What is Online Marketing? | 7 Factors That Make It Score Over Traditional Marketing | ANTS Digital
Online marketing is fast becoming the undisputed king of all forms of marketing. It is emerging as a simple and effective way to make money. With over four billion internet users worldwide, and increasing by the second, the world wide web has the potential to be any marketers playing field!
In today’s highly digital landscape, the internet is used for practically everything, be it communication, research, information seeking, learning, entertainment, shopping…. the list is endless!
This presents a fabulous opportunity for marketers. It helps them connect with a humungous customer-base at the click of a button.
Never before has a single entity been able to reach so many people, in so many interesting ways, instantaneously and with such ease! All this, in the form of online marketing! Also known as internet marketing, digital marketing , eMarketing and web marketing.
So, what is online marketing?
“It is a set of tools and methodologies used for promoting a company’s products and services through the internet.”
It encompasses a wider range of elements than traditional marketing due to more channels and marketing tools available on the internet.
As the online shopping trend worldwide continues to grow, more and more companies are increasing their digital marketing budgets by the year. They are focussing on strengthening the bottom line by using internet marketing.
A study by Strategy Analytics shows an increase of 12% in digital advertising spend over the previous year.
… and how does it score over traditional marketing?
1.Lower Costs: A wider customer-base can be reached at a fraction of traditional marketing budgets. It allows businesses to reallocate the funds.
2.Flexibility & Convenience: Existing and potential customers can research and purchase the products or services at their convenience. They are not bound by store timings, day/night, instant decisions etc.
3.More Scalable: The various forms of online marketing can easily be measured and analysed with specialised online tools and metrics. It helps in calculating the success of a specific online model with ease and allows for corrective measures if required.
4.Diverse Options: There are broadly seven types of internet marketing, giving the marketers a wider playing field. The form of marketing form can be customised to every campaign.
5.More Effective Demographic Targeting: It is easier and more effective to target consumers demographically, online than offline.
6.Scope of Reach: One can reach more customers as it is available 24 hours a day and seven days a week.
7.Greater Customer Connect: Online marketing provides more effective and personalised content instantly. Direct two-way communication helps in enhancing customer loyalty and building long term relationships.
The only potential limitation of internet marketing is the lack of tangibility. It means that consumers cannot try on or physically examine items before the purchase. However, hassle-free and easy return policies on most popular online portals are putting this limitation also to rest.
Online marketing has overtaken traditional marketing in recent years and is on an onward march to be a high-growth industry.
7 Types of Internet Marketing
Social Media Marketing: helps in engaging users and increasing sales using social media platforms like Facebook, Instagram, Twitter etc.
Affiliate Online Marketing: is essentially online referral marketing. Affiliate online marketing allows marketers and influencers to generate income by using another business’s products or services.
Influencer Marketing: involves working with influencers to promote a company’s product or service among their online followers.
Content Marketing: is the process of creating, distributing and promoting relevant content online. The content should be designed to attract, engage and convert the potential customer base.
Email Marketing: involves using an email format to send direct marketing messages to gain new customers and retain the existing ones.
Search Engine Optimization (SEO): involves optimising digital content to improve search engine rankings and maximise the number of visitors to the brand’s website.
Paid Advertising: is a type of internet marketing where the advertisers pay to feature their ads on search engines and online platforms like Facebook, YouTube, Instagram etc.
Author: Rohina Chawla
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