INTERNET MARKETING AND TECHNIQUES

By

M.SAMAR SEKHAR

(Roll No 2009PECMB165)

Of

PANIMALAR ENGINEERING COLLEGE

A SEMINAR REPORT

Submitted to the

FACULTY OF MANAGEMENT STUDIES

In partial fulfillment of the requirements

for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

April 2010
TABLE OF CONTENT

S. No CHAPTERS Page No
ABSTRACT I
Chapter-1: Introduction 01
1.1 Online Marketing 02
Chapter-2: The Promise Of Digital Marketing 03
2.1 How Important is the Internet in Marketing 03
2.2 Aims and Scope of this Review 07
Chapter-3: Internet Adoption, Usage, And The Consumer
09
Experience
3.1 Predictors of Internet Adoption and Usage 09
3.2 Adoption of the Internet as an E-Commerce Channel 11
3.3 Service Quality, Fulfillment and Site Design 15
3.4 Software Agents 18
CHAPTER-4: Online Purchasing Behavior 21
4.1 Retailer/Brand Choice and Loyalty on the Web 21
4.2 Brands, Trust and Customer Relationships 24
4.3 Using Community to Reinforce Loyalty 28
CHAPTER-5: Internet Advertising 30
5.1 The Role of Advertising Online 30
5.2 Consumer Attitudes Towards Advertising on the Web 31
5.3 Advertising Effectiveness Online 32
CHAPTER-6: Internet Economics And Pricing 35
6.1 Frictionless Markets 35
6.2 Price Levels and Price Dispersion 37
6.3 Bundling and Versioning 39
6.4 Auctions 41
6.5 Conclusion: Little Impact To-Date and Brands are Not Dead 42
CHAPTER-7: Channels And Intermediaries 44
7.1 Disintermediation 44
7.2 Reintermediation and ‘Cybermediaries’ 45

7.3 Business-to-Business (B2B) Markets 47

CHAPTER-8: Online Marketing Strategy 48
8.1 Strategy and the Internet 48
8.2 How Firms Should Prepare for the New Economy 50
8.3 Business Models 52
8.4 International Perspectives 55

8.5 Online Marketing Strategy: Tentative Conclusions 56

CHAPTER-9: Conclusions And Research Opportunities 58
9.1 Overall Evaluation: The Impact of the Internet on Marketing 58
9.2 Specific Insights from the Research To-Date 60
9.3 Future Research Opportunities 63
TECHNIQUES FOR ONLINE MARKETING
10.1 CHAPTER-10: Reaching Your Target Audience 66
10.2 Targeting Different Types of Customers 66
10.3 Get the Word Out 67
10.4 Personalizing Your Website 67
10.5 Using Banner Ads 68
10.6 Keywords 69
CHAPTER-11: Create Content That is Effective 70
11.1 Components of Good Content 70
CHAPTER-12: Generating Advertising That is Free 75
12.1 Establish Credibility 77
12.2 Word of Mouth Marketing 78
CHAPTER-13: E-mail Marketing 79
13.1 Permission Based E-mail 80
13.2 Build Your E-mail List
13.3 E-mail Newsletters 82
13.4 List Hosting Services 83
13.5 Great Subject Lines 84
CHAPTER-14: Build a Community Online 85
14. Building a Community Online 85
CHAPTER-15: Strategies for Co-Branding 88
15.1 Adding Partners to Your Website 88
15.2 Integrating Partnership Products 90
CHAPTER-16: Rising to the Top of Search Engines 91
16.1 Search Engine Optimization Defined 91
16.2 Optimizing Your Website 91
16.3 Submitting Your Website to Search Engines 92
CHAPTER-17: Building E-mail Lists 96
17.1 Importance of lists 98
CHAPTER-18: Forgetting About SEO 98
18.1 Successful Branding 99
18.2 Market Research 101
CHAPTER-19: Website Development 103
19.1 Your Business Design 104
CHAPTER-20:Conclusion 107
CHAPTER-21:Power Point Slides 108
21-1 Online Marketing & Techniques 109-117
BIBLIOGRAPHY I-II