Internetmarketing, also known as web marketing, online marketing or e-marketing
is referred to as the marketing of products or serviceusing internet as a
medium .
i.e. It’s a
marketing channel that’s bound by an internet connection.
Internet marketing is broadly divided in to the following
types:
· Display advertising:
the use of web banners or banner ads placed on a third-party website or blog
to drive traffic to a company's own website and increase product awareness.
· Search engine marketing
(SEM): a form of marketing that seeks to promote websites
by increasing their visibility in search
engine result pages (SERPs) through the use of either paid
placement, contextual advertising, and paid inclusion, or through the use of
free search engine optimization
techniques.
· Search engine optimization
(SEO): the process of improving the visibility of a website or a web page in
search engines via the "natural" or un-paid ("organic" or
"algorithmic") search results.
· Social media marketing:
the process of gaining traffic or attention through social media websites such as
Facebook, Twitter and LinkedIn.
· Email
marketing: involves directly marketing a commercial message
to a group of people using electronic mail.
· Referral marketing:
a method of promoting products or services to new customers through referrals,
usually word of mouth.]
· Affiliate marketing:
a marketing practice in which a business rewards one or more affiliates for
each visitor or customer brought about by the affiliate's own marketing efforts.
· Inbound
marketing: involves creating and freely sharing informative
content as a means of converting prospects into customers and customers into
repeat buyers
· Video
marketing: This type of marketing specializes in creating
videos that engage the viewer into a buying state by presenting information in
video form and guiding them to a product or service Online video is
increasingly becoming more popular among internet users and companies are
seeing it as a viable method of attracting customers.
Key Phases in
Internet Marketing:
1. Visibity:
The first and most important phase of internet marketing is planning
visibility for your business. A business
can have visibility over internet through various media that can be classified
into Owned, Earned and Paid. This phase will is essential to create traffic to your
online properties.
2. Engagement:
It is important to engage the
traffic coming to our website because more time and visits a user have at our
website more are the changes of him being interested in our products and
services. For engaging users it is important that we direct them to targeted
pages and content. Their is no alternative for a great content (Text,Video or
images) when it comes to creating a engaged visitor hence we should aim at
creating a content that can help user
queries and value to his experience.
3. Conversions: Next thing to do in internet marketing
campaign is to focus on conversions that are majorly classified into macro
& micro conversions.
Micro
conversions: Micro conversions are the first critical steps website
visitors to perform example visit duration, number of visits, free downloads or
mail subscriptions etc. They generally have less monetary value for the
business but they act as a basis for ultimate (Macro) conversions.
Macro
conversions: Macro conversions are the final conversions that a bussiness
wants to achieve. They are less in numbers when compared to micro conversions
but hold a higher monetary value.
Here are
the few things one needs to focus whille planning for conversions:
·
What content on the website is
directly tied to driving Macro and Micro Conversions?
·
What sections of the website
might be most valuable to the visitors?
·
What content areas seem very
expensive to create (hence more important to measure if they are adding any
value!)?
·
What cross-sells and up-sells
do you see available across the site?
·
What does the top nav and
left/right nav groupings tell you about priorities?
4. Analytics:
Next phase in internet marketing is analytics, which is an eye opener for
all your internet marketing efforts. It lets you know that which medium is working
for you and which should be chucked, what content is loved by the users , ROI
calculation & visitor segmentation. It also acts as a basis for your
future campaign strategies.
5. Retentions: The retention phase is one of the last
phases in your internet marketing campaign. It focuses on retaining the already
converted customer for a longer run. This includes creating exclusive
offers or content that will help visitors to be back at your website again & again. Few of the ways of online
traffic retention include help forums, fan pages, email marketing etc.
