A Comparative Analysis of India's Development of Electronic Marketing During The Pandemic of Covid 19

Abstract

In e-Marketing, a brand is promoted using internet-based technologies in order to increase its visibility. Direct response marketing uses technologies to connect businesses with their customers, combining indirect marketing elements with direct response marketing. Through e-marketing, goods and services are sold to customers through digital technologies. Regardless of the size and business model of traditional marketing companies, these technologies are valuable tools. It is fundamental to marketing to create strategies that deliver the right messages to the right people. Marketing online is commonly referred to as Internet marketing, e-Marketing, or digital marketing. Through the pandemic of COVID-19, the study illuminates the development of electronic marketing. A study of digital shopping factors has been conducted. According to the study, online shopping is primarily motivated by safety precautions and lockdown procedures. Other factors that may have influenced the respondents include convenience and cost-saving.

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A Comparative Analysis of India’s Development of Electronic Marketing
During The Pandemic of Covid 19
Dr. A.Shaji George1, Dr.T. Baskar2, A.S. Hovan George3
1Director, Masters IT Solutions, Chennai, Tamil Nadu, India.
2Professor, Department of Physics, Shree Sathyam College of Engineering and Technology, Sankari Taluk,
Tamil Nadu, India.
3Student, Tbilisi State Medical University, Tbilisi, Georgia.
---------------------------------------------***--------------------------------------
Abstract -
In e-Marketing, a brand is promoted
using internet-based technologies in order to
increase its visibility. Direct response marketing
uses technologies to connect businesses with their
customers, combining indirect marketing elements
with direct response marketing. Through e-
marketing, goods and services are sold to
customers through digital technologies. Regardless
of the size and business model of traditional
marketing companies, these technologies are
valuable tools. It is fundamental to marketing to
create strategies that deliver the right messages to
the right people. Marketing online is commonly
referred to as Internet marketing, e-Marketing, or
digital marketing. Through the pandemic of COVID-
19, the study illuminates the development of
electronic marketing. A study of digital shopping
factors has been conducted. According to the
study, online shopping is primarily motivated by
safety precautions and lockdown procedures. Other
factors that may have influenced the respondents
include convenience and cost-saving.
Keywords: Covid-19, online marketing, electronic
media, E-marketing, Internet marketing, Digital
Marketing, Pandemic.
1. INTRODUCTION
Electronic marketing is important for the
organization to obtain the largest number of
customers and to assist these customers with the
organization in advertising and promoting the
products on the internet. More than three billion
people uses the internet worldwide. More
companies are shifting to digital channels due to
the growth in usage of social networking sites.
Modern business uses e-marketing to market their
products. E-marketing is a type of marketing that
helps companies achieve their goals. It uses digital
technologies to reach out to potential customers
and promote the company's products or services.
Electronic marketing combines traditional and
modern marketing methods. Internet technology is
electronic media that is used in modern
communication (Kotler, 2017). With the evolution of
modern channels, some people started to think of
digital marketing as only activities that take place
on smartphones, videos, emails, digital content, or
websites. In fact, digital marketing is anything that
happens online, such as on smartphones, videos,
emails, digital content, or websites. Digital ads and
search engines are the ways to reach the target
audience, look at competitors and target markets,
and also improve the reputation of brands and raise
the level of product innovation and development.
2. THE IMPORTANCE OF INTERNET MARKETING
Following are some justifications for why any
company would want to spend money on online
brand promotion.
2.1 Cost-effective Internet marketing

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Online marketing is less expensive than traditional
forms of advertising because there are no
middlemen involved. Furthermore, physical
showrooms and social media or marketing content
are cheap and don't require a rental property for
maintenance.
2.2 Provides convenience
Online marketing enables 24 hours daily, 7 days per
week services without having to worry about the
store opening and closing hours. Your customers be
able to browse the online store anytime, anywhere
and place their orders whenever it's convenient for
them.
2.3 A more positive relationship with customers
To establish relationships with customers and retain
them, the internet provides a better platform. You
should follow up with an email after a consumer
buys a product to confirm the sale before thanking
them. You can also ask potential customers to
provide product reviews about the current product
on your site.
2.4 Individualization
When a business constructs a profile of a customer's
purchase history and preferences, internet
marketing will aid it to be able to present customers
with offers that are relevant to them. By tracking
product information and web pages, it is possible to
build targeted offers that reflect the interests of the
prospects.
2.5 Enhances sales
As internet marketing offers consumers the option to
buy items online rather than visiting a store or
mailing an order form, sales will increase. Thus,
impulsive purchases will increase, increasing
revenue for businesses and providing outstanding
returns.
3. THE CHALLENGES OF E-MARKETING (EM)
3.1 Integration of e-marketing
There are a number of traditional and internet
marketing venues used in major marketing
campaigns. Email marketing, web ads, and viral
Internet marketing must be part of an integrated
strategy. Nevertheless, the ability to integrate e-
marketing with the other marketing initiatives is still
in its infancy. Introducing new products with under-
the-cap advertising or teaser campaigns has
worked for some businesses. It is far too common for
the Internet component of marketing strategies to
be added last. It would be beneficial for us to work
together on a project to evaluate the advantages
(and disadvantages) of the Internet compared to
other forms of communication.
3.2 An increased level of integration with
social networks
The majority of customers are constantly using
social networks. To achieve this goal, email needs to
be integrated with sharing, liking, posting, and
connecting in an instant. It's really beneficial for a
brand to get exposure from dependable friends.
3.3 Soulless service (A lack of personal
attention)
Business that operates online use electronic
customer service methods like posting and emailing
info on their website to answer possible questions.
There have been times when customers felt this was
just too impersonal or callous on the part of the
company. In order to solve this problem, retailers
need to create effective checkout processes for
online product sales. Another option is to hire call
handling services, so clients can speak with real
people if they have questions concerning issues that
require immediate attention.
3.4 Untrustworthiness
Due to identity theft, spam, aggressive advertising,
and technological malfunctions, many people do
not trust marketing.
3.5 Expectations of customers

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It is essential for marketers to manage customer
expectations in order to remain competitive in the
long run in the market. A business cannot exist
without customers. Due to the fact that customers
are treated as kings of the market, it is imperative
that you get to know them, treat them with due care
and respect, and in the same manner that you want
to be treated.
3.6 Dollars spent on traditional ads
People spend a significant amount of time online,
compared to the amount of time top advertisers
spend on the internet. And differences are
incomparable. In a recent Morgan Witter analysis, it
was found that traditional advertisers are key to
industry's development, as they spend far less than
the top seven advertisers (by addressing all four
challenges described above).
4. LITERATURE REVIEW
Sharad Madhukar Dashaputre's 2011 thesis, "A study
of growth of marketing on the internet in the Indian
scenario," came to the conclusion that the use of the
internet and mobile phones has led to growth in
internet marketing. According to their study, all of
the people they talked to agreed that the internet is
important for the growth of online marketing and
that people should be taught how to use it. They
fervently believe that web marketing will ultimately
replace traditional marketing.
This article gives an overview of some of the current
developments in online marketing as reported by D
K Gangeshwar (2013) in his journal "Internet
marketing or E-commerce: It would be an important
addition to the research and academic literature as
well as a useful resource for practitioners,
advertisers, and business owners. Within three to five
years, India will have 30 to 70 million internet users,
equal to many developing countries. E-commerce is
expected to have a significant effect on the
economy in the twenty-first century. The new
opportunities that e-commerce will create will
benefit big corporations as well as small businesses.
A study on internet marketing in India by Niharika
Satinder (2015): As stated in "Online Marketing:
Challenges and Opportunities," online marketing
provides a greater opportunity to obtain information
about customers than traditional marketing
methods. As the Internet marketing industry grows
and develops over the next few years, people are
going to be more comfortable with online marketing
and will be more inclined to buy online. The use of
credit cards enabled easy online shopping.
This is in accordance with Susanne Schwarzl and
Monika Grabowska's (2015) article, "Online
marketing strategies: All types of marketing require
a deep understanding of consumer behavior. When
shopping online or in person, customers act the
same way. To grab clients' attention, use a suitable
method. It is impossible for a company to operate
without the internet. A minimum of one online
department is necessary for the web presence of
the company. A company's primary objective
should be to create a distinctive brand which
represents the company's values and catches the
attention of potential consumers as well as loyal
customers.
Vladislav Yurovsky found that internet marketing
has advantages and disadvantages in his study,
“[Pros and Cons of Internet Marketing].” A number of
benefits are provided, such as an empowering
effect, removing geographical obstacles, targeting,
immediate results, cost effectiveness, reaching a
larger or international audience, measurable results,
the ability to be customized, the ability to build
relationships, and 24 hours a day, seven days a
week availability. There are also some problems with
Internet marketing, such as copying, too much
commercial use, not being serious, a change in the
product, too much competition, bad reviews, and a
reliance on technology.
5. RESEARCH METHODOLOGY
OBJECTIVES OF THE STUDY

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In this paper, we focus on the evolution of electronic
marketing in India during the Covid 19 pandemic. In
this study, social distancing is examined and its
impact on electronic commerce is simplified.
Additionally, this encourages the focus on acute
areas and the formulation of strategies to help
achieve the intended goals.
• Evaluate the current condition of online trading in
e-retailing in India.
• Recognize the issues in online trading in retailing
from the point of view of providers and consumers.
• Review issues and prospects on digital marketing
during covid pandemic.
In addition to serving the practical and cognitive
reality of the sector covered by the study, the study
may also be an attempt to fill the knowledge
shortage in local studies. Importance of the study
can be attributed to the importance of the topic that
we are addressing, which is the impact of social
distancing on electronic commerce. In order to
combat the threats resulting from the outbreak of
Coronavirus and the use of social distancing in its
dimensions (closing workstations, home
quarantine) and their impact on e-commerce, this
study was undertaken. As a result, organizations
must seek out quick solutions, adapt quickly, and
turn threats into profitable business opportunities as
soon as possible.
6. STATEMENT OF THE PROBLEM
Due to the outbreak of Coronavirus and the closure
of most commercial activities and social distancing
measures, this comprehensive ban affected the
workflow of companies, forcing them to adopt new
strategies for maintaining productivity. Consumers
spend a lot of time browsing electronic platforms in
these times of social isolation, which prompted
businesses to diversify their business models and
create websites, build brands, and implement the
best e-marketing strategies. Following the
aforementioned concepts, the following questions
can be used to create a study problem:
1. Under the circumstances of the Coronavirus, how
social distancing impacts electronic commerce.
2. New trading strategies can be created as a result
of social distancing.
7. DATA ANALYSIS
It will be assumed here, after defining the study
problem, that a set of hypotheses may assist in
finding satisfactory solutions to it, as follows:
Hypothesis: 1
H0 :Social distance and e-marketing are not
significantly associated
H1 :E-marketing and social distance have a
significant association.
Factor
Calculated
2 Value
Table
Value
D.F
Remarks
Social
distancing
and e-
marketing
8.523
5.193
2
Significant
at 5% level
Table indicates that the calculated chi-square value
is greater than the table value and significant at 5%.
H0 is therefore rejected. Hence, the hypothesis,
“Social distancing and E-marketing are not
associated”. As a result of the analysis, it was found
that there is a significant association between e-
marketing and social distance.
Hypothesis: 2
H0 : E-marketing and workplace closure have no
significant association.
H1 : A significant association exists between e-
marketing and workplace closures.
Factor
Calculated
2 Value
Table
Value
D.F
Remarks
Social
distancing
and e-
marketing
10.215
7.123
2
Significant
at 5% level

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Table indicates that the calculated chi-square value
is greater than the table value and significant at 5%.
H0 is therefore rejected. Hence, the hypothesis,
“Social distancing and E-marketing are not
associated”. As a result of the analysis, it was found
that there is a significant association between e-
marketing and social distance.
Hypothesis: 3
H0 : The association between e-marketing and
quarantine is not significant.
H1 : E-marketing and quarantine are significantly
associated.
Factor
Calculated
2 Value
Table
Value
D.F
Remarks
Quarantine
and e-
marketing
8.235
5.504
2
Significant
at 5% level
According to the table, the calculated chi-square
value is greater than the table value and the result is
significant at the 5% level. As a result, H0 is rejected.
The hypothesis "E-marketing and quarantine"
therefore does not hold up. A significant association
was found between E-marketing and quarantine
based on the results of the analysis
Table 1 : Genders of the respondents.
SNo
Gender
Frequency
Percentage
1
Female
31
26
2
Male
89
74
According to the results of this survey, most
respondents (74%) are males, followed by 26% of
females.
Table 2 : Age group of respondents.
Sno
Age
Frequency
Percentage
1
Below 21 years
25
21
2
21-25 years
38
31
3
25-35 years
26
22.23
4
35- 45 years
19
16
5
Above 45 years
12
9.77
According to the survey, 31% of respondents are
between the ages of 21 and 25, followed by 22.23%
under 25 and 35.
Table 3 : Education of respondents.
SNo
Education
Frequency
Percentage
1
School education
19
16
2
Under graduation
30
25.18
3
Post-graduation
29
24.17
4
Professional
education
16
13.07
5
Others
26
21.58
Among respondents, it was found that the majority
(25.18 %) were under graduates, followed by post-
graduates and other qualified individuals.
Table 4 : Monthly Income of respondents.
SNo
Monthly Income Rs
Frequency
Percentage
1
Below 10,000
7
5.57
2
10,001-20,000
23
19
3
20,001-30,000
40
33.75
4
30,001-40,000
17
13
5
Above 40,001
33
28.68
As a result, it is inferred that the majority of
respondents (33.75%) fall under the income group of
20,001-30,000, followed by (28.68%) of respondents
who earn an income above 40,001.
Table 5 : Occupation of respondents.

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SNo
Occupation
Frequency
Percentage
1
Student
25
21.57
2
Employee
41
33.53
3
Business
44
37.23
4
Retired
10
7.67
Based on the results, the majority (37.23%) of
respondents fall into the business category, followed
by (33.53%) of respondents who fall into the working
category.
Table 6 : Reason for choosing online shopping.
SNo
Questions
Yes
No
1
Better method of marketing
99
21
2
Agents not involved
89
31
3
Most recent product available
85
35
4
24/7 Service accessibility &
Availability
76
44
The majority of respondents say electronic
marketing is the best, 24/7 Service accessibility &
Availability is the main reason.
Table 7 : Online marketing opinions during the
pandemic.
According to the study, the main reasons for
preferring online marketing during pandemics were,
quick and easy process, constant access to
services, less cost, and time saving.
Table 8 : The scope of e-marketing after Covid 19.
SNo
Questions
Yes
No
1
E-marketing have a good
scope
95
25
2
Will attract more clients
85
35
3
Consumer satisfaction will
be improved
89
31
4
Companies would earn
more profit
105
15
5
Traditional shops will get
impacted
79
41
In a recent survey, most of the customers expressed
their opinion that e-marketing will have a greater
scope in the future; therefore, companies should
give priority to the policies they want to enforce.
Although digital marketing will rise in the future, brick
and mortar stores will persist.
8. THE FINDINGS AND CONCLUSIONS OF THE
STUDY
1. Growth and closure of e-marketing activities, as
well as trust between marketer and customer, were
all impacted by the Corona pandemic.
2. Since e-marketing is part of e-commerce and e-
marketing requires strategies for companies to
reach their consumers, e-marketing integrates
regular marketing and technological development.
3. In addition to logistical problems and the lack of
laws, the small size of the local market and the
simple nature of the products are major obstacles
to eMarketing.
4. The E-marketing industry in India has been
present for some time in terms of logistical support
and the financial system, but it has flourished

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remarkably under the Corona pandemic during the
last few years.
5. Online shopping depends heavily on social
networking sites since most companies market their
products through social media.
6. Due to the complete closure and quarantine
resulting from the pandemic, many companies that
offer merchandise and service products are
marketing their products online.
7. As traditional purchases are replaced with
electronic purchases; local customers respond by
changing their buying patterns.
9. IMPLICATIONS OF RESEARCH
1. The 4th IR-Industrial Revolution requires the growth
of the telecommunications sector, which solves
numerous problems by creating a culture that
meets technological advancement.
2. To keep up with commercial market changes, e-
marketing is used to advance and improve ground-
breaking projects.
3. To protect their customers and employees, retail
and convenience stores are increasingly required to
provide remote payment options.
4. A law, a financial system, and logistical support
are required for e-marketing, so the government
needs to adopt legislation that protects business
and individual rights.
5. To keep customers satisfied and to encourage
them to shop for products, companies experiencing
declining sales or still encumbered by lockdown
measures should offer more choices for customers.
6. Awareness of consumer rights should begin in the
preliminary stages of study before university.
10. CONCLUSIONS
As internet marketing and social media advertising
have improved, there are now examples of
companies advertising their products and services
online and taking a small share of the sales
generated. There will be a significant increase in
online marketing in India over the next few years.
Long-term sustainability, however, is directly
affected by factors such as market shifts,
innovations, and the interaction between market
participants. Positive growth was fueled by the
increased use of credit cards and easy access to
computers. Aside from this, shoppers who are
looking for a great deal are being attracted to this
trend because online shops are renowned for
offering products at unique discounts compared to
their store-based counterparts. A well-organized,
effective, and top-notch buying experience backed
by the latest technology is now available to
consumers across the country.
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