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Unit 4 of 4 · MBA Sem 3

Unit 4: E-marketing

Marketing Analytics notes · PTU syllabus (MBA 961-18)

3 min read5 topics10 exam questions
On this page
  1. Unit summary
  2. E-marketing: objectives, scope, benefits and problems
  3. E-marketing techniques
  4. E-customers and the online buying process
  5. E-marketing tools
  6. Developing an e-marketing plan and measuring success
  7. Key terms
  8. Quick revision
  9. Important questions

Unit summary

E-marketing uses digital channels to attract, convert and retain customers. This unit covers e-marketing objectives, scope, benefits and problems, e-marketing techniques, e-customers and the online buying process, e-marketing tools — email, website, social media, PPC, SEO and blogging — and developing and measuring an e-marketing plan.

After this unit you can

  • Explain the objectives, scope, benefits and problems of e-marketing
  • Explain e-marketing techniques and the online buying process
  • Use e-marketing tools
  • Develop an e-marketing plan and measure its success

PTU syllabus topics

  • E-marketing objectives
  • scope
  • benefits and problems
  • e-marketing techniques
  • e-customers and online buying process
  • e-marketing tools (email, website, social media, PPC, SEO, blogging)
  • e-marketing plan development and measuring success
ProcessDeveloping an e-marketing plan
  1. 1

    Situation analysis

  2. 2

    Set SMART objectives

  3. 3

    Define target e-customers

  4. 4

    Choose tools

    Email, SEO, PPC, social

  5. 5

    Budget and schedule

  6. 6

    Measure

    KPIs and ROI

1

Topic 1

E-marketing: objectives, scope, benefits and problems

  • E-marketing: using the internet and digital technologies to achieve marketing objectives.
  • Objectives (5Ss — Chaffey and Smith): sell (grow sales), serve (add value), speak (get closer to customers through dialogue), save (cut costs), sizzle (extend the brand online).
  • Scope: product information, online sales, customer service, research, branding, CRM.
  • Benefits: global reach, precise targeting, interactivity, measurability, low cost, personalisation, 24×7 presence.
  • Problems: trust and security concerns, digital divide, clutter and ad blindness, privacy regulation, rapid technology change, fake reviews.
2

Topic 2

E-marketing techniques

  • Search marketing (SEO and PPC), content marketing, social media marketing, email marketing, affiliate and influencer marketing, display and video advertising, mobile marketing (SMS, apps, WhatsApp), online PR and reputation management, marketing automation.
3

Topic 3

E-customers and the online buying process

ProcessOnline buying process
  1. 1Need recognition

    Triggered by ads, social posts, search

  2. 2Online search

    Search engines, marketplaces, reviews

  3. 3Evaluation

    Compare prices, ratings, delivery, returns

  4. 4Purchase

    Checkout, payment options

  5. 5Post-purchase

    Delivery, tracking, reviews, returns, repeat purchase

  • E-customer characteristics: goal-oriented, time-conscious, comparison shoppers, influenced by peer reviews, expect personalisation and fast delivery, mobile-first in India.
4

Topic 4

E-marketing tools

ToolPurposeKey metrics
EmailRetention, nurturing, promotionsOpen rate, CTR, conversion
WebsiteInformation, conversion hubSessions, bounce rate, conversion rate
Social mediaAwareness, engagement, communityReach, engagement rate, followers
PPCImmediate targeted trafficCTR, CPC, conversion rate, ROAS
SEOLong-term organic trafficRankings, organic sessions
BloggingThought leadership, SEO, leadsVisits, time on page, leads
5

Topic 5

Developing an e-marketing plan and measuring success

ProcessSOSTAC planning model (PR Smith)
  1. 1

    Situation analysis

    Where are we now?

  2. 2

    Objectives

    Where do we want to be? — SMART

  3. 3

    Strategy

    How do we get there? — segments, positioning, channels

  4. 4

    Tactics

    Details of the mix and tools

  5. 5

    Action

    Who does what and when

  6. 6

    Control

    Measure, monitor, improve

Key formulasMeasuring e-marketing success

  • Conversion rate

    Conversions ÷ visitors × 100

  • Customer acquisition cost

    Digital spend ÷ new customers

  • ROAS

    Revenue from ads ÷ ad spend

  • ROI

    (Revenue attributable − cost) ÷ cost × 100

  • Tools: Google Analytics 4, platform insights, CRM and marketing automation dashboards.

Key terms

5Ss
Sell, serve, speak, save, sizzle — e-marketing objectives
E-customer
Customer who searches and buys through digital channels
PPC
Pay-per-click advertising
SOSTAC
Situation, objectives, strategy, tactics, action, control
ROAS
Revenue generated per rupee of ad spend

Quick revision

  • E-marketing objectives (5Ss), scope, benefits, problems.
  • Techniques: search, content, social, email, affiliate, display, mobile, ORM.
  • Online buying process and e-customer traits.
  • Tools: email, website, social, PPC, SEO, blogging with metrics.
  • SOSTAC; conversion rate, CAC, ROAS, ROI.

Important exam questions

Practice questions written to the PTU exam pattern for this unit's syllabus: short answers (Section A style) and long answers (Sections B and C style).

Short-answer questions

  1. Q1.State the 5Ss of e-marketing.
  2. Q2.Name two problems of e-marketing.
  3. Q3.Describe the online buying process.
  4. Q4.Give two metrics for email marketing.
  5. Q5.Expand SOSTAC.
  6. Q6.What is ROAS?

Long-answer questions

  1. Q1.Explain the objectives, scope, benefits and problems of e-marketing.
  2. Q2.Discuss e-marketing techniques and the online buying process.
  3. Q3.Explain the major e-marketing tools and their metrics.
  4. Q4.Explain how to develop an e-marketing plan and measure its success.

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