The success and final outcome of this project required a lot of guidance and assistance from many people and I am extremely privileged to have got this all along the completion of my project. All that I have done is only due to such supervision and assistance and I would not forgot to thank them.
I would like to thank my PARENTS for giving me this opportunity for future education. By taking admission in MMS for which I got this opportunity to do research and study the project well.
I would like to thank my for keeping me motivated though out the journey of MMS.
I respect and thank Prof. , for providing me an opportunity to do the project in and giving me all support and guidance which made me complete the project duty. I am extremely thankful to him for providing such a nice support and guidance although he had busy schedule managing the Department.
I heartily thank internal project guide Department and all my friends for their guidance and suggestion during the project work.
INTRODUCTION OF INTERNET MARKETING
Internet Marketing is the fastest growing and most exciting branch of marketing today . As the world becomes ever most connected, keeping up with developments and trends is vital for marketers trying to reach new audience -who are more discerning, fragmented and cynical than ever. Technology and software are changing at such a high rate that it seems almost impossible to keep up with trends. Products and services are evolving and adapting to the online sphere. The web is constantly shifting , growing and changing – everything is fleeting.
Internet Marketing refers to a set of powerful tools and methodologies used for promoting products and services through the Internet. It includes a wider range of marketing elements than traditional business marketing due to the extra channels and marketing mechanisms available on the Internet. These are the valuable complement to traditional marketing methods whatever the size of your company or your business model. Though businesses will continue to make use of traditional marketing methods, such as advertising, direct mail and PR, e-marketing adds a whole new element to the marketing mix. Many businesses are producing great results with e-marketing and its flexible and cost-effective nature makes it particularly suitable for small businesses.
In simple words we define Internet Marketing as collaboration of all internet related marketing activities , it actually includes everything right from search engine marketing optimization, to affiliate marketing and banner advertising, email newsletter marketing ETC. this confirms that online marketing is much more than just promoting website
What is Internet Marketing
Internet Marketing – often called online marketing or marketing – is essentially any marketing activity that is conduct online through the use of internet technologies . It comprises not only advertising that is show on website, but also other kind of online activities like EMAIL and SOCIAL NETWORKING . every aspect of Internet Marketing is digital ,meaning that it is electronic information that is transmitted on a computer or similar device , though naturally it can tie in with traditional offline advertising and sales too.
Internet Marketing has three cornerstone principles:
Immediacy– the web changes at a blistering pace and online audiences, whose attention spans are short, expect on-the-minute updates and information. to keep the favour and attention of this group, you must respond to online messages and interact with communities as quickly as possible.
Conversationalist— customers online are no longer faceless members of a broad target audience – they are individuals who want to be addressed personally. use the wealth of personal information available online to your benefit by targeting the relevant people precisely and personally.
Relevance– communication online must be interesting and relevant to the reader, otherwise it will simply be ignored. With all the information that is competing for your audience’s attention, you must find a way to stand out and engage readers. the best way to do this is by giving them exactly what they want, when they want it.
Throughout this course, you will learn tips and techniques for making all your online communication more immediate, personal and relevant.
Functions of Advertising
Advertising is an important promotional tool for any marketing campaign. So much so that whenever we think of marketing we think of advertising although it is just one of the marketing tools. Till now only companies with a profit motive went in for advertising. But today government bodies as well as non-governmental organizations (NGOs) go for high profile advertising campaigns. The purpose here is not to increase the sales figure but to increase the awareness of people regarding the relevant topics. Even though each ad or campaign tries to accomplish goals unique to its sponsor,
Provide product or brand information
Although many ads are devoid of information, providing the consumer with relevant information that will aid decision making is still the main function of advertising. The information given depends on the needs of the target audience. In the case of purchasing a new suit, needed information might simply include price and outlet location. For technical products, the information is likely to be very detailed.
Provide incentives to take decision
In most instances, consumers are reluctant to change established behaviour. Even if there are somewhat dissatisfied with the current product or service, a habit has been established and learning about a new product is deemed difficult. Advertising provides the consumer with reasons to switch brands by presenting reasons through copy or graphics. Convenience, high quality, lower price, warranties, or a celebrity endorser are all possibilities.
Provide reminders and reinforcement
It’s amazing how much advertising is directed at current customers. Consumers forget why they bought a particular brand of microwave or automobile. Advertising must remind the customer constantly about the name of the brand, its benefits, its value, and so forth. These same messages help reinforce the customers decision. Most television advertising seems to provide this function.
Evolution of Marketing
At the beginning of the 19th century, social life was mostly local. It was followed by a period in which commodities were produced on a mass scale. Consumer Marketing operated on mass marketing principles and business primarily concerned itself with how to build the best sales force. At the end of the century, there is an emerging global culture. The major driver of these changes is technology. Technological change has moved steadily back focusing on the individual. These changes shape the possibility and conduct of business. Marketing is especially tied to communication and transportation revolution. As the tools and reach of marketing increase, the job and responsibilities of marketers have evolved with them.
Kotler formalized this evolution with his book “Marketing Management.” His key stages are production, sales and brand management. Each of these is strongly motivated by technological opportunities, which permit new methods and new opportunities. A fourth stage, a focus on the individual customer, is also important. As the new technology of the Internet develops, it reinforces the new marketing emphasis which in many ways is a return to business at the turn of the century.
In today’s technology driven world, a new fast paced digital economy is emerging. In the near future, it wouldn’t be surprising to see that there are companies that exist only inside computer networks. Most business transactions will be made electronically, directly from the producer to the consumer, bypassing the supply chain. In the digital marketing environment, the consumer becomes an integral player in the development of the product. In fact, a consumer might build the product himself from a wide array of parts provided by the company. It is e-commerce that is changing the way products and services are conceived, manufactured, promoted, priced, distributed and sold. The reason being that it is much cheaper; it allows vast coverage and helps in serving the customer better.
The birth of internet:-
The internet is the newest and youngest medium, having been around in its current form for just about 20 years. the very first interconnected computer network was developed as a joint project between the US military and several research organisations, and went live in 1969. new advances came slowly at first: network email was invented in 1971 (though the system was very slow and primitive), international connections were established in 1973, the term “internet” was first used in 1974 and the first real online protocols were introduced in the 1980s. everything accelerated in the early 1990s as Tim Berbers-Lee, acknowledged as the creator of the internet as we know it today, built on his earlier revolutionary work and released the URL protocol, web browser software and the World Wide Web to the public. By 1993, businesses started taking an interest in the internet. the debate raged about whether they were permitted to use the internet for commercial purposes, since it had been established as a strictly educational and non-commercial arena. eventually, however, the businesses won out and the last of these restrictions were dissolved in 1995
The first marketing activity online started in the early 1990s with the creation of simple, text-based websites with basic information about a product or company. these were complemented with basic emails – often unsolicited spam – that shared information in a rudimentary way. as web tools evolved, so too did the websites, incorporating images, sounds, videos and more advanced formatting styles.