Internet Marketing – What, How, When, Where?
Welcome all of you, my name is Dũng, wish you a happy evening, Today my group presentation with the
topic “Recent Developments in Information Technology” and participate in the presentation today included
Phan Đức Hậu, Đỗ Thị Lệ Hằng, Nguyễn Khang, Nguyễn Phúc Thái and me. So now I would be allowed to
start look forward to receiving your attention, thank you..
As you know, applications of information technology applied in many fields such as politics, society, art,
media, economic... and in which we can mention the communication network, the development of the magic
of the internet has helped people around the world closer together can communicate and share a huge
amount of information quickly and efficiently, but not limited to geographical distance and time. We can say
the development of the internet started in 1996, when in a speech about the next generation of the internet
of U.S. President Bill Clinton predicted the development of the internet and in fact now the term "world wide
web" was no stranger to the people and the annual statistics of internet users increasing.
Here are the statistics of the development of Internet World (Source: Miniwatts Marketing Group)
10 National have the most Internet users
National
United States
China
Japan
India
Germany
Brazil
United Kingdom
France
Korea, South
Italy
People use
218.302.574
210.000.000
94.000.000
60.000.000
54.932.543
50.000.000
41.042.819
36.153.327
34.820.000
33.712.383
% Population using
71,9 %
15,8 %
73,8 %
5,2 %
66,7 %
26,1 %
67,3 %
58,1 %
70,7 %
58,0 %
% Of the world
15,5 %
14,9 %
6,7 %
4,3 %
3,9 %
3,6 %
2,9 %
2,6 %
2,5 %
2,4 %
Population 2008
303.824.646
1.330.044.605
127.288.419
1.147.995.898
82.369.548
191.908.598
60.943.912
62.177.676
49.232.844
58.145.321
Growth
128,9 %
833,3 %
99,7 %
1.100,0 %
128,9 %
900,0 %
166,5 %
325,3 %
82,9 %
155,4 %
There are currently 2 billion users on the internet which is roughly 28% of the global human population. With
the current world population is over 6.8 billion people, so on average every three people, a web surfer. 57%
of Internet users in the developing countries.
With the above statistics to facilitate business opportunities for companies, they can bring their products to
customers faster without geographical limitations and a new form of advertising life is Internet marketing.
The first, what is internet marketing? Internet marketing also known as digital marketing, web marketing,
online marketing, search marketing or e-marketing, is the marketing (generally promotion) of products or
services over the Internet.
Internet marketing is considered to be broad in scope because it not only refers to marketing on the
Internet, but also includes marketing done via e-mail and wireless media. Digital customer data and
electronic customer relationship management (ECRM) systems are also often grouped together under
internet marketing.
Internet marketing ties together the creative and technical aspects of the Internet, including design,
development, advertising, and sales. Internet marketing also refers to the placement of media along many
different stages of the customer engagement cycle through search engine marketing (SEM), search engine
optimization (SEO), banner ads on specific websites, email marketing, and Web 2.0 strategies.
What is the advantages of internet marketing?

The ability to target selected
Advertisers on the network are more likely to choose a new target. They can target companies, countries or
geographic areas as well as they can use the database as a basis for direct marketing. They can also be
based on individual preferences and behavior of consumers to target the right audience.

The ability to track
The online marketers can track user behavior for their brands and explore interests and concerns of the
prospect. For example, a car manufacturer can track user behavior across their site and determine if there
are more people interested in their ads or not?
Advertisers can also determine the effectiveness of advertising (via the number of times the ad is clicked,
the people who bought the product, and number of carry advertising, ...) but this is very difficult for the type
of traditional advertising like television, newspapers and bulletin boards.

Flexibility and the ability to distribute
An ad network is transmitted 24/24 hours a day, all week, all year. Moreover, the campaign may be starting
to update or cancel at any time. Advertisers can track progress daily advertising, ad effectiveness reviewed
in the first week and could replace the advertisement in the second week if necessary. This different type of
advertising in the press, can only change the ads when a new round of publishing, or TV ad with a very high
cost for changing the regular advertising.

Interactivity
The goal of advertisers is associated prospects for brands or their products. This can be done effectively
online, so customers can interact with products, product testing and, if satisfied, you can buy. For example,
an ad for a computer software can send customers to place products on display to get information and
check directly. If customers like the software, they can buy directly. No type of media that could lead
customers from finding out information when buying products without any trouble as the Internet.
Type of internet marketing
Marketing through logo - header – banner:
Place the logo or banner ad on the popular website, the website can access a large number of customers or
the website is ranked high on Google is popular and how online advertising is effective today. It not only
promote the brand but also targets the potential customers on the Internet.
What is a Logo?
A logo is basically an image that used to identify your business or website. It is consists of colors, style,
symbol and font that made up the image. By looking at the image, all your stakeholders like customers,
competitors and suppliers will recognize your business or website immediately. Some good example of
logos like MacDonald, Coca-cola, Pepsi, Facebook, Google and Tweeter, they can be recognized easily
and instantly globally even without spelling their full names.
In summary, the logo is like the face to your business, it can also be used as an Avatar for all your online
communication and social networks.
What is a Header?
A header is an image that is placed on top of the website or blog. It is normally horizontal in size which
consists mainly of logo, tagline or some other elements such as social media icons, advertisement banner
or search bar. In addition, the header will usually contain the primary color so it also helps to set the look
and feel of the website or blog.
Here is a list of header example from some popular affiliate marketing sites, can you recognize who they
are?
What is a Banner?
A banner, also known as web banner serves a different purpose than logo and header. It is normally used
for informative or advertising purposes and come in different sizes, for example horizontal, vertical or
square. The standard advertisement banner found on most blog is 125×125 pixels in width and height; the
next popular one will be 250×250 pixels.
Banner is generally used on the blog or website for monetization purpose. It was once a popular means of
earning extra income when placed on one’s blog or website but it gradually lost its novelty and become less
effective today. Nevertheless, it is still being favored by some advertisers and publishers as the banner now
is more interactive and dynamic due to improved technology.
Below is some example of banners, you should be able to identify them easily than the header.
Listing on Directories:
As word has placed advertisements or links to Web sites of your products or services, you must have a title
for the ad, website addresses, information about website or advertise products and services so you can
subscribe to any directory on the Internet for searching, searching for products and services of all search
engines. Now to be registered in the system directory of Yahoo you have to pay $ 299 / year but only
200,000 in VietnamTradeFair.com / 1 was registered forever. The benefits of this form of advertising is often
hundreds of thousands of robots and search engine spiders to access and automatically update your
website on search engine within just 3 to 7 days.
Pay per Click:
Pay per click (PPC) is an Internet advertising model used to direct traffic to websites, where advertisers pay
the hosting service when the ad is clicked. With search engines, advertisers typically bid on keyword
phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than
use a bidding system.
Cost per click (CPC) is the sum paid by an advertiser to search engines and other Internet publishers for a
single click on their advertisement, which directs one visitor to the advertiser's website.
Cost-per-click (CPC), which is also known as pay-per-click (PPC), refers to sponsored ads sold directly by
major search engines. These keyword-based ads are usually labeled as sponsored and appear in the first
two or three positions of a search results page and/or in a column on the right side of the screen. PPC ad
rankings are based on a formula that takes into account the highest bid amounts, the highest number of
clicks and the keyword relevancy of the ad to the user’s query. A professionally managed PPC campaign
will yield the best results and return on investment (ROI).
Cost Per Action or CPA (sometimes known as Pay Per Action or PPA) is an online advertising pricing
model, where the advertiser pays for each specified action (a purchase, a form submission, and so on)
linked to the advertisement.
Direct response advertisers consider CPA the optimal way to buy online advertising, as an advertiser only
pays for the ad when the desired action has occurred. An action can be a product being purchased, a form
being filled, etc. The desired action to be performed is determined by the advertiser. Radio and TV stations
also sometimes offer unsold inventory on a cost per action basis, but this form of advertising is most often
referred to as "per inquiry."
Search Engine Optimization:
Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in
search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search
engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more
frequently a site appears in the search results list, the more visitors it will receive from the search engine's
users. SEO may target different kinds of search, including image search, local search, video search,
academic search, news search and industry-specific vertical search engines. This gives a website web
presence.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the
actual search terms typed into search engines and which search engines are preferred by their targeted
audience. Optimizing a website may involve editing its content and HTML and associated coding to both
increase its relevance to specific keywords and to remove barriers to the indexing activities of search
engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
Social media marketing:
Social media marketing (SMM) is a addition to personal, small business, corporate, and non-profit
organizations’ integrated marketing communications plans. Integrated marketing communications is a
multifaceted, orchestrated marketing and advertising practice organizations follow to connect with their
target markets. Integrated marketing communications coordinates promotional elements: advertising,
personal selling, public relations, publicity, direct marketing and sales promotion. Increasingly, viral
marketing campaigns are also grouped into integrated marketing communications. In the traditional
marketing communications model, the content, frequency, timing, and medium of communications by the
organization is in collaboration with an external agent, i.e. advertising agencies, marketing research firms
and public relations firms. However, the growth of social media has impacted the way organizations
communicate. With the emergence of Web 2.0, the internet provides a set of tools that allow people to build
social and business connections, share information and collaborate on projects online.
Social media marketing programs usually center on efforts to create content that attracts attention and
encourages readers to share it with their social networks. A corporate message spreads from user to user
and presumably resonates because it is coming from a trusted, third-party source, as opposed to the brand
or company itself.
Social media has become a platform that is easily accessible to anyone with internet access. Increased
communication for organizations fosters brand awareness and often, improved customer service.
Additionally, social media serves as a relatively inexpensive platform for organizations to implement
marketing campaigns. With emergence of channels like Twitter, the barrier to entry in social media is greatly
reduced.
At the end of the day it’s important to remember that the internet is just one type of media, like TV or radio,
which can be used to generate leads for a business. It cannot compensate for actual product/service quality
and customer support. Thus it is essential to match the promises made through marketing activities with the
actual product or service experience.