Internet Marketing Essay

What is merchandise?Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, steady-goings and serve to piddle exchanges that satisfy individual and organizational goals.What is earnings Marketing? internet Marketing is the process of skeletal systeming and offering client relationships through online activities to facilitate the exchange of ideas, reapings, and services that satisfy the goals of both loties.Introduction mesh lock selling, or online merchandise, refers to advertising and commercializeing efforts that phthisis the blade and e-mail to drive direct sales via e-commerce aswell as sales leads from Web situates or emails. meshing trade and online advertising efforts be typic onlyy use in conjunction with traditiona proclivityic types of advertising deal radio, television, newspapers and magazines. Internet merchandising can too be mazed down into more(prenominal) specialized aras such a s Web marketing, email marketing and tender media marketing Web marketing includes e-commerce Web sites, affiliate marketing Web sites, promotional or informative Web sites, online advertising on chase locomotive engines, and organic search engine results via search engine optimization (SEO) email marketing involves both advertising and promotional marketing efforts via e-mail messages to current and prospective customers affectionate media marketing involves both advertising and marketing (includingviral marketing) efforts via social networking sites want Facebook, Twitter, YouTube and Digg.Objectives of online marketingTo inform users of your web presence and the public assistance your website offers over its competitors. To persuade users to use the services of the firm. This could be done by offering a brush off for a limited magazine. To desexualize sure the business is listed in all the closely popular search engines and directories. Keep customers updated of some( prenominal) new products or changes to business services. Make sure that customer restrain a pleasant website experience by continuously improving the navigation of the site. To aim for sales of x summation and net profit of x amount in a given period.Objectives of a business having a retail issuelet/ showroom.To reduce be by moving some of their operations online. To integrate online and offline strategies to maintain and improve relationships with customers. This could be by offering reserve online and pick up in store strategies like some retailers do. The connections strategy should support the overall marketing objectives of the firm this maybe to emergence overall market sh are or profit. To promote both online and offline activities.Advantages of Internet Marketing789Internet marketing is alpha because it aligns with the carriage consumers make purchasing decisions. Studies by analysts such as Gartner indicate that increasing reduces of consumers use social media and research on mobile Internet to carry out preliminary product and scathe research in the lead qualification final decisions. Internet marketing enables you to build relations with customers and prospects through regular, cheap individualised communication, reflecting the move a instruction from mass marketing.Convenience.Internet marketing enables you to be open for business close to the clock without worrying intimately store opening hours or over quantify payments for staff. Offering your products on the Internet is also satisfied for customers. They can browse your online store at any judgment of conviction and place orders when it is convenient for them.Reach.By marketing on the Internet, you can overcome barriers of distance. You can sell goods in any part of the country without setting up local outlets, widening your target market. You can also build an export business without opening a network of distributors in different countries. However, if you want to sell inte rnationally, you should use localisation services to ensure that your products are suitable for local markets and comply with local business regulations. local anestheticization services include translation and product modification to reflect local market differences.Cost.Marketing products on the Internet courts less(prenominal) than marketing them through a physical retail outlet. You do not keep the recurring cost of property rental and maintenance. You do not energise to purchase stock for uncover in a store. You can order stock in line with beg, keeping your inventory costs low.Personalization.Internet marketing enables you to personalize offers to customers by building a profile of their purchasing history and preferences. By trailing the web pages and product information that prospects visit, you can make targeted offers that reflect their interests. The information available from tracking website visits also provides data for planning cross-selling campaigns so that yo u can annex the value of sales by customer.Relationships.The Internet provides an important platform for building relationships with customers and increasing customer retention levels. When a customer has purchased a product from your online store, you can begin the relationship by sending a follow-up email to confirm the effect and thank the customer. Emailing customers regularly with special, personalized offers helps to maintain the relationship. You can also invite customers to submit product reviews on your website, helping to build a sense of community.Social.Internet marketing enables you to take advantage of the growing magnificence of social media. An article on the Harvard subscriber line School Executive Education website highlighted the link between social networking and online revenue growth. According to the article, a group of consumers that responded or so strongly to the influence of social networks generated increased sales of around 5 percent. You can take ad vantage of this type of influence by incorporating social networking in like mannerls in your Internet marketing campaigns.Disadvantages of Internet Marketing789Competition.Nowadays there is cut-throat competition among various companies. Online marketing gives you an opportunity to line international audience but atthe same time you are also inviting the international market competition for your business.Online Illiteracy.A majority of population who dont name any k straightwayledge about the online marketing companies fail to make any impact. You pretend to be really wise while targeting the proper(ip) audience for promoting your product online.Changing Technology.Science and engine room are doing wonders these days. People are changing with the technology and so do the online software. You have to keep in touch with the latest technology and adopt the essential software which are quite costly.Personal attention.There is lack of personal attention given to a customer when they are shopping online on your website. Some people love to take advice which is not contingent in online marketing.Maintenance.It is very essential for a website get upgraded after regular intervals. But this is not a great deal likely because reconstructing the websites consumes a lot a time.Slow internet connections can cause difficulties.If the companies build too complex or too large websites, it will take too long for users to check them or download them and they will get bored eventually.The e-commerce doesnt allow the user to touch the merchandise beforepurchasing it. Because of this, some salesmen are lettuceing to guarantee the possibility of returning the product. In Ger umteen, where a practice of law that regulates e-commerce and guarantees the customers the total refund of the cash exists since 2000, the electronic commerce is very popular.Other factor is the payment many users still dont trust in the electronic methods of paying and give up purchasing online because of this. champion of the major disadvantages may be the lack of trust of the users because of the constant virtual promotions that appear to be frauds. This is an aspect that deteriorates the image and reputation of quality and honest companies.Other disadvantage is the cash on spoken communication system, since it doesnt guarantee the 100% purchase of the product. This is also the case of thousands of users that dedicate themselves to daily mock hulking companies by ordering on the internet using false identities.The QuestionnaireI sent out the questionnaire to friends and colleagues who work at advertisement and marketing agencies with a good client base. These companies deal in all kinds of marketing and not only online marketing. I got a lot of responses from them. These were the questions asked How long has your familiarity been making or difficult to make currency through online marketing? Less than a month1 month- 6 months6 months- 1 year1 year- 3 years3 years+H ow much money is your company earning online per month? non earning moneyRs 1000- Rs 5000Rs 5000- Rs 20000Rs 20000- Rs 50000Rs 50000+Whats the most troublesome problem your company has about making money online? Dont have enough technologynot enough time to counselling only on online marketingNot enough fundsToo complicatedOthersWhat tools/ software (that would restrain time and effort) would you be likely to purchase to help assist in online marketing? concern tools that help generate visitorsContent tools that help create fast satisfyDesigning tools that help design good quality graphicsResearch tools that help in research and gathering of data OthersThe ResultsThe results in a nutshellMore than 3/4th of the respondents have more than 1 year experience making money online, yet most have not earned any money yet, or at most Rs1000- Rs 5000 per month. The 3 openhandedgest problems that are preventing/hindering people from making money in online marketing are that they do not ha ve the technical skills and that they surface it a complicated task to get into online marketing on a large scale. Not enough technical skills You dont actually deprivation to show and master all the technical skills. If you do, then s go past trade yourself an internet marketer and start calling yourself a programmer. You only need to learn basic technical skills such as using an file transfer protocol program, installing your Word Press blog, create a basic html page, connecting your domain and hosting together. These skills, like any other skills, can be learned. The question is are you willing to? Not enough traffic Traffic by itself is useless if you cant convert them into money, or if you cant convert them into whatever youre trying to achieve. In other words, you need conversion to make your traffic worthwhile. Search engine optimization You can do some Search engine optimization to rank yoursites highly in the search engines.To get conversion, the best way is to target the right audience who are already probing for what you are selling (so you dont need to educate them that they need your solution/product). Then build trusting relationships with them, and the premiere way to start doing that is to actually tell your audience who you are as an individual, and start giving instead of receiving all the time. Not enough money This is a classic. Not enough money to make money online means you dont have the money to pay for business expenses like domain, hosting, email auto responder services, legitimate and honest how-to courses, and so forth The company can spend less money by writing, plan, or programming the online ad/ marketing strategy. More people are into turning point marketing (where you enter multiple niche markets) rather than into 1 or 2 markets where you go complex and establish yourself as an authority in the marketplace. In a few cases the companies have a very limited takings of clients.This helps them focus on the needs of sel ected companies and is able to provide good quality work. In terms of tools/software that saves time and efforts by automating tasks, people preferred to use tools that help in designing graphics and tools that help generate visitors. Survey conducted by SEO Industries- A U.S based industry5610 I picked up a survey along with statistics that was conducted by SEO industries in 2012 and have compared it to their previous survey conducted in 2010. And have affix my conclusions at the end of each sub topic. A Typical Online MarketerSo, what did a typical internet marketer in the 2012 survey look like? I know typical is a mordacious word, but just for fun, heres a persona of our just respondent 47% base in linked States77%Male46%26-34 years old18%Works at 2-5 person company23%3-5 years in online marketing35%Started as an in-house marketer46%Currently works as an in-house19%Makes $30,000-45,000ConclusionThe US accounts for a large part of our audience. distaff respondents increased s lightly from the 2010 survey, from 20.6% to 22.7% thats 10.2% more women in the survey this year, but still a sizable gender gap. global Marketers65 countries have been represented in the 2012 survey. Many people asked last time to absorb more than the top 10 countries, so here are the top 25, by % of respondents 47.3%United States12.9%United Kingdom4.4%Canada4.0%India3.3%Australia2.4%Germany2.0%Netherlands1.8%Spain1.3%France1.2%Romania1.1%Brazil1.1%Italy0.9%Israel0.8%India0.7%Ireland0.7%South Africa0.6%Bulgaria0.6%Denmark0.6%Hungary0.6%Pakistan0.6%Philippines0.6%Poland0.5%China0.5%New Zealand0.5%SwedenConclusionUS representation decreased from the 2010 survey (53% to 47%), while the UK grew from 9% to almost 13%. Israel fell out of the Top 10 from the 4position in 2010, and Brazil slipped to 11th, while Romania narrowly pushed its way into the 10 spot. Service shuffle and DemandNot surprisingly, most respondents (92%) have SEO services as part of their mix. The rest of the to p 5 breaks down like this (keep in mind that most respondents offer multiple services other than online marketing) 92%Search Engine Optimization82%Analytics71%Link building71%Content marketing70%Social Media and/or Community ManagementThis matches up pretty well with perceived necessary changes over the past year. These are the top 5 service areas that our respondents swear are growing (as % of respondents) 72%Social media and/or community management71%Search Engine Optimization65%Local SEO56%Content marketing54%AnalyticsConclusionTopping the list of services with the biggest decrease in demand are Event planning (67%), Offline marketing (51%), and PR (48%). Of course, its important to note that they have strongly focused on online marketing, so these decreases are in all probability just the natural evolution of our industry. train and conferences approximately of us still get our industry education online, but in-person events round out the top 5 93%Online resources blogs, w ebsites, etc.88%Hands-on experience64%Read a book53%Attended a conference50%Attended training seminars/workshopsOver one-half of respondents have attended a conference in the past two years (including local come across-ups). hither are the top 10 industry events for ouraudience 18%Search Marketing Expo14%Search Engine Strategies11%Local Meet-ups7%Pubcon7%adtech7%MozCon6%Distilleds Searchlove/Linklove5%Google I/O4%SXSW4%WordCampConclusionIts interesting to see the plagiarise in smaller events.Individual VS Team prioritiesWhen were not learning, were spending our time in the trenches. These are the top 5 tactics that respondents express they spent their individual time on (as % spending more than half their time) 24%SEO11%On-page Optimization10%Link Building8%Social Media Marketing6%Copywriting/Blogging/WritingHow did that stack up against where our teams (SEOs teams) are spending their time? 18%SEO14%Link Building12%Copywriting/Blogging/Writing11%On-page Optimization10%Social Medi a MarketingConclusionWhile people reported that their teams spent more time on link-building and writing/blogging while they personally spent more time on on-page tactics, its interesting to note that the top priorities are pretty similar. Online marketing is still a hands-on business, even at the upper levels. outgo and BudgetIn 2012, respondents reported the following budgets for consulting services,with over a third (34.4%) spending $1,000/month or more on consulting and outsourcing The average monthly spend on tools and software was quite a chipping less, with only about 17% of respondents spending more than $1,000/month Ad spend is diversifying in 2012, although traditional PPC still leads the way. Following is a graph of ad spent by category (total respondents).Top tools usedTop 5 analytics tools as % of respondents93%Google Analytics16%WordPress Stats13%Omniture9%CrazyEgg7%CompeteNot to exaggerate, but Google Analytics just crushes everything else. The 2nd place is internal WP stats. Omniture is back in 3rd. WebTrends is 8. Its acquire tougher for the big enterprise vendors. Top 5 keyword research tools88.3%Google AdWords58.6%Google Insights20.2%SEMRush16.7%Wordtracker13.9%RavenTop 5 content marketing and outreach tools74%Twitter53%LinkedIn45%Googles Insights for Search31%StumbleUpon31%Google ReaderTop 5 Conversion Rate Optimization and usability tools73%Google Website Optimizer18%CrazyEgg16%Pingdom11%ClickTale8%KISSmetricsPaid VS salve ToolsFocusing on SEO, theres still a solid divide between paid and unacquainted(p) tools. Almost 24% dont use paid tools at all (and probably run with scissors), but well get to that in a minute. The top 10 paid tools (as % of respondents) are55%Moz & Open Site Explorer17%Majestic SEO17%Raven13%SEMRush10% screech Frog9%Market Samurai8%Advanced Web Ranking8%Link-Assistant.Com, Rank Tracker, etc.7%Wordtracker7%SpyfuIn the last 12 months, here are the top 10 free tools youve used (* denotes tools that also have paid ve rsions) 83%Google Webmaster Tools47%Moz & Open Site Explorer*42%Bing Webmaster Tools41%Firebug31%Majestic SEO*28%Yahoo Site Explorer26%Xenu22%SEOBook Tools*19%Screaming Frog*18%Hubspot Grader*ConclusionFree tools from search engines rank highly on this list although, Yahoo Site Explorer was discontinued during the 12-month period. Social Media ToolsLast but not least, the rise of social media is undeniable. There have been a lot of arguments for where were spending most of our time. Heres what you had to say about the top 10 88%Facebook83%Twitter55%Google+49%YouTube47%LinkedIn47%Blogging21%Pinterest9%StumbleUpon5%Tumblr5%FlickrConclusionNot surprisingly, Facebook and Twitter still command the landscape. While Pinterest has come on strong, it still trails all of the big players, including YouTube. Literature ReviewE International journal of Business and Social Science- Vol. 1 No. 1 October 2010.4 E-Marketing in one hand, it is noticed that the number of studies conducted by research ers and practitioners in the field of E-Marketing from 2003 to 2010 is comparatively limited. This can be justified by the relative impudence of EMarketing. This provides an indication that E-Marketing is relatively new for academics and practitioners and also provides reasonable expectations about the increase in number of studies connect to E-Marketing in the near future. The total number of studies was 365 studies, 73 % of it was empirical and 27 % of the total number of articles was not.It is also noticed that the research activity output in E-Marketing had decreased significantly between 2003 and 2008 within the literature period. Although the promulgated articles had covered the following research areas E-business, E-marketplace, electronic Commerce, Electronic platforms, ICT adoption, Internet marketing, On-line trust, B2B, Performance evaluation, The Web, Electronic marketing, E-mail Making, Ereadiness, E-relationships, E-security, E-service, E-supply chain management, In ternet adaptation, Mobile marketing and some other research. Electronic Commerce was the major research area covered by the researchers in the field followed by Electronic Business and Internet marketing. Most of the empirical studies had been conducted in the USA, Australia, New Zealand and the UK which was the biggest in number of studies conduct in the literature period. By analysing the articles conducted in the UK market it was noticed that these articles had covered the following research areas E-business, ElectronicCommerce, Electronic marketing, Internet marketing, the web, ICT adoption, Business public presentation and some other research areas. On the other hand, most of the articles in the literature were published in the Journal of Small Business and Enterprise Development (27 articles) with a percentage of 7.4 % of the total number of studies conducted in the period of the literature. The next six top journals were Internet research, Journal of Internet Marketing and A dvertising, Journal of Electronic Commerce Research, Journal of Internet Marketing, Journal of Interactive Marketing and Journal of Business-to-Business Marketing. Based on the literature there are clear research gaps in the field of E-Marketing especially in the areas of EMarketing performance as well as E-Marketing adoption in Small Business enterprises (SBEs).To fill such gaps and expatiate previous studies there is a need for conducting more research to investigate the relationship between implementing E-Marketing and SBEs performance. Online Marketing New models of advertising?- By Kim Eriksen, Claus Hemmingsen, throne Kuada Supervisor- Aalborg University.3 Throughout our search we discovered that it appears that the companies, have been, and still are using internet as a communication tool to a limited extent, i.e. one way communication to the consumers (as opposed to new marketing models). The literature provided us with some indication of why this is the situation. One can call it simplicity for the companies or lack of knowledge towards other ways of using the internet. Most important discovery is maybe the fact that the latter has been the trend and way to do business. Many companies have not been keeping track on the trends that have arisen in the past decade. So the answer to our first question is that, international oriented Danish companies have alternative options available, and are not that far from universe able to utilise these alternatives. With few correction and a little of extra resources it would be possible for most of them to gain a better use of the internet.Having analysed several company websites it is clear that parts of the theory butt joint the new marketing models are being used. Whether conscious choice, random chance or even a need to follow suit, most companies try to keep their sites easy to navigate, with focus on style and information. However several are not utilising items such as chat forums, direct service contact s and in general the two way communication to get closer to an enhanced use of their presence online. Wehave examined the Internet users demands and needs online, and found that they only to a small degree ask for involvement. There are explicit demands for less advertising and simple and well structured websites, but when it comes to dialogue, and participation only a smaller part of our population asked for direct involvement. Login and personalisation are however in high demand, a relatively new tool, login have appeared on more and more sites, developed from extranets (dealer logins) to consumer login to remember setup, addresses and other information the consumer need to type each time a purchase is made. This leads us to conclude that over time the demand for further involvement will grow. One of the most important features the internet provides is communication, communication between themselves and their customers. Companies has for a long time been using the internet as adve rtising tools to promote their product.In other words, it has been a one-way communication. Chat and forums is one of the possibilities the internet provides. The focus has to take a turn in the consumers direction. So instead of one-way communication it should be two-way communication. Consumers want to able to identify themselves in the sites and product. This would be achieved through chartrooms and forums. Instead of being a visitor they would rather be participants on the sites. conceivably more like Blogs and newsgroup provides. What we also found out, was that the entrance to a site has to be simple and direct. A concern that we were faced with, was the fact that only few companies has a list of contact persons for direct contact. Also, with big companies a receptionist is available why not make his/her presence available on the internet via the company website.A simple process that would start the dialogue with the visitor, perhaps reveal areas where the website are failing to meet the needs of the visitor. It would moreover be an indication that the companies involved the consumers/participants in the process. All in all we believe that in order to gain fully effect of the internet and thereby increase the sale it is more important to have 20 dedicated customers that uses the sites than 100 visitors that have no direct connection to the site and therefore do not purchase anything. Danish companies have to reorganise their homepages in a way that it becomes easy and simple to navigate through and the possibilities to communicate with the consumers. Recommendation210Your online marketing strategy is based on getting more potential customers to your site and converting them into paying customers. It really is that simple. Through using a wide motley of techniques you can pinpoint those customers and make sure that they find your business when they search online for products or services that you provide. When they find your website a variety of other on line marketing tools will be waiting to convert them to buying customers. In order to do this effectively, most of the focus will be on two major aspects of the marketing plan using keywords in all online content and creating as many links as possible to your website.The more backlinks you have, the better your site will place in search engine results and the more people will find your website. The more effectively you use keywords, the more search engine friendly your content is and therefore more likely to be ranked. The more visitors you get to your website will result in more new customers for you. New customers mean an increase in sales and profit just like we said when we talked about the potential for exponential growth with online marketing for your business. Techniques to Increase Your Businesss ProfitsWhether you have suffered a downturn in your business, have never built it to the level you are aiming for or if you are just starting out, your goal needs to be using online marketing strategiesto increase your profits. There are four basic ways to improve profits 1.Increase customers2.Increase traffic to increase customers3.Add to product offerings to make them more compelling4.Use PPC, SEO, local business results, article marketing, etc. 5.Increase number of transactions per customer6.Build mailing list7.Increase customer communications through auto responders, newsletters, broadcast messages 8.Offer them upsell opportunitiespitch something seasonal 9.Send out reminders for services and specials10.Increase the average dollar amount per transaction11.Offer bundle packages and upgrades, strong reasons to purchase12.Decrease costs, finding free traffic, lowering cost per click 13.Increasing conversions, decreases costs.14.Offer a bonus, change a headline, offer a free consultation. 15.Even converting from 1% to 2% is a 100% improvement and cuts costs for buying traffic in halfpure profit By putting an online marketing plan in place and following through with it, you can achieve all of these goals. You can easily improve your profits through the strategic use of online marketing techniques that will increase customers, increase the number of transactions per customer, increase the average dollar amount per transaction and decrease costs while finding free traffic which leads to a lower cost per click. Conclusion1 2Internet Marketing is Not Easy it is filled with many complicated challenges that can put you off track, confuse you, and prevent you from succeeding. Reports and eBooks that tone-beginning to give you a one-size-fits-all approach tend to miss a very important point successful internet marketing requires you to be a dynamic, intelligent, and flexible. So a set of static, unchangeable plans is unlikely to make you successful.Traditional marketing methods are still highly relevant in the networked economy, though firms must now consider a host of new and innovative marketing methods available online (e.g., dynamic pricing , online community) In limit to the one-way mass promotion that characterizes modern marketing, Internet marketing enables firms to engage the individual in personalized dialogues Individualization and Interactivity are two forces that make online marketing different Marketing, and the relationships it creates, should be considered in the context of peculiar(a) processes and stagesBibliographyInternet Marketing Report- University of International Business and Economics- HUA Ying1 Online Marketing New models of advertising?- By Kim Eriksen, Claus Hemmingsen, John Kuada Supervisor- Aalborg University.3 E International Journal of Business and Social Science-Vol.1 No.1 October 2010. 4 2012 SEO Industry Survey 59Best Retail Brands 2011- InterbrandWebliographyOnlinebusinessmarketing.ie2Moz.com6Wordpress.com7Westcoastmarketing.com8inauguration Nation10