Skip to content
 

real internet marketing requires a mosaic of skills

Online Interent Marketing

click on image to enlarge

by Kenneth Rudich

Internet marketing can be a difficult concept to grasp.

Part of the confusion is tied to the fact that it covers a lot of territory, and there’s a dizzying array of knowledge and skills that go with it.  Another part of the confusion stems from the constantly changing nature of it.  It is, after all, some of the most fertile ground you’ll ever find for stimulating innovation.

I’m willing to wager that even internet marketers occasionally struggle with staying abreast of all it entails.

this may sound dumb, but…

First and foremost, internet marketing is marketing.  That is to say, it is foundationally grounded in many of the same concepts and practices that govern traditional marketing.
 
But then internet marketing adds a slew of new concepts and tools to that foundation, which tends to give it a different flavor.  You would never see or hear most of the words shown above while sitting in a traditional marketing course.

offline, online

Marketing sprouted another arm with the advent of internet marketing.  Nobody knew what offline marketing was until online marketing came along.   Now, those two words summon distinctly different impressions.

The sphere of influence for internet marketing can be divided into four categories based on its relationship with offline marketing.  They are:

  1. An enterprise that conducts all of its business exclusively online, making the online business its only source of revenue.
  2. An enterprise that simultaneously conducts business both online and offline, with each providing a separate source of revenue for it.
  3. An enterprise that uses internet marketing only to support its offline business, where the offline business is the only source of revenue.
  4. An organization that merges offline and online elements together to produce a single revenue source from combining them.

a value chain perspective

The value chain for marketing can be used to put this in further perspective.

For example, a category 1 enterprise probably illustrates the purest form of internet marketing in that every component of the value chain is deployed online.  Search engines exemplify this type of enterprise.

A category 2 enterprise plies the value chain components in a manner that allows it to simultaneously operate online and offline.  Perhaps it has brick-and-mortar retail outlets as well an online shopping option.  It may deploy the same component of the value chain one way for the online option and another way for the offline option, such as in the way products are put on display.  In other instances, an overlap between online and offline may allow it to consolidate the two within a component for added efficiency.  Credit card transactions work in both platforms, for example.

A category 3 enterprise uses only a certain few aspects of internet marketing to bolster its offline marketing.  For instance, it may tap the online aspects of the communications component, like a web page or social media marketing, while using the offline aspects of the value chain for the other components.  A local pizza parlor that does delivery might operate this way, given the obvious hurdles associated with having an online distribution channel.
 
A category 4 enterprise might deploy some components of the value chain in a strictly online manner and others in a strictly offline manner to form one complete chain from product to market.  For instance, it might let you shop online, conduct the transaction online, but then uses on-the-ground distribution for delivery of the item to your home or business.  In this case, there’s no brick-and-mortar option, like a store, for people to visit. 

the big sprawl of internet marketing

Each type of enterprise can pluck what it needs or wants from internet marketing and plug it into the value chain as appropriate.

Here’s a list of some of the activities that can be considered for deployment in the value chain.  You can see what is meant by “a mosaic of knowledge and skills.”

  • Search Engine Optimization (SEO) or Search Engine Marketing (SEM)
  • Email List Building
  • Pay Per Click
  • Keyword Research
  • Copywriting
  • Social Media
  • HTML
  • Buzz Mining
  • Auto Responders
  • Brand Development or Enhancement
  • File Transfer Protocol (FTP)
  • Affiliates
  • Market Research
  • Electronic Sales Letters
  • Web 2.0
  • Online Shopping Carts
  • Article Marketing
  • Social Bookmarking
  • Social Networking
  • Funnel Optimization
  • Outbound/Inbound Link Building
  • Web Analytics
  • CSS

Can you think of any others or anything more to add to this post?

 

21 Comments

  1. read this says:

    In my honest oppinion, your post provides the public with all they need.

  2. webblog says:

    I saw your entry awhile back and saved it to my computer. Only now have I got a chance to reading it and wanted to say nice work.

  3. Organic Agriculture says:

    You seem to have a abilty for communicating your ideas consisely and effectively.This ability to communicate well will surely serve you and your readers well.

  4. bath seat says:

    Thank you for creating this great web site. Do you utilize wordpress? I did previously do websites making use of html the good news is find that wordpress is much easier and looks a lot more professional. Thanks again

  5. Shannon Janosek says:

    Thanks for posting. Good to see that not everyone is using RSS feeds to build their blogs ;)

  6. Dorinda Navar says:

    Hello, this is my first time i visit here. I found so many interesting in your blog especially on how to determine the topic. keep up the good work.

  7. Rhea Loviska says:

    Thank you for the great post – I had fun reading it! I always enjoy this blog.

  8. http://traveldealstoparis.com says:

    Hi everyone! I am a recent member so this is partially an introduction (it is great to be here!). I also wanted to ask if anyone has experienced client dissatisfaction before and am curious how you have dealt with this? I have been in the PR and communications field for the last seven years and have recently opened my own writing business.

  9. kremacja says:

    Yes, that is true, I agree with you, but I am not sure if there are no other options.

  10. internet marketing for small business says:

    Most small businesses and web designers do not fully understand the importance of on-page SEO or even what exactly good SEO practices are. In order to be good at something, you need to fully understand all of the principles and basics. 99% of your on-page SEO should be found above the fold on your website

  11. Donnie Tuter says:

    Would it be possible if I direct to your web site, from my web page? I’m needing to source as many bits of information as I can.

  12. financial aid for college says:

    Valuable info. Lucky me I found your site by accident, I bookmarked it.

  13. Kenneth Rudich says:

    Hi Keith:

    I agree there is an opportunity for this kind of marketing.

    Ken

  14. dental internet marketing says:

    Nice topics, I want to know more about this topics, While all the marketing media coming to the unlimited world of internet marketing.So, Why not Dental marketing? To be updated with latest technical marketing, It must be dental internet marketing.

  15. Kenneth Rudich says:

    Thanks for stopping by.

  16. Top Song Lyrics says:

    I found this post while looking for lyrics. Thanks for sharing I’ll be back regularly.

  17. Triumphing over initial hurdles in home based internet business | Host Rage says:

    […] real internet marketing requires a mosaic &#959f knowledge &#1072&#1495&#1281 skills « marketi… […]

  18. Kenneth Rudich says:

    Excellent resource, James! I appreciate your passing it on.
    Ken

  19. James George says:

    I came across this video today that really sums up social network marketing in a simple form. Its great for business owners who are looking to understand the results social networking will bring them without having to know all the technical details of how it works.

    Common Craft has videos on most technology topics in plain English. A definite recommendation for some quick easy education.

    http://www.commoncraft.com/socialmedia

  20. Kenneth Rudich says:

    I think most businesses are well advised to have some form of an online presence. Thanks for the comment.

  21. Stock Management says:

    More than 80 percent of buyers now begin their home searches online. Stock Management

Leave a Reply