Online Internet Marketing Solutions

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Online Internet marketing, E-marketing and digital marketing are very similar concepts.
In this article will define their scope and differences.

The defination of Internet marketing

The Online Internet marketing can be define simply as:

“Achieving marketing objectives through applying digital technologies the the world wide web.”

This succinct definition helps remind us that it is the results delivered by technology that should determine investment in Online Internet marketing, not the adoption of the technology!

These digital technologies include Internet media such as web sites and e-mail through Online internet marketing as well as other digital media such as wireless or mobile and media for delivering digital Television such as cable and satellite.

In practice, Online Internet marketing will include the use of a web site in conjunction with online promotional techniques such as search engine marketing, online advertising, e-mail marketing and partnership arrangements (affiliate marketing) with other web sites. Some businesses who “want to be top in Google”, simply consider online Internet marketing to simply equate to Search Engine Marketing, but while this is important this scope is too narrow to take full advantage of digital media in Online internet marketing.

6 main types of digital media communications channels can be identify as below:

 

These can be facilitated through the world wide web.

These Online marketing solutions techniques are used to support objectives of acquiring new customers and providing services to existing customers that help develop the customer relationship in the online internet marketing.

However, for online Internet marketing to be successful there is still a necessity for integration of these techniques with traditional media such as print, TV and direct mail. This is multi-channel E-marketing.

The different E-marketing activities across these areas:

 
E-marketing definition

E-marketing can be considered to be equivalent to online Internet marketing. Most in the industry would look at it this way.

However, E-marketing is sometimes considered to have a broader scope since it refers to digital media such as web, e-mail and wireless media, but also includes management of digital customer data and electronic customer relationship management systems(E-CRM systems).
Digital marketing

Digital marketing is yet another term similar to E-marketing. I reference it here, because it is a term increasingly used by specialist e-marketing agencies and the new media trade publications. The Institute of Direct Marketing has also adopted the term to refer to its specialist professional qualifications.

To help explain the scope and approaches used for digital marketing working with the IDM I have developed a more detailed explanation of digital marketing to better scope it:

“Digital marketing involves:

 

Applying these technologies which form online internet marketing channels to market: Web, e-mail, databases, plus mobile/wireless & digital TV)
 

To achieve these objectives:
Support marketing activities aimed at achieving profitable acquisition and retention of customers… within a multi-channel buying process and customer lifecycle

Through using these marketing tactics:
Recognising the strategic importance of digital technologies and developing a planned approach to reach and migrate customers to online services through e-communications and traditional communications. Retention is achieved through improving our customer knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering integrated, targeted communications and online services that match their individual needs.

The first part of the description illustrates the range of access platforms and communications tools that form the online channels which Online internet marketing specialist use to build and develop relationships with customers. The access platforms or hardware include PCs, PDAs, mobile phones and interactive digital TV and these deliver content and enable interaction through different online communication tools such as organisation web sites, portals, search engines, blogs
, e-mail, instant messaging and text messaging.
The second part of the description shows that it should not be the technology that drives digital marketing, but the business returns from gaining new customers and maintaining relationships with existing customers.

It also emphasises how digital marketing does not occur in isolation, but is most effective when it is integrated with other communications channels such as phone, direct mail or face-to-face.
Online internet marketing channels should also be used to support the whole buying process from pre-sale to sale to post-sale and further development of customer relationships through Online internet marketing.
Multi-channel marketing

Customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle

The final part of the description summarises approaches to customer-centric e-marketing. It shows how success online internet marketing requires a planned approach to migrate existing customers to online internet marketing channels and acquire new customers by selecting the appropriate mix of e-communications and traditional communications.
Retention of online internet marketing customers needs to be based on developing customer insight by researching their characteristics, behaviour, what they value, what keeps them loyal and then delivering tailored, relevant web and e-mail communications through Online internet marketing.
Customer insight definition

Knowledge about customers needs, characteristics, preferences and behaviours based on analysis of qualitative and quantitative data. Specific insights can be used to inform Online internet marketing tactics directed at groups of customers with shared
characteristics.