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Internet Marketing – What, How, When, Where? Welcome all of you, my name is Dũng, wish you a happy evening, Today my group presentation with the topic “Recent Developments in Information Technology” and participate in the presentation today included Phan Đức Hậu, Đỗ Thị Lệ Hằng, Nguyễn Khang, Nguyễn Phúc Thái and me. So now I would be allowed to start look forward to receiving your attention, thank you.. As you know, applications of information technology applied in many fields such as politics, society, art, media, economic... and in which we can mention the communication network, the development of the magic of the internet has helped people around the world closer together can communicate and share a huge amount of information quickly and efficiently, but not limited to geographical distance and time. We can say the development of the internet started in 1996, when in a speech about the next generation of the internet of U.S. President Bill Clinton predicted the development of the internet and in fact now the term "world wide web" was no stranger to the people and the annual statistics of internet users increasing. Here are the statistics of the development of Internet World (Source: Miniwatts Marketing Group) 10 National have the most Internet users National People use % Population using % Of the world Population 2008 Growth United States 218.302.574 71,9 % 15,5 % 303.824.646 128,9 % China 210.000.000 15,8 % 14,9 % 1.330.044.605 833,3 % Japan 94.000.000 73,8 % 6,7 % 127.288.419 99,7 % India 60.000.000 5,2 % 4,3 % 1.147.995.898 1.100,0 % Germany 54.932.543 66,7 % 3,9 % 82.369.548 128,9 % Brazil 50.000.000 26,1 % 3,6 % 191.908.598 900,0 % United Kingdom 41.042.819 67,3 % 2,9 % 60.943.912 166,5 % France 36.153.327 58,1 % 2,6 % 62.177.676 325,3 % Korea, South 34.820.000 70,7 % 2,5 % 49.232.844 82,9 % Italy 33.712.383 58,0 % 2,4 % 58.145.321 155,4 % There are currently 2 billion users on the internet which is roughly 28% of the global human population. With the current world population is over 6.8 billion people, so on average every three people, a web surfer. 57% of Internet users in the developing countries. With the above statistics to facilitate business opportunities for companies, they can bring their products to customers faster without geographical limitations and a new form of advertising life is Internet marketing. The first, what is internet marketing? Internet 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 scope because 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. What is the advantages of internet marketing? The ability to target selected Advertisers on the network are more likely to choose a new target. They can target companies, countries or geographic areas as well as they can use the database as a basis for direct marketing. They can also be based on individual preferences and behavior of consumers to target the right audience. The ability to track The online marketers can track user behavior for their brands and explore interests and concerns of the prospect. For example, a car manufacturer can track user behavior across their site and determine if there are more people interested in their ads or not? Advertisers can also determine the effectiveness of advertising (via the number of times the ad is clicked, the people who bought the product, and number of carry advertising, ...) but this is very difficult for the type of traditional advertising like television, newspapers and bulletin boards. Flexibility and the ability to distribute An ad network is transmitted 24/24 hours a day, all week, all year. Moreover, the campaign may be starting to update or cancel at any time. Advertisers can track progress daily advertising, ad effectiveness reviewed in the first week and could replace the advertisement in the second week if necessary. This different type of advertising in the press, can only change the ads when a new round of publishing, or TV ad with a very high cost for changing the regular advertising. Interactivity The goal of advertisers is associated prospects for brands or their products. This can be done effectively online, so customers can interact with products, product testing and, if satisfied, you can buy. For example, an ad for a computer software can send customers to place products on display to get information and check directly. If customers like the software, they can buy directly. No type of media that could lead customers from finding out information when buying products without any trouble as the Internet. Type of internet marketing Marketing through logo - header – banner: Place the logo or banner ad on the popular website, the website can access a large number of customers or the website is ranked high on Google is popular and how online advertising is effective today. It not only promote the brand but also targets the potential customers on the Internet. What is a Logo? A logo is basically an image that used to identify your business or website. It is consists of colors, style, symbol and font that made up the image. By looking at the image, all your stakeholders like customers, competitors and suppliers will recognize your business or website immediately. Some good example of logos like MacDonald, Coca-cola, Pepsi, Facebook, Google and Tweeter, they can be recognized easily and instantly globally even without spelling their full names. In summary, the logo is like the face to your business, it can also be used as an Avatar for all your online communication and social networks. What is a Header? A header is an image that is placed on top of the website or blog. It is normally horizontal in size which consists mainly of logo, tagline or some other elements such as social media icons, advertisement banner or search bar. In addition, the header will usually contain the primary color so it also helps to set the look and feel of the website or blog. Here is a list of header example from some popular affiliate marketing sites, can you recognize who they are? What is a Banner? A banner, also known as web banner serves a different purpose than logo and header. It is normally used for informative or advertising purposes and come in different sizes, for example horizontal, vertical or square. The standard advertisement banner found on most blog is 125×125 pixels in width and height; the next popular one will be 250×250 pixels. Banner is generally used on the blog or website for monetization purpose. It was once a popular means of earning extra income when placed on one’s blog or website but it gradually lost its novelty and become less effective today. Nevertheless, it is still being favored by some advertisers and publishers as the banner now is more interactive and dynamic due to improved technology. Below is some example of banners, you should be able to identify them easily than the header. Listing on Directories: As word has placed advertisements or links to Web sites of your products or services, you must have a title for the ad, website addresses, information about website or advertise products and services so you can subscribe to any directory on the Internet for searching, searching for products and services of all search engines. Now to be registered in the system directory of Yahoo you have to pay $ 299 / year but only 200,000 in VietnamTradeFair.com / 1 was registered forever. The benefits of this form of advertising is often hundreds of thousands of robots and search engine spiders to access and automatically update your website on search engine within just 3 to 7 days. Pay per Click: Pay per click (PPC) is an Internet advertising model used to direct traffic to websites, where advertisers pay the hosting service when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system. Cost per click (CPC) is the sum paid by an advertiser to search engines and other Internet publishers for a single click on their advertisement, which directs one visitor to the advertiser's website. Cost-per-click (CPC), which is also known as pay-per-click (PPC), refers to sponsored ads sold directly by major search engines. These keyword-based ads are usually labeled as sponsored and appear in the first two or three positions of a search results page and/or in a column on the right side of the screen. PPC ad rankings are based on a formula that takes into account the highest bid amounts, the highest number of clicks and the keyword relevancy of the ad to the user’s query. A professionally managed PPC campaign will yield the best results and return on investment (ROI). Cost Per Action or CPA (sometimes known as Pay Per Action or PPA) is an online advertising pricing model, where the advertiser pays for each specified action (a purchase, a form submission, and so on) linked to the advertisement. Direct response advertisers consider CPA the optimal way to buy online advertising, as an advertiser only pays for the ad when the desired action has occurred. An action can be a product being purchased, a form being filled, etc. The desired action to be performed is determined by the advertiser. Radio and TV stations also sometimes offer unsold inventory on a cost per action basis, but this form of advertising is most often referred to as "per inquiry." Search Engine Optimization: Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. This gives a website web presence. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. Social media marketing: Social media marketing (SMM) is a addition to personal, small business, corporate, and non-profit organizations’ integrated marketing communications plans. Integrated marketing communications is a multifaceted, orchestrated marketing and advertising practice organizations follow to connect with their target markets. Integrated marketing communications coordinates promotional elements: advertising, personal selling, public relations, publicity, direct marketing and sales promotion. Increasingly, viral marketing campaigns are also grouped into integrated marketing communications. In the traditional marketing communications model, the content, frequency, timing, and medium of communications by the organization is in collaboration with an external agent, i.e. advertising agencies, marketing research firms and public relations firms. However, the growth of social media has impacted the way organizations communicate. With the emergence of Web 2.0, the internet provides a set of tools that allow people to build social and business connections, share information and collaborate on projects online. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it is coming from a trusted, third-party source, as opposed to the brand or company itself. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. With emergence of channels like Twitter, the barrier to entry in social media is greatly reduced. At the end of the day it’s important to remember that the internet is just one type of media, like TV or radio, which can be used to generate leads for a business. It cannot compensate for actual product/service quality and customer support. Thus it is essential to match the promises made through marketing activities with the actual product or service experience.
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