Introduction Internet marketing is use of internet and associated digital technologies to attain marketing objectives and support modern concepts. Internet marketing is a marketing strategy used by businesses to process new products online and offer customer services online. Internet is applied to all marketing communication aspects and supports marketing process. Internet marketing is a significant part of marketing mix in several organizations.
Internet marketing can be applied by business as an integral part of the modern marketing because it is a powerful communication means which acts as a corporate glue that incorporates different functional parts of the organization (Malan, 2010, April 19). It supports a full range of organizational processes and functions that offer products and services to key shareholders and customers. Internet marketing facilitates management of information which is increasingly recognized as the main marketing support technique to formulation of strategy and implementation.
Internet marketing is the form part of company vision since the future effect is important to many businesses. According to AMA, internet marketing is application of internet and related digital technologies in combination with traditional communication to attain marketing objectives. If internet marketing is fully established and integrated as a strategic marketing management tool, then people should understand the full application of total marketing process (Becherer, 2004, p. 25).
According to Malan, 2010 those businesses which are already successful in reaching their local markets they extend through online. There is need to update and keep the practice of online marketing to promote the businesses online. There should be a marketing objective and plan for any business to succeed. From offline initiative businesses should jump to online marketing. When setting internet marketing, there should be a site optimization which is the main start because any thing effective follows this.
The business should use the content of management system which integrates and helps effortlessly and quickly providing a Realm Surfer sites. This enables managers to manage their content optimization and a trial and error. There should be a linking and indexing which is the participation of forums serving the main target market. This creates awareness of business of business within the communities and helps in create an incoming connection to the site. The business should implement an online marketing partnership with high-profile online business to promote services.
The effective medium approach is to give a value content to the sites which benefits a topical content. The business should experiment the paid keyword advertising which should start by paying online advertising. Involve a specialist in internet marketing when dealing with the businesses (Malan, 2010, April 19). According to Callan, 2009 online or internet marketing is accompanied by many uncertainties. Content integrated marketing is effective because of the World Wide Web which is an information tool. This gives people access to new information.
The real power of integrated marketing content has hardly been exploited online putting a doubt that, there will be a main element in online marketing. There is a lot of creativity required in the content of integrated marketing. When getting the content mix right calls for plenty of research is effectively executed, there is a lot which is integrated on marketing efforts. For business to be successful it should focus on starting with the typical problems. The most pressing problems should be identified for research. This is an advantage which is considered with simple offline research which costs the company.
There is a lot of research which can be online regarding marketing. With offline research, there is a lot of advantage but online few businesses can consider this. In online there is free research which is done to yield lots of useful information when one visits the discussion forum or even going further and asking questions. There is a room for reactions and comments from readers offering valuable information which can help any online marketers to create effective content integrated promotional efforts (Callan, 2009).
According to Carl, 2009, July 29 internet marketing is also referred to as e-marketing and online marketing. This is where products are marketed using World Wide Web. People view marketing as selling but internet marketing is not physical selling of products. Internet has expanded home based business opportunity. Many people are making income online whether primary income, part time or hobbies. One has to do homework and find the possible product they are interested on and make sure they get it. One can try and get through all the rubbish and find that product which is worth.
There is a great opportunity in ensuring that you get the best product. People are attaching everything in their daily life to internet. This co-related the concept of promotion and marketing. Due to low cost and global nature of the internet, the concept of internet marketing is gaining more popularity as a result of the interactive nature of the internet. There are various types of internet marketing such as search engine marketing which deals with endorsement of websites by mounting their appearances in other pages of Search Engine.
This kind of internet marketing can be categorized into search engine optimization, paid replacement and paid inclusion. There is e-mail marketing which is a special form of direct internet marketing which uses electronic mails as an interaction component of commercial interacting. Blog marketing involves use of internet marketing through web-blogs. Viral marketing is a marketing method which uses already existing social networks to create awareness of the brand through spread of computer viruses. This method is not always good since viruses can prevent customer computer.
Interactive marketing is a way of internet marketing where there is one-to-one interaction between manufacture and customer through internet Carl, 2009, July 29). According to Becherer and Halstead, 2004 internet marketing is a still growing with encouragement from economic growth. With internet and related technologies, several companies are engaging in e-commerce activities and internet marketing. Internet continues to grow at all levels with online purchases by individuals and business thriving. Online auction is one of the areas of internet marketing which has exploded in customer interests and sales.
There are business strategies which are used by successful online auction sellers to help the existing e-commerce organizations to assess their potential as third party auctions sales efforts. Those organization which are considering internet marketing they have to understand various strategies and used of auction sales so as to develop the best online auction model for their business (Becherer, 2004, p. 25). Online auctions help in access of international customers’ base to quickly sell merchandise, at low cost, easily and sometimes at a premium prices.
New marketers are established with customers of the company being enlarged. The wide spread availability of outsourcing various online auction services, this contributes to growth of internet marketing. Online auction offers a battery goods and services. Much of merchandising strategy comes on changes. With expanding products, driven auctions prices and profits are low and market information is easily accessible with increase in competition. Businesses use internet as a tool of direct communication to customers. Customers are in a position to learn on the product and services of the business.
Business websites offers nearly all traditional marketing functions except on personal selling. A traditional company websites with an online auctions site offer extra opportunities on sales promotion (Becherer, 2004, p. 25). Conclusion Internet marketing doesn’t mean website, its scope is beyond website building or operation through website. The strategies of internet marketing include aspects like products, online advertising services and positively the websites which involves market research, email marketing and strategies of direct sales.
The main advantage of internet marketing is the one-to-one interaction between consumer and manufacturer. There is demographic marketing by online marketers, customer response and measurability and immediate results. If people are not aware of the latest technologies, the internet marketing strategies could not succeed. Customers can lack the experience of feeling the product. With rapid growth of internet distribution mainly on online auctions and selling of goods, there is need for extensive and systematic investigation. Selling through online auction is used by many organizations.
To reduce the risk of internet and other non-store buyers there is need for more risk reduction strategies like guarantee on money back, reduction on prices and well-known brands. When the business uses these strategies, consumer acceptance on internet as a distribution channel increases radically. Availability of many well-known brands gives a considerable risk reduction for online auction consumers. The growth rate of sales on online auction shows that the acceptance of customers is increasing.
- Becherer, R. C. (2004). Characteristics and internet marketing strategies of online auction sellers. Int. J. Internet Marketing and Advertising, 1(1), 24-36.
- Callan, D. (2009). What is a content integrated online marketing strategy? Internet marketing articles. Retrieved April 19, 2010, from http://www. akamarketing. com/content-integrated-online-marketing-strategy. php.
- Carl, B. (2009, July 29). Internet marketing revealed. Retrieved April 19, 2010, from http://www. selfseo. com/story-19719. php.
- Malan, D. (2010, April 19). Marketing your business on the internet.