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Chapter 1 - INTRODUCTION TO INTERNET MARKETING

The document discusses trends in internet marketing. It begins by outlining the learning objectives which are to discover what internet marketing is, learn about its history and pioneers, explore current context and future trends, and how different tactics fit together. It then discusses the origins and early successes of internet marketing, including the first email, rise of online advertising, and viral marketing campaigns. Current global trends and the future of internet marketing with technology convergence are also examined. Finally, it outlines how different marketing tactics work in unison and the importance of planning.

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Preeti Kaur
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138 views17 pages

Chapter 1 - INTRODUCTION TO INTERNET MARKETING

The document discusses trends in internet marketing. It begins by outlining the learning objectives which are to discover what internet marketing is, learn about its history and pioneers, explore current context and future trends, and how different tactics fit together. It then discusses the origins and early successes of internet marketing, including the first email, rise of online advertising, and viral marketing campaigns. Current global trends and the future of internet marketing with technology convergence are also examined. Finally, it outlines how different marketing tactics work in unison and the importance of planning.

Uploaded by

Preeti Kaur
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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TRENDS IN INTERNET

MARKETING

CHAPTER 1
INTRODUCTION TO INTERNET MARKETING

Prepared by Bassem Demachkie


LEARNING OUTCOMES
1. Discover what internet marketing is
2. Learn about the history and pioneers of internet marketing
3. Explore today’s internet marketing context
4. Learn about future trends
5. Discover how all the tactics taught in this course fit together

Prepared by Bassem Demachkie 2


WHAT IS INTERNET MARKETING?
Internet marketing has three cornerstone principles:

Prepared by Bassem Demachkie 3


THE ORIGINS OF INTERNET MARKETING
1. The birth of the internet

Figure 1: The first email ever was sent between these two computers.

Prepared by Bassem Demachkie 4


THE ORIGINS OF INTERNET MARKETING
2. Marketing moves online

The rise of
Advertising The dotcom
Websites first the social
takes off phenomenon
web

Figure 2: The first banner advert in the world, run on HotWired by AT &T.

Prepared by Bassem Demachkie 5


SUCCESS STORIES
1. Hotmail links its users
One of the earliest internet marketing success stories is Hotmail. Hotmail
launched in July 1996 as one of the first free webmail services available to
the public. It garnered a respectable but hardly groundbreaking 500,000
users by December 1996.
Then, a small and brilliant idea made the service’s users increase
exponentially: Hotmail added a short description and link to the signature of
every email sent over its network, encouraging readers to sign up for their
own free account.

Prepared by Bassem Demachkie 6


SUCCESS STORIES
2. Google conquers search
By the time Google entered the search market in 1998, online search engines
were already well known, generally had very loyal followers and had
apparently saturated the market. However, Google used a clever marketing
strategy: it separated itself from portal sites like Yahoo by emphasizing its
focus on search with a minimalist interface that contained little more than its
logo and a search box.

Figure 4: The original 1998 Google logo.

Prepared by Bassem Demachkie 7


SUCCESS STORIES
3. Blair Witch leverages viral marketing
The well-known horror movie, The Blair Witch Project, was promoted almost
exclusively online and combined a variety of media and approaches to do so.
The movie itself, released in 1999, was filmed on a small budget and was
never intended for wide mainstream release.

However, the creators had the idea of promoting their film to potential
investors online and built a website for it. Through word of mouth facilitated
by online channels, the site’s popularity grew and started attracting new
visitors.

Prepared by Bassem Demachkie 8


SUCCESS STORIES
4. District 9 sweeps social media
A more recent example of a successful online viral marketing campaign is the
science fiction film District 9. The film, directed by South African Neill
Blomkamp, was widely advertised over social networks, both locally and
abroad. Its marketing strategy took a clever approach of subverting racial
segregation laws and replacing them with human-alien divisions.
The online component involved videos of the fictional Multi-National United
(MNU ) corporation as well as other staged videos like protests and news
reports.

Prepared by Bassem Demachkie 9


SUCCESS STORIES
4. District 9 sweeps social media

Figure 5: A District 9 advert

Prepared by Bassem Demachkie 10


INTERNET MARKETING TODAY
Global trends

Social media marketing Ad fatigue

Viral marketing Targeting

Brand as product Golden oldies

Prepared by Bassem Demachkie 11


THE FUTURE OF INTERNET MARKETING
1. Technology and convergence
Convergence is the process by which many technologies meld
into one. Apple’s new iPad tablet computer performs thousands
of possible function and can be used as a portable computer,
document reader, web browser, media platform and so on.
Convergence also happens between seemingly unrelated
devices. For example, some advanced refrigerators include a
small computer and internet connection: the appliance monitors
what food is in stock and automatically orders the necessary
replacements at an online grocery shopping site when you run
low.

Prepared by Bassem Demachkie 12


THE FUTURE OF INTERNET MARKETING
2. Future trends

Consumer control

Always on the move

The rise of web 3.0

Prepared by Bassem Demachkie 13


MARKETING TACTICS IN UNISON
1. Online equivalents of traditional techniques

▪ Direct postal mail ➔ Email


▪ Traditional advertising ➔ Online advertising
▪ Surveys, polls and market research ➔ Web analytics
▪ Traditional PR ➔ Web PR
▪ Word of mouth ➔ Viral

Prepared by Bassem Demachkie 14


MARKETING TACTICS IN UNISON
2. Linking tactics together

• The website is the cornerstone of the entire campaign and the


destination for all links that are published. It is the repository of your
company’s online content and the destination for accurate and up-to-
date information about your offerings.
• An email newsletter should link to your website and social networking
profiles. It keeps interested customers informed of relevant news and
special offers.
• Online adverts drive web traffic to your website and inform viewers
about the characteristics of your brand and product in a few words.

Prepared by Bassem Demachkie 15


MARKETING TACTICS IN UNISON
2. Linking Tactics Together

• Proper use of keywords promotes your website and ensures that your
online adverts appear to the right people.
• Social media channels can drive word-of-mouth promotion and make
your brand more personal. They link to your website, serve as an
alternative to email updates and act as the launch pad for viral
marketing promotions.
• Mobile marketing lets you communicate with customers on the go,
facilitating social networking, using the website and getting updates.
• Finally, web analytics lets you monitor your customers’ online activities
and enables you to measure the return on investment in order to
evolve and improve your overall strategy to increase returns.
Prepared by Bassem Demachkie 16
MARKETING TACTICS IN UNISON
3. Planning is essential

Any rushed, half-hearted or unstructured online marketing attempt is


doomed to failure and invisibility. Simply creating a website or Facebook
profile doesn’t mean that you are marketing yourself online; using these
applications and tools are just steps in one small part of the ongoing,
intensive and risky process. Planning involves aspects like growing your
contact base, organizing strategically timed promotions, scheduling time for
social network maintenance and monitoring, ensuring consistency
throughout all communications, spreading the information manually, and so
on. It is not enough to build a website and expect your customers to come to
it.

Prepared by Bassem Demachkie 17

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