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Final Intro to Internet Marketing

Final Intro to Internet Marketing

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Published by: Sufyan Khatri on Jul 27, 2011
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Internet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is the marketing (generally promotion) of products or services over the Internet. Internet marketing is considered to be broad in scope 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. Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales. 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, 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.

Business Models
Internet marketing is associated with several business models: 

E-commerce: a model whereby goods are sold directly to consumers (B2C), businesses (B2B), or from consumer to consumer (C2C). Lead-based websites: a strategy whereby an organization generates value by acquiring sales leads from its website. Similar to walk-in customers in retail world. These prospects are often referred to as organic leads.  

Affiliate Marketing: a process wherein a product or service developed by one entity is sold by other active sellers for a share of profits. The entity that owns the product may provide some marketing material (e.g., sales letters, affiliate links, tracking facilities, etc.); however, the vast majority of affiliate marketing relationships come from e-commerce businesses that offer affiliate programs. Local Internet marketing: a strategy through which a small company utilizes the Internet to find and to nurture relationships that can be used for real-world advantages. Local Internet marketing uses tools such as social media marketing, local directory listing, and targeted online sales promotions. 

The dawn of the internet era opened up amazing new possibilities. Impossible is not a word anymore! India has also joined the bandwagon and the numbers themselves do all the talking. The latest statistics* reveal that 400 million people access internet regularly in India and that is jump of 700% in last six years. And, here comes the best part; the internet users as of now comprise of only 3.6% of the population. Now you can imagine the scope of internet marketing in India! Now that we have come to terms with the tremendous scope of internet marketing in India, we have to understand that marketing through the internet can be an entirely different ball game. In fact it is a potent combination of technology and marketing acumen. If you too want to hop into the online business bandwagon, the first aspect is developing/ hosting of your website. Then you can employ any one or all of the internet marketing techniques mentioned here

India is the fastest growing internet market in the world with over 23 million active Internet users, holding out prospect of a larger growth in the number of netizens.
The top eight metros were driving the growth of internet in India with fast growing adoption in smaller cities, said Manish Agarwal, Vice-President (Marketing) of rediff.Com, one of the leading online community portals. Kolkata accounted for 1.05 million activer users and was ahead of technology hubs like Bangalore (0.97 million) and Hyderabad (0.95 million). Kolkata also had the highest percentage of 'innovators' among online users in the country, he said after launch of rediff's new multimedia application 'iShare'. "iShare comes with a very light and easy to use utility tool which users can install on their PCs and upload multiple files even at a low- speed without having to worry about the source of the file," he said.

For example, he said, users would be able to shoot videos on mobile phones, digicam, digital camcorder and upload it. Photos and music from any digital camera and MP3 player like ipods could be uploaded on iShare, he added. Internet Marketing in its simplest terms refers to the marketing and selling of goods and services using the Internet as the sales and distribution medium. What started as a cottage industry in the early nineties has mushroomed into a global multibillion-dollar industry that has been embraced by industrial giants such as Microsoft and General Electric. The Internet has reduced the world into a global village, has made distance irrelevant and time zones little more than an inconvenience. Businesses in the remote parts of India can easily service clients in the bright cities of America, while goods produced in China are sold to consumers in all parts of the world. The Internet has made all this possible and made Internet Marketing a reality. Internet Marketing offers anybody over a certain age with access to a computer and access to an Internet connection, the opportunity to go into business for themselves with little or no start-up costs. There are two main ways to conduct business over the Internet. You could either sell your own products and services, in which case you will be doing business as a merchant. Many people though, have neither the time nor resources to create and offer their own products or services. Fortunately for this large group of people they can still earn significant sums of money as affiliates.

Why Internet Marketing?
‡ ‡ ‡ Work from home Flexible hours Earn money 24/7 ± while you sleep ‡ Fastest money I know ± ‡ ‡ ‡ performance based

Low barrier to entry & low overheads Briefcase business ± totally portable Billion $ industry and growing

What is Possible by internet marketing?

Replace job income ± 3 to 6 months

‡ ‡ ‡

Work half the hours Only limitation is yourself Last financial year ± Made 4x my old job income ± Worked average of 25 hrs a week

Internet Marketing is not a JOB
Many people mistake certain activities for online marketing. Certainly, if you are entering data into an online database, that is not Internet Marketing. That is an online job. The problem is more subtle than that though. An Internet Marketer could choose to spend all his time developing a web site, writing articles, designing graphics, programming scripts, optimising the website for search engines, dealing with support issues etc. If they go down this route, they will end up working in their business, but not on the business. An Internet Marketer has the option to outsource all the activities I mentioned, but many are reluctant to do so, because they want to save money. What they don¶t realise is that by working in their business, they are not able to leverage time (as mentioned in the previous section), and their business will grow in a very linear fashion. Remember, Internet Marketing should be a business NOT a JOB.

How do Internet marketing communications differ from traditional marketing communications?
Internet marketing differs from conventional marketing communications because of the digital medium used for communications. The Internet and other digital media such as digital television, satellite and mobile phones create new forms and models for information exchange. A useful summary of the differences between these new media and traditional media has been

developed by McDonald and Wilson (1999) which they describe as the ¶ 6Is of the e-marketing mix¶ . Note that these can be used as a strategic analysis tool, but they are not used in this context here. The 6Is are useful since they highlight factors that apply to practical aspects of Internet marketing such as personalisation, direct response and marketing research, but also strategic issues of industry restructuring and integrated channel communications. By considering each of these facets of the new media, marketing managers can develop marketing plans that accommodate the characteristics of the new media. This presentation of the µ6Is¶ , is an interpretation of these factors using new examples and diagrams to illustrate these concepts.

Internet Marketing
Internet Marketing - Demystified
Internet marketing is an outcome of the electronic wave that is sweeping the globe. It has been successfully harnessed and this has resulted in various advantages like online buying and selling of goods as well as the generation of business leads.

Reach more customers and boost your revenue

Are you tired spending the majority of your marketing budget on print while you can¶t see your actual ROI? Reach easily different target audiences who are actively searching for your products or services with internet marketing and start to make money online. By using internet as your online marketing tool you can reach your target audience and serve them the most relevant ads possible. The strength of marketing through different channels via internet is that it is fully measurable. Internet marketing is the way you can boost your revenues and turn-over. There are several reasons why you should engage in channels through the internet. One of the most valued factors in internet marketing is the performance-based idea behind it. You can control the costs and decide which commission or maximum CPA you are able to pay.


Affiliate marketing
Affiliate marketing can help you getting more conversions. You decide which amount of money you are willing to pay for a conversion. Other websites function like henchmen (the affiliates) and are bringing you sales and conversions in return of a reward in the form of a commission. It is a kind of marketing wherein a company hires other companies or websites known as affiliates and entrusts them with the responsibility of marketing the product. The affiliates are paid commission. The affiliates can host a website in which it may display the banners or logos of the company. If the visitor clicks on this banner, they are redirected to the sponsor's site. The affiliate is paid a commission. HOW IT WORKS

Let¶s assume that I own a website about pets. On this website I have pages for rabbits, parrots, dogs, cats and so on. When someone visits my webpage about pet dogs, the chances are that they either own a pet dog or are interested in pet dogs. It is also safe to assume that they might be interested in reading books about pet dogs. What I then do is display five or six popular books about dogs that are sold on Amazon, with a link to Amazon¶s sales page for each of the five or six books. When any of my visitors clicks on the links, they are taken to Amazon¶s website. If they end up buying the book from Amazon, Amazon will pay me a pre-agreed percentage of the book price as commission. One important point to note is that the buyer does not pay a cent more for the book because they bought the book via my affiliate link. The price of the book will be the same, whether they bought directly from Amazon, or through an affiliate link. That is a brief synopsis of how Affiliate Marketing works. I am sure that you are beginning to see the benefits of Affiliate Marketing to both the merchant and the affiliate.

Search Engine Optimization
Search engine submission is passé. Nowadays a search engine has an advanced algorithm to determine the most relevant search results for a query. Search engine optimization ± also called SEO ± can bring you lots of relatively cheap and high converting traffic via organic results. Getting traffic from search

engines is one of the most profitable ways to promote your ecommerce website. In this kind of marketing, the website is made more search engine friendly so that when a specific keyword or search is typed by the user, the site will make it into the top search results. This type of Internet marketing is more appropriate method to attract the potential customers.

One-to-one approach
In a one-to-one approach, marketers target a user browsing the Internet alone and so that the marketers' messages reach the user personally. 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. These marketers typically segment their markets according to age group, gender, geography, and other general factors.

Niche Marketing
Niche and hyper-niche internet marketing put further emphasis on creating destinations for web users and consumers on specific topics and products. Niche marketers differ from traditional Internet marketers as they have a more specialized topic knowledge. 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. Niche marketing provides end users of such sites very targeted information, and allows the creators to establish themselves as authorities on the topic or product.

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.

Pay-per-click with Paid Search
PPC or pay-per-click is one of the ways to advertize within search engines like Google. Track which ads work and which don¶t. The flexibility of PPC is enormous. Onetomarket has several years of

experience in managing advanced search engine marketing campaigns. Under this category, the advertiser pays the search engine certain amount to get the address of his website featured separately if a keywords relating to his industry of sector is typed in.

Pay Per Performance (PPP)
The merchant only pays for a defined result, which is usually a new sale or a new lead. These models are called Pay Per Sale (PPS) and Pay Per Lead (PPL) respectively. The Amazon example that I discussed initially is a PPS model. PPL models are popular amongst sales oriented businesses such as auto dealers and real estate brokers.

Cost Per Action (CPA)
This is similar to PPP and is the preferred model for many affiliate networks.

Online Auctions
Online auctions are just as the auctions that take place in the real world. Items are put up for sale and the seller quotes the minimum price. Interested buyers then start quoting their price. And the item is sold to the highest bidder. The buyers in case of online auction can be form any part of the world . 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. 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. Some examples of it could be : E-bay , Deals for you , and many more«..

Web Analytics
Analytics can be seen as website monitoring. Setting up web analytics includes thinking about your targets. Which metrics define your web site success? Through web analytics you can follow your targets and take action when needed.

Online Advertising
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. PricewaterhouseCoopersreported that US$16.9 billion was spent on Online marketing in the U.S. in 2006. 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. President Barack Obama raised over US$1 million in one day during his extensive Democratic candidacy campaign, largely due to online donors. 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. Want to build your brand online? Then online advertising is the way to go. Get your brand shown on CPM-basis by showing banners on the website you audience visits. Your branding campaign can contribute to your other online marketing campaigns.

Buying Advertising
‡ Google ± ± ‡ Yahoo ± ‡ MSN ± http://adcenter.microsoft.com/ http://searchmarketing.yahoo.com/ http://adwords.google.com https://adwords.google.com/support

Email Marketing
When it comes to retention and life time value, e-mail marketing can bring you lots of sales and leads. The strength of email marketing is still underestimated. The way Amazon uses email to up sell products is a nice example. With Mailtomarket²our own email marketing tool²we can rapidly set up personalized email marketing campaigns that meet your requirements.

Banner advertising
Here banners of the advertiser is displayed on the website. The advertisers pay a certain amount of money to get the banner displayed on the website for a certain period of time. The banners are usually visually appealing to attract the potential customers. The respond it will get depends upon the website it has been displayed. Again there is no guarantee that the prospective customers will view it.

Directory Listings
It is a service wherein sites are placed in special categories in a directory. Such kind of service can be free or fee based. The listing can be made in yellow pages or directories such as Yahoo. Internet marketing is thus a new age marketing that provides the sellers with never seen before kind of opportunities. Since it is online, it is much cheaper than traditional methods of marketing and can be done by even a small-scale enterprise.

Ethical E-mail marketing
There are many web applications which allow website owners to maintain the subscriber database and allow personalized newsletters to be sent in a jiffy. Usually marketing strategies are impersonal in nature. For e.g. an ad shown on TV is simultaneously watched by many. Email marketing gives an opportunity for personally addressing the recipient. If handled tactfully, email marketing can be used to successfully stroke the emotions of the targeted audience and thus elicit positive response. It can be used to send information about the latest product information, launches, beta products, and updates on service workshops, seminars etc to the subscribers.

Advantages of Internet marketing in INDIA:y y y

y y y


From all marketing channels, online has the highest ROI The majority of internet users use the internet to see products before they buy With search engine marketing you can be visible when the customer is looking for your product or service Easily target a specific audience against a acceptable amount of money Online shopping is still growing rapidly Send your (potential) customers messages on strategic times of the day with e-mail marketing to increase your sales. Continuously test different expressions at low cost to see what works best ± unlike your direct mail in print. Internet marketing is inexpensive when examining the ratio of cost to the reach of the target audience. Companies can reach a wide audience for a small fraction of traditional advertising budgets. The nature of the medium allows consumers to research and to purchase products and services conveniently. Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickly. The strategy and overall effectiveness of marketing campaigns depend on business goals and cost-volume-profit (CVP) analysis.

Internet marketers also have the advantage of measuring statistics easily and inexpensively; almost all aspects of an Internet marketing campaign can be traced, measured, and tested. The advertisers can use a variety of methods, such as pay per impression,pay per click, pay per play, and pay per action. Therefore, marketers can determine which messages or offerings are more appealing to the audience. The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement, to visit a website, and to perform a targeted action.

No Geographical Limitation:
Since the Internet has no geographical constraints; it is good tool for marketing. One can advertise the products on the web to attract the potential customers. One need not be physically present to deal with the client.

Overseas market:

Before the advent of the Internet, for procuring a business, one had to visit abroad, hunt for buyers and then finalize the deal. This proved a major hindrance for small and medium sized companies as it meant having huge financial capacity. Internet marketing has become a great boom, as one need not travel anywhere for getting and meeting the prospective customers.

Cost-effective Option: Internet marketing

is proving to be a cost-effective option as compared to traditional methods of marketing such as print, and the audio/video medium. One only has to have access to the net in order to start up with Internet marketing. One also saves on traveling cost that is incurred if trade fairs and trade shows are attended.

Availability of 24 hours: Internet marketing can be done for 24x7x365. If a company
maintains a website, this website can be viewed by customers any time during the day. For e.g. an e-store maintained by an electronics manufacturer. The prospective buyers can visit the site as per their convenience and will browse the product gallery. They can also go through the description of the product and gather more information related to the same.

Display of full information: In the traditional world of print and audiovisual, there is a
limit to how much information can be passed on to a customer. In print the restriction is in the form of the size of the ad (Unless you want to shell out a huge amount!). In radio and TV ads one has the restriction, which is measured in seconds. These restrictions cannot be ignored. If a company is having a diverse product line, a website can be a more proper medium of conveying the information to the reader.

Increasing the returns on investment on a website:

Internet marketing increases the return on investment on the website. If the website is able to attract more customers and increases the sale volume, the website owner will be able to recover the expenses incurred on maintaining the website.

Discovery of new markets:

Many times it so happens that a particular market remains untapped by the seller due to his lack of awareness or due to geographical hostility. Under such circumstances, Internet marketing can serve as a great tool in tapping such markets. Since Internet has no geographical boundaries, it is easier for the buyer or the supplier to know and contact each other. This has led to the discovery of new markets. If customers from untapped markets come to the seller he will become aware of the existence of a new market for his products. Internet marketing is thus a new age marketing that provides the sellers with never seen before kind of opportunities. Since it is online, it is much cheaper than traditional methods of marketing and can be done by even a small-scale enterprise.

Limitations of internet marketing in INDIA :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. However, there is an industry standard for e-commerce vendors to reassure customers by having liberal return policies as well as providing in-store pick-up services.

Security concerns
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 the database, 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. Another major security concern that consumers have with e-commerce merchants 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 ecommerce bondingsolutions. All 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. Additionally, several major online payment mechanisms (credit cards, PayPal, Google Checkout, etc.) have provided back-end buyer protection systems to address problems if they occur.

Usage trends
Technological advancements in the telecommunications industry have dramatically affected online advertising techniques. Many firms are embracing a paradigm that is shifting the focus of advertising methodology from traditional text and image advertisements to those containing more

recent technologies like JavaScript and Adobe Flash. As a result, advertisers can more effectively engage and connect their audience with their campaigns that seek to shape consumer attitudes and feelings towards specific products and services.

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.

Looking for an internet marketing consultant?
Onetomarket has a great diversity of internet marketing consultants. All specialized in there own field. Our online marketing experts can advise you on a strategic level. Onetomarket doesn¶t rely on shortcuts in optimizing your website for search engines. We know what works and what not. With great pleasure we are working for great clients like Hewlett-Packard, KLM Royal Dutch Airlines, FC Barcelona, American Express and Schiphol Airport. ³Effective Search Engine Marketing is an sophisticated process. Onetomarket manages our campaigns successfully with a motivated team of experienced professionals.´ ² Gerard Brom, American Express

How can we help you? Seo magic India Internet Marketing Solutions
Internet marketing consultancy²If you know most of your customers are online but you don¶t know how to engage them. Conversion Optimization²If you want your conversion ratio in order to increase your profitability. Search Engine Optimization²If you are a multinational and want to know how to deal with multiple websites in their own languages and how this can positively effect your brand visibility in search engines. Search Engine Advertising²If you want to be visible for your potential customers when they are looking for you. Link building²If you know links are important for search engine traffic but don¶t know how to attract links to your website. Search Engine Marketing²If you want to achieve the best-possible online results in your market. Search Engine Advertising²If you want to target a niche for promoting your products in search engines with total control of your costs.

Affiliate Marketing²If you want to generate more leads through your website with affiliate marketing. Web Analytics²If you want to monitor the metrics which define your e-business success. Search Engine Optimization²If you want more organic traffic from search engines for your relevant and high-converting keywords

Internet marketing strategies in INDIA :Internet marketing can grow business further. I am ready to make some budget free for online marketing, but:
y y y

Where should I start and which strategies can I use? What is the best combination of channels to use? I have a domain name, web hosting, and a great web site design but where are my sales? There are several ways to get in contact with your potential customers. You either can use a push or pull strategy to promote websites. The main advantage of internet is that you easily can use pullstrategies. With services like paid search and organic search ± which fall under search engine marketing ± you can promote your services or products when people need them or are looking for it. Be at the right time at the right spot with your advertisement! That is what search engine marketing is about. Eventually your can make use of push strategies. This is where services like affiliate marketing and online advertising comes in. Build your brand online with banners.

Internet Marketing Strategy
Explore strategies and techniques that you can use on the Internet that will enhance and support your business's overall marketing objectives. Learn how to conduct banner promotions, generate targeted online traffic, positioning your content, and over all brand awareness. Social Media Marketing: Mind Your Manners It's true you will not find a list of dos and don'ts when it comes to social media marketing, but you must mind your manners in order for your efforts in social marketing to be successful. Social media marketing is about interaction, interaction creates relationships and those relationships open up the opportunity for you to share information about your products and services. Good manners is essential when it comes to interacting with others using social media networks as a marketing tool.

Marketing Online: Men and Women Use the Internet Differently We know that when it comes to the way men and women shop; it's different. Men waltz into a store to gather what they came for while women will take the time to browse and explore the new products that have been introduced in the isles. The same is true when it comes to the online behavior of men and women; gender stereotypes apply. Take a few moments to learn how both men and women use the internet and how that information can help you in positioning your product or service. Reach The Exact Audience You Want With Relevant Targeted Ads. Get Your Business Ads Online In Minutes. Try Google AdWords Now! Get Unlimited Traffic To Your Sites Free To Join. No Hassel Cancel. Explore the Benefits of Marketing Online Marketing online offers many benefits that you won't find in traditional marketing and many companies are embracing those benefits during these tough economic times, find out why. Social Media Marketing: Put It to Work for You Do you want to implement social media into your marketing mix, but you are unsure of where to start? Learn not only importance of social media marketing, but gain the knowledge you need to begin putting it to work for you and your business. Twitter: How to Measure the Buzz Twitter is a valuable marketing tool, but how do you measure the buzz that is being created on Twitter when it comes to you, your company and your products? It's not as difficult as you might think, I show you two easy ways that you can begin using today to gauge what's being said. B2B Marketing: Reasons to Adopt Social Media Marketing Adopting social media marketing has been difficult for the B2B business. A recent study has revealed that 69% of B2B buyers use social media to assist them in business development and decision making. Can B2B companies really afford to continue to dismiss social media marketing techniques as an effective way to get the word out about their products and services? Learn why it's time for B2B companies to take a deep look into the effect of social media marketing and how it can benefit them. Top 10 Internet Marketing Strategies Internet Marketing can attract more people to your website, increase customers for your business, and enhance branding of your company and products. If you are just beginning your online marketing strategy the top 10 list below will get you started on a plan that has worked for many.

Five Myths of Internet Marketing for Independent Professionals The vast majority of what appears on the Internet about marketing is designed to help you market products and services sold and delivered exclusively on the Internet. What does that mean for the independent professional whose web presence is primarily aimed at selling his or her own personal services? Learn how to identify and avoid the five myths of Internet Marketing for independent professionals in this guest article by C.J. Hayden. Web Technology in Marketing: Friend or Foe? If you're not taking maximum advantage of web technology to market your professional services, you are behind the times, and missing out on huge opportunities. At least that's what most marketing experts would have you believe. But how valid is this advice? And is it for everyone? Guest Author C.J. Hayden walks you through the necessities and options of online marketing. Assistance for Online Selling! Listing, OrdMgmt, Digital Marketing Learn Online Advertising in just 4 Months. By NIIT Imperia. Apply! What Big Online Retailers Don't Want You to Know Don't be intimidated by the big online retailers ± you should welcome the opportunity to compete with them. This week's guest author shows you things that they won't tell you that could give you a real advantage when trying to gain more ecommerce customers at their expense. Marketing In A Virtual World This is the age of the virtual consumer, but how do you get the attention of a potential client or prospect that you've never met face-to-face? Learn the steps you can take to successful market your company in a virtual world in this guest article by Steve Van Yoder. Business Networking Online Networking is one of the most effective ways to find clients for any consulting or professional services business. Learn how to increase your possibilities by networking online in this guest article by C.J. Hayden. Five Levels of Internet Marketing and the Sales Process Creating a successful online sales process can be accomplished by making sure that you represent and court your visitor through the five levels of the sales process on your site. You can do this by meeting the psychological needs that your visitor has. Find out how in this three part series. Internet Marketing Strategy: What Can it Do for You? Having an Internet marketing strategy gives you a measurable and definitive way to target your market and position your business so that those looking for what you have to offer are finding you easily. Learn what it can do for your marketing efforts.

Internet Marketing Strategy : Why is it Important? An Internet Marketing Strategy is just as important as a business plan. Find out why it is important and the risks and problems you can face if you proceed without one. Using Web Metrics To Improve Your Site The goal of any web presence should be to improve the business as a whole and complement its offline marketing and sales efforts. In other words, to help it achieve maximum profitability. Learn how using web metrics can help you improve your website. 20 Reasons to Put Your Business on the WWW Not sure if you should take your business online? If so take a moment to view these twenty practical reasons on why you should put your business on the World Wide Web. ChannelSeven ChannelSeven provides industry news, case studies and other information targeted directly at Internet advertising and public relations agencies. eMarketer A great resource for Internet and e-business research and analysis. MediaPost Fantastic articles on media specific information. Requries registration, but it's free and worth it. The Web Marketing Checklist: 29 Ways to Promote Your Website Terrific article that gives you great advice and 29 practical ways to promote your website by Wilson Internet. Up2Speed A resource dedicated to Internet Marketing. This new publication is developed by 4 Internet Marketing professionals. Website Promotion Central Website Promotion Central contains a number of useful suggestions and articles to show you how to promote your web sites. WhatIs? A great place to learn the basics of technology. You'll find an outstanding glossary, white papers and much more.

E-Marketing Mix
Traditionally the marketing mix is co-ordinated so efficient product, price, promotion and place strategies are developed for products purchased over the counter. The internet is changing the way we sell our products and services. That¶s a fact. Consumers now use the internet to research and purchase products/services online. Organisation now need online strategies to attract and retain customers. The e-marketing mix considers the elements of presenting the marketing mix online. Lets look at it in more detail.

E-product strategies
We walk into a shop and see a product we like, we can assess it, touch it. Online, this immediate tangibility disappears. But, is that a disadvantage? Within the uk e-commerce sales are increasing at extremely high rates. Why? What does buying products online offer over one to one sales? Firstly there are clear online facts about the product you are purchasing. The buyer knows immediately about product features, the facts, not a sales persons assumptions. www.comet.co.uk a UK electrical store offers clear information on products and their specification, consumers know what they get if not there is a customer service number where they can find out more.

The buying process is also customised for returning visitors, making repeat purchases easier. Organisations can also offer immediately ancillary products along with the main purchase. For example, the chance to buy extra printer cartridges along with your purchase of your printer online. The product can also be customised to consumers needs. www.nike.com offer customised trainers to users online. Users can design and see their trainers online before they order!

E-price strategies
As mentioned in our marketing mix section, pricing is always difficult to do and must take into account many considerations. Traditionally pricing was about finding about your costs, discovering how much consumers are willing to pay, taking account competition pricing then setting your price. The internet has made pricing very competitive. Many costs i.e. store costs, staff cost have disappeared for complete online stores, placing price pressures on traditional retailers. The internet gives consumers the power to shop around for the best deal at a click of a button. Website such www.kelkoo.com compare products from different websites informing consumers of where the best deal is. Such easy access to information helps to maintain prices within the online world. The growth of online auctions also helps consumers to dictate price. The online auction company www.ebay.com has grown in popularity with thousands of buyers and seller bidding daily. E-pricing can also easily reward loyal customers. Technology allows repeat visitors to be tracked, easily allowing loyalty incentives to be targeted towards them. Payment is also easy, paypals, or online credit cards use allows for easy payments. However the downside to this is internet fraud, which is growing rapidly around the world.

E-place strategies
One of the biggest changes to the marketing mix is online purchasing. Consumers can purchase direct from manufacturers cutting out retailers totally. The challenge for online retailers is to ensure that the product is delivered to the consumer within a reasonable time. Location is important within our place strategy. Online location can refer to where links are placed on other websites. Placing a link on www.google.com home page would generate high consumer traffic for you. Knowing your customer and knowing where they visit should help you understand where to place your online links and advertisements.

E-promotion strategies
Promoting products and service online is concerned with a number issues. Having a recognisable name is first stage towards eof domain

promotion. Organisation such as egg.com have successfully positioned the brand on the online world as an online bank. Most organisations today have some form of webpage used in most if not all advertisements. Placing banner advertisements on other webpages is a common form of e-promotion. Banner ads must be placed where potential customers browse. Web public relations (WPR) is another approach to promoting online. News worthy stories based on product or service launches can be placed on the companies webpage, or WPR articles sent to review sites for consumers to read. Hopefully this form of online promotion will pull the consumer in. Direct email is a popular and common form of epromotions, although slowly becoming the most hated my many consumers. Organisations can send e-leaflets to hundreds and thousands of respondents, hoping a small percentage will reply. The problem is that for every 100 emails sent the response rate will be 1-2!. Direct emailing is also known as SPAM which stands for Sending Persistent Annoying eMail. (SPAM). To summaries epromotion includes: ‡ Banner promotions ‡ Web public relations (WPR) ‡ E-leaflets ‡ Having a domain name. The e-marketing mix must work together and support each other if the company is to have a successful online marketing strategy.

Strategic Advantages: Create new sources of competitive advantage  More direct distribution model  Reengineer the supply chain  Invent new business models  Target underserved segments  Lower price barrier  New delivery methods to reduce capital expenditure and pricing  Create more ef¿cient marketplace  Create a ³virtuous cycle´

Examples :eBayŒ, the online auction marketplace, has been the easiest, and bestknown way of selling products through the online auction marketplace. Shoppers purchase over $121,000,000 every single day. It is estimated that as many as 750,000 people are making their full or part-time jobs selling products over eBayŒ. You can either sell your various products via auction, or through one of eBayŒ¶s online stores. You can, with a little help, start a profitable, home based internet marketing business on eBay. Like most businesses, some upfront research can go a long way.

Is Internet Marketing Cost Effective for Lawyers?
Online marketing CAN BE the most cost effective method to market your law practice, if it is done with the correct tools and knowledge. Depending upon the size of your firm, your budget and your goals for your site, you can get a web site designed for anywhere between $5,000.00 and $100,000.00, depending on what your needs are. You can also purchase advertising spots for much less than most traditional ads. Important things you should consider before beginning an Internet Marketing campaign:  What can you afford to spend?  What are your goals?  Realistically, how soon do you expect to attain those goals?

One of the most important things about the Internet is«you can set your budget, big or small, and still be effective. The Internet levels the playing field of lawyer marketing and gives new firms the same opportunities as the firms that were established 100 years ago. Done properly, your Internet marketing campaign can«  Improve your image,  Increase your client base,  Improve your client relationships, «all within your pre-determined budget.

Some Examples could be 1 The purchase by the book retailer WH Smith of the Internet bookshop (www.bookshop.co.uk) in 1998 for £9 million. 2 The PC seller Dell Computer (www.dell.com), which now gains over 50% of its revenue from the web site. 3 The software company Microsoft, launched a range of new sites to help consumers purchase cars, holidays, shares and other items. 4 A UK company such as HR Johnson (www.johnson-tiles.com), which is selling tiles to international distributors and has created an extranet to obtain orders over the Internet.

6 key principles of persuasion by Robert Cialdini
1. Mutual You share useful information through a blog with potential clients (e-books, articles, videos) so they can evaluate these materials in dignity and in the future would buy their full versions. 2. Deficit Each year during Christmas time everyone is trying to get some super toy willing to pay a lot of money because of its exclusivity. Rare things or events (collectibles, a chance to meet a celebrity, rock concert tickets) are valued much higher than normal. Artificial creation of scarcity is a very effective technique, and skill in applying it to market for new products. 3. Sympathy Give the audience an opportunity to know you better through various channels of communication express your individuality and share your thoughts through blog posts or video message, actively use Facebook, Twitter and other social media. Keep in mind and people will be pulled towards you so will be easier to influence. 4. Good reputation To gain influence you must possess not only fame but also expertise with the good reputation in your field. Users will not follow you just like that but the skill and experience can serve as a good bait for them. Become a highly qualified specialist and share your knowledge supported by examples from the real life. You don¶t have to be the most intelligent it is enough to know the target audience. 5. Popularity

Man by nature is a gregarious animal. We all tend to look at others and act as they do. For example, in the 2nd quarter turn in front of the restaurant shows its demand by the public and thus will grow further because if people are willing to wait so long to get inside there should be very cool. Make sure that everybody knows about it. If you have managed to sell a million copies of a product, build an ad on it. If the server does not withstand an influx of visitors apologizing for the lack of access to the site mention the cause. The principle is clear it¶s useful to flaunt popularity and evidence. 6. Persistence Start a long term project in the area that you are interested in, develop strategy for the creation and dissemination of materials that carry people favor and stick to it. For example starting a blog for profit set a frequency of adding records and does not undermine it even in the absence of a response.

The 6 Cs¶ of the Internet
‡Cost reduction ± reducing the need for sales and marketing enquiries to be handled by telephone and producing printed marketing communication material ‡Capability ± The internet provides new opportunities for new products and services and for exploiting new markets ‡Competitive advantage ± First mover advantage ‡Communications improvement ± improved communications with customers, staff, suppliers ‡Control ± Better marketing research through tracking customer behavior ‡Customer service improvements ± Interactive queries of databases containing stock availability or customer service questions

Case study
Case Study 1 : Development India

Company.Profile: Development India offers turnkey website design and development centers from India, our services span from development of your corporate identity to web development services for both offline & online media. Development India excels in custom website solutions, web programming, web application development using Web 2.0, e-commerce design and development, ERP implementations etc. across various industry verticals including but not limited to publishing, travel , real estate, television, entertainment, education.

Business Challenge
The business challenge offered is to increase the website s page ranking on different search engines like Google, Yahoo, MSN and others. This can be done through the website optimization leading to the growth in the online marketing sales and business.

Linking to target keywords was done to get higher rankings for the website. Link building was done to increase the traffic to their site and in return to improve the site ranking. Increasing the site ranking makes the site more valuable. One way links from sites with similar content was used to increase the popularity. Link building was done with the right quantity and quality of relevant back links.

Internet Marketing Solutions India helped the client in achieving the following results: The link building services used for optimization of the website resulted in increased web traffic leading to website popularity.

Case Study 2: Choose cell phones

Choosecellphones offers the latest and new mobile handsets or cheap cellular phones at low prices second to none. To stay connected and enjoy the mobile shopping visit the website. With so many cell phone makers offering mobile phones that work with different networks and different features it is difficult to make the right choice. The free cell phone deals help you to try the latest and new mobiles at your choice. The prices offered are the best deals that a person may be looking for.

Business Challenge
Choosecellphones targets to gain a high ranking in all search engines and increase in business marketing. This would lead to increased traffic to there website thereby leading to increased sales. To obtain a high page rank for the website so that the chances of being crawled by search engines become higher. The development of good linking strategies by the employment of coherent themes. The addition of links in the content pages. Maintenance of quality inbound and outbound links, and avoid automated link generators. To increase the visibility of the website through one way, two way or three way link building.


Internet marketing solution India helped the client in achieving the following results: List high in all the search engines. Increase in the website traffic. Page enhancement Increase in the website popularity due to good quality links. Saving of time

Case Study 3: Hamleys Hamleys reaches new customers using the Internet
Hamleys toy shop in London¶ s Regent Street seems quintessentially British, so it may come as a surprise to learn that the majority of the sales from its website are to the US. This is not an accident, however. The content and appearance of the shop¶ s e-commerce site have been carefully designed to attract a very particular kind of customer: those who have the money to spend on expensive toys, but little time to visit toy shops.While its London store stocks approximately 40,000 toys, the site offers only a small fraction of that number. There are already numerous toyshops online offering cheap, plentiful toys aimed at the mass market.Hamleys wanted to differentiate itself, so it called in Equire, an e-commerce company specialising in designing and hosting websites for retailers of luxury items, including Links of London and jewellers Van Peterson.Hamleys and Equire decided to use the website to sell goods it was difficult to obtain anywhere else: Steiff bears, die-cast figures and other collectors¶ items. Apart from collectors, says Pete Matthews, Equire founder and chairman, customers tend to be parents and grandparents looking for unusual gifts.An article in the New York Times before Father¶ s Day, for example, resulted in the site selling a large number of gold-plated models of the James Bond Aston Martin.Because the brand name is crucial to the kind of customers Hamleys wants to attract, the look of the site (www.hamleys.com) is also distinctive, with numerous graphics and animations, a prominent Hamleys logo on each page and menu options with names such as Collectables, Exclusive and Executive.As well as designing and hosting the website, Equire manages all other aspects of the e-commerce operation, including holding the stock in its warehouse, taking care of orders and delivery, and running the customer care centre.Its financial arrangement with Hamleys is unusual: instead of charging a large fee for hosting the site, it charges a smaller fee and takes a cut of the revenue. The idea is that it has a stake in making sure the site works, giving the customer confidence that it will do the job well. It also means a smaller investment for the customer. "The typical cost of implementing an infrastructure like ours would be in the many millions of dollars. Typically, Equire¶ s customers don¶ t contribute anything like that," says Mr Matthews.Because of the site¶ s target customers, speed of delivery is important. Some e-commerce sites have

become notorious for not being able to fulfil orders quickly or efficiently. But Mr Matthews says most of the US orders are delivered within three days - and many in fewer than that.The Hamleys site uses the Broadvision e-commerce platform, which is integrated with the call centre, the fulfilment centre and Equire¶ s despatch partners, who allow online tracking of every parcel. "When an order comes in, it automatically informs the customer-care centre. At the same time, it tells the fulfilment centre an order has come in and needs to go out today. It gets picked, packed, gift-wrapped and despatched and is then tracked throughout its life via our despatch partners, UPS and Parcelforce," says Mr Matthews. Returns are low - less than two per cent.Recently, Hamleys has announced a drop in profits. Part of its plan for drawing in more revenue is to expand the website to include a wider range of toys: 50 per cent of calls and e-mails to the customer care centre are inquiries about toys not stocked on the site.Instead of simply increasing sales to existing customers, the site has given Hamleys the opportunity to attract many new customers who, according to Mr Matthews, spend more on an average visit to the site than visitors to the London shop. Other planned improvements include greater emphasis on "personalisation", so that customers will be guided to their particular interests.Mr Matthews believes his company has a model that works. "Over a period of five years, we¶ re able to deliver a very healthy net margin, their revenues flow to the bottom line, they have no depreciation or amortisation to consider, while we deliver them net incremental revenue, and we help to build brand franchise outside their immediate geography." Source: Financial Times (2000b) HAMLEYS: Where to buy a gold-plated model of James Bond¶ s Aston Martin. Financial Times. http://www.ft.com/ftsurveys/spbf9a.htm. By Kim Thomas

1. What best practice principles of marketing / e-marketing does this case indicate. 2. Visit the web site (www.hamleys.com) and assess changes in strategy since the article was written.


If you take your time and do it right, launching and maintaining a firm Web site can« Heighten your firm¶s visibility Increase your client base Improve client relationships All while maintaining your budget. Planning and forethought are keys to doing it right, Don¶t blow your budget on designing your Web site, leaving nothing to market it with,  Do your homework and plan your Web site strategy as thoroughly as you would your trial strategy.  Your Web site strategy is your doorway to your firm¶s future ± pass through it wisely. Internet Marketing can give you: ± An astonishing income      

± ±

A more rewarding life Time freedom to do what ever you like

We have just concluded a bird¶s eye view of Internet Marketing. As you can imagine it is a vast subject, with so much material to digest. The good thing about IM, is that you can start earning money almost from day one. It is the perfect case of µearn as you learn¶.

µWisdom lies in not just converting Internet non users to Internet users but also to convert them into active Internet users¶

General sources on marketing and Internet marketing Biz/ed Internet Catalogue (http://catalogue.bized.ac.uk/roads/market.html) has some online marketing resources, particularly in the sections on Marketing Channels and Marketing Resources. Marketing Online (www.marketing-online.co.uk) is a source for links to web sites concerned with Internet marketing strategy, implementation and practice. Updated by Dave Chaffey. eLab (http://ecommerce.vanderbilt.edu or www.eLabWeb.com) was founded in 1994 as Project 2000 by Tom Novak and Donna Hoffman at School of Management, Vanderbilt University, to study marketing implications of the Internet. Useful links/papers. University of Strathclyde, Department of Marketing, Marketing Resource Gateway (MRG) www.marketing.strath.ac.uk/dcd/. A comprehensive directory of marketing-related links. www.thetimes100.co.uk www.secretstotheirsuccess.com www.wikipedia.com www.theinternetmarketing.com www.onetomarket.com www.wsiglobalsolutions.com

www.homebasedbusiness4u.com www.scribd.com www.slide-share.net Affiliate program for free for those who want to start their own internet marketing business. www.theinternetmarketingcenter.com www.expressindia.com www.internetmarketingservicesco.com www.slideworld.com www.brainpulse.com www.dimakhconsultants.com

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