Online marketing
Online marketing (also known as internet marketing or web marketing ) includes all marketing measures that are carried out online to achieve marketing goals, from brand awareness to the conclusion of an online business . Online marketing is mostly seen as a conventional marketing strategy and mandatory, but this has only developed in recent years.
Properties and delineation
In addition to internet advertising , sub-areas of online marketing are search engine marketing , social media marketing and affiliate marketing . These marketing services are offered by advertising portals (usually for a fee). Video marketing is a special form of online marketing . Due to the increasing number of smartphones, the ever larger internet bandwidths and the continuously increasing mobile internet access, mobile marketing and the focus on mobile devices in online marketing are becoming increasingly important. One of the main advantages of online marketing compared to traditional marketing measures such as print or TV is the measurability of the advertising effect.
Forms of online marketing
Website
The design and thematic structure of a company website are central components of online marketing. The company website is used both for customer loyalty and to advertise new customers.
A website is to be understood as a collection of pages on the Internet that are related to one another and are located within the same domain. The homepage of the website is called the homepage and is not a synonym for the term website. The “sub-pages”, for example a sub-category, is called a website.
Display advertising
Display advertising is a form of advertising on the Internet that, like banners , uses image and, if necessary, audio material.
Advertisers use display advertising to advertise their products and services on the Internet. It is similar to advertisements in newspapers and magazines, as well as TV commercials .
Display advertising and search engine marketing are the most common forms of online marketing.
Search engine marketing (SEM)
Search engine marketing (SEM) is based on the one hand on targeted search engine advertising (SEA) and on the other on search engine optimization (SEO) in order to acquire potential customers in certain subject areas.
Content marketing
The Content Marketing is engaged in the production and distribution of media and publishing material with the aim to obtain new customers and retain existing. This information can come in a variety of formats, such as blogs, news, videos, white papers, e-books, graphics, case studies, or guides. Since most marketing strategies involve some form of publication material, content marketing is in most cases integrated as an integral part of a campaign. Exceptions are, for example, telephone-based marketing or word-of-mouth advertising.
Email Marketing
Marketing by means of e-mail , so-called e-mail marketing, is the equivalent of direct marketing in the offline area, i.e. the mailing of advertising material.
Sending advertising by email is subject to legal restrictions. In Germany, various laws regulate the dispatch and certain mandatory information in business e-mails (e.g. the law against unfair competition , UWG, contains provisions on “advertising using electronic mail” in Section 7 on unreasonable harassment "And the law on electronic commercial registers and cooperative registers as well as the company register , EHUG, stipulates that certain imprint information must be included in a business email), in Austria the Telecommunications Act (TKG) and in Switzerland the Telecommunications Act (FMG) regulate this form of the advertisement. Since March 1, 2006, spamming is also to be understood as advertising in the business-to-business area with unsolicited e-mails.
Influencer Marketing
In influencer marketing, an influencer, a person who can exert a great influence on the opinion of a specific target group, is hired to advertise a product, service or company. The trustworthiness and reputation of the influencer is used specifically for brand communication.
Affiliate marketing
In affiliate marketing , the marketing operator uses a large number of partners (English. Affiliates) to market his service or his product. The advantage is the distribution of the marketing effort among several partners who are only remunerated for success. There are different forms of remuneration:
- Pay per lead : for generating customer contact (e.g. entering a newsletter mailing list or ordering a catalog).
- Pay per Click : for each click on a banner or link placed on the affiliate's website or email.
- Pay per sale : a fixed amount or a percentage of the sales price is paid for every sale that comes about through the affiliate's advertising campaign.
Other, rarer remuneration models include pay per link (installation of a link on the website), pay per view (display of an advertising medium) and specific interaction-associated remuneration models (pay per install, pay per signup, etc.).
Social media marketing
With social media marketing (abbr .: SMM), branding and marketing communication goals are primarily pursued through the use of social media platforms (e.g. Twitter , Facebook and Instagram ). In the meantime, a "second generation" of social media platforms is becoming increasingly popular, which - often also via a mobile app - trends such as geolocal services (Foursquare, Path, Waze, Facebook Places, Google Places) or the increasing visualization of posts ( Instagram, Pinterest, Snapchat, Vine) and make increasingly specialized social media marketing measures possible. The targeted optimization of an Internet presence for the widest possible distribution in social media networks is known as social media optimization (abbr .: SMO).
Common metrics
A number of special metrics are widely used to measure the success of online marketing. The following are common:
- Number of page views (also known as page impressions or hits)
- Number of sessions (sequence of page views in direct succession, also known as sessions)
- Number of individual visitors (also referred to as unique visitors or unique users)
- Length of stay of a user on the page
- Bounce rate (engl. Bounce rate , abbr. BR)
- Number of converted visitors or converted sessions (also conversions , conversions, English conversions or leads )
- Proportion of converted visitors or converted sessions (also conversion rate, abbreviated CR)
- Number of organic visitors (also known as organic visitors or organic users)
- Click through rate (engl. Click-through rate , abbr. CTR)
- Cost per click (Engl. Cost-per-click , abbr. CPC)
literature
- P. Alpar: Commercial use of the Internet: Support of marketing, production, logistics and cross-sectional functions through the Internet and commercial online services. Springer, Berlin / Heidelberg 1996.
- J. December, N. Randall: The World Wide Web Unleashed. Sams Publishing, Indianapolis 1994.
- JH Ellsworth, MV Ellsworth: Marketing on the Internet. Multimedia Strategies for the World Wide Web. John Wiley & Sons., New York / Toronto 1995.
- J. Griesbaum: Online Marketing , in: Rainer Kuhlen, Wolfgang Semar, Dietmar Strauch (Hg): Basics of practical information and documentation. 6th edition, Walter de Gruyter, Berlin 2013, pp. 411–423.
- B. Schmid (Ed.): Electronic Mall: Banking and Shopping in Global Networks. Teubner, Stuttgart 1995.
- E. Lammenett : Practical knowledge of online marketing: Affiliate and e-mail marketing, search engine marketing, online advertising, social media, online PR. Gabler Verlag, Wiesbaden 2012.
Web links
- Link catalog on the subject of online marketing at curlie.org (formerly DMOZ )
Individual evidence
- ↑ Definition of website. Retrieved June 27, 2016 .
- ↑ Definition of »Homepage« | Gabler Economic Lexicon. Retrieved June 27, 2016 .
- ↑ What Is Content Marketing?
- ↑ 2014 B2B Content Marketing Research: Strategy is Key to Effectiveness
- ^ IAB internet advertising revenue report
- ↑ Seth Fiegermann: Foursquare launches Showing Ads After You Check In . Mashable.com. July 16, 2013. Retrieved November 26, 2013.