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CONTENTS

1. Introduction……………………………………………………………..2

2. What is e-Marketing?……………………………………………..….….3 2.1. 2.2. 2.3.

Importance and mail tools of e-Marketing…………………...….3-4 Benefits and limitations.……………………………………...….4-6 Security concerns………………………………………………...6

3. Main tactics of e-Marketing…………………………………….………..7 3.1.

Search Engine Marketing - SEM………………………….….….7

Pay Per Click – PPC………………………………….......…..7-8
3.1.1. 3.2. 3.3. 3.4. 3.5.

Search Engine Optimisation – SEO…………………….........8 Email marketing…………………………………………..…..….8 Social media marketing……………………………………....….9 Web PR…………………………………………………….....….9 Other main tactics…………………………………………......…10-12

Conclusion………………………………………………………..……….…13 Appendices………………………………………………………..…..……..14-15 Glossary ……………………………………………………………..…...….16-17 Bibliography………………………………………..………………….….....18

1. Introduction Marketing has pretty much been around forever in one form or another. Since the day when humans first started trading whatever it was that they first traded, marketing was there. Marketing was the stories they used to convince other humans to trade. Humans have come a long way since then, (Well, we like to think we have) and marketing has too. The methods of marketing have changed and improved, and we've become a lot more efficient at telling our stories and getting our marketing messages out there. E-Marketing is the product of the meeting between modern communication technologies and the age-old marketing principles that humans have always applied. E-Marketing has transformed the way we can do business. The Internet has changed how we think, how we act and how we shop. Customers are using search engines, social media and mobile devices to find the products and services they need. And of course, we should remember that the Internet is constantly evolving. That said, the specifics are reasonably complex and are best handled piece by piece. So we’ve decided to break it all down and tackle the parts one at a time. Here we’ll be looking at the"what" and "why" of e-Marketing, outlining the defenition and pointing out how it differs from traditional marketing methods on the real examples. This project describes the importance of e-Marketing, benefits and limitations, security concerns and also outlines main tactics of e-Marketing.

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2. What is e-Marketing? E-Marketing, also known as digital marketing, web marketing, online marketing, search marketing or Internet marketing, is referred to as the marketing (generally promotion) of products or services over the Internet. Very simply put, e-Marketing or electronic marketing refers to the application of marketing principles and techniques via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. So, e-Marketing means using digital technologies such as websites, mobile devices and social networking to help reach your customer base, create awareness of your brand and sell your goods or services. These technologies can be used cheaply and effectively, whatever the size of your company or your business model. The basics of marketing remain the same - creating a strategy to deliver the right messages to the right people. Though businesses will continue to make use of traditional marketing methods, such as advertising, direct mail and PR, e-Marketing adds a whole new element to the marketing mix.

2.1. Importance and main tools of e-Marketing When implemented correctly, the return on investment from e-Marketing can far exceed that of traditional marketing strategies. Whether you're a "bricks and mortar" business or a concern operating purely online, the Internet is a force that cannot be ignored. It can be a means to reach literally millions of people every year. It's at the forefront of a redefinition of way businesses interact with their customers. E-Marketing is essentially part of marketing. But what is the difference between eMarketing and Internet or web marketing? What are the e-Marketing tools?

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There is no real difference between e-Marketing and internet or web marketing. However, others would see e-Marketing and internet or web marketing as subtly different, for example Chaffey (below):
• Internet (or web) marketing is achieving marketing objectives through applying digital

technologies (Chaffey 2006).


E-Marketing

is

achieving

marketing

objectives

through

use

of

electronic

communications technology (Chaffey 2006)1. Whilst this distinction is wholly acceptable, it is difficult to see where the distinction lies between digital technologies and electronic communications technologies, especially with the convergence of technologies such as mobile devices. Main E-Marketing tools to offer to the marketer include: • A company can distribute via the Internet (example - Amazon.com) • A company can use the Internet as a way of building and maintaining a customer relationship (example – Dell.com) • The money collection part of transaction could be done online (example – electricity and telephone bills) • Leads can be generated by attracting potential customers to sign-up for short periods of time, before signing up for the long term • The Internet could be used for advertising (example – Google Adwords)


Finally, the web can be used as a way of collecting direct responses (example – as part of a voting system for a game show).

2.2. The benefits and limitations of e-Marketing So, let`s look at the eMarketing benefits over traditional marketing first: Reach The nature of the Internet means businesses now have a truly global reach. While traditional media costs limit this kind of reach to huge multinationals, e-Marketing opens up new avenues for smaller businesses, on a much smaller budget, to access potential consumers from all over the world.
1

Chaffey, D. et al., 2006. Internet Marketing: Strategy, Implementation and Practice, Pearson Education.

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Scope Internet marketing allows the marketer to reach consumers in a wide range of ways and enables them to offer a wide range of products and services. E-Marketing includes, among other things, information management, public relations, customer service and sales. With the range of new technologies becoming available all the time, this scope can only grow. Interactivity Whereas traditional marketing is largely about getting a brand's message out there, eMarketing facilitates conversations between companies and consumers. With a two-way communication channel, companies can feed off of the responses of their consumers, making them more dynamic and adaptive. Immediacy Internet marketing is able to, in ways never before imagined, provide an immediate impact. Imagine you're reading your favourite magazine. You see a double-page advert for some new product or service, maybe BMW's latest luxury sedan or Apple's latest iPod offering. With this kind of traditional media, it's not that easy for you, the consumer, to take the step from hearing about a product to actual acquisition. With eMarketing, it’s easy to make that step as simple as possible, meaning that within a few short clicks you could have booked a test drive or ordered the iPod. And all of this can happen regardless of normal office hours. Effectively, Internet marketing makes business hours 24 hours per day, 7 days per week for every week of the year. Demographics and targeting Generally speaking, the demographics of the Internet are a marketer's dream. Internet users, considered as a group, have greater buying power and could perhaps be considered as a population group skewed towards the middle-classes. Buying power is not all though. The nature of the Internet is such that its users will tend to organise themselves into far more focussed groupings. Savvy marketers who know where to look can quite easily find access to the niche markets they wish to target. Marketing messages are most effective when they are presented directly to the audience most likely to be interested. The Internet creates the perfect environment for niche marketing to targeted groups. Adaptivity and closed loop marketing Closed Loop Marketing requires the constant measurement and analysis of the results of marketing initiatives. By continuously tracking the response and effectiveness of a campaign, the marketer can be far more dynamic in adapting to consumers' wants and needs.

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With e-Marketing, responses can be analysed in real-time and campaigns can be tweaked continuously. Combined with the immediacy of the Internet as a medium, this means that there's minimal advertising spend wasted on less than effective campaigns. Maximum marketing efficiency from e-Marketing creates new opportunities to seize strategic competitive advantages. And now, we would like to mention main limitations: However, from the buyer's perspective, the inability of shoppers to touch, to smell, to taste, and "to try on" tangible goods before making an online purchase can be limiting. However, there is an industry standard for e-commerce vendors to reassure customers by having liberal return policies as well as providing in-store pick-up services. So, in my opinion, it wouldn`t be difficult to match some disadvantages of e-Marketing: • Lack of personal approach • Dependability on technology • Security, privacy issues • Maintenance costs due to a constantly evolving environment • Higher transparency of pricing and increased price competition • Worldwide competition through globalization. • 2.3. Security concerns Information security is important both to companies and consumers that participate in online business. Many consumers are hesitant to purchase items over the Internet because they do not believe that their personal information will remain private. Some companies that purchase customer information offer the option for individuals to have their information removed from their promotional redistribution, also known as opting out. However, many customers are unaware if and when their information is being shared, and are unable to stop the transfer of their information between companies if such activity occurs. Additionally, companies holding private information are vulnerable to data attacks and leaks. Internet browsing privacy is a related consumer concern. Web sites routinely capture browsing and search history which can be used to provide targeted advertising. Privacy policies can provide transparency to these practices. Spyware prevention software can also be used to shield the consumer.

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Another consumer e-commerce concern is whether or not they will receive exactly what they purchase. Online merchants have attempted to address this concern by investing in and building strong consumer brands (example - Amazon.com, eBay, and Overstock.com), and by leveraging merchant and feedback rating systems and e-commerce bonding solutions. All these solutions attempt to assure consumers that their transactions will be free of problems because the merchants can be trusted to provide reliable products and services.
3. Main tactics of e-Marketing

In the first part of our project we discussed what e-Marketing is, why it's important and the benefits of e-Marketing over traditional marketing methods.And now we'll be looking at the weapons an e-Marketer has in their arsenal. What are they? How do they benefit you and your business? That's exactly what we're about to find out. 3.1. Search Engine Marketing - SEM Daily search volumes run into the hundreds of millions and Search Engines drive a huge proportion of all web traffic. Search is usually the first port of call for anyone looking for anything online. Those who seek online, search. SEM is important to almost any online campaign. SEM is an essential marketing tactic and arguably the biggest emerging marketing avenue established within the last decade. Fundamentally, what makes SEM so effective is that you get found by potential customers looking for the service you offer. So, provided you've got your keyword strategy right, you're getting targeted traffic. Search Engine Marketing is divided into two distinct categories: Paid Search and Organic Search Talk about Paid Search and you're talking Pay Per Click or PPC. Talk about Organic Search and the focus is Search Engine Optimisation or SEO. They're similar enough to be classified together under SEM but they're different enough to warrant separate explanations. Pay Per Click - PPC It does just like it says on the tin. You Pay Per Click. Simple. Targeted. Effective. You buy sponsored adverts on Search Engine Results Pages (SERPs), often displayed either above the normal "organic" listings or across to the right hand side. The beauty of the system is that you're paying purely on a performance basis, that is, when the ad is clicked on. Buying sponsored adverts on search engine results pages and content pages while only paying for those ads on a performance basis, has proven to be an exceptionally costeffective online marketing strategy because you only pay when it works!
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A few points on PPC:


Advert positioning is based on a bidding system. At its simplest, the highest bidder gets A PPC campaign is a dynamic strategic process. It needs to be closely monitored and An appropriate keyword strategy is imperative to ensure the clicks you pay for are as

the highest ad placement.


managed to ensure maximum ROI.


targeted as possible. The more targeted your traffic, the greater your conversion rates, and the better your ROI. How does it looks like we can see in Appendix 1. 3.1.1. Search Engine Optimisation – SEO SEO is the process of getting a website to achieve top rankings for its chosen key phrases on the search engines without paying for these rankings. With daily search volumes in the hundreds of millions, and searchers in "goal mode", this is a tactic that cannot be ignored. SEO is PPC's roommate in the house of SEM. Strictly speaking, SEO is about optimising websites to achieve high rankings on the Search Engines for certain selected key phrases. Sometimes called "organic" or "natural" optimisation, SEO involves making changes to the HTML code, content and structure behind your website, making it more accessible for Search Engines, and by extension, easier to find by users. SEO rewards relevant, helpful websites that add value and give visitors what they're looking for. SEO is an extremely cost effective way of generating new business to your site. Once your site ranks highly on a Search Engine Results Page, you don't pay for any traffic that arrives at your site from that listing. SEO is a continuous process though; both to maintain rankings and improve rankings for other terms that may bring in relevant traffic.

3.2. Email Marketing It is one of the oldest and yet still one of the most powerful of all eMarketing tactics2. Direct marketing via electronic means - email marketing is very powerful. It's also extremely cost effective, highly targeted, customisable, measurable and best of all, takes advantage of the consumer's most prolific touch point with the Internet, their inbox. Email marketing is about building virtual relationships with existing and potential clients and maximising the retention and value of these customers. Push your message out to your audience and let it pull them into contact with your company. With a correctly built mailing list, you have direct access to a targeted audience.
2

Porter, M. (2001) Strategy and the Internet. Harvard Business Review. 2001, 62-78 8

Customise and tweak your message, then measure and test to see what techniques are most effective for your particular market. Email marketing is about creating, building up, and capitalising on the relationships you build with your clients. The email marketing solution we could see in Appendix 2. Social Media Marketing Social Media: In an age of Consumer Generated Media, Social Media has a powerful role to play when it comes to marketing your brand online. Business owners are quickly realizing that social media is a great way to get more business and connect with customers. Social media is a cornerstone of any successful Internet marketing campaign. Social Media is one of the fastest ways to connect to new customers. It can take up to four years to reach 50 million users through the internet at large, yet Facebook added 100 million users in less than 9 months.
• • •

90% trust the recommendations of friends when it comes to making purchases 78% trust the recommendations of strangers when it comes to making purchases The average user of Facebook spends 55 minutes a day there and has 130 friends YouTube is the second most popular search engine 37% of users say they have bought something that was promoted through YouTube.

Facebook is now the biggest referral site on the web
• •

People are using social media to find the products and services they need and there are a lot of cyberslackers in fact. Social media prospects are so valuable because they come to you from a friend or follower. This comes with a built-in credibility and better conversion rate. So let`s look at Social media landscape in Appendix 3. Web PR Business has moved online and Public Relations (PR), that indispensable tool of brand awareness, has followed. Now that most business is conducted on the Internet; the playground of PR has moved online. WebPR allows PR to reach its fullest expression because the potential for getting your brand "out there" is limitless. There is an assortment of ways to market a business globally through WebPR. Online press releases must drive traffic to the particular site. To achieve this, press releases need to be optimised with the appropriate key phrases and links.
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The link posted at the end of a press release or feature article is a valuable source of driving internet traffic to the website. Writing interesting, high-quality articles on relevant topics and submitting them to content distribution sites is a great way to effectively promote this website or brand. 3.3. Other main tactics Online advertising Eyeballs. They're a large part of the traditional advertising equation. For brand awareness, firms need theirs brands to be seen. Online Advertising is strongest on - adverts on websites, email newsletters and other electronic publications and is generally paid for on a Cost Per Acquisition (CPA) basis. Unlike some of the other e-Marketing techniques we've looked at, online advertising is not biased towards directly measurable ROI. Rather, it provides a means for combining the brand awareness bias of traditional advertising techniques with the immediacy of e-Marketing. Affiliate marketing Is like a combination of PPC and Online Advertising. In simple terms, it involves getting affiliated websites to display your adverts, with payment based only on performance (usually a commission on sales generated)3. So while you're increasing your brand visibility, you are only paying for results. Additionally, you create revenue making opportunities for many other online publishers, helping to grow the e-Marketing industry, giving you a warm fuzzy feeling. Example: Amazon is an internet retailing marketing company based in Seattle, Washington. Its primary mission is committed to customer satisfaction. Amazon intends to put customer’s satisfaction first by using the internet to transform book buying into the fastest, easiest and most enjoyable shopping experience possible. It opened a whole new market for competitive business on the computer and has proven to be a successful company on the Net. Amazon.com is an online retailer that has created a business unlike any other. It services over 17 million customer accounts in over 150 countries. Amazon.com sells many types of items in many different categories; books, music, videos, video games, toys, and DVDs are just a few. This company has an obviously large marketing opportunity along with a large customer base. It is a great brand with a distinguishing reputation. The purpose of Amazon.com is to build a place where customers can locate anything anywhere.
3

Reinartz, Werner J. (2001), "Customizing Prices in Online Markets," European Business Forum, 6, 35-41
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Anything anywhere refers to products and services. Product and service expansion is important, as the company becomes increasingly well known to a wider customer base. Amazon.com (Amazon) launched its associate program in July 1996: Amazon associates could place banner or text links on their site for individual books, or link directly to the Amazon home page. When visitors clicked from the associate's website through to Amazon and purchased a book, the associate received a commission. Amazon was not the first merchant to offer an affiliate program, but its program was the first to become widely known and serve as a model for subsequent programs. In February 2000, Amazon announced that it had been granted a patent on components of an affiliate program. The patent application was submitted in June 1997, which predates most affiliate programs, but not PC Flowers & Gifts.com (October 1994), AutoWeb.com (October 1995), Kbkids.com/BrainPlay.com (January 1996), EPage (April 1996), and several others. The beautiful design of the Amazone`s web-site we could see in Appendix 4.

Viral marketing Word-of-mouth is probably the world's oldest form of marketing. Back when humans first started trading the things they traded, they'd likely find out about where to get what they needed from others. Collaboration and information sharing is a basic human trait and perhaps the one which made us the dominant species. Viral Marketing uses the connectedness of the Internet and the social networks characteristic of electronic communication to build brand awareness exponentially. People pass on and share things that provide value, especially when the costs of sharing are low, as is the case online. Think funny video clips, interactive flash games, competitions, images, text - in fact, viral marketing is limited only by the creativity of the e-Marketer. Anything that truly entertains, informs, amuses or intrigues the recipient is likely to be further distributed. A well-orchestrated viral campaign harnesses this basic fact of human nature for the good of the brand. Online Reputation Management – ORM More and more, consumers turn to the Internet for information about products, services and the companies that offer them. Buying a new car? Check out reviews online. Thinking of getting in a new e-Marketing agency? Find out what others have said online about their experiences.
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A company's reputation is out there on the web for all to see. Existing and potential customers care about that reputation. And so should you. People are talking. Good things and bad things. Praise and scorn. ORM means monitoring what's being said about you. Listening to what customers are saying. It also means responding. Let your customers know that you hear them. Earn their trust with honesty and openness. Most importantly, engage them. Make them feel included and important and considered. By being aware of what's being said about you online, you are able to react and put the necessary damage control strategy in place as soon as bad publicity pops up its fat, stupid, ugly head. Conversion Optimisation Fundamental e-Marketing, such as site development, SEO, emailing, PPC and WebPR effectively maintain firm`s presence online. But Conversion Optimisation service adds to and enhances these tactics through the process of traffic analysis and optimisation to turn more visitors into consumers. Analyse First we need to analyse the collaborative effect of our entire e-Marketing effort, looking at the combined effectiveness of all our tactics. Firm need to analyse: 1)Web usability 2)Site analytics 3)The relative ROI of each e-Marketing technique used 4)Split and multivariate testing 5)Any other available measurable Optimise Simply put, this optimisation process is all about minimising the drop-off rate, and making the most of the traffic we're getting. Conversion is the whole reason the website exists. Based on what was found with our analysis, we make incremental changes to the most inefficient factors. By doing this, we're, as a successful marketer, improving the conversion rate of traffic into customers.

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Conclusion The Internet opens a world of opportunities to the organizations as well as customers. It gives customers a much wider choice of products, services and prices from various suppliers. For organizations, it gives opportunity to widen horizons by entering new markets and offering new services there by competing with larger business. So e-Marketing may be used for business to business or business to consumer environment. We should stress out that e-Marketing nowadays ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle. Both consumers and companies agreed that e-Marketing improves the brand image of the company or products or both. And also e-Marketing offers a valuable addition to the arsenal of marketing tools, while providing important feedback on the cost-effectiveness of marketing initiatives, which is especially important in the midst of the current economic conditions.

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Appendices Appendix 1

Appendix 2

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Appendix 3

Appendix 4

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Glossary
1.

New media – modern ways of distributing information and entertainment, such as the Internet (новые средства массовой информации).

2.

Converge – if two or more economies converge, they start to have the same characteristics such as the same levels of inflation, interest rates etc (слияние).

3.

Transaction cost – the cost of buying or selling something relating to payments to agents who work for you, lawyers etc (транзакционные издержки).

4. 5.

Avenue – a possible way of achieving something (путь, средство). Facilitator – someone who helps a group of people discuss things with each other or do something effectively (посредник).

6.

To hesitate – to pause before saying or doing something because you are nervous or not sure (стесняться).

7.

Vulnerable – a place, thing, or idea that is vulnerable is easy to attack or criticize (уязвимый).

8.

Spyware – computer software that secretly records information about which web-sites you visit. This information is then used by advertising companies, who try to sell you products (шпионское программное обеспечение).

9.

Prevalent – common at a particular time, in a particular place, or among a particular group of people (распространенный).

10. Cyberslacker – an employee who spends a lot of time on the Internet doing activities that

are not related to their job, for example shopping or emailing friends (тот, кто пользуется Интернетом за чужой счет).
11. Creeping – disapproving gradually becoming stronger and gaining more influence, but so

slowly that people do not notice (медленно завоевывающий позиции).
12. Incremental – increasing in amount or value gradually and by a regular amount

(дополнительный, возрастающий).
13. Affiliate marketing – marketing using other websites in order to market products and

services from your website. The other websites receive a payment for providing this service (партнерский маркетинг).
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14. To deceive – to make someone believe something that is not true in order to get what you

want (обманывать).
15. To monitor – to carefully watch and check a situation in order to see how it changes or

progresses over a period of time (заниматься мониторингом).
16. To steer – to guide the way a situation develops, by influencing people`s ideas or actions

(управлять).
17. To canvass – to ask people about something in order to get information (собирать голоса,

опрашивать).
18. Field – a subject that people study or are involved in as part of their work (сфера

деятельности).
19. To kick-start – to do something to make a process or activity develop more quickly

(подталкивать, поторапливать).
20. Networking – making use of meetings with other people involved in the same kind of

work, in order to share information, help each other etc (сообщество, сеть).

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Bibliography 1. Smith, P.R. and Chaffey, D. (2008) eMarketing eXcellence: at the heart of eBusiness. Butterworth Heinemann, Oxford, UK. 3rd edition. 2. Porter, M. (2001) Strategy and the Internet. Harvard Business Review. 2001, 62-78. 3. Albert, Terri C. and William B. Sanders (2003), E-Business.Marketing. Upper Saddle River, NJ: Prentice Hall. 4. Baack, Daniel W. and Nitish Singh (2007), "Culture and Web Communications," Journal of Business Research, 60 (3), 181-88. 5. Chaffey, D. et al., 2006. Internet Marketing: Strategy, Implementation and Practice, Pearson Education. 6. Reinartz, Werner J. (2001), "Customizing Prices in Online Markets," European Business Forum, 6, 35-41. 7. www.amazon.com

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