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Online Marketing in India

Mrs. Nisha

Assistant Professor of commerce, Govt. P.G. College Bhiwani.

ABSTRACT

Online marketing is becoming a hot topic in every business sector, and gradually plays a truly important role in any company’s multi-channel marketing strategy. It uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies that help generate and place the ad copy, an ad server who technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser. Online marketing is one form of direct marketing which helps in communicating directly with customers, often on a one to one, interactive basis. More and more companies are now using this mode of marketing either as a primary mode or as a supplement to other modes of marketing. It helps in reaching customers more efficiently and also builds stronger, more personal, one to one relationship with them.

Keywords: Online marketing, Products, Environment, Marketers, Consumer.

INTRODUCTION

Online marketing is one form of direct marketing made feasible by the advert of new technology namely the internet. It helps in communicating directly with customers. It is also known as internet marketing, cyber marketing and E-commerce. It refer to the interactivity between two parties (The prospective buyer and seller) with the use of modern technology. When new product and service is offered by a company it is necessary to convince customer to buy new product or service. In this act the online marketing is very useful for the company because in this marketing the seller and the prospective buyer has direct relation and they can easily convince customers to buy a product.

Online marketing is not only refers to marketing on the internet but also includes marketing done via e-mail and wireless media. Online marketing ties together creative and technical aspects of the internet including design, development, advertising and sales.

Meaning of Internet marketing

Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to sales leads from Web sites or emails. Internet marketing and online advertising efforts are typically used in conjunction with traditional types of advertising such as radio, television, newspapers and magazines.

Specialized Areas of Internet Marketing

Internet marketing can also be broken down into more specialized areas such as Web marketing, email marketing and social media marketing:

1) Web marketing

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2) Email marketing

Involves both advertising and promotional marketing efforts via e-mail messages to current and prospective customers.

3) Social media marketing

Involves both advertising and marketing (including viral marketing) efforts via social networking sites like Facebook, Twitter, YouTube and Digg.

OBJECTIVES OF THE STUDY

1. To Know the introduction of online marketing. 2. To Know the advantage of Online Marketing. 3. To Know the India best marketing Company. 4. To Know the disadvantage of online marketing. 5. To study the relevance of Online Marketing.

RESEARCH METHODOLOGY

The present study is descriptive and Information has been sources from various books, trade journals, publication Etc.

Different Ways to Market your Business Online

This guide gives an overview of the different means to market your business online. It’s not a case of using everything in this guide for your business as you don’t have an endless amount of time and budget but this guide will help you to identify the areas that can be effective for your business.

The following diagram gives an overview of the type of areas we are talking about.

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Top Motivators for Shopping Online

Times of India (February 12, 2013) has published that top motivators for shopping online which include cash back guarantee, cash on delivery, fast delivery, substantial discounts compared to retail, and access to branded products, while barriers include inability to touch and try products before purchase, fear of faulty products, apprehension of posting personal and financial details online and inability to bargain

Fig.2:- Top Motivators for Shopping Online

Fig.3:- Diagram of Effective Internet Marketing In India

Advantage of online marketing Convenience

Internet marketing enables you to be open for business around the clock without worrying about store opening hours or overtime payments for staff. Offering your products on the Internet is also convenient for customers. They can browse your online store at any time and place orders when it is convenient for them.

Reach

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a network of distributors in different countries. However, if you want to sell internationally, you should use localization services to ensure that your products are suitable for local markets and comply with local business regulations. Localization services include translation and product modification to reflect local market differences.

Cost

Marketing products on the Internet costs less than marketing them through a physical retail outlet. You do not have the recurring costs of property rental and maintenance. You do not have to purchase stock for display in a store. You can order stock in line with demand, keeping your inventory costs low.

Personalization

Internet marketing enables you to personalize offers to customers by building a profile of their purchasing history and preferences. By tracking the web pages and product information that prospects visit, you can make targeted offers that reflect their interests. The information available from tracking website visits also provides data for planning cross-selling campaigns so that you can increase the value of sales by customer.

Relationships

The Internet provides an important platform for building relationships with customers and increasing customer retention levels. When a customer has purchased a product from your online store, you can begin the relationship by sending a follow-up email to confirm the transaction and thank the customer. Emailing customers regularly with special, personalized offers helps to maintain the relationship. You can also invite customers to submit product reviews on your website, helping to build a sense of community.

Social

Internet marketing enables you to take advantage of the growing importance of social media. An article on the Harvard Business School Executive Education website highlighted the link between social networking and online revenue growth. According to the article, a group of consumers that responded most strongly to the influence of social networks generated increased sales of around 5 percent. You can take advantage of this type of influence by incorporating social networking tools in your Internet marketing campaigns.

Disadvantage of online marketing

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Table 1:- India’s Top 10 Best Marketing Companies

CONCLUSION

In conclusion, online marketing can reduce costs and increase efficiency. Online marketers avoid the expense of maintaining a store and the accompanying costs of rent, insurance, and utilities. Because customers deal directly with sellers, online marketing often results in lower costs and improved efficiencies for channel and logistics functions such as order processing, inventory handling and trade promotion.

REFERENCES

[1]. Lewis, R.D. and Lewis, H.C. (1997).”Selling On the NET”. NTC Business Books, Illinois, USA. [2]. Business-The net Impact. P.C. Quest, Jan, 1999, pp. 57-59.

[3]. Atul Dhingra, “Selling on the Internet –Advantages and Challenges”. Bikaner Journal of Management, IMS Bikaner Publication, Bikaner, Vol.3, NO.1, July, pp.17-24.

Figure

Table 1:- India’s Top 10 Best Marketing Companies

References

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