Q1) What is email marketing? Email marketing is directly marketing by using electronic mail as the communication medium for commercial marketing or advertising to a group of people at a time. This internet marketing strategy generally works by using emails to send ads, request business or solicit sales or donations and any form of email communication that is meant to build customer interest, loyalty and increasing the current customer base. It basically aims at encouraging ‘repeat businesses.
Q2) What aspects of the internet does internet marketing encompass?
Internet marketing doesn’t only mean marketing on the internet. It has a broad scope as it also includes marketing done via e-mail and wireless media. Digital customer data and electronic customer relationship management systems(ECRM) are often grouped together under internet marketing. It encompasses also the creative and technical aspects of the internet like design, development, advertising and sales. It also refers to the placement of media along the various different stages of the customer engagement cycle through search engine marketing(SEM), search engine optimization(SEO), banner ads, email marketing, mobile advertising and Web 2.0 strategies.
Q3) What is SEO?
SEO stands for search engine optimization and is a part of internet marketing. SEO is a method by which the visibility of a website or a web page is increased on search engine. It is done to increase the visits on the site as more frequently and high the website appears on a search engine, more will be the visitors visiting it. SEO is the study of how the search engines operate and how it can be used to increase visibility of a website or a web page. SEO involves the following practices
– Editing the content and the associated HTML coding.
– Optimizing the keywords strength in the content.
– Assigning relevant and keyword specific title tags and other meta tags.
– Increasing the number of back links and inbound links.
Q4) List and briefly explain the types of email marketing strategies
The following are the various types of email marketing techniques:
- Email Newsletters – These are regular emails that are sent to a list of subscribers who have chosen to receive updates from a company. Newsletters usually don’t have explicit sales messages, but try instead to build a relationship between a customer and a brand. They often have a conversational tone and contain news and information that will be of interest to the customer. The goal is to keep a customer connected to a company even when they are not buying anything.
- Transactional Emails – These are emails that are sent out after certain actions trigger them. When a customer buys a product or makes a reservation, emails are sent out confirming that transaction. They legitimize online commerce by giving customers a way to prove they have bought something. Transactional emails often also contain new sales messages.
- Direct Emails – These are used to inform customers about new products, sales and special offers. They provide customers with direct information about products and usually provide a link or another easy way for customers to access the product. They are similar to the coupons, catalogs, and sales fliers that used to be sent through the post office.
Q5) What are the advantages of internet marketing?
The advantages of internet marketing are as follows:
1. Large audience.
2. Inexpensive.
3. Availability of various options making it convenient for the customer to research through products and services available and then make a purchase.
4. Statistics can be measured more easily due to availability of various tools.
5. Various advertising methods available such as:
– Pay per click
– Pay per impression
– Pay per play
– Pay per action
6. Trends of e marketing and their results can be studied easily.
Q6) What are the limitations of internet marketing?
The limitations of internet marketing are as follows:
1. As the products and services offered are not tangible they cannot be touched, tasted or smelled before purchasing.
2. The quality and authentication of the product and services offered online cannot be confirmed and thus uncertainty always persists.
3. Product seen online at times differs from what is finally delivered.
4. As the products are delivered by carriers there is a huge dependency on courier companies which might delay the delivery or lead to product damage while transaction.
5. To purchase a product online personal details need to be entered such as card details and personal information which are vulnerable to leaks.
Q7) What is pay per click? Which internet marketing model does it follow?
‘Pay per click’ , also known as ‘cost per click’ is a form of internet advertising which is used for directing traffic to websites. In this advertisers pay the site owners or publishers for the ads being viewed or click. Pay per click introduces a simple strategy of marketing in which an advertiser pays the website for publishing his advertisement and getting people to view it by clicking it, the more the views are for the advertisement, better is the revenue generated by the website from advertisement. Generally ‘pay per click’ is used by advertisers on keyword phrases relevant to their target markets. Content sites generally charge a fixed amount per click rather than using a bidding system. ‘Pay per click’ advertisements are commonly displayed on websites and search engine results. ‘Pay per click’ is an approach that differs from the ‘pay per impression’ methods used in television and newspaper advertising.
Q8) What are the advantages and disadvantages of email marketing?
Advantages of email marketing are:
1. Large audience.
2. Internet users check emails on regular basis.
3. Return of investment generated can be huge if email marketing is planned the right way.
4. Email is the most basic and popular service of internet and thus most people are familiar with it.
Disadvantages of email marketing are:
1. Filtering causes large number of emails to be rendered undelivered.
2. Spamming in emails may lead to legal action against internet marketers.
3. Needs to be planned very carefully as very minute factors may lead to an email being rendered undelivered or filtered out.
Q9) What is internet marketing? By what other names is it known?
Marketing of products and services over the internet is known as internet marketing. It is also known by the following names:
– Web marketing
– Online marketing
– Webvertising
– E-marketing
Q10) List the various types of internet marketing.
The various types of internet marketing include:
– Display advertising
– Search engine marketing
– Search engine optimization
– Social media marketing
– Email marketing
– Referral marketing
– Affiliate marketing
– Inbound marketing
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