An introduction to internetmarketing
• Introduction to internet marketing• Significance of internet for marketing• Internet Technology• Strategic approach to internet marketing
What is Internet Marketing?
• Achieving Marketing objectives through applying digital technologies.
• The 5-Ss of Internet Marketing-• Sell-grow sells• Serve-Add Value• Speak- Get information about customers• Save- Reduces staff, printing costs• Sizzle- Extend the brand online.
Business or Consumer Model?• Consumer-to-Consumer (C2C)• Business-to-Consumer (B2C)• Government-to-Consumer (G2C)• Consumer-to-Business (C2B)• Business-to-Business (B2B)• Government-to-Business (G2B)• Consumer-to-Government (C2G)• Business-to-Government (B2G)• Government-to-Government (G2G)
Significance of Internet Marketing
• Basically Customer-centric Marketing• Multi-Channel Marketing Strategies• It involves three things-
– Marketing Applications of Internet Market– Changing Media Consumption– Changing Buyer Behaviour
Marketing Applications of Internet Market
• How organization can use online communication such as their websites. Third party web-sites and e-mail marketing-– Advertising medium– Direct-response medium– Platform for sales transaction– Lead generation model– Distribution channel– Customer service mechanism– Relationship-building medium
Internet Technology
• Physical network that links computer across the globe.
• Consists of network servers and communication links.
• Terminology-• Web Server• Web Browser• URLs• http://www.domain-name.extension
• Extensions are-• .com e.g. www.travelocity.com• .co.uk e.g. www.thomascook.co.uk• .ac.uk e.g. www.derby.ac.uk• .org e.g. www.greenpeace.org• .net e.g. www.demon.net
Strategic approach to internet marketing
• Define the online opportunity• Selecting strategic approach• Delivering results online