Online marketing (also called Internet marketing, or web marketing) includes all marketing measures or packages of measures that aim to drive traffic to their own or a specific website from which can then be directly made or initiated business. Subdomains are classic banner advertising, search engine marketing, e-mail marketing, advertising, social media marketing and affiliate marketing. These marketing services are offered by the so-called advertising portals.
A special form of online marketing is the so-called video marketing.
Due to the increasing number of smart phones, the larger Internet bandwidth and the continuously increasing of mobile internet accesses, the coming mobile marketing and its focus on mobile devices in online marketing has an increasingly important role. One of the main advantages of online marketing over traditional marketing activities such as print or TV, is the measurability of advertising impact.
The design and the thematic structure of a company’s website are key components of online marketing. The company website serves both for the customer loyalty, as well as to attract new customer groups.
The circuit of traditional online advertising is in the form of banners, popups and layer ads, which should draw attention to the services and products of the advertiser.
Video advertising provides advertising messages in audio-visual processing equipment, and is comparable with TV spots.
With couponing increases the acquisition of new customers and the revenue is denoted by the sale of discount coupons.
Search Engine Marketing
With search engine marketing (SEM) refers to measures that increase targeted audience of a website on search engine results pages. Search engine marketing involves search engine advertising (SEA) and Search Engine Optimization (SEO).
Search engine advertising is the switching of paid ads in the result pages of search engine. The ads will appear automatically as the first results of a search results page and at the right edge or end of a results page. They are stressed in accordance with design elements, such as the color of the background. The SEA system is “Google AdWords” at Google, “Bing Ads” in Microsoft Network, and “Yahoo Search Marketing” with Yahoo. There are, however, other SEA systems for other search engines too.
Search engine optimization (SEO) is any measures to improve the position of a website in organic (regardless of SEM ads) search results of a search engine. The measures range from optimizing the website and its domain name in terms of their keywords through to backlink strategy (links on other websites to your own website).
E-mail marketing
Marketing by e-mail is the equivalent of direct marketing in the offline sector, ie mailing of advertising materials.
The transmission of advertising by e-mail is subject to legal restrictions.
Affiliate marketing
In affiliate marketing the marketing operator uses affiliates to market its service or product. The advantage is the distribution of marketing expenses to multiple partners who are paid only for success. There are different versions of remuneration:
- Pay per Lead : for the generation of customer contact (eg entries in a newsletter mailing list, or order a catalog)
- Pay per Click : for every click on a banner or links provided on the website or in the e-mail of the affiliate
- Pay per Sale : for every sale that comes through the advertising campaign of Affiliates, a fixed amount or a percentage share will be paid on the sale price
Social Media Marketing
The main objectives of Social Media Marketing (SMM) are branding and marketing communication, through the participation of various social media offerings (as, for example, Twitter , Facebook and Google+). Meanwhile, with a “second generation” of social media platforms is becoming more popular, often via a mobile app, trends such as geolocale services (Foursquare, Path, Waze, Facebook Places, Google Places) or the increasing visualization of articles (Instagram, Pinterest, Snapchat, Vine), more specialized social media marketing activities make it necessary. The targeted optimization of a website on the widest possible dissemination in social media networks is known as Social Media Optimization (SMO).
Translated and adapted from Wikipedia
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