Internet Marketing

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Internet marketing involves marketing products or services through the Internet. The expansion of the Internet has brought media to a global audience. The interactive nature of Internet marketing results in instant responses and is unique to the medium. Internet marketing has broader scope than traditional media because it includes advertising through Internet web pages, email, and other wireless media. Additionally it includes a digital management system of customer data. With the help of the Internet, interactive marketing ties together creative and technical aspects including design, development, advertising, and sales. Internet marketing also concentrates on the placement of media at different stages of the engagement cycle of a consumer. Advertisements are visible through search engine marketing (SEM), targeted banner ads on specific websites, email marketing, and Web 2.0 strategies. Pay-per-click Pay-per-click (PPC) is an Internet advertising model used on websites, where advertisers pay the site host when a visitor clicks the ad. When dealing with search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click instead of a bidding system. Cost-per-click (CPC) is the amount of money an advertiser pays a search engine company or other Internet publisher for a single click on its advertisement that brings one visitor to its website. AdWords AdWords is the flagship advertising product of and main source of revenue for Google. AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. The AdWords program has local, national, and international reach. Text advertisements on Google are short, and typically contain of a single title line and two content text lines. The Interactive Advertising Bureau determines the different standardized sizes that image advertisements are. Advertisers specify words related to their products or services that trigger "sponsored links" on the Google search engine results page. The order that paid listings or "sponsored links" appear in depends on pay-per-click bids by other advertisers and the "quality score" of all the ads shown as the result of a given search. To calculate the quality score, examine the history of click-through rates, the relevance of ad text and keywords, the account history of an advertiser, and other relevant factors as determined by Google. Google then uses this quality score to set a minimum bid amount for advertised keywords. The minimum bid takes into account the quality of the landing page, which includes the relevancy and originality of content, navigability, and transparency into the nature of the business. However, Google has released a list of full guidelines for websites, the precise formula and meaning of relevance, its definition remains partly a secret only known to Google, and the parameters it uses can change. Social Media Marketing Social media marketing describes the use of social networks, online communities, blogs, wikis, or any other online collaborative media for marketing, sales, public relations, and customer service. Common social media marketing tools include: Twitter, LinkedIn, Facebook, Flickr, Wikipedia, Orkut, and YouTube. In the context of interactive marketing, social media refers to a collective group of users who publish their own content, not by the employees of the web company. Social network marketing or social level marketing is an advertising method that uses social network services to increase web presence. This type of marketing involves everything from advertising directly on social networking sites, to developing and implementing viral marketing campaigns that spread across the web, through email, and by word of mouth, to creating niche market social networking sites focused on the product of service advertised. Many social media permit and encourage companies to create a profile. For example, on Facebook companies can create "pages" where users can become fans of the company, its products, and services, etc. Companies sometimes invest in Internet presence management, which includes social network marketing.

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