Feb 28, 2021



In a matter of very few years, the internet consolidated itself as a very powerful platform that has changed forever the way we do business and the way we communicate. The internet, as no other communication medium, has given an International or if you prefer, a "Globalized" dimension to the world. Internet has become the Universal source of information for millions of people, at home at school, and at work.


Marketing is, and always has been, about teaching customers where they are. TV commercials, print advertisements, and billboards all attempt to do just that. But since the customer has relocated to the internet watering hole, then marketing has to reposition its antenna.


The internet offers unique benefits other marketing mediums can't offer-scope of reach, the option to personalize content, and the opportunity to build far-reaching relationships with customers being just a few.


1.Why online marketing

Online marketing (sometimes referred to as Internet marketing) leverages digital channels, including email, social media, websites, and search engines, to reach your ideal audience. Unlike more traditional advertising mediums, such as print, the internet encourages two-way conversations between your business and your customer, ideally creating better long-term customer retention.


There is no avoiding it: Internet marketing is critical for the success of your business in 2019 and beyond. But with all the gimmicks and tricks, it can be difficult to distinguish short-term wins from effective long-term strategies, which is why we've decided to answer this new seemingly trivial question but difficult to answer for new small business managers and owners.


2. Define: Online marketing?

When we talk about online marketing, we're essentially talking about promoting your business on the internet (online) using a variety of channels. And these channels include search, social, video, email, and display.

You see, today's customer is connected across these channels on the internet and online marketing is about finding ways to be present and staying present to capture the customer's attention at the right moment when he/she may need your product or service.

The internet has transformed the way people buy products or services. And, now, with mobile smartphones, that experience is everywhere. This puts the customer in charge of the buying process.

They're armed with resources to conduct research, compare options, share what they have found, and even ask their peers for recommendations, all done online. And, often, this happens simultaneously. What was once the norm in marketing has taken a backseat to it's online counterpart.

Print media continues to drop in readership. People are leaving cable for on demand shows served up by online companies like Netflix. And we're distracted by our mobile devices while we Walk on the streets, so we miss advertisements in the windows and at traffic stops and across roads.

Streaming music has replaced radio. And the opportunity to pay for many services eliminates advertising from interrupting our experience. The Yellow Pages has been replaced by Google Local and TripAdvisor, where the customer can easily read reviews and see pictures of the business.

Even in brick and mortar shops, people are holding their phones, scanning bar-codes, chasing deals, and deciding whether it's cheaper to buy online. And that's where online marketing comes in.

As a business, you need to stand out throughout the journey a buyer takes. With so many user interaction points and what seems like an endless amount of channels, online marketing can feel overwhelming. In short, online marketing is the process of putting your business front and center along the journey that your customer takes.


3. Media types used online

There are three main types of media used in online marketing: paid, owned, and earned.

Paid media will make up everything that you pay for. This will include channels like Google AdWords, Facebook paid ads, and display marketing.

Owned media will encompass channels like your website, your list of customers that you used to send out emails, and a blog with an active leadership.

Earned media is the world of organic press. Your social media accounts, mentions on other blogs, and articles written about you makes up the channels within earned media.


4. Traditional marketing vs online marketing

Online marketing differs from traditional marketing, which has historical included mediums such as print, billboard, television and radio advertisements.

Before online marketing channels emerged, the cost of market products and services was often prohibitively expensive, and traditionally difficult to measure.

Think of traditional television ad campaigns, which are measured through consumer focus groups to determine levels of brand awareness. These methods are also not well-suited to controlled experimentation.

Today, any small business owner or manager can participate in online marketing by creating a website and building customer acquisition campaigns at little to no cost. Those marketing products and services also have the ability to experiment with optimization to fine-tune their online marketing campaigns efficiency and Return on Investment.


5. Key benefits of online marketing

✓ Gaining visibility among potential customers.

✓ Ability to measure marketing impact to your business.


6. Essential online marketing terms

✓Call To Action (CTA): This is an instruction provided to your audience as a way to provoke response. Typically use a verb, often displayed on a button with a distinctive color, such as "Save Now" or "Buy Today" or "Request Quote."

✓ Bounce Rate: 

This is when a visitor arrives to your website bu leaves after visiting only one page.

✓ Click Through (CTR):

Every time an advertisement is shown, it counts as an impression and the CTR is how many clicks were received in relation to the amount of impressions that ad was seen. 

✓ Abandonment:

This is when a user does not complete the goal you intended for them. In marketing, we aim to reduce that and that's what we call Abandonment.

✓ Ad impression:

As you begin to scale up your marketing efforts, you'll encounter paid advertising and the term Ad impression. Each time your advertisement is displayed to a user, it counts as an impression.

✓ Others are; Frequency, Conversation Rates, Tracking Pixel, Cost Per Action (CPA), Lifetime value(LTV), and Organic Result.


7. Main Elements Of Online Marketing

a) Your website

b) Data analytics

c) Search engine optimization ( SEO)

d) Search engine marketing (SEM)

e) Social media marketing

f) Video marketing

g) Content marketing

h) Email marketing

i) Influencer marketing.


8. Getting started

The first step to getting started with online marketing is to evaluate your goals and make sure they are measured. Are you hoping to sign up 100 new customers? Generate 1,000 leads to fuel your Business-to-Business (B2B) sales process? Build an email subscriber base of 5,000 people? After that you need to make a choice about how to contract an online presence that helps you achieve that goal. Maybe you need to set up an e-commerce site. If you are interested in publishing content to drive awareness and subscribers, look into setting up a blog. A basic analytic platform ( like Google Analytic, which is free) can help you start to measure how you are tracking towards your initial goal.




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