Introduction to Internet Marketing

Dr.Inas A.Hamid

What is internet marketing?

Internet marketing is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties.

internet definition can be divided into five components:

INTER

NET D

EFIN

ITIO

N C

AN

BE D

IVID

ED

INTO

FIV

E C

OM

PO

NEN

TS

:

A process

Building and maintaining

customer relationships (loyal

customer)

Online Exchange

Satisfaction of goals of

both parties

Should internet marketing program be evaluated according to its online exchange?

Effective internet marketing programs move target customers through stages of relationship building:

The goal of internet marketing is to build offline as well as online relationships.

awareness exploration commitment Dissolution

Awareness: Customers have some basic information, knowledge, or attitudes about a firm or its offerings but have not initiated any communications with the firm. Consumers become aware of firms through a variety of sources, including W-O-M, traditional marketing, online marketing activities.

Exploration: the customers begin to initiate communications and actions that enable an evaluation of whether or not to pursue a deeper connection ( free trial, frequent site visits, phone calls…).

Commitment: feeling a sense of obligation or responsibility for a product or firm. It is a state of mind (I strongly prefer…..) as well as a pattern of behavior ( nine out of ten of my book purchases are made through ….)

Dissolution: Not all customers are equally valuable to the firm .(80/20)rule of profitability: 20% of customers provide 80% of the profit. A large number of customers are unprofitable or have high cost to serve. Firms should segment their most valuable and least valuable customers.

So what the firm should do with both of them?????

Critical success factors for internet marketing Executives

The Seven Stages of Internet Marketing

Framing the market opportunity

Formulating the marketing strategy

Desingning the customer experience

Crafting the customer interface

Designing the marketing program

Leveraging Customer information through technology

Evaluating the marketing program

1- Framing the Market Opportunity

2-Formulating the marketing strategy