EMERGING TRENDS IN E-MARKETING & IT S SCOPE AND EFFECTIVENESS IN INDIA

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1 EMERGING TRENDS IN E-MARKETING & IT S SCOPE AND EFFECTIVENESS IN INDIA Abstract Ayan Saha Assistant Professor, Department of Business Administration, Institute of Computer & Information Science, Bankura, West Bengal There were many aspects that lead to the success of a business in an industry. Marketing is one such significant were that makes a business grow. E-Marketing means using digital technologies to help sale the goods or services. These technologies were a valuable complement to traditional marketing methods. According to the potentiality of consumers, companies were adopting internet shopping marketing strategy. But internet insecurity, payment methods and option, broad band technologies and advancement were to be identified as the criteria that could affect the business flow. Electronic commerce is process of doing business through computer network. A person on his chair in front of a computer can access all the facilities of the internet to buy or sale the products. Unlike traditional commerce that is carried out physically with effort of a person to go and get products, e- commerce has made it easier for human to reduce physical work and save time. It is one of the most effective ways to keep in touch with customers. It is generally cost effective and if done properly, can build brand awareness and loyalty. For a developing country advancement in the field of E-Marketing is essential. E-Marketing is an innovative marketing concept in the business world, it enhance and faster the business operation today. Before some decades this concept had not been accepted by the prospects as its complexity made obstacle to make it popular one, that s why the business firm did not get encourage implementing it. But in the era of gazette dependency the E-Marketing introduce a huge success as well as proved it very much profitable for the business individuals in India. Here in this study we have tried to evaluate the growth, scope and effectiveness of E-Marketing in India, it is and conceptual study which made on secondary data to meet the objectivity of the taken title. Keywords: E.Marketing, E.Commerce, Marketing Methods Introduction 122

2 There is a Significant and dynamic growth of E- Marketing in recent days. There are many small units of business enterprises that have an important role in the World of economy. In the recent era of globalization and advancement of technology, there is a big change in the way of communication among of people. These changes are also improving the business policies among the Nations, Internet and the electronic media are giving these companies a big change and a huge growth in E- Marketing. E-Commerce encompasses all business conducted by means of computer networks. Advances in telecommunications and computer technologies in recent years have made computer networks an integral part of the economic infrastructure. More and more companies are facilitating transactions over web. There has been tremendous competition to target each and every computer owner who is connected to the web. All firms viewed that internet and is essential for business in the 21 st century. It provides the services platform, which enables to enter new markets, reducing the investment and resources required to work internationally. For one to one contact and group discussion is the best method to create relationship between the customers. Most of the firms are actively using the internet as a marketing medium. Basically firms were using the internet for three main purposes in this area: Marketing Communications, Customer Relationship Management, As marketing channel, sales transactions and fulfilment. E-business could be define as buying and selling of goods and services, servicing customers, collaborating with business partners, conducting e-learning and conducting electronic transactions in the business. Objectives of study 1) To identify the obstacles faced by the company that enacted online business. 2) To determine the marketing strategy criteria that could affect the online business. 3) To identify the relationship of the obstacles and criteria that affects the online business. 4) To study the growth of e-commerce in India. 5) Exploring the cost aspects of marketing on the net. 6) The reasons for acceptability of E-Marketing among the prospects. 123

3 Background S A M Z O D H A N A Marketing is the backbone of any kind of business. Marketing is three stairs process which includes identifying, anticipating and satisfying the prospects. By considering this purpose it is expected to identify the target market or target consumer, here it is very much, necessary to make segmentation for the market span. E-Marketing is the shortcut process which helps to aim the target market. When internet was first introduce not a single business house recognized the huge potential it had in store as a marketing tool. As early as 1993 it was just a tool used for ing and data transfer. The best of the business units had declared it unit for marketing purposes. Then in 1995 Netscape the ISP went public and bought the online world into prominence by exploring its commercial potential. The wide reach, cost effectiveness, capabilities to measures the spendings and easy accessibility made internet as the most reliable and feasible marketing tool. Web based marketing is a process to enter with multiproduct or multiservice directly to the prospects home through a single window electronically Sample Size Usually large samples give more reliable results than small samples. The sample size taken for this market research was 70.But this sample size is too small to be a true representative for pollution size. Limitation The results through the questionnaire not always correct. Convenient sampling some time leads to distortion in results. The sample size of 70 consumers not sufficient for exact results. Target Population The target population for this market group was 18 and above. But while conducting the research I found that the respondents were in the age category of 18-25, which limited the boundaries of our research. Class limitation The targeted populations were in majority from the middle and high income group, which affected our inferences on the preferences on the internet. 124

4 Literature Review S A M Z O D H A N A The federally operated Electronic Commerce Acquisition Programme Management Office (1994) defines e-business is the paperless exchange of business information using electronic data interchange, , electronic bulletin boards, electronic fund transfer and similar technology. Porter(2001) argues that E-business firms need to make a shift in their thinking from ebusiness to business, from e-strategy to strategy. This is necessary as the internet as the internet has now become a well established phenomenon and should be treated as an essential and usual part of business strategy. According to Christina S, et.at 1997 their findings stated that there were four malor commercial functions to the companies use the internet: a) Market should locally and globally. b) Gather requisite information by searching other websites or gather customer feedback. c) Provide customer service and support. d) Conduct electronic transaction. According to Li(1994,1998b) as stated in Tung Lung, Steven C. and Peter P.L,(2003), four factor topology. Four factors can be used to measure strategy content, which is applicable to e-business strategy formulation. The four factors were Strategy Target Strategy Thrust Strategy Posture Strategy Mode Data Analysis It can be revealed that around 10% of the organizations have active e-commerce sight used for transaction, rest 90% are just for the sake of presence Falling of Internet prices from Rs 50 to Rs 5 an hour 40% respondents say Yes and 60% respondents say No. 125

5 We can interpret that presently 25% of the people use net for buying things and among the rest 75% people are willing to make purchase from direct shop. We can interpret that all organizations feel that their presence on Net gives than better opportunity to inform the customer interactively about their product/service and build strong customer relationship. We can interpret that 66% of the people mail from business sites and rest 34% of people are not received any mail from business sites. We can interpret that the motivational aspects are 55% Convenience,20% wide range of choice, and 25% savings of time have emerged as the main factors which motivate people for making a purchase through net. Conclusion Promotion is an important element in every marketing or business. Sales promotion is important tools and it command greater portion of the marketing budget than advertisement. Today, the internet play vital role and it is public, cooperative and self sustaining facility accessible by hundreds of millions of people in worldwide. The internet has been developing at an exponential pace over the past 4-5 years. It s difficult to estimate the number of users connected to net but there are figures that suggest an audience of over 90 million users. At the moment, you need a computer to connect to the internet. Network computers were hailed as the new way of accessing the internet. These have not taken off as predicted. Instead the next development id from television manufacturers who are providing new TV sets that can access the internet and allow the viewer to browse the web or send e- mails. Besides the technological changes there is a tremendous shift in the inclination of the public towards internet. More and more people are willing to use it for varying purposes. It has started taking shape conducive to business requirements. Now slowly the larger software companies are bringing business features and securities to the internet so that business can work securely on it and trust it as an efficient business tool. The proper measure has to be identified and implemented to on line business leads to emerging changes in buying behaviour customer and in global market. So the advantage of E- Marketing is commendable, there is no any doubt and the trend of marketing forces is going to the right direction by holding the hand of the E Marketing. 126

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