Internet marketing is a relatively inexpensive and yet surprisingly effective means of reaching your target demographic. A successful campaign can reach a wide audience at a fraction of traditional advertising budgets. The nature of the medium allows consumers to research and purchase products and services at their own convenience: An internet marketing campaign puts an organization’s message in front of consumers precisely when they want it.
However, internet marketing isn’t simple. It still requires intelligent planning, strategic management, and effective execution. Emphasize business goals and use methods such as CVP analysis when determining strategy and the overall effectiveness of marketing campaigns.
A few important characteristics that differentiate Internet marketing from “off-line marketing” are as follows:
- The one-to-one vs. one-to-many approach. Where the targeted user typically browses the Internet on their own, and the marketing messages will reach them personally. An accurate example is search marketing, where the users find advertisements targeted to specific keywords that the user is searching for in a search engine.
- Demographics targeting vs. behavioral targeting. Off-line marketing involves segmenting the markets according to specific demographics. Online marketers have the luxury of targeting by activity. This is a deeper form of targeting, since the advertiser knows that the target audience are people who do a certain activity (upload pictures, have blogs, etc.).
- Measurability. Almost any aspect of an online campaign can be traced, measured, and tested. The advertisers either pay per banner impression (CPM), pay per click (PPC), or pay per action accomplished. Tracking your campaign allows the marketer to test and refine their strategy until it is perfected and is successful in warranting results.
- Response and immediate results: Since the online marketing initiatives usually require users to click on the message, go to a website, and perform a targeted action, the results of campaigns are immediately measured and tracked. On the other hand, someone driving a car who sees a billboard, will at best be interested and might decide to get more information at some time.
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