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EMERGENCE OF INTERNET MARKETING – ORIGINS, NEEDS, CHALLENGES AND OPPORTUNITIES

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CANDIDATE NAME - ADITYA VINODKUMAR CHOPDA
ROLL NO - HPGD/JA21/1194
SPECIALISATION - BUSINESS ADMINISTRATION
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PRIN. L. N. WELINGKAR INSTITUTE OF MANAGEMENT DEVELOPMENT & RESEARCH
SUBMISSION DATE- DEC,2022
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TABLE OF CONTENTS
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CHAPTER 1 INTRODUCTION TO INTERNET MARKETING

CHAPTER 2

CHAPTER 3

CHAPTER 4

CHAPTER 5

CHAPTER 6

CHAPTER 7

CHAPTER 8

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 CHAPTER- I
INTRODUCTION TO INTERNET MARKETING
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1.1) INTRODUCTION
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Internet marketing or online marketing or web marketing, is a revolutionary process for all types business operations. It is
strategy. The base of the Internet has provided advanced business transactions and models for the international financial
system. Internet marketing adapts to rapid development of online business. In the field of internet marketing, online
advertising has accomplished great success. Companies must have to select carefully suitable internet marketing strategy
as it is never certain that the strategy that works for one organization might not be effectual for the other. At present,
Internet is extensively used by organizations to encourage the business and online promotion is one of the most successful
and economical techniques of marketing for businesses.
Internet marketing is used mostly to enhance online sales of products and services by creating awareness among Internet
users. While it uses an online platform, this method of marketing is also used to boost sales offline. Online marketing and
digital marketing are names commonly used to refer to Internet marketing.
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1.2) Here's a quick guide just to introduce you to Internet marketing
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In a world where over 170 million people use social media on a regular basis, every working professional is expected to be
familiar with at least the core tenets of Digital Marketing. In simple terms, Digital Marketing is the promotion of products
over the internet or any form of electronic media. According to the Digital Marketing Institute, "Digital Marketing is the
use of digital channels to promote or market products and services to targeted consumers and businesses."
People are consuming digital content on a daily basis. Very soon, traditional marketing platforms will disappear, and the
digital market will completely take over. There are a number of advantages in Digital Marketing. Unlike traditional
marketing, digital marketing is more affordable.
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1.3) What Is Digital Marketing?
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Any digital channels by a business or company to market or promote products and services to consumers are referred to as
digital marketing. Different websites, mobile devices, social media, search engines, and similar channels are used in
digital marketing.
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1.3) How Successful is Digital Marketing?
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With the advent of digitalization, it has been observed that the shopping crowd in the markets gradually decreased, and
now it is seen that more and more people shop online for themselves and their families. So, there are numerous advantages
to promoting your business online because you want to reach the right audience, and your audience is online.
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1.5) Benefits of Digital Marketing
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You can reach a larger audience in a shorter time period. Technological advances have resulted in considerable attrition of
the customer-base of traditional marketing agencies and departments. People have moved on to tablets, phones, and
computers, which are the areas where digital marketers have gained the most ground.
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1.6) History of Digital Marketing 
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The term Digital Marketing was first used in the 1990s. The digital age took off with the coming of the internet and the
development of the Web 1.0 platform. The Web 1.0 platform allowed users to find the information they wanted but did not
allow them to share this information over the web. Up until then, marketers worldwide were still unsure of the digital
platform. They were not sure if their strategies would work since the internet had not yet seen widespread deployment.
In 1993, the first clickable banner went live, after which HotWired purchased a few banner ads for their advertising. This
marked the beginning of the transition to the digital era of marketing. Because of this gradual shift, the year 1994 saw new
technologies enter the digital marketplace. The very same year, Yahoo was launched.
Also known as "Jerry's Guide to the World Wide Web" after its founder Jerry Yang, Yahoo received close to 1 million hits
within the first year. This prompted wholesale changes in the digital marketing space, with companies optimizing their
websites to pull in higher search engine rankings. 1996 saw the launch of a couple of more search engines and tools like
HotBot, LookSmart, and Alexa.
1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought to the market Yahoo web
search. Two years later, the internet bubble burst and all the smaller search engines were either left behind or wiped out
leaving more space for the giants in the business. The digital marketing world saw its first steep surge in 2006 when search
engine traffic was reported to have grown to about 6.4 billion in a single month. Not one to get left behind, Microsoft put
MSN on the backburner and launched Live Search to compete with Google and Yahoo.
Then came Web 2.0, where people became more active participants rather than remain passive users. Web 2.0 allowed
users to interact with other users and businesses. Labels like ‘super information highway’ began to be applied to the
internet. As a result, information flow volumes –including channels utilized by digital marketers- increased manifold, and
by 2004, internet advertising and marketing in the US alone brought in around $2.9 billion.
Soon, social networking sites began to emerge. MySpace was the first social networking site to arrive, soon followed by
Facebook. Many companies realized all these fresh new sites that were popping up were beginning to open new doors of
opportunities to market their products and brands. It opened fresh avenues for business and signaled the beginning of a
new chapter to business. With new resources, they needed new approaches to promote their brands & capitalize on the
social networking platform.
The cookie was another important milestone in the digital marketing industry. Advertisers had begun to look for other
ways to capitalize on the fledgling technology. One such technique was to track common browsing habits and usage
patterns of frequent users of the internet so as to tailor promotions and marketing collateral to their tastes. The first cookie
was designed to record user-habits. The use of the cookie has changed over the years, and cookies today are coded to offer
marketers a variety of ways to collect literal user data.
Products marketed digitally are now available to customers at all times. Statistics collected by the Marketingtechblog for
2014 show that posting on social media is the top online activity in the US. The average American spends 37 minutes a
day on social media. 99% of digital marketers use Facebook to market, 97% use Twitter, 69% use Pinterest and 59%
use Instagram. 70% of B2C marketers have acquired customers through Facebook. 67% of Twitter users are far more

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likely to buy from brands that they follow on Twitter. 83.8% of luxury brands have a presence on Pinterest. The top three
social networking sites used by marketers are LinkedIn, Twitter, and Facebook.
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1.7) Evolution of Digital Marketing – The Timeline
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The 90s
Archie, the first search engine, debuted in the early 1990s, heralding the birth of search. SEO, or Search Engine
Optimization, quickly followed.
The first clickable web-ad banners were introduced in 1994. The first identifiable social media site was launched in 1997,
with 3.5 million users. In the 1990s, a slew of websites still in use was found, including Google and Yahoo's web search,
both of which debuted in 1998.
The Millennial Generation
A massive economic bubble grew in the new millennium. However, the bubble's peak and burst between 2000 and 2002
harmed many businesses. Many new sites were launched in the 2000s as the economy recovered from the boom, including
the beginnings of LinkedIn in 2002, Myspace and WordPress in 2003, and Facebook in 2004. In the early 2000s, mobile
text messaging marketing became increasingly popular.
The Mobile Era
The latter half of the decade saw increased marketing and sales, with Amazon's e-commerce sales surpassing $10 billion.
Over the next few years, mobile app culture expanded with the introduction of Whatsapp, Instagram, and Snapchat to the
digital world.
The Present 
Today, 65% of an individual's digital media time is spent on a mobile device. The digital advertising industry is now
valued at around $200 billion, with Google Ad Words accounting for 96% of the company's revenue. With an estimated
3.1 billion online users, social networking has led the digital marketing revolution. The rise of bloggers and Instagram has
resulted in a $1 billion industry for influencers, which are anticipated to grow. Digital marketing is expected to grow in the
coming years, with many new developments and changes in this exciting industry.
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1.8) What Are the 5 Ds of Digital Marketing?
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The five D's of digital marketing are as follows:
 Digital Devices
Digital devices are those that people use almost every day. For example, these can get used to marketing to a specific
audience—computers and mobile phones.
 Digital Content Platforms
These are the platforms with which users interact regularly. You can use them for advertising. As an example, consider
social media.
 Digital Media

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Paid or owned digital media channels can be used to reach your target audience. They include things like online
advertising and social media marketing.
 Digital Data
Data about your target audience used to achieve a marketing goal is called digital data. You can generally collect data
about your target audience through surveys, apps, and other means.
 Digital Technology
Digital technology is all about using technology to achieve a marketing goal. Artificial Intelligence (AI), Augmented
Reality (AR), and Virtual Reality (VR) are a few examples.
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1.9) ONLINE MARKETING
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Online marketing is a form of electronic commerce whereby consumers directly buy goods or services from a seller over
the Internet without an intermediary service. An online shop, eshop, e-store, Internet shop, web shop, web store, online
store, or virtual store evokes the physical analogy of buying products or services at a bricks-and-mortar retailer or
shopping Centre. The process is called business-to-consumer (B2C) online marketing. When a business buys from another
business it is called business-to-business (B2B) online marketing.

1) History
In 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991. In
1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut. During that
same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online
marketing. Also, in 1994 the German company Intershop introduced its first online marketing system. In 1995 Amazon
launched its online marketing site, and in 1996 eBay appeared

2) Customers
Online customers must have access to a computer and a method of payment. In general, higher levels of education,
income, and occupation of the head of the household correspond to more favorable perceptions of non-store shopping.
Also, increased exposure to technology increases the probability of developing favorable attitudes towards new shopping
channels. In a December 2011 study Equation Research found that 87% of tablet users made an online transaction with
their tablet device during the early holiday shopping season

3) Logistics
Consumers find a product of interest by visiting the website of the retailer directly or by searching among alternative
vendors using a shopping search engine. Once a particular product has been found on the web site of the seller, most
online retailers use shopping cart software to allow the consumer to accumulate multiple items and to adjust quantities,

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like filling a physical shopping cart or basket in a conventional store. A "checkout" process follows (continuing the
physical-store analogy) in which payment and delivery information is collected, if necessary. Some stores allow
consumers to sign up for a permanent online account so that some or all of this information only needs to be entered once.
The consumer often receives an e-mail confirmation once the transaction is complete. Less sophisticated stores may rely
on consumers to phone or e-mail their orders (though credit card numbers are not accepted by e-mail, for security
reasons).

4) Payment
Online shoppers commonly use a credit card to make payments, however some systems enable users to create accounts
and pay by alternative means, such as:
 Billing to mobile phones and landlines
 Cash on delivery (C.O.D., offered by very few online stores)
 Cheques
 Debit card
 Direct debit in some countries
 Electronic money of various types
 Gift cards
 Postal money order
 Wire transfer/delivery on payment Some sites will not accept international credit cards, some require both the
purchaser's billing address and shipping address to be in the same country in which site does its business, and still
other sites allow customers from anywhere to send gifts anywhere. The financial part of a transaction might be
processed in real time (for example, letting the consumer know their credit card was declined before they log off),
or might be done later as part of the fulfillment process.

5) Product delivery
Once a payment has been accepted the goods or services can be delivered in the following ways.
Downloading: This is the method often used for digital media products such as software, music, movies, or images. Drop
shipping: The order is passed to the manufacturer or third-party distributor, who ships the item directly to the consumer,
bypassing the retailer's physical location to save time, money, and space. In-store pickup: The customer orders online,
finds a local store using locator software and picks the product up at the closest store. This is the method often used in the
bricks and clicks business model. Printing out, provision of a code for, or emailing of such items as admission tickets and
scrip (e.g., gift certificates and coupons). The tickets, codes, or coupons may be redeemed at the appropriate physical or
online premises and their content reviewed to verify their eligility (e.g., assurances that the right of admission or use is
redeemed at the correct time and place, for the correct dollar amount, and for the correct number of uses). Shipping: The
product is shipped to the customer's address or that of a customer-designated third party. Will call, COBO (in Care Of Box
Office), or "at the door" pickup: The patron picks up prepurchase tickets for an event, such as a play, sporting event, or
concert, either just before the event or in advance. With the onset of the Internet and e-commerce sites, which allow
customers to buy tickets online, the popularity of this service has increased

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6) Shopping cart systems
Simple systems allow the offline administration of products and categories. The shop is then generated as HTML files and
graphics that can be uploaded to a web space. These systems do not use an online database
A high-end solution can be bought or rented as a standalone program or as an addition to an enterprise resource planning
program. It is usually installed on the company's own web server and may integrate into the existing supply chain so that
ordering, payment, delivery, accounting and warehousing can be automated to a large extent. Other solutions allow the
user to register and create an online shop on a portal that hosts multiple shops at the same time.
Commercial systems can also be tailored to one's needs so the shop does not have to be created from scratch. By using a
pre-existing framework, software modules for various functionalities required by a web shop can be adapted and
combined.

7) Design
Customers are attracted to online marketing not only because of the high level of convenience, but also because of the
broader selection, competitive pricing, and greater access to information. Business organizations seek to offer online
marketing because it is much lower cost compared to bricks and mortar stores, offers access to a worldwide market,
increases customer value and builds sustainable capabilities.

8) Information load
Designers of online shops are concerned with the effects of information load - whether consumers can be given too much
information in virtual shopping environments. Information load is a product of the spatial and temporal arrangements of
stimuli in the web store. Compared with conventional retail shopping, the information environment of virtual shopping is
enhanced by providing additional product information such as comparative products and services as well as various
alternatives and attributes of each alternative, etc. Two major dimensions of information load are complexity and novelty.
Complexity refers to the number of different elements or features of a site, often the result of increased information
diversity. Novelty involves the unexpected, suppressed, new, or unfamiliar aspects of the site. The novelty dimension may
keep consumers exploring a shopping site, whereas the complexity dimension may induce impulse purchases.

9) Consumer needs and expectations

A successful web store is not just a good-looking website with dynamic technical features, listed in many search engines.
In addition to disseminating information, it is about building relationships and making money
Businesses often attempt to adopt online marketing techniques without understanding them and/or without a sound
business model, producing web stores that support the organizations' culture and brand name without satisfying
consumer's expectations. User-centered design is critical. Understanding the customer's wants and needs and living up to
promises gives the customer a reason to come back and meeting their expectations gives them a reason to stay. It is
important that the website communicates to the customer that the company cares about them.
Customer needs and expectations are not the same for all customers. Age, gender, experience, culture are all important
factors. For example, Japanese cultural norms may lead users there to feel privacy is especially critical on shopping sites
and emotional involvement is highly important on financial pensions sites Users with more online experience focus more
on the variables that directly influence the task, while novice users focus on understanding the information.
To increase online purchases, businesses must expend significant time and money to define, design, develop, test,
implement, and maintain the web store. It is easier to lose a customer then to gain one and even "top-rated" sites will not

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succeed if the organization fails to practice common etiquette such as returning e-mails in a timely fashion, notifying
customers of problems, being honest, and being good stewards of the customers' data. [ Because it is important to
eliminate mistakes and be more appealing to online shoppers, many web shop designers study research on consumer
expectations

10) User interface

The most important factors determining whether customers return to a site are ease of use and the presence of user-
friendly features. Usability testing is important for finding problems and improvements in a web site. Methods for
evaluating usability include heuristic evaluation, cognitive walk through and user testing. Each technique has its own
characteristics and emphasizes different aspects of the user experience.

11) Market share

E-commerce B2C product sales totaled $142.5 billion, representing about 8% of retail product sales in the United States.
The $26 billion worth of clothes sold online represented about 13% of the domestic market, and with 72% of women
looking online for apparel, it has become one of the most popular cross-shopping categories. Forrester Research estimates
that the United States online retail industry will be worth $279 billion in 2015. For developing countries and low-income
households in developed countries, adoption of ecommerce in place of or in addition to conventional methods is limited by
a lack of affordable Internet access

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CHAPTER 2
CONCEPT OF INTERNET MARKETINNG
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2.1) CONCEPT OF INTERNET MARKETING
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Internet marketing is described as the application of the Internet and associated digital technologies in combination with
traditional communications to accomplish marketing objectives (Chaffey, Det, al.,. 2006). Internet marketing has many
synonyms which are used in business such as e marketing (electronic marketing) or digital marketing even though they
have a broader scope since they include electronic customer relationship management systems (e-CRM systems) as well.
The conception of Internet marketing has developed and brought more opportunities for organizations to increase number
of consumers at global level. Earlier, the Internet was only used as a tool to contact customers and it was a part of direct
marketing. Currently, the Internet, principally websites are becoming a popular media for any company to introduce its
products and services. The Internet is considered as a sovereign and effectual marketing device. During 2000 to 2008, the
number of Internet users has increased by 4 times (http://www.internetworldstats.com/stats.htm). Records indicated that in
Asia, there were biggest population of 39.5% of World internet users.

WORLD INTERNET USERS

AUSTRALIA/OCEANIC

MIDDLE EAST

AFRICA

LATIN AMERICA/CARRABIEAN

NORTH AMERICA

EUROPE

ASIA

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

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Online marketing enables various organizations to track their customers and develop relations with them easily. Major
creative mechanism of internet marketing includes social Media Marketing, Email Marketing, Affiliate Marketing,
Content Marketing and Online Video Marketing which are available for online businesses to incorporate their overall
Internet Marketing crusade. Some of the other successful Internet Marketing Tools are Blogs, Keywords, New updates,
and Domain name. The feature of internet marketing is that it is growing at rapid rate and always changes with time.
Consequently, it is recommended to companies, who adopt internet marketing strategies, must always update themselves
with new technology as well as forthcoming, and use the latest technology or software's to take more advantages of online
marketing. Major internet marketing activity is directed toward driving customers to an organization's website, where they
are motivated to purchase online or through another channel. But internet marketing includes array of strategies to interact
online with customers and with other stakeholders. The most common internet marketing activities include developing
website for company, placing advertisements on the web, sending email messages, and engaging in search engine
marketing efforts to put company's name in top list when a customer searches the Internet for a particular product or
service.
Additionally, Internet marketing can include other activities, such as marketing through online games, mobile phones, or
direct response television broadcasts. Internet marketing is dissimilar than traditional marketing as it offers novel ways of
interacting with customers and other stakeholders. Huge information and services can be provided through online formats,
which can be "taken by users as needed, rather than pushed to interested and uninterested stakeholders through
conventional offline formats. The advantages of adopting internet marketing strategies depend on company sizes. It is a
new medium for advertising and PR (Public relationship) and a new product distribution channel. Internet marketing also
provides new opportunities to develop new international markets without the continuation of representative or sales offices
and agents. The Internet offers new methods to develop customer services and is considered as the most gainful marketing
device as it reduces paper works and number of employees as well as by passes operating offices. Internet marketing can
be targeted to specific cultural groups because different groups may respond differently to the presence of the same
stimulus. Additionally, manifestations of culture, such as values, heroes, rituals and symbols, offer insight in the way
Internet marketers organize effective Internet advertising crusades. In such cases, efficiency is enhanced by Internet
marketing, making these campaigns harmonious with consumers' culture and ensuring that proper symbols are used (Luna,
Peracchio and de Juan, 2002).

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2.2) INTERNET MARKETING PARTICIPANT
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In order for a product or service to be marketed successfully to potential consumers online, all the participants must
effectively work together. Some of them include:

1.The Advertiser
The advertiser is usually the owner of the product to be marketed. The advertiser will provide the advert that is to be
shown to Internet users for marketing purposes. This participant is the client, and is the entity that pays for the marketing
efforts.
If you own a business product or service that you want to market, then you fall in this category.

2.The Publisher

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The publisher is usually the owner of the platform on which the online advertisement is to be displayed. Publishers are
responsible for integrating the provided advert into the content on his platform.
If you own a blog or any other online platform on which you have your own content, you are a potential publisher.

3.Advertising Agency
An advertising agency is the participant in charge of creating the advertisements that will be displayed by the publisher on
behalf of the advertisers.
If you are in the business of creating written content for marketing or graphic designs to create awareness of a certain
brand, you fall under the advertising agency category. If you operate a company that outsources such services, you also
fall in this category.

4.Affiliate Marketer
The affiliate marketer is another major participant that enhances the online marketing efforts. This participant will be
responsible for promoting the products of the advertisers. In return for the promotional efforts, the affiliate marketer will
get a commission if sales are generated directly or indirectly.
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2.3) BUSINESS MODELS FOR INTERNET MARKETING
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If you create content on forums, blogs, and revenue sharing sites to help boost sales of a certain product, you are an
affiliate marketer. Depending on how effective you are, this online marketing job can be an easy way to earn because it
does not require you to have your own products to sell.
Internet Marketing Business Models
Internet marketing can be done using four major business models. If you are a business owner, you can combine two or
more business models to boost sales and generate higher revenues.

1) Local search model

The local search business model is a marketing model that relies on organic traffic coming from search engines. If your
business is optimized for search, based on your business niche and location, this model of marketing can significantly help
sales efforts.

2) Affiliate marketing model

The affiliate marketing business model relies heavily on a third party to help promote the products to be advertised to the
masses. With this model, you can generate high revenues if you provide a decent commission to those who help sell your
products.

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3) Lead-based model
You can opt to obtain leads, which represent people who are amenable to buying your products. These leads usually
consist of people who have provided contact information that will allow you to market new products as soon as they come
into the market.

4) E-commerce model
The e-commerce model is heavily dependent on marketing the right products to consumers who purchase online. If you
intend to use this business model, you should have a very good CRM system to enable you to study buying trends of
online customers
Main advantage of all strategies of internet marketing is that companies can conquer the barriers or boundaries of distance
and management team can not only promote their products and services all over the world but sell them and generate huge
revenues. Online marketing is reasonably priced in contrast with other traditional methods, and there are numerous
creative and efficient ways in this marketing that companies can use in advertising or promoting products, brand, services.
Online marketing also facilitates business, companies or individuals take advantage of the growing importance of social
media sites such as Facebook, Twitter, LinkedIn, Myspace

5) One-to-one approaches
In a one-to-one approach, marketers target a user browsing the Internet alone and so that the marketers' messages reach
the user personally. This approach is used in search marketing, for which the advertisements are based on search engine
keywords entered by the users. This approach usually works under the pay per click (PPC) method. 18

6) Appeal to specific interests

When appealing to specific interests, marketers place an emphasis on appealing to a specific behavior or interest, rather
than reaching out to a broadly defined demographic. These marketers typically segment their markets according to age
group, gender, geography, and other general factors.

7) Niche marketing
Niche and hyper-niche internet marketing put further emphasis on creating destinations for web users and consumers on
specific topics and products. Niche marketers differ from traditional Internet marketers as they have more specialized
topic knowledge. For example, whereas in traditional Internet marketing a website would be created and promoted on a
high-level topic such as kitchen appliances, niche marketing would focus on more specific topics such as 4-slice toasters.
Niche marketing provides end users of such sites much targeted information, and allows the creators to establish
themselves as authorities on the topic or product.

8) Geo-targeting
In Internet marketing, geo targeting and geo marketing are the methods of determining the geo-location of a website
visitor with geo-location software, and delivering different content to that visitor based on his or her location, such as

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latitude and longitude, country, region or state, city, metro code or zip code, organization, Internet Protocol (IP) address,
ISP, and other criteria
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2.4) UNDERSTANDING DIFFERENT TYPES OF INTERNET MARKETING STRATEGIES
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Internet marketing, also known as web marketing, online marketing, web advertising, or emarketing, is referred to as the
marketing (generally promotion) of products or services over the Internet. Marketing is used as an abbreviated form for
Internet Marketing. Internet marketing is considered to be broad in scope because it not only refers to marketing on the
Internet, but also includes marketing done via e-mail and wireless media. Digital customer data and electronic customer
relationship management (ECRM) systems are also often grouped together under internet marketing. Internet marketing
ties together the creative and technical aspects of the Internet, including design, development, advertising and sales.
Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle
through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email
marketing, mobile advertising, and Web 2.0 strategies
Do you understand the different types of internet marketing strategies and how they can help your business thrive? In any
discussion about promoting a business, internet marketing strategies are cited as the most effective and cost-friendly ways
to promote a company and generate leads. Before you can put these strategies to work helping your business, you need to
understand what each one involves and what they offer. To help get you start marketing your business online, here is a
quick guide to the top nine types of internet marketing strategies.

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There are different Techniques of Internet Marketing,

1: Search Engine Optimization (SEO)

SEO or search engine optimization is the process of adjusting your website to improve its organic, free, or “natural”
placement in search results. SEO consists of on-page factors (content, structure, and user-friendliness) and off-page factors
(links from other sites, social shares, authority). SEO strategies involve adjusting certain elements on your website so it
meets Google’s requirements while making sure your website presents the best overall experience for visitors.
This can be regarded as a division of search engine marketing. This is used to enhance the quality of the traffic which
arrives at a website from search engines. Whenever users search for a specific key word and find a match, they notice a
few sites which are observable on the first page of search engine result. The aim of SEO is to give appropriate link of
website to users. They want their client websites to be listed higher in search engine results. This way they give their
clients i.e., companies a better chance to be noticed by consumers. SEO's can target various searches such as image
searching, local searching or vertical search engines. People involved in search engine optimization are called search
engine optimizers. They could be either company workers trained in search engine optimization or 3rd party agencies who
take the responsibility for the company. In general SEO employees have to recognize how search engines actually rank
pages. This could be done through gaining knowledge in search engine algorithms, widespread knowledge of search
engines through the mechanism of patents. SEO employees are required to amend their client web pages by adding
exclusive information. Since they have to change web pages related with companies, some companies may be hesitant to
provide information as it could be private and there are security risks related to this. Companies must recruit SEO
personnel to educate their workforce. There are two types of SEO personnel white and black. White hat SEO people
utilize techniques which search engines find satisfactory. Black hat SEO personnel use methods which could case link
spams. The objective is to improve page ranking. Z. Gyongyi et al 2015 argued how link spams are formed such as by
interconnecting web pages in a spam form to optimize ranks. They have also explained how page ranks can be maximized
in spam farms.

2: Search Engine Marketing (SEM)

Search engine marketing or SEM is the process of using paid search (Pay Per Click ads) to gain website traffic. In the past,
SEM was used as an umbrella term that encompassed SEO and paid search. Over time, as the digital marketing industry
evolved, the term SEM stopped being used for both types of internet marketing strategies, and has come to typically refer
exclusively to paid search activities (according to Search Engine Land).

3: Pay Per Click or Pay Per Call (PPC)

PPC marketing can be broken down into two main categories: paid search (see above) and paid social marketing. Ads are
published on search engines or social platforms, and companies are charged every time their ad is clicked.
Google AdWords is the most popular paid search platform, followed by Bing Ads, which also serves search ads on Yahoo.
Search marketing encompasses display, mobile, retargeting/remarketing, and paid social advertising.
Facebook, Twitter, Instagram, and other social platforms have expanded their ad offerings and made it more difficult to
achieve organic views of marketing posts. As a result, paid social is accounting for a higher percentage of most
companies’ PPC ad spend budgets. PPC strategies can create a dramatic, short-term boost in visibility and sales.

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4: Content Marketing
Moz defines content marketing as the creation and distribution of relevant, valuable content to communicate with
customers and achieve your marketing goals.  Content marketing strategies focus on communicating with customers,
rather than selling, providing content that educates, amuses, or otherwise provides value to customers on a consistent basis
in order to attract and retain a specific desired audience.
Content encompasses virtually any information format disseminated online such as blogs, videos, podcasts, info grams,
social media posts, and more. High quality content plays a role in all the main types of online marketing strategies,
including SEO, PPC, social media marketing, email marketing, etc.

5: Social media marketing

Social media marketing is the use of social media platforms and websites to promote your business and connect with
customers. Social media marketing does not necessarily drive sales. Instead, it is often used to increase engagement, build
links and bring content to the attention of customers, and create a distinctive “brand”.
Internet marketing campaigns not only produce product awareness, but also reveal a generation of advertising with
benefits such as self-selectiveness, interactivity, full integration of various media and marketing capabilities targeted
towards specific individuals, countries or cultures (Wehling, 1996). Several websites of company have been responsible to
create social networks where people post their information and also connect to each other either for business networking
or dating. Major web-sites are tribe.net, myspace.com, orkut.com, linkedin.com. Originally, they all started as sites which
unite people. Some of them have generated profit through marketing. Linkedin.com provides banner-based advertising
which focuses on specific targets. Youtube.com can be considered as social media-based advertising trendsetter. Fernando
Angelo, (2007) describes how social media marketing schemes became popular among people at global scale. He
emphasizes that consumer-based content has importance which can be exploited by marketing personnel. He viewed social
media as a means of intersection of software marketing, media, information and entertainment. For example, Youtube.com
allows users to capture their videos and put it up on the site for sharing with others. Unregistered users can watch most
videos on the site. It provides features to rate videos and also keep users can upload an unrestricted number of videos.
Naim Moises, 2004 asserted that Youtube.com has great impact on the mind of people. Social media marketing companies
can create interactions by customizing information for individual customers that permit customers to design products and
services that meet their specific requirements. Social media can allow transactions between customers and firms that
would usually require human contact (Watson et al. 2002).

6: Email marketing
Email marketing is one of the most cost-effective types of digital marketing strategies. Email is often cited as the “more
effective replacement” for direct mail marketing, as you can directly reach a wide network of customers in an instant with
newsletters, ads, or reminders through email. Email marketing can be very specifically targeted using demographics and
other information to segment lists and achieve the best result.
This type of marketing use the power of electronic mail. Emails are sent mainly to develop strong relationship with the old
and new consumers. Emails include advertisements/newsletters which are intended to entice new or older consumers to
make purchases or inform them of new products/services. There are several benefits of adopting email marketing
techniques:
 Email marketing campaigns are lucrative when compared to campaigns such postal campaigns or printed newsletters.

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 Email can be sent quicker as compared to normal post. The companies can do mass mailing with the help of mailing list.
This facilitates distribute quality information to a specific range of consumers/customers.
 Companies can effortlessly track their returns when they use this system. They can also track how many campaigns
were winning or how many unsuccessful with the help of read receipt, un-subscribed or messages that bounced on failure.
 Advertisers are able "push" the message to consumers whereas website marketing has to attract customers to come to
the advertiser.
 Companies that use html-based email can provide other links which can create further leads for them.
 Companies can also recognize the preferences of customers by sending emails which ask for opinions from consumers.
 Companies can target based on consumers interest that is only after taking consumers interest when he signs up for a
particular email service.
 Email marketing does not take up paper so it is environmentally friendly. Though e mail marketing offers range of
benefits to companies as well as customers, it also has some drawbacks. Spamming is major problems and it is very
difficult to differentiate between authentic email marketing and spamming. Most of the companies establish spam filters
but filters end up preventing even genuine emails from reaching. Companies are taking all efforts to stop Spam. Email
marketing needs to be done cautiously so that it cannot be sent to spam.

7: Influencer marketing
Influencer marketing is one of the newest types of internet marketing strategies but it is expected to become increasingly
popular in 2018. Influencers (individuals with a strong social following) are paid to promote your company’s products or
services. When you find influencers who are in line with your company’s values and resonate with your customers, this
marketing strategy can be highly effective for some companies.

8: Affiliate Marketing
Affiliate marketing is the process of earning a commission by promoting or advertising other companies’ products or
services. Affiliate marketing often consists of promoting a product through a blog or video, or featuring ads on your
website. You receive a payment for every sale made through your links.

9: Reputation marketing
Reputation marketing consists of using press releases, social media, and customer review platforms to develop a positive
perception of a company. Online referrals and reviews have become increasingly important in certain industries such as
the travel industry. Reputation marketing involves developing a distinctive brand, encouraging customers to post reviews,
and responding quickly to resolve customer concerns or complaints on social media and review platforms.

10: Blog Based Marketing

A blog is a website that details personal views of individuals on a particular topic. Some of the blogs act as personal
diaries. A typical blog comprises of text, images, and links to other blogs, web pages, and other media related to its topic.
Some of the blogs include photos, video, audio, podcasts. Blog is more effective through its content. Dawson Ron et al
2007 demonstrated the trend of blogging and their report revealed that 39% of American adults (57 million) are blog
readers. The outcomes of blog marketing are excellent as these boost website search engine ranking and popularity,

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drawing in customers. But the time and need for top-quality appeal is vital to effective blog marketing and most business
owners need to focus on their own company. Through blogs, businesses can promote brand awareness by sharing insider
information, updating customers on new products, as well as providing links to the main sales channels. Blogs also make
easy the posting of comments and feedbacks, allowing admirers and detractors to post opinions and questions to
producers. This encourages the exchange of ideas between peers and can also promote honest discussion between
individuals and companies to improve their defaults (Hafele, 2011).

11)Viral Marketing
Viral marketing is a type of marketing techniques which use already existing social networks to enhance brand image with
help computer virus like techniques. It is also known as word-of-mouth marketing. This method persuades consumers to
transmit on marketing message in chosen way. Viral promotions could involve video clips, interactive flash, images, or
even mobile messaging such as SMS. It works on the principle that customers who are impressed with company's massage
would tell people what they like and also communicate other people what they would not like. Dobele Angela et al stated
that there is great role of emotions such as joy, surprise, sadness, anger, fear and disgust in making viral marketing a
success (2007). Gender's role in viral marketing campaigns also has importance. It is found in their study that companies
cannot rely on emotions alone in their viral marketing campaigns. Their campaigns should be effectual in capturing the
imagination of the beneficiary in order to make it triumphant. Viral marketing campaigns which consider brand, product
or service can succeed to persuade the customers. When entering an Internet marketing zone, a company should know
some important issues such as different target customers, another way to contact customers, Internet security, and new
competitors. Chaffey et al. stated that in order to get
__________________________________________________________________________________________________
2.5) DRIVERS FOR INTERNET MARKETING
_________________________________________________________________________________________________

There are several factors that drive companies to follow internet marketing effectively. Maria Bengtsson et al provide
valuable information in her periodical regarding the factors that would drive companies to implement to internet marketing
2007). They have categorized companies into different sizes depending upon the number of employees. Their study
revealed that different factors drive companies of different sizes to pursue internet marketing. The drivers are willingness
to cannibalize, entrepreneurial drivers, management support, and market pressure. Internet marketing acceptance depends
on its perceived usefulness which entails the user's assessment of the ability of specific information technology to increase
his or her performance at some task or activity (Pearson & Grandon, 2004).
Internet marketing include Web application such as website, good quality content, user interface, live chat application,
secure transaction support. Success factors of internet marketing are density, proximity, saturation and depth.
With mobile technology evolving in a smartphone tethered society, it’s no surprise digital marketing success has become a
focal point for many companies looking to drive business with an online presence. Digital marketing offers a world of
opportunity, but is becoming highly competitive in an increasingly cluttered space. Marketing is no longer about
repetition, where the company with the biggest advertising presence (or budget) triumphs, and has shifted towards
developing personal connections with a product or service through the quality of brand exposure.
Customizing the user experience is not an easy task, but can lead to great success when executed correctly. Although,
before success can be measured, there are three fundamental aspects a digital marketing strategy should cover: research

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before creating content, choose the right digital platforms for your brand and audience, and clearly define your
goals/manage your campaigns so they’re always working and improving.

1. Evoke Emotion
Customer conversion relies heavily on the ability to capture an audience’s attention and keep them positively engaged
with your brand throughout the buying cycle. Digital strategies should reflect this aspect by nurturing an emotional
preference for your product or service by intrinsically understanding your customer’s needs and engaging them with
highly tailored content.
As SAS, a business analytics provider, summarizes it: “People want brands they can trust, companies that know them,
communications that are personalized and relevant, and offers tailored to their needs and preferences.” Customers also
want you to deliver on your promise, because if you don’t there are plenty of other options a keystroke away and several
online forums to discuss their displeasure. Your marketing plan should not only include methods for initiating positive
interactions, but best practices for following up on and managing negative experiences. Sometimes simply acknowledging
a customer’s issue and offering assistance can convert a detractor back into a brand advocate.
2. Pick Your Platforms
Digital marketing encompasses a vast array of electronic media you can utilize to promote your business, but the platforms
you choose and the design of your content can have a big impact on the success of your marketing efforts. Regardless of
your company size, location, industry, B2B or B2C services, people are talking about you. Make sure you are a part of the
conversation. Knowing how these platforms operate and the composition of the audience using them is paramount to
crafting your digital marketing campaigns.
Although digital platform options are increasing and some may be better suited to your goals than others, a general
understanding of the major online players listed below is a good starting point.
Website
Your website is often one of the first touch-points a customer has with your company, whether it’s the landing page link
from a paid ad or a direct search for your site. It is the first impression they’ll receive and a pivot point for whether or not
they’ll pursue your services further. Use smart design and well-crafted content to stand out amongst the crowd. The
website experience should seamlessly guide visitors through the buying process with clearly defined value proposition(s),
ample resources for informed decision making and direction towards making a purchase. At a minimum, a good website
is:
 Intuitively navigated
 Mobile friendly
 Content rich
Social Media Channels
Social media has become vital to digital marketing practices. It’s free to enter the arena and get the conversation going, but
also offers targeted advertising options to increase visibility. The first step to customizing your social content is to take a
look at your follower demographics and dig into the content they’ve been engaging with. If you haven’t launched any
posts yet, be sure to do some research on your target market and develop a strategy around how you’re going to entice
followers and continually supply them with appealing information. To help you discern where to direct your energy, here
are some high-level data points for the social media industry’s top players:
Twitter

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  Twitter reports having 302 million monthly users sending 500 million tweets per day. Tweets are restricted to short
text of 140 characters and demographics point towards a younger audience (18-29 and 30-49).
Facebook
 Facebook has 1.44 billion monthly active users and continues to dominate the social media space, but growth has
slowed in comparison to other social channels. At a minimum, your social media strategy should include a
Facebook business page.
LinkedIn
 LinkedIn reports 347 million members in 200 countries with over 50% having college degrees and the highest
segment of members falling into the 30-64 age range.
Instagram
 Instagram has 300 million users sharing 70 million photos per day.
Pinterest
 Pinterest shows 72.8 million users pinning content with 85% of users being female.
YouTube
 YouTube has over 1 billion users uploading 300 hours of video every minute.

Blog
A blog allows you to push out custom content specifically related to your business, your customers, and the valuable
information your audience needs to view you as a knowledgeable and reliable resource in your industry. It also provides
dynamic content to improve your website’s SEO ranking.
Email Automation
Email automation is a great way to nurture leads and keep existing customers informed. This type of audience has elected
to receive information from you and supplying behavior-triggered content at specific intervals helps prevent your
customer interaction from becoming dormant.
Search and Display Advertising
There is a range of online advertising opportunities and various pricing structures. Here we’ll just cover some basic
terminology to help you select which option is best aligned with your business goals.
 Search Ad – Text based ads that display alongside search results with related keywords.
 Display Ad – Ads in text, image, rich media, or video format that display on websites with related content.
 CPC – Cost Per Click. Drives traffic to a website or landing page.
 CPM – Cost Per Mile or Cost Per Thousand Impressions. Delivers a message/increases brand awareness.
 CPA – Cost Per Acquisition. Focused on conversion where a specific action takes place.
3. Analyze and Adjust
Monitoring results is just as important as developing the initial content strategy. If you take the wrong route to work each
day and don’t eventually stop to determine if there is a better course, then you’ll never make it to your destination. Data

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driven marketing is smart marketing and almost all online platforms provide some type of analytics component. Your
digital marketing campaigns should include success metrics and you should be monitoring the performance of your efforts
to see if they are achieving your desired outcome.
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2.6) PROBLEMS OF INTERNET MARKETING IN INDIA
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Today majority of nations are adopting Internet Marketing to promote products and services. In the campaign of internet
marketing, countries face some issues. One of the major problems is a gap of prosperity between developed, developing
and under-developed countries. Developed countries such as United States of America, Canada and Australia have
considerably ventured the world of Internet Marketing and their investments have given huge profit. Additionally,
research and development activities have taken place for several times that enables them to furnish marketing activities
through electronic channels with the newest and the most advanced information communication technology. Meanwhile,
the developing countries such as South East Asia have begun their information technology evolution in many 10 areas
including business transactions. Education system has been modernized by incorporating the studies of ICT, introducing
incentives for entrepreneurs to go online and improving facilities. Another aspect of Internet Marketing is trust and
confidence, which are extensively attributed to safety. Lack of security is the important barrier to pervasive commerce on
the Internet due to the intrinsic openness of the web (Wen, 2001). The lack of security is experienced in numerous ways
such as unauthorized use of corporate network, packet sniffing, data modification, unregistered transactions,
eavesdropping, and repudiation and spoofing. The threats and attacks to Internet based enterprises have included such
Yahoo, E-trade and Amazon.com (Sussan and Kassira, 2003). These threats and attacks weakened the three main aspects
of security that are confidentiality, integrity and availability of data. The absence of these three elements causes lack of
confidence for consumers who involve in online business.
To summarize, Internet marketing use advanced technology of the Internet to market and trade goods or services. It
enhances the brand image of the company or products or both, internet marketing is a means of generating profit through
online business. Trustworthiness of the country is vital for success of internet marketing. Internet marketing can give
exposure to outside corporate world. It has been observed that some of the 3rd party internet marketing provides only junk
traffic which has a negative impact on the expansion of internet marketing. Internet marketing offers an opportunity for
the company to expand its market nationally, even globally. Online shopping is very competitive, as consumers have
access to comparison before buying. In addition to reaching new markets, online marketing can also improve relationships
with active clientele
The Top 5 Online Marketing Challenges — and How to Overcome Them
According to Statista, the global online trading market will increase to an estimated $12.16 billion in 2028. This is from a
base of around $8.3 billion in 2020. Yet, reaping its benefits is challenging, especially for small- and medium-sized
businesses (SMBs) that compete with behemoth-like market players.
Let's go through the main online-marketing challenges and how to avoid them.
1. Resource shortage
Unlike huge companies, SMBs often lack the funds to attract marketing professionals. They also have a tight ad budget
and lack knowledge of the field's ins and outs. As a result, many companies abandon marketing altogether, hoping that
their site and other platforms will grow organically.
This wishful thinking rarely results in a positive outcome as without quality content, appropriate platforms and analysis,
businesses cannot grow. You have to take online marketing seriously; otherwise, you will most likely end up in financial
trouble.
2. Generating quality leads

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Clients are essential to your business's growth and profitability. However, it takes time to learn how to generate quality
leads without spending a fortune. An SMB, especially a newcomer, has a hard time figuring out how to make client flow
seamless, get its start in new markets and find appropriate advertising platforms.
Although this process is intricate, you can simplify it by doing your homework right — for example, carrying out proper
and meticulous market research. This way, it will be much easier for you to identify and describe your brand persona in
detail, optimizing the content on your landing page and elsewhere. It will also help you increase your conversions in the
long term.
3. Gauging your return on investment (ROI)
In an ideal world, an SMB spends $1,000 on marketing and receives $2,000-3,000 in profit. Unfortunately, online
marketing is more complex than that. Entrepreneurs often end up spending more than intended and have a hard time
pinpointing the sources of income.
To reduce the uncertainty, we recommend that you set up analytics on your site. This will help you trace the traffic sources
and see how — and if — the conversions take place. Also, remember to create an ad cabinet that will help you analyze
your campaigns in detail and optimize them accordingly. There are many good instruments on the market for that.\
4. Competition
Virtually no SMB out there has no competitors. And let's be honest: Regardless of which type of business you have,
the competition is fierce these days, impacting your marketing expenses. For example, if your competitor purchases
targeted Google Ads in bulk, the bids become higher for all market players.
The competition penetrates just about every domain out there, including social media. There are thousands of thematic
groups on Facebook these days, which makes it increasingly difficult to build a community of your own.
To ensure that you keep your finger on the pulse of your competitors (regrettably, you cannot reduce the number of your
competitors unless they go bust), create a dedicated file and update it regularly — for example, include all of their
customer reviews.
5. Being on trend
Big companies like Visme or SEMrush always remain on trend. They are present on all prominent platforms,
communicate with their audiences via different channels and continuously invest in the platforms' development.
If SMBs want to stay relevant, they must do the same. It's not enough to launch one site, create a page or set up an ad
campaign once. You need to communicate with your audiences and be on trend, so starting replying to comments and
reviews and be active on your social media.

A holistic solution
Challenges are good for businesses, but if you are looking for a safe bet that will help you tackle all these nuisances, you
might consider partner marketing, also known as performance-based marketing.
First, it is easy. Companies like Amazon, Booking.com and many others use partner channels to attract leads, selling their
services and goods online. All you have to do is join them and let the system do the rest. It's also affordable. You do not
need to spend recklessly without knowing which source will become the most effective one; you pay for concrete actions
only. Additionally, you get access to different platforms without needing to register on them or grow your communities.
Your partners are the ones communicating with the audiences, recommending them goods and services. Think all key
social media, including TikTok, YouTube, Facebook and many others. Finally, partner marketing helps you compete since
most of the companies out there use it too.

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__________________________________________________________________________________________________
2.7) OBJECTIVE OF THE STUDY
__________________________________________________________________________________________________
 To know about the online marketing company activities.
 To observe the online working environment of marketing companies.
 To examine the whole online marketing sector in India.
 To have exposure to functions of online marketing in India.
 To observe the various investment sources of online marketing companies.

__________________________________________________________________________________________________
2.8) SCOPE OF THE STUDY
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Manual marketing tactics has faced many challenges in recent years, but the emergence of Internet marketing has been a
bright spot for companies that have embraced it. The strategy has been a significant generator of revenue, even as many
retailers have experienced a drop in sales due to the uncertain economy. Surveys indicated a high percent growth in online
marketing. If you are not actively involved in online marketing, it would be wise to begin developing a strategy, as it will
likely be a key criterion for growth moving forward. However, there are significant risks to be cognizant of, as companies
have difficulty defining online marketing and the expectations within the business. Find out how to define and evaluate the
company's specific risks related to areas such as the business model, supply chain, personnel and technology
If you are not actively involved in online marketing, it would be wise to begin developing a strategy, as it will likely be a
key criterion for growth moving forward. However, there are significant risks to be cognizant of, as companies have
difficulty defining online marketing and the expectations within the business. Find out how to define and evaluate the
company's specific risks related to areas such as the business model, supply chain, personnel and technology

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__________________________________________________________________________________________________
CHAPTER 3
ADVANTAGES AND LIMITATION OF INTERNET MARKETING
__________________________________________________________________________________________________

3.1) ADVANTAGES OF INTERNET MARKETING

1. Broad and Global Reach- Not restricted to one region or area

Internet marketing advantages

The very first benefit of Internet Marketing is the capacity to highlight your brand beyond your local area and reach out to
your target audience.
The web permits you to associate with individuals around the world at the same time. You do not need to be there, and
you do not need to travel. The advantages of internet marketing permit you to have global reach while being at one place.
1. Nothing is more imperative to entrepreneurs and advertisers than to get their brand reach over to wide prospects
base. With internet marketing, businesses are accessible to millions of online clients.
2. Your brand achieves worldwide presence through different digital marketing techniques like email promoting,
blog/content advertising, Social Media marketing, pay-per-click (PPC) and so on.
3. Prospects turn into leads and then these leads further convert into customers and help you increase more profits. As
your brand widens its reach on the internet it attracts more prospects, generates more leads and ensures more
profits.

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 4. At the point when a number of prospects skyrocket, you have an open door for more clients and deals. You get
more returns on your investments too, which is a definite objective of each business.

2. Attract Targeted Visitors, Highly Adaptable to Multitasking and Have a Continuity Effect
With conventional marketing methods, you hope that your targeted audience see your promotions. But with internet
marketing, you draw in target customers, who as of now need what you have.
Also, you do not need to be there to make a deal as digital marketing does this in well-automated and targeted manner.
1. One of the center focal points of internet marketing is the capacity to take care of a huge number of clients and
purchasers as one i.e. multitasking.
2. Once the digital marketing framework is effective, gigantic quantities of purchasing and offering exchange occur
in your marketing domain without reducing the fulfilment of every client.
3. One of the colossal benefits of online marketing is its continuity. Content advertising on sites and web journals
stays utilitarian and attempting to advance your brands years after the marketing campaign to the related content is
over.
4. E-book advertising produces long haul and viral impacts after the generation. For example, if you run an online
campaign to enhance traffic to your website, the lingering force of online marketing stays powerful years after the
campaign may have been ceased. You need to consider this while mentioning the advantages of internet marketing.

 3. Better Brand Engagement with 24/7 Brand Optimization

To be successful in the crowded market, you have to build up and keep up constructive brand awareness to ensure client
loyalty. Aside from informal exchange and utilizing your own associations with your loyal customers, effective online
appearance is the most vital marketing tool a business can have.
A frequently upgraded site with engaging content indicates the customers how you support and offer the best incentives to
them. Advantages of internet marketing ensure this quite efficiently and let your marketing campaign run 24/7 with
efficiency.
1. With the internet marketing advantages, you do not face restriction with opening hours. Nor you need to consider
extra payment for your staffs. Provincial or universal time variety does not influence the accessibility or
reachability of your digital marketing campaigns.
2. At whatever time an individual opens a PC and connects it to the internet, S/he’s inclination to see your marketing
campaign is higher rather than other traditional offline marketing campaigns.
3. With the advantages of internet marketing, prospects see services and products as per their convenience. Whenever
they wish and without no rush, no dread of shutting the shops, etc. The clients themselves claim the opening and
shutting hours of their online purchases.

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4. Internet Marketing is Cost Effective & Time Effective

Internet marketing is time efficient & cost effective

To channelize a successful digital marketing campaign, you need quite a less or no start-up capital. You may begin with
blog promotion, web-based social networking, and email advertising. These include lesser investment contrasted with
traditional advertising methods.
An offline conventional promotion like the daily paper, radio, TV and flag may cost a large number of bucks. While a
little fraction of this money can run PPC publicizing on Facebook, Google and other PPC organizations.
1. The beginning expense of online marketing is just a small amount of the huge number of dollars that TV, Yellow
Page and radio advertisements cost. For instance, you can get a free posting on Google Local that will be similarly
as successful as an exorbitant Yellow Page advertisement.
2. Furthermore, while traditional advertisements may keep running for a brief span, an optimized digital marketing
campaign can ensure long-term successful results.
3. Internet marketing is quite quick and simple to begin. You can set up your digital marketing campaign at any time
as per your convenience. For instance, email marketing, which is one of the best web advertising procedures, can
be set up in a matter of hours.

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5. Everything can be Measurable and Well-Automated in Internet Marketing

Internet marketing and analytics (source – LinkedIn)

When you put an advertisement in the daily paper or a magazine, it can be hard to access the immediate deals and their
sales affect for your business.
With the advantages of internet marketing, everything can be followed and tracked through detailed diagrams. These
diagrams delineate activity development, traffic growth, leads and deals transformations from your specific search
marketing efforts.
Utilizing free analytics tools like Google Analytics will help you measure the success of your internet marketing
campaigns. 
An internet-marketing audit helps you perceive how well your digital marketing projects are performing today.
1. Another powerful benefit of using internet marketing (IM) is the power of easy and result-oriented automation.
2. In offline traditional marketing, advertisers need to appoint best hands for different assignments while online
marketing has a superior time-saving opportunity.
3. The advantages of internet marketing offer an opportunity to get each part of your business completely
computerized or automated.
4. You can easily get the best tools for your digital marketing campaigns that will automate your campaign in a
target-oriented fashion, and at the same time, you can invest your energy in accomplishing something else.

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6. Powerful in Demographic Targeting, Provides Real-Time Result and ensure Quick & Convenient Service
Delivery

How much a web-based advertising effort can target and measure the reaction from particular demographics is quite
astounding to entrepreneurs who generally prefer traditional media advertising.
New online tools and web-based publicizing platforms permit you to explicitly focus on the particular buyer
demographics.
To target youngsters between the ages of 16-30, you will require an internet marketing methodology to contact them
where they invest the majority of their time i.e. on the internet.
1. With web-based advertising, you do not need to hold up weeks to see a noticeable boost in your business. With a
paid digital marketing effort, you can see real-time results that empower you to adjust your marketing campaign to
accomplish the result you always wanted.
2. There might be a few chances where your online marketing might not work up to your expectation. Hence, with
continuous real-time monitoring, you can precisely find out the where your marketing campaign is going wrong.
3. Internet marketing is inconceivably convenient too as it incorporates easy accessibility. Consumers need not pay
anything to meet you anywhere all across the world. This expels the cost of transportation to buy products and
services across borders.
4. Delivery of items can also be tracked online and customers can get computerized downloadable items just through
a click. This lets digital marketing ensure the best customer experience.

7. Helps in Follow Ups and let marketers maintain an After Sales Relationship

It is a typical practice in the traditional market to see traders giving their business cards to clients after deals. Most of the
times clients on such events misplaces the cards. It is just when the need emerges again for the same kind of service, they
start to think where the card is.
In internet marketing, you can easily get email addresses of both- the purchasers and the prospects. You may begin follow-
up marketing to prospects by means of auto responding email. Hence, you can establish an effective after-sales
relationship with your existing purchasers.
The email gives profitable data about the item purchased, related rebates and coupon accessible on different merchandise
and services, and hence acquaints new items to the clients.
Online networking is awesome roads to associate reliably with your clients making them your esteemed audiences.
Furthermore, since the objective prospects are oftentimes alone while making their purchase decisions through internet
marketing, there is no or less influence caused by others.

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One of the special online marketing advantages is the procurement and arrangement of instant responses to queries and
doubts related to products and services. Furthermore, this helps in ensuring better services and ultimately optimizes
branding.

 8. Aids you refine Your Strategy and optimize Marketing Campaigns for Target Markets

Benefits of internet marketing in a flat world

Utilizing internet marketing analytics tools will let you test conversion rates and accordingly you can refine your
marketing plan.
Web-based marketing makes everything fair and permits even smart small companies to compete in the marketing field. It
lets you track ROI of your DM campaigns, and help you make flawless digital marketing campaigns that are more target
and result-oriented.
1. Advantages of Internet Marketing enables ads targeting based on numerous factors such as gender, age, location,
interest and hobbies.
2. Advertising and marketing campaign could be targeted by filtering these demographic factors. Two or more factors
can also be combined to establish a target market.
3. Decisions can be made to target advertising on female aged between 22-35 in the united states for a particular
product or niche, while elderly people can be targeted for another service.

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 4. Targeting can be extremely troublesome in a traditional promotion like TV, radio, magazine, daily paper if at all
achievable. While in the advantage of internet marketing, you can effectively channelize target-oriented campaigns
by using tools of behavioral analytics and PPC advertising networks.

9. Personalization, Instant Transaction Execution and Customers’ Data Collection

Internet marketing benefits fare superior to conventional traditional marketing in terms of personalization, transaction
execution and data collection.
You can serve a large number of clients simultaneously according to their particular interests. This is depicted by their
whitelists, previous items purchased, IP addresses, pages visited, cookies, etc.
Different other methods for personalization are opinion surveys, study, geo-targeting, etc. This makes it easier for online
shoppers to stay connected with you and get their desired products in a hassle-free manner. Product filtering is also an
effective example of personalized online service.
1. Online transaction is effortlessly executed with digital payment services. Moreover, they are quite effective in
ensuring instant execution of all kinds of transactions in the most secure way possible.
2. In internet marketing, all payment processing and transaction procedures are executed by a third-party payment
processing company e.g. Papal. 
3. Advantages of online marketing are also comprised in the ease of customers data collection. This can be easily
done through tracking software and automation tools.

10. Better Diversification that ensures Faster Growth & More Profits- in Quickest Possible Time

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Diversification is vital in highlighting and publicizing your business to prospects. This implies utilizing numerous
variations of internet marketing strategies to reach prospects and gain their confidence.

Advantages of Internet Marketing make such diversification quite easier as if you wish to use SEO & SMO, you can easily
do it through different channels like-
1. PPC search engine or Social Media Marketing.
2. SEO campaigns by outsourcing an SEO techie who can optimize your website and ensure more traffic
3. Similarly, for content marketing, you have options like business blogs, landing page content, e-books, lead
magnets, cheat sheets and many other channels to enhance the advertising reach of your brand.
4. This helps brands channelize their marketing campaigns in a more encompassing manner, by ensuring better
growth and more profits.
Role of online leads in business growth
We have also found that firms’ growth rates ascend alongside the extent of leads created on the web. Businesses that
generated 40 to 59% per cent of leads online developed at four times the rate of those with no online leads.
__________________________________________________________________________________________________
3.2) LIMITATION OF INTERNET MARKETING
__________________________________________________________________________________________________
Marketer will not be able to use the x-factor/personal touch factor/human touch factor to influence the audience as the
marketing is completely based on the advertisement and the information that the advertisement might lead to [websites,
blogs and other channels]

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1. Online Marketing
Online Marketing as people allegedly say does not happen to be free of cost, there are a lot of things that add to the cost of
internet marketing and they are not at all cheap. Some of the major expenses are the cost of hardware, software, website
designing, online content, and product distribution costs, maintenance of the site as well as server, web hosting of the
website and the costliest thing is time, all of these must be considered while planning for Internet Marketing budget and
strategies.

2. Conventional Marketing
Where conventional marketing helps in spreading awareness as well as selling, the internet is considered as a medium to
gain information to most of the customers. There are still many industries and areas where internet marketing is incapable
of generating trust and sales of the product or the service. There are still lots of fields where people prefer to live
interaction when they buy.

3. Access to Internet
Still, 50% of the world does not have access to the internet and there are many such areas where people are not even
literate enough to access the internet. This is a major limitation of internet marketing in the current scenario.

4. Cyber Crimes
Cyber Crimes are increasing day by day as well as scams. The rules of cybersecurity are still not that secure and that
leaves fear in the mind of the people and leaves internet marketing vulnerable.

5. Internet Marketing
Internet marketing faces a major current as well as the future issue of “infollution” – the issue of distracting and old data
on the internet. There are lots of websites that are decades old and no information is updated on them for a long time.
If a customer relies on it and makes a decision, there is a high chance that it can lead to some trouble. This thing is not an
issue in conventional marketing as people timely update things in the real world. Whereas there is no such filter available
in the virtual world.

6. Secure your website

One major issue and an important question are that “is your website safe?” In internet marketing it is very easy for
competitors to attack your website and put in some hack in it, there are a lot of such examples where competitors tried and
also succeeded in damaging the brand image via some online hack or negative attacks.

7. Internet Marketing

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One of the major reasons why conventional marketing is not affected that much by Internet Marketing is good old-
fashioned customer service. The majority of online marketers fail to deliver ideal response programs as well as customer
service. There are thousands of websites live which has no customer care service and still are running.
But, the word travels really fast in this virtual world and if a website fails to deliver desired customer service to even a
single customer, there is a high possibility that the customers will spread out a negative word in the industry and news no
matter genuine or fake, travels faster in the virtual world.

8. Marketing Strategy
One major benefit of Conventional marketing is that it is not that easy to imitate a conventional marketing move. It takes
time to do that and, in the meanwhile, the initiative taker gets the benefit of risk.
But, if we talk about internet marketing, there are a lot of instances where one successful strategy will be copied in less
than 24 hours by your competitors. Thus, you fail to get the desired benefit.
Thus, the only motive of this article is that no matter how fond marketers are of internet marketing, if they have not taken
proper precautions and some help of an expert, there is a high possibility of getting a backlash or a complete failure and
resulting in a waste of time as well as money.

__________________________________________________________________________________________________
3.3) SECURITY CONCERNS
__________________________________________________________________________________________________
Information security is important both to companies and consumers that participate in online business. Many consumers
are hesitant to purchase items over the Internet because they do not believe that their personal information will remain
private. Some companies that purchase customer information offer the option for individuals to have their information
removed from their promotional redistribution, also known as opting out. However, many customers are unaware if and
when their information is being shared, and are unable to stop the transfer of their information between companies if such
activity occurs. Additionally, companies holding private information are vulnerable to data attacks and leaks. Internet
browsing privacy is a related consumer concern. Web sites routinely capture browsing and search history which can be
used to provide targeted advertising. Privacy policies can provide transparency to these practices. Spyware prevention
software can also be used to shield the consumer.
Another consumer e-commerce concern is whether or not they will receive exactly what they purchase. Online merchants
have attempted to address this concern by investing in and building strong consumer brands (e.g., Amazon.com, eBay, and
Overstock.com), and by leveraging merchant and feedback rating systems and e-commerce bonding solutions. All these
solutions attempt to assure consumers that their transactions will be free of problems because the merchants can be trusted
to provide reliable products and services. Additionally, several major online payment mechanisms (credit cards, PayPal,
Google Checkout, etc.) have provided back-end buyer protection systems to address problems if they occur
__________________________________________________________________________________________________
3.4) USAGE TREND

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__________________________________________________________________________________________________
Technological advancements in the telecommunications industry have dramatically affected online advertising techniques.
Many firms are embracing a paradigm that is shifting the focus of advertising methodology from traditional text and image
advertisements to those containing more recent technologies like JavaScript and Adobe Flash. As a result, advertisers can
more effectively engage and connect their audience with their campaigns that seek to shape consumer attitudes and
feelings towards specific products and service
__________________________________________________________________________________________________
3.5) EFFECTS ON INDUSTRIES
__________________________________________________________________________________________________
The number of banks offering the ability to perform banking tasks over the internet has increased. Online banking appeals
to customers because it is often faster and considered more convenient than visiting bank branches
__________________________________________________________________________________________________
3.6) INTERNET AUCTIONS
__________________________________________________________________________________________________
Internet auctions have become a multi-billion-dollar business. Unique items that could only previously be found at flea
markets are now being sold on Internet auction websites such as eBay. Specialized e-stores sell a vast amount of items like
antiques, movie props, clothing, gadgets, and so on.
As the premier online reselling platform, eBay is often used as a price-basis for specialized items. Buyers and sellers often
look at prices on the website before going to flea markets; the price shown on eBay often becomes the item's selling price.
__________________________________________________________________________________________________
3.7) ADVERTISING INDUSTRY
__________________________________________________________________________________________________
In addition to the major effect internet marketing has had on the technology industry, the effect on the advertising industry
itself has been profound. In just a few years, online advertising has grown to be worth tens of billions of dollars annually.
Coopers reported that US$16.9 billion was spent on online marketing in the U.S. in 2006. This has caused a growing
impact on the United States' electoral process. In 2008, candidates for President heavily utilized Internet marketing
strategies to reach constituents. During the 2007 primaries, candidates added, on average, over 500 social network
supporters per day to help spread their message. President Barack Obama rose over US$1 million in one day during his
extensive Democratic candidacy campaign, largely due to online donors.

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__________________________________________________________________________________________________
CHAPTER 4
IMPORTANCE, CHALLENGES AND OPPORTUNITIES
__________________________________________________________________________________________________
4.1) IMPORTANCE OF INTERNET MARKETING
__________________________________________________________________________________________________
Below are some of the reasons why it is absolutely important for any business to invest in online marketing for their
brands.

1) Cost effective
IM (internet marketing) is one of the best cost effective ways of advertising because marketing products on the internet is
less expensive in comparison to physical marketing due to short chain of middlemen in online marketing as well as less
expenses on the physical outlet of the showrooms and the use of marketing articles or social media in establishing an
online presence is minimal and you don’t have to incur cost of rental property and its maintenance because you will not
have to purchase stocks in bulk for display in a store.

2) Convenient

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Internet marketing enables to provide 24*7 services without worrying about the opening and closing hours of a physical
store. It’s also convenient for your customers because they can browse your online store at any time and from any place
worldwide and place their orders at

3) Increase website traffic

The use of articles or social media as a marketing strategy will help to increase traffic to a business website. The more
people visiting the site the more likelihood to closing with more sells and generating more interests of people in the
products.

4) One-to-one Marketing
Internet marketing overcomes barriers of distance is overcome by internet marketing because you can sell goods in any
parts of the world without setting up a local outlet over there, thus the scope of target market becomes very wide. However
if you want to sell the product or services internationally you will have to use localization services to ensure that your
products are suitable for local markets and comply with local business rules and regulations. Localization of services
include translation and product modification which reflect the differences in local market.

5) Improves customer seller relationship

Better platform to build relationships with customers to increase customer retention level is provided by internet. For
example, when a customer has purchased a product, first step to begin the relationship by sending a follow up e-mail to
confirm the transaction and then thank the customer. You can also invite the potential customers to give product reviews
on your website regarding the existing product and this will help to build a sense of community.

6) Personalization
By building a profile of their purchasing history and preferences, internet marketing will help a business to personalize
offers for customers. You can do this by tracking the product information and web pages that helps to prospect, visit and
make targeted offers which reflect their interests.

7) Increases sales
Internet marketing will increase your sales because it provides the consumers opportunity to purchase the products online
rather than physically going to a place or sending an order form by mail. This will increase the impulse rate of purchasing
power resulting in an increase of revenue for business organizations and an excellent return on their investments.

8) Always available to consumers

Using internet marketing techniques businesses can give their consumers a 24 hour outlet for finding the products they
want, in physical outlets shopping is done in only normal working hours which impact the work schedule and lifestyle of
the customers.

9) Better conversion rate

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If you have a website of your business organization, then your customers are only few clicks away from completing a
purchase from your website. Unlike other media, e-marketing is seamless, which require people to get up and make a
phone call, post a letter or go to a shop.
__________________________________________________________________________________________________
4.2) CHALLENGES OF E- MARKETING
__________________________________________________________________________________________________
Since late 1990s, there is a boom in the use of internet. hence, so many web-based companies have been starting up every
day. What more is available? What are the new opportunities for growth? , is expanding the reach and capabilities of the
cyberspace. But for all these some problems are faced by these industries which are unique in itself. Special set of
challenges are faced by these web-based industries. In this article, we have taken a look at those and their possible
solutions.
1) Marketing integration

Multiple channels are employed by the sales efforts which are online and offline, e.g., email advertising, social
networking, outbound call handling and so on.
The problem faced with these is that they are supposed to serve a concrete and measurable goal as part of an integrated
campaign even though they are often handled as different parts of the work.
So, to coordinate all marketing efforts must be a priority. Alongside the traditional campaign, e-marketing should be done
and should not be tacked at the end of the business plan.
2) Security and privacy

Most people do not completely trust Web companies and, thus, they hesitate about offering information about themselves
on the cyberspace. When companies that collect, data are exposed to scammers and spammers, this is especially true. To
adopt a sound policy and implement a fool-proof security measure, it becomes imperative for e-businesses. In particular
Encryption systems are a tool that online companies should seriously consider investing in

3) Impersonal service
Electronic methods 54 of providing customer service are used by businesses which are operating online, such as posting
and emailing info on the website to answer possible user questions. Sometimes customers perceived this to as just too
impersonal or uncaring. Merchants must develop efficient checkout procedures for selling goods via the Web, for
addressing this problem. Hiring call handling services is also taken into consideration, so that customers can talk to real
people when they have inquiries about problems that need instant answer.

4) Improving brand awareness

A big challenge for companies is that: primarily use the Internet to sell their products and services (tangible and intangible
products). This is because, online adverts can be shut off by users unlike traditional advertising, (such as television, radio,
billboard, and print) in which the campaign's message can be reinforced and repeatedly introduced to consumers at the
marketers' will. So the challenge faced by web companies is to be more innovative in terms of advertisement.

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5) Dealing with the IT Department
There is a circle of IT vs. marketing for a long time. But, it's a time to understand that we need to be partner with our IT
friends to implement our marketing programs more efficiently. In simple sense, we need them and they need us or we can
say that both complement each other.

6) Continuing Education
Constant learning is needed by the marketers of 21st Century. It is said that knowledge in marketing comes with an
expiration date and continues professional development is a necessity for up gradation. Take a class, get a certification,
read a book, attend a seminar or conference whatever works for you, but keep learning.

7) Bad Marketing
Anyone can call themselves a web designer, marketer, consultant, SEO expert and so on. Poorly created and executed
marketing programs degraded our profession and also create mistrust among clients, marketers and other related parties.
By doing marketing in a right time or way helps you to tip the scale in favor of our own profession which helps in long run
survival.

8) Lack of Trust
In general, identity theft, Spam, intrusive advertising and technological glitches have left many mistrusting of marketing.
You are either part of the problem or part of the solution, you have to decide it.

9) Know-It-Alls
Nobody is able to fully understand all aspects of marketing. There is simply too much to know, and whatever you do to
know is changing at supersonic speed. If you are going to be an expert, you will have to get specialization in one aspect of
e-marketing.

10) Ethical Practices

An unprecedented mass of un-ethical businesses has been spawned by the Internet. There have always been scam
regarding bottom feeders and artists, but the Internet seems to have brought them out in epic numbers. Make sure that your
own practices are squeaky clean and try to educate your customers about some of the pitfalls of e-commerce.

11) Corporate Culture

In many companies every department "owns" the website and no department "owns" the website. Websites should belong
to marketing, not finance/operations/ IT or legal. When the committee doesn't have a clue, it is difficult to produce good
marketing by committee. Collaboration is an important in this situation and your associates should provide 100% input for
this, but marketing should make the final decisions.

12) International Commerce

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The Internet has made possible to provide products and services available around the world as close to customers and their
living room (or wherever they have their computer). Unprecedented revenue flows in and out of foreign countries is
allowed by this new world channel and that impact could eventually have a dramatic effect on our domestic economy. We
have a lot in common with people of other countries in term of culture and traditions, but there are some differences as
well which is known as Unity In Diversity. Understanding is the key for good international commerce as well as relations.

13) Intellectual Property

It has never been easier to steal someone else's hard work. Everyday everything from music to software, movies and
images are lifted from the Internet. This is a bad thing. 10. Customer Expectations Never before customers had expected
too much. Managing your customer expectations is vital to marketers, because if you don't know your competitors will,
you are not able to survive in long run in the market. Without customers you will not have a business because customer is
treated as a king of market, so take the time to get to know them, treat them with due care and respect, and in the same
way you want to be treated as a customer.

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__________________________________________________________________________________________________
CHAPTER 5
ONLINE MARKETING IS A TOOL OF DIRECT MARKETING
__________________________________________________________________________________________________
5.1) Direct marketing
__________________________________________________________________________________________________
Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight
to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online
display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.
Direct marketing messages emphasize a focus on the customer, data, and accountability. Characteristics that distinguish
direct marketing are:
1. Marketing messages are addressed directly to customers. Direct marketing relies on being able to address the
members of a target market. Addressability comes in a variety of forms including email addresses, mobile phone
numbers, and Web browser cookies, fax numbers and United States and international postal addresses.

2. Direct marketing seeks to drive a specific "call to action." For example, an advertisement may ask the prospect to
call a free phone number or click on a link to a website

3. Direct marketing emphasizes traceable, measurable responses from customers — regardless of medium.

Direct marketing is practiced by businesses of all sizes — from the smallest start-up to the leaders on the Fortune 500. A
well-executed direct advertising campaign can prove a positive return on investment by showing how many potential
customers responded to a clear call-to action. General advertising eschews calls-for-action in favor of messages that try to
build prospects’ emotional awareness or engagement with a brand. Even well-designed general advertisements rarely can
prove their impact on the organization’s bottom line

__________________________________________________________________________________________________
5.2) Popularity of Direct Advertising
__________________________________________________________________________________________________
A recent study by the Direct Marketing Association reports that in 2010, marketers – commercial and nonprofit – spent
$153.3 billion on direct marketing, which accounted for 54.2% of all ad expenditures in the United States. Measured
against total US sales, these advertising expenditures generated approximately $1.798 trillion in incremental sales. In
2010, direct marketing accounted for 8.3% of total US gross domestic product. Also in 2010, there were 1.4 million direct
marketing employees in the US. Their collective sales efforts directly supported 8.4 million other jobs, accounting for a
total of 9.8 million US jobs.

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________________________________________________________________________________________________
5.3) History
__________________________________________________________________________________________________
Mail order pioneer Aaron Montgomery Ward knew that by using the technique of selling products directly to the customer
at appealing prices could, if executed effectively and efficiently, revolutionize the market industry and therefore be used as
an innovative model for marketing products and creating customer loyalty. The term "direct marketing" was coined long
after Montgomery Ward's time
In 1967, Lester Wunderman identified, named, and defined the term "direct marketing". Wunderman — considered to be
the father of contemporary direct marketing — is behind the creation of the toll-free 1-800 number and numerous loyalty
marketing programs including the Columbia Record Club, the magazine subscription card, and the American Express
Customer Rewards program.
In 1872, Aaron Montgomery Ward produced the first mail-order catalogue for his Montgomery Ward mail order business.
By buying goods and then reselling them directly to customers, Ward was consequently removing the middlemen at the
general store and, to the benefit of the customer, drastically lowering the prices. The Direct Mail Advertising Association,
predecessor of the present-day Direct Marketing Association, was first established in 1917. Third class bulk mail postage
rates were established in 1928.

__________________________________________________________________________________________________
5.4) DIRECT MARKETING CHANNELS
__________________________________________________________________________________________________
1) Email Marketing
Sending marketing messages through email or Email marketing is one of the most widely used direct-marketing methods.
One reason for email marketing's popularity is that it is relatively inexpensive to design, test, and send an email message.
It also allows marketers to deliver messages around the clock, and to accurately measure responses.

2) Online Tools
With the expansion of digital technology and tools, direct marketing is increasingly taking place through online channels.
Most online advertising is delivered to a focused group of customers and has a tractable response.
 Display Ads
They are interactive ads that appear on the Web next to content on Web pages or Web services. Formats include
static banners, pop ups, videos, and floating units. Customers can click on the ad to respond directly to the message
or to find more detailed information. According to research by e-Marketer, expenditures on online display ads rose
24.5% between 2010 and 2011.

 Search Engines
49% of US spending on Internet ads go to search, in which advertisers pay for prominent placement among listings
in search engines whenever a potential customer enters a relevant search term, allowing ads to be delivered to
customers based upon their already-indicated search criteria.] This paid placement industry generates more than

41
 $10 billion dollars for search companies. Marketers also use search engine optimization to drive traffic to their
sites.

 Social Media Sites

Sites such as Facebook and Twitter, also provide opportunities for direct marketers to communicate directly with
customers by creating content to which customers can respond.

3) Mobile Marketing
Through mobile marketing, marketers engage with prospective customers and donors in an interactive manner through a
mobile device or network, such as a cellphone, smartphone, or tablet. Types of mobile marketing messages include:

 SMS: (short message service)

Marketing communications are sent in the form of text messages, also known as texting

 MMS: (multi-media message service)

These messages use elements such as images, video, and audio

 Mobile Applications: Smartphone

Mobile based mobile apps contain several types of messages. Push Notifications are direct messages sent to a user
either automatically or as part of a campaign. They include transactional, marketing, geo-based, and more. Rich
Push Notifications are full HTML Push Notifications. Mobile apps also contain Interactive ads that appear inside
the mobile application or app

 Location-Based Marketing-
Marketing messages delivered directly to a mobile device based on the user's location; QR Codes (quick-response
barcodes): This is a type of 2D barcode with an encoded link that can be accessed from a Smartphone. This
technology is increasingly being used for everything from special offers to product information

 Mobile Banner Ads

Like standard banner ads for desktop Web pages but smaller to fit on mobile screens and run on the mobile content
network

4) Direct Mail Marketing

The term "direct mail" is used to refer to communications sent to potential customers or donors via the postal service and
other delivery services. Direct mail is sent to customers based on criteria such as age, income, location, profession, buying
pattern, etc.
Direct mail includes advertising circulars, catalogs, free-trial CDs, pre-approved credit card applications, and other
unsolicited merchandising invitations delivered by mail to homes and businesses. Bulk mailings are a particularly popular
method of promotion for businesses operating in the financial services, home computer, and travel and tourism industries.
In many developed countries, direct mail represents such a significant amount of the total volume of mail that special rate
classes have been established. In the United States and United Kingdom for example, there are bulk mail rates that enable
marketers to send mail at rates that are substantially lower than regular first-class rates. In order to qualify for these rates,
marketers must format and sort the mail in particular ways – which reduces the handling (and therefore costs) required by
the postal service. In the US, marketers send over 90 billion pieces of direct mail per year

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Advertisers often refine direct mail practices into targeted mailing, in which mail is sent out following database analysis to
select recipients considered most likely to respond positively. For example, a person who has demonstrated an interest in
golf may receive direct mail for golf-related products or perhaps for goods and services that are appropriate for golfers.
This use of database analysis is a type of database marketing. The United States Postal Service calls this form of mail
"advertising mail" (ad mail for short).

5) Telemarketing
Another common form of direct marketing is telemarketing, in which marketers contact customers by phone. The primary
benefit to businesses is increased lead generation, which helps businesses increase sales volume and customer base. The
most successful telemarketing service providers focus on generating more "qualified" leads that have a higher probability
of getting converted into actual sales.
The National Do Not Call Registry was created in 2003 to offer consumers a choice whether to receive telemarketing calls
at home. The FTC created the National Do Not Call Registry after a comprehensive review of the Telemarketing Sales
Rule (TSR). The do-not-call provisions of the TSR cover any plan, program, or campaign to sell goods or services through
interstate phone calls. The provisions do not cover calls from political organizations, charities, telephone surveyors, or
companies with which a customer has an existing business relationship
Canada has its own National Do Not Call List (DNCL). In other countries it is voluntary, such as the New Zealand Name
Removal Service.

6) Voicemail Marketing
Voicemail marketing emerged out of the market prevalence of personal voice mailboxes, and business voicemail systems.
Voicemail marketing presented a cost-effective means by which to reach people directly, by voice. Abuse of consumer
marketing applications of voicemail
marketing resulted in an abundance of "voice-spam," and prompted many jurisdictions to pass laws regulating consumer
voicemail marketing. More recently, businesses have utilized guided voicemail (an application where pre-recorded
voicemails are guided by live callers) to accomplish personalized business-to-business marketing formerly reserved for
telemarketing. Because guided voicemail is used to contact only businesses, it is exempt from Do Not Call regulations in
place for other forms of voicemail marketing. Voicemail courier is a similar form of voicemail marketing with both
business-to-business and business-to-consumer applications.

7) Broadcast Faxing
Broadcast faxing, in which faxes are sent to multiple recipients, is now less common than in the past. This is partly due to
laws in the United States and elsewhere which regulate its use for consumer marketing. In 2005, President Bush signed
into law S. 714, the Junk Fax Prevention Act of 2005 (JFPA), which allows marketers to send commercial faxes to those
with whom they have an established business relationship (EBR), but imposes some new requirements. These
requirements include providing an opt-out notice on the first page of faxes and establishing a system to accept opt-outs at
any time of the day. Fax senders must begin complying with these new requirements, which are described in this fact
sheet. Roughly 2% of direct marketers use fax, mostly for business-to-business marketing campaigns. Also, due to the
popularity of a variety of digital communication methods, the overall use of faxes is less than in the past

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8) Couponing
Couponing is used in print and digital media to elicit a response from the reader. An example is a coupon which the reader
receives through the mail and takes to a store's check-out counter to receive a discount.
 Digital Coupons
Manufacturers and retailers make coupons available online for electronic orders that can be downloaded and printed.
Digital coupons are available on company websites, social media outlets, texts, and email alerts. There are an increasing
number of mobile phone applications offering digital coupons for direct use.
Daily Deal Sites offer local and online deals each day, and are becoming increasingly popular. Customers sign up to
receive notice of discounts and offers, which are sent daily by email. Purchases are often made using a special coupon
code or promotional code. The largest of these sites, Grouping, has over 83 million subscribers.

9) Direct Response TV
Direct marketing via television (commonly referred to as DRTV) has two basic forms: long form (usually half-hour or
hour-long segments that explain a product in detail and are commonly referred to as infomercials) and short form, which
refers to typical 30-second or 60-second commercials that ask viewers for an immediate response (typically to call a phone
number on screen or go to a website). TV-response marketing — i.e. infomercials — can be considered a form of direct
marketing, since responses are in the form of calls to telephone numbers given on-air. This allows marketers to reasonably
conclude that the calls are due to a particular campaign, and enables them to obtain customers' phone numbers as targets
for telemarketing. One of the most famous DRTV commercials was for Ginsu Knives by Ginsu Products, Inc. of RI.
Several aspects of ad, such as its use of adding items to the offer and the guarantee of satisfaction were much copied, and
came to be considered part of the formula for success with short-form direct-response TV ads (DRTV)

10) Direct Response Radio

In direct response radio, ads contain a call to action with a specific tracking mechanism. Often, this tracking mechanism is
a "call now" prompt with a toll-free phone number or a unique Web URL. Results of the ad can be tracked in terms of
calls, orders, customers, leads, sales, revenue, and profits that result from the airing of those ads.

11) Insert Media

Another form of direct marketing, insert media are marketing materials that are inserted into other communications, such
as a catalog, newspaper, magazine, package, or bill. Coop or shared mail, where marketing offers from several companies
are delivered via a single envelope, is also considered insert media.

12) Out-of-Home
Out of home direct marketing refers to a wide array of media designed to reach the consumer outside the home, including
transit, bus shelters, bus benches, aerials, airports, in-flight, instore, movies, college campus/high schools, hotels, shopping
malls, sport facilities, stadiums, taxis — that contain a call-to-action for the customer to respond.

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13 Direct Response Magazines and Newspapers
Magazine and newspaper ads often include a direct response call-to-action, such as a toll-free number, a coupon
redeemable at a brick-and-mortar store, or a QR code that can be scanned by a mobile device — these methods are all
forms of direct marketing, because they elicit a direct and measurable action from the customer.

14) Direct Selling

Direct selling is the sale of products by face-to-face contact with the customer, either by having salespeople approach
potential customers in person, or through indirect means such as Tupperware parties.

15 Grassroots/Community Marketing
The door-to-door distribution of flyers and leaflets within a local community is a business-toconsumer form of direct
marketing used extensively by restaurants, fast food companies, and many other businesses focusing on a local catchment.
Similar to direct mail marketing, this method is targeted purely by area and community.

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________________________________________________________________________________________________
CHAPTER 6
ONLINE MARKETING INTERNET AND E-COMMERCE INDUSTRY IN INDIA
__________________________________________________________________________________________________
6.1) INTROCUTION
__________________________________________________________________________________________________
Online business activity i.e., business through internet is called ecommerce. Ecommerce is showing tremendous business
growth in our country. Increasing internet users have added to its growth. Ecommerce has helped online travel industry in
many ways and added a new sales avenue through online retail industry in our country
Almost a decade back when dot-com businesses were showing downfall trends and during those time, no commercial
activities was happening on internet. And without any commercial activity internet means nothing. Since those early
experiments, the growth of ecommerce has been slow. But it is the beginning to take off. Though this industry is growing
at a very fast pace, still Indian ecommerce has a long way to go and its infrastructure and practices are in its infancy stage.
In present environment, technological development in the field of telecommunication and computer technologies has made
computer networks an integral part of our economic infrastructure. It provides multiple benefits to consumers and
facilitates goods at lesser cost, more choices and saves time. Consumers can buy goods sitting at their homes or offices.
Similarly online services such as ticketing for all kind of travel, banking, bill payment, hotel bookings etc. have been of
tremendous benefits for consumers. As per industry experts, this industry will increase exponentially in times to come.
__________________________________________________________________________________________________
6.3) FACTORS INFLUENCING GROWTH
__________________________________________________________________________________________________
Ecommerce industry has touched turnover of Rs 48,520 crore with 49 % growth in 2013 .Out of which 81 % (i.e. Rs
37890 crore) of ecommerce revenues are from online travel vertical. The factors mentioned below are major reasons for
ecommerce boom in India.
Increasing Internet Users - Growing internet users is one of the main factors for the growth of this industry. As per the
data available from IAMAI (iamai.in), internet users have grown by 38 % in 2011 and touched a subscriber base of 121
million.
Though internet users have grown 38 % in 2011 and 121 million internet users account for only 9% of our population (130
crore or 1300 million in 2011). India has 9% internet penetration whereas in China and U.S it is 40 to 45 percent. Still 121
million internet users is the third largest online population in the world. This growing data base shows that our countryman
has started familiarity with web services. While travel industry dominated ecommerce revenues with 80 % market share in
2011. With the entry of some e-tailers online non travel industry is also expected to grow tremendously. The internet is
getting into Daily life of every citizen. It involves everything from banking and videos to education and healthcare will be
delivered online in coming times.
An interesting tale – Indian railway portal irctc.co.in has started its operations in the year 2002. It has booked 27 tickets
only on first day of launching. Today it books 4 lacs tickets a day. It is India’s largest ecommerce company with a
turnover of Rs 765 crore in the year 2013.At present it is the most successful ecommerce model.

46
__________________________________________________________________________________________________
6.4) GROWING DISPOSABLE INCOME IN MIDDLE CLASS
__________________________________________________________________________________________________
With the growth of small and medium enterprises, entry of powerful multinational companies, allowing foreign direct
investment in our country, growing industrialization, liberal economic policies have created millions of jobs opportunities
in India. That resulted in increased income level in middle class that eventually turned into increased consumerism and
web users’ customers which helped ecommerce industry also. Moreover availability of many domestic and global brands
as well as services is restricted to metropolitan cities such as Delhi, Bangalore and Mumbai etc. It has forced online
shoppers of tier II and tier III city consumers to go for online marketing. In this way ecommerce has helped middle class
consumers turning to ecommerce for various services and sophisticated consumer products
__________________________________________________________________________________________________
6.5) EASE IN PAYMENTS
__________________________________________________________________________________________________
Initially online payment by consumers used to be the biggest challenge for ecommerce industry in India. India was lacking
the required infrastructure to support new businesses like ecommerce. However new payment gateways have contributed
to the growth of ecommerce tremendously. Indians have an aversion to credit cards. Interestingly an estimated 2 % only of
our population holds a credit card. New payment system like cash on delivery, net banking facilities are mandatory for
every ecommerce platform. It has helped a lot to this industry. Cash on delivery is being very well accepted by e shoppers
as it safeguards their interest also. Even it created a new business opportunity of cash collection for ecommerce industry.
Recently a Hyderabad based company (Gharpay .com) is betting big on the growing need of cash collection. This
company works in 7 metros now and helps online shoppers in cash collection.
__________________________________________________________________________________________________
6.6) LOGISTIC ISSUES
__________________________________________________________________________________________________
Earlier logistics companies dealing with ecommerce industry have been notoriously unreliable. Interstate logistics
regulations makes it more complex. Though support services are in nascent stage in India, but expected to see a lot of
happenings. It is largely felt that logistics part of ecommerce business is a big hurdle and it gave birth to a new business
opportunity also i.e., ‘Logistics for ecommerce companies. Today some firms specialize in delivering the product at
customer’s doorstep. These firms’ works only for ecommerce companies only. One such firm is chottu.in. All these
activities gave tremendous boom to customer confidence as well as ecommerce business in India. Online Travel industry
does not need any kind of logistics. For instance, IRCTC already have very advanced reservation system in place. It can
tell oneself about availability, pricing and other details of customer importance. It has easy payment system e.g., card
payment since long. It is one of the reasons; travel industry has captured 80 % of ecommerce industry revenue
__________________________________________________________________________________________________
6.7) E-COMMERCE THE REAL CHALLENGE
__________________________________________________________________________________________________
Following are some of the infrastructural barriers responsible for slow growth of ecommerce in India. Though some of
these even offer new business opportunities, betterment is already happening in those areas of growth. These factors are as
below:

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Taxation
Difference in state tax policies, VAT, octroi etc. creates commercial hurdles in ecommerce business of thin margins. For
example, imposing of service tax on ecommerce transactions may result in making online marketing more expensive.
Vendor Management
Even if one’s system may be most advanced, one is needed to deal with insufficient system of inventory management for
product procurement. For updating the pricing on one’s website there is no mechanism in place to check for daily pricing.
Payment Collection and Logistics - Though these both services are in correction mode and due to this ecommerce industry
has witnessed tremendous growth in recent years. Still a lot of work is required on these two factors. Even payment
collection and logistics for ecommerce industry presents new business opportunities for new age entrepreneurs. If the
product is delivered safe and secure to right person in right time frame, it gives a seamless experience to user. An honest
approach to logistics and payment collection can multiply growth in coming times Business of Thin Margins - Ecommerce
is a business of thin margins. Following an aggressive business model cannot be recommended. Even the insurance on
high value shipped articles is needed sometimes, resulting in increasing the cost. Low value items have significant
transportation cost again resulting in increasing the cost.
Activities that make online marketing expensive may result in downward trend for ecommerce industry. Though growth in
market is easy, profitable growth is not. Managing an effective back-end ,a country wide delivery network ,warehouses,
inventory management ,logistics, etc. are the key factors in managing the cost .As price wars controls revenue side of any
business ,companies should be careful about burning cash in ads or in irrational price wars to bag customers. Cyber act
and legal system - Though IT has offered many advantages, number of challenges has been posed to legal system. The
information transferred electronically makes into a contract that raises many issues that cannot be answered by existing
provisions of contract. Some of the issues can be summarized in following manner:
 Formation of e-contracts
 Validity of e-transactions
 Errors in data feeding on website
 Jurisdictions – Electronic transactions does not have any national or international boundaries. So in case of any dispute it
cannot be resolved with common law principles of that land. As different nations have different laws for cyber space . The
jurisdiction issues cannot include one nation and hence needs global resolution.
___________________________________________________________________________________________
6.8) MAKING ONLINE MARKETING MORE EFFECTIVE- SOME TIPS
__________________________________________________________________________________________________

1. Making the payment mechanism more customer friendly and safer

2. Mention clearly the delivery time and delivering the product within that timeframe.
3. Strong government policies against online frauds and cybercrimes and policies favoring ecommerce industry.
4. Complete and transparent information about product.
5. Providing price comparison to customer.
6. Selling branded goods and providing innovative and Quality products with best pricing.

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7. Limited personal information
8. Products offered and products delivered should not vary.

The global promise of new communications technologies has become a subject of great public interest, as businesses and
governments discuss the best ways of introducing these technologies and of sharing with consumers the benefits they
offer. By marrying the user-friendliness of the computer/television screen to the instantaneous transmission of
telecommunications, these technologies are providing a new means for the delivery of information, entertainment and
business services, bringing consumers and business closer together. Consumers are being empowered, more than ever
before, to dialogue with producers and to precisely express their particular needs and desires. Advertisers and marketers
are helping to develop the new media just as they helped to develop the traditional media of the past. Today, advertising
represents the main source of revenue for traditional media. Similarly, advertising and marketing will make a vital
contribution to the new interactive media by allowing it to offer more affordable goods and services to a wider, global
audience.
The International Chamber of Commerce (ICC) is the world's foremost developer of self-regulatory codes of ethical
conduct for advertising and marketing practices. The ICC believes that advertising and marketing on the Internet, World
Wide Web, and online services should reflect the highest standards of ethical conduct as laid down in the ICC
International Code of Advertising Practice and other relevant ICC self-regulatory Codes.
The global character and technological properties of the new media have created a unique business environment. Media
owners, in the traditional sense, do not exist, which has led to the bypassing of traditional intermediaries such as
publishers and broadcasters. Responsible advertisers and marketers (which, in this new context, will mean any person or
company posting an electronic commercial message) should recognize that it is in their own interest to observe self-
disciplinary guidelines specifically adapted for electronic or interactive advertising and marketing. Advertisers and
marketers should strive to create an electronic environment which all the world's consumers can fully trust.
Consumers and marketers should seek to cooperate in order to minimize the potential cost and to enhance efficiency
savings of electronic networks. By choosing to share pertinent data about themselves, consumers can be provided with
relevant product information and efficient and economical services. This will enable consumers to choose goods and
services better adapted to their needs and tastes. The ICC recognizes that advertising and marketing in the interactive
media is at an early stage of development and acknowledges that the relevant principles and guidelines may have to
change and evolve as we learn more about the new technologies and their specific uses. Thus, in light of experience
acquired, the ICC presents hereafter an updated version of the 1996 Guidelines. The ICC commits itself to the regular
review of these guidelines to ensure their continued viability
With the above in mind, the ICC recommends the worldwide promulgation of the guidelines below, which intend to fulfil
the following objectives: 47
 to enhance the confidence of the public at large in advertising and marketing provided over the new interactive systems
 to safeguard an optimum of freedom of expression for advertisers and marketers;
 to minimize the need for governmental and/or inter-governmental legislation or regulations; and
 to meet reasonable consumer privacy expectations

49
These Guidelines apply to all marketing and advertising activities on the Internet for the promotion of any form of goods
or services. The Guidelines set standards of ethical conduct to be observed by all involved with advertising and marketing
activities on the Internet.
For the purpose of these guidelines:
 the term "Internet" refers to the public network of computer networks which enables the transmission of information
between users, or between users and a place on the network, as well as to all interactive media and electronic networks
such as the World Wide Web and online services;
 the term "content" means all forms of advertising and marketing information and covers text, pictures, animation, video
and audio, and may also include software;
 the term "World Wide Web" refers to the network of resources accessible on the Internet using the Hypertext Transfer
Protocol ("http").
All advertising and marketing on the Internet should comply with the spirit as well as the letter of the principles set forth
in the ICC's Codes on Advertising Practice, Sales Promotion, Direct Marketing, Environmental Advertising, and
Sponsorship as well as the ICC-ESOMAR Code on Marketing and Social Research Practice.
All advertising and marketing should be legal, decent, honest and truthful. "Legal", in the context of these guidelines, is
presumed to mean that advertising and marketing messages should be legal in their country of origin
Advertising and marketing messages should be sensitive to issues of social responsibility and should in addition conform
to generally accepted principles as regards ethical marketing.
Advertising and marketing messages should not be designed or transmitted in such a way as to impair overall public
confidence in the Internet as a medium and marketplace.
Advertisers and marketers of goods and services who post commercial messages via the Internet should always disclose
their own identity and that of the relevant subsidiary, if applicable, in such a way that the user can contact the advertiser or
marketer without difficulty.
Advertisers and marketers should clearly inform users of the cost of accessing a message or a service where the cost is
higher than the basic telecommunications rate. Users should be provided with such notice of cost at the time they are about
to access the message or service. This notice mechanism should allow users a reasonable amount of time, as set by the
marketer or mandated by applicable law, to disconnect from the service without incurring the charge.
Advertisers and marketers should respect the role of particular electronic news groups, forums or bulletin boards as public
meeting places which may have rules and standards as to acceptable commercial behavior. Advertising and marketing
messages posted to public sites are appropriate:
 when the forum or site receiving the message has a fundamentally commercial nature or activity; or
 when the subject or theme of the bulletin board or news group is pertinent to the content of the advertising or marketing
message; or
 when the forum or site has otherwise implicitly or explicitly indicated consent to the receipt of advertising and marketing
messages.

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1. Collection and use of data
Advertisers and marketers should disclose the purpose(s) for collecting and using personal data to users and should not use
the data in a way incompatible with those purposes. Data files should be accurate, complete and kept up to date.

2. Data privacy
Advertisers and marketers should take reasonable precautions to safeguard the security of their data files.

3. Disclosure of data
The user should be given the opportunity to refuse the transfer of data to another advertiser or marketer. Personal data
should not be disclosed when the user has objected except by authority of law. Online mechanisms should be put in place
to allow users to exercise their right to opt-out by electronic means.

4. Correction and blocking of data

Advertisers and marketers should give the user the right to obtain data relating to him and, where appropriate, to have such
data corrected, completed, or blocked.

5. Privacy policy statements

Advertisers and marketers are encouraged to post their privacy policy statement on their online site. When such privacy
policy statements exist, they should be easy to find, easy to use and comprehensible.

6. Unsolicited commercial messages

Advertisers and marketers should not send unsolicited commercial messages online to users who have indicated that they
do not wish to receive such messages. Advertisers and marketers should make an online mechanism available to users by
which the users can make known to the advertisers and marketers that they do not wish to receive future online
solicitations. Unsolicited online advertising or marketing commercial messages should be clearly identified as such and
should identify the advertiser or marketer

Advertisers and marketers offering goods or services to children online should:

 not exploit the natural credulity of children or the lack of experience of young people and should not strain their sense of
loyalty;
 not contain any content which might result in harm to children;
 identify material intended only for adults;
 encourage parents and/or guardians to participate in and/or supervise their children's online activities;
 encourage young children to obtain their parent's and/or guardian's permission before the children provide information
online, and make reasonable efforts to ensure that parental consent is given;
 provide information to parents and/or guardians about ways to protect their children's privacy online.

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__________________________________________________________________________________________________
6.9) LAW REGARDING SELLING ONLINE
__________________________________________________________________________________________________
If you are selling online, there are a number of pieces of legislation you need to be familiar with. These are designed to
ensure customers' personal data is kept secure, goods and services meet quality and suitability standards and online
contracts are legally binding.

 The Data Protection Act

This Act regulates how you use and protect personal information held about living people, in customer records.
The Act affects information that you have on computer as well as some paper-based records. To comply with the
rules, you need to follow the eight data protection principles.

 The Consumer Protection (Distance Selling) Regulations

These Regulation require you to give your customers specified information before they place an order. You are
also required to send the buyer an order confirmation and give them a 'cooling off period' in which they can cancel
their purchase if they wish. See our guide on distance selling and online trading.

 The E-commerce Regulations

They are designed to ensure online contracts are legally binding. They specify what information about your
business and contract you must share with online customers and sets out guidelines for advertising and promotions.
See our guide on ecommerce and the law

If your business is a limited company or limited liability partnership (LLP), under the terms of the
Companies Act 2006, your website must show

 The full name of the company or LLP

 The registered office address of the company or LLP
 The registered number of the company or LLP
 The place of registration of the company or LLP
 If the company is being wound up
 The VAT number (if VAT registered)

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__________________________________________________________________________________________________
CHAPTER 7
LITERATURE REVIEW
__________________________________________________________________________________________________
7.1) INTRODUCTION
__________________________________________________________________________________________________

An extensive literature review is done on the concepts and theories related to web advertising. A review of Research
papers, articles is undertaken to take note of and acknowledge work that has been done in the field of web advertising as
such. The Researcher has collected secondary data from reputed Journals and Magazines, Newspapers, articles, Internet
websites and Archives. The Researcher has taken important literatures for Internet marketing found online and from
books.
The researcher has identified more research papers along with few articles published in renowned journals on various
topics such as Web ad, Web based ad market, E-commerce impact, trends of online marketing, consumer attitude to Web
ad and sales/marketing strategy. The review of available Literature on each topic is taken into account in this chapter.

__________________________________________________________________________________________________
7.2) INTERNET AS A MARKETING TOOL
__________________________________________________________________________________________________

1) J Suresh Reddy has published an article named “Impact of E-commerce on marketing”.

Marketing is one of the business function most dramatically affected by emerging information technologies. Internet is
providing companies new channels of communication and interaction. It can create closer yet more cost-effective
relationships with customers in sales, marketing and customer support. Companies can use web to provide ongoing
information, service and support. It also creates positive interaction with customers that can serve as the foundation for
long term relationships and encourage repeat purchases. Even cyber shopping allows customers to sit in the comfort of
their homes and purchases their goods. One can shop any kind of product or service in the mind of the night and from any
part of the world.

2) Vikas Bahadur (2011) has published his article on “Study on sales and marketing strategies”

Internet is a really good thing. The Internet gives people a greater amount of information as we need. It is the best way to
get a comparison of the products that we need. If we are interested in buying, it is best for us to check the Web sites. Also
if we would like to make our own Web page we can do this, without paying a lot of money. From where do we set all this
information? The answer is from advertising, which we see, everywhere: on TV, on the Internet, in the newspapers and
more. Year after year we get more and more new, interesting information and in the future the Internet use will increase
more than now. This article explains how internet is useful tool for advertisement.

53
3) Virendar Kumar published research paper entitled “Pushing and Pulling on the Internet”

The internet is fast emerging as a domain sales channel. The Internet is expanding & it influences consumer which shifts
the consumer behavior. It has changed the way product awareness is created28, developed new modes of product
consideration.
It also creates new means of purchasing products. This has brought new opportunities, challenges and threats to both
existing and new business. Traditional advertising propagated through the conventional channels of television, radio, and
print media typically follows the AIDA (Awareness, Interest, Decision, and Action) where advertisements are deployed to
“Push” awareness to arouse interest leading to influencing the decision and purchase action. However, the Internet is a
medium where you can serve, support and interact with consumers beyond the AIDA model objectives. Therefore, it
would be myopic to view the Internet as a mere push-marketing medium
One has to look at the Internet as a business channel capable of performing multifunction advertising, sales, and
information exchange and after sales support. In this age of information overload, user chooses to see, read or hear what
he/she want and promptly discard the rest to move on to the next relevant item. This is because a huge amount of self-
awareness is created by Internet users actually going out and learning about new products and services. They not only
watch the Web, they use it. This distinguishes the Internet as a pull medium as well as a push medium for information
dissemination. In such a scenario, non-relevant online advertisements such as pop-up ads or banners run the risk of
annoying users and losing them forever. It’s time for marketers to rethink their online advertising strategy and strive to
develop a more targeted and focused approach towards their potential customers.
This article explains how internet is used for pulling the new customer and a push medium in information. Today’s
customers have unique needs, interests and demand. They use Web for getting more and more the information of the
product. In this scenario web advertisement can be used to pull the new customer and increase the sale.

4) Victor Van Valenhas published article “Is Your Marketing Smart?”

Today advertisers not only need to cater to and directly pinpoint a precise targeted audience, but they need to customize
their advertisements as well. In print mediums, you have an idea of who will see your ad. For example, you know Femina
magazine would be great to target women so you can promote your new beauty product in this magazine. But when it
comes to online venues, how can you target the right audience when millions are browsing?
Solution to this problem is Yahoo! Smart Ads product, an innovative new advertising platform that allows marketers to
deliver tailored ads to highly targeted audiences. Smart Ads combines Yahoo!'s consumer insights and media capabilities
with new ad serving technology. It automatically converts campaign creative and targeted offerings into highly-
customized, relevant ad displays.
“Yahoo!'s Smart Ads gives marketers what they want from online advertising: the ability to deliver customized marketing
messages to consumers, and still engage very large audiences with their brand," says Todd Teresi, Yahoo!'s senior vice
president of display marketplaces.

54
5) Scott F. Geld has written the article entitled “Cost savings between usual marketing and Online Marketing”.

Marketing can be defined as 'whatever you do to promote and grow your business including market research,
advertising, publicity, sales, merchandising and distribution. With traditional marketing techniques all of these things
are delivered in print format or in person. Internet marketing however, uses the power of online networks and
interactive media to reach your marketing objectives...no paper, no telephone calls, no in person appearances. Internet
marketing can save your time, money and resources.

Electronic versions of catalogs, brochures, white papers, data sheets etc. don't have to be printed, stored or shipped to
your customers resulting in an enormous savings in printing and storage costs. And what about manpower (or lady
power) costs? It is no longer requires as many people to handle mailing and distribution of your marketing
collateral...more savings.

Updating catalogs, brochures and any other marketing collateral you produce can be accomplished as needed online
and in lightning speed. There's no need to send revised material out to a printer and then have to wait for a revised
version, a great savings in time. And, time is money. More information can be provided to customers with little if any
additional cost. Adding more pages to a document online involves virtually no expense compared to the additional
cost and space required to deliver the same thing in print format. You can reach more customers than ever before and
it doesn't cost a penny more. There's no postage or courier charges to pay. The difference between traditional and
Internet marketing is money and Internet marketing improves your bottom line.

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__________________________________________________________________________________________________
CHAPTER 8
CONCLUSIONS AND BIBLIOGRAPHY
__________________________________________________________________________________________________
8.1) COCNLUSIONS
__________________________________________________________________________________________________

The research and practice of digital marketing is improving with the advancement of technology. The advancement in
technology fosters multifaceted opportunities and at the same time poses unprecedented challenges for the marketers.
Marketers make use of Digital Portfolio as a platform to promote a professional brand by defining the product in a manner
that adds credibility. Research highlights that B2B buyers dislike cold emails and calls, hence, Digital marketing allows
enough provisions for finding the right people through its streamlined search engine and connections (Korda, Holly and
Zena, 2013). In the present era, buyers expect knowledge that offers potential solution to their product related problems.
The strong visibility of the organization or the brand through digital marketing allows the consumers to develop perceived
knowledge about the brand. By the spread of word of mouth and getting recommendations from their connections assist
the users in making active decisions about purchasing.
Internet marketing offers businesses the opportunity to garner data about their consumer base to an extent that has till now
been very difficult to achieve via traditional marketing methods. The development of internet marketing and social media
advertising has led to examples of businesses in recent years that аppeаr to little more than categories and filter
information relating to products and services on the Internet, taking а small cut from any transaction that may occur as а
result. In the next few years, online marketing in India will strengthen even further.
However, long-standing sustainability directly depends on fаctors like chаnges in the mаrket, innovаtions аnd interactivity
by mаrket players. Owing to increased penetration of credit cards аnd easy access of computing witnessed а promising
growth. Moreover, bаrgаinhunting consumers are lаtching on this trend as Internet retailers are known to offer products at
special discounted prices compared to store-based retailers. Consumers in the country can now truly expect а well
streamlined, efficient аnd world-class shopping experience supported by the best technology
I have analyzed the determinants of satisfaction of online marketing customers with a number of elements of satisfaction.
My results support the finding of that there is no significant difference in the online marketing and consumer attitude. Y
result also shown how comers are ready to buy online. In India buying online is increasing day by day. By this we can get
what will happen in next 5 year in India online business sectors. There is a huge opportunity for new entrepreneur’s top do
business online. And online marketing is also a tool of direct marketing and we all know future of marketing is direct
marketing.
As evidenced by this study, several factors influence consumer to buy online. When people buying online thy also get free
home delivery service which is also a motivation technique. Online marketing company gives the good product at a
reasonable price at consumer doors steps. Online company also uses good techniques to influence consumer for buying
online.
This study was conducted solely out of personal interest in the subject, and not in cooperation with any of the Online
marketing organization. I have attempted to provide a general understanding of what underlies the intention to purchase
online, and how this understanding can help to increase the awareness of shopping online in the India consumer market.

56
__________________________________________________________________________________________________
8.2) BIBLIOGRAPHY
__________________________________________________________________________________________________

 Kotler, P. (2003) Marketing insights from A to Z- 80 concepts every manager needs to know. John Wiley & Sons,
Inc., Hoboken: New Jersey

 Kotler, P. Wong, V. Saunders, J. Armstrong, G. (2005) Principles of marketing (4th ed.). Pearson Education
Limited: Essex

 Lamb. C, Joseph F. Hair, Jr., Carl McDaniel, (2009) Essentials of marketing, 6e. South-western cengage learning:
Mason, USA

 Miller, S. (1999) How to get the most out of trade shows. NTC Business books: Chicago

 Krishnamurthy, S. and Singh, N. (2005), “The international e-marketing framework (IEMF): identifying the
building blocks for future global e-marketing research”. International Marketing Review, Vol. 22 No. 6, pp. 605-
10.
 https://sites.google.com/site/digitalmarketingportfolioying/conclusion

 https://www.digitalvidya.com/blog/advantages-of-internet-marketing/

 https://edkentmedia.com/top-15-advantages-internet-marketing-business/

 http://www.gap.com/ Gap Inc., 2013-04-13

 http://mallworld.www.ae.com/ American Eagle Outfitters Inc., 2013-04-13

 http://www.forever21.com/Default.asp Forever 21 Inc., 2013-04-13

 http://www.bloomingdales.com/ Bloomingdale’s, 2013-04-13

 Barletta, M. (2003). Marketing To Women: How to Understand, Reach, And Increase Your Share Of The World’s
Largest Market Segment. Chicago, IL, Dearborn Trade Publishing..

 Boudreau, M.-C. & Watson, R. T. (2006), Internet Advertising Strategy Alignment Internet Research,16, 23 - 37.

 Canavan, O., Henchion, M. & O'reilly, S. (2007), The Use of The Internet as A Marketing Channel For Irish
Speciality Food International Journal Of Retail & Distribution Management 35, 178 – 195.

 Deitel, H., Deitel, P., And Neito, T. (2001), E-Business and E-Commerce (How to Program), Prentice Hall, New
Jersey.

 Hanson, W. A. (2001), Principles Of Internet Marketing, Cincinnati, OH, USA, South Western College Publishing.

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 Harridge-March, S. (2004), Electronic Marketing, The New Kid On The Block. Marketing Intelligence &
Planning, 22, 297 - 309.

 Krishnamurthy, S. & Singh, N. (2005), The International E-Marketing Framework (IEMF):

 Reedly, J., Schullo, S., And Zimmerman, K. (2000), Electronic Marketing (Integrating Electronic Resources Into
The Marketing Process), Harcourt College Publishers.

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