Developing an Internet Marketing Strategy


Developingan Internet Marketing Strategy


The proliferationof the Internet has convinced many companies to change theirmarketing strategies. Both consumers and organizations have had toadapt to the Internet’s dynamism. Many entities have beenencumbered with the reality of global competition (Kovačič,Podgornik, and Pinterič, 2015). In addition, target clients are notconfined by geographical boundaries. The widespread location ofcustomers has made it essential for firms to create differentmarketing strategies. The innovative development of marketingframeworks must view the Internet as a conglomerate of other forms ofmedia (Kovačič et al., 2015). Although printed words areimportant, the strategy adopted by an enterprise is customarilycomposed of multiple tools such as audio podcasts, forums,photographs, and video (Ryan, 2014). Using additional tools helps acompany to not only communicate to consumers but also build lastingrelationships.

Managers andother decision-makers need to consider several issues before adoptingany marketing strategy. For example, they should evaluate how thevarious tools would help to ensure effective marketing. In thisregard, a company acknowledges that using multiple tools does notcontribute to a functional marketing strategy. However, the mostimportant aspect concerns the manner in which such web toolsinterlace to enrich the customer`s experience. Managers may also needto examine whether posting an instructional video of a product wouldbe sufficient without preparing a corresponding blog. Furthermore, itis critical to determine whether a picture should accompany theproduct’s description. Consumer behavior analysis could highlightwhether customers would be interested in a text-only website.

Fundamentalsof Internet Marketing

An organizationthat deploys Internet marketing needs to be governed by threefundamental factors. Firstly, the fast-paced nature of web changesrequires a company to be flexible in terms of policies and procedures(Kovačič et al., 2015). Online audiences are pleased to receiveregular information and updates to inform their purchasing decisions.Secondly, many companies have utilized the large amounts of onlineinformation to target relevant clientele (Kovačič et al., 2015).Although the Internet undermines face-to-face interactions, manyusers desire to know how products and services will satisfy theirindividual requirements. Subsequently, consumers post their personalinformation on social media and other platforms to establish theiridentity. Also, entities realize that customers are bombarded withplenty of information over the Internet (Kovačič et al., 2015).Therefore, a company must tailor its message to appear relevant andexciting to the client. Intense competition for the customer`sattention heightens the significance of developing proper Internetmarketing strategies.

Moreover,Internet marketing utilizes principles designed to fulfill consumerneeds while acquiring reasonable value in return. Conductingexhaustive market research enables an entity to understand consumerbehavior and market analytics (Baker, 2014). Consequently, thecompany would be empowered to identify best practices in sales,pricing, and distribution of goods and services. A business needs tofind new ways to generate interest in its brand. Using pay-per-clickand banner ads can increase the number of persons who visit companywebsites (Baker, 2014). Additionally, posting links on other onlineplatforms could redirect traffic to the organization’s site. Sinceadvertising focuses on particular products and markets, severalcampaigns are required to attract more customers and increase sales.Nevertheless, online marketing must be combined with offlineadvertising methods such as personal presentation, commercials, anddirect mail (Baker, 2014). Therefore, the company’s website must befeatured on fliers and other material to encourage consumers to learnabout the organization.

Besides, anenterprise would endeavor to promote its products and hence createmore demand. Online promotion comprises of targeted email campaigns,press releases, sales efforts, and free information products (Baker,2014). Promotion also seeks to acquire goodwill and enhance thecompany’s image. In this respect, an organization would strive tomodify its public perception. In some cases, corporations want to beviewed as industry leaders. Other firms may aim to showcase theircommunity service operations (Baker, 2014). If an enterprise targetsyoung populations, then its website must be trendy and colorful. Onthe other hand, older demographics would be enticed by a simplewebsite with traditional interphases and fewer references to socialmedia. It is also vital for a firm to have a public relations officerwho issues press statements (Baker, 2014). Such an individual pursuesthe organization’s best interests and exemplifies the brand’simage. Using suitable technology enables the company representativeto respond to complaints and answer any customer’s questions.

Additionally, anorganization seeking to establish online marketing strategies needsto evaluate the measurable goals of its operations (Ryan, 2014).Creating a calendar of probable milestones is crucial. The firm mustalso identify both quantitative and qualitative goals. An onlinemarket strategy must be geared towards the particular characteristicsand values of the target audience. The organization should alsoconsider how it would create a relationship with the ideal client(Ryan, 2014). Adopting such an approach allows the company to broadenits appeal if the average customer has different habits compared tothe ideal consumer. Some clients may want to view a video tutorial onthe product or service before making any decisions. Other consumersmay have a knack for reading customer reviews to evaluate previousbuyer’s opinions on quality and pricing. Hence, a company needs topresent factual information to potential clients (Ryan, 2014).Customers who benefit from reliable information would cultivate alasting relationship with the firm since trust has been established.

Use of aWebsite

An internetmarketing strategy would be incomplete without an attractive website.Such necessity is due to the fact that most customers search and findinformation on the web (Kovačič et al., 2015). Internettechnologies present the easiest way for buyers to learn more about acompany and its products. The website also provides a platform whereconsumers can place and track orders (Kovačič et al., 2015).Furthermore, the website must have regular updates to refresh itslook and make it easier for visitors to navigate and locate thelatest news, products, and services.

The first step inplanning for a website involves selecting an appropriate domain namewith suitable length. A company may decide to purchase multipledomains that draw attention to the central website (Ryan, 2014).Having multiple domains also provides an opportunity to conduct splittesting and hence determine the most appealing campaigns (Ryan,2014). Subsequently, the firm must decide whether it would use freeor commercial web hosts. Although free web hosts save costs, theyhave more restrictions than paid web hosts. For example, some scriptsand file sizes cannot be used on free web hosts. Also, manyadvertisements and banners are plastered on non-commercial web hosts(Ryan, 2014). Subsequently, a company must determine whether to use acurrent employee or hire a professional to manage the website.Although using existing workers saves money, recruiting an externalresource would guarantee quality. Since a professional can utilizesocial media and different marketing tools, the company may obtainsufficient revenues to justify the hiring costs.

In addition, anentity may seek the services of graphic designers and copywriters todevelop creative content for the website. The home page needs to bedesigned in such a way that it resonates with consumers and ensureseasy navigation (Ryan, 2014). The fonts and colors used must bereflective of the brand’s culture. The website must prompt visitorsto take several actions such as signing up for a free report orregistering as a member. Consumers should also be encouraged to referothers to the website while enrolling for a free trial (Ryan, 2014).Granted, exhortations to make a purchase should be balanced with aclear description of the product’s utility. Affiliate links couldbe provided for the sake of making downloads. Furthermore, designingthe web page requires keywords to make the site accessible throughdifferent search engines. The website must be tested to ensure itsavailability on popular browsers such as Opera, Safari, MozillaFirefox, Google Chrome, and Internet Explorer (Ryan, 2014).Consequently, a company whose site is easily navigable has higherchances of attracting consumers.

Social Media

Social media isone of the most potent ways through which an organization can enhanceits visibility. Social networks also allow the website’s content tobe shared among different platforms (Dahl, 2015). Besides, contentmarketing can be used to influence the customer’s views on theproduct or service. In particular, social media comprises ofdifferent networks that link people and web content. The vast arrayof sites provides different ways of establishing direct communicationwith customers (Dahl, 2015). Nevertheless, the company must take theinitiative to initiate discussions with potential clients.

Furthermore, anenterprise can use social media content such as videos, pictures, andblogs to educate consumers on their products, values, and prices.Companies can also take advantage of social media platforms tocollaborate with multiple sites (Dahl, 2015). For example, a firmcould maintain a weekly blog while updating its profiles on Twitterand Facebook. The company’s website can be referenced on variousplatforms to maximize the impact (Dahl, 2015). Moreover, theorganization should explore Social Media Optimization (SEO) toidentify ways of using tools and networks to increase its onlinepresence. In this regard, the firm should be guided by five rules.Firstly, an entity must create quality content and add link buttonsto its webpages (Tuten and Solomon, 2015). Secondly, the sharing ofcontent should be simplified through posting links, creatinghashtags, and embedding videos. Such consideration shows respect andappreciation for the consumer’s time. Furthermore, the company mustreward users and hence ensure positive engagement (Tuten and Solomon,2015). Although users are responsible for sharing content, thecompany should be proactive by posting new content. For instance,different versions of advertising material could be displayed onmultiple sites. Videos could also be produced to depict theconsumers` satisfaction after using the product (Tuten and Solomon,2015). Celebrities and other famous personalities may be used toprovide reviews. In many instances, companies have encouraged mashupsof their content to involve the consumers in its products and henceenhance the organization’s visibility (Tuten and Solomon, 2015). Onthe other hand, content marketing should be targeted andbehavior-driven. It should also be backed by marketing analysis,especially when used on different platforms.


Indeed,developing online marketing strategies must recognize thecapabilities of the Internet with regard to market outreach. Themajority of consumers acquire information on the web. Consequently,focusing on online platforms is the best way of driving sales. Also,the Internet allows users to share information with people acrossmultiple outlets. Therefore, a proper Internet marketing strategyshould combine the use of functional websites with social mediaoutlets to maximize impact.


Baker, Stephen. 2014. Internet marketing. Birmingham: Koros.

Dahl, Stephen. 2015. Social media marketing: Theories &ampapplications. Thousand Oaks: SAGE.

Kovačič, Andrej, Nevenka Podgornik, and Uroš Pinterič. 2015.Internet marketing. London: Vega Press.

Ryan, Damian. 2014. Understanding digital marketing: Marketingstrategies for engaging the digital generation. Philadelphia:Kogan Page.

Tuten, Tracy, and Michael Solomon. 2015. Social media marketing.Los Angeles: Sage.