Online Marketing in brief
Online marketing includes all measures and instruments that help to position a brand, a company or an offer in the digital market and to direct visitors to a certain Internet presence in order to sell products or services online.
This makes online marketing a form of marketing that uses digital marketing instruments from the areas of product, communication and distribution policy to achieve both corporate goals and digital marketing goals. The terms internet marketing, web marketing, digital marketing or digital marketing are also used as synonyms for online marketing.
Online marketing has become an integral part of the marketing mix of modern companies. Conventional marketing channels have long since ceased to be sufficient to successfully communicate with customers and inspire them to take an interest in the company or its products. Especially younger customers can hardly be reached offline, but almost exclusively online. As a result, many companies are shifting their marketing focus to online marketing.
The goals of online marketing
The most important goals of online marketing include increasing awareness, winning new customers, customer loyalty, increasing the number of hits on the website (more traffic), better placement in search engines such as Google and improving the image (branding of the brand).
Most companies want their online marketing measures primarily to increase sales, e.g. customers should order more on the company’s own website. But, of course, company mentions on social media sites such as Facebook or links from other sites to your own website (link building) are also of interest. When creating the online marketing concept, the ideas from classic offline marketing must not simply be transferred, but own strategies must be developed and depending on the objective, various instruments are then used. It makes sense to get a professional like WebOptimierung, your online marketing agency in Berlin, on board.
The importance of the website in online marketing
The company’s website and the design as well as the thematic structure are the central components of online marketing. The internet presence is existentially important for customer loyalty as well as for advertising and winning new customers. The website is the first port of call for anyone who wants to find out more about the company and is looking for information.
A website is a collection of pages on the Internet that are connected and subordinate within a domain. The home page of a website is correctly referred to as the home page and is not a synonym for the concept of the website itself.
The website should be technically, graphically and contentwise converted by the expert, in order to start directly with a professional Internet side and to tackle afterwards also the marketing purposefully. A good website costs money, but to be unsuccessful with a cheap solution definitely costs more money!
SEO and SEA are part of Search Engine Marketing (SEM)
Search Engine Marketing (SEM) is divided into the areas Search Engine Optimization (SEO) and Search Engine Advertising (SEA). All measures in search engine marketing are to be assigned to the goal of better visibility in the search result lists of search engines such as Google.
Search engine optimization (SEO) has a high priority in the online marketing mix of companies and SEO primarily pursues the goal of achieving a better ranking among organic search hits. It is not easy to achieve a good ranking in the results of the search engines, because the evaluation algorithm is not known. Many different factors are weighted that influence the ranking. According to the leading experts, the number and quality of backlinks are decisive, but the influence of mentions in the social media channels is constantly increasing. Furthermore, the quality of the content on the website is of enormous importance, especially the uniqueness of the content (unique content) is rated as positive. Copying and pasting is therefore not only a bad idea for copyright reasons, but the duplicate content created with it is punished!
In search engine advertising (SEA), the company buys insertions of advertisements for concrete keywords. For this reason, SEA is also referred to as keyword advertising. Since Google has a gigantic market position, these paid advertisements are usually equated with Google Ads. When developing advertisements, one should consider which search terms the future customers of one’s own company will use to search for suitable offers. This is the only way to achieve a good placement of the advertisement on Google. Search engine marketing has become more and more complex, so that many companies commission a specialized agency to successfully and profitably implement Google ads campaigns.
Search engine marketing (SEM) is based on the one hand on targeted search engine advertising (SEA) and on the other hand on search engine optimization (SEO), in order to address and win potential customers for certain keywords.
SEO and SEA are definitely a worthwhile investment for the company – but you should definitely pay attention to the implementation by professionals when using search engine marketing!
Display advertising is a popular form of advertising in online marketing.
Display advertising, also known as banner advertising or display advertising, is a form of advertising on the Internet known as banners that use images and audio material. Banners are advertising spaces on an online advertising medium (e.g. a website) and are usually graphic, text, video or animation files, often in rectangular form, which are inserted into the website at the desired location. When the user clicks on the advertising banner, he or she goes directly from there to the online offer or to a landing page of the company that placed the banner. Advertising companies use display advertising to specifically advertise their products and services on the Internet. In offline marketing, it is best compared with advertisements in newspapers and magazines as well as commercials on television. Display advertising and search engine marketing are the best known and most common forms of online marketing.
In the beginning, the first banners were static, but now there are a large number of dynamic and animated options. The formats are differentiated according to the size and format of the banner and the standard formats include Full Banner, Super Banner, Rectangle and Skyscraper.
A big advantage of display advertising is the possibility to monitor success. Goals are always good if they are measurable. For campaigns with banners, the click-through rate is measured, i.e. it is documented how many users have clicked on an advertising medium. These users, i.e. the company’s potential customers, should then ideally interact on the company’s website, e.g. by placing an order or registering for a newsletter.
Companies are also happy to use banners as part of branding campaigns. This involves targeted brand management, building or strengthening one’s own brand. In order to be as efficient as possible, users should only be shown advertising media that are relevant to them. For this purpose, display advertising is supported by target-group-specific targeting.
The disadvantage of display advertising is the fact that many users feel disturbed by banners and therefore use advertising filters. In addition, due to the large number of banners and advertising messages on the Internet, so-called banner blindness occurs and users no longer perceive the advertising media on the monitor. The success of the banner depends crucially on the creation, the creative idea and the target group relevance. Here, too, it is essential to leave the creation and campaign planning to an expert.
Affiliate Marketing as a Success Factor in Online Marketing
Affiliate marketing is a marketing principle that can also be translated as partner marketing. An affiliate advertises the products and services of other companies (merchant) on his website and receives a commission for it. The merchant can advertise his products through many different affiliates and pays commission for successful actions.
In affiliate marketing there are different remuneration models, but they all have one thing in common: remuneration is only paid in the event of success:
- Pay per Click (payment per click on the advertising material)
- Pay per lead (payment per contact of potential customer)
- Pay per Sale (payment per sale)
There are various affiliate networks that provide a platform for Affiliate Marketing and professionally mediate between partners and merchants. Their services include, among other things, determining the right affiliates for the merchants, providing advertising materials and taking over the billing between the merchants and affiliates. Find out whether affiliate marketing is a sensible measure for your company and whether your products can be sold well with it or whether you can generate income from it in the form of commissions. WebOptimierung, your online marketing agency in Berlin, will be happy to support you in this process.
E-mail marketing: an efficient instrument in the online marketing mix
E-mail marketing describes the sending of advertising messages by e-mail, e.g. through newsletters, for advertising purposes. This method has proven to be particularly effective and powerful in the B2B sector and is also easy to implement for small companies. The hurdles often prove to be technical and more and more legal challenges (keyword: DSGVO), furthermore e-mails are not always popular with private customers (keyword: flood of advertising and ineffectiveness). Nevertheless, the low costs and the various possibilities with which the e-mails can be upgraded, such as the integration of social media buttons or the integration of videos, are attractive.
When implementing a successful e-mail marketing measure, a number of factors need to be taken into account:
- The content and the length of the subject have a significant influence on the opening rate of the e-mail.
- The mailing list must fit: Perfect target group, consent is given, personalized cover letter.
- The visual design of the e-mail must be appealing.
- The content must have a challenging character. The reader of the e-mail should act as requested by the sender. Ordering, newsletter registration, clicking on further information are only some conceivable reactions.
Many companies use professional e-mail marketing software. Before implementing e-mail marketing measures, make sure you consult a specialist. WebOptimierung, your online marketing agency in Berlin, is the right contact here!
Social media marketing has a high priority in online marketing
Social media marketing is a part of the online marketing mix and includes the strategies and measures how to use the different social networks like Facebook and Twitter for advertising to achieve the company’s goals. This includes, for example, placing paid ads (e.g. Facebook ads) and creating a company fan page on Facebook to communicate with followers.
The most common goals include customer loyalty and new customer acquisition as well as branding for brand development or brand strengthening. Within the framework of social media marketing, the channels Facebook, Xing, Twitter and Youtube are the main targets.
Social media marketing has the advantage that advertising can be tailored precisely to the company’s target group and corporate content can spread virally on the social web. It is controversial to what extent social media marketing really contributes to the company’s success. What is certain, however, is that a suitable strategy must be developed before social media marketing begins and that all social media activities are subject to consistent monitoring. Social media monitoring uses keywords to search social media for information and user profiles that are relevant to the company. This gives companies an overview of current topics, opinions, influencers and criticism in relation to their own company, which is important for future social media marketing!
What do you have to do for online marketing?
As an entrepreneur you certainly already know how important online marketing is for your company in today’s world. The complexity of search engine marketing, display advertising, email marketing, affiliate marketing, social media & Co. is constantly increasing, so that it makes sense to be supported in this area by professionals. You save time and can concentrate on your original tasks. Contact WebOptimierung, your online marketing agency in Berlin, directly – we will be happy to advise you on the subject of Online Marketing!