Internet Marketing Literature Review - B01IMKT212, T3 2019

This report is a comprehensive literature review on internet marketing, addressing the dynamic landscape of digital strategies. It delves into key areas such as online branding, emphasizing the shift to consumer empowerment and the importance of video marketing in engaging audiences. The report explores customer acquisition techniques, including display advertising, and examines the role of email marketing in building consumer relationships. Search engine optimization (SEO) and pay-per-click (PPC) advertising are analyzed, along with the impact of social media marketing on business growth. The report critically evaluates the arguments surrounding the effectiveness of internet marketing, providing insights into the evolving nature of marketing in the digital age and the importance of adapting strategies to meet the needs of today's environment. The report also discusses various customer acquisition techniques, the role of data in marketing, and the benefits of internet marketing for businesses.

RUNNING HEAD: INTERNET MARKETING 0
Internet Marketing
Report
DECEMBER 27, 2019

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Table of Contents
Introduction...........................................................................................................................................2
Literature Review..................................................................................................................................2
Online Branding and Video Marketing:.............................................................................................2
Display Advertising and Other Customer Acquisition Techniques.....................................................3
Email Marketing to Build Consumer and Business Relationships......................................................4
Search Marketing: SEO and PPC........................................................................................................4
Social Media Marketing.....................................................................................................................5
Conclusion.............................................................................................................................................6
References.............................................................................................................................................7

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Introduction
In the present business market, digital marketing is highly adopted through most of the firms, as it is
a new way to approach consumers in a fast way with minimum cost. In addition, most of the firms
have used their traditional marketing approaches to enhance their business in national and
international markets. Most of the businesses have used the latest marketing strategies to improve
their business in different market segments (Chaston, 2015). Moreover, Internet marketing has
spread in the market, as its popularity has increased because of better outcomes. This report will
critically be analyzed various research papers and other matters to describe about the role of
Internet marketing. It will describe about the video marketing and online branding of a firm. This
report will explain the display advertising and its impact on the customers. It will discuss about social
media marketing, search marketing, and email marketing in detail.
Literature Review
Internet Marketing (IM) is popular in most of the industries, ass it provides many benefits to the
customers as well as firms in different aspects, such as time, cost, and more. Additionally, firms have
used traditional marketing approaches, which are older and less effective. Thus, firms have adopted
new tactics for marketing, such as internet marketing, content marketing, and many more. There are
some areas, which makes interment marketing popular in the market, which areas:
 Online Branding and Video Marketing
 Display Advertising and Other Customer Acquisition Techniques
 Email Marketing to Build Consumer and Business Relationships
 Search Marketing: SEO and PPC
 Social Media Marketing
Online Branding and Video Marketing:
In times where technologies dictate behavior, businesses are required to adapt their strategies to
the needs of today’s environment. Branding techniques have moved into a new era from two
decades ago onward. Christodoulides (2009) has analyzed the internet era as a time of consumer
empowerment, where the social network means the new space to attract, retain and increase the
panel of customers. With businesses moving into an online interaction with customers, a new call-
to-action was acquired, Erdem & Swait, (1998) argue that this phenomenon worked in favor of
brands. There are various factors, which have affected the sale of a company, such as marketing,
advertising, branding, and more (Johnson, 2019).

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By saying that, most of the brands were going to use internet marketing as a bridge to their
customers and social network. The content created, how to the delivery and what experience was
being created to the customers. “brand strategies have been undergoing significant transformation
due to the internet” Novak, et al., (2000). The way brands can interact online with consumers has
built a trustworthy relationship, which is a developed online social community. In order to give their
customers content for interaction, brands must create content to engage their audience. Business
strategy is better with Internet marketing. There are some specific rules and regulations for creating
a video for marketing, such as design thinking, video gap, and optimization (Bazrafshan, 2018). Most
of the firms have used internet marketing as a business process, as it has provided various
opportunities (Bailey, 2011). Digital marketing is a new way to process in the marketing field.
Besides, users are more interested in online marketing and other processes, as they are surfing the
internet about various things (Chaffey, 2010). Business growth is possible using online marketing.
However, basic services can be improved using basic services. Moreover, users can be included in
new patterns for managing various things. Video marketing has used through many firms for their
products and services (Collins & Conley, 2019).
Display Advertising and Other Customer Acquisition Techniques
There are various types of advertisement in marketing, which has increased the performance and
profit of a company. Most of the marketing strategies have used for managing the growth and
success of a company. Moreover, a firm can use online advertising based on various displays, which
was designed using various tools and techniques. Big data is useful for internet marketing, as most of
the users have provided their data to get a message about new offers and discounts (Chaston,
2015). Moreover, internet marketing is famous because of various things, such as fast access to
information and many others (Christiansen, 2013). Display advertising is a perfect way for customer
acquisition as well as other things. In addition, marketing strategies have included internet
marketing for customer acquisition, which is a good technique to improve the number of customers
(Fan & Tsai, 2010).
Moreover, there are various customer acquisition techniques, which have used for more profit in the
business. However, people can improve their interest in using basic new advertisements and
techniques. Moreover, some techniques have used for managing the basic services of a firm, which
are necessary to improve the growth of a firm. However, internet marketing has provided many
benefits to the company as well (Fritz, 2013). A firm can include internet marketing for various
things, which can improve the growth of a firm. Moreover, customers can adopt new types of
marketing styles for their purchase. It is necessary to improve the business of a firm (Roberts &
Zahay, 2012).

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There are many new technological innovations, which have provided benefits in marketing, such as
virtual reality and augmented reality. business can grow with internet marketing, as it has selected
proper context for products and services (Gangeshwer, 2013). Additionally, content marketing is the
best way to improve the market condition of a firm. Besides, a firm has based on marketing as well
(Hall, 2019). There are some specific firms, which has connected with different types of people, such
as child, younger and old, as teenagers are habitual with the online marketing because of their
internet access for most of the work, such as study, shopping, and many more (Horn, 2014). Many
customers have focused on online advertising, which is good for them (Sultana, 2019).
Email Marketing to Build Consumer and Business Relationships
Email marketing is a professional way of marketing, which has created a good relationship with
consumers for a long time. There are many benefits of internet marketing with some disadvantages,
such as data breach and cybercrime (Yurovskiy, 2014). Most of the firms have used online services
for their business. However, those firms have faced issues because of internet marketing on their
financial and reputational factors. Internet marketing has impacted the main marketing strategies of
a firm, as internet marketing has affected various factors of sales and purchase of products and
services (Yannopoulos, 2011).
Search Marketing: SEO and PPC
Search Engine Optimization (SEO) is a better way to approach customers in which customers have
suggested for webpages, as per their requests. Pay-Per-Click (PPC) is another way to improve the
growth of a company (McGinley, 2019). Moreover, there are various benefits of SEO and PPC based
on their conditions, as it has depended on the firm and its services (Miller, 2017). Many users have
searched their queries on Google, which can be identified or search by Google using tag and indexes,
which has depended on a firm.
PPC is a form of SEM in which the advertiser pays a publisher every time the ad is clicked by the
users. Organic traffic can be optimized using various things, as it has provided better traffic on the
webpage. In addition, SEO has included backlinking, blogging, on-page optimization, and more. SEO
has improved awareness of consumers as well as its increasing branding of a firm (Novak, et al.,
2000).
SEO has provided help into the stability of business, as a firm can use online technologies for
marketing intelligence. However, there are solutions for managing data and information of a firm.
There are various advantages of SEO in the marketing of a firm. Internet marketing is beneficial in
the new product launch, as it has provided feedback of consumers, which is necessary for managing

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the cost and time of a firm. PPC can be used for new product launching. It can be used as a
prediction about a product before launching in the market (McGinley, 2019).
In addition, Google’s algorithms updates do not affect the PPC, as it was designed as per the user's
and firms’ statics. The Click-through rate (CTR) has used for a highly placed paid ad. However, SEO
providers help to brand awareness and traffic to the firm’s website as well. Google and other
companies have sported internet marketing, as it has provided many benefits, such as less costly,
fast, and reliable. It is sustainable as well. Many experts have taken help from internet marketing for
a product launch in the market (Johnson, 2019).
Moreover, online advertisements are beneficial for a firm from a different point of view. Moreover,
basic services can be improved using data of marketing. Google Analytics is helpful for decision-
making as well. Additionally, a firm can include their mission and vision with their existing consumers
as well as new customers in various market segments. The most important things are that internet
marketing is beneficial for e-business as well as small businesses in many terms (Todor, 2016).
Social Media Marketing
Social networks are beneficial for sales of products and services in various market segments. It is the
best way to cover the online market of a business. Most of the businesses have based on specific
consumers, which can be covered using internet marketing as well as social media marketing. In
addition, social media is common nowadays. Therefore, firms should use social media marketing to
approach online customers through Social media. Digital marketing is another way to improve the
growth of sales in the existing and new market segments (Wymbs, 2011).
Moreover, basic processes can be improved using internet marketing as well as social media
networks. Social media marketing has used for the collaboration of employees and customers.
Customers can share their feedback and suggestions to improve their products and services. It is the
best way to improve the products and services of a firm. Moreover, it can use for changing the
services of a firm (Wymbs, 2011).
Additionally, many firms have used social media marketing for their promotion and advertising,
which is the fastest way for marketing (Todor, 2016). A firm can provide dedicated information to
their customers, which is helpful in the management of services and products. Moreover, campaigns
are easier with the help of social media (Shukla, 2010). There are many things in a company, which
can be managed using basic services. Most consumers have affected social media ads, which is a
common process of marketing nowadays. However, internet marketing has integrated offline and

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online marketing, which is the best way for managing various things of a firm (Roberts & Zahay,
2012). Ultimately, internet marketing is a new way for marketing of products and services.
Moreover, many firms have adopted internet marketing for advertising and marketing, which has
provided many benefits in the early period (Pomirleanu, et al., 2013). Besides, customers have used
various types of technologies, which can be targeted using internet marketing.
In addition, most of the firms have used various things to improve their business in the market,
which is beneficial in long terms (Nezamabad, 2011). Many companies have created the base of
their marketing using internet banking. Many companies have used content marketing and
marketing mix to improve basic marketing services. Mostly, marketing strategies are part of a
business model, which can be changed using online tools and techniques. Most of the firms have
adopted digital marketing skills to improve their performance and productivity, as it is helpful in
business growth. Many organizations have transferred their marketing strategies from traditional to
online, as they are better in many cases (Mazurek, 2012).
Internet marketing is a new approach, which was based on emerging technologies, such as big data,
artificial intelligence, machine learning, deep learning, and many more (Charlesworth, 2011). All
those techniques make better outcomes, which is helpful in the marketing of products and services
of a firm. Most of the firms have established their team to manage internet marketing daily, which
has provided a basic idea about the sales and purchases of products and services. Moreover, firms
can be used blogs, websites, and other interfaces to improve their services.
Furthermore, online services have based on internet marketing as well as traditional marketing.
Most of the consumers have used various types of promotions of products and services (Shukla,
2010). In addition, the online shopper has affected internet marketing, which is a huge part of
consumers. Moreover, a firm can include its e-commerce businesses in the main business, such as
website, and mobile applications. In addition, consumers can select products and services
notification on their online devices. It can provide notification about the new products and services.
Internet marketing is the best way to enhance the business in the international market with
minimum cost and time (Pomirleanu, et al., 2013).
Conclusion
In conclusion, internet marketing is a new way of marketing, which has adopted by many
organizations in their marketing strategies. Moreover, content marketing and digital marketing are
helping in the marketing of products and services. Digital transformation is a better way to enhance
the business. Email marketing is a better option for building a relationship with consumers for a long

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time. It can improve the profit and revenue of a firm as well. Online video marketing is another
better option for products of a firm.
There are many benefits of Internet marketing, which is good for consumers and firms. SEO and PPC
are helping tools for product launch and other things. Moreover, social media marketing will the
future of marketing. Finally, internet marketing has used for managing various things in a firm.
Internet marketing will the future of marketing. It will improve the ways of marketing in the future.

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Bazrafshan, A., 2018. The 5 New Rules of Video Marketing Success. [Online]
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Charlesworth, A., 2011. Internet marketing: a practical approach. 1st ed. London: Routledge.
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Fan, W.-S. & Tsai, M.-C., 2010. Factors driving website success–the key role of Internet customisation
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Available at: https://www.smartinsights.com/digital-marketing-platforms/video-marketing/content-

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