Mandira Banerjea, Staff Writer
The majority of Internet based marketing began as websites offering product details. Subsequently, it has assumed astounding significance in online business growth and is today is a blend of theoretical knowledge and applied technical strategies. Nowadays, it keeps abreast of marketing dynamics and uses the Internet as the platform to promote goods and services by different modes of advertisement like Banner and Text Advertising, Email Marketing, Interactive Advertising, Affiliate Marketing and Search Engine Marketing inclusive of Search Engine Optimization and Pay-Per-Click advertising.
The initial phase of the Internet based marketing revolves around search engine marketing, which enhances web traffic from search engines through organic search engine ranking, paid listing and advertising. It is a part of business marketing efforts that concentrates on increasing traffic to the website from search engines. In addition, it addresses conversion achieved by increasing search engine visibility.
Observe the following guidelines of search engine friendly websites when selecting or modifying Title, URL and Description lines:
- Titles are limited to 30 characters, site description to 100 characters and URL length to 255 characters.
- If destination URL link is too long for the URL form feed, then use a shortened version such as home page URL that is within the character limit.
- While describing the site, the content should be concise, clear and accurate. The Ad texts and keywords should relate directly to the site content. The business product or service one wishes to promote should be highlighted.
- Avoid repetition, excessive capitalization and superlatives that are subjective in nature like “top rated” or “best service”, etc.
- Proper punctuation and grammar should be used.
- Ad text should not contain offensive or improper language.
It has been observed that the Internet based marketing techniques work better as they are speedier methods and paid listings operate differently as the site owner has to pay a certain amount that guarantees the inclusion of the site in the index. Mastering both methods and their proper combination would provide maximum search engine visibility. The objective of the Internet based marketing is not merely to find equilibrium between organic and paid listings but also to attain maximum conversion of visitors into a loyal client base. Nowadays, search engine marketing relies not only on web traffic but also on the targeted audience and the extant to which they can be converted.
This marketing strategy is all about acquiring, analyzing and using the personal information of visitors, their behavioral traits on the site, the manner in which they have located the website, the efficiency of advertising, conversion rates and e-Commerce information. At the time of strategizing the promotional activities, it is necessary to personalize and characterize the brand as it evolves a unique company identitythroughthe Internet based marketing. It is a platform wherein the general public is aware of this particular Company in the marketing segment. Some of the most important tools are developing an effective business card, logo and company identification. An effective business card drives the message home. The logo represents the organization and its perception. Similarly, the organization’s name also plays a dominating role in spreading the company’s image.
To achieve on-line marketing success, it is imperative to plan a well defined Internet marketing strategy that involves the location of a market, offering products or services that are in demand and that induces the clientele to come to the site. This would guarantee a level of financial success. Once the idea of developing the clientele zone is clear, it is best to gauge what the current clients have in common through the Internet based marketing. The Internet business users should envisage the introduction of something special in the market through innovative advertising strategies that offer pay for performance options to site owner to promote their site by paying for search engine exposure.