The advent of the Internet has resulted in the level of competition for businesses now being global expanding throughout countries and continents. The Internet moves at a rapid pace mainly because it is a dynamic process forcing businesses to adapt several types of marketing procedures to conventional offline marketing and advertising.
The overall objective of online marketing is always to attract additional people to your website improving buyers for your business and enhancing your company brand. Working with the most cost-effective channels, web site marketing targets specific traffic / potential buyers to your web site depending on your market place and needs.
The leading advantage of Internet and search engine marketing as to traditional marketing will be the capability to measure your results in real-time.
A successful Online marketing campaign needs conversion tracking programs to measure results. Conversion metrics involve, Cost Per Click (CPC), average cost per thousand impressions (CPM), Cost Per Action (CPA) and Return On Investment (ROI). Tracking and putting an importance on the conversion metrics is vital to measuring and optimizing your campaigns so you can get to your closing conversion metric, Return On Investment (ROI). Google Analytics is a no cost conversion monitoring tool used to track the overall performance of your Online marketing campaigns from click to conversion.
Website marketing Channels:
1. Display advertising
Display advertising is graphical marketing and advertising on the web that appears next to content articles on a third-party site including web banners or banner adverts. Display advertising appears on internet pages in numerous forms and contains text, images, logos and maps and is an affordable way to grow your advertising reach. Search marketing and display advertising jointly can increase online revenue.
Google Display and Bing / Yahoo! Search Marketing offer substantial display advertising solutions. YouTube offers a video display advert alongside relevant YouTube videos, and/or on web-sites on the Google Display Network that fit your target market.
· Google Display Network – The Google Display Ad Builder software within AdWords lets you easily construct compelling image and video ads to make your organization stand out.
· Yahoo! My Display Ads – My Display Ads displays campaigns throughout Yahoo! Network Plus. With My Display Ads, it is possible to set up your own ads, target the campaign, and monitor your campaign overall performance.
2. Video marketing
Video marketing is presenting information to a possible buyer in video form and guiding them to a product. Online video is progressively becoming a lot more popular and companies are seeing it as being a viable method for attracting customers.
Marketers are realizing the importance of creating outstanding video substance as digital marketing and advertising continues to evolve. Video is one of the more exciting means companies can develop curiosity and inbound clients.
3. Search engine marketing (SEM)
Search engine marketing is the promotion of websites by increasing their visibility in search engine result pages (SERPs) using Pay Per Click (PPC) advertising, contextual / content advertising, paid inclusion and search engine optimization (SEO) procedures.
4. Pay Per Click (PPC)
Your advert will appear next to or on top in the organic search results for the search phrase you entered in Google or Bing. Pay Per Click PPC Advertising is known as “sponsored ads” along with your Google results page and “ads” with the Bing results page. Advertisers place bids for specific search phrases and when a searcher clicks on an advert, the advertiser is charged dependent on the amount the advertiser bid for that search phrase.
5. Contextual / Content advertising
Advertisers place adverts on other sites that carry information relevant to their products and the ads are displayed to people who are searching for information from those web-sites. The search portal analyzes the content of the web page to find out its meaning and matches related key phrase targeted Content Ads to display on a page.
Google AdSense was the first important contextual advertising network.
The Yahoo! Bing network comprises 30% in the search advertising market.
6. Search engine optimization (SEO)
Search engine optimization is the process of increasing the visibility of your web site in search engine’s organic search results by considering how individual search engines function, what individuals search for as well as the keywords and phrases customers search.
Your internet site development and popularity building efforts must be engineered for search engines together with optimized code, content flow design, SEO copywriting and link building.
7. Social media marketing (SMM)
Social media marketing is the process of gaining targeted visitors through social media internet sites which include blogs, social networking web sites, social bookmarking sites, and forums. Social media marketing promotes your site by sending direct visitors, producing links for your website and creating awareness.
· Social networking sites include Facebook, LinkedIn, and Twitter where you could possibly place a link to your web site on your own profile. The largest gain comes when other people mention, link to or bookmark your site.
· Social bookmarking is a network in which users share with each other details about internet sites, articles, or news items that they like. These Social bookmarking sites include Digg, Delicious, StumbleUpon, and Google Bookmarks.