Many strategies are employed to get potential customers know about a company’s products. Traditionally, such methods as TV and radio adverts, newspaper billboards, flyers and newsletters were used to pass the information. Nowadays however, the internet has taken a center stage in marketing.
Online marketing also called internet marketing employs either a push or a pull strategy to market products on the various online platforms.
Push online marketing (outbound strategy) entails directly taking product information to as many internet users as possible regardless of whether it is invited or relevant. You package the information well and take it to them. A good example is email marketing, blogs with email subscribers and elements of social media marketing.
Pull online marketing (inbound strategy) on the other hand seeks to have the customers come to you. The idea is to avail credible, resourceful and helpful information on your platforms so that when a potential customer conducts a search they are directed to your site. Hopefully, they act to this information and convert it to a purchase.
Most online marketing marketers use the pull strategy. Social media, video, SEO/ SEM, affiliate, network, blogging and pay per click all apply this approach to a great degree.
Types Of Online Marketing
We have already mentioned some of the types of online marketing. Let’s now have an in depth look at them.
- Social media marketing
The most popular platforms include: Facebook, Twitter, Instagram, YouTube, Google+, LinkedIn, Snapchat, Whatsapp and Pinterest. These combined attract billions of active users.
While many just use these platforms for social purposes, astute business people are turning the numbers to cash. This through effective marketing.
Generic marketing where the marketer shares everything with everybody bears little fruit. Serious marketers are more strategic. They take time to study potential customers then segment them in terms of their tastes, the language they use, questions they ask and content they share, active usage times, and other demographic factors like age, gender, location and level of education.
The marketer then retreats and creates content suited for these different segments. It may be the same piece of information but packaged differently and customized for that target segment. This strategy is very effective.
- Search Engine Optimization (SEO) vs Search Engine Marketing (SEM)
These two are marketing techniques that seek to improve the ranking of a site or website in the search engine result pages (SERP). Research has shown most users only check out the first three pages of the search engine results, thus the aim is to rank high and feature in these pages.
Why is ranking important? The higher the rank, the more frequently a site/ website appears on the search engine results. Consequently, the high visitor numbers could easily be converted to customers.
SEO attains the high rank through effective use of keywords and content. Keywords are tactfully crafted and used in a manner that highlights the content and increases its online visibility.
SEM uses a different approach. Marketers pay for adverts to appear on search engine results. The marketer identifies certain keywords of interest and bids on them to show ads when they are searched. Google AdWords and Bing Ads are the two most popular paid adverts used by marketers. These adverts are also called pay-per-click ads.
Strange as it may seem, blogs are online marketing hubs. Blogs, also called weblogs, are great for pull strategy marketing. Bloggers usually put up tons of helpful information in form of great articles, videos, audios and podcasts which readers access whenever they visit the site.
Marketing can also be in the form of affiliate marketing where other entities post up ads on the blog to capitalize on the huge following a blogger may command. The blogger receives commission depending on the agreement. Google AdSense ads may also be put up on the blogs.
Some blogs have email signups which enable bloggers do some email marketing. The email subscribers get some classified information and many extras the normal visitor may not get. The blogger also targets specific subscribers with information to get them buy a products.
- Video marketing
An audio-visual ad has an edge over audio or a worded advertisement. It is more appealing and luring. Besides, it works well for products that require demonstration. Marketers know this well and use it well to convert views to sales.
Video online marketing is prevalently done on YouTube. The owner of a YouTube channel may market their own product or also incorporate other entities’ products and be an affiliate marketer.
Marketing on YouTube also happens using Google AdSense. I know you know the sometimes irritating advert that pops up at the start of YouTube Video or in the course of it. It’s an ad that the owner hosts, and for every complete view the owner gets some commission.
The internet is a very rich resource any company that is to thrive in the 21st century cannot afford to ignore. Entities can take advantage of the various internet platforms to promote their brand and effectively market its products.
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