INTERNET MARKETING CAT REVISIONInternet or digital marketing is the process of building and maintaining customerrelationship through online activities to facilitate the exchange of ideas, productsand services that satisfy the goals of both parties.TOPIC ONEInternet marketing as part of the marketing communications mixGeneric goals of internet marketing:1.Customer acquisition- is a foundation goal of all marketers.2.Customer conversion- is the process of changing visitors, shoppers, orprospects into actual customer.3.Customer retention- involves turning the newly found customer into a loyalone who will remain with the enterprise over an extended period.4.Customer value growth- the equity that exists in the enterprise’s customerbase, is the end goal of the acquisition, conversion, and retention process.Internet marketing inputs1.Internet business modelsa. Transaction Models– are the way in which Internet businesses organizeto carry out exchange whether it is content or commercial transactions.b. Revenue Models– are the various streams of revenues that businessescan employ to support their activities.c. Multichannel Marketing– is the driving force behind many businessmodels. It requires the integration of both offline (physical world) and online(interactive) channels.2.Interactive channelsa. Websites and blogs– it become channels of communication for manybusinesses, especially in B2B markets.b. Search marketing– includes search engine optimization (SEO) and payper-click (PPC) advertising, is the single most important way that marketersdrive visitors to their websites.
c. E-mail marketing– is a key tool of the Internet marketer. It can be usedin Customer acquisition programs, but is especially important in customerretention campaign. It is directly marketing a commercial message to agroup of people using email. Every email sent to a potential or currentcustomer could be considered email marketing. It usually involves usingemail to send ads, request business, or solicit sales or donations, and ismeant to build loyalty, trust, or brand awareness.d. Mobile marketing –is a well-developed channel in Europe and Asia andrapidly growing in the United States. It is marketing on or with a mobiledevice, such as a smart phone. It can provide customers with time andlocation sensitive, personalized information that promotes goods, servicesand ideas.3.Social media channelsa. Social networks for communication3 largest social networks used by people for personal communication and bybusiness for communication and brand development.FacebookTwitterLinkedInb. Social platforms for creation of branded channels.These are Social platforms that allow marketers to establish communitiesaround a particular brand or a subject of mutual interest.
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