What Is Online Marketing?

What Is Online Marketing?

What is online marketing and how does it work? Online marketing also known as Internet marketing or online advertising is a strategy that plays an important part in reaching out to consumers and establishing a brand. It builds your online reputation by increasing your chances to be found online and getting your name out to the public.

How does online marketing work?

By taking advantage of the fact that a large number of your potential customers browse the internet you leverage your chances of being found online and building your reputation.  Therefore, you increase your chances of getting your name out to the public. Online marketing takes on different forms and encourages potential customers to look for information, products or services you offer.

Online marketing boils down to a few essential aspects including website development, Search Engine Optimization (SEO) and Search Engine Management (SEM), email marketing, display advertising and social networks.

Search Engine Optimization (SEO)

Search Engine Optimization is the process of increasing the visibility of a website/web page in a search engine’s “natural” or unpaid organic search results for desired keywords. Generally, the higher the ranking on the search results page the more visitors the site receives. Search Engine Optimization tends to be a long-term and targets different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. It has many contributing factors including on-site content, internal and external links, site architecture, keyword research and competition analysis. What SEO basically does is that it helps you being found online which is probably one of the most important aspects of online marketing, however, there are other strategies that supplement these efforts.

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.

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Search Engine Marketing (SEM)

Once a website is built the next stage of your online marketing strategy is to promote it. Search engine marketing (SEM) is a strategy adopted in online marketing referring to promoting websites by increasing their visibility in search engine results with keywords related  to your business. Search engine management includes per per click ads (PPC) and search engine optimization (SEO).

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. SEM may use search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or use pay per click (PPC) listings.

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Per per click (PPC)

Pay per click (PPC) is a method of charging for advertising on the Internet. Per per click is basically an ad ad that displays on search engine result pages. The advertiser (typically a website owner) pays only when the ad is clicked (as opposed to pay per view ad (PPV) when the advertiser pays when the ad is viewed).  PPC is simply the amount spent to get an ad clicked.

Pay per click (PPC) (also called cost per click) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”

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The advertiser (or website owner) pays when the ad is clicked and the user is then redirected to their website or landing page. Pay per click can provide an almost  immediate exposure online while offering you a very transparent way of measuring your efforts.

What the difference between Search Engine Optimization and Search Engine Management?

In the past, Search Engine Marketing used to refer to both SEO and SEM. However, nowadays it tends to refer solely to paid search as opposed to SEO which refers solely to unpaid search.

Social Networks

One of the ways to leverage online marketing is through use of social networking sites which are a powerful marketing tool as they give you a platform to build a reputation. Their main advantage are word-of-mouth recommendations as  these networks give you the option to adopt reputation management strategies and advertise your company, website or services. .The main goal of social networking sites is to increase engagement with your existing and potential customers.

Email Marketing

Email marketing is an increasingly powerful online marketing strategy used to reach out to existing customers.  Essentially, every email sent out to your customer could be considered email marketing.  The main goal of email marketing is to build loyalty, trust and brand awareness by sending ads, request business, solicit sales or donations, newsletters, coupons or informational emails to either sold lists or existing customer database.

Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business, sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately, and adding advertisements to email messages sent by other companies to their customers.

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One of the ways to use email marketing is to give new customers an incentive to sign up for your newsletter or mailing list. While marketing to a new list is a fairly new concept it enhances your email marketing strategy by giving you access to targeted leads who have given their permission to receive newsletters or informational emails on the subject of their interest.

Display Advertising

Display advertising is a type of advertising that is located on websites. It can be seen in a wide range of different formats and contains items such as texts, images, flash, video and audio. The main purpose is to deliver general advertisements and brand messages to the plus 40 million people connected to the Internet each month.

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Display advertising or online display ads are advertisements on search engines such as Google, Yahoo and Bing. Rich media ads contain images or video and involve some kind of user interaction. They also give you the option to access metrics of your audience’s behaviour such as the amount of time spent interacting with your ad. Display network provides accurate measures regarding interest in your products or services while using visuals that increase your audience engagement.

Website Development

Website development plays a important role in reaching your target audience given the fact that potential customers search for information, products or services that you provide on your website. Your website is simply a tool to increase your online presence that lets your customers make an informed decision regarding your company, its products or services. Creating a website should not be underestimated as its a window to your target audience especially given that fact that nowadays designing a website is fairly simple and cost-effective. You can choose from free websites that come with a number of limitations, professionally looking template websites at a reduced cost and turn-around time or the more expensive custom websites tailored to suite your company’s needs.

Online marketing plays an important role in running a successful business in today’s digital world.

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