Developing A Plan For The Internet Market

Ten Factors For Success
The Many Aspects Of Marketing To The Search Engines
Pay-Per-Click Advertising Options, Yes There Are Options
There Are Many Different Shopping Portals
Banner Ads Are Changing
Learning The Tricks Of Email And Direct Marketing
What Is Branding and Why You Should Do It
Affiliate Marketing Is Everywhere
Internet Marketing Has Its Own Unique Legal Issues
Customer Service And Product Support Are Still Vital Parts Of Business
Return On Investment And Tracking 

Glossary Of Terms Used

 

Developing A Plan For The Internet Market
 

The Internet marketing strategy that works for one business is not necessarily the right strategy for another. Each campaign depends on a unique ratio and blend of customer demographics, services or products offered, business objectives, capabilities reputation. Our Internet marketing plan should be developed, tested, implemented, analyzed and revisited each year or as the business needs change and the Internet grows.

 

Ten Factors For Success
 

Viewed more closely, the companies analyzed each had practices in place to address the following steps:
 

1. Vision and Top Management Commitment: a Prerequisite for Successful Strategy Development and Implementation
Successful e-business approaches are based on a clear vision, which is the starting point as well as the reference for development and implementation of strategic decisions. The vision requires full senior management support.
 

2. Strategic Alliances: Focus on Core Contributions
In the large number of alliances which are necessary to cover the whole value-chain in e-business, senior management must concentrate on those partners who already have a significant impact on their own business success and are thus of strategic importance.

 

3. Branding: Guide through the Data Jungle
In many highly competitive markets only the number 1 or number 2 brand can operate profitably in the long run. In such markets, the brand becomes a decisive competitive factor, due to its signaling function, its impact on the emotional purchasing experience, and its guarantee of quality and security in the virtual world. Yahoo! was one of the first companies to recognize the value of branding in the technology-driven i-world and is a prime example of the fact that not only established brands can move into the i-world, but that new brands can also be established successfully.

 

4. e-pricing: Competitive Advantage through Differentiation
The increasing market transparency of the online world can be countered by intelligent price management. e-business provides the chance to achieve extremely flexible and complex price determining systems as well as new approaches to price differentiation. 

 

The Many Aspects Of Marketing To The Search Engines
 

Search engine marketing was once the gold rush for online customer acquisition. When the Internet was much smaller and search engine rankings were easier to come by, a business could earn top ten rankings and free traffic quite easily.
 

Today, though, competition has skyrocketed, and ranking in the top ten for leading search engines within the chosen keywords or phrases can be next to impossible. Additionally, search engine algorithms or the criteria they base relevancy against, change as frequently as once per month.
 

As a result, developing a website that meets the criteria for superior ranking results is the same as chasing a moving target. In any regard, the basic foundation is important in Internet marketing today and why search engines are pay-per-click driven, discussed in detail in a later chapter.
 

Portal vs. Search-Only Sites
Search engines have two basic styles – portal and search box focused. Yahoo.com is a portal site, along with Netscape.com and MSN.com. These engines, sometimes called directories, offer search, news, mail and other user features to encourage repeat visits and visibility.
 

Other search engines offer nothing aside from a search box. Google.com, DMOZ.org and AltaVista.com are search box based engines. Each time one searches these engines, he or she receives a listing, often many pages long, of relevant results listed according to their relevancy algorithm.

 

And much more..