A Study on Internet Marketing Strategies Essay

A study on online marketing strategies used by new media entrepreneurs in India. S. Vivin RichardMs. Sri Jothi M. Sc Electronic Media,Lecturer Department of Media Sciences Department of Media Sciences College of Engineering,College of Engineering Anna University, Guindy. Anna University, Chennai Abstract: This research investigates the characteristics of online marketing strategies used by new media Entrepreneurs. This research helps to understand the nature and extent of business strategies used by successful online Entrepreneurs. Nowadays, most people prefer to get first-hand information from the internet. Being a terrific medium of communication, internet not only helps people to stay informed but gives them a fair idea about the consumer market as well. Hence, it is important to analyze and utilize the power of internet technology in the best possible manner. The need is to analyze and research needs of customers who come online to satisfy their wants. 1. 2. Introduction: Internet is primarily a source of communication, information and entertainment, but increasingly, it also acts as a vehicle for commercial transactions. Since the explosion of the web as a business medium, one of its primary uses has been for marketing. Soon, the web could become a critical distribution channel for the majority of successful enterprises. (Thompson 2002) In online world, companies try their best to make their products much more physically good that actually becomes the possession of life of a customer. The concentration of internet marketing is giving a similar experience to a customer ad help him/her to get the utmost satisfaction. Internet is a large repository of information, ever expanding database and a true knowledge hub. The impact of internet over people has grown over a period of time and people started trusting internet and they bank over the internet for major activities, be it personal, official and business related. Therefore this presents the perfect scenario for the entrepreneurs to market their products across the globe, to a large customer base that their sales force cannot even dream of identifying. Getting on the wings of internet technologies, organizations can easily enhance their overall worth by reaching to new heights of success. Online companies can engage in fruitful marketing activities by using effective new media marketing strategies to boost their product offering in the online market. 1. 1 Online marketing: Advertising in internet provides a major contribution to brand competition in the market. Advertising here not only provides information about a product or service but also promotes innovation. Besides it also facilitates consumer satisfaction. Big and small companies, individuals of all walks of life, major and minor events, concepts, etc. , nowadays lay their base on online marketing to get recognized in the market (Zarrella, 2010). When eBay was started, it was just a hobby, an experiment to see if people could use the Internet to be empowered through access to an efficient market. It was really about helping people connect around a sphere of interest so they could do business. † (Pierre Omidyar, eBay) 1. 2 Aim and Objective * To study the new media marketing strategies used by dotcom Entrepreneurs in India and to determine the most effective practices for the same. To study the dotcom entrepreneurs and their strategies in India. * To analyze the new media marketing strategies used by dotcom entrepreneurs. To identify the different marketing strategies of business enterprises using new media technology. * To determine the effectiveness of new media marketing. 3. Literature Review Scott (2009) states the reasons for brand promoters preferring online web for marketing is that the tools, techniques and content are constantly evolving. The buyers reward creativity by responding to the online efforts like: â€Å"If you are open to trying out new things, you can be first in your industry to use something new to communicate to your buyers†. The rules of marketing had to change and the web has proved a catalyst in bringing the changes forward and amplifying their scale. The sudden emergence of the Web 2. 0 marketing techniques demand additional approaches, while most marketers are still wrestling with the first generation, savvy brands are exploring the landscape that social media and social networks create for marketers. These techniques are allowing much deeper drivers in social change to be unleashed, with a profound impact on planning customer connections. The new generation of relationship marketing responds to the additional challenges of digital media literacy and in the right hands can trigger a rebuild of the entire marketing mix through different strategies. Relationship marketing for the Face book generation demands both thinking and acting differently (Chaffey 2003). Stroud (2007) says that the ability of social networking sites to generate these huge volumes of web traffic is proof of their huge popularity. Google, Yahoo and News International have bought themselves a presence in the social networking arena. The detailed rationale for these acquisitions differs but all have a common theme of wanting access to the enormous audiences. Visitors to online websties as well as social networking sites are significantly more likely than average to visit leisure-oriented retail site categories, such as music, jewelry/luxury goods/ accessories, consumer electronics and apparel. People typically enjoy sharing their experiences with these products, whether it is to talk about their new iPhone or the pair of designer jeans they just bought. Social networking sites offer the venue for those conversations to occur. Online media advertising is ideal for promoting brand recognition. Still, there is no doubt that advertising via online media sites is an effective way to increase your overall revenue stream (Brinlee, 2007). 3. 1 Research Methodology To analyze and find the effective use of online marketing strategy in developing a business online, and to find the effective marketing strategy used online by online Entrepreneurs. Communication was done with the survey method and content analysis in the research. Methods of Data Collection: The survey method helped in finding out the reach of the websites with their advertisements and marketing strategies which they use online to promote their business, and the ways of impact of the online marketing strategies. And the content analysis is another method used to analyse the different kind of communication strategy and marketing strategy used by the online entrepreneurs with certain parameters among the top 10 online e-commerce websites. 3. 1. 2 Research Design: This research study adopted survey and content analysis in order to find the effectiveness and the impact of the marketing strategies used in branding any product or the service among the target market through Flipkart. com, Futurebazaar. com and Naaptol. com with respect to international market group Amazon. com and ebay. in. 3. 2 Survey: Survey was conducted randomly among young adults community, by sending questionnaire through online to collect the individual opinion from the respondents. 3. 2. 1 Sampling Method Non probability sampling was used to collect the opinion from the online respondents. Purposive sampling method in non probability sampling was used to get the results. Questionnaire is used as a tool and online media is being planned to be taken as the medium of the findings. The total population is online media user community, but to collect the effective data the sampling is constrained to the target population like young adults, graduates within the age of 16 years to 40 years.

Mapping Channel Flows in the Music CD industry

In the music CD industry, the choice of the efficient marketing policy is one of the crucial factors in the success of the particular brand. CD’s are one of low-involvement products which can be bought by the customers out of the large selection. In order to be successful, every particular producer in the music industry has to define the marketing mix of the product which includes product, price, promotion, and place. While the first 3 components of marketing mix are very important, the last one which is place seems to â€Å"catch all† of the 4 P’s.Place is a very complex component of marketing mix because it includes such important areas of marketing as decisions about channels, logistics, retailing, customer support and many other issues. The right choice of distribution policy and channels are very important for the success of the producer, and those aspects cannot be neglected.The easiest way for the producer to sell the products to the final customers is by direct selling. The dialog between the supplier and the buyer is the easiest way in which the product can be purchased. However, most industries do not have such a luxury. It becomes inefficient for the producer to sell items directly to the customer, and he gives those functions to all types of intermediaries. In most cases, complex industries have a whole chain of intermediaries which bring the product to the end-user. This system of distribution represents a kind of a channel through which from the producer to the first intermediary and from the first intermediary to all others one by one product, payments, and information flow are channeled.Whenever the chain is very long, it’s obvious that every member in the chain, as well as the end-user has his specific needs, which all have to be taken into account by the producer. It’s very important to make sure that the information flow through the channel does not break. The more intermediaries there are between the produc er and the end-user, the more complicated the relationships inside the channel become, and more attention has to be paid by the producer so that the quality of the product remains high as in the very beginning of the chain. CD’s industry deals with rights on a particular part of property, therefore it’s very important to maintain the chain of suitable distributors which provide the highest quality of the music record companies products.The most widely-used forms of â€Å"channels† of distributions used by the companies include the following:v Selling direct (with the help of salesforce);v Mail order (including telephone sales);v Retailer;v Wholesaler;v Agent (who acts on the behalf of the producer) (Mercer, 467)In order to maintain the quality of the production, it’s necessary for the producer to keep some control over the members of the distribution channel. Most music record companies pay close attention to that. Once the control is entirely lost, it mi ght be hard for the producer to monitor the sales and the quality. The most efficient structure is when the producer structures the distribution channel by himself. Depending on what market the producer is in, this issue touches him in a different way. For example, when the producer produces mass consumer goods and there are many competitors in the market offering the same type of product, it’s not that important for the producer to control all the distributors who offer his product.The producer’s goal is to increase the number of distributors offering his product because he wants to have a large share of the market. In the opposite case, when the goods produced by the company have some unique features and the company competes with competitors mostly in quality, it has to take responsibility over the quality of the products which it offers and may suffer losses if the quality of the products end-users receive is low. Therefore, the producer will very much care in such a case about the quality of the goods which are offered to the end-users, and do his best to determine only very reliable distributors of his production in order to have a strong emphasize on quality. The mentioned approaches which can be used by the producer in the distribution policy therefore include:1.  Ã‚  Ã‚  Ã‚  Ã‚   Intensive distribution;2.  Ã‚  Ã‚  Ã‚  Ã‚   Selective distribution;3.  Ã‚  Ã‚  Ã‚  Ã‚   Exclusive distribution.In the case of the intensive distribution, the main emphasize is made on the number of distributors selling the company’s product. The price competition is evident in such a case and quality of all the similar goods offered in the market is pretty much the same.Selective distribution means that the producer selects suitable distributors to re-sell the product. Those distributors who have a good reputation get a chance to sell the company’s products. The selection can be quite wide, and the producer in such a case in not very concerned about the top quality of the products which he is offering. Exclusive distribution is common in such fields where companies offer products with unique characteristics and the main point of the marketing policy of the company is offering goods of the highest quality. Every little detail of the product is important in such a case.Therefore, companies choose a very limited selection of distributors who will be re-selling their product in order to maintain the highest quality. The main partners of the company in the distribution channels include such establishments as specialty outlets, supermarkets, department stores, and discount outlets. Specialty outlets have a narrow product line (Mercer, 473). For example, in fashion industry specialty outlets aim at women of a specific age group with a specific taste. Such distributors offer a greater degree of personal service and usually the selection of products for the targeted group of customers is very large.Supermarkets can be characteriz ed by the following principles: self-service and self-selection displays; centralization of customer services; large scale; a strong price emphasize; a broad assortment of merchandise. The most famous supermarkets include Sainsbury, Tesco, Wal-Mart, and others. Department stores cover a large variety of products in different departments of the stores and offers great competition for supermarkets. Examples of department stores include Boots, Marks & Spencer, British Home Stores. Discount outlets specialize in a â€Å"high turnover at low cost†. They usually specialize in products of one field and get a 30-day credit from their suppliers. For example, they include Dixons in consumer electronics/electrical; MFI in furniture.A major feature of the distribution channel is that there is a â€Å"value-add’ of every level of channel. Just as the product and information are channeled from one level of the channel to another, the value is also added at every level step by step. For example, in the music industry, the value is first added by the manufacturer who makes the music label, then the CD’s are passed to distributors, sometimes on a couple of levels until they reach the customer. At every level, the value is added because more companies participate in the process.The manufacturer is the one who owns the music label and therefore is the main player in the game. He adds the most value to the product, which consists of the cost of production and the profit. However, without the distributors the CD would not be able to get the end-users, so at every level of the channel new value is added to the primary product. The first level of distributors can be wholesalers, the second level can consist of retailers. Therefore, value is added at 3 levels until it reaches the end-user.In the music industry, the efficiency of channel members is very high. Companies producing CD’s pay close attention to the distributors who specialize in selling CD†™s and for the most part, those channels fall into the category of selective distribution. The channel distribution in the music industry is very complex due to the characteristic features of the industry. Nowadays, there are many companies which produce CD’s (give the music label) and there are many customers in the market who are willing to buy those CD’s.   For example, Sony Records, Inc. is one of the leaders in the music industry production.However, it faces some competition in the market. Customers can give preference to CD’s produced by other companies as well. Therefore, every music record company needs to make sure there are many distributors who are brining CD’s to the end-users and also maintain high quality of the product. The distributors in the music industry include music stores which deal with CD’s in particular, supermarkets where one can also find this product, and Internet distributors which specialize in music CD’s. T he chain of distributors is quite large in the music industry. It’s very important for music record companies to provide the highest quality of their musical CD’s.One of the reasons of the need in high quality is that nowadays music record companies face sharp competition from the Internet. It has become very simple for people who are fond of music to download music files from the Internet, and they no longer need to go into the music stores in order to get the CD’s. The files which people can download from different sites are free of charge, and no money goes to the singers from those operations. One of the ways to fight with that competition for music record companies is by offering the highest quality of their products. If a person can buy a CD of the highest quality in the music store, he might stick to it and not use Internet for getting his favorite music albums.Another way is to include Internet distributors of music products which can compete with free m usic upload by offering additional services. Such distributors as Amazon.com for example can guarantee high volumes of CD’s sales due to its closeness to the customer. It’s common truth that many people who use Internet are interested in music. As long as they can order their favorite CD’s on Amazon.com, they will keep their hands off the free file upload. However, in such a case the emphasize on the quality is important as never: the customers will order CD’s from Amazon.com as long as the quality of CD’s is beyond competition. In addition to that, it’s important to make sure Internet users get some additional benefits together with CD’s, for example, suggestions about their future possible purchases, discounts, or free information about their favorite singers.The efficiency of the CD’s and payment in the music industry through the distribution channel is very efficient but there can be some developments made in it. The most i mportant is to keep in mind the importance of Internet in the distribution of CD’s. It’s also possible to devote some attention to such types of direct marketing as teleselling, direct mail, and direct selling. By mailing catalogues to potential customers, large volumes of sales can be achieved. For maximum efficiency of distribution in music industry, it’s necessary for music record companies to devote lots of attention to maintaining a large chain of distributors but at the same time monitor the quality of the products which are being offered to end-users.Bibliography.David Mercer. Marketing. Blackwell Business. 1992. J. Barry Manson, Moris L. Mayer, Hazel F Ezell. Foundations of Retailing. Business Publications, Inc., 1984. Kevin J. Clancy, Robert S. Shulman. The Marketing Revolution. HarperBusiness, 1991. Kotler. Marketing Management. 1986. R.M. Johnson. Market segmentation: a strategic marketing tool. Journal of Marketing research, vol. 7, 1981.

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Coursework Essay Example | Topics and Well Written Essays - 250 words - 1

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Company Law Essay Example | Topics and Well Written Essays - 2500 words

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The Effects of Spirituality on Substance Abuse Treatment Research Paper

The Effects of Spirituality on Substance Abuse Treatment - Research Paper Example Various studies have indicated that there is a strong relationship between spirituality and medicine. These studies express that the majority of the US population believe in God and most of them believe that spiritual health is also as important as physical health (Anandarajah and Hight, 2001).   Seventy-seven percent of the population also believes that a patient’s spiritual beliefs must form part of the patient’s treatment.   However, a good percentage of these believers express that physicians rarely discuss their spiritual concerns with the patients and this has prevented the inclusion of personal spirituality into the patient’s lives (Anandarajah and Hight, 2001).   Religious commitments have been known to prevent illness, including mental health affectations like depression and substance abuse; they have also been known to assist the patient in his recovery and in coping with his illness.   Some studies were also able to discuss how elderly patients undergoing cardiac surgery who did not show strength or find comfort in their religion had a higher risk of death in the six-month period following their surgery (Anandarajah and Hight, 2001).   Those who had more religiously commitments were twice as likely to survive longer after major surgeries with the strength and comfort of their religion playing a significant role in their lives.   Relaxation and meditation are also highlighted as a crucial element of spirituality and when applied to the medical practice, it is known to relieve a person’s stress, causing less strain to the person’s overall physical and emotional well-being.   It provides a placebo effect which eventually triggers a favorable frame of mind which can provide more tools for recovery and restoration.   Among substance abuse person, spirituality is a very beneficial addition because it basically provides emotional support and guidance to the person, arming him with the necessary emotional and psychological tools for recovery.   Recovering from drug and alcohol addiction requires a significant amount of willpower on the part of the patient.  

Charlotte's Webb marijuana Essay Example | Topics and Well Written Essays - 500 words

Charlotte's Webb marijuana - Essay Example Their argument is based from scientific study that has proven that there are chemicals in marijuana that are active called cannabinoids. This controversy is kind of a fact because cannabinoids which are a big family of chemicals related to delta-9-tetrahydrocannanibal (THC) which is marijuana’s major psychoactive ingredient. Apart from THC the marijuana plant contains more than one hundred cannabinoids. Scientists and makers of drugs have also synthesized many cannabinoids in the testing ground .this however is used to treat pain and nausea at some countries Charlotte’s web is a name that originated from a child known as charlotte Figs who was the first to attempt the strain around two years ago. This child suffered about 60 seizures for a period of 24 hours. Her parents confidently say that the child has no strain anymore.Cannabidiol is conceived to hinder or act as a barrier on parts of the brain that lead to epileptic seizures and as excitants in other parts that decrease them. Says Igor Grant, he is a director of the university of California’s center for medicinal cannabis Research though this remains unproven (Myma, 2001). When a an epilepsy patient and his doctor agrees that they will use marijuana to treat epilepsy.it follows that they should consider legal matters and safe access to medical marijuana and they should take it before they act or decide to use it.This bases are derived from Charlotte Fig, who came up with this issuewho suffer from DraveSyndrome, it is known to be a genetic disorder that causes more severe epilepsy. It was noted that there has been instant decrease in Figs seizures and removal of her need for seizures drugs that has been caused by high number of CBD and low THC that is found in medical marijuana (Mitch, 2002). Pros and cons in my opinion are full support to patients and families