This document provides an overview of internet marketing basics and fundamentals. It defines internet marketing as coordinating the marketing mix of product, price, place, promotion, and people through various internet channels. The document outlines 12 common types of internet marketing including search engine marketing, social media marketing, email marketing, and content marketing. It also discusses qualities of successful internet marketers and provides examples of ways to make money using internet marketing such as starting an internet marketing firm or consulting business. Finally, the document explains how to create an internet marketing plan with goals, objectives, strategies, and techniques.

1. Eastern Visayas Federation for Information Technology
"SEO - Internet Marketing Training"
Internet Marketing Basics, Principles
and Fundamentals
by Victorino Q. Abrugar, CPA
Business Consultant and Editor of
BusinessTips.Ph

2. Introduction, Fundamentals and Types of Internet Marketing
Topic Overview
●
What exactly is Internet Marketing?
●
The different types of Internet Marketing
●
Users of Internet Marketing
●
Online marketing vs offline marketing
●
How to be a real Internet Marketer: Qualities of
a successful Internet Marketer
●
How to really make money online
●
How to make an Internet Marketing Plan

3. Introduction, Fundamentals and Types of Internet Marketing
Topic Objectives
This lesson will enable trainees to:
●
Gain understanding on the fundamentals of Internet marketing
which will guide them to proper practice and application of
its different forms, strategies, techniques and tactics.
●
Learn the different types of Internet marketing and how to
collaborate them to create a better online marketing
campaign.
●
Develop personal and professional qualities of a successful
Internet marketer.
●
Learn how to really make money from Internet marketing.
●
Learn how to make an Internet marketing plan for their own
business or clients

4. Introduction, Fundamentals and Types of Internet Marketing
What exactly is Internet marketing?

5. Introduction, Fundamentals and Types of Internet Marketing
Internet marketing is not all about
making money online.

6. Introduction, Fundamentals and Types of Internet Marketing
Internet marketing is not all about
becoming your own boss and working at
your desired time.

7. Introduction, Fundamentals and Types of Internet Marketing
Internet marketing is not all about web
programming and other technical stuff.

8. Introduction, Fundamentals and Types of Internet Marketing
Internet
marketing
is not
about
spam and
scams.

9. Introduction, Fundamentals and Types of Internet Marketing
Internet marketing is not all about
advertising and getting attention.

10. Introduction, Fundamentals and Types of Internet Marketing
Internet marketing is big!

11. Introduction, Fundamentals and Types of Internet Marketing
Internet marketing is a collaboration of
principles, disciplines, strategies,
techniques and tactics.

12. Introduction, Fundamentals and Types of Internet Marketing
Internet marketing is bringing all the important
elements of marketing on the Internet.
Marketing
Product,
Price,
Place,
Promotion,
People.
Internet
Search engines,
Social media,
Websites,
Blogs, email,
web apps, etc.

13. Introduction, Fundamentals and Types of Internet Marketing
Internet marketing is the process
of coordinating products, price,
place, promotion, people and the
Internet to satisfy consumers
while generating profit or return
for the company or entity that
provide those products.

14. Introduction, Fundamentals and Types of Internet Marketing
What are the different types of
Internet marketing?

15. Introduction, Fundamentals and Types of Internet Marketing
Types of Internet Marketing
1. Search Engine Marketing (SEM) – PPC & SEO
2. Social Media Marketing (SMM)
3. Email Marketing
4. Affiliate Marketing
5. Content Marketing
6. Word-of-mouth marketing
7. Mobile Internet marketing
8. Online Public Relations Marketing
9. Display advertising
10. Relationship marketing
11. Inbound marketing
12. Online Video marketing

16. Introduction, Fundamentals and Types of Internet Marketing
1. What is Search Engine Marketing?

17. Introduction, Fundamentals and Types of Internet Marketing
Search Engine Marketing (SEM) or simply
Search Marketing is a form of Internet
marketing that involves targeting the users
of search engines by increasing the
visibility and ranking of a website in the
Search Engine Results Pages (SERPs) to
drive search traffic through organic Search
Engine Optimization (SEO) or Pay Per Click
(PPC) listings.

18. Introduction, Fundamentals and Types of Internet Marketing
What are the differences between SEM, PPC
advertising and SEO?

19. Introduction, Fundamentals and Types of Internet Marketing
1.1 Paid search marketing includes PPC (pay-per-
click) programs like Google AdWords and Bing Ads
that enable businesses to show their ads in the Search
Engine Results Pages (SERPs) based on agreed PPC
rate.
1.2 SEO or Search Engine Optimization involves
improving the elements of a website like its title,
content, keywords, images, structure, navigation, and
inbound links in an attempt to increase its search
engine algorithm score and rank higher in the SERPs
in order to attract traffic from the search engines and
convert this traffic in to profitable actions.

20. Introduction, Fundamentals and Types of Internet Marketing
2. What is Social Media Marketing?
SMM involves different strategies
and tactics to gain website traffic
or attention from people in the
social media or networks sites,
such as Facebook, Twitter,
YouTube, Google+, LinkedIn,
Pinterest, WordPress, Blogger,
Stumbleupon and others.

21. Introduction, Fundamentals and Types of Internet Marketing
3. What is Email Marketing?
Email marketing is a form of direct marketing
that involves sending commercial information or
customer relation messages to a group of
people who are either prospective or existing
customers using electronic mails or emails. Email
marketing includes opt-in email advertising,
where subscribers consent to receive messages
from companies or websites they trust.

22. Introduction, Fundamentals and Types of Internet Marketing
Sample Email Subscription Widget

23. Introduction, Fundamentals and Types of Internet Marketing
4. What is Affiliate Marketing?
Affiliate marketing is a type of online marketing
in which a business collaborates with its
affiliates to promote its product or service and
increase sales. Affiliates are usually composed of
online publishers (website owners, bloggers, and
social media users) who promote the product of
the merchant (the business or primary seller)
and are rewarded for every visitor or customer
brought to the business through their own
marketing efforts.

24. Introduction, Fundamentals and Types of Internet Marketing
Merchant
Affiliate
Network
Affiliate Buyers
1. Merchant lists
product in Affiliate
Network
2. Affiliate joins
Affiliate network to
get products to
promote in their
website.
3. Buyer discovers
Product in affiliate's
website.
1. Merchant lists
product in Affiliate
Network
2. Affiliate joins
Affiliate network to
get products to
promote in their
website.
3. Buyer discovers
Product in affiliate's
website.
4. Buyer click the product link and purchase product from the
merchant.
5. Affiliate earns commission from the sale.
Affiliate Marketing Process
1
2
3
4
5

25. Introduction, Fundamentals and Types of Internet Marketing
5. What is Content Marketing?
Content marketing is considered as an umbrella
term for all marketing practices that use content
to attract and engage target audience and
influence them to make profitable consumer
actions. Content marketing utilizes specialized
content, like articles, images, infographics,
audio, presentations, and videos to achieve a
marketing goal.

26. Introduction, Fundamentals and Types of Internet Marketing
6. What is Word-of-mouth marketing?
Word-of-mouth marketing is more related to the
product or service rather than the promotion
(advertising) mix of marketing. Word-of-mouth
marketing is more involved in providing quality
or value on the marketer’s product and extra
services to satisfy and wow customers, and
eventually turn them into volunteer marketers.

27. Introduction, Fundamentals and Types of Internet Marketing
7. What is mobile marketing?
This type of marketing uses mobile or wireless
Internet media like cellphones to communicate
marketing or advertising information to target
audience with the objective of influencing
current and potential customers to make
profitable customer actions.

28. Introduction, Fundamentals and Types of Internet Marketing
8. What is Online PR marketing?
This involves management of the flow of
information between a brand and the public on
the Internet. Public relations can also be
improved through online reputation
management (ORM) – the process of monitoring
the reputation of a business or brand on the
Internet in order to emphasize positive image
rather than a negative one.

29. Introduction, Fundamentals and Types of Internet Marketing
9. What is Display Advertising?
Display advertising involves the placement
of banner ads on third-party websites or
blogs to earn impression or to drive traffic
to a company’s own website in order to
increase product awareness.

30. Introduction, Fundamentals and Types of Internet Marketing
10. What is Relationship Marketing?
Relationship Marketing is more concerned about
customer satisfaction and retention rather than
on aggressive advertising of a product to
increase sales. Relationship marketing focuses
on the long-term benefits a company will earn
rather than on short-term instant profits.

31. Introduction, Fundamentals and Types of Internet Marketing
11. What is Inbound Marketing?
Inbound Marketing involves creating and freely
sharing useful and informative content such as
eBook, podcasts, infographics, videos, and
research papers to attract prospective
customers. It earns the attention of customers,
unlike Outbound Marketing which asks their
attention. Inbound Marketing is like Magnet
Marketing while Outband Marketing can be
considered as Megaphone Marketing.

32. Introduction, Fundamentals and Types of Internet Marketing
12. What is Online Video Marketing?
Online Video marketing involves creating
promotional, informational or viral videos and
uploading them on video sharing sites like
YouTube, Vimeo and Facebook to engage
viewers and turn them in to customers or
influence them to further spread those videos to
prospective customers.

33. Introduction, Fundamentals and Types of Internet Marketing

34. Introduction, Fundamentals and Types of Internet Marketing
Business Owners
use Internet
Marketing to
promote their
business online,
attract more
customers and
boost profit.

35. Introduction, Fundamentals and Types of Internet Marketing
Professionals use
Internet
Marketing to
build their
personal brand
online and
achieve career
growth.

36. Introduction, Fundamentals and Types of Internet Marketing
Website and
blog owners use
Internet
Marketing to
drive more
traffic to their
sites and make
money online.

37. Introduction, Fundamentals and Types of Internet Marketing
Internet Marketing
companies and
consultants use Internet
Marketing as their
services to earn
revenues.

38. Introduction, Fundamentals and Types of Internet Marketing
The government
uses Internet
marketing to
promote their
projects online and
to dissiminate
information to the
public.

39. Introduction, Fundamentals and Types of Internet Marketing
Nonprofit organizations use Internet
Marketing to promote their cause online,
find more donors, and boost their
fundraising efforts.

40. Introduction, Fundamentals and Types of Internet Marketing
Online Marketing vs Offline Marketing
Online and offline marketing should work
together, not fight each other.

41. Introduction, Fundamentals and Types of Internet Marketing
The Pros and Cons of Internet Marketing

42. Introduction, Fundamentals and Types of Internet Marketing
Internet Marketing is fast.
●
You can have a
website + a
Facebook Page in
less than a week.
●
Your online
information can
be accessed in
real time.

43. Introduction, Fundamentals and Types of Internet Marketing
Internet Marketing is wide.
●
2.4 billion Internet users
worldwide.
●
Facebook has 1.1 billion
users worldwide.
●
More than 30M Filipinos
used Internet in 2011.
●
Internet data can be
accessed anywhere in the
world as long as you have
Internet connection.

44. Introduction, Fundamentals and Types of Internet Marketing
Internet Marketing is cost-effective.
●
You can create social
media pages, like
Facebook Page,
YouTube Channel,
Twitter profile for free.
●
You can have a
company website for a
very affordable price.

45. Introduction, Fundamentals and Types of Internet Marketing
Internet Marketing is easy to
measure and experiment.
●
You can easily track
your marketing
performance with tools
like Google Analytics
and Facebook Insights.
●
You can immediately
implement your
marketing plan.

46. Introduction, Fundamentals and Types of Internet Marketing
Internet Marketing lacks
human and personal interaction.
●
Online marketers have the
tendency to fully rely on
technology and auto
applications.
●
Potential customers may not
trust you without personal
meetup.

47. Introduction, Fundamentals and Types of Internet Marketing
Internet Marketing awaits high
competition.
●
There are more than 600
million websites as of 2012.
●
48 billion web pages are
indexed by Google
in May 2013.
●
There are 50 million Facebook
Pages as of May 2013.

48. Introduction, Fundamentals and Types of Internet Marketing
Internet Marketing faces ethical
issues like spam and scams.
●
More than 90% of all emails
sent are unwanted.
●
83 million Facebook accounts
are fakes.
●
Potential customers do not
easily trust marketers on
the Internet.

49. Introduction, Fundamentals and Types of Internet Marketing
Internet Marketing faces
security concerns.
●
Google finds about 9,500 new
malicious websites every day.
●
Facebook accounts are
hacked 600,000 times daily.
●
Online businesses and
websites may lose consumers'
trust and confidence if
security is compromised.

50. Introduction, Fundamentals and Types of Internet Marketing
How to be a real Internet Marketer?
What are the qualities of a successful
Internet Marketer?

51. Introduction, Fundamentals and Types of Internet Marketing
Internet marketers are entrepreneurial.
●
They find opportunities
on problems.
●
They focus on
customers satisfaction
rather than on profit.
●
They make people's
lives even better.

52. Introduction, Fundamentals and Types of Internet Marketing
Internet marketers are leaders.
●
They build an effective
team.
●
They know how to
delegate work.
●
They know how to
inspire and influence
people.

53. Introduction, Fundamentals and Types of Internet Marketing
Internet marketers are innovative.
●
They are flexible and
adaptive to change.
●
They are unique and
creative.
●
They go out of their
comfort zone.
●
They do extensive
research and
development.

54. Introduction, Fundamentals and Types of Internet Marketing
Internet marketers have focus.
●
They have dedication to
their work.
●
They constantly practice
to win the competition.
●
They know how to
avoid distractions.

55. Introduction, Fundamentals and Types of Internet Marketing
Internet marketers are patient
and hardworking.
●
They understand that
success cannot be
achieve overnight.
●
They work hard to
achieve their target.

56. Introduction, Fundamentals and Types of Internet Marketing
Internet marketers are analytical.
●
They know how to read
numbers.
●
They know how to
determine problems.
●
They know how to find
solutions to problems.

57. Introduction, Fundamentals and Types of Internet Marketing
Internet marketers have
values and principles.
●
They maintain honesty
and integrity.
●
They know how to
respect people.
●
They follow the rules
and laws of the land.

58. Introduction, Fundamentals and Types of Internet Marketing
Internet marketers are strategic,
technical and tactical.
●
They have a strategic
and smart plan.
●
They have styles.
●
They execute actions to
achieve their plans.

59. Introduction, Fundamentals and Types of Internet Marketing
Internet marketers are humane.
●
They know how to build
good and lasting
relationships.
●
They dont rely too
much on technology.
●
They are helpful and
compassionate.

60. Introduction, Fundamentals and Types of Internet Marketing
Internet marketers
are tenacious.
●
They stick to their plan.
●
They don't easily
giveup.
●
They know how to take
a break, rejuvenate, and
resume with more
strength.

61. Introduction, Fundamentals and Types of Internet Marketing

62. Introduction, Fundamentals and Types of Internet Marketing
1. Start an Internet marketing firm.
●
You can offer
services like SEO,
social media
marketing, web
development, apps
development and IM
consultancy.
●
Or provide Internet
marketing training,
webinars, etc.

63. Introduction, Fundamentals and Types of Internet Marketing
2. Be an Internet marketing consultant.
●
You can provide
almost all services
offered by an
Internet marketing
firm alone.
●
Or you can also
outsource some
work to third parties.

64. Introduction, Fundamentals and Types of Internet Marketing
3. Apply Internet marketing in your
own business.
●
You can use Internet
marketing to attract
more loyal customers
online and offline.
●
You can use Internet
marketing to boost
your sales and profit.

65. Introduction, Fundamentals and Types of Internet Marketing
4. Implement Internet marketing in
your own websites.
●
You can build websites
and blogs to earn from
online advertising,
affiliate marketing, etc.
●
You can use SEO, SMM,
content marketing and
other IM forms to drive
more traffic to your site
and convert them in to
more profit.

66. Introduction, Fundamentals and Types of Internet Marketing
How to make anHow to make an
Internet marketing PlanInternet marketing Plan

67. Introduction, Fundamentals and Types of Internet Marketing
1. Define your goals.
What do you want to achieve?
Grow your sales by 30% this year.

68. Introduction, Fundamentals and Types of Internet Marketing
2. Establish your objectives.
What specific things do you
want to achieve to support
your overall goal?
Increase online presence
in SEs and gain audience
from company website.
Earn loyal followers from
social media and turn them
into repeat customers.

69. Introduction, Fundamentals and Types of Internet Marketing
3. Establish your strategies.
What are your major steps to
achieve your goals and objectives?
Build a website
with 1,000
UV/month
Build a Facebook
Page with
10,000 likes
Create a Youtube
Channel with
1K subscribers

70. Introduction, Fundamentals and Types of Internet Marketing
4. Establish your techniques.
What are the techniques and styles
you will implement to achieve your
goals and objectives.
SEO, content
marketing,
blogging
SMM, viral
marketing,
content marketing,
relationship
marketing.
Video marketing,
viral marketing,
SMM

71. Introduction, Fundamentals and Types of Internet Marketing
4. Establish your techniques
What are the techniques and styles
you will implement to achieve your
goals and objectives.
SEO, content
marketing,
blogging
SMM, viral
marketing,
content marketing,
relationship
marketing.
Video marketing,
viral marketing,
SMM

72. Introduction, Fundamentals and Types of Internet Marketing
5. Establish your tactics.
What are your specific steps to
achieve your objectives and support
your strategies?
Publish quality
articles, optimize site
structure, geo-targeting
link building (guest
posting), hire SEO
Run a contest,
buy Facebook ads,
share interesting
pictures and posts,
local listing.
Create viral video,
share video on FB,
Twitter and blogs.

73. Introduction, Fundamentals and Types of Internet Marketing
6. Set up your budget.
How much money would you spend
to execute your plan.
$100/month 50$/month $150/month

74. Introduction, Fundamentals and Types of Internet Marketing
Goal Grow your sales by 30% this year
Increase online presence in
SEs and gain audience from
company website.
Build a website with
1,000 UV/month
SEO, content
marketing, blogging
Publish quality articles,
optimize site structure,
link building (guest
posting), hire SEO
$100/month
Objectives
Strategies
Techniques
Tactics
Budget
Internet Marketing Plan Model
Earn loyal followers from social media
and turn them into customers.
Build a Facebook Page
with 10,000 likes
Create a Youtube
Channel 1K subscribers
SMM, viral marketing,
content marketing,
relationship marketing.
Video marketing,
viral marketing, SMM
Run a contest,
buy Facebook ads,
share interesting pictures
and posts.
Create viral video,
share video on FB,
Twitter and blogs.
50$/month $150/month

75. Introduction, Fundamentals and Types of Internet Marketing
Thank you.
Links to learn more about Internet Marketing:
http://adage.com/power150/
https://en.wikipedia.org/wiki/Online_advertising
http://www.youtube.com/user/GoogleWebmasterHelp
http://www.youtube.com/user/learnwithgoogle
http://www.youtube.com/watch?v=M8eNx9HIZGw
http://www.youtube.com/watch?v=EmSt4uSJTNQ
http://moz.com/
http://searchengineland.com/
http://www.socialmediaexaminer.com/
http://www.problogger.net/
http://www.quicksprout.com/
http://www.seo.org.ph/
https://twitter.com/mattcutts