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  Bill Cummine - Introduction to LIst Building and Internet Marketing  
Doing business without advertising is like winking at a girl in the dark.  You know what you are doing, but nobody else does.

An effective marketing strategy is considered to be the key for any business to generate profits. Businesses might invest extensively in research to develop the best products with ultimate quality and valuable features but they will eventually become a piece of rubbish if nobody knows about that product. Here comes the role of effective marketing,

which helps you stimulate sales and generate profits. Marketing means the utilization of effective marketing mix (the 4 P’s- products, pricing, placement and promotion) to stimulate exchange of goods and services among individuals and organizations. Effective marketing is believed to be the backbone for a successful business strategy and involves identifying customer needs, producing products, pricing them, distributing them and promoting them to generate sales.

Internet Marketing

Definition: “Internet marketing also referred to as online-marketing, web-marketing, or e-Marketing, is nothing but the marketing of products or services over the Internet. It is a way of selling or advertising your product or services through the use of, the internet.”

Origin of E-Marketing

The origin of internet marketing can be attributed to the invention of Internet, a global data communication system. A revolution, that brought the media to a global audience. Today internet is considered as the medium of mass communication.

“In a national survey in 2009, the Pew Research Center found that 74% of American adults (ages 18 and older) use the Internet. The same study found that 60% of American adults use broadband connections at home. 55% of American adults connect to the Internet through a wireless network like a public/private access point, a WiMax network, or a cellular 3G/4G network through a mobile cellular device.”

“Also according to IPA (Institute of practitioner’s in advertising) Touch point’s consumer attitude survey shows that British people have significantly increased their internet usage in recent years.’’

In late 1990’s when the use of internet gained popularity and attracted millions of people to surf around the globe, businesses realized that there is no preferable way than internet to reach to masses. They soon started using internet as a medium of communication and hence it gave birth to the field of Internet Marketing.

Scope and Importance of Internet Marketing

The interactive nature of Internet marketing in terms of providing and eliciting instant responses is a unique quality of the medium. It encompasses a much broader scope as today it does not only involves the marketing on the internet or via email and wireless media only. But its scope has been expanded to the use of management of digital customer data systems and electronic customer relationship management systems (ECRM), which are widely used in businesses today.

As technological advancement has brought with it several additional functions and uses of the internet, internet marketers are incorporating these features to evolve creative means of marketing their products and services including design development, online sales, placement of media along different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), e-mail marketing and advertising, banner ads on specific websites, Web 2.0 strategies are just to name a few.

Hence with the advent of internet marketing, its prevalence have been observed in every industry from online banking, to virtual universities, to internet auctions like eBay and various e-stores, etc. PricewaterhouseCoopers reported that US$16.9 billion was spent on Internet marketing in the U.S. in 2006. Hence, today companies and businesses are vying online space and are seeking to adopt web marketing strategies to increase viewership and traffic to their websites and to enhance profits eventually.

Advantages of Internet Marketing

Recent technological advancements in the telecommunications industry has dramatically affected online marketing techniques, As a result the, marketers can engage and connect their audience with their campaigns more effectively.

Today, a number of firms are embracing a paradigm that is shifting the focus of advertising methodology from traditional text and image advertisement to online marketing. Modern Web Marketing technologies help marketers to shape consumer attitudes and feelings towards specific products and services. Various advantages of e-marketing over traditional marketing are listed below:

List Building

One of the most responsive and primary sources of traffic that you should definitely try to reap is natural search engine traffic. Online marketing methods and strategies help businesses not only to direct traffic to their website but also you can use different tactics to generate your visitors email addresses and develop an effective list of leads for your business. List building and online marketing go hand in hand and this factor is so crucial that we have spent the rest of this text understanding the importance of list building and the role of internet marketing to optimize potential list building.

Cost Effectiveness

Internet marketing is a medium of mass communication; hence it is relatively an inexpensive source when compared to the ratio of cost against the reach of the target audience. Companies can reach a wide audience as compared to traditional marketing mediums.


The interactive nature of online medium allows the prospective consumers to research and purchase products and services at their own convenience. Therefore, businesses have the advantage of generate results quickly. Also you can generate customers’ feed backs and comments that will help you analyze your customer’s needs and improve your strategies.

Easily Traceable Results

Almost all aspects of an Internet marketing campaign can be traced, measured, and tested. So web marketers enjoy the advantage of measuring statistics easily and inexpensively. Using variety of methods like, pay per impression, pay per click, pay per play, or pay per action. Therefore, marketers can determine which messages or offerings are more appealing to the audience.

Greater Sense of Accountability

As discussed above the results of campaigns can be measured and tracked immediately, Internet marketing can provide a greater sense of accountability to marketers. Marketers can determine which offerings, services and techniques are

more appealing to its audience, which cannot be that quickly and that effectively through traditional forms of offline marketing.

Limitations oF Internet Marketing

One of the crucial limitations of online marketing from a buyer's perspective is the inability of shoppers to touch, smell, taste or "try on" goods before making an online purchase. This is the reason why companies usually offer liberal return policies in order to improve sales online.

It is imperative to note that internet marketing is not all about huge advertising and a successful website launch. Marketers need to imply an intensive marketing strategy and to ensure the effectiveness of all marketing tools to optimize gains. But remember the crucial factor to increase sales is site optimization. Companies need to carefully target their marketing techniques to potential customers. But the important question is how to find list of potential customers. It requires careful analysis and selection to build customers list. Our next chapters will be focused on exploring the importance of list building in e-marketing and ways and means to obtaining optimal customers lists.