A

PROJECT REPORT
On
"E-MARKETING"
SUBMITTED TO
BARKATULLAH UNIVERSITY, BHOPAL (M.P.)

IN PARTIAL FULLFILLMENT
OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION (BBA)
SESSION: - 2020-21
By
ANIKET SINGH THAKUR
ENROLLMENT NO. R19515031004

Under the Guidance of

Dr Alka Awasthi Bharat Sanchar Nigam Limited

Assistant Professor Name of External Guide

 VIDYADAYINI INSTITUTE OF SCIENCE, MANAGEMENT
AND TECHNOLOGY BHOPAL (M.P.)

DEPARTMENT OF BBA

CERTIFICATE OF ORIGINALITY BY STUDENT

This is to certify that ANIKET SINGH THAKUR is a regular student of

VISMT to the best of my knowledge the above dissertation is his own work and

it has not been submitted to Indore. She worked under my supervision for this

project on "E-MARKETING" this institute or any other institute or university

earlier.

Date: ANIKET SINGH THAKUR Enroll. No.

R19515031004
Place: Bhopal (M.P.)
(BBA)
 VIDYADAYINI INSTITUTE OF SCIENCE, MANAGEMENT
AND TECHNOLOGY BHOPAL (M.P.)
DEPARTMENT OF BBA

ACKNOWLEDGEMENT

I convey my sincere gratitude to Dr Alka Awasthi for giving me the

opportunity to prepare my project work in " E-MARKETING" I express my

sincere thanks to all the staff member of Bachelor of Commerce Department

I am thankful to Dr Alka Awasthi for her/his guidance during my project work

and sparing her/his valuable time for the same.

I express my sincere obligation and thanks to the principal and all

Faculties of the Department of Mrs. SUNITA SHARMA for providing me

with guidance help motivation and valuable advice at every stage for

completing the project work successfully.

Signature:
Name:
Roll No:
 VIDYADAYINI INSTITUTE OF SCIENCE, MANAGEMENT
AND TECHNOLOGY BHOPAL (M.P.)
DEPARTMENT OF BBA

DECLARATION
I do hereby declare that the project work entitled "E-MARKETING"

Submitted by me for the partial fulfillment of the requirement for the award of

Plan, is an authentic work completed by me. The report being submitted has not

been submitted earlier for the award of any degree or diploma to any Institute or

University.

Date
Signature:
Name:
Roll No:
 VIDYADAYINI INSTITUTE OF SCIENCE, MANAGEMENT
AND TECHNOLOGY BHOPAL (M.P.)
DEPARTMENT OF BBA

CERTIFICATION OF ORIGINALITY
This is to certify that the project report entitled "E-MARKETING"

Submitted to Barkatullah University, Bhopal in partial fulfillment of the

requirement for the award of the degree of Bachelor of Plan, is an original work

carried out by ANIKET SINGH THAKUR Enroll. No. R19515031004

The matter embodied in this project is a genuine work done by the

student and has not been submitted whether to this University or to any other

University / Institute for the fulfillment of the requirement of any course of

study.

Signature of the Guide Name,

Dr Alka Awasthi
Assistant Professor
 Table of Contents

Sr.no. Topic

1 Introduction
1.1 Company profile
1.2 About the Topic
1.3 Objectives of Project
1.4 Detail about study
1.5 Literature review
2 Research methodology
2.1 Research objective
2.2 Research design
2.3 Method of Data collection
3 Data analysis & Interpretation
4 Limitations of the study
5 Benefits of Study
6 Future Prospects
7 Conclusion
8 Contribution & Learning from Project
9 Bibliography
10 Annexure
 1. Introduction

Company Profile
Introduction
Hikeparleague is established in year 2010 with the aim of giving
services to students by organizing class level competition, judging
their aptitudes, making them capable to achieve their job. Giving
exposure to making them selected in interviews. Making them
capable so that they themselves evaluate their current scenario and
find best solution by their point of view.
Vision & ValuesVision
'The most successful and admired Online company, by providing
knowledge with top class competitive quality services to students.’
Values
Values that we observe while we work:
 Integrity
 Innovation
 Student Care
 Team work
 Simplicity
Key Strengths

 Quality
 24x7 service
Background
Having goods and services marketed on the internet seems second
nature now, but actually internet marketing is a relatively new
phenomenon. When the internet first started and more of the public
began to access it, companies began to realize that they could utilize
the internet to provide information to potential customers. The first
examples of internet marketing were simply text websites. They were
very basic and simple with no pictures or graphics. As the internet
started to develop, more and more companies realized that they had a
global audience at their disposal. Websites became more complex.
They contained pictures of products and graphics intended to keep the
customer interested. When businesses first started going online in the
early to mid 1990s, commercial web sites were often nothing more
than online brochures and product catalogues. Although credit card
payment processing was available, Internet users were concerned
about putting their credit card details on the net, so relatively few
transactions occurred online. By our standards today, these first
websites seem archaic. However, they served their purpose as people
began to turn to the internet for information about companies and
what they had to offer. If someone wanted to buy something, they
would call the company on a phone number provided by the website.
Eventually, the technology existed so that companies could sell their
products right from their website. All these have changed with the
development of new encryption methods and secure site technology.
Online purchasing hasexploded in the past three years and is expected
to grow exponentially over the coming decade. Many of the Internet
marketing pioneers who began selling online five years ago have
become millionaires. Books and courses that reveal their Internet
marketing secrets are readily available for purchase. There’s never
been an easier time for starting an Internet business. E-commerce
began to grow very quickly once methods to securely provide your
credit card number became available. Consumers could now order
products right from their home. Companies could reach customers
all over the world. Online auction sites became very popular as
people could sell their items to each other for a small fee. There also
was an increased use of the internet as a source of advertising.
Companies began to place ads on other websites to promote their
products. Today pay per click advertisements benefit both the
publishers of the websites and the company which has goods to sell.
Affiliate programs are also very popular. They allow website owners
to advertise products on their website and if a customer purchases the
item, then the website owner gets a percentage of the sale. The
internet has even been used as a primary source of advertising.
Companies have created innovative advertising programs, sometimes
referred to as viral marketing. Viral marketing seeks to create a buzz
about a product through word of mouth. Some viral marketing plans
even use alternate reality games in order to promote a particular
product. The Internet is changing the way we do business, the way
we market, sell, service, distribute, communicate, and work.
Businesses are already beginning to communicate with customers,
distributors, suppliers, shareholders, and employees in a way that is
truly one-to-one and real-time. “Personalized” web sites are
delivering tailored messages to an infinite number of target markets.
These sites can change based on the user’s buying and surfing habits,
past usage of the site, demographics, relationship to the company, and
a multitude of other attributes which could be collected from the users
online or culled from corporate legacy databases. The Internet has
also become the most economical distribution system of information
available. Companies can ship “bits” weightless electrons around the
world at the speed of light, for a fraction of what it costs to ship
heavy “atoms” at the speed of freight. In just a few years the Internet
will be as essential of a business tool as what the phone and FAX are
today. Intranets, real-time transaction processing, and “customer self-
service” are just the beginning. We are transitioning from static sites
to dynamic and personalized sites, from broadcasting to narrow
Casting, from information dissemination to actual commerce. But, we
can also look forward to an “information glut” of unimaginable
proportions, Web sites that run into the millions of dollars to build
and maintain, and massive data warehouses about consumers that are
networked together across companies and continents. The big story of
the past few years has been the incredible rise in the mobile user base
in India. Growth now in terms of new user additions is the fastest in
the world. And there are plenty of new consumers still waiting to be
tapped. India has the potential to lead in mobile data usage. Given
that PC-based Internet growth has been slow (even though that is now
changing), the mobile Internet offers a great opportunity for service
providers in India. India has excellent mobile data networks on both
the GSM and CDMA platforms. In fact, given that the focus for the
operators is on new subscriber acquisition, the mobile data networks
potential has been largely untapped. Mobile phones with Wi-Fi are
already available for less than Rs.18,000. These prices will fall
further. Get a wireless access point at home and combine with a
broadband connection, and suddenly, the mobile can now access data
networks bypassing the operator and data charges. This will create the
opportunity for an increasing array of data services. It is the
incremental web which will be the driver for the mobile. If one stops
thinking of the mobile as a poor man’s computer and instead thinks of
it as a new interactive device, then the potential of what is possible
starts to become apparent. The future will see the emergence of such
innovative data services in India.
Concept of Marketing
“The Process of planning and executing the conception,
pricing promotion and distribution of ideas, goods and services to
create exchanges that satisfy individual and organizational goal.”
- American Marketing Association
Marketing management is analysis planning, implementationand
control of programs designed to create, build, maintain
mutually beneficial exchanged and relationship with target marketfor
the purpose of achieving organizational goal.
-Philip Kotler
Concept of E-Marketing
E-Marketing is the use of information technology in the processes of
creating, communicating and delivering value to customers managing
customer relations E-Marketing is the fusion of IT with traditional
marketing.
There is no doubt about it – the Internet has changed the world we
live in. Never before has it been so easy to access information,
communicate with people all over the globe and share articles,
videos, photos and all manner of media. The Internet has led to an
increasingly connected environment, and the growth of Internet usage
has resulted in declining distribution of traditional media: television,
radio, newspapers and magazines. Marketing in this connected
environment and using that connectivity to market is e- Marketing. E-
Marketing embraces a wide range of strategies, but what underpins
successful e-Marketing is a user-centric and cohesive approach to
these strategies. While the Internet and the World Wide Web have
enabled what we call New Media, the theories that lead to the
development of the Internet were being developed from 1950s.

objectives of the Project

 To study the impact of marketing activity over Internet
 To study the sales promotion programs on Hikepar League.
 To study the build and retain brand loyalty.
To study to introduce new product.
To study to attract new customer.
 To raise awareness of the company, product, or service within
aclearly identified target market
To communicate the benefits of the product or service

Scope of Study
This study helps to understand the about the concept of e-Marketing.
The study will help the management of Hikepar League informing the
future policies regarding sales promotion strategy. This is like
descriptive method of understanding about how to promote your
products or services while using internet. It will also describe what
are the methods and strategies of e-Marketing with advantages and
disadvantages also.
Details about Study
Before we start detailed study about E-Marketing first try to
understand that why we need E-Marketing concept in today’s era.
Marketing through Internet is becoming very important. It is very cost
effective and measurable. And the main feature of it is Global reach
with 24x7x365 scenario with real-time feedback which attracts each
and everyone to use it.
Why E-marketing?
 Exceptional opportunity for knowledge-rich organizations
 Cost-effective to build a global brand & reputation
 Instrument for business development
 Many benefits
 • Internal communication
• Knowledge management
• Market intelligence
• Project management
There are different forms of E-Marketing from themsome are
described below:
E-mail Marketing
 Automatic digest, Flash alert, Newsletter / Electronic magazine
o Active promotion of website content
 Key success factor:
o Development of permission-based mailing lists
 Metrics:
o Open rate
o Click-through rate
o Conversion rate
Pay per Click Marketing
Ad copy and selecting the right keywords is essential, rather than,
deep pockets. Developing effective copy within a limited space is a
unique skill. You need to identify what the customer is thinking and
how he will try and find you. PPC charges are steadily increasing so
it's more important than ever to manage your campaigns effectively &
efficiently.
Blog Marketing
Just because a website looks like a website doesn't mean it's just a
website. It could be a blog too. Blogs have lots of great tools build
into them that make search engines like them a lot more than a static
website. Features like category tags, RSS feeds and the 'pinging' of
new content to other sites means you can't afford to ignore the value
of blogging as an internet marketing strategy.

Search Engine Optimization

SEO (organic search optimization) can engage prospects at different
points of the buying process and provide long term returns.
Banner Ad Testing
Display media has many opportunities for optimization with both
creative testing and media targeting.
Social Media Marketing
Social media is a rapidly evolving channel with many risks and
rewards. Facebook, Orkut, Twitter are some social marketing
websites for promoting your business, and it is very effective way to
promote your website to maximum users of Internet.
Affiliate Marketing
This is process in which a product or service developed by one
person is sold by other active seller for a share of profits. The owner
of the product normally provides some marketing material (sales
letter, affiliate link, tracking facility).
Local internet Marketing
This is the process of a locally based company traditionally selling
belly to belly and utilizing the Internet to find and nurture
relationships, later to take those relationships offline.
Blackhat Marketing
This is a form of E-marketing which employs deceptive, less than
truthful methods to drive web traffic to a website or affiliate
marketing offer. This method sometimes includes spam, cloaking
within search engine result pages, or routing users to pages they didn't
initially request.

Viral Marketing
 Hot Mail was one of the first examples of viral marketing
 Another “e” term for “word-of-mouth” advertising
 Bulletin boards, e-mail, chat rooms are the major conduits
for viralcampaigns
Affiliate Marketing
 This basically refers to selling other people’s product in
return for a commission. This is probably the fastest way
anyone can get started with earning money online. Not going
to explain how this is done as you’re going to find out how
later.
 Partnership and affiliate programs are booming
 Cooperation between online companies
 Commission programs and banner exchange programs lead
this channel
Banner Advertising
 Volatile history with sharply declining click through rates
 New forms such as java, active x
 Pop-ups, pop-under and other new delivery methods are
gaining acceptance
 Branding is possible with banners

Search Engine Optimization

 The process of improving the volume and quality of
traffic to a web site from search engines via "natural"
("organic“) searchresults
 SEO is the single-most important online marketing
activity
 The benefits of a well “SEO” site will be dramatic

E-Marketing Mix
The e-Marketing Strategy is normally based and built upon the
principles that govern the traditional, offline Marketing - the well-
known 4 P's (Product - Price - Promotion - Positioning) that form the
classic Marketing mix. Add the extra 3 P's (People - Processes -
Proof) and you got the whole extended Marketing mix. Until here,
there are no much aspects to differentiate e-Marketing from the
traditional Marketing performed offline: the extended Marketing mix
(4 + 3 P's) is built around the concept of "transactional" and its
elements perform transactional functions defined by the exchange
paradigm. What gives e-Marketing its uniqueness is a series of
specific functions, relational functions, that can be synthesized in the
2P
+ 2C+ 3S formula: Personalization, Privacy, Customer Service,
Community, Site, Security, Sales Promotion.
These 7 functions of the e-Marketing stay at the base of any e
Marketing strategy and they have a moderating character, unlike the
classic Marketing mix that comprises situational functions only.
Moderating functions of e-Marketing have the quality of moderate
operate upon all situational functions of the mix (the classic 4 P's) and
upon each other.

1. Personalization
The fundamental concept of personalization as a part of the e-
Marketing mix lies in the need of recognizing, identifying a certain
customer in order to establish relations (Establishing relations is a
fundamental objective of Marketing). It iscrucial to be able to identify
our customers on individual level and gather all possible information
about them, with the purpose of knowing our market and be able to
develop customized, personalized products and services.
For example, a cookie strategically placed on the website visitor's
computer can let us know vital information concerning the access
speed available: in consequence, if we know the visitor is using a
slow connection (eg. dial-up) we will offer a low volume variation of
our website, with reduced graphic content and no multimedia or flash
applications. This will ease our customer's experience on our website
and he will be prevented from leaving the website on the reason that
it takes too long to load its pages.
Personalization can be applied to any component of the Marketing
mix; therefore, it is a moderating function.
2. Privacy
Privacy is an element of the mix very much connected to the
previous one - personalization. When we gather and store information
about our customers and potential customers (therefore, when we
perform the personalization part of the e-Marketing mix) a crucial
issue arises: that of the way this information will be used, and by
whom. A major task to do when implementing an e-Marketing
strategy is that of creating and developing a policy upon access
procedures to the collected information. This is a duty and a must for
any conscious marketer to consider all aspects of privacy, as long as
data are collected and stored, data about individual persons.
Privacy is even more important when establishing the e-Marketing
mix since there are many regulations and legal aspects to be
considered regarding collection and usage of such information.

3. Customer Service
Customer service is one of the necessary and required activities
among the support functions needed in transactional situations.
We will connect the apparition of the customer service processes to
the inclusion of the "time" parameter in transactions. When switching
from a situational perspective to a relational one, and e-Marketing is
mostly based on a relational perspective, the marketer saw himself
somehow forced into considering support and assistance on a non-
temporal level, permanently, over time. For these reasons, we should
consider the Customer Service function (in its fullest and largest
definition) as an essential one within the e- Marketing mix.
As we can easily figure out, the service (or assistance if you wish)
can be performed upon any element from the classic 4 P's, hence its
moderating character.

4. Community
We can all agree that e-Marketing is conditioned by the existence of
this impressive network that the internet is. The merely existence of
such a network implies that individuals as well as groups will
eventually interact. A group of entities that interact for a common
purpose is what we call a "community" and we will soon see why
it is of absolute importance to participate, to be part of a community.
The Metcalf law (named after Robert Metcalf) states that the value of
a network is given by the number of its components, more exactly the
value of a network equals the square of the number of components.
We can apply this simple law to communities, since they are a
network: we will then conclude that the value of a community rises
with the number of its members. This is the power of communities;
this is why we have to be a part of it. The customers / clients of a
business can be seen as part of a community where they interact
(either independent or influenced by the marketer) - therefore
developing a community is a task to be performed by any business,
even though it is not always seen as essential. Interactions among
members of such a community can address any of the other functions
of e-Marketing, so it can be placed next to other moderating
functions.

5. Site
We have seen and agreed that e-Marketing interactionstake place on a
digital media the internet. But such interactions and relations also
need a proper location, to be available at any moment and from any
place - a digital location for digital interactions.
Such a location is what we call a "site", which is the most widespread
name for it. It is now the time to mention that the "website" is merely
a form of a "site" and should not be mistaken or seen as synonyms.
The "site" can take other forms too, such as a Palm Pilot or any other
handheld device, for example. This special location, accessible
through all sort of digital technologies is moderating all other
functions of the e-Marketing - it is then a moderating function.

6. Security
The "security" function emerged as an essential function of e-
Marketing once transactions began to be performed through
internet channels. What we need to keep in mind as marketers are the
following two issues on security:- Security during transactions
performed on our website, where we have to take all possible
precautions that third parties will not be able to access any part of a
developing transaction;- Security of data collected and stored, about
our customers and visitors. A honest marketer will have to consider
these possible causes of further trouble and has to co-operate with the
company's IT department in order to be able to formulate convincing
messages towards the customers that their personal details are
protected from unauthorized eyes.

7. Sales Promotion
At least but not last, we have to consider sales promotions when we
build an e-Marketing strategy. Sales promotions are widely used in
traditional Marketing as well, we all know this, and it is an excellent
efficient strategy to achieve immediate sales goals in terms of
volume.
This function counts on the marketer's ability to think creatively: a lot
of work and inspiration is required in order to find new possibilities
and new approaches for developing an efficient promotion plan.
On the other hand, the marketer needs to continuously keep up with
the latest internet technologies and applications so that he can fully
exploit them. To conclude, we have seen that e-Marketing implies
new dimensions to be considered aside of those inherited from the
traditional Marketing. These dimensions revolve around the concept
of relational functions and they are a must to be included in any e-
Marketing strategy in order for it to be efficient and deliver results.
E Marketing Strategies
 The Offer: Product strategies – Existing products sold
online ornew products offered to the customers
 The Value: Pricing strategies – Dynamic pricing and
Onlinebidding
 Distribution strategies – Direct marketing and Agent E
Businessmodels
 Marketing Communication strategies
 Relationship Management strategies – CRM software +
customerbehavior = comprehensive database

Simple steps to start e-Marketing

Starting e-Marketing is easy but walking on the right path is not so

easy. There are just too many options you can consider! However,
typically I would recommend my clients to follow 6 simple steps to
plan and start doing e-Marketing and they are:

1. Building Effective Website

2. Designing Compelling Messaging
3. Sending Strategic Newsletters
4. Online Advertising
5. Managing Customer Databases
6. Building Alliances
7.
(1) Building an Effective Website - I have shared in other articles how
important it is a website for e-Marketing to be successful. It is not
only design and layout but also the real business strategy behind. You
have to consciously to make your website effective for your business
and engaging your customers interactively. A website will only
perform well when it is being revised and updated according to the
environmental changes with Compelling Messaging.
(2) Designing Compelling Messaging - It is really back to marketing
basics about communications. You have to high play your
products/services' benefits rather than functionality in order to
distinguish your differential advantages over your competition. A lot
of time, customers' buying decisions are based on trusts that built on
the success references you are giving of other cases. Before you get
this right, e-Marketing will never be a success.

(3) Sending Strategic Newsletters - e-Newsletters are so easy to send out

if you have any emails of our suppliers, partners, customers and
prospects. However, your compelling messaging must be ready
before your e-Newsletters can be successful. In additional, you needto
send out useful information or knowledge occasionally other than
sales promotions in order to attract your target audience to keep
subscribing your newsletter.
(4) Online Advertising - The most basic Online Advertising option I
recommend is Search Engine Marketing. It is becoming mandatory
for any companies nowadays to make sure their company
information/advertisements are showing on the first page of search
results. Without doing this, your website will just never be found in a
very long while, Other Online Advertising options can 30 be Web
Banner Ad on your target customers populated websites or contextual
advertising, etc.

(5) Managing Customer Databases - When you start doing e-

Marketing, the next important thing is to keep up with your customer
database(s). This is very crucial because your customer database will
grow throughout your e-Marketing activities. The most basic way to
do this is to use Excel or Outlook or any other mail clients but as you
grow your customer database, it is better to adopt Customer
Relationship Management software or an e-Marketing campaign
software.

(6) Building Alliances - No one can be successful by doing e-Marketing

alone and this is the fact! Hence, building alliances and letting your
alliances to promote your products/services in their websites and
other channels are the very key to success with e-Marketing. You
potential return on investment (ROI) will grow even better than you
can imagine.
How to Business Successful Through Internet?
Internet the way we do business today. It has broken physical
boundaries and has provided each small, big and mega businesses a
global business opportunity. Your online presence, your website
provides you an equal opportunity to have your presence felt.
The irony those among the millions of websites ruling the internet
world only thousands are successful. As they say you not only need a
quality product or service, you need to package and most importantly
sell it. That leads us to the question how to get successful online?
Simple answer packages your website and makes people aware of it.
The basic rules of business apply here too with the difference that
here you cater to a global market. The internet offers you with a
variety of tools which applied correctly can make the winning
difference.

Your website needs a design and for this you need a web designer.
Correct web design, colors and correct placement of web elements on
your web page are important aspects for your site to succeed.
Remember to maintain a contact page which mentions your contact
details on the site have a sitemap and design the site for users. It is of
utmost importance that you keep search engine optimization factors
in mind. Have your pages titled. For more on this contact a web
designer.
If you are in business retail or manufacturing a good idea is to have
your site e-com enabled. You must have shopped on the internet, if
not you are among the chosen few. If you have you must be aware
of the shopping cart on the e-commerce site. The shopping cart
enables your visitors to manage their shopping well. You will need a
payment gateway and a merchant account to receive money for sales.
To test out your site integrate it with Paypal and try out the shopping
experience.
1. So your site seems to be ready now. Next step. Make your site
presentable and make it known. So we are now into advertising and
marketing of your website. Here note this that 95% of websites gets
visitors from referred from search engines. These search sites work
like a gateway to the internet world.

2. Your next step towards making your site known to others is to

follow the search engine optimization tips offered by the search
engines while making your site. You should look for the terms people
use to search your type of service or product and create your site
around it. As in the advertising world headings for your pages should
be catchy. Internet visitors scan web pages for information instead of
reading through them, so all the rules of advertising world which
helps in writing the content for the advertisement apply here. Do it
yourself, get to know what the inverted pyramid style of writing is or
hire a web designer, see specialist to do it for you.

3. With pay per click, the internet advertising world has

revolutionized. It offers you advertising opportunities on the net for a
few shillings. Check out Google Ad sense or Overture PPC
campaigns. These are offered by mostly the leading search engines
and your advertisements are displayed on the search result pages of
these sites for keywords you choose. If controlled optimally you can
benefit from these. Use PPC to get visitors to your site during the
launching period. Dual benefits. One you get visitors though your site
is too new and second due to advertising,your site gets noticed. If you
are not aware of this, use the services of a PPC management company
to do this for you.

4. So what else to look out for? Interaction. Give reasons to your

visitors to come back to your site. Start a newsletter campaign. Offer
your visitors something free. Give them tips. Start a blog. Make your
visitors come back to your site.

5. Give them options to sign up for your newsletter free. You get
their emails and use a mailer program to send out regular mails to
them.

Choose the Purpose of Your Website

 Selling Products
 Selling Services
 Driving Traffic
 Selling Traffic

Selling Services
Of course not all products are physical and selling services has never
been easier when using the Internet. Now lawyers, consultants and
educators can provide information and/or advice and charge for it
through their website. Using tools like Internet files, discussion
boards, and web conferencing makes these professional services
available toa wider audience. Location is no longer an issue.
Offering Services
The Internet is a terrific way for service providers to connect with
their customers and meet the needs of their customers even if it is not
face to face. Here are some of the services you can now provide to
customers through your website:
 Consulting
 Education
 Advice
 Resource Management
 Recommendations
With the Internet tools now available you can upload files, books,
videos, manuals and even whole university courses. Your customers
can take advantage of your services, and you get paid, all online.
Providing Information
The Internet is a fantastic way to reach your target audience and sell
information. If you have access to a database or specialized
information you can charge your customers to view it. Here are some
of the types of information sites where you can make money:
 Real Estate
 Investing
 People Finding
 Consumer Reports
 Book Summaries

Opportunities of E-Marketing
1. Incremental revenues
 The internet is a level playing field in terms of sales and
marketing
 Everyone can attract new clients through very targeted and
measurable marketing
 Global distribution reach is available to all, not just the
majorbrands that have global networks

2. Reduced cost of sale

 A brand web site has the lowest cost of sale
 Enables business to be “channel shifted” from more
expensivechannels, such as travel agency or call centers
 A strong brand web site enables the reliance on OTAs to be
reduced and relationships to be renegotiated in order to bring down
the overall cost of sale

3. Enhanced brand loyalty and client relationships

 A direct client should be retained for future
marketing andrelationship building
 A customer booking through an OTA is likely to remain
loyal tothe booking channel
 Actively seek to build relationships with clients delivered
throughOTAs for future, cheaper marketing

Also,
 Internationally more than 33% of surfers buy online
 E Marketing reduces prices
 Huge potential for growth (70% rural population)
 E Intermediaries
 Affordable computers and internet connectivity
 Desire of the customers
 Cheaper technology

Purchasing variations
The three most common ways in which online advertising is
purchasedare :
 CPM
 CPC
 CPA.
 CPL
 CPE

CPM (Cost Per Impression)

Where advertisers pay for exposure of their message to a specific
audience. CPM costs are priced per thousand impressions, or loads of
an advertisement. However, some impressions may not be counted,
such as a reload or internal user action. The M in the acronym is the
Roman numeral for one thousand.

CPV (Cost Per Visitor) or (Cost per View in the case of PopUps and
Under)
Where advertisers pay for the delivery of a Targeted Visitor to
theadvertisers website.

CPC (Cost Per Click):

Also known as Pay per click (PPC). Advertisers pay each time a user
clicks on their listing and is redirected to their website.
They do not actually pay for the listing, but only when the listing is
clicked on. This system allows advertising specialists to refine
searches and gain information about their market. Under the Pay per
click pricing system, advertisers pay for the right to be listed under a
series of target rich words that direct relevant traffic to their website,
and pay only when someone clicks on their listing which links
directly to their website. CPC differs from CPV in that each click is
paid for regardless of whether the user makes it to the target site.

CPA (Cost Per Action) or (Cost Per Acquisition)

advertising It is performance based and is common in the affiliate
marketing sector of the business. In this payment scheme, the
publisher takes all the risk of running the ad, and the advertiser pays
only for the amount of users who complete a transaction, such as a
purchase or sign-up. This is the best type of rate to pay for banner
advertisements and the worst type of rate to charge.
CPL (Cost Per Lead) advertising
It is identical to CPA advertising and is based on the user completing
a form, registering for a newsletter or some other action that the
merchant feels will lead to a sale. Also common, CPO (Cost Per
Order) advertising is based on each time an order is transacted.
Cost per conversion describes the cost of acquiring a customer,
typically calculated by dividing the total cost of an ad by the number
of conversions. The definition of
"Conversion" varies depending on the situation: it is sometimes
considered to be a lead, a sale, or a purchase.
CPE (Cost per Engagement) is a form of Cost per Action
Pricing first introduced in March 2008. Differing from cost-per
impression or cost-per-click models, a CPE model means advertising
impressions are free and advertisers pay only when a user engages
with their specific ad unit. Engagement is defined as a user
interacting with an ad in any number of ways.
Advantages of E-Marketing:
When compared to traditional marketing, E-Marketing is the apt way
to promote your products and services globally. There are many
advantages some of which are listed below.

Global Reach

 No physical or geographical limitations- The use of the internet

as the mainstay of operations virtually eliminates geographical
boundaries.
 Access to unknown buyers and sellers.
 Ownyour virtual office.
 Always accessible (24/7)
 Enhance your business prospects and profits.
 Reach target audience.
 Publicizing your business through various chambers of
commerce & Industry and trade Associations.
Easy Marketing
 Classified information on competitive products.
 Acquire product knowledge.
 Compare products & Services.
Economics
 Cost effective strategies.
 Faster & easier access to products, buyers and sellers.
 Save Time and money you spend on sending faxes, couriersetc.
  Save money you spend on printing Catalogs, Brochures and
other promotional material.
 Updates
 Change of content is possible immediately.
 Add new products and services.
 Link other principle sites to your e Brochures for wider
content reach.
 Add latest news, events and other information immediately.

More attractive compared to physical brochures

 Graphical user interface.
 Provide product animations.
 Also,
 Internet adverting enables good conversion tracking
 Targeting : trick is to place your ad where the right customers
can see it
 Internet advertising is huge
 Internet advertising has a lower entry-level fees
 Internet advertising can be much cheaper
 Internet advertising has greater range
 Budget is low
 The presentation to the market:
 Relatively trouble-free: choose from a variety of advertisement
ways like Banner Ads, text ads, etc. All from the comfort of
yourhome.
  Update ads: You can easily test the market
 Direct Response:

Disadvantages of Internet Marketing

 Limitation-internet marketing requires customers to use newer
technologies rather than traditional media. Low-speed Internet
connections are another barrier. From the buyer's perspective,
the inability of shoppers to touch, smell, taste or "try on"
tangible goods before making an online purchase can be
limiting. However, there is an industry standard for e-
commerce vendors to reassure customers by having liberal
return policies as well as providing in-store pick-up services.
 Security concerns-Information security is important both to
companies and consumers that participate in online business.
Many consumers are hesitant to purchase items over the Internet
because they do not trust that their personal information will
remain private. Recently some companies that do business
online have been caught giving away or selling information
about their customers
 Broadband induced trends-Online advertising techniques have
been dramatically affected by technological advancements in
the telecommunications industry. Online advertisers are
working feverishly to design rich multimedia content that will
engender a “warm-fuzzy” feeling when viewed by their target
audience.
  effects on industries-Internet marketing has had a large impact
on several previously retail-oriented industries including music,
film, pharmaceuticals, banking, flea markets as well as the
advertising industry itself

Challenges
 Data privacy or Data Protection
 Low percentage of computer penetration
 Internet connectivity
 Low percentage of surfers entering into online transactions
 Misuse of Credit cards
 Cyber security
 Cyber crime
 Loss of personal touch in shopping
 Legal issues (Trade mark, Domain name, Copyright,
Jurisdictionissues, etc.)
 Mistaken purchases or auctions
 Literature Review
4 P’s and additional 3 P’s of e-marketing
 Conventional
 Product : Physical item or service that a company is selling
 Price : Amount the customer pays for the product
 Place : How the product/service gets to the customer,
sometimes called “place” referring to “where” a
product/service is sold
 Promotion : Any means of spreading the word about the
product
 Additional
 People : Right person, trained well, motivated
 Process : Providing services to customers
 Publishing : Case studies, testimonials

Cs of E-Marketing
Contract:
The e-marketer’s first goal is to communicate a core promise for a
truly distinctive value proposition appealing to the target customers.

Content:
It refers to whatever appears on the website itself and on hot linked
websites. If chosen appropriately, it can increase both the rates at
which browsers are converted into buyers and their transactions.
Construction:
The promises made by e-marketers are not unique to the Internet, but
the medium’s interactive capabilities make it easier for them to
deliver on their promises quickly, reliably, and rewardingly.
In practice, this means that promises must be translated into specific
interactive functions and Web design features collectively giving
consumers a seamless experience. Such design features as one- click
ordering and automated shopping help deliver the promise of
convenience.

Community:
Through site-to-user and user-to-user forms of interactivity (such as
chat rooms), e-marketers can develop a core of dedicated customers
who become avid marketers of the site too.

Concentration:
Targeting through online behavioral profiling. Advertisers have
known for some time that behavioral targeting is vastly superior to
simple demographic targeting. Knowledge of a consumer’s past
purchases interests, likes/dislikes, and behavior in general allows an
advertiser to target an advertisement much more effectively
Department stores have long kept track of consumers’ past purchases.
They are thus able to project what other types of products a consumer
might be interested in and then send an appropriate coupon or sale
offer. Credit card companies are the ultimate gatherers of behavioral
targeting information. They maintain vast databases of cardholders’
past transactions, and they sell lists of this data to advertisers. The
same type of behavioral model is forming on the Internet. Publishers
and advertisement networks monitor the items that a consumer has
expressed interest in or purchased on a site (or network of sites) in the
past and target advertisements based on this information.
Convergence:
We will soon enter the next round of the E-marketing battle as
broadband reaches the masses. The Internet will become more
ubiquitous and wireless; televisions will become more interactive;
video/data/voice appliances will converge; brand advertising and
direct marketing practices will integrate; domestic brands, commerce
and marketing will become even more global; and big marketing
spenders will spend more money online. Many companies that are
well positioned today will need to continue to evolve to take
advantage of the opportunities. The success of Internet advertising
companies will largely be driven by how they maneuver among the
coming developments. Rich media, brought on by broadband, will
allow advertisers much greater creativity by bringing in new types of
advertising to the Internet, as well as enhancing some of the more
traditional forms. Broadband technology will allow the convergence
of television and the Internet. Dubbed “interactive TV,” in its
simplest form, will consist of a television with some interactive
capabilities. Basically, a user will see a television screen that is three-
quarters traditional television, but with a frame that has Internet
capabilities. This frame will allow users to access up-to-the-minute
sports scores or news on the Web, for example. More importantly for
E- marketers, it would allow viewers to immediately leap to the
website of an advertiser whose ad was being shown. The user could
find outmore information or order the product right there.
Commerce:
The last emerging fundamental of e-marketing is commerce, whether
it includes offering goods and services directly, or marketing those of
another company for a fee, thus helping to cover the fixed costs of
site operations and to offset customer acquisition costs.
To be successful on the Internet, e-marketers will have to do more
than reproduce their off-line business models on line because these
business models work only at considerable scale. Interestingly, It is
possible for online marketers to be profitable even at lower sales
volume if they exploit efficiencies in e-Marketing and synergies with
the off-line business, with examples as follows.

Internet Marketing Strategies: Three Step Formula

[1] Developing Your Product
Your first step will be to develop a great product. You'reprobably
thinking that's easier said than done, but it's really not. The absolute
best product is one that you can develop yourself and deliver over the
Internet. With today's technology, there is absolutely no reason why
you can't create your own product.
The knowledge you have within your own mind is extremely
valuable. Everybody is good at something, has a special talent or
some specialized knowledge. Use this knowledge to create aproduct.

The key to developing a great product is exclusiveness. Your product

should be unique and not be in competition with hundreds of other
similar products. You must give your potentialcustomers exactly what
they want. Develop a high-quality product that fills a void to increase
your chance of success.

Another consideration of great importance is your target market.Keep

in mind, the Internet is a global marketplace. Develop a product with
a large geographic target and a wide appeal. A great product will
fulfill a need or desire and provide instant gratification.
Here are a few of the top sellers:
 Software
 Information
 Private sites
 Internet services
Before you develop your product, do some research -- find out
exactly what people want and develop your product accordingly.

The most important consideration when developing your product is

quality. Your product should not only deliver what you promise, but
should go above and beyond the expected and over deliver. Your
customers satisfaction is of the utmost importance
.
[2] Developing Your Web Site
Once you've developed a great product, your next step will be to
develop a great web site. Your web site must be specifically designed
to sell your product.
Everything within your web site should have one purpose -- getting
your visitor to take action. Words are the most powerful marketing
tool you have. The right words will turn your visitors into customers.
The wrong words will cause them to click away and never return.
Your words are the entire foundation of your business. Your product,
your web site and your marketing strategies all depend upon your
words. Fancy graphics don't make sales -- words do.
Every word, sentence and headline should have one specific purpose -
- to lead your potential customer to your order page. Write your web
site copy as if you are talking to just one person. Identify a problem
and validate that one visitor's need for a solution. Continue to write
and explain why your product is the solution to their problem. Tell
them exactly what your product will do for them -- why it will solve
their problems and how. Pack your copy with benefits and more
benefits.
Write to persuade -- that's the bottom line.
Here is some additional information on Search Engine Marketing.

[3] Developing Your Marketing Strategies

Your marketing strategy is the final process of yourplan. Your plan
must include both short-term and long-term strategies in order to
succeed.
Short term marketing strategies are those that bring you a temporary
boost in traffic. Although these techniques are very important to your
over-all plan, they are only a temporary trafficsource and must not be
solely relied upon.
Short term marketing strategies include:Purchasing Advertising
 Participating in Forums
 Search Engines
 Etc.
Long term marketing strategies are those that bring you a steady
stream of targeted traffic over time. These strategies will continue to
produce results even years down the road.
Long term marketing strategies include:
 Opt-in Lists
 Blogging
 Social Networking Sites
 Social Bookmarking Sites
 Giving Away Freebies
 Article Marketing

By creating and implementing a balanced marketing strategy, using

both short-term and long-term strategies, you will drive asteady
stream of targeted traffic to your web site.
If you use this simple formula when creating your Internet marketing
strategy and excel at all three, you can literally
How to make the best e-marketing:-
 Get a good location
 Give people what they want
 Lure them in with enticing offers
 Make shopping (browsers) a pleasure
 Signpost things clearly. Give directions.
 Sell more while they are in shop. 1:3
 Keep in touch
 Database is very important, grow it. Add, Delete, Modify and
Maintain it. Quantify business from each contact
 Research Methodology

Research objectives
 To study how the satisfaction level at work affects the
customerdecision of being with organization.
 To identify business opportunities in current scenario by
marketing using internet.
 To identify how much students aware about Internet
 To identify Marketing Strategies to be adopted for Hikepar
Leagueto launch a new business
 Importance of detailed competitive analysis to develop future
business plan
 To identify what type of adverb tenements actually students
preferred

Research design
 This project is done with the view of understanding the
workings of advertising at “Hikepar League” of pre-impact
ofthe advertisements on the targeted audiences.
 The advertisement recall study method is adopted to
understand the effectiveness of the advertisement which
should be effective.
 “A research design is the arrangement of conditions for
 collection and analysis of data in a manner that aims to
combine relevance to the research purpose with economy in
procedure”
 The study was conducted on the basis of list of respondents
who were targeted for vehicle brand. From that customer
preference were collected and were enable to cover almost all
the leading brands. This
was the research design for the project.
 Method of data collection

Primary Data
The study mainly depends on primary data. Questionnaire method
will used to collect data.
Questionnaire Method: A questionnaire was distributed to number of
employees belonging to two different branches of the organization.
They were requested to fill up the form & return it. Data was
collected from these received forms.

PRIMARY DATA
By Survey:
This method implies the collection of information by asking or filling
survey form from students. The information obtained relates to what
is currently happening and is not complicated by either the past
behavior or future intentions or attitudes of respondents.

Sample Space:-
The total sample space for my questionnaire part was 10
Data Collected from the college students of Diploma Engineering of
MS University.
 Data analysis & Interpretation

Awareness about Internet

Reasons to use Internet

Ad preference to see

From data collected we can analyzed that advertisement given on TV

and Newspaper is suitable for promotion when you are launching a
new project or business plan. “Hikepar League” is going to introduce
a new online competition for college students, so from above graph
we can see students use internet mostly for mail, chatting and
social networking sites, so it is better to make aware them on mail or
social networking sites. And there is a little awareness for using
internet in students so it will be less profitable for this company till
one to two year to grow at hike.
 Limitations of the study

There are several limitations with the study.

 The sample size use is only from one college students to draw
out a concrete conclusion
 The time devoted to complete the research was not enough.

 As with any descriptive research, the findings of this study are

to be accepted with several limitations. Since limitations of a
study can be viewed as directions for future research in the
field, it is pertinent to list limitations and future research
opportunities simultaneously.
 Promotional strategy which is discussed more focus on online
advertising and viral marketing, but it may possible that though
company running by website only, print media or TV is
effectiveway for marketing.
 Benefits of Study
 By studying this project each can have a deep knowledge about
what are major factors needs to consider when we start online
business.
 The language used is easy to understand and deeply described
each and every concept.
 A new era of marketing online is now easily understandable
after reading this project.
 Future Prospects
 Various promotional strategies such as participating in the
exhibitions, contests, etc. can be adopted.
 More emphasis can be given to Television advertisements with
respect to online advertisements
 Bandwidth increases enabling more powerful applications and
real time communications.
 More integrated technologies (TV, PCs, mobile based
technologies) making the internet more interesting and more
accessible.
 Awareness about internet is very little, so if such activity can
be done so students automatically attracts towards internet then
this business can easily grow to top level in near future.
 Conclusion
From this Project I discussed, I can say that today’s era pure Internet
addicted world going to increase day by day, so by catching this
opportunity e-Marketing is very developing in all nations gradually. It
breaks down logistical barriers, offers greater flexibility, shrinks time
and cost, simplifies complex business processes, opens up new
markets
The most important aspect for me is marketing of the business on
internet; if this is carried out effectively no one can stop you from
earning maximum. The other thing is that we reached to the customer
expectation in regarding to the product quality, service, price, and the
main is to increase knowledge with the help of online study material,
so the clients of company are going to increase, the marketing dept
performing good role with all the clients.
 Contribution & Learning from Project

This is my Project through which I can give my own ability and creativity for
building any kind of business plan. I worked to build “Hikepar league” a new
venture first time in India. I have given idea about what type of quality services
customers really needs, which are not properly served by others. I have
contributed by giving survey report before launching the plan, so company can
have idea about how much ahead they can go.
This project has learnt me a lot about a real marketing under guidance of
corporate leaders. I have learnt how to deal with others, how to promote offers,
& company also. I have learnt new strategies of marketing and building Brand
image.
 Bibliography
Websites
 www.google.com
 www.doubleclick.com
 www.emarketing.com

Magazines & books

1- Google e-book “e-marketing strategy”2- Business wor
 Annexure
Survey Questions

Note: This questionnaire is for the purpose of data collection for the
collegeproject for summer training Project in M.B.A.
(1) How much you aware about Internet?

 Fully
 Better
 Moderate
 Little
 None
(2) How many times you use internet in a month?

 Daily
 Weekly
 15 days
 Monthly
(3) For which reason you surf Internet mostly?

 Entertainment
 Informative
 E-Mail / Social Networking sites / Chatting
 Soft wares
 Not Applicable
(4) Have you taken part in any competitive exam?
  (a)Yes (b) No

(5) Have you given any online exam?

 (a)Yes (b) No

(6) How much you use Internet for your study?

 Less than 25%

 Around 25% to 50%
 Around 51% to 75%
 Around 76% to 100%
(7) Which Ad you prefer mostly to see?

 Newspaper
 Radio
 TV
 Internet
(8) On Internet which ad attracts you?

 Text Ad
 Pop Up Ad
 Flash Ad
 Banner Ad
 Not Applicable
(9) Which one type of study material will you choose if you are
givenboth?

 (a)Books (b) Online material

(10) Any one talent OR skill you find in you?

 (b) Not Applicable