The Increasing Power of Internet in Business
March 25, 2011: The Internet is like a tsumani that is still far from the shore. It has the power to break every business model of today. And it can put anyone in front of a global audience within seconds. The mainstream media of the past is obvisously feels threatened by their business model under attack from technological progress. But this is not the first time technology is bringing down established business models; transistors did the same to vacuum diodes in 1960s, computers did the same to human admin workers in 1990s, and the same will happen today and in future.
New technology often levels the playing field by breaking down all protective barriers built by incumbents. Another good example is of VOIP industry stealing business from telecom companies. The young generation of today probably uses Skype and Google Talk more than phones.
The interactive nature of Internet that seeks and provides instant response are path breaking qualities in human communication. Internet marketing is sometimes considered broad in scope because it also includes marketing done via email and mobile media. Management of digital customer data and electronic customer relationship management (ECRM) systems are also grouped under internet marketing.
Internet marketing ties together creative and technical aspects of the Internet, including: design, development, advertising, and sales. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine optimization (SEO), search engine marketing (SEM), banner ads on relevant websites, email marketing, and online content distribution strategies.
Online Lead Generation is a marketing term that refers to the creation or generation of prospective consumer interest or inquiry into a business' products or services online. Leads can be generated for a variety of purposes - list building, e-newsletter list acquisition, building out reward programs, loyalty programs or for other member acquisition programs. There are two types of online lead acquisition: organic lead generation where prospects find your website organically - or without clicking on an advertisement. And paid lead generation - where you are paying something (per click, per impression, etc.) to attract visitors to your website. A lead is a sign-up for an advertiser offer that includes contact information and in some cases, demographic information.
There are two types of leads: sales leads and marketing leads.
- Sales leads are generated on the basis of demographic criteria and these leads are resold to multiple advertisers. Sales leads are typically followed up through phone calls by the sales force. Sales leads are commonly found in the mortgage, insurance and finance leads.
- Marketing leads are brand-specific leads generated for a unique advertiser offer. In direct contrast to sales leads, marketing leads are sold only once. Because transparency is a necessary requisite for generating marketing leads, marketing lead campaigns can be optimized by mapping leads to their sources.
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