In last week’s post I talked a little bit about marketing. There are obviously different types of marketing, from traditional brand marketing to search engine marketing to this newer concept of social media marketing. Today I want to focus on the Internet Marketing umbrella and share what that really entails for your business on the world wide web.
Internet Marketing, also known as digital or online marketing, is the marketing of products and services over the Internet. Pretty straightforward, right? Wrong! Internet Marketing is very broad in scope and so its important to understand what it covers when seeking out a company to manage your online marketing efforts. You want to be sure the company you hire not only understands what Internet Marketing is, they need to provide a wide enough range of services to be able to market your business in a holistic fashion.
Let’s start with the definition of Internet Marketing, which is the marketing of products and services over the Internet. This can obviously be done through a variety of methods. It’s important to note that a common theme woven into the fabric of Internet Marketing is the application of psychology, sociology, economics and the social sciences. In essence, we are looking at behavior – consumer behavior – and one’s motivation to make specific decisions about a business on the Internet. How we influence those decisions is done through a variety of techniques.
The following are just a few examples of Internet Marketing, each serving a specific purpose based on one’s digital business goals:
- Search Engine Marketing (SEM)
- SEM is the attraction of search engine spiders and referral traffic to a website. This is often done through Search Engine Optimization (SEO) and online marketing campaigns. The most common form of an SEM campaign is through pay-per-click advertising. At On Its Axis, our SEM practices are achieved through the Google AdWords platform and, more recently, the Facebook Advertising platform.
- Social Media Marketing
- Social media covers social networking sites like Facebook, Twitter, and LinkedIn. This type of marketing is a little bit like traditional marketing in that its all about leveraging technology to connect with one’s “social graph”, a term coined by Facebook that means “the global mapping of everybody and how they’re related”. This basically means that when I connect with you, I connect with those you are connected to, their connections, and so on.
- Local Search Marketing
- Email Marketing
- Email marketing is just that – promotion of products and services through email. The power behind this type of marketing is due in large part to its ability to analyze the customers who sign up for your email, measure their loyalty, analyze their engagement with you and your brand, as well as give insight into their repeat business. Popular email marketing tools used for campaign management are MailChimp, ConstantContact and AWeber.
Overwhelmed yet? Don’t be. I’ll break these down in upcoming posts and we’ll talk about how to get the most out of each offering. For now, the important thing to note is that Internet Marketing covers a wide range of services on how to approach consumer behavior.
When hiring a company for your online marketing efforts, make sure they not only have skill and experience in these services but can also provide in-depth understanding of your business and explain what they will do for your business in each of these areas. It’s important for them to provide specific things they will do, how frequently they will do them, and a way to measure success over time.
Sleep easy at night knowing your online marketing efforts are moving forward in a direction you understand, and with data to support likely course corrections to achieve the most return on your investment. Best wishes!