Internet Marketing Strategies Internet Marketing is to advertise products and services on Internet. Internet marketing comprises of Search Engine Optimization, Interactive Advertising, Pay per click advertising, banner ads, E-mail marketing, and blog marketing. Internet marketing is a component of E-commerce. Internet marketing is a powerful medium that can reach widest audience possible across the world with low advertising spending than other modes of advertising such as Newspaper, Television, Radio, Direct Mail, etc. Consumers have easy access to the Internet, can logon to Internet and get required information using Search Engines, can learn about wide spectrum of product offerings and services, and also can purchase online has proved to be cost effective, and time saving. In this report, we discuss about Search Engine Optimization and Interactive Advertising in brief under the companies HTP Company Inc. and Agency.com respectively. Search Engine Optimization (SEO) SEO is one of the internet marketing strategies that help in increasing Internet traffic and thereby helping a business grow. It is also very important to plan an effective SEO. Keyword referral tracking and web metrics helps in monitoring the results. The optimized web pages and complete web sites are full of outstanding content, written and developed by hand, optimized and will take keywords that buyers of products and services would type in at the major search engines (Yahoo, MSN, Goggle, etc.) and the potential customers are redirected to optimized web site(s). These search engines receive over 3 billion visitors per year. SEO involves a basic understanding of how search algorithms work and what human visitors might search for. By optimizing a site’s coding, web designing, and structure, the sites can be matched with the visitor’s keywords. Inaccurate, incomplete, and inconsistent Meta data in Meta tags caused pages to rank for irrelevant searches, and fail to rank for relevant searches. An example of a more sophisticated search ranking algorithm, Google's PageRank rates page quality based upon the quantity and importance of incoming links. All of the main search engines provide information and guidelines to help with site optimization. Internet Advertising Market
US Internet Advertising revenues in the first two quarters of 2006 is reported to be 8.0 billion US$, which is 36.8% increase than compared to the first two quarters revenues in 2005. This is attributed to the companies allocating majority of their advertising spending towards fast-growing Internet medium, which increases both branding and sales results. There are about 250 companies engaged in interactive advertising. Marketing companies believe in the power of Internet and in the opportunities and effectiveness it offers in order to reach the right audience. Interactive advertising over internet proved to be cost effective for increased ROI (Return on Investment). Consumer related advertisers (Retail, Automotive, Entertainment, etc.) lead with revenues at 50%, while Financial Services, Computing advertisers, and others hold 15%, 12%, and 23% respectively. Revenues generated by Search continue to lead with revenues at 42%, followed by Display advertising, classifieds, and others account for 20%, 19%, and 19% respectively. With the need for interactive advertising, software market picked up. The impressive interactivity is ultimately bought by the web designers using state of the art software products such as Photoshop, Flash, ADOBE products, etc.