internet marketing essay topics

internet marketing essay topics

Exploring the Impact and Effectiveness of Internet Marketing Strategies

1. Introduction to Internet Marketing

How can companies stand out and attract interested internet users to provide information? What methods can be used to increase relevance while minimizing costs? Investigation and analysis of these situations are highly valuable and widely recognized in the industry. Search engines are the main channel for internet users to obtain information. When using this tool, several search strategies allow companies to appear at the top of the page. One example is sponsored search marketing, which allows companies to bid for the right to display ads or sponsored links adjacent to the natural search results of a search query. The idea here is to associate each bid with a list of keywords, which are used as targets. The position of the ad is important, since the most clicked ads are mainly at the top, and the click-through rate (CTR) is higher in this area than in ads displayed lower on the page. In addition, according to the e-consulting strategy, 70% of net surfers interested in a search will click on the main results, while 16% will click on the following 10% of the sponsored results. 9% of net surfers click on the second ten results and only 5% click on the third ten. The first sponsored link in a search query therefore has the most chances of being clicked.

The internet has become the most powerful, flexible, and effective tool for achieving business objectives. E-marketing is considered one of the most influential and transforming business tools. The proportion of business transactions that occur over the internet is increasing. Marketing on the internet is a new strategy for many organizations. Search engines have changed internet usage and information search. They have become the front page of the internet. Companies always try to attract web users by increasing their visibility. Relevant research to evaluate strategies for traditional search engine marketing, both in terms of the determinants of company paid search spending and in terms of organic versus paid positioning, is only now just beginning to emerge. Further, strategies to achieving the best position and related costs are less studied in the paid search context.

2. Key Concepts and Strategies in Internet Marketing

The term ‘internet marketing’ and associated concepts, such as i-commerce, i-business, and e-marketing, have gained widespread attention. They have been buzzwords to describe the conducting of business through electronic means. The internet marketing environment can bring traditional marketing concepts like customer orientation, relationship marketing, and market direction and intelligence to the computer screen. However, the internet marketplace has different characteristics, particularly in terms of interactivity, structure, entry requirements, and dynamics. These characteristics prompt the need for different marketing strategies that can leverage strengths, goals, and preferences of an organization present on the internet or ready to do so. With a view toward enhancing understanding and performance in the internet marketplace, many authors have proposed a variety of internet marketing strategies. This research examines internet marketing strategies in a holistic way, considering how they can complement the often-complex commercial objectives of an organization in the current internet environment.

The internet has developed as a complex task-solving tool for tasks such as information search, processing and storage, communication, and commerce. Electronic commerce is the buying and selling of products and services via computer networks such as the internet. As the internet and electronic commerce offer an amazing scope for interaction with the customers, internet marketing has become a sophisticated portal to a new electronic marketplace. This new form of marketing has evolved to cope with the nature of the internet marketplace and can produce measures and processes that can assist the marketing orientation in organizations. However, much like traditional marketing, the management of internet marketing requires a framework that identifies the basic internet marketing-related activities.

3. Case Studies and Examples of Successful Internet Marketing Campaigns

The case studies presented in the remaining portion of the book show how over fifteen leading firms have applied these tools or created a customized capability to suit their specific needs. Hopefully, they will provide direction and inspiration within companies that are perhaps laboring under the confusion with possible directions for e-strategy. They will provide an indication of what can go right when the proper formula is in place. This particular section of the book organizes the case studies within their product as well as market segments as well. Alternatively, more than a handful do have a component of rich broadband content. If the product allows, this is perhaps becoming a new requirement. They each feature useful and complementary case examples of the techniques that firms chose to include and thereby provide specific customer benefits. The current trend is for these firms to link these individual strategies and objectives systematically and in real time where it is possible. Then, they are cohesive.

3.1 Introduction

4. Challenges and Ethical Considerations in Internet Marketing

Although the digital divide is reducing as society becomes more IT-literate and economically empowered, it is still a considerable factor in digital communications. Internet users see themselves as computer literate, and their information networks as part of their unique and customized communication, thus creating a unique marketing problem. Furthermore, most of the growth in Internet users has occurred simultaneously in an era of spectacular operator cartels making huge fortunes for very minimal returns to the society that supports them. If the sector develops to the point where a small, plentiful infrastructure stratifies among the super-wealthy, it is right to ask why opportunities have to be provided to those able to monitor today’s e-economy to the exclusion of a proper democratic discourse. Internet marketing will therefore involve a more expensive proposition of separating signal from noise and also analyzing the provision of information to ensure that the closed-loop control has a positive influence. Take, for example, the rapid growth of sports internet websites. It has evolved to cater particularly to a group already known for its propensity to pay a premium for special, specialized services. Is there social justice in encouraging such an affluent target group to further distance itself from the rest of the population? Also, in terms of ethical expectations, businesses can be accused of exploiting the potential for ‘plug-ins’ in websites, which allow users to be identified and targets of concentrated sales persuasion.

The idea of organizations guiding their online stakeholders through dialogue and discourse is fine, however, the plethora of practical challenges is often contradictory. Internet marketing communication often becomes dominated by mass information-based culture and this, it has been argued, gives rise to the reversal of the medium’s collective potential. The concept of ‘permission marketing’ as advocated by Seth Godin is a beginning, but it still allows such voices to dominate that are capable of speaking the loudest. Gliding through numerous websites within a short period of time is often seen as a more difficult task than scanning through a series of email communications, and is restricted to the richest content-providing large websites.

5. Future Trends and Innovations in Internet Marketing

To conclude this research paper, we can only state that technology and the future trends of the Information Society will drive the shape of internet marketing to come. Within the ICT paradigm, each innovation creates space for newer needs, which appear to be catalysts for future internet marketing strategies, which, in turn, will also represent specific entrepreneurial opportunities inside a global competition scenario. It enables local businesses to leverage the internet as a marketing platform to develop and exploit customer-oriented configuration skills in a more efficient way. Consequently, the proposed framework opens up classic global competition scenarios where market power matters, enabling the proposal of viable marketing strategies and operational activities for local businesses in a win-win perspective.

Online content providers, including webmasters and bloggers, are always struggling to find better ways of marketing products on the internet. The use of traditional strategies to reach this objective has been challenged by changes in trends and targeted markets, making website owners realize that change and innovation are essential to enable these sites to stand out. Probably, it is time for practitioners to think forward in time, following the future trends of web developments that will surely impact marketing strategies and effectiveness, to ensure that this potential is reached. Therefore, in the following lines, we pinpoint main trends and future innovations in online business models, tools, and enabling mechanisms.