Literature Review

Discuss about the Marketing and Advertising in E-commerce.

Online marketing is basically an advertising form or a type of marketing used for promoting some marketing messages among the customers. The online advertising is sometimes treated as unwanted distraction by some customers having very less benefits and then the customers turns to block the advertisement with such reasons. E-Marketing is known as a product that generally comes between technologies involved in modern communication and traditional marketing principles that are applied by humans. E-marketing, also known as electronic marketing is an application that includes the principles of marketing and the techniques of marketing through electronic media or through the Internet. E-Marketing can also be termed as online marketing or internet marketing. These terms can be used synonymously. The E-Marketing is used for publishing a brand in market through online media. There are direct response in marketing as well as indirect response in elements of marketing for which a range of technologies are used to connect the business to all the customers.

This research proposal sheds light on the area of digital marketing, which has increased the marketing sector largely. This research paper also includes the aims and objectives that elaborates the purpose of conducting this research. There are some research questions that are related to the research topic, which helps the reader to get a detail of the proposed topic. This research paper includes a literature review that states the purpose of using electronic marketing and online animated advertisement to increase the buying of the customers. The research methodology that is used in this research paper is a mixed methodology, which includes both primary as well as secondary method of analysis.

The main aim of this research paper is to study the influence on buying behavior of customers due to effects of E-marketing and the Online Animated Advertising. E-Marketing is basically a product that comes in between the modern technologies of communication and old marketing principles that were previously applied by humans, whereas, animated videos are mostly engaging instruments that helps to say the story comprehensively.

The objectives of this research proposal are as follows:

• To understand the concept of E-Marketing strategy.
• To understand the way of utilizing the online animated advertisements in E-marketing strategy.
• To analyze the impact of E-marketing and online animated advertisements on the consumer buying behavior.

1. What is e-marketing?
2. What are the ways of using online animated advertisements in E-marketing?
3. How the E-marketing strategy and online animated advertisements are affecting the consumer buying behaviors?

According to Mathews et al. (2016), online advertising is a marketing form as well as an advertising form done with the help of Internet to deliver messages of promotional marketing to the customers. Online advertising is also known as online marketing, web advertising, and internet advertising. The customers view the online advertising that are done, which serves the businesses as a promotional event for their services and products. Customers can have direct contact with the manufacturer, which helps to cut down the cost of the products as well. Online marketing involves email marketing, marketing done one social media, displaying advertisements, SEM (Search Engine Marketing), as well as mobile advertising. Like other media of advertising, the online media of advertising includes a publisher as well as an advertiser. A publisher integrates the advertisements to its online content, whereas the advertiser is one who gives advertisements that are to be published on content of the publisher (Verma, Sharma & Sheth, 2016). There are other potentials as well that includes advertising agencies that generates as well a places the ad server, and the ad copy that delivers advertisements and the track statistics. There are also advertising affiliates who are associated with the promotional work of the advertisement.

Advantages and Disadvantages of E-Marketing and Online Advertising

Karpasitis and Kaniadakis (2015), stated that online advertising is basically a marketing message, which shows the message of for promotion with the Internet’s help. Online advertisements can appear on web browser, social media, mobile devices, search engines, and even through emails. There are numerous numbers of reasons behind the increment of online advertising. The online advertising is less expensive, and had the ability to reach a wide range of audience. The online advertising can help to measure the success or the failure of the service or the product. Online advertising also helps to target an audience in a personalized way. Online advertising is growing along with new avenues for the marketers pop up. Add pop ups can be done with text messages or the marketing messages that are delivered to the customers in a certain area, commonly known as geo-targeting.

Shojaee, Totonkavan and Sanjani, (2014), the process of planning as well as executing the distribution, promotion, conception, and the rates of the products and services through online media or may be done in an computerized way is known as E-marketing. The process of E-marketing is done in a networked environment that includes World Wide Web and Internet, so that the customers get satisfied and the exchanges are facilitated (Zourikalatehsamad et al., 2015). There are many advantages of E-Marketing over the traditional marketing. More convenience can be offered to the customers by implementing E-Marketing at a more competitive price. The extra operational cost to promote the product is also cut less by introducing email marketing.

According to Behboudi et al. (2014), all the activities that are needed in a business are conducted through World Wide Web are involved in E-marketing. The main goal of electronic marketing is to attract new businesses, retain all the current businesses, and develop the identity of the brand that already exists. If the electronic marketing is implemented correctly, there is a good return on investment (ROI) from the electronic marketing that is much more profitable than the marketing strategies that were used traditionally.

Deshwal (2015), illustrated that electronic marketing is known by many names that include Web Marketing, Internet marketing, Online Marketing, and Digital Marketing. The process by which a product is being marketed or a service is being promoted is known as marketing that is done electronically using the Internet services (Išorait?, 2017). Electronic marketing involves marketing through internet, marketing through e-mail, as well as marketing through wireless media. A various range of technologies are used by the electronic marketing for establishing a relationship between the business organization and their customers.

Online Shopping

Rigas, Hussain and Riaz (2017), businesses that offers online shopping and e-marketing, gets more customers to their business. Customers get to know about the information of the product from their cell phones or their computers that can access internet and buy the products or get the services without stepping out of the home. The customers can get the online service for 24 hours a day and 7 days in a week. Customers can get ads from the Web or on social media, or from e-mail. They can get e-coupons, can view the pictures of the goods, compares the price, and makes purchase the products with few clicks (Doostar & Mohammadi, 2014). This saves time for the customers as well as money for them. Electronic marketing reduces the headache of visiting stores for buying products for the customers. Electronic marketing also reduces the cost of distribution channels and space for physical store and this helps to cut the cost of the product, which provides benefit to the customers.

Shirisha (2018), stated that not only the online marketing, the animated advertising is also a powerful as well as profitable process for the promotion of services and the products that are offered by the company. The companies and the brands can share the values of the product and can also share the identity by promoting the advertisements of their companies. The animated advertisements also include different types of visual elements that are creative. These creative elements attracts the customers more effectively compared to traditional advertisements such as news papers. The advertisements that are creative allow online campaigns both on television as well as on internet platforms.

Most of the people nowadays depend on Electronic Marketing, for buying their products and take services online via Internet. Nair (2015), stated that there is a constant increase of electronic marketing. From previous studies, it can be seen that the number of customers has increased steadily who are capable to buying their products, takes service after searching Google, or can also search social media network. The customer can rely on the products or services by all reviews that are previously posted by other customers. The customers can rely on the process of the product as well as price of the product.

Electronic marketing as well as online animated advertisement that is done through the Internet helps to build a very strong relationship with the customers as well as potential customers (Chaturvedi, 2018). The ordinary marketing system is generally pulled down because of the electronic marketing and the advertisements that are done online. The traditional method of marketing does not target a particular group of people; instead it tries to broadcast their advertisements among all the people. The advantages of electronic marketing are as follows:

1. Selling continuous for 24 hours: As illustrated by Hossain & Rahman, (2017), the electronic marketing or the online marketing does not have any fixed time of buying or selling. The market is opened for 24 * 7, which help the customers to buy and sell anytime they want to. The marketing can take place anywhere and at anytime the customer like to.
2. Can reach to the customers anywhere: Electronic marketing does not have any boundaries of geographical areas of where the customer reside (Nwokah & Ngirika, 2017). E-marketing helps to purchase any type of products and allows to avail any type of services irrespective of where the customer lives. The product can be delivered within the country and even outside the country. There is no long distance difficulty delivery with the electronic marketing.
3. Helps to cut down the cost of products: According Ali et al. (2015), as competition is high among the vendors providing the product or the services, the price of the item generally is kept less. The vendor tries to lessen the cost of the service or the product. This attracts the customers the most opting for the online marketing. In online marketing the intermediate cost are also avoided as the customers have direct contact with the manufacturers.
4. Offers right product to right customer: From online surfing, the applications can get the behavior patterns of a particular customer (Turban et al., 2015). The process of electronic marketing can get to the choice of the customer and give offers and ads according to the choice of the customers. This policy increases the purchasing rate of the customer and helps to provide the right customer with right product or service.
5. Establishes a strong relationship throughout: According to Nobre and Silva (2014), a customer, or avail a service purchases a product, a special relationship is established in between the customer and seller. The sellers establish a strong relationship by sending emails or messages to the customer.
6. Using Social Media: Electronic marketing has a great influence on social media such as Facebook or Twitter. When a customer buys a product online, he is likely to give reviews about the product or the service availed in their Facebook account or their Twitter account. This will help other groups, or friends to know about the product (Howison, Finger & Hauschka, 2015). This helps advertisement in free of the service or the product and this is one of the biggest advantage of electronic marketing or online marketing.

Animated Advertising

As stated by Ashley and Tuten (2015), there are successes as well as failures in electronic marketing. The goods that are sold online carries a distribution charge, shipping charge, storing charge, as well as handling charge that sometimes even leads to a value that is higher than the cost of the product.  There also may be drawbacks about the designing site of the e-commerce in the foreign markets.

Many laws have to be implemented by the electronic marketers while going with their business online (Tuten & Solomon, 2017). The E-marketers are mainly responsible for protecting the privacy of their customers, without the permission of their customers; the sellers are not allowed to share the information of the customer to any other third party. Laws are also included about not copying the web information of other commercial websites. This leads to a copyright violation.

Tiago and Veríssimo (2014), stated that from the late 1990s, the online shopping came in to the scenario of marketing and the shoppers who were involved were educated, were high earnings and were generally in between the age of 20 to 40 years. By the end of 2003, the online shoppers became much broader with mostly an average of forty-four years, having an annual income of approximately 65,000 dollar. In 2003, among all the shoppers, there were about 50 percent of female and 50 percent were graduates (Ryan, 2016). The searching for the products or the services by the end of 2004, became the second popular activity that was to be conducted after the e-mail service. This study was according to the U.S. Department of Commerce. About 77 percent of the U.S. users who uses internet for online shopping were from the age of 15 to old age people. The electronic customers researched the service and the products online, which were considered as online purchasing.

According to Strauss (2016), there are several reasons behind the customers buying their products online because of electronic marketing and online-animated advertisements. From the studies published in the year 2003 and the succeeding year shows that the numbers of buyers have increased with increased in online purchase and online selling. The electronic marketing also provides their customers with the security and the privacy of data that are given by the customers. Sometimes, online marketing also provides offers to lessen the delivery cost of the product. There are customer services, that customers finds most advantageous about the online marketing or the electronic marketing provides (Mistilis, Buhalis & Gretzel, 2016). The customers can personalize the products and the services according to their wish, and can have a chat with the customer care if the service or the product goes wrong. The return policies of all the online markets are very easy with easy return of money. The E-marketers ensures that their sites are cyber crime free and the information of all their customers are kept secured from other sites. Many sites provides the same products with more competitive price with easy return policy and easy way to repeat their purchase and services.

Research Methodology

The literature review sheds light on the impact that strategies of e-marketing and the online ads are drawing on the business to increase the buying behavior of the customer. Many strategies are followed by different businesses to increase this strategy. However, some gaps in the literature review remains about increasing the buying behavior of customers. The most new traditions and techniques that are involved with the electronic marketing are not studied in the literatures that are studied in this research proposal. To fulfill the aim of this research paper, the gaps that remain in these studied papers are about taking the views of new generation about the new technologies that helps them to get into the scenario of electronic marketing. There is also a need to get the reviews from the new businesses flourishing about how they are implementing new strategies to increase the customer buying rate with help the new electronic marketing technologies.

The research methodology that is to be carried out in this research paper is both primary as well as secondary method for collecting the data that are available for electronic marketing influence for the customers to buy products and services online (Cobb, Brookover & Cobb, 2015). The primary method of data collection and secondary method of data collection that will be carried out will be qualitative. Primary data that will be collected while carrying out the research paper will be done by interviewing the customers about their experience of shopping online they avail from the vendors. Secondary data that will be collected will be mostly from the articles, published journals, government sites, annual reports regarding the e-marketing. Secondary data will be mostly collected from secondary sources.

This research paper will deal with the primary collection of data that will be collected from the population of different online customers. The customers that avail services from online are to give their feedbacks about the usage of websites they are using. The interviews will be done on the basis of some questions that will be made previously. In primary as well as secondary method of research, there are two types of examination held, qualitative research and quantitative research. Bothe the research methods are done on an examination way (House & Street, 2016). Quantitative research will be held on a review basis with the customers who are associated with the electronic marketing, and get feedbacks on how the electronic market and the online animated advertisements helps them to meet their demands. The end goal of this research methodology is to get information about how e-marketing and online animated advertisements helps to get enhance the buying process and the selling process online.

Aims and Objectives

There are two types of popular research philosophy. The research philosophies are positivism as well as interpretivism. The data collection method or the research study that will only follow the scientific data is known as interpretivism. In interpretivism, involvement of human in the research is not entertained. The research works are done without human involvement. To lead a scholastic research examination, both research methods including the positivism and interpretivism are included (Chaffey & Ellis-Chadwick, 2016). This research paper will mainly deal with positivism method of investigation. Positivism investigation includes viewing and perceiving of certified affirmations and clarification. This separates the issues of investigation with positivism. The data that will be utilized in this research work deals with both the quantitative data and qualitative data. The information or data that are gathered from interviews are being treated as qualitative data that helps to compare and think the findings critically with the finding that are stated in literature review. The declarations or the feedbacks that are collected from the interviewees can be differentiated and the comparison will be noted weather they have met the objective of this research report or not.

Some ethical issues are to be followed while dealing with a research paper. There are some moral respects to security and there should be openness of information for examination that is to be done by the researcher. Moral contemplations that are to be conducted for the examination are as follows:

The points of interest of individual of respondents are to be kept private. No one should get to know about the feedback of the respondents. The data should be kept private according to the Data Protection Act.

The respondents cannot be forced to answer the questions. The members will give the answers of their own will and all feedbacks should be marked with proper inquiries. All the members who will held the questions should be connected for accumulating the information. The inquiry should be connected with objective of the research paper and the zone of the examination should also to be kept in mind. There should not be any other different or personal questions should be asked, which affects the personal space of the respondents.

Conclusion

The electronic marketing is an accessibility that can change the environment of business model from the traditional way of marketing. The traditional way of marketing moves the target of searching. The digital marketing provides numerous amounts of products and service as an option to the customer, which helps the customer to choose from a wide range of products.  The purchasing power is increased with the help of digital marketing with just a click of button, and makes the steps of getting services and products in fewer steps. The process of electronic marketing and online advertising makes the interaction more intense and helps to reach to multiple businesses with many options. The growth and the success that the digital marketing is providing have taken the marketing area to such an extent that has never been before.

Research Questions

However, electronic marketing as well as online animated advertising are both useful for consumers and the businesses. These technologies have changed the practices of digital promoting that are involved in this practice. The process of digital marketing also streamlines the business models and the behavior. For finding some service or some products, the customers can find exactly what they want by the help of digital marketing. The customers do not have to go outside for finding for some services or some products. The online advertisement also provides reviews from other buyer as well, which helps the customer to get an idea of the product and can make a demo of the product even before buying the product.

This research proposal sheds light on the effectiveness of Electronic marketing and online animated advertisements that helps to increase the buying process of customers. This is a research proposal that illustrates literature review from many previously written literatures that show how effective the electronic marketing is to increase the online marketing. The electronic marketing help the customers to get the details about marketing and helps to be get connected with the products and services the user wants. The data collection method that is proposed for further research is the mixed approach of data collection that includes primary as well as secondary data collection method.

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