Internet Basics

What is Internet Marketing?
The terms Internet marketing, Web-based marketing and interactive marketing refer to the use of the Internet and related technologies to achieve marketing goals and objectives.
There are two ways to view Internet marketing. The first is to look at Internet-based marketing as a way to provide added value to stakeholders: customers, company, investors, and the media.
For example, a press page presents editors with richer, more detailed information than a media release by incorporating graphics/photos video and audio. Detailed product information helps customers in the purchase decision process. An e-mail link to your customer service department decreases response time while cutting operating costs.

The second perspective is using the Internet to develop marketing strategies and tactics outside of your company Web site. The goal of these programs often is to drive traffic to your site, but the execution is through external means such as banner ads, sponsorships, and e-mail campaigns. Often these tactics are part of an overall branding strategy.

Many traditional elements of marketing easily translate into Internet marketing such as price, product, place and promotion. For example in terms of “promotion” tactics consider the following.
Traditional Marketing  Internet Marketing
Broadcast advertising  Banner ads
Direct mail  e-mail
Press releases  Web site pressroom
Promotions  Online events
Networking  Chat rooms/listserv
Word of mouth  Viral marketing

What is E-commerce?
Electronic commerce, eCom or e-commerce is used most frequently in the context of business transactions such as selling, online shopping, bill paying and banking online. The main difference between the terms Internet marketing and e-commerce is the exchange of financial information -- usually via a credit card, payment for terms or smart cards.

Why the Excitement about Internet Marketing?
The Internet is a new medium of communication that presents an innovative approach towards traditional marketing techniques. It offers unique opportunities to create real-time, trackable interaction with customers and prospects.

For the first time since mass market and globalization changed the “corner grocer relationship,” marketers have the ability to create one-to-one conversations with their customers. Through customization and personalization software, marketers can begin to understand a customer's individual needs and concerns. On the Internet, this communication is done in a dynamic environment.
• Special offers can be directed towards customers with specific interests.
• Pricing strategies can reflect best customer buying habits and loyalty patterns.
• Detailed online product/service information can shorten buying cycles.
These strategies have the potential to build stronger relationships between customers and the brands. The added bonus is it works at every stage of the buying cycle 24 hours a day/7 days a week/365 days a year.