Marketing on Web

The Internet has fundamentally changed nearly every aspect of our lives. From how we interact with friends, family, coworkers, and businesses, a technology that was in its infancy just 20 years ago is now considered indispensable to many people.

Companies understand the value that the Internet offers to them, providing interactive opportunities to connect with current customers and attract new consumers. As the Internet evolves, businesses will continue to refine their online marketing efforts, reaching a greater number of potential buyers than before.

Web Marketing Guide

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What is Web Marketing?

Web marketing refers to a broad category of advertising that takes many different forms, but generally involves any marketing activity conducted online.

Marketers have shifted their efforts online because it tends to be significantly less expensive. Many online advertising spaces are free to use. Companies can upload videos to Youtube or start a blog for no cost at all. Other outlets like official websites or paid search marketing cost a fraction of what a major television advertising campaign would.

The web also presents exciting new opportunities for companies to profile their customers. The interactive space of the Internet simplifies a company's ability to track, store, and analyze data about a customer's demographics, personal preferences, and online behavior. This data allows the advertiser to provide a more personalized and relevant ad experience for the customer.

Types of Web Marketing

• Display Advertising – The use of banner ads and other graphical advertisements to market products online.
• Search Engine Marketing – Using search engines to help connect users with the products and services they are most interested in. Companies can pay to receive preferential ranking in a list of search results.
• Search Engine Optimization – A free and organic way for companies to improve their visibility on search engines.
• Social Media Marketing – Using sites like Facebook and Twitter to connect with customers.
• Email Marketing – Communicating with customers through the use of carefully designed emails.
• Referral Marketing – Using internet channels to encourage consumers to recommend products to their friends and families.
• Affiliate Marketing – Working with other businesses to make it easier for consumers to shop for products online.
• Inbound Marketing – Boosting the value of a company's web presence by adding unique content like blogs, games, and tutorial videos.
• Video Marketing – Using web videos for promotional purposes.

Organic Search

Companies invest a significant percentage of their marketing budgets trying to improve their ranking in search results. In some cases, they will pay to improve their ranking. In other cases, they will rework the content on their site to get a better ranking. The chart below, based on data from a MarketingSherpa survey, shows how important it is for a company’s website to receive a high ranking. As much as 60% of web traffic goes to the first three sites listed on the results page. Contrast this with the less than 2% of users who click on sponsored ads and the need for a positive ranking becomes clear.

Who Employs Web Marketing?

Most businesses today have developed some kind of online presence. Free templates make it simple to develop a professional looking website, and social networking profiles are free and are accessible to millions.

Companies that sell products on a national or international level have the most to gain from web marketing. Imagine a local auto body shop. They have no incentive to try and connect with customers on the other side of the country. A simple website with their hours of operation and customer testimonials may be all the web presence they need . However, major retailers within the global market must use web marketing aggressively. The easiest way to connect with a scattered customer base in a cost effective manner is to engage with users on the Internet.