I. Introduction

The Academy of National Economy under the Government of the Russian Federation

Faculty of Real Estate Management

Online marketing

Written by:

3^rd year student

Moscow 2013

Contents

I. Introduction.…………………………………………………………………. 3

II. Insights into the successful web site …………………………………………. 4

2.1 On-site marketing principles …………………………………………. 4

2.2 Core components of the business web site …………………………… 5

III. Internet advertising techniques..……………………………………………… 6

3.1 Search engine optimization …………………………………………. 6

3.2 Social media ………………………………………………………… 8

3.3 Email marketing ……………………………………………………..10

3.4 Affiliate marketing …………………………………………………..11

3.5 Online advertising …………………………………………………...12

IV. Steps to an online marketing campaign.…………………………………….16

V. Conclusion...………………………………………………………………...18

VI. References …………………………………………………………………..19

I. Introduction

Marketing has been evolving rapidly over last few decades. Once new methods appear, traditional marketing tactics of yesteryear inevitably become less effective. Nowadays the Web is playing an important role in how people communicate, explore the world and even live, and to a marketer this can mean a lot.

Online marketing can be simply defined as promotional activity on the Internet. It brings new levels of customer interaction, facilitates worldwide expansion of a brand and creates plentiful opportunities to achieve revenue objectives. Moreover, online marketing can also deliver a number of opportunities that are missing in traditional marketing endeavors.

Traditional advertising can be useful as a supplement to an online marketing campaign. For instance, business cards, brochures, flyers, and mail-outs are effective marketing tools when used at the right time in the buying process. Once a prospect has visited an e-commerce web site and requested more information, sending supplemental literature is appropriate and can significantly increase conversions.

One of the biggest misconceptions about online marketing is that a marketer has to be a webmaster. The reality is that marketers often have to work alongside with web designers. Being able both to create a product for an existing need and then turn it to a well-established web site is an advantage, but not a necessity.

The aim of the course work is to explorekey ideas, principles and practical schemes that a marketer can implement to build a brand, find new customers, and add more value to business.

Current work is divided into three parts. First of all, company’s web site is the centerpiece of its online marketing program. Core principles described in chapter II, help to attract prospects to the homepage and make them come back again and again. Chapter III is dedicated to various techniques that can form a modern marketing campaign, including search engine marketing, email marketing, online advertising, social media, and affiliate marketing.Finally, the last chapter focuses on what concrete steps a marketer can take to turn these separate techniques into a solid promotional campaign. Results of the work are presented in the conclusion.

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