The Basics and Benefits of Internet Marketing and E-Commerce

E-commerce has transformed shopping from a chore to a seamless part of daily life. According to DataReportal, more than 64% of the global population is now online, as well as almost 92% of those in the U.S., leaving the internet arena bustling with opportunities.

For those interested in maximizing the potential of internet marketing, the Southern Oregon University (SOU) online Master of Business Administration (MBA) with a Concentration in Marketing program prepares you to thrive in this field. In particular, the Internet Marketing and eCommerce course uses hands-on experiential learning, allowing students to see first-hand how their changes affect analytic metrics. Navigating this process gives them the tools to facilitate successful targeted campaigns. They also explore sustainability topics and gain critical industry certifications.

The Benefits of an Internet Marketing Strategy

Forbes estimates that more than 20% of retail purchases will occur online in 2024. Due to this trend, businesses that harness the power of web advertising have a distinct advantage over those that do not. Internet marketing provides a platform for businesses to reach and engage deeply with their customers, fostering a sense of community and loyalty.

Through effective strategies, companies can increase their brand awareness while engaging in meaningful interactions. This approach allows businesses to transcend geographical barriers, making it possible to build a global customer base from anywhere. The always-on nature of E-Commerce means that companies can reach customers around the clock. Whether a customer is scrolling through social media late at night or checking their email early in the morning, a well-timed ad or a strategically sent email can capture their attention immediately.

Internet marketing is also cost-effective, offering scalability and measurability. Smaller enterprises find this advantageous as they can compete with larger companies without a proportionate marketing budget. Digital tools and platforms provide a higher ROI by targeting specific demographics and tracking their response rates, allowing for adjustments to maximize effectiveness.

What Does Internet Marketing Involve?

A robust internet marketing strategy adapts to changes in e-commerce trends and maximizes ROI by engaging customers through multiple channels. These internet marketing tools and techniques can significantly enhance your business revenues:

1. E-commerce website: Optimize your website with intuitive and informative product pages and the right keywords in page titles, image alt text and headers. Adding FAQ and testimonial sections can also drive traffic and improve authority.
2. Search engine optimization (SEO): SEO is crucial for improving your website’s visibility in search results. Techniques include integrating relevant keywords, securing backlinks and enhancing site security and speed.
3. Search engine marketing (SEM): SEM includes strategies like pay-per-click (PPC) campaigns, where you pay only when a user clicks on your ad.
4. Social media marketing: Social platforms are vital — 4.76 billion users worldwide represent nearly 60% of the global population, per DataReportal. Focus on networks where your target audience spends most of their time, such as Facebook, Instagram or YouTube.
5. Influencer marketing: Influencers command the trust of their communities, making it easier for them to promote your products authentically. This strategy can transform promotional content into genuine endorsements.
6. Email marketing: This strategy allows direct communication with consumers who have signed up to hear from you, making them highly receptive to your messaging. Email marketing is perfect for sending promotional content and following up on abandoned carts.
7. Affiliate marketing: This low-risk strategy involves partners who promote your products for a commission on sales they generate.
8. Content marketing: Sharing content boosts engagement, generates leads and builds relationships. This type of marketing is about establishing your authority and keeping your audience engaged.
9. Blogging: Blogging remains a cornerstone of content marketing, with almost 9 out of 10 marketers using blogs to achieve their content goals, per SEMrush.
10. Podcasting: Podcasts educate your audience about your products, and you can repurpose clips into other content forms.
11. Videos: According to HubSpot, short-form video is the top leveraged media format, with 60% of video marketers rating engagement as a top KPI, followed by conversion and click-through rates.

The Future of Internet Marketing

Marketing professionals must stay ahead of the curve with evolving technologies. Social media’s pervasive influence continues to grow, increasingly merging with our lives. This deeper integration allows marketers to understand consumer behaviors through advanced algorithms, offering highly personalized and targeted marketing strategies.

The rise of artificial intelligence, machine learning, augmented reality and voice search are revolutionizing the field. Machine learning optimizes marketing efforts by predicting trends and consumer behaviors; artificial intelligence creates immersive, interactive experiences; and voice search enables content adaptation for voice-driven queries.

SOU’s online MBA in Marketing program equips students with the cutting-edge skills to harness the strategies and tools of today and tomorrow, positioning them to lead in the quickly evolving landscape of internet marketing.

Learn more about SOU’s online Master of Business Administration with a Concentration in Marketing program.