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Internet Marketing Internet marketing From Wikipedia, the free encyclopedia Jump to: navigation, search This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. (May 2008) Internet marketing Search engine optimization Social media marketing Email marketing Referral marketing Content marketing Search engine marketing Pay per click Cost per impression Search analytics Web analytics Display advertising Contextual advertising Behavioral targeting Affiliate marketing Cost per action Revenue sharing Mobile advertising v t e Marketing Key concepts Product marketing Pricing Distribution Service Retail Brand management Account-based marketing Ethics Effectiveness Research Segmentation Strategy Activation Management Dominance Marketing operations Promotional contents Advertising Branding Underwriting spot Direct marketing Personal sales Product placement Publicity Sales promotion Sex in advertising Loyalty marketing Mobile marketing Premiums Prizes Promotional media Printing Publication Broadcasting Out-of-home advertising Internet Point of sale Merchandise Digital marketing In-game advertising Product demonstration Word-of-mouth Brand ambassador Drip marketing Visual merchandising v t e Wikibooks has a book on the topic of Marketing Internet marketing, also known as web marketing, online marketing, webvertising, or e-marketing, is referred to as the marketing (generally promotion) of products or services over the Internet. Internet marketing is considered to be broad in scope[citation needed] because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.[1] Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising and sales.[2] Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing, mobile advertising, and Web 2.0 strategies.[citation needed] In 2008, The New York Times, working with comScore, published an initial estimate to quantify the user data collected by large Internet-based companies. Counting four types of interactions with company websites in addition to the hits from advertisements served from advertising networks, the authors found that the potential for collecting data was up to 2,500 times per user per month.[3] Contents 1 Types of Internet marketing 2 Business models o 2.1 One-to-one approaches o 2.2 Appeal to specific interests o 2.3 Niche marketing o 2.4 Geo-targeting 3 Advantages and limitations of Internet marketing o 3.1 Advantages o 3.2 Limitations 4 Security concerns 5 "Internet marketing" scams 6 Usage trends 7 Effects on industries o 7.1 Internet auctions o 7.2 Advertising industry 8 Film and Television Marketing 9 See also 10 References Types of Internet marketing Internet marketing is broadly divided in to the following[4] types: Display advertising: the use of web banners or banner ads placed on a third-party website or blog to drive traffic to a company's own website and increase product awareness.[4] Search engine marketing (SEM): a form of marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of either paid placement, contextual advertising, and paid inclusion, or through the use of free search engine optimization techniques.[5] Search engine optimization (SEO): the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.[6] Social media marketing: the process of gaining traffic or attention through social media websites such as Facebook, Twitter and LinkedIn.[7] Email marketing: involves directly marketing a commercial message to a group of people using electronic mail.[8] Referral marketing: a method of promoting products or services to new customers through referrals, usually word of mouth.[9] Affiliate marketing: a marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts.[10] Inbound marketing: involves creating and freely sharing informative content as a means of converting prospects into customers and customers into repeat buyers.[citation needed] Video marketing: This type of marketing specializes in creating videos that engage the viewer into a buying state by presenting information in video form and guiding them to a product or service[citation needed] Online video is increasingly becoming more popular among internet users and companies are seeing it as a viable method of attracting customers.[11] Business models This section does not cite any references or sources. (January 2011) Internet marketing is associated with several business models: E-commerce: a model whereby goods and services are sold directly to consumers (B2C), businesses (B2B), or from consumer to consumer (C2C) using computers connected to a network.[12] Lead-based websites: a strategy whereby an organization generates value by acquiring sales leads from its website.[citation needed] Similar to walk-in customers in retail world. These prospects are often referred to as organic leads. Affiliate Marketing: a process wherein a product or service developed by one entity is sold by other active sellers for a share of profits.[citation needed] The entity that owns the product may provide some marketing material (e.g., sales letters, affiliate links, tracking facilities, etc.); however, the vast majority of affiliate marketing relationships come from e-commerce businesses that offer affiliate programs.[citation needed] Local Internet marketing: a strategy through which a small company utilizes the Internet to find and to nurture relationships that can be used for real-world advantages.[citation needed] Local Internet marketing uses tools such as social media marketing, local directory listing,[13] and targeted online sales promotions. One-to-one approaches In a one-to-one approach, marketers target a user browsing the Internet alone and so that the marketers' messages reach the user personally.[14] This approach is used in search marketing, for which the advertisements are based on search engine keywords entered by the users. This approach usually works under the pay per click (PPC) method.[citation needed] Appeal to specific interests When appealing to specific interests, marketers place an emphasis on appealing to a specific behavior or interest, rather than reaching out to a broadly defined demographic.[citation needed] These marketers typically segment their markets according to age group, gender, geography, and other general factors.[citation needed] Niche marketing In conventional niche marketing, clusters of consumers (the niche) are identified in order to more economically and efficiently target them.[15] Similarly, niche internet marketing attempts to create a more direct advertising message for those who are seen as most likely to buy the product being advertised (see Target audience and Conversion rate).[citation needed] Niche internet marketing focuses on marketing products and services which are, or can appear, tailor-made for a specific subset of consumers who are expected to buy the product or service with a specific motivation. The online advertising message (or product web site) can then be similarly tailor-made to target that assumed motivation.[citation needed] In combination with Search Engine Optimization, the niche internet marketer can attempt to increase the likelihood that their product's advertisement (or site) will be seen by customers in the relevant niche.[citation needed] For example, if one sells designer dog sweaters, one might first consider the prospective customer who would be interested in these dog sweaters. One would then consider the motivation that this customer would have in buying a designer dog sweater (e.g. "My dog needs to look stylish.")[citation needed] One can then attempt to determine using keyword research which keywords might be best suited to weave into the page or advertisement (see Search engine optimization copywriting) in order to maximize the likelihood that it will be seen by people who are searching for a product which fulfills the targeted motivation (resulting in, for example, "Your dog deserves to be the best dressed on the block. Hendley Sweaters, 'Black Tie' for Dogs.")[citation needed] Geo-targeting In Internet marketing, geo targeting and geo marketing are the methods of determining the geolocation of a website visitor with geolocation software, and delivering different content to that visitor based on his or her location, such as latitude and longitude, country, region or state, city, metro code or zip code, organization, Internet Protocol (IP) address, ISP, and other criteria.[citation needed] Advantages and limitations of Internet marketing This section does not cite any references or sources. (January 2011) Advantages Internet marketing is inexpensive when examining the ratio of cost to the reach of the target audience.[citation needed] Companies can reach a wide
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