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Online Marketing or Online based digital marketing is a set of tools and methodologies used for promoting products and services through the internet. It includes a broad range of marketing elements than traditional business marketing, due to the extra channels and marketing mechanisms available on the internet.
It’s a one of the most profitable and successful way of marketing. Such as: competitive advantage, reduced vast expenses, best control, smart communications, improved customer service, growth in potential etc.
However, Online marketing, also called Online advertising or Internet advertising or Web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.
Online Marketing includes :
- Search engine optimization (SEO)
- Local search engine optimization (Local SEO)
- Social media marketing (SMM)
- Email marketing (EM)
- Referral marketing (RM)
- Content marketing (CM)
- Native advertising (NA)
- Search engine marketing (SEM)
- Pay-per-click (PPC)
- Cost per impression (CPI)
- Search analytics (SA)
- Web analytics (WA)
- Display advertising (DA)
- Contextual advertising (CA)
- Behavioral targeting (BT)
- Affiliate marketing (AM)
- Cost per action (CPA)
- Revenue sharing (RS)
- Mobile advertising (MA)
- Mobile Marketing (MM)
Search engine optimization (SEO)
It is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine.
SEO refers to the improvement of unpaid results (known as "natural" or "organic" results) and excludes direct traffic (visitors) and the purchase of paid placement.
SEO may target different kinds of searches, including image search, video search, academic search, news search, and industry-specific vertical search engines.
Optimizing a website may involve editing its content, adding content, and modifying HTML and associated coding to both increase its relevance to specific keywords and remove barriers to the indexing activities of search engines. Promoting a site to increase the number of back-links, or inbound links, is another search engine optimization tactic.
Local search engine optimization (Local SEO)
It is similar to (national) SEO in that it is also a process affecting the visibility of a website or a web page in a web search engine's unpaid results ( Search Engine Results Page - SERP ) often referred to as organic or earned results.
In general, the higher ranked on the search results page and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users; these visitors can then be converted into customers.
Local SEO, however, differs in that it is focused on optimizing a business' online presence so that it’s web pages will be displayed by search engines when users enter local searches for its products or services. Ranking for local search involves a similar process to general SEO but includes some specific elements to rank a business for local search.
Social Media Marketing (SMM)
It is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns.
Email marketing (EM)
It is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Marketing emails can be sent to a purchased lead list or a current customer database. The term usually refers to sending email messages with the purpose of enhancing a merchant's relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.
Referral marketing (RM)
It is a process to encourage and significantly increase referrals from word of mouth, perhaps the oldest and most trusted marketing strategy. This can be accomplished by encouraging and rewarding customers, and a wide variety of other contacts, to recommend products and services from consumer and B2B brands, both online and offline. Online referral marketing is the internet-based, or Software as a Service (SaaS) approach, to traditional referral marketing. By tracking customer behavior online through the use of web browser cookies and similar technology, online referral marketing can potentially increase brand awareness, referrals and, ultimately, revenue. Many platforms allow organizations to see their referral marketing return on investment (ROI) and to optimize their campaigns to improve results.
Content marketing (CM)
It is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to Attract attention and generate leads, Expand their customer base, Generate or increase online sales, Increase brand awareness or credibility, Engage an online community of users etc.
Content marketing attracts prospects and transforms prospects into customers by creating and sharing valuable free content. Content marketing helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future. This relatively new form of marketing does not involve direct sales. Instead, it builds trust and rapport with the audience. Unlike other forms of online marketing, content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need.
Content marketing requires continuous delivery of large amounts of content, preferably within a content marketing strategy. When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, info-graphics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc. Most of these formats belong to the digital channel. Digital content marketing is a management process that uses electronic channels to identify, forecast, and satisfy the content requirements of a particular audience. It must be consistently updated and added to in order to influence the behavior of customers.
Native advertising (NA)
It is a type of advertising, mostly online, that matches the form and function of the platform upon which it appears. In many cases it functions like an advertorial, and manifests as a video, article or editorial.The word "native" refers to this coherence of the content with the other media that appear on the platform.
Search engine marketing (SEM)
It is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
Pay-per-click (PPC)
It is also known as Cost Per Click (CPC), is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked. Pay-per-click is commonly associated with first-tier search engines (such as Google Ads and Bing Ads). With search engines, advertisers typically bid on keyword phrases relevant to their target market. In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. PPC "display" advertisements, also known as "banner" ads, are shown on web sites with related content that have agreed to show ads and are typically not pay-per-click advertising. Social networks such as Facebook and Twitter have also adopted pay-per-click as one of their advertising models.
However, websites can offer PPC ads. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list that has been added in different ad groups, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic results on search engine results pages, or anywhere a web developer chooses on a content site.
Cost per impression (CPI)
It is also known as Cost per thousand impressions (CPM), is a term used in traditional advertising media selection, as well as online advertising and marketing related to web traffic. It refers to the cost of traditional advertising or internet marketing or email advertising campaigns, where advertisers pay each time an ad is displayed. CPI is the cost or expense incurred for each potential customer who views the advertisement(s), while CPM refers to the cost or expense incurred for every thousand potential customers who view the advertisement(s). CPM is an initialism for cost per mile, with mile being Latin for thousand.
Search analytics (SA)
It is the use of search data to investigate particular interactions among Web searchers, the search engine, or the content during searching episodes. The resulting analysis and aggregation of search engine statistics can be used in Search Engine Marketing (SEM) and Search Engine Optimization (SEO). In other words, search analytics helps website owners understand and improve their performance on search engines, for example identifying highly valuable site visitors or understanding user intent. Search analytics includes search volume trends and analysis, reverse searching (entering websites to see their keywords), keyword monitoring, search result and advertisement history, advertisement spending statistics, website comparisons, affiliate marketing statistics, multivariate ad testing, etc.
Web analytics (WA)
It is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage.
However, web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps measure traffic and popularity trends which is useful for market research.
Display advertising (DA)
It is advertising on websites or apps or social media through banners or other ad formats made of text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.
Contextual advertising (CA)
It is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. The advertisements themselves are selected and served by automated systems based on the identity of the user and the content displayed. A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on those keywords. The advertisements may be displayed on the webpage or as pop-up ads.
Behavioral targeting (BT)
It is also known as Targeted advertising is a form of online advertising that is directed towards audiences with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic which are focused on race, economic status, sex, age, the level of education, income level and employment or they can be psycho-graphic focused which are based on the consumer's values, personality, attitudes, opinions, lifestyles and interests. They can also be behavioral variables, such as browser history, purchase history, and other recent activity. Targeted advertising is focused on certain traits and the consumers who are likely to have a strong preference will receive the message instead of those who have no interest and whose preferences do not match a product's attribute. This eliminates wastage.
Traditional forms of advertising, including billboards, newspapers, magazines and radio, are progressively becoming replaced by online advertisements. Information and communication technology (ICT) space has transformed over recent years, resulting in targeted advertising to stretch across all ICT technologies, such as web, IPTV, and mobile environments. In next generation advertising, the importance of targeted advertisements will radically increase, as it spreads across numerous ICT channels cohesively.
Through the emergence of new online channels, the need for targeted advertising is increasing because companies aim to minimize wasted advertising by means of information technology. Most targeted new media advertising currently uses second-order proxies for targeting, such as tracking online or mobile web activities of consumers, associating historical web page consumer demographics with new consumer web page access, using a search word as the basis for implied interest, or contextual advertising.
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Affiliate marketing (AM)
It is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.
Cost per action (CPA)
It is also known as Cost per acquisition (CPA), Pay Per Acquisition (PPA) is an online advertising pricing model where the advertiser pays for a specified acquisition – for example a sale, click, or form submit (e.g., contact request, newsletter sign up, registration etc.). Direct response advertisers often consider CPA the optimal way to buy online advertising, as an advertiser only pays for the ad when the desired acquisition has occurred. The desired acquisition to be performed is determined by the advertiser. In affiliate marketing, this means that advertisers only pay the affiliates for leads that result in a desired action such as a sale. This removes the risk for the advertiser because they know in advance that they will not have to pay for bad referrals, and it encourages the affiliate to send good referrals.
Revenue sharing (RS)
It is the distribution of revenue, that is the total amount of income generated by the sale of goods and services, among the stakeholders or contributors. It should not be confused with profit shares, in which scheme only the profit is shared, i.e., the revenue left over after costs have been removed, nor with stock shares, which may be bought and sold and whose value may fluctuate.
Revenue shares are often used in industries such as game development, wherein a studio lacks sufficient capital or investment to pay up front, or in instances when a studio or company wishes to share the risks and rewards with its team members. Revenue shares allow the stakeholders to realize returns as soon as revenue is earned, before any costs are deducted.
Revenue sharing in Internet marketing is also known as cost per sale, in which the cost of advertising is determined by the revenue generated as a result of the advertisement itself.
Mobile advertising (MA)
Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing.
Mobile Marketing (MM)
Mobile marketing is a multi-channel online marketing technique focused at reaching a specific audience on their smartphones, feature phones, tablets, or any other related devices through websites, E-mail, SMS and MMS, social media, or mobile applications. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services, appointment reminders and ideas. In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device".
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