Max Adler - Webdesigner und Online-Marketer aus Salzhemmendorf / Hameln
Hauptmenü
- Max Adler Biografie
- Webdesign Umfrage
- Fachartikel
- Fachartikel Übersicht
- Online Marketing tools
- Dissertation about Online Marketing Tools - Content
- Abstract
- List of abbreviations
- 1. Introduction
- 2. Online Marketing
- 2.1 Definition
- 2.2 Objectives
- 2.3 Marketing Strategies
- 2.3.1 Structure of a Marketing Strategy
- 2.3.2 Push Strategy vs. Pull Strategy
- 2.4 Instrumental view of online marketing
- 2.4.1 Product policy
- 2.4.2 Price policy
- 2.4.3 Distribution policy
- 2.4.4 Communications policy
- 2.5 Advertising on the internet
- 2.6 Ten rules for a successful online marketing
- 2.7 Internet Project Management
- 3. Methology - Online Marketing Tools
- 4. Online Marketing Tools
- 4. Online Marketing Tools
- 4.1.1 Web sites & Usability - Functionality
- 4.1.2 Web sites & Usability - Design
- 4.2.1 Email Marketing - Email
- 4.2.2 Email Marketing - RSS-Feeds
- 4.3.1 Search Engine Marketing (SEM) - Introduction
- 4.3.2.1 Search Engine Advertising (SEA) - Overview about SEA
- 4.3.2.2 Planning a SEA campaign
- 4.3.2.3 SEA Products
- 4.3.2.4 Disadvantages of SEA
- 4.3.3.1 Search Engine Optimisation (SEO) - Introduction
- 4.3.3.2 SEO - Search engine algorithm
- 4.3.3.3 SEO - On-page optimisation
- 4.3.3.4 SEO - Off-page optimisation
- 4.3.3.5 SEO- Negative SEO drivers
- 4.4 Other Online Marketing Tools
- 4.4.1 Banner and Pop ups
- 4.4.2 Link Exchange
- 4.4.3 Social Marketing
- 4.4.4 Affiliate Marketing
- 4.4.5 Blogs
- 4.5.1 Web Controlling - Definition
- 4.5.2 Web Controlling - Key figures
- 4.5.3 Web Controlling - Methods
- 4.5.4 Web Controlling Software
- 5. Conclusion
- Reference List
- Bibliography
- Appendices
- Myths in Project Management
- Google's main brands in a McKinsey / GE Matrix
- A structural analysis of the German Web Design industry
- Pagerank Sculpting
- Online-Marketing in Eventagenturen
- Rezensionen
- Impressum
- Adler - Webprofis
2.2 Objectives - Online Marketing Tools
Fachartikel > Online Marketing tools > 2. Online Marketing
2.2 Objectives
Internet has made work for marketers more complex. E-Commerce, Customer Relationship Management, Cross Marketing or Community Building is nowadays obligatory for companies. Online marketing is about all measures which concern the internet, commercial and non-commercial online services (Herrmann and Sulzmaier, 2001, p.15).
The modern society needs objectives which are measurable with data, facts and graphs. It is difficult to assess results without facts. Marketing objectives can be differentiated by various aspects. For example it can be differentiated by quantitative and qualitative objectives, short-, medium- and long-term objectives, psychological and economical objectives as well as monetary and non-monetary objectives (Weis, 2004, p.28; Bruhn, 2001, p.26).
Figure 1: Marketing objectives
Max Adler Salzhemmendorf Webdesign
Marketing objectives |
||||
quantitative |
qualitative |
psychological |
economical |
|
turnover |
degree of fame |
image |
sales |
|
benefit |
image |
degree of fame |
turnover |
|
growth |
corporate identity |
customer satisfaction |
variable gross margin |
|
market share |
trust |
customer loyalty |
benefit |
|
costs |
quality |
preferences |
ROI |
|
market leader |
reliability |
market share |
||
Source: Weis, 2004, p28; Bruhn, 2001, p.26)
All of these objectives have to be specific, measurable, achievable, relevant and timetabled (SMART). This means that a company has to complete on the one hand its own marketing objectives like the image and benefits and on the other hand it has to satisfy the needs of the customers (Doran, 1981).