The document discusses marketing strategies in the internet age. It explains that marketing involves integrating various business processes and technologies to maximize revenue. The internet is one tool that can be used for marketing, such as incorporating internet strategies into business-to-business marketing. To be successful, marketing online requires applying traditional practices innovatively using the strengths of the internet medium. It also outlines various internet marketing tactics like search engine optimization, email marketing, banner ads, and maintaining an online presence through a company website.

1. Marketing on the Internet Age…
Prepared by: Ms. Caren T. Salvador
BSIT-3

2. Marketing on the Internet
 Marketing is a critical and complex business
operation with the simple goal to maximize revenue
and sustain operations.
 integrates an array of business processes,
technologies and strategies.
 The Internet is one of the many tools that can be
applied to marketing.
 Increasingly businesses are incorporating the Internet
into their business-to-business marketing strategies.
 The key to successful marketing over the Internet
is applying the strengths of the medium to proven
traditional marketing practices in innovative ways.

3. Marketing on the Internet
Five constants of Marketing:
 People
 Price
 Product
 Place
 Promotion

4. Marketing on the Internet
Marketing Plan
- is the master strategy that defines the five
constants of marketing and outlines how the
various processes, technologies and strategies
integrate.
Marketing Mix
- is the actual configuration of these
components.
- a combination of factors that can be
controlled by a company to influence
consumers to purchase its products.

5. Marketing on the Internet
Marketing on the Internet requires a
marketing analysis to be broken into two
areas:
Internet Access profile
- Technological Capabilities
- Means of Access
- Usage
- Attitudes & Psychographics
- Governmental restrictions
- Media and recreation

6. Marketing on the Internet
 Target Market Analysis
1) Target Market Analysis
- Who needs or wants our products and services?
- Who are our customers?
- What are our customers' needs?
- What are our company goals and objectives?
- Who are our competitors?
2) Where is our "Best" Market Niche?
- What are our competitor's strengths?
- What are our competitor's weaknesses?
- Do we have advantages over our competitors?

7. Marketing on the Internet
- How can we differentiate our pricing from the
competition?
- What are the strengths and weaknesses of our
products?
3) Lead Generation and Attracting Prospects
- Identify lead generation and marketing activities,
Assign marketing responsibilities to those that have the
interest and the skills, Set up administration systems to
carryout marketing activities, Develop a marketing
campaign schedule, Develop a Sales Cycle Process.

8. Marketing on the Internet
4) Relationship Building By Converting Prospects
Into long-term Customers
- What activities or steps can we incorporate into our
Marketing Plan that will help us transition a "prospect"
to a "customer"?
5) Image
- What Image do our Customers have of Us?
- What Image do we want customers to have about;
Our Company, Our Product or Service, Our Customer
Service, Reliability, Cost of Service and Added Value?

9. Marketing on the Internet
6) Selling Process
- What types of buyers will be attracted to our products
and services?
- How will we present our solutions to our customers
and clients?
- How do we format and make a proposal that reflects
our company's image and products?
7) The Customers Perspective
- What information are customers looking for?
- How do our customers use the Internet?

10. Marketing on the Internet
Marketing Strategies at
the İnternet Age
e-Business
- involves the use of electronic platform -
intranets, extranets, and the internet; to
conduct a company’s business.

11. Marketing on the Internet
e-Commerce
- is more specific than e-Business
- involves buying and selling processes
supported by electronic means, primarily the
internet.
e-Marketing
– Includes efforts that inform, communicate,
promote, and sell products over the Internet.

12. Marketing on the Internet
Internet Marketing Influences
Other Related Activities:
• Advertising
- is the process of bringing your product or
service to the attention of your prospects and
customers
• Promotion
- can be thought of as the way to keep your
company, product, or service in front of your
customer

13. Marketing on the Internet
• Public Relations
- involves developing your company's image
and brand so that it is perceived by the public
in the way you want it to be perceived.
• Sales
- the act of locating, informing, and agreeing
on terms of the purchase with your customers.

14. Marketing on the Internet
THE INTERNET AS A
MARKETING TOOL
RELATIONSHIP MARKETING
- use to collect and qualify leads and
strengthen customer relations.
• Customer service
• Building trust
• Image enhancement

15. Marketing on the Internet
BRANDING
- is something that happens over time as the
result of a consistent effort to communicate a
clear message.
- to present a unified message about a
company, its products or services.

16. Marketing on the Internet
*INTERNET MARKETING TACTICS*
There are many different technologies to facilitate
your Internet marketing strategy. Some of the most
common and effective tools are:
 Search Engines and Directories
- are one of the most popular means of
finding web sites, second only to following
links on web pages.
- help people find relevant information on the
Internet

17. Marketing on the Internet
 Search Engines and Directories

18. Marketing on the Internet
E-zines (Online magazines)
- These publications are focused on specific
topics and may be a way to reach a target
audience interested in that subject.
E-mail
- Ethical methods of gathering e-mail addresses
are through on-line registration built into your
corporate Web sites, or requests for
information forms that request submission to
your opt-in lists.

19. Marketing on the Internet
Banner Advertising
- use banner advertising as a means of
promoting your own products and services,
raising awareness, or as a way of generating
revenue by selling advertising space on your
own website.

20. Marketing on the Internet
Rich Media Advertising
- Looking for ways to make online advertising
more compelling, and hopefully thereby more
acceptable.
Sponsorship
- Acting as a sponsor for a charity or other
worthwhile cause and receiving advertising on
their literature and web site.

21. Marketing on the Internet
Conferences
- Advertising in conference literature, print and
electronic, is an excellent way to contact target
markets.
Collaborative Marketing
- Team up with other business to Cross-
promote; e.g. setting up links from one
corporate Web site to another or offering
special promotions in partnership with
complementary goods or services.

22. Marketing on the Internet
Sales Promotion
- Employing methods to stimulate sales through
immediate or delayed incentives to the
customer. Examples of sales promotion
strategies are:
- Couponing - Reorder points awards
- Sampling - Cross-product sampling
- Bonus offers
- Limited time offers
- Games with prizes

23. Marketing on the Internet
Publicity
- The goal of publicity is to have others talk
about the small business or its products.
Subscriptions
- Business marketers may use their Web sites
to encourage visitors to subscribe to receive
regular email messages from the company.

24. Marketing on the Internet
Controlled-access Web pages
- publish a Web page that allows customers to
download a free trial version of a software
application that expires after a time if not paid
for.
Public Forums
- These are often community-based or interest-
based sites that allow visitors to communicate
with one another.

25. Marketing on the Internet
On-line Surveys
- Information may be collected on the visitors
to a Web site through registration forms, on-
line surveys, or through tracking of areas of
site they visit.

26. Marketing on the Internet
***Benefits of the Internet***
Benefits to Buyers:
– convenience
– product access and selection
– interactive and immediate
– Easy and private
– Greater product access/selection

27. Marketing on the Internet
***Benefits of the Internet***
Benefits to Sellers:
– customer relationship building
– reducing costs
– increasing speed and efficiency
– flexibility
– Global access, global reach

28. ~~End of the
Topic…

29. Marketing on the Internet
*quiz*

30. Marketing on the Internet
I. Identification
1) Is something to present a unified message
about a company, its products or services.
2) It involves buying and selling processes
supported by electronic means, primarily the
internet.
3) It is a combination of factors that can be
controlled by a company to influence
consumers to purchase its products.

31. Marketing on the Internet
4) Is the master strategy that defines the five
constants of marketing and outlines how the
various processes, technologies and
strategies integrate.
5) Is the process of bringing your product or
service to the attention of your prospects and
customers

32. Marketing on the Internet
ll. Enumeration
6-10) Five constants of Marketing
11-14) Internet Marketing Influences
Other Related Activities
15) Our Instructor’s Complete Name!!!

33. Marketing on the Internet
Answers:

34. Marketing on the Internet
1) Branding
2) e-Commerce
3) Marketing Mix
4) Marketing Plan
5) Advertising

35. Marketing on the Internet
6) People
7) Price
8) Product
9) Place
10) Promotion
11) Advertising
12) Promotion
13) Public Relations
14) Sales
15) Sir Nestor Pera Penalver