DATE: 30TH JULY, 2013.

INTERNET MARKETING: ABSTRACT: With the advent of information technologies and emergence of online stores, the online marketing has not been the same as it was in the past. Now in order to strive in this cut throat competition it is of vital importance for the organizations to understand the factors that matter for consumers when they shop online. As the competition in e-commerce is intensified, it becomes more important for online retailers to understand the antecedents of consumer acceptance of online shopping. Such knowledge is essential to customer relationship management, which has been recognized as an effective business strategy to achieve success in the electronic market. Internet marketing is the fastest growing and most exciting branch of marketing today. as the world becomes ever more connected, keeping up with developments and trends is vital for marketers trying to reach new audiences who are more discerning, fragmented and cynical than ever. technology and software are changing at such a high rate that it seems almost impossible to keep up with trends. Products and services are evolving and adapting to the online sphere. the web is constantly shifting, growing and changing everything is fleeting.How do savvy internet marketers cope with all this? they harness the power of the web and its myriad tools for their own needs. they find unique and personal ways to interact with customers online. they plan, organise, implement and measure complex internet-wide strategies seamlessly. most importantly, they never stop learning, growing and adapting themselves. WHAT IS INTERNET MARKETING? Internet marketing often called online marketing or emarketing is essentially any marketing activity that is conducted online through the use of internet technologies. It comprises not only advertising that is shown on websites, but also other kinds of online activities like email and social networking. every aspect of internet marketing is digital, meaning that it is electronic information that is transmitted on a computer or similar device, though naturally it can tie in with traditional offline advertising and sales too. Internet marketing has three cornerstone principles: 1. Immediacy. the web changes at a blistering pace and online audiences, whose attention spans are short, expect on-the-minute updates and information. to keep the favour and attention of this group, you must respond to online messages and interact with communities as quickly as possible. 2. Personalisation. customers online are no longer faceless members of a broad target audience they are individuals who want to be addressed personally. use the wealth of personal

CONSUMER BEHAVIOUR: GROUP 3, PGDM RM 2012 2014.

information available online to your benefit by targeting the relevant people precisely and personally. 3. relevance. communication online must be interesting and relevant to the reader, otherwise it will simply be ignored. With all the information that is competing for your audiences attention, you must find a way to stand out and engage readers. the best way to do this is by giving them exactly what they want, when they want it.

OBJECTIVES: Internet marketing is a set of tools and techniques to deliver four main objectives:

Search engine preference: getting the search engines to have a preference for your website, so it appears in searches relevant to your company Targeted messaging: getting targeted messaging out to customers, publishers, writers, and advertisers Building online communities: building online communities of people passionate about your companys products and services Driving word of mouth: driving word of mouth about your company within relevant online communities, including both the communities you manage and others

WHY INTERNET MARKETING? Convenience Internet marketing enables you to be open for business around the clock without worrying about store opening hours or overtime payments for staff. Offering your products on the Internet is also convenient for customers. They can browse your online store at any time and place orders when it is convenient for them. Reach By marketing on the Internet, you can overcome barriers of distance. You can sell goods in any part of the country without setting up local outlets, widening your target market. You can also build an export business without opening a network of distributors in different countries. However, if you want to sell internationally, you should use localization services to ensure that your products are suitable for local markets and comply with local business regulations. Localization services include translation and product modification to reflect local market differences. Cost Marketing products on the Internet costs less than marketing them through a physical retail outlet. You do not have the recurring costs of property rental and maintenance. You do not have

CONSUMER BEHAVIOUR: GROUP 3, PGDM RM 2012 2014.

to purchase stock for display in a store. You can order stock in line with demand, keeping your inventory costs low. Personalization Internet marketing enables you to personalize offers to customers by building a profile of their purchasing history and preferences. By tracking the web pages and product information that prospects visit, you can make targeted offers that reflect their interests. The information available from tracking website visits also provides data for planning cross-selling campaigns so that you can increase the value of sales by customer. Relationships The Internet provides an important platform for building relationships with customers and increasing customer retention levels. When a customer has purchased a product from your online store, you can begin the relationship by sending a follow-up email to confirm the transaction and thank the customer. Emailing customers regularly with special, personalized offers helps to maintain the relationship. You can also invite customers to submit product reviews on your website, helping to build a sense of community. Social Internet marketing enables you to take advantage of the growing importance of social media. An article on the Harvard Business School Executive Education website highlighted the link between social networking and online revenue growth. According to the article, a group of consumers that responded most strongly to the influence of social networks generated increased sales of around 5 percent. You can take advantage of this type of influence by incorporating social networking tools in your Internet marketing campaigns. RESEARCH METHODOLOGY: To reach those objectives quantitative research methods would be used to identify all aspect of the internet marketing and its impact on consumer behavior. . Thank You Akshay raunak 36 Urvashi maniar 25 Devansh shah 40 Jasraj singh 48 Direct observation. Questionnaire Case study

CONSUMER BEHAVIOUR: GROUP 3, PGDM RM 2012 2014.