Btec Business Studies Unit 12

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Unit 12 – Internet Marketing in Business P1 – Describe the role internet marketing has within a modern marketing context Internet marketing, or online marketing, refers to the marketing and advertisement that is done through the use of the Web and email, to drive direct sales via electronic commerce. It is used in relation to traditional types of marketing such as radio, television, newspapers and magazines. The importance of internet marketing strategies has grown with the growth and importance of the Internet. Most established companies are vying for online space and seeking to adopt web marketing strategies to increase traffic to their company's homepage. Online marketing helps add potential customers and the number of quality leads to a website as well. In fact, most organizations can adopt Internet advertising strategies to generate better business. Online marketing is split into different types; Affiliate marketing – refers to the banners seen on other websites or blogs to boost traffic to that web page, and effectively increases product awareness. Email marketing – this is the marketing process that involves getting to customers via email. Inbound marketing – this type of internet marketing involves sharing valuable content to customers to help convince them to become your loyal customer. Search engine marketing - This is a form of marketing that promotes a business through paid advertisement that appears on search engine result pages. This includes paid placement, contextual advertising, paid inclusion or through search engine optimization. Search engine optimization - Contrary to SEM, SEO uses the unpaid and natural process of promoting content on SERPs. This includes keyword research and placement, link building and social media marketing. Social media marketing - Based on its name, social media marketing is the process of promoting a website
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