Online Marketing [HOT]

Offline marketing is different from online marketing, because it uses alternative mediums for running campaigns. With traditional offline marketing work historically using mediums like print, billboards, television and radio advertisements, it can be difficult to convert those customers online as it involves switching mediums to something like a website.

online marketing

Before online marketing channels emerged, the cost to market products or services was often prohibitively expensive, and difficult to measure. Think of TV ad campaigns, which are measured through consumer focus groups to determine levels of brand awareness. Today, anyone with a business can participate in online marketing and build customer acquisition campaigns at little to no cost. The best online marketing products and services also have the ability to experiment and optimize your campaigns to fine-tune their efficiency and increase return on investment (ROI).

A key benefit of using digital channels for marketing a business or product is the ability to measure the impact of any given campaign, as well as how visitors acquired through different digital marketing channels interact with a digital experience. The visitors that convert into paying customers, can be analyzed further to determine where and how their online journey concluded in a purchase.

When you're ready to start with online marketing, getting your team members and marketing management team on board and keeping track of all the work can be a hassle. Consider using a (free) Content Marketing Platform to keep track of all the tasks and help publishing some of the needed content.

Start using web analytics to analyze customer behavior, do market research and look at your visitor demographics. Web data can help inform smart marketing decisions like pricing and assist with planning campaigns for the right audiences

Also consider combining all of these ideas together with offline marketing. While online customer behavior can be wildly different from in-store or offline marketing, many businesses have seen success bridging the gap between the two and marketing in-store promotions online and visa-versa.

Online marketing is also known as internet marketing, web marketing, digital marketing and search engine marketing (SEM). Online advertising and internet advertising are techniques involved with online marketing, but are not synonymous with online marketing.

Internet marketing (also known as online marketing, e-marketing, or web marketing,) is an all-inclusive term used to describe marketing activities conducted online. For this reason, internet marketing encompasses a wide range of strategies and tactics, such as social media marketing, content marketing, pay-per-click, and search engine optimization.

Understandably, affiliate marketing is deeply intertwined with social media marketing, content marketing, and influencer marketing. This is because most affiliate links are promoted in content or on social media by influencers.

Don't forget the "social" in social media. Social media marketing works best as a conversation with your customers. It requires active participation rather than just posting ads for your products or services.

Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users. [1] Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising.[2]

Like other advertising media, online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.

Many common online advertising practices are controversial and, as a result, have been increasingly subject to regulation. Many internet users also find online advertising disruptive[6] and have increasingly turned to ad blocking for a variety of reasons. Online ad revenues also may not adequately replace other publishers' revenue streams. Declining ad revenue has led some publishers to place their content behind paywalls.[7]

In early days of the Internet, online advertising was mostly prohibited. For example, two of the predecessor networks to the Internet, ARPANET and NSFNet, had "acceptable use policies" that banned network "use for commercial activities by for-profit institutions".[9][10] The NSFNet began phasing out its commercial use ban in 1991.[11][12][13][14]

The first widely publicized example of online advertising was conducted via electronic mail. On 3 May 1978, a marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email to most of the ARPANET's American west coast users, advertising an open house for a new model of a DEC computer.[10][15] Despite the prevailing acceptable use policies, electronic mail marketing rapidly expanded[16] and eventually became known as "spam."

The first known large-scale non-commercial spam message was sent on 18 January 1994 by an Andrews University system administrator, by cross-posting a religious message to all USENET newsgroups.[17] In January 1994 Mark Eberra started the first email marketing company for opt in email list under the domain Insideconnect.com. He also started the Direct Email Marketing Association to help stop unwanted email and prevent spam.[18][19]

Online banner advertising began in the early 1990s as page owners sought additional revenue streams to support their content. Commercial online service Prodigy displayed banners at the bottom of the screen to promote Sears products. The first clickable web ad was sold by Global Network Navigator in 1993 to a Silicon Valley law firm.[21] In 1994, web banner advertising became mainstream when HotWired, the online component of Wired Magazine, and Time Warner's Pathfinder[22] sold banner ads to AT&T and other companies. The first AT&T ad on HotWired had a 44% click-through rate, and instead of directing clickers to AT&T's website, the ad linked to an online tour of seven of the world's most acclaimed art museums.[23][24]

Display advertising conveys its advertising message visually using text, logos, animations, videos, photographs, or other graphics. Display advertising is ubiquitous across online systems including websites, search engines, social media platforms, mobile applications and email. Google and Facebook dominate online display advertising, which has become highly concentrated market, with estimates that they were responsible for 70% of overall US digital advertising revenue in 2016.[2] The goal of display advertising is to obtain more traffic, clicks, or popularity for the advertising brand or organization. Display advertisers frequently target users with particular traits to increase the ads' effect.[33]

This display ads format falls into its own category because unlike banner ads which are quite distinguishable, News Feed Ads' format blends well into non-paid news updates. This format of online advertisement yields much higher click-through rates than traditional display ads.[46][47]

The process by which online advertising is displayed can involve many parties. In the simplest case, the website publisher selects and serves the ads. Publishers which operate their own advertising departments may use this method. Alternatively ads may be outsourced to an advertising agency under contract with the publisher, and served from the advertising agency's servers or ad space may be offered for sale in a bidding market using an ad exchange and real-time bidding, known as programmatic advertising.

Interstitial ads: An interstitial ad displays before a user can access requested content, sometimes while the user is waiting for the content to load.[56] Interstitial ads are a form of interruption marketing.[57][58]

Text ads: A text ad displays text-based hyperlinks. Text-based ads may display separately from a web page's primary content, or they can be embedded by hyperlinking individual words or phrases to the advertiser's websites. Text ads may also be delivered through email marketing or text message marketing. Text-based ads often render faster than graphical ads and can be harder for ad-blocking software to block.[59]

Social media marketing is commercial promotion conducted through social media websites. Many companies promote their products by posting frequent updates and providing special offers through their social media profiles. Videos, interactive quizzes, and sponsored posts are all a part of this operation. Usually these ads are found on Facebook, Instagram, Twitter, and Snapchat.[64]

Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. This information can be presented in a variety of formats, including blogs, news, video, white papers, e-books, infographics, case studies, how-to guides and more.

Considering that most marketing involves some form of published media, it is almost (though not entirely) redundant to call 'content marketing' anything other than simply 'marketing'. There are, of course, other forms of marketing (in-person marketing, telephone-based marketing, word of mouth marketing, etc.) where the label is more useful for identifying the type of marketing. However, even these are usually merely presenting content that they are marketing as information in a way that is different from traditional print, radio, TV, film, email, or web media. 041b061a72