Marketing Applications of Internet Marketing

Internet-based media offer a range of opportunities for marketing products and services across the purchase cycle. Organizations can use online communications such as their websites, third-party websites and email marketing as means of: •An advertising medium. For example, BP plc and its subsidiary companies, such as Castrol Limited, uses large-format display or interactive ads on media sites to create awareness of brands and products such as fuels and lubricants. •A direct-response medium. For example, easyJet uses sponsored links when a user is researching a flight using a search engine to prompt them to directly visit the easyJet site by clicking through to it.

Similarly the easyJet e-mail newsletter sent to customers can encourage them to click through to a web site to generate sales. •A platform for sales transactions.

For example, easyJet sells flights online to both consumers and business travellers. •A lead-generation method. For example, when BP offers content to business car managers about selecting the best fuel for company cars in order to identify interest from a car fleet manager.

For example, easyJet uses its e-mail newsletter and tailored alerts about special deals to help keep its customers and engage them in a dialogue to understand their needs through completing surveys and polls.