The Power of eMarketing

Ahad Popatputra

What is eMarketing
eMarketing, also known as web marketing, online marketing, webvertising, , is referred to as the marketing of products or services over the Internet. It is considered to be broad in scope because it also includes marketing done via e-mail and wireless media. Digital customer data and electronic customer relationship management (ECRM) systems are also comes.

Impact of Internet on media consumption

23% 20% 15%

Watch TV less often Read magazines less often Read newspaper less often

9%

Listen to radio less often

Source: (USA) Scarborough National Internet Study

Internet Use at Any Location, 1998 and 2001 As a Percent of U.S. Population
100 90 80 70 60 50 40 30 20 10 0 3-4 years old 5-9 years old 10-13 years 14-17 years 18-24 years 18-24 years old old old in school old not in school 4.1 14.3 16.8 38.9 39.2 29.9 65.4 51.2 75.6 63.2 51.5 1998 2001 85

Types of eMarketing
1.Banner Advertising
Volatile history with sharply declining click through rates New forms such as java, active x, Branding is possible with banners the use of web banners or banner ads placed on a third-party website to drive traffic to a company's own website and increase product awareness.[4]

2.Search Engines
Pay for position taking a strong lead Search engine optimization (SEO) critical Majority of users rely on search engines for navigation Targeted audience Accounts for over 70% of new site visitors Turbulent arena

3.Social Media Marketing

The process of gaining traffic or attention through social media websites such as Facebook, Twitter and LinkedIn.[7]

4.E-mail Marketing
E-mail is the number one app with over 90% of internet users Issues such as browser differences, targeting, and privacy are critical Spam, creates a major negative for e-mail marketing, laws passed in 19 states Only 3 years of significant use

No Other Media Has All of the Advantages of eMarketing

Cost effectiveness Global reach Interactive response Measurability Personalization Real-time feedback

But E-marketing Suffers From

Lack of data 5 years vs. decades for magazines, radio Lack of understanding of technology by marketers Fast moving and turbulent arena Changing technologies Lack of trained personal Senior management barriers Corporate culture

Companies
Consumer durables Luxury items Mobiles Etc