E-CRM (ELECTRONIC-CUSTOMER RELATIONSHIP MANAGEMENT)

What Does Electronic Customer Relationship Management (E-CRM) Mean?

• Electronic customer relationship management (E-CRM) is the application of Internet-based technologies such as emails, websites, chat rooms, forums and other
channels to achieve CRM objectives. It is a well-structured and coordinated process of CRM that automates the processes in marketing, sales and customer service.

• An effective E-CRM increases the efficiency of the processes as well as improves the interactions with customers and enables businesses to customize products
and services that meet the customers' individual needs.

The benefits of E-CRM include the following:

• Improved customer relations, service and support

• Matching the customers' behavior with suitable offers
• Increased customer satisfaction and loyalty
• Greater efficiency and cost reduction
• Increased business revenue

GREEN MARKETING AND GREEN PRODUCTS

Definition: Green Marketing is a relatively new concept, which involves the promotion of products and services which are safe for the environment. It involves
development, manufacturing, promotion, distribution, consumption, and disposal of the products and services in a sustainable fashion so that least damage is caused
to nature.

Concept: In this way, the marketing of the company's offering is done on the basis of its environmental advantages. Activities may include product adjustment,
change in the process of production, change in advertising and sustainable packaging of products.

The primary aim is to reduce the adverse effects of the products and its consumption and disposal, on the environment. This m eans that the products and services
are either eco-friendly or produced in an eco-friendly manner, which does not harm the Environment.

Objectives of Green Marketing

• To adhere to corporate social responsibility.

• To reduce expenses.
• To showcase how environment-friendly the company's offerings are.
• To communicate the brand message
• To implement sustainable and socially accountable business Practices.

Example

• Whole Foods: An American supermarket chain, owned by Amazon, known for selling organic products, which does not contain hydrogenated fats,
flavours, preservatives, sweeteners, flavours and artificial

• Starbucks: Starbucks is the largest coffeehouse world with a presence in more than 70 countries. sustainable practices to grow coffee.
• The Body Shop: A British cosmetic and skincare offers products which are cruelty-free, and ingredients. chain in the It promotes giant, which use natural
Green Marketing Mix

• Product: The products should be designed and developed in such a manner that they use fewer resources and are pollution-free, plus they do not contain any toxic
substance, whose use can be harmful. Moreover, the product must increase the conservation of scarce resources.

• Price: In green marketing, price plays a prominent role, as the customers are going to pay the additional price, only when there are of the view that they will be
getting the premium quality products, in terms of design, performance, appeal, taste, or anything else.

• Promotion: Green advertising can be done in three ways, i.e. there can be ads which display the connection amidst the product and the environment, or ads which
promote a green and organic lifestyle, or ads that showcase a corporate image of environmental responsibility.

• Place: Place defines the availability of the products and so the marketers should opt an ideal way to make such products available as it will have a great impact on
the customers.

Green Marketing Practices

1. Using recycled and renewable material for production.

2. Use of green energy to produce products, such as solar energy, wind energy, etc.

3. Reduce product packaging or use ecofriendly packaging.

4. Not using toxic materials, which are harmful to the environment.

5. Making products which are reusable as well as recyclable.

Principles of Green Marketing

• Consumer-Oriented Marketing: The notion says that the firm should perceive the marketing activities from the consumer's viewpoint, so as to develop a lasting
and profitable relationship with them.

• Customer Value Marketing: As per this notion, the company should allot its resources that add value to the product or service they offer, rather than simply changing
the product packaging or making a huge investment on the advertisement. this is because, when the value is added to the product, they will be valued by the customers
also.

• Innovative Marketing: To strive for real product and marketing improvements, . says the third principle, i.e. innovative marketing. We all know that the world is
ever-changing and so does the tastes and preferences of the customers. therefore, the company should always look for new and improved methods, to not lose
customers easily.

• Mission Marketing: The company's mission should be broadly defined, in social terms and not in the product. This is due to the fact that if a company states the
mission that has some social welfare hidden in it, the employees feel proud to work for a good cause and work in the right direction.

• Societal Marketing: As per this principle, the marketing decisions made by the company must take into account the wants and interest of the consumers, company's
requirements and the social welfare.

Green Products

• What Is a Green Product?

A green product is a sustainable product designed to minimize its environmental impacts during its whole life-cycle and even after it's of no use.

• Green products are usually identified by having two basic goals – reducing waste and maximizing resource efficiency. They are manufactured using toxic-free
ingredients and environmentally-friendly procedures
Characteristics of a green product are:

• Grown without the use of toxic chemicals and within hygienic conditions
• Can be recycled, reused and is biodegradable in nature
• Comes with eco-friendly packing
• Uses the least resources
• Is eco-efficient
• Has reduced or zero carbon footprint
• Has reduced or zero plastic footprint

Advantages Of Green Products

• Access To New Markets: Developing green products opens the doors to an all-new market of green consumers who buy only green products and even
pay more for the same.
• Competitive Advantage: It's a proven fact that going green is a big competitive advantage in the market right now.
• Positive Public Image: When a brand does something for the society and the environment, its brand image automatically enhances.
• Brand Loyalty: Green companies automatically gain a set of loyal green customers who prefer green products over conventional non-environmental
friendly products.

RURAL MARKETING

Introduction: Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with
rural customers to satisfy their needs and wants, and also to achieve organizational objectives.

Definition: Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with rural
customers to satisfy their needs and wants, and also to achieve organizational objectives.

• The Rural Marketing refers to the activities undertaken by the marketers to encourage the people, living in rural areas to convert th eir purchasing power into an
effective demand for the goods and services and making these available in the rural areas, with the intention to improve their standard of living and achieving the
company's objective, as a whole.

The Rural Marketing is a two-way process, i.e.

• Urban to Rural: FMCG Goods, Agricultural fertilizers, automobiles, etc. are offered by the urban market to the rural market.

• Rural to Urban: The agricultural supplies viz. Fruits, vegetables, flowers, milk, etc. is offered from the rural market to the urban market.

Need and Necessities of RM

Reduced Burden on Urban Population: Rural marketing can contribute to rural infrastructure and prosperity. People can also live comfortably in villages due to
availability of all goods and services in villages, even comparatively at low price. People, due to growth of marketing activities, can earn their livelihood in rural
places. Population pressure on urban can be reduced.

Rapid Economic Growth: Naturally, marketing acts as catalyst agent for economic growth. There exists more attractive business opportunities in rural than urban.
Rural market is more potential for consumer durables and services. Rural population largely depends on agriculture and it can contribute nearly 50% to total national
income. Agriculture enjoys significant portion in export business, too. Rural marketing improves agricultural sector and improved agricultural sector can boost whole
economy of the country.
Employment Generation: At present, nearly 70% oftotal Indian population feeds on agricultural activities in rural areas. Rural marketing can generate more
attractive employment opportunities to rural and urban people. Growth of rural marketing leads to increased business operations, professional activities, and services
that can generate a lot of employment Opportunities.

• Improved Living Standard:

• Due to rural marketing system, rural buyers can easily access needed standard goods and services at fair prices. In the same way, rural marketing improves
rural infrastructure. Additionally, rural marketing can also improve their income. These all aspects can directly improve living standard.
• Development of Agro-based Industries:
• Rural marketing leads to set up ggcg-based processing industries. Fruits, vegetables, cereals, pulses, etc., are used as raw materials. Such industries can
improve farmers' profit margin and employment Opportunities.

Optimum Utilization of Rural Untapped Resources: There are unlimited businesses opportunities exist in rural areas. Untapped and underutilized resources can
be utilized at optimum level and that can further accelerate overall economic growth.

Easy Marketability of Agricultural Produces: Growth of rural marketing improves whole marketing system. Multiple options are available to farmers and local
producers to market their products. Big domestic corporate houses and multinational companies prefer to buy agricultural products directly from villages by their
own or through agents and small firms. Rural producers can sell their produces easily at satisfactory prices. Their improved income level can improve their purchasing
power that can further fuel to industrial demand.

Improved Rural Infrastructures: Rural marketing and basic infrastructures go hand to hand. Growth of rural marketing leads to improved transportation, insura nce,
banking, communication, entertainment, and other facilities. Due to availability of basic infrastructural facilities, business units can easily reach the target rural
buyers.

Price Stability: Marketing results into better transportation, warehouses, and communication facilities. Agricultural products can be systematically marketed
throughout the year. Huge gap between demand and supply can be avoided and, as a result, prices of most of commodities remain more or less stable.

Quality of Life and Reduced Crime: Marketing can refine entire living style and system. Better quality products at reasonable price, improved income level,
availability of facilities, etc., have direct positive impacts on quality of life. Quality of life improves and level crime reduces.

DIGITAL MARKETING- TOOLS AND TECHNIQUES

Types of E-Marketing

Depending on the business but also its target audience, a good marketer knows how to pick the best-suited marketing strategy for optimal results. Therefore, they
have to be well aware of the different types of e-marketing and pick accordingly.

TYPES OF MARKETING

• Social media marketing

• Content marketing

• Search engine optimization

• Paid advertising

• E-mail marketing

SOCIAL MEDIA MARKETING

The realm where photos, videos, reels, stories, live video come together to create the vastest sea of marketing content. Depending on the target market and where
they dwell, channels like Facebook, Instagram, Twitter, Tik Tok, Snapchat, and even youtube can drive businesses forward and leads inward your funnel.

Social media gives marketers space to play with content regardless if it is organic, paid, affiliate, or via influencer marketing campaigns.

CONTENT MARKETING
Here we refer to all the good stuff:

• Blog posts

• Case studies

• Infographics

• Podcasts

• Webinars

• Videos

• Newsletters

SEARCH ENGINE OPTIMIZATION (SEO)

One of the best ways to have your brand featured on the first page of the organic search results is SEO. It's not easy— but it has risen almost to an art form. EO is
that inbound marketing technique that brings traditional marketers and new-school digital marketers on the same page.

Paid advertising: The marketers who dive deep into PPC, CPM, CPV, CPA, or any other pay per …
You can PPC (pay per click) search engines - especially Google for every click on the advertisement that drives traffic
back to your site. Or, you can opt for a CPM (cost per mile) for every 1000 views of your ad.
For video advertising, you will be charged at CPV (cost per view). And for every customer that takes a specific action
- for example, buys your product - you can pay according to a CPA (cost per acquisition).

Email Marketing: If you want to keep your customers close and informed, email marketing is the way to go.
Newsletters can also be used to serve your subscribers free content and valuable information while benefitting from the
opportunity to convert them into faithful clients. Maybe you want to reward them with special discounts or maybe you
want to share with them exciting news like new features. Either way, this electronic marketing technique is still holding
strong.

INFLUENCER MARKETING

Influencer marketing involves a brand collaborating with an online influencer to market one of its products or services. Some influencer

marketing collaborations are less tangible than that — brands simply work with influencers to improve brand recognition.

FEATURES OF E-MARKETING

•E-marketing is Cheaper than Traditional Marketing

•Tangible ROI

•24/7/365 Approach

•Eliminate Follow-up Failure

E-MARKETING ADVANTAGES

Instant Response. The response rate of internet marketing is instantaneous; for instance, you upload something and it goes viral. Then it'd reach millions of people
overnight.

Cost-Efficient. Compared to the other media of advertising, it's much cheaper. If you're using the unpaid methods, then there's almost zero cost.

Less Risky. When your cost is zero and the instant rate is high; then what one has to loose.No risk at all.

Greater Data Collection. In this way, you have a great ability to collect a wide range of data abåut your customers. This customer data can be used later.

Interactive. One of the important aspects of digital marketing is that it's very interactive. People can leave their comments, and you'll get feedback from you target
market.
Way to Personalized Marketing. Online marketing Opens the door to personalized marketing with the right planning and marketing strategy customers can be
made to feel that this ad is directlv talking to him/her:

Greater Exposure of vour Product. Going viral with one post can deliver greater exposure to vour product or service:

Accessibilitv. The beautv of the online world and e-marketin is that it's accessible from every where across the globe.

E-MARKETING DISADVATAGES

Technology Dependent. E-Marketing is completely dependent on technology and the internet; a slight disconnection can jeopardize your whole business.

Worldwide Competition. When you launch your product online, then you face a global competition because it's accessible from everywhere.

Privacy Security Issues. Privacy and security issues are very high because our data is accessible to everyone; therefore, one has to be very cautious about what goes
online.

Higher Transparency & Price Competition. When privacy security issues are high, then you have to spend a lot to be tansparent. Price competition also increases
with higher transparency.

Maintenance Cost. With the fast-changing technological environment, you have to be consistently evolved with the pace of technology and the maintenance cost
is very high.

[Editor’s note: I cried for this (literally), you dumbos better score some good marks]

PROS AND CONS OF DIGITAL MARKETING

PROS

1. Brand Loyalty is Increased as a Result of Digital Marketing:

The best way a business or a company can increase their brand loyalty is by attracting recurring clients and maintaining a constant/stable relationship with them.
Digital marketing may help you build the kind of customer loyalty you'll need to keep your firm afloat. In this digitally competitive market, a business has to stand
apart and increase its brand loyalty. By providing, nurturing and maintaining relationships, a business increases its business opportunities as a result of increased
brand loyalty.

2. Digital Marketing Offers Instant Feedback

It is thoroughly necessary for reputed brand owners and other local shop owners to get constant feedback on what they are providing. Feedbacks are a source of
improvement and teach the service providers where they lack and how much they have to improve. Feedbacks also teach you what your customers and clients are
expecting according to their taste and preferences. It will take relatively little time for digital marketing initiatives to reach potential clients. As a result, collecting
feedback from clients is very quick and simple. One of the best benefits of digital marketing is instant feedback.

3. Measurable and Trackable Results

Several tools are available to assess the campaign's effectiveness. For a brand owner or a digital marketer working constantly and effectively to gain results by using
digital channels, tracking and measuring results becomes a priority. Digital marketing wouldn't want their invested money to go to waste. One of the pros of digital
marketing is the use of online measuring tools. A piece of comprehensive information on how the client Uses the website or responds to the advertisement can be
obtained.

4. Digital Marketing Increases Engagements

Another benefit of digital marketing is that it helps in increasing engagements. Several digital marketing techniques and tactics which are effectively Used at the
right time help in keeping the customer's attention and keep them engaged with the brand. Customer engagement activities like as polls, frequent blog posts, event
promotions, relevant and real-time social media material, and promotional activities are just a few examples. This makes it much easier for a brand to survive.

5. Brand Growth
Through digital marketing efforts, it is vital for brand owners and companies to build and maintain their brand image. Customers go for a brand's credibility and
loyalty whenever to wish to shop. Digital marketing assists in the development of a brand through a variety of direct campaigning and tailored approaches. Customers
get more engaged as a result of this strategy, which allows them to feel the brand's distinctive selling proposition and value.

6. Improved Market Analysis

Information from digital mediums is sufficient for review and studies. For any digital marketer or business development, researching and analyzing is the essential
key to gaining success. Understanding the market, competition, and customer behaviours are all necessary questions that are to be answered. It will aid in the
successful promotion of the brand and the expansion of the product's market. As a result, it is one of the essential benefits of digital marketing.

7. Global reach — A website allows you to find new markets and trade globally for only a small investment.

8. Lower cost — A properly planned and well targeted digital marketing campaign can reach the right customers at a much lower cost than tradi tional marketing
methods.

9. Personalization — if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more
they buy from you, the more you can refine your customer profile and market effectively to them.

CONS

2. Concerns for Security and Privacy

For all businesses, security is a top priority. Even customers, most of them still rely on traditional shopping rather than online shopping. Customers are worried about
whether to rely on online products. Data protection and privacy standards must be followed by an organization.

3. Digital Marketing Requires Digital Skills

The individual in charge of the campaign should be well-versed in numerous digital marketing channels. It is not impossible to become digital effective, but it is
required for a successful digital marketer to have years of good experience. The tools and trends change all the time, so it's important to stay up with them.

4. Comments and Complaints

It's difficult to provide customer support over the Internet. If a consumer leaves a nasty comment, the entire audience will see it. It will have an influence on the
brand's promotion and credibility.

5. Time consuming —

tasks such as online advertising campaigns and creating marketing content can take up a lot of time. It's important to measure your results to ensure a return-on-
investment.