Internet Marketing Essay Example | Topics and Well Written Essays - 3000 words

Internet Marketing - Essay Example From the discussion it is clear that  the internet is a unique medium of marketing because of the interactive nature and thus it is able to not only provide instant responses but also elicit instant responses from clients and audience in general. Furthermore, the hastily embrace of internet has been as a result of the alleged wider scope of the internet marketing. The scope is wider because it involves both digital media such as e-mail and the wireless media. It is also important to note the fact that internet marketing also involves management of customer data which is digital and also an electronic customer relationship management (ECRM) system.  This paper discusses that internet marketing continues to be popular because it combines the dual potential of internet for marketing; the creativity and technical aspects. These two greatly enhance the aspects of marketing such as the development of design, advertisement and sale. Internet marketing engages the customers through vario us stages such as SEM (search engine marketing), Banner adverts within various popular websites such as face book, marketing via e-mail, SEO (search engine optimization) and web 2.0 strategies. These various stages of customer engagement afford a wider audience and have a scope component as well.  When one talks of internet marketing, a business model within which the internet marketing is conducted is implied. Internet marketing is related to a number of business models. Some of these models include e-commerce, affiliate marketing and publishing among others. Most of these models are based on the particular needs of both the individual customer and needs of the company or organisation that launches the internet marketing campaign. As far as the e-commerce model is concerned (model that is embraced by most organisations that carry out internet marketing) the goods and/or services are sold straight to the customers or other business organisations without going through intermediarie s. This approach is able to afford the internet marketing a one-to-one approach. In this one-to-one internet marketing approach, the targeted consumer is usually browsing alone and thus the advertisement message is able to reach him/her personally. This approach is mostly used along with what is popularly known as search marketing. Search marketing is an internet marketing scenario in which the advertisements are based on the search keywords that are entered by the person browsing the internet (Hanson, 1999: pp245-255). 2.1 Advantages of Internet Marketing Internet marketing is relatively cheaper as compared to other offline media used for marketing. The cost effectiveness is measured in terms of the cost to target audience ratio. Actually, at a lower cost, internet marketing is able to reach a wider audience than the other offline marketing would achieve at a similar