Internet marketing is the business strategy used to introduce or sell products and services to a global marketplace. It is, as the name implies, a marketing technique that involves the use of internet technology as a communication gateway for e-commerce.
Internet marketing is dependent on internet technology to work.As such it is as susceptible to change as the technology it depends on. And as internet technology is ever evolving. Internet marketing is expected to evolve along with it.
Right now, given the current conditions of internet technology, these are the many ways internet marketing is optimized by brands to make their marketing strategies more effective:
Segmentation is an internet marketing technique where brands target specific markets or consumer groups. Segmentation, as the name implies, segments online users in terms of their interest in certain products & services.Every time an online user visits a website it becomes a sort of online footprint that identifies them as part of a segment of the online community. Every keyword search identifies an online user as a particular sort of consumer.
Online behavioral advertising is some how similar to segmentation since online behavior leads to being identified as part of a segment.
Online behavior allows brands to identify the consumers who will be interested in their product or service.This is revealed by data on their online search activities, the websites they visit, and even comments and feedback on their social media channels. A person who loves to travel for example will book airline tickets and hotel reservations online. Their online re-cordidentifies him or her as a possible client for companies in the travel industry. Online behavioral advertising include the ads brands develop that are based on behavior data gathered from online consumers.
Collaborative environment is the result of internet marketing’s ability to bring together people from parallel industries to share information and knowledge that will optimize effectiveness of a brands online marketing campaign.
An advertising agency for example, the people who develop and create online advertising, will want to collaborate with a technology service provider such as Google or Yahoo to gather information and data on online behavior of consumers. Technology service providers will want to create a collaborative environment with ad agencies by providing them online data on the best way to reach consumers online. Advertising agencies then take this valuable information and develop internet marketing campaigns that will effectively connect with online consumers.
Re-marketing is marketing to online consumers who have already registered interest in a brand.They have either visited the client’s website, engaged in the brand’s online marketing campaigns, or are already loyal consumers. It is an online marketing strategy that lets brands touch base again with consumers.It keeps the brand connected with loyal consumers.
Re-marketing is a necessary internet marketing strategy because it creates brand loyalty. Brand loyalty leads to good word of mouth which results in opportunities for a brand to expand its consumer base.
Due to the immense popularity of online gaming around the world, Game advertising has become a popular and effective mode of internet marketing. Online gaming has millions of active users. They spend hours every day in front of gaming consoles engaged in online games. They are a virtual captive audience for internet marketing similar to TV viewers. Game advertising allows brands to place their name on the products that are visible in online games.
Take a game about dollhouses for example. Let’s say the rules are to design a dollhouse which is part of a community of dollhouses owned by doll characters. This particular game opens opportunities for the home decor and the fashion industry to engage in game advertising. Home decor brands can have their products be part of the design of the dollhouses. Every product an online gamer uses to design the house will have the brand’s name.Fashion brands have the opportunity to advertise as well. The dolls can wear the clothes they have designed branded with their name tags. Game advertising is a perfect opportunity for brands to create brand recall in millions of online gamers.