Internet Marketing

How Marketing has changed

due to Technology
• Ubiquity (any time/any place) – the marketplace has
been replaced by “marketspace” is removed from
temporal and geographic location
• Global Reach
• Universal Standards – costs of delivering marketing
messages and receiving user feedback have been
reduced because of shared, global Internet standards
• Richness – video, audio and text can be integrated
into a single marketing message and consuming
experience
 How Marketing has changed
due to Technology
• Interactivity – consumers can be engaged in dialog,
dynamically adjusting the experience to the
consumer, and making the consumer a co-produce of
goods/services sold
• Information Density – Highly detailed information on
consumers’ real-time behavior can be gathered,
analyzed and used for marketing purposes
• Personalization/Customization – Products and
services can be differentiated to individuals
• Social Technology – user-genereated content, social
networking sites and blogs have created new online
audiences where the content is provided by users
 eBusiness vs eCommerce vs eMarketing
• eBusiness: The process of using Web technology
to help businesses streamline processes, improve
productivity and increase efficiencies. Enables
companies to easily communicate with partners, eBusiness
vendors and customers, connect back-end data
systems and transact commerce in a secure eCommerce
manner.

• eCommerce: Any transaction completed over a

computer-mediated network that involves the
transfer of ownership or rights to use goods or eMarketing
services.

• eMarketing: The process of facilitating the

exchange of products (goods, services, ideas,
experiences, people, places, properties,
organizations, information, ideas) via computer-
mediated networks and related digital
technologies in conjunction with traditional
communications to satisfy individual and
organizational goals.
 Internet Marketing is Not New
Traditional Marketing Internet Marketing
 Broadcast Advertising Banner Ads

 Direct Mail eMail

 Press Releases Website pressroom
 Promotions Online Events
 Networking Chat Rooms/Listservs
 Word of Mouth Viral Marketing
Types of Media
 Microblogging
• Broadcasting brief message to some or all
members of the sender’s social network
through a specific, Web-based service
• Building Brand
– Search to gather information (#)
– Know the audience
– Customize the profile page
– Tweet content
 Content Creation and Sharing
• Collection of bloggers’ personal thought
Blog and ideas around a particular topic and
are less formal method of publication

Video • Live video broadcast

• Podcast
streaming
• Seminar conducted live over the web
Webinars and is designed to be interactive
 Photosharing sites
• Building your brand
– Tie your photo sharing strategy into your
professional goals
– Keep the picture linked to your professional
brand, but have fun
– Focus on engagement
– Be sure not to overshare