An Overview of Evolution of E-Marketing in India and Consumers Perception Towards E-Marketing

The Internet is growing at a rate of almost 50-100% per year in India. From being a medium for exchange of information and communication between the scientific research workers, it has opened a vast vista of entertainment and information (edutainment) for millions of people on the Internet (netizens). The Internet in the form of World Wide Web has opened the doors to a new technology in the communication media, which is even now relatively untapped for business purposes.E-Marketing can be easily defined as “Achieving marketing objectives through applying digital technologies”. In the present work an effort is made to access the potential of Internet Marketing in India in consonance with the various environmental factors. Various techniques that can help the marketers to boost their business by harvesting the power of the Internet are explored. At the same time the study also focus on the various players involved in providing Internet service, their tariff structure, their infrastructure etc. The study also includes the growth of Internet in India, the features attracting most of the companies to be on the net and the present usage pattern in India. Besides the advantages of marketing on the Internet, the study also focuses on how Internet can hinder marketers and what are the rules that should be adopted for effective marketing on the net. The study also covers the Indian dot com scenario