Online marketing is the practice of leveraging web-based channels to spread a message about a company’s brand, products, or services to its potential customers. The methods and techniques used for online marketing include email, social media, display advertising, search engine optimization, Google AdWords and more. The objective of marketing is to reach potential customers through the channels where they spend their time reading, searching, shopping, and socializing online. Online marketing differs from traditional marketing, which has historically included mediums like print, billboard, television and radio advertisements.
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Widespread adoption of the internet for business and personal use has generated new channels for advertising and marketing engagement, including those mentioned above. There are also many benefits and challenges inherent to online marketing, which uses primarily digital mediums to attract, engage, and convert virtual visitors to customers.
Benefits Of Online Marketing:-
A key benefit of using online channels for marketing a business or product is the ability to measure the impact of any given channel, as well as how visitors acquired through different channels interact with a website or landing page experience. Of the visitors that convert into paying customers, further analysis can be done to determine which channels are most effective at acquiring valuable customers.
Online Marketing Tools:-
There are a number of tools that can be used to build and maintain a robust online marketing program:
- Pay-per-click (PPC) Advertising
- LinkedIn Ads
- Affiliate Marketing
- Email Marketing
- Social Media Marketing
- Search Engine Optimization (SEO)
- Display Advertising
- Search Engine Marketing (SEM)
- Content Marketing
Examples Of Online Marketing:-
- Canon advertises for search keywords related to "photography" on Google, Yahoo, and Bing search engines to market their cameras to a relevant audience to drive traffic to a specific webpage.
- Whole Foods collects email addresses on their website to create email lists that can be used to advertise new products, sales, and events in their stores.
- Dove creates video publisher and advertisements and shares them with their audience on Facebook, Twitter, and other social media platforms to promote favorable conversation about their brand and products.
- Bite Beauty partners with influencers to promote a new lipstick to their target audience of high-quality, beauty enthusiasts.
