E-Marketing Environment in Present Scenario

U12 M2 – Analyse the marketing opportunities and challenges faced by a selected business when using Internet marketing

The Internet Advertising provides detailed statistics that measure more easily and at a much lower cost all user activity with your brand.

As consumers spend more of their time online, the demand for internet advertising continues to rise. Traditional advertising methods such as television, radio, newspapers, magazines, billboards, and directories are being abandoned by companies who desire to shift their marketing strategies to the web. Advertisers are taking advantage of the benefits of online advertising, including its low cost and ability to reach a large number of consumers. The internet makes it possible and cost-effective to operate markets with millions of participants and millions of products. Every day, eBay has two hundred million product listings, Google runs three billion searches, and two hundred million users log into Facebook (Levin, 2010). The internet’s vast reach can allow advertisers to reach significantly more people than traditional advertising at a fraction of the cost. In addition, online advertising is seeing increased demand from advertisers due to its efficient ability to target

Today’s Internet companies such as Facebook, Amazon and Google collect and analyze vast volumes of data in real-time to trigger advertising to their users’ pages.

Digital marketing is the promotion of products, brand or services in one or more forms of electronic media. It is a departure from traditional marketing in that it involves the use of infrastructures that analyzes marketing campaigns and provides real-time information on their efficacy. It is an umbrella term for interactive, measurable, and targeted marketing of products and services of digital setups to reach masses and convert the resulting leads into customers. Consequently, it is majorly focused on retaining them. Its key objective is to increase sales through various digital marketing techniques, build inference as well as increase a brand 's presence. Espoused in it is a comprehensive selection of products, services, and marketing tactics, with the internet at the core of its dissemination. Mobile networks, traditional television, and radio, are also a central part of this marketing concept. Its activities involve, search engine marketing (SEM),

Millions of websites and billions of web pages - marketing on the Internet is increasingly becoming more and more complicated. Business people worldwide are groping for strategies that would ensure regular and targeted traffic flow to their websites. However, just like the brick and mortar physical world of business, internet marketing or web promotions are a strategic mix of various promotional tools and techniques. Together (and if used correctly), this marketing mix offers a simple way out of the web promotions maze.

It’s no secret that programmatic advertising continues to present broad appeal for marketers as they seek greater efficiencies in their advertising spends (need proof? see here, here and here). But while the technology helps reduce CPM costs, the marketer’s ultimate goal—connecting with and engaging consumers—remains more challenging than ever.

Online advertisement alongside advertising in the media is growing and becoming more and more important. People spending approximately 89 hours online, on either a desktop,

As discussed earlier, the concept of e-market and e-commerce is directly related with internet. The modern technology has not only provided platform where companies can directly engage with customers and advertise their products, but also they can sell products. The statistics below depict the annual increase, from the year 2012 to 2013. As per projections, in the year 2018, the Business to Consumer online sales would reach $2, 356 billion, which shows effective these e-markets are and how high e-commerce activities are (Statistica, 2016).

Online advertising enables consumers to take immediate action in response to your message. Your audience is only one click away from the advertiser’s website to

Dlodlo & Dhurup (2010, p.169-167) stated that, first: the implantation of e-Marketing depends on the security procedures (whether it 's adequate or not, organized or not), since any online research or purchase stand on trust mainly. Second: In addition, the cost of infrastructure and the cost of access and embracing have no longer constitute limitation in implementing e-marketing. Finally: the implementation of e-Marketing may limit by information barriers, just like doubts about the

The rapid growth of information technology has enhanced the importance of online advertising. The importance of the Internet as an advertising medium has generated a lot of attention in recent years. With the growth of internet usage from few years, increase the trend of shopping online (James et al, 2016). Nowadays, many companies are more concerning about how to attract customers to increase their revenue and become a leader in competitive market. So they move towards online advertisements as many people spend more time for suffering on internet. Moreover, online advertising become popular in early 20th century in United States. It changed the dimension of growth and competition between online marketers. However, there are some challenges which customers have to face while doing online shopping such as there is lack of reliability (Parul, 2016). Each year many websites are created to cater and organized the rising demand of online services which include online shopping. This is the comfortable means of shopping in terms of saving time and comparing many things at one place. At first, when this trend came into existence, it is not so popular and it was only seen in some developed countries. But the increase of usage of internet, the trend of online shopping has increased among various countries.

The internet allows our businesses to make advertising very fast and easy. It is less expensive to use the Web to promote any kind of service or product for existing and future customers. Actually, people can reach the internet very easy at any place with WI-FI. Surely, the Websites provides us the ideal path in which companies can advertise their goods using multimedia technology as images, audio and video clips, etc. This convenient tool is a fast virtual distribution channel which can fly around the world in few minutes. The World Wide Web has created the perfect channel in which any business can get new customers or inform millions and millions of people about something without flyer, business cards, brochures, etc.

entitled “The Interactive Advertising Model: How Users Perceive and Process Online Ads”. The authors provide an integrative processing model of Internet Advertising, which incorporates the functional and structural schools of thought. The model begins with the functional prospective, which attempts to identify reasons for Internet use. Since most individuals enter cyberspace with some goal or agenda, in mind, the authors argue that a model of online processing should begin with consideration of Internet functions. These functions, according to the authors, operates conjointly with the user’s mode-ranging from high goal-directed to playful-to influence the types of ads web users will attend to and process. The authors offer a broad scheme in which to classify most Internet ads, as well as a number of common features unique to these ads. The authors conclude by offering a number of hypotheses suggested by the model.

“E-marketing is the result of technology applied to traditional marketing. It affects traditional marketing in two ways — increases efficiency in traditional functions, and the technology in e-marketing transforms many marketing strategies.” This in turn will result in new business models that add customer value and/or increase company profitability.