The terms “online Internet marketing” and “online marketing” refer to any type of marketing conducted over the Internet. Online marketing can incorporate virtually any aspect of conventional marketing. For example, e-commerce sites make direct sales to consumers or businesses over the Internet, while there are extensive and varied methods of online advertising. In short, any type of marketing carried out in the “real” world can also be carried out on the internet.
Online marketing on the Internet offers numerous advantages over traditional marketing. The global nature of the Internet means that online marketers can reach larger and broader audiences than previously thought possible. At the same time, the various forms of Internet marketing are generally more affordable than their conventional counterparts; Through email marketing, for example, companies can distribute their newsletters or catalogs at a greatly reduced cost compared to print, Internet, and website advertising, even though they potentially have a much greater reach, not they are subject to the exorbitant fees of some television advertising spots. . Additionally, while print and television ads offer no guarantee of return to the advertiser, it is possible to purchase online ads on a cost per lead basis, ensuring that the advertiser receives a return on their marketing spend.
Additionally, online internet marketing offers many unique opportunities. Marketing through online social media or social networking sites, such as MySpace or Facebook, allows businesses to connect directly with consumers and advertising to travel through the community links established on these sites. Through search engine marketing, marketers can literally answer consumer queries; a bookseller, for example, can make sure her business appears prominently when someone searches for “novels.”
Online internet marketing also benefits from simpler and more detailed data collection. The use of web analytics software can allow website operators to obtain information about who their viewers are, where they are, how and why they came to the site, and their level of interest. Internet marketers can even optimize advertising content based on the location or interests of website visitors. Businesses may also consider affiliate marketing, a branch of Internet marketing in which one website refers visitors to another. Many of the leading online retailers and e-commerce sites, including Amazon and eBay, make extensive use of affiliate marketing.
The growing prominence of the Internet around the world means that online marketing, already a force in the business world, is poised to become even more important. The inherent advantages of online Internet marketing, particularly its cost and usage efficiency, make it worth considering for any business, regardless of size.