Web Marketing:- By web marketing we mean that using the Web by companies in their

marketing strategies to advertise their products and services and promote their reputations.

Web Marketing Strategy:- The strategy used by companies to advertise their products and
services efficiently and effectively on the web to promote there reputation and thus increase their business and earning capabilities.

Explination :A particular Marketing Mix for a company can be called a company marketing strategy. A company Marketing strategy is an important tool that works works with its Web presence to get the companys message across to both its current and prospective customers The basics Web marketing help out the companies in a number of ways like:Created Targeted messages:-Companies are mostly classifying customers into groups and thus created targeted messages for each group.The size of these targeted groups can be smaller when companies are using the Web-in some cases,just one customer at a time can be targeted. Respond to visitors efficiently:- New researches into the behavior of website visitors has even suggested different ways in which Web sites can respond well to different visitors and fulfill their different needs at different times. Give more options and flexibility:- Web maketing strategy creating ways for giving more option to customers for their full satisfaction and also give flexibility in a demographic way means it give availability options to customer Through web marketing the the company make money by selling and advertising on the Web. When creating a marketing strategy, managers must consider both the nature of their Products and the nature of their Potential Customers. So web marketing strategies either be Product Based or Customer based:Product-Based Marketing Strategies :In Product-Based Marketing strategies the companies makes their strategies on the basis of the products like Companies offer a variety of products that appeal to different groups. Managers at many companies think of their business in term of the Products and services they sell. A logical way to think:- Product-Based Marketing strategies is the logical way to think of a business because companies spent

 a A great deal of effort. b A great deal of time. c A great deal of money. To design and create those products and services. So in this type of Web Marketing strategy the customer are being attracted in term of the product they produce and the customer think in term of product categories. Most of the Office supplies stores on the Web believe their customers organize their needs into product categories.

Example :THE STAPLES HOME PAGE is best Product-based Web Marketing.

From stapples page it is clear to us that the categorization is according to Products .The customers can come and select according to their choice in the different categories of products.

Example no 2 SEARS Company :- Its a company that sells product to different market, but that uses a
similar Product-Based marketing strategies.It sold its products through catalogs and later in physical stores for many years before opening its Web site.

Most companies that used print catalogs in the past organized them by Product category as shown in the figure

Customer-based Marketing Strategies:This type of web maketing totally focused on their customers,and also make strategies by keeping in view the customers. Definition:The Market strategy that identify the group of customers who share common characteristics.

Explination:Like a customer can be categorized by age, by location, by gender, by their phsyclogical thinking, by their likes, so on basis of all these these groupings we make the web marketing strategy in this type.

Examples:1) In the early days the Web sites of universities were usually organized around the internal elements of the university. Today most universities home pages include links to

separate sections of the web site designed for specific stakeholders, such as Current student, Prospective students, Parents of students, Potential Donors and faculty.

2) SABRE HOLDINGS It is a company that sells Marketing services and technology to

support those services to the travel industry.Its customer includes travel agencies, airlines, large companies that have in-house travel departments

4Ps of Marketing:The 4Ps model is just one of many marketing mix lists that have been developed over the years. 4 P's are just the four elements of the marketing mix that are used to market different products. The four Ps of marketing are: 1) Product. 2) Price. 3) Promotion. 4) Place.

1) Product : - It is the physical item or service a company is selling .

The intrinsic characteristics of the product are important, the products brand (customer perception of the product), can be as important as the actual characteristics of the product.

2) Price:- It is the amount the customers pay for the market. The business may increase or
decrease the price of product if other stores have the same product. It can be in two ways:-

Are you going to sell at a high price and make a lot of profit in the short term ASre you going to sell at a low price to beat the competition and stay in the long term

3) Promotion:- Promotion includes any means of spreading the word about Product or i.e
Promotion is actually telling the customer about the product Promotion is typically sub-divided into Advertising Mass Selling Advertising - which you pay for Publicity - which is free

Sales Promotion stuff you do in the store to get the customer to try the product contests, coupons, free samples

Personal Selling direct contact person2person with a potential customer sometimes for large industrial sales sometimes for high quality consumer products, like selling a car.

4) Place:-

We can call it distribution aswell.

By place we mean to have product and services available in many different locations. Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. In this 4th P called price the right product at the right place concept is being used and is mor3e important for the business success.

This figure depicting the Web marketing strategies along with 4 P's

Marketing Mix :The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address. "Marketing mix" is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. Marketing mix allows you to combine all the marketing tools in order to sell your product. Marketing mix is the combination of elements that you will use to market your product.

For Example 4P's:There are four elements: Product, Place, Price and Promotion. They are called the four Ps of the marketing mix. A planned mix of the controllable elements of a product's marketing plan commonly termed as 4Ps: product, price, place, and promotion. These four elements are adjusted until the right combination is found that serves the needs of the product's customers, while generating optimum income. Sometimes the first P (Product) is substituted by presentation. See also marketing and mega marketing. There can also be combination of 5 elements like 5 P's , 7P's, 8P's and even companies had reached upto 27 P's. The following images will give us the clear pictures 4 P's

7 P's

8 P's

Market segmentation :The practice of identifying specific portions of the Market and target them with specific advertising messages. OR A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. Market segmentation is used by companies in response to the decrease in advertising effectiveness. The market segmentation can be done with respect to Gender Price Interests Location Religion Income Size of Household A true market segment meets all of the following criteria: It is distinct from other segments (different segments have different needs). It is homogeneous within the segment (exhibits common needs)

 It responds similarly to a market stimulus. It can be reached by a market intervention. Market segmentation enables a business to: Accurately dene its markets. Position products and services to match the demands of particular markets and segments. Identify gaps in the market that it could ll. Make more efficient use of its marketing resources.

These can be broadly viewed as 'positive' and 'negative' applications of the same idea, splitting up the market into smaller groups.

Types of Market Segmentation

Psychographic segmentation The basis of such segmentation is the lifestyle of the individuals. The individuals attitude, interest, value help the marketers to classify them into small groups. Behaviouralistic Segmentation The loyalties of the customers towards a particular brand help the marketers to classify them into smaller groups, each group comprising of individuals loyal towards a particular brand. Geographic Segmentation Geographic segmentation refers to the classification of market into various geographical areas. A marketer cant have similar strategies for individuals living at different places. EXAMPLES 1 Nestle promotes Nescafe all through the year in cold states of the country as compared to places which have well defined summer and winter season. 2 McDonalds in India does not sell beef products as it is strictly against the religious beliefs of the countrymen, whereas McDonalds in US freely sells and promotes beef products.

Examples:-

Shopping Cart
It is a software used in e-commerce to assist people making purchases online, analogous to the American English term 'shopping cart'. In British English it is generally known as a shopping basket, almost exclusively shortened on websites to 'basket'. The software allows online shopping customers to accumulate a list of items for purchase, described metaphorically as "placing items in the shopping cart". Upon checkout, the software

typically calculates a total for the order, including shipping and handling (i.e. postage and packing) charges and the associated taxes, as applicable.

In early days form based shopping cart was used where in the user had to remember and type certain information. It is now replaced by electronic shopping cart/basket that keeps record of the items the customer has selected and allows customers to view the details of the items selected. The customer can add new items or remove items. To order an item, a customer simply clicks at that item option. All details of an item, including its price, product no. and order identifying information are stored automatically in the cart. Shopping cart is a good symbol for selecting and putting your items in a virtual place, whereas shopping basket is a more appropriate symbol or icon for the said purpose in Europe. Types Of Shopping Cart 1) Licensed Shopping Carts. 2) Hosted Shopping Carts

Examples
The example show that we can Navigate through the catalog and select an item to purchase. If needed you can validate text samples to ensure proper search engine and database output 1) Select An Item To Purchase

2) Login to a shopping cart

3) Enter Payment Information

Market Space :History:The term marketspace was introduced byRayport and Sviokla in 1994[ (see Rayport, Jeffrey F. and John J. Sviokla, "Managing in the Marketspace," Harvard Business Review, Nov/Dec 1994, Vol. 72, Issue 6, p. 141-150) to distinguish between electronic and conventional markets. In a marketspace, information and/or physical goods are exchanged, and transactions take place through computers and networks.

Definition
A market space - much like the real world - is a place where customers and suppliers come together to discuss requirements (from the customer) and the constraints of delivery against those requirements (from the supplier).

Explination :Where ever there is a need for a business outcome and the potential for a supplier to deliver a service capable of helping to achieve that business outcome, we have a market space. There can of course be overlaps in market space. This is due to the fact that a service is not simply one component, but a variety of different components whether viewed from The customer perspective (value) or The supplier perspective (service). All commercial activity over the internet and other online media occurs in market space.

Examples
Blogs (and the Comments), Forum threads, and Micro-blogging services like Twitter. Businesses and their customers are enabled to create conversations and two-way communications about products and services. Marketspace Pty.Ltd. was registered as an Australian Company on February 15, 1995. The company was a venture of the Shomega Group who had tight, long standing ties with the advertising and retail sectors in Australia. The service Marketspace provided was an online shopping mall through which customers could view and browse products offered by the retailers Shomega already dealt with. The service launched with several high profile clients including Myer and Target, however purchase of goods was not possible and the service, arguably well ahead of its time, never gained traction. Labour Market Place It is an Example given of labour Market Place :-

Viral Marketing:Definition:Off the Internet, viral marketing has been referred to as "word-of-mouth," "creating a buzz," "leveraging the media," "network marketing." But on the Internet, for better or worse, it's called "viral marketing." While others smarter than I have attempted to rename it, to somehow domesticate and tame it, I won't try. The term "viral marketing" has stuck. OR Marketing phenomenon that facilitates and encourages people to pass along a marketing message. Explination:Viral Marketing is somewhat of a new strategy, being coined within the last 12 years. The interesting thing about viral marketing is that it uses people as a medium to pass on a certain message. The strategies come into play when people are being engaged through the message. A good example of for viral marketing is the forward messages you get in the form of text messages and email. One day someone thought of the idea to attach a meaning to the context, forward it to all of his or her contacts, and request that they forward it as well. Eventually this message reached thousands of people. We practice viral marketing in our daily lives. Every time that we tell people about a cool product or service that we have used, every time that we click the share button to share desired content on our social networking sites, Viral marketing depends on a high pass-along rate from person to person. If a large percentage of recipients forward something to a large number of friends, the overall growth snowballs very quickly. If the pass-along numbers get too low, the overall growth quickly fizzles. Viral marketing definitely has a place in the business world today. In fact, it may be one of the more effective ways to market on the Internet. It is cheap, and with a few clever ideas you can really take advantage of the viral characteristics and potential of social media and the search engines. People are constantly searching, following, and networking; make this clear trend work for you.

Examples:Television shows or movies.

Buzz potential. Successful viral marketing creates that buzz because the content is uniquely engaging and causes the urge of individuals to share with their friends, family and colleagues. Twitter You can look at Twitter as a strong tool for viral marketing. When you tweet something, in the hope that it gets retweeted, several times, your tweet has the opportunity to grow exponentially and reach a large number of people. The Obama presidential campaign is one of the better and most effective examples of viral marketing we have ever seen. He reached out to the masses via Twitter. Face book, MySpace, and other social networking sites. The Classic Hotmail.com Example The classic example of viral marketing is Hotmail.com, one of the first free Web-based e-mail services. The strategy is simple: 1. Give away free e-mail addresses and services, 2. Attach a simple tag at the bottom of every free message sent out: "Get your private, free email at http://www.hotmail.com" and, 3. Then stand back while people e-mail to their own network of friends and associates, 4. Who see the message, 5. Sign up for their own free e-mail service, and then 6. Propel the message still wider to their own ever-increasing circles of friends and associates. Like tiny waves spreading ever farther from a single pebble dropped into a pond, a carefully designed viral marketing strategy ripples outward extremely rapidly.

REFERENCES http://www.optimum7.com/internet-marketing/sem/the-definition-of-viral-marketing.html http://www.google.com.pk/imgres?q=viral+marketing&hl=en&sa=X&biw=1024&bih=677&tbm=is ch&pr http://en.wikipedia.org/wiki/Viral_marketing Good information architecture increases online sales. Ivan Walsh http://www.sitepoint.com/print/increases-online-sales Ten ways to improve the usability of your ecommerce site. Webcredible consultancy. http://www.webscredible.co.uk/user-friendly-resources/web-usability/ecommerce-usability.shtml Information architecture of the shopping cart: best practices for the information archtitectures of e-commerce ordering systems. Sarah Bidigare, Argus Center for Information Architecture, May 2000. http://argus-acia.com/white_papers/shopping_cart_ia.html The Design of Sites: Patterns, Principles, and Processes for Crafting a Customer-Centered Web Experience. Douglas K. Van Duyne, James A. Landay, Jason I. Hong. Addison-Wesley, 2003.