Businesses using the internet for their marketing and advertising initiatives need to do more than just putting up ads and product announcements to experience real gains from strategic internet marketing. Internet marketing is more than just making your presence known to anyone and everyone who comes across your website. Doing marketing through the internet should be treated the same way as doing marketing the traditional way. By incorporating strategic internet marketing in a companys marketing and business plans, success is expected to be seen in the various aspects of the business.
Strategic internet marketing involves planning and aligning initiatives to the general corporate direction. It should be treated as another distribution and marketing channel with specific measurable objectives such as audience reach and ROI among others. Compared to traditional modes, strategic internet marketing is easily measurable. A variety of methods including pay per impression, pay per click, pay per play, or pay per action can be used to measure the results of a particular campaign. It is easy for the marketer to assess which messages and offers are able to generate more of each particular customer response. These results are measured and tracked almost immediately. Most material used in strategic internet marketing requires an existing or potential customer to perform some kind of targeted action at once. These results, measured in web analytics, give a certain level of accountability on the part of the advertiser. Strategic internet marketing can also effectively succeed in influencing sales revenues in other distribution channels.
A strategic internet marketing campaign can include one, several, or all of the following initiatives:
1. Search engine marketing (SEM) is an entire program of activities aimed at generating revenues by increasing website traffic. SEM uses strategies and initiatives directed towards the company’s niche market, its business objectives, and its search engine marketing budget.
2. Search engine optimization (SEO) is a component of SEM that involves keyword research and selection, site building, on-page optimization and link building. SEO uses keywords to increase the chances of a websites URL appearing in search engine results pages.
3. Banner Ads are the electronic form of print advertising. There are standard sizes and shapes that is generally followed by internet advertisers. Banner ads can be paid or free depending on the site where the ad is to be displayed.
4. Email marketing is a type of marketing campaign that involves the sending of promotional and advertising materials through a target markets email address.
5. Affiliate marketing is a way of earning more by affiliating with other companies and being compensated based on pre-defined sets of action and rates. Pay-per-click is one of the most popular affiliate marketing initiatives.
Another important part of strategic internet marketing is geo marketing. This focuses marketing efforts towards specific target market segments within a specific geographical location. This strategy is effective in that the marketer is sure that whatever material the prospective customer is sent will be one that is relevant to his current situation and location. With the use of a geolocation software, a marketer can also undertake to have different strategic internet marketing content sent to target markets within a specific locations.
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