A MINI PROJECT REPORT

ON
“E-MARKETING AND ITS STRATEGIES: DIGITAL
OPPORTUNITIES AND CHALLENGES”
MINI PROJECT SUBMITTED IN FULFILLMENT OF THE
REQUIREMENT FOR THE AWARD OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

FROM
BENGALURU CITY UNIVERSITY

SUBMITTED BY
NAGARATHNA. K
Reg. No. P18AT21M0041
UNDER THE GUIDANCE OF
Dr. RIZWANA KHANUM
FACULTY OF MANAGEMENT, AIMS

Al-AMEEN INSTITUTE OF MANAGEMENT STUDIES

AFFILIATED TO BENGALURU CITY UNIVERSITY
(2022-2023)
This is to certify that this Project entitled E-Marketing and its Strategies: Digital
Opportunities and Challenges has been successfully completed by Nagarathna. K of
Reg. No. P18AT21M0041 during the year 2022-23 and the report is submitted in partial
fulfillment of the requirements for the award of the degree of Master of Business
Administration as prescribed by the Bengaluru City University under the guidance of Dr.
Rizwana Khanum.

Place: Bangalore
Principal
This is to certify that this Project entitled E-Marketing and its Strategies: Digital
Opportunities and Challenges Submitted by Nagarathna. K bearing Reg. No.
P18AT21M0041 is an original work of the student and is being submitted in partial
fulfilment of the requirement for the award of the degree of Master of Business
Administration of Bengaluru City University under the guidance of Dr. Rizwana
Khanum. This report has not submitted earlier either to this university/ institution for the
fulfilment of the requirement of a course of study.

Place: Bangalore Dr. Rizwana Khanum

Guide
This is to certify that this Mini Project Report is submitted by Nagarathna. K is an original
work of students and is submitted in partial fulfilment of the requirements for the award of
the degree of Master of Business Administration of Bengaluru City University under the
guidance of Dr. Rizwana Khanum. This report has not submitted earlier either to this
university/institution for the fulfilment of the requirement of the course study.

Place: Bangalore
Name of the Student: Nagarathna. K
Registration Number: P18AT21M0041
Title of the Project: E-Marketing and its Strategies: Digital Opportunities and
Challenges
Name of the Guide: Dr. Rizwana Khanum
Similar Content (%) identified: 15%
Mini Project Submission ID in Turnitin: 2070267606
The project report has been checked using it in plagiarism software and found within limits
as per plagiarism policy instruction issued by university (CBMS). We have verified the
contents of Mini Project report as summarized above and certified that the statement made
above are true to the best of our knowledge and belief.

Dr. Rizwana Khanum

Guide
 STUDENT DECLARATION

I hereby declare that the Project Report entitled E-Marketing and its Strategies: Digital
Opportunities and Challenges has been prepared by me under the supervision and guidance
of Dr. Rizwana Khanum, during the year 2022-23 in a partial fulfillment of the university
regulations for the award of the degree of Master of Business Administration by Bengaluru
City University.

I further declare that this project is based on the original study undertaken by me and has not
been submitted at any time to any university or institution for the award of any other degree or
diploma.

Place: Bangalore Nagarathna. K

Reg. No. P18AT21M0041
 ACKNOWLEDGEMENT

This Project has been a great learning experience in valuable source of knowledge and
information for me, which was only possible through the guidance and help of some eminent
people, to whom I would like to, render my deepest appreciation and regards.

I like to thank the principal Dr. B.A. Anuradha, other faculty members and the institution
itself without whom this experience would have been a distant reality.

I am really thankful to Dr. Rizwana Khanum, Faculty of Management, Al-Ameen Institute

of Management Studies, for her valuable guidelines and suggestion which helped me to
structure my Mini Project.

Here by, I express, my deepest thanks to HOD Prof. Deepak Singh M.C for his support and
guidance to carry on with the Mini Project.

I am also thankful to Bengaluru City University for making this Mini Project a part of our
curriculum. It has been a wonderful experience which has helped me gain knowledge and
practical exposure in the process of the Mini Project.

Last but not the least I present my heartfelt thanks to my family, Friends and well-wishers for
their help and support.

Nagarathna. K
 ABSTRACT

E - Marketing is the process of marketing a brand using the Internet. It includes both
direct response marketing and indirect marketing elements and uses a range of technologies to
help connect businesses to their customers. E-marketing means using digital technologies to
help sell your goods or services. These technologies are a valuable complement to traditional
marketing methods whatever the size of your company or your business model. The basics of
marketing remain the same – creating a strategy to deliver the right messages to the right
people. What has changed is the number of options you have. Though businesses will continue
to make use of traditional marketing methods, such as advertising, direct mail and PR, e-
marketing adds a whole new element to the marketing mix. Many businesses are producing
great results with e-marketing and its flexible and cost-effective nature makes it particularly
suitable for small businesses. Very simply put, e - Marketing or electronic marketing refers to
the application of marketing principles and techniques via electronic media and more
specifically the Internet. The terms e -Marketing, Internet marketing and online marketing, are
frequently interchanged, and can often be considered synonymous.

Keywords: On-line Marketing, E-Marketing, Online Marketing, Internet Marketing, Global

Marketing Competition., Awareness, Skills, and knowledge.
 TABLE OF CONTENTS

CHAPTERS PARTICULARS PAGE NO.

CHAPTER 1 INTRODUCTION 01 - 15

CHAPTER 2 RESEARCH METHODOLOGY 16 – 17

CHAPTER 3 BRIEF PROFILE 18 – 24

CHAPTER 4 DATA ANALYSIS 26 – 30

CHAPTER 5 DISCUSSION AND CONCLUSION 31 – 33

Reference & Bibliography 34 – 35

“E-MARKETING AND ITS STRATEGIES: DIGITAL
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INTRODUCTION

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CHAPTER 1: INTRODUCTION

BACKGROUND OF THE STUDY:

INTRODUCTION TO MARKETING:
Marketing is an ancient art and has, since the day of Adam and Eve, been practiced in
one form or the other. In the modern world, Marketing is everywhere; most of the task we do
and most of the things we handle are linked to marketing. Marketing is an activity. Marketing
activities and strategies result in making products available that satisfy customers while
making profits for the companies that offer those products. Your morning tea, your
newspaper, your breakfast, the dress you put on for the day, the vehicle you drive, the mobile
in your pocket, the quick lunch you have at the fast-food joint, the PC at your desk, your
internet connection, your e-mail ID almost everything that you use and everything that is
around you, has been touched by marketing. Marketing has its imprint on them all depending
on the product and the context/experience the imprint may be visible or subtle. But it is very
much there. Marketing permeates most of your daily activities. Marketing is an omnipresent
entity.

MEANING OF MARKET:
A Market is any such person, group or organization which has existing or potential
exchange relationship. It starts with customers and ends with customers. Creation of superior
customer value and delivering high levels of customer satisfaction are at the heart of present-
day marketing. Companies today, needs to understand customer needs, study completion,
develop and offer superior value at reasonable price, and make the product available to
customer at convenient place. Marketing deals with customers. It is delivery of customer
satisfaction at a profit. The twofold goal of marketing is to attract new customers by
promising superior value and to keep current customers by delivering satisfaction.

DEFINITION OF MARKET:

➢ Kotler defined market as “A set of all actual and potential buyers of a product.”

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➢ Kohl’s and Uhl characterized market as “an arena, wherein all buyers and sellers
were highly sensitive to each other’s transactions, and where what one did affected
the other.”
➢ According to Cochrane “A market is some sphere or space, where certain physical
and institutional arrangements could be seen, and the forces of demand and supply are
at work to determine prices with a view of transferring the ownership of some
quantity of good or service.”

MEANING OF MARKETING:

Marketing refers to the various groups of activities that take place in a market. These
activities are either planned or spontaneous. For example, production, assembling,
distribution and storage could be planned, consumption is often spontaneous.

DEFINITION OF MARKETING:

The American Marketing association defined marketing as “Market is an

organizational function and a set of process for creating, communicating value to customers
and for managing customer relationships in ways that benefit the organization and its
stakeholders."

Kotler says “Marketing is a societal process by which individuals and groups obtain
what they need and want through creating, offering, and freely exchanging products and
services of value with others.” Pyle’s view of marketing was That phase of business activity
through which human wants were satisfied by the exchange of goods or services for valuable
consideration usually money or its equivalent.

CORE MARKETING CONCEPTS:

The important or core marketing concepts consist of needs, wants, and demands;
marketing offers (products, services, and experiences); value and satisfaction; exchanges,
transactions, and relationships; and markets. All these core marketing concepts are linked to
one another, with each concept building on the one before it.

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➢ Needs:

The concept of human needs is the fundamental concept underlying all marketing
activities. Human needs are states of felt deprivation. They are biogenic in origin and include
physiological needs for food, clothing, warmth, shelter and safety.

➢ Wants:

Wants are the forms human needs take as they are shaped by culture and individual
personality characteristics. When an American needs food, he may want a McDonald burger,
or steak, French fries, and a Coke; whereas, if an Indian needs food, he may want a dosa,
chapattis or rice, and coffee or tea.

➢ Demand:

When human wants are backed by purchasing power and willingness to buy, they
become demands. Based on their needs, wants and buying capacity, consumers ask for or
demand products which they feel will give them maximum value and satisfaction.

MARKETING MANAGEMENT:

According to Philip Kotler, “Marketing management is the art and science of

choosing target markets and building profitable relationship with them. This involves getting,
keeping and growing customers through creating, delivering, and communicating superior
value.” Thus, marketing management involves managing demand, which in turn, involves
managing customer relationships.

MARKETING ORIENTATIONS OR CONCEPTS:

1. The Production Concept:

The production concept believes that consumers will favour products that are readily
available at reasonable prices. Improvement in production and distribution efficiency will be
the focus for managements under this concept. When the product’s cost is too high, the
management has to bring it down to affordable levels.

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2. The Product Concept:

The product concept believes that consumers will favour products that offer the most
in quality, performance, and innovative features.

3. The Selling Concept:

The selling concept believes that consumers will not buy enough of the company’s
products unless it undertakes pressure selling tactics and heavy promotion efforts.

4. The Marketing Concept:

The marketing concept believes that achieving the company’s objectives depends on
understanding the needs and wants of target markets and delivering the desired satisfaction in
a better way than what the competitors are doing.

5. The Customer Concept:

Many companies are today moving beyond the marketing concept to the customer
concept. These companies shape separate offers, services, and messages to individual
customers, based on their individual preferences.

Production
Concept

Societal Product
Marketing Concept
Concept
MARKETING
ORIENTATIONS
OR CONCEPTS

Customer Selling
Concept Concept

Marketing
Concept

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6. The Societal Marketing Concept:

This concept believes that organizations should determine the needs, wants and
interests of target markets. It should then deliver superior value to the customers in a way that
maintains or improves the consumer’s and the society’s well-being.

THE MARKETING PROCESS

➢ Customer Relationships:
In order to succeed in today’s highly competitive market, companies must be
customer centered, winning customers from competitors, then keeping and growing them by
delivering greater value.

➢ Market Segmentation:
Any market will consist of various types of customers, products and needs. The
marketer has to determine which market segments offer the best opportunity for achieving
company objectives.

➢ Target Marketing:
After defining the market segments, a company decides to enter one or many
segments in a given market. Target marketing is the process of evaluating each market
segment’s attractiveness and selecting one or more segments to enter.

➢ Market Positioning:
Once the decision on which market segments to enter is made, a company has to
decide what position it wants to occupy in those selected target segments. The position of a
product is the place occupied by it in the consumer’s mind relative to the competitor’s
products.

➢ Competitive Advantage:
In order to create competitive advantage and succeed, a company should perform a
better job than the competitors, of satisfying target consumers.

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INTRODUCTION TO E-COMMERCE:

E-commerce (electronic commerce) is the activity of electronically buying or selling

of products on online services or over the Internet. E-commerce draws on technologies such
as mobile commerce, electronic funds transfer, supply chain management, Internet marketing,
online transaction processing, electronic data interchange (EDI), inventory management
systems, and automated data collection systems. E-commerce is in turn driven by the
technological advances of the semiconductor industry, and is the largest sector of the
electronics industry. In the United States, California's Electronic Commerce Act (1984),
enacted by the Legislature, the more recent California Privacy Rights Act (2020), enacted
through a popular election proposition and to control specifically how electronic commerce
may be conducted in California. In the US in its entirety, electronic commerce activities are
regulated more broadly by the Federal Trade Commission (FTC).

DEFINING E-COMMERCE:

The term was coined and first employed by Dr. Robert Jacobson, Principal Consultant
to the California State Assembly's Utilities & Commerce Committee, in the title and text of
California's Electronic Commerce Act, carried by the late Committee Chairwoman Gwen
Moore (D-L.A.) and enacted in 1984. E-commerce typically uses the web for at least a part of
a transaction's life cycle although it may also use other technologies such as e-mail. Typical
e-commerce transactions include the purchase of products (such as books from Amazon) or
services (such as music downloads in the form of digital distribution such as iTunes Store).

FORMS:

Contemporary electronic commerce can be classified into two categories. The first
category is business based on types of goods sold (involves everything from ordering
"digital" content for immediate online consumption, to ordering conventional goods and
services, to "meta" services to facilitate other types of electronic commerce). The second
category is based on the nature of the participant (B2B, B2C, C2B and C2C). On the
institutional level, big corporations and financial institutions use the internet to exchange
financial data to facilitate domestic and international business. Data integrity and security are
pressing issues for electronic commerce.

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INTRODUCTION TO DIGITAL MARKETING:

Digital marketing is the use of digital technologies and platforms to promote products
and services, as well as to connect with potential customers. It is an incredibly versatile and
powerful tool that can be used in various ways to reach people worldwide. Digital marketing
utilizes multiple digital technologies to deliver promotional messages, such as mobile phones,
computers, and other digital media and platforms. It can be used for B2B (Business to
Business) and B2C (Business to Consumer) marketing, depending on the goal and objectives
of the campaign. Digital marketing offers unique advantages such as greater reach, improved
targeting, personalized messaging, and better ROI (Return on Investment).

It also allows businesses to stay up-to-date with marketing trends and technologies.
With the right strategies and tactics, companies can leverage digital marketing to increase
their visibility and reach a larger audience. In a world where over 170 million people use
social media on a regular basis, every working professional is expected to be familiar with at
least the core tenets of Digital Marketing. In simple terms, Digital Marketing is the promotion
of products over the internet or any form of electronic media. According to the Digital
Marketing Institute, "Digital Marketing is the use of digital channels to promote or market
products and services to targeted consumers and businesses."

IMPACT OF DIGITAL MARKETING:

➢ Traditional marketing is restricted by geography and creating an international

marketing campaign can be hard, expensive, as well as labor-intensive. However,
digital marketing happens on the Internet, which means that the reach you can achieve
with it is immense.
➢ While there are many aspects of digital marketing that you need to learn, it is fairly
easy to get started with. It gets more complex from the nature of the goals and the
scale of the campaigns.
➢ While global reach is a significant advantage of digital marketing, it also improves
local visibility, which is especially important if your business relies on nearby
customers.

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➢ Whether you want to promote your business locally or internationally, digital

marketing provides you with cost-effective solutions. It allows even the smallest
companies to compete with larger companies using highly targeted strategies.
➢ Even if you don’t have a clear idea of your target audience, digital marketing enables
you to extract data to see which audiences will work best for you and optimize your
campaign around them.
➢ There are different strategies of digital marketing that can be used by different types
of businesses. A B2B business that is interested in gaining international leads may
have a totally different strategy than a B2C local business selling clothes.
➢ Digital marketing is the different content types available to showcase your brand
online. For a lot of platforms, there is a wide range of content types you can choose
from to keep your brand fresh and build effective online campaigns.
➢ Digital marketing is increased engagement. Digital marketing is designed to be highly
engaging by default. Users can share a blog post, like a photo, save a video, or
engage with your website via a paid ad click.

OPPORTUNITIES OF DIGITAL MARKETING:

➢ Digital marketing’s promising future has attracted many Job seekers faster than any
field ever. Thus, many young aspirants have been looking for career options in digital
marketing.
➢ Like any other corporate job, Digital marketing jobs stood out in terms of the working
atmosphere. Ever since people get to know more about career options in digital
marketing, they understood the flexibility of the workplace.
➢ Many businesses, switching their traditional marketing to digital marketing due to
favorable reach. The business owners understood post-pandemic the importance of
digital marketing.
➢ Reaching out to international customers was the mere wish of many potential
businesses who want to grow internationally.
➢ Considering the opportunities and challenges of digital marketing in India, Many
startups grow potentially on the international market.
➢ It is the biggest online marketing challenge faced by Digital marketers in India.

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➢ The Online marketing channels have been changing their algorithm and the way they
work. It has been daunting for many marketers to cope with these platforms
effectively.
➢ With the way digital marketing reaches a global audience and gets better results than
traditional marketing ever did, companies prioritize professionals with a Digital
Marketing background.
➢ In India, many businesses grant a small budget for digital marketing and expecting a
high ROI. That is inconsiderate for any marketer to give the desired results. It is
arduous to convince a small business to sanction a decent budget for digital
marketing.
➢ Digital marketing has erased the geographical boundaries of marketing. You can sit in
one corner of the world and market your products and services to people thousands of
miles away. Other than that, you can get a job in International countries.

INTRODUCTION TO E-MARKETING:

E-Marketing or electronic marketing refers to the application of marketing principles

and techniques via electronic media and more specifically the Internet. The terms E-
Marketing, Internet marketing, Web marketing, Digital marketing, Online marketing and
Search engine marketing are frequently interchanged, and can often be considered
synonymous. E-Marketing is the process of marketing a brand using the Internet. It includes a
wider range of marketing elements than traditional business marketing due to the extra
channels and marketing mechanisms available on the Internet. E-Marketing encompasses all
the activities a business conducts via the worldwide web with the aim of attracting new
business, retaining current business and developing its brand identity. In this paper we
develop a framework that help researchers to find out the opportunities and problems related
to internet marketing. E marketing objectives define what you want to achieve through your
e-marketing campaign. They set the reasons why your business wants to go online and allow
you to estimate and monitor the progress of your online marketing activities. They also
provide an incentive to focus on critical areas and formulate strategies to help achieve
intended objectives. Different businesses may develop different e-marketing objectives
depending on their individual circumstances.

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PRESENT SCENARIO OF E-MARKETING IN INDIA:

➢ For 50% India Marketers, e-Marketing revenue contribution is above 10%: 85%
of the Marketers are tracking revenues generated through e-Marketing activities for
their business. 50% of Respondents report that e-Marketing activities are contributing
more than 10% of share of their revenues.
➢ Integrated Campaigns increase Conversion Rates: 80% of India Marketers believe
that integrated campaigns (Email, Social and Mobile) can result in moderate to
significant increase in conversion rates.
➢ Maximum Customer Engagement is achieved through Social Media updates: For
achieving maximum customer engagement (46%) followed by email campaigns
(28%) Social Media updates were the top choice.
➢ Top Marketing Activities for 2016: As being planned for 2016 Social Media (66%)
tops the list of marketing activities. Email marketing is voted by 53% of India
Marketers.
➢ Online Budget for Email Marketing: India Consumers where 45%, respond
positively to email offers (which are 3x of US Consumer). For 2016, we see a jump of
almost 50% of India Marketers who will be increasing their investments by 31%-50%
in Email Channel.
➢ Influences of Social Media on Email Marketing: In 2016, India Marketers are
expecting a considerable impact of Social Media on Email Programs. The acceleration
in growth of subscribers is expected by 31% of marketers.

LATEST E-MARKETING TRENDS IN INDIA:

According to the research conducted by Octane to understand the latest developments

in Email Marketing, India Marketers have realized the potential of Email Marketing (53%),
Social Media Marketing (66%), Websites (54%) have voted these e-Marketing activities in
top three. Search Marketing (52%) and Mobile/SMS Marketing (45%) not left behind,
reported a latest study done by Octane Research – State of Online Marketing in India 2016.
Despite this the report also highlights that there is a rise in the attention that marketers are
giving to the digital space but, approximately 36% of India Marketers are not willing to spend
more than 10% of their budget on e-Marketing.

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46% of the India Marketers stated that E-Marketing generates 30% or more of
revenue for them. This is a slight decline from last year, but 25% of the marketers reported
that e-Marketing contributed between 10-30% their revenue. The report has been revealed
post an active participation from 450+ Indian marketers from 400+ Brands. The report also
highlights the Email Marketing Trending Data, apart from the India e-Marketing Trends.
Listed below are major Email Marketing trending data that are useful for marketers; for a
complete data set download the report.

STRATEGIES IN E-MARKETING BY INDIAN COMPANIES:

When entering an Internet marketing zone, a company should identify some important
issues such as different target customers, another way to contact customers, Internet security,
new competitors, etc. According to Chaffey et al. (2006, 20), to be successful in Internet
marketing, the main strategic approach is needed to manage the risks and deliver the
opportunities available from online channels. in a wide range of companies, based on their
experiences of strategy definition they suggest a process for development and implement
Internet marketing with different separated steps: Defining the online opportunity, selecting
of the strategic approach and delivery result online. The authors also affirmed that the key
strategic decisions including selecting target customer groups, specifying how to deliver
value to these groups, for E-marketing are the same as strategic decisions for traditional
marketing.

Segmentation, targeting, differentiation and positioning are all keys to effective digital
marketing. In the 21st century for most people running a company, Internet marketing
strategies are an indispensable part of the business plan. While small businesses such as local
shops may require some form of web marketing, any business that wants a broad customer
reach should research the potential of a solid Internet marketing strategy. As commerce
continues to go global, companies that lack an easy-to-find, accessible website – the
cornerstone of web marketing – it will be hard to reach customers that don‘t live in the same
town or have never heard of the company. Companies such as Thumbs up or Life style,
businesses that aren‘t household names of global visibility begins on the Web. Having a
sound Internet marketing strategy ensures the best chance of success.

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OPPORTUNITIES OF E- MARKETING:

➢ Empowering Effect: One of advantages of online marketing is related with its

enabling effect especially on small businesses since "internets can extent market reach
and operational efficiency of small and medium enterprises (SMEs)". In fact internet
creates a kind of democratized environment in which marketing has been restructured
in such a way that even small businesses are given a good chance to promote and
brand their products on a much more larger scale.
➢ Elimination of Geographic Barriers: One of the key advantages of online marketing
is that it removes all geographical limitation from the practice of buying and selling.
So internet allows an unlimited global reach at on outstandingly lower cost. Due to
massive cost of traditional media, global reach was once the exclusionary realm of
huge Multinational Corporation, but the advent of cost-effective internet technologies
has enabled smaller businesses to enjoy this kind of reach.
➢ 24 Hours / Seven Days Availability: Internet now can provide customers with timely
information due to its availability 24 hours a day, 7 days a week. So, due to the
establishment of online shops, customers are now able to acquire information and
shop online any time of day or night they wish and prefer. So there remain no time
limitations in this regard because online businesses have no special closing and
opening times.
➢ Cost-Effectively: It goes without saying that, compared with traditional advertising
media channels, which are very resource consuming, online marketing via internet is
clearly cost-effective and can accomplished its objectives at a fraction of the cost. For
instance it is obvious that the cost of launching an ad online is far less than placing an
ad in a magazine or on a billboard.
➢ Trackability: Another aspect of the online marketing is its possibility of tracking. In
fact "the track-ability of Internet Marketing is one of its greatest assets". So, the
number of clicks that a particular promotional piece receives and amount of website
traffic is easily measured. In this way the marketer is enabled to track the visitors to
her/his website and understand their behavior. Internet also allows the companies to
find out whether their campaigns are working or not, what kind of customers are
interested in their products, from where?

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➢ Personalization: Personalization which comes with customization is another

important aspect peculiar to marketing online through internet. So online marketing is
a personalized marketing which is also called marketing to the Segment of One or
"one-to-one marketing". In fact, "since electronic interaction with customers allows
the gathering of detailed information on the needs of each individual customer, firms
can automatically tailor products and services to those individual needs".

CHALLENGES OF E-MARKETING:

Since the boom of the Internet in the late 1990s, Web-based companies have been
starting up every day. What is more, new opportunities for growth emerge daily, expanding
the reach and capabilities of the cyberspace. However, for all its benefits and advantages, e-
marketing faces some problems that are unique to the industry. That is, Web-based
enterprises have a special set of challenges that traditional brick-and-mortar businesses do not
have. Some of the challenges faced by the businesses and the ways to overcome them are
presented below:

➢ Marketing Integration: Most major marketing efforts utilize multiple channels, on

and offline. Email, Web advertising, and viral Internet marketing should serve
concrete, measurable objectives as part of an integrated campaign. The problem with
these is that they are often handled as different parts of the work when they are
supposed to serve a concrete and measurable goal as part of an integrated campaign.
➢ Security and Privacy: Most people do not completely trust Web companies and thus
are careful about offering information about them on the cyberspace. This is
especially true when companies that collect data are exposed to spammers and
scammers. To address this, it is imperative for e-businesses to adopt a sound policy
and implement a fool-proof security measure. Encryption systems, in particular, are a
tool that online companies should seriously consider investing in.
➢ Impersonal Service: Businesses operating online often use electronic methods of
providing customer service, such as emailing and posting information on the website
to answer possible user questions. This may be perceived by customers as just too
impersonal or uncaring. To address this problem, merchants must develop efficient
checkout procedures for selling goods via the Web.

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➢ Improving Brand Awareness: This is particularly a big challenge for companies that
primarily use the Internet to sell their products and services. This is because unlike
traditional advertising (such as television, radio, billboard, and print) in which the
campaign's message can be reinforced and repeatedly introduced to consumers at the
marketers' will, online adverts can be shut off by users—they are more averse to it,
too. Web companies are therefore challenged to be more innovative in their
advertising strategies.

NEED OF THE STUDY:

E - Marketing is the process of marketing a brand using the Internet. It includes both
direct response marketing and indirect marketing elements and uses a range of technologies
to help connect businesses to their customers. E-marketing means using digital technologies
to help sell your goods or services. These technologies are a valuable complement to
traditional marketing methods whatever the size of your company or your business model.
The basics of marketing remain the same – creating a strategy to deliver the right messages to
the right people. What has changed is the number of options you have. Though businesses
will continue to make use of traditional marketing methods, such as advertising, direct mail
and PR, e-marketing adds a whole new element to the marketing mix. Many businesses are
producing great results with e-marketing and its flexible and cost-effective nature makes it
particularly suitable for small businesses. Very simply put, e - Marketing or electronic
marketing refers to the application of marketing principles and techniques via electronic
media and more specifically the Internet. The terms e - Marketing, Internet marketing and
online marketing, are frequently interchanged, and can often be considered synonymous.

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RESEARCH
METHODOLOGY

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CHAPTER 2: RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY:

➢ To study the concept of E-Commerce, E-Marketing and Digital Marketing.
➢ To study about the present scenario of E-Marketing in India.
➢ To study about the latest E-Marketing trends in India.
➢ To Identify the Opportunities and Challenges of E-Marketing, in India.

STATEMENT OF THE PROBLEM:

The statement of the problem is to study the opportunities and challenges of electronic
marketing. E - Marketing is the process of marketing a brand using the Internet. It includes
both direct response marketing and indirect marketing elements and uses a range of
technologies to help connect businesses to their customers. E-marketing means using digital
technologies to help sell your goods or services. These technologies are a valuable
complement to traditional marketing methods whatever the size of your company or your
business model. The basics of marketing remain the same – creating a strategy to deliver the
right messages to the right people. Therefore, an attempt has been made to study the
opportunities and challenges of electronic marketing.

LEARNING OBJECTIVES AND GOALS SET FOR THE

PURPOSE OF STUDY:
➢ To learn/ study about marketing, e-commerce, e-marketing and digital marketing.
➢ To learn about the recent trends in e-marketing in India
➢ To learn and understand the opportunities and challenges of e-marketing.

METHODOLOGY OF THE STUDY:

The study is descriptive in nature. It has been carried out with the help of secondary
data taken from various journals, text books, newspapers, magazines, internet sources and
online research reports and company website.

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BRIEF PROFILE

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CHAPTER 3: BRIEF PROFILE

E MARKETING (BRIEF INTRODUCTION):

INTRODUCTION:

E-marketing is a process of planning and executing the conception, distribution,

promotion, and pricing of products and services in a computerized, networked environment,
such as the Internet and the World Wide Web, to facilitate exchanges and satisfy customer
demands. It has two distinct advantages over traditional marketing. E-marketing provides
customers with more convenience and more competitive prices, and it enables businesses to
reduce operational costs. As businesses offer e-marketing and online shopping, customers can
get market information from their computers or cell phones and buy goods or find services
without leaving home twenty-four hours a day and seven days a week (24/7). They can read
ads on the Web or from e-mail, get e-coupons, view pictures of goods, compare prices, and
make purchases with a few clicks of their mouse, saving the time and money it would take to
shop in person at a brick-and-mortar store. At the same time, ebusinesses can reduce costs in
distribution channels and physical store space and thus pass the savings on to customers.

E-MARKETING EXAMPLES:

A good example would be a 360 degree campaign run by companies which include
direct and indirect marketing channels for putting across the message. e-Marketing is used in
form of newsletters, videos, podcasts and webinars which are directly positioned to the
potential customers. Along with that customers also get to know about the company and
products through social media connects, content marketing, thought leadership which are
indirect marketing channels. All these channels are completely online. These campaigns
might also have offline counterparts which also deliver the same message or may be the
entire campaign can be driven by e-marketing. Many companies are now using online
channels extensively for marketing their products.

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E-MARKETING TECHNIQUES:

E-marketing techniques can be broken down to pull and push marketing. Pull
marketing is a passive technique by which online shoppers take the initiative requesting
specific information on the Web. Search engines, product/service advertising, e-coupons, and
e-samples are part of pull marketing. For example, e-marketers can register their e-commerce
sites, products, and services with search engines such as Google and or Yahoo, thereby
enabling online shoppers to search for product/service information using Google or Yahoo
and link to their sites.

COSTS AND BENEFITS OF E-MARKETING:

E-marketing can offer more competitive prices than traditional marketing because e-
marketing reduces costs by not having to maintain physical store space and by strategically
placing distribution centers throughout the country. Second, because the Internet is available
24/7, e-marketing enables shoppers to search for product/service information and buy goods
at their convenience, not just when the store is open. Third, research indicates that the cost of
Internet-based promotion is one-fourth of traditional promotion, because it does not incur the
costs of paper, printing, handling, and mailing. Fourth, e-marketing enables buyers to
custom-build products such as shoes, clothes, computers, and automobiles on the Web,
options often not available in stores.

PITFALLS AND LEGAL ISSUES:

Failures and successes in e-marketing have shown that when marketing goods online
results in distribution, storing, or shipping and handling costs higher than the value of the
goods, an exclusively online enterprise may be headed for a short life. In addition, e-
marketers need to be aware of cultural pitfalls when designing e-commerce sites for foreign
markets. E-marketers must operate their businesses in compliance with numerous laws. For
example, e-marketers are responsible for protecting customers' privacy; without customers'
permission, they are not legally allowed to share or sell customers' information to a third
party.

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TYPES OF E-MARKETING:

➢ Search engine optimization (SEO)

➢ Pay-per-click (PPC)
➢ Social media marketing
➢ Content marketing
➢ Email marketing
➢ Mobile marketing
➢ Affiliate marketing
➢ Influencer marketing

IMPORTANCE OF E-MARKETING:

In modern times where most of the work and transactions are happening through
online channels, it becomes every important for marketers to reach out to customers through
right channels. Smartphones, tablets, smart TVs, laptops are being used globally to run
businesses and buy and sell goods. E-marketing helps in reaching out to your audience on
these channels along with traditional offline channels as well. Sometimes for some offerings,
e-marketing is the only viable option. E-marketing is very transparent in terms of its
effectiveness as compared to offline marketing. One thing which makes e-marketing standout
is the ability to measure the impact in real time. Marketers can see the performance and
tweak the messaging accordingly which can be very effective when compared to offline
marketing. in the times of pandemic, online marketing becomes even more prominent when
the offline or traditional marketing channels cannot deliver the optimum return on value.

ADVANTAGES OF E-MARKETING:

➢ Much better return on investment from than that of traditional marketing as it

helps increasing sales revenue.
➢ E-marketing means reduced marketing campaign cost as the marketing is done
through the internet
➢ Fast result of the campaign as it helps to target the right customers.

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➢ Easy monitoring through the web tracking capabilities help make e-marketing
highly efficient
➢ Using e-marketing, viral content can be made, which helps in viral marketing.

FEATURES OF E-MARKETING:

Big or small, many businesses are using e-marketing because of various features and
multiple advantages. Some of the important features are as follows;

➢ E-marketing is Cheaper than Traditional Marketing: If you compare its cost with
traditional marketing media such as newspaper ads and billboards, then it’s much
cheaper and efficient. You can reach a wide range of audience with very limited
resources.
➢ Tangible ROI: Small business owners can now check the turnover rate or ‘‘action
taken’’ with the help of Infusionsoft. It analyzes multiple things like views of videos,
number of emails opened, and per click on the link. Most importantly, it tells us how
much sales the business has been made as a result of e-marketing.
➢ 24/7/365 Approach: It works 24 hours a day, 7 days a week and 365 days of the year.
It doesn’t matter whether you’re homesick, sleeping, or attending a casual meetings;
but e-marketing is always hard at work.
➢ Eliminate Follow-up Failure: Elimination of follow-up-failure is the main secrete
behind the success of small business. It is done by entering your business figures into
the Infusionsoft, and then its automated marketing system will provide you the
custom-tailored information about your business, which areas to improve and what
product to discontinue.

DISADVANTAGES OF E-MARKETING:

➢ Technology Dependent: E-Marketing is completely dependent on technology and the

internet; a slight disconnection can jeopardize your whole business.
➢ Worldwide Competition: When you launch your product online, then you face a
global competition because it’s accessible from everywhere.

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➢ Privacy & Security Issues: Privacy and security issues are very high because your
data is accessible to everyone; therefore, one has to be very cautious about what goes
online.
➢ Higher Transparency & Price Competition: When privacy and security issues are
high, then you have to spend a lot to be transparent. Price competition also increases
with higher transparency.

COMPONENTS OF THE E-MARKETING STRATEGY:

➢ Achieving an advantage in search engine: It is critical to successful marketing and

this requires: improving the website, i.e. the site should be classified on the front
pages of the search so that those who visit the site can see the content during the
search.
➢ E-mail marketing: Product information is sent to influence potential customers who
use e-mail. This strategy has proven to be efficient and effective in building good
business relationships with potential customers.
➢ Online advertising: Online advertising is a high-value investment method because it
includes placing product and service ads on the organization’s website, on front-page
sites for search status.
➢ Online News Bulletins: This process is done by spreading news to the general
organized customers to inform them about the new introductory offers available.
➢ Media newsrooms: This device is an important online medium and includes
information that can be circulated on social media.

CURRENT STATUS OF E-MARKETING IN INDIA:

In every era, marketing has evolved based on what the customer is using. If you go
back in history, you can see that at times when customers used Radio, it gave birth to radio
advertising and marketing. Next, we got the boom of televisions; it is one of the widely used
devices globally, which allowed the companies to reach a mass audience with TV ads. Even
today TV advertising is one of the most used advertising strategies for companies.

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Since the boom of the Internet, more customers started using the Internet, which gave
birth to a new era of marketing originally called Internet marketing, which is now called
Digital Marketing. Digital is one of the fastest-moving topics. A few years ago, Artificial
Intelligence (AI) was a distant future, and now AI is the heart of global business and industry.
Through programmatic advertising, you can use AI to automate your ad buying, which helps
you narrow down your audiences. Conversational marketing arranges a quick one-to-one
connection between customers and digital marketers. By 2023, the number of active Indian
internet users will reach almost 666 million. Based on the report of Global Data, the Indian e-
commerce market is pushing to 7 trillion rupees by 2023 because of lockdowns.

According to a Goldman Sachs report; the digital marketing career scope in the Indian
market will be worth $160B by 2025, which is three times the current value. Digital
marketing is expected to create 20 lakhs jobs by 2020. The number of internet users is
expected to reach 800 million by 2021. Digital marketing is not going to slow down but
accelerate. By implementing effective strategies, best practices, adopting the latest
technologies, you can expand your business and gain a competitive edge. With Artificial
Intelligence, Programmatic advertisement, Chatbots, Personalization & conversational
marketing, Micro-moments, the digital industry move on every day. So, you have to update
yourself and your team if you want to succeed in this field.

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DATA ANALYSIS

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CHAPTER 4: DATA ANALYSIS

OUTCOMES OF THE STUDY:

➢ The application of e-marketing requires the provision of the appropriate digital

environment.
➢ The availability of the Internet and the proliferation of e-management have made e-
marketing a necessity of modern times.
➢ The success of e-marketing involves relying on careful and wisely thought-out strategies.
➢ Several strategies can be used in the same organization in accordance with the
development of the organization’s internal and external environment.
➢ There is no better strategy than the other, but the nature of the environment and the
objectives established to make the organization resort to strategies at the expense of the
other.
➢ The successful choice between strategies is based on studies and analytical research of
various inputs and outputs of information as well as the accuracy and actual ability of
objectives to be operated in reality.
➢ The use of e-marketing strategies provides a lot of opportunities, such as achieving a
competitive advantage and a strategic position in the market.
➢ The success of e-marketing strategies necessitates a range of skills in the implementation
process.
➢ Despite the effectiveness of the e-marketing strategy, there are still many challenges that
oblige intensified efforts to address the negative effects of establishing confidence in
customers and encouraging them to access their ser vices and instilling a culture of
digital communication.
➢ Most major marketing efforts utilize multiple channels, on- and offline. Email, Web
advertising, and viral Internet marketing should serve concrete, measurable objectives as
part of an integrated campaign.
➢ Businesses operating online often use electronic methods of providing customer service,
such as emailing and posting information on the website to answer possible user
questions.

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BUSINESS MODEL CANVAS:

The Business Model Canvas is an excellent tool to create a business model and
present your ideas. It gives a clear picture of how you will make money and sustain your
business. The Business Model Canvas will challenge you by making you answer tough
questions about your business which would help you to be more prepared to start a business.
The Business Model Canvas should come before your business plan. Although some refer to
the Business Model Canvas as a one-page business plan, it should not replace your business
plan. The Business Model Canvas consists of nine essential parts: Customer Segments, Value
Proposition, Revenue Streams, Channels, Customer Relationships, Key Activities, Key
Resources, Key Partners, and Cost Structure. Let’s take a look at each section of the Business
Model Canvas.

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➢ Customer Segments:

Represents the different groups of people or organizations an enterprise aims to reach

and serve. Customers comprise the heart of any business model. Without (profitable)
customers, no company can survive for long. In order to better satisfy customers, a company
may group them into distinct segments with common needs, common behaviors, or other
attributes. A business model may define one or several large or small Customer Segments.
An organization must make a conscious decision about which segments to serve and which
segments to ignore. Once this decision is made, a business model can be carefully designed
around a strong understanding of specific customer needs. Customer groups represent
separate segments if:

o Their needs require and justify a distinct offer.

o They are reached through different Distribution Channels.
o They are willing to pay for different aspects of the offer.

➢ Value Propositions:

Represents the bundle of products and services that create value for a specific
Customer Segment. The Value Proposition is the reason why customers turn to one company
over another. It solves a customer problem or satisfies a customer need. Each Value
Proposition consists of a selected bundle of products and/or services that caters to the
requirements of a specific Customer Segment. In this sense, the Value Proposition is an
aggregation, or bundle, of benefits that a company offers customers. Some Value
Propositions may be innovative and represent a new or disruptive offer.

➢ Channels:

Represents how a company communicates with and reaches its Customer Segments to
deliver a Value Proposition. Communication, distribution, and sales Channels comprise a
company's interface with customers. Channels are customer touch points that play an
important role in the customer experience. Channels serve several functions, including:

o Raising awareness among customers about a company’s.

o Helping customers evaluate a company’s Value Proposition.
o Allowing customers to purchase specific products and services.

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➢ Customer Relationships:

Represents the types of relationships a company establishes with specific Customer

Segments. A company should clarify the type of relationship it wants to establish with each
Customer Segment. Relationships can range from personal to automated. Customer
relationships may be driven by the following motivations:

o Customer acquisition.
o Customer retention.
o Boosting sales (upselling).

➢ Key Resources:

Represents the most important assets required to make a business model work. Every
business model requires Key Resources. These resources allow an enterprise to create and
offer a Value Proposition, reach markets, maintain relationships with Customer Segments,
and earn revenues.

Different Key Resources are needed depending on the type of business model. A
microchip manufacturer requires capital-intensive production facilities, whereas a microchip
designer focuses more on human resources. Key resources can be physical, financial,
intellectual, or human. Key resources can be owned or leased by the company or acquired
from key partners.

➢ Key Activities:

Represents the most important things a company must do to make its business model
work. Every business model calls for a number of Key Activities. These are the most
important actions a company must take to operate successfully. Like Key Resources, they are
required to create and offer a Value Proposition, reach markets, maintain Customer
Relationships, and earn revenues.

And like Key Resources, Key Activities differ depending on business model type. For
software maker Microsoft, Key Activities include software development. For PC
manufacturer Dell, Key Activities include supply chain management. For consultancy
McKinsey, Key Activities include problem solving.

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➢ Key Partnerships:

Represents the network of suppliers and partners that make the business model work.
Companies forge partnerships for many reasons, and partnerships are becoming a cornerstone
of many business models. Companies create alliances to optimize their business models,
reduce risk, or acquire resources. We can distinguish between four different types of
partnerships:

o Strategic alliances between non-competitors.

o Competition: strategic partnerships between competitors.
o Joint ventures to develop new businesses.

➢ Cost Structure:

Represents all costs incurred to operate a business model. This building block
describes the most important costs incurred while operating under a particular business
model. Creating and delivering value, maintaining Customer Relationships, and generating
revenue all incur costs. Such costs can be calculated relatively easily after defining Key
Resources, Key Activities, and Key Partnerships. Some business models, though, are more
cost-driven than others. So-called “no frills” airlines, for instance, have built business models
entirely around low Cost Structures.

➢ Revenue Streams:

Represents the cash a company generates from each Customer Segment (costs must
be subtracted from revenues to create earnings). If customers comprise the heart of a business
model, Revenue Streams are its arteries. Each Revenue Stream may have different pricing
mechanisms, such as fixed list prices, bargaining, auctioning, pricing mechanisms, such as
fixed list prices, bargaining, auctioning, market dependent, volume dependent, or yield
management. A business model can involve two different types of Revenue Streams:

o Transaction revenues resulting from one-time customer payments.

o Recurring revenues resulting from ongoing payments to either deliver a Value
Proposition to customers or provide post purchase customer support.

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DISCUSSION AND
CONCLUSION

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CHAPTER 5: DISCUSSION AND CONCLUSION

LEARNING EXPERIENCES:

➢ Opportunity to learn new concepts.

➢ Opportunity to get explore new insights.

➢ Added value to the learning.

➢ Learned professional communication.

➢ Learned to collect relevant information.

➢ Learned to be persistent to complete the task.

➢ Learned to create a balance between collaborative and individual work.

➢ Learned to work independently.

➢ learned about the methods and issues.

➢ Learned about the concept marketing and marketing strategies.

➢ Learned about the concept of e-marketing and digital marketing.

➢ Learned about features and importance of e marketing.

➢ Learned about the strategies of e marketing.

➢ Learned about the opportunities and challenges of e marketing.

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CONCLUSION:
The success of e-marketing requires successful strategic planning and the selection of
strategies suitable for marketing activity. Since e-marketing strategies com bine planning
and the use of communication technology, this complementary relationship can help
organizations monitor potential problems and threats, while providing them with
opportunities to achieve excellence and gain a strategic position in the market. This requires
the organization to plan its promotional mix by taking care of the most powerful elements of
the strategy and pro viding the basic requirements for the success of these strategies. E-
marketing is one of the modern concepts that has imposed itself in the transaction market, due
to the latter’s role in developing and achieving the goals of modern institutions. Indeed, it is a
business style per se with the distinction of achieving several goals at the same time
beginning with the achievement of the customer’s needs to attain profit for the product based
on various strategies suitable for the digital environment. This integration has greatly
contributed to facilitating and rationalizing the various practices and marketing work, making
it a necessity of the times. It also improved the mental image of the organization and
facilitated the methods of searching for customers, which helps the organization to gain a
strategic position capable of facing competition and imposing itself on the trade and business
market. E-marketing is based on several methods, the most important of which is marketing
through search devices or through advertising and e-mails as well as interactive advertising.

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REFERENCE &
BIBLIOGRAPHY

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REFERENCES:

➢ Allen, E. and Fjermestad, J. (2001) E-commerce marketing strategies: an integrated

framework and case analysis, Logistics Information Management, Vol. 14(1/2).
➢ Bart, et al (2005) "Are the Drivers and Role of Online Trust the Same for All Web
Sites and Consumers A Large-Scale Exploratory Empirical Study", Journal of
Marketing, 69 (4), 133 –52.
➢ Beldona, S. (2005) Cohort Analysis of Online Travel Information Search
Behavior:1995-2000, Journal of Travel Research, 44 (2):135-42.
➢ Bhui, K. and Ibrahim, Y. (2013) Marketing the radical‗‗: Symbolic communication
and persuasive technologies in jihadist websites, Transcultural Psychiatry, vol.
➢ Buhalis, D. and Law, R. (2008) Progress in information technology and tourism
management: 20 years on and 10 years after the Internet—the state of e-Tourism
research, Tourism Management, Volume 29(4): 609–623.

BOOKS:

➢ Appanaiah Reddy, (2010), Business Research Methods, Himalaya Publishing house.

➢ Deepak Chawla and Neena Sondhi, (2011), Research Methodology Concepts and
Cases: Vikash publishing house Pvt ltd., New Delhi.

E-RESOURCES:

➢ https://www.slideshare.net
➢ https://www.researchgate.net
➢ www.wikipedia.com

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 WORK DAIRY

WEEK TOPICS DISCUSSED SIGNATURE

Discussion of title of the study, objectives of

Week 1 the study, statement of the problem, and
need of the study.

Discussion of research methodology, tools

Week 2
for data collection.

Discussion about e-commerce, e-marketing,

digital marketing, impact of digital
Week 3 marketing, strategies of e-marketing,
opportunities/ challenges of e-marketing and
business model canvas.

Discussion of outcomes of the study,

Week 4
learning experiences and conclusion.