Very simply put, eMarketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms eMarketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous.
eMarketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.
By such a definition, eMarketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity.
Definition of Online Marketing:
Before it is possible to understand the different strategies and marketing tools that are available, it is important to identify what online marketing is and how it promotes a business.
Online marketing, which is also called internet marketing or online advertising, is any tool, strategy or method of getting the company name out to the public. The advertisements can take many different forms and some strategies focus on subtle messages rather than clear-cut advertisements. But, the way that it promotes a business is simple: it builds up the company reputation by increasing its ability to be found online. A large number of potential customers browse the internet, look for information or simply enjoy their favorite pastimes with an internet connection. By taking advantage of the online tools and resources, it is possible to get the company name out to the public and encourage potential customers to look further for information.
When it comes to online marketing strategies, website development plays a crucial role in your ability to reach your target audience. The reason is simple: potential customers look for information, products or services that you provide on your website. A website provides an online presence that allows customers to find out more about your company, your services and the type of products that you sell. Putting a website together these days is fairly simple, cost effective and absolutely essential to having a business these days. Free websites services exist, but come with a number of limitations (Watch for our upcoming post: “Why that free website isn’t what you want”).
Template websites offer the luxury of getting a professional website up and running at a reduced cost and turn-around time. Business owners choose a template and then create content and color schemes that match their business. For those with the budget, custom websites are a great option. Depending on the needs of the company, a complete custom solution, from the design to the functionality of the site, is created. This process requires more time but has almost no limitations to what can be provided. Custom websites can range from approximately $5k to more than $100k. TN Media offers premium website solutions to fit almost any budget.
Search Engine Marketing
After a website is built for your company, you must promote it. Search engine marketing, or SEM for short, is one of the best ways that you can promote your company, services and website. SEM is the process and strategy of getting website exposure online with keywords related to your business. SEM includes pay per click ads (PPC) and search engine optimization (SEO).
PPC: Pay per click, or PPC, is an ad that displays on search engine result pages. The advertiser pays when the ad is clicked by the user and is directed to their website or landing page. PPC allows for nearly immediate exposure online and can provide a high-level cost transparency.
SEO: Search Engine Optimization, or SEO, is the process of optimizing website content online to increase exposure in the organic search results for desired keywords. This is a long-term strategy that has many factors contributing to its success. These include site architecture, on-site content, internal and external links, keyword research and competition analysis to name a few. While being found online is probably the most important part of an online marketing strategy, there are other types of internet marketing that supplement those efforts. For more information about SEM, check out our previous blog post:
Making Use of Social Networks
Social networking websites are a powerful marketing tool. They provide the opportunity to develop a solid and professional reputation. You can also advertise your company, website and services through your social networking pages. A major reason that advertisements and content on a social networking websites help develop your company is word-of-mouth. It allows you to employ reputation management strategies, engage with customers and answer questions. By engaging with your customers, you encourage them to share their experiences with those in their network.
Online marketing strategies may also include email marketing. Businesses use this tool to reach out to current customers by sending out newsletters, coupons or informational emails. You can also encourage new customers to sign up for your newsletter or mailing list to learn more information about the products or services that you provide. While email marketing is not new, a fairly unknown concept is marketing to a rented list. This process allows you to target individuals who have opted-in to receive promotional emails and have typically provided some information about who they are and their interests. Check out our previous blog post on effective email marketing for more in-depth information.
Online Display Ads
Take advantage of online display ads by putting up advertisements on search engines such as Yahoo, Bing and Google. Rich media ads, which are advertisements that allow potential customers to interact with the ad, create more engagement with consumers than your run-of-the-mill text ads. Not only does a display network allow you to place advertisements, but you can learn about your customers through rich media ads, such as the amount of time that they spend interacting with your advertisement. This tool helps measure interest in your products and provides a visual that encourages potential customers to learn more about your products or services. Online marketing is an essential part of running a successful business in today’s digital world. TN Media is located in downtown Nashville, Tennessee and has solutions to fit every type of business and budget. Contact us today to schedule your free comprehensive analysis to see how TN Media can help you meet your business goals.
And also there are 7 Key Trends for future:
1.Content Marketing Will be Bigger Than Ever
One of the main ways that companies are establishing authority and gaining trust with consumers is by consistently creating valuable content through a variety of channels. This typically involves relevant industry information that provides insight or entertainment to an audience. Doing so allows a company to steadily build rapport with its demographic and develop a loyal following. According to the Content Marketing Institute, the top B2B content marketing strategies are social media, articles on a business’s website, eNewsletters, case studies, videos and articles on other websites. By using one or more of these channels, businesses are able to build a positive reputation within their industry. This trend suggests that marketing to the masses through techniques like television ads and radio ads are becoming less effective. Instead, it’s better to concentrate on inbound marketing, by producing valuable, engaging content designed for a specific audience. For help designing your content marketing strategy, see my articles “11 Places to Find Awesome Content Marketing Ideas,” and “How to Build a Kickass Content Strategy.”
2.Social Media Marketing Will Require More Diversity
Just a few years ago, businesses were limited with regard to the social media networks they could implement into their marketing campaigns, with the biggies including Facebook, LinkedIn and Twitter. Now, it seems like new social media sites are appearing all the time. While some never really get off the ground, others like Pinterest, Google+, Tumblr and Instagram have surged in popularity and have provided businesses with a plethora of new options that allow them to produce engaging content in a variety of media forms and build their audiences across more channels than ever before.
Consequently, it has become common for businesses to branch out and experiment with multiple networks with the aim of reaching the maximum amount of consumers. This diversification seems to prove fruitful for many companies because it often builds brand equity by making it easier for consumers to recognize a particular brand. For help figuring out which social media networks are right for your business, see my article “How to Determine Which Social Media Network Fits Your Business.”
3.Image-Centric Content Will Rule
As consumers are hit with an increasing number of advertisements, it’s becoming more important to make content easily and quickly digestible. If you look at the social media sites I mentioned previously that are on the rise, three of the four have a common characteristic…they place an emphasis on images. The rapid rise to success of Buzzfeed and Pinterest are testaments to the power and viral potential of image-based content.
Successful blog posts that receive the most social shares also usually have a common characteristic: they pepper in some well-placed pictures to break content up and emphasize certain points. Another example is infographics, which combine images with a minimal amount of text to explain a topic and provide statistical information or data from research studies. While I doubt that traditional text-based content will ever completely go out of style, it’s pretty clear that incorporating images is beneficial to a marketing campaign. For more information about using Image-based social media networks in your online marketing initiative, I recommend the following articles:
* How to Use Pinterest in Your Online Marketing Initiative
* Visual Micro-Sharing Platforms: The Next Big Time in Social Media Marketing?
* The Power of Images in Social Media Marketing
4.Less Will be More
One notable trend is the apparent shift in consumer preference regarding simplistic marketing messages instead of in-depth messages. When you think about some of the top brands in the world like Apple and Google, they clearly value simplicity. A large part of Pinterest’s appeal is its clean, uncluttered, and minimalist aesthetic. With many consumers feeling burned out by a constant barrage of information and advertisements that scream “look at me”, some of the most innovative marketers are going the opposite direction. The’re now making efforts to tone-down their campaign messages and not overwhelm consumers with hype. Perhaps an article by expert said it best: “there is a sense that from the hyper-connectivity of our highly-digitized lives to the bright, flashy, complicated sensory input we’re fed everyday, there is no way to continue at this pace. As a result, 2013 is likely to be a year where the most successful marketing strategies will be ones that are not only simple in nature, but promote goods and services that serve to simplify the consumer’s life, or even just their customer experience.”
5.Mobile-Friendly Content Will Be Necessary
Due to the widespread (and quickly growing) use of smartphones and tablets, it’s necessary for companies to create content that’s accessible to mobile users. According to expert, “87% of connected devices sales by 2017 will be tablets and smartphones.” Whether it’s creating an alternate mobile version of a website or utilizing responsive web design, it’s important to provide a positive experience to users that are browsing via a mobile device. Otherwise, it’s easy to lose customers to competitors who have adapted to this trend. As the shift from traditional PCs and laptops to mobile devices continues, businesses that aren’t onboard are likely to suffer.
6.Ad Retargeting Will Grow in Effectiveness
This is a marketing strategy that has really caught on recently. In a nutshell, it works by utilizing browser cookies to track the websites that users visit. Once they leave a certain site, the products or services they viewed will be shown to them again in advertisements across different websites. It’s fairly obvious as to why this technique can be so effective. With only two percent of web traffic converting on the first visit, ad retargeting works to increase the overall conversion rate by reminding consumers of the product or service they viewed. This keeps the brand and the product at the top of the consumer’s mind. There are even psychological studies that have shown that simple exposure to brand names and logos creates familiarity, which builds trust and makes consumers more likely to make a purchase. Even if there’s no immediate purchase, this can really pay off in the long run. Due to the success that many marketers have had with ad retargeting, there’s a good chance that it will become more mainstream in 2016.
7.SEO and Social Signals Will Become Even More Intertwined
Although social signals still don’t typically carry the same weight as traditional inbound links, it’s pretty undeniable that they play a role in organic search rankings these days. After all, they’re one of the three pillars of SEO. Since the goal of Google and other search engines is to provide users with the most relevant and highest quality content possible, it makes sense why they would factor in the number of social shares that a blog post, article or product page receives.
The more people that are sharing a piece of content, the higher quality it’s likely to be, and therefore its position should increase within the search engine results pages. It’s no coincidence that the top-ranking search results tends to have lots of social shares, while those ranked lower have fewer. Besides this, social shares can serve as a stamp of approval (ie, a trust signal) for visitors landing on a page. If they see that it has hundreds or thousands of shares, it’s likely that there’s something of value. That’s a big reason why so many businesses are installing social share plugins and encouraging consumers to share as much as possible.
While it’s difficult to predict algorithms will evolve in the future, there’s a reasonable chance that social shares will match or even outweigh traditional inbound links by the end of 2016. For more information on how SEO and social media are becoming intertwined, see my article “How to Integrate Social MediaWith Your SEO Campaign.”
There you have it, my predictions for the top seven online marketing trends of 2016. Did I miss anything? What do you think about my predictions? Leave a comment and let me know!