Topic 5-- Internet Marketing

Topic Five: Internet Marketing & E-Commerce

  • Internet Marketing

    • Online marketing types: Utilizing diverse online channels and techniques, such as search engine optimization (SEO), email marketing, social media marketing, and content marketing, to reach and engage target audiences.

    • Search as marketing: Leveraging search engines as a marketing platform by optimizing websites and content for relevant keywords to improve visibility and drive traffic.

  • E-Commerce

    • Physical to Digital: Transitioning from traditional brick-and-mortar business models to online retail, enabling businesses to reach a broader audience and offer greater convenience.

    • Long Tail Strategy: Focusing on selling a wide variety of niche products with relatively low demand, capitalizing on the collective demand for these niche items.

Internet Marketing

  • Internet Hunt vs. Hike

    • Hunt: Task-oriented information collection for a specific action, such as researching a particular product or finding an answer to a question.

    • Hike: Exploring with a rough idea, enjoying the sites, where the user browses without a specific objective.

  • Factors Driving Online Marketing:

    • Increased user time online: More people are spending more time online, creating greater opportunities for businesses to reach and engage their target audiences.

    • Improved measuring and accountability: Online marketing allows for precise tracking of campaign performance, enabling marketers to measure ROI and optimize their strategies.

    • Better user targeting: Online marketing platforms offer advanced targeting options, allowing marketers to reach specific demographics, interests, and behaviors.

  • Internet Marketing Types:

    • Banner Ads: Displaying visual advertisements on websites to attract clicks and drive traffic.

    • Pop-up Ads: Displaying advertisements in separate windows that appear on top of the main content window.

    • Rich Media Ads: Using interactive advertisements that incorporate multimedia elements such as video, audio, and animation to engage users.

    • Social Network Ads: Advertising on social media platforms to reach specific audiences based on demographics, interests, and behaviors.

    • Search Engine Ads: Displaying advertisements on search engine results pages (SERPs) to target users who are actively searching for relevant keywords.

  • Social Media Platforms:

    • Facebook: 3.06 billion users, offering a wide range of advertising options and targeting capabilities.

    • YouTube: 2.50 billion users, providing opportunities for video advertising and content marketing.

    • WhatsApp & Instagram: 2.00 billion users, enabling businesses to connect with audiences through visual content and direct messaging.

    • TikTok: 1.58 billion users, providing a platform for short-form video content and influencer marketing.

  • Influencers:

    • 84% of brands believe influencer marketing is effective, indicating a high level of satisfaction with the results of influencer campaigns.

    • 63% of consumers are likely to buy products from influencers they trust, highlighting the power of influencer recommendations in driving purchasing decisions.

  • Content Creators:

    • Brand Analysis: Examining a brand's strengths, weaknesses, opportunities, and threats to develop effective content strategies.

    • Content Ideation: Generating innovative and engaging content ideas that resonate with target audiences.

    • SEO: Optimizing content for search engines to improve visibility and drive organic traffic.

    • Promotions: Promoting content through various channels to reach a wider audience and drive engagement.

  • Benefits of Internet Marketing:

    • Cost-effective: Online marketing can be more affordable than traditional advertising methods.

    • Brand Awareness: Internet marketing can help increase brand visibility and recognition.

    • Increased Engagement: Online marketing provides opportunities to interact with customers and build relationships.

    • Personalized & Segmented: Online marketing allows for personalized messaging and targeted campaigns.

    • Measurable Results: Online marketing campaigns can be tracked and measured to assess effectiveness.

Search Engines

  • Types of Internet Searches:

    • Organic Results: Ranked by relevance based on search engine algorithms, without any payment from advertisers.

    • Sponsored Results: Advertisers purchase keywords to have their ads displayed, with placement influenced by bids and quality scores.

  • Organic Search:

    • Unpaid results ranked by search engine algorithms, based on factors such as relevance, authority, and user experience.

    • Improvement via SEO: Optimizing website content and structure to improve organic search rankings.

  • Search Engine Optimization (SEO):

    • Improving a page’s ranking among organic search results, increasing visibility and driving traffic.

    • Top Three Elements: Indexability (ensuring search engines can crawl and index the website), Relevance (matching content to search queries), Authoritativeness (building credibility and trust).

  • PageRank Algorithm:

    • Used by Google to rank websites based on the quantity and quality of inbound links, with higher-quality links carrying more weight.

    • Measures website importance by counting quality links, influencing search engine rankings.

  • Sponsored Search:

    • Marketers bid on keywords via auction to display ads when users search for those keywords.

    • Ads placed alongside or before organic results, providing immediate visibility to potential customers.

  • Google AdWords Terms:

    • Cost-Per-Click (CPC): The amount an advertiser pays each time a user clicks on their ad.

    • Cost-Per-Mille (CPM): The cost an advertiser pays for one thousand impressions of their ad.

    • Ad Rank: A value used to determine ad position, calculated based on bid amount and quality score.

  • Quality Score Calculation:

    • Clickthrough Rate (CTR): The percentage of users who click on an ad after seeing it.

    • Ad relevance: How closely the ad matches the user's search query.

    • Landing page experience: The quality and relevance of the page users are directed to after clicking on the ad.

  • Benefits of Google AdWords:

    • CPC: Pay only when someone clicks, allowing for efficient budget allocation.

    • CPM: Cost for 1K impressions, suitable for brand awareness campaigns.

    • Geotargeting: Targeting ads to specific geographic locations, maximizing relevance.

    • Smart Bidding: Automating bidding strategies to optimize for conversions or value.

  • Online Marketing Challenges:

    • Keeping Up with Changing Trends: Adapting to new technologies and marketing strategies.

    • Content Adjacency Problem: Ensuring ads appear next to relevant and appropriate content.

    • Getting Value Out of SEO: Achieving meaningful results from SEO efforts.

    • Generating Quality Leads: Attracting potential customers who are genuinely interested in the product or service.

    • Budgeting for CPC: Allocating sufficient budget for cost-per-click advertising.

E-Commerce

  • Limitations of Physical Space:

    • Limited product range: Brick-and-mortar stores have limited shelf space, restricting the variety of products they can offer.

    • Spread audience: Physical stores can only serve customers who are located within a certain geographic area.

  • Physical to Digital:

    • Digital is dominant: Online channels are becoming the primary means of commerce for many businesses and consumers.

    • Convergence of digital and physical: Blending online and offline experiences to provide seamless customer journeys.

    • Anything, anytime, anywhere, on any device: Enabling customers to shop and make purchases from anywhere at any time, using any device.

  • Types of E-Commerce Businesses:

    • Business-to-Consumer (B2C): Selling products or services directly to individual consumers.

    • Business-to-Business (B2B): Selling products or services to other businesses.

    • Consumer-to-Consumer (C2C): Facilitating transactions between individual consumers.

  • Long Tail Strategy:

    • Make everything available: Stocking a wide variety of niche products, even those with relatively low demand.

    • Cut the price: Offering competitive prices to attract customers.

    • Provide deep search: Implementing robust search capabilities to help customers find niche products.

Key Terms

  • Marketing Funnel: A visual representation of the customer journey, showing the stages a prospect goes through from initial awareness to final purchase.

  • Internet Hunt: Task-oriented information collection for a specific action or purpose.

  • Internet Hike: Exploring without a specific goal, browsing and discovering new things.

  • Internet Marketing Types: Banner, Pop-up, Rich Media, Social Network, Search Engine Ads, each serving different purposes and targeting different audiences.

  • Web Spider/Crawler: Automated script to index the internet by following links and collecting information about websites.

  • Organic Search Results: Ranked by relevance to the search query, based on factors such as content quality, authority, and user experience.

  • Sponsored Search Results: Paid placement with purchased keywords, displayed at the top or side of search engine results pages.

  • SEO: Improving page ranking by optimizing website content, structure, and other factors to increase visibility in organic search results.

  • PageRank Algorithm: Google's ranking algorithm that evaluates the quality and quantity of links to a page to determine its importance.

  • CPC: Advertiser's cost per click, where the advertiser pays only when a user clicks on their ad.

  • CPM: Advertiser's cost per 1K impressions, where the advertiser pays for every thousand times their ad is displayed.

  • E-Commerce: Online transactions that facilitate the buying and selling of goods and services over the internet.

  • Influencers: Social media figures with sway who can impact their followers' purchasing decisions and brand perceptions.

  • Content Creators: Produce content to connect brands and audiences through blog posts, videos, social media updates, and other forms of content.

  • Mobile eCommerce: Commerce via wireless technology, enabling consumers to shop and make purchases on their smartphones and tablets.

  • Long Tail Strategy: Selling niche items to many customers, focusing on a wide variety