What is Internet Marketing? Definition, Tips, and Benefits


Marketing involves connecting with the right audience at the right time and location. According to a recent report by the internet and Mobile Association of India (IAMAI), India has over 759 million active internet users. Given this promising figure, internet marketing is thus a convenient way for businesses to reach out to target audiences. Not only is it cost-effective, but it also enables businesses to connect with their customers regardless of their location. In this article, we dive deep into understanding Internet marketing and how businesses can make the most of it to their advantage.

In this blog, you will learn:

  1. What is Internet marketing?
  2. How do Indian Businesses Benefit From Internet Marketing?
  3. How Can Small Businesses Use Internet Marketing in India?
  4. What are Some Common Internet Marketing Strategies Used in India?
  5. What are the Challenges for Internet Marketing in India?
  6. Is Internet Marketing More Effective Than Traditional Marketing in India?

What is Internet Marketing?

Simply put, internet marketing is an umbrella term for all the marketing that takes place on the internet. It involves leveraging marketing channels, tools and platforms to promote a company and its products or services. This includes but is not limited to, social media, email, content marketing, and search engines.

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How do Indian Businesses Benefit From Internet Marketing?

1. Easy Customer Communication and Brand Loyalty

This kind of marketing allows businesses to consistently connect with their audience and understand their needs, preferences, and pain points. Consequently, these efforts collectively contribute to cultivating reliable and trusting customer relationships.

2. Effective Audience Targeting

With internet marketing, businesses can easily target the right audience with a limited budget through marketing optimization strategies like Search Engine Optimization (SEO), Pay Per Click (PPC), Social Media Marketing (SMM), and content marketing. Furthermore, these marketing optimization strategies are customizable, accessible, and enable companies to craft marketing strategies tailored to the needs of specific audiences.

3. Measurability

Another benefit is that internet marketing allows companies to evaluate the performance of their marketing activities. Moreover, it offers companies real-time monitoring and in-depth analysis of current and past marketing campaigns. This further empowers them to make informed decisions, optimizing the allocation of resources like finances and time for maximum efficiency. Some of the common marketing metrics for this type of marketing are click-through rate, bounce rate, and cost per lead.

4. Scalability

The widespread reach of the internet allows companies to connect with audiences worldwide. Businesses can effectively target diverse markets globally through tailored marketing strategies, expanding their reach and potential customer base. This global presence fosters brand recognition and growth opportunities beyond borders.

5. Cost-Effective

Notably, this type of marketing proves to be cost-effective as all marketing operations are executed online from a single location. It also enables companies to simultaneously reach multiple customers and deliver personalized communications.

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How Can Small Businesses Use Internet Marketing in India?

When small businesses set up shop, their main goal is to get their initial customers. With this kind of marketing, therefore, small businesses can reach a global audience on a limited budget. Here’s how small businesses can use digital marketing techniques to build their profiles.

  1. Through surveys, feedback forms, and social media interactions. Small businesses should try to understand the target audience’s needs and preferences and tailor marketing strategies based on their feedback.
  2. Study competitors to identify gaps in the market. This helps companies identify what’s working for their competitors and even what isn’t working. Moreover, it helps companies highlight their Unique Selling Points (USPs) and showcase what sets them apart.
  3. Create an online website and get it optimized for search engines. This ensures a better reach and online presence.
  4. Organizations can build an email list of frequent customers and send weekly newsletters about their products or services, offers, and new product launches.
  5. Finally, companies can also use social media platforms to interact with customers directly.

What are Some Common Internet Marketing Strategies Used in India?

1. Search Engine Optimization (SEO)

SEO involves optimizing a website’s content to enhance its visibility in search results. Effective SEO ensures that a company’s websites appear in the search results when people search for their product or service on Google.

2. Pay-Per-Click (PPC) Marketing

PPC marketing is where ads are published on search engines or social media platforms, and advertisers pay a fee each time their ad is clicked. The two most popular platforms associated with PPC are Google Ads and Bing Ads.

3. Content Marketing

Content marketing is a popular digital marketing campaign that involves creating and distributing valuable, relevant content to attract and engage a target audience. It can include blogs, videos, podcasts, infographics, and social media posts to build brand awareness and authority.

4. Social Media Marketing (SMM)

Social media marketing leverages platforms such as Facebook, Twitter, Instagram, and LinkedIn to engage with an audience, share content, and market products or services. Its primary focus isn’t solely on generating sales. Instead, it also helps increase engagement and visibility.

5. Email Marketing

Email marketing is a cost-effective internet marketing strategy. It empowers brands to instantly connect with a broad customer network through newsletters, advertisements, or reminders via email. It’s used for various purposes, including promoting products, launching new products, and building customer relationships.

6. Influencer Marketing

Influencer marketing uses influential individuals in a specific niche or industry to promote products or services. This is a useful strategy because influencers have a dedicated following and can help reach a broader audience.

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What are the Challenges Related to Internet Marketing in India?

1. Diverse Audience

India’s diverse population speaks multiple languages and has varying cultures and customs. As a result, businesses find it hard to create targeted marketing campaigns.

2. Dynamic Buying Behavior

The advent of the internet has undeniably turned the world into a single marketplace, leading to more informed customers and a wide array of choices in various industries. Consequently, consumer purchasing behavior has become quite unpredictable.

3. Keeping up With the Competition

The Indian market is highly competitive, with both local and global companies competing for consumer’s attention. Standing out, therefore, is a constant challenge.

4. Creating Interesting and Engaging Content

Crafting valuable and compelling content is essential for capturing audience attention. However, with the sea of online content and language and cultural barriers, establishing a unique presence may require time and effort.

Frequently Asked Questions (FAQs) About Internet Marketing

1. Is Internet Marketing More Effective Than Traditional Marketing in India?

Internet marketing has gained prominence in India due to its ability to reach a vast audience with targeted strategies. While traditional marketing still holds value, the precision and reach of internet marketing often make it more effective in today’s digital landscape.

2. What are the 5 L’s of Internet Marketing?

The 5 Ls represent an individual’s level of involvement, interaction, intimacy, and influence with a brand over time. This concept was coined by Forrester Research, a research and advisory company, to challenge the traditional marketing funnel. Furthermore, the study also introduced engagement as a new internet marketing metric.

3. How Important is Internet Marketing?

Such marketing helps companies reach a broader audience compared to traditional advertising. Moreover, it allows companies to focus on potential customers with the highest likelihood of purchasing their product or service.

Learn Internet Marketing With Emeritus

Emeritus offers an array of digital marketing courses that provide aspirants with in-depth knowledge about the various facets of digital marketing. These courses offer in-depth learning modules and are designed to ensure learners have better career prospects. So enroll in Emeritus programs and give your professional life a leg up.

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