ISSN: 2249-0558 Impact Factor: 7.

119

In fact, internet marketing includes the use of a company web site in conjunction with online
promotional techniques, such as banner advertising, search engines, PPC advertising, e-mail and
links or services from other web sites to acquire new customers. Many people can think that
internet marketing is just a website with its content, but it is much more complex. Internet
marketing is interconnection among the site portal, search engines, partner’s sites, blogs, other
site linking, B2B partners, customers, outsource partners and much more. For any type of
marketing is essential to have as large number of audiences possible, as long as Internet
marketing is concerned, the number of potential customers goes along with the usage of internet
itself, Refer Fig. 1.

6.2 Power of Internet / Digitization

The internet is most powerful tool in the emerging globalization. It is evident from the examples
given in Table-1. These companies have understood the power of Internet / digitization long
back and now they are the biggest user of Internet.

Table-1 :- Examples of Power of Internet / Digitization

The world's biggest bank, with no actual Cash –
Bitcoins.

The world’s largest Taxi Company, owns no vehicles –

UBER

The world’s most popular Media owner creates no

content - Facebook

The world’s most valuable retailer, with no inventory –

amazon, Alibab.com
The world’s largest accommodation provider, owns no
real estate – airbnb, booking.com

(Source: Compiled by author)

328 International journal of Management, IT and Engineering

http://www.ijmra.us, Email: editorijmie@gmail.com
 ISSN: 2249-0558 Impact Factor: 7.119

6.3 Different Trends/Techniques of Internet Marketing

Internet marketing plan will help define specific e-marketing objectives and develop strategies to
ensure that resources are deployed to take advantage of the marketing opportunities provided by
the Internet, and to counter its threats. E-marketing is focused on how a company and its brands
use the web and other digital media such as e-mail and mobile media to interact with its
audiences in order to meet its marketing goals. We plowed through all the variety of marketing
arenas from content and social marketing to marketing technology, analytics and organizational
transformation, to find and establish the ultimate summary for marketing trends 2017. The
various marketing trends articles of different authors and experts were read, dissected, analyzed
and summarized as below:-

6.3.1 Search Engine Optimization (SEO)

In layman’s terms, Search Engine Optimization or SEO is essentially tweaking your website so
that it comes up naturally or organically for search results in Google, Yahoo Bing or any other
search engine. Google updates its algorithms regularly so that only the relevant results come up.
From that perspective, many experts say that SEO is dead and the effort is futile. However, the
truth is that Google tries to prevent algorithm manipulation and filters sites that don’t deserve to
be on the top of SERPs (Search Engine Result Pages). So there is no doubt you should invest in
SEO work. Your website should address the technicalities related to content and query matching,
spidering, indexing, and interpreting non-text content. Remember, it is the most cost-effective
marketing strategy that will bring organic traffic to your business.

6.3.2 Search Engine Marketing (SEM)

Search Engine Marketing or SEM is the comprehensive strategy to drive traffic to your
business, primarily through paid efforts. Hence it is also called Paid Search Marketing. The
universe of SEM is diverse and complicated. Based on your business structure, you may choose
PPC (pay- per-click) or CPC (cost-per-click) model, or CPM (cost-per-thousand impressions)
model. There are different platforms for SEM. By far, Google Ad Words (on Google Network)
and Bing Ads (on Yahoo Bing Network) are the most popular. SEM also includes Display
Advertising, Search Retargeting & Site Remarketing, Mobile Marketing and Paid Social
Advertising.

329 International journal of Management, IT and Engineering

http://www.ijmra.us, Email: editorijmie@gmail.com