Internet Marketing Guide: Introduction

Terms of Reference

The guide was authored by Karl O'Meara of Kbytes.

The target readership is anyone interested in basic Online Marketing techniques.

Introduction

This guide will tell you how to get customers and generate sales on the Internet, via your web site.

It is a complete guide to all On-line marketing. It does not consider Off-line marketing in any way. 

Internet marketing has several important advantages over traditional Off-line marketing.

• Targeting – Through careful target selection it is possible to present your marketing to a very narrow target audience. 
• Cost – On-line marketing can be inexpensive compared to Offline marketing.
• Tracking – Use of computers allows minute details to be captured to determine the effectiveness of the marketing campaign.
• Speed – Some On-line marketing methods can get results within hours of inception.

It is important to consider and plan for advertising on the Internet in a diverse manner.

• Change - The Internet is a rapidly changing environment. What works one day may not work the next.
• Big players – Big corporations already dominate the Internet. Decisions these corporations make can have a big impact on your own web site’s success.
• Consistency - It is important to maintain a steady flow of business to your website. A huge sudden rise in demand for a service or product could be just as damaging to your Companies’ image as failure to provide a good service to existing customers.