study the main objective of e- marketing ,research , analysis of the obtained data and concluding the pros
and cons of E MARKETING
OBJECTIVES OF THE STUDY
CHAPTERS OF OBJECTIVES
LIMITATIONS OF STUDY
REFERENCE / BIBLIOGRAPHY
Marketing plays a major
role in any business organization to promote their products. E-Marketing (Electronic Marketing) are also known as Internet Marketing,
Web Marketing, Digital Marketing, or Online Marketing. E-marketing is the
process of marketing a product or service using the Internet. E marketing not
only includes marketing on the Internet, but also includes marketing done via
e-mail and wireless media so also called as email marketing. It uses a range of technologies to
help connect businesses to their customers.
History of Digital Marketing
The term Digital Marketing was first
used in the 1990s. The digital age took off with the coming of the internet and
the development of the Web 1.0 platform. The Web 1.0 platform allowed users to
find the information they wanted, but did not allow them to share this
information over the web. In 1993, the first clickable banner went live,
after which HotWired purchased a few banner ads for their advertising. This
marked the beginning of the transition to the digital era of marketing. Because
of this gradual shift, the year 1994 saw new technologies enter the digital
marketplace. The very same year, Yahoo was launched.1996 saw the launch of a couple more search engines and tools like HotBot,
LookSmart, and Alexa.1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought
to the market Yahoo web search. Two years later, the internet bubble burst and
all the smaller search engines were either left behind or wiped out leaving
more space for the giants in the business. The digital marketing world saw its
first steep surge in 2006, when search engine traffic was reported to have
grown to about 6.4 billion in a single month. Not one to get left behind,
Microsoft put MSN on the backburner, and launched Live Search to compete with
Google and Yahoo.
To study the types of digital marketing
To study the opportunities
To understand the pros and cons of Digital Marketing
1-Types of Digital Marketing
• The consumer actively
seeks the marketing content,often via web searches or opening an email.
•Websites and blogs are examples of pull
• Users have to navigate to the website to
view the content.
Search engine optimization is one tactic used to increase activity.
Push Digital Marketing
marketer sends a message without the consent of the recipients, such as display
advertising on websites and news blogs.
• Email and text messaging can also be classed
as push digital marketing when the recipient has not given permission to
receive the marketing message.
• Push marketing is also known as spam.
• Push technologies can deliver content as it
becomes available and can be better targeted to consumer demographics, although
audiences are often smaller, and creation and distribution costs are higher.
2 – Opportunities
• Lower cost of sales
• Easily attracts new
customers through very targeted and measurable marketing efforts
• Global reach is
• Segmentation and
reaching Target Audience is easy and effective
Cost of Marketing
• Digital Marketing basically requires an
attractive and user friendly website
• Provides lowest cost of sales
• Enables easy reach to very large audience
• Low cost of acquisition per customer
Image and Exposure
• Improving business’s visibility to a very
targeted audience for long term relationship
• Build a community around your business to
improve its brand value
• Help enhance offerings and delivered value
• Various marketing
• Advantages of each
• Return on Investment
for various approaches
• Focusing in the right
3 Pros and Cons
Pros of Digital Marketing
1. Very low cost.
2. Access a massive audience.
3. Caters to multiple demographics
4. It is Super fast.
5. Digital marketing reaches decision-makers.
6. Digital marketing creates 2 way brand
7. Opportunity to expand your customer
8. If done right – Higher levels of brand
Cons of Digital Marketing
1. Time consuming.
2. Know how to handle negative public
reactions because they will come fast at you.
3. Takes control out of your hands.
4. Difficult to determine your ROI.
Only 1 in 3 digital marketers report that they can reliably measure the results
they receive from their digital marketing efforts. Another 1 in 3 digital
marketers say that they don’t know if they are measuring their metrics or Key
Performance Indicators correctly.
5. Campaigns are very easy to copy.
6. Can get lost in the online white noise that
7. Judges you on first impressions.
methodology is designed to drive company’s online success.
•We start by
understanding what winning means to your business and where your current
approach is customized to bring together the power of Search Engine
Optimization (SEO), Pay Per Click (PPC) advertising, and Social Media Marketing
(SMM) to create remarkable, results-driven marketing programs.