. The long-term strategic plans need a
strategic dimension in the implementation process, and successful strategic implementation
requires a flexible and adaptive view of marketing activity management. Given the specificity
of the e-marketing business and the nature of the Internet environment, its success requires
highly efficient skills for the effective implementation of electronic marketing programs. The
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Knowledge skills in everything related to information technology.

Internet technologies and the foundations of e-marketing.

Personal abilities in managing websites dedicated to e-marketing, like the ability to dialogue
and interact with customers, the ability to convince the customer as well as the ability to
manage good relationships with customers and visitors.

High skills at website design and information about the organization’s products, price
offers and sales and delivery methods and at diagnosing problems and addressing them.

Skills to follow the opinions of customers provided on the organization’s website.

Marketing performance assessment skills when problems appear and how to address them.

Skills in the implementation of the plan according to the stages of its planned
completion. Performance results assessment skills as well as strategic application of e-
marketing

These various skills can help effectively implement strategic e-marketing plans to ensure
survival and continuity.

The process of designing the marketing strategy with the use of modern communication
technologies facilitates and improves various marketing practices and we can explain this
through the opportunities they provide.

Opportunities and Challenges of E-marketing Strategies

E-marketing strategies help to achieve the efficiency of various processes and activities of
organizations while reducing their costs and improving the services provided to the customer
as a result of the optimal use of information.

They contribute to improving the strategic planning process by developing support

systems and analysing the organization’s policies, while opening up new markets that can
only be achieved through available sites.

They improve operational efficiency while reducing labour costs.

They create new business opportunities, promote innovation and generate strategic
infrastructure for modern technologies.

They obtain customers and maintain them while finding a close relationship with them
and improving quality.

They attracting new customers, improve employee loyalty, and enhance the image of the
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databases that helps to carry out research to diagnose the customers’ requests and needs
and try to achieve them in order to maintain their status. This is especially significant
because of the intense competition between organizations and diversity of services and
opportunities where only the stronger, smarter and fitter have a chance to survive.

Currently modern organizations use the strategy of e-marketing in various trades, especially
businesses, where they seek to build a picture of their products through the information and
images they publish. Marketing on Facebook pages is one method. There, for example, e-
marketing pages are either linked to global sites such as Amazon, or local e-marketing sites
such as Kaymo, or pages belonging to certain people or companies dedicated to e-marketing

Various Internet services reflect interaction between individuals, organizations and

stakeholders, who seek specific to achieve benefits by communicating through their sites
and achieving immediate interaction between different parties. Yahoo and Google search
websites also provide a database of a large number of websites that are an effective tool in
e-marketing. Perhaps one of the most important facilities provided by integrating
marketing strategy with modern technologies to communicate on marketing practices can
be summarized in the following points:

 Widespread promotion of the organization facilitates access to target segments in

a short time.

 E-marketing helps to conduct research, studies and measure the effectiveness

of promotional processes.

 Completing transactions electronically provides speed, seriousness and low prices.

 Building relationships with customers and providing messages along with the
characteristics of the public.

 Perhaps some of the most important opportunities offered by the e-marketing strategy
are:

 Flexibility of use and the ability to correct concepts about the organization.

 Access to global markets due to the lack of geographical boundaries in the

digital environment.

 Providing goods and services in accordance with the needs of customers in a way
that meets their expectations and works to satisfy their needs.

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  Providing goods and services in accordance with the needs of customers in a
way that meets their expectations and works to satisfy their needs.

 Reducing costs and use flexible pricing especially as the buyer is looking for the
best prices. The development of new forms and channels of distribution without the
need for intermediaries, with the emergence of so-called electronic knowledge
intermediaries, which are organizations that provide and facilitate the exchange
between producers and customers.

 Using interactive promotion methods with customers: organizations are deliberately

delivering their promotional messages to targeted environments through specific
sites which are expected to be distinguished by their audiences.

 Supporting and activating customer relations management as a strategic partner

in businesses.

The Challenges of E-marketing:

As much as e-marketing offers significant and diverse opportunities in the trend towards
globalization and the transition to the digital economy, it faces some challenges and
difficulties limiting its use and utilization. The most important of them can be identified as
follows:

 Regulatory challenges: Business development through e-marketing needs to bring

about fundamental changes in the infrastructure of the structure, path and
organizational philosophy of organizations. As a matter of fact, there is an urgent
need to reorganize their structures and integrate e-marketing communication
activities and events with their traditional strategies while updating their business
processes in line with renewed technological developments.

 High costs of setting up websites: The creation and design of websites require
specialized and highly efficient experts. Moreover, there is an urging need for
marketing and technical studies in order to create attractive sites capable of
charming customers and arousing their attention and attention; marketing in this
manner is able to provide additional value to the organization competitive advantage.

 Language and culture barriers: Language and culture are two important challenges
that hinder the interaction between many customers. Therefore, there is a requisite to
develop sophisticated software that will make a qualitative shift in the translation of
texts into languages understood by customers, taking into account cultural barriers,
customs, traditions and values so as not create obstacles in the use of different
commercial sites.

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 necessary to use special software to protect the confidentiality and privacy of
electronic business transactions such as cookies.

 Distrust of electronic payment methods: Online credit card payments are the
biggest challenges facing e-marketing, so there is a tendency to use software to
secure electronic payment methods and establish customer confidence.

 Cybercrime and images of electronic commercial fraud: various crimes and offences
are committed against individuals and groups in order to harm the victim’s
reputation, namely, an act that would attack material or moral funds. Among the
most important types of crimes in this area are: fraud, theft, forgery and deceit. The
answer to these crimes lies in using a software that provides information security.

 Other Challenges of E-Marketing

 Issues can emerge as a result of slow internet connections. Users would

become bored if companies create overly intricate or large websites since
checking or downloading them will take too long.

 The user has been unable to "touch" the goods prior to making an e-commerce
purchase. As a consequence, some salespeople are starting to guarantee the
product's return ability. Electronic commerce is especially mainstream, where a
legislation regulating e-commerce and guaranteeing customers a total return has
been in effect since 2000

 Another consideration is payment: many users are still hesitant to use electronic
payment options and, as a result, refrain from making online transactions

 One of the most serious drawbacks could be clients' lack of confidence as a result of
constant virtual marketing that appears to be a hoax. This is a contributing factor to
the deterioration of the situation. Companies have a positive image as well as a
good track record.

 Another disadvantage is that the cash-on-delivery method does not ensure that the
merchandise will be paid in full. This is also true for the hundreds of people who make
a habit of insulting large firms by placing an order on the web under fictitious names

 Online marketing, contrary to popular belief, is not free. There are numerous factors
that contribute to the expense of online marketing, and they are not inexpensive.
Hardware, software, website design, online content, and product distribution costs, as
well as site and server maintenance, web hosting, and the most expensive thing of
all, time, must all be factored into Internet Marketing budgets and strategies

 Whereas traditional marketing aids in increasing awareness and selling, the internet
is viewed as a platform for most clients to obtain information. There are still
numerous
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  Even still, half of the world's population lacks internet access, and there are
numerous locations where people are not even literate enough to use it. In the current
situation, this is a significant constraint of internet marketing.

 The issue of "inflation" – the issue of distracting and stale data on the internet – is
a major current and future challenge for internet marketing. There are numerous
websites that are decades old and have not been updated in a long time. There is
trust if a client depends on it and takes a decision there’s a good probability it'll get
you into trouble. This isn't an issue with traditional marketing because individuals in
the actual world update items on a regular basis. In the virtual world, however, such
a filter does not exist.

 Good old-fashioned customer service is one of the main reasons why Internet
Marketing hasn't had much of an impact on traditional marketing. The bulk of online
marketers fall short of providing optimal response programmes and customer
service. There are thousands of live websites that have no content Customer service
is still operational. However, in this virtual world, word spreads quickly, and if a
website fails to provide required customer service to even a single customer, there is
a good chance that customers will spread negative word about the company, and
news, whether true or false, travels faster in the virtual world.

 One of the key advantages of conventional marketing is that it is difficult to duplicate

a conventional marketing strategy. It takes time to accomplish so, but in the
meantime, the person who takes the initiative reaps the benefits of risk. However,
when it comes to internet marketing, there are many situations where a good
method is copied by your competitors in less than 24 hours. As a result, you are
unable to obtain the desired benefit.

Challenges Related to Developing Countries:

In addition to the general challenges aforesaid they are additional challenges encountered
by developing countries. These are:

 Technological illiteracy: there are many underdeveloped countries where

technology is used as a civilized appearance only to hide the reality of technological
illiteracy.

 The absence of serious thinking, bold action and sufficient effort on the part of
developing countries to break the technological cordon imposed on them by the
industrialized countries that exploit them in this respect. Some developed countries
export to them technological industries with imaginary sums of money

 Lack or weakness of the infrastructure necessary for this type of marketing.

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  Blurred vision for the future of e-marketing.

 Shortage of the internet use in the majority of developing countries.

 Customers’ refusal of the idea of buying online because of their sense of risk.

 Slow network and difficulty navigating websites in some developing countries

15. Case Study of Internet Marketing

1. Swiggy

 It started with an app.

 This app connected the public to various restaurants and provided them with
their choice of food at their doorstep.
 This application turned over their whole business.

 People used the application more and more and Swiggy grew more towards success.

 They used new techniques like sending them texts which would pull them
towards buying the food. These texts are “Ghar ka khana Khao “, and “Hungry?
Pamper yourself with something delicious“.
 The food delivery revenue of Swiggy grew 56% from April to March.

2. Lays

 In October 2019, Lay’s which is a potato chip-selling company started a campaign

named “Smile Deke Dekho“.
 The idea behind this was that ‘a smile can unite people from all over the world
globally’.
 They distributed 350 customized packets to the influencers.

 They promoted the brand with the help of influencers through different social
media platforms.
 This came out to be a great idea which happened to be a great success.

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  The marketing techniques they chose resulted in a good way of not only
bringing smiles to their face but also increasing their customers.
 The annual revenue of Lay’s as per research in 2021 is $500 Million and the net
profit equals $67 Million in 2020.

3. McDonald’s

 McDonald’s is basically a famous burger-selling company. It sells hamburgers, wraps,

and other different items.
 McDonald’s was the first one to introduce us to a Happy Meal and not only this, they
have a unique Joker-like statue sitting on a bench outside the outlets, people click a
picture along with it and post it on their social media accounts.
 This plays a major role in their promotion. McDonald’s always keeps its social
media account updated and keeps posting regularly and is active on all its
accounts.
 The content they post on Instagram is attractive and engaging.

4. Spotify

 Spotify is a renowned company that is known for audio streaming and

providing media services.
 It has around 433 million users who are active monthly and 188 million out of these
are paying subscribers.
 Spotify was accused by a few singers like Taylor Swift as it was

a ‘Freemium‘ application that was providing free music listening to the public.

 The only aspect of Spotify that the general people did not appreciate was the in-
between advertising that disrupted the musical flow.
 Therefore, they came up with a premium version of the application which is ad-free,
and now has millions of subscribers paying for it.

5. Cadbury

 Cadbury is a famous chocolate-selling company that started by selling chocolate

drink and now has a number of products of its brand.
 It advertises using taglines that attract customers, for example, ‘Kuch meetha
Ho Jaye‘.

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  The campaign named “Maa Kabhi retired nahi Hoti“attracted a large number of
customers.
 Cadbury has different accounts on social media for its different products and all
of them have a great number of followers and the engagement rate of all of them
is great.
 It is known to be India’s favourite chocolate and all of its products may be chocolates
or gems or toffees or bournvita, all of them are loved by children as well as adults.

6. Starbucks

 Starbucks started with a campaign named Tweet-a-coffee.

 In order to buy someone a coffee on Twitter, users could participate in this campaign
by tweeting @tweetacoffee along with their friend’s handle.
 This would grant them a $5 gift card and allow them to link their Starbucks account
to their Twitter account.
 The major strategy they worked on to target the customers was by writing the name
of the customers on their cups or glasses.
 And the customers clicked pictures of the same and posted them on their social
media accounts

7. Coca-Cola

 Coca-Cola is the leading soft drinks company. Research said that 95% of the
population knows about its logo.
 Earlier Coca Cola could only sell just a few bottles in a day but, as time flew and
its marketing strategy worked, it became a successful leading brand.
 They analyzed that their product named Coke Zero was not bought much, so
they collaborated with a famous Bollywood actress ‘Kriti Sanon’ to promote Coke
Zero.
 Also, with the help of campaigns and their engagement in social media, they
touched the heights of success.

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 16. Findings

 Internet marketing Strategies help us bring the world closer understanding various
things and criteria about the study.
 There are various outcomes of the study from which few of them are listed below:
 India currently has 214 million online users, 60 percent of whom are males and the
rest are females.
 There are 112 million mobile handlers in the world, with 70% of them being men
and 30% being women.
 The whole internet population of 176 million people uses communal media.
 -Because the client will investigate the creation after seeing an ad or becoming
thrilled, brands desire to shape a cool attendance over digital podiums.
 More touch views are being received by companies in order to reach target groups in
cost effective manner.

17. Conclusions & Recommendations

It can be said that the most imperative results of the study are:

 The application of e-marketing requires the provision of the appropriate

digital environment.
 The availability of the Internet and the proliferation of e-management have made e-
marketing a necessity of modern times.
 The success of e-marketing involves relying on careful and wisely thought-out
strategies.
 Several strategies can be used in the same organization in accordance with
the development of the organization’s internal and external environment.
 There is no better strategy than the other, but the nature of the environment and the
objectives established to make the organization resort to strategies at the expense
of the other.
 The successful choice between strategies is based on studies and analytical
research of various inputs and outputs of information as well as the accuracy and
actual ability of objectives to be operated in reality.
 The use of e-marketing strategies provides a lot of opportunities, such as achieving a
competitive advantage and a strategic position in the market.
 The success of e-marketing strategies necessitates a range of skills in the
implementation process.
 Despite the effectiveness of the e-marketing strategy, there are still many challenges
that oblige intensified efforts to address the negative effects of establishing
confidence in customers and encouraging them to access their services and
instilling a culture of digital communication.
 Perhaps the most important suggestions and recommendations that can be made
in this respect are:
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 Detecting the digital environment to learn about the various developments in

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 The need to conduct research of the digital environment before selecting
and developing e-marketing strategies.
 To benefit from the expertise of developed countries in this field.
 The need to spread electronic culture using various means of communication
to encourage electronic consumer behaviour.
 Electronic vigilance must be provided in order to overcome the risks that may be
produced in the digital environment.
 The need to take care of the mechanisms of activating the role of e-
marketing strategies.

18. Bibliography & References

 Abu Fara, A. (2004). E-Marketing. Wael Publishing and Distribution House.

 Al-Jany, H. (2009). Marketing Intelligence System. Safaa Publishing House.

 Al-Sayyed, I. M. (1985). Book of Strategic Management: Practical

Concepts. Modern Arab Office.

 Al-Somaid, M. J., & Osman, Y. R. (2012). E-Marketing (Vol. 5). Dar al-
Maseerah.

 Arafa, S. S. (2010). Marketing Information Systems. Dar al-Raya.

 Blake, J. (2015, September 13). What Is E-Marketing Collateral? Website

Designers.

 Bostanshirin, S. (2014). Online Marketing: Challenges and Opportunities.

Proceedings of Socioint14: International Conference on Social Sciences and
Humanities (pp. 8-10).

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