Internet marketing uses all online methods of communication to reach customers. Online marketing works best with certain target markets -- for instance, it will be much less effective at reaching senior citizens who do not spend much time online, and much more effective at garnering interest from teens and baby boomers who are beginning to explore online capabilities. While technology is constantly changing the landscape of Internet advertising, business strategies tend to focus on several key features.
Value Message
First, the business needs to decide its value message. Like many forms of image advertising, words do not work well in Internet marketing. Blogs and websites can go into detail if they are successfully written, but for many types of media, companies only have the attention of a viewer for a second, if that, and need to concentrate their message down to a phrase, promise and image -- a hook to drive interest. Businesses must find what value their products really have that interest consumers and persuade them to seek out more information. This is the key starting point for any Internet marketing.
Web Advertising
Companies must also choose their advertising methods. This step can be tricky; experienced Internet viewers can be very suspicious of any type of advertising, and with good reason. If businesses do no want their efforts to end up in spam filters, they should send emails only if consumers specifically sign up to hear about news and promotions. If companies advertise on other websites, they should use concise and attractive ads with a combination of words and flash animation to draw interest. The more forms of media that a company can use, the more successful their campaign will be. Video, text, audio clips and many other forms of communication can be used online.
Social Media
Social media refers to all applications that allow groups to join together and communicate, such as Facebook and Twitter. Businesses often realize they need to use social media, but often use it badly. Successful social media marketing is not a long list of discounts posted at random. Wise companies take advantage of the relationship-building focus of social media to create a real connection to customers, building trust, asking for advice, and posting interesting company news in a back-and-forth conversation. This makes viral marketing possible and helps companies that do want to spread messages about discounts.
Transaction Methods
A key part of Internet marketing is the transaction method. First, a business must provide an easy way to buy online or customers will lost interest. Second, a business must make sure that the transaction method is fully secure from attack. Financial or identity theft can easily bring down an entire company through negative connotation. Customers should be able to quickly enter financial information in a safeguarded application and buy what they want with a minimum of work.
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