How to Market your Online Business

Internet Marketing January 16th, 2008

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Internet Marketing 101

I. Introduction

Millions of people all over the world have access to information at their finger tips through the World Wide Web. This has paved the way for low costs in disseminating information to all those who need it. This in turn has elicited information quickly, and brought about instant response from buyers and sellers. Thus Internet Marketing is creating awareness of products and services online over the internet. This is a co-ordination of creative and technical aspects on the internet. An organization develops and promotes itself using online means of storing and disseminating data. It is not just a question of building or promoting websites. These websites in the background are growing and advancing online organizations with achievable goals.

The various ways of creating awareness techniques implemented for online advertising products and services through websites are as follows:

  • Search Engine Promotion
  • Display Advertisement
  • E-mail Advertising
  • Affiliate marketing
  • Internet advertising
  • Blog Promotions

The one great advantage of online advertising is consumers attain large amounts of information through the Internet. They can research products through the Internet on a global basis, and if satisfied can purchase or sell the required products at any time suitable for them. Unlike offline promoting, the consumer does not have to go to a particular shop personally and waste valuable time, purchasing the product and take it along with them. Home delivery is a great advantage in Internet Marketing too. To site an example, people on the lookout to buy or lease property need not go physically and search all over the city, town or countryside. All information can be found on the Internet on websites such as RealEstate.com. They can sift through them at their convenience, bring down their search criteria and go to the selected sites, which they have decided on.

II. The various types of Online Promotion:

1. Search Engine Marketing:

When websites need to be promoted so as to be more visible in the Search Engine result pages (Serps), Search Engine Marketing (SEM) is the best bet. The Search Engine Marketing Professionals Organization (SEMPO) includes Search Engine Optimization (SEO), paid placement, and paid inclusion as SEM methods. SEM according to The New York Times is the practice of purchasing paid search listings with the ultimate goal of obtaining better free search listings. The number of sites on the internet started increasing during 90's. Search Engines pioneered business models, such as pay-per-click programs to assist people in getting information.Yahoo.Com offers paid search opportunities for advertisers through Yahoo! Search Marketing. Google started the Google AdWords program and offered advertisements on search results pages. For the record, in Pay-per-click you create ads; your ads appear on search engines like Google and publisher's sites to attract customers.

In 2001 Danny Sullivan, the editor-in-chief of Search Engine Land proposed the name “Search Engine Marketing, which include:

  • Performing SEO;
  • Managing paid listings at the search engines;
  • Submitting sites to directories; and
  • Developing online marketing strategies for businesses, organizations, and individuals.
  • Viral Marketing

Statistics prove that in 2006, advertisers in North America spent US $9.4 billion on Search Engine Marketing – a 750% increase over 2002 and a 62% increase over 2005. SEM is progressing much faster than traditional advertising. Some of the prominent SEM vendors are Google AdWords, Yahoo! Search Marketing and Microsoft AdCenter.

2. Display Advertisement

Display advertisement is generally any kind of print advertisement other than a classified advertisement – an ad that stands alone as a window sign. They are usually several columns wide and contain pictures, color, and graphics. Display advertisements are submitted by the advertiser on a CD or disk in a standard file format such as InDesign, Illustrator, PageMaker, PhotoShop and Quark Xpress or in camera-ready form on paper. To sum it up display advertisement includes Advertising, Marketing & Sales, Printing, Packaging, & Publishing subjects.

The sale of third-party advertising on one or more screens is one of the more prominent business models for digital signage. Companies can face branding and logistical issues when trying to distribute co-operative advertising messages within a retail space, but for those businesses that can make it work, the sponsored model is a powerful way to monetize digital signs.

3. Email Marketing

With Email marketing, putting forth your message on the internet is easy, effective and affordable. It is fast, effective, and requires little technical expertise. It also helps in building up fast, long-standing relationships with customers, whetre it's buyers or sellers – You can attract your audience’s attention. Professional-looking emails can be created in a flash and your message gets across with great impact. Comparatively it is affordable and with an amount of $15 per month, Email Marketing can be part of your marketing mix. Email campaign Wizard, HTML Email templates, Email list management are all tools which can be utilized.

You can rely on these software programs to help create email campaigns and online surveys that help in building ever-lasting relationship with your Customers, Members, or Client Associations and Nonprofits. Email Marketing can be used in:

  • Business and Professional Services
  • Personal Services
  • Recreation and Entertainment
  • Religious Organizations
  • Restaurants
  • Retail
  • Travel and Tourism

4. Affiliate Marketing

Using one site to drive traffic to another called Affiliate Marketing. In a web-based marketing procedure, when affiliate’s, through their marketing efforts, introduce or bring in a visitor or customer the business rewards them. The industry where myriad companies and individuals are performing this form of Internet Marketing, which includes affiliate networks, affiliate management companies and in-house affiliate managers, specialized 3rd party vendors, and various types of affiliates/publishers who promote the products and services of businesses/partners, is under Affiliate Marketing.

Since affiliates generally use regular advertising methods, Affiliate marketing works hand-in-hand with other Internet marketing methods to some degree. These Internet Marketing methods include online Search Engine Optimizing paid search engine marketing, email marketing and at times Display advertising.

Affiliates also do use less orthodox methods, such as publishing review of products or services offered by a partner.

Affiliate marketing is not rated that high in Internet Marketing, since search engines, e-mail and RSS attract online retailers more. But, affiliates still continue to play a significant role in the e-retailing marketing strategies.

5. Interactive Promotions

The use Interactive Promotions/Advertising is to provide interactive media to influence or coerce the consumer to buy products in an online (and offline) environment. The Internet, Interactive television, mobile devices (WAP & SMS), and kiosk-based terminals too are used in Interactive Marketing.

Especially in an e-commerce environment, Interactive Promotions/Advertising allows engagement with the consumer in a direct and personal way and affect a potential customer’s purchasing decisions.

6. Viral marketing is one of the most effective techniques of Interactive advertisements. This technique uses images, texts, web links, animations, audio/video clips etc. This procedure is routed from one user to another in a chain letter style, via email. Subservient Chicken, a campaign by the fast food “Burger King” and the “Have It Your Way”

Along with the internet Interactive advertisement industry including major advertising players. Smaller specialized ‘boutiques” and shopping malls are utilizing this methodology!

7. Blog Promotions

Blogs on an array of topics and are appearing everywhere on the Internet – from light-hearted personal Blogs to Rocket Science to big business Blogs. Internet marketing when used through weblogs is called Blog Marketing. Blogs are not corporate websites – they come along with daily or weekly posts, even around a single topic. The main advantage is that corporations can use Blogs not only to educate customers about their products, but also explain features of their products and services. This also allows consumers to view their thoughts on the products/services.

Blog marketing is the term used to describe inter-exchange via web logs. These Blogs differ from corporate websites because they feature daily or weekly posts, often around a single topic. Typically, corporations use Blogs to create a dialogs with customers and explain features of their products and services among other things!

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