An Internet Marketing Plan

Marketing in general, and advertising in particular, is most effective when it targets consumers who are most likely to be predisposed to purchasing a particular type of product or service. In this way, it makes little sense to market luxury sports cars to consumers who do not have the resources to purchase such items, or to target products for women to male consumers. Some companies, such as Coca-Cola, engage in undifferentiated target marketing in which the company does not differentiate among its consumers. Other products, such as dandruff shampoos, are targeted at specific types of consumers. Large companies with broad product lines may target different brands to different target markets, with high-end brands and discount brands targeting different market segments.

Successful target marketing requires that the company determine its market segment (or segments), and find ways to reach that segment that are effective (able to reach the consumer) and efficient (within the company's budget). Television and radio ratings are one way that advertisers can gauge the effectiveness of a particular medium, but not necessarily the effectiveness of a particular advertisement. Print advertising (such as magazines) can offer specific demographics regarding readers, but lacks the dynamic appeal of television. Direct mail offers the

. . .
include the home and family page of www.aol.com and the society & culture--families page of Yahoo! Both of these sites offer links and searches for Web sites which target family and home issues, and are likely to attract women looking for related information. While portal sites are the Internet equivalent of undifferentiated advertising, using the specific pages should help target the appropriate audience. Destination sites are likely to provide greater differentiation, and three have been chosen to promote parents.com. These include www.ctw.org, www.disney.com, and www.storknet.org. Children's Television Workshop (CTW) produces public television shows for children, including the popular Sesame Street. Adults who visit this site are likely to take an active role in their children's well-being and fit the demographics that parents.com hopes to reach. The Disney site is likely to attract both younger visitors interested in Disney merchandise, but also adult visitors interested in family issues. Storknet.org provides information for soon-to-be and new parents, a group which should be prime candidates for parents.com. The advertising objective for parents.com is to bring in additional visitors to the parents.com site. Simil
. . .

Some common words found in the essay are:
Street Adults, Marketing Marketing, Barnesandnoblecom Unlike, Money Save, McCall's Family, Internet Visitors, Sites Web, On-Line Bookseller, Internet Value, Yahoo AltaVista, portal sites, destination sites, target marketing, banner ads, yellow text, registration process, text headline, banner ad, provide differentiation, site banner, sites destination sites, successful target marketing, wide variety topics, information wide variety, portal sites destination,
Approximate Word count = 1893
Approximate Pages = 8 (250 words per page)

More Essays on An Internet Marketing Plan