The Different Strategies Employed in Internet Marketing

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January 15th, 2009 by Matt

Companies have different business goals and what works for one may not work for another, so it is important to employ the correct Strategy in your Internet Marketing Campaign.

What are the Choices?

Customer Relation Management Strategy focuses on a customers lifecycle from how new customers are acquired to how existing customers are migrated from traditional channels onto the internet. It addresses how customers remain customers and how you can encourage them to do this, as well as how you can encourage lapsed customers to return. It makes use of customer profiling which creates a database which will help you monitor and learn about their behaviour through actions and comments.

Online Value Proposition Strategy defines the value of acquiring, retaining and engaging with customers while they are online. This can be done through promotional incentives for example.

Online targeted Reach Strategy. The objective of this Strategy is to ascertain customer objectives by online communication. It also includes building branding awareness, driving online and offline purchases, or migrating existing customers online.

New Customer Acquisition Strategy. This Strategy makes use of targeted markets though media buys which include PR, email campaigns, sponsorships or partnerships to drive visitors to your site the interactions of third party sites. It is an effective Strategy for brands that are difficult to encourage visitors.
Offline targeted reach Strategy. Encourages potential customers to change to buying online.

Offline sales impact Strategy. Uses online methods of communications to achieve sale through offline channels, using mediums such as e-mail campaigns.

Online sales efficiency Strategy is directed at converting visits to sales, as well as converting potential sales to sales. Makes use of techniques such as ‘first time buyer’ promotions, improving look and feel of websites and event-triggered automated emails.

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