Defining Internet Marketing
Also called online marketing, internet marketing is the process of promoting a business or brand and its products or services over the web using tools that help drive traffic, leads, and sales.
Internet marketing a reasonably broad term that encompasses a variety of selling tactics and methods – including content, email, search, paid media, and more.
These days, though, internet marketing is usually used interchangeably with “content marketing.”
One of the key objectives of recent digital marketing is to boost brand awareness, the extent to which customers and therefore the general public are conversant in and recognize a specific brand.
Enhancing brand awareness is vital in digital marketing, and marketing generally , due to its impact on brand perception and consumer decision-making. consistent with the 2015 essay, “Impact of brand name on Consumer Behavior”:
“Brand awareness, together of the elemental dimensions of brand name equity, is usually considered to be a prerequisite of consumers’ buying decision, because it represents the most factor for including a brand within the consideration set. Brand awareness also can influence consumers’ perceived risk assessment and their confidence within the purchase decision, thanks to familiarity with the brand and its characteristics.”
Recent trends show that companies and digital marketers are prioritizing brand awareness, focusing more on their digital marketing efforts on cultivating brand recognition and recall than in previous years. this is often evidenced by a 2019 Content Marketing Institute study, which found that 81% of digital marketers have worked on enhancing brand recognition over the past year.
Another Content Marketing Institute survey revealed 89% of B2B marketers now believe improving brand awareness to be more important than efforts directed at increasing sales.
Increasing brand awareness may be a focus of digital marketing strategy for a variety of reasons:
The growth of online shopping. A survey by Statista projects 230.5 million people within us will use the web to buy, compare, and buy products by 2021, up from 209.6 million in 2016.
Research from business software firm Salesforce found 87% of individuals began searches for products and makes on digital channels in 2018.
The role of digital interaction in customer behavior. It’s estimated that 70% of all retail purchases made within the U.S. are influenced to a point by an interaction with a brand online.
The growing influence and role of brand name awareness in online consumer decision-making: 82% of internet buyers checking out services give preference to brands they know of.
The use, convenience, and influence of social media. A recent report by Hootsuite estimated there have been quite 3.4 billion active users on social media platforms, a 9% increase from 2018.
A 2019 survey by The Manifest states that 74% of social media users follow brands on social sites, and 96% of individuals who follow businesses also engage with those brands on social platforms.
consistent with Deloitte, one in three U.S. consumers are influenced by social media when buying a product, while 47% of millennials factor in their interaction with a brand on social when making a sale.
Online methods wont to build brand awareness
Digital marketing strategies may include the utilization of 1 or more online channels and techniques (omnichannel) to extend brand awareness among consumers. More about internet marketing
Why Internet Marketing?
Now that you simply know what internet marketing is, you continue to could also be wondering why there’s such a lot hype around it.
Well, the hype is completely founded.
Internet marketing has shown proven success over and once again.
Here are some stats gathered from around the web to assist offer you a thought of why internet/content marketing stands tall:
By 2019, content marketing is about to be an industry worth $313 billion.
91 percent of companies already are convinced of its power and have already adopted it as an important marketing tactic.
Content marketing costs 62 percent but traditional, outbound marketing, but pulls in 3x as many leads.
If you’re a little business with a blog, you’ll shovel in 126 percent more lead growth than your competitors without a blog. If you’ve got a blog and publish content, you’re likely to urge 434 percent more indexed pages on Google, on the average
Building brand awareness may involve such methods/tools as:
Search engine optimization (SEO)
Search engine optimization techniques could also be wont to improve the visibility of business websites and brand-related content for common industry-related search queries.
The importance of SEO to increasing brand awareness is claimed to correlate with the growing influence of search results and search features like featured snippets, knowledge panels, and native SEO on customer behavior.
Search engine marketing (SEM)
SEM, also referred to as PPC advertising, involves the acquisition of ad space in prominent, visible positions atop search results pages and websites. Search ads are shown to possess a positive impact on brand recognition, awareness, and conversions.
33% of searchers who click on paid ads do so because they directly answer their particular search query.
Social media marketing
70% of marketers list increasing brand awareness as their favorite goal for marketing on social media platforms. Facebook, Instagram, Twitter, and YouTube are listed because the top platforms currently employed by social media marketing teams.
56% of marketers believe personalized content – brand-centered blogs, articles, social updates, videos, landing pages – improves brand recall and engagement.
According to Mentionlytics, a lively and consistent content strategy that comes with elements of interactive content creation, social posting, and guest blogging can improve brand awareness and loyalty by 88%.
Developments and methods
One of the main changes that occurred in traditional marketing was the “emergence of digital marketing” (Patrutiu Baltes, Loredana, 2015),
this led to the reinvention of selling strategies so as to adapt to the present major change in traditional marketing (Patrutiu Baltes, Loredana, 2015).
As digital marketing depends on technology that is ever-evolving and fast-changing, equivalent features should be expected from digital marketing developments and methods.
This portion is an effort to qualify or segregate the notable highlights existing and getting used as of press time.
Segmentation: More focus has been placed on segmentation within digital marketing, so as to focus on specific markets in both business-to-business and business-to-consumer sectors.
Important nodes are identified within related communities, referred to as influencers. this is often becoming a crucial concept in digital targeting. Influencers allow brands to require advantage of social media and therefore the large audiences available on many of those platforms. it’s possible to succeed in influencers via paid advertising, like Facebook Advertising or Google Adwords campaigns,
or through sophisticated sCRM (social customer relationship management) software, like SAP C4C, Microsoft Dynamics, Sage CRM, and Salesforce CRM. Many universities now focus, at Masters’s level, on engagement strategies for influencers.
To summarize, Pull digital marketing is characterized by consumers actively seeking marketing content while Push digital marketing occurs when marketers send messages without that content being actively sought by the recipients.
Online behavioral advertising is that the practice of collecting information a few user’s online activities over time, “on a specific device and across different, unrelated websites, so as to deliver advertisements tailored thereto user’s interests and preferences.
Such Advertisements are customized as per the user behavior and pattern.
Collaborative Environment: A collaborative environment is often found out between the organization,
the technology service provider, and therefore the digital agencies to optimize effort, resource sharing, reusability, and communications. Additionally, organizations are inviting their customers to assist them better understand the way to service them.
This source of knowledge is named User Generated Content. Much of this is often acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the location.
the foremost popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can foster the organization’s relationship with its customer also spawn ideas that might rather be overlooked.
UGC is low-cost advertising because it is directly from the consumers and may save advertising costs for the organization.
Users generate tons of knowledge in every step they combat the trail of customer journey and makes can now use that data to activate their known audience with data-driven programmatic media buying.
Without exposing customers’ privacy, users’ data are often collected from digital channels (e.g.: when the customer visits an internet site, reads an e-mail,
or launches and interact with a brand’s mobile app), brands also can collect data from real-world customer interactions, like brick and mortar store visits and from CRM and sales engines datasets.
Also referred to as people-based marketing or addressable media, data-driven advertising is empowering brands to seek out their loyal customers in their audience and deliver in real time a way more personal communication, highly relevant to every customers’ moment and actions.
An important consideration today while choosing a technique is that the digital tools have democratized the promotional landscape.
Remarketing plays a serious role in digital marketing. This tactic allows marketers to publish targeted ads ahead of an interest category or an outlined audience,
generally called searchers in web speak, they need either looked for particular products or services or visited an internet site for a few purposes.
Game ads are advertisements that exist within computer or video games. one among the foremost common samples of in-game advertising is billboards appearing in sports games.
In-game ads also might appear as brand-name products like guns, cars, or clothing that exist as gaming status symbols.
The new digital era has enabled brands to selectively target their customers who will potentially have an interest in their brand or supported previous browsing interests.
Businesses can now use social media to pick the age range, location, gender, and interests of whom they might like their targeted post to be seen.
Furthermore, supported a customer’s recent search history they will be ‘followed’ on the web in order that they see advertisements from similar brands, products, and services,
this enables businesses to focus on the precise customers that they know and feel will most e their product or service, something that had limited capabilities up until the digital era.
Ineffective sorts of digital marketing
Digital marketing activity remains growing across the planet consistent with the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion.
Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015).
Digital media helps brands reach consumers to interact with their product or service in a personalized way.
Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting,
viewability, brand safety, and invalid traffic, and cross-platform measurement (Whiteside, 2016).
Why these practices are ineffective and a few ways around making these aspects effective are discussed surrounding the subsequent points.