Atul Sharma International Marketing

8/2/2019 Atul Sharma International Marketing

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E-Marketing GlobalE-Marketing

Prepared By- Akhil Bhardwaj&

Atul Sharma
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E-Marketing Overview of Marketing

Marketing

Marketing is an organizational functio n and a set of processes for creating, communicatin g, and deliveringvalue to customers and for managing customerrelationships in ways that benefit the organization and itsstakeholders
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E-Marketing E-Marketing

E-Marketing Definition

Internet marketing, also referred to as online marketingor E-Marketing (or e-Marketing), is the marketing of products or services over the Interne t.

The Internet has brought many unique benefits to

marketing including low costs in dis tributing informationand media to a global audience. The interactive nature of Internet marketing, both in terms of instant response andin eliciting response, are unique qualities of the medium.
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E-Marketing Role of Internet in Marketing

The web has the potential to

Projecting an ImageCustomer ServiceChannel RelationsPurchase and Inventory ManagementInformation gathering and sharingData base developmentMass CustomizationAdvertising and Sales PromotionSellingMulti Channel Marketing
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E-Marketing E-Marketing in Perspective

Acquisition> Continuously attract quality new prospects to your site at the right time

Engagement> Engage the visitor, make them more receptive and promote a response

Conversion> Convert online prospects into customers

Retention> Engender customer loyalty and extend their lif etime value to your business
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E-Marketing The benefits of E-Marketing

Following are the few benefits of E-Marketing

CommunicabilityFocus/tailored approachInformationTimelinessCost efficienciesDynamism/flexibilityGlobal possibilitiesMultimedia capabilitiesInteractivitySales


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E-Marketing Components of E-Marketing

Following are the Components of E-Marketing

Customers (Buyers)

Sellers and Products

Infrastructure

Intermediaries

Other business partners

Support services

Digital products


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E-Marketing E-Marketing Mix

In the context of the customer oriented Int ernet marketing or e-marketing

ProductPricePlacementPromotion

__________________________________ _________________________

Others

PeopleProcessPhysical Evidence
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E-Marketing

Internet marketing is broadly divided in to the following types:

Display Advertising : The use of web ba nners or banner ads placed

on a third-party website to drive traffic to a company's ownwebsite and increase product awarenes s.

Search Engine Marketing (SEM): A form of marketing that seeksto promote websites by increasing thei r visibility in searchengine result pages (SERPs) through th e use of either paid

placement, contextual advertising, and paid inclusion, or throughthe use of free search engine optimization techniques.

Search Engine Optimization (SEO): The process of improving thevisibility of a website or a web page in search engines via the"natural" or un-paid ("organic" or "algorithmic") search results.

Types of E-Markets
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E-Marketing

Social Media Marketing : The process of gaining traffic or attentionthrough social media sites.

Email Marketing : Involves directly mar keting a commercialmessage to a group of people using ele ctronic mail.

Referral Marketing : A method of promo ting products or s e rvices tonew customers through referrals, usual ly word of mouth.

Affiliate Marketing : A marketing practic e in which a businessrewards one or more affiliates for each visitor or customerbrought about by the affiliate's own ma rketing efforts.

Content Marketing : Involves creating a nd freely sharinginformative content as a means of converting prospects intocustomers and customers into repeat buyers.

Types of E-Markets
http://en.wikipedia.org/wiki/Social_Media_Marketinghttp://en.wikipedia.org/wiki/Email_Marketinghttp://en.wikipedia.org/wiki/Email_Marketinghttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://en.wikipedia.org/wiki/Referral_marketinghttp://en.wikipedia.org/wiki/Referral_marketinghttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://en.wikipedia.org/wiki/Affiliate_Marketinghttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://en.wikipedia.org/wiki/Affiliate_Marketinghttp://en.wikipedia.org/wiki/Affiliate_Marketinghttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://en.wikipedia.org/wiki/Inbound_Marketinghttp://en.wikipedia.org/wiki/Inbound_Marketinghttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://en.wikipedia.org/wiki/Inbound_Marketinghttp://en.wikipedia.org/wiki/Inbound_Marketinghttp://en.wikipedia.org/wiki/Inbound_Marketinghttp://en.wikipedia.org/wiki/Affiliate_Marketinghttp://en.wikipedia.org/wiki/Affiliate_Marketinghttp://en.wikipedia.org/wiki/Affiliate_Marketinghttp://en.wikipedia.org/wiki/Referral_marketinghttp://en.wikipedia.org/wiki/Referral_marketinghttp://en.wikipedia.org/wiki/Referral_marketinghttp://en.wikipedia.org/wiki/Email_Marketinghttp://en.wikipedia.org/wiki/Email_Marketinghttp://en.wikipedia.org/wiki/Email_Marketinghttp://en.wikipedia.org/wiki/Social_Media_Marketinghttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DG


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E-Marketing E-Market Techniques

Some of the well know techniques are

Market Segmentation

Internet Advertising

Register with web directory services

Solicited, targeted email (or Internet Di rect Marketing)
http://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DG


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E-Marketing Email Marketing: Benefits

> Low Cost (approximately 1/10 th of Di rect Mail)

> Speed of delivery and response

> Personalised communications

Branding; Customer Retention; Cross S elling; Up Selling;

> Customer Acquisition


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E-Marketing Search Engines: Interesting Facts

> 85% of all searches undertaken online are do ne via search engines*

> 75% of users never look further than page o ne*> Google uses over 100 different criteria to ran k your site

> Over 6 million web pages uploaded each day *

> 55% of users use search engines with the int ention of buying a product*

> Indexing takes between 2wks and 6mths dep ending on the search engine

> Only 30% of sites submitted are successful i n being indexed

*Source: Georgia Institute of Technology
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E-Marketing Overview of Global E-Marketing Issues

Internet use varies greatly from country to country.

Country size and population have little b earing on Internet use:Singapore = 2.1 million Internet users ( 30% of all Singaporeans).

As Internet access and use accelerates around the world, so, too,will e-marketing opp ortunities.

Where will the greatest challenges lie ?

In countries with emerging economies countries such as Russia,India, Nepal, the Czech Republic, and Ch ina, which present different& difficult decisions for e-marketers.
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E-Marketing

WORLD INTERNET USAGE AND POPULATION STATISTICSDecember 31, 2011

World Regions Population( 2011 Est.)

InternetUsers

Dec. 31,2000

Internet UsersLatest Data

Penetration(%

Population)

Growth2000-2011

Users %of Table

Africa 1,037,524,058 4,514,400 139,875,242 13.5 % 2,988.4 % 6.2 %

Asia 3,879,740,877 114,304,000 1,016,7 99,076 26.2 % 789.6 % 44.8 %

Europe 816,426,346 105,096,093 500,7 23,686 61.3 % 376.4 % 22.1 %

Middle East 216,258,843 3,284,800 77,0 20,995 35.6 % 2,244.8 % 3.4 %

North America 347,394,870 108,096,800 273,0 67,546 78.6 % 152.6 % 12.0 %

Latin America / Carib. 597,283,165 18,068,919 235,8 19,740 39.5 % 1,205.1 % 10.4 %

Oceania / Australia 35,426,995 7,620,480 23,9 27,457 67.5 % 214.0 % 1.1 %

WORLD TOTAL 6,930,055,154 360,985,492 2,267,2 33,742 32.7 % 528.1 % 100.0 % OTES: (1) Internet Usage and World Population Statistics are for December 31, 2011. (2) CLICK on each world region name for de tailed regional usage information. (3) Demographic (Population) numbers are based on

data from the US Census Bureau and local census agencies. (4) Internet usage information comes from data published by Nielsen Online , by the International Telecommunications Union , by GfK, local Regula tors andother reliable sources. (5) For definitions, disclaimers, and navigation help, please refer to the Site Surfing Guide . (6) Information in this site may be cited, giving the due credit to www.internetworldstats.com .

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/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://www.itu.int/http://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://www.gfk.com/http://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://www.internetworldstats.com/surfing.htmhttp://www.internetworldstats.com/http://www.internetworldstats.com/http://www.internetworldstats.com/surfing.htmhttp://www.gfk.com/http://www.itu.int/http://www.nielsen.com/http://www.census.gov/http://www.internetworldstats.com/list2.htmhttp://www.internetworldstats.com/stats6.htmhttp://www.internetworldstats.com/stats10.htmhttp://www.internetworldstats.com/stats14.htmhttp://www.internetworldstats.com/stats5.htmhttp://www.internetworldstats.com/stats4.htmhttp://www.internetworldstats.com/stats3.htmhttp://www.internetworldstats.com/stats1.htmhttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DG


18/37

E-Marketing

Countries vary in their level of econ omic development: Developed countries

All of Western Europe, North Ameri ca, Japan, Australia andNew Zealand.

Highly industrialized countries + use technology toincrease their production efficien cy, result = a high grossdomestic product (GDP) per capi ta,

High GDP = citizens have enoug h discretionary income tobuy items that will make their liv es easier, richer, andfuller,

Ideally suited for e-marketing activities.

Economies
http://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DGhttp://images.google.com.pk/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/2482727/2/istockphoto_2482727_world_globe.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/what/business/business_concepts/2482727_world_globe.php%3Fid%3D2482727&h=380&w=380&sz=52&hl=en&start=7&tbnid=Na7RgFC7tycAsM:&tbnh=123&tbnw=123&prev=/images%3Fq%3DGlobe%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DG


19/37

E-Marketing

Emerging economies

Those with low levels of gros s domestic product(GDP) per capita that are exper iencing rapid growth:

In North America, Mexico, Ce ntral and SouthAmerican countries,

In Europe, former Baltic Stat es + Eastern Europe, Russia, Belarus, and the Ukr aine, Africa, Central Asia, South As ia and Southeast Asia.

Emerging Economies
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E-Marketing

To improve its level of economic development, a country can:

Increase efficiencies in the production , distribution, and sale of

goods and services. For emerging economies, technology plays an especially

important role.

The application of information technol ogy can open up new,exciting, global markets.

The Internet allows businesses in em erging economies toinstantaneously tap a global marketpl ace.

Successful marketing on the Internet can leapfrog a companyfrom nowhere to somewhere overnight.

Importance of Information Technology
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E-Marketing Importance of Information Technology

E-marketers from countries with emerging economies face a doublechallenge :

All the marketing issues and decisions, Unique challenges related to the conditio ns of operating within a still

developing nation.

Businesses operating in emerging economies must deal with :

Fewer computer users, Limited credit card use, Lack of secure online payment methods, Unexpected power failures.


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TOP 50 E-MARKET ING FIRMSOF INDI A


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An e-marketing plan guides the marketer through the process of identifying andanalyzing potential markets.

Global e-marketers must balance 2 different analytical approaches:

Market similarity If they are operating from a country with an e merging economy and want to targe t

markets in developed countries,

Market differences If they are based in an emerging economy and want to market to their home targ et

market, If they are from a developed economy and want to target groups in an emerging

economy.
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Atul Sharma International Marketing

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