B Com Computer Applications

Subject: E Commerce; Semester V

UNIT- V:: E-MARKETING TECHNIQUES
Introduction -New Age of Information -Based Marketing -Influence on Marketing -Search Engines
& Directory Services -Charting the On-Line Marketing Process -Chain Letters -Applications of
5P’s (Product, Price, Place, Promotion, People) E-Advertisement -Virtual Reality & Consumer
Experience Role of Digital Marketing.

Introduction:
Marketing is not limited to promotion or advertising alone. It is a broad and strategic concept that
involves creating comprehensive plans of action aimed at increasing sales, building brand awareness,
and enhancing customer engagement. At its core, marketing focuses on delivering customer value, just as
with any other product or service.

The digital revolution has significantly transformed the practice of marketing. The rise of the World
Wide Web, rapid advancements in broadband connectivity, and continuous innovations in
communication and information technologies have expanded access to information to unprecedented
levels. This has also enhanced the ways in which consumers search, compare, and evaluate options.

In this new paradigm, information providers must recognize the empowered and well-informed
consumer—one who enjoys a variety of choices and benefits from a growing array of digital tools such
as the internet and web browsers. Consequently, marketing strategies today must adapt to this dynamic
landscape by aligning with consumer expectations and leveraging technology for greater reach and
impact.
New age of information-based marketing:
The 21st century marks the beginning of a new age of information, characterized by rapid technological
progress, widespread internet access, and the explosion of data from digital interactions. In this new era,
information has become the most powerful tool in marketing, driving strategic decision-making and
transforming the relationship between businesses and consumers. Traditional marketing, which relied
heavily on intuition and mass communication, is being replaced by information-based marketing, a more
analytical, data-driven, and customer-focused approach.
This evolution has significantly influenced the way organizations understand their audiences, design
campaigns, and measure success. As a result, marketing has become more personalized, interactive, and
measurable, offering businesses new opportunities to connect with consumers in meaningful ways.
The modern business environment is defined by an unprecedented flow of information. The widespread
use of digital technologies, mobile devices, social media platforms, and cloud computing has created a
world where vast amounts of data are generated every second. This information—ranging from
consumer preferences and browsing habits to purchasing patterns—provides valuable insights into
customer behaviour.
In this “information age,” consumers are more informed, connected, and empowered than ever before.
They no longer rely solely on advertisements; instead, they actively research products, read reviews, and
compare brands before making purchasing decisions. As a result, businesses must adapt to this new
reality by developing marketing strategies that prioritize information accuracy, transparency, and
relevance.
In short, the new age of information has shifted power from companies to consumers, forcing marketers
to embrace data-driven, customer-centric approaches to remain competitive.
Meaning:
Information-based marketing refers to the strategic use of data and digital technologies to understand,
predict, and influence consumer behaviour. It involves collecting, analyzing, and leveraging information
from various sources—such as websites, social media, email interactions, and purchase histories—to
deliver personalized marketing messages and enhance customer engagement.
Influence on Modern Marketing Practices
The emergence of information-based marketing has profoundly influenced modern marketing in several
key ways:
Enhanced Customer Understanding
Marketers now have access to deep insights into customer needs, motivations, and preferences. This
allows them to design campaigns that resonate more effectively with specific audience segments.
Personalization and Customer Engagement
Consumers expect personalized experiences. Information-based marketing enables brands to send
targeted offers, product recommendations, and messages that match individual interests, increasing
engagement and loyalty.
Improved Decision-Making
Data analytics helps marketers make evidence-based decisions. Instead of guessing what might work,
they can analyze performance metrics and customer feedback to refine strategies.
Real-Time Marketing
With tools like Google Analytics and social media insights, businesses can monitor customer behavior in
real-time and adjust their campaigns instantly. This responsiveness improves relevance and effectiveness.
Strengthened Customer Relationships
Through information-based communication, companies can build long-term relationships by
understanding customers’ life cycles, offering continuous value, and anticipating their future needs.
New Ethical and Privacy Challenges
The growing use of customer data also raises concerns about privacy and data protection. Regulations
such as GDPR (General Data Protection Regulation) and data privacy laws have become central to
marketing ethics, requiring transparency and responsible data use.

With the emergence of information- based marketing in electronic commerce there will be a change in
the working of retailers, manufacturers, different organisations and companies. The change cn be
classified in to the following areas:
Retailers Vs Manufacturers
The role of Retailers and manufacturers are fast reversing in electronic commerce as the retailers started
using a special type of system called point of sale (POS) scanning system which provides for awareness
of market information, allows the retailers to know the needs of different consumers much earlier than
they are available to the manufacturers. Through information- based marketing Retailer and
Manufacturers can do the following activities:
 Market research and customer prospecting
 Market presence method
 Product or services building method
 Information-based products pricing and priority method
Target and micromarketing
Electronic commerce, technology has put target and micromarketing within the research of small
business. It gives information to the micro marketers not only about its own business but also
consumer’s information. Consumer target is two-way flow of communication between seller and buyer.
Direct mail and telemarketing are two fast growing ways to micro market. Technology is an essential
tool in micromarketing. There are two main types of micromarketing:
 Direct-relationship micromarketing is aimed at stimulating sales at retail establishments through
direct contacts with consumers.
 Direct-order micromarketing is focused on selling products directly to consumers in their homes
or businesses
Small business vs large business
Large businesses dominated small businesses for a long period of time. Large businesses were promoting
their products not only in local markets but also in global markets as against small businesses which
were marketing only in local markets. However, all this has changed with the emergence of e commerce.
Now even the small businesses are advertising their products in global markets by using services like
internet.
Meaning and Definition of E Marketing:
E-marketing often referred as online marketing/ Internet marketing / Digital marketing / Web marketing
is a marketing technique where we are channelizing the marketing and promotion online with the aid of
internet that further incorporates online advertising, using emails and social networking for promotion,
there every aspect is been marketed and promoted online and in totality connected to distribution and
sales.
E-Marketing (Electronic Marketing) is the process of marketing a product or service using the
Internet. E-marketing not only includes marketing on the Internet, but also includes marketing done via
e-mail and wireless media. It uses a range of technologies to help connect businesses to their customers.
Role of digital marketing
Benefits of E marketing:
Some of the important advantages of e-marketing are given below;
a) 24/7 Access and instant: Online media is instant and round the clock available for usage for
example a marketing promotion via a website is accessible 24/7,the message is keep on reinforced
and any kind of changes in the content can be updated in real time with no geographical barriers.
b) Interactive: One of the important aspects of digital marketing is that it’s very interactive. People
can leave their comments, and you’ll get feedback from your target market.
c) Greater Data Collection: There is a great ability to collect a wide range of data about customers.
Helps in keeping track of the customer traffic and also in analysing details about age, gender,
location, age group, profession, etc. This customer data can be used later.
d) 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. Electronic marketing method can be designed in such a manner to reach target set
of customers or niche customers having specific expectation and preference for the products or
services,
e) Greater Exposure of your Product: Going viral with one post can deliver greater exposure to
product or service.
f) Accessibility: The beauty of the online world and e-marketing is that it’s accessible from
everywhere across the globe.
g) Cost effective: Digital Marketing is a cost-effective marketing tool. It is around 80% to 90%
cheaper than traditional marketing.
h) Provides Level Playing Fields: Digital Marketing gives equal opportunity to small and medium
scale businesses to reach their target audience.
Limitations of E marketing:
E-Marketing is not without disadvantages, some of them are as follows;
a) Technology Dependent: E-Marketing is completely dependent on technology and the internet; a
slight disconnection can jeopardize whole business.
b) Worldwide Competition: With ease of access to e-marketing, many businesses use the same
Platforms, leading to a crowded digital space. Standing out requires creativity and often a higher
budget. Moreover, when a product is launched online, then it faces a global competition because it’s
accessible from everywhere.
c) Privacy & Security Issues: Privacy and security issues are very high because the data is accessible
to everyone; therefore, one has to be very cautious about what goes online.
d) Higher Transparency & Price Competition: When privacy and security issues are high, then one
has to spend a lot to be transparent. Price competition also increases with higher transparency.
e) Maintenance Cost: With the fast-changing technological environment, one has to be consistently
evolved with the pace of technology and the maintenance cost is very high.
f) Ad Fatigue: People are constantly exposed to online ads, which can lead to ad fatigue. Over time,
users may ignore or block ads, reducing the effectiveness of marketing campaigns.
g) Requires Skill and Constant Updates: E-marketing requires knowledge of SEO, analytics, content
creation, and more. Additionally, platforms and algorithms frequently change, meaning marketers
must continually adapt.
 Types of e marketing: Following are the different types or methods of e marketing:
1) Email Marketing: Email marketing is one of the most efficient and effective digital marketing channels
where emails are being used for sending promotional messages to internet users. It is ideal for
personalized communications that allow you to speak directly to different segments, allows companies to
get in touch with potential customers and anyone interested in their brands. The major benefit of this
method is lower costs and broader reach but this method has its limitations as the online customer can
easily ignore the received advertising content or the customer can put these emails in a spam folder.
2) Social Media Marketing: Social media is a great source of directly communicating with customers to
increase product awareness, It could be done by any or all of the social media channels such as LinkedIn,
Face book, Instagram, Twitter, Google, and YouTube. The primary goal of a social media marketing
campaign is brand awareness and establishing social trust and increase brand loyalty. The keys are to
choose the platforms where your audience is most active and to consistently provide valuable, engaging
content. Create high-quality content for your social media channels. This could include photos, videos,
or text posts that inform, entertain, and inspire your followers.
3) Digital advertising: Digital advertising involves running ads in various places online. And this e
marketing activity can be used to generate brand awareness, generate leads, and drive sales. Some
popular places where you can show ads include:
 Search engines like Google
 Social media sites like Facebook and Instagram
 Video platforms like YouTube
 Other websites your audience visits
One of the biggest perks of digital advertising is that you can start seeing results almost
immediately. Ads are also a great avenue for experimenting.
4) Affiliate Marketing: Affiliate marketing is the process of promoting some products of certain brands
and earning commission out of every sale. It works for everyone; win, win situation. With affiliate
marketing, influencers promote other people’s products and get a commission every time a sale is made
or a lead is introduced. Many well-known companies like Amazon have affiliate programs that pay out
millions of dollars per month to websites that sell their products.
5) Video Marketing: Video marketing involves using video content to engage with audience and promote
your business. video is been added to the website to increase the website traffic in higher rate. In this
mode, it is important that the relevant message need to be conveyed to the target audience thus the video
needs to be designed in a manner where it will be able to understand and explain the needs of the
customer else the entire initiative will be futile.
6) Mobile Marketing: Increasing features in smart phones created an opportunity for the customers to use
and connect with online possibilities of advertising .Advancement of technology in mobile phones
increases the avenues for mobile marketing in random fashion. The trend of mobile marketing has been
welcomed by restaurants and movie theatres and with each passing year banks and financial institutions
also using this method of marketing.
7) SEO (search engine optimization): This method is more like an art of creating web traffic to the
desired websites and this can be achieved by adopting the techniques to place the websites in higher
ranking in the search engine websites thus ensuring greater amount of visitors. YouTube is one of the
most popular search engines in the world. A lot of users are turning to YouTube before making a buying
decision, to learn something, read a review, or just to relax.
8) Power of Blogging: Over the years, blogging is very much popular across the globe with no barrier of
age groups, through blogging public can express their views and thoughts and this particular feature of
this method is been monetized by marketers where small enterprises presenting and marketing their ideas
in minimal cost price.
9) Content Marketing Content marketing involves creating and distributing valuable and relevant content
to attract and engage a target audience. It focuses on storytelling and information sharing rather than
direct promotion. Content marketing can take various forms, such as blog posts, white papers, podcasts,
case studies, and videos.
 Red Bull excels in content marketing by creating extreme sports videos, articles, and events. This
strategy builds a community around the brand, associating Red Bull with adrenaline-fueled lifestyles and
adventure.
10) Influencer marketing: Influencer marketing involves partnering with people who have large online
followings to promote your products or services. It can be quite effective for expanding to new audiences
who are likely to be receptive to your brand. Because influencers have loyal followers who trust their
recommendations.
Techniques of internet marketing (E marketing)
Introduction
Internet Marketing, also known as E-Marketing or Online Marketing, refers to the process of
promoting products and services over the Internet. It uses digital channels such as websites, emails,
social media, and online advertisements to reach a global audience quickly and effectively.
The goal of Internet marketing is not only to attract potential customers but also to build relationships,
maintain customer loyalty, and increase sales.
The techniques of Internet marketing can be broadly classified into two categories namely Passive
Techniques and Aggressive Techniques
Passive Techniques
Passive techniques are those in which the customer takes the initiative to “pull” the required information
from the website. In this case, the business provides information online, and customers access it
according to their own needs or interest. These techniques rely on customer curiosity and voluntary
participation.
a) Solicited, Targeted E-Mail
This is one of the most effective passive Internet marketing methods. The business sends email
messages to a solicited (approved) list of customers who have shown interest in receiving
information. These emails may include attractive images, product details, and links to the company’s
website. As the customer requests the information voluntarily, this is a “pull” technique. It helps in
maintaining regular contact with customers and driving traffic to the business website.
b) Interactive Websites
Interactive websites are designed to engage users and provide information in an interesting way.
Examples include product configurators, virtual tours, or online calculators. They encourage visitors
to interact, explore, and stay longer on the site, increasing the chance of conversion. This technique
helps build trust and enhances the user experience.
Aggressive Techniques
Aggressive techniques are those where the business takes the initiative to “push” information or
advertisements toward customers, whether or not they have shown interest. These methods are proactive
and aim to capture attention immediately.

a) Banner Advertising: Banner ads are graphical advertisements displayed on web pages. They are
clickable and usually lead users to the advertiser’s website. Online banner advertising is a popular
aggressive technique because its performance can be easily tracked (e.g., click-through rates). It is
visually attractive and helps create brand awareness.
b) Off-Line Advertising: Although E-marketing operates online; businesses often use traditional
media (television, radio, newspapers, or magazines) to promote their websites. These offline
advertisements invite customers to visit the company’s website for more information or online
purchases. However, this method is relatively expensive compared to other online techniques.
c) Unsolicited, Targeted E-Mail: This involves sending emails to past customers or visitors who have
not specifically requested more information. It is considered aggressive because the recipients may
not have consented to receive such messages. When used carefully, it can still be effective in
reminding customers about offers or new products.
d) Spam Mail: Spam refers to unsolicited bulk email messages sent to large numbers of people who
have no prior contact with the business. It is also known as “Postage Due Marketing” because
recipients bear the cost of storing unwanted emails on their servers. Spam mail often annoys users
and can damage a company’s reputation, so it is generally discouraged.
e) E-Mail Chain Letters: This is a low-cost and aggressive promotional technique where customers
are encouraged to forward promotional messages to others. Usually, users are asked to visit a
 website and register, after which they are prompted to share the offer with friends or contacts. While
it can spread information quickly, it must be used ethically to avoid being labelled as spam.

Search Engines
Search engine: is a computer program designed to search documents stored on the Internet to help an
Internet user find specific content by entering keywords that the user has put into the content or topic that
he wants to find through a search engine, and then the search engine displays a group of websites.
The Internet contains the words entered by the user. The search results are usually displayed as a list of
results, often called a "search results page". The results can be images and videos, audio, etc.

The search engines use special mathematical formulas called search algorithms, which help organise, file
and rank information in order of relevance to a particular search query. Each search engine uses different
search methodologies and will therefore not necessarily return the same search results.

Search Engine Marketing: It is one of the most effective ways to accelerate business growth in
increasingly competitive markets. Also called search engine marketing (SEM) or paid search, it is a paid
digital marketing strategy used by advertisers to increase audience awareness of a website or products by
creating... Pay-per-click advertising for search engine results page marketing activities to reserve a
spot on the first results pages

How Search Engine Marketing Works: The search engine marketing process begins with the
advertiser defining the keywords that the audience is searching for and for which the ad will be launched.
The advertiser then defines the budget that they will pay for each click between them and their
competitors, and whoever pays the most will see their ad at the top, and the winning ads will be
displayed on the search engine results pages when users enter the chosen keywords. When a user clicks
on the ad, you pay the value you specified for each click, regardless of whether the customer buys or not

Importance of Search Engine marketing:

The objective of Search Engine Marketing, is to help promote a business and products, reach a wider
audience, increase website traffic and increase opportunities for conversions and sales. It also helps
businesses to increase their credibility and reputation online. It increases their chances of appearing in
higher search engine results and being visible to more search engine users, thereby ensuring the
dissemination of the marketing identity and directly increasing sales as it gives advertisers the
opportunity to place their ads in front of interested customers or those who are looking to make a
purchase at the moment they want to take the action that prompted them to search for it.
a) Helps consumers make convenient online shopping experiences: Consumers looking for
specific products can search for them simply by using keywords that match the product
specifications, and thus the products will reach the right customers.
b) Converting Leads into Prospects: In search engine marketing, interested consumers search only
for specific products that they want to purchase, so organizations place their products directly in
front of potential customers, and this ensures high conversion rates in marketing efforts.
c) Focused on high traffic: Search engine marketing allows you to reach a large audience quickly
because products and information are easily accessible through search.
d) Pay per click: In pay per click, advertisers pay only based on the total number of clicks received on a
website link. Thus, the advertisers pay only for potential customers who show interest in the products.
Thus, search engine marketing reduces high advertising costs.
e) Increases trust: Since search engine marketing attracts a large amount of traffic, it ensures maximum
number of website visitors, which results in increased trust signals.
f) Correct market segmentation: Since products are displayed directly in search engines after keyword
searches, search engine marketing ensures appropriate market segmentation by correctly targeting the
right customers and geographic region.
g) Performance Tracking: With the help of search engine marketing analytics tools and programs,
organizations can track the effectiveness of their campaigns, whether they are working well or need to
change their marketing strategies. They can get a proper analysis of the sales volume and demand for
their products through search engine marketing campaigns.
 Functions of search engines:
Search engines are necessary for locating, sorting, storing and ranking the value of that information on
the web. Popular search engines like Google, Yahoo and Bing find relevant information and present it to
users. In order to efficiently find a specific bit of data, it's important to know the four main functions of
the search engines as given below:
a) Crawling: Crawling is the foundation of search engines. It locates the requested content and
information within milliseconds and has all the algorithms to identify data and stats from any point of
its publication. Crawlers have the potential to search from a wide range of websites and also present
tons of information concurrently. While it searches and reviews the current and already-established
websites, the crawlers explore all sorts of data, including keywords, page speed, URLs, active videos,
codes, etc.
b) Indexing: Indexing is purely related to data syncing. Once the search engine has crawled the contents
of the Internet, it indexes that content based on the occurrence of keyword phrases in each individual
website. It also includes the data bifurcation for positive and negative ranking signals and saves it in
the correct compartment of online servers.
Search engine designers develop algorithms for searching the web according to specific keywords and
keyword phrases. Those algorithms match user-generated keywords and keyword phrases to content
found within a particular website, using the index.
Both crawling and indexing are simultaneous and continuous sequences. It keeps the information and
data relevant to be exhibited as a potential search query.
c) Ranking: The ranking is directly connected with indexing, as the search engine also starts ranking the
hyperlinks during indexing. It considers various factors such as quality, relevancy, and authenticity of
the content with the end-user. Eventually, it creates a set of results and hyperlinks for the users.
d) Storage: Storing web content within the database of the search engine is essential for fast and easy
searching. The amount of content available to the user is dependent on the amount of storage space
available. Larger search engines like Google and Yahoo are able to store amounts of data ranging in
the terabytes, offering a larger source of information available for the user.
e) Results: Results are the hyperlinks to websites that show up in the search engine page when a certain
keyword or phrase is queried. When you type in a search term, the crawler runs through the index and
matches what you typed with other keywords. Algorithms created by the search engine designers are
used to provide the most relevant data first. Each search engine has its own set of algorithms and
therefore returns different results.

Search Engine Optimisation (SEO) :

Search engine optimisation is an important part of digital marketing because people perform billions of
search queries every year, often for marketing purposes and information about products or services. SEO
is a free process that creates unique and exclusive content that naturally and freely ranks at the top of
search results. This is a powerful tool to increase website traffic and also is a powerful way to improve
the reputation of business by introducing people to and bringing them closer to the brand.
Improving SEO requires an initial investment of time and effort, but once a website starts ranking highly
the traffic directed to the webpage becomes free. It is a long-term strategy which may take time
sometimes weeks, months or years to achieve the results.
The advantages of SEO for marketing: The main benefits of SEO are:
a) Highly targeted: Visitors are searching for particular products or services so will often have a high
intent to purchase as they are qualified visitors.
b) Potentially low cost visitors: There are no media costs for ad display or click through. Costs arise
solely from the optimisation process where agencies are paid to improve positions in the search
results.
c) Dynamic: The search engine robots will crawl the home page of popular sites daily, so new content
is included relatively quickly for the most popular pages of a site (less so for deep links).
Disadvantages of SEO: Despite the targeted reach and low cost of SEO, it is not straightforward as
these disadvantages indicate:
 a) Lack of predictability: Compared with other media SEO is very unreliable in terms of the return on
investment as it is difficult to predict results for a given investment.
b) Time for results to be implemented: The results from SEO may take months to be achieved,
especially for new sites.
c) Complexity and dynamic nature: The search engines take hundreds of factors into account, yet the
relative weightings are not published, so there is not a direct correlation between marketing action
and results as "it is more of an art than a science". Furthermore the ranking factors change through
time.
d) Ongoing investment: Investment needed to continue to develop new content and generate new
links.
e) Poor for developing awareness in comparison with other media channels: Searchers already
have to be familiar with a brand or service to find it. However, it offers the opportunity for less well-
known brands to ‘punch above their weight' and to develop awareness following click through.
Directory Services
Directory services are online platforms—such as websites or apps—those organise and display business
listings under specific categories. These directories allow users and search engines to easily find relevant
websites. When an e-commerce business submits its website to a directory, it becomes indexed and
categorized, improving its visibility and search ranking. This process also creates quality inbound links,
which boost website traffic and credibility. Directory submission is a simple and cost-effective way to
build an online presence and attract potential customers.

Directories work by allowing businesses to submit key details such as name, URL, contact information,
and a short description under the correct category. Search engine crawlers regularly scan these
directories, making the listed websites appear in relevant search results. Since the site is already indexed
in a recognized directory, it often achieves higher visibility compared to unlisted sites.

Directory services have a significant influence on marketing, especially in e-commerce. They not only
improve website ranking and visibility but also help small businesses build brand trust and recognition.
Local and niche directories can further help reach targeted audiences in specific regions or industries.
Directory listings serve as the foundation of online marketing, offering long-term benefits with minimal
cost.
Benefits:
1. Cost effective: It is a cost effective way to get links. It saves time and money in the early stages of
internet marketing campaign and ideal for start-ups.
2. Greater Visibility: Makes the website discoverable across multiple online platforms.
3. Improved SEO: Creates backlinks that increase search engine ranking and makes search engine
optimisation.
4. Targeted Traffic: Attracts users who are actively searching for related products or services.
5. Brand Credibility: Builds trust by associating with recognized online directories.
6. Local Marketing: Enhances presence in specific geographic or niche markets.
7. Marketing Foundation: Strengthens overall digital presence and supports future campaigns.
8. Consistent Branding: Ensures uniform business information across platforms.
9. Customer Trust: Directory listings with reviews and ratings enhance user confidence.
Charting the online marketing process
Introduction
In the modern era, Internet marketing has undergone a major transformation. Earlier, the focus was on
promoting complex products such as software and hardware with multiple features. Today, businesses
are increasingly marketing simpler and more accessible items like newsletters, flowers, and stock quotes.
This shift highlights the movement from a product-focused to a process-focused approach — where the
emphasis is on how effectively a company can reach, communicate with, and retain customers online.
Understanding this process is vital for businesses to compete successfully in the digital marketplace. The
online marketing process involves several interrelated steps — from identifying the right customers to
maintaining relationships and learning from their feedback.
1) Segment and Identify Target Customers
 Market segmentation is the process of dividing the total market into smaller, distinct customer groups.
It helps companies to understand the differences among consumers and choose whom to target and how
to position their products effectively. Segmentation can be based on:
 Demographic factors (age, income, gender, occupation)
 Psychographic factors (lifestyle, interests, personality)
 Behavioural factors (buying habits, brand loyalty)
Selecting the right market segment and designing suitable products and promotional strategies are key to
marketing success in the online environment.
2) Create a Coherent Advertising Plan
Online advertising is an investment, not just an expense. Its effectiveness depends on proper planning.
An advertising plan should include:
 Setting clear goals – such as creating awareness, attracting new customers, retaining existing
ones, or generating immediate sales.
 Identifying the target audience – the advertising message should be tailored to specific
customer needs and preferences.
 Crafting the message – the content must communicate the main benefits of the product or
service convincingly.
By developing a systematic advertising plan, firms can achieve a higher return on their marketing
investments.
3) Get the Content to the Customer
Reaching customers online involves distributing information through methods like emails, websites, and
newsgroups.
Two main approaches are used:
 Push-based marketing: Sending promotional messages directly to potential customers.
 Pull-based marketing: Encouraging customers to seek out the company through engaging and
useful content.
The key is to manage customer information effectively using feedback loops and predictive models.
These help firms send the right message to the right people at the right time and continuously improve
marketing efficiency.
4) Correspond and Interact with Customers
Internet marketing enables two-way communication between companies and customers. Interaction can
occur at different levels:
1) Passive interaction – providing information through public FTP sites or websites.
2) Direct interaction – one-on-one communication through email or chat to respond to queries.
3) Group interaction – using online forums, bulletin boards, or newsgroups for discussions.
4) Video conferencing – real-time meetings and demonstrations through digital platforms.
These interactive methods help build relationships, solve customer issues, and create trust.
5) Learn from Customers
Learning from customers is a crucial step in improving marketing strategies. Companies should evaluate
the effectiveness of their marketing plans by measuring:
 Consumer awareness
 Product trials and repeat purchases
 Market share and sales volume
These measures help identify what works, what needs improvement, and how to better meet customer
expectations.
6) Provide Customer Service and Support
Customer service plays a central role in building brand loyalty online. Since information spreads rapidly
on the Internet, both positive and negative feedback can reach a wide audience. Companies should
therefore:
 Offer multiple support channels (phone, email, FAQs, online chat, forums).
 Provide quick, efficient, and friendly assistance.
 Use online support tools like bulletin boards, FAQs, or knowledge bases to resolve customer
issues.
Good customer service not only enhances satisfaction but also encourages repeat purchases and long-
term loyalty.
 Conclusion
To succeed in the digital age, companies must redesign their marketing strategies to suit the online
environment. Marketing professionals and information system experts must work together to understand
customers, use technology effectively, and deliver consistent value.
By following this step-by-step online marketing process, businesses can build strong customer
relationships, improve brand image, and achieve sustainable growth in e-commerce.

Chain Letters
E-mail chain letters are a type of Internet marketing technique used to promote websites, products, or
services at low cost. They involve sending promotional e-mails to users with a request that the message
be forwarded to other people in their contact list, thereby creating a “chain” of messages. E-mail chain
letters are a form of aggressive e-marketing because they encourage users to spread marketing content
voluntarily but repeatedly. The message usually contains a link to a website, asking users to visit,
register, or participate in some promotional activity. Each recipient is encouraged to forward the same
message to friends, colleagues, or customers, which increases the visibility of the business. The
technique relies on the network effect, where one message can reach thousands of people through
continuous sharing.
Advantages
Low-cost promotion: No major investment is needed for advertising.
Viral reach: Helps information spread quickly to a large audience.
Brand awareness: Increases the visibility of a company or website.
Disadvantages
If overused, it can be considered spam or unethical marketing.
It may annoy recipients and harm the company’s reputation if not used carefully.

Applications of 5P’s (Product, Price, Place, Promotion, People)

Digital marketing is a data-driven type of marketing that goes beyond traditional marketing approaches.
It is a set of techniques used via digital channels on the World Wide Web. This includes search engines,
websites, email marketing, social media platforms, and applications on handheld devices among others.

Understanding the essence of the 5 Ps of marketing (Product, Price, Place, Promotion, and People) is
vital in crafting a comprehensive digital marketing strategy. This concept serves as a foundational
framework that guides marketers in effectively communicating and delivering their offerings to the target
audience.
1) Product: Product is a good or service that a business offers to its customers. Without a perfect product to
offer, a business cannot survive. In digital marketing, the concept of ‘Product’ extends beyond physical
goods to encompass digital offerings such as e-books, software, online courses, and services. The digital
environment allows for rapid product development and iteration based on real-time feedback. Businesses
can leverage data analytics to understand customer preferences, enabling personalized product
recommendations and enhancements.
Key Considerations:
 Digital Adaptation: Transform traditional products into digital formats, when possible, such as
offering streaming services instead of physical media.
 Customization: Utilize customer data to offer personalized experiences, increasing engagement and
satisfaction.
 User Experience (UX): Ensure that digital products are user-friendly, accessible, and provide value
to the consumer.

2) Price: Pricing makes a big difference in the success or failure of a product. The pricing of a “good”
refers to the processes involved in determining the amount to be charged for a specific physical good or
service. The most effective pricing strategies in marketing depend on several factors such as cost and
profit margin, competitors pricing, consumer behaviour etc.
Pricing strategies in the digital realm are influenced by factors such as increased price transparency,
global competition, and the ease of price comparison by consumers. Dynamic pricing models,
subscription services, and premium offerings have become prevalent. Because of the development of
 search engines customers are easily able to compare prices of many goods offered for sale on the
internet. On-line quotation is a popular method for selling items on the internet.
Key Considerations:
 Dynamic Pricing: Adjust prices in real-time based on demand, competition, and other market
factors.
 Value Perception: Clearly communicate the value proposition to justify pricing, especially for
premium products.
 Global Considerations: Account for currency differences, regional pricing norms, and purchasing
power in international markets.
3) Place: Where a product is sold affects business success. Place refers to the site where a customer can buy
a product. Consumer products such as sneakers and electronics have traditionally been sold in retail
stores. Today, many retailers have gone digital. They place their products on their websites or offer them
through e-commerce sites such as Amazon. Customers’ purchases are then delivered directly to their
homes.
‘Place’ in digital marketing refers to the platforms and channels through which products are distributed
and accessed. The digital marketplace offers a multitude of channels, including e-commerce websites,
social media platforms, and mobile applications. Selecting the appropriate channels is vital for reaching
the target audience effectively.
In digital stores, the user interface and search function of a site play an important role in whether a
customer can find a product or not. Beyond a business’s own site, search engine optimization (SEO)
plays a key role in where a product appears in the results of a search on a search engine such as Google.
SEO uses keywords to attempt to strategically place products at the top of the results, where customers
are more likely to find them.
Key Considerations:
 Channel Selection: Identify where your target audience spends their time online and establish a
presence on those platforms.
 Omnichannel Strategy: Ensure a seamless experience across multiple channels, allowing
customers to engage with the brand on their preferred platforms.
 Accessibility: Optimize digital platforms for various devices and ensure fast loading times to
enhance user experience.
4) Promotion: The sales and marketing function under the traditional marketing category called promotion.
The successful promotion of a product requires that at a minimum a positive message be received by
potential customers. One key step in promotion in marketing is to determine target audience, tailor their
messages to convert prospective customers into buyers, resulting in sales growth.
Traditional promotions include a vast arsenal of tactics — from flyers and magazine advertising to
partnerships with other companies and public relations. In digital marketing, Promotion encompasses the
digital communication strategies employed to inform and persuade potential customers. This includes
search engine optimization (SEO), content marketing, social media advertising, email campaigns, and
influencer partnerships. The goal is to build brand awareness, generate leads, and drive conversions.
Traditional and digital promotions can work together to maximize a marketing campaign’s success.
Key Considerations:
 Integrated Marketing Communications (IMC): Deliver a consistent message across all digital
channels to reinforce brand identity.
 Content Strategy: Produce valuable and relevant content that addresses the needs and interests of
your target audience.
 Engagement Metrics: Monitor key performance indicators (KPIs) such as click-through rates,
conversion rates, and engagement levels to assess the effectiveness of promotional efforts.
5) People: The fifth P in the marketing mix is people. ‘People’ refers to both the target audience and the
personnel representing the brand. Businesses regularly deal with people outside their organization such
as customers and partners. Individuals working in marketing are focused on attracting external audiences
to generate revenues for their company.
Understanding the demographics, behaviours, and preferences of the target audience enables the creation
of tailored marketing strategies. Additionally, training staff to embody the brand’s values and provide
exceptional customer service is essential.
 Key Considerations:
 Audience Segmentation: Divide the broader market into distinct groups based on characteristics
such as age, location, interests, and purchasing behavior to tailor marketing efforts effectively.
 Customer Relationship Management (CRM): Implement systems to manage interactions with
current and potential customers, fostering long-term relationships.
 Employee Advocacy: Encourage employees to act as brand ambassadors, enhancing credibility and
trust among consumers.
A successful digital marketing strategy requires the harmonious integration of the 5 Ps. Each element
should align with the overall business objectives and resonate with the target audience.

E advertising
In early years, marketing peoples used to depend upon traditional media such as television, radio,
newspapers, magazines etc. Today, the internet has become main source for promoting businesses. There
has been a rapid increase in number of users since last few years.
Online marketing is advertising and marketing the products over internet. Online marketing totally relies
upon websites or e-emails to reach to the users. Online advertising is a form of marketing and advertising
which uses the Internet to deliver promotional marketing messages to consumers. It includes email
marketing, search engine marketing (SEM), social media marketing, many types of display advertising
(including web banner advertising) and mobile advertising.
Like other advertising media, online advertising frequently involves both a publisher, who integrates
advertisements into its online content, and an advertiser, who provides the advertisements to be
displayed on the publisher's content. It is also known as online marketing or Internet advertising.
Techniques of e advertising:
1) Banners:
According to interest advertising bureau (IAB), the most popular form of on-line advertising is banner
advertising. Banner advertising is used to attract visitors to a site. Banner advertising containing text and
graphics are placed on the screens of search engines, web browser software and websites to attract the
attention of www users.
Banner advertising is of two types:
Click through advertisement: It contains hypertext links to the site about which the banner is
advertising.
Not click- thorough advertisement: It does not contain hypertext link to the site.
Banner advertising is typically measured and priced according to two features.
 Cost per thousand impressions (CPM):
 Click through rate (CTR)
2) Sponsorships: Sponsorship is another popular on-line advertising method. Sponsorships are similar to
banner in that a business gets to display a message typically just a logo, on a site a click thorough may be
allowed. Sponsorships typically allow the firms banner to stay on a site for a longer period of time or for
a certain no. of days. Sponsorships are a good mechanism for generating brand recognition’s.
3) Portals: A portal is referred to a site that serves the “post of entry” on to the web. Portals are designed to
give web users the information they need as they first enter the www. Customized pages are an option, as
well a customized news items and stock quotes. Portals types sell advertising space on their sites.
4) Online coupons: Online coupons are printed for use in stores or requested and sent via portal mail for
use in stores when the visitor expenses the produce in which they are interested the store mails the
coupons to them. On-line coupons are also distributed from sites that specialize in distributing such
coupons for businesses that subscribe to their services.
5) Directories: Directory services on the www provide an index that lists and provides links websites. The
sites may be listed in one of many ways: Alphabetically or by subject, category, or region. Websites can
be registered at no charge to a no of directory services such as info seek internet mall, the yellow pages
and yahoo. Registering with multiple directories is important in order to cast as wide a net as possible
and because users are traversing the net using many different directories.
6) Search Engines: A using search engine is a more popular method of finding sites than the use of
directories. Web search engines take user different strings and Boolean expressions and return a list of
closely matched websites in the order of the closeness of match.
 Benefits of e advertising
Electronic advertising, also known as digital advertising, is the use of the internet and digital platforms to
promote products and services. It has become one of the most important tools for modern businesses
because it allows them to reach a large and specific audience in a cost-effective way. The main
advantages of electronic advertising are explained below:
1) Targeted Advertising:
One of the biggest advantages of electronic advertising is that it allows businesses to target specific
groups of people. Unlike traditional advertising, which reaches everyone, online ads can be shown only
to people who are most likely to be interested in the product or service.
For example, social media platforms like Facebook, Instagram, and Google Ads allow advertisers to
select their audience based on age, gender, location, interests, and online behaviour. This ensures that
the message reaches the right people, leading to higher sales and better returns on investment (ROI).
2) Cost-Effective
Electronic advertising is cheaper compared to traditional methods such as newspapers, TV, or radio. It
does not require printing, mailing, or other physical costs. Advertisers can set their own budgets and
pay only when someone clicks on the ad or views it (known as pay-per-click or pay-per-view).
Another major benefit is that businesses can track the performance of their ads in real time. They can
see how many people viewed, clicked, or bought a product and make changes immediately to improve
results.
3) Greater Reach
Digital advertising allows businesses to reach a large number of people across the world. Since most
people today use the internet and smartphones, online advertising can connect with a global audience.
Companies can also choose whether they want to target people in their local area or expand to other
countries. This flexibility helps both small and large businesses increase their customer base.
4) Interactivity
Electronic advertising is more interactive and engaging than traditional ads. It can include videos,
animations, links, quizzes, or surveys that encourage people to participate. This makes the
advertisement more memorable and increases customer interest.
Interactive ads help build stronger connections with customers, encourage feedback, and can also
retarget users who have already shown interest in the brand, increasing the chances of purchase.
5) Measurable:
A major advantage of e-commerce advertising is its ability to provide extensive data and valuable
insights. Advertisers can easily measure the effectiveness of their campaigns by analyzing factors such
as audience reach, user engagement, conversion rates, and sales generated. They can also track how
visitors arrived at their ads, whether the ads were viewed, and how users interacted with them. By
monitoring key performance indicators like click-through rate (CTR), conversion rate, and cost per
acquisition (CPA), businesses gain a deeper understanding of their target audience and can refine their
strategies to achieve better results.
Limitations of e advertising
1) Banner Blindness: Many internet users tend to ignore display ads or banner ads on web pages. This
reduces the visibility and effectiveness of online advertisements.
2) Fraud on Advertisers: Online ads are sometimes misused through click fraud, where people or bots
click on ads without real interest, just to waste the advertiser’s budget or generate fake revenue for
publishers.
3) Ad-Blocking: Many users use ad-blockers or browser settings that automatically block pop-up ads or
other online advertisements. This reduces the reach of advertising campaigns.
4) Privacy Concerns: Online advertising often involves collecting user data to target ads. This raises
privacy issues, as many users do not want their online activities to be tracked.
5) Heterogeneous Clients: Ads may not appear properly on all devices or browsers due to differences in
software and screen sizes, which affect their appearance and effectiveness.
6) Trust Issues: Some online ads may be fake or misleading. Scammers use fake ads or phishing
techniques to trick users, leading to loss of trust in online advertisements.
7) Spam: The low cost of sending online ads leads to excessive unwanted messages or spam, which
annoys users and reduces the credibility of online advertising.
 Virtual Reality & Consumer Experience
Virtual reality (VR) is an artificial environment that is created by using immersive multimedia on
computed simulative software. Virtual reality (VR) is becoming an exciting tool in the realm of e-
marketing, as it allows businesses to offer immersive, interactive, and highly engaging experiences for
customers. When it comes to customer experience, VR helps bridge the gap between online and offline
shopping, providing a more personalized and memorable interaction.
VR is enhancing customer experience in e-marketing in the following way:

1. Immersive Product Demos

 Interactive Product Visualization: VR can allow customers to interact with a product in a 3D
environment before purchasing. For instance, in industries like furniture or automotive, users can
see how a piece of furniture would look in their space or experience a virtual test drive of a car.
 Try-Before-You-Buy: In fashion or beauty industries, VR can let users virtually try on clothes,
accessories, or makeup before making a decision. This removes the hesitation many customers
face with online shopping, as they can see how things fit and look on them.
2. Virtual Showrooms
 Brands are using VR to create virtual showrooms where customers can explore products as if
they were in a physical store. Whether it's a real estate tour or a store with multiple product lines,
VR offers a dynamic shopping experience that helps customers make better purchasing decisions.
3. Personalized Shopping Experiences
 Tailored Interactions: VR can be used to create personalized virtual shopping experiences based
on a customer’s past behavior or preferences. For instance, a VR shopping assistant could guide
them through a product range tailored to their tastes, showing them items that align with their
past purchases or browsing habits.
 Enhanced Customer Support: Some businesses are using VR to provide personalized customer
support. For example, VR can be used to demonstrate how to set up a product or troubleshoot
common problems in a more engaging and clear way than traditional video tutorials or written
instructions.
4. Virtual Events and Launches
 Product Launches: VR offers a way to host interactive product launch events, where customers
can "attend" a launch event from anywhere in the world. This creates excitement and allows
global customers to engage in an experience that they would otherwise miss.
 Webinars/Workshops: Businesses can host live VR webinars or workshops where participants
can interact with experts, ask questions, and experience live demonstrations in a more engaging
way than through traditional video conferencing.
5. Gamification and Interactive Campaigns
 Many brands are now using VR to make e-marketing more interactive by gamifying the
experience. For instance, companies may create VR games where customers can win prizes or
discounts. This not only engages the customer but also encourages social sharing, helping brands
increase their reach.
 VR can also be used for interactive storytelling in advertisements, where the user takes on an
active role, further strengthening the emotional connection with the brand.
6. Virtual Reality Ads
 Instead of traditional digital ads, VR ads place customers inside a completely immersive
experience where they can interact with the brand and its products. For example, instead of just
seeing an ad for a sports car, users can virtually take a ride in it, exploring all its features from
inside.
7. Improved Customer Retention
 The novelty and immersive nature of VR can lead to higher engagement rates, making customers
more likely to return. When a customer has a memorable, engaging experience with a brand, they
are more likely to keep coming back, increasing customer lifetime value.
8. Data and Analytics
 VR also allows businesses to collect valuable data on how customers interact with their products
in virtual spaces. For example, businesses can track how long a customer spends in certain
 sections of a virtual store, which products they interact with most, and how they move through
the experience. This helps companies optimize their e-marketing strategies.
9. Building Brand Loyalty
 By offering a unique and memorable experience, VR can deepen emotional connections with a
brand. When customers feel like a brand is innovative and is offering something beyond the
usual, it can improve brand loyalty.
Challenges of Implementing VR in E-Marketing:
 Cost and Accessibility: VR requires specific hardware (headsets, controllers), which might be a
barrier for some customers.
 Technical Barriers: Developing high-quality VR experiences can be resource-intensive in terms
of both time and money.
 Customer Familiarity: Not all customers are comfortable with or familiar with VR technology,
which could limit its effectiveness in reaching a broader audience.

Osmania University examination questions

Short answer questions:
1. Write about Virtual reality. (Aug 2021)
2. Write about E advertisement. (March, 2022)
3. E Marketing (OU Dec 2023)
4. Search Engine. (Dec 2022-Jan 2023) (March, 2022) (OU June/July 2023)
5. Chain E mail letters:
Long answer questions:
1. Explain about framework for information systems. (Aug 2021)
2. Explain about the application of 5Ps in detail. (Aug 2021) (OU June/July 2023)
3. Explain about the applications of 5P’s. (Dec 2022-Jan 2023) (March 2022)
4. Explain about e marketing techniques. (March 2022)
5. Write about role of Digital Marketing. (Dec 2022-Jan 2023)
6. Explain about different e advertising techniques. (OU Dec 2023)
7. Explain the functionalities of Search Engines in detail. (Aug 2021)
8. What is Search Engine? Write about Engine optimisation. (OU Dec 2023)
9. Write about virtual reality and consumer experience. (OU June/July 2023)
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