Internet marketing encompasses a wide range of methods including search engine marketing, email marketing, viral marketing, affiliate marketing, display advertising, interactive ads and others. The nature of the Internet causes rapid and constant change in marketing, and new methods are always emerging. Internet marketers frequently combine several methods, such as email marketing and display advertising.
Internet marketing also ties into other digital disciplines, like website usability, landing page design, driving website traffic and others. For example, a successful email marketing campaign must start with driving website traffic to capture email addresses. Driving website traffic may include:
• Search engine optimizing your websites
• Distributing press releases to draw attention and traffic
• Using online and offline ads
After prospects arrive at a website, the email marketing campaign continues by capturing their email addresses. This requires:
• Powerful conversion architecture
• Free products to exchange for email addresses
• A landing page to make the free product and email offer
After their email addresses are captured, the campaign must retain and monetize the prospects. This is done by:
• Having a high frequency, high quality free email newsletter
• Monetizing the list through in-house or third party advertising in the newsletter
• Further monetizing the list by sending out promotional emails
Up-sells may also be a part of an effective email marketing campaign. They are frequently done by using:
• Auto-respond promotional emails triggered by an online purchase
• Telemarketing campaigns triggered by an online purchase
The term “email marketing” can be deceptive. Many people believe it only involves sending emails. As shown above, that is simply not true. The term Internet marketing is equally deceptive in its scope. It is a broad, multidisciplinary and interconnected practice that requires a wide range of online skills.
