The potential of using the Internet to market businesses,
products and services, regionally as well as internationally, in a
rapid and profitable manner is massive, ‘if' done correctly. However,
there are multifarious factors
that need to be considered and leveraged for successful Internet
marketing
to be accomplished; there is no single element or approach involved! It
must
also be combined with existing ‘off-line’ marketing procedures to give
optimum
synergistic marketing results.
Successful marketing on the Internet involves an
integrated
approach that includes developing an effective marketing plan,
proactive
involvement in discussion forums, undertaking responsible email
campaigns,
meeting the challenge of search engine and directory promotion,
profiling
visitors and targeting advertisements, facilitating a Web-based service
that
concentrates on customer relationship management and using existing
channels
of mass information distribution to rapidly disseminate marketing
messages.
Critical to any Internet marketing process is measuring
the
extent of success against set objectives and targets in order to
determine
what aspect of the marketing is working and what needs to be changed
and
improved reactively.
