Internet marketing, also referred to as i-marketing, web marketing, online marketing, or eMarketing, is the marketing of products or services over the Internet. (source: wikipedia) Internet marketing is relatively inexpensive when compared to other forms of business marketing, i.e. print, billboard, radio, t.v. etc., through online marketing companies can reach a wide audience, global or targeted, for a small fraction of traditional advertising budgets. The ease of use, scope and breadth of information, low cost of access, and mobility of the internet for the user gives businesses the advantage of appealing to consumers any day, any hour, and in any location. The strategy and overall effectiveness of an internet marketing campaign depend on the company’s goals, plan, and execution.
Measuring an effective advertising campaign is subjective, the ROI (return on investment) for each company is different, some of the components that are measured are time, cost, reach, and conversion. When measuring an internet marketing campaign we take traditional measurements and add in analytical data that can be tracked, measured, and comparatively analyzed. This data can be used to judge execution, to compare with previous campaigns, as well as the web presence of competing companies. The analytical data from internet marketing is far easier and more efficiently extractable when compared to a traditional offline advertising campaign, this coupled with the lower cost has made web marketing an integral addition to most business marketing plans.
Internet marketing enhanced traditional advertising campaign measurements with the addition of unique visitors, clicks, bounces, page ranks, keyword authority, link tracking, and much much more…..and now, as if that weren’t enough we add in the interactive marketing component where engagement, brand awareness, word of mouth, and community generated content expands the ROI from return on investment to return on influence. Interactive marketing measurements include content syndication, brand exposure, and comments and discussions on blogs, social networks, forums, micro-sites, article sites, news aggregator sites, mobile and social applications, and…..basically anywhere information can travel it can now be tracked.
Internet marketing has morphed into so much more than the just internet based, where it used to be predominately SEM (search engine marketing) with pay per impression, pay per click, pay per play, or pay per action and SEO (search engine optimization) with long tail and short tail keywords, backlinking, and website design and coding, it is now interactive multichannel marketing. Internet marketing has grown from just paying for placement for visibility on the internet to interactive digitally focused engagement marketing, which involves the placement of media along varying stages of the customer engagement cycle. Multichannel marketing is accomplished through use of the internet, email, mobile devices, and even extends offline. Interactive marketing is about reaching and engaging consumers where ever they may be.
Right now is the time of year that most business owners are creating or fine tuning their business plan for 2010, part of that process is to look back at what you did this year and last year, as well as to look ahead at what you might want to do next year and the years beyond. A comprehensive marketing plan should encompass staying in front of current and past clients while also increasing exposure to get in front of new clients. Through the use of technology and the internet this has never been easier, so get out there and get interactive. Let us know how it goes!