Marketing game theory

Marketing cap
Virtual Era- New Features In Marketing Cap
Synopsis
Aim: The purpose of this study is to, analyze the current practices going on in
the Indian market in terms of using the virtual market and virtual marketing as
tool to enhance bottom & top line and for a better penetration. It would also
throw light on various marketing strategies can be synchronized with web
marketing for better and optimum results.

Objective: The study would predominantly give an idea about the
effectiveness of E-Marketing in contemporary scenario wherein most of the
companies are using it as the most effective tool to ensure that their product
or services are being reached to masses, because of the pervasive nature of
web market its another feather in the cap of market.

This thesis depicts how a small sized Business-To-Business company can
create an e-marketing plan. For this purpose, this thesis would incorporate
most of the industries that are into the business of serving customers with
their product & services. The thesis first carries out a literature study to
explain the concepts and methods related with the e-marketing activities.
Furthermore, the case company is introduced. Since an e-marketing plan is
similar to a marketing plan, the products, target markets and competitors are
also introduced among others.

During the case study, the advices and the strategies are proposed. Since the
thesis has a “hands-on implementation” feature, some of the strategies are
implemented by sticking to the “action plans” in an iterative way. Doing so,
thesis depicts evaluation for the recommended strategies. Finally, conclusions
and areas for future work are presented along with the “Lessons Learned”
during the project.

Methodology:
The method used for finding the relevant information for the research is
mentioned below:

1) Secondary Research

a. Internet Assistance

b. Books, Articles & working papers

c. Magazines & Journals

2) Primary research

Primary research would predominantly look on analysis part of consumer
behavior to track their behavior of web marketing.

a. General Observation on site

I. Closer observation on shoppers Behavior

II. Functionality of Industry

III. Impact of E-Marketing

b. Questionnaire

I. Sample size would be 100

II. Multi-dimensional Sampling

III. Factor Analysis

c. Focus Group Interview

I. General Discussion with customers

d. Interview

I. Extensive Meetings with Industry people.Based on this I will conclude that
whether consumers are being affected by the ways of web marketing of
industries or not or what should be the modus operandi of companies to allure
their target audience.

Virtual market
Forty nine of the World's leading food, beverages, and consumer products
companies have joined hands to form the largest business to business e-

Market place Transora.com. The new company is the first of its kind owned by
the consumer products industry. Transora will help consumer products
companies across the world to streamline business transactions with their
buyers, suppliers and distributors through the internet. Transora's services will
span the entire supply chain-from suppliers to manufactures to retailers-and
provide procurement, vendor, and product catalogues, online order
management, supply chain collaboration, and financial services. The
companies have committed nearly us $ 250 million for funding Transora (CBI
News Bulletin, July/august 2000)

The buzz word viral marketing and coral advertising and virtual marketing
refers to marketing techniques that use pre-existing social networks produce
increase in brand awareness or to achieve other marketing objectives (such
as product sales) through self replicating viral processes, analogues to the
spread of pathological and computer viruses. It can be word of mouth
delivered or enhanced by the network effects of the internet. Viral promotions
may take the form of video clips, interactive flash games, Adver games,
EBooks, brand able software, images, or even text messages.

The goal of marketers interested in creating successful viral marketing
programs is to identify individuals with high social networking potential and
create viral messages that appeal to this segment of the population and have
a high probability of being taken by another competitor.

The term viral marketing or virtual marketing has been also used pejoratively
to refer to stealth marketing campaigns- the unscrupulous use of astroturfing
on line combined with under market advertising in shopping centers to create
the impression of spontaneous word of mouth enthusiasm.
Internet marketing

Internet marketing also referred to as marketing, web marketing, online
marketing or eMarketing is the marketing of products or services over the
internet.

The internet has brought media to a global audience. The interactive nature of
internet marketing in terms of providing instant response and eliciting
responses is a unique quality of the medium. Internet marketing is sometimes
considered to have a broader scope because it only refers to the internet,
email, and wireless media, but it includes management of digital customer
data and electronic Customer Relationship Management (CRM) system.

Internet marketing ties together creative and technical aspects of the internet,
including design, development, advertising, and sales.

Internet marketing also refers to the placement of media along with different
stages of the Customer Engagement Cycle through search engine
Marketing(SEM), Search Engine Optimization(SEO), banner ads on specific
websites, email marketing, and web 2.0 strategies. In 2008 the New York
Times, working with co score, published an initial estimate to quantify the user
data collected by large internet based companies. Counting four types of
interactions with company websites in addition to the hits from advertisements
served from advertising networks, the authors found the potential for collecting
data upward of 2500 times on average per user per month.

eMarketing
EMarketing is a subset of e business that utilize electronic medium to perform
marketing activities and achieve desired marketing objectives for an
organization. Internet marketing, interactive marketing, and mobile marketing
for example, are all the form of e marketing.

eBusiness
EBusiness means utilizing electronic medium in everyday business activities.
There are several levels of involvement in when it comes to EBusiness. For
example where one organization relies completely on e business the second
one way chooses a mixed presence and means of doing business.

Difference
Difference between eBusiness, eCommerce, and eMarketing
• eBusiness is 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 specialized business activities.

• eCommerce is best described in a transactional context. So for example an
electronic transition of funds, information, or entertainment falls under the
category handled by principles of eCommerce. Technically e commerce is a
part of e business

• eMarketing is also a part of e business that involves electronic medium to
achieve marketing objectives. E marketing is set on a strategic level in
addition to traditional marketing and business strategy.

Difference between e marketing and interactive marketing

eMarketing is a broader term that describes any marketing activity performed
via electronic medium. Interactive marketing is generally a sub of eMarketing
that involves a certain level of interaction.

Difference between eMarkeitng and internet or web Marketing:

There is no real difference between eMarketing and internet or web marketing.
However, with the arrival of mobile technologies such as PDA's and 3G
mobile phones, as well as interactive television, both terms would see
eMarketing and internet or web marketing as subtly different, for example
chaffy;

Internet {or web} marketing is achieving marketing objectives through applying
digital technologies. eMarketing is achieving marketing objectives through use
of electronic communications technology.

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.

Advantages of eMarketing
Following are some of the advantages of e marketing:

ü Reduction in costs through automation and use of electronic media.

ü Faster response to both marketers and the end user.

ü Increased ability to measure and collect data.

ü Opens the possibility to a market of one through personalization.

ü Increased interactivity.

Disadvantages of eMarketing
Following are some disadvantages of eMarketing:

ü lack of personal approach ,

ü Defensibility on technology,

ü Security, privacy issues,

ü Maintenance costs due to a constantly evolving environment,

ü Higher transparency of pricing and increased price promotion,

ü Worldwide competition through globalization.

eMarketing Plan
eMarketing plan is a strategic document developed through analysis and
research and is aimed at achieving marketing objectives via electronic media.
eMarketing plan represents a sub set of organization's overall marketing plans
supports the general business strategy. Every good eMarketing plan must be
developed in line with the organization's overall marketing plan.

In a broad sense e marketers generally start by analyzing the current micro-
and macro economic situation of the organization. eMarketers must observe
both internal and external factors when developing an e marketing plan as
trends in both micro environment elements are: pricing, suppliers, customers.
Examples or macro environment are: socio economic, political, demographics
and legal factors. In order to reduce a viable e marketing solution, e marketers
must first understand the current situation of the company and its environment,
profile, segment the target market and then strategically position the products
as to achieve optimal response with the target market. This is generally
achieved through SWOT analysis. By assessing organization's strengths and
weaknesses and looking at current opportunities and threats one can devise
an e marketing strategy that can improve the organization's bottom line.

eMarketing(in brief)
eMarketing is essentially a part of marketing. But

ü What is the difference between eMarketing and internet or web marketing?

ü What are the eMarketing tools? And how do marketers plan for eMarketing?

The American marketing association definition 2004 is as follows:

Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders.

Therefore e marketing by its very nature is one aspect of an organizational
function and a set of process for creating, communicating, and delivering
value to customers and for managing customer relationships in ways that
benefit the organization and its stakeholders. As such an aspect, eMarketing
has its own approaches and tools that contribute to the achievement of
marketing goals and objectives.

This also helps us to differentiate between eMarkeitng and eCommerce, since
eCommerce is simply buying and selling online:

What are the eMarketing tools?
The internet has a number of tools to offer to the marketer.

ü A company can distribute via the internet e.g. amazon.com,

ü A company can use the internet as a way of building and maintaining a
customer relationship e.g. Dell.com,

ü The money collection part of a transaction could be done online e.g.
electricity and telephone bills,

ü Leads can be generated by attracting potential customers to sign up for
short periods of time, before signing up for the long-term e.g. which.co.uk,

ü The internet could be used for advertising e.g. Google Adwords,

Finally, the web can be used as a way of collecting direct responses e.g. as
part of a voting system for a game show.

How do marketers plan for eMarketing?

There are two ways to looking it;

ü An existing organization may embark upon some eMarkeitng as part of their
marketing plan.

ü An organization trades solely on the internet and so their marketing plan
focuses purely on eMarketing.

The marketing plan in either case is the next step, whether focused upon
eMarketing or all, marketing. The next lessons focus upon a tailor-made
eMarketing plan which conforms to the Acronym AOSTC {from our generic
marketing planning session}

Situation analysis for VIRTUAL marketing
The situation analysis for eMarketing bridges the internal audit and competitor
research. It answers the question where are we now in terms of our marketing
(internal v/s external perspective)? The analysis literally considers your
eMarkeitng situation by considering the fit between internal and external
factors. There are similarities with traditional concepts and techniques, but
you need to focus upon digital commerce. Here we consider the 5s's of
internet marketing, the customer life cycle, and the application of SWOT
analysis.

The Customer Life Cycle (CLC)
The customer life cycle is a tool that creation and delivery of lifetime value to
customers i.e. CLC looks at products and services that customers need
throughout their lives. It is market oriented rather than product oriented. Key
stages of the customer relationship are considered.

SWOT analysis-ranked and weighted
SWOT analysis is a tool for auditing an organization and its environment. It is
the first stage of planning and helps marketers to focus on key issues. SWOT
stands for strengths, weaknesses, opportunities, and threats.

Some of the problems that you may encounter with SWOT are as a result of
one of its key benefits i.e. its flexibility. Since SWOT analysis can be used in a
variety of scenarios, it has to be flexible. To overcome these issues, one
should employ a power SWOT.

SWOT analysis-Power SWOT
SWOT analysis is a marketing audit that considers an organization's strengths,
weaknesses opportunities and threats. Our introductory lesson gives you the
basics of how to compete your SWOT as you begin to learn about marketing
tools. As you learn more about SWOT analysis, you will become aware of a
number of potential limitations with this popular tool. This lesson aims to help
you overcome potential pitfalls.

Some of the problems that you may encounter with SWOT are as a result of
one of its key benefits i.e. flexibility since SWOT analysis can be used in a
variety of scenarios, it has to be flexible. However this can lead to a number of
anomalies. Problems with basis SWOT analysis can be addressed using a
more critical power SWOT. Power is an acronym for personal experience,
order, weighting, emphasizing detail, and rank priorities. This is how it works.

How do you the marketing manager fit in relation with the SWOT analysis?
You bring your experiences, skills, knowledge, attitudes, and beliefs to the
audit. Your perception or simple gut feeling will impact the SWOT.

Often marketing managers will in adversely reverse opportunities and
strengths, and threats and weaknesses. This is because the line between
internal strengths and weaknesses, and external opportunities and threats is
sometimes difficult to spot. For example, in relation to global warming and
climate change, one could mistake environmentalism as a threat rather than a
potential opportunity.

Too often elements of a SWOT analysis are not weighted. Naturally some
points will be more controversial than others, so weight the factors. One way
would be to use percentages e.g. threat a=10%, threat b=70%, and threat
=20 %{ they total 100%}

Detail, reasoning, and justification are often omitted from the SWOT analysis.
Where one tends to find is that the analysis contains lists of single words. For
example, under opportunities one might find the term technology. This stage
word does not tell a reader very much. What is really meant is: Technology
enables marketers to communicate via mobile devices close to the point of
purchase. This provides the opportunity of a distinct competitive advantage for
our company. This will greatly assist you when deciding upon best to score
and weight each element.

Once detail has been added, and factors have been revived for weighting, you
can then progress to give the SWOT analysis some strategic meaning i.e. you
can begin to select those factors that will most greatly influence your
marketing strategy albeit a mix of strengths, weaknesses, opportunities and
threatens. Essentially you rank them highest to lowest, and then prioritize
those with the highest rank e.g. where opportunity c= 60% opportunity a= 25%
and opportunity b = 10% you marketing plan would address opportunity c first,
and opportunity b last. It is important to address opportunities primarily since
your business should be market oriented. Then match strengths to
opportunities and look for a fit. Address any gaps between current strengths
and future opportunities. Finally attempt to rephrase threats as opportunities
(as with global warming and climate change above), and address weaknesses
so that they become strengths, Gap analysis would be bridge the gap
between them.

Competitor research for Virtual marketing (External
perspective)
As you plan for eMarketing and during the plan's implementation, one needs
to play careful attention to the activities of competitors, so competitors
research for eMarketing is essential when attempting to answer the question
where are we now (external perspective). There are a number of approaches
that can be employed, with the emphasis on each approach shifting
depending upon the nature of our e business and market. Here are some key
tools of competitor research for eMarketing.

ü Use search engines.

Ø General topics such as Google, yahoo And msn

Ø Type names of competitors

Ø Type industry, product or term

Ø Search „down' in to a directory structure e.g. yahoo

Ø Search a competitors' web site

Ø Product information , press released, job opportunities

Ø Pricing information

Ø Distribution information such as where to buy.

ü Hunt for trade associations

Ø Search for personal pages or blogs

Ø Different perspective e.g. fans, ex-employees.

Ø e.g.

v www. blogger. com ,

v www. myspace. com,

v www. youtube. Com.

ü Ask your target market.

Ø Send question to named personnel, newsgroups, personal pages, mailing
lists.

Ø Conduct a survey using.

Ø Buy secondary reports e.g. data monitors, mintel.

ü Newsgroups and post queries,

Ø newsgroups on bulletin boards or forums

Ø Deja. com(Google)

Ø Read online financial information

Ø research public companies

Ø iii.co.uk ample up

Ø ft.com up

ü Read online competitive information.

Ø e.g. hoovers.com paid for, inus

ü Study demographic reports

Ø statistics.gov.uk/ census in up

Ø census.gov inus

ü Original source material

Ø Business source elite, newspapers, Kelly's compass.

ü Monitor special interest material

Ø Business source elite, newspaper, Kelly's, compass.

ü Monitor special interest material.

Ø E.g. marketing week (BSE), campaign (BSE), marketing (BSE).

ü Use a professional researcher

EMarketing Mix
The eMarketing mix is essentially the same as the marketing mix. it is simply
the adaption of price, place product, and promotion to the eMarketing context.
Of course one could also include physical evidence, people, and process
when marketing planning for an online service. Below are a series of lessons
that consider how markets can apply the eMarketing mix to their
organization's own product, service, brand, or solution.

E marketing price
The eMarketing mix is simply an adaptation of the traditional marketing mix
and „P' for price. However, the internet has influenced how online businesses
price in a number of ways.

E Marketing Place {Place tactics as part of the eMarketing
mix.)
The e marketing space consists of new internet companies that have emerged
as the internet has developed, as well as those pre-existing companies that
new employ eMarketing approaches as part of their overall marketing plan.

For some companies the internet is an additional channel that enhances or
replaces their traditional channel of place.
Pre Existing companies that have adopted eMarketing
These are traditional companies that trade on the internet,

Banking and financial services e.g. HSBC bank. Banks and financial services
have benefited tremendously from the popularity of internet usage. There is a
mixture of new online banks and traditional banks, both offering online
banking services. Essentially banks no longer need to invest in high cost, high
street selling unit i.e. old fashioned town-based banks. Labor costs have also
been reduced since much of the traditional banking bureaucracy is done using
it and the use of overseas call centers has meant that salaries are much lower.
Software also means that customers can be retained by using Customer
Relationship Management (CRM) eMarketing approaches.

E marketing product
Considered product as part of the marketing mix. Two previous tools for
product decision-making have been introduced- Product Life Cycle (PLC) and
the three levels of a product. Both of these tools and equally applicable to the
context of e marketing and can be easily applied to include e marketing and
product.

For example a product marketed solely online will go through a life cycle in the
same unpredictable way as a product marketed through any traditional
channel (PLC). Products marketed online will have a core benefit tot eh
customer, be an actual tangible product, with augmentation that ads value
such as insurance, warranties and so on three levels of a product). Although
tools actually specify the term „product', they can be easily adapted to include
brands. Services or solutions.

E marketing product/business matrix (depicted below should be used in
conjunction with Product Life Cycle (PLC) and the three levels of a product. It
represents additional tools for audit that bridges existing businesses and new
online start-us, and existing products and new products. It allows marketers to
categories those marketing on the internet as an online extender, an online
alternative, an online innovator (existing business), and Oran online innovator
(online start-up). Let us look at it in more detail;

A- Online extender

An on line extender is an existing business that has a strategy whereby it
extends its marketing activities to the internet. It could be any traditional,
terrestrial organization that has historically grown through using traditional
channels of distribution to get existing products, brands, services, or solutions
to market.

B- Online alternatives
The online alternative is a new start-up that uses the internet as an original
channel of distribution to get products, brands, services or solutions, currently
available elsewhere, to, arekt. Some segments may be better targeted with
this online alternative for example remote or fragmented markets.

C and d- Online innovators
Online innovators come in two forms;
C- Online innovators are existing businesses that see a benefit to launching
new and innovative products, brands, services or solutions online by
leveraging new technology. Existing businesses have a wealth of knowledge's
and learning that underpin their moves onto the web. Remember, the internet
is not a business paradigm shift (at last not yet) and so current business
approaches are often adapted for the internet. Existing businesses have
experience.

D- Online innovators are start-ups that seize the opportunities to launch new
and innovative products, brands, services, or solutions online. Deposit not
having as much knowledge and learning as some of their competitors, they
are flexible and can move much more quickly. Start-ups often experience.

We have already considered product as part of the marketing mix. Two
previous tools for product decision- making have been introduced product life
cycle and the three level of a product.
E marketing promotion

Ø It looks at ways of increasing the popularity of your website by looking at
the internal optimization of the website itself. It considers many important
ways of building your traffic, including Search Engine Optimization (SEO)
approaches.

Ø It looks at ways of increasing the popularity of your website by looking at
external sources of internet advertising.

Ø Lesson internet marketing and promotion: internet advertising.

Ø This lesson looks at ways of increasing the popularity of your website by
looking at external sources of internet advertising.

Ø Pay per click advertising

Ø Google ad words.

Google ad words are a Cost per Click (CPC) online advertising program.
Identically that means that you decide upon key word that relates closely to
your product or service.

Using Google's tools, you price how much it would cost your per click for your
chosen keyword- this could be lucent, $1.50 or more, depending on the
popularity of the keyword. So the keyword marketing would be more
expensive than the keyword marketing cheese china because of its level of
popularity. You then allocate a budget, and pay Google by credit card. You
can control the length of your campaign, or end it as soon as the money in
PPC management (Pay per Click Management) or recruit a verified Google
awards professional.

Adverts appear alongside Google search results- so go to Google and search
for marketing. The ad's appearing alongside the main search results are cps.
Ad's also appear on selected content websites-such as
www.chichesteuk.com-look at the adverts along the top, and down the right
hand column- this is where ad's based upon the keyword chic ester would
appear. You only pay for adverts that get clicked- not for page views- so you
pay nothing if your advert is simply viewed.

There is also an opportunity for „Smart pricing' whereby you pay more for the
advert if a sale is guaranteed e.g. you have a website based upon fishing- you
write a review of a new type of fishing rod, the visitor then sees an ad for the
same rod in an ad words text ad running on the same page then clicks on it -
and buys from the advertiser.

Adwords is a very targeted and controllable way of online advertising - hence
the huge rises in income and profit for Google over recent times.
EMarketing Price (Pricing tactics as part of the eMarketing mix.)

The eMarketing mix is simply an adaption of the traditional marketing mix and
„P' for price. However the internet has influenced how online businesses price
in a number of ways.

International pricing and competition give consumers access to the lowest
price for any generic good. For example, British consumers benefit when
buying products from the United States since there is almost two dollar to the
pound. Conversely this makes British goods more expensive to the American
consumer. So it is cheap to buy spectacles from a us website and then to
import them into the UK (even including transport costs and import taxes)

Online auctions are a popular and innovative way of pricing, for example ebay.
Here you register with the online auction company as a seller and/or a buyer.
You can place an item into auction where buyers bid against each other. The
highest bidder wins. The auction websites takes a commission. The
commission is factored into the price you pay.

Greater access to pricing information, more quickly and in a format that makes
pricing comparable and transparent. There are a number of sites that will
compare and contrast prices for the same or similar goods and services e.g.
prices on car insurance.

Pricing could also include the cost of an online advertising medium such as
Google ad words. Here an online supplier would buy a keyword located in a
text or image based advert onto Google's own search engine or onto a
website belonging to a Google publisher. For example you search term hair
straightness' on Google and you are directed to a site about hair dressing. On
this site is plenty of information about hair straightening, placed next to some
contextual adverts. You click on the advert and you are taken to a site selling
hair dressing supplies. You buy the hair straightness and your supplier pay a
small „Pay-Per-Click' fee which is split between Google and their publisher.
This is factored into the price you pay.

Traditional pricing tactics used in eMarketing

Of course the internet marketers still has a whole selection of the more
traditional pricing approaches to choose from that can be adapted to
eMarketing scenarios:

Premium pricing e.g. selling music via iTunes.

ü Penetration pricing e.g. giving away free subscription to land grab market
share for new start ups such as youtube.com and myspace.com.

ü Economy pricing e.g. selling basic products and services online likes basic
design or paperclips.

ü Price skimming e.g. new product launches online such as albums or games.

ü Psychological pricing e.g. products and services sold at 99p or $99.99 (price
point perspective).

ü Product line pricing e.g. subscription 1 @ free, subscription 2 @ $10.00(with
added value) and subscription 3 @ $49.99 for 10 year.

ü Pricing variations e.g. budget airlines selling tickets online where the first
tickets bought are the cheapest, and the last ones bought tend to be more
expensive.

ü Optional product pricing e.g. selling a holiday online with travel insurance.

ü Captive product pricing e.g. once you buy virus software from one brand,
your updates must also come from them.

ü Product bundle pricing e.g. buying internet access which comes with free
online phone calls.

ü Promotional pricing e.g. betting incentives, such as free dollars to gambles
online for current customers that gamble on football games to tempt them to
play online pocker, or vouchers with codes sent by email as rewards e.g.
Amazon.com.

ü Geographical Pricing e.g. Microsoft pricing in different currencies in different
international markets.

Search marketing {Overture and yahoo}

Overture is the yahoo equivalent of Google's ad words. Now known as yahoo
Search marketing, overture has a series of sub-products that make up its
internet marketing program. Here some examples:

1) Sponsored search: Displays your advert at the top of the search engine
results. So your potential customers search for a „keyword' and your advert
appears at the top of the results page. Again, as this ad words, the advertisers
bid against each other to obtain the position that will generate the most
convertible traffic to their site. Popular keywords will cost more-obviously.

2) Local advertising: Gets your business listed in yahoo's business directory.
So if you wish to promote products in specific regions next to specific search
keywords, this is a much targeted geographical services.

Overture has many other similar services such as search submit, product
submit, travel submit and director submit that could be considered.
Affiliate Marketing

Affiliate Marketing is where an organization offers and incentive to other web
based organizations to market the products or services that it offers. So a
company selling surfboards could have affiliate destinations. The affiliate
program is supplied by one organization - whereas the affiliate is the website
that promotes on behalf of the supplying organization.

Put simply - affiliate marketing is a basic agency arrangement. There is rarely
and pay per click cash, but affiliates tend to take a commission on any goods
sold as a result of the click. What does it look like? Affiliate marketing sees a
banners advert or a text advert placed upon an affiliate's website. When the
advert attracts a click, the visitor is taken through to the site that originated the
affiliated program. No cash changes hands until there is a sale, but affiliate
rewards tend to be higher than regular pay per click.

Commission Junction (CJ) is a well known example of an affiliate marketing
company. CJ acts as an intermediary between affiliate programs. Suppliers of
all types and sizes. So if you have a successful website, that does well in the
search engines and is popular with visitors, you such old register with CJ and
place affiliate add on to your site.

Offline promotions strategies.

Of course to promote website you should also consider offline promotion
strategies such as those used by non internet businesses. Our lesson store
contains lessons on promotion (as part of the marketing mix) and also
marketing communication (and its own mix) here selection of other suitable
approaches to offline promotion:

ü Create a media release or announce a media conference regarding your
website.

ü Advertise using other media such as TV, billboards, radio, newspapers, and
magazines, or the cinema.

ü Send out direct mail shots and run campaigns.

ü Print your domain name and e-mail contact addressed upon all of your
corporate material.

ü Offer free products and services. Free is one of the most powerful words
marketing.

ü Provide free material e.g. fact sheets or guides that could be posted or e-
mailed to customers.

ü Offer competitions or quizzes.

A. Existing online retail brand e.g. Wal-mart, took advantages of this new
mode of distribution by extending products and services to consumers via the
medium of the internet. eMarkeitng enhances their traditional marketing.

B. Direct distribution channel e.g. New York Yankees' shop. Organizations
have access to consumers worldwide. So brand loyal consumers such as
sports fans are now able to buy directly from their preferred club, which
pockets the entire profit without having to give a cut to intermediaries.

C. Wholesalers e.g. C and S wholesale grocers. It allows retailers to order
directly from their wholesale partners via their website. Retailers can shack
stocks and look at current promotions. This approach is more effective than
depending entirely on merchandisers.

D. Agents e.g. Avon representatives. There are a number of different types of
agents. One well known example is that Avon cosmetics and their workforce

of extremely loyal representatives. The representatives are in reality agents.
eMarketing allows customers to choose between the services of their
traditional Avon rep or the Avon online shop i.e. using an agent or going direct.

E. Franchises e.g. KFC. There are many examples of franchises. The online
equivalent of a franchise a network of affiliates that display goods, services, or
solutions on the affiliate websites. A commonly cited example is that of
amzon.com. So if you are a golf enthusiast, and you have developed a site
that give tips on how to play better golf, then you can apply to amazon.com for
an affiliation that allows you to [place tailored Amazon as boxes on your site.
They can be adapted to sell golfing books and you as the site owner can
adapt the ads to match the feel of your site. For every golf book sale that your
leads generate, you are paid a commission.

F. Vending and automated retailers e.g. coke machines. Vending is very much
based upon the physical location of machines near to where they are most
likely to sell product. However, vending machines can use it and the internet
to communicate with a central server, giving information on what is currently
selling well, or what might need replacing.

Internet marketing and promotion: website optimization.
This is looks at ways of increasing the popularity of your website by looking at
the internal optimization of the website itself. It considers many important
ways of building your traffic, including Search Engine Optimization (SEO)
approaches.

Build your traffic: content is king. Write good quality content that visitor's value
and that keeps them coming back. This is a golden rule. Try to make sure that
you have substantial content before putting your site online. No site is better
than one that is poorly prepared. Make the content easy to read and digest.
Keep it focused upon keywords, and keep content up-to-date. Site is not an
online brochure or gimmicky sales promotion. On the other hand, in order to
save the trouble, many companies simply employ the services of a SEO
consultant. Your domain name should be innovative and does not necessarily
have to say what your site does. For example British airways has an online
ticket websites called opodo.com.

When building the site, keep the design simple. Flash, java, and JavaScript
look great but have been known to confuse spiders. Keep it short and simple.
Remember that not all visitors will have fast internet connections much of the

world still uses 56k modems. Search engine optimization is important. This
will help search engines to read your pages. There are many ways to do this-
try to include keywords in your little, in your description tag, in your heading
tag, in your urn-if possible- and some would also say try to represent your
keyword in content- in bold, in italics, and high in the page. Word density- your
keyword should not represent more than 20% of your total wordage. Try to
link between your pages. This is call „cross linking.' so if one of your pages
attracts high numbers of visitors through search engine, then link to less
exposed pages around your site. Then add links to the top pages of your site
a.k.a. „root' pages. Try not to be more than two clicks away from root pages.
This makes it easier for visitors to stick around.

Submit t search engines where you can. However this is becoming more
difficult. Today it is more likely that the search engines will find you- when you
obtain in links, spiders and bots will come through your site as they follow
outbound links from other sites. You could also try to get listed in directions
such as dmoz.

Once your site is online monitor it progress. This is how you control your
online presence. You need a stats package that monitors every detail of your
site's logs including inbound links, keyword searches, page views, visitor
number, and page popularity-data needs to be available for every day of the
year.

Links to your site-especially from higher-ranking sites-are very important.
Links need to be from sites that have similar keywords to those of your pages.
This is time consuming and you need to build slowly. Contact sites and offer
to exchange links. Links in text are better that stand alone URL's so put links
from your site in paragraphs of text that allow visitors need to be kept on your
site as long as possible.

Alternative strategies could include:
ü Encourage other sites to reprint your content(with credit given to you, and
links back to your main site),

ü Post information about your site in communities, forums and chat groups,

ü Set up your own affiliate programme, and pay commission

ü Encourage visitors to bookmark your site.

ü Create a mailing list and send newsletters. Betters still, create a dynamic
site that encompasses a CRM strategy.

ü Hire professional to code your site, and to manage search engine
optimization (SEO)

Seven Cs
There are seven design elements 7 Cs that should be considered when
creating a website intended for commerce and sales, customers shop online
for several reasons that most important are the convenience, cost large
selection and the allure of control over their purchases. Customers can easily
shop around from anywhere they have an internet connection; this gives
companies and even greater imperative to create a website that will drive
traffic to their website, appeal to their target markets, and create a lasting
experience that will create return customers.
Activity - ecotourism and attracting a customer base

“Ecotourism is environmentally responsible travel and visitation to relatively
undisturbed natural areas, in order to enjoy and appreciate nature (and any
accompanying cultural features - both past and present) that promotes
conservation, has low negative visitor impact and providers for beneficially
active socio economic involvement of local population”

Activity
Design your own ecotourism resort
A. Choose a destination. Where will your resort will be located? Why this
place? How will your resort make as limited an impact as possible on the site?
How will energy be provided for the site? What are some conservation
measures your site will use?

B. Choose an animal you want to highlight at your destination. Perform
research about your chosen animal, including their habitat, physical
characteristics, and caused of death, as well as efforts to protect them.

C. Decide who is your target market (or markets), be as specific as possible.

D. How will the local community benefit from your resort?

E. Create an explanation of your website that will include all of the design
elements that drive customer experience.

F. Get out some paper and draws a map of what your destination site will look
like ad what amenities you will be including. That is some of the activities your
visitors can partake in and how do these relate to your eco-mission.
Internal audits for eMarketing

Where we are now: The starting point for any eMarketing planning is the
internal audit. We are seeking to answer the question, where are we now?
Form an internal perspective. This is a consideration of internal resources and
the effectiveness of our e business based upon a number of factors, as such
as those that follow:

Resources;
ü Labor (motivated, retained, trained) Men,

ü Capital (investment/cash flow) Money,

ü Equipment (servers/back up/software) Machinery,

ü Time (plan of project) Minutes,

ü Raw materials or components (depends on your business) - Materials.
Current Effectiveness;

ü Page views/hits/views/income/page views.

ü Trends/potential new customers,

ü Customers - e.g. how many are online? are there new channel segments
emerging?

ü Competitors- whom are they? What is their online proposition? How
successful are they online?

ü Distributor -are new, online intermediaries emerging while old off-line
distributors are being wiped out. What are the potential channel conflicts?

ü Current product market strategies of competitors i.e. audit with Ansoff's
matrix.

Develop an e-marketing plan
Developing eMarketing plan or we can say that Implementing e-marketing:
how it works that we will look in the further discussion; in it there are basically
three stages which are play a pivotal role to design or implementing
eMarketing campaign;

1. Evaluation of the marketing option

1. Email - great for building relationships and keeping your customers up to
date with offers, and is less intrusive than telephone marketing. However,
growing concerns about spam mean you need to make sure you adhere to
government regulations. For more information, legal considerations in e-
marketing.

2. Websites - a hugely flexible option to meet any marketing need. However,
with so many other websites, you need a strategy for getting yours noticed
and used.

3. SMS (short messaging service) - almost everyone has a mobile phone, so
marketing via text messaging is a viable option. However, the personal
relationships people have with their phones means marketing needs to be
carefully considered.

2. Plan the rollout phase
· Look at training implications, especially of building and running a website
and think about thecosts involved.

· Decide which staff will require training and allow time for them to adjust to
the new system.

· Do you need to review your customer contacts database? Before beginning
a new marketing campaign it can be a good time to reorganise your data.

· If we are building a website,

o How are we going to promote it?

o Will submit it to search engines?

o Which directories should you promote it in?

o Are you using blogs and online PR?

o Is it worth paying an agency to boost your rating?

It might be wise to start with a soft launch- perhaps just to existing customers
to see how the website beds down before you begin to give it stronger
marketing support.

3. Implement e-marketing
· Encourage staff involvement and feedback. This will help to smooth
implementation, as staff buy-in can make or break a technology project.

· Roll out any necessary training.

· Continually review your practices against e-marketing regulations.

· Consider setting up a cross-departmental taskforce to manage the
implementation process- it will help with staff buy-in and ensure that
implementation works business-wide.
Business models

Internet marketing is associated with several business models which are as
follows and which will help us to understand the virtual marketing in detail that
how it works;

· Publishing — it is the sale of advertising.

· lead-based websites — it is an organization that generates value by
acquiring sales leads

· e-commerce —as we have discussed earlier it is where goods are sold
directly to consumers (B2C) or businesses (B2B)from its website local internet
marketing - this is the process of a locally based company traditionally selling
belly to belly and utilizing the Internet to find and nurture relationships, later to
take those relationships offline.

· affiliate marketing — this is process in which a product or service developed
by one person is sold by other active seller for a share of profits. The owner of

the product normally provides some marketing material (sales letter, affiliate
link, tracking facility).

· blackhat marketing - this is a form of internet marketing which employs
deceptive, less than truthful methods to drive web traffic to a website or
affiliate marketing offer. This method sometimes includes spam, cloaking
within search engine result pages, or routing users to pages they didn't initially
request.

There are many other business models based on the specific needs of each
person or the business that launches an Internet marketing campaign.

One-to-one approach
The targeted user is typically browsing the Internet alone therefore the
marketing messages can reach them personally. This approach is used in
search marketing, where the advertisements are based on search engine
keywords entered by the user. And now with the advent of Web 2.0 tools,
many users can interconnect as "peers."

Appeal to specific interests
Internet marketing and Geo marketing places an emphasis on marketing that
reveals to a specific behavior or interest, rather than reaching out to a broadly-
defined demographic. "On- and Off-line" marketers typically segment their
markets according to age group, gender, geography, and other general
factors. Marketers have the luxury of targeting by activity and Geo location.

For example, a Kayak company can post advertisements on kayaking and
canoeing websites with the full knowledge that the audience has a related
interest.

Internet marketing differs from magazine advertisements, where the goal is to
appeal to the projected demographic of the periodical, but rather the
advertiser has knowledge of the target audience—people who engage in
certain activities (e.g., uploading pictures, contributing to blogs) — so the
company does not rely on the expectation that a certain group of people will
be interested in its new product or service

Geo Targeting

· Geo Targeting (in internet marketing) and geo marketing are the methods of
determining the Geo location (the physical location) of a website visitor with
Geo location software, and delivering different content to that visitor based on
his or her location, such as country, region/state, city, metro code/zip code,
organization, Internet Protocol (IP) address, ISP or other criteria.

Automated different content
· With automated different content in Internet marketing and Geo marketing,
the delivery of different content based on the geographical geo location and
other personal information is automated.

Different content by choice
· A typical example for different content by choice in Geo targeting is the
FedEx website at fedEx.com where, users have the choice to select their
country location first and then they are presented with a various site or article
content depending on their selection.

Advantages
· Internet marketing is relatively inexpensive when compared to the ratio of
cost against the reach of the target audience.

· Companies can reach a wide audience for a small fraction of traditional
advertising budgets.

· The nature of the medium allows consumers to research and purchase
products and services at their own convenience.

· The strategy and overall effectiveness of marketing campaigns depend on
business goals and cost-volume-profit (CVP) analysis.

· Therefore, businesses have the advantage of appealing to consumers in a
medium that can bring results quickly.

· Internet marketers also have the advantage of measuring statistics easily
and inexpensively.

· Nearly all aspects of an Internet marketing campaign can be traced,
measured, and tested.

· The advertisers can use a variety of methods: pay per impression, pay per
click, pay per play, or pay per action.

· Marketers can determine which messages or offerings are more appealing to
the audience.

· The results of campaigns can be measured and tracked immediately
because online marketing initiatives usually require users to click on an
advertisement, visit a website, and perform a targeted action.

· Such measurement cannot be achieved through billboard advertising, where
an individual will at best be interested, then decide to obtain more information
at a later time.

· Because exposure, response, and overall efficiency of Internet media are
easier to track than traditional off-line media—through the use of web
analytics for instance—Internet marketing can offer a greater sense of
accountability for advertisers.

· Marketers and their clients are becoming aware of the need to measure the
collaborative effects of marketing (i.e., how the Internet affects in-store sales)
rather than soloing each advertising medium. The effects of multichannel
marketing can be difficult to determine, but are an important part of
ascertaining the value of media campaigns.

Limitations
· From the buyer's perspective, the inability of shoppers to touch, smell, taste,
or "try on" tangible goods before making an online purchase can be limiting.

· 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.

· Internet marketing requires customers to use newer technologies rather than
traditional media.

· Low-speed Internet connections are another barrier.

· If companies build large or overly-complicated websites, individuals
connected to the Internet via dial-up connections or mobile devices
experience significant delays in content delivery.

· A survey of 410 marketing executives listed the following barriers to entry for
large companies looking to market online: insufficient ability to measure
impact, lack of internal capability, and difficulty convincing senior management.

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 trust that their personal
information will remain private. Encryption is the primary method for
implementing privacy policies.

· Recently some companies that do business online have been caught giving
away or selling information about their customers. Several of these companies
provide guarantees on their websites, claiming that customer information will
remain private. Some companies that purchase customer information offer the
option for individuals to have their information removed from the database,
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.

· If we look at different perspective then another major security concern that
consumers have with e-commerce merchants 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
(e.g., Amazon.com, eBay, Overstock.com), and by leveraging
merchant/feedback rating systems and e-commerce bonding solutions. All of
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. Additionally, the major online payment mechanisms
(credit cards, PayPal, Google Checkout, etc.) have also provided back-end
buyer protection systems to address problems if they actually do occur.

Effects on industries because of the virtual marketing
· The number of banks offering the ability to perform banking tasks online has
also increased. Online banking is believed to appeal to customers because it

is more convenient than visiting bank branches. Currently over 150million U.S.
adults now bank online, with increasing Internet connection speed being the
primary reason for fast growth in the online banking industry. out of those
individuals who use the Internet, 44percent now perform banking activities
over the Internet.

· The effect on the advertising industry itself has been profound. In just a few
years, online advertising has grown to be worth tens of billions of dollars
annually. PricewaterhouseCoopers reported that US$16.9 billion was spent on
Internet marketing in the U.S. in 2006.

· Internet auctions have gained popularity. Unique items that could only
previously be found at flea markets are being sold on eBay. Specialized e-
stores sell items ranging from antiques to movie props. As the premier online
reselling platform, eBay is often used as a price-basis for specialized items.
Buyers and sellers often look at prices on the website before going to flea
markets; the price shown on eBay often becomes the item's selling price. It is
increasingly common for flea market vendors to place a targeted
advertisement on the Internet for each item they are selling online, all while
running their business out of their homes.

· This has had a growing impact on the electoral process. In 2008 candidates
for President heavily utilized Internet marketing strategies to reach
constituents. During the 2007 primaries candidates added, on average, over
500social network supporters per day to help spread their message. President
Barack Obama raised over US$ 1million in a single day during his extensive
Democratic candidacy campaign, largely due to online donors.

Broadband-induced trends
• Online advertising techniques have been dramatically affected by
technological advancements in the telecommunications industry. In fact, many
firms are embracing a new paradigm that is shifting the focus of online
advertising from simple text ads to rich multimedia experiences. As a result,
advertisers can more effectively engage in and manage online branding
campaigns, which seek to shape consumer attitudes and feelings towards
specific products. The critical technological development fueling this paradigm
shift is Broadband.

• As a result, all 199 million members of this burgeoning market have the
ability to view TV-like advertisements with the click of a mouse. And to be sure,

online advertisers are working feverishly to design rich multimedia content that
will engender a “warm-fuzzy” feeling when viewed by their target audience. As
connection speeds continue to increase, so will the frequency of online
branding campaigns.

• In March 2005, roughly half of all American homes were equipped with
broadband technology. By May 2008, broadband technologies had spread to
more than 90% of all residential Internet connections in the United States.
When one considers a Nielsen's study conducted in June 2008, which
estimated the number of U.S. Internet users as 220,141,969, one can
calculate that there are presently about 199 million people in the United States
utilizing broadband technologies to surf the Web.
Virtual Marketing Basics for Small Business

In today's era even small scale industries and business also want to be the
part of the virtual marketing, which can be detailed as follows;

It has become increasingly more difficult to promote a business using e-mail.
Spam clogs up in-boxes and most people are quick to delete without reading
the deluge of mail they receive.

Nonetheless, e-mail marketing, if done correctly, can be an inexpensive and
quick way to reach a large audience. The key is to get people to want to
receive your mailings. To do this, you need to do permission mailing, which
means having people either sign up on your Web site for such mailings or
provide their e-mail addresses when they purchase something from your
company. In this way, you can collect e-mail addresses without buying a list
that may be created and/or sold illegally.

E-mailing advertisements, sent with the express permission of the recipient,
can still become redundant, and therefore ineffective, unless you:

· Offer new discounted products or services regularly

· Provide very targeted mailings

· Offer some content

Even two or three sentences of original content can provide a reason to read
your e-mail. It can also support the advertising that otherwise may be deleted.
Short bits of information, such as five tips for a healthy lawn from a landscape

company or suggestions for "dressing for success" from a clothing retailer are
ways to keep your audience interested in your e-mails. Establishing your own
newsletter, which may only be a few paragraphs, can draw the attention of
your readers.

When e-mailing customers, you also need:

· A catchy headline

· A recognizable company name in the "from" box so they'll know it's from your
business

· A simple one-click manner in which they can get more information

· A catchy headline

· A recognizable company name in the "from" box so they'll know it's from your
business

· A simple one-click manner in which they can get more information on
specific products or services

· A means of reaching customer service

Since you may only have one second to capture the reader before he or she
hits delete, it's to your benefit to highlight an interesting item in your subject
line or immediately in the body of the text. This window can literally provide
you a "window of opportunity" to grab their attention. Make this about them.

Unlike a press release, this gives the media your business news, e-mail
marketing needs to focus on benefits to the customer. Once you've got them
reading and have drawn attention to these customer benefits, you can include
as much as you'd like about your company. They can elect to read it or not.
Nonetheless, the farther down the reader scrolls, the more advertising, and
marketing information he or she will have absorbed.

A few e-mail marketing rules of thumb:
· Make sure that everyone on the list has agreed to be there — don't add
names

· Reassure readers that their information will not be shared

· Give readers an opportunity to opt off of the list

· Keep information concise, to the point, and focused on their needs

· Don't blitz — e-mailing more than once or twice a week is annoying

· Provide a choice of HTML or TEXT version

Landing pages are also important. Readers should be able to get more
information by clicking on various places on the initial marketing e-mail or
newsletter. Don't send them to a home page and make them search for the
specific information that brought them there. For example, on Amazon.com if
you click on a specific book, you'll get a page with details and reviews of that
book and suggestions of similar books. That landing page provides
information including pricing or purchasing and then leads to a sales page or
shopping cart. Your promotional e-mails should do the same thing and give
the reader an opportunity to go to your home page.

A new company that does not conduct business directly over the Internet may
want to take advantage of the interactivity of the Internet to provide readers
with something to do, such as a quiz, questionnaire, survey, or short article.
This puts your name in front of the reader and gives them a chance to interact.
It is also a way of monitoring how many people visit your site.

Article
Here an article is being presented by Ziqi Liao to go in detail virtual marketing
which will give the understanding of the same:

AN EXPLORATORY STUDY ON ELECTRONIC MARKETING ON THE NET
IN CONCENTRATED MARKETPLACE
Management of Engineering and Technology, 1999.

Technology and Innovation Management.PICMET apos; 99.

Portland International Conference on
Volume 1, Issue, 1999 Page(s):340 vol.1 -
Digital Object Identifier 10.1109/PICMET.1999.808333

Summary:-
This article presents a regression model to quantify the impact of a number of
different aspects in relation to the willingness of consumers to shop on the
Internet based on a survey conducted in Singapore. The research results
suggest the following observations with regard to the local consumers'
perceptions on electronic marketing and their willingness to participate in
virtual shopping.

Ø The regression model produces a sign consistent with demand theory. If
cost in the form of retail price offered over the Internet increases, the
individual's willingness to purchase would decline.

Ø Transaction security is found to be a significant factor because the
willingness to shop on the net is negatively affected by this concern.

Ø The more significant this dependency, the less the individual would be
willing to buy the product group on the Internet. This would mean offering a
greater variety of products, better services and efforts to render virtual stores
more attractive and conducive and greater enjoyment in comparison to
traditional shopping

Ø Virtual shopping displays the properties of a classical superior good.
Consumers are concerned with the limited life content of products marketed
on the net. The pleasure of being able to touch and feel creates enjoyment.

Ø Internet marketing is comparatively weak in this aspect, and therefore
product groups that rely heavily on senses other than sight are not likely to
sell easily.

Virtual marketing in fashion industry
The world of computer gaming has traditionally been assumed to be male-
dominated. The Philosophy di Alberta FerrettistoreHowever, as the gender
balance starts to tip, and an increasing number of women take part in online
games, fashion designers including Giorgio Armani, Alberta Ferretti and Zac
Posen have expanded into the virtual market, targeting the new, style-
conscious female gamer. Cue the virtual designer online store, full of
attractive virtual designs, which may, in turn, lead to real life sales.

According to a survey conducted last year by the Entertainment Software
Association, the average game player is aged 35; the average age of the most
frequent game purchaser is 39; and 37 per cent of women over 40 reported
that they would rather play a computer game than watch television. As a result,
female game players are key advertising targets for branded clothing,
according to the 2009 UK National Gamers Survey, conducted by the global
market research firm TNS and the gaming information site Game
Industry.com.

Indeed, retail is already an enormous part of virtual shopping: clothing and
accessories account for 40 per cent of the sales in Second Life, the online
role-playing game where Giorgio Armani set up a virtual store and his own
avatar in 2007.

The Giorgio Armani ‘Second Life' store
In September last year, Roiworld.com, a virtual makeover website, launched a
game called Designer Closet, introducing designer Norma Kamali - and her
virtual designs - to their three million users. Players select an avatar and then
check out a closet packed with Kamali's spring/summer 2010 collection, which
they can use to style their virtual selves. Players can then use a discussion
forum to talk to others, criticize choices, and connect directly to Kamali herself.
Kamali says: “Online games are useful to fashion designers because they
create interaction and intimacy with brands.”

Last month the US designer Zac Posen attended the launch of Next Island, a
virtual world debuting this month as part of the Swedish gaming platform
Entropies, an online multiplayer virtual universe. Posen was there to promote
the sale of his virtual and real life designs online. Designer Ralph Lauren has
also expressed interest in the company. As more designers join, Next Island
players will be able to purchase not just clothes from their favorite designer
but, eventually, even visit various designers' “islands”.

Susan Posen, chairman of Zac Posen (and the designer's mother), says:
“There are people sitting at their desk on Wall Street and elsewhere who
seem to be spending quite a substantial amount of time on this. It's just a
further evolvement of our voyeuristic world, an extension of Face book and
Twitter.”

The hand-held computer world is equally keen to capitalize on fashion. Last
month, Nintendo joined forces with designer Charlotte Ronson to preview

Style Savvy, a fashion game for the Nintendo DS and DSi handheld systems.
The game allows players to create their own clothing boutique, mix and match
more than 10,000 fashion items, purchase stock, and monitor the store's
funds. Visitors to the online store see both the interior of the virtual shop as
well as web pages full of merchandise, while store owners can view their
digital visitors and give style advice. Ronson is the first to jump on board and
Nintendo plans to add 16 more designers and their virtual goods to the game.”

“This is a real-money economy - you're not talking about teenage boys in the
basement,” says David Post, chairman of Next Island. “One of my original
backers came from iVillage [the media firm that owns Boy Meets Girl's Coco
hoodieseveral female-oriented websites], and they remember when people
told them that older women wouldn't use the internet - now they are the
predominant users. About 65m people play casual games on sites such as
Face book, and many of them are women over 40. And fashion in the virtual
world is very significant. How your avatar looks is important, and players will
spend.” According to Post, one male gamer on the virtual-world website
Calypso bought a coat for his avatar that cost $10,000 - in real currency.”

The games industry is also bucking the recession trends. A report conducted
by Deutsche Bank last August says the industry, which currently generates
€30bn, is expected to top €52bn by 2012. More than 200m people worldwide
play casual games on the internet every month - of those, women make up 51
per cent of free casual games players and 74 per cent of paying players.”

About 17,000 virtual versions of Boy Meets Girl's Coco hoodie were given
away online. This is the real worlds and that is why designers are hoping
virtual purchasing will translate into offline sales. Before Christmas, Boy Meets
Girl, a brand selling casual separates that has been featured in the television
show Sex and the City, collaborated with the website Fashion Fantasy Game,
where players are fashion designers or store owners, to give away about
17,000 virtual versions of their Coco hoodie ($58 at Bloomingdale's
department store).

As a result, Stacy M Igel, creative director of Boy Meets Girl, says: “For the
brand overall, we were up in real sales 50-70 per cent compared to the same
period last year. I attribute that directly to this online exposure.

Strategic Enterprise-level in Virtual marketing Services

For the strategic enterprise level in the virtual marketing various counsel has
provide different suggestions or we can say that various advice which has
enabled virtual marketing system to do harmonious operations for the same.

Lingua Counsel enables organizations to drive lead generation and revenue
through strategic online initiatives targeting prospects while ensuring further
opportunity with existing clientele is unleashed.

They are e-marketing specialists. LinguaCounsel is their provider for
specialized strategic e-marketing services and consulting. They have
overcome numerous customer challenges with success and have extensive
experience in implementing e-marketing strategies. They have enabled their
SEO and strategic e-marketing customers to rank consistently within the top 5
results in the primary search engines.

Through their customer-centric business mindset, they work closely with their
customers to ensure they know and understand each and every aspect of
their objectives and put in place the means to attain them.

They focus on creating and implementing custom and strategic SEM and
strategic e-marketing and business development plans by either working with
their existing marketing department, or acting as their company's strategic
marketing department.

In today's business world, our e-marketing strategy is one of our most
important methods to achieve success over our competitors in a sales cycle
and overall customer satisfaction.

LinguaCounsel provides reliable, high-quality strategic e-marketing and
business development services.

Tips
Here there are some tips for the small business whosoever wants to start their
business with or by using virtual marketing strategies by enhancing
themselves in new market or in existing market which are as follows;

Email is a medium for economically and effectively marketing our small
business. But most everything out there that provides guidelines, best-
practices, and advice on the application of the channel to our marketing efforts
are largely geared toward bigger businesses.

email-marketing-tips-for-small-business-owners-trivunovic-osterday

Small-business owners are busy folks, especially in the current economy.
They wear many hats, including that of marketer. And it can be difficult for
those who plan and build email marketing plans and strategies for bigger
organizations to step back and reflect on the days when office politics didn't
exist and they had to do it all our self.

Leverage and implement easily and quickly—while still having a positive
influence on our bottom line—without having to worry our self with multivariate
testing, dynamic content development, and data integration.

Read
more: http://www.ukdissertations.com/dissertations/marketing/marketing-
cap.php#ixzz2IDLl8Yql

Marketing game theory

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