ONLINE MARKETING

Online Marketing

Executive Summary

The main purpose of the research report is to provide recommendations to my company on different ways of starting the marketing of the business online. Marketing in any organization serves many functions, but as a CEO, you should be concerned with a few key performance indicators (KPIs) from your marketing team including lead generation, lead quality and cost of customer acquisition.

Online marketing helps to reduce these costs and improve efficiencies for these KPIs as well as others. To put it as clear and simply as possible, a CEO should care about online marketing because:

Table of Content

Executive Summary3

Online Marketing4

Introduction4

Discussion5

Advantages of Online Marketing5

Disadvantages of Online Marketing7

Impact of Online Sales to Company9

Conclusion11

References13

Online Marketing

Introduction

The purpose of this research paper is to provide a report to your manager which includes the advantages and disadvantages if marketing online, the potential impact of online sales to the company, and the requirements for a successful online marketing campaign (Houghton, 2002).

Many small businesses in particular bother with this marketing online strategy, I suspect because they don't want to shell out for it. They only want to do free marketing online. I say, there's absolutely nothing wrong with free marketing online strategies - as long as you realize they're not (Houghton, 2002). All the 'free' online marketing strategies I'm aware of take a considerable time investment, meaning they're only free if your time is worth nothing.

Traditional online advertising, on the other hand, takes relatively little time and can be a very effective marketing online strategy. The first thing you need to know about it is that there are two cost models, CPM and CPC (Griffith, 2002).

CPM stands for Cost per Thousand Impressions. With this type of marketing online, you basically buy space on a web page and pay for a certain number of impressions, or the number of times your ad is going to be displayed (Houghton, 2002).

Discussion

Everyone seems to be jumping on the internet marketing bandwagon lately. In the race to get their business online, many successful businesses forget to ask themselves some tough questions about what they are doing, what their expectations are and what their plan is to meet those expectations (Griffith, 2002).

Online Marketing involves creation of a strategy suitable to your website to promote your business online (Houghton, 2002). It binds together creative and technical aspects of the internet including design, development, advertisement and sale.

Online Marketing involves different business models. One is direct selling to buyer, another by generating leads to websites and even a model called affiliate marketing in which product is developed by one person and sold by another with an arrangement for profit sharing (Houghton, 2002).

Advantages of Online Marketing

Your store is open, 24 hrs a day, 7 days a week. Further, your customers are worldwide in reach, and can shop anytime that they want to

The cost of spreading your message is next to nothing. Emailing your subscription base is more oftne cheaper than sending a letter through the mail

Updating your subscribers can be done almost instantly through ...