International Journal of scientific research and management (IJSRM)

||Special Issue On e-Marketing Road Ahead Of India ||Pages|| 96-105||2013||

Website: www.ijsrm.in ISSN (e): 2321-3418


Miss. S. Chithra Devi, Special Issue On e-Marketing Road Ahead Of India Page 96
E-MARKETING CHALLENGES AND OPPORTUNITIES
Miss. S. Chithra Devi, Miss.. S. Anitha M.com
Assistant professor Research centre of Commerce Fatima College Madurai 18.
M.Phil Scholar Research centre of Commerce Fatima College Madurai 18.
Email id: scd20041989@gmail.com
Email Id: anithaani09051991@yahoo.com

Abstract
E-marketing means using digital technologies to help sell your goods or services. These technologies are a
valuable complement to traditional marketing methods whatever the size of your company or your business
model. The basics of marketing remain the same creating a strategy to deliver the right messages to the
right people. What has changed is the number of options you have. Though businesses will continue to make
use of traditional marketing methods, such as advertising, direct mail and PR, e-marketing adds a whole new
element to the marketing mix. Many businesses are producing great results with e-marketing and its flexible
and cost-effective nature makes it particularly suitable for small businesses. This paper discusses the
problem of impact of electronic environment on marketing process. In the first part, utilization of various
tools and techniques is presented and analyzed. Second part of the paper is focused on challenges emerging
in the new reality. Next part briefly discusses opportunities arising for marketers with electronic
environment development. Finally conclusions are provided. Here the researchers have analyzed to find out
the opportunities and challenges of E-marketing.
Introduction
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
purchases.
The development of e-marketing has been one of the most important and influential trends in the field of
business, marketing and Information Technology offer the past decade. It has revolutionized the manner in
which certain businesses market their products and the advent of social media offers the potential to
revolutionize the manner in which businesses and consumers interact in the future. This essay will evaluate
the challenges and opportunities of e-marketing upon businesses. This paper will define the importance of e-
marketing, examine how e-marketing helps businesses to reach their customers, highlight some of the most
important advantages and disadvantages of e-marketing, challenges and opportunities of e-marketing The
conclusion will argue that the impact of e-marketing upon businesses has been largely positive and that
Miss. S. Chithra Devi, Special Issue On e-Marketing Road Ahead Of India Page 97
despite a number of potential problems e-marketing offers exciting new opportunities for business growth
and development.
E-Marketing Definition
E-marketing means using digital technologies to help sell your goods or services. These technologies are a
valuable complement to traditional marketing methods whatever the size of your company or your business
model.
The basics of marketing remain the same creating a strategy to deliver the right messages to the right
people. What has changed is the number of options you have. Though businesses will continue to make use
of traditional marketing methods, such as advertising, direct mail and PR, e-marketing adds a whole new
element to the marketing mix. Many businesses are producing great results with e-marketing and its flexible
and cost-effective nature makes it particularly suitable for small businesses.
Objectives Of E-Marketing
E-marketing objectives define what you want to achieve through your e-marketing campaign. They set the
reasons why your business wants to go online and allow you to estimate and monitor the progress of your
online marketing activities. They also provide an incentive to focus on critical areas and formulate strategies
to help achieve intended objectives.
Different businesses may develop different e-marketing objectives depending on their individual
circumstances. A useful framework for developing effective e-marketing objectives is the five Ss
framework, which includes:
1. Sell using the internet to sell products and services
2. Serve using the internet to serve customers
3. Speak using the internet to communicate with customers (both existing and potential)
4. Save using the internet to save/ reduce cost
5. Sizzle using the internet to build brand identity
When setting your e-marketing objectives, you need to make sure that they are:
Specific specify what is to be achieved
Measureable expressed in measurable terms such as key performance indicators, outcomes,
numbers, percentage, dollars, etc.
Action-oriented state which actions need to be taken and who will take them
Realistic achievable with the resources available
Miss. S. Chithra Devi, Special Issue On e-Marketing Road Ahead Of India Page 98
Time Specific establish specified time frames.
Examples of some typical e-marketing objectives could be:
To achieve 20% online sales within the first year of launching online marketing campaigns.
To increase online sales for all products by 15% in 2011.
To grow email coverage to 50% of the current customer base by the end of next year.
To reduce the annual cost of direct marketing by 20% through e-mail marketing.
To improve brand awareness, brand favourability and purchase intent by surveying 300 online
customers each month.
Importance of E-Marketing
E-marketing gives businesses of any size access to the mass market at an affordable price and, unlike TV or
print advertising, it allows truly personalized marketing. Specific benefits of e-marketing include:
Global reach a website can reach anyone in the world who has internet access. This allows you to
find new markets and compete globally for only a small investment.
Lower cost a properly planned and effectively targeted e-marketing campaign can reach the right
customers at a much lower cost than traditional marketing methods.
Track able, measurable results marketing by email or banner advertising makes it easier to
establish how effective your campaign has been. You can obtain detailed information about
customers responses to your advertising.
24-hour marketing with a website your customers can find out about your products even if your
office is closed.
Personalization if your customer database is linked to your website, then whenever someone visits
the site, you can greet them with targeted offers. The more they buy from you, the more you can
refine your customer profile and market effectively to them.
One-to-one marketing e-marketing lets you reach people who want to know about your products
and services instantly. For example, many people take mobile phones and PDAs wherever they go.
Combine this with the personalized aspect of e-marketing, and you can create very powerful,
targeted campaigns.
More interesting campaigns e-marketing lets you create interactive campaigns using music,
graphics and videos. You could send your customers a game or a quiz whatever you think will
interest them.
Miss. S. Chithra Devi, Special Issue On e-Marketing Road Ahead Of India Page 99
Better conversion rate if you have a website, then your customers are only ever a few clicks away
from completing a purchase. Unlike other media which require people to get up and make a phone
call, post a letter or go to a shop, e-marketing is seamless.
Together, all of these aspects of e-marketing have the potential to add up to more sales.
Advantages of E-Marketing
1. One of the most important advantages is the fast availability of the information. The clients/users can
easily get information, by navigating the internet, about the products that they wish to purchase, and
besides that, they can check the information at anytime of the day.
2. It allows the companies to save money, an aspect that is really taken into account by the companies
since the online marketing campaigns dont require a large amount of investment.
3. The previous mentioned aspect, gives less importance to the differences between large and small
companies in some way, thus increasing the competition and giving that way advantages to the
customers.
4. Presence on the Internet can help the expansion of the company from a local market to national and
international markets at the same time, offering almost infinite expanding possibilities.
5. On the internet everything can be measured, thus its easier for the companies to know almost
instantly if their campaign is working or not, what company or user is interested in their products,
from what cities or countries are they, etc.


Disadvantages of E-Marketing
Miss. S. Chithra Devi, Special Issue On e-Marketing Road Ahead Of India Page 100
1. Slow internet connections can cause difficulties. If the companies build too complex or too large
websites, it will take too long for users to check them or download them and they will get bored
eventually.
2. The e-commerce doesnt allow the user to touch the merchandise before purchasing it. Because of
this, some salesmen are starting to guarantee the possibility of returning the product. In Germany,
where a law that regulates e-commerce and guarantees the customers the total refund of the money
exists since 2000, the electronic commerce is very popular.
3. Other factor is the payment: many users still dont trust in the electronic methods of paying and give
up buying online because of this.
4. One of the major disadvantages may be the lack of trust of the users because of the constant virtual
promotions that appear to be frauds. This is an aspect that deteriorates the image and reputation of
quality and honest companies.
5. Other disadvantage is the cash on delivery system, since it doesnt guarantee the 100% purchase of
the product. This is also the case of thousands of users that dedicate themselves to daily mock big
companies by ordering on the internet using false identities.

Unique Challenges of E- Marketing And The Ways To Overcome Them:
Since the boom of the Internet in the late 1990s, Web-based companies have been starting up every
day. What is more, new opportunities for growth emerge daily, expanding the reach and capabilities of the
cyberspace.
However, for all its benefits and advantages, e-marketing faces some problems that are unique to the
industry. That is, Web-based enterprises have a special set of challenges that traditional brick-and-mortar
businesses do not have. In this article, we have taken a look at those and their possible solutions.
Miss. S. Chithra Devi, Special Issue On e-Marketing Road Ahead Of India Page 101
1. Marketing integration
Most major sales efforts employ multiple channels, both online and offline, e.g. email
advertising, outbound call handling, social networking, and so on. The problem with these is that
they are often handled as different parts of the work when they are supposed to serve a concrete and
measurable goal as part of an integrated campaign.
Coordinating all marketing efforts should therefore be a priority. That means e-marketing should be
done alongside the traditional campaign and should not be tacked at the end of the business plan.
2. Security and privacy
Most people do not completely trust Web companies and, thus, are careful about offering
information about themselves on the cyberspace. This is especially true when companies that collect
data are exposed to spammers and scammers. To address this, it is imperative for e-businesses to
adopt a sound policy and implement a fool-proof security measure. Encryption systems, in particular,
are a tool that online companies should seriously consider investing in.


3. Impersonal service
Businesses operating online often use electronic methods of providing customer service, such
as emailing and posting info on the website to answer possible user questions. This may be perceived
by customers as just too impersonal or uncaring.
To address this problem, merchants must develop efficient checkout procedures for selling goods via
the Web. They may also consider hiring call handling services, so that customers can talk to real
people when they have inquiries or problems that need instant answer.
4. Improving brand awareness
This is particularly a big challenge for companies that primarily use the Internet to sell their
products and services. This is because unlike traditional advertising (such as television, radio,
billboard, and print) in which the campaign's message can be reinforced and repeatedly introduced to
consumers at the marketers' will, online adverts can be shut off by usersthey are more averse to it,
too. Web companies are therefore challenged to be more innovative in their advertising strategies. A
Miss. S. Chithra Devi, Special Issue On e-Marketing Road Ahead Of India Page 102
combination of good copywriting, solid search engine optimization, and drawing consistent traffic is
something that should be mastered.
Doing business online is indeed a challenging Endeavour. That is why all possible pitfalls should be
determined and addressed beforehand to ensure a smooth sailing ride. If you need help in starting up a Web-
based company, never think twice to enlist the services of Protechmedia.
Other Challenges Are As Follows:
1. Dealing with the IT Department -
It's been IT vs. marketing in many circles for too long. It's time we understood that we need to
partner with our IT friends to implement our marketing programs. It's simple, we need them and they need
us.
2. Continuing Education
Marketers of the 21st century need to be constantly learning. Knowledge in marketing comes with an
expiration date, and continuing professional development is a necessity. Take a class, get a certification,
read a book, attend a seminar or conference whatever works for you, but keep learning.
3. Bad Marketing
Anyone can call themselves a marketer, web designer, SEO expert, consultant and so on. There is a
lot of bad marketing out there as a result. Poorly created and executed marketing programs degrade our
profession, and create mistrust between clients and marketers. By doing marketing right, you help to tip the
scale in favor of our profession.
4. Lack of Trust
Spam, identity theft, intrusive advertising and technological glitches have left many mis-trusting of
marketing in general, and especially marketing. You are either part of the problem or part of the solution.
5. Know-It-Alls -
Nobody fully understands all aspects of marketing. There is simply too much to know, and whatever
you do know is changing at supersonic speed. If you are going to be an expert, you will have to specialize in
one aspect of e-marketing.
6. Ethical Practices
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The Internet has spawned an unprecedented mass of un-ethical businesses. There have always been scam
artists and bottom feeders, but the Internet seems to have brought them out in epic numbers. Make sure your
own practices are squeaky clean and try to educate your customers about some of the pitfalls of ecommerce.

7. Corporate Culture -
In many companies no department "owns" the website, and every department "owns" the website.
Websites should belong to marketing, not finance, operations, IT or legal. It is difficult to produce good
marketing by committee, especially when the committee doesn't have a clue. Collaboration is important, and
your associates should provide input, but marketing should make the final decisions.
8. International Commerce
The Internet has made products and services available around the world as close to customers as
their living room (or wherever they have their computer). This new world channel allows for unprecedented
revenue flows in and out of foreign countries, and that impact could eventually have a dramatic effect on our
domestic economy. We have a lot in common with people of other cultures and countries, but there are
differences. Understanding is the key to good international commerce as well as relations.
9. Intellectual Property
It has never been easier to steal someone else's hard work. Everything from music, to software and
images are lifted from the Internet every day. This is a bad thing.
10. Customer Expectations
Never before have had customers expected so much. Managing your customer expectations is vital to
marketers, because if you don't your competitors will. Without customers you will not have a business, take
the time to get to know them, treat them with care and respect, the same way you want to be treated as a
customer.
Opportunities of E-Marketing
There are many more opportunities of internet marketing that helps the online business more
efficient.
Miss. S. Chithra Devi, Special Issue On e-Marketing Road Ahead Of India Page 104
ASOS provides all the products which they think that customers like to buy by doing this they satisfy
their customers. When their customers shop with them their growth opportunity is high which is
good for the business also if all the products are being offered online people do not have to go
elsewhere which benefits the customers as well.
o More benefits- customers can use the Internet at a time to suit them, but they are also able to
compare brands, prices and buy goods and services without having to face a single sales
person!
Improve credibility- through Internet marketing customers can easily feedback to ASOS and have
their say. Because ASOS is mostly aimed at teenagers and most of the teenagers nowadays use msn
and face book and asos interact their customers through this it is quicker and easier for young people
to send information and comments to asos.
Availability - On ASOS website all the products are listed in order which helps customers choose
the products faster where as in shops they would have to go around looking for products. Also on the
websites like ASOS customers have more choices and variety of brands which is less likely to be
found in general stores.
Better prices- online businesses are usually cheaper than physical stores they offer variety of
products at lower prices this benefits the customers because they can get the same product offered in
the shops at lower price. another advantage of Internet business to customers is that they can look at
the prices offered on the web and compare with other slimier businesses.
Cheaper-online business is cheaper therefore it saves money to businesses like ASOS. They do not
have to spend huge amount of money to rent or buy physical stores. Also online businesses can use
web to advertise their business which costs less and could be recognized by millions of people.
24/7 Presence- internet businesses allow people to shop at any time of the day this makes the
businesses like ASOS more effective because everything about their business is fixed for example
like physical stores internet businesses do not have particular opening and closing times. The
business runs smoothly without any worries.
Offer Convenience -businesses like ASOS have organized their website in such a way that people
can find the product really easily this is the reason why online businesses are more efficient because
unlike physical stores they do not have to go around with customers to find a particular product. On
their website they have put all their products in categories which help customers find the products
fast and easy. It helps the business because once their website is properly organized they do not have
to do anything else which saves them time and energy.
Growth Opportunity- Online businesses provide all the products to its customers that can be
purchased from physical stores. As it is easier to shop online than visiting the stores most people
prefers shopping online which helps businesses like ASOS as their growth opportunity goes up and
Miss. S. Chithra Devi, Special Issue On e-Marketing Road Ahead Of India Page 105
their profits begin to rise. This makes their business more effective as they compete with other
similar businesses for the same product or price.
improve creditability- through e-mails ASOS receive many comments from their customers about
their products which helps the business become more effective as they can use their customer
information to make the business better and to provide the products which their customers are more
interested in. in this way ASOS customers would be happy and will buy their products and the
business will also be successful.
Conclusion:
In conclusion, this essay has clearly shown that e-marketing impacts upon businesses in a number of
important ways. When used effectively, e-marketing campaigns and strategies have the potential to reach
customers in a speedy and low-cost manner and can provide promotion for a wide range of products and
services. E-marketing also offers businesses the opportunity to garner data about their consumer base to an
extent that has hitherto been very difficult to achieve via traditional marketing methods. The development of
e-marketing and social media advertising has led to examples of businesses in recent years that appear to
little more than categories and filter information relating to products and services on the Internet, taking a
small cut from any transaction that may occur as a result. However, despite the global reach, speed and the
extent of information that can be gained from e-marketing there are a number of important disadvantages to
this type of marketing that businesses must bear in mind. The technology driven approach of e-marketing
leaves certain businesses vulnerable and overly-dependent upon technology. It also empowers dissatisfied
consumers to a far greater extent than ever before and can lead to bad reviews that have the potential to
greatly destabilize certain e-marketing campaigns and operations. However, despite these problems it is
reasonable to conclude that e-marketing is on the whole a positive development for businesses and that
despite certain dangers its impact upon businesses has been largely positive.
REFERNCE:
http://taheera1.typepad.com/blog/2010/03/-describe-the-opportunities-offered-to-businesses-
using-internet-marketing-in-relation-to-business-e.html
http://gatton.uky.edu/faculty/sudharshan/publications/InternetMarketingResearch.pdf
http://www.bournemouth.co.uk/business/become-a-partner/e-marketing-opportunities