MIT Project Final Doc

8/7/2019 MIT Project Final Doc

http://slidepdf.com/reader/full/mit-project-final-doc 1/15

PROJECT TRIMESTERWEB MARKETING

Members:-

Project Preface



Internet marketing, also referred to as i-marketing, web-

marketing, online-marketing, or e-Marketing, is the marketing

of products or services over the Internet.

The Internet has brought media to a global audience. The

interactive nature of Internet marketing in terms of providing

instant response and eliciting responses is a unique quality of the

medium. Internet marketing is sometimes considered to have a

broader scope because it not only refers to the Internet, e-mail, and

wireless media, but it includes management of digital customer

data and electronic customer relationship management (ECRM)systems.

Internet marketing ties together creative and technical aspects of

the Internet, including: design, development, advertising, and sales.

Internet marketing also refers to the placement of media along

different stages of the customer engagement cycle through search

engine marketing (SEM), search engine optimization (SEO),

banner ads on specific websites, e-mail marketing, and Web 2.0strategies. In 2008 The New York Times, working with comScore,

published an initial estimate to quantify the user data collected by

large Internet-based companies. Counting four types of interactions

with company websites in addition to the hits from advertisements

served from advertising networks, the authors found the potential

for collecting data upward of 2,500 times on average per user per

month.

Objectives & Scope



Internet marketing is associated with several business models:

e-commerce — this is where goods are sold directly toconsumers (B2C) or businesses (B2B)

Publishing — this is the sale of advertising

lead-based websites — this is an organization that generates

value by acquiring sales leads from its website

affiliate marketing — this is process in which a product or

service developed by one person is sold by other active seller

for a share of profits. The owner of the product normally

provide some marketing material (sales letter, affiliate link,

tracking facility).

local internet marketing - this is the process of a locally

based company traditionally selling belly to belly and utilizing

the Internet to find and nurture relationships, later to take those

relationships offline.

blackhat marketing - this is a form of internet marketing

which employs deceptive, less than truthful methods to drive

web traffic to a website or affiliate marketing offer. This method

sometimes includes spam, cloaking within search engine result

pages, or routing users to pages they didn't initially request.



There are many other business models based on the specific

needs of each person or the business that launches an Internet

marketing campaign.

One-to-one approach

The targeted user is typically browsing the Internet alone therefore

the marketing messages can reach them personally. This approach

is used in search marketing, where the advertisements are basedon search engine keywords entered by the user.

And now with the advent of Web 2.0 tools, many users can

interconnect as "peers."

Appeal to specific interests

Internet marketing and geo marketing places an emphasis on

marketing that appeals to a specific behavior or interest, rather than

reaching out to a broadly-defined demographic. "On- and Off-line"marketers typically segment their markets according to age group,

gender, geography, and other general factors. Marketers have the

luxury of targeting by activity and geolocation. For example, a

kayak company can post advertisements on kayaking and canoeing

websites with the full knowledge that the audience has a related

interest.

Internet marketing differs from magazine advertisements, where

the goal is to appeal to the projected demographic of the periodical,but rather the advertiser has knowledge of the target audience—

people who engage in certain activities (e.g., uploading pictures,

contributing to blogs)— so the company does not rely on the

expectation that a certain group of people will be interested in its

new product or service.



Geo targeting

Geo targeting (in internet marketing) and geo marketing are themethods of determining the geolocation (the physical location) of a

website visitor with geolocation software, and delivering

different content that visitor based on his or her location, such as

country, region/state, city, metro code/zip code,

organization, Internet Protocol (IP) address, ISP or other criteria.

Different content by choice

A typical example for different content by choice in geo targetingis the FedEx website at FedEx.com where users have the choice to

select their country location first and are then presented with a

different site or article content depending on their selection.

Automated different content

With automated different content in Internet marketing

and geomarketing, the delivery of different content based on the

geographical geolocation and other personal information isautomated.

Barriers & Limitations



• Internet marketing requires customers to use newer

technologies rather than traditional media. Low-speed

Internet connections are another barrier.

• If companies build large or overly-complicated websites,

individuals connected to the Internet via dial-up connections

or mobile devices experience significant delays in content

delivery.

• From the buyer's perspective, the inability of shoppers to

touch, smell, taste or "try on" tangible goods before making

an online purchase can be limiting. However, there is anindustry standard for e-commerce vendors to reassure

customers by having liberal return policies as well as

providing in-store pick-up services.

• A survey of 410 marketing executives listed the

following barriers to entry for large companies looking to

market online: insufficient ability to measure impact, lack of

internal capability, and difficulty convincing senior

management.

KEY LEARNINGS & FINDINGS

• Web marketing is fun and easy.



• In terms of online visits, content is the king.

• Every website, blog or application that needs web marketing

should have a USP (unique selling point).

• Bulk mails generate fewer visits than viral mails.

• Social networking websites such as Facebook and orkut andMyspace are excellent tools for web marketing.

• SEO is very important for the success of your blog, website

or application.

• Use of correct labels and keywords is very important for our website to become visible via online search.

• Periodic mails if become daily turn into a spam, thus avoid

repeated mail unless the follower has subscribed for it.

Project Data/ Charts/ Analysis Wee

k

Hardik Pradeep Latesh Henal Mervin Gaurav Sidhant

12 BREFING

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Conclusion

Web Marketing is the future of the Marketing world, with websites

like AMAZON & EBay doing huge business on the World Wide

Web more and more consumers are shifting to the internet than the

Television. Soon of not already we will see the internet taking over

the television industry. With that in mind this project has helped up

realize the effort it takes to really run an effective web marketing

campaign.

Documents

MIT Project Final Doc