IIOL - Basics of Internet Marketing

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1. Basics of Internet Marketing Chapter 1
2. Learning Objectives  After going through this chapter, you will:  Understand what is meant by ‘Internet Marketing’  Know about the essential skills required for Internet Marketing  Appreciate the advantages of marketing on the internet  Be aware of the different payment models and types of advertisements used in Internet Marketing  Be familiar with the trends in Internet Marketing
3. Overview
4. Definition of Marketing  Marketing is the act of presenting something to someone else (usually referred to as “the Target Audience”.
5. Definition of Marketing  The objective of marketing is to  Persuade the target audience to take some action like buying some product or signing up for some service.  Form a favorable opinion or brand image in the mind of the target audience.
6. What is Internet Marketing
7. Internet Marketing  Internet Marketing is the act of marketing on the internet or the web.  The web is a very different environment from the traditional marketing channels and media.  Different strategies and tactics need to be employed on the web for successful and effective marketing.
8. Internet Marketing  In traditional marketing the media we use for presenting our message to our target audience are:  TV  Newspapers and Magazines  Outdoor Hoardings and Billboards, etc.
9. Internet Marketing  However in case of Internet Marketing, the media that we use are:  Email.  Websites.  Podcasts and videos.  Blogs and social networks &  Mobile phones
10. Internet Marketing  Finally, there’s the target audience to whom we present our message online.  While the people we reach probably aren’t much different from those we reach via traditional marketing, web marketing lets us target these people in new and more refined ways.
11. Internet Marketing  In other words, the Web lets us fine-tune our targeting in ways that aren’t possible with traditional marketing.
12. Essential Internet Marketing Skills
13. Essential Internet Marketing Skills  Although the basic foundation of marketing remains the same, there are some new skills you need to master because what you do online differs somewhat from what you do in traditional media.
14. Essential Internet Marketing Skills Internet Marketing Skills Research Skills Planning Skills Budgeting Skills Budgeting Skills Copywriting Skills Analytical Skills Think Like a Customer The important internet marketing skills are: Let us examine them in some detail.
15. Research Skills  Research Skills are required to: 1. Understand who your customers are, what they do and why they do that. 2. Understand about the dynamics of your market.
16. Planning Skills 1. Research helps you decide what to do. Planning skills help you determine how to do it. 2. In the midst of so many options internet marketing can be a little confusing and here proper planning plays a very vital role.
17. Budgeting Skills 1. Concurrent with all that planning is budgeting— deciding how much money you spend on which components of your plan. 2. Proper budgetary skills are very important to ensure that you utilize the available monitory resources in a balanced manner to meet your targets.
18. Copywriting Skills 1. When it comes to web marketing, there’s a lot of copywriting needed on a continual basis. 2. Online copy is written not just for the people who read it, but also for the search engines that search it, so to get most out of it make it concise and searchable.
19. Analytical Skills 1. It’s about taking those raw figures available in the analytical tools and translating them into relative value. 2. As an online marketer you need to continuously analyze the performance of all the online marketing you do. A. How do you know when something is working and when it’s not? B. How do you know which activity is delivering the most? The answers of all these questions lie in the proper use of available analytical tools.
20. Communication Skills 1. In this age of increasing technological advancements one cannot expect to communicate only through pen and paper, a lot of communication is done through socially active websites like facebook and twitter. 2. In fact every tweet you make, every email you send and every comment you contribute in an online forum is a form of communication.
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