An introduction to internetmarketing

• Introduction to internet marketing• Significance of internet for marketing• Internet Technology• Strategic approach to internet marketing

Traditional Marketing

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.

Benefits of Internet Marketing

Fastest On 24/7SmartestTime is the only costCheapest

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

Changing Media Consumptions ?

50 MillionPeople

75 years

38 years

13 years

4 years

Changing Buyer Behaviour

Dark bar- browsing the product

light bar- buying the product

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