G3 Handouts

VALUE PROPOSITION; CREATING COMPETITIVE ADVANTAGE, VALUE
PROPOSITION IN THE INTERNET, INTERNET MARKETING
REPORTER:
BANES, DANIEL
BELARDE, KYLA JOY
DELOS SANTOS RJ
JUMBAS, JOEDY NIL
Accredited: Accrediting Agency of Chartered Colleges and Universities of the Philippines (AACCUP)
Member: Philippine Association of State Universities and Colleges (PASUC)
Agricultural Colleges Association of the Philippines (ACAP)
Value Proposition
A value proposition defines the kind of value a company will create for its customers.
While the value chain focuses internally on operations, the value proposition is the element of
strategy that looks outward at customers, at the demand side of the business. Strategy is
fundamentally integrative, bringing the demand and supply sides together.
Defining the Value Proposition:
1. Which customer are you going to serve?
Within an industry, there are usually distinct groups of customers, or customer

segments. A value proposition can be aimed specifically at serving one or more of these
segments. For some value propositions, choosing the customer comes first. That choice
then leads directly to the other two legs of the triangle: needs and relative price.
2. Which needs are you going to meet?

Value propositions based on needs appeal to a mix of customers who might defy
traditional segmentation. Instead of belonging to a clear demographic category, the
company’s customers will be defined by the common need or set of needs they share at
a given time.
3. What relative price will provide acceptable value for customers and acceptable
profitability for the company?
For some value propositions, relative price is a primary leg of the triangle. Some
value propositions target customers who are overserved (and hence overpriced) by
other offerings in the industry. A company can win these customers by eliminating
unnecessary costs and meeting “just enough” of their needs. Where customers are
overserved, the lower relative price is often the dominant leg of the triangle.
Conversely, some value propositions target customers who are underserved
(and hence underpriced) by other offerings in the industry. These customers want an
enhanced product or service and are willing to pay a premium for it. The unmet need is
typically the dominant leg of the triangle, while the higher relative price supports the
extra costs the company has to incur to meet it.
4 Best Example of Value Proposition
1. Uber- The Smartest Way to Get Around

Uber expertly highlights everything
that sucks about taking a traditional taxi
and points out how its service is superior.
The simple (yet highly effective) copy
above, taken from the Uber homepage, excellently conveys the simplicity and
ease that lies at the heart of what makes it such a tempting service:
● One tap and a car comes directly to you

● Your driver knows exactly where to go
● Payment is completely cashless
2. Apple iPhone- the Experience IS the Product
Apple knows how crowded and competitive

the smart device market is, so rather than focus on a
specific feature – virtually none of which are unique to
the iPhone or iOS – the company instead opts to
focus on the experience of using an iPhone. Most
companies couldn’t pull off using words such as
“magical” to describe using a smartphone, but Apple can.
● Apple iPhone value proposition, focusing on security
3. Unbounce- A/B Testing Without Tech

Unbounce’s value proposition is abundantly
clear from the moment you arrive on the homepage,
namely the ability to build, publish, and test landing
pages without any I.T. support. For many small
businesses (and even larger companies), the perceived
technical overhead of A/B testing is a major barrier to
entry, making Unbounce’s value proposition particularly
appealing
4. Slack - Be More Productive at Work with Less Effort
Slack is a workplace productivity and
messaging app. It’s deceptively simple to use, yet
robust enough for large teams working on complex
projects.
● Slack’s value proposition, focusing on credibility and

productivity.
Creating Internet Strategies For Competitive Advantage
The Internet has undoubtedly unleashed a wave of entrepreneurial activity,

thanks to the enormous amounts of venture capital available to finance dot-com
ventures.The Internet makes it possible to find information rapidly in a format that helps
decision making.
Some analysts compare the web to a giant market marked by “openness,
informality and interactivity.” This effect makes it possible for Internet users to access
global markets at little extra cost, allowing small businesses to target the same
customers as larger organizations.
The Internet has an integration effect. According to Singh, the Internet realigns
players in industry value chains as some get disintermediated as a result of the new
technology. “When there are changes in the value chain, I see it as an opportunity to
create value,” he adds.The researchers point out that the Internet transforms industry
value chains in significant ways.
Ethiraj, Guler and Singh show, thus, that the Internet creates entrepreneurial
opportunities.
Ethiraj, Guler and Singh point out that business models must have four important
elements: scalability, complementary resources and capabilities, relation-specific assets,
and knowledge-sharing routines.
1. Scalability: Information assets, which dominate the e-business world, have a
unique property—they are generally costly to produce in the first place, but once
produced, very easy (and relatively inexpensive) to reproduce. As a result, first
movers in a market have an enormous advantage. They can flood the market,
and essentially create a winner-take-all situation. In order to exploit this aspect of
competitive advantage on the web, it follows that companies must develop
business models that are scalable.
2. Complementary resources and capabilities: A company with an innovative
business model can initially use its technological prowess to steal a march over
its competitors. Entrepreneurs would be wrong, however, to believe that this
advantage is long-lasting. The web sharply lowers barriers to entry, and rivals can
soon catch up with the first mover. In order to protect their competitive positions,
companies that lead in the digital arena may have to acquire physical assets to
keep their competitors at bay. Example: AOL’s acquisition of Time Warners’
bricks-and-mortar assets may have been driven by this need.
3. Relation-specific assets: No individual firm can hope to dominate the Internet,
which is a complex network designed precisely to avoid such dominance. As a
result, networks of alliances become increasingly important. Business models on
the web must recognize that competitive advantage in e-business is often based
on managing collaborative relationships with key partners well.
4. Knowledge-sharing routines: This condition follows from the previous one,
which emphasizes the need for strong collaborative relationships. These
relationships can only become truly effective if the collaborators develop
mechanisms through which they can share knowledge with one another. Such
knowledge-sharing will help the partners to enhance their collective competitive
advantage over rivals and their partners.
Strategy and The Internet

Far from making strategy less important, as some have argued, the Internet actually makes
strategy more essential than ever.
Distorted Market Signals
New technologies trigger rampant experimentation, by both companies and customers, and the
experimentation is often economically unsustainable. As a result, market behavior is distorted
and must be interpreted with caution.
A Return to Fundamentals
Economic value for a company is nothing more than the gap between price and cost, and it is
reliably measured only by sustained profitability. To generate revenues, reduce expenses, or
simply do something useful by deploying Internet technology is not sufficient evidence that value
has been created.
The Internet and Industry Structure
The Internet has created some new industries, such as on-line auctions and digital
marketplaces. However, its greatest impact has been to enable the reconfiguration of existing
industries that had been constrained by high costs for communicating, gathering information, or
accomplishing transactions.
Steps or Strategies to create competitive Advantage
1. Identify your unique strengths:
Look at your business and identify what differentiates it from your competitors.
What unique skills, products, services, or expertise do you have that others do not? Here
are some steps you can take to identify the strengths of a business:
● Analyze the company’s financial performance
● Evaluate the company’s products or services
● Assess the company’s brand reputation
● Review the company’s operations
● Consider the company’s human capital
● Gather feedback from stakeholders
2. Understand your target Market

Analyze your target market and identify their needs and preferences. Understand
what drives their decision-making process and what they value most in a product or
service. Here are some steps to help you better understand your target market:
● Define your target market
● Conduct market research
● Analyze your competitors
● Create buyer personas
● Test and refine your marketing strategies
3. Identify your competition
Know your competition and understand their strengths and weaknesses. This will
help you to identify opportunities and differentiate yourself from them. Here are some
steps you can take to identify your competition:
● Define your product or service
● Conduct online research
● Use social media
● Attend industry events
● Ask your customers
● Use a competitive analysis tool
4. Develop a strong value proposition

Based on your analysis of your strengths, target market, and competition,
develop a value proposition that communicates what sets you apart from the competition
and how you can solve your customer’s problems or meet their needs.Developing a solid
value proposition is crucial for attracting and retaining customers. Here are some steps
to help you create a strong value proposition:
● Identify your target audience
● Analyze your competition
● Identify your unique selling proposition
● Craft a clear and concise value proposition statement
● Test and refine your value proposition with your target audience
Some additional tips for developing a strong value proposition include:
● Use simple, easy-to-understand language
● Use clear, compelling visuals to support your value proposition
● Emphasize the benefits, not just the features, of your product or service
● Ensure your value proposition aligns with your overall brand messaging and marketing
strategy.
5. Invest in Innovation
Stay ahead of the curve by investing in research and development. Innovation
can help you to create new products or services that are superior to your competitors.
Investing in innovation is essential for the long-term success of any business.
Here are some strategies for a business to invest in innovation:
● Set clear innovation goals
● Create a culture of innovation
● Allocate resources
● Collaborate with partners
● Stay up-to-date on industry trends
● Implement an innovation process
● Measure and track progress
6. Focus on quality and customer service

Provide high-quality products and services that exceed customer expectations.
Develop a strong customer service strategy that ensures your customers are happy with
their experience.
Focusing on quality and customer service is crucial for any business that wants
to succeed and thrive. Here are some tips to help you focus on quality and customer
service:
● Develop a customer-centric culture
● Set high standards
● Train your employees
● Measure customer satisfaction
● Empower your employees
● Continuously Improve
7. Build brand awareness

Build a strong brand representing your unique strengths and value proposition.
Focus on marketing and advertising efforts that showcase your strengths and
differentiate you from the competition.
Building brand awareness is an essential component of any successful marketing
strategy. It involves creating a strong brand identity and making it visible to your target
audience. Here are some tips on how to build brand awareness:
● Define your brand
● Develop a brand strategy
● Leverage social media
● Utilize influencer marketing
● Invest in content marketing
● Attend events and sponsorship
● Utilize paid advertising
Remember that creating strategies for competitive advantage is an ongoing
process. Stay up-to-date on industry trends, continue to innovate, and monitor your
competition to stay ahead of the game.
Internet Value Proposition

The term internet value proposition or “online value proposition” (OVP) is quickly becoming a
key phrase for businesses operating in the digital world. An OVP should not merely be a
duplication of the value proposition which is available on offline channels. Instead, it should also
include the unique online benefits offered by the brand.
Why is a Strong Online Value Proposition Important?

In the physical world, factors such as location convenience and zoning laws contribute to
promoting your business and limit competition. But online, there are no physical limits or barriers
to you or your competition. Therefore, having a value proposition is especially important for
online businesses.
By clearly communicating your benefit and value-add to your prospects, you instantly give them
the reason to choose your business over your competitors. With a strong value proposition, you
can:
● Attract and convert more customers
● Increase customer loyalty
● Explain how you deliver a benefit over competitive offerings
● Command higher prices
A clear, concise online value proposition is crucial to attracting visitors to your site (and brand)
in those critical seconds when a visitor is deciding to click on or leave your site. An online value
proposition is closely tied to your brand positioning, which answers questions like:
● Who we are
● What we offer
● Which markets do we serve
● What makes us different
It should state the intrinsic benefits a visitor will get from your site and answer the question,
"what's in this for me?".
Requirements of an Online Value Proposition
Online value propositions can follow different formats, provided they are unique to your
company. Effective value propositions:
● Are easy to understand`
● Demonstrate specific customer results
● Differentiate a product or service from competitive offerings
● Avoid overused marketing buzzwords and jargon
● Communicate value in a short amount of time
For a value proposition to effectively turn a prospect into a paying customer, it should clearly:
● Identify who your target customers are
● What their main problems are
● How your product or service is the ideal solution to help them solve their problem
A compelling value proposition must be the result of thorough research to "prove" your product's
superior benefits with respect to competitive alternatives in measurable (i.e., monetary) terms.
You can use the results of that research to make strategic decisions about product
development, marketing, and sales (i.e., the product's value proposition for its different
customer segments). Using that information, you can create messaging campaigns and brand
positioning statements for marketing and promotion.
Characteristics of an Online Value Proposition

Because your value proposition communicates the number one reason why your product or
service is best suited for a customer segment, it should always be displayed prominently on
your website and in other consumer touchpoints. It also must be intuitive so a customer can
read or hear the value proposition and understand the delivered value without further
explanation.
A successful value proposition typically has a strong, clear headline that communicates
consumer benefits. The headline should be a memorable sentence, phrase, or even a tagline. It
frequently incorporates catchy slogans that become part of successful advertising campaigns.
Internet Marketing
What Is Internet Marketing?
Internet marketing refers to all online advertising of goods and services. Regardless of the type
or scale of the company, use a variety of online channels and methods of communication to
create an extensive internet marketing strategy that makes it easier for customers and clients to
find.
Internet marketing involves the use of online resources to promote a company and its products
or services to generate leads, drive traffic and increase sales.
Online marketing can:
● a company can use online marketing to spread a message about itself or to conduct
research.
● Online marketing can also enable you to select a target market.
● learn about the needs of a marketing segment.
● develop long-term customer relationships.
● develop authority and expertise within an industry.
Internet Marketing and Digital Marketing
INTERNET MARKETING is a subset of digital marketing that focuses exclusively on online

marketing efforts. Digital marketing includes both online and offline marketing strategies that
use digital technologies. The goal of internet marketing is to build a relationship with customers
through online engagement, while digital marketing can also aim for brand recognition or reach
a broad audience.
What are the goals of doing digital marketing in business?
● Increase brand awareness.

● Generate high-quality leads.
● Acquire new customers.
● Increase website traffic.
● Establish industry authority.
● Increase customer value.
● Boost brand engagement.
● Increase revenue.
What are the common examples of internet marketing?
1. Website Design
When designing your website, focus on:
● Including calls to action on many pages so viewers are continually thinking about what
your company can do for them.
● Optimizing the site on all browsers, including those on smartphones. The percentage of
people who surf the web on smartphones and tablets is growing. In fact, 25 percent of
mobile Web users never or infrequently use the desktop to search the web.
● Incorporating relevant keywords naturally to help your search rankings.
2. Blog
● Statistically, companies that blog get 55% more visitors to their websites than
companies that don’t blog. Therefore, your website should include an integrated
blog, which helps you provide customers with useful, relevant information. When
creating a blog, ensure that it is:
● Easy for readers to subscribe through RSS and email.
● Easy to share through social media.
● Easy to interact with you by commenting on posts.
3. Email Marketing
Because you can’t always keep your website on people’s minds, email marketing
is a great way to stay in front of your customers. Pay attention to:
● Creating a quality design for your email template so it ties in with the look and feel of
your website, completing a comprehensive marketing strategy.
● Providing useful, relevant information through email on a regular basis to help you
convert potentials into customers.
4. Social Media Presence

● Facebook, Twitter, Linkedin, YouTube, and Google+ are not just for individuals. They
have several major advantages for businesses:
● Provide an opportunity to create a community around your company through
interaction with the people who are interested in you.
● Help you remain on people’s radars by posting status updates, media, blog posts, and
information about your company regularly.
● Allow you to reach exponential numbers of people at a very minimal cost because of
the viral nature of these networks.
How does marketing benefit consumers?
1. It keeps consumers current
The Internet allows you to keep your audience up-to-date with your business’s latest trends and
changes.
2. It offers convenience and quick service
This is a convenient way for your audience to purchase products. They can purchase products
quickly and efficiently on their own time. The Internet gives your audience more access to your
business’s customer service. Many companies offer online chats or email services that allow
people to contact your business when they need help. It’s one of the benefits of Internet
marketing for consumers because it allows users to contact your company when it’s convenient
for them.
3. It helps build a better relationship
Internet marketing helps you build trust with your audience. They see your marketed materials
and learn about your business. As they get more familiar with your business, they begin to trust
your company and feel comfortable with choosing your business. They have many opportunities
to connect with your business and learn more. They can sign up to receive emails or follow your
social media profiles (social media has its own set of advantages as a marketing strategy, too).
It’s a great opportunity for them to learn more about your business and provides you with the
chance to market directly to them.
4. It provides 24/7 access
Your business may close, but the Internet stays open 24/7. People have constant access to
information on the Internet regardless of the time of day or day of the week. This means that
people always have access to information about your business, products, or services. They can
learn about your business at any time of the day. If they decide they need a product at 3 a.m.,
they can go online and purchase the product easily. It makes it easy for them to get what they
need, when they need it.
5. It creates a personalized experience
Businesses can target people based on their demographics, interests, and shopping
behaviours. This means that people see more products that align with their interests. It creates
a better experience for your audience and gets them to engage with your business. You create
a better experience by giving your audience exactly what they want. Your audience is more
likely to engage and take interest in your business.
6. It provides your audience with options
Users have access to dozens of different products. Virtually any product has options, whether
it’s style, color, or quantity. This gives consumers more options than ever before, and they like
this. In fact, customers prefer to have choices when the options showcase meaningful
differences between them.
7. It allows for comparison shopping
It was a difficult task to visit all the stores to check their prices to see which one was more
affordable. With the growth of the Internet, consumers can check straight from their devices,
making it easy and convenient. You can market your products to attract people with your prices.
You know they will be interested in your products, so promoting the price can seal the deal for
them. This is one of the benefits of Internet marketing to customers.
8. Obtain quality content
Content marketing is an excellent way for your business to reach your audience. You share your
industry-related knowledge with them, and they obtain the information they need. It’s a great
way to help your audience feel more informed. When you create content for your audience, you
fulfill a need. They obtain answers to their questions and feel more informed. This leads them to
engage with your business longer, which leads them to get to know your brand and becoming
familiar with your products or services.
9. It helps you reach a global audience
The growth of the Internet allows users from across the globe to access your products. This
means that people can purchase your products from different companies. It’s an excellent
opportunity for users to get the products they need. Before the growth of the Internet, users
couldn’t access these types of products if they needed them. Now, there’s an open opportunity
for people to obtain products from around the globe.
10. It provides clear product information
You can post more information about your products online and aren’t limited to a label. This
means that consumers are more knowledgeable about products, which helps them make better
purchasing decisions. You can market your products better and share this valuable information
with your audience. When you market your products, you highlight the relevant parts of your
product and sell that to your audience. People may get lured to your content based on the
product information you share.
9 Types of Internet Marketing Strategies
1: Search Engine Optimization (SEO)

SEO or search engine optimization is the process of adjusting your website to improve its
organic, free, or “natural” placement in search results.
SEO consists of on-page factors (content, structure, and user-friendliness) and off-page factors
(links from other sites, social shares, authority).
SEO strategies involve adjusting certain elements on your website so it meets Google’s
requirements while making sure your website presents the best overall experience for visitors.
2: Search Engine Marketing (SEM)

Search engine marketing or SEM is the process of using paid search (Pay Per Click ads) to gain
website traffic.
3: Pay Per Click or Pay Per Call (PPC)
PPC marketing can be broken down into two main categories: paid search and paid social
marketing. Ads are published on search engines or social platforms, and companies are
charged every time their ad is clicked.
Google AdWords is the most popular paid search platform, followed by Bing Ads, which also
serves search ads on Yahoo. Search marketing encompasses display, mobile,
retargeting/remarketing, and paid social advertising.
Facebook, Twitter, Instagram, and other social platforms have expanded their ad offerings and
made it more difficult to achieve organic views of marketing posts. As a result, paid social is
accounting for a higher percentage of most companies’ PPC ad spend budgets. PPC strategies
can create a dramatic, short-term boost in visibility and sales.
4: Content Marketing
Moz defines content marketing as the creation and distribution of relevant, valuable content to
communicate with customers and achieve your marketing goals. Content marketing strategies
focus on communicating with customers, rather than selling, providing content that educates,
amuses, or otherwise provides value to customers on a consistent basis in order to attract and
retain a specific desired audience.
Content encompasses virtually any information format disseminated online such as blogs,
videos, podcasts, infographics, social media posts, and more. High quality content plays a role
in all the main types of online marketing strategies, including SEO, PPC, social media
marketing, email marketing, etc.
5: Social media marketing

Social media marketing is the use of social media platforms and websites to promote your
business and connect with customers. Social media marketing does not necessarily drive sales.
Instead, it is often used to increase engagement, build links and bring content to the attention of
customers, and create a distinctive “brand”.
6: Email marketing
Email marketing is one of the most cost-effective types of digital marketing strategies. Email is
often cited as the “more effective replacement” for direct mail marketing, as you can directly
reach a wide network of customers in an instant with newsletters, ads, or reminders through
email. Email marketing can be very specifically targeted using demographics and other
information to segment lists and achieve the best result.
7: Influencer marketing
Influencer marketing is one of the newest types of internet marketing strategies but it is
expected to become increasingly popular in 2018. Influencers (individuals with a strong social
following) are paid to promote your company’s products or services. When you find influencers
who are in line with your company’s values and resonate with your customers, this marketing
strategy can be highly effective for some companies.
8: Affiliate Marketing
Affiliate marketing is the process of earning a commission by promoting or advertising other
companies’ products or services. Affiliate marketing often consists of promoting a product
through a blog or video, or featuring ads on your website. You receive a payment for every sale
made through your links.
9: Reputation marketing
Reputation marketing consists of using press releases, social media, and customer review
platforms to develop a positive perception of a company. Online referrals and reviews have
become increasingly important in certain industries such as the travel industry. Reputation
marketing involves developing a distinctive brand, encouraging customers to post reviews, and
responding quickly to resolve customer concerns or complaints on social media and review
platforms.
Why is Internet Marketing important?
Internet marketing uses the customers' online activity and then connects them with the business
by reaching out in various places over the internet. Internet marketing not only delivers
meaningful information to solve the customer's problems and needs but is also accessible on-
demand.
1. Accurate Results
2. Access to global market reach
3. Enhanced Customer experience
4. Cost-effective and budget-friendly
5. Automation of marketing functions
1. Accurate Results
With the help of internet marketing, the brands can set a target audience and get to know about
the specifications based on users, gender habits, behavior, or age. As a result, it becomes easy
to put your products in front of the audience at the right place when they are most likely to
purchase or take action. This makes internet marketing a potent tool to use for the benefit of the
brand.
2. Access to global market reach
Internet marketing helps you reach a wider audience and global market reach by finding your
audience in specific locations and then regulating the ads outreach as per your objectives. With
the help of ads, you can locate down to specific countries, cities, districts and then run through
that aligns with your goals.
3. Enhanced Customer experience
Internet marketing helps to connect with the customers and provide them with a highly
personalized shopping experience. For example, welcoming them via emails and offering them
based on their taste and preferences can enhance the overall customer experience. Here, the
customer will also feel special, which will ultimately drive engagement for your brand. The
business also gets the opportunity to manage their ads based on the users' groups and pages
that they can operate accordingly.
4. Cost-effective and budget-friendly
Internet marketing is regarded as one of the most cost-effective and budget-friendly strategies
as compared to traditional marketing. You do not need to maintain the physical resources or
display products for the audience. Internet marketing will help you get accurate results and drive
interested people to your website. The cost of running ads is budget-friendly and allows running
multiple ads based on the product.
5. Automation of marketing functions
Functions like lead generation, customer retention, and lead nurturing require a lot of time and
effort. With the help of internet marketing, you can automate these functions that can help you
to reduce the stress and time required to manage the overall operations. Hence, internet
marketing aligns with the way your customers prefer to discover and purchase your products or
services. Further, it can give you the flexibility to adjust as per your industry or size and
guarantees you results in no time.
How To Create An Internet Marketing Strategy?
Conduct market research

The aim of market research is to identify the target audience of your client's business
and find out what online channels they use.
Determine primary objectives

Choose channels that can help you reach the company's target audience and address
their primary marketing objectives.
Set a budget
Once you know what the company's online marketing requirements are, you can set a
budget for them that accounts for the intermittent processes.
Develop a user-friendly website

A website that is easy to navigate can improve user engagement and ensure that
interested users stay on your platform for an extended period of time.
Optimise your website

Create a search engine optimization strategy and decide which keywords you like to
target with your content.
Make company accounts on social media platforms

Create a company account on at least one social networking platform to improve user
engagement and get real-time feedback and queries.
Identify more online marketing channels

You can start with one or two strategies and employ them simultaneously, or one after
the other, to test their efficacy.
Measure, review and analyse results

There are various tools available online that can assist you in tracking the effectiveness
of each element of your online marketing strategy. Analyse results to identify which strategies
have the most impact and which strategies need improvement.
Types Of Online Marketing Channels
Search engine marketing
SEM or search engine marketing is a digital marketing approach to improve a website's visibility
in search engine results pages.
Here are some benefits of SEM:
● Helps in targeting the right audience through optimised ads
● Can help in increasing brand awareness
● Can increase traffic through ad visibility
Pay-per-click advertising
PPC (Pay-per-click) is a search engine marketing strategy in which a marketer pays a publisher,
usually a search engine, a website owner, or a network of websites, every time a visitor clicks
on an ad on the website.
Some benefits of pay per click marketing include:

● Cost-effectiveness
● Customisable according to specific marketing needs
● Compatibility with other marketing channels
Social media marketing
Social media marketing involves using social media platforms to market a company and
its products and services. It aims to raise brand awareness, improve customer engagement,
build loyalty and generate sales leads.
Some benefits of social media marketing are:
● Improved brand loyalty
● Increasing inbound website traffic
Content marketing
Content marketing is a strategy that involves developing and sharing relevant articles,
videos, podcasts and other media to attract, engage and retain an audience. This strategy can
position an institution as an expert in its field and raise brand awareness.
Some benefits of content marketing include:
● Higher ranking in search engines

● Improved brand reputation
● Better conversion rates
Email marketing
Email marketing campaigns help you stay in touch with your customer base, introduce
new products or services, provide discounts and promotions and remind internet users about
the brand's offerings.
Some benefits of email marketing are:
● Wide reach
● Good return on investment
Affiliate marketing
Affiliate marketing is a popular strategy for generating significant online revenue and
driving sales. It involves promoting a product or service through a blog, social media platform or
website.
Some benefits of affiliate marketing are:
● Wide audience
● Easy setup and implementation
Disadvantages of Internet Marketing
1. Time Consumption
The biggest demerit of online marketing is its time-consuming nature. Over time,
you’ll understand what works for your brand and what doesn’t.
2. Security and privacy issues
Security and privacy are major concerns when it comes to digital marketing. It is
crucial for businesses to safeguard customer data. When customers aren’t confident that
a brand or business doesn’t care about their data security, they won’t engage with it.
3. Inaccessibility
Although online marketing gives brands a global reach, not all regions or people
of the world are reachable through it. For instance, in rural areas where internet service
providers aren’t available or internet connection is poor. Further, illiterates and elderly
people who do not use the internet aren’t reachable through digital marketing.
4. Reliance on technology
Online marketing entirely relies on modern gadgets, internet technology, and

technological devices.
5. Technological issues
When you face technological issues such as a crude website design, slow page
loading speed, website downtime, poor site navigability, poor search engine
optimization, and more, you tend to lose web traffic. When such issues are faced,
people go to your competitors who are technically sound and offer a seamless
experience online.
6. Global Competition
Online marketing gives every business a global reach. This also means that
you’d have to face global competition.
7. Maintenance Cost
Although online marketing helps cut off many expenses, it can also increase
your expenses.
8. Facing negative feedback and reviews
Unlike conventional marketing, online marketing faces the risk of instant spread
of a bad reputation. For, any negative comment, review, feedback, or criticism about
your brand can go viral quickly, damaging your brand’s image. So, your customer
service team has to be quick in effectively handling customer issues.
9. Anti-brand activities
Also known as cybersquatting, the possibility of anti-brand activities is another

demerit of online marketing.
10. Internet Fraudulence
Established brands face the risk of internet fraudulence, where an

unauthenticated party can use unethical and fraudulent practices such as using a
brand’s trademarks and logos in their marketing. This can defame the concerned
established brand.
11. Likelihood of your promotional strategies being copied
When an online business does well by coming up with innovative tactics, its
competitors tend to copy those. This kind of piracy of a brand’s promotional techniques
and strategies is another disadvantage of online marketing.
Strategies to conduct Internet Marketing effectively
While conducting internet marketing, there are many strategies and actions that a brand
undergoes to achieve the desired results through internet marketing.
1. Create an SEO and user-friendly website
A website is the first impression of your brand. In other words, the website is the face of the
brand, and hence, the website should showcase good graphics, have a color combination, pose
a faster loading rate, and be easy to navigate. The website should be optimized for quality
content that can rank in the search engine pages, including SEO and related keywords. A user-
friendly website will help attract the visitor and showcase a particular product or service the
brand offers.
2. Commence with one channel at the initial level
One of the most effective internet marketing strategies is to start with one and then move to
many. The brand should analyze its audience and find the relevant channel or medium that can
align with its goals. The brand should have complete knowledge of the medium that they will
use for marketing. After getting hands-on experience on platforms, they can move to others.
3. Gradually implement on more channels
This internet marketing strategy is highly recommended for brands and businesses. As soon as
your business and audience start growing, you get a chance to take action on more channels
and create more touchpoints. Gradually you will get an idea about the styles and communication
required for different channels, and you can go forward accordingly.
4. Create a consistent customer journey
Your customer journey starts right when the customer interacts with your brand for the first time.
Here, you need to step into the shoes of the customer and feel the emotions that they might
have during the interaction. Understanding the customer journey is regarded as the best internet
marketing practice.
5. Automate the process wherever necessary
There are lots of processes and functions under internet marketing that are time-consuming and
complex at the same time. With the help of automation, the brands can save a lot of resources
because of the pre-equipped chatbots and email workflows to perform the work. For example,
you can have a 24/7 WhatsApp chat system to stay in touch with the customers automatically.

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VALUE PROPOSITION; CREATING COMPETITIVE ADVANTAGE, VALUE

PROPOSITION IN THE INTERNET, INTERNET MARKETING

Defining the Value Proposition:

1. Which customer are you going to serve?

Within an industry, there are usually distinct groups of customers, or customer

2. Which needs are you going to meet?

4 Best Example of Value Proposition

1. Uber- The Smartest Way to Get Around

● One tap and a car comes directly to you

2. Apple iPhone- the Experience IS the Product

Apple knows how crowded and competitive

● Apple iPhone value proposition, focusing on security

3. Unbounce- A/B Testing Without Tech

● Slack’s value proposition, focusing on credibility and

Creating Internet Strategies For Competitive Advantage

The Internet has undoubtedly unleashed a wave of entrepreneurial activity,

Strategy and The Internet

2. Understand your target Market

4. Develop a strong value proposition

6. Focus on quality and customer service

7. Build brand awareness

Internet Value Proposition

Why is a Strong Online Value Proposition Important?

Requirements of an Online Value Proposition

Characteristics of an Online Value Proposition

What Is Internet Marketing?

Online marketing can:

● learn about the needs of a marketing segment.

● develop long-term customer relationships.

● develop authority and expertise within an industry.

Internet Marketing and Digital Marketing

INTERNET MARKETING is a subset of digital marketing that focuses exclusively on online

What are the goals of doing digital marketing in business?

● Increase brand awareness.

What are the common examples of internet marketing?

● Incorporating relevant keywords naturally to help your search rankings.

● Easy to share through social media.

● Easy to interact with you by commenting on posts.

4. Social Media Presence

How does marketing benefit consumers?

2. It offers convenience and quick service

3. It helps build a better relationship

4. It provides 24/7 access

5. It creates a personalized experience

6. It provides your audience with options

7. It allows for comparison shopping

8. Obtain quality content

9. It helps you reach a global audience

10. It provides clear product information

9 Types of Internet Marketing Strategies

1: Search Engine Optimization (SEO)

2: Search Engine Marketing (SEM)

3: Pay Per Click or Pay Per Call (PPC)

5: Social media marketing

Why is Internet Marketing important?

5. Automation of marketing functions

Conduct market research

Determine primary objectives