What is online marketing?
Online marketing is the process of promoting a brand through messaging shared or published online through the Internet. It is an expansion from traditional marketing in that online marketing offers a wider range of channels and tools for marketers to better promote their brand with the often the ultimate goal of selling a product or service. There is greater flexibility and access with online or internet marketing strategies with paid and free options that can be combined and targeted for improved results when successfully executed.
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Why do I need online marketing?
Almost 60% of the world’s population are active internet users. That is over 4 billion people that you could promote your product or service to through online marketing. Not all of them may be interested in your brand, but with the tools available with online marketing, you can precisely target your audience with your campaigns. And often you can do this for much less expense than with traditional marketing.
With the growth of technology and the need for remote access and e-commerce stemming from the COVID-19 pandemic, that number should grow, and with it, so will the number of people who rely on the internet for their purchases. Around 70% of shoppers claim e-commerce will become more important to them in the future. In Thailand alone, around 45% are willing to make significant purchases online.
To make sure you are taking full advantage of this growth, you need an appropriate online marketing strategy in place to make sure your ideal consumer sees your product or service when they go online. How do you know if it’s appropriate? Because most online marketing channels offer real-time analytics that lets you evaluate your approach constantly and then immediately make changes when needed, often for little or no cost.
How to grow your business with online marketing
There are several ways to grow your business with online marketing. With search engine optimization (SEO), you appeal to search engines with strategic use of keywords. By including these keywords or phrases in your website or in blog posts, you increase your chances of appearing higher in search engine results. That means it is more likely that consumers will click through to your website and become customers. An offshoot of SEO is content marketing in that you create content that targets your ideal consumer by making your company an authority in your market. Helpful hints with videos, useful infographics, entertaining articles – these keep visitors engaged and again more likely to become a customer.
Search engine marketing (SEM) is another channel you can leverage to grow your business. SEM is a paid online marketing tool where search engines like Google display your ads as results for certain keywords. You would only pay if someone clicked through to your website. This is a type of pay-per-click (PPC) marketing, and PPC is also how social media ads such as on Facebook work. Another combination of PPC and content marketing is affiliate marketing. This is where a third party publishes or shares content that includes your brand’s website – they then get a commission for each click from their content to your site that leads to a new customer.
How to start online marketing
As you can see, each online marketing method has its unique characteristics, so you need to start, as with any marketing campaign, with aims and goals. Are you looking to increase brand awareness, or do you have a new product launch to promote for sales?
Do you need to set yourself apart from a close competitor, or do you want to appeal to a different demographic? These questions and more can help you craft your online marketing campaign. For the best results, you could also consult with the online marketing experts at IBEX Media Group, who offer full-service online marketing solutions from SEO rankings to online video marketing. Contact us today to find out how we can help your brand.