Internet Marketing
(IM): Myths and Realities
So what a company ought to do about
its IM strategy and how they should go about it?
This is the question asked and discussed in various boardrooms
meetings of an organization. And so here is a new insight
on IM for companies to help them create the best possible
internet marketing strategy.
WHAT IS INTERNET MARKETING?
(a) IM is not about, how to market
your product, services ON INTERNET, in reality it is marketing
your product, and services ALSO ON INTERNET.
(b) IM is not about customizing or
personalizing a customer service. It is about adding 'Value'
to a customer service by marketing it through online marketing
tools.
(c) The various tools of IM (viz.,
search engine listing, email marketing, banners management,
affiliates, link exchange etc.), are still in their infancy
in terms of their evolution and reach.
The ubiquity and reach of Internet does not affect marketing
or Internet Marketing, as is a common belief, infact it is
other way round, the real fact is that marketing as a subject
can be utilized in its totality by making use of Internet
as a medium because of its far reach and depth as a potential
medium of communication.
The ROI rates for these different tools of IM are still to
reach their full potential in today's Internet World.
(d) IM is not a panacea, for all the
online marketing requirements of a company, but it is just
another of those medium, which if used intelligently, could
reap maximum profits for the
e-marketer.
HOW TO LAUNCH AN INTERNET MARKETING
CAMPAIGN?
A company should undertake the following
steps to launch an e-campaign of their choice?
Step 1:
Decide what you want to market on net, whether a product,
a service, a new business, or your company as a whole. In
other words state your Internet Marketing objective.
Step 2:
Select an appropriate tool befitting your desired IM objective.
For example, in case of promoting a company it makes much
sense to do search engines promotion rigorously, rather than
to go for an email marketing campaign.
Step 3:
Calculate your ROI once you
select your desired Internet marketing tool.
Step 4:
Execute the campaign for
Internet marketing, preferably by hiring a specialized vendor.
Step 5:
Monitor the results and be flexible to align your business
objectives with your Internet marketing efforts.
