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
Motivation for this thesis
THE INTERNET AND THE MARKETING MIX
INTERNET MARKETING – COMPANY AND CUSTOMER
Internet marketing – Company perspectives
3.1.1! Drivers for Internet marketing
3.1.2! Marketing channel preference
3.1.3! How to be successful in Internet marketing
3.1.4! Effects on environment
3.1.5! Catering to consumer interest
3.1.6! Focus on gender
Internet marketing – consumer perspectives
3.2.1! Consumer privacy
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
3.2.4! Factors preventing consumers from Enjoying Internet marketing
3.2.5! Effects of consumer gender differences on Internet purchases 4!
Search Engine Marketing
4.1.1! Search Engine Optimization
4.1.3! Trusted feed
CASE STUDY – IDEA WORKS TMI
5.2.1 ! Search Engine Optimization
5.2.2 ! Link building (Online PR and Online Partnerships)
Results and Analysis
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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