E Marketing mba

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Research & Report Kamran 6118

Superior University, Lahore - 1 -


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Preface

Chapters Page

1. Introduction to E-Marketing 62. Hypothesis 93. Research Design and Methods 134. Data Collection Methods 165. Sampling Design 186. History of E-Marketing 207. Merits and Demerits 23

8. Growth and Development 279. Advertising Cost 2910. Strategies to Enhance E-Marketing 3111. Mass Communication 3812. Why the Top Ten Results? 3913. Search Engine Optimization (SEO) 40

14. Ending History of Internet

Advertising

48

15. References 49



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RESEARCH & REPORT

RESEARCH TOPIC:E-MARKETING

SUBMMITTED BY:Kamran Ikram

ROLL NO:6118 ( MBA Evening) 4 th Semester

SUBMMITTED TO:

Prof. SOFIA WALEED



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Dedication

I dedicate my whole efforts inworking this project to

My affectionate & kind parents, teachers,my juniors & to all people who guided me &

provided information related to it



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Acknowledgement:

Firstly, I would like to thank my

ALMIGHTY ALLAH

For giving t he ability, opportunity and strength to dothis task and everything else in our lives. All myefforts on this project & everything else are for hisGlory and not our own.

A good Teacher is a blessing of Allah thats why Imalso greatly thankful to my dear

Prof. SOFIA WALEED

For her kind guidance and supervision. Shemotivated me to work hard and to achieve high-level performance. I also thank to the staff of Superior College who co-operated with me.



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Introduction to E-Marketing

E-Marketing is also known as Internet

marketing & it is a component of

electronic commerce. E-Marketing can

include information management, public

relations, customer service, and sales.

Electronic commerce and E-Marketing

have become popular as Internet access

is becoming more widely available and

used. Well over one third of consumers

who have Internet access in their homes report using the Internet to

make purch ases.

My research proposal is on E-Marketing and its practical implementation

of it in which I will try to find out why the net era needs more innovation

and how to get people attracted towards the net advertising.

For this I have selected and done research work on the net and

finding solutions to the problem and for future how it can be

overcome. My research is totally based on pure research that is

basic research.

In my research design I am trying to explain the study, which I use in myproblem area of how to get people attracted towards E-Marketing and the

future of E-Marketing. I have explained the study, which I used, is

descriptive, type of investigation is correlation, study setting is non-



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contrived and time of horizon is Longitudinal and then I explain the data

collection methods. There are different types of data collection methods

but I selected those methods, which I think is necessary for my research.

Data collection methods which I have selected are interview,

questionnaires, and observation method and come up with findings and

solution for it because research is conducted to eliminate the broad

problem area. The basic aim of research is to understand the facts and

reality. But there is a need to provide proper platform to express their

efforts. We put our efforts into it as much we can. Although there is a

deficiency in it and every suggestions and improvement are welcomed.

Check Out Some E-Commerce Ready Websites

International Websites

http://www.tigerdirect.com

http://www.deals2buys.com

http://www.ebuyer.com

http://www.ebay.com

http://www.bestbuyer.com

Local Websites

http://www.shophive.com

http://www.beliscity.com

http://www.tigerdirect.com/http://www.deals2buys.com/http://www.ebuyer.com/http://www.ebay.com/http://www.bestbuyer.com/http://www.shophive.com/http://www.beliscity.com/http://www.tigerdirect.com/http://www.deals2buys.com/http://www.ebuyer.com/http://www.ebay.com/http://www.bestbuyer.com/http://www.shophive.com/http://www.beliscity.com/


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http://www.pakgsm.com

http://www.galaxy.pk/

http://www.pakgsm.com/http://www.pakgsm.com/


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Objective:

o Strategies to develop E-Marketing.

Problem statement:

o Why people are not attracted towards E-Marketing.

o E-Marketing Future.

o Utilization of Resources.

o Abuse.

Reasons:o Wastage of time in the peoples mind.

o Wrong facts and Quality.

o Late Delivery Time.

o False Deductions.

o Fewer features in the product.

o Sometimes there is not proper feed back to the buyer

and the amount has been deducted from his account.

o Fear of Hackers on the net.



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Hypothesis

a) Mass Communication Equals Better Marketing because it gives the chance for the people to look for what they aredemanding.

b) E-Marketing Today with the concept of globalization is expanding businessesthrough effective techniques.

c) Search Engine Optimization relevant information should begiven on the ne t for products to satisfy customers andpotential users.

d) Search for Marketing Perfection such tools are to be designedwhich represented the true picture and association withcustomer objectives.

e) Textual Advertising should be compact and precise becausetoo much information is difficult to handle so graphicalrepresentation is essential.

f) Directories & Search Engines should be on the target of providing accurate information to the required tasks.

g) Advertising causes costs because costs is an essential feature& should be look after before the launch of anything.

h) Potential for deception according to understanding of othersrepresentation must be designed according to there intellectual

level.



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he Internet has emerged as an important medium for

advertising, direct marketing, communication and electronic

commerce. Rapid expansion of the Internet user base and

the unique advantages of Internet Advertising have spurred

businesses to devote larger portions of the marketing budgets to E-

Marketing.T

Advertising on the Web is fundamentally different from advertising on

other media. The ability to target and interact with your customers onthe web brings an entirely new edge to marketing. The

nicepakistan.com offers the best of the web audience, desirable

demographics, superior content and flexible ad programs designed

to get your results. Internet advertising in the entertainment and

Telco sectors is set to explode in Pakistan. An article on Pak Tribune

reveals details of a study of the Internet and Online Association

(IOA), which has estimated that the number of Internet users will go

up to 100 million by 2007. Given such numbers, the IOA expects E-

Marketing will grow exponentially.

It is an attractive and inexpensive advertising medium. Your

company services or product is advertised, globally, 24 hours a day,

7 days a week, even on holidays and weekends. Internet Advertising

is multi-layered. You can include photographs, maps, list, financial

information and graphs, brand advertising, as well as other product

information.



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Electronic Advertising can be updated regularly. Your customers can

make contact with you directly and interactively.



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In Pakistan the area of E-Marketing is not developed yet because

there are not many organizations, which are operating on the net.

Managers still believe on the manual work but due to the investments

in Pakistan it is now emerging towards Internet and is starting to

think about the advertising and promotion on the net because the

people living in Pakistan are now addicted towards net and have a

much time for surfing.

Some new firms in the Market are adopting strategies that are good

for them as well as for its customers because they are totallycustomer-oriented and are focusing on Net Advertising that saves

time for the Managers to think and get results.

As we know that the net users of Pakistan have a great mind of

Internet but still they think negative. I am talking about Hackers, the

individual, group or teams which work for their own benefits and

cause troubles to others. These try to find the password of the net

users having master card and then shop with those cards illegally.

If you are planning on using the Internet to sell your own products

on-line, there is no need to do all of the selling yourself. Just like the

major on-line retailers have created affiliate programs to increase

their sales, there is no reason that you cannot do the same with your

products. Since you only need to pay your affiliates when they

generate sales, there are some real advantages to pursuing this

course.



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To create and affiliate network you must first determine how much

money you can afford to give away on each sale. The more popular

affiliate programs have thousands of web sites that are members andgenerate tremendous revenue. The more you are willing to pay your

affiliates for each transaction, the more web sites you will be able to

ultimately attract to your affiliate program.

The key to being able to compete for market share in any retail

venture you may operate on the Internet is the ability to complete the

sale on the spot. If you don't, someone else will. Almost all sales onthe web are completed using secure, on-line, credit card

transactions. This is the preferred method of payment for both buyers

and sellers as the process is entirely automated and can be

completed in less than two minutes.

There are a number of other, also important accessories that will

help a business web site function more smoothly, and these have

been organized on our E-Commerce Accessories page.



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Research Design and Methods

n doing the research we have to go through the whole research designand lot of different methods for conducting the research. The wholeresearch design is as follow:I

1. Purpose of Study: In purpose of study there are three types of

studies involved in it, which are:

a) Exploratory study

b) Descriptive study

c) Hypothesis testing

Descriptive study

The study used for this thesis is Descriptive Study because

some research is done before on E-Marketing and we just have to

do the critical analysis on that research. We have to study that

what work was being done on the past and what improvements

are going to come in nearby future.

2 . Types of investigation:

There are two types of investigation, which arenormally used:

a) Causal relationship

b) Correlation



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Correlation

The investigations, which were used in our research, are

correlation because we are doing a field survey. Correlation is done

on field survey and causal is done on lab experiment by actually

seeing something happening with your own eyes.

3. Extent of researcher interference with the

study:

The research interference is moderate because researcher

involvement in the natural environment of the workflow is very low.

Because researcher just have to collect and analysis the data and

come up with the findings. Although researcher interviews

employees and administers questionnaires at the work place. But if

we compared with the causal study then it is very low. Because in

casual researchers directly interferes in the events.

4. Study setting:

There are two types of studies, which are involved in research

design, which are:

Contrived

Non-contrived

Non-Contrived



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The study, which used in our study, is non-

contrived. Because we doing the research in natural environment.

5. Unit of analysis:

The unit of analysis is banking industry/sector

6. Time Horizon:

The time horizon in my research is Longitudinal

because you have to keep on gathering data.



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Data Collection Methods

The method, which I am using for my research are only two from

these:

a. Interviews

b. Questionnaires

c. Observation

Interview:

Communication between two or more persons used for purposes such

as diagnosis, education, counseling, or to obtain information. Interview is a

good source of collecting data from individuals but has a demerit that it

takes a lot of time interviewing individuals.

There are two types of interviews:a. Structure interview

b. Un structured interview

Structure Interview

In structure interview there is a list of question, which is

structured before we conduct an interview. In my research, structureinterview is very important because when I have a list of question available

then I cover the most specific area of motivation.



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Un-Structured Interview

Unstructured interview are those interview in which

question are not properly structured the question are derived from

respondent answers which he gives. In my research unstructured

interviews are also very important because through this I cover those

areas, which I cannot cover with structure interviews.

Questionnaires:

A questionnaire is a set of questions or items in written

form that is self-administered. Questionnaires should be used to

obtain that in fi gures and we evaluate very effectively. In my

researching point of view its also important to gather the information .

Observation:

In observation method we observe the employee and give

result. In my research point of view its also important to use this method

by observing the market conditions and sees what the latest technology

on net is.



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SAMPLING DESIGN

Population: Population refers the

entire group of the people, events, or

things of interest that the researcher

whishes to investigate.

Sample:

A sample is subset of the population. It comprises somemembers selected from it

OR

Some but not all the elements of the population would form thesample

Sampling:

Sampling is the process of selecting the sufficient number of the

elements from the population, so that a study of the sample and an

understanding of its properties or characteristics would make it possible for

us to generalize such properties or characteristics to the population

elements.

Sample Size:

In my research sample size is of 15 from whom we are

going conducting research for this I completed questionnaire by



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the people around me and specially the net users which are

surfing on net and doing business for there organizations.



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Sampling Technique:

The random sampling is involved which allows us to collect

data from anyone and choose randomly from sample size.Type of Interview:

A. Structure InterviewB. Unstructured Interview

I. St ructure Interview

Structure interviews are those in which youasked from your required candidate prepaid questions. You design

these questions and asked from the people.

Reason:

The reason of the structure interview in my thesis is that

that I will just get information from a limited number of people (netusers) of the selected industry.



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History of E-Marketing

Marketing first began in the early 1990sas simple, text-based websites that

offered product information. Over time

Internet marketing evolved into more than just

selling information products, there are people now

selling advertising space, software programs,

business models, and many other products andservices.

EWhen advertising is considered from its entire history it is not

surprising at all that it currently maintains such a significant factor in

our lives and society. The history of advertising can be traced all the

way back to the people of Babylonia and was present in several

societies from that time forward. Moving forward outdoor advertising

was implemented announce such things as properties for rent and

sites where food and drink was available in places such as Rome.

Advertising is any paid form of non-personal communication about

an organization, product service or idea by an identified sponsor.

Advertising was originally established in print media, such as

newspapers and magazines, and followed onto the television andradio broadcast scene. However, focus has started to shift away from

the traditional print and broadcast media, and towards the growing E-

Marketing industry. Advertising has found a whole new medium with



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which to communicate to customers. As the new millennium begins,

we are experiencing perhaps the most dynamic and revolutionary

changes of any era in the history of advertising. These changes have

been driven by advances in technology, and developments have led

to the dramatic growth of communication through interactive media,

particularly the internet. The E-Marketing industry is growing and

developing at a rapid rate.

Since 1994 when online advertising originated, the industry has

faced many obstacles. After the dot com crash in 2001, E-Marketing's success diminished, but has since re-established itself

and is now a thriving $8.4 billion dollar industry. The use of E-

Marketing as an advertising medium is increasing in popularity at a

fast pace. It is projected that the E-Marketing industry will to grow

three times faster than advertising in any other medium.

Businesses are beginning to evaluate the advantages and

disadvantages of advertising online. Businesses are recognizing that

by advertising online, their message is communicated in a fast and

efficient way, while not only interacting with customers, but

establishing a one-to-one dialogue. E-Marketing's potential as a low

cost channel for doing business directly with customers is viewed as

a major advantage of advertising online. Many companies recognize

the advantages of communicating via the internet and are developing

Web strategies and hiring interactive agencies specifically to develop

their websites and make them part of their integrated marketing

communications program.



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Creative and innovative advertisements can be displayed online. As

an advertising medium the internet provides great potential in

captivating, engaging and interacting with audiences. A variety of

different advertising formats can be used to communicate a particular

message to consumers. Each online advertisement format has its

own attractions and limitations. For example, when a user clicks on a

banner advertisement, that click can accurately track their campaigns

in terms of how many people actually read the advertisement and go

through the site. Banner Mania Advertising provides an in depth view

into a banner advertising network, which allow businesses to utilizetheir banner advertising space while earning revenue. Advertisers

calculate the cost and success of their campaigns relative to the

number of visitors and of money-earning clicks.

In recent years the internet has become an essential element in

advertising strategies. Three major areas are expected to grow: paid

search, display advertisements and internet banners and classifieds

are all predicted to be the biggest growth areas in E-Marketing.

Concluding, advertising should be used in the marketing

communication mix to maximize its strengths, which should be

analyzed relatively to other marketing communication tools.



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Merits and Demerits

Merits : Some of the benefits associated with E-Marketing

include the availability of information. Consumers can log onto the

Internet and learn about products, as well as purchase them, at any

hour. Companies that use E-Marketing can also save money

because of a reduced need for a sales force. Overall, E-Marketing

can help expand from a local market to both national and

international marketplaces. And, in a way, it levels the playing field

for big and small players. Unlike traditional marketing media (like

print, radio and TV), entry into the realm of E-Marketing can be a lot

less expensive.

Furthermore, since exposure, response and overall efficiency of

digital media is much easier to track than that of traditional "offline"media, E-Marketing offers a greater sense of accountability for

advertisers.

Compared to the other media marketing (like print, radio and TV), E-

Marketing is growing very fast. It's also gaining popularity among

small businesses and even consumers when trying to monetize their

blog or website. The measurability of the internet as a media makes

it easier to experience innovative e-marketing tactics that will prove a

better Cost of Acquisition than other media. However, in most



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developed countries, the E-Marketing and advertising spending is

around 5% only while TV, radio and the print.

The first aspect of merits is the World Wide Web opens up new

communication possibilities for personalized messages to be

delivered to targeted individuals. By positioning an advertisement on

a website which relates to the target markets specific interests,

interest and further speculation should occur. Advertising online

enables target marketing, message tailoring, information access,

sales potential, creativity, exposure and speed.

S econdly, E-Marketing has the capability to reach a global audience

at a fast rate. This enables extensive exposure and is an important

characteristic of E-Marketing, and a major component of why E-

Marketing is so successful.

Thirdly, marketers undertaking new possibilities to perform traditional

marketing strategies in electronic environments push higher chances

to create synergy. Internet offers the best multimedia tools for

presenting information, through the World Wide Web, a hypermedia

environment. It is as further explained that it is a place where

marketers can present their information with pictures, animation,

sound and text. Indeed the power of Internet has impact on the

multitude of advertising formats. This can be seen from the

numerous web tools such as banners, rich media and interactive

broadband commercials as seen on the websites nowadays. These

are the multiple forms of E-Marketing tools used by advertisers over



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the time aiming towards developing exciting, interactive, eye catching

advertisements that can draw consumers attention, at the same time

increasing their brand or sales online. Strauss and Frost (1999,

2002) states that the Nets big strength is direct response advertising

where direct response leverages the Internets unique opportunity for

two way communication with consumers. Placing advertising in this

environment will grants advertises unique opportunity for in the

element of interactivity. When it comes to measurability, online

marketing certainly has an advantage over traditional media, both

real and perceived. Clicks are only the most basic way onlinemarketing programs can be measured.

The opportunities for creativity in E-Marketing are limitless. IAB

(2005) on the other hand had drafted out a very comprehensive set

of 28 good reasons to use interactive advertising that places the

overview of interactive advertising merits. In the list, it provides 28

points on a marketers potential uses of the internet and corresponds

with 28 ways of measure performance.

Advertising is more than just the means of disseminating product

information. It is a primary communications tool of our economic

system. Moreover, aside from its diverse role as a persuasive

communication tool, it is also part of the everyday culture of virtually

everyone. Actually advertising is a part of our social, cultural, and

business environment.



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Demerits:

Even though there are many advantages for

companies who advertise online, there are also some demerits

involved. Demerits of advertising online include:

Measurement problems.

Audience characteristics.

Potential for deception.

Costs.

Limited production quality.

Poor reach and lack of Intrusiveness.



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Growth and Development

n the early days, when static content was

used over the internet, any hyperlink from

one site to another could be considered

as an advertisement for the other site.

Formally, Internet advertising began in 1994,

when the first commercially available web browser, Netscape

Navigator 1.0, was released and the first ever banner advertisements

were sold. Since then, the E-Marketing industry has faced manyobstacles in securing a strong hold in todays marketplace. As the

Advertising Age reports: Internet advertising is not only back, it's

booming - and much of the money is coming from traditional brand

marketers. The boost in advertising spending was led by a growing

number of corporations explosive growth of advertising impressions.

Search engine technologies created the highest level of buzz.

I

Online advertisers are continuing to demand more powerful

advertising models that better capture and sustain user attention, like

the emergence of real digital audio/visual approaching the standard-

setting slickness of television commercials. With online

demographics becoming more diverse and targeting becoming more

precise, advertiser spending on the Web clearly moved out of its

experimental stage during the past year.

NOTE:

U.S. E-Marketing spending is currently around $12 billion but

expected to go over $35 billion by 2006-2007.



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A BUSINESS DIES EVERY 2 HOURS

It's nice when you can open a business and attract new customers

the next day. It's great when a web site guarantees your profitability.But none of those things happen without good planning. Without a

good plan, and the proper execution, businesses die very quickly.

3-RULES TO ATTRACT NEW CUSTOMERS: Let people know you exist :

Advertise yourself if people don't know

where you are and what you do, they can't buy from you. Advertising

greatly increases your chances of success.

Don't scare the customer :

Make the customer feel comfortable

with your product or service. Provide an environment that they will

feel safe in. Make them feel good about spending their money. Don't

scare the customer.

Look the part :

Businessmen wear suits. Policemen carry guns.

You should effectively display your ability to attract new customers.You can do the same when you look the part.



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Advertising Cost

Getting your message out costs money. You have

to spend money to make money. But if you plan to

advertise your business online, it also pays to know

your options before you spend money to make

money online. This is a basic fact of business. If

you don't spend any money, you won't be making any. Before you

spend money however, you have to know who your customer is.

Then you have to tell them what they want to hear. Once that

happens you will have attracted a new customer.

E-Marketing is the one tool that you can use to attract new

customers with a tight budget. Targeted e-mail campaigns, banner

advertising and newsletters can all be highly effective ways to attract

new customers. The key however is not in using them (because

anyone can do that), but in using them correctly.

Give people reasons to buy online:

Good advertising techniques are useless

without an effective message. An effective

message gives people reasons to spend their

money with your business. An effectivemessage attracts new customers.

Here's a little psychology tip for you. Have you ever wondered why

you see prices like $19.99 instead of $20? It's because $19.99 looks



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better. Although it's only a 1-cent difference, you are giving people

less psychological resistance towards buying.

Here's another tip for you. Start with high prices, and then put things

on sale. People are more likely to buy something when they know

they are saving money. So instead of selling your product for $19.99,

sell it for $49.99 and mark it down to $19.99. You won't be able to

keep them in stock!

Advertising is like any management task; you need a plan to be

successful. Creating that plan is what we call marketing and clever

marketing will help you get the most from your advertising dollars?

One common mistake shop owners make is that they often advertise

before they create a marketing plan.



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Strategies to Enhance E-Marketing

To help you start selling online, and to help you obtain the most from

your advertising dollar, we researched some of the more popular

ways to advertise by soliciting the advice of advertising experts.

Here's what we found out about the following advertising options.

A. Online Publications

You may think having a World Wide Web siteis a necessity for selling online, but that isn't true. Just

as some successful businesses are mail order-only

operations with no store for customers to shop in, you can attract

consumers on the Web without going to the expense of building and

maintaining a site.

One way to do this is to advertise your business in an onlinepublication, such as a newspaper or magazine, just as you would in

a paper publication. David Adams is the committee chair for the

Internet Advertising Bureau (IAB) Road Show and advertising

director for Christian Science Monitor Interactive . He suggests you

find online publications that your niche market reads and then

advertise through them. Not only are you advertising to your best

potential customers, you will probably pay half as much to advertise

in an online publication than you would in a search engine.



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C. Banners Ads

If you spend much time on the Web, you've probably seen hundreds

of banner ads. They come in different sizes, but generally are

rectangular- or button-shaped graphics with a few enticing words that

invite the Web user to "click here" for more information about a

company or product. So popular are these ubiquitous ads that Jupiter

Communications reports that they currently comprise 80% of online

ad placements.

In an intensive study about the effectiveness of banner ads,

conducted by MB-interactive, the IAB found that a single exposure to

a banner ad can generate increases in brand awareness, brand

perception, sales potential, and consumer loyalty. Amazingly, most of

this increase comes without a click-through to the advertiser's Web

site. In fact, the study found that banner exposure alone accounts for 96% of "brand enhancement." You shouldn't consider buying a

banner ad without being aware of the click-through rate, which is

the number of times Web users actually click your banner to jump to



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your site. Though the importance of the rate in generating sales of

your products is debatable, you may be able to negotiate your ad

price based on the click-through rate of your banner ad. The

companies, which are small in size or having little investment, need

to go through click-process because this will be more efficient for

them and will help them in developing strategies for future.

There are two schools of thought about click-through results. One is

that they aren't that important because the banner is creating or

reinforcing brand impression. Large, well-known companies such as

Ford Motor and Nike can "effectively use banner ads to create that

impression, The banner simply reminds the consumer about that

brand. The company doesn't need the user to jump to its Web site to

place an order because he or she can buy that kind of car or that

brand of shoe virtually anywhere.

For the small business, however, click-through results are moreimportant because it probably can't rely on the banner itself to create

brand impression. "A small company needs a very clever banner to

create brand awareness, to help its product stand out from the rest,

and to make the Web user want to click on it,"

You can negotiate banner ad rates in a number of ways. One isdetermining an ad rate based on the number of impressions , or a

page view, your ad receives in a given amount of time. Another

profitable option is to pay per click, instead of paying an upfront fee.

Other payment options include revenue sharing, or paying based on



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what you sell as a result of the click-through, or a combination of

cost-per-click and cost-per-acquisition. Nowadays companies are

using the second option click-through one because it is less risky but

we know that advertising itself is a risk which every businessman has

to take to promote his product or brand name in the market.

D. Web Sites

Regarding Web sites, a small-business owner must

answer two questions: should you have one, and if you do, should

you hire personnel to create and maintain it, or let an advertising

agency or service bureau do that?

As we already mentioned, it's not imperative that you have a Web

site if you advertise on the Internet. If they are interested in your

product or services, many consumers will be satisfied reaching you

over the phone. But if you choose to have a site, you must have thepower to handle questions and orders that will come to you online.

If you own a small business, it's more likely you'll turn to an ad

agency to help create your site. An advertising expert can help you

decide which parts of the site need to be updated, and how

frequently, and which can remain static. An agency also can write

press releases, news articles, and new product announcements that

should appear on your site.



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E. Other Options

Some businesses like to use micro sites to do special,

one-time promotions that they don't want to tie in to their main site. A

micro site is a Web page used for a specific, limited purpose, such

as announcing a special event or offer.

There are various ways available to host a micro site, whether it is

done by your business (or whoever is hosting your main Web site) or

by an advertising firm.

Just as they can conduct business in a mall made of bricks and

mortar, retailers on the Web can be part of online malls , a collection

of cyberspace stores or sites. One option is to join the Web site run

by your city's chamber of commerce or tourism office, or set up shop

at a place such as Shops.Net (http://shops.net), an interactive mall

that allows store owners to change items and text instantly.

Another option is simply to link your Web site to any number of

national online malls. If you don't have an online store, you can set

up one through a number of services, such as iCat Commerce

Online (http://www.icat.com).

If you want to take your business directly to your customers, try

advertising with push technology. Using push technology , programs

such as PointCast deliver information automatically to a Web user's

hard drive, where he or she can call it up at his or her convenience.



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Another minor option is interstitials , or advertisements that "pop up"

on a user's screen. Williams likens them to an Internet commercial.

They appear between Web pages so they are not as intrusive as,

say, a television commercial.



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Mass Communication Equals Better Marketing

After the introduction of Netscape, the publicfor the first time ever--

could see the immense potential of the Internet as a source of masscommunication. Marketing experts especially, were very aware of the

advertisement power of the Internet and were anxious to test the

online waters. In October of 1994, the HotWired Website launched

ads from AT&T, Sprint, MCI, and Volvo, among others. Roy

Schwedelson , during a DMA conference in Toronto also urged direct

marketers to get involved with the Internet.

These initial actions werethe cornerstones of the history of Internet Advertising .

E-Marketing Today

What is the most important change that has

occurred between then and now ? Where has the

history of Internet advertising been and where is

it going? The answer is that Internet advertising

is no longer a cheap set of banners, ads, and

Spam material. Today, Internet advertising gives customers the power

to find exactly what they want, so that companies dont have to spend

large amounts of money trying to convince every person that their

companys product is the best. However, it a companys responsibilityto make sure those online shoppers can gain simple access to their

website. The process of creating a direct avenue between qualified

customers and websites is referred to as Search Engine Optimization.



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Why the Top Ten Results?

Why the top ten results? Search engine statistics show that 88% of all

online consumers use search engines to find the products and

services that they need. This means that if your companys website is

not search engine friendly, then your company is losing money from

potential customers who are already searching for your product.

Converting your website to a search engine friendly website requires

that your website have the characteristics that search engine robots

are looking for. These characteristics are in reality controlled bycomplex algorithms, but many E-Marketing companiesespecially

companies such as 10x Marketing , which implement services based

on scientific studies and Internet statistics have recognized the basic

characteristics that search engines, are looking for. These

characteristics may include specific keyword/text ratios, back links

type of Web design, etc. One of the more popular directories is Yahoo!(http://www.yahoo.com). It offers a variety of advertising options for

businesses ranging from mom-and-pop shops to corporate giants.

AltaVista, a popular search engine, has a partnership with Double-

Click (http://www.doubleclick.net), a top advertising network on the

Internet. It offers a wide range of advertising packages, from small

businesses to international corporations. When I visited the site,

Double-Click was offering first-time advertisers a one-month trial

program with two options. The first option paid for 100,000 banners

across the Double-Click network for $3,000. The second option, priced



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at $4,500, paid for 100,000 banners to appear in a selection of

categories on the network.



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Search Engine Optimization (SEO)

Search Engine Optimization can be divided into two categories:Natural Search Results and Pay-Per-Click Management.

The pay -per-click is growing with vast rate because companies aredeveloping innovative and creative search engines, which operate

easily and give accurate results. The pay-per-click results are shown

in such a way that only these are the engines, which will give 100%

accurate results.

Search engine optimization (SEO), considered by many to be a

subset of search engine marketing, is a term used to describe a

process of improving the volume of traffic to a web site from search

engines, usually in "natural" ("organic" or "algorithmic") search

results. Those efforts may also be seen in more narrow vertical



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search engines involving areas such as local search. Many site

owners and consultants engaging in SEO attempt to pursue qualified

visitors to a site, and the quality of visitor traffic can be measured by

how often a visitor using a specific keyword phrase leads to a

desired conversion action, such as making a purchase, viewing or

downloading a certain page, requesting further information, signing

up for a newsletter, or taking some other specific action.

In a broad sense, SEO is marketing by understanding how search

algorithms work and what human visitors might search for, to helpmatch those visitors with sites offering what they are interested in

finding. Creating web pages with SEO in mind does not necessarily

mean creating content more favorable to algorithms than human

visitors. Some SEO efforts may involve optimizing a site's coding,

presentation, and structure, without making very noticeable changes

to human visitors, such as incorporating a clear hierarchical structure

to a site, and avoiding or fixing problems that might keep search

engine indexing programs from fully spidering a site. Other, more

noticeable efforts, involve including unique content on pages that can

be easily indexed and extracted from those pages by search engines

while also appealing to human visitors.

The term SEO can also refer to "search engine optimizers," a term

adopted by an industry of consultants who carry out optimization

projects on behalf of clients, and by employees of site owners who

may perform SEO services in-house.



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Search engine optimizers often offer SEO as a stand-alone service

or as a part of a larger marketing campaign. Because effective SEO

can require making changes to the source code of a site, it is often

very helpful when incorporated into the initial development and

design of a site, leading to the use of the term "Search Engine

Friendly" to describe designs, menus, content management systems

and shopping carts that can be optimized easily and effectively.



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Users of Advertising on net in U.S:

The F uture Looks Rich

Rich media is a term used to describe a variety of E-Marketingmedia experiences, including high-quality animation, streaming audio

and video, and software-like features that can be embedded in

relatively small ad files, such as games, registration forms and

detailed marketing information. A user can explore all of those

features in the ad unit without ever leaving the content page on

which the ad appears. But by far the most popular is Macromedias

versatile and widely supported Flash software platform. According to

Nielsen//Net Ratings Ad Relevance, 97% of the advertising it

classifies as rich media is Flash-based. For brand-oriented

advertisers, features such as video, audio, animation and a



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framework for impressive marketing content are effective for

achieving brand objectives such as awareness and message

association. For direct marketers, rich media ads can help better pre-

qualify leads by presenting information-rich ad content that

consumers can read before they click through to the advertisers site.

Rich media has risen steadily in popularity with advertisers over the

past five years, reaching a 35% share of all ad impressions by

December 2006, according to Nielsen//Net Ratings Ad Relevance.

Search for Marketing Perfection

Meanwhile, the drive for more accountability in marketing has helped

drive a tremendous boom in search advertising. In its present form,

search advertising is at once starkly simple, bafflingly complex and

highly effective. In principle, search advertising is elegantly

straightforward: advertisers bid on keywords to affect the rank

positions of their text ads on search results pages, aggregated data

for all 2005 ad impressions, and they pay only when a person clicks

on their ad. The complexity comes into play both in terms of the

dynamic auction environment of price for position, as well as in the

seemingly infinite motivations behind the query behaviors of search

engine users. The roots of the search advertising date back almostas far as search engines themselves. The same year that Yahoo!

Incorporated, 1995, another early search engine, InfoSeek,

introduced the concept of targeting ads to keyword search queries,



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albeit against display banners not text ads. Another milestone in this

form of advertising came in 1996 when

Procter & Gamble pioneered an important online pricing model,

convincing Yahoo! it would pay for ads only on a cost-per-click basis.

Other search engines mostly took the cue and resisted sponsored

text links until the business incubator Idea lab! Introduced GoTo.com

in 1998, which revived the practice of clearly labeling text ads on

search engines too much greater success.

Textual AdvertisingTextual advertising is a paid assortment of announcements which

appear on the first pages of results in search engines (Google,

Yahoo, Overture, etc.). They have recently become an important

consideration when marketing a companys web site in NY. The

times the advertisement appears depends on the keywords and web

design chosen by the website marketer, in addition to appearing as

text rather than a graphic or banner. Therefore, such advertising is

referred to as "textual". It is a rather new kind of advertising on the

Internet. However, the market for textual advertising is constantly

expanding, and the sales volume generated through search engines

increasing. There are many advantages which have made textual

advertising attractive in advertisers opinion.

First advantage is connected to the principle of cost - in most cases

you pay not for the amount of times the ad is displayed, as in banner

advertising, but only when users "click" on your textual



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advertisements.

The second advantage is that even the basic advertising platforms

offer well developed systems for results reporting, the tools to

choose a target audience and to predetermine campaign

expenditures. This allows advertisers to control the budget and target

customers for each keyword (such as web design), or geographic

area (such as New York, NY) of your advertising campaign.

Overall, many E-Marketing experts agree that textual advertising is

the wave of the future, and will soon either almost or entirely replacebanner, graphical, and other forms of untargeted, obtrusive and

annoying E-Marketing.

Offline Advertising

As E-Marketing has become more and more prevalent, and has

taken a larger proportion of an advertiser's budget, the phrase, and

concept of, offline advertising - i.e. any advertising not done online,

has begun to get some traction. The phrase is generally used in the

context of an advertising campaign that takes place on the web and

through other media that is a "cross-media" campaign.

Figure 8



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E-Marketing Builds Brands:

E-Mark eting Builds Car Brands:

Ending History of Internet Advertising


68.972.6

23. 4

34

27.3

33.2

44.647.1

38.3 40.2

0

20

40

60

80

100

BrandAwareness

Ad Recall MessageAssociation

BrandFavourability

Purchase Intent

Control

Exposed

63.467

11.9

19.7

42.9

48.8

32.234.4

17.117.7

0

20

40

60

80

100

BrandAwareness

Ad Recall MessageAssociation

BrandFavourability

Purchase Intent

ControlExposed


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Modern E-Marketing consistently provides a cost-effective service,

which provides a greater ROI for your company. Although there is a

tough competition on Internet and the users are having difficulties but

the designers are keep on developing unique strategies to keep the

users on the net and increase there profits. People are getting more

and more towards the net, because they have less time for there

personal lives and more for there work. Therefore, by advertising on

the net we can give them such benefits that will facilitate them in

future also by increasing our profits.

The Internet will be keep on using by the users of net and theshopping will never end because:

In Business Time is Money

I have never failed in my lifebecause from every failure I

learned something

I cant teach people but I can letthem think



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References

(Source: Worldata,http://www.worldata.com/wdnet8/articles/the_history_of_Internet_Advertising.htm)(Source: Worldata.com)- A History of Internet Advertising

Davis, J. 2000. A Guide to Web Marketing: Successful Promotion onthe Net. UK: Kogan Page Limited. ISBN 0749431857

Janal, D. S. 1995. Online Marketing Handbook. New York: VanNostrand Reinhold. ISBN: 0442020589

Strauss, J. and F. Raymond. 1999. Marketing on the Internet:Principles of Online Marketing. New Jersey: Prentice Hall Inc.

Oser,K(2004),'Internet advertising reaches $2.3 bil high',Advertising Age,May 31 2004.

1. www.ciaadvertising.org2. www.doubleclick.net

3. www.adage.com4. www.banner-mania.com5. www.searchenginewatch.com6. www.googlee.com7. www.scholar.google.com8. www.wikipedia.org

All Rights Reserved

Copyrights 2007http://www.Kimtech.uni.cc

Student of Business Studies

Superior University Lahore

http://wiki.media-culture.org.au/index.php?title=Special:Booksources&isbn=0749431857http://www.adage.com/http://www.banner-mania.com/http://www.searchenginewatch.com/http://www.googlee.com/http://www.scholar.google.com/http://www.wikipedia.org/http://www.kimtech.uni.cc/http://wiki.media-culture.org.au/index.php?title=Special:Booksources&isbn=0749431857http://www.adage.com/http://www.banner-mania.com/http://www.searchenginewatch.com/http://www.googlee.com/http://www.scholar.google.com/http://www.wikipedia.org/http://www.kimtech.uni.cc/


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Notes

THANK YOU ALL

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