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Internet Marketing
(Introduction)
Dr. Tejinderpal Singh
Assistant Professor
University Business School
Panjab University
Chandigarh
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Internet Explosion
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World-wide Picture of Internet users
There are2,267,233,742 internetusers (31.12.2011)
Asia has highest
number of Internetusers followed byEurope
32.7%528.1%(2001-2011)
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Total Sites Across All Domains August 1995 – Feb2012
http://news.netcraft.com/archives/2009/06/17/june_2009_web_server_survey.html
612,843,429
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3.146 billion___________Email Accounts
800+ million ______________________Facebook Users
225 million____________Twitter accounts.
250 million____________Number of tweets per day
1 trillion_______________video playbacks on YouTube
48 hours______________video uploaded to YouTube every
minute
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The growth of internet users in India
There are 121 Million internetusers (Dec2012)
India has the highest number of internet users next to USA and
China There is multi-fold growth of
Internet user in recent years
The number will increase to 300
million by 2014( Google)
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Power of internet
“The internet is a tidal wave. It will washover nearly all industries drowning those who don’t learn t o swim in it waves”
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“When I took office, only
high energy physicists had ever heard of what is called the World Wide Web... Now even my cat has it's own page.”
Bill Clinton
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e-marketing
“e-marketing is the use of information technology in theprocess of creating, communicating, and delivering value
to customers, and for managing customer relationship in
way that benefit the organization and its stakeholders.”
Judy Strauss
E-marketing is the result of information technology
applied to traditional marketing
Increases efficiency and effectiveness
New business models
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Internet marketing
“the process of building and maintainingcustomer relationship through online activities to
facilitate the exchange of ideas, product and
services that satisfy the goals of both the
parties”
Mohammed et al
Use of internet technologies to traditional
marketing
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Other related terms
Web marketing e-mail marketing
Search engine marketing
Blog marketing
Social networking marketing
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Why Internet marketing ?
Ubiquity Global reach
Richness
Interactivity Information density
Personalisation and Customisation
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Why Internet marketing ?
Ubiquity Global reach
Richness
Interactivity
Information density Personalisation and
Customisation
Available everywhere, 24 hours
a day
Make purchases from your
house, workplace, even from
your car
Market is extended before the
traditional boundaries and
removed from the temporal andgeographical locations
Market space
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Why Internet marketing ?
Ubiquity Global reach
Richness
Interactivity
Information density Personalization and
Customization
Reach: the total number of customers
a business can obtain.
The technology reaches across
national boundaries.
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Why Internet marketing ?
Ubiquity Global reach
Richness
Interactivity
Information density Personalisation and
Customisation
The complexity and content of
messageUse of videos, audio, online
demonstration comparison of
products
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Why Internet marketing ?
Ubiquity Global reach
Richness
Interactivity
Information density Personalisation and
Customisation
Technology allows two way
communication between merchant andcustomer
Email, FAQs , Chatting, Voice
Chatting, sms, mms
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Why Internet marketing ?
Ubiquity Global reach
Richness
Interactivity
Information density Personalisation and
Customisation
The total amount and quality
of information available to allmarket participants
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Why Internet marketing ?
Ubiquity Global reach
Richness
Interactivity
Information density
Personalisation and
Customisation
Personalization: the targetingof marketing message to
specific individuals by
adjusting the message to a
persons name , interest andpast purchases.
Customization: changing and
delivered product or service
based on user’s or prior
behavior
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Traditional Vs Internet Marketing
Power shift from seller to consumer Market fragmentation
Death of distance
Time compression
Knowledge management
Delivery of new products
Intellectual capital rules
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E-commerce :Introduction
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E-commerce: Meaning
The process of buying, selling, or exchanging products, services, and
information through computer networks.
Buying and selling of products &services on the Internet or on any other
application that relies on the internet.
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Perspective for e-commerce
Communication perspective:the delivery of information regarding product and
service
A business perspective:application of technology towards the automation of
business transaction and work flow
A service perspective :enabling cost cutting at the same time increasing the
speed and quality of service delivery
An online perspective:buying and selling of product and information
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Buy side and sell side of e-commerce
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Evolution of e-commerce
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E-commerce : Types
B2C: Business to consumer
B2B Business to business
C2C Consumer to consumer
P2P Peer to Peer
G2C Government to consumer
M-commerce
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Figure 1.6 Summary and examples of transaction alternatives between businessess,
consumers and governmental organisations
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B2C: Business to consumer
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B2B Business to business
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C2C Consumer to consumer
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P2P Peer to Peer
