What is Internet Marketing? Beginners Guide to Today’s Online Marketing & Strategies
What is Internet Marketing?
Beginners Guide to Today’s Online Marketing & Strategies
In this beginners guide you will learn What is Internet Marketing?, how it applies to Today’s Online Marketing and be aware of strategies used.
We will cover Internet Marketing Methods, Internet Lead Generation and Internet Marketing Tools. Ending with the Battle Plan so you can implement your chosen strategy today.
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Let’s begin …
What is Internet Marketing?
Let’s break it down …
“Internet” is simply defined as:
The “Internet” is a global electronic network. Making accessible a variety of digital information and communication facilities to an end user with the appropriate connection.
“Marketing” is simply defined as:
“Marketing” is the activity of promoting and selling products or services, including market research and advertising.
The term “internet marketing” has become associated with a broad range of topics in recent years.
For many, it literally means just what it says: “marketing on the internet”. Which is also seen as synonymous with “digital marketing” and “online marketing”.
For others, it has become associated more specifically with the worlds of affiliate marketing, information products, and the ‘make money online’ niche.
For our purposes, we’ll lean more towards the former and will settle on the following definition:
Internet marketing is the use of internet properties* and traffic* to generate leads, sales, or brand awareness. This is typically done via search engine visibility, social media marketing, email marketing, and various forms of paid advertising.
* internet property = a point of presence (e.g. a website, social media account, blog, etc.) on the web
* traffic = visitors to an internet property. A common way to measure the effectiveness at attracting an audience by an online business
One of the best ways to begin understanding “internet marketing” is to break down the various goals a business is looking to accomplish with it. The ultimate end goal of marketing is, of course, revenue.
With that in mind, we can definitely classify sales as a primary goal of internet marketing. Many businesses do focus on sending traffic directly to paid offers, in other words a sales page.
However, for many businesses sales remain a distant long term goal, unless their traffic are hot buyers for their offer.
A more common immediate or short-term goal of internet marketing, however, is lead generation.
The point of lead generation is to have a list of prospective buyers that are interested in what the online business has to offer. This list is then instantly available, which is then nurtured for free (or close to free) & a ‘know, like & trust’ relationship can be created.
From that point forward the expectation is that multiple future sales will happen from that potential customer. This in turn increases the average lifetime value of each lead, resulting in a greater long-term ROI (Return On Investment) from each dollar spent on marketing either in time or money.
Lead generation for an online business might consist simply of building an email list, perhaps with customer names associated as well.
Lead generation for an eCommerce business or local “offline” business might also include physical mailing addresses and phone numbers so they can follow up in other ways such as telemarketing or mailing out catalogues and special offers.
Other businesses might pursue even more robust lead data such as business information like industry categories or number of employees in the case of B2B (Business to Business) marketing, or income ranges and family size in the case of higher-ticket B2C (Business to Customer) models like insurance sales or real-estate.
Since lead generation is often seen as the most common and multi-faceted immediate goal of internet marketing, a whole section below is devoted to the various methods and forms of lead generation.
Finally, another immediate goal of internet marketing is growing brand awareness and familiarity.
For many businesses, this might consist of spending large amounts on banner advertisements or video ads primarily for the purpose of getting their brand name, logo, or USP (Unique Selling Proposition) in front of as many eyes as possible as many times as possible.
The idea here is to increase top-of-mind awareness so that the potential customer will think of the brand in future situations when they need that specific need fulfilled.
For example, when a fast food chain airs ads on television, it’s not because they expect people to immediately hop in the car and go buy a burger because of it. It’s because they want you to think of their restaurant next time you clock-out for your lunch break and are deciding what to eat.
The internet marketing equivalent of this might be an online tax service heavily investing in banner ads and video ads in December and January, not because they think people will suddenly start doing their taxes early, but because in April when 90% of Americans do their taxes at the last minute, their brand will be the first one they remember.
Other forms of brand awareness might simply consist of frequent social media posting. Businesses know that constantly seeing their brand image in their followers’ newsfeeds or Twitter feeds accomplishes that same top-of-mind awareness as well as other emotional associations with their brand such as loyalty, pride, good will, and humour (covered in more detail in the Internet Marketing Methods section below).
Internet Marketing Methods
Regardless of whether your intended destination for traffic is a sales page, a lead page, or simply a piece of content, the potential internet marketing methods are manifold. We’ll cover the most common ones here.