Internet marketing

Internet marketing is a set of methods, approaches, and instruments of various areas of advertising in the virtual web that are used to elicit a response and interest from targeted audience. Its objective is to achieve maximum effect from the portal’s visitors, convert them into actual buyers and, as a result, to increase profits. It covers such elements as product, its price, location of sale, and promotion.

In this case, “the product” customarily refers to the production of sales with the help of Internet channels. In addition, its competition consists not only of the analogues, presented on similar portals, but also regular stores.

The price for production is determined depending on its quality. It is important that the cost is competitive. In order to identify the optimal price value, one must research the market of the given segment, as well as take into consideration that the cost of production, done through the Internet, is usually significantly lower in comparison to traditional forms of commerce. This is associated with the notable savings on charges. The prices for products must constantly be modified and adjusted to the increases or the decreases in market tendencies.

The location in the case of Internet marketing is the website. In order for it to be an effective commercial platform, it is important to pay attention to such aspects as the design of the site, its usability, the quality of content, the ease of navigation, and the availability of services beneficial to the users.

There are several methods of website promotion that help make the location more popular. In this case, the website promotion consists of a set of measures directed at the increase of popularity and demand both of the product and the website as a whole. A high effect from such procedure is achieved by using contextual, banner, and other forms of advertisements. There are several basic techniques of internet marketing:

Email marketing - sending emails to potential clients which specify the positive qualities of the products, usually performed by the share companies and discount programs. It is divided into several subtypes:

• Mailing to subscribers

• Ads in newsletters

• Spam

• Snail mail

Affiliated (partner) marketing

- the technique where a partner receives a reward for each subscriber, buyer, or visitor that he brought to the site. Partners can use all existing forms of marketing directed to attract clients.

- using the visitors or clients of a company to popularize the website. It is achieved by spreading the information about the sale location within the circle of friends and acquaintances. Gradually this method of advertising begins to acquire a mass following at the expense of the increase of “the carriers” of data. The information can be passed through:

• Photography

• Video recordings

• Text

• Flash games

Hidden marketing - personally presenting information in an easy-to-understand manner. Individual communication of the “seller” and the “buyer” is in the response to the surveys, in more detailed descriptions of the offered products or technologies. This way, a potential buyer does not read a faceless advertisement, but goes to the seller to receive the necessary data.

- the development of a semantic nucleus of a site, working with the inner links of the website, changing the code, etc to increase the positions of return in the search index such as Google, Yahoo, etc.

Contextual advertising - placing textual and graphic materials of commercial character in the immediate vicinity of the search engine results.

In order to reach maximum effect from Internet marketing, usually one uses a set of methods, meaning the entire range of the promotional techniques mentioned above is used.