1. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1
Introduction to E - marketing

2. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
E-marketing/Online marketing/Internet Marketing/ and
Mobile marketing is the process of growing and promoting an
organization using online media.
E-Marketing can also be defined as a subset of E-Business that
utilises electronic medium to perform marketing activities and
achieve desired marketing objectives for an organisation.
Ties together creative and technical aspects of the internet,
including design, development, advertising and sales.
What is E-Marketing?

3. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
E marketing methods include
Search engine marketing,
Display advertising,
E-mail marketing,
Interactive advertising and
Viral marketing.
E-Marketing methods

4. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
E-Marketing Strategy
E marketing strategy includes
all aspects of online advertising products, services, and
websites
search engine marketing
public relations
social media
market research
email marketing
direct sales

5. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
What is E-Business
“Utilising electronic medium in every day business activities.”
Or
“Any business process that relies on an automated information
system”
E-BusinessE-MarketingE-MarketingInteractive
Marketing
Interactive
Marketing

6. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
Difference between e-Business, e-Commerce and e-Marketing
E-Business : a very broad entity dealing with the entire complex
system that comprises a business that uses electronic medium to
perform or assist its overall or specialised business activities.
E-Commerce : best described in a transactional context. For
example an electronic transaction of funds, information or
entertainment technically e-Commerce is a part of e-Business.
E-Marketing : a part of e-Business that involves electronic
medium to achieve marketing objectives set on a strategic level
in addition to traditional marketing and business strategy.

7. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
Advantages of E-Marketing
Reduction in costs through automation and use of
electronic media
Faster response to both marketers and the end user
Increased ability to measure and collect data
Opens the possibility to a market of one through
personalisation
Increased interactivity

8. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
Disadvantages of E-Marketing
Lack of personal approach
Dependence on technology
Security, privacy issues
Maintenance costs due to a constantly evolving environment
Higher transparency of pricing and increased price competition
Worldwide competition through globalisation

9. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
Security Concerns
Many consumers hesitant to buy items over the Internet
because they do not trust that their personal information will
remain private.
Some companies that do business online have been caught
giving away or selling information about their customers.
Encryption is one of the main methods for dealing with privacy
and security concerns on the Internet.
Encryption is defined as the conversion of data into a form
called cipher.

10. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
Effects of E-marketing on Industries
Large impact on several industries including music, banking,
and book publishing, the advertising industry, etc.
Music industry-many consumers have begun buying and
downloading music files (e.g. MP3s) over the Internet instead of
buying CDs.
Banks…
•Offering the ability to perform banking tasks online
•Online banking more convenient than visiting bank
branches
•Online banking- the fastest-growing Internet activity

11. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
Effects of E-marketing on Industries
Internet auctions
•Unique items being sold on eBay
•Affecting the prices in the industry
•Buyers and sellers often look at prices on the website
before going to other markets
•Flea market sellers -putting their items up for sale online
and running their business out of their homes.
Ad industry
•Advertisers increasing and shifting more of their budgets
online
•Overtaking radio in terms of market share.
Search engine marketing & Email marketing -growing at
tremendous rates.

12. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
How does E-marketing relate to E-Business
Applications of E-Business can be divided into three categories:
1) Internal Business systems
2) Business Communication and Collaboration
3) Electronic Commerce

13. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
How does E-marketing relate to E-Business
1) Internal Business System:
• Customer Relationship Management (CRM)
• Enterprise Resource Planning (ERP)
• Document Management Systems
• Human Resources Management
2)Business Communication and Collaboration:
• VoIP
• Content Management System
• E-mail
• Voice mail
• Web Conferencing

14. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
How does E-marketing relate to E-Business
3) Electronic commerce (E-commerce):
Buying and selling of products or services over electronic systems
such as the Internet and other computer networks.
•electronic funds transfer
•supply chain management
•e-marketing/online marketing
•online transaction processing
•electronic data interchange (EDI)
•automated inventory management systems
•automated data collection systems

15. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
How does E-marketing relate to E-Business
E-commerce can be broadly divided into three categories:
•Internet Shopping
•Supply Chain Management
•Online Marketing

16. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
What is Internet?
•Worldwide, publicly accessible series of interconnected
computer networks that transmit data by packet switching using
the standard Internet Protocol (IP)
•“Network of networks" that consists of millions of smaller
domestic, academic, business, and government networks, which
together carry various information and services, such as
electronic mail, online chat, file transfer, and the interlinked
Web pages and other documents of the World Wide Web.

17. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
History of Internet
• J.C.R. Licklider of MIT, first proposed a global network of
computers in 1962.
• Defence Advanced Research Projects Agency (DARPA) in late
1962.
• Lawrence Roberts of MIT connected a Massachusetts
computer with a California computer in 1965 over dial-up
telephone line
ARPANET:
•Initially connected four major computers at universities in the
southwestern US (UCLA, Stanford Research Institute, UCSB, and
the University of Utah) and went online in December 1969.
•In 1991, the first really friendly interface to the Internet was
developed at the University of Minnesota.

18. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
History of Internet
CERN:
•In 1989, Tim Berners-Lee and others at the European
Laboratory for Particle Physics, more popularly known as CERN,
proposed a new protocol for information distribution.
•This protocol, which became the World Wide Web in 1991, was
based on hypertext--a system of embedding links in text to link
to other text, which is used when a text link is selected while
reading these pages.

19. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
History of Internet
Graphical Browser MOSAIC:
•In 1993-the graphical browser Mosaic by Marc Andreessen and
his team at the National Center for Supercomputing Applications
(NCSA)
•Andreessen moved to become the brains behind Netscape
Corp., which produced the most successful graphical type of
browser and server
•Microsoft developed Internet Explorer-full scale entry into the
browser, server, and Internet Service Provider market

20. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
History of Internet
WIRELESS:
•The wi-fi "hot spots" -can connect while away from the home or
office.
•Many airports, coffee bars, hotels and motels now routinely
provide these services, some for a fee and some for free.
wiMAX:
•Almost everywhere is a "hot spot"
•Municipal wi-fi or city-wide access
•wiMAX offering broader ranges than wi-fi
•Verizon's EV-DO, and other formats

21. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
History of Internet
Growth of smaller devices:
•Small tablets,
•Pocket PCs,
•Smart phones,
•Game machines, and
•GPS devices

22. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
Internet Access
•dial-up,
•landline broadband (over coaxial cable, fiber optic or copper
wires),
•Wi-Fi,
•satellite and
•technology 3G cell phones
Public places to use the internet:
•libraries and Internet cafes,
•airport halls
•coffee shops,
•"public Internet kiosk",
•"public access terminal",
•"Web payphone”
• Wi-Fi-cafes

23. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
Common uses of the Internet
E-mail
The World Wide Web
•Search Engines
•Publishing of ideas and information
•Encyclopedias & libraries
•Weblogs
•Social network services
Remote access
•working from home,
•collaboration and information sharing in many industries
•Virtual Private Network (VPN)
File sharing
• "shared location“ for instant use by colleagues
•print publications, software products, news, music, film,
video, photography, graphics and the other arts

24. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
Common uses of the Internet
Streaming media
•Radio and television broadcasters provide Internet 'feeds' of
their live audio and video streams
•Time-shift viewing or listening such as Preview, Classic Clips
and Listen Again features
•Internet 'broadcasters' who never had on-air licenses
•Podcasting-with little censorship or licensing control, to
broadcast audio-visual material on a worldwide basis
Voice telephony (VoIP)
•began as an optional two-way voice extension to Instant
Messaging systems
•as easy to use and as convenient as a normal telephone
•free or cost much less than a normal telephone call
•increasingly popular within the gaming world, as a form of
communication between players.
•Popular gaming VoIP clients include Ventrilo and Teamspeak,

25. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
Common uses of the Internet
Leisure Time Activities
•entertaining social experiments such as MUDs and MOOs
being conducted on university servers
•humor-related Usenet groups
•games and funny videos
•pornography and gambling
•multiplayer gaming
•download music, movies and other works
•to plan and book holidays
•to find out more about their random ideas and casual
interests
•Friends Reunited and many like them put and keep people
in contact for their enjoyment

26. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
Common uses of the Internet
Marketing
•fastest way to spread information to a vast amount of
people simultaneously
•revolutionized shopping
•personalized marketing which allows a company to market
a product to a specific person or a specific group of people

27. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
E-marketing vs. Traditional marketing
The benefits of E-marketing over traditional marketing
Reach
•truly global reach
Scope
•to reach consumers in a wide range of ways
•to offer a wide range of products and services
•includes, among other things, information management,
public relations, customer service and sales
Interactivity
•two-way communication channel,
•companies can feed off of the responses of their consumers,
•more dynamic and adaptive

28. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
E-marketing vs. Traditional marketing
Immediacy
•from hearing about a product to actual acquisition within a
few short clicks
•24 hours per day, 7 days per week for every week of the
year
•closing the gap between providing information and eliciting
a consumer reaction
•advertising spend creating immediate leads
Demographics and targeting
• skewed towards the middle-classes
•greater buying power
•perfect environment for niche marketing to targeted
groups.

29. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
E-marketing vs. Traditional marketing
Adaptively and closed loop marketing
•constant measurement and analysis of the results of
marketing initiatives
•responses can be analysed in real-time
•minimal advertising spend wasted on less than effective
campaigns
•far more dynamic in adapting to consumers' wants and
needs
•Maximum marketing efficiency-happier customers and an
improved bottom line

30. Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth
Unit – 1 Introduction to E -
marketing
Unit – 1 Introduction to E -
marketing
E-marketing – Past, Present and future
•New encryption methods and secure site technology
•Internet as essential a business tool as the phone and FAX
•From static sites to dynamic and personalized sites
•From broadcasting to narrowcasting
•From information dissemination to actual commerce
•“information glut” of unimaginable proportions,
•Web sites that run into the millions of dollars to build and
maintain,
•Massive data warehouses about consumers that are networked
together across companies and continents.
•Incredible rise in the mobile as a new interactive device