Strategic Internet Marketing involves more that just sales. The Internet is a powerful tool to conduct market research and assist in various aspects of the marketing cycle.

Marketing of products or services over the Internet is often referred to as: i-marketing, web marketing, online marketing, or eMarketing.

Ideal Product to Score a "Bullseye"

The Internet Bullseye Marketing (IBM) model was created by Tom Vassos when the Internet was relatively new. There was a need for a predictive sales model- a set of questions composed of thirty criteria that could be used to predict the likelihood of sales success on the Internet.

If a particular offering scored well on all criteria, it would be considered a "bullseye." In reality, not many products or services come close to such a perfect score. The model's criteria relate to the following:

• Industry Cost Structure
• Marketing Environment
• Target Market
• Factors relating to Product or Service- price, promotion, distribution characteristics

For each of the criteria in the model, one rates the individual products and services. If the offering does not match a criterion, it receives a score of 0. Conversely, a perfect match score 10. Should there be an approximate match, then a score somewhat lower than 10 should be applied. A poor match would score low. Tom Vassos' book has an exhaustive set of scoring guidelines.

Bullseye Marketing- Strategic Tool

The IBM model can assist companies faced with several strategic Internet-related marketing decisions to: predict likelihood of marketing success, prioritize offerings for an Internet launch and allocate a launch budget. The model also serves to determine appropriate marketing objectives and identify correct strategic weaknesses in the marketing plan.

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