Digital Marketing

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Search engine marketing originally employed a direct response model, but web designers are recognizing that search results can have branding implications as well (Wasserman 2006)

After you determine to market your site on the search engine, it is time to develop a detailed strategy. How to push your site rankings? Which pay-per-click search engine to advertise? To improve search engine ranking, you can optimize site by yourself or can simply hire an SEO consultant.

Positioning, one of the four Ps of marketing, is an absolutely critical component of the marketing mix. If you are not positioned to be where your customer is when your customer is ready to buy, you lose. Your competitor who is in that place at that time wins.

Despite the importance of information display formats, a specific aspect pertaining to the order of search engine results pages on user behavior has yet to receive significant attention (Evans 2007). Below are a few facts which should leave you in no doubt that search engine marketing should form an integral part of every web promotion strategy.

- 85% of Internet users find websites through search engines.

- 90% of Internet users do not go past the top 30 search engine results. They simply type something else in if they can't find a relevant site.

- 75% of Internet users have the intention of purchasing a product or service when using search engines.

Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing (Kumar, p.3). It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists or current customer database (Pophal, p.11). Broadly, the term is usually used to refer to:

- Sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business.

- Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately.

- Adding advertisements to email messages sent by other companies to their customers.

Affiliate Marketing is one of the most effective marketing technique, this is a form of Internet advertising that rewards the affiliates for driving traffic to the advertiser or for other transactions. The advertiser pays the affiliate to place a link on their website, and the affiliate sends traffic to the advertiser in return. Simply put, it's about paying commissions to people who help you make sales. (Doyle, 2011)

The following are reasons on why web marketers choose affiliate marketing as a form of Internet advertisement.

1. Low cost: Many are scared to go on a home based business because of the capital required. In affiliate marketing, you don't have to spend much to start raking in moolah.

2. Inventories not included: Product management fuss could be very stressing. An inventory is not asked to be maintained. The merchant does the maintenance required.

3. Unlimited income through leverage: When you have a paid job, your monthly income mainly relies on whether you go to work or not. With affiliate marketing, your affiliates could all just lead traffic to your site without having to lift a finger after providing them your ad copy and links. Though not every web marketer earns limitless, it still is a fact that all the necessary matters for the advertiser or Internet marketer are all there to be successful.

4. Go worldwide: With affiliate marketing, you are dealing with a global market place. All you have to do is choose a niche product and prepare all the necessary tools for your affiliates to lead traffic from just about anywhere to your website.

5. Low risk: The very main reason for Internet marketer's enthusiasm with affiliate marketing is its having a low risk factor. Especially for those with low budget set aside for advertising, affiliate marketing is just the way to do it.

6. No closing time: With affiliate marketing, your business works every single second of the day while targeting a worldwide market! What could be better than that?

Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message.

This has become an important new channel for communicating with consumers in retail shopping environments. An analysis of academic and commercial experiments reveals that in-store advertising effectiveness depends on both the content of the message (appeal type and product category) and the context and quality of exposure (audience need state, traffic speed and direction, message frequency and duration). Shoppers are most responsive to messages that relate to the task at hand and their current need state, and least responsive to traditional brand messages (Burke, p, 180).

Conversion Stage:

- Usability & Accessibility

- Customer Decision Support

- 3rd Party Certification/Accreditation

- Copy writing, Content

- Functionality & Presentation

- Promotions & Merchandising

- Personalization & Targeting

- Email Marketing

- Payment Options

- On site Search

Retain & Grow

- Email Marketing

- Loyalty Programs

- Personalization

- Referrals

- Customer Service

- Choice & Convenience

- Dynamic Pricing

- Community

Measure & Optimize

- Web Analytics

- Site Performance

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