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| International Internet Marketing Association (IIMA) |
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Internet marketing is both an extension and expansion of traditional marketing. It is an extension in that it uses many of the same principles and concepts as traditional marketing such as setting objectives, understanding who and where our customers are, establishing online positioning and our USP, conducting a SWOT analysis and setting benchmarks, etc.
However, the Web and Internet marketing also expand the boundaries of traditional marketing by enabling marketers to self-publish, transact and interact with customers directly. Web marketing incorporates the best and most effective principles of marketing, then expands upon them to include the nuances of self-publishing, online transactions and direct customer interactions. The Web allows us to communicate with customers through each stage of an interaction or puchase decision - awareness, interest, decision, and loyalty.
Our job as Web marketers may appear to be complex as it combines technical tools, new kinds of media and methods of distribution, but our objective is simple:
Get found
Deliver a positive web experience to customers
Track and report on the effectiveness of our web initiatives
The IIMA is an organization that helps marketers understand the value and potential of marketing on the web and strives to raise all marketers' abilities to a new level.
www.iimaonline.org
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