Internet Marketing

Topics: Marketing, Search engine optimization, Internet marketing Pages: 245 (13858 words) Published: February 6, 2014
INTERNET MARKETING

ABSTRACT

Internet marketing is becoming a hot topic in every business sector, and gradually plays a truly important role in any company’s multi-channel marketing strategy. However, how to apply Internet marketing especially how to utilize it to attract more visitors to a certain website is still a big question for a number of advertisers. The thesis mainly covers the acquisition process of Internet marketing after touching upon the basic knowledge of Internet marketing, how the Internet adapts to the marketing mix, as well as companies’ and consumers’ perspectives in pursuing Internet marketing. The two main purposes of this study are to bring a general picture of Internet marketing to its readers and dig into how to drive traffic or attract customers to the Flashgame4fun.com website.

The information in the theory part is acquired through many textbooks, articles and websites by using qualitative research method, meanwhile quantitative method is used to collect all important data supporting the case study analysis. The effectiveness of the acquisition process is tested. There is an incredible boost of visits to the website after applying Search engine optimization and link building activities. However, all activities of acquisition process should be combined and implemented continuously to maximize quality visitors.

Keywords: Internet marketing, acquisition process, search engine optimization, link building, Idea Works Tmi

TABLE OF CONTENTS
1!

INTRODUCTION

1!

1.1!

Motivation for this thesis

2!

1.2!

Limitations

3!

1.3!

Research questions

6!

1.4!

Research Methods

6!

2!

THE INTERNET AND THE MARKETING MIX

3!

INTERNET MARKETING – COMPANY AND CUSTOMER

PERSPECTIVES
3.1!

Internet marketing – Company perspectives

9!

13!
13!

3.1.1! Drivers for Internet marketing

13!

3.1.2! Marketing channel preference

14!

3.1.3! How to be successful in Internet marketing

14!

3.1.4! Effects on environment

15!

3.1.5! Catering to consumer interest

15!

3.1.6! Focus on gender

16!

3.2!

16!

Internet marketing – consumer perspectives

3.2.1! Consumer privacy

17!

3.2.2! Consumers decision making process in buying a product or using a service
3.2.3! How consumers evaluate companies in the Internet

18!

3.2.4! Factors preventing consumers from Enjoying Internet marketing

18!

3.2.5! Effects of consumer gender differences on Internet purchases 4!

17!

18!

ACQUISITION PROCESSES

19!

4.1!

21!

Search Engine Marketing

4.1.1! Search Engine Optimization
4.1.2! Pay-per-click

25!

4.1.3! Trusted feed

27!

4.2!

Online Partnerships

27!

4.3!

Interactive Advertising

30!

4.4!

Email marketing

31!

4.5!

Online PR

32!

4.6!

Viral Marketing

33!

4.7!
5!

24!

Offline campaigns

34!

CASE STUDY – IDEA WORKS TMI

35!

5.1!

Flashgame4fun.com website

35!

5.2!

Applied Process

37!

5.2.1 ! Search Engine Optimization
5.2.2 ! Link building (Online PR and Online Partnerships)

41!

5.3!
6!

37!

46!

Results and Analysis

SUMMARY

57!

REFERENCES

60!

APPENDICES

63!

GLOSSARY

IP: Internet Protocol.
HTML: Hypertext Markup Language.
PHP: an HTML-embedded scripting language. Much of its syntax is borrowed from C, Java and Perl with a couple of unique PHP-specific features thrown in. The goal of the language is to allow web developers to write dynamically generated pages quickly.

MySQL: The world's most popular open source database software. CTR: Clickthrough rate.
RSS: RSS (Rich Site Summary) is a format for delivering regularly changing web content. Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it.

SERP: search engine result pages.
Bounce rate: a term used in web site traffic analysis. It essentially represents...


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Marketing: Strategy, Implementation and Practice
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Zealand
Chung, W. and Paynter, J. 2002. Privacy issues on the Internet. Journal:
System Sciences 2002
Glen U. 2006. Giving Voice To The Customer. Journal: Optimize, Issn
15372308, Volume 5 Issue 1, Pages 24-29,10, Provider Proquest
Jaeki, S. and Zahedi, F.M. 2006. Internet market strategies: Antecedents and
implications
Rowley, J. 2001. Remodeling marketing communications in an Internet
environment
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current practices, Journal of Services Research
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