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Online marketing

Online marketing

Nowadays, most companies adopt some forms and channels of online marketing in their business operations. What are the reasons behind this shift? Which are the most effective online marketing strategies for business growth? Get to the bottom of this article, and you will find the answers to these questions and much more!

Online Marketing Definition

Marketing that takes place over the internet and uses mediums such as corporate websites, online advertising and promotions, email marketing, online video, and blogs is called online marketing.

The basic objective of online marketing is to connect with prospective clients by focusing on the online locations where they spend most of their time (e.g., searching, shopping, and using social media).

Online marketing refers to any strategy, technique, or instrument based on the internet and is used to raise awareness of a company's brand and the goods or services it offers.

These days, a significant portion of commercial activity all over the globe takes place on digital networks, which link individuals and businesses. Customers' conceptions of convenience, speed, pricing, product knowledge, service, and brand interactions have been radically transformed due to the advent of the digital age.

Consequently, it has provided marketers with an entirely new method to provide value for consumers, engage customers, and form connections with customers.

When it comes to online marketing, businesses have access to a wide variety of tactics at their disposal, such as search engine optimization (SEO), email marketing, content marketing, social media marketing, and pay-per-click commercials.

All these channels allow companies to access broad audiences they can market their products to.

Online marketing is different from conventional marketing in many ways. The fundamental distinction between these two sorts of marketing is that traditional marketing often solely aims to boost sales. However, online marketing frequently makes an effort to provide something of value to the people who consume its content.

A blog post that informs viewers and prospective customers on the significance of using non-toxic cleaning materials is an example of web marketing that might be used by a firm that manufactures cleaning supplies.

An example of conventional marketing would be placing an advertisement in a newspaper encouraging readers to purchase the cleaning product.

Types of Online Marketing

The main types of online marketing include websites and branded web communities, online advertising, email marketing, online videos, blogs, and social media.

Websites and branded web communities

Most companies initiate their online marketing with a website. Website aim and content differ. Some websites are meant to engage consumers and guide them toward purchasing or other marketing objectives.

The primary aim of website marketing is to give promotional messages and prices to consumers.

Hyundai is such an example. Hyundai spends little time attempting to transform a prospective customer's inquiry into a sale and subsequently a long-term connection. Hyundai's site has a promotional message, which offers detailed information about Hyundai models, the trade-in value of your car, dealer locations, etc.

There are also branded web communities.

Brand community websites present brand content and aim to develop a community around the brand.

Online advertising

Online advertising has grown to become a significant part of the promotional landscape.

Because customers are spending an increasing amount of time online, businesses are allocating a greater portion of their marketing budgets to online advertising to boost sales of their brands or increase site visitors to their mobile, desktop, and social media websites.

Email marketing

The use of email marketing as a digital marketing strategy is still very essential and is expanding. The use of email marketing is growing.

Email, if used correctly, has the potential to be the most effective type of online marketing. Companies are trying to create innovative emails that keep users interacting and engaged.

Today's emails are nothing like the dull, text-only communications that were common in the past. Instead, they are vibrant, warm, and welcoming and have interactive elements. It gives advertisers the ability to deliver highly targeted, highly personalized communications and establish relationships.

Online videos

Posting digital video material on brand websites or social media websites such as YouTube, Facebook, Tiktok, and other similar sites is a different kind of internet marketing that may be done.

Some videos by different companies are tailed solely to social media platforms such as Instagram or TikTok.

Instructional "how-to" films, public relations pieces, promotional videos for brands, and entertainment content relating to brands are all examples of this kind of video.

One of the main aims of online videos is to go viral.

Viral marketing is the digital version of word-of-mouth marketing, which urges customers to keep sharing the video with their friends and family. This gives a company the ability to market to a vast audience effortlessly.

Because consumers discover and spread the information on their own, viral marketing can happen at every little cost. The likelihood of a receiver seeing or reading material that a friend sent has significantly increased.

Social Media Marketing

Social media marketing is perhaps one of the most significant types of online marketing.

Social media refers to independent and commercial online platforms where people come together to socialize and share messages, pictures, and videos.

Social media marketing is the marketing that is conducted on social media platforms.

In 2021, global social media advertising was valued at slightly over 18 billion dollars1. Companies choose to conduct marketing on social media platforms because of the audience and the people they can access.

Online Marketing Channels

Online marketing channels companies can use include:

  1. Websites

  2. Email

  3. Social Media

  4. Organic Search (SEO)

  5. Mobile

  6. Display ads

Online Marketing Strategy

There are various types of online marketing strategies. A business needs to develop its online marketing strategy based on the product or services it is offering.

Using social media for marketing purposes is one common online marketing strategy. Social media platforms enable businesses to communicate with potential customers in a variety of different ways. Businesses may use these channels to send paid advertisements as well as content that is sponsored.

Each platform provides marketing teams with a means through which they can establish paid advertising campaigns and segment users to ensure that these adverts show in the feeds of members of the intended demographic.

Even while every platform is unique, most of them contain features that enable marketing teams to position advertisements depending on factors such as geography, job title, hobbies, age, etc.

Influencer marketing is another efficient strategy that can be used to leverage digital media to reach certain audiences.

Influencer marketing is an option for brands to partner with celebrities, websites, or other entities that are regarded as experts in their industry and that share similar core values.

The following of these influencers are thus open to receiving sponsored material and offers from companies. Most marketers believe that influencer marketing is on par with or even more effective than other strategies.

Binance, a worldwide cryptocurrency exchange, has announced that it has formed a partnership with Khaby Lame, an Italian-Senegalese creative who rose to celebrity due to the popularity of his TikTok videos. Khaby Lame will serve as a global brand ambassador for Binance.

Online Marketing Benefits

Online marketing benefits are huge. Some main online marketing benefits include Low cost, data analytics, demographic targeting, and convenience.

Low cost

Online marketing allows businesses to generate advertisements that are attractive to large audiences for a fraction of the cost of conventional advertising expenditures.

Numerous advertising platforms also create scalable advertisements tailored to various degrees of audience reach, depending on the available advertising funds. Smaller businesses don't need to devote significant money to advertising to expand their customer base. All they need to do is invest a small amount.

Some businesses may even grow organically without allocating a budget to paid ads.

Data analytics

The generation of accurate statistical findings is made easier at no additional expense. Numerous advertising products have their own analytics platforms, on which any data may be tidily arranged and analyzed. Both data-driven decision-making and initiatives to improve business intelligence are made easier as a result.

Businesses can look at which products generate higher clicks and impressions and adjust their production accordingly.

Demographic targeting

A consumer population can be demographically targeted in a manner that is much more successful when done online than offline. In conjunction with the enhanced possibilities for data analytics discussed above, businesses can enhance their targeting over time, get a better knowledge of their consumer base, and devise unique offers that are limited to certain demographics.

Convenience

Customers can use a company's website or other online resources to get the answers to questions they have and to directly purchase services or products rather than going into a store to ask about a company's services or purchase products.

This saves customers the trouble of going into a store to buy a product. Customers will have an easier time turning to a company for the items or services they need, which will improve the conversion rate.

Online marketing - Key takeaways

  • Online marketing refers to any strategy, technique, or instrument that is based on the internet and used for marketing purposes.
  • The main types of online marketing include websites and branded web communities, online advertising, email marketing, online videos, blogs, and social media.
  • Some of the main online marketing benefits include Low cost, data analytics, demographic targeting, and convenience.
  • Social media marketing is the marketing that is conducted on social media platforms.
  • Companies can use online marketing channels: Websites, email, social media, organic search (SEO), mobile, display ads, etc.

References

  1. Social media advertising spending worldwide, Statista, https://www.statista.com/statistics/456785/social-media-advertising-revenue-device-digital-market-outlook-worldwide/

Final Online marketing Quiz

Question

What is online marketing?

Show answer

Answer

Online marketing refers to any strategy, technique, or instrument that is based on the internet and is used to raise awareness of a company's brand as well as the goods or services it offers.

Show question

Question

What is the objective of online marketing?

Show answer

Answer

The basic objective of online marketing is to connect with prospective clients by focusing on the online locations where those clients spend the majority of their time (e.g., searching, shopping, and using social media).

Show question

Question

Which one of the following is part of online marketing?

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Answer

A promoted reel on instagram featuring a product.

Show question

Question

An advertisement on a newspaper is part of

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Answer

Online Marketing 

Show question

Question

What are the types of online marketing?

Show answer

Answer

The main types of online marketing include websites and branded web communities, online advertising, email marketing, online videos, blogs, and social media.

Show question

Question

Which part of the following is not a type of online marketing?

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Answer

Radio

Show question

Question

What is brand web community?

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Answer

Brand community websites are websites that present brand content and aim to develop a community around the brand.

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Question

What is viral marketing?

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Answer

Viral marketing is the digital version of word-of-mouth marketing, which urges customers to keep sharing the video with their friends and family. This gives a company the ability to market to a vast audience effortlessly. 

Show question

Question

A video of featuring Gucci clothes receiving more than 200 million views is not part of viral marketing.

Show answer

Answer

False

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Question

Social media refers to independent and commercial online platforms where people come together to socialize and share messages, pictures, and videos.


Show answer

Answer

True 

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Question

_________ refers to partnering with celebrities, websites, or other entities who are regarded as experts in their industry and that share similar core values is an option for brands.

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Answer

Influencer Marketing

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Question

What are some of the online marketing benefits?

Show answer

Answer

Some of the main online marketing benefits include low cost, data analytics, demographic targeting, and convenience.

Show question

Question

Online marketing is cheaper than conventional marketing.

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Answer

True 

Show question

Question

Explain data analytics as a benefit of online marketing.

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Answer

The generation of accurate statistical findings is made easier at no additional expense. Numerous advertising products come equipped with their very own analytics platforms, on which any data may be tidily arranged and analyzed. Both data-driven decision-making and initiatives to improve business intelligence are made easier as a result. 


Businesses can look at which products generate higher clicks and impressions and adjust their production accordingly.

Show question

Question

What are brand community websites?

Show answer

Answer

Brand community websites are websites that present brand content and aim to develop a community around the brand.

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Question

Define online advertising. 

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Answer

Online advertising refers to the marketing message delivered and seen via the internet on search engines, websites, social media, and mobile devices. 

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Question

Which one of the following is considered a digital technology? 

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Answer

Smartphones

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Question

Companies are spending more money on online advertising because it gives better and faster results than old ways of advertising. 

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Answer

True

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The performance of online advertising can be easily measured and assessed. 


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Answer

True

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Online advertising is not an affordable advertising option. 

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Answer

False

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Question

 The performance of online advertising can be easily measured and assessed. This online advertising is called ______


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Answer

Flexibility

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Question

Define Search Engine Optimization. 

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Answer

Search Engine Optimization (SEO) is a tool through which the visibility of content can be increased on the search engine i.e., Google without having to pay for it. 

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Question

In content marketing, ____ is used to generate traffic for websites. 

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Answer

SEO

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The performance of an advertising campaign can be tracked through social media analytical tools. 

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True

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What is a display ad?

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Answer

This ad appears on third-party websites and are often related to the information being viewed.

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What is the difference between SEM and SEO?

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Answer

The difference is SEM is paid and SEO is unpaid and content based.

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Question

Search Engine Marketing is also known as ______

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Answer

Pay Per Click (PPC)

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Question

In which online advertising method, a bidding process is used?

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Answer

SEM 

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Question

Advertising done through mobile apps, text messaging, and push notifications is called ________


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Answer

Mobile advertising 

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Question

A well-designed website could prolong the stay of visitors and could end up leading to more sales. 

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Answer

True

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Question

Email marketing is a form of _________ that uses emails to educate or persuade your customers to take action. 

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Answer

direct marketing 

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What separates email marketing from normal emails you receive is that it is sent by a business with an intention. 

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Answer

True

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What is the most important objective of email marketing?

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Answer

Driving sales

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What are triggered messages in email marketing?

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Answer

Triggered messages are created from a template and sent to users who perform an action. 

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_____________ offer a specific deal for the customer. 

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Answer

Promotional emails 

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Question

An action that you want your reader to take after reading the email is called __________.

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Answer

A call-to-action

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Newsletters are often sent periodically. 

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Answer

True

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What does email segmentation mean?

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Answer

Email segmentation means segmenting the email list based on people’s needs, wants, and profiles. 

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Question

Name several ways a business can segment its email list. 

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Answer

  • Their buyer journey 

  • Subscription preferences

  • Recent purchases

  • Purchase frequency

  • Purchase value, etc. 


Show question

Question

Why is choosing the right email contact frequency important?

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Answer

Too little contact means less exposure, which reduces your business's chance of making a sale. Yet, too many emails can appear spammy and make people lose interest.

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Question

_______ refers to strategies and channels to gain email opt-ins. 

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Answer

List growth

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Question

Name several email marketing programs to encourage opt-ins. 

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Answer

  • Discounts

  • Free samples

  • Loyalty program

  • Exclusive offer 

  • Free delivery, etc. 

Show question

Question

What does personalization mean in email marketing?

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Answer

Personalization means segmenting the market into different groups and sending them personalized messages based on their interests and profiles. 

Show question

Question

Open rates, click-through rates, conversion rates are examples of ___________.

Show answer

Answer

email marketing metrics

Show question

Question

Some emails are not sent at all or end up in spam folders when they contain spammy keywords. 

Show answer

Answer

True

Show question

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