Internet Marketing: Planning, Targeting, and Evolving

Are we there yet?

-backseat child (or adult)

The objectives of this chapter are to understand the planning of an Internet marketing effort. This chapter stresses the importance of planning in any marketing program to facilitate initial development and later measurement. A model using the five W's of journalism writing is utilized for planning purposes. Defining the audience in Internet marketing is both explained and demonstrated. The evolution of Internet marketing efforts is also introduced to describe and facilitate the planning process.