Online Marketing is one of the key players in today’s market. Without a solid online presence, no enterprise can thrive and no buyer can find the product or service they are looking for. Digital marketing is the element of marketing that uses web and internet based technologies like mobile phones, desktop computers and other web based platforms and technologies. The term itself is quite vague but it refers to the methodologies, techniques and strategies used to reach out to and then attract potential consumers. Online marketing also includes e-marketing, web content creation and design, social media marketing, Pay per click management, search engine optimization, banner advertising, and web video production.
With the onset of online marketing the traditional channels of advertising such as print, television, and radio became less effective. In fact, some of these traditional channels actually lost their relevance with the advent of the new mediums. It was this change that spurred several companies to look for new ways to advertise their products and services. Thereby opened up new avenues for growth and development. It was also during this time when social media marketing began to develop . Gain steam as the channel that allowed companies to interact with their consumers on a more personal level. This personal level interaction provided a means for consumers to voice their opinions and suggestions and for those companies to be held accountable for their actions.
Online Marketing Companies
The advent of social media outlets and blogging provided another way for companies to connect directly with potential customers. Through these channels online marketing companies were able to create and establish long lasting relationships with consumers. Many brands began to use blogging as a means to generate interest in their brands through the voice and lens of the blogs themselves. Blogs offered consumers a platform to voice their opinions or provide reviews of particular items and services. While being able to remain anonymous and away from the intrusive presence of brand and product representatives.
Search engine optimization, also known as SEO, is one of the oldest and most effective marketing strategies in existence today. It has been cited as being one of the leading trends in online marketing and, as such, many businesses look to capitalize on its power. SEO uses keywords to help increase the visibility of a website in the major search engines. While keywords have proven to be powerful marketing tools in the past. The introduction of social media channels and blogs have created an environment where keywords are becoming less useful.
Banner Advertising is yet another form of traditional advertising that has begun to deteriorate in its ability to reach potential customers. Banner advertising remains a powerful tool for promoting websites and attracting traffic to a site. However, with banner advertising reaching a maximum of about 4% of all web traffic. It is becoming less effective as the funnel of traffic to a website increases. Furthermore, with fewer people clicking on banner ads, the amount of money advertisers are able to pay per click decreases.
Social Media has taken the Internet by storm. Starting with the Facebook application, social media sites have exploded onto the scene and become integral elements of business and personal life. The explosion of social networking sites such as Facebook, MySpace, and Twitter has created an online audience of billions. These platforms provide the tools necessary for businesses and brands to create a presence and audience for marketing purposes. However, unlike banner advertising, the demographic of users who frequent these sites greatly outweighs the targeted audiences of traditional media.
Search Engine Marketing
Search Engine Marketing, or SEM, remains an important component of any online advertising campaign. The increased use of online media, such as blogs, online advertising, and social media has increased the need for search engine optimization specialists. SEM professionals perform a variety of tasks ranging from working with Google to improving the rankings of websites. As more people rely on search engine marketing. The demand for digital marketing professionals will only grow in the coming years.
While all three forms of online marketing are important, none can be ignored completely. An effective marketing campaign should encompass all three elements. This not only helps to ensure an increase in sales, but also creates a positive brand image. Without advertising and marketing professionals working together, a brand can suffer at the hands of poor management. Companies should invest in their online reputation by hiring a digital marketing expert that can increase sales through increased brand awareness, visibility, and profitability. In turn, these professionals can improve customer service, increase sales, and overall lead generation.