CHAPTER-5

E-Marketing, E-Advertisement
and E-Branding
 Marketing
• Marketing is the process of intentionally stimulating
demand for and purchases of goods and services;
potentially including selection of a target audience.
• The action or business of promoting and selling
products or services, including market research and
advertising.
• Marketing management is the art and science of
choosing target markets and getting, keeping and
growing customers through creating, delivering and
communicating superior customer value.
• The marketing activities include the coordination of
four elements called the four Ps of marketing.
– Identification , selection and development of product.
– Determination of its price.
– Selection of a distribution channel to reach the customer’s
place.
– Development and implementation of promotional strategy.
• Objectives of marketing
– Increase sales.
– Build brand awareness.
– Grow market share.
– Launch new products or services.
– Target new customers.
– Enter new markets internationally or locally.
– Enhance customer relationships.
 Functions
• Marketing functions are the foundation for the work that
marketing professionals do.
• Here are the seven marketing functions
• Marketing information management
– Marketing research is about gathering information concerning
our target customers. It's important to collect and store data,
such as customer preferences and demographics.
• Financing
– Financing is a marketing function that involves securing, funding
to create marketing campaigns. It's important for marketing
teams to secure enough availability in their annual budget to
improve previous marketing campaigns.
• Pricing
– It’s necessary to set a correct price for the product and
services of a company. High price of a product might
loose customers whereas low price might have the
consequences of finance lose of company
• Promotion
– Promotion is all about advertising our products and
services to attract new customers and keep existing
customers. Promotion may include any of the following
strategies:
• Email marketing
• Social media advertisements
• Public relations
• Digital or print advertising etc
• Product management
– Product management includes the development, design and
improvement of the products. This involves listening to customers
and responding to their wants and need regarding services and
product.
• Distribution
– Distribution is the process of transporting your company's
products or services to your customers. There are several physical
and digital methods of distribution, including:
• Online stores
• Catalogs or magazines
• Sales calls
• Retail stores
• Wholesalers
• Selling
– The last function of marketing involves selling. It is only possible if
the product or services of a company satisfy the customer’s need
 Traditional marketing and e-marketing
 Traditional marketing
• Traditional marketing refers to a form of promotion that reaches an
audience offline. Companies use marketing channels such as print,
broadcast, telemarketing or direct mail to engage their audience and
broaden their reach.
• Most traditional marketing strategies fall under four categories:
Print, Broadcast, Direct Mail and Telephone.
– Print marketing is the oldest form of traditional marketing which refers to
advertising in paper form like newspaper, magazines, newsletters and other
printed materials.
– Broadcast marketing includes television and radio advertisements, which is
like advertising through entertainments.
– Direct mail marketing uses printed material like postcards, letters,
catalogues.
– Telephone marketing or telemarketing is the practice of delivering sales
messages over the phone to convince consumer to buy product or services.
 Advantages and disadvantages of
traditional marketing
• Reach local audience: Use of traditional marketing can
make your task easy to reach the local audience. Radio is
definitely the best option and the quickest way to
advertise your business and put across your message.
• Familiar marketing mode: Traditional marketing is a
familiar mode of advertisement for older people and
businessmen, as they don’t need any explanation about
the promotional material. It involves simple technique to
reach customers.
• Face To Face Selling: Unlike social marketing people have
the opportunity to meet their salesman face to face.
 Disadvantage
• Static text: In traditional marketing, static text is used for advertisement.
For example, if you place an ad for your product in a newspaper and you
run out of stock, then you cannot edit your ad, and there will be many
unhappy customers, and in this method, you cannot interact with the
customer. But in digital marketing, you can immediately update your
page or site about the stock and let your customers know about the
situation.
• Expensive compared to online marketing: For putting ads on
newspapers, or distributing any pamphlet, you need to pay for it every
time you plan for running a campaign. But in online marketing, for any
changes in the website, you don’t require any additional costs.
• Customized Marketing not possible: In traditional marketing, the specific
customer cannot be targeted; the only specific market can be targeted.
• Provide less information: In traditional marketing, it is difficult to present
complex pricing options and offers for the product.
 E marketing(Online marketing)
• E marketing is also known as internet marketing, web marketing,
digital marketing, online marketing.
• E marketing is the marketing of products using electronic technology
to determine the consumer market.
• E marketing compasses all the activities a business view WWW with
the aim of attracting new business.
• It is a process of planning and executing the conception, distribution,
promotion, and pricing of products and services in a computerized,
networked environment, such as the Internet and the World Wide
Web, to facilitate exchanges and satisfy customer demands.
• Internet marketing is the process of promoting a business or brand
and its products or services over the internet using tools email
marketing, search marketing, social media marketing, display
advertising and mobile advertising that help drive traffic, leads, and
 Features of E-marketing

• Internet marketing allow global marketing

facility
• It is less expensive
• It makes marketing easier
• Sell your products and services and encash your
bills from anywhere.
• It increases the choice of products, services and
sellers.
• Vast availability of information
 Advantages
• The benefits of digital marketing include:
1. Global Reach to Audience:
– Online Digital advertising and marketing help organizations and
people to reach the audience globally easily.
– A website allows you to find new markets and trade globally for
only a small investment.
2. No Time Barriers:
– Times are not any more barriers to marketing with online
digital marketing.
3. Online Digital Marketing is Cost-Effective:
– Online digital marketing saves a lot of money for the business
and companies to reach their targeted audiences compared to
4. Easy to Setup and Manage:
– Organizing and setup up the accounts of all social media and online platforms are very
easy and free. It requires an average knowledge to open and organize an account on
online platforms.
– Anyone can set up and run an online campaign through their mobile phones easily.
5. Online Sale:
– Online digital advertising and marketing campaigns can impact the purchases decision
of the customers.
6. Online Digital Marketing is Super-Fast:
– With the help of online digital marketing, you can reach your right audience in less
time and effort.
7. Traceable, measurable results :
Measuring your online marketing with web analytics and other online metric tools
makes it easier to establish how effective your campaign has been. You can obtain
detailed information about how customers use your website or respond to your
advertising.
8. Less Risky:
– One of the good things about online digital marketing is it doesn’t involve too many
risks.
– As compared to traditional marketing, Television, Newspaper Advertisements,
Billboards, and many others, online digital marketing and social media marketing are
much cheaper.
 Disadvantages
1. Negative Feedback and Review:
– In online digital marketing, any negative feedback,
review, or criticism about your brand can be visible
throughout review websites and social media platforms
2. Global Competition:
– As with the help of online digital marketing you can
reach your audience globally, you also come in against
global competition.
– It means that you are going against a large number of
competitors who are also targeting the same audience.
3. Different skills and Training:
– For online digital marketing, you need proper skills and
training in online digital marketing tools and strategies.
4. Reliance on technology:
– Online digital marketing is completely based on modern
technological devices, gadgets, and internet technology.
– Without the usage of technology and the internet, you cannot do
online digital marketing.
5. Security and Privacy Issues:
– Security and privacy is the main requirement are the main
requirements for the brands and businesses executed by the digital
marketer.
– Customer data security and privacy are some of the major issues in
online digital marketing.
6. Maintenance Cost:
Online digital marketing reduces many costs, but it can increase the
cost of buying tools and maintenance costs.
7. Other disadvantage is cash on delivery system
Since it does not guarantee the 100% purchase of product.
 Guidelines to prepare the good website and
maintaining a website
• 1. Keep the design simple, fresh and unique.
– As the first thing potential customers see when they visit your
website, the homepage is typically the most important part of a
small business’s Web design. Make sure your homepage answers
the critical questions new visitors will be asking, including who you
are, what your business is and what can they do on your website.
• 2. Consider that your visitors might be visiting from laptops,
tablets and mobile phones.
– Avoid designing pages for a large monitor size or pages that use
more complex features such as Flash animation or navigation. Keep
it simple and clean so your site is optimal for any device a visitor
might be using.
• 3. Showcase your products and services.
– Make sure that your homepage clearly showcases the product or
• 4. Consider site load times.
– People are often impatient when browsing websites, and
slow load times can determine whether people will be
willing to buy your products or services or want to learn
more about your company. Make sure that you audit your
site’s performance on a regular basis by checking load times,
site speed, correct formatting and continuity with the text
and images.
• 5. Make your site easily accessible.
– Consider how people with slower Internet connections will
view your site and what you can do to improve their
experience.
 Guidelines to maintain website
• Website maintenance is the act of regularly checking our website
for issues and keeping it updated and relevant. This should be done
on a consistent basis in order to keep our website healthy,
encourage continued traffic growth, and strengthen our SEO.
i) Backing of Website
– Backing up our website is something we should do all the time, especially
if we are the type that uses the online interface of our store or blog to
make changes
ii) Update Regularly
– Updating your site by posting about recent company events, promotions,
or news will make your business more likeable to your consumers.
iii) Give it a Makeover
– People often judge a website based on its homepage and overall design. If
your website is done poorly, has many formatting and text errors, and
contains broken links, then don’t be surprised when nobody’s visiting.
iv) Review your content
Are you connecting to your audience effectively? How should you
create your content so that you’ll engage readers and turn them into
customers? These are just some of the questions you have to keep in
mind when you have to maintain your website’s content.
v) Search engine results
SEO or search engine optimization is an important process that will
help deliver a consistent flow of traffic to your site. There are many
ways to optimize your site so your consumers can easily find you. If
you have a lot of time, you can learn how it’s done and do it yourself.
vi) Create a Sense of Community
The internet is a rich hub of information and user opinions. People
today are more willing to share their sentiments on subjects they feel
most connected with. This is why creating a sense of
community within your site is such a good idea to acquire a regular
readership. By including commenting systems with your posts, forums,
you can significantly change how customers perceive your brand.
Conduction online market research
• Online Market Research is a research method
in which the data collection process is carried
out over the Internet. Online Market Research
can be either Qualitative or Quantitative.
• Online research can provide additional
information about a buyer, such as her prior
purchasing history.
Purpose of Online Market Research
• To get a deeper understanding of target audience
– Knowing your target audience is useful to come up with
new product ideas, to develop a better marketing
strategy
• Learn Customer behaviors
– Understanding how your target customers shop online
can help you improve usability of your website and
provide a better customer experience
• Find new business opportunities
– Lots of new business opportunities may available from
which we are unaware
 How to Conduct Market Research
 Market Research is essential for understanding the target customers, market conditions
and competition.
• Conduct keyword research
– Keyword research can help to figure out whether there’s a demand for the product that you want
to sell online. Although high search volumes don’t mean the products idea is profitable.
• Scope out the competition
– It become easy to learn about market by analyzing the competition, so figure out who are main
competitors and scrutinize(examine) them.
• Research current trends
– Here are the two questions to uncover the market condition about that product
• Is the interest in this product declining, stable or growing?
• Is the interest in this product seasonal or does it remain the same all year?

• Utilize social media

– Social media is the place where people broadcast their complaints, wishes and preferences. By
following influencers and monitoring relevant hashtags it is possible to find peoples interest on
that specific product or services.
• Build an online ecommerce store
– To actually know about the market, you need to move from theory to practice. Once you
• Steps to follow while conducting online research
• 1. Define the Problem or Opportunity
– The most important part of the marketing research process is defining the problem. This
will help your organization clarify the overarching problem or opportunity, such as how
to best address the loss of market share or how to launch a new product to a specific
demographic
• 2. Develop Your Marketing Research Plan
– After you’ve examined all potential causes of the problem, it’s time to build the research
plan. Your research plan can be overwhelming to create because it can include any
method that will help you answer the research problem or explore an opportunity
identified in step one.
• 3. Collect Relevant Data and Information
– In marketing research, most of the data you collect will be quantitative (numbers or
data) versus qualitative, which is descriptive and observational. Ideally, you will gather a
mix of the two types of data. When collecting data, make sure it’s valid and unbiased.
• 4. Analyze Data and Report Findings
– Now that you’ve gathered all of the information you need, it’s time for the fun part:
analyzing the data. Although one piece of information or data might jump out at you,
it’s important to look for trends as opposed to specific pieces of information.
• 5. Put Your Research into Action
– Your research is complete. It’s time to present your findings and take action. Start
developing your marketing strategies and campaigns. Put your findings to the test and
get going! The biggest takeaway here is that, although this round of research is
complete, it’s not over.
 E-Advertisement,
• E-Advertisement, also called as Internet advertising, uses
the internet to deliver the promotional marketing
messages to consumers.
• It includes email marketing, social media marketing, many
types of display advertising (web banner advertising), and
mobile advertising.
• Like other advertising media, online advertising
frequently involves both a publisher, who integrates
advertisements into its online content, and an advertiser,
who provides the advertisements to be displayed on the
publisher's content.
 There are many different types of online advertising - or internet
advertising/web advertising . Some of them are
• Social media advertising
– Social media advertising, or social media targeting, are advertisements
served to users on social media platforms. Social networks utilize user
information to serve highly relevant advertisements based on interactions
within a specific platform. Many company promote their products by posting
frequent updates and providing special offers through their social media
profiles.
• Content marketing
– Content marketing is a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract and retain a
clearly defined audience and ultimately, to drive profitable customer action.
• Search Engine Marketing (SEM)
– Search Engine Marketing is designed to increase the visibility of your website
on the search engine results pages (SERP) by paying to appear on search
engines, such as Google. It is not to be confused with SEO (search engine
optimisation), which is the art of appearing as high as possible within the
search engines without having to pay for it. SEM is often called PPC (pay per
click) and can be used on Google Adwords or Microsoft Bing Ads for example.
The effectiveness of the investment is generally measured by CPC (cost per
• Affiliate marketing
– Affiliate marketing is an advertising model in which a company
pay third-party publishers to generate traffic or leads to the
company’s products and services. The third-party publishers are
affiliates, and the commission fee encourage them to find ways
to promote the company.
• Mobile Advertising
– Mobile advertising is a form of advertising via mobile phones or
other mobile devices. It is a subset of mobile marketing, mobile
advertising can take place as text ads via SMS, or banner
advertisements that appear embedded in a mobile web site.
– With so many of us spending such a big part of our day using
our smartphones, it’s no wonder advertisers are using mobile
advertising to reach their customers. Different types of mobile
specific marketing includes advertising via mobile apps, push
notifications, SMS/text messaging and MMS
• Display Advertising
– Display advertising is when you advertize content usually
made up of photos, videos, graphics or rich media content
which are placed on third party websites, which when
clicked, refer the user back to your own website.
– Digital display advertising is graphic advertising on Internet
websites, apps or social media through banners or other
advertising formats made of text, images, flash, video, and
audio.
– The main purpose of display advertising is to deliver general
advertisements and brand messages to site visitors.
– A display ad is usually interactive(i.e. clickable), which allows
brands and advertisers to engage deeper with the users. A
display ad can also be a companion ad for a non-
clickable video ad.
 A major advantage of online advertising is the quick promotion of product
information without geographical boundary limits. Given below are the
some of the advertisement types
• Compensation
– A significant amount of money is wasted on the first form of online advertising as it
is identical to the old style and offline advertising. We basically pay a fixed fee for
our advert to appear on a website for a fixed time.
• CPM (Cost Per Impression)
– CPM is where advertisers pay for exposure of their message to a specific audience.
CPM costs are priced per thousand impressions. Rather than paying for fixed
amount of time , we pay for fixed number of times that our advert will be
displayed. This number is usually multiple of 1000 and we pay per thousand or pay
per mile.
• CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups)
– CPV is where advertisers pay for the delivery of a Targeted Visitor to the
advertisers website.
• CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay
every time a user clicks on their listing and is redirected to their website.
They do not actually pay for the listing, but only when the listing is clicked
on. CPC differs from CPV in that each click is paid for regardless of whether
the user makes it to the target site.
• Importance of e-advertisements:
1. People increasingly prefer to surf the internet rather than
watch TV or read newspaper.
2. The target audience goes to the advertising, rather than the
other way around.
3. Development of business search engines by companies such
as C2B Technologies, which aim to link buyers with online
bargain sites for over a million products for comparison-
shopping purposes.
4. The Internet is not geographically restricted. Amazon.com
sells 20% of its books to foreign destinations, whereas a physical
book store serves an area of only a few square miles.
5. Yahoo! has a business unit which offers contests and prizes to
online participants, which drive players to the websites of
different clients.
• Examples of online advertising include banner ads, search engine
results pages, social networking ads, email spam, online classified
ads, pop-ups, contextual ads and adware.
• Floating Ad- Ad moves across the screen or floats above the
contents.
• Expanding Ad- Ad changes size and that may alter the content of the
webpage.
• Polite Ad- A large ad will be downloaded in smaller pieces to
minimize the disruption of the content being viewed.
• Wallpaper Ad- Ad that changes the background of the content
being viewed.
• Trick Banner- Ad looks like a dialog box with buttons. Pop-up- A new
window which opens in front of the current one, displaying an
advertisement, or entire webpage.
• Video Ad- Similar to a banner ad, except that instead of the static
or animation image, actually moving video clips are displayed. Map
Ad- Text or graphical linked from, and appearing in or over, a
location on an electronic map such as on Google Maps. Mobile Ad-
 Market Segment
• In marketing, market segmentation is the process of
dividing a broad consumer or business market, normally
consisting of existing and potential customers, into sub-
groups of consumers based on some type of shared
characteristics.
• Market segmentation can help you to target just the
people most likely to become satisfied customers of
your company or enthusiastic consumers of your
content.
• To segment a market, you split it up into groups that
have similar characteristics.
 Types of market segmentation
1. Demographic Segmentation
– Demographic Segmentation is the most common forms.
– It refers to splitting up audiences based on observable,
people based differences.
– These qualities include things like age, gender, marital
status, family size, occupation, education level, income,
race, nationality and religion.
– This segmentation is easy to do as the information is
relatively easily accessible and low-cost to obtain. By
asking customers directly demographic data can be taken.
2. Behavioral Segmentation
– In behavioral segmentation, segmentation of market based
on consumer’s behaviors, especially regarding your
product.
– Behavioral data is useful because it relates directly to how
someone interacts with your brand or products.
– Some types of behaviors to look at include:
• Online shopping habits
• Actions taken on website
• Usage rate(heavy user, medium user, lights user or non-user of
your product)
• Loyalty
3. Geographic Segmentation
– Geographic segmentation is splitting up your market based
on their location/
– It is basic but highly useful segmentation strategy
– A customer’s location can help you better understand their
needs and enable you to send out location specific ads.
– Among several kinds of geographic segmentation, the most
basic is identifying users based on their location such as
country, state.
– Identifying characteristics of the area they live in such as
climate, population density, urban, suburban or rural enable
you to send out location specific ads.
4. Psychographic Segmentation
– Psychographic Segmentation deals with characteristics
that are more mental and emotional.
– These attributes may not be as easy to observe as
demographics but they can give you valuable insight into
your audience's motives, preferences and need.
– This segmentation can help to create content that
appeals more effectively.
– Some example of psychographic characteristics include
personality traits, interests, beliefs, values, attitudes and
lifestyle.
 Measuring the effectiveness of E-
Advertisement
• The main reason why you have to measure the effectiveness of your online
advertising campaigns is that any promotion is an investment. And any investor
wants to know how their invested money is used and — what’s most
important — when they can expect a return.
• Some web-specific metrics
– When a visitor request the page from the website, it is counted as one visit. Further
page loads from the same site are countered as part of the visit for for a specified time.
– The first time a particular visitor loads a website is called trial visit. Subsequent page
loads are called repeat visits.
– Each page loaded by a visitor counts as a page view. If the page contains an ad, the
page load is called an ad view.
– Some web pages have banner ads and each banner ad loads is called impression and if
the visitors click the banner ad to open the advertiser’s page that action is called click
through. Banner ads are often sold on a cost per thousand impressions (CPM).
– By measuring the number of new visitors and number of customer buying for the first
time through click through , the effectiveness is measured.
 TRADITIONAL MARKETING VS ONLINE
MARKETING
TRADITIONAL MARKETING ONLINE MARKETING

The contents is static The content is dynamic

It has limited reach. It has global reach.

It requires a lot of preparation time. It campaign can be implemented much

faster because it is much simpler

It is hard to measure effectiveness. It allows you to measure everything.

Pay for the publication it doesn’t matter if Pay per click (PPC) you pay only when your
the prospects saw your message or not. prospects enters your sight.

It requires big investment. It can be adjusted at an affordable budget.

 E-Branding
• Branding is the process of creating a strong, positive
perception of a company, its products or services in
the customer's mind by combining such elements as
logo, design, mission statement, and a consistent
theme throughout all marketing communications.
• Brand is who you are and what you stand for.
• E-brand is digital representation of yourself online.
• E-branding refers to the sum total’s of a company’s
values, vision, mission, personality, appearance that is
projected to the audience online.
 Elements of branding
I. Brand Identity
– Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and
distinguish the brand in consumers' minds. It is the way people recognize the brand. Brand
identity is the visible elements of a brand, such as color, design, and logo, that identify and
distinguish the brand in consumers' minds.
II. Brand Image
– Brand image is the customer's perception of your brand based on their interactions. It can
evolve over time and doesn't necessarily involve a customer making a purchase or using your
products and/or services.
III. Brand Positioning
– Positioning refers to the place that a brand occupies in the minds of the customers and how it is
distinguished from the products of the competitors and different from the concept of brand
awareness. A brand positioning statement is a description of your target market that also
includes a whole picture of how you'd like your brand to be perceived by customers (based on
research and data). Simply put, this statement is the who, when, where, why, and how of your
brand's identity.
IV. Brand Personality
– Brand personality is a set of human characteristics that are attributed to a brand name.
Companies should accurately define their brand personalities so they resonate with the right
consumers. A company's brand should aim to elicit a positive emotional response from a targeted
consumer segment. The personal side of brand personality is so important especially in the digital
age of artificial intelligence and automation. Don't confuse brand personality with imagery, which
V. Brand Equity
– Brand equity is a marketing term that describes a brand’s value. That value is
determined by consumer perception of and experiences with the brand. If
people think highly of a brand, it has positive brand equity. When a brand
consistently under-delivers and disappoints to the point where people
recommend that others avoid it, it has negative brand equity.
VI. Brand experience
– It is a combination of everything that a customer goes through while
purchasing and using that brand. For experience of a customer while
ordering food and eating at KFC.
VII. Brand Differentiation
– Brand differentiation is the means by which your brand is set apart from the
competition, by associating a superior performing aspect of your brand with
multiple customer benefits. It means how a brands stand out in the crowd.
VIII. Brand communication
– Brand communication is a combination of activities such as advertising,
social media and reviews that are used to communicate with customers.
Brand communication takes place every time a potential customer or client
interacts with a particular brand. It refers to the message it delivers through
various sources like adverts, hoarding.
IX. Brand gap
– The differences between what a brand promises to deliver it its
communications and what it actually does.
X. Brand extension
– A brand extension (some times called a category extension) is when a brand
is known for one type of product starts selling a different type of product.
Some example of brand extension are: Apple: from personal computers
into MP3 players. It is basically the idea of going beyond one’s origin and
exploring new field.
 Marketing strategies (permission-marketing strategies,
Affiliate-marketing strategies, Viral-marketing strategies, Social
media marketing, Content marketing)

• A marketing strategy refers to a business's

overall game plan for reaching prospective
consumers and turning them into customers of
their products or services.
• A marketing strategy contains the company's
value proposition, key brand messaging, data
on target customer demographics, and other
high-level elements.
 Permission-marketing strategies
• Permission marketing refers to a form of advertising where the intended
audience is given the choice of opting in to receive promotional messages.
• Permission marketing is a form of advertising where the audience is given the
choice to opt-in to receiving promotional messages.
• Common forms of permission marketing include opting into receiving updates
as part of an email list. Internet users sign-up to receive information about a
certain product or a service.
• It is a low-cost and effective way to create a relationship with a potential
customer.
• The use of digital platforms with direct access to consumers, such as email or
social media, removes many of the overhead costs that traditional channels
such as mass mailing and print ads must assume.
• The main benefit of permission marketing is that because users self-select into
receiving marketing messages, they are likely to be higher quality leads for
marketers.
 Brand-leveraging strategies
• Brand-leveraging strategies uses the power of an existing
brand name to support a company’s entry into a new, but
related, product category.
• Brand leveraging is an important form of new product
introduction because it provides consumers with a sense
of familiarity by carrying positive brand characteristics and
attitudes into a new product category.
• Consumers with a favorable brand opinion are likely to try
a new product.
• The cost of introducing a brand-leveraged product is less
than introducing an independent new product.
 Affiliate-marketing strategies
• Affiliate marketing is the process by which an
affiliate earns a commission for marketing another
person's or company's products.
• Affiliate marketing is an advertising model in
which a company pays others (e.g., bloggers) to
advertise their products and services and generate
sales.
• The affiliate site receives a commission for every
visitor who follows a link from the affiliate’s site to
the seller’s site.
 Viral-marketing strategies
• Viral marketing is a sales technique that involves organic or word-of-mouth
information about a product or service to spread at an ever-increasing rate.
• Viral marketing relies on existing customers to tell other persons, about the
product and services they enjoyed using.
• Just as affiliate marketing uses websites to spread a word about a company,
viral marketing approaches individual customers to do the same thing.
• The internet and the advent of social media have greatly increased the
number of viral messages in the form of memes, shares, likes, and forwards.
• Some marketing campaigns try to trigger virality, however many times just
exactly what goes viral remains a mystery.
• Once something goes viral, it is an easy and cheap way for a message to gain
popularity.
• Viral marketing can increase a company's reach easily.
 Social media marketing
• Social media marketing (SMM) refers to the use of social media and social
networks to market a company’s products and services
• It allows companies to engage with existing customers and reach new ones as
they promote their culture, mission, or tone.
• Sites like Facebook, Twitter, and Instagram are commonly used to execute
social media marketing.
• There are five key pillars of social media marketing:
– Strategy: This step involves determining goals, and identifying the type of content that
will be shared.
– Planning and Publishing: Businesses should make plans of what their content will look
like (i.e. will there be videos? Photos? How much script?) and decide when it will be
put out on the platform.
– Listening and Engagement: Monitoring what users, customers, and others are
saying about the posts, brands, and any other business assets. This may require the
adoption of a social media engagement tool.
– Analytics and Reporting: Identifying how far posts are going, so reports of
engagement and reach are very important.
– Advertising: Purchasing ads on social media is a great way to promote and further
 Content marketing
• Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly
defined audience and ultimately, to drive profitable
customer action.
• It’s purpose is to attract and retain customers by
consistently creating and updating relevant and valuable
content to change or enhance consumer behavior.
• The information can be presented in a variety of formats
including news, videos, e-books, case studies, photos etc.