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Effectively Using Online Marketing Channels

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Internet marketing is in an ever changing state of development with both successes and failures. At times it can be a cost effective approach to reach out to increasingly Internet savvy consumers but at other times the total online marketing mix may be incorrect leading to wasted resources.   Research by Li and Kannan (2014) delves into online channels, visits and purchases. Their study helps in understanding how channels work together to create effective practices. Marketing channels range but often include direct URL, searches, referral sites, emails, and banner ads. It is also possible that customers may choose a display impression but never actually click upon it. Each channel has varying effectiveness in terms of its ability to encourage customers to make a purchase.   In other instances these channels may be used in combination along with newer mediums not yet incorporated into the mainstream.  In any online marketing campaign there costs of effort and cognit