Eastern Visayas Federation for Information Technology "SEO - Internet Marketing Training"

Internet Marketing Basics, Principles and Fundamentals

by Victorino Q. Abrugar, CPABusiness Consultant and Editor of BusinessTips.Ph

Introduction, Fundamentals and Types of Internet Marketing

Topic OverviewWhat exactly is Internet Marketing?

The different types of Internet Marketing

Users of Internet Marketing

Online marketing vs offline marketing

How to be a real Internet Marketer: Qualities of a successful Internet Marketer

How to really make money online

How to make an Internet Marketing Plan

Introduction, Fundamentals and Types of Internet Marketing

Topic ObjectivesThis lesson will enable trainees to: Gain understanding on the fundamentals of Internet marketing which will guide them to proper practice and application of its different forms, strategies, techniques and tactics.

Learn the different types of Internet marketing and how to collaborate them to create a better online marketing campaign.

Develop personal and professional qualities of a successful Internet marketer.

Learn how to really make money from Internet marketing.

Learn how to make an Internet marketing plan for their own business or clients

Introduction, Fundamentals and Types of Internet Marketing

What exactly is Internet marketing?

Introduction, Fundamentals and Types of Internet Marketing

Internet marketing is not all about making money online.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketing is not all about becoming your own boss and working at your desired time.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketing is not all about web programming and other technical stuff.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketing is not about spam and scams.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketing is not all about advertising and getting attention.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketing is big!

Introduction, Fundamentals and Types of Internet Marketing

Internet marketing is a collaboration of principles, disciplines, strategies, techniques and tactics.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketing is bringing all the important elements of marketing on the Internet.

Marketing

Product, Price, Place, Promotion, People.

Internet

Search engines, Social media, Websites, Blogs, email, web apps, etc.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketing is the process of coordinating products, price, place, promotion, people and the Internet to satisfy consumers while generating profit or return for the company or entity that provide those products.

Introduction, Fundamentals and Types of Internet Marketing

What are the different types of Internet marketing?

Introduction, Fundamentals and Types of Internet Marketing

Types of Internet Marketing Search Engine Marketing (SEM) PPC & SEO

Social Media Marketing (SMM)

Email Marketing

Affiliate Marketing

Content Marketing

Word-of-mouth marketing

Mobile Internet marketing

Online Public Relations Marketing

Display advertising

Relationship marketing

Inbound marketing

Online Video marketing

Introduction, Fundamentals and Types of Internet Marketing

1. What is Search Engine Marketing?

Introduction, Fundamentals and Types of Internet Marketing

Search Engine Marketing (SEM) or simply Search Marketing is a form of Internet marketing that involves targeting the users of search engines by increasing the visibility and ranking of a website in the Search Engine Results Pages (SERPs) to drive search traffic through organic Search Engine Optimization (SEO) or Pay Per Click (PPC) listings.

Introduction, Fundamentals and Types of Internet Marketing

What are the differences between SEM, PPC advertising and SEO?

Introduction, Fundamentals and Types of Internet Marketing

1.1 Paid search marketing includes PPC (pay-per-click) programs like Google AdWords and Bing Ads that enable businesses to show their ads in the Search Engine Results Pages (SERPs) based on agreed PPC rate. 1.2 SEO or Search Engine Optimization involves improving the elements of a website like its title, content, keywords, images, structure, navigation, and inbound links in an attempt to increase its search engine algorithm score and rank higher in the SERPs in order to attract traffic from the search engines and convert this traffic in to profitable actions.

Introduction, Fundamentals and Types of Internet Marketing

2. What is Social Media Marketing?

SMM involves different strategies and tactics to gain website traffic or attention from people in the social media or networks sites, such as Facebook, Twitter, YouTube, Google+, LinkedIn, Pinterest, WordPress, Blogger, Stumbleupon and others.

Introduction, Fundamentals and Types of Internet Marketing

3. What is Email Marketing?

Email marketing is a form of direct marketing that involves sending commercial information or customer relation messages to a group of people who are either prospective or existing customers using electronic mails or emails. Email marketing includes opt-in email advertising, where subscribers consent to receive messages from companies or websites they trust.

Introduction, Fundamentals and Types of Internet Marketing

Sample Email Subscription Widget

Introduction, Fundamentals and Types of Internet Marketing

4. What is Affiliate Marketing?

Affiliate marketing is a type of online marketing in which a business collaborates with its affiliates to promote its product or service and increase sales. Affiliates are usually composed of online publishers (website owners, bloggers, and social media users) who promote the product of the merchant (the business or primary seller) and are rewarded for every visitor or customer brought to the business through their own marketing efforts.

Introduction, Fundamentals and Types of Internet Marketing

MerchantAffiliate
NetworkAffiliateBuyers1. Merchant lists product in Affiliate Network2. Affiliate joins Affiliate network to get products to promote in their website.3. Buyer discoversProduct in affiliate's website.

1. Merchant lists product in Affiliate Network2. Affiliate joins Affiliate network to get products to promote in their website.3. Buyer discoversProduct in affiliate's website.

4. Buyer click the product link and purchase product from the merchant.5. Affiliate earns commission from the sale.

Affiliate Marketing Process

1

2

3

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Introduction, Fundamentals and Types of Internet Marketing

5. What is Content Marketing?

Content marketing is considered as an umbrella term for all marketing practices that use content to attract and engage target audience and influence them to make profitable consumer actions. Content marketing utilizes specialized content, like articles, images, infographics, audio, presentations, and videos to achieve a marketing goal.

Introduction, Fundamentals and Types of Internet Marketing

6. What is Word-of-mouth marketing?

Word-of-mouth marketing is more related to the product or service rather than the promotion (advertising) mix of marketing. Word-of-mouth marketing is more involved in providing quality or value on the marketers product and extra services to satisfy and wow customers, and eventually turn them into volunteer marketers.

Introduction, Fundamentals and Types of Internet Marketing

7. What is mobile marketing?

This type of marketing uses mobile or wireless Internet media like cellphones to communicate marketing or advertising information to target audience with the objective of influencing current and potential customers to make profitable customer actions.

Introduction, Fundamentals and Types of Internet Marketing

8. What is Online PR marketing?

This involves management of the flow of information between a brand and the public on the Internet. Public relations can also be improved through online reputation management (ORM) the process of monitoring the reputation of a business or brand on the Internet in order to emphasize positive image rather than a negative one.

Introduction, Fundamentals and Types of Internet Marketing

9. What is Display Advertising?

Display advertising involves the placement of banner ads on third-party websites or blogs to earn impression or to drive traffic to a companys own website in order to increase product awareness.

Introduction, Fundamentals and Types of Internet Marketing

10. What is Relationship Marketing?

Relationship Marketing is more concerned about customer satisfaction and retention rather than on aggressive advertising of a product to increase sales. Relationship marketing focuses on the long-term benefits a company will earn rather than on short-term instant profits.

Introduction, Fundamentals and Types of Internet Marketing

11. What is Inbound Marketing? Inbound Marketing involves creating and freely sharing useful and informative content such as eBook, podcasts, infographics, videos, and research papers to attract prospective customers. It earns the attention of customers, unlike Outbound Marketing which asks their attention. Inbound Marketing is like Magnet Marketing while Outband Marketing can be considered as Megaphone Marketing.

Introduction, Fundamentals and Types of Internet Marketing

12. What is Online Video Marketing?

Online Video marketing involves creating promotional, informational or viral videos and uploading them on video sharing sites like YouTube, Vimeo and Facebook to engage viewers and turn them in to customers or influence them to further spread those videos to prospective customers.

Introduction, Fundamentals and Types of Internet Marketing



Introduction, Fundamentals and Types of Internet Marketing

Business Owners use Internet Marketing to promote their business online, attract more customers and boost profit.

Introduction, Fundamentals and Types of Internet Marketing

Professionals use Internet Marketing to build their personal brand online and achieve career growth.

Introduction, Fundamentals and Types of Internet Marketing

Website and blog owners use Internet Marketing to drive more traffic to their sites and make money online.

Introduction, Fundamentals and Types of Internet Marketing

Internet Marketing companies and consultants use Internet Marketing as their services to earn revenues.

Introduction, Fundamentals and Types of Internet Marketing

The government uses Internet marketing to promote their projects online and to dissiminate information to the public.

Introduction, Fundamentals and Types of Internet Marketing

Nonprofit organizations use Internet Marketing to promote their cause online, find more donors, and boost their fundraising efforts.

Introduction, Fundamentals and Types of Internet Marketing

Online Marketing vs Offline MarketingOnline and offline marketing should work together, not fight each other.

Introduction, Fundamentals and Types of Internet Marketing

The Pros and Cons of Internet Marketing

Introduction, Fundamentals and Types of Internet Marketing

Internet Marketing is fast.

You can have a website + a Facebook Page in less than a week.

Your online information can be accessed in real time.

Introduction, Fundamentals and Types of Internet Marketing

Internet Marketing is wide.

2.4 billion Internet users worldwide.

Facebook has 1.1 billion users worldwide.

More than 30M Filipinos used Internet in 2011.

Internet data can be accessed anywhere in the world as long as you have Internet connection.

Introduction, Fundamentals and Types of Internet Marketing

Internet Marketing is cost-effective.

You can create social media pages, like Facebook Page, YouTube Channel, Twitter profile for free.

You can have a company website for a very affordable price.

Introduction, Fundamentals and Types of Internet Marketing

Internet Marketing is easy to measure and experiment.

You can easily track your marketing performance with tools like Google Analytics and Facebook Insights.

You can immediately implement your marketing plan.

Introduction, Fundamentals and Types of Internet Marketing

Internet Marketing lacks human and personal interaction.

Online marketers have the tendency to fully rely on technology and auto applications.

Potential customers may not trust you without personal meetup.

Introduction, Fundamentals and Types of Internet Marketing

Internet Marketing awaits high competition.

There are more than 600 million websites as of 2012.

48 billion web pages are indexed by Google in May 2013.

There are 50 million Facebook Pages as of May 2013.

Introduction, Fundamentals and Types of Internet Marketing

Internet Marketing faces ethical issues like spam and scams.

More than 90% of all emails sent are unwanted.

83 million Facebook accounts are fakes.

Potential customers do not easily trust marketers on the Internet.

Introduction, Fundamentals and Types of Internet Marketing

Internet Marketing faces security concerns.

Google finds about 9,500 new malicious websites every day.

Facebook accounts are hacked 600,000 times daily.

Online businesses and websites may lose consumers' trust and confidence if security is compromised.

Introduction, Fundamentals and Types of Internet Marketing

How to be a real Internet Marketer?

What are the qualities of a successful Internet Marketer?

Introduction, Fundamentals and Types of Internet Marketing

Internet marketers are entrepreneurial.

They find opportunities on problems.

They focus on customers satisfaction rather than on profit.

They make people's lives even better.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketers are leaders.

They build an effective team.

They know how to delegate work.

They know how to inspire and influence people.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketers are innovative.

They are flexible and adaptive to change.

They are unique and creative.

They go out of their comfort zone.

They do extensive research and development.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketers have focus.

They have dedication to their work.

They constantly practice to win the competition.

They know how to avoid distractions.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketers are patient and hardworking.

They understand that success cannot be achieve overnight.

They work hard to achieve their target.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketers are analytical.

They know how to read numbers.

They know how to determine problems.

They know how to find solutions to problems.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketers have values and principles.

They maintain honesty and integrity.

They know how to respect people.

They follow the rules and laws of the land.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketers are strategic, technical and tactical.

They have a strategic and smart plan.

They have styles.

They execute actions to achieve their plans.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketers are humane.

They know how to build good and lasting relationships.

They dont rely too much on technology.

They are helpful and compassionate.

Introduction, Fundamentals and Types of Internet Marketing

Internet marketers are tenacious.

They stick to their plan.

They don't easily giveup.

They know how to take a break, rejuvenate, and resume with more strength.

Introduction, Fundamentals and Types of Internet Marketing



Introduction, Fundamentals and Types of Internet Marketing

1. Start an Internet marketing firm.

You can offer services like SEO, social media marketing, web development, apps development and IM consultancy.

Or provide Internet marketing training, webinars, etc.

Introduction, Fundamentals and Types of Internet Marketing

2. Be an Internet marketing consultant.

You can provide almost all services offered by an Internet marketing firm alone.

Or you can also outsource some work to third parties.

Introduction, Fundamentals and Types of Internet Marketing

3. Apply Internet marketing in your own business.

You can use Internet marketing to attract more loyal customers online and offline.

You can use Internet marketing to boost your sales and profit.

Introduction, Fundamentals and Types of Internet Marketing

4. Implement Internet marketing in your own websites.

You can build websites and blogs to earn from online advertising, affiliate marketing, etc.

You can use SEO, SMM, content marketing and other IM forms to drive more traffic to your site and convert them in to more profit.

Introduction, Fundamentals and Types of Internet Marketing

How to make an Internet marketing Plan

Introduction, Fundamentals and Types of Internet Marketing

1. Define your goals.What do you want to achieve?

Grow your sales by 30% this year.

Introduction, Fundamentals and Types of Internet Marketing

2. Establish your objectives.What specific things do you want to achieve to support your overall goal?

Increase online presence in SEs and gain audience from company website.Earn loyal followers from social media and turn them into repeat customers.

Introduction, Fundamentals and Types of Internet Marketing

3. Establish your strategies.What are your major steps to achieve your goals and objectives?

Build a website with 1,000 UV/monthBuild a Facebook Page with 10,000 likesCreate a Youtube Channel with 1K subscribers

Introduction, Fundamentals and Types of Internet Marketing

4. Establish your techniques.What are the techniques and styles you will implement to achieve your goals and objectives.

SEO, content marketing, blogging SMM, viral marketing, content marketing, relationship marketing.Video marketing, viral marketing, SMM

Introduction, Fundamentals and Types of Internet Marketing

4. Establish your techniquesWhat are the techniques and styles you will implement to achieve your goals and objectives.

SEO, content marketing, blogging SMM, viral marketing, content marketing, relationship marketing.Video marketing, viral marketing, SMM

Introduction, Fundamentals and Types of Internet Marketing

5. Establish your tactics.What are your specific steps to achieve your objectives and support your strategies?

Publish quality articles, optimize site structure, geo-targetinglink building (guest posting), hire SEORun a contest, buy Facebook ads, share interesting pictures and posts, local listing.Create viral video, share video on FB, Twitter and blogs.

Introduction, Fundamentals and Types of Internet Marketing

6. Set up your budget.How much money would you spend to execute your plan.

$100/month50$/month$150/month

Introduction, Fundamentals and Types of Internet Marketing

Goal

Grow your sales by 30% this yearIncrease online presence in SEs and gain audience from company website.Build a website with 1,000 UV/monthSEO, content marketing, blogging Publish quality articles, optimize site structure, link building (guest posting), hire SEO$100/monthObjectives

Strategies

Techniques

Tactics

Budget

Internet Marketing Plan Model

Earn loyal followers from social media and turn them into customers.Build a Facebook Page with 10,000 likesCreate a Youtube Channel 1K subscribersSMM, viral marketing, content marketing, relationship marketing.Video marketing, viral marketing, SMMRun a contest, buy Facebook ads, share interesting pictures and posts.Create viral video, share video on FB, Twitter and blogs.50$/month$150/month

Introduction, Fundamentals and Types of Internet Marketing

Thank you.

Links to learn more about Internet Marketing:

http://adage.com/power150/https://en.wikipedia.org/wiki/Online_advertisinghttp://www.youtube.com/user/GoogleWebmasterHelphttp://www.youtube.com/user/learnwithgooglehttp://www.youtube.com/watch?v=M8eNx9HIZGwhttp://www.youtube.com/watch?v=EmSt4uSJTNQhttp://moz.com/http://searchengineland.com/http://www.socialmediaexaminer.com/http://www.problogger.net/http://www.quicksprout.com/http://www.seo.org.ph/https://twitter.com/mattcutts