(5.1.1)--4.1OverviewofInternetMarketing.pdf

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1、1.The development of Internet marketing2.The definition of Internet marketing3.Characteristics and functions of Internet marketing4.The theoretical basis of Internet marketing5.The relationship between Internet marketing and traditional marketingPeriodDevelopment stageRepresentative method Before 20

2、04Web1.0 eraSearch engine marketing,E-mail marketing,Instant messaging marketing,BBS marketing2004-2015Web2.0 eraBlog marketing,RSS marketing,Word-of-mouth marketing,Experiential marketing,SNS marketing2016-Future Web3.0 eraAccurate marketing,Embedded marketing,Database marketingInternet Marketing i

3、s the component of marketing that is based on marketing theory and utilizes Internet and online based digital technologies to promote products and services.Internet marketing helps firms to develop a positive,long-term relationship with customers,thereby creating a competitive advantage and achievin

4、g above-average returns.Internet MarketingEconomyInteractivityPersonalizationRetrievability GlobalityRichness Receiving and sending messagesMarketingCRMInformation publishingOnline surveySales promotionDistribution channels Network brandWebsite promotionCustomer serviceCustomer relationshipFunctions

5、 of Internet marketing(1)Integrated marketing(2)Direct response marketing(3)Soft marketing(4)Relationship marketingl Both Internet marketing and traditional marketing are used for same objectives those are to satisfy customers requirement and expectations with advertisement and sale.l Internet marke

6、ting is one component of marketing based on traditional marketing theory.l The relationship between them is mutually complementary,rather than replacing each other.lMarketing carrierp Traditional marketing-traditional physical marketp Internet marketing-InternetlCommunication wayp Traditional marketing-one-way communicationp Internet marketing-two-way communicationlMarketing conceptp Traditional marketing-product sales-driven p Internet marketing-customer demand-drivenlMarketing fairnessp Traditional marketing-unfair competitionp Internet marketing-fair competition