Four distinct
generic goals
1. Customer acquisition - is a foundation goal
of all marketers.
2. Customer conversion - is the process of
changing visitors, shoppers, or prospects into actual customer.
3. Customer retention - involves turning the
newly found customer into a loyal one who will remain with the enterprise over
an extended period.
4. Customer value growth - the equity that
exists in the enterprise’s customer base, is the end goal of the acquisition,
conversion, and retention process.
Internet Marketing
Inputs
1. Internet Business Models
a. Transaction Models – are the way in which
Internet businesses organize to carry out exchange whether it be content or
commercial transactions.
b. Revenue Models – are the various streams of
revenues that businesses can employ to support their activities.
c. Multichannel Marketing – is the driving force
behind many business models. It requires
the integration of both offline (physical world) and online (interactive)
channels.
2. Interactive Channels
a. Websites and blogs – it become channels of
communication for many businesses, especially in B2B markets.
b. Search marketing – includes search engine
optimization (SEO) and pay-per-click (PPC) advertising, is the single most
important way that marketers drive visitors to their websites.
c. E-mail marketing – is a key tool of the
Internet marketer. It can be used in
customer acquisition programs, but is especially important in customer
retention campaign.
It is directly marketing a commercial
message to a group of people using email. Every email sent to a potential
or current customer could be considered email marketing. It usually involves using email to
send ads, request business, or solicit sales or donations, and is meant to
build loyalty, trust, or brand awareness.
d. Mobile marketing – is a well-developed
channel in Europe and Asia and rapidly growing in the United States.
It is marketing on or with a mobile
device, such as a smart phone. It can
provide customers with time and location sensitive, personalized information
that promotes goods, services and ideas.
3. Social Media Channels
a.
Social networks for communication
Three
largest social networks used by people for personal communication and by
business for communication and brand development.
a.1 Facebook
a.2 Twitter
a.3 LinkedIn
b.
Social
platforms for creation of branded channels.
Social
platforms that allow marketers to establish communities around a particular
brand or a subject of mutual interest.
b.1 Ning community platform
b.2 WordPress platform
4. Offline Channels
a. Mass media
b. Events
c. Sponsorship
d. Public relations
5. Social and regulatory issues
a. Privacy
b. Security
c. CAN-SPAM
d. Pending regulation
Internet Marketing
Actions
1. Advertising and promotion
Online advertising and promotion that can be used to incite
the viewer to immediate action or to build the image of the brand.
• Direct response
• Brand development
2. E-commerce
Refers to commercial transactions on the internet.
• Business to business (B2B)
• Business to consumer (B2C)
• Business to government and nonprofit
organizations (B2G and NP)
3. Customer service and support
The quality of customer service can be improved at the same
time the cost to deliver it can be decreased by judicious use of the Internet.
• Automated
• Human agents
• Preventative
