Marketing
Online marketing
Online marketing refers to the use of internet-based platforms and tools to promote products or services. It encompasses a wide range of strategies such as social media marketing, search engine optimization, email marketing, and content marketing. The goal of online marketing is to reach and engage with potential customers in the digital space to drive brand awareness, traffic, and sales.
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11 Key excerpts on "Online marketing"
eBook - ePub- Colin Combe(Author)
- 2012(Publication Date)
- Routledge(Publisher)
One of these activities is the marketing function within organisations. As a medium of communication, the internet offers a range of benefits that can be exploited by organisations to enhance their marketing strategy. The internet is characterised by ubiquity, information richness and density, global reach, interactivity, customisation and personalisation (Timmers, 1999). Importantly, the internet brings buyers and sellers together in a more cost-effective way than traditional advertising and marketing methods (Chi and Kiang, 2001). The growth in use of the internet for e-business has changed the way suppliers, distributors, buyers and sellers interact. The purpose of marketing is to identify, anticipate and satisfy customer requirements profitably. The key market variables to be considered when implementing a marketing strategy are price, promotion, place and products. A critical success factor for companies implementing a marketing strategy is to understand the characteristics of the customers they target. They may target a general customer base, but more usually, the marketing effort is aimed at one or more customer segments. Customer segments may be determined by a range of criteria including age; gender; socio-economic groups; geography; employment; tastes and interests; cultural factors and lifestyles (Galvin and O’Connor, 2001). The internet is an additional mechanism available to companies that facilitates the receiving and sending of information to customers, suppliers and partners. In particular, the connectivity of customers to internet sites provides companies with a huge and on-going store of valuable customer-related information that can be used to inform their e-marketing strategy. E-marketing is the use of electronic communications technology, such as the internet, to achieve marketing objectives. Of course, information on websites also empowers customers and helps them achieve their objectives
eBook - PDFSmall Business Start-Up Kit, The
A Step-by-Step Legal Guide
- Peri Pakroo(Author)
- 2024(Publication Date)
- NOLO(Publisher)
Whether you want to send out simple marketing emails for your interior design business or you need a robust e-commerce operation for your online pet products company, this chapter will help you develop a realistic strategy for selling and marketing online. We’ll discuss a wide range of e-business issues, including: • how to develop a digital strategy that complements and supports your business strategy overall • the best methods and tools to promote your business online, including email marketing, blogs, and social media • how to drive traffic to your site and convert those visitors into customers • details involved with e-commerce (online sales), including merchant accounts, payment gateways, and shopping carts • how to evaluate alternatives, such as template-based website builder services or opening an affiliate store with e-commerce sites like Amazon, eBay, or Etsy • the basics of registering your domain name and setting up a hosting service, and • legal rules governing ownership of and copyright to your site’s content. Digital Marketing: Your Online Presence Before we get into specific marketing tools and techniques, let’s consider your overall online presence. By “online presence,” we mean all the places a customer or potential customer might encounter your business. These places include: • Your website, which might include a blog. • Any site where customers can buy your product or service, such as an Amazon store, Etsy store, or Fiverr profile. • Social media channels (Instagram, Facebook, YouTube, Reddit, etc.). This is often where businesses are the most active with their marketing communications. Some social channels like Facebook allow e-commerce directly from the social channel, without having to direct visitors to a separate online store. • Your Google Business Profile, which provides information about your business to people searching for that kind of business. Customer reviews at your Google Business Profile can have a major impact on sales.
eBook - ePub- Lisa Harris, Charles Dennis(Authors)
- 2007(Publication Date)
- Routledge(Publisher)
9 Online marketing COMMUNICATIONS
Introduction
This chapter builds on the customer relationship marketing strategies discussed in Chapter 6 . It covers the operational detail of online customer communications. A company’s website has to be effectively promoted in order to stand out from the crowd, encourage visitors and convert them into regular purchasers. Simply having a website is not enough to be seen amongst some 30 million commercial sites, a figure that is growing rapidly. Companies without extensive marketing budgets to spend on promotion will need to look for creative ways of attracting and retaining business.Topics Covered in the Chapter
- History of marketing communications
- Communicating with the online consumer
- Online communication tools:
- Search engines
- Co-branding
- Affiliate programmes
- Viral marketing
- Advertisements on websites
- Blogs
- Integrating online and offline marketing communications
- Measuring campaign effectiveness.
Learning Objectives
By the end of this chapter you should be able to:- Discuss the purpose of marketing communications.
- Explain the relationship between online consumer behaviour and effective marketing communications.
- Describe the range of tools available for online communications.
- Explain the importance of effective integration of online and offline communications.
Recommended Reading
Battelle, J. (2006) The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture, Boston: John BrearleyChaffey, D. (2006) Total E-mail Marketing, 2nd edn, Oxford: Butterworth HeinemannWright, J. (2006) Blog Marketing, New York: McGraw-HillHistory of Marketing Communications
Before the 1880s the dominant function of advertising was to provide consumers with information. Content was print-based and very few adverts had a brand or slogan. In the early 20th century advertising started to become more visual; it featured slogans and encouraged consumers to buy specific brands. This trend developed further with the introduction of radio advertisements in the 1930s and was endorsed by TV advertising in the 1950s, allowing greater emphasis on the visual element.
eBook - ePubeMarketing
Digital Marketing Strategy
- Raymond Frost, Alexa K. Fox, Terry Daugherty(Authors)
- 2022(Publication Date)
- Routledge(Publisher)
3 ) introduces strategic digital marketing and the digital marketing plan. The discussions include digital business models, performance metrics for measuring digital marketing success, and the steps involved in a digital marketing plan.- Part II : “Digital Marketing Environment” (Chapters 4 and 5 ) explains the legal and global environments that are critical to the success of any digital marketing effort. We place special emphasis on the next frontier: emerging and important markets such as China.
- Part III : “Digital Marketing Strategy” (Chapters 6 –8 ) deals with digital strategy formulation, including the marketing knowledge base and customer behavior data needed for designing what we call tier 1 strategies: segmentation, targeting, differentiation, and positioning.
- Part IV : “Digital Marketing Management” (Chapters 9 –15 ) covers tier 2 strategies: the marketing mix and customer relationship management best practices, focusing on social media.
Chapter Summary
Digital business is the continuous optimization of a firm’s business activities through digital technology. Digital commerce is the subset of digital business focused on transactions. Digital marketing is the marketing activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. It is the application of information technology to traditional marketing practices.The dynamic digital marketing environment offers opportunities to develop new products, strategies and tactics, new markets, new media, and new channels. Individual buyers have more power today because of technology, input devices, and mobile accessibility allowing the ability to compare products and pricing online, as well as the ability to upload content that affects brand images. Web 2.0 social media communities form online to discuss products, connect, and more, and this activity is out of marketers’ control. Today’s marketers use inbound marketing to get found online and attempt to engage customers with content; however, it is a challenge to measure the success of these strategies. Internet adoption and retail sales in most industrialized nations have reached maturity levels. The internet deeply affects the citizens of many countries.
eBook - PDF- Bhagat, D.(Authors)
- 2018(Publication Date)
- Biotech(Publisher)
This form of marketing which places utmost importance to the customers is becoming very effective these days. Let us now understand about some of the important ways of Internet Marketing. The following diagram gives an overview of several ways of internet marketing. This ebook is exclusively for this university only. Cannot be resold/distributed. Fig. The Internet Marketing Tree Before deciding which methods of Online marketing tools to use one needs to allocate time for the following: >• Research-The crux of the research lies in the fact that one has to figure out what is trending and popular, what other competitors are doing and what is working with the customers and what isn’t working. With all that in mind one has to come up with a unique plan to suit the needs of its target customers. >• Strategy -One has to define a very clear and effective strategy. It’s very easy to waste time and money on internet marketing but difficult to come forward with the best and successful strategy. A clear strategy always helps to provide better directions. How one is going to attract potential customers, how one is going to engage them, how one is going to keep in touch with them and how one is going to convert them into loyalists- are all an integral part of the strategy formulation. >• Branding -Branding is becoming increasingly important in the online world. What message one is giving out online? Is the company an approachable and customer friendly one? Is the information clear and compelling? What’s unique about the offering? Branding consistency is extremely important in how and what one communicates. This ebook is exclusively for this university only. Cannot be resold/distributed. >• Content -One has to have a clear content strategy. What content one is going to provide and what one is going to focus on , whether it will add value and will it be of interest to potential customers- are all constituents of the content.
eBook - ePub- William Leake, Lauren Vaccarello, Maura Ginty(Authors)
- 2012(Publication Date)
- Sybex(Publisher)
You are a B2B marketer. Your sales happen over the course of months, not minutes, so you can just scrap this whole Online marketing thing, right? Just segment your list, send off emails for lead nurturing, write killer collateral material for sales, attend some events, let your agency put together some dimensional mailer campaigns, and your job is done and your company makes money. Other books may tell you that, but if you follow their advice, then over time your competitors will be happy, but your bosses won’t be. The world of traditional lead generation (direct mail, email plus teleprospecting) is dead; it is time to embrace the changing, integrated marketing landscape, or you will be left behind.Everyone—from the guy in the facilities management office to the CEO—uses the Internet to read, browse, surf, chat, and socialize, and Online marketing is the tool to get in front of your audience. You want to get in front of them before they look for your product, while they are actively searching, and then when they need customer support.We are here to tell you that not only is Online marketing the most effective channel for B2B lead generation strategies at the top of your sales funnel: it applies to every stage of the prospect-to-customer life cycle, from establishing a brand to maintaining customer loyalty. Online marketing is also a great way to enhance and extend some of your more effective traditional marketing channels, such as events and PR.Still not convinced you need Online marketing? According to a recent study by AMR International, B2B Online marketing spend is nearly double the percentage of budget from 2010 to 2012 (www.amrinternational.com/reports/b2b_online_marketing_in_the_united_states_assessment_and_forecast_to_2013 ). Although Online marketing still may not take the lion’s share of most B2B organizations’ marketing budgets, it is quickly becoming a powerful force that complements traditional marketing and events and stands alone as an independent marketing vehicle for driving awareness, leading sales, and increasing the lifetime value of a customer. As marketing budgets tighten, executives are increasingly looking for better ways to measure returns on their spends and find ways to scale what works.The value of Online marketing isn’t just about the dollars in the market; it is about reaching business decision makers where they spend their time. First LinkedIn and now Facebook and Twitter have become prominent professional networking vehicles and places businesspeople look to their peers for best practices and advice. Social networks are no longer for your niece or your employees; your customers use social to research your product and to look for help. Imagine if you can use Online marketing to connect with those customers at the moment they are researching or inquiring in social media. Now imagine that you can tie that tweet or Facebook status with a contact record in your CRM system. Not only is this possible, but it is increasingly the way your B2B peers are marketing their businesses.
eBook - PDF- James W. Chesebro, David T. McMahan, Preston C. Russett(Authors)
- 2013(Publication Date)
6 Business of the Internet: Marketing When considering the business of the Internet, there are a host of options to explore. Certainly, attempting to examine this entire subject in a single chapter or even single book would be a futile experience. It is much more recommendable, then, to examine a key participant or topic related to the business of the Internet, particularly those that have been especially influential or noteworthy. We have chosen to examine Internet marketing. This area has been select- ed because of its influence on the business of the Internet as a whole, and also because of its prominent position in the public mind-set. For the members of the general public typically not attuned to such matters, this area, because of its prominence or familiarity, serves as a resource for comprehending the business of the Internet as a whole. While all-encompassing statements are usually flawed and ripe for dispute, it is nevertheless generally safe to maintain that every person who has ever been on the Internet has experienced some form of marketing. For many non-commerce sites, advertising is the primary if not sole form of revenue. Traditional notions of advertising and marketing cannot fully be applied to Online marketing, given the accuracy of targeting consumers (which means a de- creased need for the number of advertisements) and given the methods through which the promotion of a company, product, or service is actually conducted by consumers in addition to or rather than marketers and producers themselves. 142 | Internet Communication Accordingly, within this chapter, beyond exploring the various types of Internet marketing, we will examine how Internet marketing differs from previous forms of marketing and how the Internet has transformed marketing as a whole. Questions Previewing This Chapter 1. What are the types of Internet marketing? 2.
eBook - ePub- Kimberley King(Author)
- 2023(Publication Date)
- Self-Counsel Press(Publisher)
CHAPTER 13
Marketing and Advertising Your Online Business
Marketing is essential. It creates a demand for your product or service. The main concept of marketing is the exchange of value between two parties; the buyer and the seller. This means that your primary responsibilities are to: 1.Understand the needs and wants of your desired customer. 2.Select or develop products or services that meet the needs of your customer. 3.Develop a program to tell your customers about the benefits of your product or service. 4.Ensure your products or service get to your customer.As you’ve already conducted your market research, you should have a good idea of your customers’ wants or needs, and have already selected a product or service that will meet their needs. Now you have to decide how to communicate the benefits of your products or service. For example, you might use promotion, advertising, personal selling, public relations, and media selection. Your job now is to make it easy for your customers to find and buy your product or service.There are many resources available online, in bookstores, libraries, etc., on how to market your product or service. While I will give an overview on this topic, you will likely want to do further research for your specific marketing plan and business type.Product versus Service Marketing
Even though marketing for a product and marketing for a service have similarities, the strategy is not the same.Services are intangible, which means the customers cannot inspect the service before purchase (or return it if it doesn’t meet their expectations). For example, a customer cannot touch, smell, feel, or see a legal service, but they can for a product such as a book or a chocolate bar. Since consumers can’t see the physical attributes prior to the purchase, they may feel there is greater risk in the selection of a service.Services are often consumed and produced at the same time. The person giving the service may require that the customer be present throughout the service delivery (for example, your hairstylist requires that you are present for your haircut). But, this then limits the scale of a service operation to the number of qualified personnel available at any given time.
eBook - PDFBusiness Policy and Strategy
The Art of Competition
- Chris Chatfield, Cheryl Van Deusen, Steven Williamson, Harold C. Babson(Authors)
- 2007(Publication Date)
- Auerbach Publications(Publisher)
High-quality services bring profits to service firms. 8 Thus, service marketers need to understand what cus-tomers expect and then develop quality services that meet their expecta-tions to remain successful and competitive in the market. Electronic (E) or Internet Marketing The development and expansion of Internet-related technologies have offered new opportunities for many firms. The increasing number of Internet users provides potential opportunities for marketers domestically and internationally. For example, approximately 186 million Americans used the Internet in 2004 and the number is expected to rise to 247 million in 2009. 9 Approximately 935 million people in the world used the Internet in 2004 and the number is expected to reach 1.6 billion in 2009. 10 The U.S. online retail sales are expected to grow from $172 billion in 2005 to Strategic Marketing Issues 115 $329 billion in 2010. 11 The 25 percent Internet-based sales growth from 2002 to 2003 outpaced the total retail growth that was 4 percent for the same period. 12 To meet the increasing Internet-based businesses, the advertising spending on the Internet is expected to account for approxi-mately 10 percent in 2010 compared to 5 percent in 2004. 13 Many large firms such as Anheuser–Busch, Procter & Gamble, and Verizon have already begun to move portions of their advertising budgets from TV to the Web. The Internet provides a lot of benefits to marketers and customers. One of the important benefits of marketing via the Internet is the interactivity between marketers and customers. Marketers provide visible information about the products or services on the Web, whereby customers can easily learn about them, thus shaping customers’ perceptions and expectations of products or services. Customers also can provide quick feedback on products or services to firms, enabling them to adjust their offerings to meet customers’ needs or demands in a relatively short period of time.
eBook - ePubMastering Online Marketing
12 World Class Strategies That Cut Through the Hype and Make Real Money on the Internet
- Mitch Meyerson, Mary Eule Scarborough(Authors)
- 2008(Publication Date)
- Entrepreneur Press(Publisher)
CHAPTER 2STRATEGIC MARKETING The Key to Sustainable Online SuccessIn this chapter you’ll learn…and much more.• ways to gain control over your online business using superior marketing skills• why it’s vital that you view marketing as a process, not a project• the two most important customer metrics• why you should invest more time, energy, and imagination in the marketing process than money• how to grow your online business geometrically• why it’s all about them, not you“The best career advice to give to the young is... ‘Find out what you like doing best and get someone to pay you for doing it.’ ”—Katherine Whitehorn, British journalistAs discussed in the last chapter, there’s never been a better time to start an online business. The internet is booming and will continue to grow by leaps and bounds in the foreseeable future. If you offer your target audience a valuable product or service, treat your customers well, and develop your site skillfully, you’ll greatly increase the odds of growing and maintaining a successful e-commerce business. But that’s just the beginning; if profitable internet sales are your goal, you’ll need to create ways to stand out from the crowd.Consider this: Americans who live in or near metropolitan areas are exposed to an average of 3,500 marketing messages a day! This means that they are bombarded with 24,500 every week and 1.3 million each year. And because they’re not willing, or able, to focus on each one of these, they listen up only when the communication is relevant and meaningful, and grabs their attention.Common sense, you say? Absolutely. Understanding this is the easy part; figuring out how
eBook - PDF- Barton A Weitz, Robin Wensley, Barton A Weitz, Robin Wensley(Authors)
- 2002(Publication Date)
- SAGE Publications Ltd(Publisher)
1. I NTRODUCTION : T HE P ROMISE OF D IGITAL M ARKETING How Important is the Internet in Marketing? The Internet has become one of the most discussed topics in business and academia. The speed of development of electronic marketing has been fast by any standards, and especially compared with the slow process of academic research and publication in marketing and other social sciences. At the time of writing, however, business and financial markets are recovering from earlier overexuberance about the Internet. It is now recog-nized that the fundamentals of business have not changed; that most pure-play dotcom business models were wildly over-optimistic, especially in business-to-consumer (B2C) markets; and that the future role of the Internet in marketing will be largely as part of an integrated combination of ‘bricks and clicks.’ Despite this necessary reassessment, the Internet remains the most wide-ranging and significant area of current development in marketing: • It allows faster , cheaper , more personalized interactions (and raises more privacy concerns) than any previous medium. • It can dramatically reduce customer search costs and even support purchase decisions made on behalf of the customer by intelligent soft-ware agents. • It allows seamless communication over any distance , local or global. Eventually, it will also support effective automatic language translation. • It is becoming ubiquitous , allowing ‘24x7’ communications with customers at home, at work, at the point of purchase, on the road, or anywhere else – including location-sensitive communications. • Increasingly, it is evolving beyond a single, limited channel (a PC connected to a regular telephone line) to exploit a range of new, high-capacity fixed and mobile networks and ‘ con-vergent ’ devices such as interactive digital television (iDTVs), online games computers, next generation cellphones and PDAs, in-car telematics, online vending machines, and utility meters.
Index pages curate the most relevant extracts from our library of academic textbooks. They’ve been created using an in-house natural language model (NLM), each adding context and meaning to key research topics.
