Basic of Web Marketing

Internet marketing is about giving—rather than getting—attention; and anyone working online should think about harnessing this potent tool, given what it can do for a business. A complement to traditional marketing, Internet marketing supports and enhances a company’s overall message by providing comprehensive information about a particular product or service, as well as answers to consumers’ questions. Internet marketing also exploits the Web’s networking capabilities by leveraging online community activities, links, affiliate marketing, viral marketing, e-mail marketing, and loyalty programs. In considering Internet marketing, keep a few key points in mind:

• Visitors coming to a Web site are already aware of the brand. They want information.
• Use Internet technology to understand your customers’ needs so you can offer them just the right information and products.
• Remember that the Internet empowers consumers, and dissatisfied ones may use its networking capabilities to undermine your brand.