Internet marketing
The term Internet marketing is best described using the example of one producer of Scotch whisky.
A television advert grasped the attention of a customer to such an extent that he tries the advertised whisky sometime in a bar. The earthiness and smoothness grasps his attention to such an extent that he decides to buy a bottle the next day. Because this concerns a less-well-known product from a lesser know Scottish distillery, he does not want to spend a long time looking for the whisky in the shops and so he searches for it on the Internet.
And here we are at the first solution for Internet marketing, which is optimisation of the www presentation for the search engine. The client does know the name of the whisky, but if he were to search for a general product or service, he would not find your company without optimisation.
The client finds the www presentation and he is first struck by the entertaining game – the second marketing tool. Only after the customer gets bored of racing with a lorry full of whisky, does he fill in the registration form, add his purchase to the shopping basket and pay by credit card with the aid of the 3D secure method.
The customer is immediately taken by another marketing tool – an electronic post card with original animation of the logo for this Scotch. He fills in the name, adds a funny note and sends the animation to his girlfriend, with whom he tried out the new whisky in the bar the day before. The animation is especially imaginative and the girl shows the electronic post card to her colleague who loves Scotch.
But that is not all. In the meanwhile our visitor has found the “club bar” on the net, which evidently conceals exclusive materials about the distillery in question for registered members, not to mention discounts and other benefits. After quick registration in which the client also ordered sending of notification of special offers by the distillery (newsletter) and product news, the system offers him generation of a club membership certificate.
And here we find ourselves at two marketing solutions. Firstly, the club membership certificate with the signature of the distillery manager is so interesting that the client immediately prints it out and asks his secretary to get it framed and secondly, the company has gained an important contact, which it will later use in terms of its loyalty programme.
In the meanwhile, the client has had fun in the club section and installed a combination screensaver and graphic theme for his Windows from the presentation with perfectly designed icons.
Two months later our client receives a personalised greeting by E-mail (among other things, the E-mailing system is also able to automatically generate direct address in Czech), which invites him to come and try out a new type of Scotch in person. Although the client will not fly out to the United Kingdom for the event, but will again visit the www presentation, which he enjoyed so much last time.
He first notices the redesigned pages that changed from a winter to a spring theme (this function is supported by the company editorial system or Web Content Management System) and apart from playing another game, the client gained information about distillery tours from the www presentation as well as information about the nearest tourist monuments and cycle paths in the surrounding area. The presentation allows the client to print out everything in a well-arranged manner and in the evening, he suggests a trip to Scotland to his girlfriend.
Before the holiday, it is his father’s name day. Because the graphics on the Windows wallpaper are so well designed he has still not removed it. All it then takes is a quick glance at the wall where the secretary has hung the club membership certificate and the client is again visiting the www pages where he is pleasantly surprised at the possibility of ordering a gift package.
Apart from the order, the customer also takes part in an entertaining quiz about vintage whisky from 1970. The company thus gains many observations about the client from the answers, which it can use for the client’s and its own benefit.
After several orders having been delivered, the distillery sends its client a small gift. The satisfied client recommends the brand to their colleagues and the relatively small company finds itself exporting its products abroad thanks to the one www presentation.
Internet marketing consists of precision use of relatively simple tools. Preparation of the web design, the ideal content, games, client section, wallpapers and icons to download, E-mailing and newsletters, electronic postcards and materials for viral marketing. In addition to this, an e-shop, various formats of advertising banners, competitions and loyalty programmes. Members of Asociace.BIZ can offer and supply you with all of these solutions and services “key ready”.
