The process of using web-based channels to distribute a message about a company brand, products or services to potential customers is known as online marketing. Email, social media, display advertising, search engine optimization (SEO), Google AdWords, and other tools and strategies are utilized in online marketing. The goal of marketing is to connect with potential customers through the channels where they spend their time online reading, searching, shopping and socializing.
The widespread use of the internet for business and personal purposes has resulted in the creation of new advertising and marketing channel such as those described above. Online marketing which largely employs digital channels to attract, engage and convert virtual visitors to customers has several advantages and challenges.
Traditional marketing which has traditionally included print, billboard, television and radio commercials varies from online marketing.
Prior to the advent of online marketing channel, marketing products or services was sometimes excessively expensive and difficult to quantify. Consider national television commercial campaigns which are evaluated by consumer focus groups to determine brand recognition. Traditionally these procedures have not been well adapted to controlled experiments. Anyone with an internet business (as well as most offline firms) may now participate in online marketing for little or no money by constructing a website and developing customer acquisition campaigns. Marketing products and services can also experiment with optimization to fine-tune the efficiency and ROI of their campaigns.
Benefits of online marketing
The ability to quantify the impact of each channel as well as how visitors acquired through multiple channels engage with a website or landing page experience is a fundamental benefit of leveraging online channels for marketing a business or product. Further research of the visitors who become paying customers can be done to understand which channels are most effective in acquiring valuable clients.
The following can be determined via web or mobile app analytics
Based on the conversion rate of visitors to customers and the cost of those visitors which online marketing methods are the most cost effective in acquiring customers?
Which methods are most effective at attracting and retaining customers such as email marketing which encourages repeat purchases?
Which customer demographics have high engagement and upsell possibilities such as software or mobile apps, which intend to sell more products to clients with high engagement?
Online marketing tools
A variety of tools can be utilized to create and maintain a strong internet marketing program:
Social media marketing
Display advertising such as LinkedIn advertisements or Google Display Network
Online events and seminars
Marketing analytics such as Google Analytics
Customer relationship management (CRM)
Content management system (CMS)
Pay-per-click (PPC) advertising such as Google Ads
Examples of online marketing
Canon advertises on Google, Yahoo and Bing for search phrases related to photography to market their cameras to a relevant audience and generate visitors to a specific homepage.
Whole Foods gathers email addresses on their website in order to build email lists that may be used to promote new goods, specials and events at its locations.
To stimulate positive discourse about their brand and goods Dove makes video advertising and publishes them with their audience on Facebook, Twitter and other social media platforms.
Bite Beauty collaborates with influencers to promote a new lipstick to their high-end beauty enthusiast audience.
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