Web marketing is also referred to as Internet marketing online or e-marketing. It means marketing of products and services over the World Wide Web or Internet. It brings together the creative and technical aspects of the Internet, which includes design, advertising, development, and sales. All aspects of traditional marketing methods are used in a more interactive and effective manner.
Internet marketing online also includes marketing done through e-mails and wireless media, in addition to marketing done on the Internet. It combines the management of digital customer data and customer relationship management using electronic media.
Internet Marketing Strategies
Online marketing strategies have a slightly different approach to attract customers, as compared to traditional marketing. The company designs a website to sell its products and services and launches it on the Internet. Here, the basic aim is to attract target customers to the site and make them browse through and extremely buy the product they are looking for. But the problem is the stiff competition. A number of other websites might be selling the exact same product. Then how do we influence the customer to enter your site and stay there?
For this, Internet marketing online or e-marketing places the media along different phases of the customer engagement cycle. This is done with the use of search engine optimization (SEO), search engine marketing (SEM), e-mail marketing, banner ads, and website promotion marketing. Here, the website is built and designed in such a way that it becomes search engine friendly. Once the customers click on the site, they may be asked to provide e-mail IDs for newsletters and other information, and then the company has a load to leads to follow up with.
Internet Marketing Business Models
Let's have a look at some Internet marketing business models:
• E-Commerce Model : Here, products are sold directly to the customer (B2C) or to businesses (B2B).
• Websites Based on Leads : Here, the company generates sales by following leads from the websites.
• Affiliate Marketing: In this process, the product or service developed by one entity is sold by other sellers for commission. The company provides marketing brochures, sales letters, and affiliate links to the salespeople along with product details and images.
• Local Marketing Using the Internet : Small companies utilize the Internet to find leads and build relationships for real-world advantages. It uses tools, like social media marketing, online sales promotion, and local directory listings.
The main advantage of Internet marketing online or web-marketing is that it is relatively less expensive when the ratio of cost against reach to target customers is considered. The Internet has a global audience, so whatever is posted, written, or done on the web can be seen by the whole world.
It is an excellent way of reaching out to people across the globe with less effort. Companies can reach global audiences and measure the statistics using inexpensive tools, and advertisers can use methods like pay per impression and pay per click, and response of the target customers is quick. The effectiveness of Internet marketing can be measured, and results of the campaign can be tracked with analysis of the Internet data.