What is internet marketing, history and pioneers of internet marketing, today's internet Internet marketing – often called online marketing or emarketing – is. The Internet Marketing Academy & Ventus Publishing ApS http://www. medical-site.info Chapman, Lisa M. INTERNET MARKETINGOnline Marketing = SEO+SEM+PPC.
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PDF | On Jan 1, , Nugzar Todua and others published Internet Marketing. PDF | The use of the Internet has increased in recent years remarkably. Companies employ the World Wide Web (WWW) to gather, disseminate. Download the FREE Internet marketing ebook pdf, "How to build a world- class Internet lead generation program". Download it for FREE now as a pdf file.
It is considered as a lucrative place for business promotion as the number of internet users is tremendous. Marketing can be reached by two approaches: Traditional marketing Online marketing What is Online Marketing? The products or services of a business are advertised and being marketed over Internet using Online marketing.
The users are reached by websites or emails and the business transactions are facilitated by combining with e-commerce.
The products and services are promoted through websites, blogs, email, social media, forums and mobile Apps. What is difference between Traditional and Online Marketing? The goals of the traditional and online marketing are the same. But some difference exists between both.
They are: Traditional Marketing Online Marketing Traditional Marketing is difficult to measure and there is no track on the number of viewers and their action. Online Marketing is measurable and there can be track on the number of people who viewed and the number of people who downloadd the product. It is not cost-effective. It is not so good for brand building.
It is fast and efficient for brand building. The regular activities of the users are being interrupted by traditional marketing. For instance, television advertises interrupt the program being watched, billboard diverting the focus of the driver etc. It is not the case with Online marketing. The online advertises are attended as per the convenience and preference of the user.
The queries of the users are unanswered as the complete information about the product or service is not feasible.
It can provide maximum information about the product or service, offers, and transactions. The widely practiced strategy of advertising or promoting sales and name of the business is Online Marketing. Proper use of online marketing strategies may lead to the success of the business. What are the different components of Online Marketing? Various components of Online Marketing are as follows: Market Research Clear objectives need to be set and understand the market completely.
The marketing research can be done by: Review the website traffic.
Review the Ad conversion rates. Review the queries asked by the existing customers. The customer pain points need to be identified and should be posted on various platforms like yahoo answers, blogs, social media, and other sites.
Pricing is dynamic over the Internet. Place revolves around setting up of a marketing channel to reach the customer. Internet serves as a direct marketing channel that allows the producer to reach the customer directly.
The elimination of the intermediate channel allows the producer to pass the reduced distribution cost to the customer in the form of discounts.
Promoting a website includes both online and offline strategies. Online strategies include search engine optimization, banner ads, multiple points of entry, viral marketing, strategic partnership and affiliate marketing.
Presently, the cyberspace is already cluttered with thousands of sites probably selling similar products. There can be traded links or banner advertisements for the same.
Also the traditional mediums like print, outdoor advertising and television can be used to spread awareness. Presentation The presentation of the online business needs to have an easy to use navigation.
The look and the feel of the web site should be based on corporate logos and standards. Therefore, the web page should not be cluttered with a lot of information. Also, simple but powerful navigational aids on all web pages like search engines make it easy for customer to find their way around.
Processes Customer supports needs to be integrated into the online web site. A sales service that will be able to answer the questions of their customers fast and in a reliable manner is necessary. To further enhance after sales service, customers must be able to find out about their order status after the sale has been made.
Personalization Using the latest software it is possible to customize the entire web site for every single user, without any additional costs. The mass customization allows the company to create web pages products and services that suit the requirement of the user. A customized web page does not only include the preferred layout of the customer but also a pre selection of goods the customer may be interested in.
Customization will only be truly effective if we understand our customers and their true needs. Before adapting marketing practices to the Internet, the marketer needs to understand the characteristics of the online customers. The Net users can be classified into five categories depending upon their intention of using the Internet.
Something that can give them an edge, advantage, insight or even a pleasant surprise. They are sure what they require and just log on to the Web to download the item. Consumer demand and expectations are forecast to drive made-to-order or customized products with rapidly shrinking lead times. Products are configured, as customers want them to be and provide a high level of reliability, excellent quality, and longer life spans.
For e. The consumers could build the own computer by ordering the own configuration. The customization highlights the value-for-money aspect and induces the consumer to download a product that meets his own requirement. The Evolving Value Propositions The value propositions of goods and services offered in the physical world differ pointedly from those in the digital world. The ultimate aim of the universal marketer is to provide a complete end-to-end consumer experience - right from the promise to satisfy his need to its delivery.
A credit card, for instance, allows consumers to satisfy the immediate necessity of setting a transaction. The physical world is not able to deliver these benefits because of gaps in time, space and memory. This is because all his online experience will influence consumer perceptions about the brand. If a consumer downloads a product from a retailer and is involved in an unhappy download experience at the store, he will punish the store.
The transformation being brought about the Web revolution is not limited to just the consumer. The last few years have seen a flurry of suggested business models for doing business in the Internet era. Will the Internet era signal the death of the retailer?
Or will a new intermediary come into existence? Technological innovations have made possible two interesting developments - the Choice board system 2 and the Vertical Portal. Choice boards are essentially design tools and conduits of information, companies that produce the products need not control them. Dell uses a Choice board system to sell its computers but there are others like Point.
The market information that a Choice board collects about customer preferences is absolutely enormous and if the manufacturing company does not control it, the site offering the Choice board can emerge as a powerful intermediary. Vertical portals armed with sophisticated search engines, which specialize in a particular industry or product category, and provide customized information and promote online community development are the next emergent intermediaries.
The sophistication and range of information collected on customer preferences will drive emergent business models. The Web will thus facilitate the transformation of the companies form transaction supporters to customer relationship managers. Rising digital penetration would mean that the number of customer visiting particular sites would inevitably go up. While the number of eyeballs or page views has so far been conveniently used as a satisfactory measure by most web sites, it would be foolish to cater to the whole spectrum of digital visitors.
Content has to be very target specific. The digital company has to select its target segment by finding out which section of customers are the most profitable in terms of revenue transactions and who are the customers who generate the maximum number of referrals. Here again it is important to note that the majority of online customers are not seeking the lowest price. Rather they are seeking convenience above everything else.
The power of customer referrals has never been so enormous, since word of the mouse spreads faster than word of the mouth. E-Bay attracts more than half of its customers through referrals. This is because content serves as a powerful differentiator.
Content would include Product enhancements Software patches for glitches , personalized interactions through customized navigation paths as seen on the web sites of GM and Toyota and Problem Resolution updates of delivery schedules and e-mail responses.