The internet has been a "medium" through which visionary companies try to improve their competitiveness. However, they must take into account the special characteristics of this new "scenario" where the level of competition is very demanding, for two reasons: The huge number of companies with a presence on the Internet and the "control" that the user has over the websites you visit.
Given this context, «marketing» plays a fundamental role for the success of an internet venture, therefore, we ask ourselves a very important question: How can we define internet marketing ?, considering two aspects:
- The particularities of the network The very essence of marketing
In this article, we seek to integrate both, which is why we propose the following definition of marketing:
“Marketing on the Internet is a human activity that uses the network mix together with a total system of commercial activities oriented to the satisfaction of needs and desires. All this, to achieve business goals in a highly competitive environment.
Now, to better understand this definition, we will break it down into parts:
1st. Internet marketing is a "Human Activity":
In such a cold and automated environment as the Internet, we can consider that this important detail helps us to remember that marketing activities are carried out by people with emotions, feelings and reasoning, and that is oriented towards other people who feel, get excited and think. This shows us a way forward: the "humanization" of marketing activities on the internet…
"Never forget that on the other side of a computer connected to the internet, there is a
human being, like you."
2nd. Internet marketing uses the mix or mix of the network
(internet):
The mix or mix of the internet consists of all those elements that act and interact with each other to develop a brand on the internet. The most used elements are:
- Chats, forums and communities Links «to» and «from» other sites Banners and buttons On-line transactions Forms Content Call centers and Internet telephony (VoIP) E-mail marketing Newsletters, ezines and e-mail reports
3rd. Internet marketing uses a total system of commercial activities: It basically consists of a mix of elements that act and interact with each other, better known as the 4 P's (product, price, promotion and position).
A company requires a product to offer its target market, a price expressed in monetary terms, the way it will be promoted and the means by which it will reach the customer.
4th. Marketing on the Internet is oriented to the satisfaction of needs and desires:
This is one of the main reasons for being a company: Having
satisfied customers with its products and / or services. And on the Internet, news "flies" fast, for both good news and bad. Remember, if you want your product to be sold "only" on the internet, give people what they need and want, at a price they can afford with all security measures, with information at their fingertips and immediate access to product… This way, you won't have to go to great lengths to sell what you offer…
5th. Internet marketing must meet the goals of your organization
to keep it in effect:
Your marketing activities must be related to what you or your
company want to achieve in the short, medium and long term. For this, it must participate synergistically with all other activities (financial, administrative, production, etc…).
6th. Marketing on the Internet includes a series of actions to
compete with other companies:
Your company is not alone in the market, especially on the Internet, where there are more than 8,000 million web pages. Therefore, you need to internalize the weaknesses and strengths of your competitors and then establish an action plan that allows you to defend and attack.
