What is an Internet Marketing

What is Internet Marketing

What is Internet Marketing

Definition of Internet Marketing

The term web marketing is used almost exclusively in Italy. At the international level, we hear more often about internet marketing or digital marketing (the latter represents a broader definition including all digital channels, not just the internet).

Beyond this premise, web marketing is the most modern form of marketing is linked to the technology that has most recently invaded our lives: the internet and in particular the world wide web.

Web marketing is, therefore, a subset of marketing that uses the internet as the main field of action. Many of the basic marketing principles also apply on the internet but many are specific to what you can do on the internet and often the need to do internet marketing comes from specific needs related to this technology.

Although the world wide web is relatively young (it was born in 1991), many sub-disciplines have developed and new media are constantly being created within the large network.

Differences with traditional marketing

We said that web marketing retains many features of traditional marketing but at the same time introduces many new features. Let’s see what they are.

In addition to the obvious fact that web marketing exists because the worldwide web exists and is inexorably linked to it, the differences mainly concern the language, the tools, the massive use of the software, the possibility of measuring the results with extreme precision.

The language is different because the way people use content is different compared to pre-internet tools. Access to information is almost ubiquitous and free, the cost to produce them is very low or zero. This means that people are used to consuming and digesting a huge amount of content compared to the past and are used to going from one language to another (text, audio, video) almost instantaneously and continuously. Moreover, today everyone produces content through social media and thanks to the possibility of publishing anything in an extremely simple way.

What is Internet Marketing

This requires marketers to find new languages ​​that take advantage of new media to their full potential and that adapt to the very low level of attention of people and at the same time to the demand for quality content that stands out from the crowd.

The advantages of web marketing over traditional marketing

Some of the features that differentiate web marketing from traditional marketing also represent advantages. Among these the most obvious are:

  • Ability to accurately measure ROI
  • Lower costs
  • Possibility of targeting very accurately
  • Almost instantaneous communication
  • Possibility to use many different channels simultaneously

Who is the Internet marketer

The demand for specific web marketing skills is increasingly required by companies of all sizes and in all sectors. In fact, the Internet represents an opportunity for everyone to reach a very large audience, but at the same time, thanks to the low barrier to entry, it is also a field in which competition is fierce. This, therefore, justifies the desire of professionals and companies to be present on the internet but also the desire to have tools to emerge. Hence the growth in the number of web marketing professionals and agencies that offer specific or 360º services.

The web marketer is a figure with undefined boundaries. In fact today the possible specializations are as many as the number of sub-disciplines (see later in this article) and even more as these are very technical.

For example, there are SEO experts who do not know much about SEM, as there are very technical figures, who are familiar with software development and others who are more focused on issues such as branding or communication or graphics.

So the web marketer is a fluid figure who often has to adapt to different disciplines and who must be able to put together different skills to make them work together.

The different disciplines of web marketing

Web marketing, rather than a single activity, is the set of many activities that are also very different from each other. In this chapter, we list the main ones, outlining the general characteristics. You can go to see the other articles linked to deepening every single issue.

Inbound Marketing

Inbound marketing is a revolutionary philosophy in web marketing that is becoming increasingly popular. The idea stems from the evidence that the traditional approach to marketing brought to the internet does not work. Both because the internet is a completely different reality from everything that was there before, and because the world has changed and is changing, as are people’s habits. The inbound marketing approach is a strategic, holistic approach that focuses on people and requires the marketer to give before receiving. So it starts from an almost maniacal identification of the person buyer to be able to empathize with it and find the contents and the proposals that really going to solve its problems.

The contents serve to establish a relationship of trust with potential customers when they are still distant from the moment of purchase so that they arrive to make their choice helped by the same company almost to the point of risking that you buy competitive products. This derives from a basic principle, that is that today people have endless possibilities to inform themselves and therefore their purchase will always be very aware, so it might as well be part of this information process and be sure that the customer will be satisfied with his purchase in such a way which will remain linked to the brand for as long as possible.

In this sense marketing to work at its best must make the sales process “superfluous”. so that they arrive to make their choice helped by the same company almost to the point of risking that you buy the products of the competition. This derives from a basic principle, that is that today people have endless possibilities to inform themselves and therefore their purchase will always be very aware, so it might as well be part of this information process and be sure that the customer will be satisfied with his purchase in such a way which will remain linked to the brand for as long as possible.

In this sense marketing to work at its best must make the sales process “superfluous”. so that they arrive to make their choice helped by the same company almost to the point of risk that you buy the products of the competition. This derives from a basic principle, that is that today people have endless possibilities to inform themselves and therefore their purchase will always be very aware, so it might as well be part of this information process and be sure that the customer will be satisfied with his purchase in such a way which will remain linked to the brand for as long as possible.

In this sense marketing to work at its best must make the sales process “superfluous”. so it might as well be part of this information process and be sure that the customer will be satisfied with his purchase so that he will remain linked to the brand for as long as possible. In this sense marketing to work at its best must make the sales process “superfluous”. so it might as well be part of this information process and be sure that the customer will be satisfied with his purchase so that he will remain linked to the brand for as long as possible. In this sense marketing to work at its best must make the sales process “superfluous”.

SEO

SEO, or search engine optimization, is an art that is as old as the web. It is an art because it is a set of empirical techniques, partly based on science and statistics, but so closely linked to the evolution of search engines that it practically changes overnight. SEO experts are mythical figures (when they get extraordinary results) but also seen with great suspicion as it is full of people who claim to be such when they may never have done this job or never dealt with the real problems of managing a website of a certain complexity.

To summarize we can say that the SEO is divided into principle between on-site and off-site. The on-site SEO manages all the technical and content-related optimization problems, while the off-site SEO works on the promotion of the contents so that they are linked from as many sites as possible.

SEM

SEM is the acronym of Search Engine Marketing or marketing associated with search engines. Here we mainly talk about sponsored ads on Google and Bing and, lately, even Amazon.

Knowledge of SEM techniques is also based on basic marketing knowledge, such as identifying the right market, defining the target, copywriting. In addition, it is linked to specific skills such as the knowledge of the platforms to publish advertising on search engines (Google Ads, Bing Ads).

These platforms are online software that allows you to select keywords, define budgets and measure the return on investment.

Often these platforms are cross-channel in the sense that they allow ads to be published on other channels (for example, Google Ads also manages to advertise on YouTube or retargeting on other sites and online publishers.

DEM

Direct Email Marketing is one of the most similar things to pre-internet Direct Marketing. It involves sending targeted communications via email to people who (hopefully) have given their consent to receive promotional emails.

This is one of the most undervalued and underutilized web marketing methods available. In fact, despite numerous statistics (especially American ones) indicate how email marketing is one of the forms of marketing with the highest ROI, it is often considered a secondary activity or carried out in a very ineffective way.

To make DEM correctly it is fundamental first that there was an explicit and strong request from people to receive communications. According to the communications must be relevant, personal and sent at the right time.

If we think of the classic newsletters full of logos and images, which are clearly aimed at advertising, let’s think about the wrong way to do DEM. Emails are strong because the email box is still one of the most private parts of our digital and professional life.

When they tell you that social media has deleted the email they are not considering that social media cannot be used for professional conversations in the workplace. And when they say that Millenials or “young people” don’t use emails, it’s often because they haven’t really entered the world of work yet.

So entering such a private and important area is a privilege that must be used correctly. Promotional emails must have neither the appearance nor the intent of advertising emails but must be “personal” emails in the true sense of the word.

Social Media Marketing

Social media marketing is, trivially, the marketing that uses the social media channel. Even this area is rather large and complex, as social media today is a vast and varied world.

Each social network has its own specific language, specific demographic characteristics and a way to use it. Even in social media, as in search engines, a distinction is made between organic visibility (the one established by the algorithm and the number of followers) and paid visibility, ie the one that can be “bought”.

In general, social media is a great tool to do lead generation, bringing users to the site where the conversion or purchase takes place.

Content Marketing

Content marketing, as we have seen, is a crucial part of all internet marketing activities. In fact, everything is contained in the network even if it can take on very different forms. So, in fact, any marketing strategy will revolve around the content.

Creating the best content is highly dependent on the creation of the person buyer. In fact, this will guide you in creating a detailed and precise content plan that will serve as a guide for producing and publishing content, be they articles, blog posts, product or service presentation pages, videos, tutorials, guides, pdf, etc.

Leave a Reply

Your email address will not be published. Required fields are marked *