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   Online marketing comprises not only advertising that is 
   shown on websites, but also other kinds of online activities 
   like email and social networking.
  • Online/ Internet marketing is digital meaning that it is 
   electronic information that is transmitted on a computer or 
   similar device.
  Internet Marketing has three cornerstone principles:
  1. Immediacy: 
  
   Online marketing should responds to online messages and 
   interact with communities (customers) as quickly as possible
  2. Personalization
  
    Customers online are no longer faceless. 
  
   They are individuals want to be addressed personally.
  3. Relevance
  
   Communication online must be interesting and relevant to the 
   reader
  
   The best way to do this is by giving them exact what they 
   want, when they want.
   Why we need to be online?
  Your market and competitors are already there. 
  If you market and sell products or service to a middle class, 
   you need to extend your strategy to include the Internet.
  Web users expect the highest convenience and information at 
   their fingertips.
  Online marketing is almost always cheaper and more targeted 
   than traditional.
  Online equivalents of traditional techniques
  1. Physical Site > Website
  
    Websites as the public face of your company
  
   Before customers would visit or phone your office to find 
   out your product or to make arrangements
  
    Websites can offer these services and offer additional 
   features like online buying, shopping and customer 
   support.
  Direct Postal mail> email
  
   Email is the targeted, personalized equivalent of traditional 
   direct mail.
  Advantages of Email Marketing
  1. It is easier for the client to act on the information if you 
    include a link.
  2. It is easy for the customer to opt out of the advertising- or 
    they can share it further if they find the content usefull.
  3. It is easier to construct a specifically targeted list online
  4.  It is cheaper and quicker, since there is no printing or 
    posting involved.
  Traditional advertising> online advertising
  
   Print, radio and television advertising requires usually 
   requires a large investment for creation.
  
   Online advertising carries- low risk – it can controlled, 
   changed, retracted and modified at any time.
  Traditional PR > Web PR
   Traditional PR usually happens behind closed door- 
   individual complaints can be dealt with in private.
   On the web PR takes on different dimensions- because 
   anyone can read what others are saying about your company 
   & product. If the message or product is bad, a substantial 
   crisis can occur.
  Word of Mouth > Viral
  • Traditional Marketing relies heavily on word of mouth to 
   spread slogans.
  • Online word of mouth has the tendency to spread virally.If 
   every Facebook user has an average of 100 friends, then 
   every profile is just two steps away from 1 million others.  
  Who  a customer targeted in Online marketing?
  The advertising network can also target based on the 
  profiles of the users:
  Geo- Targeting: 
   Has the ability to target markets by country, province or 
   city, and can even to something as specific as their IP 
   address.
  Network / Browser Type:
  
    Markets can further be targeted  via networks or browser 
   such as Firefox, Internet Explorer, and Safari.
  Connection Type:
    Users  can  segmented  and  targeted  according  to  their 
   internet connection e.g broadband or dial up connections.
  Day and Time
  oAdvertisers can choose the time of day of the week when 
   their adverts are shown.