Online Marketing and Project Management

WBD5300

Marketing

...is the process by which producers of goods and services aim to find out where a demand exists for certain services and products and then find solutions to those needs as well as the way to make consumers aware of the solutions.

The principles of marketing follow a logical sequence. First, a target consumer of a particular product or service must be identified. Knowing who uses a given product or service is essential to determining what that consumer wants and how to get it to them. 

Types of Internet Web Marketing

Display Advertising

Advertising in a static, set space which is composed of images or artwork and words. Similar to ads in newspapers and magazines.

Sidebar ads, banners

Social Media Marketing

This type of marketing includes creating pages on the site directly promoting a company, organization, or product which can be easily accessed

To convert prospects on Facebook, Twitter, LinkedIn, or any other social network, you need compelling content delivered systematically.

Be interesting. Be remarkable. 

Search Engine Marketing (SEM)

A type of web marketing which promotes web sites by increasing visibility in Search Engine Results Pages (SERPs) through search engine optimization (SEO) as well as through paid advertising, strategic content marketing and social media networks.

Search Engine Optimization (SEO)
 

Search engine optimization (SEO) is the practice of employing various strategies to allow websites to rank highly in Search Engine Results Pages (SERPs). Paid search engine advertising increases a website's visibility and reach by displaying links to the website's landing pages at the top or bottom of a SERP.

Some SEO strategies include link building, optimization of onsite content with targeted keywords, optimization of meta descriptions with targeted keywords, and optimization of blog content with targeted keywords.
 

Pay Per Click/Impression Advertising

Advertising which is presented by a web publisher such as a search engine results page or a home page on a browser which charges the advertiser for the number of times someone clicks on the ad (or by the numbers of impressions) to go to the targeted web site

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E-Mail Marketing

Marketing based on the distribution of a message via e-mail. E-Mail marketing can consist of a text message, a combination of words and images such as in a display ad, or provide access to a video on a web site or public video site such as YouTube.

E-mail marketing also has the ability to offer a link to a specific web site to drive traffic and revenue to that site.

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Referral Marketing
 

One of the most subtle forms of web marketing, referral marketing is based on one individual pleased enough with a web site or social media site to refer it to another person, who hopefully creates a chain reaction of referrals from one group of individuals to another.

Referral marketing also can be a major component of SEO programs

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Affiliate Marketing

Marketing by a third party which refers customers to a specific web site or vendor.

“Affiliates” market their own products, such as through a web site, but have links to other web sites unrelated to their site, but have some interest in common for consumers.

Affiliates are rewarded for the number of times someone links from their site to the targeted site.

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Inbound Marketing
 

A method to draw attention and visits to a web site by placing information on a web site others are seeking. This includes the use of providing valuable information via blogs or articles on a web site, or general information provided as web site content beyond the main purpose of the web site.

When a search engine user searches for specific content, the web site containing the content is displayed, even though the content is not the main purpose of the web site. 

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Video Marketing
 

Marketing through the use of videos, such as found on YouTube or similar sites. Videos can be of any length (depending on the limitations of the service hosting the video) and have any content, message, or advocacy for a cause.

See more: Vlogger marketing

Guerilla Marketing

The term "guerrilla" comes from guerrilla warfare, in which soldiers use quick, unexpected attacks followed by fast retreats rather than fighting for prolonged periods out in the open.

Like guerrilla warfare, guerrilla marketing messages appear seemingly out of nowhere, making a big impression on onlookers before quickly disappearing. This differs from traditional marketing tactics such as billboard or magazine advertising.

Viral Marketing
 

Viral marketing gets its name from the way in which physical viruses spread, which each individual unit replicating ceaselessly, creating exponential growth.

A viral marketing campaign relies on social media sharing and other online word-of-mouth tactics to reach large numbers of people through their friends and contacts.

A viral marketing campaign presents messages that consumers cannot resist sharing with their friends.

References:

• Sheahan, J., Spencer, S., Matzan, J. (2014) Social eCommerce: Increasing Sales and Extending Brand Reach. Beijing: O’Reilly Media
• http://searchengineland.com
• https://www.boundless.com