Overview Of Online Marketing (Internet marketing)

Definition;

Internet marketing or the online marketing is the contemporary concept of marketing your product or services in Internet, as Internet provides a major virtual market. Internet marketing is all about traffic, page rank, hits and visitors. If your website records less visitors then your marketing need to be enhanced.

Internet Marketing is a phrase with broad meaning, which is not surprising because it relates to almost all aspects of planning, building, and managing a Web site. We define Internet Marketing as follows:

Internet Marketing is a set of activities that enable the acquisition of targeted Web traffic and the conversion of Web visitors.

Rules for Internet marketing

Internet marketing like any other marketing requires diligence and market knowledge. But here in Internet you need to put your focus on the website. This is your prime tool for your whole marketing venture. Craft an infallible website which is appealing and is able to represent your enterprise.

Visitor Acquisition

There are many methods, both online and off, that can be used to bring Web visitors to a site. Common online techniques are:

Search Engine OptimizationPay-Per-Click Search AdvertisingLink Acquisitione-Mail MarketingBanner AdvertisingAffiliate ProgramsDigital MarketingSocial Media Marketing

Of course, any advertising medium can be used to increase the awareness of a Web site.Acquisition, when approached in a proper Internet Marketing manner, focuses more on the quality of the traffic (how well targeted the visitors are) than on the quantity, so that visitors are more likely to convert. If you spend money on acquiring traffic, but have no idea how well your site converts visitors, then there’s a good chance you’ve thrown money away.

Conversion

Every Web site has - or should have - clearly defined goals (and you’ll hear about it in every Web developer’s sales pitch). At the most basic level, Web sites are classified1 in these categories:

Online Commerce - sites that sell products, services, or information.Advertising - sites that attract visitors with content, enticing some to respond to advertising.Lead Generation - sites that present information about a product or business with the intent to identify and gather contact information from qualified prospects.Customer Support - sites that help visitors answer question s about a product or serviceVisitor conversion occurs when one of the site’s key actions is taken, thus delivering a purchase, an ad click, a lead, or a problem solved (the site’s "goal" is achieved).

Unfortunately, many sites are little more than online brochures, and not designed with conversion in mind. A site design that maps Web site goals to key calls-to-action is more likely to produce satisfactory results.

OnlineMarketing

SEO

Social MediaMarketing

E-MailMarketing AndOther Methods

Digital Media Marketing

PPC

Types Of Online Marketing

Internet Marketing Guidelines For the Web Site Owner

Everyone who is considering doing business with your company is checking out your Web site - every single one. But most sites are ignored by their owners, left lingering full of "hot" news items from two years ago. Will you let your site grow old and start hurting your business instead of helping it?

By paying the proper attention to your site, it will return the favor with dollars for your company's bank account. This guide contains some simple pointers to help all negligent Web site owners improve the profit-generating ability of their sites. The Internet is the biggest lead-generating machine ever, and you don't need a shopping cart site in order to have Internet-driven sales. Information is communicated, trust is gained, and relationships are built - all online - before you ever speak to or meet with that potential customer for the first time.

So here are some guidelines to help you get started mending the broken relationship you have with your Web site.

Next slide

Internet Marketing Guidelines

1. You have two goals for your site:

Drive Traffic and Convert Visitors. Driving traffic is an easy concept to understand. Conversion can be more subtle. If you sell gizmos on your site and someone buys one, that's a pretty obvious conversion. But conversion happens in stages. A visitor who spends twice as long on your site as the typical visitor represents a small conversion. You've got them interested and that's good. Getting visitors to give you their e-mail addresses is even better.

Action: Think of all activities related to the development, management, and marketing of your site with respect to Driving Traffic and Converting Visitors. Don't spend a lot of time and money on activities that don't help you make progress in one of those two areas.

Internet Marketing Guidelines

2. If you don't change your site on a regular basis it becomes old and useless. Obvious maybe, but it must be said anyway because we all acknowledge it yet rarely do anything about it.

Action: Add at least one page to your site every month.Action: Modify some of your home page content every month.

3. Content is king in the Web world.

Search engines are out there scouring the Web for pages full of text. Guess what? If you want your site to be found at Yahoo! when someone types in "vintage felt art" then you better have a page on your site that actually is about vintage felt art. It's that simple. Sure, there is more that can be done to improve your search engine rankings. But this is where you must start.

Action: Combine Guideline #3 with #2 and start adding pages to your site that are focused on one single keyword phrase that you think is important to your business.

Internet Marketing Guidelines

4. Links, links, and more links.

You need to get people who own other Web sites to put a link to your site on one of their pages. These are called inbound links, and they offer two benefits. First, inbound links can be a source of new visitors. Second, inbound links will help your search engine rankings. Major search engines have followed the lead established by Google and examine how many sites link into yours, using the result as a kind of "popularity index." This can give your page an extra boost in the rankings.

Action: Spend 1 hour each month soliciting links from partners, suppliers, those in related businesses, etc. - from anywhere that it makes sense. Search for your competitors' sites and see who links to them. Make sure that you're getting links from quality sites.

Internet Marketing Guidelines

5. Every page is a home page. Way too many sites are linked together assuming that a fixed path will be taken from the home page. The reality is that a search engine can bring a new visitor to any page in your site. Many of these pages don't provide clear calls to action, so new visitors leave quickly.

Action: Examine the interior pages of your Web site and define obvious related next steps for visitors to take. If the page is a news article, then put links just after it to other pages in the site that relate to the article topic. Make it clear where you want them to go next.

6. There's a wealth of hidden marketing data in your site, and it's in your Web server logs. These logs are unwieldy to read in their natural form, but there are lots of tools available to help you interpret the data (see Guideline #7).

Action: Talk to your hosting provider about getting regular copies of your Web logs burned to CDs. Even if you do nothing with them initially, they contain invaluable marketing data that can never be recreated. Then, if you need information about the historical activity on your site, you'll have it

Internet Marketing Guidelines

7. By analyzing Web logs using the proper tools, you can uncover the marketing data hidden there. You can find out how many visitors came to your site, what search engines they came from, what search phrases they used to find you, and what paths they took through your site. It's great stuff.

Action: Get some form of Web statistics reporting in place. Most hosting providers include this reporting in their hosting packages. If you're not sure, ask them about it. If they don't offer Web statistics, switch hosting companies.

8. Keeping in mind that there are different levels of conversion (see Guideline #1), most Web sites have one or two key actions that visitors can take when their level of interest is high (e.g., newsletter signup, contact form, or purchase in the case of commerce sites).

Action: Once a month, use your Web statistics tool (Guideline #7) to measure the most important conversion action on your site. For example, if filling out your contact form is that key conversion then look at the number of forms submitted (conversion actions) ( the number of visitors (traffic) for the month. Track this value from month to month so that you have data for at least one trend that tells you how well your site is (or isn't) doing.

Internet Marketing Guidelines

9. Take corrective action.

Action: Experiment with changes to your site to improve its performance. Make the changes and measure the results. It's the only way to realize your site's dollar-generating potential.

Advantages Of Internet Marketing

Internet marketing is inexpensive when examining the ratio of cost to the reach of the target audience. Companies can reach a wide audience for a small fraction of traditional advertising budgets. The nature of the medium allows consumers to research and to purchase products and services conveniently, Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickly.The strategy and overall effectiveness of marketing campaigns depend on business goals and cost-volume-profit (CVP) analysis.

Internet marketers also have the advantage of measuring statistics easily and inexpensively; almost all aspects of an Internet marketing campaign can be traced, measured, and tested, in many cases through the use of an ad server. The advertisers can use a variety of methods, such as pay per impression, pay per click, pay per play, and pay per action. Therefore, marketers can determine which messages or offerings are more appealing to the audience. The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement, to visit a website, and to perform a targeted action.

Read More on Wikipedia

The Job of the Internet Marketer

So the Internet Marketer’s task is to ensure flow of well-targeted visitors who feed a high-conversion site. The Internet Marketer also develops measurement processes and uses analytics tools to help evaluate the results of the strategy in order to deliver continuously improving return on investment (ROI).

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