The term "Internet marketing" appeared and began to be used in the 90s of the last century, when the Internet began to actively spread around the world. It was at this time that the first sites appeared with information about their products placed on them by companies and firms.
Today, the term Internet marketing is understood as something more than just selling services and goods on the Internet. These are software products, and the sale of information space, and various business models. Thanks to the world’s largest search engines such as Yahoo, Google, MSN, Internet advertising has become a market segment that has opened up new opportunities for large, small and medium-sized businesses to organize and conduct advertising campaigns.
Currently, Internet marketing is the basis of modern business, allowing each of the entrepreneurs to cover the maximum number of target audiences and turn the Internet into their own sales tool.
Internet Marketing Terms
Every Internet marketer needs to know the basic terms of Internet marketing and their meanings. The most important and common of them, which are most often found in web analytics, contextual advertising and in all online marketing for beginners:
- Google Analytics – This term is a tool from Google used by Internet marketers who collect and analyze website traffic statistics. This tool allows you to determine where guests come from and how much time they spend on the site.
- Yandex. Metrika is a free service similar to Google Analytics from Yandex.
- Interface – displays the minimum information required for users to complete the next steps. Simplifies the orientation of users visiting the site in the information space.
- Traffic is the number of users who visited the site for a certain period of time.
- URL – the term refers to a unique address assigned to each of the pages of the site.
- Hosts – the number of unique impressions.
- Impression – the number of unique site visitors who saw your banner, ad.
- ROI – using this tool, the amount that each ruble invested in online advertising brings.
- Landing page – means a page of the site, to which a visitor who is potentially interested in its context is purposefully brought to with the help of Internet advertising.
- Webizor is a video recording of the behavior of site visitors. This function allows you to analyze the behavior of users on the site.
- Heatmap — determines the demand for site functionality by users.
- Long tail – infrequently typed queries, consisting of a large number of words.
Video about internet marketing terms
Components of Internet Marketing
All components of Internet marketing solve the following tasks:
Internet marketing consists of:
- Social media (social networks, blogs, twitters, thematic communities, professional social networks, social bookmarks).
- Contextual advertising.
- SEO (a set of measures that allow you to increase the visibility of web resources through search engines).
- Display advertising (banners, videos, etc.).
- Internet PR.
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Stages of development of Internet marketing in the world
The evolution of Internet marketing was influenced by various technogenic and social factors. With the advent of the Internet, new opportunities have appeared that contribute to the aggregation of not only all communication systems, but also many types of activities, including entrepreneurship. There are the following stages of development of Internet marketing in the world:
The main reason for the emergence and change of stages is the gradual increase in the availability of Internet technologies in the economy and the corresponding change in ideas about the possibilities of Internet marketing over time.
Stage 1 – innovative
It was due to the progressiveness of technologies and the lack of practical experience in their application in the economic environment. During this period, researchers focused on fundamental changes, differences, new opportunities for enterprises, as well as the basics of using Internet technologies in marketing.
Before the advent of the Internet, information exchange between market participants was carried out unilaterally – from enterprises to consumers. With the development of technology, it has become possible to carry out a multilateral dialogue between companies and consumers. The media channel, that is, a tool for electronic interaction between enterprises and consumers, built on Internet technologies, has become the central link of the new interaction model.
Stage 2 – mass
The conditional boundary for the completion of the first stage can be called the year 2000. Until that time, the leading countries in the use of the global information network, including America, have moved into the phase of widespread use of Internet technologies in the economic activities of companies.
Enterprises now have the opportunity to choose interested consumers, as well as collect information about them, their tastes, views, and preferences.
Distinctive features of the stage of mass technologies are:
- Development of ideas about the personalization of relationships with the consumer.
- Increasing globalization of the Internet environment.
- Strengthening the role of media channels.
- The use of Internet technologies in the field of distribution of consumer goods and services.
- Creation of competitive strategies through the introduction of new technologies in the marketing activities of companies.
Stage 3 – strategic
The strategic stage of the development of ideas about Internet marketing was due to the awareness of the need to create a competitive advantage, which was formed with the help of unique strategies for the development of companies in a changing business information environment.
The key idea of this stage is to study the impact of Internet technologies on economic activity in order to create a company’s marketing strategy. The rules of Internet marketing are constantly changing, and as a result of averaging the marketing mix with competitors, enterprises are forced to be in a state of constant search for new tools to maintain competitive positions. This has led to the fact that with the development of Internet marketing, enterprises began to lean towards the partial introduction of technology into marketing practice.
The phases of development of Internet marketing described above are of great importance in the innovative and adaptive activities of companies. It is assumed that the development of marketing based on Internet technologies will contribute to the growth of the economic efficiency of companies in the face of strict requirements for the quality of goods, services and the reputation of enterprises.