INTRODUCTION
Internet marketing, also referred to as online marketing, Internet advertising, eMarketing (or e-Marketing), is the marketing of products or services over the Internet. When applied to the subset of website-based advertisement placements, Internet marketing is commonly referred to as Web advertising (Webvertising) and/or Web marketing. The Internet has brought many unique benefits to marketing, one of which being lower costs for the distribution of information and media to a global audience. The interactive nature of Internet marketing, both in terms of providing instant response and eliciting response, is a unique quality of the medium. E-marketing is sometimes considered to have a broader scope since it refers to digital media such as web, e-mail and wireless media, but also includes management of digital customer data and electronic customer relationship management systems (E-CRM systems).
i.social media marketing •blog marketing •multivariate testing or optimization •viral marketing
ii.software-based advertising.
Internet marketing does not simply entail building or promoting a website, nor does it mean placing a banner ad on another website.
Effective Internet marketing requires a comprehensive strategy that synergizes a given company’s business model and sales goals with its website function and appearance, focusing on its target market through proper choice of advertising type, media, and design.
Internet marketing, also referred to as online marketing, Internet advertising, eMarketing (or e-Marketing), is the marketing of products or services over the Internet. When applied to the subset of website-based advertisement placements, Internet marketing is commonly referred to as Web advertising (Webvertising) and/or Web marketing. The Internet has brought many unique benefits to marketing, one of which being lower costs for the distribution of information and media to a global audience. The interactive nature of Internet marketing, both in terms of providing instant response and eliciting response, is a unique quality of the medium. E-marketing is sometimes considered to have a broader scope since it refers to digital media such as web, e-mail and wireless media, but also includes management of digital customer data and electronic customer relationship management systems (E-CRM systems).
OBJECTIVES
At the end of this unit the student is expected to:- define Internet marketing
- identify some services associated with Internet marketing
- differentiate Internet marketing from traditional form of marketing
- know the advantages of Internet marketing as well as the limitations
- understand the basic security concerns about Internet marketing;
- answer the question of the impact of Internet marketing to industries
- know what Internet market structure is.
Services
Internet marketing ties together creative and technical aspects of the Internet, including design, development, advertising, and sales. Internet marketing methods and strategies encompass a wide range of services:- affiliate marketing
- behavioral marketing
- cause marketing
- contextual advertising
- customer relationship management (CRM) marketing
- digital marketing
- display advertising
- e-mail marketing
- in-text advertising
- interactive advertising
- Internet news releases
- lead scoring
- newsletter marketing
- online market research
- online reputation management (ORM)
- search engine marketing (SEM)
- •pay per click (PPC)
- •search engine optimization (SEO)
i.social media marketing •blog marketing •multivariate testing or optimization •viral marketing
ii.software-based advertising.
Internet marketing does not simply entail building or promoting a website, nor does it mean placing a banner ad on another website.
Effective Internet marketing requires a comprehensive strategy that synergizes a given company’s business model and sales goals with its website function and appearance, focusing on its target market through proper choice of advertising type, media, and design.
Internet marketing also refers to the placement of media along different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing and Web 2.0 strategies. In 2008 The New York Times working with comScore published an initial estimate to quantify the user data collected by large Internet-based companies. Counting four types of interactions with company websites in addition to the hits from ads served from advertising networks, the authors found the potential for collecting upward of 2,500 pieces of data on average per user per month.
•e-commerce – goods are sold directly to consumers or businesses; •publishing – the sale of advertising;
•lead-based websites – an organization generates value by acquiring sales leads from its website.
There are many other business models based on the specific needs of each person or business that launches an Internet marketing campaign.
The targeted user is typically browsing the Internet alone, so the marketing messages can reach him personally. This approach is used in search marketing, where the advertisements are based on search engine keywords entered by the user.
Internet marketing differs from magazine advertisements, where the goal is to appeal to the projected demographic of the periodical. Because the advertiser has knowledge of the target audience – people who engage in certain activities (e.g., uploading pictures, contributing to blogs) – the company does not rely on the expectation that a certain group of people will be interested in its new product or service.
Business Models
Internet marketing is associated with several business models:•e-commerce – goods are sold directly to consumers or businesses; •publishing – the sale of advertising;
•lead-based websites – an organization generates value by acquiring sales leads from its website.
There are many other business models based on the specific needs of each person or business that launches an Internet marketing campaign.
Differences from Traditional Marketing
One-to-one approachThe targeted user is typically browsing the Internet alone, so the marketing messages can reach him personally. This approach is used in search marketing, where the advertisements are based on search engine keywords entered by the user.
Appeal to specific interest
Internet marketing places an emphasis on marketing that appeal to a specific behavior or interest, rather than reaching out to a broadly-defined demographic. “Off-line” marketers typically segment their markets according to age group, sex, geography, and other general factors. Online marketers have the luxury of targeting by activity. For example, a kayak company can post advertisements on kayaking and canoing websites with the full knowledge that the audience has a related interest.Internet marketing differs from magazine advertisements, where the goal is to appeal to the projected demographic of the periodical. Because the advertiser has knowledge of the target audience – people who engage in certain activities (e.g., uploading pictures, contributing to blogs) – the company does not rely on the expectation that a certain group of people will be interested in its new product or service.
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