Strategic effect of E-marketing mix for Online Business.pptx

seeing the strategic effect of e marketing mix for online busineeses

1. What makes us Buy: Analysing Strategic effect of E-marketing mix for Online Business

2. Presented by: Dr. Ajay Malpani Dr. Jitendra Patel Dr. Sopnamayee Acharya

3. Agenda This section includes the concept of E-marketing strategy based on marketing mix and the objectives of research. Introduction and Objectives 01 This section includes the published literature related to the strategic effect of E marketing mix for online business. Review of Literature 02 This section includes the methodology used for the current research . Also discussed the hypothesis. Research Methodology 03 This section includes the finding based on the data analysis using the statistical tools and analysis of literature review. It also includes the conclusion drawn on the basis of research conducted. Findings and Conclusion 04

4. Introduction CIM 2007 The phenomenal growth of the Internet and the various social changes are changing the way of doing marketing. The marketing of this internet-enabled business environment requires a perfect mix of traditional and contemporary marketing techniques. E-Marketing is now predominately the fastest growing area of marketing. About web developments With the development of web from 1.0 to 2.0, 3.0, and now 4.0. also known as the “Intelligent Web,” is the next evolutionary stage in the development of the Internet. It is characterized by a shift from traditional static web pages to more intelligent, dynamic, and interactive web applications. The future trends of e-Marketing can be predicted. Digital Marketing According to Peppers and Rogers (1993; 1997), digital marketing has changed the marketing approach from being one-way communication to customized communication. e-marketing and its strategies Achrol and Kotler (1999) have found that e-Marketing has encouraged the marketer to make new marketing strategies for the organization. Firms with help of different eMarketing strategies can now target several customers together. Constantinides (2002) do not find 4Ps suitable for e-Marketing because the model lacks the customer approach, also it has given less focus on relationship marketing. The Chartered Institute of Marketing describes “Marketing as the management process responsible for identifying, anticipating and satisfying customer requirements profitably ” while according to Aakar , 2012 , “Marketing strategy involves the allocation of marketing budget over product markets , the customer value proposition by segment, the marketing assets, and competencies, and the strategies of the functional areas of marketing .” The above definition clearly explains that marketing strategies should concentrate on long-run competitive and consumer advantage. Why ? The purpose of the present research is to close the research gaps by offering the e-Marketing mix model that is suitable for online marketing.

5. Objectives of Study To analyse the effect of e - marketing mix on customer perception about online marketing. To study the impact of various geographical locations of India on customer perception about online marketing through e-marketing mix. 1 2

6. Review of Literature on 7-P’s of e-marketing Product Place Promotion People “Product is the element of the eMarketing mix that involves researching customers’ needs and accordingly developing appropriate products that can be offered using electronic platforms”. . Kolter (1999) to Qinghe et al. (2014) Kotler (1999) to Hanlon and Chaffey (2015 ) Chaffey et al (2006) to Adam (2013) Price Physical Evidence Process Kotler ( 1999) to Adams(2013) “Pricing is the element of the eMarketing mix that defines product price and charging schemes of products offered using electronic platforms”. Kolter (1999) to Gupta (2013) “Place is the element of the eMarketing mix that focuses on the availability of products via electronic platforms and ensures distribution of products to its customers”. “Promotion is the element of the eMarketing mix that involves communication with customers and other stakeholders to inform them about the organization, products and offers with proper synchronization of both online and offline communication” “Physical Evidence is the element of the eMarketing mix that refers to all the online expressions from the company and the customer sides during the product purchase process on electronic platforms”. Zeithaml et al. (2008) to Qinghe et al. (2014) “People as the element of the eMarketing mix that refers to how an organization’s staff and/or automated system interacts with customers and other stakeholders during pre-sales, sales and postsales communications using electronic channels”. “Process is the element of the eMarketing mix that involves the e-Procedures, companies’ uses to achieve for all marketing functions”. Zeithaml et al. (2008) to Hanlon and Chaffey (2015)

7. Review of Literature on e-Marketing Strategy Key Findings Key Findings Key Findings Key Findings Small popup ads have a relatively small negative effect on brand attitude. Chatterjee (2008) The essential task of the organization is to measure the statement of the customer, trust, and loyalty. Littlewood et al. (2017 ) Online marketing for an international organization Darby et al. ( 2003 ) Relationship marketing increases marketing productivity. . Sheth and Parvatiyar ( 1995) The organization should concentrate its strategy around the most valued customer (MVC). Smith(2000) Internet marketing may not act as a competitive tool for companies with low product customization.. . Kiang et al. (2000 ) Criticize the 4Ps Marketing Mix framework and identifies it as a pitiable option for online marketing. Constantinides (2002) e-Marketing strategies for a nonprofit organization Baker(2001 ) Online shopping sites should pay greater attention to website design and content. Ahaju et al. (2003) The website should improve the overall experience of purchase. Brown et al. (2003) Physical characteristics of online ads affect their clickthrough rate Dreze and Hussherr (2003) Financial companies consider e-Marketing a new way to reach a customer. Art (2006) Online social media have implications to engage the customer in the social media world. Sharma and Kalra (2011) Highlighted the benefits of viral marketing. Antony (2012) The organization needs to apply effective targeting based on the customer profile. Mehta et al. (2010) E-marketing is the best and economically low-cost model for reaching customers.. Abrar et al. (2016) Found a significant gap in exploring the effects of companies’ social media marketing activities on the customer buying process. Sano and Sano (2016) e-Retailers need to spend on growing website functionality. Ashraf et al. (2016)

8. Research Methodology Data was analysed using SPSS software and applying descriptive statistics, reliability test and ANOVA Non-probability Sampling From Literature, 7Ps of e-marketing mix has been taken into consideration. Likert five point scale was used to measure the seven e-marketing mix elements. Total of 56 items were finalized and circulated to the respondents after pilot survey. The sample collected from all over India classified into five zone before analysis. Exploratory Sample Size - 540 Exploratory data analysis is an analysis  technique to analyze and investigate the data set and summarize the main characteristics of  the dataset. Sample size chosen was based on Cochran’s formula Questionnaire Non-probability sampling is  a method in which not all population members have an equal chance of participating in the study , A questionnaire is a list of questions or items used to gather data from respondents about their attitudes, experiences, or opinions.  H01: The e-Marketing customers belonging to North, South, East, West, and Central Zones of India do not differ in terms of ‘Overall e-Marketing Mix’. H02: There is no significant effect of e-Marketing Mix on customer perception about online marketing

9. Dependent Variables North 89 South 87 East 79 West 89 Central 196 Books, Magazines, and Music E-Booking like Rail/Bus/Air/Movie Tickets, Hotel Bookings, etc. Apparels and Accessories Consumer Electronic like Laptops, Mobiles, TVs, etc. Product Category Product Category Product Category Product Category MP, CG Mh & G D, R, UP, UK, P AP, K, Ke , TN B, JH, WB, O Independent Variable E-marketing Mix

10. Findings The overall e-marketing mix scale comprised of 56 items, which further classified among seven subscales with nine items in first subscale ‘product’, seven items in second subscale ‘price’, the three subscales ‘place’ consist of seven items, the fourth subscale ‘promotion’ has eleven items, in fifth subscale ‘physical evidence’ has seven items, the sixth subscale ‘people’ has six item and seventh subscale ‘process’ have nine items. . Overall reliability of all the elements was evaluated using Cronbach’s Alpha. The alpha coefficient for this scale was evaluated to be 0. 938 (N= 56) The hypothesis is tested using AVONA and is rejected for zone as zone was found to be significant for Overall e-Marketing Mix F value for product is 25.052, for Price is 31.966, for place 19.480, for promotion 14.585, for physical evidence is 23.926, for people is 21.357 and for process is 22.388 and is found to be significant at 0.000 level for all the e-Marketing Mix Variables The hypothesis is tested using AVONA and is rejected for as it was found to be significant for Overall e-Marketing Mix

11. Conclusion The present study attempt to provide a significant model for the e-Marketing mix comprised of all the seven elements. Hence the study will provide strategic formulation and implication base to the organization for better resource allocation and optimization of spending across all marketing activities for their e-Marketing efforts. The proposed model will provide measurable marketing responses to the organization. . The present study has divided India into five zones, which are North, South, East, West, and Central. The statistical results of the study reveal that customers belonging to the various zone of India have the different view on the overall e-Marketing mix. The organizations working in various zones of India can opt for different e-Marketing mix elements. E-Marketing has been grown and has become prevalent in India the geographical zones are showing difference in e-Marketing strategies.

12. THANK YOU Catch us @: [email protected], 9826798901