29-06-2012, 03:30 PM
Web Search Optimization and Internet Marketing
Web Search Optimization and Internet Marketing.doc (Size: 358 KB / Downloads: 89)
Introduction
In the today’s world, with the increase in the advancement in the business functions and activities the scope of information technology products/services & web solutions is getting increasingly complex. Also the increase in the competition in market prompted the Indian businesses to actively adopt the Web solution services from software service providers.
In this project, first I learned about Internet marketing and methods of search engine optimization. Then I searched databases of blogging sites, search engine submission sites, article submission sites for SEO of Alza’s site. After approval of these databases by my project guide I started submission of Alza management institute’s website (alzains.com) in these sites. After completion of SEO of Alza’s website I started with internet marketing of Alza for that I spread Alza’s information through banner submission site, yellow pages submission sites and email marketing.
Reason for selecting topic
A fundamental shift in the economics of information is under way- a shift that is less about any specific new technology than about the fact a new behavior is reaching critical mass. Millions of people at home and at work are communicating electronically using universal, open standards. This explosion in connectivity is the information revolution.
Over the past decade, managers have focused on adapting their operating processes to new information technologies. Dramatic as those operating changes have been, a more profound transformation of the business landscape lies ahead. Executives- and not just those in high-tech or information companies- will be forced to rethink the strategic fundamentals of their businesses. Over the next decade, the new economics of information will precipitate changes in the structure of entire industries and in the ways companies compete.
As the internet is changing the way companies are doing business it is very important to learn internet marketing and search engine optimization. That’s why I have chosen this topic. This project not only given me chance of using my technical knowledge but also my marketing skills.
Internet and Marketing
INTERNET
INTRODUCTION: -
There is a sea change in the media world. While most consumer see the news papers, the same magazines and listen to the same radio programs, behind this bland public exterior there is a seething world of innovation, acquisition, global partnership and divorces, births and deaths… all of it most readily interpreted as the inevitable result of the technological revolution that is in the process of merging telephones, computers, televisions in to a single all singing, all dancing magic kit that will, very possible, change all of our lives more than we can imagine some day
There are 2 ways you can respond to this 1 is to panic, which may mean simply curling up in a corner and wishing that it would all go away. The other is to embrace the new religion with messianic fervor and go out to proclaim the millennium.
We welcome you to the new emerging world of the Info-High-Way, destined to redefine the world of communications: INTERNET.
VARIOUS PARTS OF INTERNET: -
The Internet is made up of terminal computers through which subscribers access the net; gateways servers which connect the users to the rest of the network (of computers); servers which host information in them; and, the communication network over which data actually flows.
Internet offers its users a variety of services. The subscribers may have access to all or any of the following services depending upon the type of connection that one has subscribed for:
1) E-Mail
2) World Wide Web (WWW)
3) File Transfer Protocol (FTP)
4) Telnet
Business uses of Internet mentioned earlier include E-mail for communication and collaboration with business counterparts, information gathering, and advertising and direct marketing. WWW marketing is usually conducted through hypermedia WWW pages and E-mail. Traditional marketing on the WWW employs WWW as an alternatives marketing communication channel. It typically takes four forms:
1) Sales and Services.
2) Customer Support.
3) Payments and Settlements.
4) Marketing Research.
Information on products can also be delivered over net.
Superficially, the WWW is perceived and users as an alternative to traditional one-to-many marketing communications channel. However, it is the two-way nature of the channel that is immediately attractive to and most easily exploited by the marketer.
MARKETING ON NET: -
Different companies have approached marketing on Internet differently.
IBM
Define purpose and target audience.
Evaluate resources and staff.
Research web site.
Acquire HTML.
Outline structure of home page.
Identify appropriate outside links.
Prepare internal documents.
Create web pages.
Test and enhance websites.
Maintain website
ADVERTISING ON NET: -
1. Limited so far: tiny buttons and banners that might have some animation and try to tease you into visiting their sponsor’s web page.
2. This means you have to be clever twice. First to attract the audience to your site and then to hold their interest.
3. In the west, price is based on cost per thousand whereas; in India it is according to size.
4. Per thousand of: -
Hits
Page-views
Inquiries.
WHY CHOOSE THE INTERNET?
It’s a global phenomenon.
Inexpensive.
An imperfect version of a wired planet, but close enough to get us started.
There are four main questions to be answered when considering Internet, or indeed any new medium, as an advertising vehicle. The questions are not different from those asked about traditional media.
We need to know: -
How big is the medium?
How well does it communicate?
Is it better, worse or just different from the traditional alternatives?
Does it represent a cost-efficient medium for advertisers- both in terms of reach, and in terms of production and servicing?
MARKETING
Marketing is the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational goals." American Marketing Association”.
Many companies, particularly prior to the 1970s, were product-focused, employing teams of salespeople to push their products into or onto the market, regardless of market desire. A market-focused, or customer-focused, organization instead first determines what its potential customer’s desire, and then builds the product. Marketing theory and practice is justified on the belief that customers use a product or service because they have a need, or because a product has perceived benefit.