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LAKSHYA INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT STUDIES
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ISSN: 2456-2823
March 2017, Volume 2, Issue 1
ROLE OF ONLINE MARKETING
Meenu Chandwani
Research Scholar
Department of Business Administration
University of Rajasthan, Jaipur
ABSTRACT
Online marketing is a form of promotion that use the internet and world wide for the expressed purpose
of delivering marketing message to abstract customers. Online marketing includes, Content marketing,
social media marketing, search engine marketing, email marketing. Indian economy is going to cashless
and digital. This step of Indian government enhances the role and importance of online marketing.
Online marketing helps businesses to deal with cashless and to make india digital. The purpose of this
paper to investigate the strategies used in online marketing to cover maximum number of customers. It
is focus on the effectiveness of the tools of online marketing and also understands the
disadvantage/adverse impact of online marketing on the targeted audience.
Key words - online marketing, content marketing, social media marketing, search engine marketing,
email marketing.
INTRODUCTION
The use of the Internet to promote goods and services is known as Internet Marketing or Online
Marketing. This process is also referred to as electronic marketing. Internet marketing uses tons of
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LAKSHYA INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT STUDIES
12, Shivam Nagar 1st, Jagatpura, Jaipur – 302017. Rajasthan. e-mail: [email protected]
March 2017, Volume 2, Issue 1
ISSN: 2456-2823
strategies to make a business visible to the target audience. These strategies include SEO (search engine
optimization), blogging, direct marketing, email marketing, content marketing, social media marketing
and so on. There are advantages and disadvantages that come with internet marketing. The internet is
becoming one of the primary sources of information for people around the world. Users prefer doing a
quick online search for anything they want, instead of turning the pages of directories and newspapers.
When a product is manufactured, it is existence needs to be made known to the general public,
otherwise the product will not sell. Advertising draws the attentions of potential customers to a product.
Advertising is a way persuading potential customers to a product. Advertising has played an important
role in connecting companies to the customers. Advertising has always been an important investment
for the companies to draw more customers and recover more revenues than the costs involved.
Advertising is carried out through various media, traditional media, such as television, newspapers,
magazines and radio have historically derived a large portion of their revenue from advertising and in
some cases, all of it.
Today is the time of online advertising and so online media has now become more important theme of
the day. while there are many possibilities for revenue generation in an interactive medium such as
World Wide Web (retail, subscription-based service etc.). People continue to increase time spent
surfing the internet, while spending less time watching TV and reading magazines and newspapers. The
web let people socialize with friends, consume news and other information enjoy entertainment like
videos and shop.
This change in consumer behavior creates new challenges and opportunities for marketing managers as
they try to target specific customers or segments through internet advertising.
Advertising on the internet takes a Variety of forms, but the purpose is usually to attract the interest of
people in the advertiser’s target market so they will click through to the firm’s websites. This is not as
easy as it sounds since many people try to ignore any advertising to get attention of web surfers,
internet advertiser have created many different types of advertisement banner that usually include texts,
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12, Shivam Nagar 1st, Jagatpura, Jaipur – 302017. Rajasthan. e-mail: [email protected]
LAKSHYA INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT STUDIES
12, Shivam Nagar 1st, Jagatpura, Jaipur – 302017. Rajasthan. e-mail: [email protected]
March 2017, Volume 2, Issue 1
ISSN: 2456-2823
graphics and sometimes videos to get attention and hold interest, because banner advertisements can be
easy to ignore, advertisers turned to pop-up advertisements that open in new browser window (and
block what the web user is trying to view- until they closed). It is help to reach target customers who
are actually interest in what the firm has to communicate.
Target marketers try to place advertisement on web sites that attract the firms target market. Many
customers conduct searches to get information for buying decisions. As a result Google, yahoo and
other search engine know customer’s interest based on the keywords they enter into the search firm for
a sponsored search advertisement that appears above the results of a search on “hiking boots”.
Tools of online marketing:1. Search engine marketing:- It is become a crucial part of online marketing with the right use of
techniques and strategies, a business or a websites can acquire good ranking on popular search
engine. With the help of this tool customers can get the best results, looking for relevant
information for their query. The main focus of search engine marketing strategies is to place
certain highly searched keywords in particular places of several web pages of a websites. It aims
at providing relevant and useful content to the target market, while improving the overall rank
of the websites on search engine.
There are two main forms of Search Engine Marketing (SEM):a. Pay per Click (PPC):- When customers do a Google search, results page divide in two
sections, top of the result page along the right side of page, customers can see sponsored
advertisements. Businesses have used Google AdWords program to bid on this search engine
placement and will pay money to Google for each advertisement that gets clicked on, which is
why it’s called Pay Per Click(PPC) advertising.
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March 2017, Volume 2, Issue 1
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b. Search engine optimization (SEO):- All the Google search results in the middle of the page
(except top of the result page) are considered “organic” or unpaid results based on Google’s
perception of how relevant those results are for the search. That’s where SEO comes in. SEO
techniques can make it more likely that Google ranks your site higher in these organic search
results.
2. Content Marketing:- Content Marketing is any marketing format that involves the creation and
sharing of media and publishing content in order to acquire customers”. Wikipedia The Content
marketing mostly used for business blog with text posts. But content marketing take many other
forms and formats including videos, photos, PowerPoint presentations, info graphics, white
papers, case studies, webinars, podcasts and more.
3. Social Media Marketing:- “social media marketing refer s to the process of gaining website
traffic or attention through social media sites.” Wikipedia. Social media marketing services is
considered to be most important and result-oriented marketing strategies for online businesses.
These services give quick results and have profound effect on the overall functioning of a
business. Social media marketing basically means promoting company or a website on different
networking sites and popular media channels such as Twitter, linkIn, Facebook, blogger etc.
promoting websites of businesses through social media marketing pricing ensure increased
traffic, thereby resulting in good amount of profit.The best thing about social marketing is that it
does not require you heavy investment, because making online company profiles on social
networking sites is absolutely free. Having business on social networking sites is an easy and
simplest way to communicate and share your products with your target audience.
4. E-mail marketing:- E-Mail marketing is one of the primary ways to strengthen the relationship
with customer. With email marketing companies repeatedly remind abut promotion offers,
launches of new product, special offers, , and other deals being offered by the company on a
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LAKSHYA INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT STUDIES
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March 2017, Volume 2, Issue 1
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regular basis. E-mail marketing encourages customer loyalty, and can offer amazing benefits to
customers if they choose to become a subscriber.
Apart from these, there are many other different types of internet marketing tools you may
consider as well. All of them effectively designed to attract users, increase search engine
ranking, and brand building.
Types of online marketing
Advantages of Internet Marketing
The advantages that come with making money online or promoting your business on the internet
include the following:1. Lower Cost:- Compared to traditional or offline marketing, it is far cheaper to promote your
business and other money making ventures online. This is especially true about advertising. In
fact, some of the techniques for promoting a business or making money online are completely
FREE. Unlike traditional ad media such as the TV and newspapers, you will only spend a split
fraction of what it will cost to promote a business traditionally. In addition to being costeffective, internet marketing is also time-saving as it takes less time to find customers and
accomplish transactions. The returns on investment that comes with online marketing exceed
that of conventional marketing. When you implement the online promotional techniques
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LAKSHYA INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT STUDIES
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March 2017, Volume 2, Issue 1
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correctly, you will get higher and instant returns on the money you spend to place an ad online.
And as mentioned earlier, most techniques are completely free and will yield good returns.
2. Global Audience:- There’s also the advantage of gaining a global audience (unlike a traditional
business that is restricted within its boundaries of operation) with your online business. This
opens up tons of new opportunities and prepares you to compete on a global scale. So, even if
your offline office is closed for business, customers and prospects will still find you through
your website and place their orders.
3. Reliable Technology:- The reliable technology that powers the web, hence your internet-based
business is one of the major benefits of hosting your business online. And, the technologies are
getting better and more sophisticated by the day. So, with the top-notch technologies online,
you don’t have to worry about your emails being delivered (email marketing) to your target
audience on a timely manner – delivery is almost instant! On the other hand, the traditional
mailing system takes days, or even weeks to deliver mail to their destinations.
4. Fast Availability:- One of the most important advantages is the fast availability of the
information. The clients/users can easily get information, by navigating the internet, about the
products that they wish to purchase, and besides that, they can check the information at anytime
of the day.
5. Exposure:-Presence on the Internet can help the expansion of the company from a local market
to national and international markets at the same time, offering almost infinite expanding
possibilities.
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Disadvantages of Internet Marketing
1. Face-to-Face Contact is Limited:- Limited face to face contact is one of the major drawbacks of
internet marketing. Businesses that are carried out solely online do not usually get to build strong
personal rapport with their customers. As a result, they may eventually lose some of their
customers to their traditional competitors who engage strong customer service tactics. Still, the
internet is considered as a source of information gathering for the majority of your customers.
Many people are there who still prefer the live interaction when they buy. This may deter
customers from buying
2. Marketing Complexity:- The virtual nature of internet marketing increases marketing complexity.
New entrants tend to be confused on how to choose profitable online marketing techniques.
Customers also face complexities in the aspects of shopping online. In fact, the un-informed
consumers would rather stick to conventional buying than endure such online purchase
complexities.
3. Intangibility:- The e-commerce doesn’t allow the user “to touch” the merchandise before
purchasing it. Because of this, some salesmen are starting to guarantee the possibility of returning
the product. In Germany, where a law that regulates e-commerce and guarantees the customers the
total refund of the money exists since 2000, the electronic commerce is very popular.
4. Lack of trust:- One of the major disadvantages may be the lack of trust of the users because of the
constant virtual promotions that appear to be frauds. This is an aspect that deteriorates the image
and reputation of quality and honest companies.
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March 2017, Volume 2, Issue 1
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5. Start-up Cost:- Online Marketing is not free as the cost of hardware, software, wed site design,
online distribution costs, maintenance, web hosting of website and yes time, all should be factored
into the cost of providing your product and service.
Conclusion
Online marketing is becoming a necessity of every business sector. Now a day it is playing a
vital role to each organization to decide their marketing strategy. It uses the Internet to deliver
promotional marketing messages to consumers. It includes email marketing, search engine marketing,
social media marketing, many types of display advertising (including web banner advertising), and
mobile advertising. Online marketing has its various benefits i.e. Lower Cost, Global Audience,
Reliable Technology, Fast Availability, Exposure etc. to reach the targeted customers. All though
internet allows wider reach and easy accessibility it has some disadvantages which stop customers to
choose it as priority. Although, there are some challenges involved in Internet marketing, it can be
safely said that Internet marketing has led to increased transparency and ease of buying products. The
present need of the market is to counter the challenges so that Internet marketing proves to be truly
beneficial for all.
Bibliography
1. Philip Kotler & Kevin Lane Keller, Marketing Management, New Delhi, Pearson Education,
2006, pg. no. 537
2. Belch, G. E. and Belch, M. A., 2004. Advertising and Promotion – An Integrated Marketing
Communications Perspective. 6th ed. New York: Tata McGraw-Hill.
3. Warren J. Keeyan, Global Marketing Management, USA, Prentice-Hall of India Pvt. Ltd.,2002
4. Kotler P. and Armstrong G. (2009). Principles of Marketing. New York: Pearson Education.
A unit of KAKKAR FOUNDATION (Trust) – Empowering Youth Through Education.
12, Shivam Nagar 1st, Jagatpura, Jaipur – 302017. Rajasthan. e-mail: [email protected]
LAKSHYA INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT STUDIES
12, Shivam Nagar 1st, Jagatpura, Jaipur – 302017. Rajasthan. e-mail: [email protected]
March 2017, Volume 2, Issue 1
ISSN: 2456-2823
Reference
1. www.wikipedia.com
2. http://ezinearticles.com/?Benefits-of-Internet-Marketing&id=3068318 [Accessed on 9th
August, 2014]
3. http://www.i2k2.com/blog/what-are-the-limitations-of-online-marketing/
4. http://www.business2community.com/online-marketing/different-types-internet-marketingstrategies-0745176#RL252qqPyJpCje8B.99
A unit of KAKKAR FOUNDATION (Trust) – Empowering Youth Through Education.
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