Most businesses have heard of and used online marketing to some extent, whether or not it is integrated into a unified media marketing plan. Owing to the nature of the internet and its ability to be navigated from almost any computer connected to the web, digital marketing continues to grow and evolve, even beyond traditional marketing methods. This includes the use of social media platforms, SEO, email marketing, and more.
Because there are so many platforms and methods to choose from, how can a business owner or marketer determine which one is right for them? In this article, we’ll discuss various forms of online marketing, including web based marketing, search engine marketing (SEM), social media marketing (SMM), email marketing, and more, and give you tips on which one is the best fit for your business.
Web Based Marketing
Sometimes called computer-generated marketing or virtual marketing, web based marketing entails the use of websites, blogs, and social media to attract, convert, and retain customers. This is also referred to as online marketing or e-marketing.
Because the internet is accessed from a desktop or mobile device, regardless of whether or not Wi-Fi is available, web based marketing is typically a more efficient, time-saving choice for businesses compared to other forms of online marketing. In addition, businesses that rely heavily on web based marketing usually operate at a much higher level than those who solely rely on other forms of online marketing. This is mainly due to the fact that web based marketing provides a steady stream of potential customers, while other forms of online marketing can be sporadic at best. This is important to consider if you’re looking to grow your business.
One of the major benefits of web based marketing (aside from the fact that it’s generally more affordable than other forms of online marketing) is that it allows for a lot of flexibility. While other forms of online marketing can be very labor intensive (particularly SEO and social media marketing), due to the nature of a website, you can always update it to incorporate new content or features and engage with potential customers more effectively. Websites are also a lot easier to monitor and maintain, which is why many businesses choose this form of marketing.
Search Engine Marketing (SEM)
As the name implies, search engine marketing (SEM) entails the use of marketing tactics (including SEO) to get traffic from the search engines (primarily Google, but also Bing and other platforms).
A lot of businesses use SEM because it’s very easy to implement, and it provides favorable results – provided you follow the right steps.
The first step in SEM is to determine your target audience and choose the right keywords for your content.
This can be done through either primary research (asking customers or potential customers to identify key words and phrases they use to find the types of content you create) or secondary research (using tools like Google Adwords or Bing Ads to research keywords and phrases).
Once you have your target audience and KeyWords, you can create content that is both relevant and contains those key words and phrases. You also want to make sure that the content you create is of a high quality so that searchers are more likely to click on your content to find what they’re looking for – rather than just going to the first website that pops up on their search results.
When creating content for your website, make sure that you focus on creating useful content that will encourage potential customers to continue browsing your website and make a purchase – even if they aren’t immediately inclined to do so. This type of content will go a long way towards convincing them to eventually become customers of your business.
The main disadvantage to SEM is that it requires a lot of inbound marketing – creating quality content that is both relevant and contains the right keywords – to achieve favorable results. It also takes a lot of time to see noticeable results (typically around 3 to 6 months for initial results and up to a year or more for sustained results). Most businesses that choose to implement this form of marketing do so because they want to ensure that their website shows up when their target audience types into a search engine.
Social Media Marketing (SMM)
Also known as digital marketing or online marketing, social media marketing (SMM) involves using social media platforms (primarily Facebook, Twitter, and Instagram) to attract, connect, and retain customers. SMM entails the use of marketing strategies that combine social media with conventional marketing methods – such as email marketing, SEO, and trade shows.
Due to the fact that SMM is a combination of traditional and digital marketing methods, it can be very effective – provided you do it right.
One of the biggest disadvantages of SMM is the fact that many people think that it’s a “one-stop-shop” for all of their marketing needs. For this reason, it’s often (but not always) over-utilized by businesses that want to quickly gain popularity and engage with their target audience. This can lead to over-exposure and ultimately to addiction or dependence – if used improperly. It is also very difficult to measure the success of an SMM campaign – particularly if you’re doing it all on your own without the aid of a digital marketing agency. Most businesses choose to opt for a part-time campaign due to the fact that it’s so difficult to gauge the effectiveness of an online marketing campaign that relies on social platforms. In addition, many businesses choose to avoid SMM because it’s so easy to get started, and it requires no special training beyond what is necessary to run a business. This, in turn, makes it much more affordable than other forms of online marketing.
Email marketing refers to the practice of sending promotional emails to existing customers in an effort to gain their interest, generate sales, or gather more information about the target audience. If done effectively, email marketing can be a very powerful form of marketing.
One of the biggest advantages of email marketing is that it’s relatively cheap and can be used to target any type of audience – whether they’re signed up for your newsletter or not. In addition, you can always rely on the fact that the audience is already there. You don’t need to spend money to gain customers, you just need to spend time to grow an email list.
It’s also a common practice among businesses to simply send an email once a week, on a Tuesday or Wednesday. This allows you to target consumers who frequently visit the email on a weekly basis – as opposed to occasional visitors, who you might not reach with a different type of email marketing campaign aimed at attracting first-time visitors.
The Importance of Education
In today’s world, it is important to always be aware of the latest trends and developments within marketing, sales, and business – otherwise, you’ll find yourself struggling to keep up with what is going on.
Because of this, it’s essential that you continually educate yourself about new ways to market your business. One of the best things that could help your business succeed is education. Whether you choose to learn about SEO, digital marketing, email marketing, social media marketing, marketing analytics, or any other niche related to marketing, you will be able to find a learning platform that can help you achieve greater success.
In this article, we discussed various forms of online marketing along with the importance of education. As you can see, there is a lot of variety when it comes to options for online marketing, but the key is to find what works best for you. In most cases, a mixture of all of these methods will produce the greatest results – particularly if used effectively.