Cyber Marketing: How to Use the Internet to Market Your Goods and Services, Second Edition
No-nonsense structured guide to using the Internet for marketing.
TABLE OF CONTENTS Cyber Marketing: How to Use the Internet to Market Your Goods and Services, Second Edition
Chapter 7: Promoting yourself online
Overview
To promote your firm, product or service effectively online, you must understand first why it is that some of the rules governing promotion change on the net. This chapter will explain what makes the Internet different and show you how to develop effective promotions strategies to maximize the benefits of the medium for your product.
But first, remember that lots of things do not change. The Internet may have some special rules but, at heart, it remains a communications medium, not a technical one. Whatever you do, you need a deep understanding of your market, you need to know why people buy, and you need to know what benefits you offer over and above your competitors. It is tempting to get very excited about all of the new things you can do online. Start by remembering the importance of the old!
That said, promoting yourself online does involve some different principles to other traditional media. We will begin by explaining what promotion is for, and how it has changed online.
What is promotion?
Promotion is one of the four elements of an organization s marketing mix. Most organizations, large and small, use promotional tools to help them sell goods and services. In the traditional media, the promotional mix is made up of the following main methods of communicating with the marketplace:
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advertising;
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sales promotion;
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merchandising;
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publicity and PR;
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direct marketing and personal selling.
These tools, or methods of communication, have distinct purposes and are interrelated in terms of how and...
Copyright Pauline Bickerton, Matthew Bickerton, and Upkar Pardesi 2000 under license agreement with Books24x7
