Internet marketing is
Internet marketing is a set of actions to promote brands, their products or services on the Internet. Online marketing is the tool by which visitors to the site and subscribers to social networks are converted into buyers and admirers of the brand. Thus, we can define the main goal of marketing on the web as an increase in company profits through the use of online resources and channels.
Unlike classic marketing, online promotion is endowed with key advantages:
- Direct interaction with your audience. On the Internet, you can literally know all your customers by sight, actively interact with them and keep in touch, engage them in activities and control the mood of your target audience.
- Targeting of advertising campaigns. Targeting mechanism implies singling out a certain audience segment and involving exactly the target segment in interaction with advertising content.
- Web analytics. Almost every user action can be tracked on the Internet, which means it can be collected, systematized and analyzed. This helps to identify the most effective channels, tools and activities which attract the most traffic to the site, which has been converted into target actions - conversions.
Increasing the number of Internet sales is based on attracting visitors from a variety of channels for their surfing, improving the company's website to make it as user-friendly as possible and bringing back customers who have already made purchases or visited the resource. However, attracting visitors alone is not enough. To ensure regular profits from your company's online presence, you need to implement a set of measures to turn website guests into satisfied customers. All the goals, channels and tools of such promotion are represented by your detailed online strategy.
Strategy in internet marketing
In order to ensure that your business' presence on the Internet does not become a set of useless, chaotic actions and a hole in the budget, but actually helps to develop your company and make it better, you need an Internet marketing strategy.
This is a document that represents, as a rule, a long-term plan (developed for a year or more) to achieve marketing goals - increasing the company's sales and profitability. The strategy provides what actions and in what sequence you need to perform to achieve the desired result.
The presence of such a document in a company indicates its maturity and a systematic approach to doing business.
Internet marketing directions
- Promotion in search engines and affiliate network of search engines
- Contextual advertising
- Electronic commerce (e-commerce)
- Web analytics
The benefits of internet marketing
- A focus on the millennial and new generation audience. The most active part of the Internet audience is young people who appreciate the openness and freshness of brands' ideas, who quickly make decisions and are ready to make purchases right from their social network news feed.
- Quick feedback. Online advertising is always personalized and targeted to a specific person. Direct and interactive interaction with advertising creativity generates almost lightning-fast feedback. If you manage to really interest the user, after the first visit to the site, he will already be ready to make conversion actions.
- Quality of interaction and effective tools for evaluating it.
Online advertising is woven seamlessly into the content the user consumes, so it doesn't usually cause negative reactions or a sense of intrusion. You can track the number of contacts with the user, his reaction to the advertising content and analyze the quality of interaction at each stage of the sales funnel.
The findings allow you to further optimize advertising campaigns and reduce the budget for attracting a single customer.
- Targeting options. As an advertiser, you can customize each campaign and ad in it to show audiences with specific interests, socio-demographic parameters and experience interacting with your company. All users can also be differentiated by geographical principle.
- Affordability. Thanks to affordable prices and a small entry threshold (from $1 per day), even the owner of a small family business can afford the promotion on the Internet. Of course, through a mass communication channel such as TV-advertising it is possible to get a lower cost of interaction with a single consumer. However, access to this channel remains impossible for small and medium-sized entrepreneurs.
Internet marketing tools
The following popular and accessible tools allow you to promote yourself on the Internet:
- Contextual advertising - advertising in search networks and search engine aggregators
- Search Engine Optimization - SEO
- SMM promotion - brand promotion in social networks and platforms
- Email marketing - interaction and influence on user decision making through email marketing
- Content marketing - building an expert image and positive company image and increasing sales by preparing and publishing useful content