7 Key excerpts on "Online marketing"

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  eBook - ePub

  Pricing, Online Marketing Behavior, and Analytics

  • G. Viglia(Author)
  • 2014(Publication Date)
  • Palgrave Pivot

    (Publisher)

  The widespread use of the Internet has enabled greater convenience and flexibility. Customers can shop when they want, at any hour of the day or night, shifting power away from brick-and-mortar retailers. Digital technologies also provide mobile convenience for consumers and for businesses with Wi-Fi. It should be emphasized that the “new” consumers who focus on online shopping value their time a lot, know what they want, and do the research necessary before purchasing in order to avoid being disappointed or exploited. The Internet offers the flexibility they like, increasing the level of competition for sellers, as there are no physical boundaries in online shopping. Furthermore, the Internet provides a new transparency regarding price, promotions and new products.

  We can say that online or Internet marketing refers to marketing practices that use the web to drive sales and enhance brand awareness. Mohammed et al. (2001) provided a more formal definition: “the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, product and services that satisfy the goals of both parties.” Online marketing works in conjunction with traditional types of outbound marketing such as advertising on television and sponsorship. There are different types of Online marketing depending on the channel: e-mail marketing, social media marketing, mobile marketing, and so forth. Different terms are used for the overall subject of online or Internet marketing—digital marketing, web marketing and e-marketing—but these are all essentially synonyms.

  As mentioned earlier, the new ICT technologies have significantly impacted many aspects of marketing strategies and tactics, revealing new patterns, models, and habits of consumer behavior. We will focus particularly on two topics:

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  eBook - ePub

  Efficient Marketing Concept for hotels and restaurants

  Marketing stragies for the future-oriented host

  • Frank Höchsmann(Author)
  • 2021(Publication Date)
  • Books on Demand

    (Publisher)

  8. Online marketing

  8.1 Definition

  Online marketing is part of the communication activities and comprises all measures and instruments that are used via the Internet to position or market a company, product, offer or service.

  8.2 Online marketing synonyms

  • Web Marketing
  • Internet Marketing
  • Digital Marketing

  8.3 Objectives of Online marketing

  • Better placement in search engines like Bing, Fireball, Google, Search.ch , Qwant.com or Yahoo
  • Guest and customer loyalty, acquisition of new customers
  • Increasing the level of attention to a product, offer, service or brand
  • Increase in traffic (number of visits to the website)
  • Image improvement (branding)
  • The main objective of Online marketing measures is to increase sales and/or raise the level of attention to products or offers.

  8.4 Graphical representation of online instruments

  Passage contains an image

  8.5 Online marketing Instruments

  8.5.1 Affiliate Marketing (partner program):

  Affiliates advertise partner companies, products, offers and services on their website and receive commission for doing so.

  8.5.2. Banner advertising:

  Online advertising with graphic advertising material that leads links to the website of another company or to a separate landing page. Synonyms for banner advertising: display advertising, display advertising

  8.5.3 E-mail advertising:

  Sending advertising messages via e-mail. E-mail advertising is an efficient advertising medium. However, the sender of e-mail advertising must be careful who receives the mails, because of the strict rules of the EU data protection basic regulation. Trends are the integration of social media buttons as well as the integration of videos into newsletters.

  8.5.4 Influencer Marketing:

  It is also called multiplier Marketing and is a sub-instrument of Online marketing. Companies use opinion leaders (people with prestige, influence andrange ) who then directly or indirectly advertise a product, offer or service.

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  eBook - ePub

  Digital Marketing Fundamentals

  From Strategy to ROI

  • Marjolein Visser, Berend Sikkenga, Mike Berry(Authors)
  • 2019(Publication Date)
  • Routledge

    (Publisher)

  According to Kotler, marketing is an integrated process that companies use to create value for customers and to build strong customer relationships in return for a reciprocation of value from their customers. In many instances, products or services are traded for money, but alternative exchanges are also possible. For example, political parties that trade ideological representation of interests for votes or brands that trade interesting/valuable content for the user’s time and attention.

  The Internet plays an ever-increasing role within the marketing process. Digital Marketing is a sub-process of marketing. Therefore, we can define Digital Marketing as a process in which organisations and existing or potential customers use the Internet to create value and products as well as interchange them. In this respect we do not discriminate between the various ways that the Internet is accessed and the device on which the Internet is viewed. Whether a computer or a smartphone is used is of importance to the applied technological methods, but not to the marketing principles. Internet marketing, Online marketing and e-marketing are all synonyms for Digital Marketing. In this book, we will use ‘Digital Marketing’.

  Ecommerce

  One frequently asked question remains: what is the difference between Digital Marketing, ecommerce and ebusiness? ecommerce refers to selling products or services over the Internet. Customers can complete transactions or submit changes using a website. This book considers ecommerce to be one of the possible options within Digital Marketing. Many organisations do approach their customers over the Internet, but don’t sell their products online. In this case it is a question of Digital Marketing communication, an element of Digital Marketing, but not of ecommerce.

  Ebusiness

  The authors of this book see ebusiness as a way of doing business with the assistance of digital technologies. Ebusiness is a wider concept than Digital Marketing and ecommerce. In ebusiness it’s not only about the interaction with markets, but about adequately establishing all of the processes that enable an organisation to make their products or provide their services. It’s about the front and the back of the organisation, the parts the customer does not come into contact with (see figure 1.1

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  eBook - ePub

  Business

  The Ultimate Resource

  • Bloomsbury Publishing(Author)
  • 2011(Publication Date)
  • A&C Black Business Information and Development

    (Publisher)

  Understanding the Key Principles of Internet Marketing

  GETTING STARTED

  If your business has an online presence, you need to harness the power of that presence so that your company benefits. Internet marketing is about giving, rather than getting, attention. As an adjunct to traditional marketing, it supports and enhances the overall marketing message by providing comprehensive information that answers consumers’ questions about a particular product or service. Internet marketing also exploits the networking capabilities of the Web by leveraging online community activities, linking, affiliate marketing, viral marketing, email marketing, and loyalty programs. When approaching Internet marketing, keep the following in mind:

  • When visitors come to a Web site they are already aware of the brand. They want information. • Use Internet technology to understand the needs of your customers, so that you can offer them just the right information and products. • Remember that the Internet empowers the consumer. A dissatisfied consumer can use the networking capabilities of the Internet to undermine your brand.

  FAQs

  What about online advertising?

  As a pure branding tool, online advertising does not have the same impact as television or glossy media, because of bandwidth restrictions. Studies indicate that most consumers avoid interactive ads because they simply take too much time to download.

  However, the real power of online advertising is not its mass-marketing impact but, rather, its ability to reach niche markets and target the right consumer with the right product. The contextual advertising services like Google AdWords and Yahoo Search Marketing allow even small-scale advertisers to refine their advertising in this way. Advertising success is also claimed by opt-in email-based marketing, where consumers request information on a particular product or service. In online advertising, the scattershot approach is out and laser-point focus is in.

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  eBook - ePub

  Complete B2B Online Marketing

  • William Leake, Lauren Vaccarello, Maura Ginty(Authors)
  • 2012(Publication Date)
  • Sybex

    (Publisher)

  You are a B2B marketer. Your sales happen over the course of months, not minutes, so you can just scrap this whole Online marketing thing, right? Just segment your list, send off emails for lead nurturing, write killer collateral material for sales, attend some events, let your agency put together some dimensional mailer campaigns, and your job is done and your company makes money. Other books may tell you that, but if you follow their advice, then over time your competitors will be happy, but your bosses won’t be. The world of traditional lead generation (direct mail, email plus teleprospecting) is dead; it is time to embrace the changing, integrated marketing landscape, or you will be left behind.

  Everyone—from the guy in the facilities management office to the CEO—uses the Internet to read, browse, surf, chat, and socialize, and Online marketing is the tool to get in front of your audience. You want to get in front of them before they look for your product, while they are actively searching, and then when they need customer support.

  We are here to tell you that not only is Online marketing the most effective channel for B2B lead generation strategies at the top of your sales funnel: it applies to every stage of the prospect-to-customer life cycle, from establishing a brand to maintaining customer loyalty. Online marketing is also a great way to enhance and extend some of your more effective traditional marketing channels, such as events and PR.

  Still not convinced you need Online marketing? According to a recent study by AMR International, B2B Online marketing spend is nearly double the percentage of budget from 2010 to 2012 (www.amrinternational.com/reports/b2b_online_marketing_in_the_united_states_assessment_and_forecast_to_2013 ). Although Online marketing still may not take the lion’s share of most B2B organizations’ marketing budgets, it is quickly becoming a powerful force that complements traditional marketing and events and stands alone as an independent marketing vehicle for driving awareness, leading sales, and increasing the lifetime value of a customer. As marketing budgets tighten, executives are increasingly looking for better ways to measure returns on their spends and find ways to scale what works.

  The value of Online marketing isn’t just about the dollars in the market; it is about reaching business decision makers where they spend their time. First LinkedIn and now Facebook and Twitter have become prominent professional networking vehicles and places businesspeople look to their peers for best practices and advice. Social networks are no longer for your niece or your employees; your customers use social to research your product and to look for help. Imagine if you can use Online marketing to connect with those customers at the moment they are researching or inquiring in social media. Now imagine that you can tie that tweet or Facebook status with a contact record in your CRM system. Not only is this possible, but it is increasingly the way your B2B peers are marketing their businesses.

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  eBook - ePub

  Driving Consumer Engagement in Social Media

  Influencing Electronic Word of Mouth

  • Anna Bianchi(Author)
  • 2020(Publication Date)
  • Routledge

    (Publisher)

  Mobile marketing includes activities in which marketing communications require use of mobile phones. Common examples are SMS and MMS messaging, mobile apps, QR codes and location-based mobile ads. As with e-mail marketing, mobile marketing can be used to drive the direct response of recipients, for instance to encourage them to take advantage of a special offer. Push notifications are commonly used for this goal. However, like e-mails, due to their intrusive character, messages may not be seen positively by some recipients.

  The next element of Online marketing communications – online partnerships – are long-term collaborations with subjects such as editors or online shops aimed at promoting and supporting product sales on the Internet (Karasiewicz, 2018). These actions include affiliate marketing (commission-based referral), sponsorship and co-branding (Chaffey & Ellis-Chadwick, 2012). For instance, a bank can establish an online partnership to display its account offering on a website which compares different bank accounts. Every time a user coming from this website opens an account, the bank pays a commission to the owner of the website comparing bank accounts. The key advantage of online partnerships is payment by results. However, the results can be highly unpredictable, control over actions of partners can be limited and, due to the commissions, the cost of an online partnership can be relatively high (Chaffey & Ellis-Chadwick, 2012; Karasiewicz, 2018).

  Online (or digital) public relations (PR) refer to “conscious, planned and continuous efforts to establish and maintain mutual understanding between the organization and its environment, and a positive image of the organization in the environment implemented via the Internet” (Karasiewicz, 2018, p. 373). Specifically, these activities are aimed at maximizing positive mentions of an organization, brand, product or service on third-party websites visited by specific target groups (Chaffey & Ellis-Chadwick, 2012). The target groups include not only consumers but also media (journalists), employees, investors and other stakeholders. Bloggers and other online influencers play an increasingly important role in shaping consumer opinion and brand image (Królewski & Sala, 2016), which requires a strategic approach to the management of the relationships with these subjects. The company blog, online press releases, sponsored articles and influencer marketing are common elements used in digital PR activities. Communication through third parties has an important advantage of being more credible. Furthermore, the links created on third-party websites have a positive impact on SEO. However, companies must accept that they largely lose control over the message (Karasiewicz, 2018).

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  eBook - ePub

  Marketing the e-Business

  • Lisa Harris, Charles Dennis(Authors)
  • 2007(Publication Date)
  • Routledge

    (Publisher)

  9 Online marketing COMMUNICATIONS

  Introduction

  This chapter builds on the customer relationship marketing strategies discussed in Chapter 6 . It covers the operational detail of online customer communications. A company’s website has to be effectively promoted in order to stand out from the crowd, encourage visitors and convert them into regular purchasers. Simply having a website is not enough to be seen amongst some 30 million commercial sites, a figure that is growing rapidly. Companies without extensive marketing budgets to spend on promotion will need to look for creative ways of attracting and retaining business.

  Topics Covered in the Chapter

  • History of marketing communications
  • Communicating with the online consumer
  • Online communication tools:

  • Search engines
  • Co-branding
  • Affiliate programmes
  • Viral marketing
  • Advertisements on websites
  • E-mail
  • Blogs

  • Integrating online and offline marketing communications
  • Measuring campaign effectiveness.

  Learning Objectives

  By the end of this chapter you should be able to:

  • Discuss the purpose of marketing communications.
  • Explain the relationship between online consumer behaviour and effective marketing communications.
  • Describe the range of tools available for online communications.
  • Explain the importance of effective integration of online and offline communications.

  Recommended Reading

  Battelle, J. (2006) The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture, Boston: John Brearley

  Chaffey, D. (2006) Total E-mail Marketing, 2nd edn, Oxford: Butterworth Heinemann

  Wright, J. (2006) Blog Marketing, New York: McGraw-Hill

  History of Marketing Communications

  Before the 1880s the dominant function of advertising was to provide consumers with information. Content was print-based and very few adverts had a brand or slogan. In the early 20th century advertising started to become more visual; it featured slogans and encouraged consumers to buy specific brands. This trend developed further with the introduction of radio advertisements in the 1930s and was endorsed by TV advertising in the 1950s, allowing greater emphasis on the visual element.

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