What is web marketing? Simply put, it is the use of various digital channels for marketing communication to the audience. When we refer to “online marketing” we are normally talking about web marketing, but online marketing can also encompass print marketing, TV marketing and even outdoor marketing techniques. You will almost certainly be familiar with the adverts that pop up on your screen, usually via digital marketing, as this is the modern approach to advertising.
Web marketing has some distinct advantages over traditional marketing.
For example, because they are distributed over the Internet, there is no postal costs involved. Traditional mail still exists, but because webmail is cheaper, it is a worthwhile strategy. Of course there is also the geographical factor, which makes offline and online marketing techniques complement each other.
The next question which arises is how online marketing works.
For the purpose of this article we need to simplify web marketing strategies into a couple of key stages. These are discovery, engagement and conversion. If you understand these stages then you will easily see how online marketing can vary from traditional marketing strategies. So, let’s take a look at each stage.
- Discovery – Marketing is mainly about observing what your target market wants to know or need. This is sometimes called the “niche” stage in a marketing campaign. Traditional marketing still involves researching what potential customers want, but marketing campaigns using digital methods tend to be much more targeted and focused. This stage includes the use of survey tools, focus groups and questionnaires.
- Engagement – During this phase, you will be working with your target audience to develop and shape their view of your product and brand. You can achieve this by creating content marketing campaigns, email marketing, online reviews, blogging, and other content marketing techniques. Traditional marketing techniques include direct mail, coupons, television commercials, etc. Web marketing campaigns tend to be much more cost effective and faster to deliver content.
- Conversion – This is usually referred to as the “conversion rate”. What I mean by conversion rate is the percentage of site visitors who buy a product or service or call a toll free hotline to obtain more information. Traditional marketing efforts tend to focus on attracting as many visitors as possible, while online marketing efforts tend to focus on encouraging purchases.
There are a few things that stand out between traditional and digital marketing efforts.
The biggest advantage of a digital marketing campaign is that you can track everything from clicks to registration numbers right down to conversion rates. This allows you to easily measure the success of your web marketing campaign and make any necessary changes if necessary.
Digital marketing is the wave of the future. It provides many people with the power to reach their audience in new ways. When done correctly, it can be very effective at increasing website traffic and brand awareness. If done poorly, however, it can cost a company or business a lot of money as well. It is important to remember that any advertising campaign should be able to measure its results in real time, and that is exactly what these web marketing methods do.
Small businesses that try to go it alone in their search for an advertising method may find themselves quickly overwhelmed. Digital marketing offers small business owners plenty of options that they can use to promote their product or service. The most obvious method is email marketing, which allows a small business owner to build their own mailing list without having to hire anyone to do it for them. List building allows a small business owner to create a targeted list of prospective buyers, which increases the chances that the buyer will make a purchase from them. Another way to increase traffic to a website through internet marketing methods is pay per click advertising.
Internet marketing methods such as email marketing, pay per click advertising, and content marketing all fall under this broad category.
Content marketing allows a small business owner to provide useful information about their product or service by creating articles and submitting them to article directories online. These articles can then be distributed to various websites. This type of advertising increases a business’s credibility and is highly recommended among SEO professionals.
This category includes both traditional marketing methods and newer internet or digital methods. One of the main pros of using these newer methods is that marketing can be done from anywhere. These advertising campaigns can be carried out at home, on the road, and even in the office. It is very easy to research keywords to help a business to establish a strong presence in the target market. It is also very affordable, which is another pro.