Online Media or Internet MarketingAugust 29, 2011




Internet marketing is considered to be broad-scope...

1] because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media.
2] Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.
3]Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales.
4] Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing, and Web 2.0 strategies

Internet marketing is associated with several business models:
E-commerce: a model whereby goods are sold directly to consumers (B2C), businesses (B2B), or from consumer to consumer (C2C)
Lead-based websites: a strategy whereby an organization generates value by acquiring sales leads from its website.[citation needed] Similar to walk-in customers in retail world. These prospects are often referred to as organic leads.
Affiliate Marketing: a process wherein a product or service developed by one entity is sold by other active sellers for a share of profits.The entity that owns the product may provide some marketing material (e.g., sales letters, affiliate links, tracking facilities, etc.); however, the vast majority of affiliate marketing relationships come from e-commerce businesses that offer affiliate programs.
Local Internet marketing: a strategy through which a small company utilizes the Internet to find and to nurture relationships that can be used for real-world advantages. Local Internet marketing uses tools such as social media marketing, local directory listing,[6] and targeted online sales promotions.


Advantages

Internet marketing is inexpensive when examining the ratio of cost to the reach of the target audience.[citation needed] Companies can reach a wide audience for a small fraction of traditional advertising budgets. The nature of the medium allows consumers to research and to purchase products and services conveniently.[citation needed] Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickly. The strategy and overall effectiveness of marketing campaigns depend on business goals and cost-volume-profit (CVP) analysis.

Internet marketers also have the advantage of measuring statistics easily and inexpensively; almost all aspects of an Internet marketing campaign can be traced, measured, and tested, in many cases through the use of an ad server. The advertisers can use a variety of methods, such as pay per impression, pay per click, pay per play, and pay per action. Therefore, marketers can determine which messages or offerings are more appealing to the audience.

Technological advancements in the telecommunications industry have dramatically affected online advertising techniques.[citation needed] Many firms are embracing a paradigm that is shifting the focus of advertising methodology from traditional text and image advertisements to those containing more recent technologies like JavaScript and Adobe Flash.
As a result, advertisers can more effectively engage and connect their audience with their campaigns that seek to shape consumer attitudes and feelings towards specific products and services.