Executive Summary

nlne marketng helps t reduce these csts and mprve effcences t put t as
clear and smply as pssble, a CE shuld care abut nlne marketng because:
nlne marketng reduces marketng csts whle mprvng lead qualty and
vlume, and prvdes detaled metrcs fr measurement and further
mprvement. 61% f respndents cnsdered nlne marketng t be extremely
r very mprtant t ther verall marketng mx.
Mrever, 37% f respndents reprted that nlne s an mprtant way prspects
n ther market fnd prducts/servces and anther 33% reprted usng nlne
marketng effrts as a means t reman cntemprary and leadng edge.
Unfrtunately, there were als thse webste wners wh were stuck n the mddle. Cmpanes and
ndvduals wthut a dedcated marketng team t test and tweak ther strateges als saw ther
rankngs dve. Mst f the webstes n ths categry were run by busness wners fcused n day t
day peratns. Marketng s nly a small fractn f daly peratns, whch means they ddnt have
the tme t understand the practces and testng that ges nt nlne marketng. nstead, these busness
wners pcked up technques here and there, but were ften unaware f hw and when t use dfferent
practces. f ths sunds lke yu, ths vervew can help yu understand basc nlne marketng
practces and hw t use them.
The nternet has transfrmed busness marketng. N matter what yu d, the nternet s lkely t be at
the heart f yur marketng strategy. There has, f curse, been a rapd rse n the number f ecmmerce enterprses sellng gds nlne. Sme perate slely n the nlne sphere. Many thers are
brcks and mrtar busnesses that are als fferng prducts and servces va ther webstes. But many
ther busness mdels are usng the nternet t prmte ther busness va webstes, blgs, emal,
scal meda stes lke Twtter and netwrkng stes lke Lnkedn. What's mre, nternet marketng
enables yu t carry ut marketng actvtes that range frm market research t mprvng custmer
servce. ncrease Vsblty s a nternet marketng servce that has been n busness fr 12 years. t
helps yu wth reputatn mntrng and can ncrease traffc t yur webste wth SE servces,
webste redesgn and scal meda marketng.
ncrease vsblty desn't ffer much n the way f clent tls. There s a blg n ts webste, but
there are n addtnal resurces t help yu understand the cmpany's servces r nlne marketng n
general. Furthermre, the blg s nt updated frequently, and the majrty f the artcles n the blg
are nt rgnal cntent. Rather, they are surced frm ther webstes. The blg als lacks nternal
rganzatn; s t fnd nfrmatn yu'll need t clck thrugh pages f text.

The cmpany's scal meda channels are updated much mre frequently than ts blg, but the psts
are nt rgnal. ncrease Vsblty cntent can take yu t ther nlne marketng servce webstes.
t's cncernng t see a nlne marketng cmpany that desnt shwcase ts servces thrugh ts wn
web presence r prduce rgnal cntent fr tself. An nlne marketng cmpany that ffers search
engne ptmzatn servces shuld be able t shw yu that t can mplement these same technques
fr tself.
Whle the cmpany desnt prvde helpful extra resurces r a standut web presence, ncrease
Vsblty ffers tradtnal nlne marketng servces, ncludng SE servces, webste redesgn and
scal meda strategzng.
We can reach ncrease Vsblty by phne r by emal. When we called, the representatves were
helpful, but we never receved a fllw-up emal r prpsal after we provided our nfrmatn.

INRODUCTION
Definition: Internet marketing or online marketing refers to advertising and marketing efforts that
use the web and email to drive direct sales via electronic media, in addition to sales leads from web
sites or emails. Internet marketing and online advertising efforts are typically used in conjunction with
traditional types of advertising such as radio, television, newspapers and magazines.

Online marketing concept: Online marketing which is also known as digital marketing. Digital
marketing is the very innovative and novel concept in the 21st century. Through this form of media
products and services are promoted with the use of database-driven online distribution channels to
reach consumers in an appropriate, significant, individual, and lucrative manner. The term digital
marketing has not any specific definition or meaning but it can be well explained with the examples
such as emails, online advertisements, pay per clicks, wireless text messages, instant messages, RSS,
blogging, fax, video streams, podcasting, broadcast, etc. All these examples are included in the
definition of digital marketing. Apart from its inclusive list, there are few traditional forms of
marketing which are not included in the term of digital marketing. They are TV, radio, print and
billboard as they are not the instant or quick forms of marketing. It means with these forms of
marketing the advertiser could not get the immediate response from the end consumers. The traditional
forms of marketing could not give the accurate number of responders. Perhaps, there is a little
improvement has achieved with the devices such as TiVo which records the statistics like website but,
still the desirable result has not gained. Nevertheless, this became possible with the introduction of
digital marketing. Shifting from PUSH to PULL is great for all companies and customers:
It is annoying to get calls or emails from unwanted people (and at wrong time).

Pull digital marketing technologies involve web search where the user has to select the
content. Blogs, websites and streaming media foster such searches - the users have a specific
link (URL) to view the content.

Push: Here the marketer has to send (push) the messages to the users (subscribers). Email,
SMS, RSS are examples of push digital marketing.

Scope of online marketing:

If you asking from the career aspect or from the sales aspect, the answer is YES (We are biased,
please check naukri's data or consultancy data, it will say the same). Check the ad shows, it is
shifting more towards Digital marketing ideas. It is not a replaced for TV or Radio, neither it is
replaced for print medium. It is a different medium available for marketers.
The major shift in Digital Marketing Scope:
1.

From anonymity to identity: Now people are on web with full identity, this is enabling
businesses to interact with more data, better targeting. Also now people can take anything
and make it viral as they are connected with many more people. It helps in getting an initial
boost.

2.

From Information to entertainment: People have more time for Web, which is a good
signal for informative and innovative marketing.

Challenges faced by online marketing:

a. No strategy: Internet marketing strategy works in much the same way. After asking yourself what
you want to accomplish by using Internet marketing and defining your target markets, you need to
choose the Internet marketing options that best fit your needs and incorporate them into to a cohesive
strategy.
b. A dated website: If the site is well-designed, it can serve as one of the company's strongest
marketing tools. Since visitors see the website as a direct reflection of the company and the services
they offer, a dated website can give prospective clients the impression that the business is "behind the
times."

c. Failure to Differentiate : Sometimes when trying to set up an Internet presence, contractors will
model their website and other online marketing collateral after their competitors' materials. While it is
important to know what your competitors are doing online, emulating them can set your business on
the slippery slope of competing on price. By articulating your unique capabilities, you can break
away from the pack and attract clients based on what differentiates you from all the rest.
d. Inconsistent Branding : By using messaging and imagery in their print collateral that differs from
the messaging and imagery in their internet marketing tools, construction companies are doing
themselves a great disservice. Your Internet marketing efforts should be a strong part of a cohesive
marketing strategy. By unifying materials across all channels, you can create an emotional connection
with your target market that translates into trust and loyalty.

Features of online marketing:

Internet marketing has its own positive and negative features. The positive features of internet
marketing are:

Internet marketing allows global marketing facility Internet service is not for local purpose it
allows global accessibility.

It is less expensive The cost involved in internet marketing is very less compared to other
marketing strategies.

It makes marketing easier You can find out both buyers and sellers online.

Through internet marketing, you can sell your products and services and encash your bills from
anywhere.

It increases the choice of products, services and sellers.

Vast availability of information.

Unlike other marketing media such as television, radio, newspaper and other printed media, internet
marketing is growing rapidly and obtaining recognition. The features of internet marketing also
include effective sales promotion activities, complete description about the product, company, price,
use, and many more.
The negative features of internet marketing include we cannot smell, touch, operate, and open the
product. Some others are lack of technical facilities in rural areas, misuse by people, etc. Though there
are some negative features, the advantages or the benefits of internet marketing is very high.