Internet Marketing Strategies – Approaches and Challenges: An Overview

Abstract

Internet Marketing Strategies – approaches and challenges project on MBA marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to sales leads from Web sites or emails.” the application of the internet and related digital technologies to achieve marketing objectives”. This definition is a simple definition which, unlike the following ones, does not touch the important aspect of customer relationships. The biggest challenge for the companies is to integrate internet marketing strategy with overall marketing strategy. The prime reason for this challenge is the thought process that has considered the internet as an independent entity. Many organizations have not made an effort to make the internet as any function of the organization.

Online marketing consists of measures and activities to promote products and services and build relationships with customers over the Internet. Applying Digital technologies which form online channels (Web, e-mail, databases, plus mobile/wireless & digital TV) to contribute to marketing activities aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer life cycle) through improving our customer knowledge (of their profiles, behavior, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs”. The internet is a new channel partner for many organizations. Therefore, it is essential that companies create to separate internet marketing plan.

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