Week 3: Issues of Internet Marketing Virginia F. Kleist, Ph.D. MANG 493L Objectives Internet marketing is very different than traditional marketing Need to understand your market and your customer Must design effective ways to market to this customer in the new media
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Virginia F. Kleist, Ph.D.
Search engines only find 40 percent of web
Scarcity of attention
How to attract attention of customers in vast “landscape” of the internet?
Business under increased pressure from competition
Use customer name
Manipulate search engine database
Partnership with customer
Global viewsChallenges and Solutions
Issues of Internet Marketing (based largely on class text, Amor, 2002, Chpt. 5, plus some input from Turban, et al., 2000, and Neitel, et al., 2000)
Concise, keep short
Content is king
New markets with lower advertising schemes
Give away free stuff
Think globally, but deploy as if locally
Online events work
Internet as series of niche markets
Promote site elsewhere
Use internet to maximize full marketing objectivesMarketing strategies on the web