Internet marketing course:
I. Introduction to electronic marketing:
1- Introduction
2- Definition
3- Electronic
marketing compared to traditional marketing
4- Advantages and
disadvantages
II. Electronic
marketing, instructions
1- primary tools
2- The strategy
3- Adopt the
marketing mix
Case study:
Colic, a French
company specializing in marketing
Conclusion
Bibliography and
biography.
Supervised by Mr.
BAAKIL
I.
Introduction to electronic marketing:
1- Introduction
Before trying to define the term E-marketing (or electronic marketing) we
must first look at the premises of its appearance and development.
The theories
regarding E-marketing have not yet been unified, because of the great diversity
in the opinions of specialists. However, one aspect that has ceased to be
discussed is the fact that electronic marketing first appeared as different
techniques used by companies distributing their products through online
channels (Internet-based on. These companies that paved the way have been
called “e-merchants” as opposed to traditional retailers (also known as “brick
and mortar” retailers). Over their limited lifespan, these electronic retailers
have developed and frantically introduced marketing techniques based on the
support offered by the Internet.
The online
technologies mentioned above developed in the context created by e-merchants,
B2B, and B2C organizations commonly used nowadays among them. They developed
into what we now call E-marketing (the “e- “in both cases means “electronic”).
You may find the
perspective offered by the E-Marketing Association (EMA) extremely useful and
suggestive. You’ve heard a lot, especially over the past 2 years, about the
decline of online businesses (or the decline of dotcom), but this temporary
difficulty can be seen as a resemblance to the dead-end of Columbus on his
expedition that l ‘made famous over half a millennium. The initial “business
plan” by Christopher Columbus who started this journey (that of bringing
resources from Asia to his country and getting fabulously rich) was a complete
disaster: catastrophic estimates, not enough resources allocated, the total
lack of environmental information, he will develop his “business”, but he
discovered America instead and changed the world forever. Similarly, we can say
that dot-come, despite their terrible strategies (if any), mistakenly
“discovered” the world of e-marketing.
2- Definition
As we have already
noticed, E-marketing is still very problematic. Yet, what do we mean when we
use this term? Like many other English words, the term originated by adding the
prefix “e” to a term already known and used, in this case, “marketing”. The
prefix “e- “is actually the extreme contraction of the word “electronic” and is
quite ubiquitous in the language of many people today: “e-marketing”,
“e-business”, “e-mail “,” e-learning “,” e-commerce “,” e- “,” e- “,” e- “
The simplest
definition of E-marketing might be the one proposed by Sheets Mark:
E-marketing, which uses the Internet as a channel for manifestation.
A more general
effort, the working definition is that planned by the specialists of the
company CISCO: E-marketing is an umbrella term used for a wide range of
activities - advertising, customer communications, branding, loyalty programs,
etc. - using the Internet. More than just developing a website, E-marketing
focuses on online communications, direct dialogue with consumers who thus take
part in creating new products, and finding effective methods to gain customer
loyalty and facilitate their business process. E-marketing is the sum of the
activities of a business done to find, attract, winning and keeping customers.
Finally, for those
of you interested in a more scientific approach, we could say that E-marketing
allows relational exchanges in a digital, networked, and interactive
environment (acronym: DNI environments). Earlier in the history of E-marketing,
it was conceptualized as being centered on exchanges, but theorists today
suggest the paradigm of exchange is a limited way of defining E-marketing.
Whichever
definition you choose to use, will depend on where exactly you need to use it
and for what purposes. You can probably plan a definition of yourself, based on
your knowledge, experience, and view of what is E-marketing.
3- Electronic marketing compared to classic marketing:
Electronic
marketing, as we have just seen, can be defined as all the means aimed at
promoting an offer (product & / or services & / or idea) using Internet
technologies. E-marketing helps promote communication and transactions on the
Internet.
Its field of application is twofold:
- - Construction and optimization of websites that meet the expectations of the targeted targets.
- - Generation of qualified traffic through search engines, advertising, or direct marketing on the Internet.
In the classic
Marketing approach, E-marketing contributes to a significant change in this
discipline. Customer-centric Marketing. While classic marketing is completely
focused on the offer, E-marketing is largely customer-oriented, this is because
of the tremendous possibilities offered by additional information and
communication technologies.
4- Advantages and disadvantages
a- The advantages
Low cost and
long-lasting Marketing Strategy:
The Internet has
become the information superhighway for the buyer. Most people prefer the
online transactions that the Internet can offer. As a result, the Internet has
become the most successful sales tool. Internet promotion offers cost-effective
solutions for small businesses to develop their products and distribution
networks. For example, the use of portals can help create new logistics sales
channels, or provide better and faster access to products.
Compared to other
forms of marketing, Internet promotion has the advantage of reduced budget and
storage costs, compared to printing brochures, producing television or radio
ads, or controlling advertising. ‘a call centers. It represents a quick and
profitable solution to penetrate the markets.
Market
penetration:
With millions of
people using the Internet to search for a product or service, small businesses
can enter other markets at a fraction of the cost of traditional methods.
The websites act
as the second showcase of the company, accessible 24 hours a day. Internet
promotion gives businesses greater visibility, creating more opportunities to
increase the number of customers at a relatively low cost. Never has it been so
easy for a new business to reach millions of potential customers, and position
themselves for success, with no expensive infrastructure or overwhelming
marketing costs. Thanks to the Internet, new businesses can become popular
almost overnight.
Low cost, instant communication:
Email makes
communication instantaneous, whether the customer or the branch is across the
street or halfway around the world. It makes it easier for customers to
maintain contact and also makes repeat buying easier. So, an online strategy
can save you money and turn your small business into a profit-making machine.
The result is that small businesses can gain a significant competitive
advantage in any market.
Many online
businesses have therefore resorted to e-zines, blogs, instant ads (ADSs), and
other marketing tools and introduced customers to their new products or
services, or provided information about their activities. The advantages of
this strategy are twofold. The company can increase the image and the notoriety
of its brand for new products on the market while strengthening its
relationship with its customers thanks to a shortened communication time.
The content is timeless:
Internet promotion
also has the advantage of lasting. Considering that participation in a trade
show or conference loses its sales impact once it is over and that a newspaper
advertisement can quickly lose value 1 or 2 days after its publication or until
the next issue, Internet promotion is timeless. Regardless of dates and
sometimes prices, the content of your site remains valid for several years
after it is put online. Real-time statistics to measure the impact of
promotional campaigns: One of the most significant advantages of Internet
Promotion is that its success is measurable. Marketers can use tools that
provide real-time statistics on unique visitors, repeat visits, ad
click-through rate (CTR), allowing them to evaluate a promotional campaign.
This allows marketers to determine what is working for their particular market
and to change their marketing strategies.
Timesaving:
Another important
advantage of internet promotion is that it saves you time. Effectively, it
eliminates consulting a product’s directions for use and benefits or any such
information through FAQs (Frequently Asked Questions). It saves time and money.
So, if 10 or 10,000 people visit the site, the cost increases are marginal
while the profit can be immense.
But like any other
strategic approach, internet promotion is not without risks and weaknesses. B-
The disadvantages:
Difficulty attracting the prospect:
The small business
may not have the budget to run paid directory inclusion campaigns, cost per
click advertising campaigns. Nor can she rely only on SEO (Search Engine
Optimization) or word of mouth to drive traffic to her site. With millions of
other businesses selling the same product or service, competing with more
companies can frustrate and costly for small businesses.
Larger companies
can afford to run promotions, pay to include in directories, cost-per-click
campaigns, or any other internet marketing method that can generate traffic.
Difficulty in
assessing the legitimacy of the transaction:
Another notable
drawback to online promotion is that it can be difficult for site owners and
consumers to assess the legitimacy of a transaction. Small businesses are
vulnerable to thieves who use stolen credit cards to shop online. Small
businesses are being forced to deal with the risk of fraudulent transactions in
order not to fund costly security measures.
The seller and the buyer are isolated:
Another drawback
is the isolation of buyer and seller. There is brief contact before and after
the sale takes place. Thus, the prospect of repeat sales may be diminished. Entrepreneurs
are forced to adapt sales strategies to keep the customer coming back to their
site.
c- Conclusion
From all these
indications, it turns out that the advantages of Internet promotion far
outweigh the disadvantages. With the proper knowledge, entrepreneurs can make a
profit with internet promotion, especially small and growing managers, the
development of the internet, its efficiency, ease, and accessibility for
clients is indisputable. Someone must well advise the small business to develop
its internet promotion strategy to improve its online competitiveness.
III. Electronic
marketing instructions for use 1- primary tools
a- Institutional
sites or “classic” business sites (with or without an e-commerce store).
The website is the
classic and essential tool for setting up your marketing strategy ... Without a
website in 2008, a business “does not exist”. All studies show that customers
and prospects now mainly use the Internet (and in over 80% of cases in France
via the site) to find information. Many companies have therefore significantly
reduced their “paper” budget to transfer it to the Internet.
The primary goal
of a website is to provide the public with information about your business,
your products, and anything else they may need (opening hours, warranty, usage,
etc.).
- The
institutional informative site which presents the products, distributors,
product sheets, flash videos… (egg:). The corporate site can also include a
store or be only a virtual store as one.
- The portal which
brings together information on a sector of activity, a selection of articles
... with important content. This type of “module” (or even a complete website)
is on the decline in France because of the time to bring added value (see,) and
the brief return on investment (or the weariness of readers in the face of the.
“Infomercials”).
This is also the case with portal sites, which have seen their audience crumble
... However, by the end of 2007 saw a surge in these sites which are using
participatory (egg Yahoo Question Answers ...). and co-creation (egg: using
blog content like) to expand their offer and regain some legitimacy.
- Micro-sites:
they have a vocation either in the short term (specific creation for an event,
a commercial PO, etc.) or in the long term (creating a site for a star product,
etc.). These sites often have a specific and independent URL.
Examples: Samsung
sites on its cell phone models, sites on films (for example, the Sin City film
site created by its distributor
with wallpapers to
download…), the site linked to an institutional communication operation like
that of Stella Artois… Be careful not to create too many, otherwise, this will
reduce the strength of your natural referencing by dispersing your visits.
- Mini-games,
interactive animations, utilities, and funny applications like whose goal is to
generate buzz marketing. - Intranets and extranets (for example the community
of resellers ACT!) Which makes it possible to distribute information after
validation of the opening of the account.
- Regional sites
which offer translated versions or adapted to each country or culture (English,
Chinese versions, etc.). Of course, to offer a translated version you must
either have prospects in these countries or want to expand your audience ...
- Distributor
sites: Having your products listed on e-commerce sites has become essential in
a distribution strategy. For 1 year it has become more and more difficult to
make a place for it if you are not a leader ... Indeed, with the explosion of
eCommerce and the desire of manufacturers to bypass the monopoly of the large
distribution, eCommerce sites like the (1st FNAC store in France), ... are
behaving for their colleagues Leclerc, Auchan, ... by demanding huge sums to
get visibility (several thousand euros for a presence year-round in a
section…).
B - Marketing
linked to search engines (Search Engine Marketing) The leader in France remains
Google with over 80% of market share… There is of course the purchase of
sponsored links, but there is also natural referencing. - The purchase of
keywords (sponsored links): you can create your campaign yourself, or call on a
service provider who manages budgets for you, optimizes ads… You can choose to
be present only in the engine searches and/or in content sites (artisans). It
is also possible to choose to be present through the challengers sponsored link
programs such as, or.
- Natural
referencing: here the goal is not to pay but to appear in the first
“non-commercial” results by optimizing your website (optimization of content,
HTML code, etc.).
c - Direct marketing
It brings together
all the techniques to reach the customer directly by sending messages
(emailing, newsletter, etc.). But beware, the year 2006 and 2007 saw the
opening and click rate drop… Blame it on spammers, over-solicitation (see the
terrible example of who harasses his customers with sometimes several messages
per day!)… To misuse marketing is to shoot yourself in the foot…
- Emailing and
newsletter: these are the basic marketing tools ... linked to the use of a
microsite, a viral video ... the result is even more powerful. You should know
that the conversion rate is between 0.5 and 5%. - The pop-up and op under
(display another window when entering or leaving a website) are used less and
fewer thanks to browsers which block them almost systematically ... They must
therefore be used with care (except possibly for affiliation).
- RSS feeds the
reverse of the newsletter. It is the Internet user who subscribes to it on his
own and who chooses when he wants to unsubscribe. It is a medium that is still
little adopted and rather reserved for technophiles, but it is one tool that
will gain momentum in the months to come ... Be careful of the high unsubscribe
rate of RSS feeds in the event of uninteresting information, titles not catchy
enough ... without having the address of the Net surfers (it is, therefore,
necessary to link the RSS feed with obtaining the email address).
d - Classic advertising via advertising ads (banners, etc.).
This tool is still
one of the most used tools for building a media plan… but now you need to have
a hefty dose of creativity, a friendly offer, or a very large budget to stand
out from the crowd.
- The purchase of
advertising banners, skyscrapers ... on sites with a large audience (or on
ultra-targeted sites) are the most classic tools for building an image or for
launching a site or even for making exceptional promotions. The click-through
rate is low (less than 1%) unless your aid is creative or the offer attractive.
- Contextual advertising
(deviated from artisans) is interesting if you want to reach very specific
targets (especially in Bob), but there is the problem of low traffic and fraud.
- Affiliation:
this technique is interesting for consumer products, with the possibility of being
present quickly on thousands of sites at a very low cost. In B2B, the best
solution is to create your affiliate program yourself.
- Advertising
spots in videos/podcasts and sponsorship of newsletters: the goal is to appear
in the content generated by these sites just as you would in a commercial on
TV.
- Price
comparators: everyone knows their challengers (...) And the importance of being
referenced there. The limits of these sites are penetrating (no impartial
comparison because it suffices to pay more to be more visible, not exhaustive
of the offers…) and therefore Internet users have less confidence in price
comparators. Besides, the search for the lowest price being the criterion of
choice for these visitors makes it difficult to sell standard products (unless
you have original or weakly competitive products).
- Sponsored
mini-apps / gadgets: distributed via Facebook, during viral campaigns… these
tools will undoubtedly be a big trend of the year. However, do not forget that
for this to work you have to start the pumping via the purchase of files or
emailing operations on your basis.
- Internet games:
they have always been very interesting viral communication tools because they
allow many people to be reached quickly for a relatively low cost (creation of
an existing game under your brand from €1000 for flash games).
- Virtual fair:
this is the darling of the end of the year with 3 or 4 large projects that have
seen the light of day (example) it also created Virtual fairs from physical
events (e.g., the Salon les entrepreneurs with).
- Downloading:
someone rather reserved this tool for the software industry (for direct sale
via the institutional site or partners such as
), but it is also
possible to use it to sell services, eBooks ... by using, for example, payment
via telephone codes (see) ...
e - Communities and Social Networking.
This is
undoubtedly the category of sites that have grown the most this year. Indeed.
2007 was
synonymous with the explosion of social networking sites like
, Social networks
affect both individuals and businesses, often with a registration rate of
nearly 10% to 20% of employees registering for professional social networking
sites.
They have
therefore become important for promoting products and services, but remember
that you do not control what they say and do via communities and social
networks ...
- Social shopping
sites or opinion sites: sites like, allow you to publicize your products and
services via the site’s expert opinions (via articles, videos…), or voluntary
Internet users (comments, notes…). It is even more interesting to be in these
guides as people trust the opinions of other Internet users to choose which
product to buy. It is also necessary to monitor these sites well because you
can easily see your products denigrated (and therefore react).
- Social network
sites, forums, wikis, and other collaborative tools: forums were the first
tools available on the internet, wikis and social networks are its modern
evolutions. Everyone knows the value of appearing in Wikipedia and other wikis
(for example, for customer relations). Many sites also have their forums to
provide content and allow greater interactivity with users (egg the forum
generator). Social networking sites are also very important because they allow
a connection between different professionals, but also the possibility of being
recognized as an expert by leading groups and answering questions (, Questions
& Answers ...). Facebook has also led the way this year by offering groups
for product fans but also by offering targeted ads according to the profile of
members ... However, it is a little early to learn lessons and especially the
return on investment (NB: conscious Marketing tried to advertise via flyers,
but with a click-through rate of less than 0.5%).
- Social network
sites, forums, wikis, and other collaborative tools: forums were the first
tools available on the internet, wikis and social networks are its modern
evolutions. Everyone knows the value of appearing in Wikipedia and other wikis
(for example, for customer relations). Many sites also have their forums to
provide content and allow greater interactivity with users (egg the forum
generator). Social networking sites are also very important because they allow
a connection between different professionals, but also the possibility of being
recognized as an expert by leading groups and answering questions (, Questions
& Answers ...). Facebook has also led the way this year by offering groups
for product fans but also by offering targeted ads according to the profile of
members ... However, it is a little early to learn lessons and especially the
return on investment (NB: conscious Marketing tried to advertise via flyers,
but with a click-through rate of less than 0.5%).
- Information
dissemination sites (video & sound podcasts): podcasts are used more and
more by companies, whether for the dissemination of specific content
(production of mini-films or flash presentations from the captures of the on
your computer screen) or by rebroadcasting Web Conferences via for example…
Some newsletters are also transformed into video newsletters (egg David Frey
from Marketing Best Practices).
- Blogs: Almost
30% of American companies have a blog, and use it to communicate their news,
generate content, improve SEO ... To improve natural SEO, it is also one of the
most powerful tools.
- Gadgets (or
Widgets): These are small applications added to websites (egg My loglog…), via
browsers like Firefox (egg:). We can also use gadgets as support for viral
communications operations on social networks (for example, on Facebook with the
Vampires or Zombies application ...).
- Online video or
live streaming: with the simplicity of making videos and all the video sharing
sites (, ...), videos have become an extremely powerful tool to make yourself
known (see for example video marketing buzz from the Maximal site to announce a
strip poker contest). It can also be live streaming for conferences with chat
modules to give more interactivity.
- Instant
messaging or marketing presence tools: these are of course chats available on a
website, but also tools that allow you to interact with Internet users either
in real-time with, for example, the automatic telephone call back (egg:), chat
sites that show your presence or not online (egg:), real-time information feeds
(egg:…). These “marketing presence” tools are even more important as young
people have adopted the chat considerably well (MSN…) and therefore the chat
will be an essential channel to reach teenagers in the months to come.
- Social
bookmarking sites: these sites allow you to share favorite sites, good deals
... This can be pure social bookmarking (egg:) or sites for sharing good deals
(for example via notices on a map, or reviews on a site like).
- Link voting
sites (Diggs likes): the principle of voting for articles or links was started
by the site and in a few months, it has had dozens of followers in France (,
…) And thousands
of clones around the world. These sites are now thematic (egg for setting up a
business) and attract a large audience (unfortunately not always qualified).
Diggs likes to have become extremely important for a blog (highlighting
articles to make yourself known) or to relay a Buzz. This kind of application
can (and will be) used more and more by sites as an additional module to both
generate user content, but also to provide added value.
- Microblogging:
these new tools, which appeared last year, now allow blogging directly from a
cell phone or making mini videos. The emblematic figures are, of course, and.
And if for now, these tools are still gadgets (everyone remembers the
mediocrity of the blog of Los le Meer during his “Twitter” period), it’s a safe
bet they will take some magnitude in the coming months when they bring more
functionality.
- The many review
and vote sites, more or less inspired by Digg: with the emergence of Web 2.0,
review and sharing sites have become legion, there are of course the audiences
for the sites.
for blogs, for
ranking blogs and social shopping, for white label shops on websites and blogs
...
- Virtual worlds
(social networks or online games): These are the other darlings of 2007. We
have seen in particular on Second Life very large companies announcing the
opening of agencies, shops ... If these operations were above all “media
stunts” without many transformations behind them, we must not doubt that these
virtual worlds are a foretaste of what part of the web could be in a few years
with the emergence of 3D… On the contrary of a Second Life that has no real
goal, there are online video games with World of Warcraft as an emblematic
figure which attract many players and which can also be a new communication
channel not to be overlooked (advertising, sponsorship, etc.) Even if this
still concerns a low number of contacts and visibility, that is difficult to
negotiate. However, interesting initiatives exist, such as the car video game
developed entirely by BMW, which presents the BMW M3 Coupe.
- Auction sites
and marketplaces sites like
And have become
essential tools for promoting its products or developing sales channels. Of
course, a large company will not have much interest in having a store, but a
small company will promote its products there (beware of the price, which is a
major buying argument on these sites). A large company will have every interest
in using marketplace sites, for example, to afford visibility via the paper
catalog, the website, and emailing operations ...
f - Classic media via the Internet
The web allows the
convergence of other media such as TV, radio, telephone ...
Proof of this is
the success of the triple play offers from ISPs such as Free Alice… In 2008,
the Internet will therefore become a means of broadcasting messages to or from
traditional media.
- Internet TV:
Even if they have already existed for years (see the many TV channels on Win
amp), but in 2008 the ease of deployment, the best quality/price ratio of the
equipment (DV camera, etc.) Will give more importance to thematic TV channels
and the addition of video in the marketing plan. Proof of this is the move
towards 100% video versions of many newsletters, and the increasingly rich
content of video ads. - Mobile content: with the explosion of the iPhone in the
world and the accessibility of operators’ data plans (see we must now start
thinking Mobile. This is all the truer in emerging countries (in Asia, for
example) where the future of the internet depends more on mobile phones than on
the traditional PC. With the blackberry and the iPhone is more and more adopted
by companies, software publishers are also offering more and more versions of
their software (for example, which offers order entry on a simple mobile)
Providing either a mobile application or adapting your website for mobile consultation
will become a necessity.
g - New tools to test and monitor ...
In the first 5
parts, we reviewed the marketing tools that can be used immediately, or in the
medium term ... but there are also more experimental tools that you should at
least know to expect from their future evolution.
- Social networks:
Google kicked off this year by offering Open Social a technology that allows
data to be exchanged between different social networks (Orkut, Video, etc.).
So, there is no doubt about the imminent emergence of a complete digital
identity that will link the various social networks and web applications, in a
much stronger form than Facebook’s APIs. - VRM (Vendor Relationship
Management): it is a bit the opposite of customer relationship management
because it aims to be based on customer requests to offer and sell products.
This model is still very conceptual, but it could well see the light of day in
the months/years to come (ex: a customer has a need, he writes it in a forum
and the supplier creates the tailor-made product ... to then propose it to
other customers). VRM is also the possibility of having direct user feedback
using the internet (product testing on the second life, live fitting, etc.) To
reduce the product development cycle and offer innovations more quickly. This
action has already taken place this year via Facebook, when HSBC wanted to
increase the prices of its services.
HSBC wanted to
increase the prices of its services to students, and they “revolted” by
launching a sling against HSBC on Facebook ...
In conclusion…
Of course, to be
successful with your e-marketing plan, you must combine all these tools, and
focus on those that will have the most impact on your prospects and influencers
...
When you create
your marketing plan, you must not forget that it is essential to reach your
core target rather than seeking to be visible at all costs (egg: carrying out
“mainstream” actions, while your product is the address to companies, be
present on Second Life when your customers are seniors…). For example, for the
year 2007, the aim was to create value-added content, to publish free eBooks,
to continue to make the buzz via Diggs likes and thus gain credibility, to use
Facebook to recruit influencers, to start the use of videos via YouTube and
Dailymotion, to set up a design for the blog (for a more professional look and
to bring more differentiation).
For 2008, the aim
will be the publication of new eBooks, the even stronger use of Facebook,
resume and improve the distribution of video, set up new partnerships and new
services to be present in the field and no longer just on the Internet!
2- The strategy
a- Web marketing
was first a simple internet marketing application before becoming a
full-fledged activity.
Made up of four
activities, web marketing is developing a major interest around the concept of
users and traffic. Web marketing covers a very vast reality. In Le Papillon
Digital, Raphaël Richard classifies web marketing activities into four
categories: strategic web marketing, traffic creation, performance analysis,
and loyalty.
Strategic web
marketing covers:
- Demand analysis
- Strategic watch
- The positioning
of the site - the web marketing mix
b- Traffic creation includes, for its part:
- - SEO
- - Sponsored links
- - Online advertising
- - Conquest emailing
- - Affiliation
- - Adaptation of traffic-generating content
- - Viral marketing and buzz marketing
- Using classified ads as sites
- - Promotion in discussion forums
- - Promotion in mailing lists
- - Promotion on networking sites
- - Link exchange
- - Partnerships
- - The distribution of white label services
- - The development of synergies with offline promotion
- - Electronic coupons
- - Competitions - Performance sponsorship covers different disciplines:
- - Visibility analysis
- - Traffic analysis
- - Sales analysis - Data mining d-Loyalty includes:
- - Animation and renewal of the site’s content
- - Loyalty emailing
- - Community creation
Web marketing
makes up a major axis of development of the Internet strategy, the company
having to increase its positioning and increase its traffic. It becomes
strategic to reference its pages and to build a strategy around the
establishment of a site on the network.
3- Adopt effective electronic marketing:
The fundamental
principle here is to create efficiency between the first point of contact or
the promotion and the desired result. For example, if you want your potential
customers to order, what’s the point of moving them from page to page? Send
them directly to the page where they can get the information they need and
place their order.
When properly
applied, ROI Marketing can increase the effectiveness of a dying campaign
tenfold. Charles Fuller advises us on these 10 strategies to get started with
ROI Marketing on the Internet.
- Use short and
attractive titles. Don’t be too creative or esoteric. Make sure that your
points of sale are the first items highlighted.
- Include
consistent calls to the act (order). If you are offering a 10% discount, put
that on the back burner and use boldly to draw visitors’ attention to the
offer.
- Adapt your banners
to the audience you want to influence. Do not sell a server for 50,000 euros to
a company of five people, for example.
- Polish your
messages and banners. If you are selling vacation products, don’t focus on the
functionality of your site; instead, focus on the offers you make.
- Use key points
on your page to reinforce the overall message. Place your banners at the top,
middle, and bottom of your web pages. On the sites where you place your ads,
see if there can be times of the day when your banners will dominate an entire
given page.
- Make the desired
action visible. Don’t beat around the bush. If you want a visitor to click,
tell them where to click.
- Get your
prospects where they want to be. Once you’ve grabbed a potential customer’s
attention and clicked to your site, they should be able to access the order
form - they shouldn’t have to go through five pages. Allow your prospects to
order immediately. If you can include the order form in the initial message, do
mostly.
- Keep it simple.
Once you know the prospect’s attention, don’t let him go through paragraphs and
paragraphs. Get him on time immediately and make any additional information he
needs available to him.
- Show the
product. If the product is worth buying, we must show it. Remember this: “a
picture is worth a thousand words”.
- To create a
command, you need to create trust. Reserve a visible link to your security and
privacy policy. Make sure customers know the transaction is secure. Do whatever
you can to create a sense of trust in the prospect.
Adopt effective
marketing. Whether it’s advertising on your own or some other site, search
engine listings to bring people to your site, make any investment of time,
money, and energy-efficient.
Case study: See
slide of the presentation
Conclusion
We can conclude
that the terms Internet marketing, e-marketing, and interactive marketing
relate to the use of the Internet and related technologies to achieve marketing
goals and objectives. Online marketing is a means of creating added value for
the various players involved: customers, companies, investors, and the media.
More detailed product information helps customers in the purchasing decision
process. An e-mail address link to your customer service reduces response times
and the costs of processing information.
Another aspect is
using the internet to develop your marketing strategies and tactics outside of
your website. The goal of these programs is often to increase visits to your
site through the use of external means such as banner advertising, sponsorship,
and e-mail campaigns. These tactics are often an integral part of the overall
marketing strategy.
Several elements
of traditional marketing such as pricing policy, product policy, promotion policy,
and distribution policy have easily been converted into a component of Internet
marketing.
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