emarketing, or Internet marketing is the marketing of products, or, services over the Internet.

The Internet is capable of taking products and services to a global audience. The interactive nature of Internet marketing, both, 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, such as, the Internet, e-mail, and wireless media, but also it includes management of digital customer data and electronic customer relationship management systems.

Internet marketing ties together creative and technical aspects of the Internet including design, development, advertising, and sales.

Business models

Internet marketing is associated with several business models:

  • e-commerce — this is where goods are sold directly to consumers (B2C) or businesses (B2B)
  • Publishing — this is the sale of advertising
  • lead-based websites — this is an organisation 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 owners of the product normally provide some marketing material (sales letter, affiliate link, tracking facility).

There are many other business models based on the specific needs of each person or the business that launches an Internet marketing campaign.

Advantages of emarketing

Internet marketing is relatively inexpensive when compared to the ratio of cost against 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 purchase products and services at their own convenience. Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickly.

Internet marketers also have the advantage of measuring statistics easily and inexpensively. Nearly all aspects of an Internet marketing campaign can be traced, measured, and tested. The advertisers can use a variety of methods: pay per impression, pay per click, or 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, visit a website, and perform a targeted action. Such measurement cannot be achieved through traditional advertising, where an individual will at best be interested, then decide to obtain more information at a later time.

Because exposure, response, and overall efficiency of Internet media are easier to track than traditional off-line media—through the use of web analytics for instance—Internet marketing can offer a greater sense of accountability for advertisers.

Because of the complexity and customisabilty of emarketing, it is important that the company who you rely on to deliver your emarketing is familiar with and understands all of the elements that link together to create a structured emarketing campaign that is both effective and sustainable.

At the Images Group we have the experience and cross-sector experience to devise and implement an emarketing campaign that will fit both your needs and your budget.

Contact us now on to see how we can help with your Internet Marketing needs.