MARKETING

WHAT IS INTERNET MARKETING

 Internet marketing, also referred to as
i-marketing, web-marketing, online-marketing or e-
Marketing, is the marketing of products or services over the
Internet.
INTERNET MARKETING OBJECTIVES

 Communicate a company's message about itself, its

products, or its services online.

 Conduct research as to the nature (demographics,

preferences, and needs) of existing and potential
customers.

 Sell goods, services, or advertising space over the

Internet.
TYPES OF INTERNET MARKETING

 Search Engine Optimization(SEO)

 Search Engine Marketing(SEM)

 Digital Asset Optimization(DAO)

 Viral Marketing

 E-mail Marketing

 Affiliate Marketing

 Blog Marketing
SEARCH ENGINE OPTIMIZATION(SEO)
 Search Engine Optimization
(SEO) is the process of
increasing the quality and
quantity of traffic to a website,
by obtaining a prominent
position in the SERPS (Search
Engine Results Pages).
SEARCH ENGINE MARKETING(SEM)
 Search Engine Marketing(SEM) is a form of internet
Marketing. It is paid advertising within search engine
results through Google, MSN,Yahoo and search engines.
DIGITAL ASSET OPTIMIZATION(DAO)
 Digital Asset Optimization(DAO) is the new trend in
search engine Optimization. Promoting your digital
assets like videos, images, documents, presentation
through digital media channels.
VIRAL MARKETING
 Viral marketing and Viral advertising is marketing
techniques induces web sites or users to pass on a
marketing message to other sites or users and create a
word of mouth.
 It is simply an information sharing between the people
through emails and media channels.
E-MAIL MARKETING
 Email marketing is the process of promoting a product or
service or an idea by sending direct emails to the target
customer.
AFFILIATE MARKETING

 Affiliate marketing is 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.
 Examples include rewards sites, where users are
rewarded with cash or gifts, for the completion of an
offer, and the referral of others to the site.
BLOG MARKETING
 Blog marketing is process of promoting a Business via
blogs.
 Word press, Blogger, Type pad etc.
IMPORTANCE OF INTERNET
MARKETING

 Drive high quality traffic to the website

 Increase sales leads from customers

 Build brand visibility in online

 Increase profile against their competitors

 Target a global audience

ADVANTAGES
 Extremely low risk
 Reduction in costs through automation and use of
electronic media
 Faster response to both marketers and the end user

 Increased ability to measure and collect data

 Opens the possibility to a market of one through

personalization
 Increased interactivity

 Increased exposure of products and services

 Boundless universal accessibility

DISADVANTAGES
 Dependability on technology
 Security, privacy issues

 Maintenance costs due to a constantly evolving

environment
 Higher transparency of pricing and increased price
competition
 Worldwide competition through globalization
 USING THE INTERNET AS AN IMC TOOL
IMC is a strategic business process used to plan, develop, execute and
evaluate coordinated, measurable, persuasive brand communication programs
with consumers, customers, prospects employees and other relevant external
and internal audiences.
The
The
Internet
Internet

Educates
Educates or
or A
Apersuasive
persuasive A
Asales
sales tool
tool or
or
informs
informs advertising
advertising an
an actual
actual sales
sales
customers
customers medium
medium vehicle
vehicle

Obtains
Obtains Builds
Builds and
and
Communicates
Communicates Provides
Provides
customer
customer maintains
maintains
and
and interacts
interacts with
with customer
customer service
service
database
database customer
customer
buyers
buyers and
and support
support
information
information relationships
relationships
IMC AND THE INTERNET
 Recentpoll conducted at “World wide Internet Opinion Survey”
examined factors that drove people to Internet sites.

Internet Content Search 38%

Word-of mouth 30%
Internet Banner 20%
Television Ad 7%
Print Ad 5%

 Email advertisements are no longer effective medium to advertise

products.
 Pop-up are still effective medium to advertise.
 Blog is new medium for advertisement and Brand awareness.
INTERNET IMC PROGRAM CRITICAL
COMPONENTS
Branding
 Website should reinforce the integrated communication
theme.
 Online and off-line branding
 Brand Spiraling – Traditional media for promotion
 Halo effect – Strong off-line brand
 Amazon invested half-billion dollars in traditional media
Brand Loyalty
Internetprovides three opportunities that are
not possible with advertising
Pleasurable Experience – Starbucks feeling
 Portfolio Management

One-to-one communication

 User Inputs

Niche customers

 Books
 Sales Support
Internet can be used to help in various ways.
 Providing information
 Receiving Orders

 Providing information about Client and products

to sales staff
 Preparation of sales call
 Customer Services
 Email Communication
 Cost Effective, however response time is a big issue
 Efficient and user friendly website
 Discussion Groups, Chat rooms or Blogs
 In B2B, granting access to seller database can be very
effective.
 Manufacturers can access retailers database for trend
analysis.
ELECTRONIC COMMERCE(EC)

 The process of buying, selling, or exchanging products,

services, or information via computer networks

 A broader definition of EC that includes not just the

buying and selling of goods and services, but also
servicing customers, collaborating with business
partners, and conducting electronic transactions within
an organization

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THE EC FRAMEWORK, CLASSIFICATION, AND
CONTENT

 Classification of EC by the Nature of the

Transactions or Interactions

 business-to-business (B2B)
E-commerce model in which all of the participants are
businesses or other organizations

 business-to-consumer (B2C)
E-commerce model in which businesses sell to
individual shoppers

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THE EC FRAMEWORK, CLASSIFICATION, AND
CONTENT

 business-to-business-to-consumer (B2B2C)
E-commerce model in which a business provides some
product or service to a client business that maintains its
own customers.

 mobile commerce (m-commerce)

E-commerce transactions and activities conducted in a
wireless environment

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THE EC FRAMEWORK, CLASSIFICATION, AND
CONTENT

 business-to-employees (B2E)
E-commerce model in which an organization delivers services,
information, or products to its individual employees

 collaborative commerce (c-commerce)

E-commerce model in which individuals or groups
communicate or collaborate online

 consumer-to-consumer (C2C)
E-commerce model in which consumers sell directly to other
consumers

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