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IT Business Process Management and Strategic Marketing

1 Online Marketing through Web

1.1 Introduction
In its simplest form, the term online marketing refers to using the power of Internet
advertising to generate a response from your audience. Also known as Internet
marketing or web marketing, online marketing is used by companies selling goods
and services directly to consumers as well as those who operate on a business-to-
business model.
Common areas of interest within the field of online marketing include:

 Affiliate Marketing
 Display Advertising
 Email Marketing
 Interactive Advertising
 Search Engine Marketing
 Viral Marketing

1.2 Conventional -Marketing Techniques vs online Marketing

Marketing is the process of communicating the value of a product or service

to customers. Marketing might sometimes be interpreted as the art of selling
products, but selling is only a small fraction of marketing.

Conventional marketing techniques include Direct Mail Marketing, Print Marketing

and TV and Radio Marketing.The traditional or conventional marketing, also known
as ‘outbound marketing’

Internet marketing, is generally known as ‘inbound marketing’. The meaning to this is

that the person searching the websites for your service or product is in a ready to buy
mode or at least they are searching for a future buy

1.3 Typical Purchase Funnel & AIDA Model

1.3.1 General Concepts

The purchase or purchasing funnel is a consumer focused marketing model which

illustrates the theoretical customer journey towards the purchase of a product or
service.

In 1898, E. St. Elmo Lewis developed a model which mapped a theoretical customer
journey from the moment a brand or product attracted consumer attention to the
point of action or purchase

St. Elmo Lewis’ idea is often referred to as the AIDA-model - an acronym which
stands for Awareness, Interest, Desire, and Action. This staged process is
summarized below:

All rights reserved ©Jayakumar K, Digital Marketing Professional - 2014

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IT Business Process Management and Strategic Marketing

 AWARENESS – the customer is aware of the existence of a product or

service
 INTEREST – actively expressing an interest in a product group
 DESIRE – aspiring to a particular brand or product
 ACTION – taking the next step towards purchasing the chosen product

1.4 Features, Advantages and Risk factors of Online Marketing

1.4.1 General Concepts

Features:

 Internet marketing allows global marketing facility

 It is less expensive
 It makes marketing easier
 Through internet marketing, you can sell your products and services and
encash your bills from anywhere.
 It increases the choice of products, services and sellers.
 Vast availability of information.

Advantages:

 Reduced Cost
 Everything Is Measurable
 Brand Engagement
 Demographic Targeting
 Real-Time Results
 Easily Refine Your Strategy
 Long-Term Exposure

All rights reserved ©Jayakumar K, Digital Marketing Professional - 2014