The Definition of Online Marketing

It is often said that life in the digital age is defined by the availability of information, and social media is certainly a good example of this. With access to endless amounts of content, social media users are continually presented with new ideas and insights, which they can then use to further their careers, brands, and social lives.

The opportunities in social media are therefore endless, and for entrepreneurs, investors, and established businesses alike, finding success in social media is now a necessity.

As the most popular social media platforms evolve to support businesses and provide more features to enhance the user experience, experts predict that by 2020 businesses will rely on digital marketing more heavily than ever.

This trend is evident from the increasing value and demands of digital marketing as a whole, which is predicted to grow from £92bn in 2019 to £122bn by next year.

To succeed in this new world, it is important to have a clear idea of what your target audience needs and what you can offer to fulfill those needs. This article will therefore discuss the key components of online marketing, as defined by the International Marketing and Advertising Federation, to accurately position your business for maximum exposure and revenue generation.

1. SEO (Search Engine Optimization)

SEO, or search engine optimization, is the process of improving your website such that it appears higher in search engine results when someone searches for your products or service.

The reason why SEO is so important is that consumers nowadays regularly use search engines to find information and online marketing is a great way to ensure that your website shows up when people are searching for your products.

There are various tactics that you can use to improve the SEO of your website such as creating content that is both accurate and interesting, ensuring that your website is mobile-friendly, and using various links to point to your site.

To determine the best tactics for improving your SEO, you can use free tools like Google’s Search Console, which can be accessed from your Google Ads dashboard. Just remember to be mindful of your Google Ads content and not to use too many keywords in your copy as this could lead to your ads being flagged as ‘unnatural’ by the search engine.

2. PPC (Pay Per Click Advertising)

PPC, or pay per click advertising, is similar to SEO in that it can be used to improve the visibility of your website in search engines, however, with PPC you pay for each click on your ad, including the click of a mouse.

The reason why PPC is more expensive than SEO is because you have to pay each time someone clicks on your ad, whereas with SEO you only pay when someone clicks on your website’s link. Despite the higher cost, PPC is an excellent way of advertising as it allows you to target the right audience and engage them with your content.

There are numerous tools that allow you to manage your PPC campaign, such as Google AdWords, which provides you with a dashboard that shows you the performance of all your ads. You can also use free tools like Google Analytics to track the success of your PPC campaign.

3. Email Marketing

Email marketing is a type of direct marketing in which you send email messages to individuals or groups of people to promote your products or services.

You can also use email to collect customers’ information or to follow up with them after they’ve purchased a product from you. The most popular form of email marketing is probably sales email, which is sent to customers after they’ve made a purchase, in the hopes of enticing them to buy more from you.

You can put a sign-up box on your website’s homepage or reach out to users with a ‘contact us’ button so they can get in touch if they want more information about your products. Alternatively, you can use your business’ email address for promotional material (sales emails, etc.) and customer service communications.

A good email marketing strategy should always be geared toward improving the conversion of website visitors into paying customers, so make sure that your emails are relevant, interesting, and contain useful information. In fact, HubSpot, a marketing automation software, suggests using email marketing to learn more about your customers and find out what they want. This way, you’ll be able to craft better marketing and sales material that is more likely to resonate with your target audience.

4. Social Marketing

If you want to succeed in today’s digital world, you need to have a solid grasp of social media. Without even realizing it, many businesses have become heavily dependent on social media users for marketing their products and services.

This trend is a direct result of the increasing influence of social media platforms on the digital world, especially now that consumers are realizing the value of these channels in terms of generating revenue and building brand awareness.

In simple terms, social marketing is using digital media to spread a message about a brand or product. Depending on the nature of the message, the brand or product owner will usually aim to inspire feelings of trust or respect in the audience or to make them aware of a particular trend or fashion style.

Many businesses have used social media to successfully market their products and services, which makes this an excellent channel for you to explore if your goal is to market your products online.

5. Mobile Marketing

The majority of the world’s population now uses mobile phones, which makes it the most popular form of computing device. This popularity means that businesses now have access to an audience that is more likely to be receptive to their messages than ever before.

To take advantage of this opportunity, you need to have a good mobile marketing strategy. This strategy will set you apart from the competition and make you look like a trustworthy business that is seriously committed to providing the best possible service to its customers.

There are numerous tactics that you can use to market your business on mobile phones, such as text messaging, which has the advantage of reaching a large audience and being relatively inexpensive. However, if you are looking to maximize the effectiveness of your mobile marketing campaign, you should consider using more sophisticated platforms such as Google Ads or Facebook Ads.

These platforms allow you to target specific audiences, measure the success of your campaign (e.g. the number of clicks, calls, or texts that your ad generates), and track your performance over time.

6. Content Marketing

Nowadays, the content that consumers are accessing online comes in various forms, such as blogs, articles, and videos. The rise of the ‘knowledge economy’ and the growing influence of the internet therefore makes content marketing an important part of any business strategy.

In simple terms, content marketing is using the media—whether that’s online or offline—to convey your company’s message to the world.

The rise of the ‘instagrammable’ consumer has increased the value of video content, which can be used for a variety of purposes, including attracting potential customers, strengthening relationships with existing customers, and raising brand awareness.

Because video content can be accessible on multiple platforms, including mobile phones, it has become indispensable in marketing. Moreover, according to HubSpot, video content is more likely to be shared among friends, which can further increase your reach. Finally, you can use video content to show customers what your product or service is like in real life, which may boost their trust in you and your brand.

If you want to succeed in today’s digital world, you need to have a good understanding of the various types of marketing that exist online and the roles that they play in terms of generating business. By familiarizing yourself with the components of online marketing, you will be able to accurately position your business for maximum exposure and revenue generation.