E-Commerce Marketing &

Advertising
Module 4
Topics
• E-Commerce Marketing & Advertising: Internet
Consumer Behaviour, Advertising Strategies, Tools,
Technologies, Analytics.
• Social Marketing- Process.
• Mobile Marketing – Features. Location-Based
Marketing tools & Campaigns.
• Ethics: Concepts, Dilemma, Principles. Privacy &
Information Rights, IPR: Copyrights, E-commerce
Patents, Internet & Trademarks, Governance.

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• Primary Factors
Culture : Set of norms and expectation will be the expression of a culture that will
impact the purchase intention
(Ex: Festival collections- Traditional Preferences)
Social Norms : set of beliefs in the society for the group of people impact the buying .
(Ex: Colours-Black for opposition, Red for Happiness)
Psychological Factors: perception and attitude, motivation, emotion, trust as the
factors which influence the transformation towards online buying.
(Ex: high price Good Quality)
Demographic Factors : Demographic characteristics such as age, income, gender,
education, etc., are popularly used by marketers as they are often associated with
customers' needs.
(Ex: Formals – based on the Profession).

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• Secondary Factors
Brand : core values of the company which influence the consumer to buy the
product
(Ex: Green Strategy – No carbon Footprints)
Marketing Communications stimuli: Offer and Discounts .
(Ex: Buy 1 get 2 free)
Firm Capabilities : Customization & Personalization of products will motivate
the purchase intention.
(Ex: Lenskart : Colour and the frame).
Consumer Skills: ability to manage the preferences in online platform
(Ex: adding products in CART)
Product Characteristics : product type, details, price info, delivery options
also influence the purchase
(Ex: Myntra: Varity of products).

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Associating factors
• Purchasing Attitude : Actions & Decisions made
by the consumer while purchasing
• Perceived Behavioural Control :involves the
perception of the individual's own ability to
perform the behavior.
• Social Networks: Friends and peer groups
influence the attitude of purchasing.

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• All these factors influence the consumer in
purchasing a product.

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 Consumer Decision Process

1. Awareness
2. Search 3. Evaluation of
/Need Recognition 4. Purchase
Search Engines Alternatives
Ex: Online
Ex: online Catalogue, Ex: online Catalogue,
Targeted Display Promotions,
Site Visits, Emails, Site Visits, Product
Ads (Ex: Email Ads, Discounts, Flash sales
Social Network. Reviews
Social Media)

[Link] Purchase
Ex: Company End-
Online Updates,
Feedbacks, Rewards.
Consumer End- Loyal,
Recommendations,
Feedbacks and share
reviews.

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• Need Recognition: The first step of the consumer decision-making process is
recognizing the need for a service or product. Need recognition, whether
prompted internally or externally, results in the same response: a want. Once
consumers recognize a want, they need to gather information to understand
how they can fulfill that want. Ex: Targeted Display Ads (Ex: Email Ads,
Social Media)
• Search : once the need is recognized, consumers again rely on internal and
external factors. They may browse online resources, such as Google or
customer reviews. The brand is to give the access to the customer for the
information they want, with the hopes that they decide to purchase product
the platforms has to be trustworthy in providing the source of knowledge
and information. Since consumers trust each other more than they do
businesses, the companies make sure to include consumer-generated
content, like customer reviews or video testimonials, on their website. Ex:
online Catalogue, Site Visits, Emails, Social Network

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• Evaluation of alternatives: Now consumers once they fueled with information, they
started to weigh their prospective choices against comparable alternatives.
Alternatives may present themselves in the form of lower prices, additional product
benefits, product availability, or something as personal as color or style options. The
company marketing material should be geared towards convincing consumers that
the product is superior to other alternatives. Ex: online Catalogue, Site Visits, Product
Reviews.
• Purchase : Once consumer have gathered all the facts, including feedback from
previous customers, consumers should arrive at a logical conclusion on the product
or service to purchase.
• Post Purchase: Post-purchase engagement could include follow-up emails, discount
coupons, and newsletters to entice the customer to make an additional purchase.

• Company End- Online Updates, Feedbacks, Rewards.

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Advertising Strategies & Tools
• Website
• Traditional Online Marketing
• Social Marketing
• Mobile Marketing

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1. Website as a Tool and its
strategy

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2. Traditional Online Marketing
and Ad Tools
• i. Search Engine Marketing
• ii. Display ad Marketing
• iii. E-Mail Marketing
• iv. Affiliate Marketing
• V. Viral Marketing
• Vi. Lead Generation Marketing

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Social Marketing Process

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Fan Acquisition – Attracting people to your
marketing messages
Engagement – Encouraging visitors to interact
with your content and brand
Amplification – Encouraging visitors to share their
likes and comments with their friends
Community – A stable group of fans engaged and
communicating with one another over a
substantial period of time about your brand
Sales – purchase .

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4. Mobile Marketing
Use , display ads such as banner ads, rich media,
video, native advertising, games, e-mail, text
messages, QR codes, Coupons.
Types
•Geo-social-based service marketing
•Mobile-local social networks
•Proximity marketing
•In-store messaging

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Internet Marketing
Technologies
• [Link] Transaction Logs
• 2. Cookies
• 3. Database, Data warehouses, Data mining and
Big data.
• 4. Marketing Automation
• 5. CRM Systems

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Web transaction Logs
Transaction – Daily activity , Log – kind of Books/page

•Records user’s activity at a website.

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Cookies
Small text file that websites place on the hard disk
of visitor’s client computer that allows website to
store data about the visitor on the computer and
later retrieve it
(Types :First party, third party, session, persistent, secure)

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Database
A software application that stores records and attributes.
Data warehouse- a database that collects a firm’s
transactional and customer data in a single location.
Data mining- a set of analytical techniques that look for
patterns in the data of database or data warehouse, seek to
model the behaviour of customers.
Big Data- huge set of data from different sources (email,
social media content, tweets, likes, even music playlists).

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• Marketing Automation
Software tools that marketers use to track all then
steps in the lead generation part of the marketing
process.
• CRM Systems
A repository of customer information that records
all the contacts that the customer has with the
firm and generates customer profile available to
everyone in the firm with a need to “know your
customer”

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Analytics

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Marketing Analytics

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Ethics
Basic Ethical Concepts
•Responsibility (responsible for the action taken)
•Accountability (held accountable t others for the
consequences of their actions)
•Liability (recover the damages done to them by
other actors, systems, organizations)
•Due Process (ensure that the higher appeal can be
applied)

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1. Data Protection and Privacy
Law ,2023

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2. Information Technology Act,
2000:

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3. Payments and Settlement
Systems Act, 2007

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• [Link]
commerce/

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IPR in E-commerce

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8 elements protected under
IPR in e-commerce

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