Tuesday, November 6, 2007

Definition and scope

Internet marketing, also referred to as online marketing or Emarketing, is marketing that uses the

Internet. The Internet has brought many unique benefits to marketing including low costs in distributing

information and media to a global audience. The interactive nature of Internet media, both in terms of

instant response, and in eliciting response at all, are both unique qualities of Internet marketing.

Internet marketing ties together creative and technical aspects of the internet, including design,

development, advertising and sales. Internet marketing methods include search engine marketing, display

advertising, e-mail marketing, affiliate marketing, interactive advertising and viral marketing.

Definition and scope
Internet marketing is the process of growing and promoting an organization using online media. Internet

marketing does not simply mean 'building a website' or 'promoting a website'. Somewhere behind that

website is a real organization with real goals.

Internet marketing strategy includes all aspects of online advertising products, services, and websites,

including search engine marketing, public relations, social media, market research, email marketing, and

direct sales. The Internet marketer selects the best of these vehicles, given the organization's goals

and audience.

Business models
Internet marketing is associated with several business models. The model is typically defined by the

goal. These include e-commerce, where you sell goods directly to consumers or businesses; publishing,

where you sell advertising; and lead-based sites, where an organization generates value by getting sales

leads from their site. There are many other models (nearly infinite, actually) based on the specific

needs of each person or business that launches an internet marketing campaign.

Some of the benefits associated with Internet marketing include the availability of information.

Consumers can access the Internet and learn about products, as well as purchase them, at any hour, any

day. Companies that use Internet marketing can also save money because of a reduced need for a sales

force. Overall, Internet marketing can help expand from a local market to both national and

international market places. Compared to traditional media, such as print, radio and TV, Internet

marketing can have a relatively low cost of entry.[citation needed]

Since exposure, response and overall efficiency of Internet media is easy to track, through the use of

web analytics for instance, compared to traditional "offline" media, Internet marketing can offer a

greater sense of accountability for advertisers.[citation needed] Internet marketing, as of 2007 is

growing faster than other types of media. [citation needed]

Since Internet marketing requires customers to use newer technologies than traditional media, not all

people may get the message. Low speed Internet connections can cause difficulties. If companies build

overly large or complicated web pages, Internet users may struggle to download the information on dial

up connections or mobile devices.

Internet marketing does not allow shoppers to touch, smell, taste or try-on tangible goods before making

an online purchase. Some e-commerce vendors have implemented liberal return policies and in store pick

up services to reassure customers.

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