CRITICAL ANALYSIS OF E-MARKETING VS

TRADITIONAL MARKETING IN INDIA

Submitted by:

RISHABH GUPTA

B.COM (HONS) 4th SEM

A7004614019

SPECIALIZATION: MARKETING

Under guidance of:

DR.ALPANA SRIVASTAVA
Professor
ABS, Lucknow
(SEMINAR REPORT IN PARTIAL FULFILLMENT OF THE AWARD OF FULL TIME MASTERS IN BUSINESS
ADMINISTRATION (2014-17)

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH LUCKNOW

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 ACKNOWLEDGEMENT

I take this opportunity to thank Prof. V. P. Sahi, Director, ABS Prof. (Dr) ALPANA SRIVASTAVA faculty
coordinator for giving me a chance to prove my mettle in the field of the research which I have been
able to bring to a logical conclusion. The entire period of this research has been a pleasurable and
fulfilling experience. The knowledge and awareness gathered coupled with the help and
encouragement of my mentors has given me the impetus to complete my project successfully and
present it to the environment in the correct format.

This project has not only helped me academically but also enlightened us understanding the
corporate world and their position in the present business world regarding the importance of online
marketing and the impact of which can be clearly seen in the E-marketing industry.

RISHABH GUPTA

B.COM (HONS)

4TH SEM

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CHAPTER 1

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 Objectives of the study

1. To study the Online Marketing.

2. To study the E-marketing and traditional marketing.

3. To study the various Advantages and Disadvantages of Online Marketing

4. To study different types of E-marketing and Traditional marketing.

5. To Study the comparisons between E-marketing and traditional

marketing.

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 Scope of the study

1. To globally reach all customers

2. To save time and money.

3. To provide a number of brands in with best price

4. To provide convenient and hassle free shopping.

5. To provide customers with knowledge of upcoming products

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 Significance of the study

1. Know about the importance of Online Marketing in todays scenario

2. Know how the comaprision beteen E-marketing and Traditional

marketing.

3. The upcoming Scenario of E-commerce in the coming Years.

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CHAPTER 2

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 History Of Online Marketing

Internet Marketing today has become an integral part of people’s lives.Wheninternet was first
introduced not a single business house recognized the huge potential it had in store as a
marketing tool. As early as 1993 it was just a tool used for emailing & data transfer. The best
of the business units had declared it unfit for marketing purposes.
Then in 1995 Netscape the ISP went public and bought the online world into prominence by
exploring its commercial potential. The wide reach, cost effectiveness, capabilities to
measure the spending’s and easy accessibility made internet as the most feasible marketing
tool.
The flood-gates opened after that:
Spending on Internet advertising in 1996 totalled $301 million in the U.S. While significant
compared to the zero dollars spent in 1994, the figure paled in comparison to the $175 billion
spent on traditional advertising as a whole that year. Online advertising grew to an industry
worth nearly $1 billion in 1997.
In India, as reported by PWC, advertising industry recorded a growth of 22% over 2006 and
thus contributed an estimated Rs. 196 billion in 2007 as compared with Rs. 161 billion in
2006. In the years 2004-2007, the advertising industry recorded a cumulative growth of 20%
on an overall basis.
Though different segments of the industry grew at different rates, the highest growth was
recorded by the smallest segment in the industry- online advertising. This segment grew by
69% from the previous year, albeit from a low base of Rs. 1.6 billion in 2006 to Rs. 2.7
billion in 2007. Its share in the overall advertising pie grew to 1.4% in 2007, up from 1.0% in
2006. In the last four years 2004-2007, the segment recorded a cumulative growth of 65% on
an overall basis.
As broadband penetration increase in the Indian homes and also the mobile devices become
more internet friendly, web/wap publishing companies would develop more content on the
Internet. This would make online advertising more relevant, more creative and more
informative.

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Online Marketing
Online marketing refers to a set of powerful tools and methodologies used for promoting
products and services through the Internet.

Online marketing includes a wider range of marketing elements than traditional business
marketing due to the extra channels and marketing mechanisms available on the Internet.

Online marketing can deliver benefits such as:

• Growth in potential

• Reduced expenses

• Elegant communications

• Better control

• Improved customer service

• Competitive advantage

Online marketing is also known as Internet marketing, Web marketing, digital marketing and
search engine marketing (SEM)

The broad online marketing spectrum varies according to business requirements. Effective
online marketing programs leverage consumer data and customer relationship management
(CRM) systems.

Online marketing connects organizations with qualified potential customers and takes
business development to a much higher level than traditional marketing/advertising.

Online marketing synergistically combines the Internet's creative and technical tools,
including design, development, sales and advertising, while focusing on the following
primary business models:

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• E-marketing

• Lead-based websites

• Affiliate marketing

• Local search

Online marketing has several advantages, including:

• Low costs: Large audiences are reachable at a fraction of traditional advertising

budgets, allowing businesses to create appealing consumer ads.

• Flexibility and convenience: Consumers may research and purchase products and
services at their leisure.

• Analytics: Efficient statistical results are facilitated without extra costs.

• Multiple options: Advertising tools include pay-per-click advertising, email marketing

and local search integration (like Google Maps).

• Demographic targeting: Consumers can be demographically targeted much more

effectively in an online rather than an offline process.

The main limitation of online marketing is where goods are being sold, the lack of tangibility
means that consumers are unable to try out, or try on items they might wish to purchase.
Generous return policies are the main way to circumvent such buyer apprehension.

Online marketing has outsold traditional advertising in recent years and continues to be a
high-growth industry.

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Definition of E-Marketing
Internet marketing or online marketing refers to advertising and marketing efforts that use
websites and emails to drive the direct sales via electronic commerce. Internet marketing and
online advertising is typically used together with the traditional types of advertising such as
Radios televisions, newspapers and magazines.

The term ‘Internet marketing’ tends to refer to an external perspective of how the Internet can
be used in conjunction with traditional media to acquire and deliver services to customers. An
alternative term is e-marketing or electronic marketing.Which can be considered to have a
broader scope since it refers to digital media such as web, e-mail and of electronic wireless
media, but also includes management of digital customer data and electronic communications
technology. Customer relationship management systems (e-CRM systems).

Marketing is the management process responsible for identifying, anticipating and

satisfying customer requirements profitably.

This definition emphasizes the focus of marketing on the customer, while at the same time
implying a need to link to other business operations to achieve this profitability. Smith and
Chaffey (2005) note that e-marketing can be used to support these aims as follows:

Identifying – the Internet can be used for marketing research to find out customers ‘needs
and wants .

Anticipating– the Internet provides an additional channel by which customers can access
information and make purchases – understanding this demand is key to governing resource
allocation to e-marketing

Satisfying – a key success factor in e-marketing is achieving customer satisfaction through

the electronic channel, which raises issues such as: is the site easy to use, does it perform
adequately, what is the standard of associated customer service and how are physical
products dispatched? These issues of customer relationship management .

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Definition of Tradition Marketing
Traditional marketing refers to any type of promotion, advertising or campaign that has been in use by
companies for years, and that has a proven success rate. Methods of traditional marketing can include
print advertisements, such as newsletters, billboards, flyers and newspaper print ads. Traditional
marketing is a rather broad category that incorporates many forms of advertising and marketing. It's
the most recognizable types of marketing, encompassing the advertisements that we see and hear
every day. Most traditional marketing strategies fall under one of four categories: print, broadcast,
direct mail, and telephone. Print marketing is the oldest form of traditional marketing. Loosely
defined as advertising in paper form, this strategy has been in use since ancient times, when Egyptians
created sales messages and wall posters on papyrus. Today, print marketing usually refers to
advertising space in newspapers, magazines, newsletters, and other printed materials intended for
distribution. Broadcast marketing includes television and radio advertisements. Radio broadcasts have
been around since the 1900s, and the first commercial broadcast—a radio program supported by on-
air advertisements—aired on November 2, 1920. Television, the next step in entertainment
technology, was quicker to adopt advertising, with less than ten years between its inception and the
first television commercial in 1941. Direct mail marketing uses printed material like postcards,
brochures, letters, catalogs, and fliers sent through postal mail to attract consumers. One of the earliest
and most well-known examples of direct mail is the Sears Catalog, which was first mailed to
consumers in 1888. Finally, telephone marketing, or telemarketing, is the practice of delivering sales
messages over the phone to convince consumers to buy a product or service. This form of marketing
has become somewhat controversial in the modern age, with many telemarketers using aggressive
sales tactics. The U.S. federal government has passed strict laws governing the use of telemarketing to
combat some of these techniques.

Importance of Online Marketing

1. Cost effective

Internet marketing is one of the most cost effective ways of advertising because marketing
products on the internet is less expensive as compared to marketing them on a physical outlet.
This is because the costs used on starting a website and the use of marketing articles or social
media in establishing an online presence is minimal and you don’t have to incur cost of

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property rental and maintenance because you will not have to purchase stocks for display in a
store.

2. Convenient

Internet marketing will enable you to be open for business around the clock without worrying
about the opening and closing hours of your store. It’s also convenient for your customers
because they can browse your online store at any time and place their orders at their own
convenient time

3. Increase website traffic

The use of articles or social media as a marketing strategy will help increase traffic to a
business website. The more people visiting the site the more likely hood to closing more sells
and generating more interests in the products.

4. Reach

Internet marketing overcomes barriers of distance because you can sell goods in any parts of
the country without setting up a local outlet thus widening up your target market. However if
you want to sell internationally you will have to 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.

5. Improves customer seller relationship

The internet provides a better platform to build relationships with customers thus increasing
customer retention level for example when a customer has purchased a product you can begin
the relationship by sending a follow up e-mail to confirm the transaction and then thank the
customer. You can also invite the customer to give product reviews on your website and this
will help build a sense of community.

6. Personalization

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Internet marketing as a way of marketing will help a business personalize offers to customers
by building a profile of their purchasing history and preferences. You can do this by tracking
the web pages and product information that prospects visit and make targeted offers that
reflect their interests.

7. Increases sales

Internet marketing will increase your sells because it provides the consumers with the
opportunity to purchase the products online rather than physically going to a place or sending
an order form by mail. This will increase the rate of impulse purchasing power resulting in an
increase of revenue for businesses and an excellent return on their investments.

8. Always available to consumers

While work schedules and certain lifestyles could have an impact on consumer’s abilities to
physically go shopping during normal working hours using internet marketing techniques
businesses can give their consumers a 24 hour outlet for finding the products they want.

The Role of Online Marketing

Internet marketing has obviously been talked and written about a lot over the last ten years
and more.

One of the aspects of most of these discussions that fascinates me is that Internet Marketing is
usually talked about as if it is just a further marketing and sales channel, in line with TV,
Radio, Print media etc. This is very intriguing, because I think this is both right and wrong at
the same time. Here is why.

The Internet obviously enables a company to advertise and sell its products and services. For
advertising, think banner ads (very reminiscent of print ads, by the way). You can also buy
things online, Amazon and others come to mind. But that is not all.

These days, before we make any meaningful purchase decision, we go on the Internet to
check out my options and to become informed. This is true for both personal and professional

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purchases. So, for example, before we have to buy a computer, we will spend a certain period
of time on the Internet to check out all the options, read the reviews, go to the manufacturers’
websites, etc. After we have done this, we will go to the place where we will purchase, this
place can either be offline or online. It means the following:

All roads lead to the Internet

. I hear a radio ad on a product, I go on the Internet to check it out. I see a TV spot, I go on
the Internet. I see a print ad, I go on the Internet. A friend tells me about something, I go on
the Internet. I see a banner ad online, I go further on the Internet.

This fundamentally changes the role of marketing and of advertising

In the old days, we would advertise, so that either people went out of their way to go and get
the product or that when they chance encountered it they selected the product they felt better
about. Yes, you could read magazines and reviews and try to form an opinion, but this was a
difficult and laborious process.

Today, people go and check things out online. This means that the connection between
advertising and product purchase is broken in many industries. This means that regardless of
where you advertise, the next step for the buyer is very likely to go online, become informed
and THEN to go and purchase the product:

I think this has some pretty substantial implications for marketers: Whatever the messages are
that you send via traditional and more modern channel, they will get modified and changed

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by whatever your buyers find online. This means that the messages that can be found on your
company and on your products online are at least as important, if not more important than the
messages that you send out via channels. This becomes even more important, when the
majority of content on your company that can be found on the Internet originates not from
you, but from 3rd parties.

An additional consideration is that the role of advertising has partially changed. Ads lead to
online visits. This means that you cannot design any advertising campaigns anymore, without
knowing exactly how they integrate with the Internet, because they will invariably lead to it.

A practical example: I watch a TV spot on a new car. It talks about some new cool features
that it has. I think: this is pretty cool, I should check this out on the carmaker’s homepage. I
go to the homepage, but all I find is a ton of videos (some of which I had already seen on
TV), but it is impossible to find the information on the new features that they talked about. I
give up, being frustrated.

I think one could think this through even further and start with the needs of the buyer,
develop an online programme that meets those needs and then to develop TV ads, for
example, that drive people online. This is the new role of Internet marketing as I see it:
providing the linkage between advertising and the company itself.

Marketing applications of Internet marketing

Internet-based media offer a range of opportunities for marketing products and servicesacross
the purchase cycle. Companies such as easy Jet and BP illustrate the applications of Internet
marketing since they show how organizations can use online communicationssuch as their
web site, third-party web sites and e-mail marketing as:

An advertising medium.For example, BP plc.and its subsidiary companies, such asCastrol

Limited, uses large-format display or interactive ads on media sites to creates awareness of
brands and products such as fuels and lubricants.

A direct-response medium. For example, easy Jet uses sponsored links when a user
isresearching a flight using a search engine to prompt them to directly visit the easy Jetsite by

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clicking through to it. Similarly the easy Jet e-mail newsletter sent to customerscan encourage
them to click through to a web site to generate sales.

A platform for sales transactions. For example, easyJet sells flights online to both
consumersand business travelers.

A lead-generation method. For example, when BP offers content to business car

managersabout selecting the best fuel for company cars in order to identify interest from a car
fleet manager.

A distribution channel. For example, for distributing digital products. This is often specificto
companies with digital products to sell such as online music resellers such asNapster
(www.napster.com) and Apple iTunes (www.itunes.com) or publishers of written
or video content.

A customer service mechanism. For example, customers serve themselves on easyJet.comby

reviewing frequently asked questions.

A relationship-building mediumwhere a company can interact with its customers tobetter

understand their needs and offer them relevant products and offers. For example,easyJet uses
its e-mail newsletter and tailored alerts about special deals to helpkeep its customers and
engage them in a dialogue to understand their needs throughcompleting surveys and polls.

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 ELECTRONIC MARKETING
A type of business model, or segment of a larger business model, that enables a firm or
individual to conduct business over an electronic network, typically the internet. Electronic
commerce operates in all four of the major market segments: business to business, business to
consumer, consumer to consumer and consumer to business. It can be thought of as a more
advanced form of mail-order purchasing through a catalogue. Almost any product or service
can be offered via ecommerce, from books and music to financial services and plane tickets.

Ecommerce has allowed firms to establish a market presence, or to enhance an existing

market position, by providing a cheaper and more efficient distribution chain for their
products or services. One example of a firm that has successfully used ecommerce is Target.
This mass retailer not only has physical stores, but also has an online store where the
customer can buy everything from clothes to coffee makers to action figures.

When you purchase a good or service online, you are participating in ecommerce.

Some advantages of ecommerce for consumers are:

- Convenience. Ecommerce can take place 24 hours a day, seven days a week.
- Selection. Many stores offer a wider array of products online than they do in their brick-and-
mortar counterparts. And stores that exist only online may offer consumers a selection of
goods that they could not access.

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 Advantages of E-marketing:
 Time saving – is the reason number one for using electronic commerce. People now have
access to their money and what they need to buy from home and work all from a desktop
computer.
 Consumers have an access to a wider range of products – company now can use internet
sites as shop fronts, so consumers can browse, buy from many different sellers and making it
easier to find exactly what they are looking for.
 Allows small businesses to mix with the big business online – with a relatively small cost,
a new business can set its self up to conduct transactions online.

 Provide benefits to suppliers of goods and services – company now can target a wider
variety of consumers even take the product or service international, allowing them a means of
supplying their goods to places that were before unreachable.

 Business is Open 24 x 7 x 364 7/8 – it works while you play or sleep. They are open for
business every hour of the day, every day of the week, every week of the year. Your
receptionist, greeter and front people are always working for you because they are your
website. They do not complain about the long hours.

 Messages spreading (world wide market space) – advertising on the web can make a big or
small firm’s promotional message reach out to potential customers all over the world quickly
and small cost as an online marketing strategy.

 Help protect against frauds and theft losses – electronic payments can be easier to monitor
than payments are made by cheques.

 Thinking Outside the Globe – selling something made by someone else, shipped by yet
another and the money handled by yet another is the heart of the advantages e commerce
brings to the business world. You can even employ an international staff. Some work you
may need done can be more effectively done by companies or even individuals in other
countries.

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 Disadvantages of E-marketing:
 Purchase to Delivery – when making a purchase at a brick and mortar business, you get the
product when you pay for it. On the web, there may be a time lag from purchase to actually
being able to consume. The consumer will have to wait for delivery of physical goods.

 Inability to Feel the Physical – it is nearly impossible to sell things like furniture and tires
online. Furniture is something people like to sit on and know the feel. Tires need to be
installed once purchased. The old tires also need to be disposed of. In both instances, there is
a need for real actions to fulfill the reason for the purchase. That’s why things like food,
jewelry, antiques etc. can never turn to E-marketing.

 Trouble recruiting and retaining employees – the company needs well-expert and skilled
staff to keep up and create the ecommerce facilities of the company. Many companies favor
to outsource their improvement and programming tasks to decrease labor costs.

 Consumers feel less confident with their credit card numbers – most of the consumers are
still not confident in providing their credit card numbers for making payments on the website
while shopping on the Internet.

 Not every company can take the benefit – some of the small companies may not be able to
take the benefit of E-marketing for example the lack of expertise and lack of technology. The
legal environment in which E-marketing is conducted is full of unclear and conflicting laws.
It should be noted that mostly these disadvantages stem from the newness and rapidly growth
of the technology.

But ecommerce also has its disadvantages for consumers:

- Limited customer service. If you want to buy a computer and you’re shopping online, there
is no employee you can talk to about which computer would best meet your needs.

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- No instant gratification. When you buy something online, you have to wait for it to be
shipped to your home or office

Types of E-marketing

The major different types of e-marketing are: business-to-business (B2B); business-to-

consumer (B2C); business-to-government (B2G); consumer-to-consumer (C2C); and mobile
commerce (m-commerce).

B2B E-marketing

B2B e-marketing is simply defined as e-marketing between companies. This is the type of e-
marketing that deals with relationships between and among businesses. About 80% of e-
marketing is of this type, and most experts predict that B2B e-marketing will continue to
grow faster than the B2C segment.

The B2B market has two primary components: efrastructure and e-markets. Efrastructure is
the architecture of B2B, primarily consisting of the following:

● logistics - transportation, warehousing and distribution (e.g., Procter and Gamble);

● application service providers - deployment, hosting and management of pack-aged

software from a central facility (e.g., Oracle and Link share);

● outsourcing of functions in the process of e-marketing, such as Web-hosting, security and

customer care solutions (e.g., outsourcing providers such as eShare, Net Sales, iXL
Enterprises and Universal Access);

● auction solutions software for the operation and maintenance of real-time auctions in the
Internet (e.g., Moai Technologies and Open Site Technologies);

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● content management software for the facilitation of Web site content management and
delivery (e.g., Interwoven and Procure Net); and

● Web-based commerce enablers (e.g., Commerce One, a browser-based, XML-enabled

purchasing automation software).

E-markets are simply defined as Web sites where buyers and sellers interact with each other
and conduct transactions.10

The more common B2B examples and best practice models are IBM, Hewlett Packard (HP),
Cisco and Dell. Cisco, for instance, receives over 90% of its product orders over the Internet.

Most B2B applications are in the areas of supplier management (especially pur-chase order
processing), inventory management (i.e., managing order-ship-bill cycles), distribution
management (especially in the transmission of shipping documents), channel management
(i.e., information dissemination on changes in operational conditions), and payment
management (e.g., electronic payment systems or EPS).

eMarketer projects an increase in the share of B2B e-marketing in total global e-marketing
from 79.2% in 2000 to 87% in 2004 and a consequent decrease in the share of B2C e-
marketing from 20.8% in 2000 to only 13% in 2004.

B2C e-marketing

Business-to-consumer e-marketing, or commerce between companies and consumers,

involves customers gathering information; purchasing physical goods (i.e., tangibles such as
books or consumer products) or information goods (or goods of electronic material or
digitized content, such as software, or e-books); and, for information goods, receiving
products over an electronic network.

It is the second largest and the earliest form of e-marketing. Its origins can be traced to online
retailing (or e-tailing). Thus, the more common B2C business models are the online retailing
companies such as Amazon.com, Drugstore.com, Beyond.com, Barnes and Noble and

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ToysRus. Other B2C examples involving in-formation goods are E-Trade and Travelocity.

The more common applications of this type of e-marketing are in the areas of purchasing
products and information, and personal finance management, which pertains to the
management of personal investments and finances with the use of online banking tools.

marketer estimates that worldwide B2C e-marketing revenues will increase from US$59.7
billion in 2000 to US$428.1 billion by 2004. Online retailing transactions make up a
significant share of this market. marketer also estimates that in the Asia-Pacific region, B2C
revenues, while registering a modest figure compared to B2B, nonetheless went up to $8.2
billion by the end of 2001, with that figure doubling at the end of 2002-at total worldwide
B2C sales below 10%.

B2C e-marketing reduces transactions costs (particularly search costs) by increasing

consumer access to information and allowing consumers to find the most competitive price
for a product or service. B2C e-marketing also reduces market entry barriers since the cost of
putting up and maintaining a Web site is much cheaper than installing a “brick-and-mortar”
structure for a firm. In the case of information goods, B2C e-marketing is even more
attractive because it saves firms from factoring in the additional cost of a physical
distribution network. Moreover, for countries with a growing and robust
Internet population, delivering information goods becomes increasingly feasible.

B2G E-marketing

Business-to-government e-marketing or B2G is generally defined as commerce be-tween

companies and the public sector. It refers to the use of the Internet for public procurement,
licensing procedures, and other government-related operations. This kind of e-marketing has
two features: first, the public sector assumes a pilot/leading role in establishing e-marketing;
and second, it is assumed that the public sector has the greatest need for making its
procurement system more effective.

Web-based purchasing policies increase the transparency of the procurement process (and
reduce the risk of irregularities). To date, however, the size of the B2G e-marketing market

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as a component of total e-marketing is insignificant, as government e-procurement systems
remain undeveloped.

C2C E-marketing

Consumer-to-consumer e-marketing or C2C is simply commerce between private individuals

or consumers.

This type of e-marketing is characterized by the growth of electronic marketplaces and online
auctions, particularly in vertical industries where firms/businesses can bid for what they want
from among multiple suppliers. It perhaps has the greatest potential for developing new
markets.

This type of e-marketing comes in at least three forms:

● auctions facilitated at a portal, such as eBay, which allows online real-time bid-ding on
items being sold in the Web;

● peer-to-peer systems, such as the Napster model (a protocol for sharing files between
users used by chat forums similar to IRC) and other file exchange and later money
exchange models; and
● classified ads at portal sites such as Excite Classifieds and eWanted (an inter-active,
online marketplace where buyers and sellers can negotiate and which features “Buyer
Leads & Want Ads”).

Consumer-to-business (C2B) transactions involve reverse auctions, which empower the

consumer to drive transactions. A concrete example of this when competing airlines gives a
traveller best travel and ticket offers in response to the traveller’s post that she wants to fly
from New York to San Francisco.

There is little information on the relative size of global C2C e-marketing. However, C2C
figures of popular C2C sites such as eBay and Napster indicate that this mar-ket is quite
large. These sites produce millions of dollars in sales every day.

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M-commerce

M-commerce (mobile commerce) is the buying and selling of goods and services through
wireless technology-i.e., handheld devices such as cellular telephones and personal digital
assistants (PDAs). Japan is seen as a global leader in m-commerce.

As content delivery over wireless devices becomes faster, more secure, and scale-able, some
believe that m-commerce will surpass wire line e-marketing as the method of choice for
digital commerce transactions. This may well be true for the Asia-Pacific where there are
more mobile phone users than there are Internet us-ers.

Industries affected by m-commerce include:

● Financial services, including mobile banking (when customers use theirhandheld devices
to access their accounts and pay their bills), as well as bro-kerage services (in which stock
quotes can be displayed and trading conducted from the same handheld device);

● Telecommunications, in which service changes, bill payment and accountreviews can all
be conducted from the same handheld device;

● Service/retail, as consumers are given the ability to place and pay for orderson-the-fly;
and

● Information services, which include the delivery of entertainment, financialnews, sports

figures and traffic updates to a single mobile device.

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 TRADITIONAL MARKETING

Traditional marketing refers to any type of promotion, advertising or campaign that has
been in use by companies for years, and that has a proven success rate. Methods of traditional
marketing can include print advertisements, such as newsletters, billboards, flyers and
newspaper print ads. Traditional marketing is a rather broad category that incorporates many
forms of advertising and marketing. It's the most recognizable types of marketing,
encompassing the advertisements that we see and hear every day. Most traditional marketing
strategies fall under one of four categories: print, broadcast, direct mail, and telephone. Print
marketing is the oldest form of traditional marketing. Loosely defined as advertising in paper
form, this strategy has been in use since ancient times, when Egyptians created sales
messages and wall posters on papyrus. Today, print marketing usually refers to advertising
space in newspapers, magazines, newsletters, and other printed materials intended for
distribution. Broadcast marketing includes television and radio advertisements. Radio
broadcasts have been around since the 1900s, and the first commercial broadcast—a radio
program supported by on-air advertisements—aired on November 2, 1920. Television, the
next step in entertainment technology, was quicker to adopt advertising, with less than ten
years between its inception and the first television commercial in 1941. Direct mail marketing
uses printed material like postcards, brochures, letters, catalogs, and fliers sent through postal
mail to attract consumers. One of the earliest and most well-known examples of direct mail is
the Sears Catalog, which was first mailed to consumers in 1888. Finally, telephone
marketing, or telemarketing, is the practice of delivering sales messages over the phone to
convince consumers to buy a product or service. This form of marketing has become
somewhat controversial in the modern age, with many telemarketers using aggressive sales
tactics. The U.S. federal government has passed strict laws governing the use of
telemarketing to combat some of these techniques

26
TRADITIONAL MARKETING CATEGORIES

Print: Includes advertisements in newspapers, newsletters, magazines, brochures, and other

printed material for distribution

Broadcast: Includes radio and television commercials, as well as specialized forms like on-
screen movie theater advertising

Direct mail: Includes fliers, postcards, brochures, letters, catalogs, and other material that is
printed and mailed directly to consumers

Telemarketing: Includes requested calling and cold calling of consumers over the phone

TYPES OF TRADITIONAL MARKETING

Direct Mail Marketing

Anyone with a mailbox receives some type of direct mail marketing—be it a 15-percent-off
coupon for Kohl’s or Macy’s sent exclusively to store credit-card holders, or a mailing from a
local real-estate broker informing you of the current market value of your home Some other
direct mail marketing strategies include postcards, coupons, special offers, advertising
circulars, free newspapers, free trial CDs, catalogs, and pre-approved credit card applications.
Email marketing is now a very popular offshoot of direct mail marketing However, it’s worth
bearing in mind that 37 states now have laws regarding “spam,” or unwanted junk email.
Therefore, companies that wish to maintain a positive reputation use an “opt-in” policy for
marketing email, targeting only interested customers.

Telemarketing

Tele marketing is a marketing strategy that involves connecting with customers over the
telephone or, more recently, through web-based video conferencing. The telemarketers of
Market Makers scheduled an average of one appointment every two hours, a 33 percent

27
improvement over the company's original numbers. Furthermore, the number of corporate
clients who canceled their service after the telemarketing campaign was under two percent.
By using a dedicated telemarketing strategy, Money corp generated higher-quality leads and
expanded the most profitable, consistent sector of its client base. Telemarketing is one of the
most divisive strategies in modern marketing because many organizations have been known
to use irritating or unethical practices in telemarketing. One of the most negatively-perceived
versions of telemarketing is known as “robo-calling,” a practice that involves using a pre-
recorded message delivered through an automatic dialing machine that can contact thousands
of people every day. Because of these and other unpopular methods, there are many
government regulations of telemarketing in several countries throughout the world. While
many methods of telemarketing are looked upon negatively by consumers and lawmakers, the
telemarketing field is broad and includes several methods that are ethical and highly
effective. In the above example of Money corp, the campaign was not about selling a product
over the phone, but making contact between Money corp's senior sales team and their
potential clients more effecient and successful.

Telemarketing can be used to achieve several different business goals, including:

-Selling a product

-Generating leads for a sales team

-Conducting surveys and collecting consumer data

-Maintaining contact with existing customers or encouraging previous customers to return.

CROSS-MEDIA MARKETING

Cross-media marketing is what the name suggests—it involves using a variety of media
forms to integrate your marketing message into peoples’ consciousness. Using a variety of
media puts your company’s message in front of more consumers more often. Rather than
marketing a product exclusively on a website, cross-marketers use a combination of mobile
apps, paid search engine returns, link ads, television commercials, YouTube videos, content

28
marketing, print brochures, radio and television ads, social media, and trade-show marketing.
Many forms of cross-media marketing are so subtle that consumers often don’t realize they
are being marketed to.
It would be foolish to spend an entire marketing budget on a website and not market that
website through social media channels. In fact, one of the foundational principles of Internet
cross-marketing is to spread your name, products, and links in as many places as possible. It’s
difficult to determine who’s going to click through to your website from a comment on a
blog; but when it happens, it’s yet another opportunity to invite activity.

MOST MEMORABLE TRADITIONAL MARKETETING

CAMPAIGNS

Traditional marketing campaigns often have the advantage of staying power. They can
become iconic, and instantly familiar to millions of people. The top five memorable
campaigns of the 20th century, according to network television powerhouse NBC, are:

McDonalds: “You deserve a break today”

Nike: “Just Do It”

Marlboro's “Marlboro Man”

Coca-Cola: “The pause that refreshes”

Volkswagen: “Think Small”

29
How is a Traditional Marketing plan developed and employed?

The strategies for developing a traditional marketing plan vary widely, according to the form
of advertising used and the type of business. In some companies, particularly small
businesses, the entire staff will contribute to planning and execution. Larger companies often
have marketing departments dedicated to creating advertising campaigns that use traditional
marketing. The first step in developing a plan is to choose print, broadcasting, direct mail, or
telemarketing. This choice depends on the budget and the marketing message conveyed. For
example, a store that's announcing a sale will use more immediate impact strategies like
broadcasting or print, while a business launching a general awareness campaign might choose
direct mail, which stays in consumers’ hands for a longer period of time.
For print and broadcast marketing, the business must arrange to purchase advertising space.
The timing of this step depends on the lead time, or how far in advance the advertising space
must be purchased. Some print media, such as wide-circulation magazines, have lead times of
several weeks. For example, an advertisement in Sports Illustrated magazine must be
reserved at least five weeks in advance and longer for premium placement. Other markets
have shorter times, with some newspapers allowing next-day ad placement.
The development of marketing materials also varies depending on the form. Direct mail and
print campaigns require graphic design and copywriting. For telemarketing, the advertisers
write a script for the sales representatives (or outsourced telemarketing company) to follow.
Radio ads may be either produced and pre-recorded, or scripted and read by on-air
personalities. Finally, television commercials can either be written by the marketing
department and produced in-house, or contracted out to production companies.

30
What types of careers work with Traditional Marketing strategies?

Brand Manager

What They Do

A brand manager is responsible for planning, developing, and directing the marketing efforts
for a particular product or brand. This may be an entire company, or a line of products within
a large company.
Brand managers coordinate the activities for a team of marketers involved in several facets of
operation, including research and development, production, sales and advertising, purchasing,
distribution, packaging development, and financing. These professionals decide on marketing
strategies, conceptualize and oversee marketing campaigns, and control the brand’s public
image through advertising.

Education and Experience

A typical brand manager will hold a four-year bachelor's degree in marketing or advertising.
In addition, most large companies require at least four years of experience in lower marketing
positions, such as sales representatives.

Advertising Sales Director

What They Do

The job of an advertising sales director is to manage the entire advertising strategy of a
company from all directions, including business, sales, and technical perspectives. Typically
in charge of a team of sales representatives, these high-ranking managers oversee the
development of sales materials, campaign implementation, and advertising budgets and
projections.

Education and Experience

31
An advertising sales director must hold a four-year bachelor's degree in marketing, sales, or
advertising, and typically needs a minimum of 10 years’ experience in sales and marketing.
Most businesses hire advertising sales directors who have proven track records in marketing
success.

Media Director

What They Do

A media director typically works at an advertising agency that develops and implements
marketing strategies for other companies. The job of the media director is to manage the
purchase of print space and broadcast time for clients.
These professionals work with a client to choose the most effective avenues for traditional
marketing, usually through market research and statistical models. They are also responsible
for working with media sales representatives to place the advertisements.

Education and Experience

A four-year bachelor's degree in sales, marketing, or advertising is required to become a

media director. As with most management-level marketing professionals, a media director
also needs at least 5 years of field experience, with a proven record of results.

How can a marketing school help you succeed with Traditional Marketing?

Traditional marketing is a diverse field, involving many different strategies and methods.
Earning a degree through a marketing program provides the knowledge and skills required to
effectively use traditional marketing techniques -- from print to broadcast.
Coursework in marketing programs are designed with traditional marketing strategies in
mind. Many schools offer degree programs geared specifically toward print or broadcast
marketing, such as Broadcasting Media and Graphic Design. This includes subjects like
communication, which helps professionals understand the most effective ways to design and
deliver traditional marketing campaign. Marketing programs will also have courses on

32
consumer psychology, which teaches a strong understanding of buying habits and
motivations.

Advantages of Traditional Marketing:

TV
Television broadcasting is not dead. While there has been a significant drop since the rise of
the Internet age, a Nielsen 2013 report estimates 115.6 million Americans still own a
television set. Despite the boom of social media and online marketing, TV is still an
important traditional marketing method companies should consider advertising on.
Advertising efforts on TV or radio has the benefit of reaching a mass audience, and while it
may be costly, some industries can really benefit from TV and/or radio ads.

Real Connections
Social conversation certainly has its advantages, but nothing can really compare to face-to-
face experiences. Humans still long for that personal connection where we can read
expressions and mannerisms, especially when it comes to business matters. Further, word of
mouth is still highly effective, particularly for small businesses.

Target Customers
If you have the marketing budget and know your customers, traditional methods such as
billboards, TV, radio, trade shows, and newspapers can bolster your activity and efforts.
Traditional media works best when you understand your customer and marketing strategy,
and you’re realistic about your marketing spend.

Disadvantages of Traditional Advertising

Price
Traditional media buys are usually more expensive than newer forms of advertising. In
addition to the cost of buying TV spots, you may need to pay for the development of your
commercials. To benefit from broadcast advertising, you may need to buy many spots,
requiring a commitment of thousands of dollars before you can gauge results. Many forms of

33
new media -- including Facebook pages, Twitter accounts and websites -- let you
communicate with your customers using your in-house staff.

Lack of Timeliness
Traditional advertising does not allow you to respond to changes in the marketplace as
quickly as newer forms of communication. You may have to create your message weeks or
months in advance when you run magazine ads. Even daily newspaper ads may require a lead
time of several days. Changing broadcast ads requires time and additional production
expense. Small business can change Facebook pages, send tweets or update a website in a
matter of minute
.
Harder to Target Audience
Modern technology allows marketers to more precisely target potential customers based on
the amount of personal information websites collect about visitors. Small businesses can
determine in advance not only what type of person visits a particular website, but how often,
what they view and other information. Print and broadcast outlets provide media kits with
audience demographics, but once a magazine is mailed, a paper is delivered or an ad is
broadcast, you don’t know who actually read, saw or viewed your ad.

Less Information
The message you can deliver with traditional advertising is much more limited compared to
newer forms of communications. If you can get people to your website with the click of a
banner ad or link, you have almost unlimited opportunities to deliver page after page of
information to customers. With print and broadcast, you must communicate your message
within a few square inches of space or in 30 seconds.

34
Major Characteristics of Online Consumers
The typical Internet user of the twentieth century is young, professional, and affluent with
higher levels of income and higher education (Palumbo and Herbig,1998). They value time
more than money which automatically makes the working population and dual-income or
single-parent households with time constraints better candidates to be targeted by non-store
retailers (Burke, 1997). Actually, both demographics and personality variables such as
opinion leadership or risk aversiveness are very important factors that are considered in
studies trying to determine the antecedents of Internet purchases (Kwak et al., 2002).
Confirmatory work shows that income and purchasing power have consistently been found to
affect consumers’ propensity to shift from brick-and-mortar to virtual shops (Co-mor, 2000).
Internet usage history and intensity also affect online shopping potential.
Consumers with longer histories of Internet usage, educated and equipped with better skills
and perceptions of the Web environment have significantly higher intensities of online
shopping experiences and are better candidates to be captured in the well known concept of
flow in the cyber world (Sisk, 2000; Hoffman and Novak, 1996;Liao and Cheung, 2001).
Those consumers using the Internet for a longer time from various locations and for a higher
variety of services are considered to be more active users (Emmanouilides and Hammond,
2000).

As Bellman et al. (1999) mention, demographics are not so important in determining online
purchasing potential. Whether the consumer has a wired lifestyle and the time constraints the
person has are much more influential. Risk taking propensity is also a powerful factor. E-
shoppers have higher risk taking tendencies. Consumers with high levels of privacy and
security concerns have lower purchasing rates in online markets but they balance this
characteristic with their quest for making use of the information advantage of the
environment (Kwak et al., 2002; Miyazakiand Fernandez, 2001). These educated individuals,
as more confident decision makers, are much more demanding and have greater control over
the purchasing process from initiation to completion (Rao et al., 1998).

35
Online Shopping Behavior
Identifying pre-purchase intentions of consumers is the key to understand why they
ultimately do or do not shop from the Web market. One stream of research under online
consumer behavior consists of studies that handle the variables influencing these intentions.
A compilation of some of the determinants researchers have examined are: transaction
security, vendor quality, price considerations, information and service quality, system quality,
privacy and security risks, trust, shopping enjoyment, valence of online shopping experience,
and perceived product quality. (Liao and Cheung, 2001; Saeed et al., 2003; Miyazaki and
Fernandez, 2001; Chen and Dubinsky, 2003).

The lists of factors having a positive or negative impact on consumers’ propensity to shop do
not seem to be very different from the considerations encountered in offline environments.
However, the sensitivities individuals display for each variable might be very different in
online marketplaces. Factors like price sensitivity, importance attributed to brands or the
choice sets considered in online and offline environments can be significantly different from
each other (Andrews and Currim, 2004).Uncertainties about products and shopping
processes, trustworthiness of the online seller, or the convenience and economic utility they
wish to derive from electronic shopping determine the costs versus the benefits of this
environment for consumers(Teo et al., 2004). Further studies aiming to complete the full set
of factors influencing consumers’ prepurchase intentions are still much awaited.

The Online Purchasing Process

Many studies frequently mention that there is a vast amount of window shopping taking place
online but the number or the rate of surfers who turn into purchasers or regular buyers are
very low (Mayer, 2002; Betts,2001; Oliver, 1999). This might happen because of the lack of
consumer intention to purchase an offering from the online environment at the outset. It
might also happen because of various problems that arise during online shopping driving the
consumer to abandon the task in the middle. Therefore, while one stream of research should
identify the reasons behind the purchase reluctance of consumers, another area of
concentration should be why people abandon their shopping carts and stop the purchasing
process in the middle. Such attempts can help to understand how to turn surfers into
interactions, purchasers, and finally, repeat purchases by making them enter into continuous
interaction with this environment (Berthon, 1996).Common reasons for purchase reluctance

36
are the difficulties and costs of distance shipping, inadequate amount of purchase related
information, troubles experienced after the purchase such as delivery or refund problems,
general security fear, and various perceived risks such as financial, product-related or
psychological risks (Mayer, 2002; Chen and He, 2003). On the other hand, the reasons of
abandoning purchases are much more technical such as unexpected shipping costs or
transaction complexity (Harvard Business Review, 2000). In other words, some consumers
accept to shop from the Internet in principle but technical complexities or ineffective systems
discourage them.

Regardless of the pessimistic state of events, marketers should not be hopeless about the
future. Once the risks consumers perceive about shopping through the web are reduced, the
environment still promises a high potential for selected consumer segments. Studies show
that consumers who search for product related information through the Web have stronger
intentions to make purchases online (Shim et al.,2001). Therefore, building on the
information advantage can be expected to pay off in the future. Constructing effective
decision support systems and assisting consumers with interactive decision tools are also
successful attempts that need to be developed further (O’Keefe and McEachern, 1998;
Barber, 2001). However, investing on the pre-purchase stages of the decision making process
is not adequate. Developing and testing the effectiveness of specific “selling” strategies and
tactics for the cyber market are also crucial. Studies that focus on currently unavailable but
possible tools of cyber shopping in the future, such as the use of artificial shopping agents
that work on behalf of consumers in the online market (Redmond, 2002), are also very
valuable efforts enlightening the road for future studies.

37
Consumer Satisfaction and Loyalty in the Online Market
Investing in consumer satisfaction from the online experience and creating brand or site
loyalty are critically important for companies that want to have a long run presence on the
Web. There are two approaches taken to induce loyalty into consumers in an online context.
One approach is to focus on concrete factors. For example, creating a convenient and well-
designed online store and offering secure transactions are the keystones of satisfying e-
consumers (Szymanski and Hise, 2000). However, all satisfied consumers do not become
loyal. Personalization attempts and increasing the social value of online experiences are very
important to make consumers build strong brand relationships in the cyber world. Although
Nunes and Kambil (2001) argue the opposite, some studies find that personalized Web sites
and customer communities are highly influential on the consumer brand relationship
especially for experienced Internet consumers (Thorbjornsen, 2002). Besides, businesses that
can create trust and increase the perceived value of online shopping can turn their satisfied
consumers into loyal ones in the e-marketing environment, too (Anderson and Srinivasan,
2003). The online environment accommodates so many opportunities for creating loyalty that
even offline offerings can be effectively facilitated with supporting after sale services
provided through the Web (van Riel et al., 2004).

The Strategic Value of Online Marketing

As Kline and Mehta (2001)creatively state, there is a shift in the current online vision of
firms from “how to get in the game” to “how to play the game”. However, many studies
emphasize what firms can do online and the advantages and disadvantages they will
experience, adequate effort has still not been shown toward formulating a strategic
perspective of the online marketing environment.

Advantages and Disadvantages of Going Online

The excitement created by the unique and innovative characteristics of the Web created a
tendency to focus on the advantages created by the medium at first. However, contrary points
also emerged rapidly and the pros and cons of going online began to be discussed
simultaneously The operational advantages of being online mentioned by many studies create
an extensive list: becoming easily accessible from different parts and time zones of the world,
being introduced to global business opportunities, decreased red tape in international
operations, possibility to conduct personalized, effective and interactive advertising, the

38
availability of marketing research and analysis tools, lower capital and overhead costs, lower
operating costs, decreasing cost of capital, tax advantages, increased efficiency in business-
to-business transactions, flexible ordering, better order tracking, levelling the playing field
with other firms, enhancing the firm’s image by appearing to be on the cutting edge of
technology, and reaching a larger audience of prospective clients (Paul, 1996; Rosen and
Howard, 2000; Rozgus, 2000; Elfrinketal., 1997).

However, the disadvantages of going online are just as prevalent and, therefore, the authors
of studies that discuss the pros of e-business have shown an equal effort to note the negative
sides of going cyber. Privacy and security problems, various operational, strategic and cost-
based disadvantages, the difficulty of controlling online transactions and measuring
outcomes, high costs of entering e-business, the difficulty of setting prices at an international
level, intensified competition, cultural differences, differences in international trade laws,
changes between the telecommunication infrastructure and technical standards of different
countries, high costs of individual delivery, the difficulty of dealing with virtual transactions,
problems about disintermediation, the fear of technology most consumers experience, the
lack of socialization and tactility are only some of the most commonly encountered
disadvantages of becoming an online business (Paul, 1996; Rosen and Howard,
2000).Therefore, companies need to implement a strict structure to determine the costs and
the financial outcomes of going online in order to be sure that the pros exceed the cons for
their business and firm (Zeller and Kublank, 2002).The list of the advantages and
disadvantages of becoming an online business is quite long. For many companies, Internet
based plans are not yet a priority because of costs, system incapability and the fact that their
external partners cannot participate in the ebusiness environment yet (Roth, 2000). In other
words, e-marketing is the sweet spot but transforming into a real electronic business is the
critical and difficult part of all this excitement (Higgins, 1999).

39
CHAPTER 3

40
 RESEARCH METHODOLOGY

The project titled the role of online marketing in promotion of E-marketing includes the
collection of data through primary as well as secondary methods. Observations and
conversations have been very useful in the study of this project.

Universe refers to the entire group of item that the researcher wishes to study. The
respondents are considered as the universe sample member.

Sample size
Respondents- 106 persons.

Sampling technique
In this survey I have adopted convenience sampling method as I have selected respondents
according to my convenience.

Data collection method

In this survey, the data collected by me was primary in nature because there is better scope of
getting the required information.
The researcher has adopted structured questionnaire method that was made and circulated
through the medium of internet to collect the required data.

Secondary data collection method

Secondary data is the data available in readymade form and which is already used by people
for some purposes. There are various sources of secondary data such as-newspapers, internet,
magazines, reports, journals, books, documents and other published information.

Internet:- The researcher also takes into consideration the internet facility from which
information is found.

41
 DATA ANALYSIS

1. Gender

FINDINGS-

Here I tried to find out the percentage of male and female buyers.

57.5% of the buyers are female and the rest being males.

2. Occupation of the candidate

42
FINDINGS-
Occupation No of persons Percentage

Service 16 15.1%

Business 20 18.9%

Student 70 66%

Total 106 100%

Here I tried finding out the occupation of the online buyers.

15.1% belonged to the service class.

18.9% belonged to business class.
66% were students.

3. Preferred Area of Shopping

43
FINDINGS-
Preferred Area No of Percentage
persons

Online 45 68.9%

Offline 61 31.1%

Total 106 100%

Here I tried to find out whether people prefer online or offline shopping today. And as the
results show that people today prefer shopping online over offline.

31.1% said that they still prefer shopping offline because of the loop holes that come hand in
hand with it.
68.9% said that they prefer to buy online and feel that it is most convenient in today’s digital
era.

4. Frequency Of Shopping Online

44
FINDINGS-
Frequency No of persons Percentage

Occasionally 50 47.2%

Weekly 10 9.4%

Monthly 38 35.8%

Yearly 8 7.5%

Total 106 100%

Here I tried to find out how frequently people do shopping online.

35.8% said that they shop online every month.

47.2% said that they shop occasionally or when huge sales hit the sites.
9.4% said that the shop online every week.
7.5% said that they shop online once in a year

5. Types of products generally bought

45
FINDINGS-
Type Of Item No of persons Percentage

Electronic Items 36 34%

Books 6 5.7%

Clothes and Footwear 42 39.6 %

Online Ticketing 22 20.8%

Total 106 100%

Here I tried finding out the various things that people prefer buying online.

20.8% said that they prefer to do reservations online since its easier booking tickets online.
34% said they prefer buying electronics because of huge discounts.
5.7% said that prefer buying books because of the availability of all possible books online.
39.6% said that they buy clothes and footwear because of availability of multiple brands and
the range of stuff that they have.

6. Reason For purchasing Goods Online

46
FINDINGS-

Frequency No of persons Percentage

Occasionally 50 47.2%

Weekly 10 9.4%

Monthly 38 35.8%

Yearly 8 7.5%

Total 106 100%

Here I tried to find out what the reasons for which the buyers prefer online purchases.

35.8% said that they prefer buying online because they get huge discounts over there when
compared with offline shops.
5.7% said they prefer online buying because they are able to find multiple brands that too
very conveniently.
25.5% said that they feel that online shopping is time saving since they can sit anywhere and
shop.
32.1% said that they have other reasons for shopping online like delivery at the doorstep,
convenience etc.

7. Problems Arising During Online Purchase

47
FINDINGS-
Problems No of persons Percentage

Fake/Duplicate 34 32.1%

Unavailability of COD 25 23.6%

Unsecured Payment 23 21.7%

Defective Products 24 7.5%

Total 106 100%

Here I tried to find out the problems that the customers face during their online purchase.

23% have a fear of unsecure payment and would mostly prefer ordering on cash on delivery
to be on the safer side.
32.1% said that they have come across cases of online retailers supplying fake or duplicate
products and that is the biggest problem.
22.6% fear that the online retailers would deliver defective products to them and try to avoid
buying electronics online.
23.6% said that there are many cities across India where COD facility is not available which
is also a very big issue while online purchases.

8. Satisfaction Level during Online Purchase

48
FINDINGS-
Satisfaction Level No of persons Percentage

High 35 33%

Moderate 65 61.3%

Low 5 4.7%

Not Satisfied 1 0.9%

Total 106 100%

Here I tried to measure the satisfaction level of the people who shop online.

.9% said that they are not satisfied with online shopping.
33% said that they are highly satisfied with online shopping.
61.3% said that they were moderately satisfied.
4.7% said that their satisfaction level was low.

9. Prefer Shopping Online from

49
FINDINGS-
Site No of Percentage
persons

A particular 53 50%

Various 53 50%

Total 106 100%

Here I tried to find out the preference of people whether they like to buy products from a
particular site or multiple sites

50% people said they would prefer to shop from a particular site where as the other 50% said
they prefer to buy products from various sites

10. Preferred Mode Of Payment

50
FINDINGS-
Payment Mode No of persons Percentage

COD 77 72.6%

Internet Banking 14 13.2%

Debit/Credit Card 15 14.2%

Total 106 100%

Here I tried finding out the most preferred mode of payment while shopping online and as I
thought it is COD.

13.2% prefer internet banking.

14.2% prefer debit or credit cards.
72.6% prefer COD as a method of payment.

11. Delivery Time Of Online Product

51
FINDINGS-
Delivery Time No of persons Percentage

Next Day 6 5.7%

2-3 Working days 32 30.2%

Within a Week 51 48.1%

More Than a Week 17 16%

Total 106 100%

Here I tried finding out the delivery time that the e retailers take to deliver goods.

16% said that they receive their goods in more than a weeks’ time.
5.7% said that they receive goods in a days’ time.
30.2% said that it takes 2-3 days for their goods to be delivered.
48.1% said that they receive their goods within a week.

12. Would You Recommend Online shopping

52
FINDINGS-
Recommendation No of Percentage
persons

Yes 98 92.5%

No 8 7.5%

Total 106 100%

7.5% of the people say that they would never suggest online shopping to anyone because of
the past experiences whereas 92.5% said that they definitely would suggest online shopping
to their family and friends.

SWOT ANALYSIS
53
Strengths:

 Provides Convenient and hassle free shopping

 A Variety of products are available under one shop

 Global reach.

 Cash On delivery service increases trust in the minds of the consumer.

Weaknesses:

 Security issues like hacking and misuse of personal information can take place.

 Overloading of sever can cause huge loss to business.

 To shop online an internet connection and an electronic device is must.

Opportunities:
 Since it has global reach it can very easily capture a lot of market share.

 Online shopping is the upcoming trend in today’s era it has a very bright future.

Threats:

 There is a lot of tough completion existing.

 Users are reluctant in using the online shopping as people are not very confident
about the products they receive against their order.

54
CHAPTER4

RECOMMENDATION

55
1. Online benchmarking related to products.

2. Better use of BI tools .

3. There should be improvement in the safety system.

4. The E-marketing websites should be made more consumer friendly.

5. The Business should adopt fair and ethical practices.

6. The delivery system is the main element in the E- commerce so more emphasis should
be laid on making the delivery system effective and efficient.

7. Proper checks to ensure that the quality of the product and to minimize selling of
duplicate and cheap stuff.

8. They should try to reach to the mass that is they should adopt different strategies to
cover the untapped market and provide services to as many people as possible.

9. The marketing strategies that are used to promote should be in line with the society’s
beliefs and that it doesn’t harm the environment.

10. If a person recommends a website to another from his account some sort of benefit in
the form of loyalty points or gifts should be provided .

CONCLUSION

56
For a business to be successful with ecommerce store, it is important that you effectively
market it. The best place for online marketing services is social networking website. Social
networking sites draw attention of maximum people. Social media optimization (smo) and
Search engine optimization are the other others that help us to market our products
effectively. To have a blooming e-marketing business it is very important that a person uses
fierce internet marketing with the help of social networking websites. Once you have
explored the multi-dimensional users of social networking sites, you will be able to spread
word-of-mouth messages about the latest offers and discounts in your site very easily which
in turn will help you increasing your sales. Increases the reliability factor of your site also
takes place, helps to build stronger and better relationships with customersand also inform
new customers and give them a number of reasons why they should do business with you.
Only a unique online store can help attract customers to your website.

To sell a product you need to market the product. The above survey shows clearly that in
today’s era most of the people prefer online shopping as compared to offline shopping as it is
very convenient ,time saving , heavy discounts and also a number of brands are available.

The online marketing has impacted the e-marketing industry in a very large manner .the e-
marketing industry is booming and the only reason is that the online marketing strategies that
have been used are very effective and have attracted a lot of customers and also have built a
sense of trustworthiness in the minds of the people .

There has been a tremendous rise in the sales of the e-marketing websites and it is growing at
a very fast rate and in the upcoming years the future of e-marketing is shining.

BIBLIOGRAPHY
57
1. Wikipedia.com

2. http://www.techopedia.com

3. Internet marketing : Strategy implementation And Practice Dave Chaffey

4. “E-marketing: Strategic Issues,” Journal of Marketing &Communication.
5. “Electronic Marketing: Integrating Electronic Resources into the Marketing
Process”, The Dryden Press, USA.

6. Electronic Commerce World Journal homepage. http://www.ecworld.utexas.edu

7. “E-marketing/Internet: B2B: 2B or Not 2B?” (Goldman Sachs Investment Research,

November 1999)

8. Wikipedia.com

9. http://www.techopedia.com

10. http://www.nga.org/internet/proposal.asp

11. http://www.nettax.fairness.org/facts

12. http://www.ecommercecommission
13. Molina, A., &Michilli, M. (2003). E-marketing innovation in the Veneto region:
Sociotechnical alignment in the context of a public administration. International
Journal of Entrepreneurship and Innovation Management, 3(4), 415.

APPENDIX

58
 QUESTIONAIRE:

I would be grateful if you find few minutes to fill out this questionnaire. Your answers will be
a part of a research project on impact of online marketing on promotion of e- commerce.

Personal Information

1. Name-

2. Gender - Female Male

3. Occupation

a. Service b. Business c. Student

4. Contact Number (optional):

5. Where do you prefer to shop

a. Online b. Offline

6. How often do you purchase online

a. Occasionally b. Weekly c. Monthly d. Yearly

7. What are the types of products you generally buy

59
 a. Electronic Items b. Books c. Clothes and Footwear d. Online
Ticketing

8. What is the reason for purchasing online

a. Heavy Discounts b. Availability of Multiple brands c. Time Saving

d. Others

9. What are the various problems purchasing online

a. Fake/Duplicate products b. COD c. Unsecure Payment

d. Defective Products

10. What is the satisfaction level of purchasing online

a. High b. Moderate c. Low d. Not satisfied

11. You prefer shopping online from

a. A particular site b. Various sites

12. What are your payment preferences

a. COD b. Internet Banking c. Debit /Credit card

13. The product purchased online is delivered

a. Next Day b. 2-3 working days c. Within a week d. More than week

14. Would you recommend online shopping to anyone

60
a. Yes b. No

*THANK YOU FOR YOUR VALUABLE TIME*

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