Internet Marketing

1. By
SANTHOSH KUMAR.R
2nd YEAR,MBA,DMS
INTERNET MARKETING

2. INTRODUCTION:
 The future of marketing lot depends upon the
internet, the digital marketing media. The
advantage of this technology is it allows much
greater customization of product, services, and
promotional messages than the older marketing
tools.
 With the raise of social networking sites like
facebook , twitter etc internet marketing can play
a vital role on reaching the customer’s directly
and precisely

3. Changes due to digital technology
into business environment:
 Consumers have more power than ever before.
 Consumers have access to more information than
ever before.
 Marketers can and must offer more services and
products than ever before.
 The exchange between marketers and customers
is increasingly interactive and instantaneous.
 Marketers can gather more information about
consumers more quickly and easily.
 Impact reaches beyond the PC- based
connection to the web.

4. The importance of the web
 Online is no longer a niche channel worthy of
investment for the future.
 It is a significant channel now and should be
actively managed.
 Worldwide online travel sales is valued at $147
billion in 2007
 This means that almost 80% of travel sales will
either be made online, or strongly influenced by
online

5. Where are the opportunities?
 There are three main opportunities that online
sales present:
 Incremental revenues
 Reduced cost of sale
 Enhanced brand loyalty and client relationships

6. The marketing opportunities
 Before looking at the opportunities, one
should consider the four stages of customer
interaction:
 Conversion
 Acquisition
 Retention
 Analysis
 Focussing in each of these areas
will create a solid action plan

7. The marketing opportunities
 Equal focus and specific activities should be
deployed to address each of these key areas:
Convert Acquire Retain
Analyse
Web design SEO CRM Web
analysis
Booking engine PPC Web design
Content Linking Customer
service

8. Site conversion is key to success
 Before investing in marketing efforts, a web site
should be “fit for purpose” to convert at the
highest rate
 Increasing the conversion ratio of visitors to
bookers is the single best investment
 Once the site is optimised, then marketing activity
to deliver incremental consumers should start

9. Mass Customization – How It
Evolved
 Middle Ages – Craft Production
 Master Craftsmen and Apprentices
 One off products, high labour content, expensive
 18th Century – Industrial Revolution
 Movement of people off land to towns and cities
 Sub-division of work  loss of traditional skills

10.  United States – Industrial Development
started later, from mid-19th Century
 Industrial workers had greater skills
 More use of these skills in U.S. factories
 Greater innovation – Colt weapons company
developed standardised parts to assist battlefield
repairs
 Development of mass production in early 20th
Century  U.S. becomes global power

11. Types of Mass Customization
 The Four Faces of Mass Customization –
 Joseph Pine and James Gilmore - Jan.-Feb. 1997
Harvard Business Review
 1. Collaborative Customization:
 Consumer and producer engage in a dialogue to determine
customer requirements
 Computers, clothing and footwear, furniture, some services
 2. Adaptive Customization:
 Product is designed so that users can alter it themselves to
fit unique requirements on different occasions
 High-end office chairs, R7 golf club, certain electronic
devices

12.  3. Cosmetic Customization:
 Product is unique in appearance only
 Customer’s chosen text or image on T-shirts, mouse mats,
baseball caps, mugs etc.
 Also called ‘Personalization’
 4. Transparent Customization:
 Producer provides customized product without consumer
being necessarily being aware that it has been customized
 Can be used when consumer’s needs are predictable or
can be easily deduced, and when customers do not want
their requirements repeated.
 Example- repeat orders for customized
clothing, chemicals

13. CONCLUSION:
 Today up to 80% of all bookings are influenced by the
web
 A strategic, planned, approach to online marketing will
produce far better returns than tactical activity
 Companies are promoting brands through social
networks but it’s early days yet. In the case of
Vodafone zoozoo, they have been on face book for
over a year now and already have 7.4 lakh fans, their
fan base is actually bigger than the biggest bollywood
stars, The zoozoo youtube channel boast more than
70 lakh video views.
 Most companies and experts concur that in today’s
agile marketing environment, as marketers look for
interesting ways to get consumer attention, online

14. References / Sources of Information
 Donal Reddington, Editor, MadeForOne.com
 Business today magazine
 TravelCLICK.com
 Consumer behaviour book by
 Leon G. Schiffman
 Leslie Lazar Kanuk