Why is email marketing important?


Email-marketing















Nowadays email is a backbone of digital communications. Email marketing is kind of real-time communication that eliminates the geographic barrier with different things for different people message. It is a connection between consumers and brands they believe and love. It helps to nurture your future customer. Nowadays email is part of being a successful business. 

Effective email marketing strategy:


a)    Rise of smartphone device
b)    Importance of segmentation
c)    Power of personalization
d)    Data-driven optimization analysis of optimization 

Types of email marketing strategy      

Awareness: To bridge online and offline to identify interest.

Think about the email Champaign- from the segmentation to create and copy design to the call to action and even reporting analysis. We don’t expect the close sale at first message.

Consideration: To accelerate interest and qualification through benefits immersion.

Unlike the awareness related the e-mails, consideration emails contain educational elements the actively move the reader towards taking an action to buy and try to buy your product in future.

Conversion: To drive customers to sales channels. 

It is a common form email marketing message that person receives. for example: “sign up now” and “Buy now” etc.


Product usage: To drive engagement with brand, establishment advocacy, and set the stage up sell


Retention and royalty: To foster and deepen the relationship for lifetime value impact. 

Similar usage emails, loyalty emails are sent only after a sale, These emails encourage the reader to share the resulting feedback to family and friends.

Sources of email marketing strategy: 


a)      Emails
b)      Business cards or documents
c)      Subscribers or Web sign up form
d)      Feedback/ Query form/ Contact form
e)      Business Directories: Yellow pages
f)      Online Sources: LinkedIn
g)      Paid Memberships
h)      Website
i)      Competition
j)      Customer Purchase
k)      Upgrades 

Best email design practices 
  • Select a primary goal
  • Write and design the copy
  • Create a consistence practice 

High performing E-mail Marketing strategy Practices


  • Determine a good primary goal for email
  • Optimize your email for opens
  • Compel your reader to action 

How email marketing help in nurturing the leads?


A report says 70% B2B leads is not a sales-ready.
Email is the one of the best way to quality nurturing the leads.

  Importance of email marketing 

  • A report says 70% B2B leads is not a sales-ready.
  • Email is the one of the best way to quality nurturing the leads.
  • Approx. 4.3 billion email accounts that sends196 billion email sends every day.
  • 91% of consumers check their email daily.
  • Email is a channel that you own.
  • 77%  of consumers prefer email for marketing communications.
  • Email lets you be highly personal.
  • Email has a marketing ROI of 4300%.
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Macro Environment: The Marketing Environment

macro-environment





















The Marketing Environment

Nowadays, every marketing is surrounded by an environment, which has the direct or indirect impact on each other. This environment is made of all those factors- the internet as well as external that are somehow related to organizational functioning.

How to do Marketing Environment Analysis?

It is the accessioning of opportunities and/or threats that are present in the environment and can significantly affect the business organization. Environments can significant affect the business organization. A firm gathers relevant information relating to the environment studies them in details, takes note of changes in each factor that constitutes the environment and forecasts the future course of action for the organization.

Elements of Marketing Environment

Macro Environment:

It is an environment that has an indirect influence your business and these environmental factors are uncountable by the business.

  • Demographic environment: Demographic attributes of the people who are related to the organization. These can be age, sex, marital status, education, income, occupation, and language etc.
  • Economic environment: Supply of natural resources, level of income growth, natural production and national income, level of consumption, size of market, balance of payments of the nation, monetary structure, foreign trade, inflation, etc
  • Socio-cultural environment: Every society is related to different social classes, different castes, cultures, values, and beliefs, lifestyle, family structure, people’s attribute towards work and life, consumption patterns, etc. These factors directly affect the demand for the goods in the market.
  • Political - Legal environment: Developments on the political front governs the economy of the nation. Legislation regulating the business are the also often a product of the political configuration. Tax laws, EXIM policy capital flow restrictions, foreign trade, liberalization are the political factors impacting any organization.
  • Technological environment: Any organization, which exists, needs to have technology support in the form of hardware, software and IT enabled services.These are very crucial for the effective and efficient functioning of the organization in the fast pace business environment.
  • Ecological Environment: To protection to our environment, main issues are resources depletion, pollution concerns, and health issues.

Micro Environment

  • Consumers: Tastes, Habits, Product or service Preferences.
  • Suppliers: Bargaining power for the raw material, machine.
  • Bankers and Creditors: For financing the business.
  • Competitors: Playing in the industry.
  • Market demand: Total demand of the individual customers
  • Logistic Support: Transportation of raw material and finished goods.
Internal Environment
  • Machinery
  • Employee
  • Assets
  • Company policies and procedure

Types of Marketing

  • Viral Marketing: Viral mean something spread in very shorter time such as a virus. Means any message should reach millions of viewer/follower in 2-3 days. A viral marketing also called motion, buzz and wildfire and flood-marketing.
  • Green Marketing: Green Marketing is the marketing of products and services that are environmentally safe and It should be eco-friendly benefits.
  • Social Media Marketing: It is the kind of promotion on social media platform such as Facebook, LinkedIn, and Twitter etc.
  • The Internet or Digital Marketing: It is the kind of promotion online and digital platform such as Desktop and mobile etc.
  • Industrial Marketing: It is B2B marketing such as one business to another goods and services.
  • E-commerce Marketing: Developing, marketing, selling, delivering, serving and playing for products and services transacted through the internet, e-commerce broadly includes the following.
  • Relationship Marketing: Relationship marketing aims to build a mutually satisfying long-term relationship with key communications in order to earn and retain their business.
                                                                    ----

Content Marketing Drive The Potential Customer























What is Content Marketing?

Content is king!

Content is the phrase of words you describe to tell a story.
It is a message that we share to convey or communicate in the form of content.
Content means many things to different people and situation due to context. 

Optimized Content Marketing

Optimized content marketing is the art of understanding exactly what your prospects and customers need to and deliberately producing optimized content based on keywords that are driving organic search traffic and conversions.

Content Marketing Strategy

Develop a Content Strategy: While we want to build the content strategy for the new website it helps to think first about the target market. And website owners will target their product and services.

Think Strategic: Our target should be more traffic from the different web browser and search engine.

Think Marketing Specific: Identify the segment of the target market and makes sure that who will get the benefits from content.

Think Keyword: Consider the targeted and planned keyword and get a help from Google AdWord.

Think Themes: Once you have targeted segment identified, it’s important to brainstorm a list of topics that  might interest them.

Think Tracking Marketing ROI: Digital analytics make very easy to track and can measure the performance of any blog and article.


Content Marketing 

ü  Blog posts

ü  YouTube videos

ü  Articles

ü  Press Releases

ü  Social Media content

ü  Slide shares

ü  Infographics

ü  Question and answers

ü  Case studies

How it Works

Helps you to reach your prospect customers

Build a strong social channel

Focus customer on your well-defined purpose

Answers their questions and about your product and service.

Informs and educates and helps to increase knowledge

Content can be showcased in many forms as videos, slide share, infographics etc.

Common mistakes done while writing a Content


ü  Usage of Jargons- That makes the customers difficult to read.

ü  Writing content for the search engines- Need to be written for the users while doing SEO than for search engines.

ü  Forgetting Keywords- Keywords should be included in the content.

ü   Proofreading your own content-Not cross checking the content written and needs to be done by self and others.

Importance of Content Marketing

ü  Creates the engagement cycle.

ü  Develops the brand story.

ü  Develops the channels through social media.

ü  Increases database and grow audience and attract traffic.

ü  Can measure content through email subscriber rate and sales, revenue and lead generated.

Content Strategy Based On Target Audience

Who:     Understand of your audience 
How:     Select a reliable  channel 
What:    Draft a relevant message
Why:     Know the objective
Where:  Target the best location
When:   Connect at the right time 

"Ultimately to drive the potential customer and increase the traffic to your website".

What Makes Marketing Green: Green Marketing

Green-Marketing



What is Green Marketing ?


Green Marketing is the marketing of products and services that are environmentally safe and it should be Eco-friendly benefits.Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising campaign method. While defining green marketing is not a simple task where several meanings intersect and contradict each other; As for example of this will be the existence of verifying social, environmental and retail definitions attached to this term. Other similar terms used are Environment Marketing and Ecological Marketing. 
                                                                                 Green Marketing is essentially a way to brand your marketing message in order to capture more of the market by appealing to people’s desire to products and services that are better for the environment.

What are the environmental issues?

There are many environment issues impacted by the production of goods and rendering of services, and therefore there are also many ways a company can market their Eco-friendly offerings. Green Marketing can appeal to a wide variety of these issues: an item can save the water, reduce greenhouse gas emissions, cut toxic pollution, clean indoor air, and /or be easily recyclable. When putting site by side with the competition, the more environmental marketing claims your product or service can make, the more likely it is the consumer will select it, provided the price point isn’t too much higher than the alternative.

What makes Marketing Green?

Green Marketing can take many forms. Following are some essential Eco-friendly aspects of these:
  • Operational Sustainability: In this case, service companies and manufacturers can improve operational sustainability by reducing everyday energy and water consumption, minimising pollution, using greener material process, and properly managing waste.
  • Green Products: To producing products can do many things to improve the green factor of their offerings, including choosing sustainable materials, designing a product to save energy and water, and making a product that is less toxic and more natural than competitor’s goods. Greener products will also be packaged in an Eco-friendly manner and will be made to be easily recycled or it should be composed.
  • Sustainable marketing: We have to ensure that actual marketing system should be green, which is really distinct from your operational sustainability which focuses on manufacturing and production.
  • Environmental Causes: If any organisational or firm can choose to promote the environmental cause. Non-profits and NGOs will engage in green marketing to get the word out about their activities, but for profits can also suppose environmental causes by making donations and advertising for this environmental do-good as part of a green marketing campaign.
  • Digital Marketing Campaign: If any organisation can move promotional campaign through digital platform, that can be a huge step to save the our environment. As for example: few Year back mostly company promoted their product or services through print material,that can cause deplantation.























What makes Green Marketing environmental?


A strong commitment to nature and changing in lifestyle with great dedication towards the Eco-friendly life nature. And the best way to the commitment of consumers to either purchase green products or get involved in green activities.
  • Cost Reduction:
  • Competitive Pressure:
  • Government Pressure:
  • Social Responsibility:
  • Competitive opportunities:
  • Opportunities  Advantage:

4 P's of Green Marketing:


Product: Product should be designed with totally environmentally safe
Price: The product price should be very reasonable so that everyone should be can pay easily for this green product.
Promotion: Advertising should more focus on environmental friendly or physically and digitally platform and highlighted, more focus on green lifestyle.
Place: Product availability should be everywhere so that customer can buy from anywhere. 


Conclusion


Green Marketing should be not neglected in term of the economic aspect of marketing. A marketer should understand the importance of the green product. Everyone have to understand and implement and adopt the green initiative.

E-Business E-Commerce M-Commerce

e-Commerce




















E-Commerce in the digital age is not just buying and selling a product online, and a product

information system as it was perceived a few years back before, Rather than encompasses

the entire online of Developing, marketing, selling, delivering, serving and playing for

products and services transacted through the internet, e-Commerce broadly includes the

following tasks:
  • Product information 
  •  Requirement of the customer
  •  Purchase transaction
  •  Delivery of the product
  • Digital platform as a service for customer
Thanks to digital transform, Role of the internet has been the major driving force to make

 e-commerce possible. Thought e-commerce provides a number of benefits to the companies,

 still, the majority of the commercial transaction take place through the traditional channels.

 E-commerce has come a long way in the last decade, but there is a still a long way to go.

 There are many dot-com companies in mid of 2000 had failed due to lack of infrastructure

 and awareness, but now in digital age, now it can say that this is e-commerce age in digital

 transformation. Today, millions of companies including large and small, are somehow 

involving in e-commerce activities. Few giant companies such as Amazon, Alibaba, Flipkart,

 Snapdeal and Wal-Mart etc,  in e-commerce have captured the domestic and global

 consumer and business market too.
E-commerce also used to reduce the transaction cost, improve customer services, speed up

 the flow of information from the manufacturing to the supplier to customer.

1. Categories of e-Commerce

  • B to C: Business to Customers (B2C): This is meant for household customers. This model is built around providing convenience, quality and best value for money to the end users. eg: Flipkart 
  • B to B: Business to Business (B2B):  This model is meant for the wholesalers and retailers who need some items which are unavailable in the local market. Eg: Alibaba  
  •  C to C: Consumer to Consumer (C2C)  In this model consumer selling directly to another consumer. Eg: eBay
  • B to G (e G): Business to Government (B2G): In this model wholesalers directly sell or supply to the government
Where day to day smart-phone users are increasing, in mobile age for purchasing goods and

 services electronically is also known as mobile commerce or m-commerce 

2.  E-Commerce life cycle Business Model

Buying Process

This process allows users to search and buy different products listed by sellers.

buying-process























Selling Process 

selling-process 

3. Revenue Model of e-Commerce


Registration Fee  

Manufacturers or Distributors pays the annual rent for registering to Storeyo.com. In order 

to enlist their products or to put any kind of advertisements, the companies must be

registered. This is a fixed rent.
Listing Fee 
Manufacturers or Distributors pays the annual rent for listing each product. This is a

variable rent calculated keeping the cost and various other factors in mind.
 Service Charges
  •    Shipment 
  •      Maintenance
  •       Discounts 
       Advertisements 

       The company allows different advertisements which are also a source of revenue.

4. Operations Model

             A).  Stock it yourself model 
In this we are maintaining our integrated warehouses that are able to handle shipments to

 web customers, so by keeping the warehouses, we are fulfilling the orders. Through this, we

have full control over the fulfillment process.
            B). Outsourcing warehouse model: 
In this, we can use logistics specialists which do the work of stockpiling and shipping web 

orders. So once an order comes into our site it is automatically transmitted to its warehouse

and directly shipped to the customer through courier. 

Firefly (customer profiles) as Seller agents They will make markets more accessible to

 providers CyberCash & payU
They are payment enablers which handle purchase transactions and their related fund's
  
transfers, as well as risk management. 
                 Time slots for delivery 
           You may have different time slots depending upon the demand of the customers. They are 

           categorized as for example:                           
                       
2-3 days

5-7 days
            Types of inventory 
This is a key term in terms of cost effectiveness. It is the direction and control of activities

with the purpose of getting the right inventory in the right place at the right time in the right

quantity in the right form at the right cost.
A). Fluctuation inventory
This is introduced in our inventory management with a purpose of preventing disruptions in

deliveries to customers. 
B). Lot size inventory
We are purchasing items in quantities greater than needed to take advantage of quantity

discounts, to reduce shipping and setup costs.

C). Cross docking
In this strategy, we can move our goods directly from our warehouses to consumers. This

distribution strategy we have applied in which the customers and distributors are supplied

(in the case of B2C & B2B) by central warehouses which act as coordinators of the supply

process and as transshipment points for incoming orders from distributors and consumers

but in this strategy we are not keeping any stock. 
D). Refresh inventory
We are constantly refreshing our inventories through the received orders and products

coming from the distributors. When a new lot of product comes to the warehouses then we

send those products to the customers which are already present in our warehouses and

through the various time slots we are continuously refreshing our inventories.
           E). Transportation cost 
This includes the cost of moving the items from the warehouse to warehouse and warehouse

to consumers. As seen from the diagram given below we have two slots for the

transportation costs. The overall transportation cost is thirty-one percent of the total capital 

estimation.
i)  Warehouse to warehouse
It includes the cost of moving the items from one warehouse to other. This will mainly occur

when the cost of moving goods from distributor to warehouse is high than the cost of moving

products among the warehouses. Example, when one consumer demand for any variety of

products and it’s not available in the nearby warehouse, then we order the product from the

nearby warehouse to avoid the high cost of ordering product from the distributor.
ii).  Warehouse to customer
This includes the cost of shipping the products from the warehouse to the customers. As

shown in the graph we have warehouses in the areas where the demand is high and if some

item will not be available in the nearby warehouse then we will ship that item from the next

nearby warehouse. If the time slot is in 1 day or 2 days then we will ship the items directly

from the distributors using the cross-docking strategy.

5. E-commerce Infrastructure:

i). Hardware:   

A web server hardware platform is one of the main e-Commerce technology infrastructure

 components.There are many features  the web-server such as the storage capacity and

 computing power etc,. depend upon the software that run on the server and the volume of
  
the e-commerce transactions to be proceed. The main guiding principle remains that there

 must be adequate hardware back-up to avoid a major business disruption in case of a failure

 of the primary web server.
 
ii). Software: Categorizes in two parts
                   
            a) Web-server: 

A large number of functions such as identification retrieval and sending of webpage, website  


 tracking, website development,and web page development, the website must have 

web-server software.  

    
Example:
  • Database
  • Application Server
  • Web Server
  • Web Browsers
            b) E-Commerce:
  •    Catalog management  
  •    Product configuration
  •       Shipping Cart
  •       E-Commerce  Transition
  •    Web Traffic Data Analysis                  

web-server

E-Commerce applications:
  •         Retail and Wholesale
  •         Marketing
  •         Finance
  •         Manufacturing
  •         Auctions
Electronic payment system:
  •       Electronic cash  (e-Cash)
  •       Electronic Wallets (e -Wallets)
  •       Online Payment
  •    Plastic Money
  •    Cash on delivery (COD)

6. Management Challenges and opportunities

New Business model:  

In mid of 2000, sudden burst of dot.com age. Termed as bubble burst. Doing business over

the internet is  not necessary more  efficient or cost effective  than traditional business

model. Nowadays due to technology advancement  and reform in business industry 

 e-commerce industry become a very ease to the business.
 

Required changes in business Process:
 
It should bechanges accordingly. Rule, regulation, polices and procedure should be 

transparent and fare.
 
 
Channel Conflicts: Sometime distributor supplies product directly to the buyers.


Taxing, Legal and Regulatory for e-commerce:

E-commerce presents a major challenge for tax administrations, given the often multi-

jurisdictional nature of the transactions and the potential anonymity of the parties and it is 

country specific. 

E-commerce transactions should be legally straightforward. You get money up front for the

sale, in return for delivery of a product as described within the timeframe specified. 


A standard set of terms and conditions should cover the vast majority of transactions.

E-commerce is not only challenging traditional business methods but is also having a

massive impact on consumers’ habits. The growing importance of e-commerce and the

spreading of the Internet, which is having profound changes on almost all aspects of our

society and life, has recently called for the drafting of new legal instruments, both at global

 and European level, in order to put the regulation of the Net on a more solid foundation and

 to better regulate the activities carried out through this medium. It allows companies to

 establish a global presence, which is of paramount importance for relatively small and newly

 established entities who want to engage in cross-border trade. It offers competitive

advantages in respect to traditional methods of doing business. Forward-thinking companies

have grasped this truth and have opened their own website, confident of increasing and
   
enhancing their business and efficiency. 

Security and privacy: 

In an online business, everything is dependent on technology proper measures should be

taken to protect it from attackers or hackers. Several technologies can be employed to help

reduce the risk to companies and their customers when completing e-commerce

transactions.

Managerial opportunities:

E-Commerce provides a wide range of opportunities to the organizations. Managers can get

many advantages with the use of this technology. Internet revolution really reduces the

transaction cost: exchange of sales of goods and money bank guaranty.

Conclusion

Today e-commerce is not buying and selling a product or service platform online but it is big

information center or we can say that it becomes a big search engine for the most of the

things. E-Commerce technology infrastructure is very important is the key to successful

e-Commerce. Today e-Commerce is very advance  and provides many

safeguards and secure in term customer and vendor too. E-Commerce provides huge

opportunities and ways of doing business online. In spite of that, there are many challenges

of pre to post sales and service.