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河北科技师范学院2011届本科毕业论文（设计）Internet in MarketingThe Internet marketing space is no longer a playground for amateurs. It is a fast-changing, advanced and high-profit arena for specialists and experts that practice the scientific discipline of online marketing. But that shouldnt scare anyone away. On the contrary, Targeted Lead Marketing is one of the strongest ways for businesses like yours to leverage the power of the Internet.Your online presence is your marketing vehicle and a very powerful customer interface tool. By following leading best practices in Internet marketing, you can convert online inquiries into qualified leads and motivate these leads to turn into profit bearing sales. Its all about maintaining a healthy and interactive relationship with prospects, wherever they may be in their decision making or buying process. Help customers keep their faith in youAn effective Targeted Lead Marketing campaign involves fostering consistent and meaningful ongoing interaction with potential customers, regardless of their timing to buy. There are many innovative, cost-effective methods that keep you on your customers and prospective customers radar; nurturing your relationship with them. Some examples are: auto-responders, click-to-call (Internet to phone), email marketing, RSS feeds, blogs, customer loyalty programs and free trials. A focused Targeted Lead Marketing mechanism allows you to capture and cultivate early-stage leads so that valuable opportunities are continually being added to your sales funnel.Exposing more people to your website is like bringing more people into your store, it only accomplishes half of what you need to do. The goal of all your sales and marketing efforts, in the very simplest of terms, has always been to increase the number of people who do what you ask them to do BUY your product or service and encourage others to buy too. Every online business must have a comprehensive Internet Marketing Strategy Your WSI Consultant can work with you to design, implement and monitor the results of your Internet marketing strategy.Besides the expense of traditional methods like telemarketing, can you really afford the ire of potential buyers who just cant handle one more sales caller and decide not to buy even though they may have been thinking about it? Wouldnt you rather send a periodic e-Newsletter to the folks who asked to be on your mailing list? Its a click of a button to reach a multitude and you will be giving them information that is useful, something they asked for. So what if they dont buy from you today? Youll have their mindshare because they have grown to trust you. They are more than likely to recommend you to someone who is closer to buying than they are.Thats the kind of relationship you want to nurture. The dictionary defines “nurture” as “to encourage somebody or something to grow, develop, thrive, and be successful”. Having your lead nurturing mechanism in place allows you to capture and cultivate early-stage leads so that your marketing and sales funnel never miss out on valuable opportunities.Your prospects will evaluate your product or service and move at their own pace through the buying process. You have the challenging task of keeping the balance between staying in touch with relevant information and throwing them off with overbearing follow-up. It is the kind of task a WSI Consultant can expertly handle for you and on your behalf. Get help now we simplify Internet marketing!marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is the marketing (generally promotion) of products or services over the Internet.Internet marketing is considered to be broad in scopebecause it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media.Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales.Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing, and Web 2.0 strategies.In 2010, 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 that the potential for collecting data was up to 2,500 times per user per month.Internet marketing is associated with several business modelsa model whereby goods are sold directly to consumers (B2C), businesses (B2B), or from consumer to consumer (C2C).Lead-based websites: a strategy whereby an organization generates value by acquiring sales leads from its website. Similar to walk-in customers in retail world. These prospects are often referred to as organic leads.Affiliate Marketing: a process wherein a product or service developed by one entity is sold by other active sellers for a share of profits.The entity that owns the product may provide some marketing material (e.g., sales letters, affiliate links, tracking facilities, etc.); however, the vast majority of affiliate marketing relationships come from e-commerce businesses that offer affiliate programs.Local Internet marketing: a strategy through which a small company utilizes the Internet to find and to nurture relationships that can be used for real-world advantages.Local Internet marketing uses tools such as social media marketing, local directory listing,and targeted online sales promotions.In a one-to-one approach, marketers target a user browsing the Internet alone and so that the marketers messages reach the user personally.This approach is used in search marketing, for which the advertisements are based on search engine keywords entered by the users. This approach usually works under the pay per click (PPC) method.When appealing to specific interests, marketers place an emphasis on appealing to a specific behavior or interest, rather than reaching out to a broadly defined demographic.These marketers typically segment their markets according to age group, gender, geography, and other general factors.Niche MarketingNiche and hyper-niche internet marketing put further emphasis on creating destinations for web users and consumers on specific topics and products.citation needed Niche marketers differ from traditional Internet marketers as they have a more specialized topic knowledge.For example, whereas in traditional Internet marketing a website would be created and promoted on a high-level topic such as kitchen appliances, niche marketing would focus on more specific topics such as 4-slice toasters.Niche marketing provides end users of such sites very targeted information, and allows the creators to establish themselves as authorities on the topic or product.Geo-targetingIn Internet marketing, geo targeting and geo marketing are the methods of determining the geolocation of a website visitor with geolocation software, and delivering different content to that visitor based on his or her location, such as latitude and longitude, country, region or state, city, metro code or zip code, organization, Internet Protocol (IP) address, ISP, and other criteria.AdvantagesInternet marketing is inexpensive when examining the ratio of cost to the reach of the target audience. Companies can reach a wide audience for a small fraction of traditional advertising budgets.The nature of the medium allows consumers to research and to purchase products and services conveniently. Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickly.The strategy and overall effectiveness of marketing campaigns depend on business goals and cost-volume-profit (CVP) analysis.Internet marketers also have the advantage of measuring statistics easily and inexpensively; almost all aspects of an Internet marketing campaign can be traced, measured, and tested.The advertisers can use a variety of methods, such as pay per impression, pay per click, pay per play, and pay per action. Therefore, marketers can determine which messages or offerings are more appealing to the audience.The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement, to visit a website, and to perform a targeted action.LimitationsHowever, from the buyers perspective, the inability of shoppers to touch, to smell, to taste, and to try on tangible goods before making an online purchase can be limiting. However, there is an industry standard for e-commerce vendors to reassure customers by having liberal return policies as well as providing in-store pick-up services.Information security is important both to companies and consumers that participate in online business. Many consumers are hesitant to purchase items over the Internet because they do not believe that their personal information will remain private.Some companies that purchase customer information offer the option for individuals to have their information removed from the database, also known as opting out.However, many customers are unaware if and when their information is being shared, and are unable to stop the transfer of their information between companies if such activity occurs.Another major security concern that consumers have with e-commerce merchants is whether or not they will receive exactly what they purchase.Online merchants have attempted to address this concern by investing in and building strong consumer brands (e.g., A, eBay, and O),and by leveraging merchant and feedback rating systems and e-commerce bonding solutions.All these solutions attempt to assure consumers that their transactions will be free of problems because the merchants can be trusted to provide reliable products and services.Additionally, several major online payment mechanisms (credit cards, PayPal, Google Checkout, etc.) have provided back-end buyer protection systems to address problems if they occur.Internet auctionsInternet auctions have become a multi-billion dollar business. Unique items that could only previously be found at flea markets are now being sold on Internet auction websites such as eBay. Specialized e-stores sell a vast amount of items like antiques, movie props, clothing, gadgets, and so on.As the premier online reselling platform, eBay is often used as a price-basis for specialized items. Buyers and sellers often look at prices on the website before going to flea markets; the price shown on eBay often becomes the items selling price.Advertising industryIn addition to the major effect internet marketing has had on the technology industry, the effect on the advertising industry itself has been profound. In just a few years, online advertising has grown to be w