a curtain raiser to a course on digital marketing and e-commerce as an elective in the area of marketing

1. Digital marketing and eCommerce
An exploration into emerging digital and
internet technologies and their potential
as marketing tools
A Course Framework
© Dr. A V Ramana, 2014

2. Few logistics arrangements
for the course
Making of course groups – 12 groups
– with specific learning responsibilities
Joining a blog site called:
www.ripplesofdigits.blogspot.in
Use of resources and communication
as announced from time to time on
the blog for this course

4. Objectives
To learn the essentials of
Email
Internet and
Mobile technology platforms for marketing of products and
services
To learn the frameworks of electronic commerce
To identify the inter-linkages in technology applications
for media usage and trade facilitation through the web
sites, mobile apps and related platforms

5. Specific learning
objectives
Essentials of principles of convergent
technologies of internet, telecommunication and television and radio
Basic tools of:
Electronic mail based marketing
search engine marketing
Social media marketing
Mobile marketing
Websites and blog based marketing
e-commerce and internet based
business
Essentials of analytics and metamarketing research

6. Modules of learning
Module 1:
How to align internet with business of a firm
How to develop customers for an online interface
What to offer as internet experience and what to offer
as a business product or service
How to link overall marketing plan with digital
marketing elements

7. Module 2: the search
engines
How google and other search engines work
What is the focus while developing a web page from search
engine perspective
What are the essential elements of a web page
What are the elements of marketing through search engines?
Tags
Meta tags
Text
Multi media and
Links and hyperlinks

8. Module 3: What is the
concept of PPC
Business model of pay per click
How to develop a pay per click campaign
How to create customer base for a PPC campaign
What are the challenges in PPC campaign

9. Module 4: email marketing
domain
Methods of using email for marketing
Creating email marketing campaigns
Managing data bases for email campaigns
Building links between customer base, email
platforms and brands of firms

10. Module 5: Digital
Display Media
Types and categories of DDM
Methods of DDM aplications and their functions in a
marketing plan
Developing DDM products – banners, marquees etc
and their role
Developing a DDM based ad campaign

11. Module 6: mobile
marketing
Functions of mobile devices
Forms and technologies within mobile domain and
their effect on marketing plan
Geo-targeting and gadget targeting based marketing
plans
Apps - marketing of apps vis-à-vis marketing through
apps

12. Module 7: Planning social
media marketing
Social media networks and their role in marketing
Tools for use of social media
Social media promotion and linkages with business
processes
Social media as business delivery platforms
Social media for customer engagement and
interactive product development

13. Module 8: web site
analytics
Tools for web analytics
Understanding and measuring KPIs
Marketing process reengineering using web analytics

14. A Curtain Raiser
The internet is a tidal wave. It will wash over nearly
all industries drowning those who don’t learn to
swim in its waves
Bill Gates

15. What are the e-marketing considerations?
How important is branding on the internet compared to the physical world?
What role can internet play in product development?
How easily does internet lend itself to the sale of non-homogeneous goods
What impacts have internet technologies had on pricing levels and strategies both
offline and online?
What efficiencies have the internet brought on supply chain?
Have customer delivery expectations changed?
Has the internet eliminated any intermediaries?
How have the new channels affected purchase behavior?
How much of the promotional spend be devoted to online communications?
What is the most important communications tool in e-marketing?
Do traditional methods of communication still have a role in the connected world?

16. How de we define Marketing?
Marketing is the management process,
which identifies, anticipates and
supplies customer requirements
profitably.
The thrust of this philosophy should
also drive online marketing activities!

17. Ponder over…
To manage a business well is to
manage its future:
and to manage its future is to
manage information
Alfred Sloan, GM

18. Few e-definitions
At the beginning, we shall examine these five
definitions:
E-commerce
E-business
E-marketing
M-commerce
M-marketing

19. E-commerce
Technology mediated exchanges between parties (individuals or
organizations) as well as the electronically based intra- or interorganizational activities that facilitate such exchanges.
The emphasis in most e-commerce definitions has been on
digital transactions facilitated at every stage (e.g., inventory,
ordering and payment processing etc.) by technologies such as
Electronic data interchange (EDI).

20. E-business
E-business a the application of information technologies
for internal business processes as well as activities in
which a company engages during commercial activity.
These activities can include functional activities such as
finance, marketing, HRM, and operations.
Lou Gerstner of IBM extols the potential payback from ebusiness saying that… “it is all about time cycle, speed,
globalization, enhanced productivity, reaching new
customers, and sharing knowledge across institutions for
competitive advantage

21. E-marketing
Institute of Direct Marketing describes e-marketing
as…”the use of internet and related digital
information and communication technologies to
achieve marketing objectives
Mohammed et al (2001) define internet marketing
as…”the process of building and maintaining
customer relationships through online activities to
facilitate the exchange of ideas, products, and
services that satisfy the goals of both parties.”

22. E-marketing (cont’d)
Strauss (2003) suggest that e-marketing covers a
wide range of IT related applications with three main
aims:
Transforming marketing strategies to create more
customer value through more effective
segmentation, targeting, differentiation and
positioning strategies;
More efficiently planning and execution the
conception, distribution, promotion, and pricing of
goods, services and ideas;
Creating exchanges that satisfy individual
consumer and organizational customers’
objectives

23. E-marketing…3
Smith and Chaffey (2002) emphasize the importance
of the database in e-marketing ad the utilization of a
wide variety of ‘e-tools’ to generate a dynamic
dialogue, which goes beyond a purely transactional
process.

24. M-Commerce
A concept which prompts companies in using the mobile
devices for customer engagement on the go!
Initially, the emphasis was on secure, personal and simplified ecommerce using one’s mobile cellular connection,
Subsequent unfolding of technologies help use of
WAP/GPRS/EDGE/HSPA/LTE for faster, seamless and fulfilling
service on a handheld
Access to wifi through a mobile device eases the challenges
related to mobile bandwidth and signals and data transfer
Mobile devices promise a better ecosystem of safety and
personalization to all electronic business opportunities

25. M-Marketing
A concept that takes a leaf out of internet marketing,
using mobile devices as the channels through which firms
can reach out to their target customers and also offer a
unique, customised experience of engaging with their
choice brand providers
Its potency gets multifold what with social media
networks customizing their own services on specially
designed handsets on oneside and coming up with both
APPS and mobile versions of their websites to make it
more motivating to the users to engage through them on
the go!

26. The focus of the course
Will be to meet the four goals spelt out in the posts
on the course at the blog
www.ripplesofdigits.blogspot.in
Actively engage with each one of you in achieving
these goals and thereby develop a command over
these technology centric tools