Marketing, including Internet Marketing, is a process during which the following activities are performed:
During the marketing process ideas are generates and strategy are form to implement sales techniques, business communication, and business developments. It is an integrated process through which, when done correctly, companies build strong customer relationships and creates value for their customers and for themselves.
Marketing is a science use to:
As you see customer is the prime focus of its activities, not sale as it is commonly mistaken, consequently it can be deduced that good marketing management should be an integrated components of any business that want to be successful. The big paradigm in today’s marketing, especially with the advent of online marketing is the change of focus from products to the perceived needs and wants of the customer. To reach the level of success set for by your business, it is imperative that you know the needs and wants of your target market: then anticipate, deliver the desired needs and wants of these consumers more effectively than the competitors.
The recent approaches of relationship marketing that focus on the customer, especially with the web 2.0 phenomenon, has brought about a new trend coined as social marketing. This form of marketing focus on the influence brought by society and more importantly friends and trusted influencers.
Internet Marketing has in some way change the marketing landscape, when it use to take months to do a segmentation strategy, it now can be done within days and the targets audience is more precisely. This precision in reaching the target audience vice the gunshot approach of traditional marketing had some marketing scholars call Internet Marketing – personalized marketing or one-to-one marketing.
Internet marketing is still consider as marketing on the internet only, however this restricted definition does not do it justice. Internet Marketing has a much broader scope, because it not only refers to marketing on the Internet, but it also includes marketing done via e-mail and wireless media.
In the “new marketing era” we are now experiencing the consumer wants are the driving forces of all strategic marketing decisions. Nothing is done until the consumer research test is passed. Every aspect of an offer, including the nature of the product itself, is driven by the needs of potential consumers. Internet Marketing always starts with the consumer, some marketers seams to have forgotten this basic fact. The rationale for this approach is that there is no point spending resources and funds developing products that people will not buy. The patent office is full of those bright ideas, products that failed miserably commercially in spite of being technological breakthroughs.
The scientific approach to customer-focused marketing, i.e. Internet Marketing is the acronym SIVA, which stand for Solution, Information, Value, and Access. The acronym might have change but is nothing new, basically it is the proverbial four Ps renamed and reworded with the customer in mind. Here’s how this demand/customer centric model replace the well-known 4Ps supply model.
| Product | –> | Solution |
| Price | –> | Value |
| Place | –> | Access |
| Promotion | –> | Information |
Having this knowledge it is not difficult to understand that Marketing, call it Internet Marketing, Affiliate Marketing, Industrial Marketing, Business Marketing or any other fancy name is nothing but Marketing and all the same principal applies but from a different perspective.
Welcome to Marketing!