Internet Marketing

What is Internet Marketing?

The main goal of Internet Marketing is to drive targeted internet traffic to your web site.
Although the term ‘Internet Marketing’ might imply marketing on the internet, Internet Marketing is really about both online and offline web site promotion.
Online promotion could be anything from search engine marketing (SEM) to banner advertising. Offline promotion can consist of traditional forms of advertising such as TV ads, radio or print advertisements.
Internet Marketing can be a very useful strategy for business promotion. It can be used to promote brand awareness, improve a corporate identity, create and online presence or simply increase the number of visitors to a web site.

Internet Marketing is a major component of electronic commerce. Internet marketing can include content management, online public relations (email), customer service and sales. As internet access is becoming more popular electronic commerce and internet marketing is playing a larger part in business marketing strategies.

Internet Marketing includes:
Pay per click (PPC) is an advertising technique used on websites and search engines.
Advertisers big on keywords that attract their target market, these ads are called sponsored links or ads and appear next to organic results on a search engine page. The advertiser pays only when the user clicks on the ad.

E-mail marketing is a form of direct marketing using electronic mail.
E-mail marketing refers to:

  • Sending e-mails with the purpose of enhancing the relationship of a merchant with its customers, often to encourage customer loyalty and repeat business.
  • Sending e-mails with the purpose of acquiring new customers

Affiliate marketing is a method of promoting business in which an affiliate is rewarded for every visitor, customer and/or sale through their efforts.

Internet marketing also includes search engine marketing.
Search engine marketing is a set of methods use to increase a websites visibility in search engine.

  • Search engine optimization attempts to improve rankings for relevant keywords in search results by improving a websites structure, content, and relevant backlinks.
  • Pay per click advertising uses sponsored search engine listings to increase traffic to a web site.
  • Paid inclusion can provide a guarantee that the website will be included in the search engines organic listings.

Internet Marketing

Paid Inclusion

Paid inclusion means that you can pay to have a guaranteed listing in a particular search engine. However, you are not guaranteed that your web site will rank well or better. There’s also no guarantee that your web site will get any additional internet traffic.

The benefit of paid inclusion programs, as opposed to paid placement or pay-per-click, is that you pay an annual flat-fee. A much cheaper option of internet marketing if your budget doesn’t allow for ongoing costs.

Not everyone needs to partake in a paid inclusion. It could be simply a waste of money if your web site is already indexed by the search engine. Paid inclusion would only really be suggested to you if you have a really urgent need to be listed/indexed. If you are already being indexed, why pay for something that you are already getting for free?

Internet Marketing

Paid Placement

Paid placement programs work a lot better than paid inclusion programs do. Paid placement is about paying a search engine for a high ranking based on selected keywords.

We here at iPower Search use the term “paid placement” to refer to guaranteed placement, but you may come across web sites that call it “pay for placement,” “pay for performance,” “CPC (cost-per-click) listings” or “PPC (pay-per-click) listings”. CPC and PPC listings are generally ads that are only paid for by the advertiser when a user clicks on the ad. Read more about PPC here.

Most major search engines with large amounts of traffic accept paid listings.

Although you are guaranteed inclusion and a ranking, your ranking position itself can vary.

Paid placement is a great internet marketing tool for those who want online exposure quickly. And if your budget allows, paid placement can be a viable long-term strategy.