Internet Marketing Essay

What is merchandising? trade is the process of training and executing the conception, pricing, promotion, and distribution of ideas, full(a)s and work to constrain exchanges that satisfy individual and organizational goals.What is net amplification Marketing? mesh Marketing is the process of shiting and maintaining guest relationships by means of online activities to facilitate the exchange of ideas, harvests, and work that satisfy the goals of both parties. psychiatric hospital net income securities indus hard, or online market, refers to de none and trade efforts that affair the electronic network and netmail to drive direct gross revenue via e-commerce aswell as trades leads from blade invests or emails. profits selling and online announce efforts argon typically used in conjunction with traditional types of advertising resembling radio, television, sorespapers and magazines. Internet trade piece of tail in like manner be broken down into much specia lized aras such as Web marketing, email marketing and hearty media marketing Web marketing includes e-commerce Web sites, affiliate marketing Web sites, promotional or informative Web sites, online advertising on lookup engines, and organic await engine results via search engine optimization (SEO) netmail marketing involves both advertising and promotional marketing efforts via e-mail messages to online and prospective customers societal media marketing involves both advertising and marketing (includingviral marketing) efforts via social networking sites like Facebook, Twitter, YouTube and Digg.Objectives of online marketingTo inform users of your web presence and the benefit your website hold outs everyplace its competitors. To persuade users to use the work of the fast(a). This could be usurpe by whirl a discount for a limited clock time. To slang sure the assembly line is inclininged in all the most popular search engines and directories. Keep customers up dated of either modern products or changes to business services. Make sure that customer thrust a pleasant website experience by continuously improving the sailplaning of the site. To aim for sales of x do and net profit of x amount in a given period.Objectives of a business having a retail give a courselet/ showroom.To reduce costs by moving approximately of their operations online. To integrate online and offline strategies to maintain and reform relationships with customers. This could be by offering reserve online and pick up in blood line strategies like whatsoever retailers do. The comp eachs scheme should support the overall marketing objectives of the firm this maybe to accession overall market sh ar or profit. To push both online and offline activities.Advantages of Internet Marketing789Internet marketing is important be give birth it aligns with the way consumers pee purchasing decisions. Studies by analysts such as Gartner indicate that increasing snatchs pool of consumers use social media and research on mobile Internet to stomach out preliminary product and price research before reservation final decisions. Internet marketing enables you to build relations with customers and prospects through regular, low-priced psychealized communication, reflecting the move away from mass marketing.Convenience.Internet marketing enables you to be open for business around the clock without worrying about store opening hours or overtime payments for staff. Offering your products on the Internet is withal convenient for customers. They undersurface browse your online store at any time and place ensnares when it is convenient for them.Reach.By marketing on the Internet, you can pommel barriers of distance. You can sell goods in any part of the country without stage setting up local outlets, widening your target market. You can as well as build an export business without opening a network of distributors in polar countries. However, if you want to sell internationally, you should use localization services to ensure that your products are suitable for local markets and comply with local business regulations. Localization services include translation and product modification to reflect local market differences.Cost.Marketing products on the Internet costs little than marketing them through a physical retail outlet. You do non gather up the take place costs of property rental and maintenance. You do not puzzle to secure gunstock for display in a store. You can order stock in line with demand, keeping your inventory costs low.Personalization.Internet marketing enables you to personalize offers to customers by building a profile of their purchasing archives and preferences. By tracking the web pages and product information that prospects visit, you can pick out targeted offers that reflect their interests. The information available from tracking website visits also provides data for preparation cross-selling cam paigns so that you can increase 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 transaction and convey the customer. Emailing customers regularly with special, personalized offers upholds to maintain the relationship. You can also invite customers to refer product reviews on your website, supportering to build a sense of community.Social.Internet marketing enables you to take advantage of the growing importance of social media. An denomination on the Harvard Business School Executive Education website highlighted the link amidst social networking and online revenue growth. According to the article, a group of consumers that responded most potently to the influence of social networks generated increased sales of aroun d 5 percent. You can take advantage of this type of influence by incorporating social networking tools in your Internet marketing campaigns.Disadvantages of Internet Marketing789Competition.Nowadays there is cut-throat controversy among miscellaneous companies. Online marketing gives you an opportunity to attract international audience but atthe same time you are also inviting the international market competition for your business.Online Illiteracy.A studyity of deal who dont take aim any knowledge about the online marketing companies fail to make any impact. You chip in to be very wise while targeting the right audience for promoting your product online.Changing Technology.Science and technology are doing wonders these days. People are changing with the technology and so do the online parcel. You pay to keep in put forward with the latest technology and adopt the necessary computer software which are kind of costly.Personal attention. in that location is lack of person al attention given to a customer when they are shopping online on your website. Some people discern to take advice which is not mathematical in online marketing.Maintenance.It is very essential for a website get upgraded after regular intervals. But this is not practically thinkable 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 go out take too pertinacious for users to check them or download them and they leave behind get bored eventually.The e-commerce doesnt allow the user to touch the product beforepurchasing it. Because of this, retributory about salesmen are suck uping to guarantee the casualty of returning the product. In Ger many an an new(prenominal)(prenominal)(prenominal), where a law that regulates e-commerce and guarantees the customers the total refund of the bullion exists since 2000, the electronic commerce is very popular.Other positi onor is the payment many users restrained dont trust in the electronic methods of give and give up buying online because of this.virtuoso 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 purview that deteriorates the image and reputation of quality and honest companies.Other disadvantage is the change on delivery 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 big companies by edict on the internet apply false identities.The QuestionnaireI sent out the questionnaire to friends and colleagues who work at advertisement and marketing agencies with a good lymph node base. These companies deal in all kinds of marketing and not plainly online marketing. I got a lot of responses from them. These were the questions asked How long has your come with been fashioning or difficult to make money through online marketing? Less than a calendar month1 month- 6 months6 months- 1 year1 year- 3 years3 years+How much money is your order earning online per month?not 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 confound exuberant technologyNot fair to middling time to counseling only on online marketingNot enough fundsToo complicatedOthersWhat tools/ software (that would save time and effort) would you be likely to purchase to help attention in online marketing? Traffic tools that help generate visitantsContent tools that help create fast contentDesigning tools that help design good quality graphicsResearch tools that help in research and conclave of data OthersThe ResultsThe results in a nutshellMore than 3/4th of the respondents have much than 1 year experience making money online, provided most have not earned any money yet, or at most Rs1000- Rs 5000 p er month. The 3 biggest problems that are preventing/hindering people from making money in online marketing are that they do not have the expert skills and that they find it a complicated task to get into online marketing on a large scale. Not enough technical skills You dont actually imply to learn and master all the technical skills. If you do, then s filch commerce yourself an internet marketer and start calling yourself a programmer. You only extremity to learn basic technical skills such as using an FTP program, installing your Word Press blog, create a basic html page, connecting your domain and legionsing together. These skills, like any an otherwise(prenominal) skills, can be learned. The question is are you willing to? Not enough dealings Traffic by itself is useless if you cant interchange 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. bet engine optimization You can do some Search engine optimization to run yoursites highly in the search engines.To get conversion, the trounce way is to target the right audience who are already search 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 first way to start doing that is to actually tell your audience who you are as an individual, and start broad kind of 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 cable car responder services, legitimate and honest how-to courses, etc. The company can fall less money by writing, designing, or programming the online ad/ marketing strategy. More people are into niche marketing (where you enter quaternary niche markets) rather than into 1 or 2 markets where you go plentiful and establish yourself as an authorit y in the marketplace. In a fewer cases the companies have a very limited number of clients.This helps them focus on the needs of selected companies and is able to provide good quality work. In price of tools/software that saves time and efforts by railway carmating 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 on with statistics that was conducted by SEO industries in 2012 and have compared it to their previous survey conducted in 2010. And have posted my conclusions at the end of each sub big topic. A normal Online MarketerSo, what did a typical internet marketer in the 2012 survey look like? I know typical is a parlous word, but tho for fun, heres a persona of our mean(a) respondent 47%Based in unify States77%male person46%26-34 years old18%Works at 2-5 person company23%3-5 years in online marketing35%Started as an in-house marke ter46%Currently works as an in-house19%Makes $30,000-45,000 endThe US accounts for a large part of our audience. Female respondents increased approximately from the 2010 survey, from 20.6% to 22.7% thats 10.2% to a greater extent women in the survey this year, but hushed a sizable gender gap. International Marketers65 countries have been represented in the 2012 survey. Many people asked last time to see 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%Sweden evidenceUS representation fall from the 2010 survey (53% to 47%), while the UK grew from 9% to almost 13%. Israel fell out of the glide by 10 from the 4position in 2010, and Brazil slipped to 11th, while Romania n arrowly pushed its way into the 10 spot. Service Mix and DemandNot surprisingly, most respondents (92%) have SEO services as part of their mix. The rest of the top 5 breaks down like this (keep in mind that most respondents offer multiple services other than online marketing) 92%Search Engine optimization82%Analytics71% merge building71%Content marketing70%Social Media and/or Community ManagementThis matches up pretty well with perceived demand changes over the past year. These are the top 5 service areas that our respondents consider are growing (as % of respondents) 72%Social media and/or community charge71%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 flavor that they have strongly rivet on online marketing, so these decreases are probably just the natural phylogeny of our industry. Trai ning and gatherings close of us still get our industry training online, but in-person events round out the top 5 93%Online resources blogs, websites, etc.88%Hands-on experience64%Read a book53%attended a conference50%Attended training seminars/workshopsOver half of respondents have attended a conference in the past two years (including local meet-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 elicit to see the rise in smaller events.Individual VS Team prioritiesWhen were not learning, were expenditure our time in the trenches. These are the top 5 tactics that respondents said 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/ musical compositionHow 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 Media MarketingConclusionWhile people account 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 active business, even at the upper levels.Spending and BudgetIn 2012, respondents account the followers 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 bit 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 kinsperson (total respondents).Top tools usedTop 5 analytics tools as % of respondents93%Google Analytics16%WordPres s 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 getting 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 Free ToolsFocusing on SEO, theres still a solid divide between paid and rationalise 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 & aerofoil rank Explorer17% imperial SEO17%Raven13%SEMRush10%Screaming Frog9%Market Samurai8%Advanced Web Ranking8%Link-Assistant.Com, Rank Tra cker, etc.7%Wordtracker7%SpyfuIn the last 12 months, here are the top 10 poverty-stricken tools youve used (* denotes tools that also have paid versions) 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 discontinue 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 obtain the landscape. While Pinterest has come on strong, it still trails all of the big players, including YouTube. writings ReviewE International ledger 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 researchers and practitioners in the field of E-Marketing from 2003 to 2010 is relatively limited. This can be justified by the relative novelty of EMarketing. This provides an indication that E-Marketing is relatively new for academics and practitioners and also provides mediocre expectations about the increase in number of studies related 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 lit period. Although the published articles had covered the succeeding(a) research areas E-business, E-marketplace, electronic Commerce, Electronic platforms, ICT adoption, Internet marketing, On-line trust, B2B, Performance evaluati on, The Web, Electronic marketing, E-mail Making, Ereadiness, E-relationships, E-security, E-service, E-supply chain management, Internet 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 by-line research areas E-business, ElectronicCommerce, Electronic marketing, Internet marketing, the web, ICT adoption, Business performance 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 schooling (27 articles) with a percentage of 7.4 % of the total number of studies conducte d in the period of the literature. The succeeding(prenominal) six top journals were Internet research, Journal of Internet Marketing and Advertising, 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 crown 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 woof such gaps and extend 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, John 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. peerless can call it simplicity for the companies or lack of knowledge towards other slipway 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 being able to give 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 behind 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 unclo uded to navigate, with focus on language and information. However several are not utilising items such as chat forums, direct service contacts and in world-wide 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 yet 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 p rovides is communication, communication between themselves and their customers. Companies has for a long time been using the internet as advertising 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 point 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 larger companies a receptionist is available why not make his/her presence available on the interne t 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 conglomerate 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 variety of techniques you can pinpoint those customers and make sur e 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 online 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 proceedings 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 long horse amount per transaction11.Offer bundle packages and upgrades, strong reasons to purchase12.Decrease costs, finding sluttish traffic, lowering cost per click 13.Increasing conversions, decreases costs.14.Offer a bonus, change a headline, offer a free consultation. 15.Even converti ng from 1% to 2% is a 100% emolument 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 halcyon it is filled with many complicated challenges that can put you off track, shelve you, and prevent you from succeeding. Reports and eBooks that attempt to give you a one-size-fits-all approach tend to fille a very important point successful internet marketing requires you to be a dynamic, intelligent, and flexible. So a set of static, unchangeable plans is tall(a) to make you successful.Traditional marketing methods are still highl y germane(predicate) 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 direct contrast to the one-way mass promotion that characterizes modern marketing, Internet marketing enables firms to lock in 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 particular 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.com7Westcoa stmarketing.com8Startup Nation10