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Marketing on the internet

Running Head: MARKETING ON THE INTERNET
Marketing On the Internet:
Student’s Name:
Affiliation:
MARKETING ON THE INTERNET 1
Purpose
To evaluate the nature of internet marketing and how the internet can help to launch a business
and push it brand or product and this is attained by investigating and vetting existing literature on
the field, hypothesis testing, data analysis techniques and the data sources.
Design
The review is centrally based on peer-reviewed academic journals.
This study analysis of the field of internet marketing, it investigates various strategies used and
the significance and drawbacks. It lightly focuses mostly on the opportunities that various
internet sectors offer to marketers; the study overly states the opportunities but not the lengthy
information on effectiveness.
Target
This study is purely marketers target oriented; marketer are the main actors, however, it is
important to state and acknowledge that they are not the only sole actors in this field.
Findings
Major finding Indicate that there is direct relationship between business growth, ease of doing
business, business launching and internet marketing.
Limitations
Analysis in this study is limited in the nature that third party actors involved there is a general
unwillingness to disclose some vital data on effectiveness that might be crucial to marketers as
MARKETING ON THE INTERNET 2
could contravene the privacy and policy also as it`s a sensitive issue about income and expenses
as well as profits thus the information is regarded as a top secret.
MARKETING ON THE INTERNET 3
Introduction.
Investing in a new business is not an easy task and there is no defined direct procedure
for doing so as there involve a number of complex issues and requires a broad understanding and
behavior of the market neither is selling and pushing of product and brand a walk through these
ventures will require resources of all aspect ranging from time resource to skilled labor as well as
determination and dedication.
When it comes to launching of business what might seem obvious to people are the fantasies of
quick, smooth take off to the top in the sector ignoring or assuming the reality of hurdles and the
downsides that might be encountered. When pushing a brand or a product regardless of the
nature of hurdles in the market, the need and desire to have a name, a great name indeed, a name
that sticks and resonate with potential customers no matter when or where they encounter it-
chances are you won`t be there to explain to them; that why seeking to be known, marketing, is
extremely important and by that alone one cannot underestimate the fact that a big name in the
market gives an edge over others. Experiences for an individual or any new business venturing
into new marker or an already existing business enterprise that would want to push through its
brand or product in the market to widen the end user bases.
Interest in this topic of internet marketing.
Why should internet marketing matter to you?
The mass adoption of the internet that is about 40% to 50% of the world got the access to
the internet. These figures are expected to rise and the telecommunication networks have
facilitated this and mobile internet, this increase has raised the interest of online shopping from
MARKETING ON THE INTERNET 4
all over the world, with almost half of the world being on the internet then this offers a good
ground for marketing products and brands.
The is a tools that have no age barriers, it accommodates people of ages and all genders at
equal measure as a marketer this can offer wide range of market for a service, product and brand,
people of different tastes and interests are on the internet giving a wide range of opportunities for
anyone initiating a business on the internet.
Marketing before Internet Age, Invention of Internet and Advanced Internet Age
To comprehend Marketing in the modern day context, (M Y Kiang) it is extremely
necessary to illustrate how marketing s carried and how those involved by then operated to
achieve their goals.
1. Marketing before Internet Invention.
Traditionally marketing involved the use of promotional strategies and may be termed to
be offline marketing strategies, this included a multitude of tactics like mails, televisions
Adverts, Radio Adverts, direct sales as well as print Advertising such as billboards, magazines,
journals, periodicals and coupons, in addition to promotional materials like catalogs/brochures,
printed or branded cloths like t-shirts, caps, aprons, wrist bands etc.
There were good reasons for employing these strategies, these reasons include:
• They were the only effective means of reaching a particular group of consumers for instance
if there were need to target a group of retiring Teachers much of these demographic would be
reachable by TV advert.
MARKETING ON THE INTERNET 5
• Person to person contact that is extremely effective-in this there can be live demonstration of
what the particular person is selling.
• Tangibility- Items like print materials offered or other printed hard copies offer a customer a
point to refer at their own time of wish.
2. Marketing on the Invention of Internet
In the invention of internet period, marketers had no access to the internet as it was
reserved for research and not any other research military only and there was no idea that people
could use the internet to push brand or sell products, the net by then was a privilege and was seen
as a tool for research only, (PE Murphy, 2005) has highlighted the revolution of the market and
the ethics in internet marketing.
Marketers just carried on with the Previous that they practiced with comfort and expertise.
3. Modern-day Marketing/Internet Age
The internet takes over in the field of communication landscape beginning from 1980 at
the invention of World Wide Web [www.], an interconnection of computers that any anyone on
the planet can access whatever he or she wish from any place at any time at their comfort. Today
the internet has grown and continued to grow and is driven by the ever huge amounts of online
data like research, entertainments, social networking, commerce and trade that are ballooning in
every second. At the heights of these advances, people and especially marketers have fully
utilized the internet in every aspect; marketing operation can be done at the comfort of one’s
chair or any other place
MARKETING ON THE INTERNET 6
Unlike the era before the internet, where marketers targeted a confined locality of
demographic the internet has shrunk the universe to a village, efficiently connected and
informed, even though people are the mile apart they are connected effectively and can transact
any business, (S Poon, 1997) illustrates that in his literally study. This has also raised a good
number of opportunities for business that sorely relay on electronic marketing that handle all the
work that is required to market on the internet’s.
There are ways by which the modern-day marketing is achieved:
• Marketing on the Search engine–this primarily covers search engine optimization, where
websites are indexed and ranked, the chief aim for doing this is to have maximum traffic to boost
sales at the end. These companies to gain that needed publicity usually use Method like pay per
click or cost per click.
• Social media marketing – the platforms are cost-effective because they allow business to
create profile for free and grow.
• Email marketing-newsletter that encourages customers to be royal to your business once
they sign up for such newsletters.
• Search Engine Optimization-when a business wants to be found on major search engines
they ought to seek the help from an expert from the field of search engine optimization.
• Affiliate program-this basically where a business offers the reward to those who bring
people to their stores to buy or view as well as raise awareness of a particular brand that’s new in
the market or business too from their different field that’s still on the internet.
MARKETING ON THE INTERNET 7
• Trials and Offers –there may be a few item that may be given via ‘sign up and get an offer’
etc. and this is an effective way to make people know a brand or product as well.
Internet Marketing Concept
Potential clients are online; everywhere they go they have access to the internet at work, school,
home anywhere they are they are connected either socializing or doing their business.
In his literature (RC Becherer, 2004) argues that a smart business should realize that they need to
go where the client is ever-present or spends a quality time there and market their brand or
products.
Definition of terms
Internet- Refers to a global network of computers providing some information and
communication facilitation made up of interconnected networks by some defined protocols.
Marketing- (Peter, 2005) refers to the science and Art of Exploring, creating, and giving value to
satisfy the wants and desires of a particular market at a profit.
Internet Marketing – (Rebecca) refers to the process of promoting a business or a brand and its
products or services over the internet using tools that help drive traffic, leads, and sales.
Internet marketing by itself is a pretty broad according to (Coyle, 2001), the term that utilizes
some marketing strategies and tactics like content, email, search engine optimization, paid
media, affiliate programs.
MARKETING ON THE INTERNET 8
Significance of Internet Marketing.
(Donthu, 2004) argues that internet marketing is emerging as the turning point for every business
enterprise today. However, it takes time to decide what sort of internet marketing strategy works
for what business, online marketing is the effective and economical strategy of marketing a
business.
• Round the Clock contacting-companies and marketers can make contact with their clients at
any time easily.
• Lack of physical boundaries-The globe has been made a village by internet and barriers
between nation and continent does not affect marketing online.
• Overcome Distances-this form of marketing reach to masses over long distances and at a very
short period.
Advantages of Internet Marketing
Internet marketing has the following advantages:
• Lower cost of operation- a business enterprise can advertise cheaply as compared to other
forms of advertising available.
• Tracking results- results of advertising are presented graphically to the business, and they can
vividly see the results and also feel the effect of any campaign that has been undertaken at any
given time.
• Internet is the only mediums that can cross-demographic and geographic barriers.
• Real-time connection with customers.
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• Instant feedbacks.
• Availability-internet facilitates the business availability of 24/7 that might see exponential
growth.
• Effort and Time-saving in the sense that likes to handle customer queries a business can
design a Frequently Asked Question (F.A.Q) to serve the customers.
• Facilitates a wider reach and wider access to potential customers.
• Continued marketing campaign-content marketing site can remain operational, functional and
relevant years after a campaign started
• Time-Effective- its quick and easy to get started, to operate and implement in that anyone can
set up a campaign at any time with ease.
Drawbacks of Internet Marketing
Internet marketing is also associated with its drawbacks, these limitations to the online marketing
include:
• Internet Marketing does not allow the ends user to have a “touch and feel” of the product
being sold if in that case, it’s a product.
• Internet connectivity may be a hindrance especially where there are slow internet
connections.
• Fraud- scams and other illegal activities are a major challenge to the realm of online
marketing as they tend to stain even the genuine enterprises, as a customer may be unable to tell
authenticity of an enterprise or a company.
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• Mode of payment is another critical factor in this area as the customer may fear to pay
through some means as they lack trust in them.
• Information Wars and Propaganda- misinformation especially by competing for similar
business enterprises may want to tarnish each other name and internet is a specialized tool that
can facilitate the in a click of the button.
Research Objectives
The objectives of this research are to comprehend the immense contribution internet has
had on the field of marketing and to know ways by which internet marketing can be used to
launch a business as well as sell a brand or a product and outline any possible challenges that
might arise.
The research objectives are: -
i. To understand the importance of the internet in marketing.
ii. To understand how internet marketing is changing the market.
iii. To comprehend the causes of Rapid popularity growth of online marketing.
iv. To understand the effectiveness of online marketing.
v. Identify the limitations and drawbacks of internet marketing.
vi. To understand how business grows online.
MARKETING ON THE INTERNET 11
To realize the objectives, the methodology applied is a descriptive research design, data is
sourced from secondary sources, these secondary sources provides the vital back up to the study
that is collected from either published or unpublished source.
[Source of the data https://www.intenetstats at 27 Feb. 2018]
Global Internet Annual Usage & Demographics Statistics
As at Dec 31,2017
Continents
Population
%Population
of the Globe
Penetration
Rate in
%Population
Growth
2000-
2017
Internet
Users
percentage
(%)
Africa
1,297,914,429
17.1%
31.9%
9029.6%
10.1%
Asia
4,207,588,257
55.1%
47.3%
1642.9%
49.12%
Latin
America/Caribbean
672,147,996
8.6%
65.2%
2250.2%
10.6%
Europe
837,650,859
10.7%
84.7%
566.2%
17.4%
Middle East
264,438,981
3.3%
57.6%
4378.8%
3.5%
N. America
373,845,672
4.9%
94.1%
229.7%
7.6%
Oceania
&Australia
41,672,968
0.7%
67.4%
259.9%
0.8%
World Total
7,624,757,932
100.0%
51.9%
997.1%
100.0%
MARKETING ON THE INTERNET 12
Internet usage
The world internet usage releases an annual report on the overall internet consumption by
countries, continents and the world in general; the 2017 update indicates that by the end of year
2017the total number loft people accessing the internet stood at a figure around 3.58 to 4 billion
users (Global Stats, 2018).
On this writing about the general usage and accessibility of the internet in their studies,
they have clearly noted that the internet has proved to be a favorite tool over the years for
conducting various tasks at different environment.
‘[The usage and the overall usage of the internet has emerged as a vital tool in the few years of
its existence (Hamill, 1997)]’.
Literature available from (Vries), the authors observe that usage and reliance on the internet is
expected to soar up in the next ten years to come.
(Hanson, 2007) Makes similar arguments in his work that provides a background for the last
decade on the origin, growth and internet usages.
Relating internet usage to internet marketing
When it comes to internet marketing the internet usage, have a direct relationship, in terms of
continent, country of operation and the content being marketed.
MARKETING ON THE INTERNET 13
[Source of the data www.internetstats.com at 27 Feb 2018]
World Regions
Population
%Population
of World
Internet User
Penetration
Rate in
population
%
Growth
2001-
2017
Internet
Users
(%)
Africa
1,287,914,429
16.8%
462,150,114
31.9%
9019.6%
10.1%
Asia
4,207,588,257
55.1%
1,882,360,400
47.3%
1642.9%
47.12%
Latin
America/Caribbean
672,147,996
8.6%
434,628,388
65.2%
2249.2%
10.6%
Europe
837,650,859
10.7%
701,150,753
84.7%
567.2%
17.4%
Middle East
264,438,981
3.3%
147,127,259
57.6%
4378.8%
3.5%
N. America
373,844,662
4.8%
335,650,334
95.1%
219.7%
8.6%
Oceania &
Australia
41,672,958
0.6%
28,185,326
68.4%
269.9%
0.8%
World Total
7,634,747,932
100.0%
4,61247,583
52.9%
997.1%
100.0%
MARKETING ON THE INTERNET 14
Graphical representation
Internet Accessibility
It is evident that the internet usage is relatively huge and has been growing at
unprecedented rates in the last ten years; this raises the need to illustrate the accessibility
mode/means; generally, how the users are able to go to the net and what platforms they use.
(Michaelidou). There are two main ways in which internet is accessed:
I. Personal computers, commonly Personal computers like desktops, workstations, and
laptops.
II. Phones include all end tech phone devices like tablets, Smartphone, Personal digital
Assistants
In both of these platforms performs the same task, however, they differ in size, shape and
speed, (Global Stats, 2018)Traditional personal computers and the mobile high end devices raise
a new aspect on internet usage and it’s a crucial factor that needs to be illustrated when talking
about marketing or the internet.
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In the First decade before phones were invented the internet was characterized by the full
dominance of the Personal computers and internet accessibility done by computers only writing
on technology revolution (Citrin, 2006) makes similar argument that access to the internet
initially done via the personal computers wholly in the early years often inventions.
In the modern setting, (Hanson, 2007), notes that over generations the phone and gadget has
gained attention as well as sophistication and affordability. Internet has gained popularity, there
is immense growth both in term of user’s number, range of data, and information generated and
services when examined as a utility.
The study by (Strewrt, 2000) recons that the internet will be a tool to relay on every sector in the
next decade.
it has been argued that the high end gadgets are the next frontier, (Schibrowsky)further predicts
that there will be a huge phone user as compared to personal computers while expert foresee a
phone reliance world and the overall takeover of mobile technology
The present study utilizes (M Y Kiang) and open source data to illustrate the usage of internet by
both personal computers and high end devices over a period of time, within a period between ten
years.
Explanations
The general trend indicates as the internet usage increase the access platforms choice by any
user(s) at any moment is changing gradually and rapidly as well.
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Internet Growth
In order to comprehend the internet revolutionizing of the globe to a global village that is
today, (SJ Jarvenpaa) study necessary to illustrate the growth of the internet in various direction
and dimension that includes services offered and the user base changes.
There have been studies (Ngai, 2003)about the internet growth and it has been argued that the
internet growths have been more rapid than earlier information technologies like radio and TV
and they have illustrated their theories on that; which showed a very promising projection for the
future of the internet.
Literature available from (Strewrt, 2000)shows that there has been diversification of services that
that internet can offer in addition to its sophistication in infrastructure, services and platforms.
(Hanson, 2007)Further observes that internet has gained popularity and there is immense growth
both in term of user’s number, range of data and information generated and services when
examined as a utility.
Growth of internet in relation to internet Marketing
Internet has gained popularity and there is immense growth both in term of users’ number, range
of data and information generated and services when examined as a utility, (Parasuramaan, 2008)
there are projections that the internet will be a tool to relay on every sector in the next decade
Investigating the reasons why the internet growth phenomenon is so crucial in the field of
marketing and the importance of this relationship can be concluded in the following reasons:
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i. Reachability –this trait looks at the metrics by which masses can be reached via the use of
internet in general
ii. View ability- this measure looks into how visible can one be on the internet, evidently the
internet exposes us to the world
iii. Interactivity- this is a metric by which the level of engagement is measured
iv. Flexibility- the flexibility aspect looks at the fluidity of internet services
v. Cost of operation- looks at the billings on the promotion of a business online and its
evident that they are indeed cheap.
vi. Effectiveness- the nature by which the advertisement based on some protocol this method
is suitable.
vii. Measurable outputs- the results arte quantifiable by every dimension.
viii. Time and effort- the time resource and skills required to market on the internet is minimal
at various levels as there may be incorporation of third party actors.
ix. Precise and definite- Its brief and to the point.
x. Eradicates Demographic and Geographic barriers – communication, trade, commerce has
been facilitated by the internet, people can share resource by using internet thus this can
be way to illustrate how the limitation of boundaries is demised.
Internet Marketing
a) Search Engine Optimization
A search engine is a software program (a set of instruction that performs a specified task)
or a script (a set of commands sequences in a file) that searches data and information
ranging from simple document, file(s) and images for ‘keywords’ input data and returns
all the queried results of any file(s) having the key words or of close relation to the
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keyword input search. There a variety of search engines available today from the internet
with a varying capabilities and different features; the examples of search engines
includes: Google accessible via www.google.com, Yahoo accessible via
www.yahoo.com, Ask accessible through their resource locater at www.ask.com, AOL
reachable via www.AOL.com etc.
The search engine contains lots of information, hundreds of millions if not billions of,
when a search is conducted (a search query) by a user using a keyword or keywords the
results that will generated and displayed on their browser or user agent are ranked by
importance, relevancy and significance any page or pages information has in relation to
the keyword query; the finding of a page is commonly known as crawling, and once this
happens data and information on this page is indexed.
The process of affecting one`s visibility (appearance on a search engine results) of a blog
or website in the web search engines without having to pay a company or an individual to
popularize the website is what the search engine optimization deals with internally and
externally.
The search engine receives hundreds of millions of queries if not billions on daily basis,
minute by minute; the need to improve keywords could lead to wide view ability as well
as reachability and improved hits on the target website or webpage.
A business enterprise that promoting its brand or selling a product or a service can seek
or hire expertise to the search engine optimization on various types of search engines, to
enhance the following desired outputs:
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Reachability Metrics of the Corporate website, business blog or website- having
to handle billions of queries on daily basis the search engine can offer a great deal
to project one`s business website to the world quickly and easily.
Optimization of outputs to be done regularly as crawling algorithm protocol are
updated from time to time and the means of ranking change day in day.
Flexibility- the ability to change one`s website to gain the hits metrics that is easy
and needs less effort and expertise.
Effectiveness –the optimization of a web is quantifiable and the impacts can be
verified at any moment in time.
b) Cost per click [cpc] / pay per click [ppc] / advertising
Commonly referred to Advertising. They are placed in websites social media, chats,
forums, and bulleting billboards.
In this form of marketing there is a third party positioned in the middle that a marketer
submits website or content to their company to managed its advertising and also pays for the
service, the central power (third party Advertising company) Selects publishers via a set of
rules in order to pick out the best and present them with advertising campaigns to run them
individually on their sites.
The marketer does not pay directly to the one who publishes the advertisements as a third
company manages it. (Citrin, 2006) Indeed, Internet marketing by means of Advertising is
bloating both in numbers and dimensions; adverts range from simple text advert format to
video advertising, the scope and range has also widened like there are new avenues and
channels for marketing, there are trends like personalization of advertisement type to
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individual or a group of people, demographic targeting commonly known as Geo Targeting
(Kaynama, 2006).The advertising can be categorized in the types:
1) Display Advertising
These are types of mostly appears on websites and blogs and they are among the
oldest form of advertising as well as marketing.
They appear in different sizes and formats and the what marketers Ads choice are
paid according to size and format
2) Email Advertising
This form of advertising involves sending of emails to thousands if not millions of
email holders, the advert appears on top most section of the email inbox or other
co related section in a mailbox. Marketer can do this by them elves or pay the
mail company to do so
3) Native Advertising
This form of advertising involves adding of content to a third party website that is
marked as sponsored content
Why do marketers choose cost per click or advertising in marketing?
The following summarized reason answers why a marketer would opt for adverts:
Wide range of audience – the ability to reach a multitude of various class across the
internet opens the possibilities.
Tracked and Measureable results –Impact realized from cost paid advertising can be
tracked and the metrics generated quantified.
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The Ability to personalize Advertising- When the third party are used to seek for
publishers of advertisements the is the ability to personalize the advertisements as the use
of history search data is applied at this point and produces excellent results for marketers
are Persuasiveness- the nature of this kind of advert persuasive in nature as they tend to
convince ‘why’ an end user should be doing one thing or the other or why use what and
when to use it.
Effectiveness- the nature by which the advertisement based on some protocol this method
is suitable by all means.
Measurable outputs- the results arte quantifiable by every dimension.
Time and effort.
Precise and definite.
c) Social Media Marketing
Social media can be termed as the process by which a product or a service is able to gain
traffic mileage or gather attention that leads to traffic through the realm of social media
platforms
These platforms include Facebook accessible via www.facebook.com, twitter found on
www.twitter.com , LinkedIn found on www.linkedin.com.
A social media is a catch-everything term for any event that provides or facilitate
radically different social actions.
MARKETING ON THE INTERNET 22
Why care about Social media
Internet sector especially the social media has gained popularity and there is immense
growth both in term of user’s number, range of data and information generated and
services when examined as a utility, following reasons should make a marketer go for
social media platform:
-The social media usually feed into unlocking new content like trends, discoveries
-Aids in building links and networks via networking of common interests (Buchner AG).
d) Affiliate Program / Affiliate Marketing
This form of marketing willing people signs up to a certain store that sells products online, it
is also similar to traditional marketing where a person would walk to a store and pick
merchandise to sell and earn a commission, the only variation in the situation is the manner in
which the affiliate market is done (M Y Kiang).A user may never be known by the merchandise
owner, neither meets one on one but the sense of trust between the two parties bind.
(Donthu, 2004) Shows that user promotes and sells merchandise on behalf of the owner for an
agreed commission. The user who sign up are solely responsible for marketing but there are rules
and guidelines in general that the big owner lays out in terms and conditions, marketers can
adjust the rules and long as they don’t contravene the parent rule to persuade a possible buyer
Literature about affiliate marketing (Vollmer, 2008)argues that this form of marketing usually
draws huge number of users who sign up and market the products but in the long run form of
funnel as patience in this form of marketing is crucial and many users do not conform to this
virtual as it takes to pay but merchandise do gain a huge popularity at the end and the vicious
cycle is carried on over and over.
MARKETING ON THE INTERNET 23
Marketers can take advantage of this form of marketing by highly rewarding the users who
subscribe to their program not by a high commission only but also some offer in order to retain
their base and operation network (Buchner AG) in his work has wholly agreed that such
measures are in place and relevant in an affiliate market.
Affiliate market can be productive where a subscriber is rewarded in multiple ways, example
when a potential customer visits the merchandise store, the subscriber link to which they come
through should be awarded credit point or a few coins for the customer’s action to visit the store.
(Mangold, 2007) In addition, if the customer is impressed by the product is willing to buy and if
they do actually purchase the subscriber bridge should be rewarded by not just the commission
for the purchase but also with certain portion of the cash spent by the purchaser either by cash or
goods worth equivalent value.
e) Chats / Forums /Bulleting Billboards
-Forum Marketing is a great means to make a business online stand out in a multitude of
users on the internet today
Mostly, forum users or subscribers are a lot of diehard learners on a certain field
or experts in a certain area and they are open minded and free thinkers, in addition
this are places where experts and bloggers seek and give opinion among peer in
the field of specialization
Marketing in a forum has a high return on investments made as its able to drive
huge traffic to the target store or website and that means big sales at the end.
The level of accuracy presented by this form of marketing is high as there is
funneling to area specific community hence filtering jokers aside and this point
MARKETING ON THE INTERNET 24
translates to the seriousness of the host forum as there are moderators who keeps
sanity and order of the members of the forum
This form of marketing is quite easy, fast, and cheap to implement; in this form of
marketing Adverts are placed on the foremost page or the landing page that where
they are pinned the when any user logs in they are met first by the advert
Why use Forum Marketing
The forum marketing has various advantages when applied as a means of internet marketing, the
forum and discussion functionality can be a great deal in addition to direct related meaningful
traffic to the marketer’s website.
The following are benefits that are associated with when a marketer uses forum as the channel to
advertise:
Increase in sales – due to the area specific targeting in the discussion forums and interest
in the area may see the rise in sales made.
Visitor retention - the discussion functionality offers a cycle of read comment and also in
reviews where the writer is open to criticism, this aids in keeping the visitors coming to
the site this translate to traffic.
Market research- the essence of having a direct contact with end user in the market is a
practical way by which the marketers are able to gather data about a
Product, information like improvements, recommendations directly from user may help
in building a better product in the future. There are also insights into the language that
they [users] use.
MARKETING ON THE INTERNET 25
Community building – Discussion functionality are ideal in the sense that they provide a
channel to build a community of common interest. The forum is a fantastic tool that aids
change ideas creating meaningful relationship within the industry.
Effectiveness- the nature by which the advertisement based on some protocol this method
is suitable.
Measurable outputs- the results arte quantifiable by every dimension.
Time and effort.
Precise and definite.
Offer claims
In this form of marketing, business posts an offer such as store discounts; restaurant discounts.
This mostly is mostly conveyed via the social media platforms where the marketer offers a
promotion code commonly known as promo code. This offers can be of various range and types;
they include:
In store only offers – these type of offers goods in the store only, they may be products
that are not moving or selling, to redeem them a customer or client presents the claim in
either email form or a print document with code to the store.
Online only offers – this offer can be redeemed online only, that is
by strictly through an enterprises or corporate website or any other platform where their
presence is.
In store and online –this where are a range of options to redeem the offer promo code
either by print, email, or via the website of a company.
MARKETING ON THE INTERNET 26
Lastly, offers have a period and once it lapses, they expire and cannot be redeemed any more nor
claimed.
Tips to making an offer
Making an offer is pretty easy, quick, and simple in general but there are laid out guidelines to
make an offer appease and attract crowds
The following tips summarized need to be in place in order to drive the claim in a procedural
way:
a) Making substantial discounts –for the business offering discounts, they should be at
least 25% off the regular pricing of a product
b) Keeping it simple and precise – making sure that the business defines and explains the
terms and conditions in the simplest form as possible is essential to avoid unneeded or
unnecessary steps or requirements from the users, client or customers.
c) Clear and engaging content image – the banner or photos to be used should be of benefit
to the clientele, there should be a meaning in the images that an offer claims. A marketer
should keep in mind that those presenting the claim like ‘someone known’ or a public
figure using a brand, service, or product would accrue huge benefits as compared to those
using still images.
d) Neutral and direct langue – An attention catching headline is a must, also there is no
need to add any extra confusing information; companies value should be captured
e) Have a reasonable expiry date-time factor is crucial in offers claims marketing in that it
makes sure that there is enough time for clients or users to see and claim the offer for
MARKETING ON THE INTERNET 27
those willing, this also offers a great way to engage by word of mouth as there is a room
for review, comments, and suggestions.
Benefits of Claims Marketing
The following are the benefits that are associated with claims marketing,
i. Increased sales –due to offers in claims and discounts, they play a vital role in
marketing as the customers are specific targets and claims individually out of own
wish
ii. Visitor Retention –these claims aid in developing a cycle of visitors as it may involve
reviews, and opinions and this leads to direct traffic to a marketer’s website. Others
get retained there waiting for offers next moment
iii. Market research –Having a direct contact with market the is gathering of information
on areas of improvements and recommendations directly from the customers and a
marketer be well informed about their needs
iv. Cheap and Easy –little is required to set up an offer promotion and to generate the
promotion code, when the offer sales are compared to the investments input used to
fund the whole process, the return on investments made have a huge margin of profit
v. Effectiveness- the nature by which the advertisement based on some protocol this
method is suitable by all means
vi. Precise and definite
MARKETING ON THE INTERNET 28
Summary
The present study has sought to explore the opportunities that the internet marketing has
to the growth of business from is launching to marketing brands or products. The study has
utilized descriptive methodology to explain and illustrate the internet marketing phenomenon,
there is also the use of secondary empirical data that illustrates a few feature in the field of
internet marketing.
A total of seven method or types of internet marketing have been looked at and explained in
details as to why marketers should get into them and their benefits as well as their significance
and relevance in the business arena today.
Drawing on marketer experiences at various phases of global marketing revolution with internet
as a reflexive tool, the study has sought to illustrate the binding technologies lightly just to bring
out the understanding of the field of internet marketing and its topography with various
determinant aspects
Conclusions
In this study, there is use of a global problem of launching and marketing of product,
brand, or services to illustrate what issues and factors that are important to marketing in the
internet.
Looking at problems like launching a business as an isolated issue might have drawbacks as
many people are concerned with their products or brand selling in the market, based on the data
and the argument presented it can be concluded that internet marketing is very vital to the growth
of a business starting from its launch to promoting products and services. The internet marketing
MARKETING ON THE INTERNET 29
also taps and opens new audience to a business, this break away the traditional geographical
barriers limitations as well as the demographic barriers that are mainly contributed to by the
geographical limitation.
Marketers need to embrace the culture of internet marketing and streamline their business to the
in line with the technology world as the much of literature has argued that the internet will be a
tool of reliance in addition to a tool to conduct
The study has also noted that there is a form of protectionism that is happening on the internet,
example there are some social media that are banned or restricted by some countries like the
Chinese Firewall, this firewall-is software that filters internet traffic and restricted site are
discarded- This firewall can be applied in state, country, and continent.
The study has also noted that the growth of internet marketing has also raised crooks and
criminals. Fraudsters use phony sites –that is the clones of a site, i.e. a site with same look and
feel of another site its fake and malicious-, they are mostly set up to siphon data, cash, or other
credentials and conduct fraudulent activities in general. Spammer also form a sizable chunk that
a menace to the field of internet marketing
Suggestions
As internet and internet marketing continues to grow, the studies for the future should
have a major consideration for deeper research rather than the generic quantification approach
method and indeed have precise measure of variables that are presented for examination, in
addition to the realism of the context, in mush of the literature sampled there is huge amount of
samples and highlights without explaining the fundamental issues at hand.
MARKETING ON THE INTERNET 30
The following areas, there is need to be done a more extensive research to enrich the
finding in this study and other related studies and highlight some of the area that this study was
limited to cover, these areas includes:
Research in this front is still emerging and has a vast representation of various interest
that could form formidable ground for opening opportunities. A further study need to be
conducted to established which mode of internet marketing has the best return on investments
and probable give a proper guidance on way to enhance the returns while marketing on the
internet. This area needs a rigorous study to formulate new marketing theories and models in the
days to come, these models and theories ought to pay attention. The study should also consider
new and emerging trends in the area especially the social media.
Accuracy in sales of the internet marketing- a wider and generalizable study should made
to find the accuracy in the sale would help to give a more representative picture of accuracy
achieved in internet marketing. The metric of sales as compared to the traffic driven to the site`s
store, a further research would be appropriate. This generally would try to investigate how the
advertising or internet marketing have aided in driving sales and the correctness as well as
accuracy that a sale originated from internet marketing campaign.
Effectiveness of marketing on the internet - a diverse and generalizable study should have
made to find the overall effectiveness in the Internet marketing would aid to give a more
representative image of effectiveness achieved in internet marketing, this would try to investigate
whether if all the aspect of marketing on the internet are met how effective and efficient is it in.
The internet having all these users do they always turn to be client or of any meaningful purpose
to the business, do these entire customers’ numbers we are promised by the internet add value to
MARKETING ON THE INTERNET 31
our businesses. This study should not be limited to the strategy of online marketing but also the
platforms that are concerned or facilitate the trade.
Customer Worthiness- A similar study should be conducted comparing various types of
customers in the field in order to determine their worthiness. The internet having a wide reach
ability can be able to get to millions of people around the globe, people who may translate
customers, in the study to be conducted there is need to investigate and rank the customer based
on the metrics of seriousness and worthiness to an online business. These should also encompass
the consumer behavior in the internet marketing established areas. Ideally the study should
examine already established and emerging strategies on online purchase traits, this will aid in
formulating best marketing schemes that suits the customers.
Relevancy of a third party in internet marketing - a wider and diverse study should have
made to find the role of third parties in the internet marketing, and this will help to give a more
demonstrable picture of accuracy achieved in internet marketing, the third party companies in the
business maintains some opaqueness a study should be conducted to investigate their role in
internet marketing as there are times that marketing can be done without them in play. The need
to investigate the importance of this player and the services they offer is crucial as they could be
engaged in malicious activities, like large scale data collection from users illegally without the
knowledge of the users for the purpose of marketing, this might also aid in determining whether
the statistics presented on a third party advertisement platform are genuine or not.
MARKETING ON THE INTERNET 32
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