International Journal of u- and e- Service, Science and Technology

Vol.6, No.6 (2013), pp.187-194

http://dx.doi.org/10.14257/ijunesst.2013.6.6.17

E-Commerce or Internet Marketing: A Business Review from

Indian Context

D. K. Gangeshwer
Department of Mathematics, Bhilai Institute of Technology (BIT), Durg, (C.G),
INDIA dgangeshwar@yahoo.co.in

Abstract
This paper deals the conceptual knowledge of search engine marketing (SEM) or
ecommerce, literature review, current and future aspects of e-commerce in Indian context.
This paper discussed about the top motivator factors of shopping online. The present
development would be a valuable addition to researcher and academicians; and useful
theory for practitioners, advertisers, and entrepreneurs.

Keywords: SEM, Online Marketing or E-commerce, Pay-per-click (PPC)

1. Introduction
Khan and Mahapatra (2009) remarked that technology plays a vital role in improving
the quality of services provided by the business units. One of the technologies which
really brought information revolution in the society is Internet Technology and is rightly
regarded as the third wave of revolution after agricultural and industrial revolution. The
cutting edge for business today is e-Commerce. The effects of e-commerce are already
appearing in all areas of business, from customer service to new product design. It
facilitates new types of information based business processes for reaching and interacting
with customers like online advertising and marketing, online order taking and online
customer service etc. It can also reduce cost in managing orders and interacting with a
wide range of suppliers and trading partners, areas that typically add significant overheads
to the cost of products and services [Rajiv Rastogi]. Businesses are increasingly using the
Internet for commercial activities. The ubiquitous nature of the Internet and its wide
global access has made it an extremely effective mode of communication between
businesses and customers [Rowley (2001)]. Thompson (2005) introduced that the growth
of Internet technology has enormous potential as it reduces the costs of product and
service delivery and extends geographical boundaries in bringing buyers and sellers
together.
Devendra et. al., (2012) defined that electronic commerce, commonly known as
ecommerce or eCommerce, consists of the buying and selling of products or services over
electronic system such as internet and other computer network. Intent is the technology
for e-commerce as it offers easier ways to access companies and individuals at very low
cost n order to carry out day-to-day business transactions. Search engine marketing (SEM)
is a form of web advertising that companies use to promote their products and services on
search engine results pages (SERPs). SEM is focused on the effective use of search engine
advertisements (a.k.a., sponsored results, sponsored links) that appear on the SERP. SEM
which allows firms to target consumers by placing ads on search engines has proven to be
an effective audience acquisition strategy. Unlike traditional online advertising,
advertisers pay only when users actually click on an ad when successfully implemented,
SEM can generate steady traffic levels and tremendous return on investment (ROI).
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International Journal of u- and e- Service, Science and Technology
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ISSN: 2005-4246 IJUNESST

Boughton (2005) remarked that most online advertising campaigns have two main
objectives: brand development and direct response. Selecting an appropriate marketing
channel ultimately depends on which strategies will provide the greatest ROI. Firms that
offer products and services through the Web clearly stand to gain from Internet
advertising because their prospective customers are already online. Non web-based
companies may choose online marketing in order to increase exposure and promote brand.
SEM allows companies to closely track their ROI from an audience acquisition
standpoint. SEM delivers ads to users who are already searching for the products or
services that an advertiser is offering, meaning that theoretically, they are only receiving
qualified traffic. Unlike traditional banner ads, advertisers are charged based on the
number of clicks they receive, not on the number of impressions (number of times an ad
appears). Furthermore, many marketing campaigns place a great deal of importance on
branding. PPC ads can be very effective in terms of driving home a brand name because
they appear alongside search results for thousands of different search terms. SEM is a
form ofInternet marketingthat involves the promotion ofwebsitesby increasing their
visibility in SERP through optimization (both on-page and off-page) as well as through
advertising (paid placements, contextual advertising, and paid inclusions) [Search Engine
Land2007].
This paper deals the conceptual knowledge of search engine marketing or e-commerce,
literature review, current and future aspects of e-commerce in Indian context. This paper
discussed about the top motivator factors of shopping online. The present development
would be a valuable addition to researcher and academicians; and useful theory for
practitioners, advertisers, and entrepreneurs. The further research areas are; the quality of
sponsored ad text, ad position, Search Engine Optimization (SEO), PageRank, yellow
pages, bid management etc.

2. Literature Review
Literature on web theory is scant because it is a relatively a new area and the
technologists at the forefront of Web design are typically not sufficiently academically
inclined to formulate the relevant theories (Day, 1997). While previous research has
examined Internet usage (Teo, Lim, & Lai, 1999), commercial websites (Gonzalez and
Palacios, 2004), website design (Kim, Shaw, & Schneider, 2003), website effectiveness
from the consumers’ perspective (Bell & Tang, 1998), pricing paid placements on search
engine (Sen et. al., 2008), and bidding (Bernard and Simone, 2011). This form of online
advertising emerged in 1998 [Fain and Pedersen 2006], rapidly has become the central
business model of the major search engines [Jansen and Mullen 2008], and is one of the
most rapidly growing segments of the online marketing area [SEMPO Research 2009]
Search engine has become a necessity for people to surf the web [Hsien-Tsung Chang,
2011]. It is a simple user interface is designed. Any user simply fills in several fields and
the system makes the decision about what to find, where to search and how to look at. The
threshold of search is lowered. SEM is an internet marketing model aiming at promoting
the ranking of websites in the search engine's search results page which can make a web
site introduce into more web users and website traffic [iProspect 2008]. Li-Hsing HO et.
al., (2011) explained about exploration of SEO technology applied in internet marketing,
Kesharwani and Tiwari (2011) studied the importance of website quality towards the
success or failure of any e-vendor. Khan and Mahapatra (2009) studied that the quality of
internet banking (i-banking) services in India from customer’s perspective. Malhotra and
Singh (2007) carried out a research to find the i-banking adoption by the banks in
India.Thus, it is high time that India should act fast and decisively in order to use the
growing electronic trade to our advantage.

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3. Types of E-Commerce
Waghmare G.T. (2012) has defined the following types of e-commerce:
(i) B2B E-Commerce: Companies doing business with each other such as manufacturers
selling to distributors and wholesalers selling to retailers. Pricing is based on quantity
of order and is often negotiable.
(ii) B2C E-Commerce: Businesses selling to the general public typically through cataloes
utilizing shopping cart software. By dollar volume, B2B takes the prize, however
B2C is really what the average Joe has in mind with regards to ecommerce as a
whole. for example indiatimes.com.
(iii) C2C E-Commerce: There are many sites offering free classifieds, auctions, and
forums where individuals can buy and sell thanks to online payment systems like
PayPal where people can send and receive money online with ease. eBay's auction
service is a great example of where customer-to customer transactions take place
every day.
(iv) Others: G2G (Government-to-Government), G2E (Government-to-Employee), G2B
(Government-to-Business), B2G (Business-to-Government).

4. E-Commerce in India
The internetworldstates.com shows that Asia has 44.8% internet users in the world
distributed by world regions 2012 Q2.

Internet Users in the World Distribution by World Regions Q2

2012

3.70% 1%
7%

Asia 44.8%
10.40%
Europe 21.5%
44.80% North America 11.4%
Lat Am 10.4%
11.40% Africa 7%
Middle East 3.7%
Australia 1%

21.50%

Source: Internet World Stats –www.internetworldstates.com/stats.htm

Waghmare (2012) pointed out that many countries in Asia are taking advantage of
Ecommerce through opening of economies, which is essential for promoting competition
and diffusion of Internet technologies. Large enough to have a critical mass of 10 to 20
million users to be able to make an impact on e-commerce and e-governance. In the next
3 to 5 years, India will have 30 to 70 million Internet users which will equal, if not
surpass, many of the developed countries. Internet economy will then become more
meaningful in India. With the rapid expansion of internet, Ecommerce, is set to play a
very important role in the 21st century, the new opportunities that will be thrown open,
will be accessible to both large corporations and small companies. A recent report by the

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Internet and Mobile Association of India (IMAI) reveals that India’ a e-commerce market
is growing at an average rate of 70 percent annually, and has grown over 500 percent in
the past three years alone [geocart.com].
Zia and Manish (2012) proposed that ecommerce revenues in India will increase by
more than five times by 2016, jumping from US$1.6 billion in 2012 to US$8.8 billion in
2016 (As shown in Figure 1)
Forecast: India Online Retail Revenues (B2B and B2C)
10 8.8
Revenue (in US $ Billion)

4
1.6
2

0
2012 2016
Year

Source: Forrester Research Online Retail Forecast 2011 to 2016

Economic times (2013) stated that the next billion users will come from emerging
markets, with at least a fourth from “India”. Half of those without net access now live in
just 5 countries: India Indonesia, China, Pakistan & Bangladesh. Another newspaper
Times of india (2013) written that leading online stores such as Indiatimes Shopping,
Jabong and Myntra say that almost half, and in some cases more than half, of their sales
now come from tier-II and tier-III towns and cities. E-commerce in the country grew 128
per cent year-on-year last year, with 25 per cent traffic coming from places outside the top
20 cities, it says.

Shoppers in Metropolitan India

Zia and Manish (2012) found that, currently, shoppers in metropolitan India are driving
eCommerce: These consumers are primarily buying travel, consumer electronics, and
books online. And although spending per online buyer remains low, some 59% of online
consumers in metropolitan India already make purchases online at least monthly.

Shoppers in non-metropolitan India

Consumers in nonmetropolitan areas will also help fuel growth; unlike online
consumers in cities, they are more likely to shop online for goods that are unavailable at
local stores. Zia and Manish (2012) estimated that eCommerce retailers in India are
expanding their offerings to the online population outside metropolitan India and are
investing heavily in the infrastructure to support these cities.10 Online apparel retailer
Myntra.com is already seeing demand for its products outside metropolitan India: 50% of
its sales are outside India’s 10 biggest cities. To widen their reach, for example, multiple
retailers are building warehouses outside central locations; testing shipping options that
work in rural areas; offering payment options like cash on delivery (COD) that provide
options for the unbanked; and subsequently marketing these to semi-urban and rural
consumers.
Moreover, Aditya Kulkarni , Product Manager at Google (Jan 15, 2013) pointed out
that India maybe behind the curve on the numbers, but they are growing fast, and when
they reach the 200-300 million online shoppers, you can safely assume that there will at
least be as many e-Commerce players in India as there are in China. That is to say, there
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will be at least 10-20 successful, large and growing e-Commerce companies in India over
the next few years!. I think the successful companies of tomorrow are going to look
different from the ones that are on the top now. There’s going to be 100-200 million new
e-Commerce customers that are going to be up for grabs in the next few years. Another
way to look at it is that in 80% of the e-Commerce shoppers of 2016 still are available to
be nabbed by e-Commerce sites. And they’re going to come from predominantly two
categories. First, from Tier-2 and Tier-3 cities as the logistics and connectivity there
improve and second, young people that get jobs/pocket-money and start shopping online

5. Major Search Engines in the Market

By distinct search engines, means that search engines, portals, and websites who have
alliances and who solicit bids for paid placements from a single source are treated as one
search engine. For instance, by successfully bidding for a paid link with Overture exposes
a seller to traffic from several websites, including MSN, Yahoo!, AltaVista, InfoSpace,
AlltheWeb and NetZero. There are various search engines by content/topic such as Baidu
(Chinese, Japanese), Bing, Blekko, Google, Sogou (Chinese), Soso.com (Chinese),
Volunia, WireDoo, Yahoo!, Yandex (Russian), Yebol, and Yodao (Chinese). Among PPC
providers, Google AdWords,Yahoo! Search Marketing, andMicrosoft adCenterare the
three largest network operators, and all three operate under a bid-based model.

6. The Advantages and Disadvantages of Internet Marketing

Melody and Robert (2001) remarked that the Internet can provide timely information to
customers because of its ability for instant communication, and its availability 24 hours a
day, 7 days a week [Lane, 1996]. On-line marketing offers more choices and flexibility
[Lamoureux, 1997] and, at the same time, eliminates huge inventories, storage costs,
utilities, space rental, etc., [Avery, 1997]. People tend to associate Internet marketing with
direct marketing because companies participating in online marketing usually shortened
the supply chain [Edwards, et al., 1998] and reduced commission and operating costs. The
ability to serve as both a transaction medium and a physical distribution medium for
certain goods is a unique feature of Internet marketing. Such advantages can be best
realized by companies that provide digital products/services such as software, music,
news, consulting services, online ticketing and reservations, telemedicine, insurance,
banking, stock brokerage, tax, and other financial service industries. Using the Internet as
the distribution channel can reduce not only the delivery cost substantially, but also
ensures instant delivery of products/services.
Moreover, Ruckman(2012) suggested that Internet research becomes an increasingly
important tool during the purchasing process; more marketers are seeing the advantages
too. It’s a win-win situation. Marketing departments are investing more into online
marketing today because it’s:
• Attractive to a significant segment of the demographics for most customer
profiles. It can effectively reach the target customer.
• Faster and less expensive to conduct direct marketing campaigns
• Measurable, which means that successes are identifiable and repeatable
• Open 24-hours a day
• Cost-effective, in the long run.

Disadvantages:
There is no actual face-to-face contact involved in the Internet communication. For the
types of products that rely heavily on building personal relationship between buyers and
sellers such as the selling of life insurance, and the type of products that requires physical
examination, Internet marketing maybe less appropriate. While internet marketing cannot
allow prospective buyers to touch, or smell or taste or 'try on' the products, However a
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survey of consumers of cosmetics products shows that email marketing can be used to
interest a consumer to visit a store to try a product or to speak with sales representatives
[Martin at el (2003)]. Some of the disadvantages of e-Marketing are dependability on
technology, Security, privacy issues, Maintenance costs due to a constantly evolving
environment, Higher transparency of pricing and increased price competition, and
worldwide competition through globalization.

5. Top Motivators for Shopping Online

Times of India (February 12, 2013) has published that top motivators for shopping
online which include cash back guarantee, cash on delivery, fast delivery, substantial
discounts compared to retail, and access to branded products, while barriers include
inability to touch and try products before purchase, fear of faulty products, apprehension
of posting personal and financial details online and inability to bargain (See Figure 5.1).

Cash back
guarantee

Access to
Cash on
branded
Top delivery
products
Motivator
Factors for
shopping
online

Substantial
discounts Fast
compared delivery
to retail

Figure 5.1. Top Motivator Factors for Shopping Online

6. Conclusions and Recommendations

This paper deals the conceptual knowledge of search engine marketing or e-commerce,
literature review, current and future aspects of e-commerce in Indian context. This paper
discussed about the top motivator factors of shopping online. The present development
would be a valuable addition to researcher and academicians; and useful theory for
practitioners, advertisers, and entrepreneurs. Some of the disadvantages of e-Marketing
are dependability on technology, Security, privacy issues, Maintenance costs due to a
constantly evolving environment, Higher transparency of pricing and increased price
competition, and worldwide competition through globalization. While considering the
aforesaid limitations; advertisers and end-users can effectively use this modern platform to
make life easier and faster. In the next 3 to 5 years, India will have 30 to 70 million
Internet users which will equal, if not surpass, many of the developed countries. Internet
economy will then become more meaningful in India. With the rapid expansion of
internet, Ecommerce, is set to play a very important role in the 21st century, the new
opportunities that will be thrown open, will be accessible to both large corporations and
small companies [Waghmare (2012)]. Karoor (2012) explained that Ecommerce
encapsulates many of the dynamics of 21st century of India. The potential huge and wit
and energy of the entrepreneurs in the sector is impressive. Online commerce in India is
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Vol.6, No.6 (2013)

destined to grow both in revenue and geographic reach. The further research areas in
ecommerce are; the quality of sponsored ad text, ad position, Search Engine Optimization
(SEO), PageRank, yellow pages, and bid management etc.

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[29] T. S. H. Teo, “Usage and effectiveness of online marketing tools among Business-to-Consumer”, B2C,
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Author

Dr. D. K. Gangeshwar (1978), Ph. D (Statistics), is working as a

Sr. Assistant Professor in the Bhilai Institute of Technology (BIT),
Chhattisgarh Swami Vivekananda Technical University (CSVTU),
Bhilai, Durg (C.G), India. His areas of subjects are Statistical
Quality Control (SQC), Quantitative Techniques in Management,
Optimization Methods, Research Methodology, and Econometrics
and Decision Models. He has served as Sr. Business Analyst with
Boonze Media Solution Pvt Ltd (BMS), Chennai for 4 years in the
various fields of Search Engine Marketing (SEM), and Search Engine Optimization
(SEO). He has published half a dozen research papers in various national and
international journals.

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E-Commerce atau Internet Marketing: Tinjauan Bisnis dari

Konteks India

D. K. Gangeshwer
Departemen Matematika, Bhilai Institute of Technology (BIT), Durg, (C.G),
INDIA dgangeshwar@yahoo.co.in

Abstrak
Makalah ini membahas pengetahuan konseptual tentang pemasaran mesin telusur
(SEM) atau e-niaga, tinjauan pustaka, aspek terkini dan masa depan dari e-
commerce dalam konteks India. Makalah ini membahas tentang faktor motivator
utama belanja online. Perkembangan saat ini akan menjadi tambahan yang
berharga bagi peneliti dan akademisi; dan teori yang berguna bagi praktisi,
pengiklan, dan pengusaha.

1. Perkenalan
Khan dan Mahapatra (2009) mengatakan bahwa teknologi memainkan peran
penting dalam meningkatkan kualitas layanan yang diberikan oleh unit bisnis.
Salah satu teknologi yang benar-benar membawa revolusi informasi di masyarakat
adalah Teknologi Internet dan dianggap sebagai gelombang ketiga revolusi setelah
revolusi pertanian dan industri. Bagian terdepan untuk bisnis saat ini adalah e-
Commerce. Efek e-commerce sudah muncul di semua bidang bisnis, mulai dari
customer service hingga desain produk baru. Ini memfasilitasi jenis bisnis proses
informasi berbasis baru untuk menjangkau dan berinteraksi dengan pelanggan
seperti iklan dan pemasaran online, pengambilan pesanan online dan layanan
pelanggan online, dll. Hal ini juga dapat mengurangi biaya dalam mengelola
pesanan dan berinteraksi dengan berbagai pemasok dan mitra dagang, area yang
biasanya menambahkan biaya overhead yang signifikan untuk biaya produk dan
layanan [Rajiv Rastogi]. Bisnis semakin banyak menggunakan Internet untuk
kegiatan komersial. Sifat internet yang ada di mana-mana dan akses globalnya
yang luas menjadikannya cara komunikasi yang sangat efektif antara bisnis dan
pelanggan [Rowley (2001)]. Thompson (2005) memperkenalkan bahwa
pertumbuhan teknologi internet memiliki potensi besar karena mengurangi biaya
produk dan pemberian layanan dan memperluas batas geografis dalam membawa
pembeli dan penjual bersama-sama.
Devendra dkk. al., (2012) mendefinisikan bahwa perdagangan elektronik,
yang biasa dikenal dengan e-commerce atau eCommerce, terdiri dari pembelian
dan penjualan produk atau layanan melalui sistem elektronik seperti internet dan
jaringan komputer lainnya. Maksudnya adalah teknologi untuk e-commerce
karena menawarkan cara mudah untuk mengakses perusahaan dan individu
dengan biaya yang sangat rendah untuk melakukan transaksi bisnis sehari-hari.
Pemasaran mesin pencari (SEM) adalah bentuk iklan web yang digunakan
perusahaan untuk mempromosikan produk dan layanan mereka di halaman hasil
mesin pencari (SERPs). SEM difokuskan pada penggunaan iklan mesin pencari
yang efektif (a.k.a., hasil disponsori, tautan sponsor) yang muncul di SERP. SEM
yang memungkinkan perusahaan untuk menargetkan konsumen dengan
menempatkan iklan di search engine telah terbukti menjadi strategi akuisisi
pemirsa yang efektif. Tidak seperti iklan online tradisional, pengiklan hanya
membayar bila pengguna benar-benar mengeklik iklan saat berhasil diterapkan,
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SEM dapat menghasilkan tingkat lalu lintas yang stabil dan laba atas investasi
(ROI) yang luar biasa.

Boughton (2005) mengatakan bahwa kebanyakan kampanye iklan online

memiliki dua tujuan utama: pengembangan merek dan respon langsung. Memilih
saluran pemasaran yang tepat pada akhirnya bergantung pada strategi mana yang
akan memberikan ROI terbesar. Perusahaan yang menawarkan produk dan
layanan melalui Web jelas mendapat keuntungan dari periklanan Internet karena
calon konsumen mereka sudah online. Perusahaan non berbasis web dapat
memilih pemasaran online untuk meningkatkan eksposur dan mempromosikan
merek. SEM memungkinkan perusahaan untuk melacak ROI mereka dari sudut
pandang akuisisi pemirsa. SEM mengirimkan iklan kepada pengguna yang sudah
mencari produk atau layanan yang ditawarkan oleh pengiklan, yang berarti secara
teoritis, mereka hanya menerima lalu lintas berkualitas. Tidak seperti iklan
spanduk biasa, pengiklan dikenakan biaya berdasarkan jumlah klik yang mereka
terima, bukan jumlah tayangan (berapa kali iklan muncul). Selanjutnya, banyak
kampanye pemasaran memberi banyak perhatian pada merek. Iklan PPC bisa
sangat efektif dalam hal mengemudikan nama merek karena mereka muncul di
samping hasil penelusuran untuk ribuan istilah penelusuran yang berbeda. SEM
adalah bentuk pemasaran Internet yang melibatkan promosi situs web dengan
meningkatkan visibilitas mereka di SERP melalui pengoptimalan (baik di halaman
maupun di luar halaman) serta melalui periklanan (penempatan berbayar, iklan
kontekstual, dan inklusi berbayar) [Search Engine Land2007].
Makalah ini membahas pengetahuan konseptual tentang pemasaran mesin
pencari atau e-commerce, tinjauan literatur, aspek e-commerce saat ini dan masa
depan dalam konteks India. Makalah ini membahas tentang faktor motivator
utama belanja online. Perkembangan saat ini akan menjadi tambahan yang
berharga bagi peneliti dan akademisi; dan teori yang berguna bagi praktisi,
pengiklan, dan pengusaha. Wilayah penelitian lebih lanjut adalah; kualitas teks
iklan yang disponsori, posisi iklan, Search Engine Optimization (SEO),
PageRank, yellow pages, bid management dll.

2. Tinjauan Literatur
Sastra pada teori web kurang banyak karena merupakan area yang relatif baru dan
teknolog di garis depan desain Web biasanya tidak cukup akademis cenderung
merumuskan teori yang relevan (Day, 1997). Sementara penelitian sebelumnya
telah meneliti penggunaan internet (Teo, Lim, & Lai, 1999), situs komersial
(Gonzalez dan Palacios, 2004), desain situs web (Kim, Shaw, & Schneider, 2003),
efektivitas situs web dari perspektif konsumen (Bell & Tang, 1998), menetapkan
penempatan berbayar di mesin pencari (Sen et al., 2008), dan penawaran (Bernard
dan Simone, 2011). Bentuk iklan online ini muncul pada tahun 1998 [Fain and
Pedersen 2006], dengan cepat telah menjadi model bisnis utama mesin pencari
utama [Jansen dan Mullen 2008], dan merupakan salah satu segmen pemasaran
online yang paling cepat berkembang [SEMPO Penelitian 2009]
Mesin pencari telah menjadi kebutuhan bagi orang untuk berselancar di web
[Hsien-Tsung Chang, 2011]. Ini adalah antarmuka pengguna yang sederhana yang
dirancang. Setiap pengguna hanya mengisi beberapa bidang dan sistem membuat
keputusan tentang apa yang harus dicari, tempat untuk mencari dan cara melihat.
Ambang pencarian diturunkan. SEM adalah model pemasaran internet yang
bertujuan untuk mempromosikan peringkat situs web di halaman hasil pencarian
mesin pencari yang dapat membuat situs web mengenalkan lebih banyak
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pengguna web dan lalu lintas situs web [iProspect 2008]. Li-Hsing HO et. al.,
(2011) menjelaskan tentang eksplorasi teknologi SEO yang diterapkan di internet
marketing, Kesharwani dan Tiwari (2011) mempelajari pentingnya kualitas
website terhadap keberhasilan atau kegagalan e-vendor. Khan dan Mahapatra
(2009) mempelajari bahwa kualitas layanan internet banking (i-banking) di India
dari perspektif pelanggan. Malhotra dan Singh (2007) melakukan penelitian untuk
menemukan adopsi i-banking oleh bank-bank di India. Dengan demikian, sudah
saatnya India bertindak cepat dan tegas untuk menggunakan perdagangan
elektronik yang berkembang demi keuntungan kita.

3. Jenis E-Commerce
Waghmare G.T. (2012) telah mendefinisikan jenis e-commerce berikut:
(i) B2B E-Commerce: Perusahaan yang melakukan bisnis satu sama lain seperti
produsen yang menjual ke distributor dan pedagang grosir yang menjual ke
pengecer. Harga didasarkan pada jumlah pesanan dan seringkali bisa
dinegosiasikan.
(ii) B2C E-Commerce: Bisnis yang menjual ke masyarakat umum biasanya
melalui penggunaan perangkat lunak keranjang belanja. Dengan volume dolar,
B2B mengambil hadiahnya, namun B2C benar-benar seperti perkiraan rata-rata
Joe sehubungan dengan e-niaga secara keseluruhan. misalnya indiatimes.com
(iii) C2C E-Commerce: Ada banyak situs yang menawarkan iklan baris, lelang,
dan forum gratis dimana orang dapat membeli dan menjual berkat sistem
pembayaran online seperti PayPal dimana orang dapat mengirim dan menerima
uang secara online dengan mudah. Layanan lelang eBay adalah contoh bagus dari
transaksi customer-to customer yang terjadi setiap hari.
(iv) Lainnya: G2G (Pemerintah-ke-Pemerintah), G2E (Government-to-Employee),
G2B (Government-to-Business), B2G (Business-to-Government).

4. E-Commerce di India
Internetworldstates.com menunjukkan bahwa Asia memiliki 44,8% pengguna
internet di dunia yang didistribusikan oleh kawasan dunia 2012 Q2.

Internet Users in the World Distribution by World Regions Q2

2012
3.70% 1%
7%

Asia 44.8%
10.40%
Europe 21.5%
44.80% North America 11.4%
Lat Am 10.4%
11.40% Africa 7%
Middle East 3.7%
Australia 1%

21.50%

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Sumber: Internet World Stats -www.internetworldstates.com/stats.htm

Waghmare (2012) menunjukkan bahwa banyak negara di Asia memanfaatkan E-

niaga melalui pembukaan ekonomi, yang penting untuk mempromosikan
persaingan dan penyebaran teknologi Internet. Cukup besar untuk memiliki massa
kritis 10 sampai 20 juta pengguna untuk dapat memberi dampak pada e-commerce
dan e-governance. Dalam 3 sampai 5 tahun ke depan, India akan memiliki 30
sampai 70 juta pengguna internet yang akan setara, jika tidak melampaui, banyak
negara maju. Ekonomi internet kemudian akan menjadi lebih bermakna di India.
Dengan perluasan internet yang cepat, E-niaga, diatur untuk memainkan peran
yang sangat penting di abad ke-21, peluang baru yang akan dibuka, dapat diakses
oleh perusahaan besar dan perusahaan kecil. Sebuah laporan baru-baru ini oleh
Internet and Mobile Association of India (IMAI) mengungkapkan bahwa pasar e-
commerce India tumbuh pada tingkat rata-rata 70 persen per tahun, dan telah
berkembang lebih dari 500 persen dalam tiga tahun terakhir saja [geocart.com ].
Zia dan Manish (2012) mengusulkan agar pendapatan e-niaga di India akan
meningkat lebih dari lima kali pada tahun 2016, melonjak dari US $ 1,6 miliar di
tahun 2012 menjadi US $ 8,8 miliar pada tahun 2016 (Seperti yang ditunjukkan
pada Gambar 1)

Forecast: India Online Retail Revenues (B2B and B2C)

10 8.8
Revenue (in US $ Billion)

4
1.6
2

0
2012 2016
Year

Sumber: Forrester Research Online Forecast Ritel 2011 sampai 2016

Waktu ekonomi (2013) menyatakan bahwa miliar pengguna berikutnya akan

berasal dari pasar negara berkembang, dengan setidaknya seperempat dari "India".
Setengah dari mereka yang tidak memiliki akses internet sekarang tinggal di 5
negara saja: India Indonesia, China, Pakistan & Bangladesh. Surat kabar Times of
india lainnya (2013) menulis bahwa toko online terkemuka seperti Indiatimes
Shopping, Jabong dan Myntra mengatakan bahwa hampir setengahnya, dan dalam
beberapa kasus lebih dari setengahnya, penjualan mereka sekarang berasal dari
kota-kota tingkat menengah dan tier-III . E-commerce di negara ini tumbuh 128
persen tahun-ke tahun tahun lalu, dengan 25 persen lalu lintas datang dari tempat-
tempat di luar 20 kota teratas, katanya.

Pembeli di Metropolitan India

Zia dan Manish (2012) menemukan bahwa saat ini pembeli di India metropolitan
sedang mengemudi eCommerce: Konsumen ini terutama membeli travel, barang
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elektronik, dan buku secara online. Dan walaupun belanja per pembeli online tetap
rendah, sekitar 59% konsumen online di metropolitan India telah melakukan
pembelian secara online setidaknya setiap bulan.

Pembeli di India non-metropolitan

Konsumen di daerah nonmetropolitan juga akan membantu pertumbuhan bahan

bakar; Tidak seperti konsumen online di kota, mereka cenderung berbelanja secara
online untuk barang-barang yang tidak tersedia di toko-toko lokal. Zia dan Manish
(2012) memperkirakan bahwa peritel eCommerce di India memperluas penawaran
mereka ke populasi online di luar metropolitan India dan melakukan investasi besar-
besaran di infrastruktur untuk mendukung kota-kota ini.10 Peritel pakaian online
Myntra.com telah melihat permintaan untuk produknya di luar metropolitan India:
50% penjualannya berada di luar 10 kota terbesar di India. Untuk memperluas
jangkauan mereka, misalnya, beberapa peritel sedang membangun gudang di luar
lokasi pusat; menguji pilihan pengiriman yang bekerja di daerah pedesaan;
menawarkan opsi pembayaran seperti cash on delivery (COD) yang memberikan opsi
unbanked; dan kemudian memasarkannya ke konsumen semi perkotaan dan
pedesaan.
Selain itu, Aditya Kulkarni, Product Manager di Google (15 Januari 2013)
menunjukkan bahwa India mungkin berada di balik kurva angka, namun mereka
berkembang dengan cepat, dan ketika mereka mencapai 200-300 juta pembeli online,
Anda dapat dengan aman berasumsi bahwa setidaknya akan ada sebanyak pemain e-
Commerce di India seperti di China. Artinya, setidaknya akan ada 10-20 perusahaan
e-Commerce yang sukses, besar dan berkembang di India selama beberapa tahun ke
depan !. Saya pikir perusahaan sukses besok akan terlihat berbeda dari yang ada di
atas sekarang. Ada 100-200 juta pelanggan e-Commerce baru yang akan
diperebutkan dalam beberapa tahun ke depan. Cara lain untuk melihatnya adalah
bahwa pada 80% pembeli e-Commerce 2016 masih tersedia untuk ditangkap oleh
situs e-Commerce. Dan mereka akan datang dari sebagian besar dua kategori.
Pertama, dari kota Tier-2 dan Tier-3 karena logistik dan konektivitas di sana
membaik dan kedua, kaum muda mendapatkan pekerjaan / uang saku dan mulai
belanja online.

5. Mesin Pencari Utama di Pasar

Dengan mesin telusur yang berbeda, berarti mesin telusur, portal, dan situs web yang
memiliki aliansi dan siapa yang meminta tawaran penempatan berbayar dari satu sumber
diperlakukan sebagai satu mesin telusur. Misalnya, dengan berhasil menawar tautan
berbayar dengan Overture memaparkan penjual ke lalu lintas dari beberapa situs web,
termasuk MSN, Yahoo !, AltaVista, InfoSpace,
AlltheWeb dan NetZero. Ada berbagai search engine dengan konten / topik seperti Baidu
(Cina, Jepang), Bing, Blekko, Google, Sogou (Cina), Soso.com (China), Volunia,
WireDoo, Yahoo !, Yandex (Rusia), Yebol, dan Yodao (bahasa China). Di antara
penyedia PPC, Google AdWords, Yahoo! Search Marketing, andMicrosoft adCenter
adalah tiga operator jaringan terbesar, dan ketiganya beroperasi dengan model berbasis
tawaran.

6. Keuntungan dan Kerugian dari Internet Marketing

Melody dan Robert (2001) berkomentar bahwa Internet dapat memberikan

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informasi yang tepat waktu kepada pelanggan karena kemampuannya untuk

berkomunikasi secara instan, dan ketersediaannya 24 jam sehari, 7 hari seminggu
[Lane, 1996]. Pemasaran on-line menawarkan lebih banyak pilihan dan
fleksibilitas [Lamoureux, 1997] dan, pada saat yang sama, menghilangkan
persediaan, biaya penyimpanan, utilitas, penyewaan ruang, dan sebagainya yang
sangat besar, [Avery, 1997]. Orang cenderung mengasosiasikan pemasaran
Internet dengan pemasaran langsung karena perusahaan yang berpartisipasi dalam
pemasaran online biasanya mempersingkat rantai pasokan [Edwards, et al., 1998]
dan mengurangi komisi dan biaya operasi. Kemampuan untuk berfungsi sebagai
media transaksi dan media distribusi fisik untuk barang tertentu merupakan fitur
unik pemasaran Internet. Keunggulan seperti itu dapat direalisasikan oleh
perusahaan yang menyediakan produk / layanan digital seperti perangkat lunak,
musik, berita, layanan konsultasi, pemesanan tiket online, pemesanan
telemedicine, asuransi, perbankan, pialang saham, pajak, dan industri jasa
keuangan lainnya. Menggunakan Internet sebagai saluran distribusi dapat
mengurangi tidak hanya biaya pengiriman secara substansial, namun juga
memastikan pengiriman produk / layanan instan.
Apalagi Ruckman (2012) mengemukakan bahwa penelitian internet menjadi alat
yang semakin penting selama proses pembelian; Pemasar lebih banyak melihat
kelebihannya juga. Ini adalah situasi win-win. Departemen pemasaran
menginvestasikan lebih banyak ke pemasaran online hari ini karena ini:

 Menarik segmen demografi yang signifikan untuk sebagian besar profil

pelanggan. Ini dapat secara efektif mencapai target pelanggan.
 Lebih cepat dan lebih murah untuk melakukan kampanye pemasaran
langsung
 Terukur, yang berarti keberhasilan dapat diidentifikasi dan berulang
 Buka 24 jam sehari
 Hemat biaya, dalam jangka panjang.

Kekurangan:
Tidak ada kontak tatap muka yang sebenarnya yang terlibat dalam komunikasi
Internet. Untuk jenis produk yang sangat bergantung pada membangun hubungan
personal antara pembeli dan penjual seperti penjualan asuransi jiwa, dan jenis produk
yang memerlukan pemeriksaan fisik, pemasaran internet mungkin kurang tepat.
Sementara pemasaran internet tidak memungkinkan calon pembeli untuk menyentuh,
atau mencium atau merasakan atau 'mencoba' produknya, namun sebuah survei
terhadap konsumen produk kosmetik menunjukkan bahwa pemasaran email dapat
digunakan untuk menarik konsumen mengunjungi toko untuk mencoba produk atau
untuk berbicara dengan perwakilan penjualan [Martin at el (2003)]. Beberapa
kelemahan dari e-Marketing adalah ketergantungan pada teknologi, Keamanan,
masalah privasi, Biaya pemeliharaan karena lingkungan yang terus berkembang,
Transparansi harga dan persaingan harga yang lebih tinggi, dan persaingan global
melalui globalisasi.

5. Motivator Teratas untuk Belanja Online

Times of India (12 Februari 2013) telah menerbitkan bahwa motivator utama untuk
belanja online yang mencakup jaminan uang kembali, cash on delivery, pengiriman
cepat, diskon besar dibandingkan ritel, dan akses terhadap produk bermerek,
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sementara hambatan termasuk ketidakmampuan untuk menyentuh dan mencoba

produk sebelum membeli, takut akan produk yang salah, kekhawatiran untuk
memposting detail pribadi dan keuangan secara online dan ketidakmampuan untuk
tawar menawar (Lihat Gambar 5.1).

Cash back
guarantee

Access to
Cash on
branded
Top delivery
products
Motivator
Factors for
shopping
online

Substantial
discounts Fast
compared delivery
to retail

Gambar 5.1. Faktor Motivator Terbaik untuk Belanja Online

6. Kesimpulan dan Rekomendasi

Makalah ini membahas pengetahuan konseptual tentang pemasaran mesin pencari
atau e-commerce, tinjauan literatur, aspek e-commerce saat ini dan masa depan
dalam konteks India. Makalah ini membahas tentang faktor motivator utama belanja
online. Perkembangan saat ini akan menjadi tambahan yang berharga bagi peneliti
dan akademisi; dan teori yang berguna bagi praktisi, pengiklan, dan pengusaha.
Beberapa kelemahan dari e-Marketing adalah ketergantungan pada teknologi,
Keamanan, masalah privasi, Biaya pemeliharaan karena lingkungan yang terus
berkembang, Transparansi harga dan persaingan harga yang lebih tinggi, dan
persaingan global melalui globalisasi. Sambil mempertimbangkan batasan tersebut di
atas; pengiklan dan pengguna akhir dapat secara efektif menggunakan platform
modern ini untuk membuat hidup lebih mudah dan lebih cepat. Dalam 3 sampai 5
tahun ke depan, India akan memiliki 30 sampai 70 juta pengguna internet yang akan
setara, jika tidak melampaui, banyak negara maju. Ekonomi internet kemudian akan
menjadi lebih bermakna di India. Dengan ekspansi internet yang pesat, E-niaga,
diatur untuk memainkan peran yang sangat penting di abad ke-21, peluang baru yang
akan dibuka, akan dapat diakses oleh perusahaan besar dan perusahaan kecil
[Waghmare (2012)]. Karoor (2012) menjelaskan bahwa E-commerce
mengenkapsulasi banyak dinamika abad ke-21 di India. Potensi besar dan kecerdasan
dan energi pengusaha di sektor ini sangat mengesankan. Perdagangan online di India
ditakdirkan untuk tumbuh baik dalam pendapatan dan jangkauan geografis. Area
penelitian lebih lanjut dalam e-commerce adalah; kualitas teks iklan yang disponsori,
posisi iklan, Search Engine Optimization (SEO), PageRank, halaman kuning, dan
manajemen tawaran dll.

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