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Unit 2

Internet marketing, also known as online or digital marketing, utilizes the Internet to promote brands and products through various digital channels, offering global reach and cost-effective advertising. It presents opportunities for increased brand awareness and customer engagement while facing challenges such as generating traffic and adapting to web trends. A structured digital marketing framework, including components like goals, target audience, and strategies, is essential for effective planning and evaluation.

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20 views5 pages

Unit 2

Internet marketing, also known as online or digital marketing, utilizes the Internet to promote brands and products through various digital channels, offering global reach and cost-effective advertising. It presents opportunities for increased brand awareness and customer engagement while facing challenges such as generating traffic and adapting to web trends. A structured digital marketing framework, including components like goals, target audience, and strategies, is essential for effective planning and evaluation.

Uploaded by

Ruchita Maaran
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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UNIT 2

1. Internet Marketing
 Internet marketing is a form of marketing that uses the Internet
to promote a brand, product, or service via social media, search,
email, and other digital channels.
 It is also known as online marketing, digital marketing, or website
marketing.
 Internet marketing provides a global reach, allowing businesses
to connect with a vast audience regardless of geographical
boundaries.
 Internet marketing often offers cost-effective alternatives to
traditional advertising.
 Internet marketing allows for real-time tracking and analysis of
campaign performance.
 Internet marketing is a type of marketing that promotes a
business and its offerings through online channels to drive site
traffic, generate leads, and increase sales.
 Internet marketing is important because it expands a business’s
reach and allows them to connect with more leads interested in
their business.
 The importance of Internet marketing lies in that it best aligns
with the way consumers prefer to discover and purchase
products and services.
 Examples of Internet Marketing:

1. Red Bull: Red Bull, a leading energy drink brand encourages sports and
adventure to advertise its products. The brand slogan used by Red Bull is
‘Red Bull gives you wings’. In 2012, Red Bull launched an interesting
digital marketing campaign called “Stratos”, in which Felix Baumgartner
was shown in a live-streamed video, breaking the Guinness World Record
for freefall skydiving by jumping from space. The video gained 6.8 million
views on YouTube. The video cultivated a feeling of risk and excitement in
the minds of the viewers (specifically youngsters) though the ad itself had
overlooked the product. The main success behind the ad was it displayed
events beyond human limits. Live streaming also helped in developing a
sense of friendship and immediacy.

2. Slack: Slack is a well-known instant messaging app for corporate users.


Slack used the word-of-mouth strategy to grow its business by creating a
digital marketing campaign on Twitter with the name “The Wall of Love”.
In this particular Twitter account @SlackLoveTweets, Slack re-twitted the
positive experiences shared by its users to prioritise user experience and
feedback. Such kind of strategy is proof that the brand promises to live up
to whatever it shows in its content. Slack experienced an increase of more
than 8 million active users after successfully launching the ad.

3. Nike: Nike, a popular sports brand sells a wide range of products such
as footwear, apparel, and equipment. It is the World’s most valuable
clothing brand for seven times in a row as of 2022. Nike makes use of
influencer marketing by promoting its products through athletes such as
Michael Jordan and LeBron James showcasing commitment, loyalty, and
great skill to its users. In Nike’s “How We Do” campaign, Nella Rose, a
popular fashion influencer was seen promoting boxing among the
youngsters.

 Ways to use Internet marketing:


 Build brand awareness
 Generate website traffic
 Attract qualified leads
 Nurture and convert leads
 Reduce churn
 Improve customer satisfaction
 Internet marketing strategies:
o Search engine optimization (SEO)
o Content marketing
o Pay-per-click (PPC) advertising
o Social media advertising
o Social media marketing
o Email marketing
o Web design
2. OPPORTUNITIES & CHALLENGES

Opportunities :

1. Full-Time Availability: The results of marketing strategies are always


transparent and available to the potential consumers 24×7.
2. Increases Brand Awareness: Marketers may come across a
significant potential global audience by breaking geographical and
cultural barriers.
3. Ensures Global Engagement with Audiences: Internet banking
ensures large user engagement by expanding its reach through
social media and other networking sites.
4. Helps in Recognising Target Audiences: Internet marketing helps in
studying the market thoroughly and provides marketers with an idea
of which segment they can target to buy their products by
personalising their products and services.
5. Improves Brand Loyalty: When the audience gets an opportunity to
study the products and services through reviews on the website,
they get clarity which may positively build their loyalty towards the
brand.
6. Analysis of Effectiveness of Online Campaigns: Internet marketing
makes use of certain tools and strategies which helps them analyse
if their campaigns are effective, whether or not the audiences are
getting attracted to the content shown, and whether it is giving a
positive vibe in the minds of the buyers.
7. Helps in Identifying Competitors: Internet marketing helps the
markets to identify businesses selling similar products and services
and analyse whether their products are unique and outstanding as
well as stand as per the requirements of the audiences.

Challenges:

Challenge #1: Producing Effective Referrals:

Challenge #2: Generating Traffic.

Challenge #3: Become a Video Expert.

Challenge #4: Convincing Your Brand You Need More Money.

Challenge #5: Keeping Up with Web Trends.

Challenge #6: Keeping the Customer First.

Challenge #7: Sifting Through Technologies and Platforms.

3. Digital marketing framework

A digital marketing framework is a structured approach to planning,


implementing, and evaluating your marketing efforts across various online
channels. Here are some key components and popular frameworks:

### Key Components of a Digital Marketing Framework

1. **Goals and Objectives**: Define what you want to achieve (e.g., brand
awareness, lead generation, sales).

2. **Target Audience**: Identify who your ideal customers are.

3. **Channels and Tactics**: Choose the platforms (e.g., social media,


email, SEO) and strategies you’ll use.

4. **Content Strategy**: Plan the type of content you’ll create and share.

5. **Budget and Resources**: Allocate your budget and resources


effectively.
6. **Metrics and KPIs**: Determine how you’ll measure success.

### Popular Digital Marketing Frameworks

1. **RACE Planning Framework**:

- **Reach**: Build brand awareness and visibility.

- **Act**: Encourage interactions and engagement.

- **Convert**: Drive conversions and sales.

- **Engage**: Foster long-term relationships and loyalty¹.

2. **SOSTAC Framework**:

- **Situation Analysis**: Understand your current position.

- **Objectives**: Set clear goals.

- **Strategy**: Plan your approach.

- **Tactics**: Detail the specific actions.

- **Action**: Implement your plan.

- **Control**: Monitor and measure performance².

3. **Inbound Marketing Framework**:

- **Attract**: Draw in visitors with valuable content.

- **Convert**: Turn visitors into leads.

- **Close**: Convert leads into customers.

- **Delight**: Provide exceptional service to retain customers³.

These frameworks help ensure a comprehensive and organized approach


to digital marketing, making it easier to achieve your goals and measure
success.

(1) Digital Marketing Strategy Frameworks | Wrike Guide.


https://www.wrike.com/digital-marketing-guide/digital-marketing-strategy-
frameworks/.

(2) The 9 Best Marketing Frameworks You Need to Know – HubSpot Blog.
https://blog.hubspot.com/marketing/marketing-frameworks.
(3) Mastering Digital Marketing: A Comprehensive Guide to Strategy ....
https://digiquation.io/articles/digital-marketing-strategy-guide/.

(4) Building a Digital Marketing Strategy Framework: The Key Factors.


https://vervology.com/insights/digital-marketing-strategy-framework/.

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