THE HERITAGE ACADEMY

MAULANA ABUL KALAM AZAD

UNIVERSITY OF TECHNOLOGY, WB

CONTINUOUS ASSESSMENT – 2 (CA – 2)

Technical Report on,
E-Marketing and CMR (Customer Relationship
Management)

Submitted By,
Rudrendu Ghosh
University Roll no. 21301221060

DIGITAL MARKETING
BCAD - 601D
Department
BCA

2023-2024
 (ii)

ACKNOWLEDGEMENT

I extend my special thanks of gratitude to .all those who

have contributed to the completion of this report on E-
Marketing and CRM in Digital Marketing.

Special thanks to Professor Mr. Shameek Mukhopadhyay,

whose guidance, support and encouragement have been
invaluable throughout this endeavour. Your expertise and
have signi cantly in uenced the direction and quality of
this report.

Additionally I would also like to express my appreciation

to my friends and family for their understanding and
support during the research and writing process.

This project would not have been possible without the

collective support and contribution of everyone involved.
Thank you for your unwavering support and belief in the
importance of the work.

Warm regards,
Rudrendu Ghosh,
fi
fl
 INDEX
sl.no CONTENT PAGE N0.

1 ACKNOWLEDGEMENT ii

2 INTRODUCTION 4

3 E-MARKETING 5

4 IMPORTANCE OF E-MARKETING 5

DIFFERENCE BETWEEN
5 TRADITIONAL AND E-MARKETING 5

6 ADVANTAGES OF E-MARKETING 6

7 DISADVANTAGES OF E-MARKETING 7

8 TYPES OF E-MARKETING 8

CRM (Customer Relationship

9
Management) 9

10 IMPORTANCE OF CRM 9

ADVANTAGES AND
11 DISADVANTAGES OF CRM 10

12 SOME CRM SOFTWARES 11

13 TWO CRM CASE STUDIES 12

14 CONCLUSION 14
 4

INTRODUCTION

I
n todays digital age where technology and connectivity are compulsory, the
landscape of marketing has undergone a profound transformation. E-
Marketing and Customer Relationship Management (CRM) have emerged
as pivotal strategies reshaping how businesses engage with their audience and
cultivate lasting relationships in the digital realm.

E-Marketing often referred to as digital marketing or online marketing,

encompasses a multitude of strategies and tactics aimed at promoting products
or services through electronic channels. Form search engine optimisation (SEO)
and social media marketing to email campaigns and content creation, E-
Marketing leverages the power of the internet to reach and engage target
audience with unprecedented precision and efficiency.

Complementing the realm of E-Marketing is Customer Relationship

Management, a strategic approach focused on nurturing and maintaining
relationships with customers throughout their journey with a brand. CRM
encompasses a range of activities, including collecting and analysing customer
data, segmenting audiences, personalising interactions, and providing seamless
experience across multiple touchpoint.

In this report, we delve into the dynamic interplay between E-Marketing and
CRM within the broader context of digital marketing. We explore the
fundamental principles, key strategies, and emerging trends that drive success
in this ever-evolving landscape.By examining the symbiotic relationship
between E-Marketing and CRM.

Join us as I unravel the complexities of E-Marketing and CRM, exploring their

transformative impact on businesses and the limitless possibilities they offer in
forging meaningful connections with customers in the digital age.
 5

E-Marketing
E-Marketing refers to the marketing conducted over the internet. Two
synonyms of E-Marketing are internet marketing and online marketing which
are frequently interchanged. e-Marketing is the process of marketing a brand
using the internet through computer and mobile devices medium. By such a
definition, eMarketing encompasses all the activities a business conducts via
the worldwide web with the aim of attracting new business, retaining current
business and developing its brand identity.

Importance of E-Marketing:-
The return on investment (ROI) from E-Marketing can far exceed that of
traditional marketing strategies. Also, the transparency of the internet allows the
marketer to have access to analytics and data in a near real-time fashion which
will allow the marketer to make changes to align with the market’s reaction thus
making E-Marketing a preferred solution for Marketing Professionals.

Difference Between Traditional and E-

Marketing:-

TRADITIONAL MARKETING E-MARKETING

1)
Expensive Cost-E ective

2)
Limited Audience Large number of audience

3)
Results cannot be measured Results can be measured

4)
Delayed Communication Immediate Communication
ff
 6

Advantages of E-Marketing :-
1) Reducing costs: Compared to traditional marketing E-marketing is d
Traditional advertising on television, newspaper, magazines, and radio,
which can cost millions of dollars. With web marketing, however, you need
to spend a connection and a reliable computer to start a web-based prim
campaign.

2) Convenience: It can help companies do marketing 7 days a week and 24 a

day. The time restrictions are nonexistent, as web marketing empowers
conduct marketing 24 hours a day and even on holidays and weekends. This
significantly increases sales and profit. Offering your products on the
Internet is also convenient for customers. They can browse your online
store anytime and order when it is convenient for them.

3) Innovation: The Internet presents fresh opportunities for new products or

markets.

4) The advantage over competitors: It enables companies to improve

competitiveness by becoming closer to the customer. If the company
improves communication with customers, staff, suppliers, and distributors,
it will gain an advantage over competitors.

5) Marketing research: The internet/intranet can track customer behaviour

and how staff delivers services.

6) Improve customer interaction: Keeping clients happy has become much

more economical for companies. By putting information on frequently
asked questions on their website, organisations are saving costs by reducing
the number of customer service representatives. Moreover, the organisation
can get the immediate product.
 7

Disadvantages of E-Marketing :-
1. Dependability technology

2. Slow internet connections cause difficulties.

3. Security privacy issues

4. Maintenance costs due to constantly evolving environment.

5. Higher transparency pricing and increased price competition.

6. Worldwide competition through globalisation.

7. The main disadvantage for consumers is the risk of burglary, fake

accounts, and hackers, among others, for direct payment to credit card
pre-delivery consignment exposed to any of the types mentioned
above of fraud.

8. Fear for safety transactions and data privacy.

9. Do physically meet sellers.

10. Distrust by having physical support for transactions.

 8

Types of E-Marketing

Social Media Marketing :-

Social media marketing is the use of social media the platforms on which users
build social networks and share information to build a company’s brand
increase sales and drive website traffic. In addition to providing companies and
reach new ones, SMM has purpose-built data analytics that allows marketers to
track the success of their efforts and identify even more ways to engage.

Content Marketing :-

Content marketing is the strategy used to attract, engage, and retain an audience
by creating and sharing relevant articles, promotes brands awareness and keeps
your business to of mind when its time to by what you sell.
A Content marketing strategy establishes our brand as a thought leader,
boosting trust among our audience by creating and distributing content in
various way. Examples :- Blogs, Newsletters, social media posts, Emails,
Videos.

Searching Engine Optimisation (SEO) :-

In simple terms it means the process of improving our website to increase its
visibility in Google, Microsoft etc. The better visibility our pages have in search
results , the more likely we are to be found and clicked on. Ultimately, the goal
of will become customers, clients or an audience that keeps coming back.

Email Marketing :-

Email marketing is a powerful tool that business can use to build stronger
relationships with their customers and drive sales. It is the most profitable and
cost effective direct marketing channel, Which let businesses share new
product, sales, and update with customers on the contact lists. Because
subscribers choose to sign up for emails, its more likely to convert than other
channels.
 9

CRM (CUSTOMER RELATIONSHIP

MANAGEMENT)
Customer relationship management (CRM) is a technology for managing all our
company’s relationships and interactions with customers and potential
customers. The goal is simple: Improve business relationships. A CRM system
helps companies stay connected to customers, streamline processes, and
improve profitability.
When people talk about CRM, they usually refer to a CRM system or platform,
a tool that helps with contact management, sales management, productivity, and
more.
CRM software helps us focus on our organisation’s relationships with
individual people — including customers, service users, colleagues, or suppliers
— throughout our lifecycle with them, including finding new customers,
winning their business, and providing support and additional services
throughout the relationship.
With a CRM solution, the sales and marketing team can track and follow a
customer’s interaction journey with your business. This can enhance the
customer journey and experience by refining each customer touchpoint

Importance of CRM (Customer Relationship

Management) :-
A CRM system can give you a clear overview of your customers. You can see
everything in one place — a simple, customisable dashboard that can tell you a
customer’s previous history with you, the status of their orders, any outstanding
customer service issues, and more. You can even choose to include information
from their public social media activity — their likes and dislikes, what they are
saying and sharing about you or your competitors. Marketers can use a CRM
solution to manage and optimise campaigns and lead journeys with a data-
driven approach, and better understand the pipeline of sales or prospects
coming in, making forecasting simpler and more accurate. You’ll have clear
visibility of every opportunity or lead, showing you a clear path from inquiries
to sales. Some of the biggest gains in productivity and in making a whole-
company shift to customer-centricity can come from moving beyond CRM as
just a sales and marketing tool and embedding it in your business — from
finance to customer services and supply chain management. This helps to
ensure that customer needs are at the forefront of business processes and
innovation cycles.
 10

Advantages of CRM :-
1. It allows for the consolidation of customer data and the basis for deep
insights.

2. It speeds up the sales conversion process.

3. It increases staff productivity, lowering time-cost.

4. It allows geographically dispersed teams to collaborate effectively.

5. Improves customer experience by allowing personalisation and improved

query resolution.

Disadvantages of CRM :-

1. Customer experience may worsen due to staff over-reliance on

the system.

2. Security and data protection issues with centralised data.

3. The excess initial time and productivity cost at the

implementation.

4. Requires a process-driven sales organisation.

5. CRM may not suit all businesses.

 11

Examples of CRM Software in Use:-

1. HubSpot:- HubSpot is a CRM platform — meaning, it tracks customer

relationships as well as facilitates marketing, sales, and service processes.
HubSpot is ideal for any scaling business (whether you’re small, mid-sized, or
enterprise) and any team (such as marketing, sales, customer service,
operations, or C-suite).
2. Salesflare:- Salesflare is a B2B sales CRM platform, as it's built
specifically to track and organize your B2B operations. Salesflare is built from
the ground up to track everything automatically. Their CRM automatically
creates contacts and enriches them with additional details including email
signatures, complete customer timelines, and nudges you to follow up.
3. EngageBay:- EngageBay helps small businesses manage customer
relationships and sales processes effectively. It provides a wide range of
features such as contact management, sales automation, lead capture, and
marketing automation.
EngageBay is also used by companies to manage their sales and marketing
efforts. The software provides users with tools to create and track leads, as well
as follow up on sales opportunities. EngageBay also helps companies measure
their marketing campaigns to see what’s working and what isn’t, so they can
adjust their strategies accordingly.

4. Microsoft Dynamics:- Microsoft Dynamics is a CRM and

enterprise resource planning (ERP) software meant for improving sales
and marketing productivity. The CRM gathers social insights, provides
cloud-based campaign management, and offers business intelligence.
 12

Two CRM Case Studies

1. Coca-Cola CRM
The Coca-Cola Company is one of the world’s oldest and most influential
brands. With a presence in over 200 countries, Coca-cola started as a
carbonated soft drink business. But today, they are a conglomerate with over
200 product lines servicing billions of customers globally.
Logically speaking, for them to exist across several decades and remain
relevant and competitive says a lot about their customer service. That said, let’s
examine their customer relationship management (CRM).

Coca-Cola CRM Case Study:

Coca-cola’s mission is “to refresh the world in mind, body, and spirit, to inspire
moments of optimism and happiness through our brands and actions, and to
create value and make a difference.”
Inspiring optimism and happiness are at the core of Coca-Cola’s CRM strategy.
This is evident in their marketing campaigns, billboards, brochures,
commercials, store locations, and products.
Coca-Cola uses several enterprise CRM platforms to manage its clients’
relationships and stores globally. They use Salesforce and SAP primarily for
contact management. System Applications and Products (SAP) is a strategic
enterprise management platform. It’s quite robust and feature-rich.
While they use SAP globally, they use Salesforce on some of their country
divisions to manage their business flow, connectivity, and contact management.
Read our complete Coca-Cola case study here.
 13

1. Zara CRM
When you hear the word “Zara”, what comes to mind is clothing,
luxury, and lifestyle. Established in 1975, Zara is a Spanish multi-national
retail clothing chain.

They specialise in clothing accessories, beauty, shoes, and other lifestyle

products. Zara’s phenomenal success in fashion and beauty is a testament to
its solid CRM strategy. They effortlessly delight their customers in a way
that leaves them returning for more.

Zara CRM Case Study:

Zara’s mission is to “give customers what they want, and get it to them
faster than anyone else.” Deducting from their mission statement, you can
see a wordplay that puts royalty and kingship on their customers.

Zara’s CRM case study aims at elevating their customer’s needs above the
company objectives. Zara leverages transparency, incentives and perks,
support, personalisation, swift check-out, and social media to achieve this.
 14

CONCLUSION

In conclusion, the exploration of E-Marketing and Customer Relationship

Management (CRM) within the realm of digital marketing has illuminated the
dynamic and ever-evolving landscape in which businesses operate today.
Through our journey, we have uncovered fundamental principles, key
strategies, and emerging trends that underscore the significance of these two
intertwined disciplines in driving success and fostering meaningful connections
with customers. From the foundational understanding of E-Marketing as a
multifaceted approach to engaging audiences through electronic channels, to the
strategic imperative of CRM in nurturing long-term relationships and enhancing
customer experiences, our exploration has shed light on the critical role these
methodologies play in the modern marketing playbook.

Through real-world examples, case studies, and analysis, we have witnessed the
transformative power of integrating E-Marketing and CRM, enabling
businesses to deliver personalised, targeted, and seamless experiences that
resonate with customers on a deeper level. By leveraging data-driven insights,
segmentation strategies, and innovative technologies, organisations can unlock
new opportunities for growth, differentiation, and competitive advantage in
today's hyper-connected marketplace.

Looking ahead, the future of E-Marketing and CRM holds boundless potential,
fuelled by advancements in artificial intelligence, automation, and data
analytics. As technology continues to evolve and consumer behaviours shift,
businesses must remain agile, adaptive, and customer-centric in their approach
to digital marketing.

Together, we embark on a journey of discovery and transformation, empowered

by the synergies of E-Marketing and CRM, to shape the future of marketing in
the digital age.