Online marketing
Online Advertising
Online marketing
Internet marketing | e-Marketing | Promotion | Brand | Publicity | Search engine marketing | Web traffic
Online Marketing is
marketing on the
Internet. It is a type of
e-marketing, which in turn is a type of
e-commerce. While at first the confusion of experiments, beta
versions of websites, search engines and other online devices cause
marketers to consider this world of the Internet unknowable and perhaps
too unpredictable, there is now a growing body of work to which
marketers are now paying attention in order to develop online marketing
programs. The most known tools to marketers in the mid 2000s are
currently tools grouped into 2 fields:
online advertising and
search engine optimization. E-marketing tools used to drive visitors
to a web site include:
However, marketing online is simply not offline marketing applied to a new
online world. Online marketing has a slightly different character and purpose as
indicated in such seminal works as
The cluetrain manifesto, Purple cow, Permission marketing, and other texts of
smaller nature compiled in blogs and news
sites.
Purpose of Online Marketing
When marketing online, the general four step process of
marketing
is still the guiding idea, in the online world the character of marketing
becomes more deeply a conversation between a marketer and a market-of-one a
concept that is central to
The cluetrain manifesto. In such a role as a communicator, the online
marketer is in a position to build awareness of her/his company or business in
more personal terms than otherwise, and in so doing enables a more human
conversation. Such conversations tend to be more warts and all and should
establish confidence of the potential purchaser in the potential vendor.
Smith and Chaffey (2001) claim that Internet technology can be used to focus
marketing on the
customer, while at the same time linking to other business operations so as
to achieve profitability. This can be done by:
- Identifying - the Internet be used for marketing research to find
out customers' needs and wants;
- Anticipating - the Internet provides an additional channel by
which customers can access information and make purchases - understanding
this demand is key to governing resource allocation to e-marketing. For
example, low-cost airline easyJet (http://www.easyjet.com)
has an online revenue contribution of over 90% since demand for a
standardised product online is so high.
- Satisfying - a key success factor in e-marketing is achieving
customer satisfaction through the electronic channel, this raises issues
such as is the site easy to use, does it perform adequately, what is the
standard of associated customer service and how are physical products
dispatched?
Detractors of this concept of human-to-human contact through online
conversations suggest that companies are going to be careful about marketing in
this manner and perhaps will never really have honest and open conversations as
the interests of companies and businesses are not the interests of potential
purchasers.
The cluetrain manifesto allows for this type of thinking suggesting that
businesses when marketing in this manner need to be thinking about more than
just making money; if a business is thinking only about making money, it will
become apparent in close online conversations and the market will treat that
business in whatever manner it may as markets can now talk to each other through
the same means marketers talk to potential customers.
Online Marketing Activities
Smith and Chaffey (2001) describe five key online marketing activities (the
'5Ss') which can be applied by an organisation to implement various online
marketing tactics. For example, for an e-newsletter, the 5Ss are:
- Sell - Grow sales (the e-newsletter often acts as both a customer
acquisition tool and a retention tool - the lastminute.com e-newsletter has
this dual role)
- Serve - Add value (give customers extra benefits online such as
an online exclusive offer or more in-depth information about your products
or the industry sector)
- Speak - Get closer to customers by creating a dialogue, asking
questions through online research surveys and learning about customers'
preferences through tracking - which content are people most interested in.
- Save - Save costs (of print and post if you have a traditional
offline e-newsletter can you reduce print runs or extend it to those
customers you can't afford to communicate with)
- Sizzle - Extend the brand online. A newsletter keeps the brand
'front-of-mind' and helps reinforce brand values. Added value can also be
delivered by the e-newsletter by informing and entertaining customers.
Capturing attention of potential customers can be as simple as advertising
using some of the new advertising tools the online world provides, such as
advertising on search engines, but it can also be about configuring more
remarkable methods that tend to spread across many sites and capturing the
imagination of many people in the process. There are at least three major
configurations of links and tools that have been used to capture attention
online: funnel building, buzz marketing and cool tools.
Building a sales funnel requires working with
search engine optimization, email newsletter distribution, discussion board
entries, advertisements, affiliate activities and more. In fact, any way that
additional links can be provided so that a potential customer can begin a
conversation with a business, is educated about that business'
products/services, or is provided with concepts and propositions that will
eventually lead to a sale. A funnel is usually laid down over time and is the
result of continuous activity of marketers in online activities.
Buzz marketing tends to be a much quicker process and tends to involve less
activity on behalf of marketers and requires attention of people online to
spread by word-of-mouth, word-from-keyboards, to be fascinated or intrigued.
Purple cow
was sold largely through buzz marketing that spread by blogs relatively quickly.
Another tactic of gaining attention online is through the development and
release of a cool tool. A cool tool is something that captures the imagination
of the online browsing public and it is thought to be so cool that it should be
shared with online friends. This could be a video clip, standalone software that
is cute such as a cartoon character that lives on a users screen, or some other
device that is used often for a specific purpose, such as 3Ms Post-it Notes.
Right in the middle of a new marketing practice is eBay with its datafeed
marketing. Essentially a store owner sets up his/her data in eBay and then by
way of feeds make this data available to advertising avenues, such as Froogle,
Yahoo Product Search and about another twenty of thirty other sites that
take datafeeds. All the advertising feed services point the prospective
purchaser to the eBay auction. This is perhaps a little like building a sales
funnel as described above, however, it uses a specific technology that enables
ease of use.
Marketing on the internet requires that one be found using keyword searches
or some form of online advertising. In any case the trick to being successful in
Online Marketing is being found within the top 30 search results. There are 3
ways that one can be found. 1.) natural search engine ranking (70% of searchers
will skip over sponsored results and start with the naturally ranked sites) 2.)
Paid inclusion and 3.) Pay per click. Due to the extreme difficulty of achieving
a natural high ranking on a major search engine most companies opt for #'s 2 and
3 for their online marketing. Unfortunately the 3rd option is very costly and
only the most well heeled companies can afford to market online via pay per
click.
What is true of Online Marketing today is that one must pay to play. Since
the dot com bust several years ago search engines have discerned that in order
to survive and thrive they must generate significant revenue. At first the hope
was that banner advertising would be sufficient to fill the search engine
coffers but it soon became evident that searchers did not respond to banners. It
then became evident that there were 2 primary ways to create income for search
engines and online directories. Thus paid inclusion and pay per click were born!
Recently potential greed-related challenges have emerged. There are companies
that create false hits and traffic. Most recently Google has been sued for click
fraud.
[1] Whether or not the charges prove to be true, actions like this make
people think twice about using pay per click as part of their online marketing
package.
Semantic logic will allow searchers to use not just keywords to search, but
rather they will search using common language. This is a big departure from the
crude Boolean logic which has served the Internet searching community for the
last decade.
Related links
References
- Smith, P.R. and Chaffey, D. (2001) eMarketing eXcellence: at the heart
of eBusiness. Butterworth Heinemann, Oxford, UK.
- Internet Marketing for Less Than $500 Per Year.
ISBN 1885068697
- Building Your E-Bay Traffic The Smart Way.
ISBN 0814472699
- The Online Copywriters Handbook.
ISBN 0658020994
- The Complete Idiots Guide to Online Marketing.
ISBN 078972037X
External links
Home | Advertising | Search engine optimization | Spam | Spyware | Adware | Online marketing | Affiliate marketing | e-Mail marketing | Telemarketing | License
Online Advertising, made by MultiMedia | Free content and software
This guide is licensed under the GNU
Free Documentation License. It uses material from the Wikipedia.
|