Internet search marketing is a process that uses key search words that people enter into search engines to find product or service information. Internet search marketing is the marketing of products or services over the Internet. Internet search marketing is also called digital marketing, web marketing, online marketing, search marketing or
e-marketing.
Internet search marketing is very broad because it includes Internet marketing, marketing by e-mail and wireless data transmission. The digital customer data and electronic customer relationship management (CRM) are summarized in internet marketing. Internet search marketing combines creative and technical aspects of the Internet, including design, development, advertising and sales.
Business models:
(1) E-commerce:
It is a model in which goods are sold directly to consumers, businesses or from consumer to consumer.
(2) Lead-based websites:
It is a strategy in which the organization creates value by purchasing leads from its website.
(3) Affiliate Marketing:
It is a process in which a product or service developed by company is sold by other active sellers for a share of profits. The company which owns the product provide marketing material e.g. sales letters, affiliate links, tracking facilities etc.
(4) Local Internet Marketing:
In local Internet marketing a small company uses the Internet to find and cultivate relationships that can be used for real-world advantages.Tools of local Internet marketing are social media marketing, local directory listing and targeted online sales promotions.
One-to-one approach
In this approach marketers target a user browsing the Internet alone and the marketer’s messages reach the user personally. This approach is used in search marketing, for which the advertisements are based on search engine keywords entered by the users. This approach works under the pay per click (PPC) method.
Appeal to Specific Interests:
When appealing to specific interests, marketers place an emphasis on appealing to a specific behavior or interest, instead of approaching the general population. These marketers typically segment their markets according to age group, gender, geography, and other general factors.
Niche Marketing:
Niche and hyper niche internet marketing put further emphasis on creating destinations for web users and consumers on specific topics and products. Niche marketers differ from traditional Internet marketers as they have a more specialized topic knowledge
Geo-targeting:
In internet marketing, geo targeting and geo marketing are the methods of determining the geolocation of a website visitor with geolocation software, and delivering different content to that visitor based on his or her location, such as latitude and longitude, country, region or state, city, metro code or zip code, organization, Internet Protocol (IP) address, ISP, and other criteria.
Internet Search Marketing Options:
Internet search marketing is most cost-effective forms of marketing. Most common forms of internet search marketing are
(a) Search Engine Optimization (SEO)
(b) Pay Per Click Marketing
(c) Affiliate Marketing
(d) Banner Advertisements
(e) E-Mail Marketing
Search Engine Marketing (SEM):
Search Engine Marketing (SEM) is one of the most popular forms of online marketing. There are three different techniques connected with Search Engine Marketing, Sponsored Links, Organic Search, and Paid Inclusion.
Pay Per Click Marketing:
Sponsored links are purchased through pay per click or pay per call campaigns (also known as PPC). Sponsored links are usually located on the right side of popular search engines like Google or Yahoo.Search Engine Optimization (SEO):
In this kind of marketing, the website is made more search engine friendly so that when a specific keyword or search is typed by the user, the site will make it into the top search results. This type of Internet marketing is more appropriate method to attract the potential customers.
Pay Per Click:
Under this category, the advertiser pays the search engine certain amount to get the address of his website featured separately if a keywords relating to his industry of sector is typed in.
Affiliate Marketing:
It is a kind of marketing wherein a company hires other companies or websites known as affiliates and entrusts them with the responsibility of marketing the product. The affiliates are paid commission. The affiliates can host a website in which it may display the banners or of the company. If the visitor clicks on this banner, they are redirected to the sponsor's site. The affiliate is paid a commission.
Online Auctions:
Online auctions are just as the auctions that take place in the real world. Items are put up for sale and the seller quotes the minimum price. Interested buyers then start quoting their price. And the item is sold to the highest bidder. The buyers in case of online auction can be form any part of the world
Banner Advertising:
Here banners of the advertiser is displayed on the website. The advertisers pay a certain amount of money to get the banner displayed on the website for a certain period of time. The banners are visually appealing to attract the potential customers.
Directory Listings:
It is a service in which sites are placed in special categories in a directory. Such kind of service can be free or fee based.
Ethical E-mail Marketing:
Usually marketing strategies are impersonal in nature. E-mail marketing gives an opportunity for personally addressing the recipient.It can be used to send information about the latest product information, launches, beta products, and updates on service workshops, seminars etc to the subscribersAdvantages of Internet Search Marketing:
No Geographical Limitation:
Internet has no geographical limits. This is a great marketing tool. We can advertise products on the website to attract potential customers.Physical presence to deal with the customers is not essential.
Overseas market:
Internet search marketing has become a big tree, there is no need to travel to go anywhere and meet interested parties.
Cost-effective Option:
Marketing on the Internet proves to be cost-effective option compared to traditional methods of marketing, including print and audio/video. We can save travel costs for participation in fairs and exhibitions.
Availability of 24 hours:
Internet search marketing can be done 24 hours. Website can be seen by customers at any time of day. Buyers can visit the site looking for comfort and gallery of products. We can also go through the product description and more information on the collection itself.
Display of full information:
In the traditional world of print, radio and television, there is no limit to the amount of information can be passed on to customers.In print the restriction is in the form of the size of the ad. In radio and TV ads one has the restriction, which is measured in seconds. These restrictions cannot be ignored.When companies can rely on wide range of products, a website is impressive medium to convey the information to the reader.
Increasing the returns on investment on a website:
Internet search marketing increases the return on investment on the website. If site attracts more customers and increase revenue, website owners can keep the costs to recover.
Discovery of new markets:
Often, the market is not exploited by the seller due to the lack of geographical knowledge or hostility. In such circumstances, the use of Internet search marketing is a great tool for opening these markets. Since the Internet has no geographical boundaries, it is easier for buyers or suppliers to know and communicate with each other. This has led to the discovery of new markets. When customers come from markets not spent for the seller is aware of new markets for their products. Internet search marketing is so new age marketing that provides the seller never seen such possibilities. Because the Internet is much cheaper than traditional methods of marketing, and even small businesses can be made.
Internet search marketing is convenient to estimate the cost to reach the audience . Advertisers use different methods, such as pay per impression, pay per click, pay per play and pay per action. Therefore, marketers can determine which messages or offers more attractive to the public. The results of the campaign can be measured and immediately after the online marketing initiatives usually ads to users on the site visits and specific needs.
Limitations:
Buyers can not smell, taste, touch and listen before you buy online. This is a standard for e-commerce customers to provide feedback on the business liberal.
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