Master of Business Administration- MBA Semester 4MK0017 – e-Marketing - 4 CreditsQ1. Write a short notes on:A. Internet Advertising TechniquesMany people are confused by the different types of advertising techniques online. In today’s blog post, my aim is to classify all the techniques into 5 main types. I will also discuss the key to success in each of them.

1) Content Advertising

The first type of advertising technique is content advertising. It basically uses content to draw visitors’ attention. It is the

main type of advertising technique because the entire internet is made up of content (or information).

In content advertising, you draw traffic from 2 sources. You either get the traffic from the website where the content is

posted or from the search engine.

2) Link Advertising

This type of advertising technique typically uses a short link with some description to attract the visitors directly to your

website.

3) Viral advertising

This kind of advertising technique is similar to word of mouth advertising in the offline world. The idea is to encourage your

existing traffic to bring more traffic to your website.

Success in viral advertising depends a lot on your ability to create a buzz in your community. You need to package your

product into something that is unique and interesting so that people are interested in spreading the words for you. Viral

advertising can hardly work for a “me-too” product.

4) Incentivized advertising

The forth type of advertising technique is incentivized advertising where the traffic is rewarded to visit your website.

Success in this type of advertising depends mainly on your offer and the way you present it. Most advertisers who fail

either do not have a good offer or they fail to deliver the benefit of their offer across to the target audience.

5) Obtrusive advertising

The last type of advertising technique is obtrusive advertising where the traffic is forced to view your ad. The most typical

examples are popup and popunder advertising.

The first rule in obtrusive advertising is to avoid untargeted traffic, which happens to be quite common in this kind of

advertising. If your ad is shown to a pool of people who are not interested in your offer, you are simply barking up the

wrong tree!

B. Difference between traditional marketing and e-marketing

The differences E-marketing Traditional Marketing

Contact

Interactive ease of communication and direct customer contact received a referrer of customers in terms of requests and inquiries and complaints .. To ensure continuous interaction with them

Contact from one side

Relationship Build long-term Implementation of one deal

Display of goodsOffering goods or services you want to marketing via its website no matter the number or variety

Cannot be done in the traditional marketing if the amount of space does not permit this

Information>Provide them with information of value for goods and services directly

The limited information provided about the product or services

Cost Methods of digital marketing is less Traditional marketing methods more

The differences E-marketing Traditional Marketing

expensive and easy in implementation expensive

Target customersAccessible to the client where the target was

Difficulty in reaching the targeted customers

Band

digital marketing open field in front of everyone – no matter their experience or their potential – to market their goods without distinction between capital companies and the average person or small company Ltd.

Limited range

Promotion

Helping customers to access you out of local border to international markets is unlimited .. Thereby bypassing the territorial limits of his whereabouts which ensure a more popular for that good or service

Specified for that particular time and place

Measuring return Easy to measure the return on investment Difficult to measure return on investment

Measuring Success

Evaluate and measure the success of any advertising campaign and to identify the strengths and

Difficult to measure when the use of traditional marketing

Q2. Write short notes on : A.Targeting strategies in e-marketing

Ans : E-marketers select among the following four targeting strategies:

Mass marketing: undifferentiated targeting; when the firm offers one marketing mix for the entire market.

Multi-segment marketing; when a firm selects two or more segments and designs marketing mix strategies specifically for

each. Most firms use a multi-segment strategy.

Niche marketing; when a firm selects one segment and develops one or more marketing mixes to meet the needs of that

segment.

Micro-marketing; individualized targeting; when a firm tailors all or part of the marketing mix to a very small number of

people.

The Internet’s big promise is individualized targeting, giving individual consumers exactly what they want at the right time

and place. The Internet is ideal for gathering people with similar interests and tasks into communities.

Business communities also play a big role in B2B commerce. Most professionals subscribe to discussion groups containing

information in their field, and many Web sites promote community. In discussion groups, users feel part of the site by

posting their own information and responding to other users. For example, Amazon allows users to write their own book

reviews and read the reviews of others. These kinds of Web sites encourage users to return again and again and see what

their cyber friends are discussing and doing online.

B. Different types of positioning strategies in e-marketingAns . “Positioning is a strategy of differentiating your product from that of the competition, in the mind of the prospect. A positioning strategy may be developed from the product’s attributes, its specific uses, the type of uses,

the product class or category, or the competition. Each of these represents a different approach to developing a positioning strategy. However, all of them have the ultimate objective of developing or reinforcing an image in the minds of the audience. Following are steps of positioning strategies:

1. Positioning by Product Characteristics/Consumer Benefits

a) This is commonly used strategy and consists in associating an object with a product characteristic or customer benefit.

“Colgate is a cavity fighter.”The ability to fight cavities is a product attribute that translates into a consumer benefit.

b) Sometimes, a new product can be positioned with respect to product characteristics that competitors have

ignored. “The toothpaste with clove oil.”

c) A product can also be positioned along two or more characteristics at the time. “Double-action pepsodent fights cavities

and freshens breath.”

2. Positioning by “Price-Quality”

The price-quality issue is so important in some product category that it is a positioning strategy in itself. On

the one hand, there are certain product categories where high price is automatically associated with quality, or

where low price is often considered to be synonymous with inferior quality.

3. Positioning by Use or Approach : Associating the product with a specific use is another commonly used

positioning strategy.Sometimes, this type of positioning strategy may also be used to expand market for a particular

brand. Dettol: The liquid protection against bacteria.” Clinic All Clear: “The dandruff-control shampoo.”

4. Positioning by Product User : This is a strategy of associating the product with a particular type or class of user. One

way of doing this is through celebrity endorsements.

5. Positioning by Product Class Sometimes in order to counter the competition, some brands need to associate

themselves with a unique classic example of this is “Seven Up, the uncola”, mentioned earlier.

6. Positioning by Culture Symbol : This type of positioning strategy consist in identifying something that is very

meaningful to people, and that competitors are not using, and then associating the brand with that symbol.

Advertising is full of examples of this type of positioning strategy. A classic international example is Marlboro

cigarette’ American cowboy, which helped differentiate Marlboro from other cigarette brands, and developed the

Marlboro Man.

7. Positioning by Competitor: This type of positioning strategy consists in making consumers think that your brand is

better than, or as good as the competitors. The competition is used as the point of reference.

Q3. Discuss how to build up e-marketing strategy and its functions in brief.

Ans. E-marketing is also sometimes referred to as the online or the internet marketing. It is the promotion and advertising

of the products for the consumers to be attracted using the electronic media and mostly the internet.

E-marketing has been a benefit for the marketing world in all aspects because it has lowered down all the distribution costs

of the marketing which involves conveying of the information to the audience globally.

Through the advertising and promotion with the internet media, the response to the marketing can be instantly achieved

together with the excellent and innovative marketing opportunities.

E-marketing is more than just the creation and maintenance of a website. It involves the whole procedure involved by the

company so as to create and promote a product, by an organization which exists in reality. The strategy of the E-marketing

includes the advertising of the products using the websites with the help of search engine marketing and social media. The

marketer for the product selects the best of the e-marketing tools so as to be able to gain the interest of the global

audience.

The benefits of e-marketing lie in the easy access of the information about the products and other details for the consumer

to decide on the purchase details. Gradually e-marketing has now reached the international level and it has also proved to

be of involving very low costs as compared to the traditional media.

These 7 functions of the e-Marketing stay at the base of any e-Marketing strategy and they have a moderating character,

unlike the classic Marketing mix that comprises situational functions only. Moderating functions of e-Marketing have the

quality of moderate, operate upon all situational functions of the mix (the classic 4 P's) and upon each other.

1. Personalization

The fundamental concept of personalization as a part of the e-Marketing mix lies in the need of recognizing, identifying a

certain customer in order to establish relations (establishing relations is a fundamental objective of Marketing). It is crucial

to be able to identify our customers on individual level and gather all possible information about them, with the purpose of

knowing our market and be able to develop customized, personalized products and services.

2. Privacy

Privacy is an element of the mix very much connected to the previous one – personalization. When we gather and store

information about our customers and potential customers (therefore, when we perform the personalization part of the e-

Marketing mix) a crucial issue arises: that of the way this information will be used, and by whom. A major task to do when

implementing an e-Marketing strategy is that of creating and developing a policy upon access procedures to the collected

information.

3. Customer Service

Customer service is one of the necessary and required activities among the support functions needed in transactional

situations. We will connect the apparition of the customer service processes to the inclusion of the "time" parameter in

transactions. When switching from a situational perspective to a relational one, and e-Marketing is mostly based on a

relational perspective, the marketer saw himself somehow forced into considering support and assistance on a non-

temporal level, permanently, over time.

4. Community

We can all agree that e-Marketing is conditioned by the existence of this impressive network that the internet is. The

merely existence of such a network implies that individuals as well as groups will eventually interact. A group of entities

that interact for a common purpose is what we call a "community" and we will soon see why it is of absolute importance to

participate, to be part of a community.

5. Site

We have seen and agreed that e-Marketing interactions take place on a digital media – the internet. But such interactions

and relations also need a proper location, to be available at any moment and from any place – a digital location for digital

interactions.

Such a location is what we call a "site", which is the most widespread name for it. It is now the time to mention that the

"website" is merely a form of a "site" and should not be mistaken or seen as synonyms. The "site" can take other forms

too, such as a Palm Pilot or any other handheld device, for example.

This special location, accessible through all sort of digital technologies is moderating all other functions of the e-Marketing

– it is then a moderating function.

6. Security

The "security" function emerged as an essential function of e-Marketing once transactions began to be performed through

internet channels.

What we need to keep in mind as marketers are the following two issues on security:

A honest marketer will have to consider these possible causes of further trouble and has to co-operate with the company's

IT department in order to be able to formulate convincing (and true, honest!) messages towards the customers that their

personal details are protected from unauthorized eyes.

7. Sales Promotion

At least but not last, we have to consider sales promotions when we build an e-Marketing strategy. Sales promotions are

widely used in traditional Marketing as well, we all know this, and it is an excellent efficient strategy to achieve immediate

sales goals in terms of volume.

This function counts on the marketer's ability to think creatively: a lot of work and inspiration is required in order to find

new possibilities and new approaches for developing an efficient promotion plan.

On the other hand, the marketer needs to continuously keep up with the latest internet technologies and applications so

that he can fully exploit them.

Q4. Describe the four main functions involved in creating and managing corporate website.

Ans : Main functions involved in creating and managing corporate website :

1. Site definition and planning :This initial stage is where you define your goals and objectives for the web site and begin to

collect and analyze the information you’ll need to justify the budget and resources required. This is also the time to define

the scope of the site content, the interactive functionality and technology support required, and thedepth and breadth of

information resources that you will need to fill out the site and meet your users’ expectations.

2.Information architecture :At this stage you need to detail the content and organization of the web site. The team should

inventory all existing content, describe what new content is required, and define the organizational structure of the site.

Once a content architecture has been sketched out, you should build small prototypes of parts of the site to test what it

feels like to move around within the design. Site prototypes are useful for two reasons. First, they are the best way to test

site navigation and develop the user interface. These prototypes can be used to test the information architecture with

users. Second, creating a prototype allows the graphic designers to develop relations between how the site looks and how

the navigation interface supports the information design. The key to good prototyping is flexibility early on: the site

prototypes should not be so complex or elaborate that the team becomes too invested in one design at the expense of

exploring better alternatives.3. Site design

At this stage the project acquires its look and feel, as the page grid, page design, and overall graphic design standards are

created and approved. Now the illustrations, photography, and other graphic or audiovisual content for the site need to be

commissioned and created. Research, writing, organizing, assembling, and editing the site’s text content is also performed

at this stage. Any programming, database design and data entry, and search engine design should be well under way by

now. The goal is to produce all the content components and functional programming and have them ready for the final

production stage: the construction of the actual web site pages.4. Site construction

Only at this mature stage of the project are the bulk of the site’s web pages constructed and filled out with content. By

waiting until you have a detailed site architecture, mature content components, fully tested wireframes and prototypes,

and a polished page design specification you will minimize the content churning, redundant development efforts, and

wasted energy that inevitably result from rushing to create pages too soon. Of course, you will always learn new things

about your overall design as the prototype matures into the full-blown web site. Be prepared to refine your designs as you

and your users navigate through the growing web site and discover both weak spots and opportunities to improve

navigation or content5. Site marketing

Your web site should be an integral part of all marketing campaigns and corporate communications programs, and

the URL for your site should appear on every piece of correspondence and marketing collateral your organization generates.

If your web site is aimed primarily at local audiences you must look beyond getting listed in standard web indexes, such as

Yahoo! and Google, and publicize your URL where local residents or businesses will encounter it. Local libraries,

newspapers, and schools are often the key to publicizing a new web site within a specific locale.6. Tracking, evaluation, and maintenance

Your web server software can record an abundance of information about visitors to your site. Even the simplest site logs

track how many people (unique visitors) saw your site over a given time, how many pages were requested for viewing, and

many other variables. By analyzing the server logs for your web site you can develop quantitative data on the success of

your site. The logs will tell you which pages were the most popular and what brands and versions of web browser people

used to view your site. Server logs can also give you information on the geographic location of your site users. Detailed logs

are the key to quantifying the success of a web site. Your webmaster should archive all site logs for long-term analysis and

should be prepared to add or change the information categories being logged as your needs and interests change.

A number of popular software packages are designed to produce easily readable site traffic reports, complete with data

graphics and charts to aid in data analysis. As a service to customers, site hosting companies often offer reports from

popular site analysis programs like Google Analytics for no additional charge. Before contracting with an Internet service

provider for site hosting services, always ask about site analysis services. If your ISP (Internet service provider) or corporate

web site does not offer a good site traffic analysis package, ask whether the webmaster can give you access to a monthly

server log of your account. Basic versions of traffic analysis programs like WebTrends are inexpensive and you can run

them on a personal computer if you can gain access to the raw web server log from your ISP or corporate webmasterMaintaining the site

Backups and site archives

The site editor should be sure that the web site is regularly backed up onto a secure and reliable storage medium to ensure

that a catastrophic hardware failure in your web server does not wipe out your web site. Most web servers maintained

by IT professionals or commercial web service providers are backed up at least once a day. If you don’t know what your

backup schedule is, ask your webmaster or web hosting provider. Human error is the most common reason you may need

quick access to a backup copy of your web site. Unfortunately, it’s easy to overwrite an old file (or a whole directory of

files) accidentally over a newer version on the web server, to delete something important in error, or to wipe out someone

else’s work by mistake when updating a web site. A recent backup (ideally no more than twenty-four hours old) can often

be a lifesaver.

Q 5. Define E-marketing and its principles

Ans: e-marketing :Very simply put, e-Marketing or electronic marketing refers to the application of marketing principles andtechniques via electronic media and more specifically the Internet. The terms e-Marketing, Internetmarketing and online marketing, are

frequently interchanged, and can often be considered synonymous. e-Marketing is the process of marketing a brand using the Internet.

Principles of e-marketing : 1. E-mail marketing should involve critical thinking before you write. Before writing, note down your main points or the main purpose of your e-mail. Make a decision as to what is most important and lead with that, include that point in your first paragraph if possible.When doing e-mail marketing it is crucial that you do not leave any important information behind (second page). A lot of readers hate to scroll and may not get past the first screen so leaving any information for the second screen is not good when it comes to e-mail marketing.2. When doing e-mail marketing keep the preview pane in mind. In a recent study done by Marketing Sherpa states that 70 percent of e-mail marketing recipients that have the capability to read e-mail through a preview pane do.This means that subscribers may only see a portion of your e-mail marketing material before deciding to open it and look at it in its entirety. Make sure your business / company logo, as well as some inviting information about the e-mail contents can be seen in the preview pane.3. E-mail marketing requires an informative subject line. Anticipate your main message by writing a subject line that announces what you are writing (request, announcement, etc.) and what about.Readers use the subject line to perform e-mail triage. A good subject line announces whether the message you are sending is relevant or urgent. A vague subject line invites the reader to ignore or delete the message.4. In e-mail marketing it is important that you state your point clearly and quickly. When it comes to e-mail marketing, get to the point quickly. The reality is that most people scan.Your e-mail marketing material only has a few seconds to capture your reader’s attention. If it takes much longer than that for them to engage, you may lose them. With every moment, a prospect is determining if he or she will keep reading or abandon your e-mail. Make the most out of the few seconds that you have and make your e-mail marketing worth your while.5. In e-mail marketing picking the right photo for your message is important. Many e-mail marketing campaigns have failed simply because the photos that they use is not coherent with the e-mail message. Including images in an e-mail campaign can make it more attractive and help you communicate your message. If there is too much going on in your photo or if it is of poor quality, it can distract the reader and reflect poorly on your business.6. Your e-mail marketing material should tell your prospects what action to take. Do not leave the person who reads wondering why you sent the e-mail and what you want. Get across the desired action clearly, boldly and early in the message. The goal of your e-mail is to get your readers to take some kind of action. You want them to visit your website, buy now, get more information, etc.7. One important rule of e-mail marketing is making sure that it is simple. In e-mail marketing, less is more. E-mails that are uncluttered visually and have a clear message receive a higher response rate.

Q6. Write short notes on :

A. Features of e-marketingAns. Features of e-marketing :Strategy:Knowledge of your overall goals begets a roadmap to define your ways to achieve them.Content Driven:The saying “Content is king” is common and an incredibly important cog in the process of online marketing. Content is the most vital aspect of your communication. You have to say things that ouwould make people want to share via social media, email or even word-of-mouth.Search Engine Friendly:Whatever you put up online, needs to be Search Engine friendly. Using keywordsin your content and on-site and off-site SEO are important but most definitely need to be implementedwithin the boundaries of legitimate, acceptable practices.Be adaptable to user behaviour:You should be willing to adapt and alter your online marketing campaignand communication based on trends across the internet.Be adaptable to technology trends:Incorporation of W3 methodologies, making your site HTML5 friendly(and as a result, having a Smartphone and Tablet friendly UI), allowing Social Sharing and (if your site requires for a user to register) signing in via an OpenID makes your site more acceptable and usable.Accountability: As someone spearheading a marketing campaign, it's important to be accountable. There is no point having a site that doesn't get traffic. Just as success should be taken as a case study to duplicate, failure should be analysed to understand what went wrong.

B. Benefits of e-marketing

Ans. Benefits of email marketing

Email marketing is utilised by thousands of businesses of all sizes across the globe. Those who are unfamiliar with this

method of advertising may not immediately understand why it is so popular amongst companies in a variety of industries -

but here are ten reasons why email marketing is seen by many as vital marketing tool...

Low-cost

One of the most obvious benefits of email marketing is its lower cost compared to mainstream marketing channels. There

are no print or postage costs and no fees paid in exchange for exposure on a certain billboard, magazine or television

channel. Email marketers might consider investing in specialist software to automate, track and evaluate their emails.

Granted, there may be a small overhead for sending thousands of emails at a time, but these costs are far lower than what

you would expect to pay using other marketing channels.

Target fans of your brand

Email marketing is one of the only channels that consumers ask to receive. The majority of businesses utilising the platform

only send messages to those who have signed up to receive them. This can allow for much higher conversion rates as a

business is only targeting those who already have an interest in their brand. It is, of course, possible to send unsolicited

email marketing messages, but this is only likely to annoy consumers and result in a damaged brand image.

Segmentation

Most marketing professionals would happily pay to ensure they were only spending money targeting those who were

interested in their brand. Email marketers can go one step further though, by only sending emails to subscribers who meet

certain criteria.

If a franchise only has an offer on in certain areas of the country, it can easily arranged for emails to be sent only to those

living in certain areas. If there is a sale on sports goods, it can be arranged for only those who have shown an interest in

sports to receive an email.

Email list segmentation works fantastically for brands who gain information about their subscribers. Studies have shown

that marketers who use this tactic often boast improved engagement rates as a result.

Calls to action

Email marketing is great for taking advantage of impulse buying. There aren't many other marketing platforms which allow

customers to go from witnessing an offer to purchasing an item within two clicks of a button. With a tempting call to action

and a link straight to the checkout, email newsletters can drive sales like no other channel.

Easy to create

Email marketing doesn't necessarily require a huge team or reams of technical nous in order to be successful. It's certainly

possible to jazz up an email campaign with fancy templates, videos, images and logos. Yet, some of the most successful

campaigns utilise simple plain text emails, suggesting that it's the content of an email that is the most important thing.

Easy to track

Another key benefit of email marketing is that it's easy to see where you're going wrong. Most email marketing software

will allow you to track open, click-through and conversion rates, making it simple to spot how a campaign can be improved.

These changes can be made almost immediately too, whereas print or broadcast advertising requires quite a bit of effort to

alter.

Easy to share

Subscribers can forward brilliant deals and offers to their friends at the click of a button. There aren't many other types of

marketing that can be shared as easily as this. Before you know it, subscribers could become brand evangelists; focused on

introducing your business to a new market.

Global

What other marketing platform lets you instantly send a message to thousands of people across the world? Sure, social

media can help you spread the word amongst a global audience - but there's no telling

Return on investment

In the business world, results are arguably all that matters. With this in mind, the main reason that most businesses invest

in email marketing is the fantastic return on investment. In 2011, the Direct Marketing Association estimated that email

marketing typically returns £40 for every £1 invested. A number of sources have suggested that this is better than any

other platform.