Digital Marketing

Vandana Ahuja

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 Chapter 1
E-marketing

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Learning Objectives

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 E-marketing

• Explores the new tools offered by the world of the internet

• Explores the realm of social media
• Investigates the mindset of the individual who ventures online
• Scrutinizes the characteristics of the virtual medium which
can be of value to the end consumer.
• Identifies how companies can leverage the online world as a
media vehicle, for Brand Communication and proliferation,
building brand and stakeholder relationships and Customer
Relationship Management.
• Understands the consumer online experience
• Examines Traffic Building activities for marketers.

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 Internet Advantages & Disadvantages
o The Internet can increase an
organisation’s geographic coverage
beyond its traditional heartland.
o New customers can be reached.
o The Internet provides a low cost
effective way of transacting with
customers compared to traditional
selling costs.
o A site can be open for business all
day everyday providing customer
convenience.
o The Internet is a fast and flexible
communications tool
o Customer resistance to change,
especially older and disadvantaged
people.
o Public concerns over privacy issues,
such as SPAM and chat-rooms.
o Lingering security doubts over fraud
and Phishing (hackers) and network
security and stability. (Worms).
o Lack of trust with unknown virtual
traders.
o The Internet’s sensory boundaries
limit senses like taste and touch
which influence buyer decisions.
 E-marketing and Information
Technology
• E-marketing is the use of Information Technology in the
processes of creating, communicating, and delivering value to
the customers, and for managing customer relationships in
ways that benefit the organization and its stakeholders.
• E-marketing is the result of Information Technology applied to
traditional marketing.

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The Changing Marketing Landscape

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The Era of Big Data

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The Advent of Web 2.0

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Web Based Applications

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 Web 2.0 Tools

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Web 2.0 and Business Revolution

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The GPTs of the Internet

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Interaction with Online Customers

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E-Marketing and CRM

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 Thank You

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