Internet Marketing
INTERNET MARKETING
ABSTRACT
Internet marketing is becoming a hot topic in every business sector, and gradually plays a truly important role in any company’s multi-channel marketing strategy.
However, how to apply Internet marketing especially how to utilize it to attract more visitors to a certain website is still a big question for a number of advertisers.
The thesis mainly covers the acquisition process of Internet marketing after touching upon the basic knowledge of Internet marketing, how the Internet adapts to the marketing mix, as well as companies’ and consumers’ perspectives in pursuing Internet marketing. The two main purposes of this study are to bring a general picture of Internet marketing to its readers and dig into how to drive traffic or attract customers to the Flashgame4fun.com website.
The information in the theory part is acquired through many textbooks, articles and websites by using qualitative research method, meanwhile quantitative method is used to collect all important data supporting the case study analysis.
The effectiveness of the acquisition process is tested. There is an incredible boost of visits to the website after applying Search engine optimization and link building activities. However, all activities of acquisition process should be combined and implemented continuously to maximize quality visitors.
Keywords: Internet marketing, acquisition process, search engine optimization, link building, Idea Works Tmi
TABLE OF CONTENTS
1!
INTRODUCTION
1!
1.1!
Motivation for this thesis
2!
1.2!
Limitations
3!
1.3!
Research questions
6!
1.4!
Research Methods
6!
2!
THE INTERNET AND THE MARKETING MIX
3!
INTERNET MARKETING – COMPANY AND CUSTOMER
PERSPECTIVES
3.1!
Internet marketing – Company perspectives
9!
13!
13!
3.1.1! Drivers for Internet marketing
13!
3.1.2! Marketing channel preference
14!
3.1.3! How to be successful in
ABSTRACT
Internet marketing is becoming a hot topic in every business sector, and gradually plays a truly important role in any company’s multi-channel marketing strategy.
However, how to apply Internet marketing especially how to utilize it to attract more visitors to a certain website is still a big question for a number of advertisers.
The thesis mainly covers the acquisition process of Internet marketing after touching upon the basic knowledge of Internet marketing, how the Internet adapts to the marketing mix, as well as companies’ and consumers’ perspectives in pursuing Internet marketing. The two main purposes of this study are to bring a general picture of Internet marketing to its readers and dig into how to drive traffic or attract customers to the Flashgame4fun.com website.
The information in the theory part is acquired through many textbooks, articles and websites by using qualitative research method, meanwhile quantitative method is used to collect all important data supporting the case study analysis.
The effectiveness of the acquisition process is tested. There is an incredible boost of visits to the website after applying Search engine optimization and link building activities. However, all activities of acquisition process should be combined and implemented continuously to maximize quality visitors.
Keywords: Internet marketing, acquisition process, search engine optimization, link building, Idea Works Tmi
TABLE OF CONTENTS
1!
INTRODUCTION
1!
1.1!
Motivation for this thesis
2!
1.2!
Limitations
3!
1.3!
Research questions
6!
1.4!
Research Methods
6!
2!
THE INTERNET AND THE MARKETING MIX
3!
INTERNET MARKETING – COMPANY AND CUSTOMER
PERSPECTIVES
3.1!
Internet marketing – Company perspectives
9!
13!
13!
3.1.1! Drivers for Internet marketing
13!
3.1.2! Marketing channel preference
14!
3.1.3! How to be successful in
References: Bayne, K. M. 2000. The Internet Marketing Plan: The completed guide to Instant Web Presence Bengtsson, M., Boter, H. and Vanyushyn, V. 2007. Integrating the Internet and Marketing Operations Chaffey, D., Ellis-Chadwick, F., Johnston, K. and Mayer, R. 2006. Internet Marketing: Strategy, Implementation and Practice Chung, W. and Paynter, J. 2002. An evaluation of Internet banking in New Zealand Chung, W. and Paynter, J. 2002. Privacy issues on the Internet. Journal: System Sciences 2002 Glen U. 2006. Giving Voice To The Customer. Journal: Optimize, Issn 15372308, Volume 5 Issue 1, Pages 24-29,10, Provider Proquest Jaeki, S. and Zahedi, F.M. 2006. Internet market strategies: Antecedents and implications Rowley, J. 2001. Remodeling marketing communications in an Internet environment Ryan, J. and Whiteman, N. 2000. Online Advertising Glossary: Sponsorships. Verma, D. P. S. and Varma, G. 2003. On-line pricing: concept, methods and current practices, Journal of Services Research