International Journal of Scientific Research in Computer Science, Engineering and Information Technology

© 2017 IJSRCSEIT | Volume 2 | Issue 1 | ISSN : 2456-3307

Internet Marketing : The New Era of Innovation In E-Commerce

Rajveer Kaur1, Gurwinder Singh2
1
Department of Commerce, Punjabi University Patiala/Punjab College of Commerce and Agriculture / Vill-
Sarkapra, P.O.Chunni Kalan, Fatehgarh Sahib, Punjab, India
2
Department of Computer Science and Applications, Punjabi University Patiala/Punjab College of Commerce and
Agriculture / Vill-Sarkapra, P. O. Chunni Kalan, Fatehgarh Sahib, Punjab, India

ABSTRACT
From the last few years, the internet and e-commerce have become one of the fastest growing technologies that play
a significant role in our life. Now a day’s e-marketing is one of the most emerging technology in IT and E-
Commerce sector. Internet marketing is a new philosophy and interesting topic especially for researchers in the
marketing field. In modern business practice which involved marketing of goods, services and information with
using internet and other electronic means. It is a new way of marketing a product/service globally to the targeted
market around the world. Internet marketing has become the commercial tool of marketing product and service. This
paper introduces a new approach concerning Internet marketing in electronic commerce; showing how advertisers
need this innovation to be successful. E-marketing does not consists only use to promote marketing over internet but
also helps in marketing through e-mail and wireless media. This paper discussed about the top motivator factors of
shopping online. The present development would be a valuable for researcher and academicians; and useful theory
for practitioners, advertisers, and entrepreneurs. This paper is a secondary research regarding how E-commerce
gradually forms part of our daily lives. It concerns different aspect of advertising in terms of electronic commerce.
Keywords : E-Commerce, Online Marketing, Product, Promotion

I. INTRODUCTION The information can be verbal and non-verbal. When

the Internet arose, it has become commercial tool for
Technology plays a vital role in improving quality of promoting the product; a number of search options
the services provided by business; one of the became available. Companies had the option to
technologies which really brought information advertise themselves on a larger scale.
revolution in society is internet technology. In this
paper we introduce the marketing concept and then Internet marketing (IM) is also known as digital
consider its relationship to more recent concepts such marketing, web marketing, online marketing, or e-
as internet marketing, e-commerce and e-business. marketing. As the name suggest, it is the advertising of
Marketing is an activity, set of institutions and process products or services over the Internet. However, it also
for creating, communicating, delivering and implies marketing through the wireless media and
exchanging of the product. It involves all activities through e-mail. Electronic customer relationship
which associate with buying and selling of product or management (ECRM) systems are also categorized
service. Even before the Internet there were many under Internet marketing. IM can be creative, as well as,
different ways to advertise, in different media such as technical through its design, development, advertising,
radio, TV, newspapers, magazines, telemarketing and and sales over the Internet. It facilitate new types of
pamphlets. For promoting the product, the marketer information based process for reaching and interacting
should provide information to user about its product. with customers like online advertising, online order
talking and online customer service etc.Internet
marketing is a cost effective tool where customization

CSEIT172152 | Received: 20 Feb 2017 | Accepted: 28 Feb 2017 | January-February-2017 [(2)1: 253-258 ] 253
becomes very easy and affordable along with very less “Pushing and Pulling on the Internet”The internet is
marketing efforts.. Businesses are increasingly using fast emerging as a domain sales channel. The Internet is
the internet for commercial activities it is a effective expanding & it influences consumer which shifts the
mode of communication between businesses and consumer behavior. It has changed the way product
customers. Internet banking is a growing mainly awareness is created28, developed new modes of
because more and more people use the internet every product consideration. Victor Van Valenhas29
day. published article “Is Your Marketing Smart?” Today
advertisers not only need to cater to and directly
E marketing also includes technical and creative pinpoint a precise targeted audience, but they need to
aspects of the internet like development, design, customize their advertisements as well. In print
advertisement and sales. It helps to find out the right mediums, you have an idea of who will see your ad.
consumer to whom goods and services are provided by For example, you know Femina magazine would be
the business. It consists of all activities, which help to great to target women so you can promote your new
attracting, finding and retaining the customer. beauty product in this magazine. But when it comes to
online venues, how can you target the right audience
II. LITERATURE REVIEW when millions are browsing? Solution to this problem
is Yahoo! SmartAds product, an innovative new
J Suresh Reddy26 has published article in Indian advertising platform that allows marketers to deliver
Journal of Marketing. Title of article is “Impact of E- tailored ads to highly targeted audiences. SmartAds
commerce on marketing”. Marketing is one of the combines Yahoo!'s consumer insights and media
business function most dramatically affected by capabilities with new ad serving technology.It
emerging information technologies. Internet is automatically converts campaign creative and targeted
providing companies new channels of communication offerings into highly-customized, relevant ad displays.
and interaction. It can create closer yet more cost
effective relationships with customers in sales, III. OBJECTIVES
marketing and customer support. Companies can use Every study has been conducted for a particular
web to provide ongoing information, service and objective and the objective of this study is to know
support. It also creates positive interaction with the conceptual knowledge of internet marketing
customers that can serve as the foundation for long and the new era of innovation in E-commerce. In
term relationships and encourage repeat purchases.
this paper, we focus on the study of online
Even cyber shopping allows customers to sit in the
marketing and behavior of consumers and to
comfort of their homes and purchases their goods. One
review the present status of online trading.
can shop any kind of product or service in the mind of
the night and from any part of the world. Vikas
Bondar27 has published his article on “sales and IV. METHODOLOGY
marketing strategies”.Internet is a really good thing.
The Internet gives people a greater amount of The present research paper is based on how to apply
information as we need. It is the best way to get a Internet marketing especially how to utilize it to attract
comparison of the products that we need. If we are more visitors to a certain website. An attempt has been
interested in buying, it is best for us to check the Web made to study the internet marketing. This paper is
sites. Also if we would like to make our own Web page theoretical in nature and for the data various websites
we can do this, without paying a lot of money. From has been consulted.
where do we set all this information? The answer is
from advertising, which we see, everywhere: on TV, on The Internet And Marketing Mix
the Internet, in the newspapers and more. Year after
year we get more and more new, interesting Now a day, the concept of Internet marketing has
information and in the future the Internet use will expanded and brought more opportunities for
increase more than now. This article explains how companies to approach their customers. In the past, the
internet is useful tool for advertisement. V.Kumar and Internet was only used as a tool to contact customers,
Denish Shah have published research paper entitled part of direct marketing. Nowadays, the Internet,

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particularly websites has been becoming a popular characteristics of a product, service or brand. A product
media for any firms to introduce their products and is a benefit or service, which a business provides to its
services. The Internet is considered as an independent customers. The Internet offers options for varying the
and effective marketing tool. core product, options for changing the extended
products, conducting research online, velocity of new
Marketing is an arrangement that provides an product development and velocity of new product
opportunity of exchanging goods and services for diffusion. Many digital products now can be purchased
money. Market includes both place of exchange and easily over the Internet via providers' website. For other
region in which buyer and sellers are in free products, instead of providing actual products to
competition with one another. The marketing teams customers, many companies publish the detailed
(marketers) are tasked to create consumer awareness of product information with pictures or images. The
the products or services through marketing techniques. Internet provides a new tool to collect customer
Unless it pays due attention to its products and services feedback quickly and accelerate new product
and consumers' demographics and desires, a business development since process of testing new products is
will not usually prosper over time. more rapid and effective.

Essentially, marketing is the process of creating or Price is the most flexible element of e-marketing
directing an organization to be successful in selling a comparing to other three elements of the marketing mix,
product or service that people not only desire, but also since it can be changed quickly to adapt to the market's
are willing to buy. Therefore, good marketing must be demand. Companies can use the Internet to build
able to create a "proposition" or set of benefits for the differential price for different customers in different
end-customer that delivers value through products or countries, based on
services.

The Internet offers new opportunities to traditional Product

marketing model, it is necessary to examine it based on
the marketing mix, which is traditional but still
applicable. The marketing mix plays an important role
in IM in E-commerce; deciding what type of 4 Ps
advertising best suit customers through the Web. Place of Promotion

E-Marketing
The Four Ps

Marketing mix is the combination of the product, the

Price
distribution system, the price structure and promotional
activities. The marketing mix is probably the most
famous marketing term. Its elements are the basic,
tactical components of a marketing plan. Also known IP (Internet Protocol) analytic technologies. For buyers,
as the Four P's. Some commentators will increase the they are able to find out the price differences by
marketing mix to the Five P's, to include people. Others visiting companies' or price comparison sites. In
will increase the mix to Seven P's, to include physical addition to this, the Internet also, reduces costs and
evidence (such as uniforms, facilities, or livery) and price per product by reducing operating costs of stores
process, i.e. the whole customer experience e.g. a visit and number of staffs. Together with these advances,
to Disney World (Borden 1964). Developing many new payment methods are created. The online
technology, naturally, has an effect on all of these and payment method using credit cards is the most popular,
internet does not mean to promote products but also in efficient, convenient and flexible way for companies
the placement, distribution and of product. and customers. Bills can be paid at any time and in
anywhere. Moreover, companies can cut costs by
According to Philip Kotler, Products the solution to reducing paper works since the customers fill all the
customers wants and needs. It refers to the necessary information such as their own private

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information and credit cards information by themselves. Types of internet marketing
Beside these conveniences, online customers still have
to worry about securities and privacy matters. Hence, Search Engine Marketing (SEM) The internet has made it
some third parties provide services to protect consumer easier for advisor to reach large and targeted consumers. Online
privacy and to secure transactions. PayPal is one of the marketing rely on an effective web that attracts visitors,
most successful companies in this business sector. provides them with useful sources, and encourages
them to reach out to financial advisor. SEM is a form of
Place This P of marketing mix is related with physical online marketing that targets the users of search engines, such as
distribution of goods. it is concerned with middleman Google, yahoo, Bing. Search engine marketing or SEM
and place where the goods should be displayed and consists of cumulative efforts to promote a website in
made available to the potential buyers. New method paid and organic search listings. SEM is a primary
of distributing goods through online selling is offered driver of business growth and customer acquisition for
by the improvement of the Internet. It is possible for many e-commerce stores. Search engine marketing
customers to make their purchasing decisions anywhere (SEM) is a form of internet marketing that involves the
at any time. The Internet has the greatest implications promotion of websites by increasing their visibility in
for the Place in the marketing mix because it has a search engine results pages (SERPs) primarily through
large market place. Companies now can expand their paid advertising.
business from local areas to the whole country even to
international market. They also can use the Internet to E-mail marketing
exploit new markets with low cost international
advertising since they do not have to establish sales Email marketing is a way to reach consumers directly
infrastructure in different countries. via electronic mail. Email marketing is a popular way
for businesses to reach customers. Email marketing is
Promotion it is one of four variables in marketing mix. the use of email to promote products and service. it
Promotion are the activities, which are taken up in helps develop the relationships with potential
marketing to sell product and services. It refers to how customers and clients. Email marketing is one segment
marketing communications are used to inform of internet marketing. With the help of E-mail,
customers and other stakeholders about company and marketing a company sends a commercial message to a
its product. The promotion is of prime importance, group of people. Most Commonly through
when a company is to launch a new product, fix its advertisements, requests for business, sales or donation
price and decide the area where it is to be sold. The solicitation, any email communication is considered
online promotion mix is an extension of offline. The email marketing, it helps to build customer loyalty,
internet can be used to review new ways of applying trust in a product or company or brand recognition.
each of elements of communication mix such as Email marketing is an efficient way to stay connected
advertising, sales promotions, public relation and direct with clients while also promoting business.
marketing. To promote a product, a company provides
pictures, demonstration and other related information Social media marketing
on its website free of cost.
Social media marketing is a type of internet marketing.
It provides social media platforms and websites to
promote a product or service and various social media
networks in order to achieve marketing communication
and branding goals. Social media marketing primarily
covers activities involving social sharing of content,
videos, and images for marketing purposes, as well as
paid media advertising. SMM became more common
with the increased popularity of websites such as
Twitter, Facebook, and YouTube.

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 communication, and its availability 24 hours a day, 7
days a week. On-line marketing offers more choices
and flexibility and, at the same time, eliminates huge
inventories, storage costs, utilities, space rental, etc.
People tends to associate Internet marketing with direct
marketing because companies participating in online
marketing usually shortened the supply chain and
reduced commission and operating costs.

The ability to serve as both a transaction medium and a

physical distribution medium for certain goods is a
unique feature of Internet marketing. Companies that
provide digital products or services such as software,
Blogging marketing music, news, consulting services, online ticketing and
reservations, telemedicine, insurance, banking, stock
The term blog comes from the combinations of web brokerage, tax, and other financial service industries
and log or weblog. Blog is the informational website can best realize such advantages.
published on World Wide Web. Blog marketing is the
process of reaching target market through use of blog. Using the Internet as the distribution channel can
It a process that publicizes or advertises a website, reduce not only the delivery cost substantially, but also
business, brand and product. Today, many business ensures instant delivery of products services. Moreover,
owners use a blogging platform, such as Word Press. Internet research becomes an increasingly important
There are free blogging platforms, such as Blogger and tool during the purchasing process. Marketing
Wordpress.com, to maintain a professional appearance departments are investing more into online marketing
that allows for your unique product brand. Blogs are today because it's:
like news sites that are updated with new content.  Attractive to a significant segment of the
demographics for most customer profiles. It can
Viral Marketing effectively reach the target customer.
 Faster and less expensive to conduct direct
Viral marketing, or viral advertising, is the techniques
marketing campaigns
that use social networking services and other
 Measurable, which means that successes are
technologies to try to increases brand awareness or to
identifiable and repeatable_
achieve other marketing objectives (such as product
sales) through self-replicating viral processes. It refers  Cost effective, in the long run.
to how consumers spread information about a product
with other people in their social networks; viral Disadvantages
marketing is a marketing technique that induces
websites or users to pass on a marketing message to There is no actual face-to-face contact involved in the
other sites or users, creating a potentially exponential Internet communication. For the types of products that
growth in the message's visibility and effect. A popular rely heavily on building personal relationship between
example of successful viral marketing is Hotmail, a buyers and sellers such as the selling of life insurance
company now owned by Microsoft, which promoted its and the type of products that requires physical
services and its own advertisers' messages in every examination, Internet marketing maybe less appropriate.
user's email notes. While internet marketing cannot allow prospective
buyers to touch, or smell or taste or 'try on' the products,
The Advantages and Disadvantages of Internet However a survey of consumers of cosmetics products
Marketing shows that email marketing can be used to interest a
consumer to visit a store to try a Product or to speak
The Internet can provide timely information to with sales representatives.
customers because of its ability for instant

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Some of the disadvantages of e-Marketing are VI. REFERENCES
dependability on technology, Security, privacy issues,
Maintenance costs due to a constantly evolving [1] J Suresh Reddy26 has published article in Indian
environment, Higher transparency of pricing and Journal of Marketing. Title of article is “Impact
increased price competition, and worldwide of E-commerce on marketing”.
competition through globalization. [2] Vikas Bondar27 has published his article on
“sales and marketing strategies”.
[3] V.Kumar and Denish Shah have published
V. CONCLUSIONS research paper entitled “Pushing and Pulling on
the Internet”
Based on our study, the Internet not only brings [4] Victor Van Valenhas29 published article “Is
different image to all the elements of the marketing Your Marketing Smart”.
[5] Wong, Poh-Kam “Global and national factors
mix but has brought a new way to approach potential
affecting e-commerce diffusion in Singapore.” The
customers in a very interesting, creative and cost Information Scoiety 19.1(2003): 19-32
effective way as well. This paper deals the conceptual [6] Himani Sharma,”Bankers Perspectives on E-Banking
knowledge of internet marketing. The present and its Challanges Evidence from North India” The
development would be a valuable addition to researcher IUP Journal of Bank Management, Vol. X, No. 4,
and academicians; and useful theory for practitioners, 2011
advertisers, and entrepreneurs. Some of the [7] AI-Smadi, M.O., and AI-Wabel, S.A. The impact of
E-banking on the performance of jordanian banks.
disadvantages of e-Marketing are dependability on
Journal of internet banking and commerce.
technology, Security, privacy issues, Maintenance [8] Beer, Stan Customers preference on internet banking,
costs due to a constantly evolving environment, Survey (Retrieved from
Higher transparency of pricing and increased price http://www.itwire.com/content/view/4570/53 on
competition, and worldwide competition through March 20, 2009).
globalization. Security will not be an issue anymore
because software companies, banks and credit card
institutions are working hand in hand to improve
Internet security. Companies need to protect
themselves in three areas: data integrity,
confidentiality of data and authenticity by installing
firewalls or routers. Customers will look for a
business on the Web since there are unique
opportunities for marketing a company's service,
selling products and gathering information on the
Net .In the next 3 to 5 years, India will have 30 to 70
million Internet users which will equal, if not surpass,
many of the developed countries. Internet economy
will then become more meaningful in India. With
the rapid expansion of internet, E-commerce is set
to play a very important role in the 21st century,
the new opportunities that will be thrown open, will
be accessible to both large corporations and small
companies. This is the new era of innovation; where
everyone will be interacting on the Web. Live video
session will be available and a prospective customer may
be able to talk to a customer representative directly over
the internet.

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