The change from traditional to online marketing channels
Back in the early 90’s online marketing turn the advertising world as it was known before into a new sphere full of opportunities for business, users, experts and scientists involved in marketing. Before the boom of online marketing, most business wanting to become successful were focusing their activities in what is now called traditional advertising and PR (Public Relations). If PR is still considered a very powerful marketing tool today, traditional advertising placed in newspapers, magazines, radio, outdoor billboards, etc. is only a complement of new online marketing channels, but not a must.
Display marketing, also known as display advertising is the online version of traditional advertising. It is one of the most complete online marketing channels, since it reflects all type of ads – from text and images to video, audio and flash. However, more appealing online marketing channels are gaining ground in the fast growing online world.
Affiliate marketing refers to the promotion of a site is done through third parties, who get their payment depending on the traffic, sales, conversions or other actions generated on benefit to the site. Affiliate marketing and other referral online marketing channels commonly use affiliate networks to interact with new partners and offer their services.
Email marketing or CRM
For most business, email marketing or CRM is one of the most important online marketing channels they have to acquire users and keep them engaged with the site. Users receive a newsletter in their emails after providing those to the particular business. This fact is crucial for the success of this tool, since it shows trust and commitment from both sides – users providing the business with personal information, and businesses informing users on updates and interested information that might drive their desire to purchase.
SEM vs. SEO – the eternal battle
SEM or SEA is paid marketing directed to attract users in search results. By bidding on keywords such as the own brand and other specific keywords related to the business and selling products, a company tries to rank for those against competitors that might be bidding for the same keywords. This strategy is highly dependent on competition, since offer and demand are reflected on the bidding prices that companies pay to Google in order to show their ads in top positions in the SERPs.
SEO is the organic version of SEM. Nowadays, more and more companies invest in SEO teams to drive users to their sites by optimizing pages in terms of content and information, technical aspects and appearance and attractiveness for the user. SEO is considered a great connector between users’ purposes and needs and the offer of the site. Google’s algorithms are becoming more and more intelligent in determining what are the sites generating the best content users are searching for. Thus, the giant search engine has developed strict guidelines for webmasters to follow in all related areas of SEO. Moreover, considering the expenses of all paid online marketing channels, businesses are trying to use this organic tool to gain in both traffic to their sites while keeping low budget.
Social Media and mobile advertising – the new era of online marketing channels
Facebook, Twitter, Pinterest, Instagram… are those familiar? Modern technologies and mobile Internet have created a new era in the world of online marketing, becoming Social Media a must among online marketing channels. The ability of content to go viral, together with low budget makes Social Media and SEO two very attractive online marketing channels to build a complete, creative and successful online marketing strategy.
If online marketing is your passion and you want to learn everything about online marketing channels, join the Munich based Content Marketing lovers seminar on 21st December!