In recent years, the term “Internet marketing” has become associated with a wide range of topics. For many, it literally means “marketing on the Internet.” In this case, they see it as synonymous with “digital marketing” and “online marketing.” For others, however, the term has come to be associated more specifically with the worlds of affiliate marketing, information products, and the “make money online” niche.
For our purposes in this article, we will focus the first definition and will say: Internet marketing is the use of the Internet and the traffic it produces to generate leads, sales, and brand awareness. This process is typically done through search engine visibility, social media marketing, email marketing, and various forms of paid advertising (for example FaceBook ads).
Many businesses focus on sending traffic directly to paid offers, whether digital product sales pages or physical product pages in an eCommerce store. However, for many businesses, sales remain a distant, long-term goal.
A more common and immediate or short-term goal of Internet marketing is lead generation. You can use the Internet to build (affordably) this list of leads (potential customers). Instead of making individual sales, you can use your lead list to repeatedly market for free (or close to free) to potential customers. From that point forward, you have an opportunity to make multiple sales, which will increase the average lifetime value of each lead. This would result in a greater long-term ROI from each dollar spent on marketing.
Lead generation for an online business might consist of building an email list. Lead generation for an eCommerce business or local “offline” business might also include physical mailing addresses and phone numbers so they can follow up in other ways such as telemarketing or mailing out catalogues and exclusive offers.
Brand Awareness for Internet Marketing
An example of top-of-mind awareness is when a fast-food restaurant places an ad on tv. They don’t do this because they think you will hop right in your car and go buy a burger. Instead, it is because they want you to think of them next time you head out for your lunch and are deciding what to eat.
The Internet marketing equivalent to the fast-food restaurant might be an online tax preparation service, who heavily invests in banner and video ads in December and January. They do not do this because they think you will suddenly start doing your taxes early, but instead you will remember them in April when you, like 90 percent of Americans do your taxes at the last minute.
Social Media Internet Marketing
Other forms of brand awareness might consist of frequent social media posts. Companies know that constantly seeing their brand image in their followers’ newsfeeds or Twitter feeds accomplishes that same top-of-mind awareness as well as other emotional associations with their brand such as loyalty, pride, good will, and humor. Think outside of the box when it comes to marketing and leverage Internet Marketing as much as possible so you too can get the biggest bang for your buck.
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