Internet Marketing

What is Internet Marketing?

Internet marketing, also referred to as online marketing or Emarketing, is the marketing of products or services over the Internet. The Internet has brought many unique benefits to marketing including low costs in distributing information and media to a global audience. The interactive nature of Internet marketing, both in terms of instant response, and in eliciting response, are unique qualities of the medium.

Internet marketing ties together creative and technical aspects of the internet, including design, development, advertising and sales. Internet marketing methods include search engine marketing, display advertising, e-mail marketing, affiliate marketing, interactive advertising, blog marketing, and viral marketing.

Internet marketing is the process of growing and promoting an organization using online media. Internet marketing does not simply mean 'building a website' or 'promoting a website'. Somewhere behind that website is a real organization with real goals.

Internet marketing strategy includes all aspects of online advertising products, services, and websites, including market research, email marketing, and direct sales.

Benefits of Internet Marketing

One of the benefits associated with Internet marketing is the availability of great amounts of information. Consumers can access the Internet and research products, as well as purchase them at any hour of any day. Companies that use Internet marketing can also save money because of a reduced need for a sales force. Overall, Internet marketing can help expand from a local market to national and international market places. Compared to traditional media, such as print, radio and TV, Internet marketing can have a relatively low cost of entry .

It should be mentioned that, although it may seem a relatively simple task to enter the world of online marketing, sound business strategies still apply. There is still an emphasis on business goals, namely CVP analysis when determining strategy and the overall effectiveness of marketing campaigns.

There are important characteristics that differentiate internet marketing from "offline marketing":

One-to-one vs. one-to-many approach: the targeted user, is typically browsing the internet on their own, and the marketing messages reach them personally. This can be very clearly seen in search marketing, where the users find advertisements targeted to specific keywords that the users asked for.

Demographics targeting vs. behavioral targeting: offline marketers typically segment their markets according to age group, sex, geography, and other general factors. Online marketers have the luxury of targeting by activity. This is a deeper form of targeting since the advertiser knows that the target audience are people who do a certain activity (upload pictures, have blogs, etc.) instead of just expecting that a certain group of people will like their new product or service.

Measurability: Almost all aspects of an online campaign can be traced, measured, and tested. The advertisers either pays per banner impression (CPM), pays per click (PPC), or pays per action accomplished. Therefore, it is easy to understand which messages or offering are more appealing to the audience.

Response and immediate results: Since the online marketing initiatives usually require users to click on the message, go to a website, and perform a targeted action, the results of campaigns are immediately measured and tracked. On the other hand, someone driving a car who sees a billboard, will at best be interested and might decide to get more information at some time.