What is internet marketing: definitions and main types

Every year, the global e-commerce market breaks new sales records. Today there are about 12-24 million on the planet online-stores in which almost 21% of all purchases are made. Experts claim that by 2040, the share of orders placed online, will increase to 95%.

Ukraine does not stand aside from world trends. The number is actively growing in the country Internet-stores and marketplaces, the competition between brands and manufacturers, a demand for specialists and agencies, who are able to effectively promote goods and services in the network.

What is internet marketing?

Internet marketing is a set of methods and tools for effective promotion various services and goods in online – environments. All measures implemented within marketing strategies are aimed at achieving certain measurable results (increase in sales, profit growth, market expansion, improvement of the company’s reputation and recognition, brand, product, etc.).

List goals may be different, but they all involve building communication with the client for the purpose of business development. Internet marketing functions exclusively online, using the following species communications and tools, such as SEO and SMM, e-mails, chatbots, advertising, etc.

Internet-marketer is a specialist who must be able to attract representatives of the target the audience to the product, hold their attention and encourage them to take some action. For this purpose, he creates a marketing strategy, defines effective methods, promotion tools and puts them to work. In the process, adjusts the strategy to obtain the best results.

The field is rapidly developing and involves the constant improvement of work algorithms, the appearance of new one’s tools, methods. So, for example, a few years ago for promotion for a new product, it was enough to work on the site, place several advertising messages in authoritative sources and correctly set up targeted advertising in Google. Today, it is impossible to imagine the release of the product on online – the market without influencers, posting video content on Tik-Tok and Youtube, using chatbots, etc.

The difference between digital marketing and internet marketing

Internet marketing is one of the components digital marketing. While the first concept implies promotion exclusively in online – spaces, digital can use all existing one’s digital technologies and formats. Realization strategy is not limited to Internet-channels – TV, radio, POS terminals, interactive screens, mobile games, SMS mailings, etc. can also be involved.

For example, if during promotion new Internet – the store uses social networks, contextual advertising and search optimization – this internet marketing. In case of addition to the listed tools we are already talking about broadcasting videos on TV and placing billboards on the streets of the city digital-marketing.

Development and launch Internet – marketing strategies involves less expenditure of time and resources in comparison with digital, as well as more prompt response to changes in the process. The cost of events depends on the choice of channel and tool, but usually offline campaigns are more expensive (advertising and radio, TV, billboards) compared to online-formats.

Key advantages of internet marketing

Internet marketing is one of the most effective tools for promotion of services and goods. Under the condition of skill using the entire range of available methods and various species channels, a successful strategy can bring business to a qualitatively new level, guaranteeing stable development and achievement of the most ambitious goals.

The main advantages internet marketing for business:

1. Profitability – due to high accuracy and the ability to pay only for engaged customers, quickly adjust the strategy and not spend money in vain.
2. Maximum coverage – each of the 5.3 billion people can become a potential customer internet user (which is 66% of the total population of the planet) provided that communication channels are correctly selected and configured.
3. Wide range tools – from publishing clickable links and banners on websites to posting video reviews from famous bloggers and creating chatbots. Each channel has its own characteristics and advantages, becoming a component comprehensive promotion.
4. Positive communication – marketing strategies in internet based on people’s preferences. Targeted advertising offers relevant ads, e-mail distribution is based on previously received data, Facebook selects groups and pages that may be of interest. This reduces the risk of a negative reaction, increases the likelihood of interaction.
5. The ability to automate processes – to reduce the cost of time and money realization tasks within the campaign, as well as ensure uninterrupted operation of services 24/7.
6. Establishing long-term communication – such methods as email newsletters or remarketing allow to maintain attention user for a long time, establish feedback, increase his loyalty and interest.
7. The availability of tools for measuring and tracking results – to assess the effectiveness of the strategy, make timely adjustments, and understand the prospects of the campaign.

Developed by professionals by marketers and agencies are complex strategies allow you to attract customers and increase sales, stand out among competitors and expand the geography of sales, reach the target audience, promote brand recognition and create the right image. It is almost impossible to perform these and other tasks without special knowledge and significant experience.

The main channels of Internet marketing and their features

Promotion site or business in the network can be done in different ways, each of which provides its advantages and disadvantages, certain features. Choosing only one method rarely gives an effect, but here complex internet marketing will help to achieve all the goals and guarantee the best result. However, before choosing tools, it is worth considering them in more detail.

Search SEO optimization

Search optimization (Search Engine Optimization) includes a set of actions aimed at improving the site’s visibility in search engines. The main task is to raise the resource to the top of the search results for the necessary queries that will bring targeted traffic to the site.

Such search engines as Google, Yahoo, Bing, etc. operate on the basis of algorithms designed to provide to the user the most accurate answer to his request. SEO allows you to optimize the site so that it meets all the criteria of the system and is displayed among the first after entering a query (which is relevant to the content of the resource being promoted).

Example of search results and sites that are in the TOP for the query “how to choose a wardrobe”:

A high-quality and professionally conducted set of SEO measures enables:

• Improve the visibility of the site on the network, increase the position of pages in search results, get to the TOP.
• Improve the site – work on usability, design and other factors that affect not only the ranking in search engines, but also the convenience for people.
• Attract targeted traffic – interested and loyal to the product users.
• Increase ROI and increase sales.

Internal optimization includes work on elements of the website itself: placement of quality and relevant content, improvement of structure and design, increase of page loading speed, etc. External optimization covers the entire range of activities carried out outside the resource: placing links, mentioning it to others online – playgrounds, social networks, etc.

SEO requires constant attention, it is not cheap, it gives the first results in 1-2 months after the start of the campaign, however, provided that qualified specialists are involved in the work, it provides a long-term and powerful effect.

Contextual advertising (PPS)

Contextual advertising are text ads in search engine results, which user sees on the page after entering the request. They can be created in the format of a shopping ad, a search engine, or a video ad. They are also often placed on the pages of partner sites, displayed next to videos on YouTube, in mobile applications, and mail services.

Example shopping ad on Google search page for “buy wardrobe”:

The demonstration of advertisements is based on targeted keywords and differs in accuracy, visibility, relevance. So, an advertisement for a furniture sales site will be seen only by those who enter the keywords “buy a wardrobe”, “order a table in the dining room”, etc. in the search window. And this means that each message will be shown exclusively to the interested party to the user, who is a potential customer.

You can select options in the settings promotion (region, audience, interests, socio-demographic characteristics, etc.). Payment for PPC advertising is made only when a person clicks on the ad (PPC stands for pay per click). The campaign starts working immediately after launch and moderation.

Exampledisplay of contextual advertising on the Gmail page:

E-mail marketing

Internet marketing tool, which provides face-to-face communication with by the user, does not lose its relevance for many years. During registration on the website, the visitor enters his electronic address and consents to receive letters that the company periodically sends to him.

The most effective using e-mail marketing is in the case of a desire to present a product to the client or service, to talk about new areas of activity, to attract participation in promotions. Also, with the help of a letter, you can remind about an outstanding order, offer a discount in honor of a birthday or other holiday, get an opinion on the quality of service, etc.

It is possible to ensure a positive result and a high percentage of opening letters thanks to the correct choice of frequency of sending them, providing high-quality and relevant information, and good design. You can send letters through special services that allow you to configure and automate the process as accurately as possible, saving time and resources.

SMM promotion

Social Media Marketing promotion carried out with using as communication channels of social networks. According to the data Broadband Search, number users such services as Instagram, Facebook, Twitter, etc. is constantly growing, and last year almost reached the figure of 4 billion people, spending an average of 2 hours 27 minutes a day on social networks.

Promotion in social networks can be organic or paid. The first method includes creating pages and groups, regularly publishing content and communicating with by users, holding contests, promotions. Payments are made with the help of advertisements and their targeting the audience.

Example placement of paid advertising blocks on Facebook:

Pluses using SMM:

1. Simple and convenient publication of content on ready-made pages and services – a cheap communication channel allows you to quickly inform about new products, promotions, offers, changes.
2. Improving recognition brand or companies, creating a good reputation, image.
3. Rapid growth in the number of subscribers.
4. Regular interaction with representatives of the target the audience – the ability to receive feedback, feedback, comments, publication statistics.
5. Availability of functionality for analytics and monitoring the effectiveness of strategies, market research, competitors, trends.

Under the condition of creation and implementation A high-quality SMM marketing strategy helps to quickly achieve goals even on a limited budget.

Internet marketing using chatbots

Tool automation of communication through popular messengers (Viber, Telegram, etc.), which simulates communication with a real person and is used to provide customers with information about services or goods. He becomes the initiator of “communication” user, who clicks on the Start button and starts receiving pre-prepared questions-answers created according to the template.

Tasks that a chatbot successfully handles marketing:

• Increasing the level of customer service – due to the provision of accurate and quick answers to requests at any time of the day.
• Formation of individual offers based on past purchases and customer requests.
• Collection and analysis of information about representatives of the target the audience, which allows us to better understand their needs and create more effective marketing strategies.
• Automation of a number of tasks and processes (booking, placing orders, filling out forms, etc.), which allows you to relieve the company’s personnel and save money and resources.

Example the work of the EVA supermarket chatbot:

Attracting thought leaders

Influence-marketing involves interacting with opinion leaders (bloggers, celebrities, experts) with a goal promotion and advertising services, goods Today, native advertising is most popular on Instagram, YouTube, Facebook, and TikTok.

If the influencer is chosen correctly, the main message fits harmoniously into the content of the blog (page, account), hits the target audience, attracts new customers, and allows you to immediately see the reaction the audience. Promotion through influencers allows you to talk about the product, show its properties “live”, focus on the advantages of making a purchase.

In the long term, the method helps to increase trust in the company, form a positive image, and be remembered users. The most effective tool is in the promotion of mass market and popular goods services, products with the possibility of instant ordering (games, mobile applications, subscriptions, etc.).

One publication by a millionaire blogger on Instagram can cost several thousand US dollars and bring tens of thousands of customers to the site, but only if the influencer is chosen correctly (with “live” the audience and relevant content), interaction format, taking into account many other nuances.

Otherwise, the result of unsuccessful cooperation can be not only a “merged” budget, but also serious damage to the company and its reputation. Therefore, the creation and realization marketing strategies with the involvement of opinion leaders always trust professionals.

Statistics of the page of the most popular TikTok blogger in Ukraine:

What else is worth remembering

Considering the main methods promotion in internet marketing, it is also worth mentioning:

1. Retargeting and remarketing – involve the re-engagement of CA representatives who were already interested in the product or visited the site, and work with existing customers.
2. Partnership marketing – placement of advertising on the partner’s website with the aim of attracting its visitors to perform a certain targeted action.
3. Geotargeting – allows you to configure the display of advertising only to those people who are in a certain country, region, region. The method is relevant for offline business that requires the physical presence of the client (beauty salons, restaurants, etc.).
4. SERM reputation management – ​​creating a positive image of a company, person, or product that affects development and prospects online – of business, the number of customers, the level of sales. The main components of SERM: placement of positive publications on authoritative resources, management of negative reviews.

An important condition of effective promotion is qualitative content. Unique, expert, useful, relevant information attracts organic traffic, generates interest, is effective way building trust between the company and the audience. Interesting content naturally spreads through the network and gives mass coverage (viral marketing).

Life hacks and recommendations

Complex internet marketing is a set of relevant and effective methods that will help in achieving the set goals and will contribute to business development.

Recommendations for increasing the effectiveness of marketing strategies:

• Automation – using various services to simplify certain processes and actions in order to free up additional funds, time, and resources for more important tasks.
• Searching for effective communication channels is like in the process of creation strategies, as well as during it implementation. Don’t bet on just one tool (as well as involving all at once), it is better to try a few of the most relevant ones. As it grows the audience and business development, you can increase the number of channels, test new methods that fit into the general concept.
• Setting goals according to the SMART system – will make it possible to formulate clear tasks and monitor efficiency according to clear indicators and criteria, without getting lost in abstract concepts and values.
• Analysis and monitoring – should be carried out at all stages: from the selection of methods and channels to the launch strategies before processing the results after completion of work.
• Renewal and improvement are also integral components of success promotion in a network that is constantly changing and requires new approaches, knowledge, and methods.

Given the dynamic development of the field and the need to find better tools for marketing strategies, to single out one universal effective method promotion impossible. Each individual business and product requires an individual approach. And in order to achieve success, it is important to attract specialists with relevant knowledge, skills and experience.

To summarize

In the article, we explained what Internet marketing is, what its advantages are, and considered its main channels. Remember that when choosing certain Internet marketing tools, first of all, you need to focus not on their advantages and disadvantages, but on what result you want to get in the end, and on the characteristics of your company (tasks, opportunities, level of competition). The success of the measures you take will depend on this.

Olha Tyshchenko

Editor

Author's page