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Contents:
• What is Internet Marketing?
• Varieties of internet marketing
• SEO
• Contextual advertising
• SMM
• Media advertising
• Promotion through bloggers
• Web analytics
• Additional directions
Internet Marketing
The concept of "Internet marketing" is familiar to almost everyone who has tried to run an online business and attract customers to their company.
Internet marketing is a set of activities aimed at raising awareness, attracting new visitors or promoting a website. In many ways, Internet promotion has replaced classic offline promotion methods. It is cheaper and more effective if its capabilities are used properly.
What is internet marketing?
Businesses are actively moving into online space. Not only businesses. People have also spending more and more time in front of the computer and less time in front of the TV in recent decades. Receiving information from a friend has given way to reading blogs. Traditional advertising methods are no longer effective, especially since more and more companies are starting to work primarily through the Internet. Therefore, the Internet becomes not only a platform where organizations offer products and services, but also an environment to talk about their company, promote themselves and attract visitors. Internet marketing is a set of tools that help with this promotion and a set of methods that serve the purposes of website promotion. Competent marketers almost always use several marketing tools at once and take into account the specifics and nuances of businesses.
Varieties of internet marketing
Each direction has its own characteristics of use. Very often, several are used in parallel. Some work quickly but are expensive, others take less money but you have to wait a few months for results.
Marketing strategy includes answers to the questions of which methods to use and to what extent to use them, depending on the market situation and the characteristics of the industry. In some cases, a lightning-fast start is important, in other cases, savings are more important than rapid advancement.
SEO
SEO - Search Engine Optimization is optimization of websites for easy of use by people and clear messaging to search engines. SEO is a set of tools that allow you to increase the position and ranking of the site in search results. It is known that most people who want to find something turn to search engines and usually choose one of the answers that appear on the first page. Few are looking further ahead.
The search results that people see in reply to their query are of two types:
• ads that display results from contextual advertising, Google Ads or Yandex.Direct for example.
• organic results, i.e. non-advertising sites. These are pages that appeared in search results not because their owner paid for advertising space, but because their content matches the query.
A contextual ad block is above the organic search block
There are tools that allow websites to appear in the top search results for certain queries. Everything about it is SEO. Having received the link of the optimized site in the first lines, the user may not realize that it was Internet marketing that helped him get to know the site.
What is involved in search engine optimization? Optimizers primarily work with the content of the website and its internal structure.
The essence of SEO optimization is as follows.
• topic and competitor analysis, competitor website content analysis and strategy formulation;
• collecting topic-related queries and creating a semantic core to build a comprehensive database of current queries;
• an audit of the target site, during which it is checked how well the site is SEO optimized, whether there are any important faults and search engine sanctions;
• acceleration, elimination of layout and code errors;
• optimization of the internal structure of the site. It is adapted to the structure created during the formation of the nucleus;
• creation of meta tags optimized for specific queries from search engines;
• creating relevant website content. These are texts containing keywords and phrases that people use in queries, searching for images, etc.;
• website compliance with search engine requirements: design, usability, page formatting - everything is important.
Features: SEO optimization is a whole complex of actions, each of which is quite labor-intensive. In the process, you need to generate a large amount and high quality content.Search engine underrates both - poorly and over-optimized websites. Often, long-term work is required with the structure of the website, its technical part. After which search engines need time to re-evaluate the site and take the changes into account.
• Working with the site takes months, the first results can be expected only in a few weeks, and the full promotion can take six months or a year.
• The cost of SEO work is spread over this entire period of promotion, so monthly costs remain relatively low and traffic is almost free.
SEO optimization is considered to be quite cheap but slow, so optimization is usually used together with other means of promotion.
• Organic results are perceived better by people and are considered more trustworthy than ads.
Contextual advertising
Today, this is one of the most popular methods of promotion, almost replacing banners and teaser ads. Context is an invention of search engines that advertises products and services to users based on queries entered into the search bar. For example, if a person was looking for information about buying a bicycle, the Yandex and Google advertising networks will continue to show him ads for bicycle shops for several days. This explains the demand for contextual advertising. It targets only those who are interested in a specific product or service.
How does context work? An advertiser who wants to advertise himself in the advertising networks of search engines organizes a campaign through Yandex.Direct or Google Ads or another search engine. He thinks about the ad text, finds a suitable image and chooses the type of placement.
• in the advertising block of search results;
• on the home page of the search engine;
• media advertising on news websites. These sites enter the so-called search engine advertising network and receive a percentage for each ad impression or ad click.
Then comes loading a pre-selected list of user queries and keywords for which ads will be displayed. The payment type is selected by impression, click, target action. The cost depends on many factors: the competitiveness of the topic, the number of companies promoting the same claims, the type of placement.
As a rule, the prices are formed according to the auction principle. Therefore, the more competitors there are, the more expensive advertising is; you have to pay more to get your ad displayed accurately.
Features of contextual advertising: Up to 80% of the modern advertising market is contextual. And it is not surprising. Ads are shown only to interested users, untargeted traffic is cut off, so high-quality context can quickly attract the first customers. It is actively used in areas where the speed of advancement is important, such as food delivery. But the auction method of pricing involves high costs, especially if there are many competitors. A number of methods help to reduce costs:
• promoting low-frequency inquiries where competition is not as high;
• competent setting of the campaign, in order not to waste the budget.
• creating interesting ads that will capture users attention.
The method has many advantages. This includes high-quality traffic consisting only of those who are interested in the product or those who visited the site but left the purchase process incomplete (retargeting or remarketing ads), with flexibility of parameters and the ability to retarget and "reach" advertising users who visited and left the site. from the opportunity. But a large-scale advertising campaign is not cheap, although it is very effective.
SMM
SMM - social media marketing, promotion on social networks is a powerful marketing tool. social networks are an important part of human life, cannot be ignored. Social networks are used by millions of people around the world.
What is included in SMM? Social media promotion is primarily about content and communication. People go to Instagram or VKontakte to learn something new, chat or have fun, and the task of an SMM specialist is to meet these needs and win the user's trust. Basically, work with social networks is divided into two categories.
• have your own profile, create interesting content, communicate with users;
• organizing and maintaining advertising campaigns using built-in social networking tools.
Social networks provide wide opportunities for advertising. Separately, you can organize advertising displays only for interested users. the audience is formed by gender and age, place of residence and hobbies. The ads themselves can be displayed as small graphic text blocks, individual posts or videos; it all depends on the settings. The main thing is to attract attention. A competent SMM professional must understand his audience well.
Features: For example, the coverage of social networks in Russia exceeds 60 million people. People spend 4 hours a day on social networks. With the right approach, harnessing the power of social networking provides serious marketing benefits. It is very important to choose the right platform:
• Facebook is mainly a business platform, businessmen, journalists and bloggers are active there;
• Instagram is popular among fashion and travel enthusiasts;
• Twitter is preferred by young people, but its advertising opportunities are not so wide.
• Odnoklassniki is preferred by older people.
• VKontakte is intended for a young audience.
• YouTube video service is used by almost all categories of people.
Media advertising
Media advertising typically refers to banner and video advertising. An advertiser negotiates with an information or entertainment site to post content, video, or other types of multimedia. There are almost no audience settings for this type of ad. You can choose only the theme of the site on which the ad will be placed. For example, it makes sense for a car dealership to choose car enthusiast websites for banner posting.
Video media advertising
Features of the method: Banner advertising is gradually giving way to contextual advertising, but remains relevant.
• interactivity. Often GIF animations or even mini-games are used instead of regular pictures.
• low price. Compared to the prices of contextual advertising, banner advertising is relatively cheap.
As for video ads, which are usually placed on video services and come as a short video before the main video, the rule of thumb here is to make the video interesting. The user can usually skip the ad after a few seconds, the task of the marketing specialist is to make sure that the visitor will not want to close the advertising video, that is, to interest the visitor.
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Promotion through bloggers
This method has already become one of the classics of internet marketing. Media personalities, bloggers, opinion leaders - these people's opinions are heard and thousands of users trust them. Partnering with well-known opinion leaders to promote a product is already common practice for many companies. The main thing is to choose the right person to whom you will order advertising.
The help of the best bloggers is not cheap, but their audience is larger. Choose based on needs and budget.
It is very important what the blogger writes about. If it's a beauty blog, you can use it to advertise cosmetics, clothing, or a beauty salon. Travel bloggers are a godsend for a tour operator or hotel. Chefs can help with promotional items or dishes.
And on social networks, you can place ads in large groups, acting on the same principle.
Web Analytics
Internet marketing tools are aimed not only at promotion, but also at analyzing its results. A competent marketer controls the parameters that can be used to understand the speed of promotion;
advertising indicators. Number of impressions and clicks, reach, views. all this is important to understand if the current campaign is effective or if it needs to be improved;
website wellness indicators. Behavioral factors are of great importance. The ranking in search engines depends on them, because the latter reflects how the majority of users behave on the site, and therefore what should be paid attention to in order to increase the effectiveness of the site. Telling indicators are: traffic, bounce rate or the rate of leaving the site immediately, the average time of interaction with the site and other indicators.
shopping. This setting is appropriate for online stores. It is important to see what percentage of people have added a product to the Cart or viewed the product card.
In addition, web analytics helps to make promotion more efficient and correct potential errors in time.
Additional directions
There are other means used in online marketing:
landing pages, creating one-page advertising websites used by companies selling services or exclusive products;
Email newsletters may seem like a thing of the past, but they are still used to attract visitors. With the right approach, the approach works effectively;
A number of lead generation methods include signup bonuses and other methods.
Thus, Internet marketing involves many tools, and most often the result is impressive when the marketing tools are applied comprehensively and in parallel.
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