MIS 301
Essentials of E-Business
Er. Saurav Raj Verma Ace Institute of Management
• Concept of E-business in Marketing Strategy
• Customer retention and E-CRM
Unit - III Digital Marketing • Measuring the extent of DM
• Market Analysis
• Digital Marketing tools
• Terms (Viral marketing etc)
• What is Marketing ?
Marketing And Strategy
• What is strategy ?
1. Data Driven Marketing
2. Personalization and Hyper-targeting
3. Global reach
4. Real time engagement
5. Cost effectiveness
Role of E-business tech
on Marketing Strategy 6. Product and Brand Strategy
7. Impact on Pricing
8. Distribution
9. Promotion
Customer retention is all about keeping your existing
customers happy and coming back for more.
Customer retention and
E-business tech
It's the opposite of customer churn, which is when customers
stop doing business with you.
• Understanding Customer Needs: E-commerce analytics,
social media listening tools, and CRM (Customer Relationship
Management) software provide deep insights into customer
Customer retention and behavior and preferences.
E-business tech
• Personalized Engagement: E-business tech enables
personalized marketing and communication. Recommendation
engines suggest relevant products, targeted emails offer special
promotions, and loyalty programs reward repeat customers.
• Proactive Customer Service: Live chat functionalities and
automated chatbots can provide real-time support, answer
basic questions, and resolve minor issues quickly.
Customer retention and
E-business tech • Building Customer Communities: Social media platforms
and online forums create a space for customers to connect
with the brand and each other.
CRM interacts with customers via phone, distribution
channels, or fax.
CRM Vs E-CRM
On the other hand, E-CRM contacts customers through the
Internet, e-mail, and the latest technologies.
Digital marketing is defined as using numerous digital tactics and
Digital Marketing online channels to connect with customers.
• Global Reach — Unlike traditional methods, digital marketing is
not necessarily bound to a specific geographic area.
• Low Cost of Entry — Certain aspects of digital marketing can
DM can help businesses be achieved with a small investment of time and resources.
achieve following benefits:
• Measurable ROI — In order to maximize profits, businesses
must carefully evaluate return on investment (ROI).
• Improved Targeting — Digital marketing allows businesses to
target very specific demographics of potential customers.
• Dynamic Adaptability — Digital marketing strategies are
extremely malleable and flexible, enabling businesses to adjust
course when needed.
DM can help businesses • Immediate Connection — Before making a purchase, modern
customers generally conduct online research and evaluate
achieve following benefits: reviews.
• Relationship Building — The rise of social media has turned it
into a dominant communications platform for many customer
demographics.
• High Competition
• Dynamic in nature
Disadvantage of DM • Technical issues
• High Risk
• Ad blocker
• Privacy
• Negative Publicity
Disadvantage of DM
• Information overload
• Digital Divide
• Content Marketing
• Social Media Marketing (SMM)
Types of DM • Search Engine Optimization (SEO)
• Search Engine Marketing (SEM)
• Pay-Per-Click (PPC)
• Email Marketing
• Affiliate Marketing
Types of DM • Mobile and App Marketing
• Website Design and Development
• ORM and Influencer
PESO Model
• Reach
• Impression
• Click Through Rate, CTR
• Call to Action, CTA
Measurement of DM
• Followers / Likes
Social Media Analytics
• Leads and CPL
Web Analytics
• Bounce rate
• Visitor / Unique Visitor
• Average order Value, AOV
‘Viral’ refers to something that spreads quickly and widely across its
audience.
Viral marketing is a style of promotion that relies on an audience to
organically generate and push the message of a product or service.
Viral Markerting
Also called UGC / UGM
User Generated Content / User Generated Marketing
Viral Marketing vs Word Of Mouth Marketing
Hashtag Hijacking
Keyword Stuffing
Lifetime Value
Other terms
Black hat
Omni channel
SWOT / TOWS
Remarking and Retargeting
Artificial Intelligence is a subfield of computer science that
focuses on creating intelligent agents capable of performing
tasks that would typically require human levels of
intelligence.
These tasks include problem-solving, speech recognition,
AI and Digital Marketing
and decision-making, among others.
1. Week AI
2. Strong AI
Top three uses of AI in digital marketing are:
1. Data analysis/reporting
AI and Digital Marketing
2. Customer support
3. Content creation
AI and Digital Marketing
Google Search
Generative Experience (SGE)
AI and Digital Marketing
• For website and social media graphics: Unsplash, Canva
• For editing photos: Adobe Photoshop and Pixlr E and X
• For social media management: Buffer and FeedHive
• For presentations: Gamma and Beautiful.ai
Tools in DM • For webinars: Zoom and Livestorm
• For video creation and hosting: Peech, YouTube, and Wistia
• For building websites: Wix
• For building eCommerce websites: Shopify and Square
• For building landing pages: Carrd, Unbounce, and Zapier
• For keyword research: Ahrefs Free SEO Tools
• For AI chatbots: ChatGPT and Gemini
• For building your own chatbot: Manychat and Zapier
• For forms and surveys: Google Forms and Typeform
Tools in DM • For content writing and editing: Jasper, Writesonic, and Grammarly
• For email marketing: Mailchimp and ActiveCampaign
• For SMS marketing: SimpleTexting and Sakari
• For CRM and lead management: Zoho CRM Plus and HubSpot
• For marketing automation: Brevo and Klaviyo
1. Industry Overview
2. The Audience
Market Analysis
(Components) 3. Competition
4. Forecasting
