Introduction to Internet Marketing • Dr.InasA.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:
internet definition can be divided into five components: 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: 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?????