Internet marketing is the fastest growing and most exciting branch of marketing today. As the world becomes ever more connected, keeping up with developments and trends is vital for marketers trying to reach new audiences – who are more discerning,
Internet marketing – often called online marketing or eMarketing – is essentially
any marketing activity that is conducted online through the use of internet
technologies. It comprises not only advertising that is shown on websites, but
also other kinds of online activities like email and social networking. Every aspect
of internet marketing is digital, meaning that it is electronic information that is
transmitted on a computer or similar device, though naturally it can tie in with
traditional offline advertising and sales too.
Internet marketing has three cornerstone principles:
1. Immediacy. The web changes at a blistering pace and online audiences, whose
attention spans are short, expect on-the-minute updates and information.
To keep the favour and attention of this group, you must respond to online
messages and interact with communities as quickly as possible.
2. Personalisation. Customers online are no longer faceless members of a broad
target audience – they are individuals who want to be addressed personally.
Use the wealth of personal information available online to your benefit by
targeting the relevant people precisely and personally.
3. Relevance. Communication online must be interesting and relevant to the
reader, otherwise it will simply be ignored. With all the information that is
competing for your audience’s attention, you must find a way to stand out
and engage readers. The best way to do this is by giving them exactly what
they want, when they want it.
Throughout this course, you will learn tips and techniques for making all your
online communication more immediate, personal and relevant.