INTERNET MARKETING

L11
 Definition
• Also called online marketing, it is the process
of promoting a brand, products or services
over the Internet. Its broad scope includes
email marketing, electronic customer
relationship management and any
promotional activities that are done via
wireless media
• It also combines the technical and creative
aspects of the World Wide Web such as
advertising, designing, development and sales.
Moreover, Internet Marketing also deals with
creating and placing ads throughout the
various stages of customer engagement cycle
 Types of Internet Marketing
• Search Engine Marketing (SEM): A type of web marketing
which promotes web sites by increasing visibility in search
engine results pages through search engine optimization as
well as through paid advertising, strategic content
marketing and social media networks.
• Search Engine Optimization (SEO):A refinement of SEM,
improving the rankings or visibility of a web page in search
engines search results. SEO programs work to move
targeted search results higher in rankings when results are
presented to users of search engines such as Google, Bing,
Yahoo!, and others. The higher the ranking when results
are displayed, the more likely consumers are to click on the
link and go to the targeted web site
• Display Advertising: Advertising in a static, set
space which is composed of images or artwork
and words. Similar to ads in newspapers and
magazines.
• Pay Per Click Advertising: Advertising which is
presented on speculation by a web publisher
such as a search engine results page or a home
page on a browser which only charges the
advertiser for the number of times someone
clicks on the ad to go to the targeted web site,
not the number of viewers of the advertisement
• Social Media Marketing: Marketing using social media
outlets such as Facebook or other similar sites. This type of
marketing includes creating pages on the site directly
promoting a company, organization, or product which can
be easily accessed from on or outside of the site. Social
media marketing can also factor into SEO programs.
• E-Mail Marketing :Marketing based on the distribution of a
message via e-mail. E-Mail marketing can consist of a text
message, a combination of words and images such as in a
display ad, or provide access to a video on a web site or
public video site such as YouTube. E-mail marketing also
has the ability to offer a link to a specific web site to drive
traffic and revenue to that sit
• Referral Marketing: One of the most subtle forms of web
marketing, referral marketing is based on one individual
pleased enough with a web site or social media site to refer
it to another person, who hopefully creates a chain
reaction of referrals from one group of individuals to
another. Referral marketing also can be a major
component of SEO programs.
• Affiliate Marketing: Marketing by a third party which refers
customers to a specific web site or vendor. “Affiliates”
market their own products, such as through a web site, but
have links to other web sites unrelated to their site, but
have some interest in common for consumers. Affiliates are
rewarded for the number of times someone links from
their site to the targeted site
 Scope
• 7. Internet and e-commerce is at its boom age in India, the
Indian e-commerce market grew at rate of 85% . It was
mainly due to online retail trends and availability of more
payment options. From electronics gadgets, apparels &
jewelries to home appliances , almost everything is
available online, so there is really bright future for
innovative online marketing. Also the target group is big,
about 80% of online shoppers are below the age of 35
which is bound to increase more. E- mail and mobile
marketing is quite important for these online retailers. By
looking at potential of this market, a lot of start ups are
emerging in it, all of which require good marketing strategy
to survive, so there is a lot of scope.
 Advantages
• One of the most important advantages is the fast
availability of the information. The clients/users can easily
get information, by navigating the internet, about the
products that they wish to purchase, and besides that, they
can check the information at anytime of the day.
• It allows the companies to save money, an aspect that is
really taken into account by the companies since the online
marketing campaigns don’t require a large amount of
investment
• The previous mentioned aspect, gives less importance to
the differences between large and small companies in
some way, thus increasing the competition and giving that
way advantages to the customers
• Presence on the Internet can help the expansion
of the company from a local market to national
and international markets at the same time,
offering almost infinite expanding possibilities.
• On the internet everything can be measured,
thus it’s easier for the companies to know almost
instantly if their campaign is working or not, what
company or user is interested in their products,
from what cities or countries are they, etc
 Disadvantages
• Slow internet connections can cause difficulties. If the
companies build too complex or too large websites, it will
take too long for users to check them or download them
and they will get bored eventually.
• The e-commerce doesn’t allow the user “to touch” the
merchandise before purchasing it. Because of this, some
salesmen are starting to guarantee the possibility of
returning the product. In Germany, where a law that
regulates e-commerce and guarantees the customers the
total refund of the money exists since 2000, the electronic
commerce is very popular.
• Other factor is the payment: many users still don’t trust in
the electronic methods of paying and give up buying online
because of this
 Disadv
• One of the major disadvantages may be the lack
of trust of the users because of the constant
virtual promotions that appear to be frauds. This
is an aspect that deteriorates the image and
reputation of quality and honest companies.
• Other disadvantage is the cash on delivery
system, since it doesn’t guarantee the 100%
purchase of the product. This is also the case of
thousands of users that dedicate themselves to
daily mock big companies by ordering on the
internet using false identities
 Process
• Develop a marketing strategy: Define your goals,
your ideal customer or “whale”, and what kind of
ROI you are targeting.
• Create & maintain a powerful website: As the
graphic says, “your website is the hub of all your
online marketing and lead generation”. It should
do two things: have a clear message about what
you do (the main portion of the site) and a blog
that fills your visitors with bellyfulls of useful &
free business content.
 Process (cont..)
• Generate more traffic: More traffic to your
site/blog means more eyeballs and chances
for conversion (don’t forget that you need to
optimize your site too). Check this stat: A blog
gets you 55% more traffic. So, make it epic!
• Convert traffic to leads: This is where you use
landing pages to help you focus and convert
your traffic into leads by keeping their focus
on a single objective.
 Process (cont..)
• Convert leads into sales: Segment and nurture (keep
them aware and warm) your leads until they reach that
“aha!” moment that rings their conversion bell, turning
them into a paying customer. This is most often done
through email marketing.
• Measure everything: This is the hardest part, but if you
set up your Key Performance Indicators in advance
(like visitor to sign-up ratio or sign-up to paying ratio),
then you have a starting point then hook up an
intelligent measurement system to help you produce
campaign reports that will show you what’s working.
 Role of marketing manager
• Account Manager – handling all official online accounts of
the business – for SEO, PPC, Social Media, Email Marketing,
etc. – and coordinates tasks, harmoniously.
• Quality Assurance (QA) Supervisor – checks contents and
work output to be at least within the standard of what has
been expected in the digital marketing strategy
implementation.
• Digital Marketing Strategist – formulates contextual
strategies with higher chances of reaching the goals and
objectives of marketing a business online.
• Moreover an online marketing manager is an analyst,
specialist, director, internet ninja, internet rockstar, and
everything else!