E-marketing, Online Marketing
posted by E-Marketer @ 5:52 PM
Sunday, October 24, 2010
E-marketing, also referred to as i-marketing, web-marketing, online-marketing or internet marketing, is the marketing of products or services over the Internet. Read a full article on e-marketing below.
The Internet is by far the most cost-effective and accountable advertising medium available to a small-business
owner. There are several key e-marketing platforms you should be using including these at right:
Are you using any of these yet?
It’s difficult to track the results of radio, television, and other advertisements. Most of the time you find yourself writing cheques, while wondering if your advertisements are actually generating new customers. But with e-marketing it’s easy to track, measure and substantiate your ad spend and adjust it to maximize positive outcomes.
Before we start your e-marketing campaign, we install a website traffic monitoring and measurement program using Google Analytics, which enables you to watch the results of your e-marketing efforts. We’ll also set up goals and funnels to monitor what is working and what isn’t, and what steps visitors take on there way to a purchase or outcome on your website.
We focus on accountable marketing methods to ensure you see the results of your e-marketing campaign.
Our E-Marketing Services
- Search Engine Optimization
(making your website and content search engine friendly with special coding) - Back-link Building
(having high-value websites link back to your site to help your SEO ranking) - Landing Page Design
(a specific landing page with calls to action, funnels and goals) - Pay Per Click Advertising
(paid online advertising with Google, Yahoo and others) - Facebook and YouTube Advertising
(paid ads specifically targeted for your audience and needs) - Lead Capture & CRM
(capture email address and stay connected with visitors using an e-newsletter) - YouTube & Twitter
(use social media to create and enhance awareness of your business) - Viral Marketing
(creating a video or story to get it broadly circulated via the internet) - Online Classifieds
(submission and posting to online classified ad sites and index sites) - Article Distribution
(create articles for your website and to distribute to other sites) - Online News Releases
(submit news releases to your industry websites and other sites) - And other services specific to your industry, goals and budget.
Contact us to learn about what e-marketing strategies are best for your business.
Business Models
Internet marketing is associated with several business models:
- e-commerce – this is where goods are sold directly to consumers (B2C) or businesses (B2B)
- lead-based websites – an organization that generates value by acquiring sales leads from its website
- affiliate marketing – the process in which a product or service developed by one entity (e-commerce business, single person, or a combination) is sold by other active sellers for a share of profits. The entity of the product may provide some marketing material (sales letter, affiliate link, tracking facility) However, the vast majority of affiliate marketing relationships come from e-commerce businesses that offer affiliate programs.
- local internet marketing – through which a small company utilizes the Internet to find and nurture relationships, which are to be used for real-world advantage. Local internet marketing uses tools such as social media marketing, local directory listing, and targeted online sales promotions.
- blackhat marketing – this is a form of internet marketing which employs deceptive, abusive, or less than truthful methods to drive web traffic to a website or affiliate marketing offer. This method sometimes includes spam, cloaking within search engine result pages, or routing users to pages they didn’t initially request.
One-to-one approach
The targeted user is typically browsing the Internet alone therefore the marketing messages can reach them personally. This approach is used in search marketing, where the advertisements are based on search engine keywords entered by the users. And now with the advent of Web 2.0 tools, many users can interconnect as “peers.”
Appeal to specific interests
Internet marketing and geo marketing places an emphasis on marketing that appeals to a specific behaviour or interest, rather than reaching out to a broadly defined demographic. “On- and Off-line” marketers typically segment their markets according to age group, gender, geography, and other general factors. Marketers have the luxury of targeting by activity and geolocation. For example, a kayak company can post advertisements on kayaking and canoeing websites with the full knowledge that the audience has a related interest.
Internet marketing differs from magazine advertisements, where the goal is to appeal to the projected demographic of the periodical, but rather the advertiser has knowledge of the target audience—people who engage in certain activities (e.g., uploading pictures, contributing to blogs)— so the company does not rely on the expectation that a certain group of people will be interested in its new product or service.
Geo-targeting
Geo targeting (in internet marketing) and geo marketing are the methods of determining the geolocation (the physical location) of a website visitor with geolocation software, and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, Internet Protocol (IP) address, ISP or other criteria.
Advantages
Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach of the target audience. Companies can reach a wide audience for a small fraction of traditional advertising budgets. The nature of the medium allows consumers to research and purchase products and services at their own convenience. Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickly. The strategy and overall effectiveness of marketing campaigns depend on business goals and cost-volume-profit (CVP) analysis.
Internet marketers also have the advantage of measuring statistics easily and inexpensively. Nearly all aspects of an Internet marketing campaign can be traced, measured, and tested. The advertisers can use a variety of methods: pay per impression, pay per click, pay per play, or pay per action. Therefore, marketers can determine which messages or offerings are more appealing to the audience. The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement, visit a website, and perform a targeted action. Such measurement cannot be achieved through billboard advertising, where an individual will at best be interested, then decide to obtain more information at a later time.
Because exposure, response, and overall efficiency of Internet media are easier to track than traditional off-line media—through the use of web analytics for instance—Internet marketing can offer a greater sense of accountability for advertisers. Marketers and their clients are becoming aware of the need to measure the collaborative effects of marketing (i.e., how the Internet affects in-store sales) rather than siloing each advertising medium. The effects of multichannel marketing can be difficult to determine, but are an important part of ascertaining the value of media campaigns. So finally Internet Marketing refers the online marketing which are related to email and wireless marketing method.
Limitations
From the buyer’s perspective, the inability of shoppers to touch, smell, taste or “try on” tangible goods before making an online purchase can be limiting. However, there is an industry standard for e-commerce vendors to reassure customers by having liberal return policies as well as providing in-store pick-up services.