Digital marketing

1 degital marketing is a game changer strategy for morden business. Justify your answer

1. Wide Reach: Digital marketing allows businesses to reach a global audience instantly,
breaking geographical barriers.
2. Cost-Effective: Compared to traditional marketing, digital marketing is more affordable,
offering various cost-effective advertising options.
3. Targeted Advertising: Businesses can target specific demographics, interests, and
behaviors, ensuring ads reach the right audience.
4. Measurable Results: Digital marketing tools provide real-time analytics, allowing
businesses to measure the effectiveness of campaigns and make data-driven decisions.
5. Enhanced Engagement: Digital platforms enable direct interaction with customers
through social media, email, and other channels, fostering stronger relationships.
6. Flexibility and Adaptability: Campaigns can be easily adjusted based on performance
data, ensuring continuous optimization and relevance.
7. Personalization: Digital marketing allows for personalized content and offers, improving
customer experience and increasing conversion rates.
8. Brand Awareness: Consistent online presence across various platforms increases brand
visibility and recognition.
9. Higher Conversion Rates: Targeted and personalized campaigns often result in higher
conversion rates compared to traditional marketing methods.
10. Competitive Advantage: Leveraging advanced digital marketing strategies can give
businesses a competitive edge in a crowded marketplace.

2 Importance of customer focused relationship marketing and how different from transactonal
marketing ?

Importance of Customer-Focused Relationship Marketing

1. Customer Loyalty: Builds long-term loyalty through ongoing engagement and

satisfaction.
2. Customer Retention: Higher retention rates due to personalized experiences and
continuous value.
3. Increased Customer Lifetime Value: Focuses on maximizing the long-term value of
each customer.
4. Referrals and Advocacy: Satisfied customers are more likely to refer others and become
brand advocates.
5. Understanding Customer Needs: Deepens understanding of customer preferences and
needs through regular interaction.
6. Enhanced Customer Experience: Provides a tailored and positive experience, leading to
higher satisfaction.
7. Brand Trust and Credibility: Strengthens trust and credibility by consistently
delivering on promises.
8. Competitive Advantage: Differentiates the business through superior customer
relationship.
 Difference between relationship marketing and transactional marketing

3 describe the key dimension of e-commerce security

 Confidentiality
o Ensuring data is accessible only to authorized users.
o Protecting customer information from unauthorized access.
 Integrity
o Guaranteeing the accuracy and reliability of data.
o Preventing data alteration during transmission.
 Availability
o Ensuring that e-commerce systems are accessible and operational.
o Preventing downtime and service disruptions.
 Authentication
o Verifying the identity of users and systems.
o Ensuring that users are who they claim to be.
 Authorization
o Defining user permissions and access controls.
o Restricting access to sensitive resources.
 Non-repudiation
o Ensuring that parties in a transaction cannot deny their participation.
o Providing proof of transaction authenticity.
 Privacy
o Protecting personal and sensitive information.
o Complying with data protection regulations.
 Trust
o Establishing trustworthiness of e-commerce platforms.
o Building customer confidence in the security measures.
 Compliance
o Adhering to relevant laws, regulations, and standards.
o Ensuring legal and regulatory compliance.
 Risk Management
o Identifying, assessing, and mitigating security risks.
4 what special Tools and techniques that enterprise can use in their brand building process on the
web?

 SEO (Search Engine Optimization):

 Improves website visibility on search engines.

 Attracts organic traffic through keyword optimization.

 Content Marketing:

 Creates valuable and relevant content to attract and engage target audience.
 Includes blogs, articles, videos, and infographics.

 Social Media Marketing:

 Utilizes platforms like Facebook, Instagram, Twitter, and LinkedIn.

 Engages with audiences through posts, stories, and ads.

 Email Marketing:

 Sends targeted emails to nurture leads and maintain customer relationships.

 Utilizes newsletters, promotional offers, and personalized content.

 Influencer Marketing:

 Collaborates with influencers to reach wider and more relevant audiences.

 Leverages the credibility and follower base of influencers.

 Affiliate Marketing:

 Partners with affiliates to promote products or services.

 Provides commissions for sales generated through affiliate links.

 Web Analytics:

 Uses tools like Google Analytics to track and analyze website performance.
 Gathers insights on user behavior and campaign effectiveness.

 Branding through UX/UI Design:

 Focuses on providing a seamless and memorable user experience on the website.

 Utilizes intuitive design, fast loading times, and mobile responsiveness.

 Video Marketing:

 Produces and shares engaging video content.

 Utilizes platforms like YouTube and social media for distribution.
 5 explain online marketing research process

 Step 1: Define the Problem (or Opportunity)

 Step 2: Design the Research.
 Step 3: Design the Data-Collection Forms.
 Step 4: Specify the Sample.
 Step 5: Collect the Data.
 Step 6: Analyze the Data.
 Stage 7: Write the Research Report and Present Its Findings.
 Key Takeaway

6 digital marketing creates need for unnecessary products justify your answer with relevant example.

 Consumerism Encouragement
o Digital marketing often promotes constant consumption.
o Example: Frequent ads for the latest smartphone models, even when current devices
are functional.
 Impulse Buying
o Targeted ads can trigger spontaneous purchases.
o Example: Flash sales on e-commerce sites encouraging quick buying decisions for non-
essential items.
 Artificial Needs
o Marketing can create perceived needs for luxury or trendy items.
o Example: Influencer promotions of luxury fashion items that consumers feel compelled
to buy to stay in style.
 Product Overload
o Continuous exposure to new products creates a desire to own the latest version.
o Example: Gadgets with minor upgrades marketed as must-haves, like yearly releases of
fitness trackers.
 Emotional Appeal
o Emotional marketing tactics can make consumers believe they need a product for
happiness or success.
o Example: Beauty products advertised as essential for self-confidence and social
acceptance

 Novelty Appeal
o Emphasis on the novelty of products to drive purchases.
o Example: New tech gadgets marketed for their innovative features, like smart home
devices.
 Bundling Offers
o Encouraging purchases through bundled deals that include non-essential items.
o Example: Electronics sold with accessories that aren't necessarily needed.
 Subscription Models
o Creating a continuous demand through subscription services.
o Example: Monthly subscription boxes for niche interests, like gourmet snacks or beauty
samples.
7 what are the security threats E-Commerce player is exposed?how one has to protect themselves
from such probable attacks?

Security Threats in E-Commerce

1. Phishing Attacks
o Deceptive emails or websites tricking users into providing sensitive information.
2. Malware and Ransomware
o Malicious software that can steal data, disrupt operations, or demand ransom..
3. Cross-Site Scripting (XSS)
o Injection of malicious scripts into webpages viewed by users.
4. Man-in-the-Middle (MITM) Attacks
o Intercepting and altering communication between users and the e-commerce platform.
5. Data Breaches
o Unauthorized access to sensitive customer and business data.
6. Credit Card Fraud
o Unauthorized use of credit card information for fraudulent transactions.
7. Session Hijacking
o Exploiting a user session to gain unauthorized access.
8. Brute Force Attacks
o Trying multiple combinations to crack passwords.

Protection Measures

1. Implement Strong Authentication

o Use multi-factor authentication (MFA) for both customers and administrative access.
2. Encrypt Data
o Use SSL/TLS for secure data transmission.
o Encrypt sensitive data stored in databases.
3. Regular Security Audits
o Conduct regular security audits and vulnerability assessments.
4. Secure Coding Practices
o Follow secure coding standards to prevent vulnerabilities like SQL injection and XSS.
5. Anti-Malware and Anti-Ransomware Solutions
o Deploy comprehensive anti-malware and anti-ransomware solutions.
6. Firewalls and Intrusion Detection Systems
o Use web application firewalls (WAFs) and intrusion detection systems (IDS) to monitor
and protect against attacks.
7. Regular Software Updates
o Keep all software, including third-party components, up-to-date with the latest security
patches.
8. Data Backup
o Maintain regular backups of all critical data to ensure recovery in case of an attack.
9. User Education
o Educate customers and employees about phishing and other common threats.
10. Access Controls
o Implement strict access control policies to limit who can access sensitive data.
 8 discuss different digital marketing strategies used by marketer to acquire new customers
 Content marketing.
 Search engine optimization (SEO)
 Email marketing.
 Social media marketing.
 Mobile marketing.
 Pay-per-click.
 Affiliate marketing.

9 write a short note E CRM

E-CRM, or Electronic Customer Relationship Management, refers to the use of internet technologies to facilitate
and enhance the management of customer relationships. It integrates traditional CRM functions with the
capabilities of the internet to provide more effective and efficient ways of interacting with customers.

Key Features of E-CRM:

1. Personalization and Customization

o Tailoring marketing messages, product recommendations, and communication based on
individual customer preferences and behaviors.
2. Customer Service Automation
o Implementing self-service portals, chatbots, and automated responses to handle common
customer inquiries and issues efficiently.
3. Data Integration
o Aggregating customer data from various online sources, such as social media, email campaigns,
and website interactions, into a unified system.
4. Multi-Channel Interaction
o Engaging customers through multiple online channels, including email, social media, live chat,
and mobile apps, ensuring a seamless experience across platforms.
5. Real-Time Analytics
o Utilizing real-time data analytics to monitor customer behavior, preferences, and trends,
enabling quick and informed decision-making.
6. Targeted Marketing Campaigns
o Leveraging customer data to create highly targeted and personalized marketing campaigns that
improve engagement and conversion rates.

Benefits of E-CRM:

1. Enhanced Customer Satisfaction

o Providing timely, personalized service and support, which leads to higher customer satisfaction
and loyalty.
2. Improved Efficiency
o Automating routine tasks and using data analytics to streamline marketing and sales processes.
3. Better Customer Insights
o Gaining deeper insights into customer needs, preferences, and behaviors through
comprehensive data analysis.
10 discuss different e-payment methods used in digital marketing

Credit and Debit Cards

 Most common method for online transactions.

 Secure transactions through encryption and authentication.

Mobile Wallets

 Apps like Apple Pay, Google Pay, and Samsung Pay.

 Convenient for in-store and online purchases via smartphones.

Digital Wallets

 PayPal, Venmo, and other online payment platforms.

 Linked to bank accounts or credit cards for payments.

Bank Transfers (ACH)

 Direct transfers from bank accounts to merchants.

 Common for larger transactions due to lower fees.

Cryptocurrency

 Bitcoin, Ethereum, and other digital currencies.

 Decentralized transactions with blockchain technology.

Prepaid Cards

 Cards with a preloaded amount for online purchases.

 Offers anonymity and budget control for consumers.

Contactless Payments

 NFC-enabled cards or smartphones for quick, secure transactions.

 Increasingly popular for in-store and mobile purchases.

In-App Purchases

 Payment directly within mobile apps for digital goods or services.

 Seamless and integrated within the app experience.

QR Code Payments

 Scanning QR codes to initiate payments.

 Used in mobile apps, in-store payments, and peer-to-peer transfers.
11 differentiate between website and blogs
12 discuss e-marketing segmentation Strategies and highlight how branding is a done on E-Commerce
platforms by the digital.

E-Marketing Segmentation Strategies:

1. Demographic Segmentation
o Segmenting markets based on age, gender, income, education, occupation, etc.
o Example: Targeting specific age groups or income brackets for relevant products.
2. Geographic Segmentation
o Dividing markets based on geographical location.
o Example: Localized marketing campaigns tailored to regional preferences and needs.
3. Behavioral Segmentation
o Segmenting based on consumer behavior, such as purchasing patterns, usage habits, loyalty status,
etc.
o Example: Offering special promotions to frequent buyers or personalized recommendations based
on past purchases.
4. Psychographic Segmentation
o Segmenting based on lifestyle, values, interests, attitudes, and personality traits.
o Example: Marketing luxury products to consumers with specific lifestyle aspirations and values.
5. Technographic Segmentation
o Segmenting based on technology adoption and usage.
o Example: Targeting tech-savvy consumers with products that integrate with the latest
technologies.

Branding on E-Commerce Platforms:

1. Visual Identity
o Consistent use of logos, colors, fonts, and imagery across the platform.
o Creating a recognizable and cohesive brand image.
2. Product Presentation
o High-quality images, detailed descriptions, and videos showcasing products.
o Highlighting unique selling points and benefits to differentiate the brand.
3. Customer Reviews and Ratings
o Encouraging positive reviews and managing customer feedback.
o Building trust and credibility through social proof.
4. Personalized Recommendations
o Using data analytics to suggest relevant products based on customer preferences.
o Enhancing customer experience and increasing cross-selling opportunities.
5. Content Marketing
o Creating engaging content like blogs, articles, and videos related to the brand and products.
o Establishing thought leadership and providing value to customers.
6. Social Media Integration
o Leveraging social media platforms to engage with customers and promote the brand.
o Sharing user-generated content and fostering community interaction.
7. Customer Service
o Providing prompt and helpful customer support through various channels.
o Resolving issues efficiently to maintain a positive brand reputation.
8. SEO and SEM
o Optimizing product pages and using paid search ads to improve visibility.
o Driving traffic to the platform and increasing sales through search engine marketing tactics.
9. Email Marketing
o Sending personalized emails to subscribers with offers, updates, and product recommendations.
o Nurturing customer relationships and driving repeat purchases.
14 explain the advantages and disadvantages of e-commerce

15 explain electronic fund transfer method

Electronic Fund Transfer (EFT) is a method of transferring money from one bank account to
another electronically. Here are the key points explaining EFT:

 Definition: Transfer of funds between accounts through electronic means, such as

computers or electronic terminals.
 Types: Includes various methods like bank wire transfers, direct deposits, electronic bill
payments, and automated clearing house (ACH) transactions.
 Process: Initiated through online banking portals, mobile banking apps, or payment
gateways.
 Speed: Transactions can be processed quickly, often within minutes to a few business
days depending on the type of transfer.
 Security: Generally considered secure due to encryption and authentication protocols
implemented by banks and financial institutions.
 Cost: Fees may apply, varying by institution and type of transfer (e.g., wire transfers are
typically more expensive than ACH transfers).
 Uses: Commonly used for salary deposits, paying bills, transferring funds between
accounts, and making purchases online.
 Regulation: Governed by financial regulations and standards to ensure safety, reliability,
and legality of transactions.
 16 discuss the growth drivers of e-commerce in India

Increasing Internet Penetration:

 Rapid expansion of internet infrastructure and affordable data plans have increased internet
access across urban and rural areas.

Rising Smartphone Adoption:

 Proliferation of smartphones has enabled more consumers to access e-commerce platforms

conveniently.

Digital Payments Ecosystem:

 Growth of digital payment options like UPI (Unified Payments Interface), wallets, and online
banking has facilitated seamless transactions.

Economic Growth and Urbanization:

 Increasing disposable incomes and urbanization have spurred consumer spending and adoption
of online shopping.

E-commerce Infrastructure Development:

 Expansion of logistics networks, last-mile delivery solutions, and warehousing facilities has
improved supply chain efficiency.

Government Initiatives:

 Policies promoting digital literacy, e-commerce infrastructure development, and initiatives like
Digital India have supported e-commerce growth.

Rise of E-commerce Platforms:

 Launch and expansion of e-commerce giants like Flipkart, Amazon, and domestic players like
Snapdeal and Paytm Mall have boosted market competition and consumer trust.

Shift in Consumer Behavior:

 Changing consumer preferences towards convenience, variety, and competitive pricing offered
by online retailers.

Sector-specific Growth:

 Growth in categories like fashion, electronics, groceries, and healthcare due to increased online
availability and competitive pricing.
17 discuss the salient features of digital marketing