Online marketing is highly recommended for any kind of companies nowadays. In order to start the online marketing activity, one has to understand the basic 10c's for online marketers. Also they are supposed to know the environment around the organization to act according to the changes happening.

2. 10 c’s for Internet Marketers

3. Customer
 Customer is the central focus for any
marketing driven company.
 Software that are emerging helps in
connecting the millennial generation better.
 Wind et al (2002) have observed ‘a new
hybrid customer’ emerging who wants to
‘call,click and visit’ organizations, and
basically wants the best of the physical
world and virtual world.

4. Corporate culture
 A visionary individual who recognises
the potential of the internet and
promotes the benefit at senior level may
champion the internet cause.
 Grasp the nettle: Exploiting the internet and
use digital tools as a first mover
 Follow the leader: Based on the market
needs. If a customer demands a new
channel.
 Stand firm: Resisting the adoption of
internet.

5. Convenience
 Freedom, flexibility and convenience.
 Change in life style – longer working
hours, increasing divorce rate, mobility
of people, and increased nuclear family.
 This helps B2B as well as B2C

6. Competition
 Fast and unpredictable changes happen
in business due to online presence.
 Internet have brought in more
transparency. Price comparison sites
educate and empower customers.
 How do they get competition? -
Discussion

7. Answer
 Traditional companies moving online
 New online only entrants in domestic
market
 New online entrant from overseas
 Competition form newly formed online
alliances and partnership
 Competitors introducing or eliminating
channels of distribution
 Revitalised traditional business
 http://www.pricedekho.com/,
http://www.junglee.com/

8. Communications
 Receivers are active and they need the
right information to be sent.
 Junk mail or Snail mail ( images) or
SPAM is a problem.
 Email marketing
 Chat rooms
 60 secs vs 6 mins.

9. Consistency
 Matching physical and virtual world.
 To create a brand identity and brand
reassurance

10. Creative content
 Updating contents that can help SEM/
SEO
 Creating Site stickiness
 FAQs to support the customer

11. Customisation
 Mass customisation – in terms of
communication.
 Relevant customisation – when it comes
to product

12. Coordination
 Real time dissemination of information
require coordination from all the
departments

13. Control
 Test events and marketing is possible
with the measurement/ responses given
by customer.
 Web analytics help the organisation to
monitor the activity of the customer.

14. Marketing Environment
 Micro and Macroenvironment factors
 Micro level:
 Suppliers – here it’s the information
exchange platform to connect with suppliers
 Distributors – No intermediation or
reintermediation at low cost
 Stakeholders – mail exchanges to
communicate with all levels
 Competitors – National and global

15. Macro environment
 Societal
 Technological
 Economical
 Political

19.  “The scale and pace of change is still
accelerating, and the nature of the
Internet—who uses it, how, and for what—
is changing rapidly too. Developing G-20
countries already have 800 million Internet
users, more than all the developed G-20
countries combined. Social networks reach
about 80 percent of users in developed and
developing economies alike. Mobile
devices—smartphones and tablets—will
account for four out of five broadband
connections by 2016.”