FACTOID # 29: 73.3% of America's gross operating surplus in motion picture and sound recording industries comes from California.
 
 Home   Encyclopedia   Statistics   States A-Z   Flags   Maps   FAQ   About 
   
 
WHAT'S NEW
 

SEARCH ALL

FACTS & STATISTICS    Advanced view

Search encyclopedia, statistics and forums:

 

 

(* = Graphable)

 

 


Encyclopedia > Online marketing
It has been suggested that Internet marketing be merged into this article or section. (Discuss)

Online marketing is marketing on the Internet. It is a type of e-marketing, which in turn is a type of e-commerce. While at first the confusion of experiments, beta versions of websites, search engines and other online devices cause marketers to consider this world of the Internet unknowable and perhaps too unpredictable, there is now a growing body of work to which marketers are now paying attention in order to develop online marketing programs. The most known tools to marketers in the mid 2000s are currently tools grouped into 2 fields: online advertising and search engine optimization. E-marketing tools used to drive visitors to a web site include: Image File history File links Please see the file description page for further information. ... It has been suggested that this article or section be merged into Online marketing. ... It has been suggested that Product marketing be merged into this article or section. ... E-marketing is a type of marketing that can be defined as achieving objectives through the use of electronic communications technology such as Internet, e-mail, Ebooks, database, and mobile phone. ... Electronic commerce, EC, e-commerce or ecommerce consists primarily of the distributing, buying, selling, marketing, and servicing of products or services over electronic systems such as the Internet and other computer networks. ... Online advertising is advertising on the Internet. ... Search engine optimization (SEO) is a set of methods aimed at improving the ranking of a website in search engine listings, and could be considered a subset of search engine marketing. ...


However, marketing online is simply not offline marketing applied to a new online world. Online marketing has a slightly different character and purpose as indicated in such seminal works as The cluetrain manifesto, Purple cow, Permission marketing, and other texts of smaller nature compiled in blogs and news sites. This article needs to be cleaned up to conform to a higher standard of quality. ... While Purple Cow is the name of a poem by Gelett Burgess the term has most recently been used by Seth Godin in this book Purple Cow: Transform Your Business by Being Remarkable. ... Permission marketing is a term used in e-marketing. ... It has been suggested that Online diary be merged into this article or section. ...

Contents


Purpose of online marketing

When marketing online, the general four step process of marketing is still the guiding idea, in the online world the character of marketing becomes more deeply a conversation between a marketer and a market-of-one a concept that is central to The cluetrain manifesto. In such a role as a communicator, the online marketer is in a position to build awareness of her/his company or business in more personal terms than otherwise, and in so doing enables a more human conversation. Such conversations tend to be more warts and all and should establish confidence of the potential purchaser in the potential vendor. It has been suggested that Product marketing be merged into this article or section. ... This article needs to be cleaned up to conform to a higher standard of quality. ...


Smith and Chaffey (2001) claim that Internet technology can be used to focus marketing on the customer, while at the same time linking to other business operations so as to achieve profitability. This can be done by: Customer focus acknowledges that the more a company understands and meets the real needs of its consumers, the more likely it is to have happy customers who come back for more, and tell their friends. ...

  • Identifying - the Internet be used for marketing research to find out customers' needs and wants;
  • Anticipating - the Internet provides an additional channel by which customers can access information and make purchases - understanding this demand is key to governing resource allocation to e-marketing. For example, low-cost airline easyJet (http://www.easyjet.com) has an online revenue contribution of over 90% since demand for a standardised product online is so high.
  • Satisfying - a key success factor in e-marketing is achieving customer satisfaction through the electronic channel, this raises issues such as is the site easy to use, does it perform adequately, what is the standard of associated customer service and how are physical products dispatched?

Detractors of this concept of human-to-human contact through online conversations suggest that companies are going to be careful about marketing in this manner and perhaps will never really have honest and open conversations as the interests of companies and businesses are not the interests of potential purchasers. The cluetrain manifesto allows for this type of thinking suggesting that businesses when marketing in this manner need to be thinking about more than just making money; if a business is thinking only about making money, it will become apparent in close online conversations and the market will treat that business in whatever manner it may as markets can now talk to each other through the same means marketers talk to potential customers. This article needs to be cleaned up to conform to a higher standard of quality. ...


Online marketing activities

Smith and Chaffey (2001) describe five key online marketing activities (the '5Ss') which can be applied by an organisation to implement various online marketing tactics. For example, for an e-newsletter, the 5Ss are:

  • Sell - Grow sales (the e-newsletter often acts as both a customer acquisition tool and a retention tool - the lastminute.com e-newsletter has this dual role)
  • Serve - Add value (give customers extra benefits online such as an online exclusive offer or more in-depth information about your products or the industry sector)
  • Speak - Get closer to customers by creating a dialogue, asking questions through online research surveys and learning about customers' preferences through tracking - which content are people most interested in.
  • Save - Save costs (of print and post if you have a traditional offline e-newsletter can you reduce print runs or extend it to those customers you can't afford to communicate with)
  • Sizzle - Extend the brand online. A newsletter keeps the brand 'front-of-mind' and helps reinforce brand values. Added value can also be delivered by the e-newsletter by informing and entertaining customers.

Capturing attention of potential customers can be as simple as advertising using some of the new advertising tools the online world provides, such as advertising on search engines, but it can also be about configuring more remarkable methods that tend to spread across many sites and capturing the imagination of many people in the process. There are at least three major configurations of links and tools that have been used to capture attention online: funnel building, buzz marketing and cool tools.


Building a sales funnel requires working with search engine optimization, email newsletter distribution, discussion board entries, advertisements, affiliate activities and more. In fact, any way that additional links can be provided so that a potential customer can begin a conversation with a business, is educated about that business' products/services, or is provided with concepts and propositions that will eventually lead to a sale. A funnel is usually laid down over time and is the result of continuous activity of marketers in online activities. Search engine optimization (SEO) is a set of methods aimed at improving the ranking of a website in search engine listings, and could be considered a subset of search engine marketing. ...


Content development is critical to the development of an online marketing campaign. Researching, writing, gathering, organizing, and editing information for publication on web sites to develop and promote your business and or product name is extremely important, and should be incorporated in all online marketing campaigns. Content development is the process of researching, writing, gathering, organizing, and editing information for publication on web sites. ... Research is often described as an active, diligent, and systematic process of inquiry aimed at discovering, interpreting and revising facts. ... Look up organize in Wiktionary, the free dictionary. ... To publish is to make publicly known, and in reference to text and images, it can mean distributing paper copies to the public, or putting the content on a website. ... A website, Web site or WWW site (often shortened to just site) is a collection of webpages, that is, HTML/XHTML documents accessible via HTTP on the Internet; all publicly accessible websites in existence comprise the World Wide Web. ...


Buzz marketing tends to be a much quicker process and tends to involve less activity on behalf of marketers and requires attention of people online to spread by word-of-mouth, word-from-keyboards, to be fascinated or intrigued. Purple cow was sold largely through buzz marketing that spread by blogs relatively quickly. Word of mouth marketing is a term used in the marketing industry to descibe activities that companies undertake to generate favorable word of mouth publicity about products and services. ... While Purple Cow is the name of a poem by Gelett Burgess the term has most recently been used by Seth Godin in this book Purple Cow: Transform Your Business by Being Remarkable. ...


Another tactic of gaining attention online is through the development and release of a cool tool. A cool tool is something that captures the imagination of the online browsing public and it is thought to be so cool that it should be shared with online friends. This could be a video clip, standalone software that is cute such as a cartoon character that lives on a users screen, or some other device that is used often for a specific purpose, such as 3Ms Post-it Notes.


Right in the middle of a new marketing practice is eBay with its datafeed marketing. Essentially a store owner sets up his/her data in eBay and then by way of feeds make this data available to advertising avenues, such as Froogle, Yahoo Product Search and about another twenty of thirty other sites that take datafeeds. All the advertising feed services point the prospective purchaser to the eBay auction. This is perhaps a little like building a sales funnel as described above, however, it uses a specific technology that enables ease of use. This article or section does not cite its references or sources. ...


Marketing on the internet requires that one be found using keyword searches or some form of online advertising. In any case the trick to being successful in Online Marketing is being found within the top 30 search results. There are 3 ways that one can be found. 1.) natural search engine ranking (70% of searchers will skip over sponsored results and start with the naturally ranked sites) 2.) Paid inclusion and 3.) Pay per click. Due to the extreme difficulty of achieving a natural high ranking on a major search engine most companies opt for #'s 2 and 3 for their online marketing. Unfortunately the 3rd option is very costly and only the most well heeled companies can afford to market online via pay per click.


What is true of Online Marketing today is that one must pay to play. Since the dot com bust several years ago search engines have discerned that in order to survive and thrive they must generate significant revenue. At first the hope was that banner advertising would be sufficient to fill the search engine coffers but it soon became evident that searchers did not respond to banners. It then became evident that there were 2 primary ways to create income for search engines and online directories. Thus paid inclusion and pay per click were born!


Recently potential greed-related challenges have emerged. There are companies that create false hits and traffic. Most recently Google has been sued for click fraud. [1] Whether or not the charges prove to be true, actions like this make people think twice about using pay per click as part of their online marketing package.


Semantic logic will allow searchers to use not just keywords to search, but rather they will search using common language. This is a big departure from the crude Boolean logic which has served the Internet searching community for the last decade.


See also

Ad serving describes the technology and service that places advertisements on web sites. ... It has been suggested that Product marketing be merged into this article or section. ... E-marketing is a type of marketing that can be defined as achieving objectives through the use of electronic communications technology such as Internet, e-mail, Ebooks, database, and mobile phone. ... It has been suggested that this article or section be merged into Online marketing. ... This article or section is missing references or citation of sources. ... Social marketing is the application of commercial marketing concepts and techniques to target populations so as to achieve the goal of positive social change. ... E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. ... It has been suggested that this article or section be merged with Word of mouth marketing. ... Promotion is one of the four aspects of marketing. ... Direct marketing is a discipline within marketing that involves the planned recording, analysis and tracking of individual customers (business-to-business or consumer) responses and transactions for the purpose of developing and prolonging mutually profitable customer relationships. ... A KMail folder full of spam emails collected over a few days. ... This article or section does not cite its references or sources. ...

External links

The Open Directory Project (ODP), also known as DMoz (from Directory. ...

References

  • Smith, P.R. and Chaffey, D. (2001) eMarketing eXcellence: at the heart of eBusiness. Butterworth Heinemann, Oxford, UK.
  • Internet Marketing for Less Than $500 Per Year. ISBN 1885068697
  • Building Your E-Bay Traffic The Smart Way. ISBN 0814472699
  • The Online Copywriters Handbook. ISBN 0658020994
  • The Complete Idiots Guide to Online Marketing. ISBN 078972037X

  Results from FactBites:
 
Opportunities in Online International Marketing (2788 words)
Before marketing yourself globally, it is important to ensure your business is ready to deal with challenges presented by the international environment including language and cultural barriers, foreign laws, order fulfillment, and pre/post sales support.
In international marketing, once you have conducted an analysis of the markets you plan to enter, it is necessary to identify your objectives in clear and measurable terms.
When you market internationally, it is important to consider the language and culture of the regions in which you like to expand your presence.
Online Marketing Courses, Certificate Programs&Tutorials (878 words)
Online marketing courses, including internet marketing courses, marketing certificate programs, business marketing, marketing videos, sales marketing, and more.
If you want to learn how to market on the web, one of the best things you can do is follow what the experts are doing and inject their advice into your actions.
Marketing in International Business is a global program suited for entrepreneurs, export managers, sales managers, students, teachers, consultants, related companies (transport companies, customs agencies, etc.) - any person working or interested in areas related to international trade.
  More results at FactBites »

 
 

COMMENTARY     


Share your thoughts, questions and commentary here
Your name
Your comments

Want to know more?
Search encyclopedia, statistics and forums:

 


Press Releases |  Feeds | Contact
The Wikipedia article included on this page is licensed under the GFDL.
Images may be subject to relevant owners' copyright.
All other elements are (c) copyright NationMaster.com 2003-5. All Rights Reserved.
Usage implies agreement with terms, 1022, m