Internet Marketing
Internet Marketing from the London Web Factory
People usually think of internet marketing as search engine placement, but internet marketing is much more.
The Chartered Institute of Marketing provides the following definition: "Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably". The internet provides a vast number of technologies that can be used to support this process. It can be used to finding lucrative markets, assess their needs, design and test solutions, promote and sell products and services, and continually improve and retest solutions so that profits remain healthy. Here is a list of marketing tasks and a short description of how the internet can be used to complete them.
Market Research
Online market research tools can be used to find what people are searching for, and how many searches are performed each day, week, month or year. This data can then be used to forecast your potential business in terms of turnover and earnings.
Market Testing
Your friends and family might love your product or service but the general public might not. Test campaigns can answer questions quickly, cheaply and decisively. Micro sites and split market testing can be used to find out exactly what appeals to the market and how much business you are likely attract.
Search Engine Marketing
Search Engines Marketing can be divided into two areas:
1) Pay Per Click involves paying a small fee every time somebody clicks on your advert. Your position on the search engine is governed by a complex algorithm that involves results from a search engine spider, the click through rate and the price you are willing to pay. By optimizing your adverts and pages you can greatly reduce your advertising costs.
2) Organic search engine marketing relates to the natural search engine results which appear on the left hand side of the search engine page. Search engines use very sophisticated weighting algorithms to work out the position of a website in this section. To score highly in this area the search engine needs help to 1) find its way to the page, 2) ascertain what the page is about, and 3) find out how many other people have found this page useful.
Email and Text Message Marketing
Graphical emails and text messages can be used to send news about a new products or special offers. They remind customers of your existence and are usually linked with a special landing site to increase conversions.
Banner Advertising
Banner advertising consists of embedding rectangular images on websites that will support your brand or will drive traffic to your site. These then lead to specifically designed landing pages to help raise conversions. Banners can be static, animated or even small videos.
Public Relations
Public Relations can be an important tool for driving traffic to your website. Media employed includes: online magazines, news letters, blogs, video portals, chat rooms, discussion forums and community websites.
Affiliate Marketing
Affiliate marketing schemes encourage other people promote your business via banners pointing from their site. In return the affiliate receives a share of any resulting sale. To be successful the process must be fully auditable by both parties.
Viral Marketing
Viral marketing involves communicating a message from one person to another. Different media are employed such as: word of mouth, pdf documents, videos, email and websites.
Usability Analysis
Usability analysis involves monitoring users completing certain tasks to ensure that the user interface of the site is error free, easy to use and gives user satisfaction. This usually involves two key project activities: 1) Expert Reviews and 2) User testing.
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