Online Marketing: Tools and Techniques
Online marketing or online advertisement is a form of marketing that can be done only over the internet. Some examples of online marketing are banner ads, keyword related ads on search engine result pages (SERPs), dynamic ads, online classified ads, blogging, email marketing, social media ads etc.
Online marketing is also known as internet marketing or e-marketing.
What are the advantages?
- Marketers can publish promotional content anytime, anywhere. All you need is an internet enabled computer to promote your business.
- Quite cheaper compared to print/TV ads.
- Marketers can measure the success of online marketing campaign easily using Google Analytics.
- Brand marketing gurus can engage with a specific segment of audience. For example- A sports equipments company can target 15-30 age group consumers using Pay-Per-Click (PPC) campaign.
- Using keyword research tools it’s easier to know what your target customers want and then you can place the ads on proper search engine result pages. Print media and television don’t provide such flexibility
Online Marketing: Tools and Techniques
There are a number of tools that can be used to build and maintain a robust online marketing program:
- Email Marketing
- Social Media Marketing
- Search Engine Optimization (SEO)
- Display Advertising
- Search Engine Marketing (SEM)
- Events & Webinars
- A/B Testing & Website Optimization
- Content Marketing
- Video Marketing
- Marketing Analytics
- Marketing Automation
- Customer Relationship Management (CRM)
- Content Management System (CMS)
Examples Of Online Marketing
Some examples of online marketing campaigns include:
- Canon advertises for search keywords related to “photography” on Google, Yahoo, and Bing search engines to market their cameras to a relevant audience.
- Whole Foods collects email addresses on their website to advertise new products, sales, and events in their stores.
- Dove creates video advertisements and shares them with their audience on Facebook, Twitter, and other social networks to promote favorable conversation about their brand and products.
Although online marketing creates many opportunities for businesses to grow their presence via the Internet and build their audiences, there are also inherent challenges with these methods of marketing. First, the marketing can become impersonal, due to the virtual nature of message and content delivery to a desired audience. Marketers must inform their strategy for online marketing with a strong understanding of their customer’s needs and preferences. Techniques like surveys, user testing, and in-person conversations can be used for this purpose.
Online marketing can also be crowded and competitive. Although the opportunities to provide goods and services in both local and far-reaching markets is empowering, the competition can be significant. Companies investing in online marketing may find visitors’ attention is difficult to capture due to the number of business also marketing their products and services online. Marketers must develop a balance of building a unique value proposition and brand voice as they test and build marketing campaigns on various channels.
How to Get Started
The first step to getting started with online marketing is to evaluate your goals and make sure they are measurable. Are you hoping to sign up 100 new customers? Generate 1,000 leads to fuel your B2B sales process? Build an email subscriber base of 10,000 people?
After that, you need to make a choice about how to construct an online presence that helps you achieve that goal. Maybe you need to set up an e-commerce site. If you’re interested in publishing content to drive awareness and subscribers, look into setting up a blog. A simple website or landing page with a lead capture form can help you start developing your brand and generating traffic. A basic analytics platform (like Google Analytics, which is free) can help you start to measure how you are tracking towards your initial goal.
Online marketing might have some disadvantages, but it is worth a try due to its tremendous reach, given the increasingly tech savvy consumer base. People are spending a lot of time browsing the net to search for relevant information, suitable products/services, or simply to get connected through social networking. So it’s indeed wise to leverage the internet for boosting your visibility factor. This strategy pays off in the long run for small, medium and even large businesses. However, to get the most out of your online marketing strategies, hire professional online marketers to maximize return on investment.
if you want any Online Marketing services, contact to Naksh Technologies Pune