SWOT Analysis of E-Marketing for E-Business

International Journal of Innovative Technology and Exploring Engineering (IJITEE) ISSN: 2278-3075, Volume-8 Issue-8S3, June 2019 SWOT Analysis of e-Marketing for e-Business

Kelly Steer, Lalit Garg, Vijay Prakash, Vipul Gupta

Abstract—e-businesses are becoming more and more Vipul Gupta, LM Thapar School of Management, Derabassi, Punjab, popular with time, mainly due to the range of opportunities India, [email protected] offered by the internet and other technologies. These new RestT ofT theT paperT isT organisedT asT SectionT IIT discussesT technologies have provided marketers with new ways of theT traditionalT mediaT marketing.T SectionT IIIT presentsT E- promoting their products or services to the public. This paper MarketingT Media.T LiteratureT reviewT isT presentedT inT compares the traditional marketing media with the new ones sectionT III.T MarketingT modelsT forT e-MarketingT strategiesT and looks at marketing tools which can be used to create a areT discussedT inT SectionT IV.T SectionT VT presentsT successful e-marketing strategy. The paper also analyses developingT e-marketingT strategy.T SectionT VIT presentsT different e-marketing mediums using Porter’s 5 forces and theT discussionsT followedT byT conclusionT inT sectionT VII.T SWOT (strengths, weaknesses, opportunities and threats) analysis. II. TRADITIONAL MEDIA MARKETING Keywords—e-business, e-marketing, strategy, digital marketing, social media, Porter’s 5 forces, SWOT analysis TraditionalT MediaT marketingT haveT toT dependT onT otherT mediaT toT promoteT theirT productsT orT servicesT toT theT publicT inT byT usingT someT ofT theT followingT mediaT areT I. INTRODUCTION consideredT asT theT “traditionalT media” Marketing has always been an important aspect to every  Television:T TelevisionT hasT longT beenT usedT asT aT T T T T T T T business.T SinceT theT greatT evolutionT ofT theT internet,T aT lotT form of advertisement to persuade and inform T T T T T T ofT conceptsT hadT toT evolveT fromT theT traditionalT wayT ofT the viewer visually and verbally [5]. doingT things.T ItT alsoT appliesT forT marketing,T asT theT  Radio:T RadioT canT beT consideredT theT oldestT internetT hasT introducedT variousT newT opportunitiesT inT formT ofT informativeT marketing.T TheT listenersT orT thisT domainT [1].T TheT webT isT nowT indispensableT inT bothT usersT doT notT needT toT seeT orT readT anything.T businessT andT everydayT lifeT asT weT useT itT forT aT lotT ofT RadioT commercialsT areT generallyT shortT andT thingsT [2].T ThisT eraT alsoT touchedT businessesandT thatT isT straightT forwardT andT listenersT areT notT distractedT whereT theT termT e-BusinessT wasT born.T ColinT [5]. CombedefinesT e-businessT asT “theT useT ofT theT internetT toT networkT andT empowerT businessT processes,T electronicT  Billboards:T ThisT typeT ofT advertisementT existsT commerce,T organisationalT communicationT andT fromT aT longT timeT andT effectiveT enoughT dueT toT collaborationT withinT aT companyT andT withT itsT customers,T theirT abilityT toT catchT people‟sT eyesT andT conveyT suppliers,T andT otherT stakeholdersT [3].” aT messageT easilyT [5].T

TheT remarkableT increaseT inT popularityT ofT suchT  CorporateT gifts:T CompaniesT handT outT variousT businesses,T andT theT advancementT ofT technology,T leadsT itemsT withT theirT logoT printedT onT themT andT toT variousT innovationsT inT marketing.StraussT andT remindsT theT receiverT ofT theT companyT [5].T FrostdefinesT e-MarketingT orT DigitalT MarketingT as“TheT  CorporateT fairsT orT expos:T FairsT andT ExposT useT ofT electronicT dataT andT applicationsT forT planningT areT organisedT byT businessesT toT showT offT theirT andT executingT theT conception,T distributionT andT pricingT productsT orT servicesT toT theT public.T ThisT allowsT ofT ideas,T goodsT andT servicesT toT createT exchangesT thatT companiesT toT reachT aT largerT numberT ofT peopleT satisfyT individualT andT organisationalT goalsT [4].”T whoT mightT notT haveT knownT aboutT theT productsT E-BusinessesT areT nowT usingT variousT mediumsT availableT beforeT visitingT theT fairT [5]. onT theT internetT toT interactT withT theirT audienceT andT T T T T T T T marketT theirT brands,T productsT orT servicesT toT theT public.T  Flyers: Flyers can be created by using T T T T T T T TheseT mediumsT helpT businessesT toT widenT theirT reachT exciting headline, compelling offer and call to T T T T T T furtherT andT toT targetT betterT theirT audience.T CompaniesT action to make the advertisement more T thatT haveT adoptedT e-businessT haveT aT fasterT productT effective [6]. developmentT cycle,T enablingT themT toT respondT quicklyT  Cross-T MarketingT Campaigns:TheseT areT toT marketT needs.T TheyT takeT advantageT ofT beingT marketT cheapestT wayT toT advertiseT somethingT andT canT leadersT toT increaseT revenuesT beforeT theirT competitorsT beT combinedT withT flyers,T contestsT andT manyT canT enterT theT market. more.T CrossT marketingT campaignsT actuallyT relatesT withT theT servicesT whichT areT notT providedT byT theT companyT itselfT butT promotingT Revised Manuscript Received on May 23, 2019. asT anT offerT withT theT productT [6]. Kelly Steer, Faculty of Information and Communication Technology, University of Malta, Msida, Malta, [email protected]  DirectT Mail:T AlthoughT itT isT veryT expensiveT Lalit Garg, Faculty of Information and Communication Technology, thanT theT onlineT marketing,T butT itT canT coversT University of Malta, Msida, Malta, [email protected] Vijay Prakash, Thapar Institute of Engineering & Technology, Patiala, Punjab, India, [email protected]

153 Published By: Blue Eyes Intelligence Engineering Retrieval Number: H10400688S319/19©BEIESP & Sciences Publication SWOT Analysis of e-Marketing for e-Business

thousandsT ofT advertisementsT inT aT dayT [6].T MarketT GeneratedT Phase.T InT thisT wayT theT futureT customerT usesT theT experienceT ofT customersT fromT theT  Posters:T ItT relatesT withT theT largeT picturesT ofT past.T Additionally,T mostT ofT theT platformsT provideT productT andT anyT other offer if combined. Just variousT insightsT toT theT companyT toT helpT themT need to stick large posters on walls or hoardings understandT theirT audienceT andT henceT targetT themT better.T [6]. TheseT insightsT include:

 Brochures:T BrochuresT areT designedT byT keepingT  Demographics:T society-basedT informationT likeT inT mindT aboutT theT endT userT customers,T gender,T age,T nationalityT etc. presentationT ofT products/T services,T ideaT andT  Activity:T informationT aboutT theT timesT peopleT logicalT sequenceT behindT theT advertisementT [6].T areT mostT active  Content:T informationT aboutT theT mostT popularT contentT usedT byT theT business. III. E-MARKETING MEDIA B.T Websites TheT conceptT behindT e-marketingT isT connectingT peopleT (marketers)withT otherT peopleT (consumers)T toT buildT TheT websiteT shouldT includeT informationT aboutT theT relationshipsT andT ultimatelyT driveT salesT [7].T TheT onlyT businessT andT theT productsT orT servicesT theyT offerT andT differencesT areT theT mediumsT thatT areT usedT toT interactT alsoT focusT onT howT toT convertT trafficT toT leadsT andT withT theT public,T andT understandingT theT technicalT toolsT opportunities.T TheseT conversionsT includeT onlineT beingT used.T Further,T e-marketingT isT notT onlyT sellingT purchaseT (aT salesT transaction),T toT anT onlineT queryT (leadT productsT orT providingT servicesT throughT ITT butT alsoT generation),T toT subscribingT forT theT business‟sT onlineT consistsT ofT strategicT modelT toT getT brandT valueT andT newsletter,T orT whateverT elseT theT businessesT decideT isT provideT customerT satisfactionT [8].T E-marketingT providesT appropriateT toT theirT customersT [8]. otherT mediumsT toT doT soT andT someT ofT theseT areT outlinedT C.T OnlineT Advertisement inT theT followingT sub-sections. TargetedT onlineT advertisingT isT anotherT effectiveT A. Social Media wayT ofT promotingT aT brand,T usedT byT variousT businesses.T BusinessesT areT usingT socialT mediaT platformsT toT PopularT channelsT ofT suchT advertisementsT include: promoteT theirT productsT orT servicesT whileT interactingT  GoogleT Adwords:T whenT searchingT onT Google,T withT theirT audiencesomeT famousT platformsT includeT advertisementsT appearT onT theT right-handT sideT ofT Twitter,T Facebook,T YouTube,T InstagramT andT manyT theT searchT andT sponsoredT advertisementsT acrossT othersT [8-10].CustomersT tendT toT engageT withT aT theT topT asT shownT inT FigureT 2.T BusinessesT payT company‟sT pageT onT theT platformT byT sharingT theirT forT theseT advertisementsT basedT onT aT costT perT experienceT andT writingT theirT opinionT onT theT brand.T clickT orT costT perT impressionT basis.ThisT worksT AlthoughT thisT canT sometimesT haveT aT negativeT effect,T itT byT specifyingT aT setT ofT keywordsT whichT areT helpsT otherT usersT toT decideT whetherT oneT shouldT trustT onT matchedT toT user‟sT searchesT andT whenT the experienceT sharedT onT theT socialT media.T specified keywords are used, the advertisement is shown.

Figure 1: Social Feedback Cycle [12] The Social Feedback Cycle helps to connect the Figure 2. Google Adwords [13] experience ofT customersT fromT theT pastT toT theT currentT T T T T T T T T T trend. As shown in Figure 1, the Market- Generated  BannerT Advertisements:T AT bannerT T T T T T T T T process also known as the „purchase funnel‟ mainly advertisementT appearsT onT aT websiteT thatT isT clickableT T T T T T T T consists of three phases such as Awareness, [13].T WhenT theT bannerT isT clicked,T theT userT isT redirectedT T T T T T T T Consideration and Purchase. The main purpose of toT theT company‟sT website,T orT aT specificT page. awarenessT phasesT isT toT awareT theT customerT regardingT theT productT usingT anyT ofT theT traditionalT marketingT IV. MARKETING MODELS FOR E- media.T ConsiderationT phaseT isT usedT toT considerT theT MARKETING STRATEGY qualityT ofT productT andT compareT itT withT theT similarT AT marketingT strategyT isT usedT toT combineT marketingT productsT availableT inT theT market.T BasedT onT theT goalsT ofT aT companyT intoT comprehensiveT plans.T ToT awarenessT andT consideration,T consumerT canT finallyT assistT marketersT inT creatingT marketingT strategies,T purchaseT theT productT byT comparingT itsT qualitiesT etc. popularT modelsT suchT asT theT MarketingT Mix,T theT PorterT

T User-GeneratedT processT consistsT ofT Use,T FormT andT FiveT ForcesT andT theT SWOTT analysisT haveT becomeT TalkT asT theT majorT phases.T AfterT purchaseT ofT theT widelyT adoptedT [14-15].AllT ofT theseT toolsT helpT product,T usersT useT theT product,T formsT theirT opinionT businessesT toT evaluateT whatT theyT haveT toT offer,T whileT aboutT theT productT andT finallyT talksT aboutT theT product.T assessingT theT WhenT theT usersT discussesT andT talksT aboutT theT productT competitivenessT ofT theT onT theT socialT mediaT thenT itT createsT aT cycleT toT theT market.EvenT thoughT theT internetT hadT aT greatT impactT

154 Published By: Blue Eyes Intelligence Engineering Retrieval Number: H10400688S319/19©BEIESP & Sciences Publication International Journal of Innovative Technology and Exploring Engineering (IJITEE) ISSN: 2278-3075, Volume-8 Issue-8S3, June 2019

onT marketing,T theT conceptT isT stillT theT sameT andT theseT WhenT thisT powerT isT high,T theT suppliersT haveT theT toolsT canT stillT beT usedT toT helpT developT aT goodT strategyT overallT controlT overT theT business.T ThisT isT likelyT toT forT theT business. happenT whenT dealingT withT uniqueT productsT orT servicesT orT whenT thereT aT limitedT numberT ofT A. Marketing Mix suppliers.T TheT marketingT mixT modelT isT usedT toT depictT whatT theT businessT hasT toT offerT inT termsT ofT productsT orT services.T ThisT isT oftenT portrayedT byT theT 4T P‟sT asT depictedT inT FigureT 3.T

 Product:ThisT partT dealsT withT theT productsT andT servicesT offeredT byT aT business.T InternetT hasT allowedT forT aT wideT rangeT ofT newT productsT fromT tangibleT productsT toT digitalT goodsT andT consultancy.T DigitalT productsT suchT asT softwareT andT musicT couldT nowT beT soldT onlineT byT usingT theT internetT asT theT distributionT medium.T ThisT partT ofT theT marketingT mixT modelT Figure 4. Porter‟s Five Forces Model [16] helpsT marketersT toT analyseT theT productT beingT offeredT andT identificationT ofT uniqueT sellingT propositionT [14-  Power of Customers:The bargaining power of 15].T customers is when buyers have more power than the seller [19]. The higher the bargaining power, the higher the ability for buyers to bring prices down. For example, when a business has a small number of customers then it is very easy for the customer to switch to another product or service. The former affects e-Businesses positively as the internet provides a broader range of potential customer from around the world. On the other hand, the latter might be more achievable over the internet as the competition is increased. Marketers need to analyse this bargaining Figure 3. The Market Mix Model [14] power to come up with ways to improve their service and promotion to attract and influence customers  Price:CustomersT couldT easilyT accessT pricingT positively. informationT onT theT internet.T ThisT allowsT customersT  Threat of New Entrants:The easier new rivals can toT compareT pricesT offeredT byT differentT retailersT dueT enter in an industry, the easier it is for prices and toT whichT companiesT hadT toT decreasepricesT asT muchT profits to decrease [18]. The internet has low barriers asT possible.T ValueT canT beT addedT byT offeringT aT to entry and hence e-businesses need to find ways to betterT serviceT andT henceT customersT mightT beT willingT offer uniqueness and better service for their customers. toT payT aT higherT priceT forT aT betterT experience.T Having strong barriers to entry helps e-businesses to MarketersT needT toT outlineT theseT value-addedT have a better position in the market and hence have an characteristicsT soT thatT theyT couldT attainT moreT advantage over new entrants. customersT byT achievingT betterT marketingT [14-15].T  Threat of Substitute Products:This threat deals with  Placement:DigitalT productsT andT servicesT areT noT the possibility for customers to turn to substitute longerT restrictedT toT aT specificT geographicalT areaT asT products [18]. A substitute product or service can be theT internetT providesT accessT toT aT globalT marketplace.T any other product or service which serves a similar TangibleT productsT areT alsoT notT boundT toT aT specificT function. Hence e-businesses thrive to add unique areaT asT oneT couldT findT variousT shippingT channelsT value to their offerings to have a competitive whichT transferT goodsT aroundT theT WorldT [14-15]. advantage.When developing an e-marketing strategy,  Promotion:TheT InternetT hasT offeredT anotherT placeT marketers need to analyse substitute products so that ofT promotingT businesses‟T productsT andT servicesT byT they could come up with unique offerings so that the offeringT aT rangeT ofT toolsT whichT allowsT forT theT business could stand out over other competing firms. marketingT ofT suchT goods.T TheseT toolsT orT mediaT  Competitive Rivalry within Industry:All the wereT outlinedT inT theT previousT sectionsT andT includeT mentioned four forces constitute in the competitive socialT media,T onlineT advertisement, and many more rivalry within the industry [18]. Analysing all these [14-15]. areas provides a profound study of the competitiveness between rivals in a given market. Hence this creates a B. Porter’s Five Forces mean of competitiveness. This therefore intensifies the AnotherT modelT usedT byT marketersT toT analyseT theT rivalry between competitors and marketers have to be industryT isT Porter‟sT FiveT ForcesT asT shownT inT FigureT 4T very innovative to reach as many customers as possible. whichT specificallyT helpsT toT determineT competitiveT intensityT andT attractivenessT ofT theT marketT [17,T 18].T TheT internetT affectedT theT analysisT ofT theseT forcesT inT variousT aspectsT andT henceT marketersT needT toT takeT theseT inT C. SWOT Analysis considerationT whenT creatingT anT e-marketingT plan.T The SWOT analysis as

 PowerT ofT Suppliers:T TheT bargainingT powerT ofT shown in Figure 5 is another suppliersT isT theT contraryT toT powerT ofT customerT way to understand the whenT lookingT fromT theT business‟sT perspective.T business and the market by

155 Published By: Blue Eyes Intelligence Engineering Retrieval Number: H10400688S319/19©BEIESP & Sciences Publication SWOT Analysis of e-Marketing for e-Business

analysing the business‟s strengths, weaknesses, . ThreatT ofT newT entrantsT asT outlinedT inT theT opportunities and threats [20, 21]. previousT subsection . ChangesT inT technologyT mightT incurT furtherT  Strengths:Here, one needs to depict the main costsT toT changeT anT e-businessT strategy strengthsT ofT theT business.T TheT inclusionT ofT theT internetT addsT variousT strengthsT toT theT businessT T OtherT threatsT existT forT specificT industriesT andT henceT asT followsT : oneT needT toT exposeT asT muchT ofT theseT asT possible,T toT assessT theirT significanceT andT findT waysT toT recoverT fromT . 24/7T Operations them.T MarketersT needT toT outlineT theseT threatsT soT thatT . Globalisation theyT couldT planT theirT strategyT inT aT wayT toT offerT moreT . FastT andT effectiveT selling valueT andT henceT mitigateT theseT risksT asT muchT asT . MoreT marketingT media. possible.

OutliningT theseT strengthsT helpT marketersT toT focusT onT themT andT attractT moreT customers.T PromotionsT V. DEVELOPINGT ANT E-MARKETINGT couldT beT basedT onT strengthsT outlinedT inT thisT section. STRATEGY

T E-businessesT needT toT planT effectivelyT toT achieveT prosperousT tacticsT andT henceT reachT theirT goals.T TheT analysisT ofT theT marketT andT theT industryT ofT e-businessT throughT theT marketingT modelsT outlinedT toT developT aT betterT structuredT andT optimisedT marketingT plan.T OnceT theT acquiredT knowledgeT isT atT handT oneT couldT comeT upT withT theT mainT contentT ofT theT strategy.

A.T Objectives

EveryT e-marketingT strategyT orT planT mustT haveT aT setT ofT objectives.T TheseT objectivesT normallyT dependT onT theT Figure 5. The SWOT analysis [21] businessT needsT andT someT possibleT objectivesT includeT raisingT awarenessT ofT aT brand,T increasingT businessT profitT  Weaknesses:This section outlines the main andT improvingT customerT retention.T weaknessesT ofT theT business.T InternetT alsoT addsT multipleT weaknessesT toT e-businessT andT includeT B.T CompetitorT AwarenessT andT TargetT AudienceT theT following: T TheT analysisT doneT inT previousT sectionsT helpT toT identifyT . NoT directT interactionT withT customers competitionT inT theT industry.T BenchmarkingT againstT suchT . ShippingT costsT increaseT productT costs competitorsT couldT alsoT helpT toT understandT theT . Non-technicalT peopleT mightT notT wantT toT environmentT inT whichT theT businessT isT operating.T buyT online IdentifyingT theT targetT audienceT isT alsoT importantT TheseT weaknessesT withT othersT mustT beT takenT careT whenT developingT anT e-marketingT strategy.T KnowingT ofT theT marketersT couldT mitigateT themT asT muchT asT whoT areT theT prospectiveT customers,T helpsT toT targetT themT possible.T DuringT theT developmentT ofT theT strategy,T betterT byT havingT specificT promotionT toT thatT particularT marketersT couldT planT aheadT asT toT minimiseT theseT sector.T ThisT normallyT involvesT customerT segmentationT weaknesses. andT assistsT marketersT toT chooseT theT rightT tacticsT forT theT plan.T ByT analysingT characteristicsT fromT theT marketingT  Opportunities:T TheT business‟sT opportunitiesT toolsT outlined,T marketersT couldT comeT upT withT variousT areT outlinedT inT thisT section.T TheT opportunitiesT profilesT ofT targetedT audiencesT whoT mightT beT willingT toT mightT beT boundT toT aT specificT industry.T TheT buyT theT productsT orT servicesT offered. internetT itselfT alsoT providesT severalT opportunitiesT toT e-businesses.T TheseT includeT butT C.T E-MarketingT MediaT orT TacticsT used areT notT limitedT toT theT following:T T OnceT theT mainT objectivesT outlinedT theT businessT knowsT . InternetT usersT areT increasingT withT time.T aboutT itsT competitorsT andT targetT audience.T MarketersT . SocialT mediaT awarenessT isT increasingT andT needT toT comeT upT withT aT planT onT howT toT achieveT theT makingT itT easierT toT marketT products mentionedT objectives.T TheT mediaT outlinedT inT theT . BusinessT intelligenceT offersT variousT beginningT ofT thisT paperT areT someT ofT theT platformsT orT insightsT andT analyticsT whichT helpsT targetT toolsT thatT mightT beT usedT toT achieveT thoseT objectives.T ItT peopleT betterT whenT appliedT toT marketingT isT veryT importantT toT conductT someT researchT andT thenT toT campaigns keepT informedT aboutT newT technologiesT whichT mightT helpT theT businessT toT performT better.T ChoosingT theT rightT TheseT opportunitiesT areT helpingT e-businessesT toT mediaT andT tacticsT isT vitalT forT aT successfulT strategyT andT improveT theirT services.T MarketersT needT toT remainT onT theseT areT uniqueT toT everyT scope.T TheT marketingT toolsT theT lookoutT forT newT opportunitiesT toT proceedT withT themT outlinedT inT theT previousT sectionT helpT toT chooseT theT andT henceT haveT anT advantageT overT otherT competingT mediaT requiredT basedT onT theT characteristicsT ofT theT firms. business.T

 Threats:T ItT isT veryT importantT forT businessesT toT Hence,T oneT alsoT needsT toT planT howT theT e-businessT outlineT andT assessT threatsT toT theirT businessT soT isT toT measureT itsT successT byT assessingT theT performanceT thatT theyT canT findT waysT toT mitigateT themT asT ofT theT e-marketingT strategyT muchT asT possible.T ThreatsT couldT sometimesT andT identifyingT areasT ofT alsoT beT triggeredT byT theT internet,T forT example: improvement.T SinceT thisT isT

156 Published By: Blue Eyes Intelligence Engineering Retrieval Number: H10400688S319/19©BEIESP & Sciences Publication International Journal of Innovative Technology and Exploring Engineering (IJITEE) ISSN: 2278-3075, Volume-8 Issue-8S3, June 2019

toT beT doneT onT onlineT tacticsT theT internetT providesT loyalT customers. variousT toolsT whichT helpsT toT convertT dataT intoT Weaknesses TheT informationT sharedT onT theT platformsT knowledge.T ForT exampleT aT website‟sT heatT mapT isT usedT isT availableT toT theT publicT andT henceT couldT T T T T T T T T T to depict how users interact with specific web pages beT seenT byT competingT brands.T ThisT mightT andT content.T TheseT toolsT provideT variousT opportunitiesT impactT theT businessT asT competitorsT couldT toT theT businessT asT theyT provideT waysT toT acquireT furtherT useT detailedT informationT andT newsT forT knowledgeT and hence achieve better marketing. theirT ownT good.

D. Budget Opportunities ThisT mediumT isT stillT evolvingT andT newT trendsT areT continuouslyT comingT out.T ThisT Finally, the e-marketing strategy includes a budget providesT businessesT withT aT lotT ofT which estimates the costs needed to execute the marketing opportunitiesT thatT businessesT mustT beT onT plan. Different objectivesT andT tacticsT areT allocatedT aT theT lookoutT for. fixedT amountT ofT moneyT whichT helpsT toT haveT aT definiteT Threats CommentsT andT reviewsT fromT theT publicT amountT thatT couldT beT spent.T AlthoughT aT budgetT isT shouldT beT wellT managedT andT T T T T T T T T T sometimes hard to create, it is important for the communicated.T SocialT mediaT affectsT theT businessT toT haveT aT clearT amountT ofT whatT couldT oneT reputationT ofT theT brand,T andT thisT couldT beT spend?T EvenT thoughT theT internetT offersT variousT toolsT easilyT damagedT byT badT commentsT andT forT freeT e-businessesT mightT requireT additionalT toolsT toT reviewsT onT theseT platforms. achieveT certainT ones.TheseT outlinedT sub-sectionsT helpT toT developT aT successfulT marketingT strategyT andT marketersT B. Website needT toT payT attentionT toT suchT areasT toT makeT sureT thatT TableT 3:T Porter'sT 5T ForcesT forT Websites T T T T the e-business objectives are achieved. PowerT ofT EnablingT onlineT salesT helpT toT acquireT VI. DISCUSSION Customers customersT globallyT thisT isT knownT toT lowerT theT powerT ofT customers.AdditionallyT theT TheT previousT sectionsT outlinedT howT anT e-marketingT websiteT consistsT ofT informationT aboutT theT strategyT couldT beT developedT withT theT helpT ofT differentT companyT whichT helpsT toT provideT aT betterT understandingT toT theT customers. marketingT modelsT andT marketingT mediums.TheT tablesT inT theT followingT sub-sectionsT outlineT theT mainT pointsT ofT PowerT ofT TheT websiteT isT visibleT byT suppliersT acrossT theT Porter‟sT 5T forcesT (TableT 1,T 3,T 5T andT 7)T andT theT Suppliers theT globeT andT henceT itT isT theT formalT pointT SWOTT analysisT (TableT 2,T 4,T 6T andT 8)T forT theT marketingT ofT attainingT newT suppliers. mediumsT mentionedT previously. ThreatT ofT Normally,T newT entrantsT inT aT marketT doT notT A. SocialT Media NewT offerT full-blownT functionalityT andT salesT onT Entrants theirT websites.T ThisT couldT beT usedT asT anT TableT 1:T Porter'sT 5T ForcesT forT SocialT Media advantageT overT themT byT offeringT betterT PowerT ofT SocialT MediaT couldT beT usedT toT expandT theT servicesT online. Customers reachT andT attractT moreT customersT byT usingT ThreatT ofT WebsitesT haveT increasedT theT powerT ofT theT socialT network.T AcquiringT moreT fansT SubstituteT threatT significantlyT asT oneT couldT findT helpsT theT businessT toT lowerT theT bargainingT Products substituteT productsT easilyT allT overT theT powerT ofT customers.T World.T Therefore,T marketersT needT toT findT PowerT ofT BusinessesT couldT useT thisT mediaT toT learnT waysT howT toT addT uniqueT valueT toT theirT Suppliers aboutT newT suppliersT asT wellT asT toT keepT aT offeringsT soT thatT theyT couldT standT outT asT goodT relationshipT withT theT currentT ones. uniqueT fromT others.

ThreatT ofT ThisT threatT mightT beT tremendousT andT henceT CompetitiveT CompetitorsT wouldT likelyT lookT atT whatT theT NewT itT isT importantT toT lookT outT forT newT RivalryT businessT isT doingT inT termsT ofT eventsT andT Entrants entrants.T Nowadays,T businessesT startT byT withinT evenT pricing.T WebsitesT exposeT thisT creatingT socialT mediaT profilesT toT gatherT Industry informationT toT everybodyT andT henceT itT isT information.T Further,T frequentT essentialT toT keepT anT eyeT onT competitors.T communicationT withT theT audienceT helpT toT

improveT theT relationshipT withT theT customers.

TableT 4:T SWOTT AnalysisT forT Websites ThreatT ofT OnceT aT productT isT onT theT market,T otherT Strengths WebsitesT areT theT mainT pointT toT provideT SubstituteT companiesT willT tryT toT mimicT theT productT detailedT informationT aboutT theT companyT Products andT offerT otherT similarT onesT toT substituteT andT itsT offerings.T E-commerceT websitesT them.T OnceT againT socialT mediaT couldT beT alsoT providesT aT 24/7T operation. usedT toT lookT outT forT theseT kindsT ofT products.T TheT platformT couldT thenT beT usedT Weaknesses PricingT informationT isT availableT publiclyT toT outlineT uniqueT sellingT propositionsT ofT theT whichT couldT alsoT beT seenT byT company‟sT products. competitors.T Further,T sellingT onlineT incurT shippingT costsT whichT increaseT theT CompetitiveT ThisT typeT ofT mediaT providesT businessesT productT cost. RivalryT withT aT competitor‟sT contacts.T AnalysingT withinT competitorsT helpT businessesT toT addT uniqueT Industry valueT toT theirT offerings,T soT thatT theyT couldT standT outT asT uniqueT outT ofT others.T

TableT 2:T SWOTT AnalysisT forT SocialT Media Strengths SocialT mediaT providesT betterT wayT toT targetT andT communicateT withT theT businessT audience.T Further,T itT helpT businessesT toT attainT newT customersT asT wellT asT retainT

157 Published By: Blue Eyes Intelligence Engineering Retrieval Number: H10400688S319/19©BEIESP & Sciences Publication SWOT Analysis of e-Marketing for e-Business

Opportunities HavingT anT e-commerceT systemT alsoT D. OnlineT Advertisement providesT variousT opportunitiesT inT respectT toT globalisation.T TableT 7:T Porter'sT 5T ForcesT forT OnlineT Advertisements PowerT ofT OnlineT advertisementsT helpT businessesT Threats WebT technologyT isT constantlyT evolving,T Customers toT reachT moreT peopleT basedT onT theirT whichT furthermightT incurT costsT toT keepT searches.T ThisT willT alsoT reachT peopleT theT websiteT upT toT standards. whoT mightT notT haveT heardT aboutT theT brandT before.T ThereforeT thisT typeT ofT T T T T T T C. EmailT Marketing medium help to keep the bargaining powerT ofT customersT low. TableT 5:T Porter'sT 5T ForcesT forT EmailT Marketing PowerT ofT VariousT suppliersT couldT alsoT learnT PowerT ofT EmailT marketingT offerT businessesT haveT aT Suppliers aboutT theT businessT fromT suchT Customers moreT personalT communicationT withT theirT audienceaT moreT formalT andT privateT manner.T advertisementsT andT mightT beT willingT ThisT typeT ofT communicationT allowsT toT investT inT theT company. customerT retentionT andT furtherT helpsT toT T T T T T T T keepT downT theT powerT ofT customers. Threat of Having advertisements visible at the NewT topT ofT aT searchT pageT wouldT meanT thatT PowerT ofT NewslettersT couldT alsoT beT sentT toT suppliersT Entrants theT customerT willT mostT likelyT clickT onT Suppliers toT knowT aboutT theT business.T SuppliersT linksT atT theT top.T ThisT wouldT thereforeT mightT wantT toT investT moreT inT theT business,T makeT itT harderT forT newT entrantsT toT ifT theT businessT isT usingT goodT strategiesT compete. withT theirT customers.

T T T T T T ThreatT ofT NewT entrantsT wouldT notT startT offT withT thisT Threat of Online banners and advertisements NewT typeT ofT marketingT dueT toT theirT limitedT SubstituteT couldT beT usedT toT outlineT uniqueT Entrants contactsT base.T ItT isT thereforeT beneficialT toT Products sellingT propositions,T andT henceT enticeT useT thisT typeT ofT marketingT asT aT competitiveT customersT toT buyT thatT particularT advantageT overT theT start-ups. product.

ThreatT ofT PrivateT emailsT couldT beT usedT toT Competitive ThisT givesT aT competitiveT advantageT SubstituteT communicateT confidentialT informationT suchT T RivalryT overT otherT firmsT asT theT businessT Products asT specialT offersT whichT enticeT customersT toT withinT reachesT peopleT whoT mightT notT knowT stickT toT aT particularT product.T Additionally,T Industry aboutT theT company.T ThisT couldT alsoT sendingT targetedT emailT toT groupT ofT peopleT T T T T T T T T T T helpT toT offerT andT includeT informationT be used to have a listing on top of a specificT toT them.T ThisT helpsT toT offerT betterT searchT pageT andT henceT willT mostT serviceT inT hopeT toT retainT customers. likelyT beT clickedT beforeT otherT competitors. CompetitiveT EmailT marketingT isT aT moreT privateT wayT ofT RivalryT communicatingT things.T It T isT thereforeT withinT importantT forT businessesT toT takeT anT TableT 8:T SWOTT AnalysisT forT OnlineT Advertisements Industry advantageT onT thisT fact,T toT communicateT Strengths NewT customersT couldT beT attainedT fromT offersT andT newsT whichT areT moreT onlineT advertisements.T ItT isT alsoT aT veryT confidentialT orT targeted. effectiveT wayT ofT advertisementT sinceT aT lotT ofT peopleT searchT online.

TableT 6:T SWOTT AnalysisT forT EmailT Marketing Weaknesses ThisT typeT ofT advertisementT isT notT cheapT Strengths EmailT marketingT allowsT forT privateT andT andT isT typicallyT paidT perT click.T ThisT meansT targetedT marketing.T ItT isT alsoT aT cheapT thatT theT businessT hasT toT payT evenT ifT theT marketingT mediumT whenT comparedT toT customerT doesT notT buyT anythingT afterT others.T ResponsesT andT interactionT toT emailsT clicking. couldT alsoT beT easilyT trackedT byT availableT software. Opportunities VariousT peopleT areT widelyT usingT theT internet,T thereforeT theT reachT isT constantlyT Weaknesses EmailsT couldT beT filteredT asT spamT whichT increasing.T ServicesT suchT asT GoogleT thereforeT wouldT notT haveT theT desiredT AdWordsT helpT toT automateT thisT function. impact.T MarketersT shouldT beT attentiveT Threats OtherT competitorsT mightT alsoT beT usingT whenT creatingT emailsT toT avoidT thisT asT suchT advertisements.T ThereforeT itT isT muchT asT possible. importantT forT businessesT toT makeT useT ofT Opportunities VariousT softwareT areT beingT releasedT whichT suchT mediumsT toT benefitT fromT theirT returnsT helpT withT theT automationT ofT creatingT theT andT haveT aT competitiveT advantageT overT content,T targetingT people,T sendingT theT otherT competingT firms. emails,T andT analysingT theT responses.

Threats B2CT companiesT mightT notT receiveT aT greatT VII. CONCLUSIONS successT fromT thisT typeT ofT marketing,T sinceT customersT mightT abandonT theirT emails,T andT E-marketingT revolvesT aroundT theT sameT conceptT asT areT moreT proneT toT useT otherT mediumsT traditionalT marketing.T TheT onlyT differencesT areT theT suchT asT socialT media. mediaT usedT forT thisT promotionT toT takeT place.T TheT evolutionT ofT theT internetT andT technologyT hasT providedT businessT withT aT rangeT ofT servicesT thatT canT beT usedT toT performT better.T E- marketingT strategiesT mimicT

158 Published By: Blue Eyes Intelligence Engineering Retrieval Number: H10400688S319/19©BEIESP & Sciences Publication International Journal of Innovative Technology and Exploring Engineering (IJITEE) ISSN: 2278-3075, Volume-8 Issue-8S3, June 2019

theT plansT doneT traditionally,T however,T looksT atT theT study,T JournalT ofT GlobalT InformationT ManagementT (JGIM),T 26(4):T 67-91. impactT ofT technologyT onT theT toolsT used.T ThisT paperT [23] Tomaselli,T G.,T Melia,T M.,T Garg,T L.,T Gupta,T V.,T lookedT atT popularT marketingT modelsT andT analysedT howT Xuereb,T P.,T Buttigieg,T S.T (2018)T HealthcareT SystemsT technologyT influencedT theT wayT theyT areT studied.T andT CorporateT SocialT ResponsibilityT Communication:T AT Additionally,T thisT paperT lookedT atT howT theseT modelsT ComparativeT AnalysisT betweenT MaltaT andT India,T JournalT ofT GlobalT InformationT ManagementT (JGIM),T couldT beT usedT toT createT aT successfulT e-marketingT 26(4):T 52-66. strategy.T TheT mainT sectorsT ofT theT strategyT wereT also [24] Tomaselli,T G.,T Melia,T M.,T Garg.T L.,T Gupta,T V.,T outlined. Xuereb,T P.,T Buttigieg,T S.T (2016)T DigitalT andT traditionalT toolsT forT communicatingT corporateT socialT As a future work we can also include cultural and responsibility:T aT literatureT review,T InternationalT JournalT social dimensions of e-Marketing [22] including corporate ofT BusinessT DataT CommunicationsT andT Networking,T social responsibility (CSR) communication [23-24]. 12(2):T 1-15.

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