E-Business

E-Marketing

Marketing on the web is also called as e-Marketing.

Marketing Mix is the combination of elements that companies use to achieve their goals for selling and promoting their products and services. When companies decide which elements to use it calls that particular marketing mix as its marketing strategy
The 4 P's of the marketing mix are : Product, Price, Promotion and Place.

The customers perception of the product is refereed to as Brand.

There are two marketing strategies that are adopted on the web:
  • Product-based marketing strategies -
    • Offer wide variety of products to the customers on the web
  • Customer-Based marketing strategies -
    • Websites are built to meet the specific needs of various types of customers
Market Segmentation
Web Advertising/marketing divides the pool of potential customers into segments.  Segmentation usually is defined in terms of the following characteristics :
  • Demographic such as age, gender,martial status, income level, and geographic location
  • Geographic segmentation such as nation,state,city, or neighborhood
  • Psycho graphic segmentation such as social class,personality, or their approach to life
  • Behavioral Segmentation i.e., response to their needs
  • Occasion Segmentation- based on things happen at a specific time or occasion
McKinsey& Comapany's behavioral segmentation
It is based on their characteristics traits
  • Simplifiers are users who like convenience
  • Surfers use the web for information, explore new ideas and shop
  • Bargainers are in search of good deal
  • Connectors use the web to stay in touch with other people
  • Routiners return to the same site over and over again
  • Sposters tend to spend time on sports and entertainment sites





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