Tens of billions of dollars are invested every year in internet marketing. This type of marketing is a great opportunity to reach your target market, independently of the size of your business. But what exactly it means?
Also so-called online marketing, internet marketing is the process of promoting a business or brand and its products or services over the Internet using tools that help drive traffic, leads and sales. The term covers a variety of marketing tactics and strategies – including content, email, search, paid media, and more. Nowadays, however, internet marketing is often used as a synonym for “content marketing”. Why?
Because content marketing is the marketing of the present and the future.
The Content Marketing Institute provides the following definition: “Internet marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and ultimately, to bring a profit. “
Who has a benefit from internet marketing?
Internet is widespread. It is growing at a rapid pace to cover almost every aspect of society in which we live by enhancing or completely replacing old patterns of communication. This means that every organization – from the smallest and nonprofit to the largest corporations and even the individual – has the incentive to build a strong online presence. Companies use internet marketing to reach new customers by providing easy-to-access information about their products. The most important element is the website, which informs the audience about the company and its products, and also integrates interactive elements such as social networks and newsletters for advertising.
Non-profit organizations and political figures use internet marketing to raise awareness of the issues they are engaging with. They prefer social networking platforms because they are more personal than websites and easy to share, amplifying the “viral” effect that is so prevalent in online media.
Internet marketing is an easy and cost-effective way to promote professionals, performers, artists and more. The cost of such campaign is less than the cost of more traditional advertising methods and has the potential to reach a very large audience.
What kind of Customers Are Engaged in Internet Marketing?
According to a report by an investment firm that studies online trends – Kleiner Perkins Caulfield & Byers, 78.2% of the US population uses Internet. With increasing the use of Internet, online commerce is growing as well. This means that more and more people are shopping online, which has a significant impact on the economy. The target audience of internet marketing is not a niche. Today, the number and variety of people who spend time online and are ready to buy is growing.
Developing an Internet Marketing Strategy
Given the ever-increasing importance of online presence for any business or non-profit organization, the question is not what kind of internet marketing strategy to apply, but what type of technique to use. The first step is to identify the target audience for the product. Who is interested in this product? Who do we want to be interested in this product? Once the target audience is identified, the next step is to investigate how this particular demographic uses the internet to focus the campaign on the best method to reach them. For example, the Pew Internet & American Life Project has demographic data showing that people between the ages of 18 and 33 are most likely to use mobile technologies such as smartphones and tablets, while the so-called “Gen-X” demographic is a group of people who are in their 30s and 40s, they are much more likely to seek information through their laptops and desktops.
Once the company has determined the target demographic information for its marketing campaign, it decides what online platforms to include. For example, a company looking for customers in the 18s to 33s should develop a mobile app that raises product awareness, such as a game, news, or interactive app, that users can download for free.
An aesthetically pleasing and informative website is an excellent opportunity; it can easily be linked to other platforms such as social networking pages and applications. It’s also relatively easy to set up a blog on a website that uses well-written “keyword” content that users will come across when searching for a topic. For example, a company looking to market their new sugar-free energy drink may create a blog that publishes one article per week that uses terms like energy drink, sugar-free and low-calorie, to attract users to the product’s website.
An essential part of any internet marketing campaign is the analysis of data collected not only from the campaign as a whole, but also from the different stages. It can be charted how many people have visited the product’s website since its launch, how people interacted with the campaign’s social network pages, and whether sales were influenced by the campaign. This information will not only show whether the marketing campaign is working, but it is also valuable information to determine what to keep as a technique and what to avoid in the next campaign.
Career in Internet Marketing
There are many components of internet marketing, so there are different positions in this field.
Web designers write codes, draw up a visual layout and go through all the basic steps when creating a site. Accordingly, they are an important element in creating an online product image. This role involves not only for creating the look and feel of websites and applications, but also engineering the user experience. The web designer should always pay attention to how easily the materials are read and used, ensuring a smooth interaction between the client and the site and making sure that the format of the materials serves the function of the campaign.
Web design is a technical field that requires high literacy in many different types of software, including image editing and website development programs. The designer must be aware of computer “languages” such as HTML, CSS, Java Script and be up to date with new technological developments. The designer is also an artist, so he should be aware of the aesthetics, visual continuity and composition of the image.
The marketing manager must be familiar with all aspects of the marketing campaign and possess strong interpersonal skills in order to fulfill a managerial role and lead the marketing team in terms of purpose, objectives and deadlines. Its mission is to facilitate and increase the efficiency of work and communication between colleagues. It is necessary to keep track of the deadlines and to implement each project on schedule, as well as to help create a peaceful working atmosphere.
An SEO specialist is a person who analyzes the client’s website and implements all the necessary changes to be search engine optimized. These professionals understand how to write a SEO strategy and have a thorough knowledge of keyword search. If a company (big or small) relies on web traffic for their sales or marketing, hiring such a specialist is critical to a successful and profitable business.
Content Specialist – Copywriting and Social Media
This is the person who creates the content in internet marketing campaigns. This includes written text (copywriting), interaction with potential customers on social networks, informational and promotional videos and other materials. Must have excellent written and verbal communication skills and a natural interest in content creation. Critical thinking and attention to details is required.
Internet marketing strategies
Internet marketing with good content but without strategy will ultimately fail – this is the sad truth. You need to have the direction, the plan, the right tools and ways to measure your progress if you expect to run a successful marketing campaign. Here are the basic principles of a marketing strategy:
Objectives. They are vital. You need to know what you want to achieve and what success will look like to you before you start acting.
Target audience. When you finally start creating content, you need to know who you are targeting and customize your product and brand to have their own unique broadcast and to be remembered. Unless you are targeting the right audience, you can’t succeed. And if you can’t find a way to stand out, you’ll fall into the ranks of the other brands that compete for the attention of your target audience.
Keywords and research. Once you know “why” and “who,” you need to ask yourself “how”. How will you reach your audience? What do you want them to learn about you? Research keywords to target, find in search engine results topics that are of interest to your audience before creating any content.
Content. Focus and commitment. What types of content will you create? How often will you post? Where will you post? You need to lay these foundations before you can create content with persistence and quality.
Quality content. Once you have topics, keywords, personality and target audience, you can create content. However, if your content is not very good, you are just wasting your time. Get help if you need it, take the time to refine your results and always create the best you can.
Content advertising. Your content will be distributed if you promote it in the right ways. Promotion is even more effective if you plan when you post. Build a community of followers who can help by sharing, liking, commenting, people who would really be engaged with the content you offer them.
When you use SEO optimization in your marketing campaign, it will guarantee you much better results. SEO optimization helps increase organic reach and visibility on the Internet. It covers a variety of techniques that will help you rank in the top positions in search engines. This means that people can find you only by searching for a topic that interests them or they need help and for which you have content. The main purpose of good SEO is to put the pages of your site on the first page of Google. Here are some basic SEO techniques that will help your content be indexed and ranked in search results:
Strategically placed keywords – You must place targeted keywords in the title, subheadings, content, and meta description to help Google determine what it is about.
Well-designed, well-organized site – Google looks at how usable your site is and whether it’s easy for people to find what they’re looking for and read your content.
Pure Page URLs – The URL structure for your pages should not be too complex (for example, http://yourdomain.com/blog/content123xyz-asdfkla). They should be simple and easy to read (i.e. http://yourdomain.com/blog/kakvo-e-internet-marketing).
Analysis of the external environment
Be sure to analyze everything that happens on the web. Is your percentage growing or decreasing? How do competitors behave? Are there changes in visitor behavior? All these parameters of internet marketing should be monitored at least once every half year, preferably quarterly, but for particularly competitive topics on a monthly basis. Don’t think that once you pay to build a site, you can forget about it. If you really want it to WORK FOR YOU – be a constant supporter.
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