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Marketing

Internet marketing, also referred to as online marketing, Internet advertising, eMarketing (or e-Marketing), is the marketing of products or services over the Internet. When it applies to the subset of website based ad placements it is commonly referred to as Web advertising (Webvertising), and/or Web Marketing. 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. Image File history File links Wikibooks-logo-en. ... Next big thing redirects here. ...

Internet marketing ties together creative and technical aspects of the internet, including design, development, advertising and sales. Internet marketing methods and strategies encompass a wide range of services such as search engine marketing, display advertising, text-based advertising, behavioral marketing, software-based ads, e-mail marketing, newsletter marketing, Customer Relationship Management Marketing affiliate marketing, web press releases, interactive advertising, online reputation management, online market research, and also Social Media Marketing Methods such as blog marketing, and viral marketing. Search Engine Marketing, or SEM, is a form of Internet Marketing that seeks to promote websites by increasing their visibility in the Search Engine results pages (SERPs) and has a proven ROI (Return on Investment). ... See also ConTeXt, a macro package for the TeX typesetting system. ... Behavioral Targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns. ... Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. ... CRM may stand for: In information technology Customer Relationship Management CIDOC Conceptual Reference Model Compensating Resource Manager Clean Room Model, reverse engineering and recreating of a design without infringing copyrights and trade secrets, see Clean room design Cluster Resources Manager CRM114, a spam filter Communication Resource Manager, part of the... Illustration of the concept of affiliate marketing Affiliate marketing is a web-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliates marketing efforts. ... Interactive Advertising is the use of interactive media to promote and/or influence the buying decisions of the consumer in an online and offline environment. ... Blog marketing is the term used to describe internet marketing via web logs. ... Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses. ...

Internet marketing is the process of promoting an organization using online media, typically with the goals of increasing sales and boosting profits. Internet marketing does not simply mean building or promoting a website nor does it mean simply putting a banner ad up on another website. Effective Internet marketing requires a comprehensive strategy that synergizes a given company's business model and sales goes with their website function & appearance, focusing on their target market through proper choice of advertising type, media, and design.

Business models

Internet marketing is associated with several business models. The model is typically defined by the goal. These include e-commerce, where goods are sold directly to consumers or businesses; publishing, or the sale of advertising; and lead-based sites, where an organization generates value by getting sales leads from their site. There are many other models based on the specific needs of each person or business that launches an internet marketing campaign. The term business model describes a broad range of informal and formal models that are used by enterprises to represent various aspects of business, including its purpose, offerings, strategies, infrastructure, organizational structures, trading practices and operational processes and policies. ... Electronic commerce, EC, e-commerce or ecommerce consists primarily of the distributing, buying, selling, marketing, and servicing of products or services over electronic systems such as the Internet and other computer networks. ...

Internet marketing refers to the placement of media along different stages of the Customer engagement Cycle, through Search Engine Marketing, Search Engine Optimization, Banner Ads on specific sites, email marketing and Web 2.0 strategies. In 2008, The New York Times working with comScore published a first estimate to quantify the user data collected by large Web companies. Counting four types of interactions with company sites plus the hits from ads served from advertising networks, they found the potential for collecting upwards of 2,500 pieces of data on average per user per month.^[1] Customer Engagement (CE) refers to the engagement of customers with one another, with a company or a brand. ... Search Engine Marketing, or SEM, is a form of Internet Marketing that seeks to promote websites by increasing their visibility in the Search Engine results pages (SERPs) and has a proven ROI (Return on Investment). ... A typical search results page Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via natural (organic or algorithmic) search results for targeted keywords. ... The New York Times is a daily newspaper published in New York City and distributed internationally. ... comScore is an internet marketing research company that provides marketing data and services to many of the internets largest businesses [1]. comScore tracks all internet data on its surveyed computers, giving it a great deal of insight into online behavior. ...

Advantages

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Internet marketing is relatively inexpensive. Companies can reach a wide audience for a small fraction of traditional advertising budgets. The nature of the medium allows consumers to research and purchase products and services at their own convenience: An internet marketing campaign puts an organization's message in front of consumers precisely when they want it. Image File history File links Acap. ...

However, internet marketing isn't a panacea. It still requires intelligent planning and careful execution. Emphasize business goals and use methods such as CVP analysis when determining strategy and the overall effectiveness of marketing campaigns. There are very few or no other articles that link to this one. ...

There are a few important characteristics that differentiate Internet marketing from "off-line 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(1).

- Demographics targeting vs. behavioral targeting: off-line 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 pay per banner impression (CPM), pay per click (PPC), or pay 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.

Internet marketing, as of 2007, is growing faster than other types of media.^{[citation needed]}Since exposure, response and overall efficiency of Internet media is easier to track than traditional "off-line" media, through the use of web analytics for instance, Internet marketing can offer a greater sense of accountability for advertisers. Increasingly, however, marketers and their clients are becoming aware of the need to measure the collaborative effects of marketing, i.e. how the Internet affects in-store sales, etc., instead of siloing each medium. The effects of Multi-Channel Marketing can be difficult to determine, but are an important part of ascertaining the value of media campaigns. Web analytics is the study of the behaviour of website visitors. ...

Limitations

Because Internet marketing requires customers to use newer technologies than traditional media, not all people may get the message. Low speed Internet connections are one barrier. If companies build overly large or complicated web pages, some Internet users struggle to download the information on dial up connections or mobile devices.

From the buyer's perspective, another limitation is the inability of shoppers to touch, smell, taste or try-on tangible goods before making an online purchase. However, it is an industry standard for e-commerce vendors to have liberal return policies and in store pick up services to reassure customers.

A survey of 410 marketing executives listed insufficient ability to measure impact, a lack of internal capability, and difficulty convincing senior management as the top three barriers to entry for large companies looking to market online. ^[2] In economics and especially in the theory of competition, barriers to entry are obstacles in the path of a firm which wants to enter a given market. ...

Security concerns

For both companies and consumers that participate in online business, security concerns are very important. Many consumers are hesitant to buy items over the Internet because they do not trust that their personal information will remain private. Recently, some companies that do business online have been caught giving away or selling information about their customers. Several of these companies have guarantees on their websites, claiming customer information will be private. Some companies that buy customer information offer the option for individuals to have their information removed from the database (known as opting out). However, many customers are unaware that their information is being shared and are unable to stop the transfer of their information between companies. For other uses, see Security (disambiguation). ... This article is about computing. ...

Security concerns are of great importance and online companies have been working hard to create solutions. Encryption is one of the main methods for dealing with privacy and security concerns on the Internet. Encryption is defined as the conversion of data into a form called a cipher. This cipher cannot be easily intercepted unless an individual is authorized by the program or company that completed the encryption. In general, the stronger the cipher, the better protected the data is. However, the stronger the cipher, the more expensive encryption becomes. Encrypt redirects here. ... Privacy is the ability of an individual or group to control the flow of information about themselves and thereby reveal themselves selectively. ...

Another major security concern that consumers have with ecommerce merchants is whether or not they will receive exactly what they purchase. Trustworthy, reliable merchant performance has been a consumer concern since the inception of ecommerce, and to date, merchants have attempted to address these concerns by investing in and building strong consumer brands (Amazon, eBay, Overstock.com), and by leveraging merchant / feedback rating systems and ecommerce bonding solutions. All of these solutions attempt to assure consumers that their transactions will be free of problems because the merchants can be trusted to provide reliable products and services. In addition, the major online payment mechanisms (credit cards, PayPal, Google Checkout, etc.) have also provided back-end buyer protection systems to address problems after they actually do occur.

Effects on industries

Internet marketing has had a large impact on several previously retail-oriented industries including music, movies, pharmacies, banking, and flea markets, as well as the advertising industry itself. As Advertisers increase and shift more of their budgets online, it is now overtaking radio in terms of market share.^[3] In the music industry, many consumers have started buying and downloading music files several years ago (e.g. MP3s) over the Internet in addition to buying CDs. By 2008, Apple's iTunes has become the largest music vendor in the USA.^[4] For other uses, see MP3 (disambiguation). ... CD may stand for: Compact Disc Canadian Forces Decoration Cash Dispenser (at least used in Japan) CD LPMud Driver Centrum-Demokraterne (Centre Democrats of Denmark) Certificate of Deposit České Dráhy (Czech Railways) Chad (NATO country code) Chalmers Datorförening (computer club of the Chalmers University of Technology) a 1960s...

More and more banks are offering the ability to perform banking tasks online. Online banking is believed to appeal to customers because it is more convenient than visiting bank branches. Currently, over 150 million U.S. adults now bank online, with a high growth rate. The increasing speed of Internet connections is the main reason for the fast growth. Of those individuals who use the Internet, 44% now perform banking activities over the Internet. For other uses of terms redirecting here, see US (disambiguation), USA (disambiguation), and United States (disambiguation) Motto In God We Trust(since 1956) (From Many, One; Latin, traditional) Anthem The Star-Spangled Banner Capital Washington, D.C. Largest city New York City National language English (de facto)1 Demonym American...

Internet auctions have gained popularity. Unique items that could previously be found at flea markets are being sold on eBay instead as well specialized eStores for items from antiques to movie props^[5][6]. 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 and the eBay price often becomes what the item is sold for. It is increasingly common for flea market vendors to place a targeted ad up on the web for each item they are selling online, all while running their business out of their homes. This article is about the online auction center. ... This article does not cite its references or sources. ...

The effect on the ad industry itself has been profound. In just a few years, online advertising has grown to be worth tens of billions of dollars annually.^[7][8][9] PricewaterhouseCoopers reported US Internet marketing spend totalled $16.9 billion in 2006 ^[10]. Online advertising is a form of advertising utilizing the Internet and World Wide Web in order to deliver marketing messages and attract customers. ... A former PwC office building (Southwark Towers) in London, England. ...

See also

• Marketing 2.0
• Pay per click
• Search engine optimization
• Pay per play
• Blog marketing

Marketing 2. ... Pay per click, or PPC, is an advertising technique used on websites, especially search engines. ... A typical search results page Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via natural (organic or algorithmic) search results for targeted keywords. ... Blog marketing is the term used to describe internet marketing via web logs. ...

References

1. ^ Story, Louise and comScore. "They Know More Than You Think" (JPEG), March 10, 2008.  in Story, Louise. "To Aim Ads, Web Is Keeping Closer Eye on You", The New York Times, The New York Times Company, March 10, 2008. Retrieved on 2008-03-09. 
2. ^ Mediapost (Blog) - Why Marketers are Not Investing Online (2/13/2008)
3. ^ Businessweek - Advertising Goes Off the Radio (2006-12-07)
4. ^ [http://news.bbc.co.uk/2/hi/business/7329886.stm iTunes 'biggest US music seller' (2008-04-04)
5. ^ Ian Mohr Daily Variety. Reed Business Information February 27, 2006 "Movie props on the block: Mouse to auction Miramax leftovers"
6. ^ David James People Magazine Time, Inc. February 24, 2007 "Bid on Dreamgirls Costumes for Charity"
7. ^ eMarketer - Online Ad Spending to Total $19.5 Billion in 2007 (2007-2-28)
8. ^ The Register - Internet advertising shoots past estimates (2006-09-29)
9. ^ Internet Advertising Bureau - Online Adspend (2007-06-18)
10. ^ PricewaterhouseCoopers reported US Internet marketing spend totalled $16.9 billion in 2006" (Accessed 18-June-2007)