Internet Marketing:The Big Questions

Presented by:

WSI (Cyprus)

www.wsicyprus.com

The Big Questions

• What is Internet Marketing(IM)?

• How does Internet Marketing(IM) work?

• Is Internet Marketing(IM) right for me?

Internet Marketing (IM) is the process of growing and promoting an organization using online media

-Wikipedia

What is it? IM vs. Traditional Marketing

• A smaller company can out-market a larger company

• Size of budget and number of employees is less relevant

• David can beat Goliath, if he is smart about using the Internet

What is IM? Pull vs. Interruption

• In Internet Marketing prospects or clients come looking for you (pull)

• In traditional marketing you must interrupt (t.v. ads, radio, direct mail, etc.)

• Over ½ of people accessing internet watch less t.v. so they can spend more time online

How Does IM Work? Search Engine Optimization (SEO)

• Improving the volume and quality of traffic to a web site from search engines

• The earlier a site is presented in the search results the more searchers will visit that site

• SEO considers how search algorithms work and what people search for.

How Does IM Work? Pay per click (PPC)

• Pay when a user clicks on an ad to visit your website

• Advertisers bid on keywords their target market will use as search terms

• A user types a keyword matching the your keyword list your ad is shown

How Does IM Work? Email Marketing

• Sending emails to enhance the relationship with customers, to encourage customer loyalty and repeat business

• Sending emails with the purpose of acquiring new customers

How Does IM Work?Link Popularity

• The internet is a social structure with links being the ties between people/websites

• The more links you have with people the more popular, interesting, useful, etc you must be!

• The websites you associate with determine how the search engines see you

How Does IM Work? Social Media Optimization (SMO)

• Generating publicity through social media, online communities and community websites

• One example is Viral Marketing

• Uses images, Flash animations, audio/video clips etc., passed from user to user chain letter-style, via email The Subservient Chicken is an

advertising program created to promote Burger King’s Tender Crisp chicken sandwich

Is IM right for me?Five Key Factors

• There are five key factors that determine if IM is right for you

• The more factors that are in alignment the more success

• You MUST have alignment with at least two factors

Is IM right for me?Factor 1: Focused on Growth

• Companies that are focused on growth typically find IM an excellent outlet

• This is true for both new and established companies

Is IM right for me?Factor 2: Focused on Sales

• For IM to be successful companies must be focused on sales

• IM primary focus is attracting new customers and selling existing customers

• Companies must be prepared to handle an influx of business

Is IM right for me?Factor 3: Long Term Vision

• Some components of IM take time to develop such as SEO

• If this is not understood from the beginning frustration will occur

• Companies that succeed Commit

Is IM right for me?Factor 4: Right Market

• IM only works if there are prospect’s looking for you

• The more prospects there are the more success you will have

Is IM right for me?Factor 5: Right Product

• IM works if you have either:

– Customer retention is a priority

– A product that can be sold on the web

– Customers need to find you to buy a product

Is IM right for me?Focused on Growth

Focused on Sales

Long Term Vision

Right Market

Right Product