Book Review on

Vijay Mukhi ’s

marketing.com
marketing adaptations on the Internet

Author:- Vijay Mukhi

Co-authors:- Lyndon Cerejo
Sonal Kotecha
1
About Authors:-

Vijay Mukhi

•Vijay Mukhi is one of the pioneers of the Indian InfoTech

Industry.

•He wrote over 80 books on computers and programming

subjects ranging from C, C++, Animation and Networking
to ERP.

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Introduction:-
• World Wide Web forms the main marketing vehicle
on the Internet.
• Internet is just a mirror reflection of the real world.
• This book looks at the Internet as a business tool
and focuses on marketing plan, branding, advertising,
promotions and market research.
• This book uses as
- A reference tool to a starting point and guide
for implementing marketing strategies on the
Internet.

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Contents:-

- History of the Cyberworld.

- Business on the Internet.
- Marketing Vs eMarketing.
- The Internet Marketing Plan.
- Creating an Online Presence.
- Cyber Branding.
- Internet Advertising.
- Website Promotion.
- Search Engines & Ebiz.
- Market Research on the Internet.

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 History of the Cyberworld

Birth of the Internet:- It began as an experiment in

interconnecting computers at the time of Cold War in 1969
by US Department of Defence.

In India the first Internet service provider is Videsh Sanchar

Nigam Limited( VSNL).

Different functionality to Internet users is

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The Internet in India

• 1987- Education and Research Network (ERNET).

• 1995- Internet was made publicly available.

Shammi Kapoor on being the first everyday Internet user

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 Businesses on the Net
Does a business doing well in the traditional world need to
make the transition to becoming an ebiz?

IBM
•online sales in March 99 is USD 1 billion per month.
•Selling over the Internet reduces costs by USD 340 million.

Internet Features
Global reach
Convenience
Level playing field
Speed
Multimedia support
Interactivity
Customisation
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 Why ebiz make sense…………………
Information dissemination
Sales
Communication
Customer Service
Market research
Recruitment
Collaboration

Why ebiz not make sense…………………

Numbers
Audience
Fit
customer dissatisfaction
Black Hole
Spoilt Image
Local limitations

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 Marketing Vs eMarketing
Amazon.com
 from 0 to 10 million customers in 4 years.
 Started business in July 1995 and reached the 10th million
customer milestone on June 7, 1999.

Characteristics of Online customers

• Convenience rules
• Price Sensitive
• Impulsive Buyer
• Instantaneous Results
• Seeks Simplicity
• Cautious
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 Adapting the 4 Ps

Product
• Physical goods are usually presented in the form of a detailed
catalogue
• User can experiences it electronically
• Space is not constraint on the Internet.

Price
• It has been drastically changed on the Internet.
• Price of products on the Internet are low and best deals are
available.

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Place
• Internet by its nature serves as a direct marketing

Producer Customer

Promotion
• Advertising, sales promotions, PR, syndicated selling and
direct marketing.

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 The Internet Marketing Plan
“Marketing plan develops the broad marketing objectives and
strategy based on an analysis of the current market situation and
opportunities and outlines specific marketing tactics.”

Internet marketing plan also follows the same as above, plan helps
to get rid of illusions of the Net being a gold mine and aids clear
and thorough analysis of opportunities available on the Internet.

Structure of Internet Marketing Plan

• Business Overview and Executive Summary
• Applicable Internet Market Statistics
• Marketing Communication Strategies
• Internet Marketing Budget
• The Internet Marketing Task Force
• Internet marketing Program Implementation
• Internet Marketing Plan Summary
• Supporting Documents
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Strategies :-

• Member registration
• Opinion polls
• Ecards
• Coupons
• Downloads
• Content
• Concoctions
• Contests
• Regular newsletters

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Internet Marketing Budget

•Website development
•Website hosting and maintenance
•Website promotion

Internet Marketing Program Implementation

• Advertising
• Direct Mail Campaigns
• Product Literature
• Brand Identity
• PR & Promotions
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 Creating an Online Presence

Internet is a unique combination of the print, audio and

video media. By this it became a business tool and applications
such as marketing, supply chain management, public relations,
customer support, product sales and electronic data interchange.

Myth’s
• Everyone has a website. We need one too fast, so let’s put up our
company broachers.
• If I put up a website today, the money’s gonna start flooding in
from tomorrow.
• A website is website is a website. So let’s get our chappies in the
DTP department to make ours
• Now that my company has an online presence, we are marketing
online too.
• There-we have our website up and running. Now for some well-
deserved rest till the next new medium comes along
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The Website Life Cycle

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 Cyber Branding
• Service brands
• Organisational brands
• Domain name

Brand your domains

• Look and Feel

• Content
• Service
• Advertising

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 Internet Advertising
Traditional advertising Vs Internet advertising

Advertising comparison: Traditional Vs Internet

• Web banner & panel ads

• Website Sponsorship
• Interstitials
• Inline Advertisements
• Pop-Up windows
• Classifieds
• Mailing list ads
• Ads on chat
• Ad supported services
• Spam
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 Website Promotion

Online promotion Offline promotion

• Advertising • Imprint
• Search engines • Direct mail
• Directories • Stationery
• Email • Advertising
• Newsgroups • Publicity
• Symbiosis • Promotional material
• Affiliate Programs • Everywhere
• Press releases • Launch
• * Free *

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 Search Engines and Ebiz

1. It is imperative hat your ebiz be listed in search engines.

2. It is also imperative that your ebiz be listed smartly in search
engines.
3. Search engines index just a small portion of the Web- and your
site needs to be in that tiny fraction.
4. While you may be listed in 400 search engines, if you are not
listed in ones that matter, it doesn’t matter.
5. Getting listed in locally is too important.
6. You need to understand how a search engine decides which
pages are more relevant than others.
7. The Dos
8. The Don’ts
9. Beware!
10.Keep learning.

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 Market Research On the Internet
Primary research on the Internet usually assumes
the form of online surveys and interactive focus groups,
while secondary research online largely involves using
relevant statistics, figures and other published data
already available on the Internet- either for a fee or for
free.
Primary Research
KISS principle
Online research is best suited for studies when:

• The target market is the online market.

• The demographics of the target market closely matches that
of online users being targeted.
• Results are needed in a short span of time.
• Cos is major factor.
• The study is more quantitative and less qualitative.
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Secondary Research Online

•Objective
•Strategy
•Result

The Survey Process

Primary Research

•Preparing a questionnaire
•Programming
•Publicizing
•Filling the Survey form
•Further processing
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 Secondary Research

•Start by looking the web directories.

•Using search engines.
•Finding exactly what you want.
•While using data from any published results online,
check the authenticity of the site.

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 Presented By

sateesh@neo-minds.com

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