The Marketing Plan, 4th Edition

16 The Internet Plan

In North America alone, over 250 million people connect to the Internet every day; globally, that figure is closer to 2 billion—and climbing. In order to compete in an economy that has become increasingly connected globally, effective use of the Internet and its various technological tools to market, advertise, and promote products and services is a necessity whether you’re IBM, McDonald’s, or a small local business—ready or not. In this chapter we cover the following: search engine optimization (SEO), pay per click (PPC), banner and pop-up ads, smartphones apps, and social media. SEO is particularly important because, unless you use outside media to promote your Internet site, you will only be “seen” if the search engines ...