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Internet Marketing Information

Internet marketing, also known as web marketing, online marketing, or e-marketing, is referred to as the marketing (generally promotion) of products or services over the Internet. iMarketing is used as an abbreviated form for Internet Marketing. 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, mobile advertising, and Web 2.0 strategies.

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

Types of Internet marketing

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

Business models

This section does not cite any references or sources. Please help improve this section by adding citations to reliable sources. Unsourced material may be and removed. (January 2011)

Internet marketing is associated with several business models:

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.[9] 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.

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.

Niche marketing

Niche and hyper-niche internet marketing put further emphasis on creating destinations for web users and consumers on specific topics and products. For example, whereas in traditional Internet marketing a website would be created and promoted on a high-level topic such as kitchen appliances, niche marketing would focus on more specific topics such as 4-slice toasters.

Geo-targeting

In Internet marketing, geo targeting and geo marketing are the methods of determining the geolocation of a website visitor with geolocation software, and delivering different content to that visitor based on his or her location, such as latitude and longitude, country, region or state, city, metro code or zip code, organization, Internet Protocol (IP) address, ISP, and other criteria.

Advantages and limitations of Internet marketing

This section does not cite any references or sources. Please help improve this section by adding citations to reliable sources. Unsourced material may be and removed. (January 2011)

Advantages

Internet marketing is inexpensive when examining the ratio of cost to the reach of the target audience.

Limitations

However, from the buyer's perspective, the inability of shoppers to touch, to smell, to taste, and "to try on" tangible goods before making an online purchase can be limiting.

Security concerns

This section does not cite any references or sources. Please help improve this section by adding citations to reliable sources. Unsourced material may be and removed. (January 2011)

Information security is important both to companies and consumers that participate in online business. Many consumers are hesitant to purchase items over the Internet because they do not believe that their personal information will remain private. Some companies that purchase customer information offer the option for individuals to have their information removed from their promotional redistribution, also known as 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.

See also: Internet security, Spyware, and Internet Privacy

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., Amazon.com, eBay, and Overstock.com), and by leveraging merchant and feedback rating systems and e-commerce bonding solutions.

Usage trends

Technological advancements in the telecommunications industry have dramatically affected online advertising techniques.

Effects on industries

The number of banks offering the ability to perform banking tasks over the internet has increased. Online banking appeals to customers because it is often faster and considered more convenient than visiting bank branches.[10]

Internet auctions

See also: Online auction business model

Internet auctions have become a multi-billion dollar business. Unique items that could only previously be found at flea markets are now being sold on Internet auction websites such as eBay. Specialized e-stores sell a vast amount of items like antiques, movie props, clothing, gadgets, and so on.[11][12]

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.

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, online advertising has grown to be worth tens of billions of dollars annually.[13][14][15] PricewaterhouseCoopers reported that US$16.9 billion was spent on Online marketing in the U.S. in 2006.[16]

This has caused a growing impact on the United States' electoral process. In 2008, candidates for President heavily utilized Internet marketing strategies to reach constituents. During the 2007 primaries candidates added, on average, over 500 social network supporters per day to help spread their message.[17] President Barack Obama raised over US$1 million in one day during his extensive Democratic candidacy campaign, largely due to online donors.[18]

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.

See also

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. ^ a b "Define Online Marketing". Yourdictionary.com. http://reference.yourdictionary.com/word-definitions/define-online-marketing.html. Retrieved 9 January 2012.
  5. ^ "The State of Search Engine Marketing 2006". Search Engine Land. February 8, 2007. http://searchengineland.com/070208-095009.php. Retrieved 2007-06-07.
  6. ^ "What Is Social Media Marketing". Search Engine Land. http://searchengineland.com/guide/what-is-social-media-marketing. Retrieved 9 January 2012.
  7. ^ "Content Marketing 101: How to Build Your Business With Content". copyblogger. http://www.copyblogger.com/content-marketing/.
  8. ^ 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.
  9. ^ One to One Marketing – Overview. Managingchange.com (1995-04-05). Retrieved on 2011-10-30.
  10. ^ Study Finds Convenience Drives Online Banking. Consumeraffairs.com (2004-12-29). Retrieved on 2011-10-30.
  11. ^ 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.
  12. ^ James, David (February 24, 2007). "Bid on Dreamgirls Costumes for Charity"". Time, Inc.. http://offtherack.people.com/2007/02/dress_like_a_dr.html#comment-66215834.
  13. ^ eMarketer – Online Ad Spending to Total $19.5 Billion in 2007 (2007-2-28)
  14. ^ The Register – Internet advertising shoots past estimates (2006-09-29)
  15. ^ Internet Advertising Bureau – Online Adspend (2007-06-18)
  16. ^ PricewaterhouseCoopers reported U.S. Internet marketing spend totaled $16.9 billion in 2006" (Accessed 18-June-2007)
  17. ^ "Spartan Internet Consulting – Political Performance Index (SIPP)" (Accessed 28-June-2008)
  18. ^ "Center For Responsive Politics Fundraising Profile Barack Obama" (Accessed 28-June-2008)

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