Professional Documents
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INTERNET
MARKETING
INTRODUCTION
Internet marketing is the fastest growing and most
exciting branch of marketing method today. Internet marketing also called online marketing and E Marketing is any marketing activity that is conducted in online , with the help of internet.
Internet marketing: Using the Web, as well as traditional channels, to develop a positive, long-term relationship with customers, thereby creating competitive advantage for the firm by allowing it to charge a higher price for products or services than its competitors can charge
Step 7
Evaluating the Marketing Program Step 6 Step 5 Designing the Marketing Program
Typically brand defined as a name, logo or symbol that helps one identify a companys products or services Customers experience can be considered part of its brand Brand equity The value of tangible and intangible items is a brand and its monetary value of the product, brand is customer perceptions and customer loyalty to a company and its products or services Internet-only businesses must develop a brand that customers trust and value
Brand uniformity will increase brand recognition
Branding
Product
Pricing
Communi cation
Ultimate consumer
Distribu tion
Demographics Statistics on human population, including age, sex, marital status and income Psychographics Can include family lifestyle, cultural differences and values Segmentation Can be based on age, income, gender, culture and common needs and wants Traditional focus groups can allow customers to touch, smell and experience products or services
Online surveys
Conducted to allow current or potential consumers to present their opinions about products, services or ideas Comfortable setting for participants Leader of the focus group cannot interpret a participants body language as a form of communication SurveySite
Conducted from Web site or through e-mail InsightExpress.com, GoGlobal Technologies and QuickTake Test your site and marketing campaign on a smaller scale with focus groups and trials
E-mail Marketing
Fast, cheap, far-reaching
Response rate personalization Improve customer service Permission-based marketing
Traditional Television, movies, newspapers and magazines Prime-time television slots most expensive times to air commercials Publicize URL Direct mailings Business cards Online advertising Place links on other sites, register with search engines
E-business Advertising
Banner Advertising
Banner ads Located on Web pages, act like small billboards, usually contain graphics and an advertising message Benefits include: Increased brand recognition, exposure and possible revenue Side panel ads or skyscraper banners Advertisements that lie vertically on Web sites Banner advertisements are losing their effectiveness Industry has calculated click-through rates at around .5 percent Place logo on banners, enhancing brand recognition
Cookies
Cookies: small text file that Web sites place on a visitors client computer every time they visit, and during the visit as specific pages are accessed. Cookies provide Web marketers with a very quick means of identifying the customer and understanding his or her prior behavior Location of cookie files on computer depends on browser version
Web Bugs
Tiny (1 pixel) graphic files embedded in e-mail messages and on Web sites Used to automatically transmit information about the user and the page being viewed to a monitoring server
Data Warehouses
Data warehouse: Database that collects a firms transactional and customer data in a single location for offline analysis by marketers and site managers
Advertising Networks
Best known for ability to present users with banner advertisements based on a database of user behavioral data DoubleClick best-known example Ad server selects appropriate banner ad based on cookies, Web bugs, backend user profile databases
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