With the development of the internet and social media, online marketing (also known as e-marketing, digital marketing, or web marketing) has become a popular choice for marketing campaigns. Thanks to the popularity of platforms like Facebook, Instagram, and Twitter, businesses can now target their messaging and content to a global audience.
While there are many nuances that come with digital marketing, it’s a good place to start if you’re just getting started.
Key Facts About Online Marketing
Here are some interesting tidbits about online marketing that you might not know:
- The global market value of digital advertising was $16.9 billion in 2017.
- In 2016, U.S. businesses spent over $370 billion on digital marketing, up from $250 billion in 2015.
- Over 66% of Gen Z use TikTok, the most popular social media platform among this age group. One-third of millennials use TikTok.
- MarketingCharts predicts that by 2021, 94% of Gen Z and 83% of millennials will be using TikTok.
- One in four people in the U.S. uses TikTok. More than half of teenagers use TikTok.
- TikTok users spend twice as much as users of other social media platforms.
- According to a HubSpot Blog post, companies that use video marketing see a 40% increase in leads and 25% increase in traffic.
- The growth of voice search will drastically change how we find information on the internet. According to HubSpot Blogs research, 66% of people look for answers through voice commands.
- In 2021, the amount of time people spend using their voice to search the internet will increase by 23%.
Types of Online Marketing
Depending on your industry, you’ll need to choose which type of online marketing is right for you. Here are some of the most common types of online marketing and their advantages.
With product-based marketing, your goal is to promote a product that already exists. This type of marketing is often referred to as “traditional” or “out-of-home” marketing because you’re not relying on consumers to seek your product or service. This type of marketing is popular in industries like food and beverage, travel, and pharmaceutical because they usually target adult audiences and have a longer shelf life. It can also work well when your product is technology-based, as people are often more open to trying new things online. For example, if you’re marketing an SEO agency, you could promote SEO tools or techniques that can improve website traffic and sales.
Event-based marketing is all the rage when it comes to digital marketing. Events like trade shows, conferences, and seminars allow businesses to target a highly-qualified audience that’s more likely to buy their product. The event organizers then connect you with all the people that they think might be interested in your product. This type of marketing is ideal for promoting seasonal items and limited-time offers. If you create an event for International Talk Like a Pirate Day, for example, you could promote your pirate-themed costume store that day.
Cause-based marketing is all the rage when it comes to digital marketing. Since every business is a cause in their own right, you can find a cause that’s meaningful to you and then find ways to promote that cause online via social media and digital channels.
When deciding which cause to promote, you’ll want to choose something that you feel strongly about and that will make a lasting impression on your audience. If your business is involved in animal welfare, you could start a conversation on social media with your followers by sharing an adorable video of a dog or cat. You could also create a free donation page on your website where people can make a one-time or recurring donation to an animal charity of their choice.
The Importance Of The Online Marketing Plan
It’s important to have an online marketing plan (also known as a digital marketing plan or SEO plan) before you start creating content. Without a plan, you might end up in the odd situation of publishing content that doesn’t match up with your marketing goals. This could lead to poor performance and, in turn, underwhelming returns on your investment of time and effort. When developing your plan, it’s important to ask yourself questions like these:
What am I trying to achieve?
The most basic question to answer when developing your plan is, “What am I trying to achieve?” This question will guide you in the right direction and keep you on track towards reaching your goals. If you’re not sure what your goal is, ask yourself, “What is the end result of my marketing efforts?”
When developing your plan, you might want to consider the specific metric or objective that you’ll use to measure its success. For example, if you want to achieve 100 leads for a product that you’ve already sold, the first step would be to determine how you’ll measure that success. It might be that you’ll track the number of people that visit a specific page on your website or pick up the phone to call a certain number. Whatever the case, be sure to measure it so you can track your progress.
Now that you have a clearer picture of what you’re trying to achieve, you can map out a strategy to get you there. For example, if you want to achieve 100 leads for a product that you’ve already sold, you might want to consider using lead generation software such as HubSpot’s. Doing this could help you generate more leads and growth for your business.
Where Are I Aiming To Reach My Audience?
Once you know your goal, you can map out a strategy to get you there. Bear in mind that your strategy should reflect the nature of your product or service. If you’re promoting a food product, you might want to consider creating a food blog with recipes and information on how to make the most of what you’re selling.
How Am I Going To Promote My Product/Service?
Now that you have a clearer picture of what you’re trying to achieve, you can map out a strategy to get you there. Bear in mind that your strategy should match the nature of your product or service. If you’re promoting a food product, you might want to consider creating a food blog with recipes and information on how to make the most of what you’re selling.
Another important question to ask is, “How am I going to promote my product or service?” This question will guide you in the right direction and keep you on track towards reaching your goals. If you’re not sure how to promote your product or service, ask your customers or potential customers for help. They might have some tips or suggestions on how to promote your product or service.
When choosing which platforms to use, you’ll want to match your chosen message to the target audience. For example, if you’re marketing dog food and your audience is predominantly composed of dog owners, you might want to narrow your focus to specific dog events such as dog shows and dog-related competitions. At these events, you can engage with potential customers on a more personal level.
The Difference Between Marketing And Advertising
Most people, even experienced marketing minds, get confused between marketing and advertising. You should know the difference between these two terms and understand how each one can help you reach your business goals. Here are some of the most basic definitions:
Marketing = The Process
Marketing is a process that starts with a business identifying a need or a desire for something.
This is followed by them coming up with a plan to meet that need or desire. Finally, marketing is about putting that plan into action by doing any of the following:
- Setting up email campaigns to promote the product
- Creating social media accounts to promote the product
- Blog creation for product awareness and SEO (Search Engine Optimization)
- Trade shows to promote the product
- Pricing and packaging decisions
- And more!
Advertising = The Outcome