1. Strategic Market Management 7th Edition – David Aaker
Going to The Market by Internet By
Dr. Ravindra Pratap Gupta

2. ISSUED IN PUBLIC INTEREST
Advisable “All material in slides need not be understood. Use your current working environment and experience to relate to situations. Errors and omissions regrettable. Subject to corrections on Being brought to notice”

3. Strategic Market Management 7th Edition – David Aaker
Quote-1
“If you are attacking your market with multiple options for capturing the customer and your competitor isn’t , you have all the advantages and it will show up in your increased success and income.”
Dr Ravindra Pratap Gupta

4. Quote-2
“Transition from the Marketplace to the Marketspace” is a must for success”
Dr Ravindra Pratap Gupta

5. Quote-3
‘The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but how to deploy it.’
Michael Porter
Harvard Business Review 2001

6. Assimilation of Technology
Technology first adopted to increase efficiency – doing the same tasks faster e.g. word processing instead of typing
Technology next adopted to increase effectiveness – doing tasks not only faster but better e.g. spreadsheets transformed finance and accounting
With time, entirely new uses found for technology that were originally unthinkable e.g. transformation of internet into WWW
This is called the surprise index!

7. INTERNET MARKETING Also called Online Marketing
Internet Marketing is the area where
You can create your content or add content i.e. website, blogs, Facebook, Instagram, U-tube
Expressing your thoughts i.e. twitter, Facebook, Webinar.
Place yours ad’s on the website i.e. here you can create cache words and banners for promoting yours website or campaign.

8. Definition of Internet Marketing
Internet Marketing is the application of the Internet and related digital technologies to achieve marketing objectives (Chaffey, 2000)
Internet marketing is the combination of traditional marketing principles with interactive marketing methods applied to meeting the need of the online customers

9. What is On-Line Marketing ?
“Marketing your products using Internet “
Marketing
Viral Marketing
Affiliate Marketing
Banner Marketing
SEM Marketing
Organic
Paid
Shall I Continue with my Traditional Marketing 9

10. The Internet Marketing Concept

11. IM-Concerns-Requirement-Focus
Concerns – Internet marketing is particularly concerned with the following aspects of the Internet marketplace
Multimedia data
Digital products and services
Electronic commerce
Active customer relationships
Information management
Business partnerships
Extended market reach (local, regional, national, global)
Essential requirement: Understanding the behavior of a e-customer society
Essential focus: CRM – Customer Relationship Management

12. Internet Marketing Strategies
Internet marketers have a broad selection of strategies to create and deliver online marketing programs
Relationship Marketing
Transaction Marketing
Real-Time Marketing
Affiliate Marketing
Event Marketing
Loyalty Marketing
Permission Marketing
Direct Marketing
Database Marketing
Viral Marketing
One-to-one Marketing

13. What does Internet Marketing want to achieve
Advertise and promote products
Sell products and services
Expand existing markets
Influence the media
Manage brands
Test new markets and new products
Position the company and manage public relations
Generate loyalty and better serve existing customers
Generate leads, qualify people and develop customer lists
Reduce customer support costs
Support business partners and find new ones
Manage distribution channels better
Generate new revenue stream
Obtain research data
Analyze competitors

14. Why Market in the Internet Economy?
Provides four ingredients for success in the global economy:
Access to vast quantities of information in real time
Access to any and all products and services
Ability to communicate with anyone, anywhere in a variety of ways
Capability to perform financial and other business transactions
Different and better than many traditional business operations
More efficient because its digital
Cost of development similar to analog but..
Cost of manipulation, replication and transmission near zero
More cost effective because it is global with no geographic constraints
More effective because there are no time constraints (24x7)

15. Internet Properties and Marketing Implications
Internet technologies have changed traditional marketing in a number of critical ways:
Power shift from sellers to buyers,
Death of distance,
Time compression,
Knowledge management is key,
Interdisciplinary focus,
Intellectual capital rules.

16. Advantages of the Market Space
Direct Contact
High Contact
High Speed
Great Variety
Use of Multimedia
Accessible 24 Hours
…..From around the world
Low Cost

17. E-Business Markets
Once marketers identify appropriate markets, information technology facilitates relationships before and after the transaction with:
Prospects,
Customers,
Partners,
Supply chain members.
There are three important markets that both sell and buy to each other:
Businesses,
Consumers,
Governments.

19. Business Market
It is huge: more businesses are connected to the internet than consumers.
It is transparent to consumers:
It involves proprietary networks that allow information and database sharing.
E.g. FedEx, the package delivery firm:
Its customers can schedule a package pick-up using the Web site,
Track the package using a PC or Mobile devices.
Pay the shipping bill online.

20. Consumer Market
E-marketers must understand consumers in potential geographic segments:
Tele-density the deciding factor
Iceland and Denmark = 2 of the most wired countries in the world = 60% Internet penetration,
Consumers in many countries pay by the minute for local phone access = determine the kind of casual surfing practiced by Internet users.

21. Consumer Market Fortunately, e-marketing can meet all these needs:
With mass customization of products and services individuals can contact firms over the Internet and receive responses tailored to their needs,
Business can also customize and personalize products and communications to strengthen long-term relationships with customers.
E.g. Amazon.com presents personalized Web pages to users

22. Government Market
With transparency as major reason these markets are coming up with privatization and accountability factor.
Small and large businesses usually have an equal chance of selling to governments.
Government websites announce their buying needs in advance of the bidding process.
The U. S. government is the world’s largest buyer, purchasing over $200 billion in goods and services every year.
Add to this the purchasing power of U.S. states, counties, cities, and other municipal agencies, and this makes for a huge market.
The scope of this is increasing in India.

23. Government Market
Businesses wishing to sell to governments face challenges unique to this market:
Follow rules regarding qualifications, paperwork, etc.,
Must compete to be on the government list of approved suppliers + compete for specific contracts through a bidding process,
Have to conform to very particular timely delivery of quality products at reasonable prices.

24. Key Components of Internet Marketing?
Website Design
Search Engine Optimization
Social Media Marketing
Pay Per Click Advertising
Marketing

25. Website Your website is your “storefront.”
You should put as much thought into your virtual storefront as you
would to the front window display at a traditional store on Main
Street.
Your website needs to attract customers and keep them coming
back for more.

26. SEO-Search Engine Optimization
SEO purpose is get the Website Ranking Higher.
SEO is an act of to make a website rich for Search Engines and Visitors.

27. What is SEO? Why Does it Matter?
Reach people who are specifically seeking your information and products
Investment in SEO provides on-going streams of relevant website traffic

28. Social Media Why Social Media Matters
Communicate with and gain insights from target customers
Social media provides tremendous reach at a fraction of the cost of traditional marketing methods
Create awareness and buzz around your brand, service, or product
Successful social media marketing campaigns attract links, and as a result, enhance SEO efforts

29. PPC-Pay Per Click
Reach people who are specifically searching for your information and products
Receive immediate and detailed feedback on performance of campaign
Reach thousands of potential customers within minutes

30. Email Marketing Guide customers through buying cycle
Browser
Shopper
Buyer
Lifetime Customer
Cost-effective, automated, scalable
Newsletters, follow-up campaigns

31. The AIDA model
AIDA model is a framework for understanding how hypermedia can be used to reach promotional goals.
The AIDA process indicates that:
First the attention of the target audience must be gained
Then interest created in the product or service
Desire generated
Action taken by the targeted audience.
The AIDA process is based on attitude models in which:
The audience first thinks about an object (cognition)
Develops feelings (affect)
Engages in some type of behavior (conation).

32. Communication Goals
What is the goal of the site?

33. Problems of Internet Marketing
Transmission time;
Site congestion;
Lack of organisation;
Lack of security;
Global differences;
Customer is in charge;
Time of visit.

34. Pitfalls of Internet marketing
Traditional vs. Internet Marketing techniques;
Bad news travel quickly;
Difficulties with identifying the market;
Not many words;
Not paying attention;
Poor structure;
Dishonesty;
Channel conflict.

35. Conclusions (1):
The number of people and companies doing transactions on the Internet is dramatically increasing;
No company should ignore the power of Internet in doing business…
…but doing business in the Marketspace is different from the marketplace;

36. Conclusions (2):
So Internet Marketing is here to provide companies with the way to achieve a desired level of customer satisfaction;
Internet Marketing is not a solution by itself. Companies must be creative, innovative and effective enough in order to avoid Internet marketing problems and seize its opportunities.

37. Dr Ravindra Pratap Gupta
Quote-4
"The most serious mistakes are not being made as a result of wrong answers. The truly dangerous thing is not getting the right questions."
Dr Ravindra Pratap Gupta

38. Questions
Q1. Define Internet Marketing? Discuss Internet Marketing Strategies & Marketing Implications? Q2. Discuss Key Components of Internet Marketing? Discuss AIDA Concept?

39. Assignment

40. Assignment-1 Discuss each in Detail Relationship Marketing
Transaction Marketing
Real-Time Marketing
Affiliate Marketing
Event Marketing
Loyalty Marketing
Permission Marketing
Direct Marketing
Database Marketing
Viral Marketing
One-to-one Marketing

41. Thanks