The concept of Internet Marketing originated in the early 1990s with the rapid development of information technologies. Internet marketing encompasses more than just advertising and its placement; it is a broader field of economic science. Its goal is to enhance the efficiency of a website as a business tool in today's world.
Internet marketing addresses issues such as improving the ranking of a web resource and increasing its visitors, ultimately boosting the profits derived from the resource as the final outcome of any work. It is a complete system that studies market conditions, people's needs, demand trends, and how to make a product more attractive to consumers (e.g., website design, conducting special marketing surveys, etc.).
Goals of Internet Marketing
The goal of Internet marketing is to attract as many people as possible to your website, ensuring they return repeatedly, becoming regular visitors. Through marketing technologies, the website should become popular and profitable.
Internet technology marketers provide services such as website audits and promotion. They help raise awareness about a resource, especially online stores. These stores may exist for a long time without generating any profit for their owners. However, with Internet marketing, sales can increase significantly as marketing specialists correctly organize discount systems, sales, and promotions, reaching a large audience of potential buyers.
Main Components of Internet Marketing
Internet marketing uses the same technologies as traditional marketing but applies them through the lens of information technology. The same principle applies here: 4P (Product, Price, Place, Promotion), which helps increase your website's ranking.
Search Marketing
Search marketing helps increase the number of visitors to an internet resource. It can be implemented in various ways, such as search advertising, search engine optimization, and contextual advertising. Recently, new technologies have emerged, including search marketing tailored for social networks (e.g., Facebook) and video content. All search methods focus on specific types of searches (keywords, search engines, etc.), unlike non-search methods of website promotion.
Contextual Advertising
Another promotion method is contextual advertising. You can allocate significant funds to appear at the top of search results to be seen by many. However, spending large amounts on optimizing and promoting your website may not yield returns that cover your material costs. In such cases, contextual advertising becomes an irreplaceable form of internet marketing. These ads appear alongside search engine results. Their key advantage is their relevance, appearing only to interested visitors. The downside is the competitive nature; to ensure your ad appears first, you must bid higher than other competitors, creating an auction-like system.
Display Advertising
Display advertising involves placing advertisements on thematic portals aligned with the product being offered, allowing you to reach as many potential clients as possible.
In conclusion, here are the main types of internet marketing technologies available today: link exchanges, email marketing, mailing lists, Usenet discussion lists, web conferences, classified ads, server news mailings, email autoresponders, personalized emails, and affiliate programs. These technologies help websites with low traffic improve their ranking and, consequently, their profitability.
Internet marketing has regional characteristics that influence its implementation. For example, in Russia and Ukraine, the primary internet users are under 35 years old, with more men than women. This demographic must be considered when creating a new electronic resource to ensure it meets their needs and achieves success.
Tracking the latest trends is easier on the internet than in traditional media, which is a significant advantage of online marketing over offline marketing. This is especially true in post-Soviet countries. Considering these factors allows for the development of a profitable marketing strategy that generates substantial revenue.
