CHAPTER FOUR

THE NATURE OF ELECTRONIC MARKETING

Electronic marketing, also known as digital marketing, refers to the use of electronic devices and
platforms to promote products or services. It encompasses various online channels and strategies
to reach and engage with the target audience. Electronic marketing leverages the power of the
internet and technology to connect businesses with potential customers in a cost-effective and
measurable way. One of the key advantages of electronic marketing is its ability to reach a global
audience. With the widespread use of smartphones, tablets, and computers, businesses can
connect with customers from different parts of the word. This opens up new opportunities for
international marketing and expanding operations beyond geographical boundaries. Electronic
marketing includes a wider range of techniques and platforms, such as search engine
optimization (SEO), social media marketing, email marketing, content marketing, influencer
marketing, and pay-per-click (PPC) advertising. These techniques allow businesses to target
specific demographics, interests, and behaviours, increasing the right audience with the right
message at the right time. One of the key aspects of electronic marketing is its ability to track
and measure the effectiveness of marketing campaigns. Businesses can analyze data and metrics
to understand customer behaviour, measure the success of marketing initiatives, and make data-
driven decisions to optimize their strategies. This data-driven approach helps businesses to
constantly improve and refine their marketing efforts. However, it is important to note that
electronic marketing also comes with its own challenges. The digital landscape is constantly
evolving, and businesses need to stay updated with the latest trends and technologies to remain
competitive. Additionally, privacy concerns and the need to protect customer data are important
considerations when implementing electronic marketing strategies. The nature of electronic
marketing, often referred to as e-marketing, encompasses various strategies and practices aimed
at promoting products or services through digital channels. Here are some key aspects:
1. Digital Presence: E-marketing relies heavily on a strong online presence, including websites,
social media, and email. This digital footprint allows businesses to reach a wider audience
and engage with customers effectively.
2. Interactivity: Unlike traditional marketing, e-marketing allows for two-way communication.
Consumers can interact with brands through comments, likes, shares, and direct messages,
fostering a more engaging relationship.
3. Targeted Advertising: E-marketing enables precise targeting based on demographics,
interests, and online behavior. This targeted approach increases the likelihood of reaching
potential customers who are more likely to convert.
4. Cost-Effectiveness: Compared to traditional marketing methods, e-marketing can be more
cost-effective. Businesses can run campaigns with lower budgets and still achieve significant
reach and engagement.
5. Data-Driven Decisions: E-marketing provides access to analytics and metrics that allow
businesses to track the performance of their campaigns. This data helps in making informed
decisions and optimizing strategies for better results.
6. Flexibility and Adaptability: The digital landscape is constantly evolving, and e-marketing
allows businesses to quickly adapt their strategies in response to trends, consumer behavior,
and market changes.
Internet Electronic Marketing
Internet electronic marketing, often referred to as online marketing or digital marketing is the
process of promoting products or services using the internet and digital technologies. This
encompasses a variety of strategies and tools aimed at reaching consumers through online
channels. Here are some key components:
1. Search Engine Optimization (SEO): This involves optimizing a website to rank higher in
search engine results, making it more visible to potential customers.
2. Content Marketing: Creating valuable and relevant content to attract and engage a target
audience. This can include blogs, articles, videos, and infographics.
3. Social Media Marketing: Using platforms like Facebook, Instagram, Twitter, and LinkedIn
to promote products, engage with customers, and build brand awareness.
4. Email Marketing: Sending targeted emails to potential and existing customers to inform
them about products, promotions, and company news.
5. Pay-Per-Click (PPC) Advertising: Running ads on search engines or social media where
businesses pay a fee each time their ad is clicked.
6. Affiliate Marketing: Partnering with individuals or companies to promote products in
exchange for a commission on sales generated through their referrals.
7. Influencer Marketing: Collaborating with influencers who have a significant following to
promote products or services to their audience.

The Development of Electronic Marketing

Electronic marketing has come a long way since its inception. With the rapid advancement of
technology and the increasing use of the internet, electronic marketing has evolved to become an
essential component of modern marketing strategies. In the early days, electronic marketing
primarily revolved around email marketing and banner advertisements on websites. However, as
the internet became more accessible and user behavior shifted, new channels and strategies
emerged. The rise of social media platforms like Facebook, Instagram, and twitter opened up
new avenues for electronic marketing. Brands started leveraging these platforms to engage with
their audience, build brand awareness, and drive conversions. Social media marketing became a
powerful tool for businesses to connect with their target market on a more personal level.
Another significant development in electronic marketing is the emergence of search engine
optimization (SEO) and search engine marketing (SEM). Businesses started optimizing their
websites to rank higher in research engine results pages, driving organic traffic and improving
their online visibility. Paid search advertising also became popular, allowing businesses to
display targeted ads to users searching for specific keywords. The advent of mobile devices
further revolutionized electronic marketing. With the widespread use of smartphones and tablets,
marketers had to adapt their strategies to cater to mobile users. Mobile marketing, including, and
location-based marketing, became crucial in reaching consumers on the go. Today, electronic
marketing continues to evolve with the integration of artificial intelligence, machine learning,
and big data analytics. Personalization and automation have become key elements in delivering
tailored marketing experiences to consumers. The development of electronic marketing has been
driven by technological advancements, changing consumer behavior, and the need for businesses
to adapt to the digital landscape. As technology continues to advance, we can expect electronic
marketing to further evolve and offer new opportunities for businesses to connect with their
audience and drive success. Today, electronic marketing continues to evolve with advancements
in technology, such as artificial intelligence, machine learning, and automation, further
enhancing its effectiveness and reach. The development of electronic marketing can be traced
through several key phases:
Early Internet Era (1990s): The rise of the internet in the early 1990s marked the beginning of
electronic marketing. Businesses started creating websites to promote their products and
services. Email marketing also emerged during this time, allowing companies to reach customers
directly.
Search Engine Optimization (SEO) (Mid-1990s): As search engines became popular,
businesses began to focus on optimizing their websites to rank higher in search results. This led
to the development of SEO techniques, which are still vital today.
E-commerce Boom (Late 1990s - Early 2000s): The launch of major e-commerce platforms
like Amazon and eBay revolutionized online shopping. Businesses recognized the potential of
selling products online, leading to a surge in digital marketing efforts.
Social Media Marketing (Mid-2000s): The emergence of social media platforms such as
Facebook, Twitter, and LinkedIn transformed electronic marketing. Businesses began leveraging
these platforms to engage with customers, build communities, and promote their brands.
Mobile Marketing (2010s): With the widespread adoption of smartphones, mobile marketing
became crucial. Companies started optimizing their websites for mobile devices and developing
apps to reach consumers on the go.
Data Analytics and Personalization (2010s): The use of big data and analytics allowed
marketers to understand consumer behavior better. This led to more personalized marketing
strategies, where businesses could tailor their messages and offers to individual preferences.
Influencer Marketing and Content Marketing (2010s - Present): Influencer marketing gained
traction as brands collaborated with social media influencers to reach their audiences. Content
marketing also became a key strategy, focusing on creating valuable content to attract and retain
customers.

The Principles of Electronic Marketing

Electronic marketing also known as digital marketing, is based on several key principles that
guide its strategies and practices. By adhering to these principles, businesses can effectively
navigate the electronic marketing landscape and achieve their goals. include:
1. Targeted Approach: Electronic marketing focuses on reaching and engaging with specific
target audiences. By understanding the demographics, interests, and behaviours of your target
audience, you can tailor your marketing efforts to effectively connect with them.
2. Multi-Channel Presence: Electronic marketing utilizes various online channels to expand
brand visibility and reach. These channels can include websites, social media platforms,
search engines, email, mobile apps, and more. Having a multi-channel presence allows you
to connect with your audience at different touch points in their online journey.
3. Content is King: Providing valuable and engaging content is crucial in electronic marketing.
Creating high-quality content that is relevant to your audience’s interests and needs helps to
build trust, establish your brand as an authority, and drive engagement and conversions.
4. Data-Driven Decision Making: Electronic marketing relies on data and analytics to
informed decision making. By analyzing data on customer behavior, campaign performance,
and market trends, you can gain insights that guide your marketing strategies, optimize
campaigns, and measure success.
5. Continuous Optimization: Electronic marketing is an iterative process that requires
continuous optimization. By monitoring and analyzing campaign performance, you can
 identify areas for improvement, make adjustments, and optimize your strategies to achieve
better results over time.
6. Customer-Centric Approach: Putting the customer at the center of your marketing efforts is
essential. Understanding their needs, preferences, and pain points allows you to create
personalized and targeted campaign that resonate with your audience and drive engagement.

The Different Tools Used in Electronic Marketing

Each of these tools plays a crucial role in the electronic marketing landscape, helping businesses
reach their target audiences more effectively and efficiently. Here are some of the different tools
used in electronic marketing, along with explanations of each:
1. Online Advertising: This includes digital ads displayed on websites, search engines, social
media platforms, and mobile apps. It helps reach a wide audience and target specific
demographics.
2. Content Marketing: Creating and sharing valuable content such as blog posts, videos, and
tutorials to educate and engage potential customers. It establishes credibility and builds brand
awareness.
3. Email Marketing: Sending targeted emails to a list of subscribers to promote products, share
updates, and nurture customer relationships. It’s an effective ways to reach a specific
audience directly.
4. Social Media Marketing: Utilizing social media platforms like facebook, Instagram, and
twitter to connect with customers, share product information, run promotions, and generate
brand loyalty.
5. Influencer Marketing: Collaborating with influential individuals in the electronics industry
who have a large following to promote products and create brand awareness.
6. Search Engine Optimization (SEO): Optimizing website content and structure to improve
visibility on search engines. It helps potential customers find your products through organic
search results.
7. Online Marketplaces: Selling products through popular online marketplaces like Amazon,
eBay, and Alibaba. It provides access to a large customer base and takes advantage of
established platforms.
8. Trade Shows and Exhibitions: Participating in industry-specific events to showcase
products, network with potential customers, and stay updated on the latest trends

Types of Electronic Marketing

There are several approaches to electronic marketing which can help you develop the right
strategy for your business, website and target consumers effectively online. The various types of
electronic marketing are:
1. Search Engine Marketing: Search engine marketing can include search engine
optimisation, where websites are written and organised to get an impressive rank in a search
engine for specific keywords. SEM also includes advertising, such as paying per click. There
are many ways that businesses can promote themselves using search engines to ensure they
have maximum traffic and boosted sales.
2. Search Engine Optimisation: If you want to be found on Google and the other major search
engines, you will need to partner with a search engine optimisation expert who can get you
on the front page. Increased traffic to your website from Google relies on a smart and savvy
 SEO plan that attracts the visitors to your website that will actually purchase your products
and services.
3. E-mail Marketing: E-mail encourages customers to become loyal to your business. When
they sign up for your newsletters and e-mails, they are dedicating themselves to your
products and services. They can then be rewarded by discounts, special deals and exciting
news that will keep them engaged.
4. Social Media Marketing: Social media marketing is cost effective because the key
platforms that get results allow businesses to create profiles for free. Through services like
Facebook, Twitter and Instagram, businesses can engage and develop relationships with their
customers, compile market research, showcase products and services and celebrate
achievements.
5. Video Marketing: It is said that a picture is worth a thousand words, and a video is worth
thousands of pictures. You can catch the attention and emotions of your target market by
showing them a video clip about your product or service. Video marketing is very effective if
it conveys the right message to the right audience.
6. Article Marketing: Engaging quality content by providing valuable information to your
targeted market, what people are looking for over the internet to solve a certain problem? It is
a consistent and ongoing process of delivering quality content to your readers. It is not
always about selling; you are educating your audience and helping them by adding some
value in their lives.
7. Affiliate Marketing: Affiliate marketing is the process of promoting some products of
certain brands and earning your commission out of every sale. It works for everyone; win,
win situation.

Advantages of Electronic Marketing

1. Greater Exposure of Your Product: Going viral with one post can deliver greater exposure
to your product or service.
2. Accessibility: The beauty of the online world and e-marketing is that it is accessible from
everywhere across the globe.
3. Way to personalized marketing: Online marketing opens the door to personalized
marketing with the right planning and marketing strategy, customers can be made to feel that
this ad is directly talking to him/her.
4. Interactive: One of the important aspects of electronic marketing is that it is very interactive.
People can leave their comments, and you will get feedback from your target market.
5. Greater Data Collection: In this way, you have a greater ability to collect a wide range of
data about your customers. This customer data can be used later.
6. Instant Response: the response rate of internet marketing is instaneous; for instance, you
upload something and it goes viral. Then it would reach millions of people overnight.
7. 24-Hour Marketing: With a website your customers can find out about your products even
if your office is closed.
8. Global Reach: A website can reach anyone in the world who has internet access. This allow
you to find new markets and compete globally for only a small investment.
9. One-to-one Marketing: Internet marketing let you reach people who want to know about
your product and services instantly.
10. More Interesting Campaigns: Internet marketing lets you create interactive campaigns
using music, graphic and videos you could send your customer a game or a quiz whatever
you think will interest them.
11. Convenience: Business have the advantage of appealing to consumers in a medium that can
bring results quickly.
12. Instant Response: The response rate of the internet marketing is instaneous; for instance,
you upload something and it goes viral. Then it reach millions of people overnight.

Disadvantages of Electronic Marketing

1. Technology Dependent: Electronic marketing is completely dependent on technology and
the internet; a slight disconnection can jeopardize your whole business.
2. Worldwide Competition: When you launch your product online, then you face a global
competition because it’s accessible from everywhere.
3. Privacy and Security Issues: Privacy and security issues are very high because your data is
accessible to everyone. Therefore, one has to be very careful about what goes online.
4. Higher Transparency and Price Competition: When privacy and security issues is high,
then you have to spend a lot to be transparent. Price completion also increase with higher
transparency.
5. Maintenance Cost: With the fast-changing technological environment, you have to be
consistently evolved with the pace of technology and the maintenance cost is very high.

Advantages of Electronic Marketing to the Consumer

1. Information: The e-marketing provide the consumer the opportunity to log into the internet
and learn about products, as well as purchase them, at any hour.
2. Convenience: The consumer has the opportunity to access the internet at will any time of the
day hence the need of going to a store searching for a product is wished away.
3. Low Prices: The consumer gets product at lower price because they have the opportunity to
search for lower prices of product available on the net.
4. Less Hassle: The transaction process is limited because customers can avoid having to
negotiate with sales staffs, when buying the product.
5. Multi-Media: With the advent of this latest technology, customers can exploit the internet
and gain a better understanding of their needs.

Advantages of Electronic Marketing to the Companies

1. Lower Cost: The Company acquires lower cost by replacing retail outlets with an on-on-lie
shaping mail.
2. Improved Distribution: The Company achieves global distribution without having to invest
on obtaining placement in traditional outlets, because information based products such as
magazine or software are made available online.
3. New Market Opportunity: The fact that the company operates online gives them the
opportunity to offer their product or services to any market in the world.
4. Reduced Personal Selling Cost: The Company replaces the role of the sales persons as a
provider of one-to-one information with an interactive website.
5. Rapid Market Response: The Company can distribute new information to customers
through the internet by clicking just a button when they recognize the need to respond to
changing market situation.
Basic Characteristics of Electronic Marketing
Although e-marketing is similar to traditional marketing, however, there are basic characteristics
that distinguish this environment from the traditional marketing environment. Pride and Ferrel
(2008) identified six features. They are: addressability, interactivity, memory, control,
accessibility and digitalization.
1. Addressability: The technology of the internet makes it possible for visitors to a website to
identify themselves and provide information about their product needs and wants before
making a purchase. The ability of a marketer to identify customers before they make a
purchase is called addressability.
2. Interactivity: e-marketing offers customers the ability to express their needs and wants
directly to the firm in response to the firm’s marketing communications. This means
marketers can interact with prospective customers in real time (or at least close
approximation of it) at lower cost compared to that done by sales people at a much greater
cost.
3. Memory: This refers to a firm’s ability to access databases or data warehouses containing
individual customer profiles and purchase histories and use these data in real time to
customize its marketing offer to a specific customer. Applying memory to large number of
customers represents a significant advantage when a firm uses it to learn more about
individual customers each time they visit the firm’s website.
4. Control: In the context of e-marketing, control refers to customers’ ability to regulate the
information they view and the rate and sequence of their exposure to that information. The
web is sometimes referred to as a pull medium because users determine what they view at
websites; website operators’ ability to control the content users look at and in what sequence
is limited. Hence, customers’ attention is more difficult.
5. Accessibility: The ability to obtain information is referred to as accessibility. Because
customers can access in-depth information about competing products, prices, reviews and so
forth, they are much better informed about a firm’s products and their relative value than ever
before.
6. Digitalization: This is the ability to represent a product, or at least some of its benefits, as
digital bits of information. Digitalization allows marketers to use internet to distribute,
promote and sell those features apart from the physical item itself. Also, digitizing part of a
product’s features allows new combinations of features and services to be created quickly
and inexpensively.

Pros of Online Marketing

Online marketing delivers better results and revenues than the traditional marketing channels.
1. Wider reach to the customers. The online business is not confined to the limitations of physical
place. You can sell the products in any part of the country without actually opening outlets.
2. Immediate quantifiable results. Online marketing delivers quantifiable results immediately.
You can measure every action from clicks, visits, sign-ups, and purchases.
3. Less business overheads. As the business is online, there are less overheads to deal with as
compared to investing in offline stores.
4. Ability to track customer’s preferences. You can keep a track of the customer’s past purchases
and preferences. This is very helpful to personalize the offers for the customer.
5. Customer Relationship. It helps in building strong relationship with customers in real time. You
can maintain on-going relationship with customers by sending follow-up emails about offers, new
products and services.
6. Customers’ Convenience. You can run online business round the clock without having to worry
about work timings. On the other hand, the customers also can buy the products of their choice at
any time throughout a day, without having to physically visit the shops.

Cons of Online Marketing

In spite of so many benefits, online marketing carries negative aspects too.
1. Internet Fraud. You may experience unethical and fraudulent practices in internet marketing.
Fake trademarks and logos can be used unchecked. This may defame your reputation.
2. Ads Placement. It may clutter on a web page and this may turn the customer down.
3. Requires Special Expertise. Along with the fundamental marketing, it needs understanding of
search engine technology, advertising techniques, content creation, and logics to master the
internet marketing.
4. Inaccessible. It may not be available for rural areas. Also, elderly and illiterates rarely relish the
benefits of shopping online.
5. Negative feedbacks about Products. They can turn your business down drastically.

Why you Need to be Online

1. Your market and competitors are already there. If you market and sell products or services to a
middle-class clientele, you need to extend your strategy to include the internet.
2. Web users expect the highest convenience and information at their fingertips. all companies
need a website as their central point of contact. If your details don’t come up in a web search,
you will be ignored.
3. Customers are fickle. They will not expend a lot of energy to find you online. Even worse, if
your competitor is easy to find online, your potential customers will happily turn to them.
4. Since South Africans are using, socialising and buying on the web – and especially because
current advertising spend is still very low – now is an excellent time to move your marketing
into the online sphere and capitalise on a new and connected audience.
5. Audiences want to interact with and converse about your brand and products. give them the
opportunity to do it in a mediated space, and become part of the discussion.
6. Online marketing is almost always cheaper and more targeted than traditional. You can reach
the best customers at the lowest price. When done smartly, your online marketing plan will
integrate seamlessly with your traditional tactics, won’t cost a fortune and will expose you to
a market that you had previously been invisible to.

Marketing Online Activities

Smith and Chaffy (2001) describe five key online marketing activities, which can be applied by
an organization to implement various online marketing tactics. The marketing activities are as
follows:
1. Sell: Online marketing sells the product and services to the point of acting as a customer’s
acquisition tool and a retention tool.
2. Serve: Online marketing add value by giving customers extra benefits. Online marketing
such as an online exclusive offer or more indepth information about your products or the
industry.
3. Speak: Online marketing get closer to customers by creating a dialogue, asking question
through online research surveys and learning about customer’s preference.
4. Save: Online marketing save the cost of printing and posting relevant information through
traditional offline methods to those you can’t afford to communicate.
5. Sizzle: Online marketing help to extend the brand online. This is because it keeps the product
in constant memory (front-of-mind) and help reinforcing brand values.
 CHAPTER FIVE

MOBILE MARKETING

Meaning of Mobile Marketing

Mobile marketing refers to the practice of promoting products or services through mobile
devices, such as smartphones and tablets. It encompasses a variety of techniques and strategies
aimed at reaching consumers on their mobile devices, allowing businesses to engage with their
audience in real-time and in a more personalized manner. Mobile marketing can include SMS
marketing, mobile apps, mobile-optimized websites, location-based marketing, and more. The
goal is to connect with customers where they are, leveraging the convenience and accessibility of
mobile technology. Mobile marketing is a marketing strategy aimed at reaching customers or
potential customers on mobile devices, such as smart phones and tablets, through social media,
emails, websites, SMS, and other forms of communication. Mobile marketing is a set of practices
that enables organizations to communicate and engage with their audience in an interactive and
relevant manner through any Mobile device or network. (Mobile Marketing Association) quoted
by Harun, A. R. 2019. Mobile marketing is defined by the MMA (2009) as a set of practices that
enable organisations to communicate and engage with their audience in an interactive and
relevant manner through any mobile device or network. From the viewpoint of Dushinski (2009),
mobile marketing connects businesses and each of their customers through their mobile devices
at the right time and at the right place with the right message and requires the customer’s explicit
permission and/or active interaction. Additionally, the emergence of mobile as a desired
promotional channel for many consumers has enabled the marketers to upgrade the level of
permission-based marketing. The MMA (2011) emphasises that the mobile channel is the best
medium for permission-based marketing because it allows the brands to deal with each target
customer as an individual. Similarly, Hopkins and Turner (2012) and Gilbreath (2010) believe
that mobile devices are becoming an integral part of the daily life of people and point out that the
technology will only continue to improve over the next few years since the mobile devices will
be the primary tool for connection to the internet for most people in the world by the year 2020.
As a result, the concept of ‘value exchange’ becomes the main point of effective and successful
permission-based mobile marketing since consumers exchange their consent, and sometimes
personal demographic and preference information in advance for a product, service, or offer that
they deem of interest, of relevance, or of worth to them (MMA, 2011). Dushinski (2009) in his
paper defines mobile marketing as a revolutionary tool for connecting companies with each of
their clients via their mobile devices in the right time, on a right place and with appropriate direct
message. Becker I Arnold (2010) emphasize definition of mobile marketing which have been
given from Mobile Marketing Association1, which says that mobile marketing is a set of
procedures that enables communication with companies target audience on interactive and
relevant way via mobile devices. Also, mobile marketing is a new marketing channel which has
been created during the evolution of e-commerce. Although it is possible to reach out target
groups via mobile devices, Tanakinjal et al. (2011) state that it’s important to make an effort and
explore the possibilities to make it work. According to Andrews et al. (2012), mobile marketing
is any form of marketing communication that has been using mobile devices during the creation
of potential opportunities and benefits for customers, what includes location based mobile
services and services for the delivery of mobile content. Marketing experts agree with the fact
that activities that have been going on with the mobile devices, in the last decade, had a huge
impact on a development of mobile marketing and on intent for purchase of potential customers
in the future (Chinomona i Sandada, 2013). As many people equate the term of marketing with
promotion, it also happens with the term of mobile marketing and mobile promotion, what is
surely wrong. Tanakinjal et al. (2011) explain the difference between these two terms. Mobile
marketing is a driver and a foundation for the exchange of content and direct response, while
mobile advertising is form of a message which has been sent via mobile device. Mobile
marketing is a form of communication with existing and potential clients. Basis of this
communication has been development of telecommunication, information and wireless
technologies. Mobile marketing does not lose the sense of marketing but reflects the creativity of
marketing professionals and their strategy while result should be qualitative and successful
marketing communication between the company and customers. Hence, mobile promotion is a
part of mobile marketing and is one of its most important activities. Mobile devices are owned
by one person what enables communication with a specific person and message that has been
sent to them is immediately available Hazlett (2011). Accordingly, interaction with the clients
can be totally different for each client, what is not the case in other kinds of marketing
(Dushinski, 2009). Because of the opportunities provided by mobile marketing, companies can
easily include in the exchange of information with existing and potential customers, with the aim
of improving products (Persuad I Azhar, 2012). Companies are increasingly opting for mobile
marketing because of the trend and its optimistic projections (Smith, 2013).

Evolution of Mobile Technology from 1G to 5G

Mobile technology evolves to meet ever increasing demands and rising specification
requirements. Since the development of first generation mobile networks, telecommunication
industry facing lot of challenges in terms of technology, and highly secure mobile networks.
Before 1G, there were existed OG devices or precellular devices, which were vehicle-mounted
mobile telephone systems. The device was placed in the vehicle’s trunk with a dial and handset
placed near the driver’s seat and was first operated by Motolorola along with bell system. In
1964, Bell systems launched the first automated mobile telephone system IMTSC (improve
mobile telephone system), eliminating the need for a live operator, allowing a full-duplex
operation. The evolution of mobile technology from 1G to 5G has significant marketing
implications that have shaped how businesses engage with consumers. Here’s a breakdown of
each generation:

1G (First Generation): Launched in the 1980s, 1G was the first analog mobile phone
technology. It allowed for voice calls but had limited capacity and poor sound quality. The focus
was primarily on voice communication, and there were no data services. Most Popular 1G
System during 1980s include: Advanced mobile phone system (AMPS), Nord mobile phone
system (NMTS), Total access communication system TACS) and European total access
communication system (ETACS).

Key Features (Technology) of 1G System

a. Frequency 800MHZ and 900 MHZ
b. Bandwidth: 10MHZ (666 duplex channels with bandwidth of 30khz).
c. Technology: Analogue switching
d. Mode of service: voice only
e. Access technique: frequency
f. Division multiple access (FDMA)

Advantages of 1G System
1. Mobility: 1G allowed users to make and receive calls while on the move, providing a new
level of mobility and freedom.
2. Wide Coverage: 1G networks provided widespread coverage, enabling users to access
mobile services across a large geographic area.
3. Basic Communication: 1G enabled basic voice communication, allowing users to make and
receive phone calls.
4. Simple Handsets: 1G handsets were simple, rugged, and easy to use, making them
accessible to a wide range of users.
5. Low Cost: Compared to earlier mobile communication technologies, 1G was relatively
affordable, making it more accessible to consumers.
6. Improved Emergency Services: 1G enabled emergency services, such as 911 in the US, to
locate callers and provide assistance more effectively.
7. Enhanced Business Communication: 1G facilitated business communication, enabling
professionals to stay connected while on the move.
8. Increased Accessibility: 1G expanded mobile phone access to a broader audience, including
those in rural areas or with limited access to traditional landline phones.

Disadvantages of 1G System
1. Poor Voice Quality: 1G systems had poor voice quality due to analog transmission, which
led to static, noise, and dropped calls.
2. Limited Capacity: 1G networks had limited capacity, supporting only a small number of
users, which led to congestion and busy signals.
3. No Data Services: 1G systems did not support data services, such as text messaging, internet
browsing, or email.
4. Large and Heavy Handsets: 1G handsets were large, heavy, and cumbersome, making them
difficult to carry around.
5. Limited Battery Life: 1G handsets had limited battery life, requiring frequent recharging
and limiting talk time.
6. No Encryption: 1G systems did not have encryption, making them vulnerable to
eavesdropping and unauthorized access.
7. Limited Security: 1G systems had limited security features, making them susceptible to
hacking and other security threats.
8. High Cost: 1G systems were relatively expensive, making them inaccessible to many
consumers.
9. Limited International Roaming: 1G systems had limited international roaming capabilities,
making it difficult for users to stay connected while traveling abroad.
10. Technological Limitations: 1G systems were based on analog technology, which had
inherent limitations, such as poor voice quality and limited capacity.

2G (Second Generation): Introduced in the early 1990s, 2G was a significant upgrade from 1G,
transitioning to digital technology. This allowed for better voice quality and the introduction of
SMS (text messaging) and basic data services. Technologies like GSM (Global System for
Mobile Communications) became standard.
Key features (Technology) of 2G System
a. Digital system (switching)
b. SMS services is possible
c. Roaming is possible
d. Enhanced security
e. Encrypted voice transmission
f. First internet at lower data rate

Advantages of 2G System
1. Improved Voice Quality: 2G systems used digital transmission, which provided better
voice quality, reduced static, and fewer dropped calls.
2. Increased Capacity: 2G networks had increased capacity, supporting more users and
reducing congestion.
3. Introduction of Text Messaging (SMS): 2G systems introduced text messaging (SMS),
enabling users to send short messages to each other.
4. Improved Security: 2G systems had improved security features, including encryption, to
protect user data.
5. Better Battery Life: 2G handsets had better battery life, providing longer talk time and
standby time.
6. Smaller and Lighter Handsets: 2G handsets were smaller and lighter, making them more
portable and convenient.
7. International Roaming: 2G systems enabled international roaming, allowing users to stay
connected while traveling abroad.
8. Improved Network Efficiency: 2G systems had improved network efficiency, reducing the
risk of network congestion and improving overall performance.
9. Support for Basic Data Services: 2G systems supported basic data services, such as fax
and email, although at slow speeds.
10. Cost-Effective: 2G systems were more cost-effective than 1G systems, making mobile
communication more accessible to consumers.

Disadvantages of 2G System
1. Slow Data Speeds: 2G systems had slow data speeds, typically around 9.6 kbps, making it
difficult to access and use data-intensive services.
2. Limited Data Services: 2G systems had limited data services, such as email and fax, and did
not support more advanced services like mobile internet.
3. No Support for Multimedia Messaging: 2G systems did not support multimedia messaging
(MMS), limiting users to sending only text messages.
4. Limited Capacity: 2G networks had limited capacity, which could lead to congestion and
busy signals, especially during peak usage periods.
5. Security Vulnerabilities: 2G systems had security vulnerabilities, such as weak encryption,
which made them susceptible to hacking and eavesdropping.
6. High Latency: 2G systems had high latency, which could cause delays in sending and
receiving data.
7. Limited International Roaming: 2G systems had limited international roaming capabilities,
making it difficult for users to stay connected while traveling abroad.
8. No Support for Advanced Features: 2G systems did not support advanced features like
video calling, mobile TV, and location-based services.
9. Outdated Technology: 2G systems used outdated technology, which made it difficult to
maintain and upgrade the network.
10. Environmental Concerns: 2G systems required more energy to operate, which raised
environmental concerns and increased operational costs.

3G (Third Generation): Rolled out in the early 2000s, 3G brought faster data transfer rates,
enabling mobile internet access, video calling, and multimedia content. It marked a shift towards
mobile broadband, allowing users to browse the web, stream music, and access applications on
their devices.

Key features (Technology) of 3G System

a. High data rate
b. Video calling
c. Enhanced security, more number of users and coverage
d. Mobile app support
e. Multimedia message support
f. Location web browsing
g. TV streaming
h. High quality 3D games

Advantages of 3G System
1. Faster Data Speeds: 3G systems provided faster data speeds, typically ranging from 384
kbps to 2 Mbps, enabling users to access and use data-intensive services.
2. Support for Multimedia Services: 3G systems supported multimedia services like video
calling, mobile TV, and music streaming, enhancing the overall user experience.
3. Increased Capacity: 3G networks had increased capacity, supporting more users and
reducing congestion.
4. Better Security: 3G systems had improved security features, including stronger encryption
and authentication mechanisms, to protect user data.
5. Global Roaming: 3G systems enabled global roaming, allowing users to stay connected
while traveling abroad.
6. Support for Advanced Features: 3G systems supported advanced features like location-
based services, mobile commerce, and gaming.
7. Improved Voice Quality: 3G systems provided improved voice quality, with reduced
latency and better sound clarity.
8. Higher Bandwidth: 3G systems offered higher bandwidth, enabling users to access and use
bandwidth-intensive services.
9. --Better Quality of Service (QoS): 3G systems provided better Quality of Service (QoS),
ensuring that users received a consistent and reliable service.
10. New Business Opportunities: 3G systems enabled new business opportunities, such as
mobile commerce, mobile advertising, and mobile entertainment.
Disadvantages of 3G System
1. Limited Coverage: 3G networks had limited coverage, with gaps in rural areas and indoor
locations.
2. High Costs: 3G systems were expensive to deploy and maintain, making them less
accessible to some users.
3. Limited Data Speeds: Although 3G systems provided faster data speeds than 2G, they were
still relatively slow compared to later generations.
4. Congestion: 3G networks could become congested, leading to slow data speeds and dropped
calls.
5. Security Vulnerabilities: 3G systems had security vulnerabilities, such as weak encryption
and authentication mechanisms.
6. Interoperability Issues: 3G systems had interoperability issues, making it difficult for users
to roam between different networks.
7. Limited Capacity: 3G networks had limited capacity, making it difficult to support a large
number of users.
8. Power Consumption: 3G devices consumed more power than 2G devices, leading to shorter
battery life.
9. Complexity: 3G systems were more complex than 2G systems, making them more difficult
to deploy and maintain.
10. Obsolescence: 3G systems have become largely obsolete, replaced by later generations such
as 4G and 5G.

4G (Fourth Generation): Launched in the late 2000s, 4G provided even higher speeds and
improved network efficiency. Technologies like LTE (Long-Term Evolution) offered download
speeds that made streaming HD video and online gaming feasible on mobile devices. It also
supported more simultaneous connections.

Key Features (Technology) of 4G System

a. Much higher data rate up to 1Gbps
b. Enhanced security and mobility
c. Reduced latency for mission critical applications
d. High definition video streaming and gaming
e. Voice over LTE network VOLTE (use IP packets for voice).

Advantages of 4G System
1. Faster Data Speeds: 4G systems provide faster data speeds, typically ranging from 100
Mbps to 1 Gbps, enabling users to access and use data-intensive services.
2. Improved Quality of Service (QoS): 4G systems provide better Quality of Service (QoS),
ensuring that users receive a consistent and reliable service.
3. Increased Capacity: 4G networks have increased capacity, supporting more users and
reducing congestion.
4. Enhanced Mobile Broadband: 4G systems provide enhanced mobile broadband, enabling
users to access high-speed internet services on-the-go.
5. Support for Advanced Features: 4G systems support advanced features like video
conferencing, online gaming, and cloud computing.
6. Improved Security: 4G systems have improved security features, including stronger
encryption and authentication mechanisms.
7. Global Roaming: 4G systems enable global roaming, allowing users to stay connected while
traveling abroad.
8. Better Voice Quality: 4G systems provide better voice quality, with reduced latency and
better sound clarity.
9. Increased Battery Life: 4G devices have increased battery life, due to improved power
management and reduced power consumption.
10. New Business Opportunities: 4G systems enable new business opportunities, such as
mobile commerce, mobile advertising, and mobile entertainment.
11. Improved Network Efficiency: 4G systems have improved network efficiency, reducing
latency and improving overall network performance.
12. Support for Machine-to-Machine (M2M) Communications: 4G systems support M2M
communications, enabling the Internet of Things (IoT).

Disadvantages of 4G System
1. High Cost: 4G systems are expensive to deploy and maintain, making them less accessible
to some users.
2. Limited Coverage: 4G networks have limited coverage, with gaps in rural areas and indoor
locations.
3. Interference: 4G signals can be affected by interference from other devices and networks.
4. Security Risks: 4G systems are vulnerable to security risks, such as hacking and
eavesdropping.
5. High Power Consumption: 4G devices consume more power than 3G devices, leading to
shorter battery life.
6. Complexity: 4G systems are more complex than 3G systems, making them more difficult to
deploy and maintain.
7. Limited Battery Life: 4G devices have limited battery life, requiring frequent recharging.
8. Dependence on Infrastructure: 4G systems require a robust infrastructure, including cell
towers and fiber optic cables.
9. Vulnerability to Cyber Attacks: 4G systems are vulnerable to cyber attacks, which can
compromise user data and disrupt service.
10. Obsolescence: 4G systems are being replaced by 5G systems, which offer faster speeds and
lower latency.
11. Health Concerns: There are concerns about the health effects of 4G radiation, although the
scientific evidence is still limited.
12. Environmental Impact: The deployment and maintenance of 4G infrastructure can have a
significant environmental impact.

5G (Fifth Generation): The latest generation, 5G, began rolling out in the late 2010s and
continues to expand. It offers significantly higher speeds, lower latency, and the ability to
connect a massive number of devices simultaneously. 5G is designed to support advanced
applications like IoT (Internet of Things), augmented reality (AR), and virtual reality (VR),
enabling a new era of connectivity and innovation.

Key features (Technology) of 5G System

a. Ultra-fast mobile internet up to 10gbps
b. Low latency in milliseconds (significant for mission critical applications).
c. Total cost deduction for data.
d. Higher security and reliable network.
e. Uses technologies like small cells, beam forming to improve efficiency.
f. Forward compatibility network offers further enhancements in future.
g. Cloud base infrastructure offers power efficiency, easy maintenance and upgrade of hardware.

Advantages of 5G System
1. Faster Data Speeds: 5G systems provide significantly faster data speeds, up to 20 Gbps,
enabling users to access and use data-intensive services.
2. Lower Latency: 5G systems have lower latency, as low as 1 ms, enabling real-time
communication and faster response times.
3. Increased Capacity: 5G networks have increased capacity, supporting a large number of
devices and users.
4. Improved Quality of Service (QoS): 5G systems provide better Quality of Service (QoS),
ensuring that users receive a consistent and reliable service.
5. Enhanced Mobile Broadband: 5G systems provide enhanced mobile broadband, enabling
users to access high-speed internet services on-the-go.
6. Support for IoT: 5G systems support the Internet of Things (IoT), enabling a wide range of
devices to connect to the internet.
7. Improved Security: 5G systems have improved security features, including stronger
encryption and authentication mechanisms.
8. Global Roaming: 5G systems enable global roaming, allowing users to stay connected while
traveling abroad.
9. New Business Opportunities: 5G systems enable new business opportunities, such as smart
cities, autonomous vehicles, and remote healthcare.
10. Improved Network Efficiency: 5G systems have improved network efficiency, reducing
latency and improving overall network performance.
11. Support for Mission-Critical Communications: 5G systems support mission-critical
communications, enabling critical communications services for public safety and other
organizations.
12. Enhanced User Experience: 5G systems provide an enhanced user experience, with faster
speeds, lower latency, and improved quality of service.

Disadvantages of 5G System
1. High Cost: 5G systems are expensive to deploy and maintain, making them less accessible
to some users.
2. Limited Coverage: 5G networks have limited coverage, with gaps in rural areas and indoor
locations.
3. Interference: 5G signals can be affected by interference from other devices and networks.
4. Security Risks: 5G systems are vulnerable to security risks, such as hacking and
eavesdropping.
5. Health Concerns: There are concerns about the health effects of 5G radiation, although the
scientific evidence is still limited.
6. Environmental Impact: The deployment and maintenance of 5G infrastructure can have a
significant environmental impact.
7. Dependence on Infrastructure: 5G systems require a robust infrastructure, including cell
towers and fiber optic cables.
8. Complexity: 5G systems are more complex than 4G systems, making them more difficult to
deploy and maintain.
9. Compatibility Issues: 5G devices may not be compatible with all networks and devices.
10. Limited Battery Life: 5G devices may have limited battery life due to the high power
consumption of 5G technology.
11. Vulnerability to Cyber Attacks: 5G systems are vulnerable to cyber attacks, which can
compromise user data and disrupt service.
12. Need for Regular Software Updates: 5G devices require regular software updates to ensure
optimal performance and security.
13. Potential for Network Congestion: 5G networks may experience congestion due to the high
demand for data-intensive services.
14. Limited Availability of 5G Devices: 5G devices are still limited in availability and selection.
15. High Power Consumption: 5G technology consumes more power than 4G technology,
which can lead to increased energy costs.

Marketing Implications of Evolution of Mobile Technology of 1G

The evolution of mobile technology from 1G brought about several marketing implications
include:
1. SMS Marketing: With the introduction of 1G, businesses could leverage SMS (text
messaging) to reach their customers directly on their mobile devices. This opened up a new
avenue for targeted promotions, customers engagement, and communication.
2. Direct Customer Reach: 1G allowed businesses to send personalize messages, offers, and
updates to their customers, creating a more direct and immediate marketing channel. This
helped in building stronger customer relationships and increasing brand loyalty.
3. Mobile Advertising: As mobile devices became more prevalent with 1G, businesses started
exploring mobile advertising opportunities. They could now display ads on mobile screens,
reaching consumers wherever they were. This increased the visibility and reach of marketing
campaigns.
4. Enhanced Communication: 1G enabled businesses to communicate with their customers in
real-time. They could provide instant customer support, answer queries, and address concerns
promptly. This improved customer satisfaction and created positive brand experiences.
5. Mobile-Focused Strategies: The advent of 1G prompted businesses to develop mobile-
focused marketing strategies. They had to optimize their websites and content for mobile
devices, ensuring a seamless user experience. This shift in approach helped businesses stay
relevant and accessible to their mobile-savvy customers.

Marketing Implications of Evolution of the Mobile Technology of 2G

The evolution of mobile technology from 2G also had significant marketing implications
include:
1. Mobile Internet: With the introduction of 2G, mobile internet became more accessible to
users. This opened up new opportunities for marketers to engage with customers through
 mobile websites and online advertising. Brands could now reach a wider audience and
provide more interactive experiences.
2. SMS Campaigns: While SMS marketing was already present in the 1G era, it gained more
prominence with 2G. Marketers could leverage SMS campaigns to send targeted messages,
promotions, and updates directly to customers’ mobile devices. This allowed for more
personalized and immediate communication.
3. Mobile Apps: 2G technology facilitated the growth of mobile apps. Marketers could develop
branded apps to enhance customer engagement, provide valuable content, and offer
convenient services. Mobile apps became a powerful tool for building brand loyalty and
driving customer interactions.
4. Multimedia Content: With 2G, mobile devices became capable of handling multimedia
content such as images, audio, and basic video. This opened up avenues for marketers to
incorporate rich media into their campaigns, making them more visually appealing and
engaging.
5. Location-Based Marketing: 2G technology laid the foundation for location-based
marketing. Marketers could leverage the ability to track users’ approximate location and
deliver targeted advertisements, offers, and recommendations based on their whereabouts.
This personalized approach helped businesses connect with customers in a more relevant and
timely manner.

Marketing Implications of Evolution of the Mobile Technology of 3G

When it comes to the evolution of mobile technology from 3G, there were several marketing
implications that emerge include:
1. Faster Data Speeds: 3G brought faster data speeds compared to its predecessors. This
allowed marketers to deliver more data-intensive content, such as high-quality images,
videos, and interactive ads. It enabled richer and more engaging experiences for users,
enhancing the effectiveness of marketing campaigns.
2. Mobile Video Advertising: With the improved data speeds of 3G, mobile video advertising
became more feasible. Marketers could now deliver video ads directly to users’ mobile
devices, capturing their attention and conveying their brand messages in a more impactful
way. This opened up new avenues for creative storytelling and brand promotion.
3. Mobile Commerce: The advent of 3G facilitated the growth of mobile commerce or M-
commerce. With faster data speeds, users could browse and shop on their mobile devices
more seamlessly. Marketers could optimize their websites and apps for mobile commerce,
providing a convenient and frictionless purchasing experience for customers.
4. Location-based services: 3G technology further enhanced location-based marketing and
services, Marketers could leverage users’ location data to deliver targeted advertisements,
personalized offers, and location-specific information. This allowed businesses to reach
customers at the right time and place, increasing the relevance and effectiveness of their
marketing efforts.
5. App-Based Marketing: 3G played a significant role in the rise of mobile apps. Marketers
could develop branded apps to engage with customers, offer exclusive content, provide
personalized recommendations, and drive customer loyalty. Apps became a powerful
marketing tool to establish a direct and ongoing connection with users.

Marketing Implications of Evolution of the Mobile Technology of 4G

Moving on to the marketing implications of the evolution of mobile technology from 4G, there
were some exciting developments include:
1. Enhance Mobile Experiences: 4G brought even faster data speeds and improved network
reliability, allowing marketers to deliver more immersive and interactive mobile experiences.
This meant that brands could create visually stunning and feature-rich content, such as
augmented reality (AR) and virtual reality (VR) experiences that captivated and engaged
users on a whole new level.
2. Real-Time Engagement: With the increased bandwidth of 4G, marketers could leverage
real-time engagement strategies more effectively. They could interact with customers through
live video streaming, instant messaging, and social media platforms, creating opportunities
for real-time feedback, customer support, and personalized marketing campaigns. This level
of immediacy and connection helped build stronger brand-consumer relationships.
3. Mobile video Dominance: 4G technology played a pivotal role in the rise of mobile video
consumption. Marketers could leverage this trend by investing in mobile video advertising,
including pre-roll ads, in-stream ads, and native video content, the improved network speeds
allowed for seamless video playback, enabling brands to deliver impactful storytelling and
engage users in a more memorable way.
4. App Ecosystem Expansion: 4G further fueled the growth of mobile apps and the app
economy. Marketers could leverage this by developing branded apps that provedid value to
users, such as personalized recommendations, loyalty programs, and exclusive content. They
could also partner with popular apps to reach a wider audience and tap into the app
ecosystem for targeted advertising opportunities.
5. Mobile Payments and Commerce: 4G Technology facilitate the growth of mobile payments
and mobile commerce. Marketers could optimize their websites and apps for mobile
transactions, providing experience for customers. This opened up new opportunities for
personalized offers, mobile loyalty programs, and targeted promotions based on user
behavior and preferences.

Marketing Implications of Evolution of the Mobile Technology of 5G

The marketing implications of the evolution of mobile technology to include:
1. Faster Speeds and Lower Latency: 5G brings lightning-fast speeds and significantly
reduced latency compared to previous generations. This means marketers can deliver content
and experiences to users in real-time, without any noticeable delays. Whether it’s streaming
high-quality videos or accessing data-heavy applications, 5G allows for seamless and
instaneous interactions, enabling marketers to create more immersive and engaging
campaigns.
2. Enhance Connectivity: With 5G, the connectivity between devices and networks becomes
more reliable and efficient. This opens up opportunities for marketers to leverage emerging
technologies like the internet of Things (IoT) and connected devices. They can create smart
and personalized experiences by leveraging the vast amount of data collected from these
devices, allowing for targeted advertising and tailored messaging based on user behavior and
preferences.
3. Augmented Reality and Virtual Reality: 5G’s high bandwidth and low latency make it
ideal for delivering augmented reality (AR) and virtual reality (VR) experiences. Marketers
can leverage these immersive technologies to engage customers in unique and interactive
 ways. From virtual product try-ons to AR-powered advertisements, 5G enables marketers to
bring their campaigns to life and create memorable brand experiences.
4. Improved Location-Based Marketing: 5Gs, improve accuracy in location tracking opens
up new possibilities for location-based marketing. Marketers can deliver high targeted and
contextually relevant messages to users based on their precise location. This can include
personalized offers, promotions, and recommendations for nearby or events, enhancing the
overall customer experience and driving foot traffic to physical locations.
5. Data-Driven Insights: The increased speed and capacity of 5G networks allow for the
collection and analysis of vast amounts of data in real-time. Marketers can leverage this data
to gain deeper insights into customer behavior, preferences, and trends. By understanding
their audience better, marketers can create more personalized and targeted campaigns that
resonate with customers on a deeper level.

Techniques of Mobile Marketing

These techniques can help businesses effectively reach and engage their target audience through
mobile devices, enhancing their overall marketing strategy. Here are some effective techniques
of mobile marketing:
1. SMS Marketing: Sending promotional messages or alerts directly to customers' mobile
phones via text messages. This technique is effective for time-sensitive offers and has high
open rates.
2. Mobile Apps: Developing a mobile application for your business can enhance customer
engagement. Apps can offer exclusive content, promotions, and a seamless shopping
experience, encouraging customer loyalty.
3. Push Notifications: Sending messages to users who have downloaded your app. These
notifications can inform users about new products, sales, or personalized offers, driving
engagement and retention.
4. Mobile-Friendly Websites: Ensuring that your website is optimized for mobile devices is
crucial. A responsive design improves user experience, making it easier for customers to
navigate and make purchases on their smartphones.
5. Location-Based Marketing: Utilizing GPS technology to send targeted messages or offers
to customers based on their location. This can drive foot traffic to physical stores and
enhance local engagement.
6. Social Media Marketing: Leveraging social media platforms that are popular on mobile
devices (like Instagram and Facebook) to reach a broader audience. Engaging content, ads,
and promotions can be tailored for mobile users.
7. Quick Response (QR) Codes: Using QR codes in print materials or on products allows
customers to scan and access information, promotions, or websites directly on their mobile
devices, bridging offline and online marketing.
8. Mobile Video Marketing: Creating engaging video content tailored for mobile viewing.
Short, impactful videos can capture attention and are easily shareable on social media
platforms.
9. In-App Advertising: Placing ads within mobile applications to reach users while they are
engaged with the app. This can be an effective way to target specific audiences based on their
app usage.
10. Email Marketing: Sending mobile-optimized emails that are easy to read and interact with
on smartphones. Using concise subject lines and clear calls to action can improve
engagement rates.

Benefits of Mobile Marketing

Mobile marketing and mobile advertising are the next big challenges in the marketing
community. This is mainly because of the latest technological advancements which brought
about a totally new era in the mobile world. Furthermore, marketers are always searching for
innovative, cost-effective, and highly influential methods in order to increase revenue; however,
considering today’s shrinking economy small businesses as well as marketers look for ways to
increase customer response rates by designing targeted marketing campaigns. Mobile marketing
is the most appropriate medium to achieve these goals particularly because of the several benefits
that it offers to the businesses and marketers as listed below (Strategic Growth, 2009):

1. Affordability: Mobile marketing offers a better value because the postage and printing costs
of using traditional marketing channels are eliminated and therefore prices are very
reasonable.
2. Distribution: By using mobile marketing techniques, marketers can reach people all over the
world because the delivery of marketing messages is almost always guaranteed, unlike the
use of other forms of unsolicited direct marketing channels.
3. Immediacy: Mobile marketing campaigns are simplified, flexible, and easy to execute
because they are delivered to the potential recipients within seconds.
4. Marketing Campaign Integration: due to the flexibility of mobile marketing, it is very easy
to integrate new and innovative forms of promotional tools with existing ones in order to
boost their effectiveness and interactivity. For instance, the integration of mobile marketing
with social media marketing results in an innovative form of marketing which is known as
mobile social media marketing.
5. Quantifiable and Measurable: The outcomes of mobile marketing campaigns are
measurable because they can be monitored through customer opt-ins, page visits and
downloads.
6. Targeted: The mobile marketing content is personal and tailored on the basis of the
preferences of those customers who have opted-in to receive them. In simpler terms, the
customers who have explicitly expressed their permission to receive marketing messages will
get targeted forms of marketing content directly on their mobile phones.
7. Viral Potential: The mobile marketing messages can be easily shared by the customers who
have already received them with other people. This obviously increases the potential of
reaching new customers at no cost.
8. WOW Factor: Since mobile marketing is a relatively new marketing medium, it can give
marketers as well as businesses the opportunity to establish themselves as leaders in their
own sector and guarantee that marketing messages will reach the potential customers with
higher impact.

Advantages of Mobile Marketing

Mobile marketing allows you to highly targeted customer segments and engage with them
through relevant marketing campaigns. Advantages of mobile marketing include:
1. Accessible and Immediate: You can reach an audience from anywhere at any time, the
fastest way to communication with customers.
2. Global Audience: People have mobile phones across the word, so you can reach who you
chose.
3. Multiple Channels: Provides flexibility and opportunity to reach customers through
websites, apps, text, social media, and more.
4. Personalization: Mobile devices are an extension of the user, so any information customers
receive from their mobile devices will seem much more personal to the customer.
5. Viral Potential: Content is easily sharedcreating free exposure and the potential for your
content to be shared everywhere.

Disadvantages of Mobile Marketing

1. Little Room for Error: Head to fix any mistakes before they are seen by customers.
2. Bad User Experiences: Bad ads can also go viral, which can be detrimental to your
business.
3. Navigation Issues: Different devices have different screen sizes making it difficult to
standardize an image, some people may not want to or be able to go to your ad with their
type of device.
4. Privacy and Permission: People are concerned about privacy on the mobile devices, so
consider how customers protect themselves online and offer ways to opt out of
communication.
5. Constant Updates: Technology is continually updated, so you will constantly have to
educate your team on how to use the latest updates and ensure your customers also know to
access your ad with new updates.

The Differences Between Mobile and Traditional Marketing

Mobile marketing engages customers through their mobile devices while traditional marketing
can include newspaper, television, radio, and billboard ads. Typically, traditional marketing is
one-way communication, whereas, with mobile marketing, customers can interact with your
business through mobile advertisements. Here are some examples of the main differences
between mobile and traditional marketing:
1. Reach Audiences: Traditional marketing reaches a more general audience while mobile
marketing allows you to reach specific customer segments.
2. Engage Audiences: Customers cannot directly respond to traditional marketing because it is
a one-way message, customers can interact with mobile marketing content.
3. Time: When you stop running a traditional ad it is over, marketing it a good short-term
strategy while mobile marketing exists forever online, making it a more long-term strategy.
4. Measurability: It is more difficult to measure the success of traditional marketing campaigns
while mobile marketing campaigns are easier to measure because they target specific
audiences.

Types of Mobile Marketing

There are several types of mobile marketing. Some are briefly discussed below:
1. SMS Marketing: SMS marketing is a technique that uses permission-based text messaging
to speared promotional messages. To receive text message specials, new products, or more
information.
2. MMS Marketing: Multimedia messaging service (MMS) is a method of mobile advertising
that uses to send enhance text messages, including image, videos, and audio files.
3. App Base Marketing: Mobile apps allow business to include ads in specific mobile
application designs. Facebook is an excellent example of ads in an app.
4. Push-Notifications Marketing: These are a greater marketing tool for anyone with a mobile
app because they help you stay in contact with your users.
5. In-Game Mobile Marketing: This approach refers to all advertisements on mobile devices
that pop up when certain game are opened or in progress. These ads can appear as full-image
ads, banner pop-ups, or video ads that show up during the loading screens.
6. Quick-Response (QR) Codes: Quick-response barcodes are scanned using the camera of a
phone, and then the customers are redirected to the linked site from where they can see more
information regarding a particular brand.
7. Mobile Banner Ads: These banners are pretty much the same as the ones on the desktop,
only that they are adequately smaller to fit on the screens of mobile devices.
8. Proximity or Bluetooth Marketing: With this approach consumers get location-specific ads
enable from the Bluetooth on their devices.
9. Location-Based Services Marketing: Is a direct marketing strategy that uses a mobile
device’s location to alert the device’s owner about an offering from a nearby business.
10. Ring-Less Voice-Mail Marketing: Ring-less voice-mail or better known as voice-mail drops
are a unique tool that allows you to leverage the existing habits of your customers, clients,
and employees without causing disruption to their daily routines.
11. User-Controlled Media Marketing: Is the process to help how to get controlled user in the
marketplace to base on mobile.
12. Privacy Concerns: Consumers often perceive such messages as an intrusion of their privacy,
which creates challenges for companies. To address such concerns and meet legal
requirements, upfront permission by consumers provides an interesting option future
interaction

Importance of Mobile Marketing

Mobile Marketing has become an integral part of our life and consistent use of smart phones in
daily life brings forwards an idea for the development of the techniques. Here are some reasons
which can explain mobile marketing importance these days.
1. Availability of quick services any time.
2. Mobile has become an undetectable part of life
3. Mobile is not only used for e-shopping but also used in physical stores.
4. SMS marketing.
5. The mobile search index becomes primarily the context for marketing.

Tools of Mobile Marketing

It is important for marketers to understand the multitude of options available within the mobile
toolbox. Unlike other media that are predominantly focused on a single marketing objective –
TV drives brand awareness, direct mail drives conversions and more – mobile has solutions and
vehicles which drive against any and all marketing objectives. Once marketers have a good
understanding of the available tools, the next step is to understand how they intersect with each
other and the other media channels. While there are new mobile tools, platforms and applications
introduced with relative frequency, we have identified a number that are particularly important:
1. Mobile Video, Display or Audio Ads: Mobile display ads and are an effective way to
engage customers and prospects. There are a number of different formats for mobile displays
ads. The MMA has a recommended Universal Mobile Ad Package UMAP to make it easier
for marketers to create mobile ads for smartphones, feature phones and tablets. Additionally
there are rich media formats, mobile video as well as mobile audio ads, all used to drive
deeper brand engagement and revenue.
2. Mobile Websites: This is a version of your desktop website that has been specifically
designed to be compatible with mobile devices. Mobile websites deliver an engaging and
streamlined mobile experience that appeals to a mobile visitor who is using their smartphone
or tablet to connect with your brand.
3. Mobile Applications (Mobile Apps): Not to be confused with mobile websites, mobile apps
are software programs that can be downloaded on a smartphone or tablet. Apps can be used
by brands to educate, entertain, engage and/or sell products to users.
4. Response Codes: According to [Link], 50% of smartphone users have scanned QR
codes and 18% have made a purchase as a result. There are a number of different kinds of
response codes, the most common of which are QR codes, Microsoft TAGs, Scan Life,
SPARQ Codes and others.
5. Mobile Search Marketing: Mobile Search, like desktop search, is a powerful way to
connect consumers with your brand. It is important to note that search behavior and
motivations can differ in the mobile environment as well as the fact that search results will
appear differently on mobile devices vs. a desktop or laptop. It is also critical to take your
customers to mobile optimized pages to deliver a completely enhanced mobile experience.
Lastly, consumers can amplify and share your messages more easily on mobile devices,
thereby increasing the viral potential of your mobile search marketing.
6. SMS and MMS: Short Message Service (SMS) and Multimedia Message Service (MMS)
are systems that enable brands to send texts or rich media (graphics, video, audio) to
customers.
7. Location-Based Marketing (LBM): There are two sub-categories of LBM which include
Location-Based Services like foursquare, SCVNGR and WHERE as well as Location-Based
Advertising which uses mobile display ads to geo-target prospects within a certain location.
8. Near Field Communications (NFC): Similar to BlueTooth, NFC uses a small chip
embedded in a phone to connect wirelessly to another chip embedded in a kiosk, point-of-
purchase poster, debit card terminal or turnstile.

Characteristics of a Successful Mobile Marketing Campaign

Understanding the tools in the mobile marketing toolbox is only part of the battle. The other part
is to understand the key elements of a successful campaign. What follows are the characteristics
we’ve derived based on more than 60 in-depth interviews with Mobile Marketing Association
members and the Board of Directors. These characteristics have also been distilled based on a
review of the winners of the most recent Smartie TM Awards and sponsored by the Mobile
Marketing Association:
1. Think “Mobile First”: The most successful campaigns are developed with a mobile-first
mentality. By starting with a mobile perspective and working from there, campaigns have a
stronger foundation and are more likely to succeed. Consider mobile the connective tissue to
all media as it supports and strengthens all channels.
2. Leverage Multi-Screen Usage Patterns in Mobile: Smartphone and tablet users often
juggle multiple devices and work across screens. For example, someone watching ESPN on
TV may also be using an ESPN app to keep track of the scores on other games. Or someone
watching American Idol may also be using their smartphone to tweet comments to friends.
Cross-screen usage is leveraged by many brands to engage and capture the attention of
mobile users across many screens.
3. Utilize the Full Spectrum of Mobile Tools and Applications: Mobile isn’t just about a
mobile website or a mobile display campaign or a mobile app. It’s about a mobile website
and a mobile display campaign and a mobile app and much, much more. Explore ways to
utilize the full suite of tools before you develop and launch your campaign.
4. Integrate Your Mobile Campaign into Your Traditional Campaign: Chevy was able to
generate 39 million total views by integrating their Chevy Game Time App into the Super
Bowl TV campaign that was running concurrently. Mobile campaigns shouldn’t be produced
in a silo. Instead, they should be integrated into the complete marketing program.
5. Create a Campaign that Works Across Multiple Screens: Mobile isn’t just about
smartphones. Nor is it just about tablets. The most successful mobile marketing campaigns
are developed with an understanding of the environment. For example, tablet users are often
at the top of the sales funnel and doing in-depth initial research while smartphone users are
often at the bottom of the sales funnel and ready to make a purchase.
6. Leverage Every Phase of the Sales Funnel: One of the unique aspects of mobile marketing
is that mobile visitors use it for search and discovery as well as for purchase and connecting
with the brand. Mobile is not just about the top of the sales funnel nor is it just about the
bottom of the sales funnel. Instead, it’s about every phase of the sales funnel.
7. Test Your Way to Success: Mobile is digital in nature, which makes it a perfect tool to track
and measure the effectiveness of your campaign. But that’s only half the battle. The second
half is to sift through those insights and make adjustments to improve the performance of
future campaigns. By testing your way into success, you’ll be in a position to continuously
improve the ROI of your mobile marketing programs.

Key Terms and Definitions in the Mobile Industry

These definitions are adapted from Go Mobile by Jamie Turner and Jeanne Hopkins:
1. Pull Messaging (Wireless Pull Advertising, Content Pull Messaging): Any content sent to
you upon your request. For example, when you request the local weather from a website or
an app, the content of that response (including any ads) is pull messaging.
2. Push Messaging (Wireless Push Advertising, Content Push Messaging): Any content sent
by publishers to your mobile device at a time other than when you requested it. Push
messaging includes audio, SMS, email, surveys or any other pushed advertising or content.
3. Smartphone: A mobile phone that offers more features and connectivity than a regular
mobile phone. Smartphones can store information, send and receive emails, run applications,
visit websites or browse the web and a variety of other tasks.
4. Ad Network: An organization that places your mobile display ads across a variety of mobile
websites and mobile apps.
5. Click-Through Rate (CTR): The percentage of people who clicked your mobile ad or
scanned your response code. CTR is obtained by dividing the number of users who clicked
on your ad by the number of times your ad was delivered.
6. Conversion Rate: The percentage of respondents who opted-in or converted from prospects
to customers. Conversion rate = Total participants/Total audience. Also called the acquisition
rate.
7. Double Opt-In: When someone initially opts in to your alerts or special offers, you send a
response, which confirms their participation in your program.
8. Exchange: A mobile advertising marketplace that connects advertisers with
publishers. Advertisers go to exchanges to negotiate with multiple publishers so that they can
run their campaigns across a variety of sites.
9. Impressions: The total number of times mobile subscribers have viewed a particular ad, text
message, landing page or website.
10. Landing Page (aka Jump Page): The first page a visitor to your mobile site sees. It can be
the homepage or, more likely, a page designed to continue the conversation started with the
other mobile tools, mobile display ad, paid search ad, response code or some other mobile
marketing tool.
11. Mobile Marketing Association (MMA): The global nonprofit trade association established
to lead the growth and education of mobile marketing as well as promote its associated
technologies and platforms.

CHAPTER SIX
 SEARCH ENGINE MARKETING (SEM)

Meaning of Search Engine Marketing (SEM)

Search Engine Marketing (SEM) is a method of promotion and advertising to help companies
content rank higher among search engine traffic. Like search engine optimization (SEM), search
engine marketing helps companies improve the way content is ranked by search engines. (SEM)
helps companies bring their product and services to the attention of audiences through paid
search engine advertising. (SEM) is an online marketing strategy in which organizations buy
targeted ad space at the top of search engine result pages (SERP). This approach is different from
SEO, which focuses on optimizing content for search engine algorithms so the content ranks
high on the SERP. Search engine marketing (SEM) is a form of digital marketing that involves
promoting websites by increasing their visibility on search engine results pages (SERPs) through
paid advertising. It primarily focuses on paid strategies, such as pay-per-click (PPC) advertising,
where advertisers bid on keywords relevant to their business. When users search for those
keywords, the ads appear at the top or bottom of the search results.

Key Components of SEM

SEM is an effective way to drive targeted traffic to a website, increase brand awareness, and
generate leads or sales quickly.
1. Keyword Research: Identifying relevant keywords that potential customers are searching
for. This helps in targeting the right audience.
2. Ad Creation: Developing compelling ads that encourage users to click. This includes writing
engaging ad copy and selecting appropriate visuals.
3. Bidding Strategy: Setting bids for keywords based on their competition and potential return
on investment. Advertisers can choose different bidding strategies, such as manual or
automated bidding.
4. Landing Pages: Designing optimized landing pages that align with the ad content, ensuring
a seamless user experience and increasing the likelihood of conversions.
5. Performance Tracking: Monitoring and analyzing the performance of SEM campaigns
using tools like Google Ads. This helps in understanding which ads and keywords are
effective and where adjustments are needed.

Importance of Search Engine Marketing (SEM)

SEM is an essential digital marketing strategy that offers several benefits:
1. Increased Visibility: SEM allows business to increase their visibility in search engine results
pages (SERPs) through paid advertising. This increased visibility helps attract more potential
customers to their website.
2. Targeted Advertising: SEM enable businesses to target specific keywords and
demographics, ensuring that their ads are shown to the right audience. This targeted approach
increases the chances of reaching potential customers who are actively searching for products
or services similar to what the business offers.
3. Immediate Results: Unlike organic search engine optimization (SEO) that takes time to
show results, SEM can generate immediate traffic to a website. By running paid search
campaigns, businesses can quickly drive relevant traffic and start seeing results.
4. Cost Control: SEM provides businesses with control over their advertising budget. They can
set daily or monthly spending limits, adjust bids for keywords, and measure the return on
investment (ROI) for their advertising campaigns.
5. Measurable Results: SEM allows businesses to track and measure the performance of their
advertising campaigns accurately. They can analyze metrics such as click-through rates
(CTT), conversion rates, and cost per acquisition (CPA) to evaluate the effectiveness of their
marketing efforts.
6. Brand Awareness: By appearing at the top of search engine results through SEM, businesses
can increase brand visibility and awareness. This can help establish their brand as a trusted
and authoritative source in their industry.
7. Competitive Advantage: SEM provides businesses with a competitive edge by allowing
them to outrank their competitors in search engine results. By bidding on relevant keywords,
businesses can ensure that their ads are displayed prominently to potential customers.
8. Flexibility: SEM offers flexibility in terms of ad formats, targeting options, and campaign
settings. Businesses can experiment with different ad creatives, landing pages, and audience
segments to optimize their campaigns for better results.
9. Digital Marketing: Online purchases are one of the most popular ways customers shop.
SEM campaigns attempt to expand the reach of digital marketing by identifying and using
keywords that will attract the people most likely to be interested in the marketer’s product or
service. Essentially, SEM campaigns target the most profitable keywords.
10. High Conversion Rate: One of the biggest advantages of SEM marketing efforts is that they
position an organization’s product right in front of customers when they are ready to make a
purchase. For example, by purchasing an ad for a product keyword- “food processor” for
example-customers looking to buy a food processor online will see a company’s product ad
first. With SEM, there is a good chance that the visitors clicking on an ad want to make a
purchase, increasing an organization’s customer conversion rates and optimizing customer’s
purchase intent.
11. Speed: An SEM strategy often drive’s increased traffic more quickly than SEO, which can
require long periods of time to analyze keywords and shape content to SEO research. SEM
puts products and service right in front of customers immediately by placing them at very top
of search engine result pages (SERPs).
12. PPC Model: The PPC model, which is similar to the cost per engagement model, is a cost-
effective strategy that enables organizations to only pay when their ad is clicked.
Organizations can also control exactly how much they spend by setting a maximum cost per
click (CPC) and daily budget.
13. Segmentation: Besides keywords, SEM campaigns can control what geographic location,
language and online behaviour to target, ensuring they only reach the users that might be
interested in their product or services.
14. Deep Insight: Tools like google analytics give organizations highly detailed reports on the
state and evolution of their SEM campaigns in real time. This gives useful insights into how
SEM campaign ads are performing, which helps organizations analyze how they could
improve their campaign.

Advantages of Search Engine Marketing (SEM)

1. Highly Measurable: Tools like google Ads give you highly detailed reports of the evolution
of your campaign, so you can always know what is happening with your ads. In addition, you
 can take advantage of the integration with analytics to have everything controlled to
perfection.
2. Real-Time Monitoring: The analytics interface allows you to see what is happing at each
moment and corrects the course to the moment if you do not get the results you are looking
for.
3. Pay Per Click: With this, you will only pay if you get results. You can control the maximum
daily budget that you are will to invest as well as the maximum cost per click you can pay.
Hence, you make sure that the campaign is profitable.
4. Speed: Reading other techniques such as SEO or content marketing, search engine
advertising allows you to achieve relatively fast, large fast, large-scale results.
5. Within Everyone’s Reach: Since budgetary investment is scalable, this solution works for
both large companies and SMEs. They all compete in equal conditions to reach their first
positions for keywords.
6. Segmentation: Finally, another positive of this tool is great segmentation possibilities. By
focusing on keywords, you will reach the public that is actively interested in you. You can
also filter it by other factors such as location, language, or behaviour.

Disadvantages of Search Engine Marketing (SEM)

SEM also has some downsides and challenges, including the following:
1. Cost: Even with cost-effective models like PPC, SEM can become expensive overtime, as
organizations have to pay every time their ad is clicked on. With SEO, there are no click-and
ranking-related costs.
2. Competition: Depending on the campaign’s target audience, buying ads and ensuring the top
spot at the top of SERPs can become challenging and expensive. An increase in companies
competing for the top and sport is causing CPC and related costs to rise.
3. Customer Trust and ad Blockers: Many customers don’t enjoy or trust ads and block them
with ad blockers. Ads can be seen as disruptive and less trustworthy than inbound marketing
techniques, which generate organic search results.

Techniques of Search Engine Marketing

These techniques work together to create effective SEM campaigns that drive traffic, increase
conversions, and ultimately boost sales for businesses. Here are some key techniques of search
engine marketing (SEM):
1. Pay-Per-Click Advertising (PPC): This is the most common SEM technique, where
advertisers bid on keywords to have their ads displayed in search engine results. They pay
only when a user clicks on their ad. Platforms like Google Ads and Bing Ads are popular for
PPC campaigns.
2. Keyword Research: Identifying the right keywords is crucial for SEM success. This
involves researching and selecting keywords that potential customers are likely to use when
searching for products or services. Tools like Google Keyword Planner can help in finding
relevant keywords.
3. Ad Copy Optimization: Creating compelling ad copy that attracts clicks is essential. This
includes writing clear, concise, and persuasive headlines and descriptions that highlight the
benefits of the product or service being offered.
4. Landing Page Optimization: The landing page is where users are directed after clicking on
an ad. Optimizing this page for conversions involves ensuring it is relevant to the ad, has a
clear call-to-action, and provides a good user experience.
5. A/B Testing: This technique involves creating multiple versions of ads or landing pages to
see which performs better. By testing different elements, such as headlines, images, and calls-
to-action, marketers can optimize their campaigns for better results.
6. Remarketing: Remarketing targets users who have previously visited a website but did not
convert. By displaying ads to these users as they browse other sites, businesses can
encourage them to return and complete their purchase.
7. Ad Extensions: These are additional pieces of information that can be added to ads, such as
location, phone number, or additional links. Ad extensions can enhance the visibility and
effectiveness of ads, making them more informative and appealing.
8. Geotargeting: This technique allows advertisers to target specific geographic locations.
Businesses can show ads to users in particular regions, which is especially useful for local
businesses looking to attract nearby customers.
9. Negative Keywords: Using negative keywords helps prevent ads from showing up for
irrelevant searches. By identifying terms that are not relevant to the business, advertisers can
save money and improve the quality of their traffic.
10. Performance Tracking and Analytics: Monitoring the performance of SEM campaigns is
vital. Using analytics tools, businesses can track metrics like click-through rates, conversion
rates, and ROI, allowing them to make informed decisions and adjustments to their strategies.

Thing to Avoid in Search Engine Marketing (SEM)

1. Keyword Stuffing: Avoid overloading your ad copy or website content with excessive
keywords. It can make your content appear unnatural and negatively impact user experience.
2. Irrelevant Keywords: Don’t target keywords that are not relevant to your products, services,
or target audience. This can lead to wasted ad spend and low-quality traffic.
3. Poorly Written Ad Copy: Avoid using generic or unclear ad copy. Your ads should be
compelling, concise, and clearly communicate the value proposition of your offering
4. Ignoring Quality Score: Quality score is an important factor that determines the ad rank and
cost per click. Neglecting to optimize your landing pages, ad relevance, and expected click-
through rate can result in lower ad positions and higher costs.
5. Neglecting Mobile Optimization: with the increasing use of mobile devices, it’s crucial to
optimize your ads and landing pages for mobile users. Ignoring mobile optimization can lead
to a poor user experience and lower conversion rates.
6. Neglecting Ad Extensions: Ad Extensions provide additional information and improve the
visibility of your ads. Ignoring ad extensions can limit the effectiveness of your ads and
reduce their overall performance.
7. Lack of Conversion Tracking: Not setting up proper conversion tracking can make it
difficult to measure the success of your SEM campaigns. It’s important to track and analyze
conversions to understand the ROI of your advertising efforts.
8. Failing to Monitor and Adjust: SEM requires ongoing monitoring and optimization. Failing
to regularly review and adjust your campaigns can result in missed opportunities and wasted
ad spend.
Search Engine Concepts
1. Search Engine: A search engine is a software system that helps users find information on the
internet by searching through a data base of web pages and returning relevant results.
2. Search Query: A search query is the word phrase that a user enters into a search engine to
find information. It can be a simple keyword or a longer, more specific phrase.
3. Search Engine Results Page (SERP): The SERP is the page that displays the results of a
search query. It typically includes a list of web page titles, descriptions, and URLs that are
relevant to the search query.
4. Organic Search Results: Organic Search Results are the non-paid listings that appear on the
SERP based on their relevance to the search query. These results are determined by the
search engine’s algorithm.
5. Paid Search Results: Paid search results, also known as sponsored results or paid listings,
are the advertisements that appear on the SERP. Advertisers bid on keywords and pay for
their ads to be displayed when those keywords are searched.
6. Keywords: Keywords are specific words or phrases that are relevant to the content of a web
page. They help search engines understand what the page is about and determine its ranking
in search results.
7. Search Engine Optimization (SEO): SEO is the practice of optimizing a website to
improve its visibility and ranking in organic search results. It involves various techniques like
keyword research, on-page optimization, and link building.
8. Crawling: Crawling is the process by which search engines discover and collect information
from web pages. Search engine bots, also known as spiders or crawlers, visit websites and
follow links to index their content.
9. Indexing: Indexing is the process of storing and organizing the information collected by
search engine bots. The search engine creates an index, which is a database of all the web
pages it has crawled
10. Ranking Algorithm: A ranking algorithm is a complex mathematical formula used by search
engines to determine the order in which web pages appear on the SERP. Factors live
relevance, quality, and authority of the page are considered in the ranking process.
11. SEO and SEM: SEO and SEM are essentials in online marketing strategies, but they are also
two abbreviations that lead to a lot of confusion. Which is better for your brand and how can
you leverage both to boost traffic and increase conversions.
12. SEM Positioning: SEM positioning is the paid method that is used to quickly gain search
engine positioning.
13. SEM Campaign: A SEM campaign represents the entire advertising strategy that generates
ads in search engines like google. A campaign can encompass many different ad groups and
keywords in order to increase positioning.
14. SEM on Google: The most popular form of SEM is on google Ads. To create a SEM
campaign on google, go from the most general to the most concrete. There are many different
ways to advertise on google ads, with a variety of ad options and structures.
 CHAPTER SEVEN

ELECTRONIC MAIL: (EMAIL) MARKETING

Meaning of Email Marketing

Electronic Mail (Email): Sending and replying of messages from individuals, on computer(s) to
another individual(s), all via the internet. Email Marketing is a form of digital marketing that
leverages email to promote products and services to potential customers as well as current and
past customers. It’s vital for building brand awareness, driving conversions and growing
customer loyalty. Email Marketing is the use of email to promote products or services while
developing relationships with potential customers or clients. It is essentially direct mail done
electronically instead of through the postal service. Email Marketing, is one segment of internet
marketing, which encompasses online marketing via websites, social media, blogs, and more.
Email Marketing includes newsletters with update on the company, or promotions of sales and
exclusive deals for subscribers. Marketing emails may also seek to share a general message on
the company’s behalf, such as in the wake of a natural disaster or company scandal. Email
marketing is a digital marketing strategy that involves sending emails to a targeted group of
recipients to promote products, services, or brand awareness. It is used to communicate directly
with potential and existing customers, providing them with valuable information, offers, and
updates. Key Components of Email Marketing include: Email marketing is an effective way to
nurture relationships with customers, drive traffic to websites, and ultimately increase sales.
1. Building a Subscriber List: Creating a list of email addresses from individuals who have
opted in to receive communications from the business. This can be done through sign-up
forms on websites, social media, or during events.
2. Segmentation: Dividing the email list into smaller segments based on criteria such as
demographics, purchase history, or engagement levels. This allows for more personalized and
relevant messaging.
3. Content Creation: Crafting engaging and informative content for the emails. This can
include newsletters, promotional offers, product announcements, and educational content that
adds value to the recipients.
4. Design and Formatting: Designing visually appealing emails that are easy to read and
navigate. This includes using a clear layout, images, and calls-to-action (CTAs) that
encourage recipients to take specific actions.
5. Automation: Utilizing email marketing software to automate sending emails based on
triggers, such as a new subscriber joining the list or a customer making a purchase. This
ensures timely and relevant communication.
6. Analytics and Tracking: Monitoring the performance of email campaigns through metrics
like open rates, click-through rates, and conversion rates. This data helps marketers
understand what works and what needs improvement.

The Importance of Email Marketing Platforms

The Email marketing platforms are essential for businesses to effectively reach and engage their
target audience through email campaigns. These platforms include:
1. Reach a Wide Audience: Email marketing allows businesses to reach a large audience with
their marketing messages. With billions of people using email worldwide, businesses can
connect with potential customers across different demographics and regions.
2. Cost-effective Communication: Compared to traditional marketing channels, email
marketing is a cost-effective way for businesses to promote their products and services.
Email platforms provide tools to create and send professional-looking emails without the
need for expensive printing or postage costs.
3. Personalized Messaging: Email marketing platforms enable businesses to personalize their
messages based on customer preferences, behavior, and demographics. By segmenting their
email lists and using personalized content, businesses can deliver relevant and targeted
messages that resonate with their audience.
4. Automation and Efficiency: Email marketing platforms offer automation features that
streamline the process of sending emails. Businesses can set up automated campaigns, such
as welcome emails, abandoned cart reminders, and birthday greetings, saving time and effort
while maintaining consistent communication customers.
5. Tracking and Analytics: Email marketing platforms provide valuable insights into the
performance of email campaigns. Businesses can track metrics like open rates, click-through
rates, conversions, and unsubscribe rates to measure the effectiveness of their email
marketing efforts. This data helps optimize future campaigns and improve results.
6. Relationship Building: Email marketing platforms allows businesses to nurture
relationships with their audience over time. By consistently delivering valuable content,
updates, offers, businesses can build trust, loyalty, and brand affinity with their subscribers.
7. Targeted Marketing: Email marketing platforms enable businesses to target specific
segments of their audience with tailored messages. Whether it’s based on demographics, past
purchases, or engagement history, businesses can send relevant offers and information that
resonate with each recipient, increasing the chances of conversion.
8. Integration with other Marketing Channels: Many Email marketing platforms integrate
with other marketing channels, such as social media and customer relationship management
(CRM) systems. This integration allows businesses to create cohesive and multi-channel
marketing campaigns, delivering a consistent message across different touchpoints.

Advantages of Email Marketing

1. Cost Effective: The costs of email marketing can be much lower than many other forms of
marketing. There are no advertising fees, printing or media space costs.
2. Permission Base: Your marketing list will be made up of people who have activity chosen to
receive email communications from you. Customers who are genuinely interested in your
products and/or services are more likely to engage with your business.
3. Flexible Design: You can send plain text, graphics or attach files, whichever suits your
message best. A choice of design options gives you scope to convey your business branding.
4. Scalable: Email marketing can be used to reach large audiences or smaller targeted lists.
5. Personalization and Segmentation: with email marketing you can personalize messages.
You can also segment your marketing list, so that your customers receive messages from you
that they are interested in-this will help boost their engagement with you.
6. Shareable: It is easy for people to forward and share your email content, building your
reputation by word-of-mouth or rival marketing. This may help influence new customer to
become followers of your brand.
7. Conversions and Increased Sales: If you have a new promotion people can click on links
and follow your call-to-action immediately. Email marketing is also effective at every stage
 of the buying process. For example, you can influence someone to choose your product,
nurture the customer relationship post-transaction and also encourage future purchase.
8. Measurable: you can evaluate the success of a campaign by using web analytics software.
You can easily test different copy, subject lines and designs to see which is most effective.
This allows you to optimize future campaigns.
9. Benchmark: you can compare your results against others in your industry. There are many
free email marketing benchmarking reports available, you will find these by searching online.
Benchmarking data can help you to evaluate and prioritise improvement opportunities.
10. Test before you Send: A/B testing of subject lines, calls-to-action, personalization, email
copy, images or messages ensure your email content is as effective as it can be before you
send it.
11. Less Instructive: Unlike telephone marketing, recipient can read your message at a time that
suits them. Customer can also update their preferences if they would like to receive different
messages from you or unsubscribe if they feel they no longer want to receive your email
communications.
12. Environmentally-friendly: Email marketing is better for the environment than direct
marketing by postal mail because nothing is printed.
13. Time-saving: Through automation you can triggers emails to be sent to customers based on
an action they have performed on your website. E.g. send a welcome email when a user sign
up to your website, or issue an email offering a discount incentive if user abandons an online
shopping cart. Once you have developed a template you can reuse for numerous email
campaigns.
14. Real time marketing: through email marketing you can connect with customers in real-time.
Using automated triggers, such as website activity, recent purchase or shopping cart
abandonment, you can reach the right audience, at the right time, in the right place and with
the right offer.

Disadvantages of Email Marketing

Some of the potential problems of email marketing include:
1. Spam: Commercial email or ‘Spam’ irritates consumers. If you messages are not targeted to
the right people, the recipient may delete your email or unsubscribe. You need to make sure
that your email marketing complies with privacy and data protection rules, and it is properly
targeted at people who want to receive it. The ‘click through rate’ for untargeted email is
likely to be very low.
2. Undelivered Email: Poorly designed emails may not get delivered. Emails that use certain
spam keywords or characters in the subject heading or content of the email, e.g $$$s, free,
click here, are likely to be filtered out by email software and internet service providers. If you
don’t keep your marketing lists up to date, you will find incorrect email addresses mean your
messages won’t reach the right person.
3. Design Problems: Your email must be designed so that it appears as it should across
multiple devices and email providers. You may encounter a trade-off between design and
functionality. Some people opt to receive text-only emails consider how your message will
look if this is the case.
4. Size Issues: Files need to be small enough to download quickly. Emails containing many
images may take too long to load, frustrating your audience and losing their interest.
5. Resources and Skills: For a successful email campaign you must ensure that you have the
right copy, design and marketing list. If you don’t have the time or skills in-house, consider
outsourcing some of these elements.

The Conceptual Models for Effective Email

When it comes to effective Email marketing, there are a few conceptual models that businesses
can follow to maximize their success. Effective email communication can be enhanced by
understanding and applying several conceptual models. Here are a few key models to consider:

1. The 7 Cs of Communication: This model emphasizes clarity, conciseness, concreteness,

correctness, completeness, consideration, and courtesy. Each "C" represents a principle that
helps ensure your email is effective and well-received.
a. Clarity: Be clear about your message and purpose.
b. Conciseness: Keep your email brief and to the point.
c. Concreteness: Use specific facts and figures to support your message.
d. Correctness: Ensure your email is free of grammatical errors and factual inaccuracies.
e. Completeness: Provide all necessary information so the recipient can respond appropriately.
f. Consideration: Think about the recipient's perspective and how they might react to your
message.
g. Courtesy: Be polite and respectful in your tone.

2. The AIDA Model: This model stands for Attention, Interest, Desire, and Action. It's often
used in marketing but can be applied to emails as well.
a. Attention: Grab the recipient's attention with a strong subject line.
b. Interest: Engage them with relevant and interesting content.
c. Desire: Create a desire for the recipient to respond or take action.
d. Action: Clearly state what you want the recipient to do next.

3. The STAR Model: This model stands for Situation, Task, Action, and Result. It’s useful for
structuring emails, especially when explaining a project or an issue.
a. Situation: Describe the context or background.
b. Task: Explain what needs to be done.
c. Action: Outline the actions taken or proposed.
d. Result: Share the outcomes or expected results.

4. The Five Ws: This model focuses on Who, What, When, Where, and Why. It helps ensure
that all critical information is included in your email.
a. Who: Identify who is involved.
b. What: Clearly state what the email is about.
c. When: Provide timelines or deadlines.
d. Where: Mention any locations if relevant.
e. Why: Explain the purpose of the email.

Merits of Email Marketing Platform

Email marketing platforms have several merits that make them a popular choice for businesses.
Here are some key advantages:
1. Cost-Effectiveness: Email marketing is often more affordable than traditional advertising
methods. It allows businesses to reach a large audience without significant costs, making it
ideal for small and medium-sized enterprises.
2. Direct Communication: Email provides a direct line of communication with customers.
Businesses can send personalized messages, updates, and promotions straight to the inbox of
their audience, fostering stronger relationships.
3. Targeted Marketing: With email marketing, you can segment your audience based on
various criteria (like demographics or purchase history) and send tailored messages. This
increases the relevance of your content and improves engagement rates.
4. Measurable Results: Email marketing platforms offer robust analytics tools that allow you
to track open rates, click-through rates, conversions, and more. This data helps you assess the
effectiveness of your campaigns and make informed decisions.
5. Automation: Many email marketing platforms provide automation features, allowing
businesses to send emails based on user behavior or specific triggers. This saves time and
ensures timely communication with customers.
6. Increased Brand Awareness: Regularly sending emails helps keep your brand top-of-mind
for consumers. Consistent communication can lead to increased recognition and loyalty over
time.
7. High ROI: Email marketing generally has a high return on investment (ROI). Studies have
shown that for every dollar spent on email marketing, businesses can expect a significant
return, often cited as around $42.

Demerits of Email Marketing Platform

Email marketing platforms offer various advantages, but they also come with several demerits.
Here are some of the key drawbacks:
1. Spam Filters: Many email marketing campaigns can end up in spam folders due to
aggressive filtering by email providers. This means your carefully crafted messages may
never reach your intended audience, reducing the effectiveness of your campaign.
2. Over-Saturation: Consumers receive a high volume of emails daily, leading to email
fatigue. Your messages may be ignored or deleted without being read, making it challenging
to capture attention.
3. Deliverability Issues: Even if your emails are not marked as spam, there can be issues with
deliverability. Factors like poor sender reputation, incorrect email addresses, or technical
problems can prevent emails from reaching recipients.
4. Compliance and Regulations: Email marketing is subject to various regulations, such as the
CAN-SPAM Act and GDPR. Non-compliance can lead to hefty fines and damage to your
brand’s reputation.
5. Limited Engagement: Email marketing typically has lower engagement rates compared to
other channels like social media. Users may not interact with emails as much, leading to
lower click-through and conversion rates.
6. Design Limitations: While many platforms offer templates, there can still be limitations in
design flexibility. Emails may not render well across all devices and email clients, affecting
the user experience.
7. Dependency on Lists: The success of email marketing relies heavily on the quality of your
email list. Building and maintaining a high-quality list can be time-consuming and requires
ongoing effort.
8. Measurement Challenges: While many platforms provide analytics, interpreting data and
measuring ROI can be complex. It may be difficult to attribute sales directly to email
campaigns.
9. Easy to Share: Emails can be easily shared by recipients, expanding your reach. If a
subscriber finds your content valuable, they may forward it to friends or colleagues,
increasing your audience organically.

Why Businesses Need Email Marketing Platforms

Businesses need email marketing platforms for several reasons:
1. Building Customer Relationships: Email marketing allows businesses to engage with
customers on a personal level. Regular communication helps build trust and loyalty, making
customers more likely to return.
2. Cost-Effective Marketing: Compared to other marketing channels, email marketing is
relatively inexpensive. It allows businesses to reach a large audience without breaking the
bank, which is crucial for budget-conscious companies.
3. Targeted Campaigns: Email marketing platforms enable businesses to segment their
audience based on interests, behaviors, or demographics. This targeted approach ensures that
the right messages reach the right people, increasing the chances of conversion.
4. Automation Capabilities: Many platforms offer automation features that allow businesses
to set up email sequences triggered by specific actions (like sign-ups or purchases). This
saves time and ensures timely communication with customers.
5. Analytics and Insights: Email marketing platforms provide detailed analytics that help
businesses measure the success of their campaigns. Metrics like open rates, click-through
rates, and conversions allow for data-driven decision-making.
6. Increased Sales: By promoting products, services, or special offers directly to customers'
inboxes, businesses can drive traffic to their websites and increase sales.
7. Brand Awareness: Regular emails keep your brand in front of customers, enhancing
recognition and recall. This is especially important in competitive markets.
8. Easy to Share: Emails can be easily forwarded, which can help expand your reach as
satisfied customers share your content with their networks.

To Implement Email Marketing Platform

Implementing an email marketing platform involves several key steps:
1. Choose the Right Platform: Research and select an email marketing platform that fits your
business needs. Popular options include Mailchimp, Constant Contact, and SendinBlue. Look
for features like automation, segmentation, and analytics.
2. Build Your Email List: Start collecting email addresses from potential customers. You can
do this through sign-up forms on your website, social media promotions, or in-store sign-ups.
Make sure to comply with privacy regulations, like GDPR or CAN-SPAM.
3. Segment Your Audience: Once you have your email list, segment it based on criteria like
demographics, purchase history, or engagement level. This allows for more personalized and
targeted campaigns.
4. Create Engaging Content: Develop compelling email content that provides value to your
audience. This can include newsletters, product promotions, or educational content. Use eye-
catching subject lines to increase open rates.
5. Design Your Emails: Use templates provided by your email marketing platform to create
visually appealing emails. Ensure they are mobile-friendly, as many users check emails on
their phones.
6. Set Up Automation: Take advantage of automation features to send welcome emails,
birthday discounts, or follow-up messages after purchases. This saves time and ensures
timely communication.
7. Test and Optimize: Before sending out your emails, conduct A/B testing to see which
subject lines or content perform better. Analyze the results to optimize future campaigns.
8. Monitor Performance: After sending your emails, track metrics like open rates, click-
through rates, and conversions. Use this data to refine your strategies and improve
engagement over time.

To Create Email Marketing

Creating an effective email marketing campaign involves several key steps:
1. Define Your Goals: Start by determining what you want to achieve with your email
marketing. This could be increasing sales, promoting a new product, or building brand
awareness.
2. Build Your Email List: Collect email addresses from potential customers. You can do this
through sign-up forms on your website, social media, or in-store promotions. Ensure you
have permission to email them by using opt-in methods.
3. Choose an Email Marketing Service: Select a platform to manage your email campaigns,
such as Mailchimp, Constant Contact, or Sendinblue. These services offer tools for designing
emails, managing your list, and tracking performance.
4. Segment Your Audience: Divide your email list into segments based on demographics,
behavior, or interests. This allows you to tailor your messages to specific groups, increasing
relevance and engagement.
5. Craft Compelling Content: Create engaging and valuable content for your emails. This
includes eye-catching subject lines, personalized greetings, and informative body content.
Make sure to include a clear call to action (CTA) guiding recipients on what to do next.
6. Design Your Email: Use templates provided by your email marketing service to create
visually appealing emails. Ensure they are mobile-friendly, as many users check emails on
their phones.
7. Test Your Emails: Before sending, test your emails by sending them to yourself or a small
group. Check for formatting issues, broken links, and ensure that all elements display
correctly.
8. Schedule and Send: Choose the best time to send your emails based on your audience's
behavior. Some platforms allow you to schedule emails for optimal engagement.
9. Analyze Results: After sending your emails, monitor their performance using analytics tools.
Track metrics such as open rates, click-through rates, and conversions to understand what
worked and what didn’t.
10. Refine Your Strategy: Use the insights gained from your analysis to improve future
campaigns. Experiment with different content, designs, and sending times to see what
resonates best with your audience.

Need for Email Marketing

1. Turning your subscribers and followers into real customers.
2. Expanding your customer base and increasing their awareness of your company or products.
3. Raising brand awareness and audience engagement.
4. Informing customers about new arrivals and promotions.
5. Stimulating sales for a short time (during a promotion, for example).
6. Motivating customers to make repeat purchases.

Pros of Email Marketing

1. Emails direct traffic to your website.
2. It is an easy way to reach mobile customers.
3. It's an effective way to keep customers informed.
4. Email coupons drive online and in-store sales.
5. It's easy to customize and integrate into other marketing tactics. Email marketing is
inexpensive.

Cons of Email Marketing

1. Too many e-mails from various marketers.
2. Spam filters catch bulk marketing emails.
3. Inconsistent updates.
4. Too much online marketing.
5. Unsubscribe buttons –anyone can press it easily.

Why Businesses Need Email Marketing

Businesses need email marketing platforms for several reasons:
1. Reach a Wide Audience: Email marketing platforms allow businesses to send messages to a
large number of people simultaneously. This helps them reach a wider audience and increase
brand visibility.
2. Cost-Effective: Compared to traditional marketing methods, email marketing is cost-
effective. With email marketing platforms. Businesses can send targeted messages to their
subscribers without spending a fortune on printing and postage.
3. Personalization: Email marketing platforms enable businesses to personalize their messages
based on customer preferences, demographics, and past interactions. Personalized emails
have higher open and click-through rates, leading to better engagement and conversions.
4. Automation: These platforms offer automation features, allowing businesses to schedule and
automate email campaigns. This saves time and effort by automatically sending emails at the
right time, such as welcome emails, birthday offers, or abandoned cart reminders.
5. Analytics and Tracking: Email marketing platforms provide valuable insights into
campaign performance. Businesses can track metrics like open rates, click-through rates, and
conversions. This data helps them optimize their email marketing strategy for better results.
6. Segmentation: Email marketing platforms allow businesses to segment their subscriber lists
based on various criteria like demographics, purchase history, or engagement level. This
helps deliver targeted content to specific groups, increasing the relevance and effectiveness
of email campaigns.
7. Integration with other Tools: Many Email marketing platforms integrate with other
marketing tools, such as customer relationship management (CRM) systems or e-commerce
platforms. This seamless integration streamlines workflows, improves data synchronization,
and enhances overall marketing efforts.
How to Implement Email Marketing
1. Build an email list of subscribers.
2. Choose an email marketing platform.
3. Create engaging and relevant email content.
4. Segment your email list for targeted campaigns.
5. Personalize your emails.
6. Test and optimize your email campaigns.
7. Track and analyze your email marketing metrics.
8. Comply with email marketing regulations, like GDPR.

The Important Concepts in Email Marketing

1. Sender: The person or entity who sends the email. It can be an individual or a business.
2. Recipient: The person or group of people who receive the email. They are the tended
audience for the message.
3. Subject Line: The brief summary or headline that describes the content of the email. It helps
recipients understand the purpose of the email.
4. Body: The main content of the email, where the message is conveyed. It can include text,
images, links, and attachments.
5. CTA (Call to Action): A specific instruction or request for the recipient to take a desired
action, such as clicking a link, making a purchase, or subscribing to a newsletter.
6. Opt-in-Opt-out: The process of voluntarily subscribing or unsubscribing from an email list.
It gives recipients control over whether they want to receive future emails.
7. Personalization: Tailoring the email content to make it more relevant and personalized to
the recipient. This includes using their name, referencing their past purchases, or segmenting
the email list based on demographics or preferences.
8. Open Rate: The percentage of recipients who open the email. It helps measure line and
overall email engagement.
9. Click-through Rate (CTR): The percentage of recipients who click on a link in the email. It
measures the effectiveness of the emails content and CTA.
10. Unsubscribe: The option for recipients to remove themselves from an email list. It’s
important to provide an easy and clear way for recipients to opt-out if they no longer wish to
receive emails.
11. Subscriber List: This is the foundation of email marketing. It consists of individuals who
have opted in to receive emails from a business. Building a quality list is crucial, as it directly
affects the success of your campaigns.
12. Segmentation: This involves dividing your subscriber list into smaller groups based on
specific criteria, such as demographics, behavior, or interests. Segmentation allows for more
targeted and relevant messaging, which can improve engagement and conversion rates.
13. Personalization: Tailoring emails to individual recipients based on their preferences,
behaviors, or past interactions. Personalization can increase open rates and customer
satisfaction by making the content feel more relevant to the reader.
14. Content: The information presented in the email, which can include promotional offers,
newsletters, product updates, or educational content. High-quality, engaging content is
essential for capturing the recipient's attention and encouraging action.
15. Call-to-Action (CTA): A prompt that encourages the recipient to take a specific action, such
as clicking a link, signing up for a webinar, or making a purchase. Effective CTAs are clear,
compelling, and strategically placed within the email.
1. A/B Testing: This involves creating two or more variations of an email to test which version
performs better. Marketers can experiment with different subject lines, content, or layouts to
optimize their emails for better results.
2. Analytics: Tracking and analyzing the performance of email campaigns through metrics like
open rates, click-through rates, conversion rates, and unsubscribe rates. This data helps
marketers understand what works and refine their strategies.
3. Automation: Using software to send emails automatically based on specific triggers or
schedules. Automation can help save time and ensure timely communication, such as
welcome emails, birthday messages, or follow-ups after a purchase.
4. Compliance: Adhering to regulations such as the CAN-SPAM Act or GDPR, which govern
how businesses can collect and use email addresses. Compliance is essential to maintain trust
and avoid legal issues.
5. Deliverability: This refers to the ability of an email to reach the recipient's inbox rather than
being filtered into spam or junk folders. Factors influencing deliverability include sender
reputation, email content, and recipient engagement.

Steps on How to Create a New E-mail Address or Signing up an E-mail Account

1. Connect to the internet
2. Type [Link] the address bar and press enter key. This will link you to
yahoo home page.
3. Click on E -mail or yahoo mail
4. Click on “sign up now” or “create new account” under the free edition to get an e-mail
account for free.
5. A form will be displayed
6. Type in the new e-mail address
7. Type in the password: N/B: Password is secret alphabet used in opening one box and it must
be up to six in number.
8. Retype the password in space
9. Computer will also or demand a secret question like what is your pet name?
10. Your answer e.g John
11. Birthday month day year
12. First name, last name
13. Language and continent e.g (Nigeria)
14. Zip code e.g 234 i.e country code
15. Industry (education) i.e status one belongs
Enter these words as it is in the box below:
Thanks: Thanks
17. Click on “submit this form” to submit the form
If correctly filled, a confirmation message will be sent to you showing that your signing up an
account was successful.

Steps on How to Check Mail or Accessing E-mail Account

1. Connect to the internet
2. Load your Web Browser (Internet Explorer) from the desktop
3. Type [Link] in the address bar and press enter key. This will link you to
Home Page
4. Click on E- mail or yahoo mail. The screen will appear interactive form
5. Click on sign in
6. Enter your e-mail address i.e ID
7. Enter your password
8. Click on sing in again to open your box or press key on the keyboard
9. Click on inbox form on the yahoo mail screen
10. Then double click (fast click twice) on any of the message subject you want to view or read.

To Reply A Mail
When a message is sent to the recipient, the name and e-mail address of the sender is carried
along with the message. This will enable the recipient to know exactly who has sent the message
to him and reply will be very easy. Now, assuming you have typed in the message follow these
steps.
1. Move the mouse to reply and click email Address of the sender and the subject will displayed
in the to and (SUBJECT ) boxes respectively.
2. After you have finished typing your message in the composed area, then click on send to
deliver the message.

To Send Reply To All

This command enable you to send reply to all those who received a message like you. The
system automatically puts their names in the recipient’s box.

Spam Guard: This gives user access to yahoo mail junk mail tool which can be use to direct
junk mails to buck folders where they are kept away from other mail or deleted finally.

To Spam Guard
Ø Click on the bulk folder to open the spam guard folder
Ø Check the spam mails to be deleted
Ø Click on the delete button to delete the checked spam email.

Forwarding E-mail
When people or users want to share message that are sent to them by other people, the forward
command is made use of. Any message sent through forwarding is received by the recipient just
the way it is sent unaltered.

To Forward Mail
Ø Open the message to be forwarded
Ø Click on forward button
Ø Type the recipient’s e-mail address
Ø Click on send to forward the message

Steps On How To Send Mail Message Or Compose

To Send a mail to Someone:
Ø Connect to the internet
Ø Type [Link] in the address bar and press enter key. This will link you to
Home Page.
Ø Click on E- Mail or yahoo mail
Ø The screen will appear interactive form
Ø Enter yahoo ID (username) in the text box on the right and the password
Ø Click on sign in or press enter
Ø After the above, another instructive screen will appear
Ø Click on compose button
Ø Enter the email address of the recipient in the TO/CC/BCE box. Note, you can enter email
addresses for more than one person by separating them with comma.
Ø Enter the subject of the message in the SUBJECT box. This will enable the recipient to
quickly suggest the reason for the mail.
Ø At the end, click on send to deliver the mail
Note: The systems send it and give sent message if successful.

Attachment Files
The electronic mail (e-mail) is designed to transfer light text message only, but graphic visual
files should be sent through attachment. The file can be a graphic file, a word processing
document, a spreadsheet or of any of the pages. You can send a whole book such file may be
already created document saved on hard disk or a removable storage device.
Internet regards such a document as attachment. This sort of document can be sent along with
another document or sent alone. But the computer regards it as an attachment and therefore
expects that something be typed as original document with which the attachment goes. In the
case the user is not sending any other document except the attachment, we just needs to type
some words as a message to which the document will be attached.

To Attach A File
To do so, the following steps should be followed
Ø Open your e-mail box (see the procedure on how to check your mail)
Ø When the system has displayed your mail box
Ø Click any of these three commands:
Compose Reply or Forward. You can attach a file under any of these commands
Ø When the screen for any of them has been displayed
Ø Click on Attach files button
Ø The system displays five dialog boxes for which files will be stored and having in front of
each the word Browse button
Ø Click the first Browse button
Ø The system opens a dialog box to enable you select a file from any of the listed storage
devices.
Ø Identify the file and select it by clicking on it
Ø The system brings you back to the last screen.
Ø If you want to select more files, click the second Browse button. It repeats procedure number
8
Ø When you have selected all your files
Ø Click attach files button
Ø The system starts to copy the file.
Ø This may take some time depending on the volume of the file or if it is graphic, it may take
more time.
Ø If it is successfully attached, the system opens anther screen having your address and spaces
you will enter the receiver’s address and the topic of your message. It will also display a
message that it has attached the file showing a paperclip icon along with the message. If not
successful, the message will show that the copy was not done.
Ø If successful, type the receiver’s address and the topic.
Ø Type a message for the receiver and click send button
Ø The system sends the message and the attachment to the receiver and sends message when
successfully done.

To Open an Attachment
Ø When a message is sent to your box that has an attachment along with it, a sign of a paperclip
icon will be placed by the left side of the message.
Ø Use the steps of checking mail and follow this procedure:
a. Click on view attachment to view attached files
b. Click download to down load the files
c. You can only download the files if your computer has all the necessary requirement to do so.

What Is a Password?
A password is a security measure that restricts access to one box or security key for access one
box or file.

Changing Password
This is the process of changing ones password especially in a situation where many people know
it.

To Change Password
1. Click on my yahoo
2. Click on account info
3. Enter your old password in the box
4. Enter your new password
5. Retype the new password
6. Click on change password

Blocking Mails
It is the process of blocking another person’s mail to avoid it getting into your mail especially
advert and disturbing mail like that of the enemy’s etc.

To Block Mails
1. Click on mail option
2. Under the management Column, Click on Block Address
3. Enter the e-mail address you want to block inside the rectangular box.
N/B: Any time you wish to set the person free from been block, apply the same process, at the
end of Add, you will see remove, just click on remove to set the person free.
To Reactivate Mail
This process is for those who have not checked their mails for a long time. To do so, the
following steps should be followed
1. Use the steps of checking mail and follow this procedure
2. Click on “sign in”
3. Enter your ID and password
4. Click on “Sign in”
5. It will demand to reactivate scroll down and click on “reactive”

Responses to E-Mail
When you open your E-Mail Box you can respond to a messages by any of the following
1. View the content
2. Print a message
3. Save a message
4. Delete a message
5. Send reply
6. Send reply to all
7. Forward a message

To View the Content of a Message

1. Double click on the message
2. Allow the system shows the content of the mail on the screen

To Print a Message OR Mail

1. After displaying a message, you can print it on hand copy
2. Click on file
3. Click on print
4. Print dialog box appears
5. Click the circle in front of selection
6. Click on Ok
OR
Ø Highlight the message that you want to print
Ø Right click your mouse
Ø Click on print
Ø Print dialog box appears
Ø Select the printer’s name
Ø Select the page(s) to be printed
Ø Type in number of copies to be printed
Ø Click on apply
Ø Click on ok (Ctrl + P)

To Save a Message OR Document

1. Through the e-mail sent you is automatically saved in the inbox, you can still save it yourself
if you desire to do so.
2. Click on file
3. Click on save as
4. Choose the location where you want the text to be save
5. Enter the description name for the file name
6. Specify the type of file you would like to save
7. Click on save (Ctrl + S).

To Save a Picture or Graphics on the Web Page

1. Move the picture or graphic
2. Right click on it
3. Select save picture as
4. Specify the location you want to save the picture into the dialog box that appears
5. Type in the name of the file
6. Click on save (Ctrl + S).

Deleting Messages from the Inbox Folder

Unwanted messages are deleted from the inbox just like the way ordinary documents can be
deleted when they are no longer needed. Messages are deleted from the inbox most of the time to
conserve space in the box.
The deleted messages do not go off entirely but they are transferred to the trash folder but when
they are deleted from the trash folder completely that will be the end of the message. It cannot be
retrieved again.

To Delete a Message
1. Open the file that contains the messages to be deleted
2. Click on the message to select the message
3. Click on delete to get rid of the message (This sends the message to the trash folder)
4. If the message is to be deleted completely from the trash folder
5. Click on folder to open the message
6. Click on empty folder
7. Click on Ok to confirm that the folder is to be emptied

Basic Information Technology Terms

1. Sign Up: This represents the term used to become a member and it is mostly used in a
situation where one has no email address and wished to have one
2. Sign In: It is a term used to check already existing box or used to enter into an existing box
3. Sign Out: It is used to close an opened box after checking the mail
4. Icon: It is a small abstract representation of an object or idea.
5. Spam: It is an unsolicited commercial e-mail found in your mail box
6. Cyber Café: This is a place where we have many computers connected to the server.
7. Website: This is the place you can find information about a company, organization or person
e.g [Link]
8. Cyber Crime: It is a crime committed on the internet. e.g stealing another person’s credit
card is a cybercrime.
9. Webcam (Web Camera): It helps you to see the person you are chatting with if you have a
webcam attach to your computer, the person you are chatting with will see everything you
 are doing as you are chatting. You can also see what the person is if he or she has a web cam
attach to he or her computer.
10. ISP: It means internet service provider. They make it possible for their clients to browse the
internet. They are the company that gives access to the internet e.g Starcomms.
11. Web Hosting: It is a space on a server where you can put your website. Without web hosting
people cannot view your website
12. Html (Hyper Text Markup Language): This is the language in which the computerized
instructions behind the things you see on the web are written:
13. Client: A client is a node that requires information or use information from another node or
computer.
14. Domain Code: Last past of an internet address that identifies the geographical description or
organizational identification.
15. Http: (Hypertext Transfer Protocol): This is the protocol or set of rules use by web
servers.
16. Host Computer: This is a large centralized computer usually a mainframe, mini computer
or a powerful micro-computer.
17. Https:Hypertext Transfer Protocol Special: This is special content description and content
transfer format to display information and data in web environment.
18. Nat: This is a system that allows a local area network to work with two sets of IP addresses
for each computer or node in the network.
19. Node: A node is any device connected to the computer.
20. Pin: Personal identification number.
21. Url:(Uniform Resources Locator): The address of a website is referred to as URL e.g.
[Link]
22. Domain Name: It is name of a company or organization. It is the name a company or
organization is being identified on the internet. Once a domain name is registered, it cannot
be registered by another person.
23. Blogging / Form / News Room: This is where different people come together to discuss
their topics of interest. It can be on a particular subject profession, career health or any
specific information. People ask questions and receive answers to their questions. This is a
place to learn what you don’t know free of charge e.g. [Link].
24. Sim Card: Subscribers identification module card
25. Server: Is a major resource which other nodes share from. A server could be a file server,
printer server, communication server, web server or database server.
26. Switch: This performs the same function as a Hub but with an additional capability to
receive and send data at the same time making it more intelligent and efficient than a Hub.
27. VOIP:(Voice over Internet Protocol): This is a method of data transmission where voice
data is relayed through internet network.
28. VPN: ( Virtual Private Network): A Virtual private network is a method of accessing the
private network in a secure way over public communication lines and networks.
29. XML: (Extension Markup Language): Is seen as the technology of the future for web base
distributed services. However, this technology has proved its suitability for future
applications in all types of networking. Note that HTML, XML, DHTML are all concerned
with procedural code to display information and data on a web environment.
30. TCP/IP:(Transmission control Protocol / Internet Protocol): These are formats for
locating and sharing resources on a network.
31. Hub: A hub provides networking capabilities for businesses and offices to share computer
resources, high-speed access to the internet and for companies to connect to their central
corporate site.
32. Gateway: This is a system that acts as translator so that information can be passed
33. Firewall: This term refers to security software and hardware in a computer installation.
34. DNS:(Domain Name System): This is the method used in assigning names and numbers to
people and computers
35. Router: This is an intermediary device on a communication network that expedite message
delivery on single network many computer through a mesh of possible connections.
36. DHTML: (Dynamic Hypertext Markup Language): This is more flexible standard java
script, generating tool that makes the display of java script easy on a web page.
37. Search Engine: This is organized like database, and by entering keywords, it suggests the
appropriate words, sites or resource to you. e.g [Link], [Link],
[Link],
[Link],[Link],[Link],[Link] and
[Link]
38. Modem: A modem is a small device connected to a computer or installed inside it, which
coverts the digital signals from your computer into a form that can be sent down a telephone
line.
39. Home Page: It is the first page for a particular website. It contains introductory information
about the owner and states how one can navigate within the website.
40. Web Browser: This is the software program that allows you have access to the World Wide
Web. e.g Microsoft Internet Explorer, Netscape Navigator, Operal and Neoplanet etc.
41. Adobe Acrobat Reader: Free software produced by Adobe, designed to view PDF
documents added from the internet.
42. Download: The transfer of file or software from a remote computer to your computer
43. Chat Room: A place where people converse online by typing their messages to each other
44. Upload: The process of transferring a file from a personal computer to a server.
45. Junk-E-mail: An unsolicited commercial email, also called spam
46. Online: A situation whereby a computer is put on and its connection to the internet remain in
tact
47. Offline: A situation whereby the internet connection to a computer is closed due to putting
off the computer or any other reason
48. Virus: A file maliciously introduce into your computer that can damage files and disrupt the
function of your computer.
49. Browse: Check through the internet in order to get a place or places to fetch useful
information; also called surf(ing)
50. Newsgroups / Bulletin Board: Place electronic messages or share news that anyone can visit
periodically to read, and even respond to.
51. Inbox: This is where incoming mail from different people are kept or reside or sent to.
52. Subject: This is the main aim of writing a letter or the urge to push the owner to read a
particular message.
53. Save as Draft: This is where unfinished message is being saved, so as to be continued next
time.
54. To: This is where full e- mail address of the receiver is noted down.
55. Cc: (Carbon copy): it is used when one wants somebody to be or serve as witness to some
one.
56. Bcc: (Blind Carbon copy): This is used to send message to different people and one will sees
himself as the only receiver.