Dr.

Madhu Agnihotri
(Disclaimer: The material has been collected from various sources and links are given in the document.)

Chapter 3 – E-Marketing
Reference Material

Topics Covered:
Concept, types of e-marketing (SEO – onsite & offsite, SEM, SMM, Email Marketing,
Affiliate Marketing, Content Marketing, Community Building & Marketing, Video
Marketing), means of advertising [Banner, Pop-up, sponsored link, email], Branding on
Internet.
Key Metrics to measure success in business.

https://www.scirp.org/journal/paperinformation.aspx?paperid=116049

Concept

The Definition of the American Marketing Association for 1985 (AMA):

According to AMA, “marketing is the process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and services to create exchanges that
satisfy individual and organizational goals” (Al-Jany, 2009: p. 20). Dr. Philip Kotler defines
marketing as
the science and art of exploring, creating, and delivering value to satisfy the needs of a target
market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and
quantifies the size of the identified market and the profit potential. It pinpoints which
segments the company is capable of serving best and it designs and promotes the appropriate
products and services (https://www.kotlermarketing.com/phil_questions.shtml/).

So, it is an activity based on prior knowledge of the needs and requirements of marketing in
order to satisfy its needs using a variety of marketing activities.

Definition of E-Marketing:

E-Marketing (a.k.a. electronic marketing) refers to the marketing conducted over the Internet.
Two synonyms of E-Marketing are Internet Marketing and Online Marketing which are
frequently interchanged.

E-Marketing is the process of marketing a brand (company, product, or service) using the
Internet through computers and mobile devices mediums. By such a definition, e Marketing
encompasses all the activities a business conducts via the worldwide web with the aim of
attracting new business, retaining current business and developing its brand identity.
(https://conversionpipeline.com/what-is-emarketing/)

According to Encaclopedia.com., “E-marketing is a process of planning and executing the

conception, distribution, promotion, and pricing of products and services in a computerized,
networked environment, such as the Internet and the World Wide Web, to facilitate
exchanges and satisfy customer demands. It has two distinct advantages over traditional
marketing. E-marketing provides customers with more convenience and more competitive
prices, and it enables businesses to reduce operational costs”
(https://www.encyclopedia.Com/finance/finance-and-accounting-magazines/e-marketing ).
Dr. Madhu Agnihotri
(Disclaimer: The material has been collected from various sources and links are given in the document.)

E-Marketing Strategy is defined as “a comprehensive plan for all business objectives,

marketing goals and opportunities, because all companies and site owners will have access to
different beneficiaries in different ways” (Blake, 2015). He adds it as a long-term plan with
which one works to achieve certain objectives or allocate certain benefits. Its implementation
requires appropriate means to carry out the immediate and necessary actions and
processes (Al-Somaid&Rudeineh, 2012: p. 271). They believe that the e-marketing strategy
represents those steps adopted in marketing products based on the Internet and its various
applications in order to attract customers and achieve a significant percentage of sales in
order to achieve the organization’s objectives.

ADVANTAGES of EMARKETING

Advantages of E-Marketing: e-marketing has a range of advantages that can be summarized

in the following points:
● Using websites to publish marketing information at a low cost relative to the cost of
advertising in other media.
● Expanding the customer base as a result of instant and permanent access. The site is
open and can be accessed whenever the customer wants, for electronic marketing
allows access to everyone at any time.
● Easy access to new markets, and access to all global markets and identification of
their products without ethnic or geographical restrictions.
● Greater access to experts’ assistance and advice.

● Flexibility in quickly displaying product information while quickly updating

information and obtaining accurate statistics on the number of visitors to the site, time
of the visits, length of the visits, and the frequency of these visits, which help to
evaluate the company and the success of its online marketing.
● In addition to these advantages, e-marketing can contribute to the promotion of the
organization on a large scale as well as to its efficiency, speed and direct interaction in
the completion of digital transactions and interactions, which contribute significantly
to attracting customers, building loyalty relationships with them, welcoming them and
bringing profits at the lowest cost and effort.

CHANNELS OF EMARKETING / TYPES

Of the most important channels adopted in e-marketing are:

The Social Channels: The most famous are Facebook, Twitter, Instagram and others. The
results of the Institution’s conference dedicated to study marketing for the 2009 have shown
the following findings: 42 percent of the world’s marketing companies plan to increase their
marketing spending on social media, and that global spending will increase by 10 percent
annually. The same study added that the goal of network marketing is: to support the trade
mark Branding by 29 percent, increase activities on their websites and introduce their
products by 26 percent; meet the new generation’s desires by 18 percent; and increase direct
sales by 11 percent. It is noted that the most used social media sites being marketed by
Dr. Madhu Agnihotri
(Disclaimer: The material has been collected from various sources and links are given in the document.)

companies are: Facebook at 65 percent, Twitter at 49 percent, YouTube at 39 percent,

LinkedIn at 38 percent and Daily Shows at 31 percent (Abdel Fattah, 2014: pp. 191-192).

Search Mechanisms: Through these mechanisms it is possible to target people looking for the
product.

E-mail: It is dome by collecting subscribers in a mailing list through the private website, thus
providing the opportunity to view services and products when available.

Content Marketing: It is performed by providing articles and advice to customers, which

helps to build trust and gain customers’ loyalty, and in consequence, encourages the demand
for purchases and services provided.

Video Marketing: This process is done by preparing videos that are displayed on special
networks such as YouTube, and ads can be provided for these special videos
(https://www.ebdaonline.com/category/emarketing). These various mechanisms allow
customers to interact with business organizations, and allow organizations to open channels
of communication with customers in an interactive manner. Naturally, the various services
provided by modern technologies are imposed by the new digital environment and have
become one of the pillars of the modern era. Now survival requires keeping up with these
developments.

Reference: https://www.snhu.edu/about-us/newsroom/business/types-of-digital-marketing

Reasons for the Spread of E-Marketing, Advantages and Drawbacks

Perhaps the most important reasons for its spread can be summarized in the following points:
The achievement of an online presence by obtaining an organization’s location in the digital
environment.
Access to the global market in the absence of geographical boundaries in the virtual world.
Providing new and much-changed information easily and comfortably to the consumer.
Availability of interaction between the producer and consumer and ability to get feedback in
the digital environment.
The availability of photos, videos and sounds on the website without the need for more
costs (Farghaly, 2007: pp. 129-130).
These various services have made e-marketing a necessity to keep pace with the modern
times and to keep the organization in the digital environment first and then in practical
reality.
Advantages of E-Marketing
Among the advantages of e-marketing the following points are highlighted:
Distribution capacity at very low costs, as it is easy to reach all consumers through the
network provided that the consumer has access to the service in the digital environment.
The possibility of direct interview between companies and consumers, which also reduces
marketing costs.
Good time investment that increases the effectiveness of companies across the digital
environment.
Transfer of sales tasks from salesmen to the customer directly by offering order forms and
using complete and ready models.
Collecting market survey information and following customer choices.
Dr. Madhu Agnihotri
(Disclaimer: The material has been collected from various sources and links are given in the document.)

The possibility of communication between the different companies by opening virtual

dialogues between companies and customers about a particular product.
Promotion and the possibility of penetrating new markets and e-marketing helps the increase
of competition on the basis of specialization rather than price, which provides opportunities
for excellence (Arafa, 2010: p. 227).

The Drawbacks of E-Marketing

Among the drawbacks of e-marketing, the following are highlighted:
Environmental factors and their direct impact on e-marketing: the constant change in the
business environment makes it difficult for customers to change the business partners and
networks they serve.
Rapid technological development: the very quick development in the technological fields
makes it difficult for customers to follow it and in consequence to understand the market.
Security and privacy policies: Network users do not trust the electronic payment mechanism.
Legal and administrative issues: They occur as a result of problems facing companies
through the legality of the electronic contract, trademark infringement, copyright, commercial
liability and loss of the right to their secrets (Arafa, 2010: p. 229).

https://ijrpr.com/uploads/V3ISSUE7/IJRPR5673.pdf

Means of Advertising

What Is Banner Advertising?

Banner advertising refers to the use of a rectangular graphic display that stretches across the
top, bottom, or sides of a website or online media property. The horizontal type of banner
advertisement is called a leaderboard, while the vertical banners are called a skyscraper and
are positioned on a web page's sidebars. Banner ads are image-based rather than text-based
and are a popular form of online advertising.
The purpose of banner advertising is to promote a brand and/or to get visitors from the host
website to go to the advertiser's website.
KEY TAKEAWAYS
● Banner advertising refers to the use of a rectangular graphic display that stretches
across the top, bottom, or sides of a website or online media property.
● Banner ads were the first form of internet-specific advertising, appearing in 1994.

● Today, banner advertising, and virtually all online advertising, currently utilizes real-
time bidding technology known as programmatic bidding, which allows approved
companies to bid on ad space during the time it takes for a banner ad to load.

What Does Pop-Up Ad Mean?

Pop-up ads are a form of online advertising focused on attracting Web traffic. They are
usually generated in a new browser window with the help of JavaScript or Adobe Flash.
Although these ads are one of the most popular online advertising techniques, they are not
popular with average Web surfers, and several products and techniques are available to
disable them.
Pop-up ads are also known as pop-ups.
Dr. Madhu Agnihotri
(Disclaimer: The material has been collected from various sources and links are given in the document.)

Sponsored Link
A sponsored link is a paid advertisement in the form of a high ranking result in a search
engine. These appear within the first few pages of results when a user searches for a relevant
term in a search engine, such as Google.
When clicked on, these links will then redirect the user to the advertised website.
Sponsored links can be identified from organic results by the word ‘Ad’, which is posited
alongside the link. These advertisements are included in the search results when a user
searches for a keyword or term which is closely affiliated with the service that is offered by
the website wishing to advertise itself.
Alongside occupying a paid position in the results pages of search engines, the term
sponsored link may also refer to a link to another domain being included in a piece of web
content (such as a blog, or an influencer’s social media platform). In both instances, the page
viewer must be aware that the paid for link included within this content is an advert, and has
been paid for.
This type of advertising is a form of search engine marketing (SEM). These ads help
companies to more accurately target specific consumers who - because they are conducting
searches that are relevant to the company’s products or services - are more likely to make a
purchase.

E-BRANDING

E-branding is everything that appeals to the brand’s reputation on the internet. It is therefore
the policy of a brand to promote it to online consumers.
The approach includes the name of the brand,
● Its hosting,

● Its promotion,
● Its referencing,
● Its strategy and all web marketing aspects
allowing to improve the quality side of the brand with Internet users.
Branding brings together all the aspects involved in the brand image of a company:
● Description of the quality of its products.

● Its graphic charter, its visual identity.

● Its values.
● The logo.
The Importance Of E-Branding
It is important to take your time and build a good brand image.
Branding helps build trust with our target audience and create a strong emotional bond by
showing them what the company is as a brand (brand identity).
For any business, online branding is central not only to the success of the business but to its
continuity and relevance in today’s business world. It is difficult to overstate the importance
of online branding for a business, and here are the top 10 reasons why online branding is
important for your business.

● Recognition: In order for people to learn about your business and what you have to
offer, online branding is essential. Without this, your business will remain unknown
and customers will be hard to come by.
 Dr. Madhu Agnihotri
(Disclaimer: The material has been collected from various sources and links are given in the document.)

● Preference: For people to gain trust in your brand and prefer you over other
businesses of your kind, you will first need appropriate online branding. This is the
only way for people to be aware of your business and continue to work with you.

KEY METRICES TO SUCCESS

Reference: https://www.klipfolio.com/resources/kpi-examples/digital-marketing

1. Web Traffic Sources

2. Leads
3. Page Views
4. Cost per Lead
5. Returning Visitors
6. Conversion Rate
7. Goal Completion Rate
8. Click-Through Rate
9. Customer Acquisition Cost
10. Customer Lifetime Value

Reference: https://www.litmus.com/blog/the-email-metrics-marketers-measure-and-the-ones-
they-should/

SEM (SEARCH ENGINE MARKETING

How Google Search works (Case Example)

https://developers.google.com/search/docs/advanced/guidelines/how-search-works

Google Search works in three stages, and not all pages make it through each stage:
1. Crawling: Google downloads text, images, and videos from pages it found on the internet
with automated programs called crawlers.
2. Indexing: Google analyzes the text, images, and video files on the page, and stores the
information in the Google index, which is a large database.
3. Serving search results: When a user searches on Google, Google returns information that's
relevant to the user's query.

CRAWLING

The first stage is finding out what pages exist on the web. There isn't a central registry of all
web pages, so Google must constantly look for new and updated pages and add them to its
list of known pages. This process is called "URL discovery".
The program that does the fetching is called Googlebot (also known as a robot, bot, or
spider). Googlebot uses an algorithmic process to determine which sites to crawl, how often,
and how many pages to fetch from each site.
During the crawl, Google renders the page and runs any JavaScript it finds using a recent
version of Chrome, similar to how your browser renders pages you visit. Rendering is
 Dr. Madhu Agnihotri
(Disclaimer: The material has been collected from various sources and links are given in the document.)

important because websites often rely on JavaScript to bring content to the page, and without
rendering Google might not see that content.
Some common issues with Googlebot accessing sites include:
● Problems with the server handling the site

● Network issues
● robots.txt directives preventing Googlebot's access to the page

Indexing
After a page is crawled, Google tries to understand what the page is about. This stage is
called indexing and it includes processing and analyzing the textual content and key content
tags and attributes, such as <title> elements and alt attributes, images, videos, and more.
During the indexing process, Google determines if a page is a duplicate of another page on
the internet or canonical. The canonical is the page that may be shown in search results.
Some common indexing issues can include:
● The quality of the content on page is low

● Robots meta directives disallow indexing

● The design of the website might make indexing difficult
Serving search results
Google doesn't accept payment to rank pages higher, and ranking is done programmatically.
When a user enters a query, our machines search the index for matching pages and return the
results we believe are the highest quality and most relevant to the user. Relevancy is
determined by hundreds of factors, which could include information such as the user's
location, language, and device (desktop or phone). For example, searching for "bicycle repair
shops" would show different results to a user in Paris than it would to a user in Hong Kong.
Search Console might tell you that a page is indexed, but you don't see it in search results.
This might be because:
● The content of the content on page is irrelevant to users

● The quality of the content is low

● Robots meta directives prevent serving
SEO techniques – Onsite SEO

https://developers.google.com/search/docs/advanced/guidelines/get-started

● Make your links crawlable. Google can follow links only if they are an <a> tag with
an href attribute. Links that use other formats won't be followed by Google's crawlers.
Google cannot follow <a> links without an href tag or other tags that perform as links
because of scripted click events.
● Use rel=nofollow for paid links, links that require login, or untrusted content (such as user-
submitted content) to avoid passing your quality signals on to them, or having their bad
quality reflect on you.
● Managing your crawl budget: If your site is particularly large (hundreds of millions of
pages that change periodically, or perhaps tens of millions of pages that change frequently),
Google might not be able to crawl your entire site as often as you'd like, so you might need to
point Google to the most important pages on your site. The best mechanism for doing so at
 Dr. Madhu Agnihotri
(Disclaimer: The material has been collected from various sources and links are given in the document.)

present is to list your most recently updated or most important pages in your sitemaps, and
hiding your less important pages using robots.txt rules.
● JavaScript usage: Follow Google's recommendations for JavaScript on websites.

● Multi-page articles: If you have an article broken into several pages, be sure that there are
prominent next and previous links for users to click (and that these are crawlable links).
That's all you need for the page set to be crawled by Google.
● Infinite scroll pages: Google can have trouble scrolling through infinite scroll pages; provide
a paginated version if you want the page to be crawled. Learn more about search-friendly
infinite scroll pages.
● Block access to URLs that change state, such as posting comments, creating accounts,
adding items to a cart, and so on. Use robots.txt to block these URLs.
● Review the list of which file types are indexable by Google.

● In the unlikely situation that Google seems to be crawling your site too much, you can turn
down the crawl rate for your site. However, this should be a rare occurrence.
● If your site is still HTTP, we recommend migrating to HTTPS, for your users' security, as
well as your own.

Offsite SEO

https://moz.com/learn/seo/off-site-seo

"Off-page SEO" (also called "off-site SEO") refers to actions taken outside of your own
website to impact your rankings within search engine results pages (SERPs).
Optimizing for off-site ranking factors involves improving search engine and user perception
of a site's popularity, relevance, trustworthiness, and authority. This is accomplished by other
reputable places on the Internet (pages, sites, people, etc.) linking to or promoting your
website, and effectively "vouching" for the quality of your content.

Back Linking Websites

Building backlinks is at the heart of off-page SEO. Search engines use backlinks as
indications of the linked-to content's quality, so a site with many high value backlinks will
usually rank better than an otherwise equal site with fewer backlinks.
Non-link-related off-site SEO
While earning links from external websites is the most commonly practiced off-page SEO
strategy, almost any activity that a) occurs outside of your own website and b) helps to
improve your search ranking position could be thought of as "off-page SEO." These include
things like:
● Social media marketing

● Guest blogging
● Linked and unlinked brand mentions
● Influencer marketing
It's important to note, though, that the net result of each of these activities is to somehow
create a reference to your site from elsewhere on the web — be that reference a link, a
mention of your brand or website, or otherwise.
Dr. Madhu Agnihotri
(Disclaimer: The material has been collected from various sources and links are given in the document.)