E-COMMERCE

Unit– II:
Electronic Market Place Technologies - Electronic Data Interchange – HTTP-
TCP/IP - HTML - XML-Electronic commerce with WWW-Internet-Drawbacks-Online
Marketing–Advantages & Disadvantages-E-Advertising-Modes of E-Mail.

ELECTRONIC MARKET PLACE TECHNOLOGIES:

The E-commerce marketplace or the online e-commerce marketing is a place
or a website where one can find different brands of products coming from multiple
vendors, shops or person showcased on the same platform. The marketplace owner
is responsible for attracting customers and the processed transactions, while the
third party vendors deal with the manufacturing and shipping. Online Marketplace
streamlines the production process through one simple portal, where the
manufacturers sell their products directly to the consumers, therefore avoiding the
stagnant process of stocks holding.

Types of E-Marketplace:
1. Product Online Marketplace
This type is what we typically call as an ecommerce marketplace, where
people buy and sell products. The platform brings together all types of sellers
into a one-stop-shop that is convenient for consumers to not only check prices
for the best deals but do so all under one electronic roof. Also, with features
like auction and fixed price sale, the seller lists a product and sets a deadline;
buyer with the highest bid gets the item.
Examples include Amazon, Flipkart, eBay, etc.
2. Online Service Marketplace
The online marketplace is no longer restricted to just selling products.
You can even cater to the service industry. For a startup business that wants to
launch a marketplace with minimal input, it is good to offer different services
that people search for. In a services marketplace, the discovery of services
forms the basis of its offering to customers and opportunities for paid work
form the basis of its offering to freelancers.
3. Online Rental Marketplace
When it comes to online rental marketplace, the transportation and
fashion industry are popular among investors and aspiring entrepreneurs.
However, in the past few years, the rental marketplace for home appliance s,
electronic accessories, gears, is not too far behind to become famous.

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Mobile apps like Uber, Ola are fantastic examples of this model, which are
giving a huge rise to peer-to-peer marketplaces that are renting through
online mediums. As an aspiring entrepreneur, you can focus on niche-based
online rental marketplaces such as vacation rental, car rental, bike rental and
equipment rental with the help of rental ecommerce platform.
4. Hybrid Model in Ecommerce
There can be two types of hybrid online marketplaces. One category is
where people expect to sell and buy both services and products on the same
platform. The online marketplace like Olx fits into this category.
Another one is where people want to get the combined benefits of buying
from the online and offline stores. In this model, the customer first books the
products online. After that, they walk down to the nearby physical store to buy
those products. Currently, ticket booking websites like BookMyShow works
based on this model.
5. Hyper local Marketplace
The concept of hyper local came into the picture when people start to
look for the nearby options while searching for shops, restaurants, etc. through
search engines. In this marketplace model, the aim is to provide facilities and
services within the shortest possible time from local vendors.
The hyper local ecommerce marketplace is quite similar to marketplaces like
Amazon. The main difference is that the customers will be only able to buy
products from vendors who can ensure delivery within 24 hours. Also, the food
delivery marketplaces like Zomato and Swiggy comes under this category with
little bit tweaks in their workflow.

ELECTRONIC DATA INTERCHANGE (EDI):

 Electronic Data Interchange (EDI) is a computer-to-computer exchange of
business documents in a standard electronic format between two or more
trading partners.
 It enables companies to exchange information electronically in a structured
format, eliminating the need for manual data entry and reducing the cost and
time associated with paper-based transactions.
 EDI was first introduced in the 1960s as a way for companies to exchange
business documents electronically.
 Over time, the standardization of EDI formats and protocols has enabled
businesses to integrate their internal systems with those of their trading
partners, improving efficiency and reducing errors.

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 EDI transactions can include purchase orders, invoices, shipping notices, and
other business documents.
 The EDI standard defines the format and content of these documents, ensuring
that they are easily interpreted by both the sender and the receiver.
 EDI has become an important part of many businesses, particularly those in the
supply chain and logistics industries.
 It allows for faster and more accurate processing of transactions, leading to
improved customer satisfaction and increased profits.
 Electronic Data Exchange is the direct exchange of data and important business
documents through the Internet and in a very professional manner.
 Two different companies sitting at the extreme corners of the world can very
easily interchange information or documents (like sales orders, shipping
notices, invoices, etc) with the help of EDI.
EDI Documents:
The most common documents exchanged via EDI are:
 Invoices
 Purchase Orders
 Financial Information letters
 Transaction Bills
 Shipping requests and notifications
 Acknowledgment and feedback
 Transcripts
 Claims
 Business Correspondence letters
EDI Users:
 Central and state government agencies
 Industry
 Banking
 Retailing
 Manufacturing
 Insurance
 Healthcare
 Automotive
 Electronics
 Grocery
 Transportation

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 History of EDI
 Edward Guilbert is known to be the father of electronic data exchange,
introduced EDI back in the 1960s in the supply chains.
 The US Transportation industry implemented EDI for better communication
among different companies. In 1985, the UN created EDIFACT EDI for better
reach of Global technology.
 Approximately 12000 companies started using EDI in the US. The US grocery and
automobile industry very swiftly accepted EDI due to the easy process and
standard form of data exchange.
 In today’s time, with following EDI’s compliance, the big and major companies
are using EDI for their communication among businesses.
 Examples of EDI include Purchase orders, invoices, shipping statuses, payment
information, and so on.
How EDI works?
The data or the information that one company sends the other first gets
prepared to be sent, and then the information/document is translated into EDI
format. The document is then connected and transmitted to the other business,
the connection is direct and point to point.

Uses of EDI: EDI is widely used in various industries for exchanging business
documents electronically. Some of the common uses of EDI are:

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 Order Processing: EDI allows companies to exchange purchase orders and
sales orders electronically, eliminating the need for manual data entry and
reducing errors.
 Invoicing: EDI can be used to exchange invoices electronically, reducing the
time and cost associated with paper-based invoicing.
 Shipping and Receiving: EDI can be used to exchange shipping notices and
receiving documents, enabling companies to track the movement of goods in
real-time.
 Inventory Management: EDI can be used to exchange inventory information,
enabling companies to manage their inventory levels more effectively.
 Supply Chain Management: EDI is used extensively in the supply chain
management process, enabling companies to exchange information with their
suppliers, distributors, and customers.
 Healthcare: EDI is used in the healthcare industry to exchange patient data,
claims, and other healthcare-related information between healthcare providers,
insurance companies, and government agencies.
 Financial Transactions: EDI can be used to exchange financial transactions
such as payment advice and remittance advice, reducing the time and cost
associated with manual payment processing.
Advantages of EDI:
There are several advantages to Electronic Data Interchange:
 The paper usage reduced: The expense of storing, printing, recycling, reduces
up to the maximum amount due to the EDI.
 Improved quality of Data: The data entry errors are reduced due to EDI.
 Speed Increases: The best advantage is the increase in the speed of the data
interchange. With everything going online, the speed of the information
transfer increases exponentially.
 Security: By following the Protocols and the standard rules, the security of all
the important documents is always secure and safe.
 Information accuracy: Since the information exchanged is based on standards
agreed by the sender and receiver both, the correct information is always
transferred regardless of where they belong to.
 Less Cost: With very less errors, fast response time, everything becoming
automated, and no use of paper, the cost automatically reduces.
Disadvantages of EDI:
 The initial setup of the EDI is very Time-consuming.
 EDI standards keep on changing after some amount of time.

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 A very systematic and proper back up is required as the entire data relies on
EDI.
 The setup and maintenance of the EDI is very expensive.

HTTP:
 HTTP stands for Hyper Text Transfer Protocol. Tim Berner invents it. Hyper Text is
the type of text that is specially coded with the help of some standard coding
language called Hyper Text Markup Language (HTML). HTTP/2 is the new version
of HTTP. HTTP/3 is the latest version of HTTP, which is published in 2022.
 The protocol used to transfer hypertext between two computers is known as
Hyper Text Transfer Protocol.
HTTP provides a standard between a web browser and a web server to establish
communication.
 It is a set of rules for transferring data from one computer to another. Data such
as text, images, and other multimedia files are shared on the World Wide Web.
 Whenever a web user opens their web browser, the user indirectly uses HTTP. It
is an application protocol that is used for distributed, collaborative, hypermedia
information systems.
World Wide Web Communication
The World Wide Web is about communication between web clients and
web servers. Clients are often browsers (Chrome, Edge, Safari), but they can be any
type of program or device.
Servers are most often computers in the cloud.

HTTP Request / Response

Communication between clients and servers is done by requests and responses:
1. A client (a browser) sends an HTTP request to the web.
2. A web server receives the request.
3. The server runs an application to process the request.
4. The server returns an HTTP response (output) to the browser.
5. The client (the browser) receives the response.
The HTTP Request Circle
A typical HTTP request / response circle:
1. The browser requests an HTML page. The server returns an HTML file.

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 2. The browser requests a style sheet. The server returns a CSS file.
3. The browser requests a JPG image. The server returns a JPG file.
4. The browser requests JavaScript code. The server returns a JS file
5. The browser requests data. The server returns data (in XML or JSON).

XHR - XML Http Request

 All browsers have a built-in XMLHttpRequest Object (XHR).
 XHR is a JavaScript object that is used to transfer data between a web browser
and a web server.
 XHR is often used to request and receive data for the purpose of modifying a
web page.
 Despite the XML and Http in the name, XHR is used with other protocols than
HTTP, and the data can be of many different types like HTML, CSS, XML, JSON,
and plain text.
The XHR Object is a Web Developers Dream, because you can:
 Update a web page without reloading the page
 Request data from a server - after the page has loaded
 Receive data from a server - after the page has loaded
 Send data to a server - in the background

TCP/IP MODEL:
 The TCP/IP model is a fundamental framework for computer networking. It stands
for Transmission Control Protocol/Internet Protocol, which are the core protocols of
the Internet.

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 This model defines how data is transmitted over networks, ensuring reliable
communication between devices.
 It consists of four layers: the Link Layer, the Internet Layer, the Transport Layer, and
the Application Layer. Each layer has specific functions that help manage different
aspects of network communication, making it essential for understanding and
working with modern networks.
 TCP/IP was designed and developed by the Department of Defense (DoD) in the
1960s and is based on standard protocols.
 The TCP/IP model is a concise version of the OSI model. It contains four layers,
unlike the seven layers in the OSI model. In this article, we are going to discuss the
TCP/IP model in detail.
What Does TCP/IP Do?
The main work of TCP/IP is to transfer the data of a computer from one device to
another. The main condition of this process is to make data reliable and accurate
so that the receiver will receive the same information which is sent by the sender.
To ensure that, each message reaches its final destination accurately, the TCP/IP
model divides its data into packets and combines them at the other end, which
helps in maintaining the accuracy of the data while transferring from one end to
another end.
Difference between TCP and IP

TCP (Transmission Control

Feature Protocol) IP (Internet Protocol)

Ensures reliable, ordered, and Provides addressing and

Purpose error-checked delivery of data routing of packets across
between applications. networks.

Type Connection-oriented Connectionless

Manages data transmission Routes packets of data from

Function between devices, ensuring data the source to the destination
integrity and order. based on IP addresses.

Yes, includes error checking and No, IP itself does not handle
Error Handling
recovery mechanisms. errors; relies on upper-layer

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 TCP (Transmission Control
Feature Protocol) IP (Internet Protocol)

protocols like TCP.

Yes, includes flow control

Flow Control No
mechanisms.

Congestion
Yes, manages network congestion. No
Control

Breaks data into smaller packets

Data Breaks data into packets but
and reassembles them at the
Segmentation does not handle reassembly.
destination.

Header Size Larger, 20-60 bytes Smaller, typically 20 bytes

Does not guarantee delivery,

Reliability Provides reliable data transfer
reliability, or order.

Transmission
Yes, acknowledges receipt of data
Acknowledgm No
packets.
ent

How Does the TCP/IP Model Work?

Whenever we want to send something over the internet using the TCP/IP
Model, the TCP/IP Model divides the data into packets at the sender’s end and the
same packets have to be recombined at the receiver’s end to form the same data,
and this thing happens to maintain the accuracy of the data. TCP/IP model divides
the data into a 4-layer procedure, where the data first go into this layer in one
order and again in reverse order to get organized in the same way at the receiver’s
end.

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The 4 layers of the TCP/IP model
TCP/IP functionality is divided into the following four layers, each of which includes
specific protocols:
1. Application layer. The application layer is the top layer and provides
applications with standardized data exchange. Its protocols include HTTP, FTP,
Post Office Protocol 3 (POP3), SMTP, DNS, Dynamic Host Configuration Protocol
and SNMP. At the application layer, the payload is the actual application data.
2. Transport layer. The transport layer is responsible for maintaining end-to-end
communications across the network. TCP handles communications between
hosts and provides flow control, multiplexing and reliability. The transport
protocols include TCP and User Datagram Protocol (UDP), which is sometimes
used instead of TCP for special purposes.
3. Internet layer. The internet layer, also called the network layer, deals with
packets and connects independent networks to transport the packets across
network boundaries. The network layer protocols are IP and Internet Control
Message Protocol, which are used for error reporting.
4. Network link layer. The network link layer, also known as the network interface
layer or data link layer, consists of protocols that operate only on a link -- the
network component that interconnects nodes or hosts in the network. The
protocols in this lowest layer include Ethernet for local area networks
and Address Resolution Protocol.

HTML:
HTML stands for Hyper Text Markup Language, which is the most widely used
language on Web to develop web pages. HTML is a markup language
for describing web documents
 HTML stands for Hyper Text Markup Language
 A markup language is a set of markup tags
 HTML documents are described by HTML tags
 Each HTML tag describes different document content
 The markup tags tell the Web browser how to display the page
 An HTML file must have an or html file extension
Designing Homepage:
 A home page is a webpage that serves as the starting point of website. It is
the default webpage that loads when you visit a web address that only
contains a domain name.
 A markup language is a computer language that uses tags to define elements
within a document. It is human-readable, meaning markup files contain

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 standard words, rather than typical programming syntax. While several
markup languages exist, the two most popular are HTML and XML.
 HTML is a markup language used for creating web pages. The contents of
each webpage are defined by HTML tags. Basic page tags, such
as <head>, <body>, and <div> define sections of the page, while tags such
as <table>, <form>, <image>, and <a> define elements within the page.
Most elements require a beginning and end tag, with the content placed
between the tags.
 It is a universal language to design a static web page. It is machine
independent, and all Internet browsers accept the HTML code.

HTML Documents:
Using HMTL we can create static web pages. Every Html documents has the following
two sections:
1. Head
2. Body
 An opening <html> tag should appear first and a closing </html> tag should
appear at the bottom of the document. Every other bit of HTML should
appear between those two tags.
 The head element is the first element to appear after the opening html tag. In
the document head we place things like the page title.
 The HTML <body> tag defines the main content of the HTML document or
the section of the HTML document that will be directly visible on your web
page. This tag is also commonly referred to as the <body> element.
 The <body> element contains all the contents of an HTML document, such as
text, hyperlinks, images, tables, lists, etc.
HTML Tags:
HTML tags are keywords (tag names) surrounded by angle brackets:
<tagname>content</tagname>
 HTML tags normally come in pairs like <p> and </p>
 The first tag in a pair is the start tag, the second tag is the end tag
 The end tag is written like the start tag, but with a slash before the tag name
HTML is a markup language and makes use of various tags to format the content.
These tags are enclosed within angle braces <Tag Name>. Except few tags, most of
the tags have their corresponding closing tags. For example <html> has its closing
tag </html> and <body> tag has its closing tag </body> tag etc.
Above example of HTML document uses following tags:

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Tag Description

<!DOCTYPE...> This tag defines the document type and HTML version.

<html> This tag encloses the complete HTML document and mainly comprises
of document header which is represented by<head>...</head> and
document body which is represented by <body>...</body> tags.

<head> This tag represents the document's header which can keep other HTML
tags like <title>, <link> etc.

<title> The <title> tag is used inside the <head> tag to mention the document
title.

<body> This tag represents the document's body which keeps other HTML tags
like <h1>, <div>, <p> etc.

<h1> This tag represents the heading.

<p> This tag represents a paragraph.

<b> BOLD tag is specifying <b>bold section</b> within the text document.

<hr> This the horizontal rule tag. It instructs the browser to insert a paragraph
break into the content with a line separating the paragraphs. The browser will
automatically adjust the line to fill the witdth of the display window.
<i> ... </i> The text between these tags will be in italics. The <em> ... </em> tag
will also make the text look italic.
<b> ... </b> The text between these tags will be bold. The <strong> ...
</strong> tag usually does the same thing.
<ul> ... </ul> The ul tag specifies an unordered type list.
<ol> ... </ol> The ol tags represent the ordered type lists. It is set up in your html
file like the ul tags.

XML:
 XML stands for eXtensible Markup Language
 XML is a markup language much like HTML
 XML was designed to store and transport data
 XML was designed to be self-descriptive
 XML is a W3C Recommendation.

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  XML is a software- and hardware-independent tool for storing and
transporting data.
The Difference between XML and HTML
XML and HTML were designed with different goals:
 XML was designed to carry data - with focus on what data is
 HTML was designed to display data - with focus on how data looks
 XML tags are not predefined like HTML tags are..
 XML Does Not Use Predefined Tags
 The XML language has no predefined tags.
The tags in the example above (like <to> and <from>) are not defined in any XML
standard. These tags are "invented" by the author of the XML document.
HTML works with predefined tags like <p>, <h1>, <table>, etc.
With XML, the author must define both the tags and the document structure.

XML is Extensible
Most XML applications will work as expected even if new data is added (or
removed). Imagine an application designed to display the original version of note.xml
(<to> <from> <heading> <body>).
Then imagine a newer version of note.xml with added <date> and <hour> elements,
and a removed <heading>.
The way XML is constructed; older version of the application can still work:

<note>
<date>2015-09-01</date>
<hour>08:30</hour>
<to>Tove</to>
<from>Jani</from>
<body>Don't forget me this weekend!</body>
</note>

ELECTRONIC COMMERCE WITH WWW:

The Internet provides an opportunity to create markets, and serve customers
in ways hitherto unimaginable. A couple of years ago many viewed electronic
commerce as simply trading using online networks and EDI (Electronic Data
Interchange). For them, the Internet was "totally irrelevant and unsuitable for
electronic commerce". Their views have changed! Many large companies and retailers
are now flocking to the Internet. Many have suffered set-backs through rishing into
this new medium carrying over baggage from established practices, This briefing sets

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out the scope of Internet commerce, indicates the opportunities and challenges, and
gives insights into the strategies of the entrepreneurs who are succeeding.

What is Internet Commerce?

Internet Commerce is the use of the Internet for all phases of creating and
completing business transactions. Various surveys suggest that the amount of
business conducted online will increase ten-fold over the next few years, from
around $500 million in 1996 to over $6 billion in 2000. However, this still represents
less than 10 per cent of the business conducted by mail order.
In our view too much focus of electronic commerce to date has been put on carrying
out the final transactional phases - the ordering and payment. While such a
perspective is all right when there are established supply chains for regular and
routine purposes, this overlooks the wider perspective. It is often said, that the formal
placement of an order is preceded by as many as 30 previous information exchanges.
Thus, in its broadest sense we view Internet Commerce as also including:
 The full sales and marketing cycle - for example, by analyzing online
feedback to ascertain customer's needs
 Identifying new markets - through exposure to a global audience through
the World Wide Web
 Developing ongoing customer relationships - achieving loyalty through
ongoing email interaction
 Assisting potential customers with their purchasing decision - for example
by guiding them through product choices in an intelligent way
 Providing round-the-clock points of sale - making it easy for buyers to
order online, irrespective of location
 Supply Chain Management - supporting those in the supply chain, such as
dealers and distributors, through online interaction
 Ongoing Customer Support - providing extensive after-sales support to
customers by online methods; thus increasing satisfaction, deepening the
customer relationship and closing the selling loop through repeat and
ongoing purchases.

Advantages and Disadvantages of Internet:

Advantages of Internet Disadvantages of Internet

Accessibility to information Gives Complexity and False Information

Easy and faster communication Unavailability due to difficult weather

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Provides knowledge and surplus Leads to the insecurity of information and data
information about services loss

Allows online payments and digital

Bigger Workload and Complex Designing
marketing

Efficient for business & organizational Expensive when done at the organizational
growth level

Leads to mass communication among Prone to cyber threats, cyber-attacks, and

people violations

Facilitates social networks to increase This may lead to hate and fake information,
development and collaboration which may cause reputational harm

Enhances security in banking sector and Reliability and security exist, but the internet is
feasible solutions to issues more prone to cyber threats

ONLINE MARKETING:
Online marketing, also known as digital marketing or internet marketing, is a
form of marketing that uses the internet and technology to connect with potential
customers. Traditional marketing channels include billboards, radio, print, and
television, while online marketing shows up in social media, websites, emails, and
other forms. The methods, strategies, and channels that fall under the umbrella of
online marketing are diverse, but they all seek to use the internet to connect to larger
and more targeted audiences.
Online marketing benefits
In the same way that the internet has changed how we live, think, and communicate,
it has opened up new possibilities and new benefits to marketers. In addition to
offering a wider reach, online marketing is:
 Cost-effective: Digital messaging can be cheaper and more efficient to
produce than print. It can duplicate faster, and it can be highly targeted to
reach only the most relevant audiences, which means it usually offers a strong
ROI.
 Fast: Your audience can act on your messaging right away, giving you a quick
turnaround on your investment.
 Trackable: It’s easy to know whether your audience is clicking, opening
emails, sharing, or making purchases. If you know what isn’t working, you
don’t need to waste time and resources on it. If you know what is working,
you can lean into it.

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  Targeted: Online marketing allows companies to target specific audiences
and customize their messages.
 Personal: Digital methods can be automated and responsive to online
consumer behavior, which means that an unlimited number of individual
customers get timely, relevant, and personalized information.
 Impressive: The content you share online is a chance to demonstrate
expertise and create brand recognition.
 Attractive: Many online marketing methods are inbound, which means that
by creating accessible and appealing content, you can draw in the right
customers rather than blasting and hoping it reaches those who are looking
for it.
ADVANTAGES OF ONLINE MARKETING:
Find Potential Customers
It is easier and more effective to find clients using social media networks. It is
essential to learn more about your target users. Understanding their interests,
requirements, and preferences will result in an effective marketing plan. For example,
using Instagram and Facebook insight on the app, you may examine statistical data
on your followers' age, gender, and so on. You may target your audience correctly.
Global Reach
While conventional offline marketing is geographically confined, online
marketing is not. This makes it possible to and economically creates worldwide
marketing campaigns. By launching an e-store, even a small firm may reach a global
audience. Businesses may obtain worldwide awareness and reach with a bit of
innovation.
Easy to set up and manage
Organizing and setting up accounts for all social and online platforms is
simple and free. Opening and organizing an account on internet platforms takes
basic understanding. Anyone with a mobile phone may quickly start up an internet
campaign.
Cost Effective
One of the main benefits of online marketing is this. Small and medium-sized
enterprises find it difficult to finance billboards, television and radio advertisements,
etc. However, specific tactics are cost-effective, such as search engine optimization
(SEO), pay-per-click (PPC), content marketing, etc. Online retail stores have far lower
startup and ongoing costs than traditional brick-and-mortar establishments.
Personalization
Digital marketing's interaction and feedback-gathering capabilities make it a
more successful strategy. Connecting with the audience and providing them with a

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product that meets their requirements builds brand loyalty and reputation. Digital
marketing offers a platform for individualized marketing by providing personalized
content for clients. The objective is to make consumers believe that the firm is
serving their needs.
Measurement of Performance
Online technology such as analytics, pay-per-click, and SEO make it easy to
determine the effectiveness of your marketing. It simplifies the interpretation of data
by analyzing numerous trackers such as impressions, likes, and shares.
Generates higher profits
According to a study, online lead generation helps organizations expand more
quickly. Furthermore, because they can contact customers at the appropriate time, in
the right location, and with the correct information, they can convert consumers
more effectively. All of this enables firms to increase their earnings through web
marketing.
24/7 Available Service
With online marketing, time restrictions are no longer an obstacle. Customers
no longer need to wait for your business to open before purchasing. Thanks to
internet marketing, they now have the freedom to surf your website or app whenever
they want. This c is a chance to raise brand recognition among potential customers.
Quick Response
The secret of the success of online marketing and widespread adoption is
speed and fast response. You may instantly respond to your audience no matter how
far away they are.
DISADVANTAGES OF ONLINE MARKETING
Global Competence
Every firm may now access a worldwide audience through online marketing.
This also implies that you'd have to compete on a worldwide scale. You'll need to
devise and implement strategies to compete with multiple rivals attempting to reach
the same audience. To catch customers' attention, you must stand distinct from the
crowd.
Negative comments and reviews
Any unfavorable comments about your brand may be found on social media
sites and review websites when it comes to online digital marketing.
If a consumer has an unpleasant experience with your company and decides to write
a negative comment about it, it might build an unfavorable impression of your
company's brand.

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Skill and training are required.
A lot of training and knowledge are needed to become a digital marketer.
Because digital marketing is always evolving, it is essential to keep updated with
technology.
Many organizations and corporations use digital marketing firms to assist them with
their internet marketing tactic. Because there are several techniques, tools, and
contests associated with online digital marketing.
Security and Privacy issues
Security and privacy are the primary needs for brands and organizations
carried out by digital marketers.
Customer data security and privacy are two major challenges in internet marketing.
Because of this, people are hesitant to sign up for new internet and social media
platforms, making it extremely challenging for businesses to attract new customers.
Inaccessibility
Even though web marketing provides companies with a worldwide reach, only
some places or people on the planet can be reached by it, for instance, in remote
locations with weak internet connections or a lack of internet service providers.
Additionally, digital marketing cannot reach those who are uneducated or elderly
and do not utilize the internet.
One can copy strategies.
It takes no effort at all to duplicate your marketing techniques. Competitors
are prone to piracy. Protecting your marketing strategy and campaign from
competitors is important.
Time Consuming
Online marketing's biggest flaw is how time-consuming it is. You'll learn
through time what works and doesn't for your brand. Once you've organized your
techniques, you may employ the appropriate time-saving methods. So, before you
begin online marketing, you must have a solid plan that includes effective
techniques.
Internet scamming
An unauthenticated party may employ dishonest and deceptive practices, such
as utilizing a brand's trademarks & logos in their marketing, to defraud established
businesses. This has the potential to tarnish the reputation of the concerned
established company. Additionally, it may result in some financial loss. The outcomes
of such events may also be
beyond your control.

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Technical issues
You lose web traffic when you have technical issues like a sloppy website
design, sluggish loading speed, website outage, poor site accessibility, SEO, etc.
When such problems arise, customers turn to your competitors, who are technically
proficient and provide a flawless online experience.
E –ADVERTISING:
Electronic advertising, also known as e-advertising or online advertising, refers
to the promotion of products or services using digital technologies such as the
Internet, mobile devices, and social media platforms.
Why use electronic advertising mediums?
E-advertising has become an essential part of the marketing mix for
businesses of all sizes. It provides an effective way to reach a broad audience and
target specific demographics or interests. E-advertising offers benefits such as
targeted advertising, cost-effectiveness, real-time results, and increased visibility and
reach.
What is the impact of e-advertising?
E-advertising has had a profound impact on the marketing industry, offering
businesses new opportunities to reach and engage with their target audience. The
rise of e-advertising has led to increased competition, improved targeting, and
greater customer engagement. Additionally, e-advertising has enabled businesses to
enhance the customer experience and build stronger relationships with their
customers through personalized messaging and tailored recommendations.
However, the use of personal data for targeted advertising has also raised concerns
about data privacy and transparency. Overall, the impact of e-advertising has been
largely positive, but it is important for businesses to navigate the challenges and
considerations associated with this evolving marketing landscape.
Types of Electronic Advertising
There are various types of electronic advertising that businesses use to promote their
products or services. Some of the most common types include:
1) Social Media Advertising
This type of advertising allows businesses to reach their target audience on social
media platforms like Facebook, Instagram, and Twitter. Social media advertising can
take many forms, such as sponsored posts, display ads, and video ads.
2) Content Marketing
Content marketing involves creating and sharing valuable content, such as blog
posts, articles, and videos, to attract and retain customers. Content marketing is often
used to establish thought leadership, build brand awareness, and drive traffic to a
website.

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3) Search Engine Marketing
Search engine marketing involves placing ads on search engines like Google and
Bing to target customers who are actively searching for products or services related
to the business. This type of advertising can be highly effective in reaching customers
who are ready to make a purchase.
4) Display Advertising
Display advertising involves placing ads on websites and mobile apps to reach a
broad audience. Display ads can be in the form of banner ads, pop-up ads, and video
ads and are often used to build brand awareness and drive traffic to a website.
5) Email Marketing
Email marketing involves sending promotional messages and newsletters to a list of
subscribers who have opted-in to receive communication from the business. Email
marketing is often used to nurture leads, promote sales, and build relationships with
customers.
Advantages of Electronic Advertising
Electronic advertising, also known as digital advertising, has become an essential
component of modern marketing strategies. Here are four advantages of electronic
advertising:
1) Targeted Advertising
2) Cost-Effective
3) Greater Reach
4) Interactivity

E-MAIL:
Email stands for Electronic Mail. It is a method to send messages from one
computer to another computer through the Internet. It is mostly used in business,
education, technical communication, and document interactions. It allows
communicating with people all over the world without bothering them. In 1971, a
test email was sent Ray Tomlinson to himself containing text. It is the information
sent electronically between two or more people over a network. It involves a
sender and receiver/s.
Components of an E-mail:
A mail message transfer agent is software that transfers emails between the
computers of a sender and a recipient. No two email addresses can be identical, as
each complete address must be unique. Typically, an email message consists of two
main components: header and body.

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Header
Each email message comes with a header that's structured into various fields.
These fields contain important information regarding the sender and the recipient(s).
However, the content of the email header varies, depending on the email system
being used. Typically, an email header contains the following information:
 Subject. This provides a summary of the message topic and is displayed in a
separate line above the message body. For example, a subject line might say
"Company mission statement" or "Employee Stock Purchase Plan."
 Sender (From). This field is the sender's email address. A display name can also
be shown instead if it's associated with the email address. Most email clients fill
out this field automatically.
 Date and time received (On). This field shows the local time and date when the
message was composed. It's a mandatory header field that's filled automatically
by most email clients.
 Reply-to. If a user clicks on the Reply button, this field automatically populates
the message with the sender's email address, which now becomes the
"recipient."
 Recipient (To). This field shows the first and last name of the email recipient, as
configured by the sender.
 Recipient email address. This is the email address of the recipient or where the
message was sent.
 Carbon copy (CC). The carbon copy field includes the email addresses of the
people who need to receive the email but aren't expected to reply. When a
person presses Reply All, all of the CC addresses receive the response.
 Blind carbon copy (BCC). If a sender doesn't want their recipient to find out
who else received the email, they could use the BCC field to enter those
addresses. The addresses in the BCC list don't receive responses when someone
presses Reply All.
 Attachments. This field contains any files that are attached to the message.

Body
This is the content of the email. It may contain anything the user wishes to
send, including text, videos or file attachments. Depending on the email client used,
the email body can be formatted in either plain text or HTML. While plain text
messages can't contain special formatting or multimedia elements, HTML emails
enable special formatting and inclusion of multimedia options within the body of the
message. The message body may also include signatures or automatically generated
text that the sender's email system inserts.

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Advantages of E-Mail:
1. Convenient and fast communication with individuals or groups globally.
2. Easy to store and search for past messages.
3. Ability to send and receive attachments such as documents, images, and
videos.
4. Cost-effective compared to traditional mail and fax.
5. Available 24/7.

Disadvantages of E-Mail:
1. Risk of spam and phishing attacks.
2. Overwhelming amount of emails can lead to information overload.
3. Can lead to decreased face-to-face communication and loss of personal touch.
4. Potential for miscommunication due to lack of tone and body language in
written messages.
5. Technical issues, such as server outages, can disrupt email service.
6. It is important to use email responsibly and effectively, for example, by keeping
the subject line clear and concise, using proper etiquette, and protecting
against security threats.

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