Internet Marketing

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Internet marketing, also known as web marketing, online marketing, webvertising, or e-marketing, is referred to as the marketing (generally promotion) of products or services over the Internet. Internet marketing is considered to be broad in scope[citation needed] because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.[1]

Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising and sales.[2] Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing, content marketing, mobile advertising, and Web 2.0 strategies.[citation needed]

When Internet Marketing includes designing the company’s website, social media sites, mobile and other interactive media for specific [business] goals, the terms Digital Marketing is then used because it helps the company position itself not only on the Internet but on Digital Media or the Digital World.

Internet marketing initiatives for the same company are usually tied together in the company’s Internet (or Digital) Stategy, which is design specifically for each client based on its business needs and goals.

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 advertisements served from advertising networks, the authors found that the potential for collecting data was up to 2,500 times per user per month.[3]

Contents

[edit] Types of Internet marketing

Internet marketing is broadly divided in to the following[4] types:

An example of Internet Wikimedia Foundations not-for-profit status

  • Display advertising: the use of web banners or banner ads placed on a third-party website or blog to drive traffic to a company’s own website and increase product awareness.[4]
  • Search engine marketing (SEM): a form of marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of either paid placement, contextual advertising, and paid inclusion, or through the use of free search engine optimization techniques.[5]
  • Search engine optimization (SEO): the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results.[6]
  • Social media marketing: the process of gaining traffic or attention through social media websites such as Facebook, Twitter and LinkedIn.[7]
  • Email marketing: involves directly marketing a commercial message to a group of people using electronic mail.[8]
  • Referral marketing: a method of promoting products or services to new customers through referrals, usually word of mouth.[9]
  • Affiliate marketing: a marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s own marketing efforts.[10]
  • citation needed]
  • Content marketing: involves creating and freely sharing specific, expert content to help the community understand one or many subjects dealt with on a specific website. It is a mean to pull interested people or prospects into the website trying to convert them into customers or free suscribers, and customers into repeat buyers.
  • Video marketing: This type of marketing specializes in creating videos that engage the viewer into a buying state by presenting information in video form and guiding them to a product or service[citation needed] Online video is increasingly becoming more popular among internet users and companies are seeing it as a viable method of attracting customers.[11]

[edit] Business models

Internet marketing is associated with several business models:

  • E-commerce: a model whereby goods and services are sold directly to consumers (B2C), businesses (B2B), or from consumer to consumer (C2C) using computers connected to a network.[12]
  • citation needed] Similar to walk-in customers in retail world. These prospects are often referred to as organic leads.
  • citation needed]
  • Local Internet marketing: a strategy through which a small company utilizes the Internet to find and to nurture relationships that can be used for real-world advantages.[citation needed] Local Internet marketing uses tools such as social media marketing, local directory listing,[13] and targeted online sales promotions.

[edit] One-to-one approaches

In a one-to-one approach, marketers target a user browsing the Internet alone and so that the marketers’ messages reach the user personally.[14] This approach is used in search marketing, for which the advertisements are based on search engine keywords entered by the users. This approach usually works under the pay per click (PPC) method.[citation needed]

[edit] Appeal to specific interests

When appealing to specific interests, marketers place an emphasis on appealing to a specific behavior or interest, rather than reaching out to a broadly defined demographic.[citation needed]

Appealing to specific users can be achieved through behavioral targeting which refers to the use of behavioral patterns and putting up the relevant content suitable to the viewer’s interest obtained from the user through cookies and other tools and contextual advertising which refers to the publishing of advertisements and ads based on the context the user in. For example if the user is searching for coffee, the search engine publishes ads related to coffee.

[edit] Niche marketing

In conventional niche marketing, clusters of consumers (the niche) are identified in order to more economically and efficiently target them.[15] Similarly, niche internet marketing attempts to create a more direct advertising message for those who are seen as most likely to buy the product being advertised (see Target audience and Conversion rate).[citation needed]

Niche internet marketing focuses on marketing products and services which are, or can appear, tailor-made for a specific subset of consumers who are expected to buy the product or service with a specific motivation. The online advertising message (or product web site) can then be similarly tailor-made to target that assumed motivation.[citation needed]

For example, if one sells designer dog sweaters, one might first consider the citation needed]

[edit] Geo-targeting

In Internet marketing, citation needed]

As more and more users replace traditional desktop internet browsing with mobile browsing, interactive marketers will be able to take advantage of more precise geo-targeting functionality. Location-aware mobile applications allows marketers to use GPS technology to determine a user’s location, and to serve accurately location specific content.

[edit] Advantages and limitations of Internet marketing

[edit] Advantages

Internet marketing is inexpensive when examining the ratio of cost to the reach of the target audience.[cost-volume-profit (CVP) analysis.

Internet marketers also have the advantage of measuring statistics easily and inexpensively; almost all aspects of an Internet marketing campaign can be traced, measured, and tested, in many cases through the use of an citation needed]

[edit] Limitations

  • One of the challenges that internet markets face (as does the general public) is that many internet products are outright scams or promoted with deception making it difficult to know what one is buying. This is especially the case with products that are supposed to train or aid internet marketers in making money. While the quality of products has improved in the past few years, ethics is still often missing in internet marketing. Many so-called money making products are “empty boxes” in which there is essentially nothing there yet a buyer is to make money by reselling this empty box to others. Pyramid schemes are also still prevalent.
  • The consumer is unable to physically feel or try on the product which can be a limitation for certain goods. However a survey of consumers of cosmetics products shows that email marketing can be used to interest a consumer to visit a store to try a product or to speak with sales representatives. [16]
  • Marketer will not be able to use the x-factor/personal touch factor/human touch factor to influence the audience as the marketing is completely based on the advertisement and the information that the advertisement might lead to [websites, blogs and other channels].

[edit] Security concerns

opting out. However, many customers are unaware if and when their information is being shared, and are unable to stop the transfer of their information between companies if such activity occurs. Additionally, companies holding private information are vulnerable to data attacks and leaks. Internet browsing privacy is a related consumer concern. Web sites routinely capture browsing and search history which can be used to provide targeted advertising. Privacy policies can provide transparency to these practices. Spyware prevention software can also be used to shield the consumer.

Another consumer e-commerce concern is whether or not they will receive exactly what they purchase. Online merchants have attempted to address this concern by investing in and building strong consumer brands (e.g., citation needed]

[edit] “Internet marketing” scams

In May 2012, [17]

[edit] Usage trends

Technological advancements in the telecommunications industry have dramatically affected citation needed]

[edit] Effects on industries

The number of banks offering the ability to perform banking tasks over the internet has increased.[citation needed] Online banking appeals to customers because it is often faster and considered more convenient than visiting bank branches.[18]

[edit] Internet auctions

Internet auctions have become a multi-billion dollar business. Unique items that could only previously be found at [20]

As the premier online reselling platform, eBay is often used as a price-basis for specialized items. Buyers and sellers often look at prices on the website before going to flea markets; the price shown on eBay often becomes the item’s selling price.[citation needed]

[edit] Advertising industry

In addition to the major effect internet marketing has had on the technology industry, the effect on the advertising industry itself has been profound. In just a few years, [24]

This has caused a growing impact on the United States’ [25]

Several industries have heavily invested in and benefited from internet marketing and online advertising. Some of them were originally brick and mortar businesses such as publishing, music, automotive or gambling, while others have sprung up as purely online businesses, such as digital design and media, blogging, and internet service hosting.[citation needed]

[edit] Film and television marketing

Industries such as film and television were somewhat slow when it came to putting content on the Internet. Film trailers, television show schedules and “interactive” press kits came on the scene quite quickly as the content that promoted such products. This major media platform was developed with investments of millions by the film studios and television networks because it was a valuable marketing tool.[26]

[edit] See also

[edit] References

  1. ^ Jaakko Sinisalo et al. (2007). “Mobile customer relationship management: underlying issues and challenges”. Business Process Management Journal 13 (6): 772. doi:10.1108/14637150710834541.
  2. ^ Charlesworth, Alan (2009). Internet marketing: a practical approach. Butterworth-Heinemann. p. 49.
  3. ^ Story, Louise and comScore (March 10, 2008). “They Know More Than You Think” (JPEG). The New York Times. http://www.nytimes.com/imagepages/2008/03/10/technology/20080310_PRIVACY_GRAPHIC.html. in Story, Louise (March 10, 2008). “To Aim Ads, Web Is Keeping Closer Eye on You”. The New York Times (The New York Times Company). http://www.nytimes.com/2008/03/10/technology/10privacy.html. Retrieved 2008-03-09.
  4. ^ http://reference.yourdictionary.com/word-definitions/define-online-marketing.html. Retrieved 9 January 2012.
  5. ^ “What Is SEM / Search Engine Marketing?”. Search Engine Land. February 1, 2012. http://searchengineland.com/guide/what-is-sem.
  6. 978-1-84719-202-8.
  7. ^ “What Is Social Media Marketing”. Search Engine Land. http://searchengineland.com/guide/what-is-social-media-marketing. Retrieved 9 January 2012.
  8. 978-0-7897-3974-2.
  9. 978-0-321-50324-4.
  10. 978-0-596-15513-1.
  11. ^ Pattison, Kermit (2011-3-17). “Online Video Offers Low-Cost Marketing For Your Company”. The NY Times. http://www.nytimes.com/2011/03/17/business/smallbusiness/17sbiz.html?_r=1. Retrieved 2012-7-3.
  12. 978-1-84719-406-0.
  13. ^ Rayner, Andrew (April 21, 2010). “Put the E-mphasis on Local Internet Marketing and reach first page on Google”. http://www.prlog.org/10638959-put-the-mphasis-on-local-internet-marketing-and-reach-first-page-on-google.html. Retrieved August 15, 2010.
  14. ^ One to One Marketing – Overview. Managingchange.com (1995-04-05). Retrieved on 2011-10-30.
  15. ^ Thilmany, Dawn. “What are niche markets? What advantages do they offer?”. http://ag.arizona.edu/arec/wemc/nichemarkets/01whatarenichemarkets.pdf. Retrieved 16 July 2012.
  16. ^ Martin, Brett A. S., Joel Van Durme, Mika Raulas, and Marko Merisavo (2003), “E-mail Marketing: Exploratory Insights from Finland”, Journal of Advertising Research, 43 (3), 293-300.
  17. ^ Flatley, Joseph (May 10, 2012). “Scamworld: ‘Get rich quick’ schemes mutate into an online monster”. The Verge. http://www.theverge.com/2012/5/10/2984893/scamworld-get-rich-quick-schemes-mutate-into-an-online-monster. Retrieved May 15, 2012.
  18. ^ Study Finds Convenience Drives Online Banking. Consumeraffairs.com (2004-12-29). Retrieved on 2011-10-30.
  19. ^ Mohr, Ian (February 27, 2006). “Movie props on the block: Mouse to auction Miramax leftovers”. pReed Business Information. http://www.variety.com/article/VR1117938954.html?categoryid=1238&cs=1.
  20. http://offtherack.people.com/2007/02/dress_like_a_dr.html#comment-66215834.
  21. ^ eMarketer – Online Ad Spending to Total $19.5 Billion in 2007 (2007-2-28)
  22. ^ The Register – Internet advertising shoots past estimates (2006-09-29)
  23. ^ Internet Advertising Bureau – Online Adspend (2007-06-18)
  24. ^ PricewaterhouseCoopers reported U.S. Internet marketing spend totaled $16.9 billion in 2006″ (Accessed 18-June-2007)
  25. ^ “Center For Responsive Politics Fundraising Profile Barack Obama” (Accessed 28-June-2008)
  26. ^ Edited Harris, Dan (2002) ” The New Media Book” London, England: British Film Institute. p. 172



This article uses material from the Wikipedia article Internet Marketing, which is released under the Creative Commons Attribution-Share-Alike License 3.0.

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