Generally speaking, Internet Marketing is an umbrella term used to describe techniques and tactics that generate leads and drive sales through online platforms.
The truth is, Internet Marketing is much more complicated. Internet marketing involves an entire system of strategies and resources working together to achieve a common goal.
For example, let’s say you’re in the market for a new pair of red shoes. You search for red shoes on Google and see a shopping ad or maybe you click one of the first three results. The website is clean, responsive, and easy to navigate, but you decide not to make a purchase yet. Later on, you see an ad on social media for that same pair of shoes you were considering and decide to go back to the website to do more research. You sign up for their newsletter and get an email with a coupon for 10% off your purchase. Finally, you’re ready to make a purchase.
What made the sale? Was it the high placement on Google search? Was it the shopping ad you saw on search results? Was it the easy-to-use website? Was it the social media that got you? The coupon you received from email marketing?
More likely than not, it wasn’t just one factor alone that ultimately pushed the consumer to make a purchase. If a website is clunky or off-putting, the audience may leave for cleaner site. If the marketing isn’t done properly, how can they find your site?
This is why internet marketing must be done strategically on a goal-basis rather than just a task-basis. You have to move the customer through a pipeline which includes: