Internet Marketing Components

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Internet Marketing

Internet is like a
New Market

There can hardly be an Internet strategy that does not take the present company situation into account, and it would be hard to lay out a ready-to-use Internet Strategy here. However, we can explain what to take into consideration when creating the visible part of your Web presence. For this purpose, you need to first understand the components of Internet Marketing .

Structure of Internet Marketing Although marketing on the Internet has nothing to do with traditional mass marketing, it can be structured in a similar way. Basically, there are 2 types of marketing on the Internet; Entry Marketing and Exit Marketing. In the following I have tried to group the different Internet marketing tools according to each type:

ENTRY MARKETING
-Attraction

• Search Engine Promotion
• Bilateral Links & Webrings
• Banner Ads (commercial and exchange based)
• Newsletters & Mailing lists
• Newsgroup activity

EXIT MARKETING
-Contents

• 1-to-1 Marketing
• Interactive marketing
• Games & Contests
• Information marketing
• Virtual Merchandising

Entry marketing tools are activities that create an inflow of traffic to the Web site, and Exit marketing tools are the ones that keep you from going away. A successful Web strategy usually has both elements, but there is a tendency for professional Web site designers to ignore the importance of Entry marketing and a tendency for "self-made" Web sites to underestimate the importance of Exit marketing and contents.

A Desperate Lack of Entry Marketing

In the 9th arrondissement in Paris, where I live, I noticed that a small grill bar was preparing to open. During three weeks they were setting up the interior to have a nice and comfortable little room with a counter and a few tables. And suddenly one day the grill opened!

But to the big surprise of the owner, there were no customers, although he made beautiful sandwiches and probably of high quality, and perhaps at a competitive price!

Problem was that nobody knew that he made good sandwiches. Like is the case for any Web site not called www.microsoft.com, he didn't have any natural flow of visitors simply by being there.

As he did no effort to attract people and nobody came by themselves, he was bound to close the shop after about a month and a half. Having a Web site is like having a shop - people come if they find you and if they find you interesting. The difference is that you may not notice that you have few or no visitors, if you have subcontracted your entire Internet presence.

Different strategies arise from the weight that is given to Entry and Exit marketing respectively, but any successful Web site will have or have had important elements of Entry marketing in the beginning and strong Exit marketing to follow.