Marketing 1

Evaluating the Internet Marketing Strategies and the Maintenance of Brand Image through Social

Media

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 Marketing 2

Evaluating the Internet Marketing Strategies and the Maintenance of Brand Image through Social

Media

Internet marketing also known as online marketing encompasses the use of digital

platforms to enhance the popularity of the products or services of particular brand. Thus there is a

correlation between the brand popularity and the strategies that are used to maintain the brand

either through social media or other IM strategies. According to Baker (2016) or internet marketing

to be effective there has to be strategies used to ensure the objective of using the internet as a

marketing tool is achieved (p.25). Therefore, internet marketing strategy refers to the designed

plan that is applied to accomplish the objective of marketing through the digital platform such as:

content marketing, personal branding, conversation optimisation, email marketing, social media

marketing, and search engine optimization (p. 26).

Pulizzi (2014) stated that, internet marketing strategy content marketing involves the

presentation of the content of a particular entity at different digital platforms for instance, availing

the products descriptions through eBooks either for free or at affordable cost, on on-sight blogs,

signing up attractions (p.5). However, all these forms of content marketing are effective depending

on the goals of the entity application. In other words, there are specific forms of content marketing

that are suitable according to the goals that the entity aims to achieve in the market, the targeted

population and the consumer segmentation (p.6). Personal branding as internet marketing strategy

refers to the branding or use of the popularity of the individual brands that are part of the

management of the entity or a partner to popularize both the brand of the entity and the products

and services (p.8). As a strategy employed by a brand, it offers the company the opportunity to

enhance the image of the product and the brand through the already built and trusted brand.
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However, this type of strategy is dependent on the following and the strength of the personal brand

thus it is only effective when the personal brand image is not tainted (p.8).

Kozinets (2017) argued that, conversation optimisation is also another internet marketing

strategy that is usually employed by the entities that are seeking to boost the popularity of brand,

product or services online (p. 52). The strategy relies on the internet platforms and sites and

company website to initiate conversation with the individuals who visit these sites with brief

conversations that aim at convincing more customers to use the product or services offered by the

brand (p. 54). The conversation is designed in such a way that it maximises on the little time that

an individual uses to visit a particular site. Among the online marketing strategies email marketing

is one of the cost friendly strategies that an entity would apply to improve the image of both the

products and the entity itself; it involves the use of mail services to create awareness about a brand

through short and well-crafted newsletters that offer the description of all the positive effects of

using the product in simple language that is easy to understand by the recipients (p. 57). The

advantage of this kind of strategy is that it provides the entity with an opportunity to receive

feedback directly from the potential consumers of the product and make the necessary adjustment

for the product to meet the needs of the customers (p. 59). According to Ashleyand Tuten (2015),

currently the commonly and widely used internet marketing strategy is the social media

considering the largest population of the social networking sites platform users (p. 6). For this

reason, business brands have tapped into this large social media community to present their

products to a vast population (p. 6). The strategy involves the identification of the consumers of a

particular product; and then uses the social media platform they use to avail the product brand. The

efficacy of using this strategy is the immediate feedback that is received from the large following

on the social media that can be translated into improvement of the product to meet the needs of the
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targeted population of consumers (p. 9). The Use of search engines optimisation marketing strategy

shares commonality with the social media; the suitability of the product presented to the visitors

of the site.

Tsimonis and Dimitriadis, (2014) explained that, While opting for internet marketing

strategy to popularize and maintain the brand an entity should consider the following: The strategy

must cover both the entity and the consumer expectations: the company aims to market its brand

to as many consumers as possible on the other hand, the consumers expect to get the effectiveness

of the product exactly as described by the advertisement failure to which the entity ends up losing

more consumers and wasting resources used for advertisement (p. 338). The internet marketing

strategy employed by an entity must also be simple to the understanding of the marketers to avoid

ambiguities that advertisement might present to the consumers (p 340). The value that the strategy

adds to the brand and the financial ability of the entity should also be considered before employing

a strategy. As evidenced by the internet marketing strategies, there is a correlating between the

strategies used in marketing and the brand maintenance through using the social media platform

which is one of the internet marketing strategies (p. 343).

Research gaps

However, there are certain factors that greatly affect the efficacy of internet marketing

strategies making them concerning issues in the internet marketing. Akhter (2014) argued that

research gaps exist in the role of resource capital and human capital in the effectiveness of IM

strategy; thus research needs to be conducted comprehensively to bridge the gap. A number of

researchers argue that talent is of the human capital and resource capital affect the efficacy of the
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IM strategy. Therefore, the research question should be the impact of human capital and resource

capital on internet marketing strategy.

References

Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing,32(1), pp.15-27.

Akhter, H.S., 2014. Privacy concern and online transactions: the impact of internet self-efficacy k
and internet involvement.Journal of Consumer Marketing, 31(2), pp.118-125.

Baker, M.J., 2016. What is marketing? In The Marketing Book (pp. 25-42). Routledge.

Kozinets, R.V., 2017. Flow My Bits, the Professor Screened: Netnography, Academic Micro-
Celebrity, and Personal Branding. In Digital Tools for Academic Branding and Self-
Promotion (pp. 52-65). IGI Global.

Pulizzi, J., 2014. Epic content marketing: How to tell a different story, break through the clutter,
and win more customers by marketing less (pp. 5-9). New York: McGraw-Hill Education.

Tsimonis, G. and Dimitriadis, S., 2014. Brand strategies in social media. Marketing Intelligence
& Planning, 32(3), pp.328-344.