Today, Internet marketing, or online marketing, is evolving into a broader mix of components a company can use as a means of increasing sales – even if your business is done completely online, partly online, or completely offline.nInternet Marketing ObjectivesnEssentially, Internet marketing is using the Internet to do one or more of the following:n n

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• Communicate a company’s message about itself, its products, or its services online.

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• Conduct research as to the nature (demographics, preferences, and needs) of existing and potential customers.

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• Sell goods, services, or advertising space over the Internet.

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nInternet Marketing ComponentsnComponents of Internet marketing (or online marketing) may include:n n

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• Setting up a website , consisting of text, images and possibly audio and video elements used to convey the company’s message online, to inform existing and potential customers of the features and benefits of the company’s products and/or services. The website may or may not include the ability to capture leads from potential customers or directly sell a product or service online.

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• Search Engine Marketing (SEM), which is marketing a website online via search engines, either by improving the site’s natural (organic) ranking through search engine optimization (SEO), buying pay-per-click (PPC) ads or purchasing pay-for-inclusion (PFI) listings in website directories, which are similar to offline yellow page listings.

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• Email marketing, which is a method of distributing information about a product or service or for soliciting feedback from customers about a product or service through Email. Email addresses of customers and prospective customers may be collected or purchased. Various methods are used, such as the regular distribution of newsletters or mass mailing of offers related to the company’s product or services. Email marketing is essentially the online equivalent of direct mail marketing.

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• Banner advertising, which is the placement of ads on a website for a fee. The offline equivalent of this form of online marketing would be traditional ads in newspapers or magazines.

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• Online press releases, which involve placing a newsworthy story about a company, its website, its people, and/or its products/services with on online wire service.

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• Blog marketing, which is the act of posting comments, expressing opinions or making announcements in a discussion forum and can be accomplished either by hosting your own blog or by posting comments and/or URLs in other blogs related to your product or service online.

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• Article marketing, which involves writing articles related to your business and having them published online on syndicated article sites. These articles then have a tendency to spread around the Internet since the article services permit re-publication provided that all of the links in the article are maintained. Article marketing can result in a traffic boost for your website, and the distribution of syndicated articles can promote your brand to a wide audience.

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