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INTERNET MARKETING

ASSIGNMENT
1. Discus the internet marketing Strategy
The internet has radically transformed how we build and promote businesses: We
have access to far more resources and far more potential than ever before. So, why
do so many entrepreneurs end up neglecting these fruitful opportunities by forgoing
marketing, or delaying it as an unnecessary expenditure?
The way I see it, there are a handful of online marketing strategies you need-- as in,
your startup won’t be able to thrive without them.
Criteria for “need”
What do I mean, you “need” these strategies? After all, isn’t marketing optional?
Isn’t it possible to build a business even without an online presence? Technically,
yes, but you’ll be missing out on enormous potential by doing so.

All the strategies I qualify as “necessary” exhibit the following traits:
 Expected. People expect you to have these things in place, and if you don’t
have them, they may think less of your company.
 Accessible. None of these strategies is particularly hard or
complicated; there may be a bit of a learning curve, but on some level, these
are accessible strategies.
 Affordable. You won’t have to spend much money on any of these
strategies, making them easy to pick up even for tight-budget startups.
 Valuable. These strategies all offer high potential returns, meaning that the
cost for you, if you neglect them, will be significant potential.
 Time-sensitive. The more time you invest in these strategies, the more
powerful they become. The sooner you get involved, the bigger the payoff
you can potentially get.
It’s the combination of these factors that makes your work in these areas
necessary. These are the strategies I deem “necessary”:
1. Personal branding.
Successful businesses can generate a ton of momentum from successful
entrepreneurs who lead them Branding yourself, before your company, gives you
the opportunity to leverage a more trustworthy, personal image to promote your
brand.
It also gives you more power to meet and network with others, form more
partnerships and lend a face to your otherwise faceless organization. And it's free to

6. ebooks and other long-form content to attract downloads. improving the ones you already have. Social media marketing. Start collecting subscribers from your existing customer base. Here. you could use white papers. though you will need to invest a significant amount of time. so you get more traffic from people searching for the products or services you offer. but there is significant potential in building and nurturing a social media audience. from a monetary perspective. So. 5. your customers will expect you to have at least some of it in place for them. or you could use an on-site blog to attract more inbound traffic to your site. SEO is the process of making your site more visible in search engines. Conversion optimization. or some combination of these applications. Sometimes. You could even use content as a form of help and troubleshooting. . Again. 3. your social media followers and other new opportunities. Social media marketing isn’t the get-rich-quick scheme you may have been promised. and depending on how you form your strategy. this means including more conversion opportunities. Email marketing. For example. Content marketing takes a variety of forms. 4. but what do those people do once they’re there? Conversion optimization helps you ensure you get more value out of each and every visitor by maximizing your rate of conversion. you stand to gain greater brand visibility. even a simple content newsletter can help you encourage repeat traffic to your site. SEO is not much more of an investment if you’re already creating new content regularly -. signups and conversions. and other times. Content marketing is incredibly versatile and useful. could accomplish a number of different goals. Most of these strategies aim to get more people on your site. and. content will come into play heavily here.and it’s well worth that extra investment if for no other reason than to make sure your site is properly indexed. 2.do. Much of your organic search position ranking comes from the technical structure of your site and your ongoing content development strategy. as it will likely be the factor that attracts your audience to begin with. Content marketing. Search engine optimization (SEO). from there. Email marketing has astounding potential for ROI because it costs almost nothing to execute. facilitate more engagement with your brand and keep your brand top-of-mind with your audience. a greater reputation and far more inbound traffic with your syndicated links. if it's valuable.

new strategic partners and so on. Promotions has its own mix of communications tools. new service standards. It ensures that all forms of communications and messages are carefully linked together. External and Data integration. distribution and communications should work together and be conscious that their decisions and actions send messages to customers. requires external partners such as advertising and PR agencies to work closely together to deliver a single seamless solution – a cohesive message – an integrated message.  While different departments such as sales. Integrated Internet Marketing Channel/Communication. Integrated Marketing Communications is a simple concept. Internal. This is enhanced when integration goes beyond just the basic communications tools. so that they work together in harmony. Vertical. means integrating all the promotional tools.  Horizontal Integration occurs across the marketing mix and across business functions – for example. Their sum is greater than their parts – providing they speak consistently with one voice all the time.  Meanwhile Internal Integration requires internal marketing – keeping all staff informed and motivated about any new developments from new advertisements. to new corporate identities. or IMC. direct mail and advertising can help each other through Data Integration. every time. finance. This requires a marketing information system which collects and shares relevant data across different departments. production. Benefits of Integrated Marketing Communications . on the other hand.2. Integrated Marketing Communications. At its most basic level. Promotion is one of the Ps in the marketing mix.  Vertical Integration means marketing and communications objectives must support the higher level corporate objectives and corporate missions. There are other levels of integration such as Horizontal. as we’ll call it. Here is how they help to strengthen Integrated Communications.  External Integration. All of these communications tools work better if they work together in harmony rather than in isolation.

At its most basic level. Although Integrated Marketing Communications requires a lot of effort it delivers many benefits. IMC saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in say. time and stress. exhibitions and sales literature. aroused. shortens the search process and helps to dictate the outcome of brand comparisons. Barriers to Integrated Marketing Communications  Despite its many benefits.  IMC wraps communications around customers and helps them move through the various stages of the buying process. while saving money. to make a purchase  Carefully linked messages also help buyers by giving timely reminders. has many barriers. Here. or IMC. The ability to keep a customer for life is a powerful competitive advantage.  IMC also increases profits through increased effectiveness. messages help nurture long term relationships with customers. initial research suggests that images shared in advertising and direct mail boost both advertising awareness and mail shot responses. help them move comfortably through the stages of their buying process… and this reduces their ‘misery of choice’ in a complex and busy world. In a busy world. This reduces risk in the mind of the buyer which. Integrated Marketing Communications. useful.  Finally.  At another level. This may also confuse. So IMC can boost sales by stretching messages across several communications tools to create more avenues for customers to become aware. and ultimately.  Un-integrated communications send disjointed messages which dilute the impact of the message. when presented in a planned sequence. a unified message has more impact than a disjointed myriad of messages. On the other hand.  Consistent images and relevant. tactical or strategic planning. creative sessions. advertising. integrated communications present a reassuring sense of order. customer databases can identify precisely which customers need what information when… and throughout their whole buying life.  IMC also makes messages more consistent and therefore more credible. frustrate and arouse anxiety in customers. develops a dialogue and nurtures its relationship with customers. a consistent. time is saved when meetings bring all the agencies together – for briefings. consolidated and crystal clear message has a better chance of cutting through the ‘noise’ of over five hundred commercial messages which bombard customers each and every day. in turn. boost sales and profits. Agency fees are reduced by using a single agency for all communications and even if there are several agencies.  This ‘Relationship Marketing’ cements a bond of loyalty with customers which can protect them from the inevitable onslaught of competition. updated information and special offers which. It can create competitive advantage. . This reduces workload and subsequent stress levels – one of the many benefits of IMC. The organisation simultaneously consolidates its image.

not just . Imagine what can happen when sales reps are not told about a new promotional offer!  And all of this can be aggravated by turf wars or internal power battles where specific managers resist having some of their decisions (and budgets) determined or even influenced by someone from another department. but also agencies. Golden Rules  Despite the many benefits of Integrated Marketing Communications (or IMC). say. Time Scale Conflicts and a lack of Management know-how. This lack of know how is then compounded by a lack of commitment.  Here are two difficult questions – What should a truly integrated marketing department look like? And how will it affect creativity?  It shouldn’t matter whose creative idea it is. data. There is a proliferation of single discipline agencies.  Sadly. Put ‘integration’ on the agenda for various types of management meetings – whether annual reviews or creative sessions. A survey in 1995.  (2) Integrate At Different Levels of management. For example the PR department often doesn’t report to marketing. a PR or a direct marketing consultant. it does. No more wild and wacky sales promotions unless they fit into the overall marketing communications strategy.  For now. The sales force rarely meet the advertising or sales promotion people and so on. An advertising agency may not be so enthusiastic about developing a creative idea generated by. but the creative challenge may be greater and ultimately more satisfying when operating within a tighter. Horizontally – ensure that all managers. designed to nurture the brand over the longer term.  (1) Get Senior Management Support for the initiative by ensuring they understand the benefitsof IMC.  But this kind of planning is not common. understanding the barriers is the first step in successfully implementing IMC. But its not just managers. may conflict with shorter term advertising or sales promotions designed to boost quarterly sales.  IMC can restrict creativity. The joy of rampant creativity may be stifled. creative brief. Here’s how you can ensure you become integrated and stay integrated – 10 Golden Rules of Integration. Rigid organisational structures are infested with managers who protect both their budgets and their power base.  Add different time scales into a creative brief and you’ll see Time Horizons provide one more barrier to IMC. there are also many barriers. Stifled Creativity.  Take functional silos. These include: Functional Silos. image advertising. There appear to be very few people who have real experience of all the marketing communications disciplines. some organisational structures isolate communications. In addition to the usual resistance to change and the special problems of communicating with a wide variety of target audiences. integrated. and even managers from each other. there are many other obstacles which restrict IMC. However the two objectives can be accommodated within an overall IMC if carefully planned. but often. For example. revealed that most managers lack expertise in IMC.

Select communication tools which are right for each stage. . clear positioning statements. Exploit areas of sustainable competitive advantage. 3. Christmas cards. marketing managers understand the importance of a consistent message – whether on delivery trucks or product quality. Constantly search for the optimum communications mix. Wrap communications around the customer’s buying process. Ensure all communications add value to (instead of dilute) the brand or organisation.  (5) Start with a Zero Budget. can help the telesales. colours and so on. Have crystal clear communications objectives. say. Link core values into every communication. PR. direct marketing and sales force. type faces. exhibition stands.  (6) Think Customers First.  (8) Develop a Good Marketing Information System which defines who needs what information when. Consider how. collect and share vital information. IMC can help to define. In reality. advertising imagery can be used in mail shots. Test. Identify the stages they go through before. ‘Kaizen’. A customer database for example. Learn from experience.  (3) Ensure the Design Manual or even a Brand Book is used to maintain common visual standards for the use of logos. Start from scratch.  (4) Focus on a clear marketing communications strategy. news releases and web sites. All communications should help to develop stronger and stronger relationships with customers. Improve each year. Specify what you need to do in order to achieve your objectives. so you may have to prioritise communications activities accordingly. Althrough Last Question of Case Study. Remember: customer retention is as important as customer acquisition. To do this you must have carefully planned internal communications. Test.  (10) Be prepared to change it all.  (7) Build Relationships and Brand Values. the budget you get is often less than you ideally need. that is. Sales Promotions staff are integrating their messages. during and after a purchase.  Just a few ways to beat the barriers and enjoy the benefits of integrated marketing communications. Build a new communications plan. Test.  (9) Share Artwork and Other Media. Also ensure that Advertising. Ask how each communication tool helps to do this. good internal marketing. Develop a sequence of communications activities which help the customer to move easily through each stage.

Decision 1: Market and product development strategies . Decision 5: Multi-channel distribution strategy Wade-Gery is also director of Tesco Mobile. Tesco offers some unique online promotions and lower online prices for selected products such as financial services. for example) is not sufficiently developed. Tesco has used the Internet to extend its market into new product markets such as financial services.com has concentrated on more traditional services . Tesco. but also with new digital revenue streams such as those for music downloads and e-Diets. more detailed information about products and a method of purchase. New revenue sources are available through extending the product range online as explained above. the joint ‘pay-as-you-go’ venture with O2 which is mainly serviced online. It appears not to use the service elements of the mix for positioning beyond the slogan ‘You Shop. Decision 3: Target market strategy.com has a broad market of customer types. so it is less relevant for them to use online to selectively target these with communications. We Drop’. But attention has been paid to improving the Service. which could attract a percentage discount when purchased online. While these are promoted through the store. Decision 2: Business and revenue model strategies . Tesco. Tesco also uses the web to target specific requirements such as diets and financial services through search engine marketing. Tesco also offers broadband and dial-up ISP services. Tesco also supports advertising on its site of related product such as financial services. but believe the market for Internet telephony (provided through Skype and Vonage. The Internet can also support entry intone geographical markets. Decision 4: Positioning and differentiation strategy (including the marketing mix). the article explains how Tesco has used the web and e-mail channel to target more closely through targeting different lifecycle groups – these are customers who are grouped according to their level of adoption of online service. summaries the strategic approaches which have helped Tesco. white goods and DVD rental. although promoted in-store and via direct mail.Based on the case study and your own research on competitors.com achieve success online. the web provides a wider choice of products. However.

Tesco. there is synergy. sales went up – even on Christmas Day. Market and product development strategies Business and revenue models strategies Target market strategy Positioning and differentiation strategy (including the marketing mix) Multi-channel distribution strategy Multi-channel communications strategy Online communications mix and budget . 4. Tesco. Decision 8: Organizational capabilities . Laura has also focused on improving the customer experience online – the time it takes for a new customer to complete their first order has been decreased from over an hour to 35 minutes through usability work culminating in a major site revision Decision 7: Online communications mix and budget The implication is that there was insufficient revenue from ad sales on village and insufficient opportunities to promote Tesco. In early 2005. village was a useful learning experience in that there are some parallels with village. . marketing director at Tesco.com will not invest in relatively new services.com fulfilled 150. such as e-diets and music downloads. In November 2004. New Media Age (2005) quotes Nigel Dodd. Tesco introduced a music download service and just six months later. Again. as saying: ‘These are invaluable sources as we have such a strong customer base. there is synergy. this time with hardware sales. this time with hardware sales. this is not to say that Tesco.which have the demand. The growth overseen by Wade-Gery has been achieved through a combination of initiatives. for example. However. Tesco Telecom fixed-line services attracted over a million customers in their first year. Decision 6: Multi-channel communications strategy Tesco introduced a music download service and just six months later.000 grocery orders a week but now also offers more intangible offerings.com relies on in-store advertising and marketing to the supermarket’s Clubcard loyalty scheme’s customer base to persuade customers to shop online.com sales. However. such as message boards and community advisers. NMA (2005) reported that as MP3 players were unwrapped. Key Takeaway of the case Study. Product range development is one key area. Wade-Gery estimates they have around 10% market share – one of the benefits of launching relatively early. Again.com. Wade-Gery estimates they have around 10% market share – one of the benefits of launching relatively early.

Organizational capabilities (7S) .