With the advent of high technologies, many original variants for business development opened. Especially actively entrepreneurs began to check the possibilities of Internet marketing. In the US, this idea was picked up by both solid and small firms, in the Russian-speaking countries the business environment only began to evaluate the new resource without giving up the more usual and expensive television and radio advertising.
Marketing in the Internet
To start the Internet promotion is required from the registration site, it can be a site or official groups in social networks. Effective marketing on the Internet is based on in-depth study of demand, prudence of the price, methods of advertising, marketing and assortment. Accounting for all factors is not easy, so the demand for firms that specialize in promotion is steadily growing.
The Purpose of Internet Marketing
The ideal result of the measures taken is the minimum costs caused by the distribution, the product or service should optimally match the client's expectations. The Internet marketing strategy is based on the same idea, but unlike the standard approach, it is required to report the offer and make efforts to popularize the site. Without this, it will be problematic for the client and the performer to meet.
Advantages and disadvantages of Internet marketing
Each tool is judiciously evaluated from different angles to detect all the strong and problematic sides. Internet marketing is not deprived of a number of advantages that allow small companies to quickly become self-supporting, and large firms are given opportunities to strengthen their positions. Disadvantages also exist, and they must be taken into account in order to draw up a correct development plan.
Pros of Internet Marketing:
- detailed description of the product;
- instant purchases;
- relatively low costs;
- impressive performance - approximately 40% of users react positively to the phenomena on the Internet, in the press this parameter is equal to 15%, for television and outdoor advertising it is at the level of 8 and 5%;
- Convenience of communication with the seller for finding out the disputable moments;
- just view the statistics.
Cons of Internet marketing:
- attachment to the connection speed, with low view movies and high-quality photos will be problematic;
- impossibility to try on and personally evaluate things;
- security issues related to the personal data of customers;
- serious competition among those wishing to conquer the search engines;
- Only frequent visitors to the network are affected, the remaining groups are not affected.
Almost all negative aspects of Internet marketing are gradually losing their significance, technologies are being improved, and the Internet comes to the most remote corners. Unchanged is only severe competition, so for high places in the issuance of search engines have to fight hard.
Types of Internet Marketing
Gradually, Internet marketing has turned into a specific kind of activity, because not all classical techniques can be transferred to the information environment. To achieve the result, a number of events are required, therefore marketing of Internet projects requires cooperation of several specialists. Competent companies involved in such work identify a group of professionals for each client. A single performer will be problematic to provide comprehensive Internet marketing, and the use of one method will not give the desired effect.
SEO Internet Marketing
When buying a request for a product or service, the buyer should see the name of the company on the first page of issue, referrals to the second and subsequent pages are extremely rare. With this approach, Internet marketing is not aimed at promoting products, people are already thinking about ways to make a purchase. Therefore, he needs to be given the opportunity to immediately go to the site and place an order.
The practice of Internet marketing shows the effectiveness of search engine optimization for small and medium-sized businesses, because interested people come to the site, and the price for one customer turns out to be profitable. Marketing of Internet services of this type involves the evaluation and selection of words that people type in the search box. The main disadvantage of this approach in the duration of the process, the emergence of key positions can be expected more than one week.
PR on the Internet
The concept of Public Relations involves the creation of information reasons for appearing in the media. Internet marketing tools include this technique, but publications will be made through online publications. This can be electronic versions of authoritative newspapers and magazines, serious portals or popular thematic blogs. Thanks to the popularity of publications, it is possible to increase the popularity of the company. Such Internet marketing is more used by companies by companies because of the high cost.
Affiliate Marketing
With this kind of promotion, marketing and advertising go hand in hand. The idea is to create a special program for which a partner receives a certain reward for attracting users. Payment can be made for each reduced customer, site visitor or subscriber. This kind of relationship has formed into a separate industry, where loners and whole companies are free to ensure the promotion of resources.
Contextual advertising - marketing
These are ads that appear on various sites. Internet marketing of this kind is based on the ability of search engines to record statistics about the interests of the user, and then offer him products or services that meet the latest requests. The advantage of this approach is the exact orientation to customers who are already looking for product information and are considering purchasing options. This allows you to pay only users who clicked on an interested ad and moved to the site.
Viral Marketing
This option involves the creation and placement of a flash application, video or other content that causes increased attention of the audience. Mediaevirus is quickly picked up by users themselves, as a result, advertising information is distributed without direct involvement of the company. Viral marketing, examples of which are more often found in the company of foreign brands (OldSpice, Dove, Go Pro), gives the fastest effect, but there is a chance to get a negative result.
Internet Marketing and SMM
Advertising in social networks is effective to attract attention to products. In this case, it is required to create content interesting for users, so that they have a desire to make a repost, that is, independently distribute the information they like. Such proposals look more attractive, as they give more credence to potential buyers - they see not just advertising, but a recommendation from another person. This option helps to select exactly the sites to influence the target audience.
Display ads
Graphic or banner advertising on the Internet is located on the sites of its purpose is the formation of associative links between the brand and the proposed service (goods). This step helps to make the brand more recognizable, to increase the loyalty of the audience and to create a more attractive image of the company. The result is noticeable only in the case of a large number of impressions. Banners are expensive, so for small businesses they are not available.
Internet Marketing - Books
To obtain the desired effect, you need to seek help from professionals or get closer to them by reading the best books on Internet marketing.
- Strickiola, Spencer, Fikshin, Eng "SEO - the art of website promotion . " An excellent optimization textbook, explains in detail where to start. The authors of the book are run by four large companies, so all the recommendations are tested on their own experience.
- Steve Krug "How to make the site convenient. Usability by the method of Steve Krug . " The book will help to look at your own resource through the eyes of the consumer and make it more interesting.
- Denis Kaplunov "Content, marketing and rock and roll. Book-muse for conquering customers on the Internet . " Describes the subtleties of visual content, which is mandatory for a high-quality presentation of the goods.
- Damir Khalilov "Marketing in social networks" . Will help understand how to work with groups in social networks , talks about the intricacies of promotion. The author recommends using a comprehensive approach, including viral and classical advertising.
- V. Smirnov "Profitable contextual advertising. A quick way to attract customers with Yandex.Direct . " Here you understand the intricacies of using this tool. There are no technical manuals, questions of the correct compilation of contextual advertising are considered.