Scenario today
With enormous increase in the number of companies entering business market, it has become very difficult for an organization to get marketed through ways like catalogs, yellow pages, TV, signboards, lanterns, peddling etc. (offline marketing), now days a new boost has been brought by online marketing. This is also named as internet marketing. Emerging as a noble technique of widening your business it has gained popularity in online marketing. In simple words: internet marketing is the use of internet in marketing activities to get exposure for an organization, product or service among internet users. These activities may include market research, product pricing, product positioning, brand development, advertising, public relations, media planning and many other things. Typically analyzed fact tells that most of the part of marketing is focused towards advertising. A large audience is always targeted by a marketer to present thei r messages to. Marketers are also increasingly being asked to measure the performance of their marketing campaigns and show positive returns on their marketing spend. The Internet offers the best opportunity for both of these.
Classification of online marketing
As in offline marketing, multiple channels are offered to make you reach your customers, on internet also there are multiple channels to avail an easy access to your customers. Internet Marketing is broadly classified into Search Engine Marketing, email Marketing, Affiliate Marketing, Social Media Marketing, Article Marketing, Online Classifieds, Online Lead Generation and general Online Media Marketing. Each service differs from others in aspects like form, process, price, targeting, reach and value. With time, there has been a rapid pace growth of internet usage in terms of both users as well as amount of time spent. This usage has reached the mark of around 70% of population in developed countries. Internet is used for various purposes. People read the news and articles online, receive email online, search for and compare products & services online, purchase products & services on the internet, socialize online & manage their personal finances online. Through online marketing, this audience is targeted and presented before by various products and services. This proves out to be an effective method of reaching people. Websites mostly visited by people offer advertising opportunities to companies.
Performance measurement
Unlike older methods of customary media, internet marketing has offered mechanisms for more accurate measures to the performance of marketing campaigns. This capability helps marketers in monitoring; testing and tuning campaigns for achievement of maximum returns on their marketing expenditure. The websites which offer advertising opportunities also avail tools to track & report on performance. There are several third party vendors that offer a variety of internet marketing tools with similar capabilities. Business type and size are the things of no matter, one can benefit from Internet Marketing as long as the target customers use internet. Experimentati on with the channels is the best way to search out which channels work best for your business.
As a conclusion, it is correct to say that, online marketing has provided a newer phase to marketing. Going in further details includes study of classification of online marketing; starting with Search Engine Marketing.
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