E-Marketing Environment in Present Scenario

Topics: Internet marketing, Marketing, Advertising Pages: 10 (3397 words) Published: December 29, 2010

*Mr. Prashant Sharma (A.P, Mgt.Deptt. DIMS, Meerut.)
*Dr.Gaurav Kaushik (HOD, Mgt.Deptt, DIMS, Meerut.)


E- marketing is popular nowadays worldwide. Through the help of Internet companies interested in selling goods and services can easily penetrate into the homes and offices of prospective buyers. Companies can measure their marketing related statistics easily and relatively inexpensively. Certain drawbacks such as information security related issues are of prime concern. Online banking is on constant rise Online advertising techniques have been dramatically affected by technological advancements in the telecommunications industry. In fact, many firms are embracing a new paradigm that is shifting the focus of online advertising from simple text ads to rich multimedia experiences Success in e-commerce requires creative website designing skills.Marketers will become more clever and integrated in marketing approach in near future Introduction Internet marketing, also referred to as i marketing, web marketing, online-marketing, or e Marketing, is the marketing of products or services over the Internet. The Internet has brought media to a global audience. The interactive nature of Internet marketing in terms of providing instant response and eliciting responses is a unique quality of the medium. Internet marketing is sometimes considered to have a broader scope because it not only refers to the Internet, e-mail, and wireless media, but it includes management of digital customer data and electronic customer relationship management (ECRM) systems. Internet marketing ties together creative and technical aspects of the Internet, including: design, development, advertising, and sales. Internet marketing also refers to the placement of media along different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, e-mail marketing, and Web 2.0 strategies. In 2008 The New York Times, working with comScore, published an initial estimate to quantify the user data collected by large Internet-based companies. Counting four types of interactions with company websites in addition to the hits from advertisements served from advertising networks, the authors found the potential for collecting data upward of 2,500 times on average per user per month.

Business models
Internet marketing is associated with several business models: •e-commerce — this is where goods are sold directly to consumers (B2C) or businesses (B2B) •Publishing — this is the sale of advertising

Lead-based websites — this is an organization that generates value by acquiring sales leads from its website •Affiliate marketing — this is process in which a product or service developed by one person is sold by other active seller for a share of profits. The owner of the product normally provides some marketing material (sales letter, affiliate link, tracking facility). •Local internet marketing - this is the process of a locally based company traditionally selling belly to belly and utilizing the Internet to find and nurture relationships, later to take those relationships offline. •Black hat marketing - this is a form of internet marketing which employs deceptive, less than truthful methods to drive web traffic to a website or affiliate marketing offer. This method sometimes includes Spam, cloaking within search engine result pages, or routing users to pages they didn't initially request. There are many other business models based on the specific needs of each person or the business that launches an Internet marketing campaign. One-to-one approach

The targeted user is typically browsing the Internet alone therefore the marketing messages can reach them personally. This approach is used in search marketing, where the advertisements are based on search engine keywords entered by the user....

References: Marketing management, (kotler and keller) by Prentice hall
Marketing management, (Ramaswamy and Namakumari) by Macmillan
Services marketing (Rajendra nargundkar) by MacGraw-Hill
The Hindustan times news paper
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