Marketing strategies for e-commerce

Abstract

By means of this contemporary concerns study, we carried out a detailed study of various e commerce websites covering Business to Business, Business to Consumer, Consumer to Business, Consumer to Consumer and their marketing strategies including revenue model, pricing model, promotional and advertisement strategies, client management techniques, loyalty management and the framework for evaluating the ecommerce sites. We analysed the frameworks for evaluating and setting up an ecommerce site. After this, we applied all the relevant concepts to one of India’s leading ecommerce portal Infibeam.com. From this exercise, we have identified the parameters which shall be necessary for the successful establishment of ecommerce websites. On the whole, e-commerce industry is on a growing spree and many new players are entering the field. There is a lot of scope for improvement in this field. So, to cope up with the competition, ecommerce firms need to strengthen their marketing strategies by improving on the identified parameters. At present, most of the ecommerce and the research on ecommerce is on B2B platforms and they can be expanded to other platforms like B2C, C2C, C2B, etc.