Internet Marketing Basics | E-Commerce

INTERNET (ONLINE) MARKETING BASICS
UNIT - 6
Electronic Commerce [ITC 206]
BBA 6th Semester
PRIME COLLEGE
NAYABAZAR, KATHMANDU
NEPAL
- Hem Sagar Pokhrel

a notice or announcement in a public medium
promoting a product, service, or event or
publicizing a job vacancy.
ADVERTISEMENT
noun

the action or business of promoting and selling
products or services, including market
research and advertising.
MARKETING
noun

"Marketing might be defined as everything an organization
does to facilitate an exchange between itself and its
customers/clients. Advertising is just one of many
marketing activities."
"Marketing is the sum total of all impressions and advertising
is part of the impressions that must be managed. And, of
course, advertising has a hard dollar cost associated."
- Kathleen Micken, professor of marketing, Roger Williams University
- Steven R. Jolly, owner - SRJ Marketing Communications, Dallas, Texas
Marketing is the way in which you convince potential buyers that you have
the right product for them, advertising is how you communicate to them
the existence of that product.

TYPES OF
MARKETING
Online
(Internet)
Offline
(Traditional)
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TYPES OF MARKETING
1. Online or Internet Marketing
2. Offline or Traditional Marketing

The point of marketing is to increase business visibility,
no matter if you do it online or offline. But that
advertising is handled different depending on if you are
doing traditional advertising or internet marketing.
For example, when you are advertising offline, your
focus is going to be on print ads, radio jingles and
television spots. The goal is to boost brand visibility and
to ensure people know your product is out there when
they head on out to the stores.
7

Offline Marketing
 Offline marketing is the process to create brand awareness and
reach till target customer to satisfy their needs and want
without using internet as a medium.
 In many occurrences, individual adopt marketing mix strategy
for their business promotion.
 The entire plan behind offline promotion is to obtain leads,
when there is no website for your business.
 There are many forms of offline marketing strategies such as
through print media as well as non print media.
8

Offline Marketing Medias includes
Television
Radio
Brochure
Flyers
Banners
News papers
Pamphlets
Posters
9

Online Marketing
 Online marketing is the process to catch the attention of
potential customers for business through particular banner,
articles, video, images, flash animation etc. using internet.
 Marketing activities or information are planned as an elegant
tempt to the visitors in which particular website of business
wants to attract.
 This information is particularly placed on main page or front
page of website to reach key audiences.
 It has many ways to be done possible to get traffic for business
through online marketing principles.
10

Online Marketing Media includes
Website/Blog
Social Media
Email Marketing
Search Engine Marketing
Content marketing
Video Blogging
Online classifieds
11

Online and offline Marketing | Differences
12

Online and offline Marketing | Differences..
13

Fundamental Difference
 If we advertise in local newspapers:
Cost: is dependent of space and place ads on the front page,
middle, or rear.
Reach: as many people who read the local newspaper, a maximum
number of printed newspapers.
 If we advertise on the web site:
Cost: The cost of web development, web hosting, domain (if you
develop and design your own website) and Search Engine
Optimization.
Reach: as many people connected to the Internet and view our site.
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Total number of internet users
worldwide.. ?
15
Number of internet users in
Nepal.. ?
30 % of world’s population | More than 2 billion
44.11% | 11,687,819 Internet subscribers
as of MIS Report by NTA (November 2015)

Tools for online Marketing
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 Search Engines
 Social Media Marketing
 Email Marketing

SEARCH ENGINES
A program that searches for and identifies items in a database
that correspond to keywords or characters specified by the
user, used especially for finding particular sites/resources on
the World Wide Web.
18
A search engine is really a general class of programs, however, the
term is often used to specifically describe systems like Google, Bing
and Yahoo!

 Search engine marketing, which is perhaps more commonly
referred to by its acronym “SEM”, is a term that describes
processes that can be taken to help gain visibility and traffic to
the products or services or web sites as a whole on search
engines result pages(SERPs)., primarily through paid
advertisements.
 Search engine marketing is a very broad term that refers to a
number of other different activities, such as:
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 Search engine optimization (SEO)
 Managing paid listings in search
engines (primarily pay per click, or
PPC)
 Social media marketing
 Search retargeting
 Submitting sites to search engine
directories
 Describing the development of
many different online marketing

 There are millions upon millions of websites on the Internet,
many of which may be similar to yours, sell the same products
as yours, and may be a competitor of yours.
 Through all of the above methods – SEO, PPC, social media
marketing, search retargeting, etc. – you are allowing your
website to stand out and scream, “HEY! I’M WHAT YOU’RE
LOOKING FOR!”
 All of the above methods are ways that increase your ranking
in search engines so that rather than being on the last search
result page of Google or Yahoo!, you’re on page 5, 3, or
possibly even page 1. 20

 If you do a search in Google, the left-hand side results are
natural, organic listings that will appear when a certain keyword
is entered into a search query.
 On the right hand side are the paid advertisement results that
are linked to that keyword, like the Pay Per Click
advertisements.
 Both of these are essential in driving traffic to your website,
especially both organic listings and paid listings (i.e. listing your
site to search engines’ directory) are a very economical way to
get people to your site.
21

 Concept of SEM is simple: when a customer or a business person
searches the web through either a text box or by clicking through a
directory hierarchy, he/she is in hunt mode. This psychological state is
unique because it signals to the search engine (and to marketers) that
the person is looking for the information, often of a direct or indirect
commercial nature.
 To put it simply, SEM is anything that you can do to help improve your
site’s ranking in search engines, like Google or Bing, as well as the
amount of traffic you receive from those search engines.
 This is particularly important, as over 70% of all new visitors will find your
website just by performing a search query through a search engine.
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Search Engine Marketing | Tips
• If you want to be successful in SEM, then you need to come
up with a plan. Some points to consider are:
 Who is your target audience? You need to do your research and find out
who will actually want to visit your website before you really delve into
your SEM plan.
 Update your site or blog regularly!
 Get yourself some quality tracking software, and continue to track your
site’s performance.
 Continuously test your keywords and see which ones work best.
 Always add fresh content to your site(avoid plagiarism), and continually
improve your web design.
23

Search Engine Marketing | Tips
 Get the proper tools. Keyword analysis tools to find how well certain
keywords are performing is obviously of the utmost importance, but
other tools like web analytic tools and HTML tools are important, too.
 Begin building partnerships with people on blogs, forums, and other
websites and start building up your links. This will give you a great
boost in the search engine rankings
 Expand beyond your website. Do some video marketing or vlogs and
post them on YouTube. Put pictures up on Flickr. If you don’t have a
blog, get one. And submit articles to article submission sites, like eHow
and About.com. Add a link to your website along with each of the
above.
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To conclude:
 Search Engine traffic is non-intrusive method of marketing.
 Searchers are on a mission- “It’s just in time marketing”.
 Search Engine Traffic originates from voluntary, audience-driven
search behaviour.
 Audience-driven means that the visitors to your business from
search engine result page link have not only selected your
content from among your competitors/peers but also their search
query that resulted in your content being shown.
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SOCIAL MEDIA MARKETING(SMM)
 Social media marketing (SMM) is a form of Internet marketing
that utilizes social networking websites as a marketing tool.
 The goal of SMM is to produce content that users will share with
their social network to help a company increase brand exposure
and broaden customer reach.
 Some examples of social media sites and applications include
Facebook, YouTube, Del.icio.us, Twitter, Digg, blogs and other
sites that have content based on user participation and user-
generated content (UGC).
26

SOCIAL MEDIA MARKETING
 Social Media Marketing seeks companionship with customers that have
similar interests via social media avenues so as to develop a long
lasting relationship and as a result, drive more revenues.
 There are a wide range of Social Media tools, websites and resources
available…from the highly visible and popular such as Facebook and
Twitter through to niche communities such as Stumbleupon or
Digg…each with their own nuances and requiring a unique finesse.
 To succeed, you need an overall Social Media strategy, a tactical plan
and a Social Media partner who can help guide and implement the
Social Media component of your broader marketing plan.
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 SMM seek to develop and integrate marketing concept with other
approaches to influence behavior that benefit indeviduals and
communities for the greater social good.
 SMM practice is guided by ethical principles.
 It seeks to integrate research, best practice, theory, audience and
partnership insight to inform the delivery of competition sensitive and
segmented social change programs that are effective, efficient,
equitable and sustainable.
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 SMM can help with the no. of goals, such as:
 Increasing website traffic
 Building conversions
 Raising brand awareness
 Creating a brand identity and positive brand association.
 Improving communication and interaction with key audiences.
 Only by establishing these goals can you measure your social media
ROI.
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SOCIAL MEDIA MARKETING | TIPS
 Planning: building SMM plan is essential. Consider keyword research
and brainstorm content ideas that will interest your target audience.
 Content is King: When it comes to Social Media Marketing, Content will
be everything. Make sure you are offering valuable information that
your ideal customers will find interesting. In addition to classic text
based content add videos, images, and infographics.
 Consistence brand image: Core identity of your brand should remain
consistent across all social media platforms including Facebook,
LinkedIn, Twitter, Pinterest, Instagram, StumbleUpon, Google Plus and
so on.
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 Blog: Blogging is a great SMM tool that lets you to share a wide array of
information and content with readers. Your company blog can also serve as
your social media marketing blog, in which you blog about your recent social
media efforts, campaign, contests and events etc.
 Links: If other sources provide great, valuable information you think your target
audience will enjoy, don’t hesitate to link them. Such links will improve trust and
reliability, and you may even get some links in return.
 Track competitors: It’s always important to keep an eye in your competitors-
they can provide valuable data for keyword research, where to get industry
related links, and other SMM insights. If your competitors are using other social
media then do the same with better approach.
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 Measure Success With Analytics: Without tracking data, you won’t be able to
measure success of your SMM campaign. Google analytics can be of useful
tool for analysing and tracking your campaign.
Also, attach tracking tags such as #HashTags to your SMM campaign so that you
can properly monitor them.
32

EMAIL MARKETING
 Email marketing is directly marketing a commercial message to
a group of people using email. In its broadest sense,
every email sent to a potential or current customer could be
considered email marketing.
33
 Broadly, the term is usually used to refer to sending email messages
with the purpose of enhancing the relationship of a merchant with its
current or previous customers, to encourage customer loyalty and repeat
business.
 It helps in acquiring new customers or in convincing current customers
to purchase something immediately, and companies can also add
advertisements to email messages sent to their customers.

E-MAIL MARKETING
 Along with the power of email comes the abuse of email,
commonly known as spam.
 Is spam email considered marketing? Technically, the
answer is probably yes, but it is certainly not responsible
email marketing.
 Email spam is actually a major threat to legitimate email
marketers, as a it could make the entire email medium less
effective.
34

E-MAIL MARKETING TOOLS
 “MailChimp”, “My Emma”, “GraphicMail” and “Constant Contact”
are some widely used email marketing tools.
 Email marketing tools helps to manage tasks such as
 Formatting email message.
 Designing e-mail newsletters.
 Handling an auto-responder.
 Managing subscription for your client.
 Sending of emails to your potential customers.
 Sending out follow-up emails.
 Integrate your marketing with associated SM account and other websites
that you own. 35

SOME ESSENTIAL TERMS
What is an email blast?
Single sending of many electronic messages to many people at the
same time: We sent the sale announcement in an email blast to all
customers.
36
What are transactional emails?
Transactional emails are sent to one person as a result of an action
triggered by the user. These are automated notifications such as
welcome emails, shipping notices, order confirmations, password
reminders, purchase receipts, etc.

ISSUES WITH ONLINE MARKETING
 Internet Access
 Marketing strategies on the
web
 Web design
 Attracting visitors to your
site
 Virtual societies
 Localization
 Promoting your e-business
 Banner and Campaigning
 Online measurement
 One to one marketing
 Direct Marketing
37

LEGAL ISSUES WITH ONLINE MARKETING
Three key legal issues that online marketers should
know:
1. Privacy and Data collection
2. Intellectual Property
3. Advertising
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1. Privacy and Data Collection
 It may seem simplistic to point out that before you can send
marketing emails or messages, you need to collect the contact
information of your customers or potential customers.
 Yet, the actual process of collecting the information is far more
complex than it seems, particularly if you’re trying to collect it in
a legally compliant manner.
 Most jurisdictions around the world have privacy legislation in
place that requires you to notify people before you collect their
personal information.
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2. Intellectual Property Rights
 The next legal issue to consider as a marketer is intellectual
property. First, you want to protect your own intellectual
property, such as trademarks and copyright.
 Second, you want to ensure that you don’t infringe on the
intellectual property of others.
 Let’s take a look at the main types of intellectual property
protection are
a. Trademark
b. Copyright
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a. Trademark
 If you are sending out marketing emails or contacting people
with flyers or advertisements, the first thing you will need to
protect is your brand or logo.
 Registering a trademark gives you the exclusive right to use
a specific word or words, name, design, or logo in
connection with specific goods or services. It is valid for 10
years and is renewable if certain requirements are met.
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b. Copyright
 If you use original marketing language on your website or text in
emails, you may want to copyright that text. Copyright relates to
authorship of original works, including literary, dramatic, musical,
artistic, architectural, and a broad range of other works.
 If you work with any third parties who write your marketing copy or text
for you, ensure that their work is checked for plagiarism. You don’t
want to infringe on someone else’s copyrighted work when sending
out your emails or newsletters.
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3. Advertisement
 Advertisements and marketing messages must not mislead consumers
or unfairly affect consumers’ behavior or decisions about the product or
service.
 Unfair or deceptive advertising is prohibited, which means that any
marketing must tell the truth and not leave out any relevant information
that a consumer would be interested in.
 Be careful with any comparative advertising or marketing. If you don’t
compare products fairly and transparently, you may be breaching
advertising standards.
 Check the wording of your marketing messages carefully and ensure
that someone outside of your marketing team (such as someone from
your legal team) has a quick look at what your message is saying.43

References
 Ravi Kalakota and Andrew B Whinston, Frontiers of Electronic Commerce (PEARSON 12th
Impression 2011).
 Three Key Legal Issues Online Marketers Need to Know About (Kissmetrics Blog)
https://blog.kissmetrics.com/legal-issues-facing-online-marketers/ [Accessed Date: 8/20/2016]
 An introduction to E-Commerce by Dilli Prasad Sharma and Hiranya Bastakoti, 1st Edition,
2011
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•Thank You !
• Stay Connected:
Hem Sagar Pokhrel
Faculty Member
Computer Science & IT Department
Prime College
Kathmandu, Nepal
www.np.linkedin.com/in/geeksagar
www.facebook.com/geeksagar
www.twitter.com/nepalisagar
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