Unit - 2 E- Commerce And Internet Marketing

E-Marketing It is a process of promoting products and services over the internet .It is the latest form of direct marketing, which is also known as Interactive/ Virtual/ Internet or Online marketing. 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.

TYPES Search Engine Optimization. Search Engine Optimization is the way toward enhancing rankings of a site or website page in the unpaid “organic” search lists. ... Pay Per Click (PPC) ... Email. ... Video Marketing. ... Blogging. ... Content Marketing. ... Social Media. ... Network Marketing Article Marketing

Online Marketing Mix The digital marketing Mix is essentially the same as the marketing mix. It is simply the adaptation of price, place, product and promotion to the digital marketing context. Of course one could also include physical evidence, people and process when marketing planning for an online service. Below are a series of lessons that consider how markets can apply the digital marketing mix to their organization’s own product, service, brand or solution

Online Marketing Mix Equation Where- 2P stands PERSONALIZATION & PRIVACY 2C stands CUSTOMER SERVICE & COMMUNITY 3S stands SITE, SECURITY, & SALES PROMOTION 2P + 2C + 3S

Customer Relationship Management (CRM) CRM is a technology for managing all your company’s relationships and interactions with customers and potential customers. The goal is simple: Improve business relationships. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability. A CRM solution helps you focus on your organization’s relationships with individual people - including customers, service users, colleagues, or suppliers -throughout your lifecycle with them, including finding new customers, winning their business, and providing support and additional services throughout the relationship. According to Gartner, “CRM is a business strategy designed to optimize profitability, revenue, and customer satisfaction”

Stages In CRM There are Six(6) stages in CRM PARTNER- who takes part in an undertaking with another or others, especially in a business or firm with shared risks and profits ADVOCATE – Who is deeply involved in the organization & also influence the business activities (Expert on the particular field) SUPPORTERS – They are middle man’s (Dealers, Advertisers to promote your products, Distributers) CLIENT – Who has done the business with the firm with the help of retailers, dealers, distributers) PURCHASE – Who pay the attention in firm and might be pursue to buy the product PROSPECTS – Potential for purchasing the product

E-CRM (electronic customer relationship management) The E-CRM or electronic customer relationship management encompasses all the CRM functions with the use of the net environment i.e., intranet, extranet and internet. Electronic CRM concerns all forms of managing relationships with customers making use of information technology (IT). E-CRM is enterprises using IT to integrate internal organization resources and external "marketing" strategies to understand and fulfil their customers needs. Comparing with traditional CRM, the integrated information for E-CRM intra-organizational collaboration can be more efficient to communicate with customers

E-CRM / M-CRM It allows customer to access company services places, since the intermittent access point are increasing day by day Since M-CRM is not able to provide the complete range of customer relationships activities. It should be integrated in the complete CRM

Different Levels of E-CRM There are Three levels of E-CRM – Foundational services This includes the minimum necessary services such as web site effectiveness and responsiveness as well as order fulfilment.   Customer - centered services These services include order tracking, product configuration and customization as well as security/trust. Value-added services These are extra services such as online auctions and online training and education

Why e-CRM ? Gather & combine customer information into a unified picture Response faster and accurately Build customer loyalty

E-CRM Strategy An E-CRM strategy defines the goals for your CRM or social CRM programme and then creates a roadmap of the changes to process, tools and team needed to make it a reality.  Operational Crm – - Front office involvement - aims at bettering the customers experience - helps to gather information to be used for analytical Analytical Crm – - Back office involvement - Aims at understanding the consumer behavior (Likes & Dislikes) - Focus on analysis of customer transaction Collaborative Crm – - Data useful to be shared by multiple departments - Due to improved technology, department in the company implement with the business partners with more efficiently by sharing the information

How E-Crm Can Be More Effective ? E-Crm can be effective by- Developing Customer Centric Strategies (Customer Focused) Redesigning Work Flow Management System Re-engineering Work Process Supporting Right Technology

Mobile CRM Mobile CRM, or Mobile Customer Relationship Management, is a CRM tool designed for mobile devices including smart phones and tablets. By connecting through mobile CRM, you allow your sales team’s access to customer data through a mobile CRM app or through a web-based browser with cloud CRM. A key benefit of using mobile CRM is to allow your sales force to access real time data while out in the fields meeting prospects and customers.

Objective Of Mobile CRM E-CRM objective is to make a customer relationship, acquiring or maintaining customers support marketing sales or service & use wireless network as the medium of delivery to the customers. Communication either one way or interactive, which is related to the marketing, conducted through the mobile medium for the purpose of building & maintaining customer relationship between the customer and company.

Online Branding Internet branding (also referred to as Online branding) is a brand management technique that uses the World Wide Web as a medium for positioning a brand in the marketplace. Most businesses are exploring various online channels, which include search engine, social media, online press releases, online marketplace, to establish strong relationships with consumers and to build their brands awareness.

Drivers Of Online Branding Communities - a group of people having a particular characteristic in common & practising common ownership. (Types of Customers) Advergaming – It is the distinction between the advertising and entertainment. A video game which in some way contains an advertisement for a product, service, or company. Some advergames are created by a company with the sole purpose of promoting the company itself or one of its products, and the game may be distributed freely as a marketing tool Integration – How can we increase the number of customers

Relationship Marketing Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a focus on sales transactions. Relationship marketing is a facet of customer relationship management (CRM) that focuses on customer loyalty and long-term customer engagement rather than shorter-term goals like customer acquisition and individual sales.

Techniques in relationship marketing Differentiate - recognize or ascertain what makes (someone or something) different. (How's your product & services is different from others) Reinforcement - Brand reinforcement refers to an activity associated with getting those consumers who have tried a particular brand to become repeat purchasers along with attracting new users. It is a key objective of the growth stage of the product's life cycle. Inform – keeping customer inform about the multiple brand facts, new schemes etc… Pursue – Marketing with the help of various skills i.e. Advertising, Personal selling, Sales promotion etc..

E-Commerce E-commerce (electronic commerce or EC) is the buying and selling of goods and services, or the transmitting of funds or data, over an electronic network, primarily the internet. These business transactions occur either as business-to-business, business-to-consumer, consumer-to-consumer or consumer-to-business. The terms e-commerce and e-business are often used interchangeably. The term e-tail is also sometimes used in reference to transactional processes for online shopping. According to P.T. Joseph, ”E-commerce comprises core business processes of buying and selling ,goods, services, and information over the Internet”.

Types Of E-Commerce Ecommerce can be classified based on the type of participants in the transaction: Business to Business (B2B) Business to Business (B2B) are those where both the transacting parties are businesses, e.g., manufacturers, traders, retailers and the like. Business to Consumer (B2C) When businesses sell electronically to end-consumers, it is called B2C ecommerce. Consumer to Consumer (C2C) Some of the earliest transactions in the global economic system involved barter -- a type of C2C transaction. But C2C transactions were virtually non-existent in recent times until the advent of ecommerce. Auction sites are a good example of C2C ecommerce.

Advantages Of E-Commerce Faster buying/selling procedure, as well as easy to find products. Buying/selling 24/7. More reach to customers, there is no theoretical geographic limitations. Low operational costs and better quality of services. No need of physical company set-ups. Easy to start and manage a business. Customers can easily select products from different providers without moving around physically.

Disadvantages Of E-Commerce Any one, good or bad, can easily start a business. And there are many bad sites which eat up customers’ money. There is no guarantee of product quality. Mechanical failures can cause unpredictable effects on the total processes. As there is minimum chance of direct customer to company interactions, customer loyalty is always on a check. There are many hackers who look for opportunities, and thus an ecommerce site, service, payment gateways, all are always prone to attack.

Traffic Building Promotional campaign or special attractions aimed at increasing the number of shoppers passing through a shopping area, mall, store, or website.  A Traffic Building strategy is used to draw consumers into the store, aisle, and / or category.  This is typically achieved by creating an advertised promotional price with a large enough difference from the everyday / regular price to attract attention and draw traffic into the category. 

Traffic Sources In Web analytics, including Google Analytics, traffic sources is a report that provides an overview of the different kinds of sources that send traffic to your Web site, for example direct traffic (clicks from bookmarks or visitors who know your URL) or Web search engines.

Types Of Traffic Sources The metrics you will find under the general topic of traffic sources in analytics programs are as follows: Direct Traffic: All those people showing up to your Web site by typing in the URL of your Web site or from a bookmark. Referring URLs: Other Web sites sending traffic to you. These could be as a result of your banner ads or campaigns or blogs or affiliates who link to you. Search Engines: Google, Yahoo, Bing, Ask, others. This will include organic and paid traffic. Other: These include campaigns you have run, e-mail, direct marketing, etc.

Process of Consumer Buying Behavior In Digital Age A buying process is the series of steps that a consumer will take to make a purchasing decision. A standard model of consumer purchase decision-making includes recognition of needs and wants, information search, evaluation of choices, purchase, and post-purchase evaluation. PTO

According to Philip Kotler, the typical buying process involves five stages the consumer passes through described as under

12 Social Media Tactics To Boost The Traffic & E-Commerce Business Optimize social media posts Share the right content Use your reviews Add social sharing buttons in strategic places Use visual content Interact with followers Join groups Build relationships with influencers Host live chats Be consistent Start a blog Use hash tags Be short and attractive message Add quotes to blog posts Use paid advertising