What is Internet Marketing?

 Also referred to as online marketing, internet marketing is the

process of promoting a brand or business and its products or
services to customers through online channels such as search
engines, email, websites, and social media. It’s used to help
drive traffic, leads, and sales for the business. Internet
marketing is a term that is expanding its scope each day.
 This is the application of the Internet and related digital
technologies to achieve marketing goals. (As per definition
given by Chadwick, Chaffey, Mayer, & Johnston in Yr. 2000)
 It is an interactive marketing tool that enables effective two-
way dialogues between the client and the organization to
help them gain new and existing goals.” (As per definition
given by Charlesworth, Gay & Esen in Yr. 2007)
 Internet Marketing is a subset of Digital Marketing.
 History and origins of Internet Marketing
 Between 1971 and 1972 The ARPANET (an acronym for Advanced
Research Projects Agency Network) was the first wide-area packet-
switching network with distributed control and one of the first networks
to implement the TCP/IP protocol suite. Both technologies became the
technical foundation of the Internet.
 1979: Michael Aldrich demonstrates the first online shopping system.
 1981: Thomson Holidays UK is first business-to-business online shopping
system to be installed.
 1990s : The term Internet Marketing was first used in the 1990s.
 1993 : the first clickable banner went live, after which HotWired
purchased a few banner ads for their advertising. The very same
year, Yahoo was launched.
 1998 : saw the birth of Google. Microsoft launched the MSN search
engine and Yahoo brought to the market Yahoo web search.
 2007 : Flipkart opened in India
 DIFFERENCE BETWEEN INTERNET AND
TRADITIONAL MARKETING
S, Internet Marketing Traditional Marketing
No.
1 includes online advertising, email includes print, broadcast, direct mail, and
marketing, social media, search engine telephone etc
optimization, pay per click etc
2 Advertising campaigns are planned over Advertising campaigns are planned over
short period of time. long period of time.
3 Reasonably cheap and rapid way to Expensive and time-consuming process.
promote
4 Success of digital marketing strategies can can be celebrated if the firm can reach large
be celebrated if the firm can reach some local audience.
specific number of local audiences.
5 Two ways conversation One way conversation.
6 Wider reach to the customer because of Limited reach to the customer due to
the use of various customers technology. limited number of customer technology.
 OBJECTIVES OF INTERNET MARKETING
 To Sell Products or Services with the use of Internet.
 To Serve The customer by using the internet.
 To use the Internet to communicate with the customer
(existing customer and potential customer).
 To use the internet to save or to reduce the cost.
 To use the internet to build the identity of a brand.
 To become an influencer in your field. Every industry has a
few well-known individuals or companies that others look to
as thought leaders.
 Manage online reputation.
 Maintain a continuous flow of new leads. As per survey,
reaching new Customers is the single most important goal of
the companies follows by customer loyalty, Increasing
revenue per customer, increasing services etc.
 Internet Marketing Funnel
– The top part of funnel consists of brand
awareness and recall.
– Second part of funnel contains the content
engagement and education.
– The last comprises of lead generation and sales.
 TYPES OF INTERNET MARKETING
E-mail Marketing
1. Email marketing is promoting products through the use of e-
mail. It is the core of internet marketing.
2. By many marketers it is regarded as the least expensive tool
for marketing online.
3. According to Pavlov, email marketing campaign gives twice
the returns on investment compared to other forms of
internet advertising.

4. Effective email marketing can lead to good results. It also used

for, Update, Remind, Nurture, Retain, Share.
 SEARCH ADVERTISING
• Now a days, people look to online search engines for a particular problem
or a new product. They read the reviews of their product and then decide
what to buy. This forms the zero moments of truth. When the user
actually experiences the product, it forms the first moment of truth.
• The main purpose of search advertising is to lead the customer or
prospect from search to conversion.
• It has been proven that the ROI of search advertising is more than web
banner.
• There is a spill over effect of generic search. When a consumer searches
for generic problems and if the name of a brand appears in that in the
sponsored links, then customer becomes aware of the brand
• There are two types of ads that appear on any particular search page of
any search engine :
i) List of Web Pages displayed in the screen. This is an organic search result
and free of cost. This is form of Search Engine Optimization (SEO).
ii) The other section is sponsored links where ad words are used. The
marketer pays the search engine for displaying their ads which based on
an auction process. This is the part of Search Engine Marketing (SEM).
 SEARCH ENGINE MARKETING (SEM)
In this type of advertising, the marketer pays search engines for displaying a
particular brand name on top of the page in case that particular keyword is
used. This form of advertising where marketer pays the search engine
through bidding of keywords is called Search Engine Marketing.
There are few important parts under SEM. They include paid inclusion,
Traditional Ads, Pay per Click Advertising

Pay Per Click Marketing :They are text only ads. They are completely
controlled by the advertiser. The advertiser decides which keywords should
bring up the ads and how much should be paid for the keyword.
➢You have to pay for PPC ads.
➢You target certain words and then when those words are searched for on a
search engine such as Google your ad will appear.
➢But you do have to pay every time your ad is clicked on.
➢You need to make sure you do your homework and find out how to
effectively use PPC.
 SEARCH ENGINE OPTIMIZATION (SEO)
The purpose of SEO is to make the site better for both user and
search engines. SEO is the practice of optimizing a website so
that it achieves higher rankings in organic results rendered by
search engines such as Google, Yahoo!, and Bing.
It should be noted that SEO affects only the organic page results
and not the paid or sponsored ad links displayed on search
pages.
 VIDEO & DISPLAY MARKETING
VIDEO MARKETING : After Google, Youtube is the world‘s second largest
search engine. The video content matters a lot. If the marketer makes the
video content that is engaging, enjoyable and interesting for the viewers,
then the probability of them sharing the video increases manifold. The
sharing of a video has an immediate effect on the entire purchase funnel.

DISPLAY ADVERTISING : occurs in many forms on the internet. The most

prominent among them is web banners. These banners consist of static or
animated images, and interactive media that may include audio and video
elements. The main purpose of display advertising is to create brand
awareness. Therefore, for the display advertising, the most important
metric is interaction time.
 CONTENT MARKETING
A strategic marketing approach focused on creating and distributing valuable,
relevant, and consistent content to attract and retain a clearly defined
audience — and, ultimately, to drive profitable customer. There are various
ways in which content can be optimized like published articles, Wikipedia
articles, Whitepapers, Online seminars and webinars can be organized,
Videos must be created and to use user generated content.
 CROWDSOURCING
Crowdsourcing is one of the phases of cocreation. It is one of the ways in
which marketers and product developers can engage with their customers
online. It is defined as the process by which a function previously
performed by employees is now outsourced to the undefined and large
network of people who can also be customers.
Example, i) Apple where the customers are involved in developing iPhone
applications.
ii) P&G has initiated their Connect + Develop concept that invites people
to submit their innovative ideas. According to their website, "External
collaboration plays a key role in nearly 50 percent of P&G's products.
 SOCIAL MEDIA MARKETING
Social Media marketing strategies are mainly focused on the
following key goals:
•Build Consumer Engagement
•Address and Resolve Complaints
•Crowd Sourcing: Receiving new ideas on product-service
•Build Brand advocacy
•Micro communication: individual messaging.
 BLOGGING
Blogging is the act of posting any kind of content on a web
log. Blogs allow internet users to interact with each other and
also share ideas with a large number of other people using
the world-wide-web. Blog marketing is a way of internet
marketing where brands use a blog to reach business
prospects. So, they have become a popular source for search
engine optimization (SEO) as search engines like Google and
Bing frequently look into the blogs to update their index with
new content from them.
 CHALLENGES OF INTERNET MARKETING
1. Not getting lost in the volume
2. Driving relevant traffic to the website
3. Privacy & Lack of trust
4. Targeting the right audience effectively
5. Traditional advertising still booming
6. How to manage Big Data
7. Skills and Knowledge Deficiencies of Internet Marketing
8. Knowing what to do in house and what to delegate to an
agency
9. Another challenge of Internet marketing is the pace at which
it is evolving
10. In 2015, Google said your website was going to be penalised
if it wasn't responsive and it would give priority in their search
results to websites that was responsive.
 OPPORTUNITIES IN INTERNET
MARKETING
1. Shopping Anytime, Anywhere
2, Luxury consumers are citizens of the world
3. Online Reputation Management
4. The Art of Being Real
5. Micromarketing
6. Concept of Marketing Automation
7. Immersive Experience Before Purchase
8. Emotional Connection
9. Augmented Reality (AR) within e-commerce
10. The right product at the right price at the right time
 INTERNET MARKETING IN INDIA
 As per the ‘Social’s Global Digital’ Report for 2019, there are 1.190 billion
mobile subscriptions in India. In the calculation of accounts for 87% of the
population. In the next coming years as mobile data plans in the country
become more affordable and pervasive. Mobile access to the internet is
expected to become more widespread. As per the report ‘Mary Meeker
Annual Internet trends’ for the year 2017, the country’s rate of internet use is
fast growing indicating that the Golden Age of digital marketing in India.
 INTERNET MARKETING IN INDIA
 There are more than 310 million active social media users in India. The
leading social network in the country is Facebook with approximately 300
million users in 2018. There are Instagram followers around 75 million
users, LinkedIn has 54 million users, Snapchat has 11.15 million users and
Twitter has 7.65 million active users in India. The following figure may be
taken for getting an idea of percentage trends of the same :
 INTERNET MARKETING IN INDIA
 As per GOOGLE, BCG study, salient points on HOW INDIA HAS FARED
ON THE PATH TO DIGITAL MARKETING are as follows :
 Of the Indian brands surveyed, 6% of Indian brands were found to be
delivering best-in-class ‘Multi-moment’ experiences and more than 80%
of Indian brands sit in the two middle maturity buckets ‘Emerging &
Connected’, only 8% of were at the lower end of maturity ‘Nascent’.
 India is taking a progressive and a more mature digital approach in
marketing. However, technological barrier as the top challenge in
delivering the full potential of digital engagement.
 As per the study, India saw the top quartile of brands in terms of maturity
report an average of 7% annual incremental revenue and 13% annual cost
efficiency.
 There is a clear shift to digital : digital channels are becoming the standard
across the marketing activities.
 Consumers are increasingly seeking relevant personalised experiences
from brands.
 There is an increased focus on data privacy regulations and browser
policies.
 CONCLUSIONS
As generation evolves and technology develops, the advancement in the field
of marketing and advertisements has been immense. No longer are business
bounded by the limitations of traditional marketing techniques. Internet
Marketing is the buzz word for the companies today, that are trying to make
their products and marketing campaigns create a buzz among potential
customers. In India, Internet marketing is one of the fundamental changes
towards digitalization.

Finally, Modern market has transferred to the online world where companies
can now reach customers worldwide, using different forms of online
marketing. Not only does this increase the potential market and the number
of potential customers, but it also provides companies with the chances of
establishing the position on global market and thus reaching for greater
success and achievement of long-term goals.