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Achieving Internet Marketing Success

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The characteristics of successful Internet Marketing are explored. It is suggested that for success, it is important to have clear objectives for Internet marketing that are monitored as part of Internet channel performance measurement. Internet marketing success can be reviewed in categories of channel promotion effectiveness (efficiency and cost of acquisition by different techniques); channel buyer behaviour; channel satisfaction, channel outcomes (leads and sales) and channel profitability (financial measures).

It is suggested that for success, the unique characteristics of the digital medium should be exploited through creation of two-way dialogues via the web site and e-mail that are used to collect marketing intelligence and so respond better to customer needs through enhanced products and personalisation of marketing communications. The Internet marketer should also look beyond the company web site by using specialist intermediary sites and traditional media to reach the market.

A successful Internet brand will typically achieve recognition of brand identity through a combination of online and offline promotion; clearly communicate the Internet value proposition and credibility of the organisation; develop affinity and trust with target customer groups and deliver a high-level of service quality intrinsic to all stages of the buying decision. Internet-based techniques used to build online customer relationships through stages of acquisition, retention and extension are outlined.

Keywords: E-MARKETING; INTERNET MARKETING; ONLINE BRAND; ONLINE MARKETING COMMUNICATIONS; PERFORMANCE MEASUREMENT; WEB MARKETING; WEB SITE DESIGN

Document Type: Research Article

Publication date: March 1, 2000

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