Download VTU (Visvesvaraya Technological University) MBA 4th Semester (Fourth Semester) 16MBAMM403-E-Marketing E marketing Management Module 7 Important Lecture Notes (MBA Study Material Notes)
Evaluating performance
and
opportunities
FirstRanker.com - FirstRanker's Choice
Module 7
Evaluating performance
and
opportunities
https://www.youtube.com/create_
channel
FirstRanker.com - FirstRanker's Choice
Module 7
Evaluating performance
and
opportunities
https://www.youtube.com/create_
channel
measuring and evaluating web
marketing programs
? Online marketing is using internet to market and sell goods and
services.
? Mainly there are 3 reasons to go online, they are wider selection,
price, time saving.
? 81% of the company will conduct research.
? Measuring and evaluating web marketing programs is a crucial
task.
? Many businesses that have been successful or failed because of
choosing the right metrics.
? Metrics means a number used for evaluation of business success.
FirstRanker.com - FirstRanker's Choice
Module 7
Evaluating performance
and
opportunities
https://www.youtube.com/create_
channel
measuring and evaluating web
marketing programs
? Online marketing is using internet to market and sell goods and
services.
? Mainly there are 3 reasons to go online, they are wider selection,
price, time saving.
? 81% of the company will conduct research.
? Measuring and evaluating web marketing programs is a crucial
task.
? Many businesses that have been successful or failed because of
choosing the right metrics.
? Metrics means a number used for evaluation of business success.
? Doing right metrics can lead to business successful.
? For eg. FRESH DIRECT, it?s a small company starting with almost no sales on internet, the
company got sales amounting $300 million and expansion into different cities with in 10
years.
? Use of metrics helps in achieving the goal
? By using measures they can generate growth in sales, brand awareness more effectively
? Marketers need to determine diff.way to evaluate like easy to use, user friendly, audience,
performance, errors etc
? They can count the no. of times users clicks and views, they can also measure growth, brand
awareness,etc.
FirstRanker.com - FirstRanker's Choice
Module 7
Evaluating performance
and
opportunities
https://www.youtube.com/create_
channel
measuring and evaluating web
marketing programs
? Online marketing is using internet to market and sell goods and
services.
? Mainly there are 3 reasons to go online, they are wider selection,
price, time saving.
? 81% of the company will conduct research.
? Measuring and evaluating web marketing programs is a crucial
task.
? Many businesses that have been successful or failed because of
choosing the right metrics.
? Metrics means a number used for evaluation of business success.
? Doing right metrics can lead to business successful.
? For eg. FRESH DIRECT, it?s a small company starting with almost no sales on internet, the
company got sales amounting $300 million and expansion into different cities with in 10
years.
? Use of metrics helps in achieving the goal
? By using measures they can generate growth in sales, brand awareness more effectively
? Marketers need to determine diff.way to evaluate like easy to use, user friendly, audience,
performance, errors etc
? They can count the no. of times users clicks and views, they can also measure growth, brand
awareness,etc.
approaches to performance
management
? Mainly there are two types
? Click/ hits approach and measurement driven approach.
? In the first approach, users click on an ad or visit(hit) the website.
? Second approach is the blind following of strategies of industry peers or
they accept measures promoted by software companies or ad agencies.
? To contribute to an organisations competitive advantage ,internet marketing
activities must be aligned with the general organisational strategy, as well as
with the strategic objective of the marketing and information technology
function.
FirstRanker.com - FirstRanker's Choice
Module 7
Evaluating performance
and
opportunities
https://www.youtube.com/create_
channel
measuring and evaluating web
marketing programs
? Online marketing is using internet to market and sell goods and
services.
? Mainly there are 3 reasons to go online, they are wider selection,
price, time saving.
? 81% of the company will conduct research.
? Measuring and evaluating web marketing programs is a crucial
task.
? Many businesses that have been successful or failed because of
choosing the right metrics.
? Metrics means a number used for evaluation of business success.
? Doing right metrics can lead to business successful.
? For eg. FRESH DIRECT, it?s a small company starting with almost no sales on internet, the
company got sales amounting $300 million and expansion into different cities with in 10
years.
? Use of metrics helps in achieving the goal
? By using measures they can generate growth in sales, brand awareness more effectively
? Marketers need to determine diff.way to evaluate like easy to use, user friendly, audience,
performance, errors etc
? They can count the no. of times users clicks and views, they can also measure growth, brand
awareness,etc.
approaches to performance
management
? Mainly there are two types
? Click/ hits approach and measurement driven approach.
? In the first approach, users click on an ad or visit(hit) the website.
? Second approach is the blind following of strategies of industry peers or
they accept measures promoted by software companies or ad agencies.
? To contribute to an organisations competitive advantage ,internet marketing
activities must be aligned with the general organisational strategy, as well as
with the strategic objective of the marketing and information technology
function.
reason for measuring web
marketing
? E marketing is important to corporate stakeholders:
? Org.website are more impotent source of information and interaction of
investors, employees, trading partners etc.
? E-marketing activities is expanding beyond marketing departments top mgt
give more importance.
? It is different than traditional marketing:
? new way of interacting with customers
? stacks of information's will be available
? It is ?pulled? by users as needed, rather than ?pushed?
FirstRanker.com - FirstRanker's Choice
Module 7
Evaluating performance
and
opportunities
https://www.youtube.com/create_
channel
measuring and evaluating web
marketing programs
? Online marketing is using internet to market and sell goods and
services.
? Mainly there are 3 reasons to go online, they are wider selection,
price, time saving.
? 81% of the company will conduct research.
? Measuring and evaluating web marketing programs is a crucial
task.
? Many businesses that have been successful or failed because of
choosing the right metrics.
? Metrics means a number used for evaluation of business success.
? Doing right metrics can lead to business successful.
? For eg. FRESH DIRECT, it?s a small company starting with almost no sales on internet, the
company got sales amounting $300 million and expansion into different cities with in 10
years.
? Use of metrics helps in achieving the goal
? By using measures they can generate growth in sales, brand awareness more effectively
? Marketers need to determine diff.way to evaluate like easy to use, user friendly, audience,
performance, errors etc
? They can count the no. of times users clicks and views, they can also measure growth, brand
awareness,etc.
approaches to performance
management
? Mainly there are two types
? Click/ hits approach and measurement driven approach.
? In the first approach, users click on an ad or visit(hit) the website.
? Second approach is the blind following of strategies of industry peers or
they accept measures promoted by software companies or ad agencies.
? To contribute to an organisations competitive advantage ,internet marketing
activities must be aligned with the general organisational strategy, as well as
with the strategic objective of the marketing and information technology
function.
reason for measuring web
marketing
? E marketing is important to corporate stakeholders:
? Org.website are more impotent source of information and interaction of
investors, employees, trading partners etc.
? E-marketing activities is expanding beyond marketing departments top mgt
give more importance.
? It is different than traditional marketing:
? new way of interacting with customers
? stacks of information's will be available
? It is ?pulled? by users as needed, rather than ?pushed?
? E-marketing financial returns requires evaluation
? Evaluating E-marketing is possible and beneficial
? for eg. A company can briefly post an online ad and track
consumer response in real time. this allows the organisation to
directly compare financial returns to the investment that generate
them. many case outcomes are more complex
FirstRanker.com - FirstRanker's Choice
Module 7
Evaluating performance
and
opportunities
https://www.youtube.com/create_
channel
measuring and evaluating web
marketing programs
? Online marketing is using internet to market and sell goods and
services.
? Mainly there are 3 reasons to go online, they are wider selection,
price, time saving.
? 81% of the company will conduct research.
? Measuring and evaluating web marketing programs is a crucial
task.
? Many businesses that have been successful or failed because of
choosing the right metrics.
? Metrics means a number used for evaluation of business success.
? Doing right metrics can lead to business successful.
? For eg. FRESH DIRECT, it?s a small company starting with almost no sales on internet, the
company got sales amounting $300 million and expansion into different cities with in 10
years.
? Use of metrics helps in achieving the goal
? By using measures they can generate growth in sales, brand awareness more effectively
? Marketers need to determine diff.way to evaluate like easy to use, user friendly, audience,
performance, errors etc
? They can count the no. of times users clicks and views, they can also measure growth, brand
awareness,etc.
approaches to performance
management
? Mainly there are two types
? Click/ hits approach and measurement driven approach.
? In the first approach, users click on an ad or visit(hit) the website.
? Second approach is the blind following of strategies of industry peers or
they accept measures promoted by software companies or ad agencies.
? To contribute to an organisations competitive advantage ,internet marketing
activities must be aligned with the general organisational strategy, as well as
with the strategic objective of the marketing and information technology
function.
reason for measuring web
marketing
? E marketing is important to corporate stakeholders:
? Org.website are more impotent source of information and interaction of
investors, employees, trading partners etc.
? E-marketing activities is expanding beyond marketing departments top mgt
give more importance.
? It is different than traditional marketing:
? new way of interacting with customers
? stacks of information's will be available
? It is ?pulled? by users as needed, rather than ?pushed?
? E-marketing financial returns requires evaluation
? Evaluating E-marketing is possible and beneficial
? for eg. A company can briefly post an online ad and track
consumer response in real time. this allows the organisation to
directly compare financial returns to the investment that generate
them. many case outcomes are more complex
social and regulatory issues in
web marketing
? The scope of electronic marketing increased drastically all
over due to the growth in electronic communication.
? Major social and regulatory issues include :
? Privacy
? Security
? Intellectual property
FirstRanker.com - FirstRanker's Choice
Module 7
Evaluating performance
and
opportunities
https://www.youtube.com/create_
channel
measuring and evaluating web
marketing programs
? Online marketing is using internet to market and sell goods and
services.
? Mainly there are 3 reasons to go online, they are wider selection,
price, time saving.
? 81% of the company will conduct research.
? Measuring and evaluating web marketing programs is a crucial
task.
? Many businesses that have been successful or failed because of
choosing the right metrics.
? Metrics means a number used for evaluation of business success.
? Doing right metrics can lead to business successful.
? For eg. FRESH DIRECT, it?s a small company starting with almost no sales on internet, the
company got sales amounting $300 million and expansion into different cities with in 10
years.
? Use of metrics helps in achieving the goal
? By using measures they can generate growth in sales, brand awareness more effectively
? Marketers need to determine diff.way to evaluate like easy to use, user friendly, audience,
performance, errors etc
? They can count the no. of times users clicks and views, they can also measure growth, brand
awareness,etc.
approaches to performance
management
? Mainly there are two types
? Click/ hits approach and measurement driven approach.
? In the first approach, users click on an ad or visit(hit) the website.
? Second approach is the blind following of strategies of industry peers or
they accept measures promoted by software companies or ad agencies.
? To contribute to an organisations competitive advantage ,internet marketing
activities must be aligned with the general organisational strategy, as well as
with the strategic objective of the marketing and information technology
function.
reason for measuring web
marketing
? E marketing is important to corporate stakeholders:
? Org.website are more impotent source of information and interaction of
investors, employees, trading partners etc.
? E-marketing activities is expanding beyond marketing departments top mgt
give more importance.
? It is different than traditional marketing:
? new way of interacting with customers
? stacks of information's will be available
? It is ?pulled? by users as needed, rather than ?pushed?
? E-marketing financial returns requires evaluation
? Evaluating E-marketing is possible and beneficial
? for eg. A company can briefly post an online ad and track
consumer response in real time. this allows the organisation to
directly compare financial returns to the investment that generate
them. many case outcomes are more complex
social and regulatory issues in
web marketing
? The scope of electronic marketing increased drastically all
over due to the growth in electronic communication.
? Major social and regulatory issues include :
? Privacy
? Security
? Intellectual property
privacy
? Most online marketers have become skilled at collecting and analysing detailed consumer
information
? Marketers can easily track website visitors, and many customers who participate in
participate in web activities.
? Here there is a chance of abusing the customers information.
? Some companies with exchange the databases to other company.
? Many customers and policy makers worry that marketers have stepped over the line and are
violating consumers rights to privacy.
FirstRanker.com - FirstRanker's Choice
Module 7
Evaluating performance
and
opportunities
https://www.youtube.com/create_
channel
measuring and evaluating web
marketing programs
? Online marketing is using internet to market and sell goods and
services.
? Mainly there are 3 reasons to go online, they are wider selection,
price, time saving.
? 81% of the company will conduct research.
? Measuring and evaluating web marketing programs is a crucial
task.
? Many businesses that have been successful or failed because of
choosing the right metrics.
? Metrics means a number used for evaluation of business success.
? Doing right metrics can lead to business successful.
? For eg. FRESH DIRECT, it?s a small company starting with almost no sales on internet, the
company got sales amounting $300 million and expansion into different cities with in 10
years.
? Use of metrics helps in achieving the goal
? By using measures they can generate growth in sales, brand awareness more effectively
? Marketers need to determine diff.way to evaluate like easy to use, user friendly, audience,
performance, errors etc
? They can count the no. of times users clicks and views, they can also measure growth, brand
awareness,etc.
approaches to performance
management
? Mainly there are two types
? Click/ hits approach and measurement driven approach.
? In the first approach, users click on an ad or visit(hit) the website.
? Second approach is the blind following of strategies of industry peers or
they accept measures promoted by software companies or ad agencies.
? To contribute to an organisations competitive advantage ,internet marketing
activities must be aligned with the general organisational strategy, as well as
with the strategic objective of the marketing and information technology
function.
reason for measuring web
marketing
? E marketing is important to corporate stakeholders:
? Org.website are more impotent source of information and interaction of
investors, employees, trading partners etc.
? E-marketing activities is expanding beyond marketing departments top mgt
give more importance.
? It is different than traditional marketing:
? new way of interacting with customers
? stacks of information's will be available
? It is ?pulled? by users as needed, rather than ?pushed?
? E-marketing financial returns requires evaluation
? Evaluating E-marketing is possible and beneficial
? for eg. A company can briefly post an online ad and track
consumer response in real time. this allows the organisation to
directly compare financial returns to the investment that generate
them. many case outcomes are more complex
social and regulatory issues in
web marketing
? The scope of electronic marketing increased drastically all
over due to the growth in electronic communication.
? Major social and regulatory issues include :
? Privacy
? Security
? Intellectual property
privacy
? Most online marketers have become skilled at collecting and analysing detailed consumer
information
? Marketers can easily track website visitors, and many customers who participate in
participate in web activities.
? Here there is a chance of abusing the customers information.
? Some companies with exchange the databases to other company.
? Many customers and policy makers worry that marketers have stepped over the line and are
violating consumers rights to privacy.
security
? Proper security is required
? If the E-commerce security is weak, it may be possible that
business is allowing criminal access to information they may not
have had access to.
FirstRanker.com - FirstRanker's Choice
Module 7
Evaluating performance
and
opportunities
https://www.youtube.com/create_
channel
measuring and evaluating web
marketing programs
? Online marketing is using internet to market and sell goods and
services.
? Mainly there are 3 reasons to go online, they are wider selection,
price, time saving.
? 81% of the company will conduct research.
? Measuring and evaluating web marketing programs is a crucial
task.
? Many businesses that have been successful or failed because of
choosing the right metrics.
? Metrics means a number used for evaluation of business success.
? Doing right metrics can lead to business successful.
? For eg. FRESH DIRECT, it?s a small company starting with almost no sales on internet, the
company got sales amounting $300 million and expansion into different cities with in 10
years.
? Use of metrics helps in achieving the goal
? By using measures they can generate growth in sales, brand awareness more effectively
? Marketers need to determine diff.way to evaluate like easy to use, user friendly, audience,
performance, errors etc
? They can count the no. of times users clicks and views, they can also measure growth, brand
awareness,etc.
approaches to performance
management
? Mainly there are two types
? Click/ hits approach and measurement driven approach.
? In the first approach, users click on an ad or visit(hit) the website.
? Second approach is the blind following of strategies of industry peers or
they accept measures promoted by software companies or ad agencies.
? To contribute to an organisations competitive advantage ,internet marketing
activities must be aligned with the general organisational strategy, as well as
with the strategic objective of the marketing and information technology
function.
reason for measuring web
marketing
? E marketing is important to corporate stakeholders:
? Org.website are more impotent source of information and interaction of
investors, employees, trading partners etc.
? E-marketing activities is expanding beyond marketing departments top mgt
give more importance.
? It is different than traditional marketing:
? new way of interacting with customers
? stacks of information's will be available
? It is ?pulled? by users as needed, rather than ?pushed?
? E-marketing financial returns requires evaluation
? Evaluating E-marketing is possible and beneficial
? for eg. A company can briefly post an online ad and track
consumer response in real time. this allows the organisation to
directly compare financial returns to the investment that generate
them. many case outcomes are more complex
social and regulatory issues in
web marketing
? The scope of electronic marketing increased drastically all
over due to the growth in electronic communication.
? Major social and regulatory issues include :
? Privacy
? Security
? Intellectual property
privacy
? Most online marketers have become skilled at collecting and analysing detailed consumer
information
? Marketers can easily track website visitors, and many customers who participate in
participate in web activities.
? Here there is a chance of abusing the customers information.
? Some companies with exchange the databases to other company.
? Many customers and policy makers worry that marketers have stepped over the line and are
violating consumers rights to privacy.
security
? Proper security is required
? If the E-commerce security is weak, it may be possible that
business is allowing criminal access to information they may not
have had access to.
Intellectual property
? IP is a legal term that refers to industrial property and to copyright
and related rights.
? IP consist of new ideas, original expressions, distinctive names, and
appearance that makes product unique and valuable.
? E-commerce based business usually holds a great deal of their value
in IP; so the valuation of E-commerce businesses will be affected by
whether they have protected their IP.
FirstRanker.com - FirstRanker's Choice
Module 7
Evaluating performance
and
opportunities
https://www.youtube.com/create_
channel
measuring and evaluating web
marketing programs
? Online marketing is using internet to market and sell goods and
services.
? Mainly there are 3 reasons to go online, they are wider selection,
price, time saving.
? 81% of the company will conduct research.
? Measuring and evaluating web marketing programs is a crucial
task.
? Many businesses that have been successful or failed because of
choosing the right metrics.
? Metrics means a number used for evaluation of business success.
? Doing right metrics can lead to business successful.
? For eg. FRESH DIRECT, it?s a small company starting with almost no sales on internet, the
company got sales amounting $300 million and expansion into different cities with in 10
years.
? Use of metrics helps in achieving the goal
? By using measures they can generate growth in sales, brand awareness more effectively
? Marketers need to determine diff.way to evaluate like easy to use, user friendly, audience,
performance, errors etc
? They can count the no. of times users clicks and views, they can also measure growth, brand
awareness,etc.
approaches to performance
management
? Mainly there are two types
? Click/ hits approach and measurement driven approach.
? In the first approach, users click on an ad or visit(hit) the website.
? Second approach is the blind following of strategies of industry peers or
they accept measures promoted by software companies or ad agencies.
? To contribute to an organisations competitive advantage ,internet marketing
activities must be aligned with the general organisational strategy, as well as
with the strategic objective of the marketing and information technology
function.
reason for measuring web
marketing
? E marketing is important to corporate stakeholders:
? Org.website are more impotent source of information and interaction of
investors, employees, trading partners etc.
? E-marketing activities is expanding beyond marketing departments top mgt
give more importance.
? It is different than traditional marketing:
? new way of interacting with customers
? stacks of information's will be available
? It is ?pulled? by users as needed, rather than ?pushed?
? E-marketing financial returns requires evaluation
? Evaluating E-marketing is possible and beneficial
? for eg. A company can briefly post an online ad and track
consumer response in real time. this allows the organisation to
directly compare financial returns to the investment that generate
them. many case outcomes are more complex
social and regulatory issues in
web marketing
? The scope of electronic marketing increased drastically all
over due to the growth in electronic communication.
? Major social and regulatory issues include :
? Privacy
? Security
? Intellectual property
privacy
? Most online marketers have become skilled at collecting and analysing detailed consumer
information
? Marketers can easily track website visitors, and many customers who participate in
participate in web activities.
? Here there is a chance of abusing the customers information.
? Some companies with exchange the databases to other company.
? Many customers and policy makers worry that marketers have stepped over the line and are
violating consumers rights to privacy.
security
? Proper security is required
? If the E-commerce security is weak, it may be possible that
business is allowing criminal access to information they may not
have had access to.
Intellectual property
? IP is a legal term that refers to industrial property and to copyright
and related rights.
? IP consist of new ideas, original expressions, distinctive names, and
appearance that makes product unique and valuable.
? E-commerce based business usually holds a great deal of their value
in IP; so the valuation of E-commerce businesses will be affected by
whether they have protected their IP.
mobile marketing
? According to mobile marketing association,
?It is a set of practices that enables organisation to communicate
and engage with their audience in an interactive and relevant
manner through any mobile device or network?
FirstRanker.com - FirstRanker's Choice
This post was last modified on 18 February 2020