ONLINE MARKETING Online marketing is the marketing of products & strategies taken for promotion of the business on Internet. It is the process of growing and promoting an organization using online media. It is that strategy, which includes all aspects of online advertising products, services, and websites, including market research, email marketing and direct sales.

Online marketing is the marketing done for the promotion of the business through Internet. It ties together the creative and technical aspects of internet including the design and development. Online marketing includes a lot of methods like Search Engine Optimization, Pay per click advertising, display advertising, e-mail marketing, affiliate marketing, blogging, viral marketing, bookmarks, content writing, banner advertising, contests, coupons, newsletter ads and website development etc. It is a key success for e-commerce dealing with the internet related activities.

In other words, online marketing is a technology that helps to keep in touch via Internet with the targeted customers by connecting through company product or services offerings. It is a mixture of internet related activities that targets the right audience directly or indirectly.

Advantages and Disadvantages of Online Marketing

Advantages

• Advertisement on the internet is cheaper than (Low cost) the print advertisement. It is a two way communication between sales person and the potential customer which takes people to the company website. It has a much wider reach.

• It helps in spreading the business worldwide, with no geographical barriers, making it accessible from one country to another via Internet.

• It is a 24X7 (365 days) open store where people are welcome to shop anytime from anywhere. This further directs the potential customer towards the company website.

• Internet makes the product reach much more easy; while researching or getting accurate information on a product. It also adds value by adding a point of reference and a touch of individualized customer service.

• It also helps in creating credibility and gain trust and confidence of the customers. Many people use internet for the pre-purchase research so that they can find themselves a particular product which meets up to their requirements.

• It also helps in updating the subscribers through a fast mode of e-mails. Visitors get up-to-date information on each visit.

• In case of information sensitive business such as a law firm, newspaper or online magazine, or a newsletter, you can deliver the products directly to the customers online.

Disadvantages

• It is hard to detect if people are lying with the database information or further information. A lot of crap gets collected at times.

• It is not free the cost of software, hardware, website design, site maintenance, distribution costs, must also be factored into the cost of providing service or product.

• Almost 50% of people do online shopping. While the number continues to grow you are reaching less than two out of three households.

• Easier to have outdated information on internet, update timing is a critical issue here.

• Many web visitors expect something for free. Do you have something to offer free?

• There is a lot of competition in the market and by the time visitor reaches the product they have already gone through many links and got the required product. Unless they find what they are looking for quickly.

• There are many pros and cons of internet marketing. Its important to consider each when creating internet marketing strategy.

Online Marketing Methods

1. Content Writing- Content is the king and it plays a vital role in drawing readers, it also helps in better ranking in search engines.

2. E-mail Marketing – It is a fast and easy to reach method to reach to the target audience with the updated information about the company.

3. Newsletter - It helps in sending interesting and updated content to the subscribers on a regular basis so that they get to know the presence of company in case of any need. It creates a brand identity of the company.

4. Banner Advertising- It diverts traffic towards the site and promotes brand development. It is an easy and direct way of promoting the website.

5. E-mail Signature- whenever there is an e-mail to a forum or a post the signature file in it should always link to the website to promote the site and its identity.

6. Bookmarks- If the visitor bookmarks the site they would like to have a reminder to view the site again.

7. Pay per Click Advertising- Investigate Google ad words and other pay per click opportunities. If you target the right keywords the traffic on the website will increase.

8. Online Promotions- Promotions such as ‘buy one get one free’ small offers diverts the traffic towards the site.

9. Search Engine Optimization- Ranking high in search engines is very important to meet up with the rising competition by search engine optimization.

10. Press Releases- It is an arena to gain free publicity with some well crafted content, newsworthy articles and Press Releases. It makes people aware about the latest updates of the company.

11. Affiliate Programs- Launch own affiliate program where people can join. Then they would advertise the product with affiliate link. When a sale is made they get a preset commission. You need an affiliate program manager to do it.

12. Newsletter Ads- Place small text ads that attracts users in the market. This costs less than banner advertising and can be more effective.

13. Video Marketing- Videos can be uploaded on the site which allows videos. People will watch the video’s uploaded and visit your site.

Method to work out the Online Marketing Process

Understand

1. Research
2. Explore
3. Validate

Plan

1. Strategize
2. Concept
3. Document

Create

1. Design
2. Develop
3. Test

Execute

1. Deploy.
2. Monitor
3. Improve