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How to get the most from online marketing

How to get the most from online marketing


The most used tools to marketers are online advertising and search engine optimisation.

But marketing online is simply not offline marketing applied to a new online world with the opportunity to to build awareness of your company or business in more personal terms.

Establishing and building on this relationship leads to confidence and a better chance of them buying your product.‘eMarketing eXcellence’ by Smith, P.R. and Chaffey, D. (2001) claims that internet technology can be used to focus marketing on the customer, while at the same time drawing them to business operations.

This can be done by:

Identifying - the internet can be used for marketing research

Anticipating - the internet provides an additional channel by which customers can access information and make purchases – just look at easyJet, Ryanair,. Amazon and Lastminute.

Satisfying - a key success factor in e-marketing is achieving customer satisfaction through the electronic channel. It’s important their experience is a good one.

There’s difficult balance to strike. Conversations need to be engaging but with enough of a sales message to result in purchases. Too heavy a message and you’ve lost your customers.

Focus Points

Online marketing activities should be driven the 5 S’s

Sell - Grow sales (use newsletters to both again new customers while retaining others

Serve - Add value (give customers extra benefits online such as online exclusive offers)

Speak - Get closer to customers by creating a dialogue, asking questions through online research surveys and learning about customers' preferences through tracking.

Save - Save costs (an e-newsletter saves on traditional print and post)

Sizzle - Extend the brand online. A newsletter keeps the brand 'front-of-mind' and reinforces brand values. Make sure the tone of voice is appropriate to your brand.

Top Tips to raise your Presence

1. Funnel Building. This involves building as many additional links as possible to engage with customers, educate and drive them towards a purchase. Some examples are search engine optimisation, email newsletters, discussion boards, advertisements and affiliate activities.

2. Content development. This is critical to the development of an online marketing campaign. If you’re directing people to your site through marketing you need to make sure it delivers once they arrive. Researching, writing, gathering, organising, and editing information on your website to develop and promote your business is extremely important.

3. Buzz marketing. This is about getting the brand out there by word-of-mouth. For this to happen you need to be ‘of the moment’ or genuinely fascinating or intriging.

4. Cool Tools. This will be something so cool, you’ll just want to share it. Basically it’s a viral – a fun game, a hilarious video or a cartoon character that lives on your screen.

So you’re out there but you need to be found. Online adverting can help but you need keywords to be registered with search engines.

To be found you need to raise your profile in natural search engine ranking (some 70% of searchers will skip over sponsored results and start with the naturally ranked sites), you can pay to be include or take advantage of pay per click (which unfortunately can be costly).

Costs and benefits

What’s true of Online Marketing today is that you must pay to play.In order to survive, just like any other website, search engines must generate significant revenue. Banner advertising came first and generates some revenue but not enough. As a result paid inclusion and pay per click were born.

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