home Questions What is internet marketing: a detailed analysis of the most important tool for business promotion. Types of Internet Marketing: Help in Business Promotion What is Online Marketing

What is internet marketing: a detailed analysis of the most important tool for business promotion. Types of Internet Marketing: Help in Business Promotion What is Online Marketing

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What is internet marketing and why is it so popular?

Every commercial organization, regardless of its size, seeks to get as many customers and, consequently, sales as possible. To do this, companies create their own website or page on social networks, and begin to publish content.

It may seem that this is quite enough, but no, other manipulations are also necessary: market analytics and audience research on the Internet, SEO optimization and website promotion, increasing resource conversion, launching advertising. These works are included in the competence of an Internet marketing specialist.

Definition of the term "internet marketing":

In simpler terms, Internet marketing is a set of actions that help promote and sell a product / service using Internet technologies. To increase the demand for a product and occupy a market share on the Internet, you need a website that will contain information about the company and services, cost and necessary tools, with which users can select and pay for their order.

Why is online marketing so popular?

We live in an age where entrepreneurs are looking to grow their businesses using the World Wide Web. Tools that help increase sales and leads are highly valued. That is why online marketing is a popular activity.

Important Tools and Elements of Internet Marketing

Most of the projects on the Internet are promoted using the following technologies:

SEO-optimization, which makes it possible to improve the position of the site in search results (the site is easier to find through a search engine);
banner and ;
Email newsletters;
advertising in social networks (SMM);
video content;

All these tools are aimed at one main goal - to increase the number of potential customers and sales of a product / service. Ideally, business promotion should be done by competent professionals who have behind them not only theoretical knowledge, but also experience in real projects.

Effective online marketing consists of the following elements:

Goods/services to be sold
Price - the formation of a competitive cost of products
Promotion is the performance of work that helps promote a product or service on the Internet. The main purpose of this element is to form a positive attitude towards the company's products, increase brand awareness.
A place is a platform where goods and services are sold. In most cases, this is used for: the organization's website, blog, social networks.

In addition, an important role is played by: the target audience, the quality of content, the level of involvement of visitors in the business processes of the company.

The level of audience engagement is one of the most important indicators of marketing effectiveness. It indicates the degree of people's interest in your site, products. The higher the involvement, the more sales, and hence the success of the commercial organization.

It's important to know: Before launching and promoting a resource, it is necessary to research the market - determine the target audience, find out the needs of the client. Only after that you can start using the basic tools of Internet marketing.

Detailed description of each online marketing tool

If commercial projects could develop “on their own”, everyone would be fine. But this will not happen, at least in the next 20 years, so there are special tools that will help you achieve certain goals. Their correct use is the key to the success of promoting a business on the Internet.

1. SEO optimization

Consists of a set of works that allow you to improve the position of the site / blog / online store in search engines. Optimization is the most important step before launching a commercial project for promotion.

SEO-optimization of a resource consists of the following steps:

Selection semantic core(search queries) for promotion.
Placement of SEO-optimized content (articles with keywords) on the site pages.
Elimination of all technical errors of the site, in accordance with the requirements of search engines Google systems and Yandex.

Many web studios perform these steps, and it would be more correct to turn to them for help if you do not have practical experience in this direction. Why? The audit, optimization and promotion of your site will be carried out by specialists who have been working in this field for many years.

2. Contextual advertising

Such an advertisement is fully consistent with the content on the displayed page. In other words, if the site is about sports nutrition, it will show relevant (relevant) ads.

At correct setting contextual advertising works “individually”, it is shown to users who are potentially interested in the advertised products. This system allows you to show ads only target audience, and not to everyone in general, which will save you a lot of money.

3. Display and banner advertising

Banner - a static or animated image that advertises a product, service, or set of products. Static banners (regular pictures) were considered popular a few years ago, now they are not so effective.

Most often on sites you can see animated gif-banners that encourage users to perform certain actions.

It is recommended to run banner and display ads only on sites where traffic is above 1000 people per month. Such ads are not effective on resources with fewer visits, because they “sell” to everyone in a row, and not to an interested audience, which always affects the conversion rate and results badly.

4. Email newsletters

An underrated online marketing tool. Many believe that the age of email letters has already passed, although in the west they are used for business communication. In addition, in America and Europe, people pay more attention to emails than to calls from a call center. Potentially, email newsletters reach an audience even larger than social networks. Indeed, even those who have nothing to do with social networks have their own Email.

Important: According to statistics, more than 90% of people check their mail at least once every 5-7 days. Done right, email marketing can be a great success.

5. Advertising campaigns in social networks

Feature of this internet marketing tool due to the popularity of social networks . The vast majority of people use Facebook, Instagram, VK and other social networks. Thanks to this, the audience of potential customers is simply huge!

As an online marketing tool, social media is the most promising, and here's why:

Ample opportunities for the presentation of goods and communication with the audience.
The official group of the company (representative office) can be created completely free of charge.
Potential customers see the goods and information they are interested in in a convenient, understandable and familiar interface.
Customers do not need additional registration to join communities, which is very convenient for most users.

In addition, (Facebook) allows you to divide your audience by parameters as accurately as possible, so the chance to sell a product or get subscribers is high!

6. Videos - Youtube, RuTube and others

An increasingly popular online marketing tool is video content.

The audience of one Youtube has more than a billion visitors, which is almost 1/3 of all Internet users. A day is more than a billion views and hundreds of hours of video played.

These are huge numbers, and they make you think about the future of video content.

Producing video content is very easy and requires minimal financial investment. It is enough to have a phone with a high-quality camera, free time and desire. In addition, advertising on video services costs a penny, but acts more purposefully.

7. Text content

The audience needs to be involved, and so far one of the most effective methods is articles. Text can be used to convey important information, which will help the resource to occupy a good position in search engines , as well as influence users, leading them to purchase.

Content must be interesting. Try to write about something really important, do not publish articles “about anything” just using keywords, otherwise your site will not reach the top positions in the PS, and also will not cause “viewers' likes”.

3 Essential Internet Marketing Strategies

Books have been written about online marketing, educational videos have been created, and there is a “sea” of theoretical content on websites. It is difficult to study all this information, and there is no urgent need for this.

We will look at 3 main strategies that are widely used by online marketers.

1.Complex internet marketing

In simple terms, this is a set of services that allow you to most productively bring and promote a product to the market. This approach has a much higher performance than using a single tool: only media advertising or Youtube promotion.

Important: Each tool must be implemented by a professional, otherwise it will not be possible to get the desired result from the investment of effort, money and time. It is recommended to seek help from universal specialists who are familiar with a particular tool. They will be able to identify the most successful and effective strategy for promoting your business.

2. Increase brand awareness (PR)

The objective of this strategy is to increase the “presence effect” of the company on the Internet, and increase brand awareness.

How it's done? Lots of ways:

High-quality and interesting content in your blog.
Publication of information about the company in the media.
Advertising campaigns in social networks.
Contests for subscribers and newcomers to the group in social networks.

Good PR is essential for everyone, and it helps:

Increase brand awareness (popularity) on the Internet.
Increase the number of potential customers.
Increase your company's income.

3. Viral marketing

One of the coolest, but complex strategies. Its essence is to create interesting content that everyone will like, repost and view dozens of times.

Creating such content is very difficult, and for this you need to consider several factors:

Your audience's preferences.
their interests and aspirations.
The “emotional state” of your product (is it possible to create a funny video about it, or is it better to be strict).

But even if all these factors are taken into account, it is not a fact that users will like such content and they will share it.

Examples of viral content:

Is Internet Marketing a Profitable and Prestigious Profession?

A few years ago, everyone was responsible for online marketing, except for competent and experienced specialists. Now the situation has changed, business requires high-quality results, so specially trained people are engaged in promoting the websites of commercial organizations.

The profession of an online marketer is in high demand, and income directly depends on the following factors:

Experience in online business promotion.
The quality of the fulfillment of obligations.
Ability to coordinate team work.

What are the tasks of an internet marketer?

Promote the company's products and services online.
Analyze and collect information about competitors.
Select specialists, coordinate their work.
Create and optimize sales funnel.
Improve the company's image on the Internet.
Create selling content.

The profession of online marketer is promising. It is quite difficult to find experienced specialists in this field, and the demand for them is steadily growing.

And in conclusion, let's say that more than 60% of people from all over the world use the Internet daily. They buy online, watch movies, relax, study, and have almost completely abandoned television. This opens up great prospects for the development of commercial organizations on the Internet.

What do you think, are there any prospects for Internet marketing, or do you know other ways to promote a business on the Internet? What methods do you consider the most effective? Share your opinion in the comments =)

Now Internet marketing is something more than selling information products, now there is a trade in information space, software products, business models and many other goods and services. Companies such as Google, Yahoo, and MSN have taken the online advertising market to the next level and segmented it by offering local advertising services to small and medium businesses. Return on investment has increased and costs have been reduced. This type of marketing has become the basis of modern capitalism, which allows anyone with an idea, product or service to reach the widest possible audience.

The use of the term "Internet marketing" usually refers to the use of direct response marketing strategies that are traditionally used in direct mail, radio and television commercials, only here they are applied to the Internet business space.

These methods have proved to be very effective when used on the Internet, thanks to the ability to accurately track statistics, multiplied by the ability to be in relatively constant contact with consumers, whether in the B2B or B2C (business-to-consumer) sector. This possibility of precision analysis is now used everywhere, and therefore it is so often possible to see such terms as ROI - return on investment ratio, conversion rate - effective visit rate (aka - site conversion), and also instantly get statistics on sales, demand, etc. .

In 2012, according to the results of a study by RAEC, the advertising market was: contextual advertising - 37.55 billion rubles, media advertising - 19.20 billion rubles, video advertising - 1.74 billion rubles. At the same time, the search marketing market occupied 10.24 billion rubles, and the market social marketing SMM - $4.67 billion.

According to RAEC forecasts for 2013, the volume of the contextual advertising market should increase by 28%, media advertising by 16%, and video advertising by 72%. Search marketing by 19% and social by 32%.

Business models

Internet marketing is associated with several business models. The main models are business-to-business (B2B) and business-to-consumer (B2C). B2B consists of companies that do business among themselves, while B2C implies direct sales to the end consumer. The B2C model came first. The B2B scheme turned out to be more complex and began to operate later. Rarer models include the consumer-to-consumer (C2C) model, where ordinary Internet users change among themselves and sell goods to each other. Examples include the eBay international auction or the Kazaa file sharing system. As well as C2B models - the seller of a product or service is an individual, and the consumer is a commercial organization.

Advantages

Internet marketing primarily provides the consumer with the opportunity to obtain information about products. Any potential consumer can, using the Internet, obtain information about the product, as well as buy it. Although, if there is no information about one product, or he does not find it, then most likely he will purchase another product from a competitor.

The use of Internet marketing methods is aimed at saving money (on wages employees of sales and advertising departments), as well as to expand the activities of companies (transition from the local market to the national and international market). At the same time, both large companies and small ones have more balanced chances in the struggle for the market. Unlike traditional advertising media (print, radio and television), entering the market via the Internet is not too costly. An important point is that, unlike traditional marketing methods of promotion, Internet marketing gives a clear statistical picture of the effectiveness of a marketing company.

Compared to other types of media marketing (print, radio and TV), internet marketing is growing very fast. It is gaining more and more popularity not only among businesses, but also ordinary users who want to promote their effective website or blog and make money from it. However, in developed countries, Internet marketing and advertising costs account for about 5% of total advertising costs.

Restrictions

Restrictions in online marketing create problems for both companies and consumers. If the consumer has a slow Internet connection, this leads to difficulty in using animated videos, presentation films and high-quality graphics in advertising, although, in principle, the problem with speed is a matter of time, every day there are fewer “slow” users. The place of dial-up is occupied by high-speed Internet.

The next inconvenience is that Internet marketing does not allow the consumer to try out the product before making a purchase. But most consumers solve this problem simply. They get acquainted with the goods they are interested in in a regular store, and make a purchase in an online store. Germany, for example, passed a law in 2000 (Fernabsatzgesetz, later merged with BGB) under which any buyer can return an item purchased online without any explanation and receive full return of money. This is one of the main reasons why e-commerce is so developed in Germany.

The problem of the buyer’s inability to “touch” the product can also be solved in other ways, for example, some online store owners use high-quality and high-resolution product photos, trying to convey all the details and features of their products in the images. The use of special photo equipment for digitizing product images in 3D format (volumetric image) is also gaining popularity, allowing the visitor of an online store to view the product from all angles.

Another inhibitory factor is the limited payment methods that consumers trust. But, in principle, all these restrictions apply only to B2C.

Safety

For both companies and consumers involved in online business, security issues are very important. Many consumers are afraid to shop online because they are not sure what their personal information will remain confidential. There have already been cases where companies that were engaged in online business were caught in disclosure confidential information regarding their clients. Some of them have declared on their websites that they guarantee the confidentiality of consumer information. By selling information about their customers, such companies violate not only their declared policy, but also the laws of several states at once.

Some companies buy information about consumers, then offer the consumer to remove this information from the database for money. One way or another, many consumers are unaware that their private information is being disclosed and cannot prevent this information from being shared between unscrupulous companies.

The issue of security is one of the main ones for companies that are serious about doing business on the Internet. Encryption is one of the main methods used to ensure the security and confidentiality of transmitted data on the Internet.

The impact of Internet marketing on business

Internet marketing has had a huge impact on a number of business areas, including the music industry, banking, the portable electronic devices (Cell phones, players, etc.), the so-called "flea market" and most importantly - for advertising.

In the music industry, many consumers have begun to buy and download MP3 music over the Internet instead of buying .

Internet marketing has also affected the banking industry. An increasing number of banks offer their services online. Online banking is more convenient for the client, as it eliminates the need to visit the bank or its branches every time. In the US today, about 50 million people use online banking services. Online banking is one of the fastest growing sectors of internet business. Increasing internet connection speeds play a crucial role in this. Of all Internet users, about 44% use Internet banking services.

Online auctions have gained popularity, flea markets are struggling to survive. Unique items that used to be found at flea markets are now being sold on online auction sites like eBay. Also, the development of auctions has greatly influenced the prices of unique and antique items. If earlier it was difficult to find information about the price, now you can see the price of a similar item at the auction. And to have at least a general idea of the cost of the goods, since you can always find out how much this or that thing was sold for. More and more sellers of such goods are doing their business online, sitting at home.

The effect on the advertising industry has been and remains truly enormous. Within just a few years, online advertising has skyrocketed to tens of billions of dollars a year. Advertisers began to actively change their preferences, and today Internet advertising already occupies a larger market niche than radio advertising (in developed countries).

Denis Saveliev

What happens when you listen to your friends

Familiar? Was it like that with you too?

It happens. Constantly. Everyone has. You, most likely, also happened if you are in business and use the Internet as your main sales generator.

Do you think that I will continue to prove to you that everyone around is engaged in “wiring clients for grandmas”, and we are the only ones on horseback in hussar attire and at the parade, right? No, I'll be honest with you, we also happened to be in the place of the dude in the raspberry jumper. And we are in his place and now periodically. Bitter truth. Cats scratch when I admit it. But I do it. I'm doing it to show how it all works out and why.

But the purpose of the article is not an excuse. In any case, the performer is to blame for the failures (at least for the fact that he entered the project without fully calculating the result). The purpose of the article is to tell in a simple and accessible language what Internet marketing is, how it works. And why there are failures. Without justification of the performer.

Why do failures repeat over and over again? The source of delusions are incompetent advisers.

- It's not worth it, it's difficult.

“I tried, it didn’t work, and I don’t advise you.

- Without start-up capital, a business cannot be opened now.

– Where are you going? Now there is such competition.

Ask yourself the question, when was the last time you ordered any service from Internet marketers, where did you get the idea that you need this or that service?

Think with your own head, and do not listen to advisers.

How Internet Marketing Works

If you think with your head, you can come to the simplest conclusions. Internet marketing is not your entire business. This is only part of it. The same as hiring employees or motivating staff (there are dozens of other key tasks that you deal with as an entrepreneur or business manager). This is an important part, but it works for a single purpose. What? Well, let's put aside false philosophizing here - naturally, for the generation of revenue. Or better yet, profit growth. Partially, Internet marketing can work for this task. But let's simplify our input data for now in order to understand the principles of Internet marketing.

Does Direct increase your revenue? It may increase, or it may not.

Does SEO increase revenue? It may increase, or it may not.

ob-internet-marketinge-prosto

Hello! Today we will talk about internet marketing. According to the Public Opinion Foundation, almost 74 million people are on the Russian Internet, so selling anything has become much easier with the help of world wide web. Hence, Internet marketing has gained such high popularity.

The concept and essence of Internet marketing

Below we will talk about what Internet marketing is. The Internet today is a global environment for the implementation of all marketing items, which include:

Goods (product) - a product or service that will be sold;
Price (price) - the formation and maintenance of a competitive cost of selling goods and services;
Place (place) - point of sale of goods and services, Internet marketing uses the site for these purposes;
Promotion (promotion) - methods and schemes that will promote a product or service, main goal promotion is the formation of a positive opinion about the proposed product, as well as its recognition among other similar products.

Since it is beneficial for entrepreneurs that as many people as possible know about their product, they are increasingly interested in promoting and selling on the Internet.

SEO, contextual advertising, copywriting, viral texts, videos, web analytics - all this is part of one whole "internet marketing" tool. Those who wish to move their business from offline to online must clearly understand the goals of Internet marketing and why it is needed.

The Internet has long become not just a place for transmitting and receiving information, but an extensive platform for sales with all the ensuing factors. Online sales allow you to achieve high conversion as quickly as possible, the transition of visitors to an Internet resource into real buyers of real products.

In addition to brands and goods, information, services, ideas, in general, everything that can bring income to those who created it all, is relatively recently promoted on the Internet.

Web Marketing Experts divides Internet marketing into 4 components. In fact, these components are the main ones for any type of marketing, therefore it is necessary to know them.

First, you need to define a strategy for moving the business online;
Next, you need to get human traffic, which over time should turn into real buyers;
All information from the resource must be collected and analyzed in order to understand what people like, why they leave the resource and do not buy anything, and, in accordance with the data, improve the sales resource;
To return the client to the resource again, marketing tools are used, for example, a loyalty program, a system of bonuses or discounts.

Some marketers on the Internet single out the operation of the site, its optimization as a separate component, someone believes that the main task of an Internet marketer is to increase sales using the Internet, that is, he must increase human traffic, prepare a potential client for a future sale, sell goods and attract the client to subsequent transactions with the help of marketing moves.

In addition to knowing the various tools that help to effectively advertise a product and conduct a PR campaign, an Internet marketer must have excellent analytical thinking. He needs to be able to collect all the data received from the (potential) buyer, analyze them (it is necessary to understand and explain the data obtained during the performance of actions) and use in further actions.

Definitions are so different because everyone puts their own priorities. This problem is especially common in large companies, where a huge team is engaged in promotion and sales on the network, in which each of its members has its own range of responsibilities, but as a result they achieve the set goal together.

Therefore, it is better to consider all the points of Internet marketing as a complex, as interrelated steps, and not as separate tools.

Comprehensive online promotion

Now it is clear that Internet marketing is a whole range of activities aimed at achieving high results in online sales. This complex includes all phenomena, from strategy development to customer retention methods.

The development of the strategy includes 4 points:

Analysis of the target audience and demand;
Studying the market for similar products from competitors;
Site positioning;
The application of marketing efforts to promote and sell a company's product.

Coming up with a product is half the battle, it is necessary to mark out a strategy for market existence, otherwise it will not work. To attract potential buyers to the site, you need to determine your target audience. It is clear that if this is a children's toy store, the target audience will be young mothers, and not forty-year-old men without children.

Knowing your competitors is essential in order to identify their weaknesses, mistakes and victories in order to use them in your online business (but not fanatically, buyers want originality, not a clone of another company). It is also necessary to analyze the prices on the market for similar products so that the cost is adequate and attractive to potential buyers.

Before starting the execution of specific actions, you need to draw up a clear plan: why do you need the product, who needs it, what will it satisfy (the benefits of the buyer), the cost, what channels will be used for promotion, why them?

The reality is that many people ignore the previous stage of promotion development, because initially everyone wants a large number of buyers to come as soon as possible, and then you can figure out what to do with them.

This is a wrong and senseless approach, since you can spend a lot of money on attracting customers, but there will be no benefit from this.

The main task of an Internet marketer is to attract potential buyers and convince them to make a purchase (lead generation), because if there are no buyers, then there will be no sales, which means what is the point of online sales?

Lead generation tools:

SEO, search engine optimization;
Contextual advertising with pay per click, natural search engine optimization;
Marketing using targeted advertising in social networks;
Media advertising on the Internet;
Email-mailings to the database;
Subscription to the news of the Internet resource;
Useful marketing (creation and distribution);
Viral marketing (video, photos, texts);
Promotion through discussions and forums;
Promotion in communities of professionals;
Partnership programs;
Link exchange;
Combining online and offline advertising;
Creation of discount coupons in electronic format;
Contests, games, polls - everything that does not “load” the brain helps potential clients to relax;
Sponsorship.

Promotion does not stand still, and the list is quickly replenished with new methods (not so long ago it was not possible, for example, to advertise your products in the VKontakte feed). In addition, methods are subject to change, as the principles of ranking search engines are also constantly changing, so it is necessary to regularly monitor changes in the Internet field.

It is because of this that an Internet marketer is a person who is constantly learning. If he is temporarily distracted from new methods, he may no longer be able to keep up with them. To avoid such a problem, it is recommended to constantly attend events dedicated to Internet promotion, read forums, books and professional blogs.

To confidently promote a resource on the Internet, it is not enough just to know how to design a site, what content to post. You need to learn how to use web analytics systems (for example, Metrika and Analytics). They show all the changes that have happened to the site.

Under the analysis of Internet marketing means:

Analysis of resource positions in search engines;
Analysis of the audience, site traffic;
Surveys, heat maps and eye-tracking will help determine the behavior of website visitors;
Analysis of people's actions: the number of purchases, subscriptions, opening mailing lists e-mail and others;
Resource statistics analysis, definition further action and their implementation to improve the site.

It happens that this work is done by one person, but small agencies shift this work to an Internet marketer. He must regularly compile reports on the promotion of the site in search engines, content, conversions and be able to plan for the next period of resource promotion.

The efforts that are directed to keep the client with marketing tools such as discounts, loyalty programs, bonuses and others is called fidelization.

Thanks to it, repeated sales are carried out and the cost of the average check increases.

How to achieve such results?

The site needs to be constantly optimized, content added, make sure that it is up to date;
From time to time, it is necessary to conduct a mailing list with useful information on the base of resource subscribers, for example, to notify about upcoming discounts;
Maintain contact with subscribers on social networks: arrange polls, create interesting conversations, respond to comments;
Discount cards and customer loyalty programs;
Making lists of recommendations.

The above tools are not all, but only tools that allow you to generally imagine what fidelization is and how it works. Each of the tools is a daily work of analyzing, clarifying, changing the strategy, optimizing and improving the site, understanding the psychology of site visitors.

The Four Elements of Internet Marketing

There is another division of Internet marketing into 4 elements. This division is suitable for Internet marketing, and not for other types of marketing.

The target audience;
Content;
Promotion;
Involvement.

According to this division, it turns out that Internet marketing is concluded in:

The process of determining the target audience (you need to determine the need);
Creating content for the target audience (you need to satisfy the need);
Promotion of content to the target audience;
Involving the audience on the resource.

The first 3 elements are clear and have already been discussed above. Engagement needs to be clarified.

This indicator tells how interesting the Internet users are to the resource on which the company's products are sold. For the most part, the demand for a product or service depends on this element. The content on the site should attract, captivate and unobtrusively force visitors to become active participants in the life of the resource.

Before you create content, you need to determine for whom it is being created. If the definition is wrong, the promotion will not work, the involvement will be small. Therefore, first of all, it is necessary to draw up a portrait of the target audience: determine who it is, what they need on the Internet.

Having defined the target audience, it's time to fill the site. At this stage, you need to think about what each of the “subspecies” of the target audience (TA) wants to read about. If, say, a resource about web marketing, the target audience might be:

Next, a unique selling proposition (USP) is created. For each type of target audience separately. Online Marketing Resource - profitable proposition, since the site teaches how to become a marketer, shares the secrets of professionals, you can also create a course that will teach you how to work on the Internet from scratch.

Next is promotion. It starts with the selection of keywords. You need to think about what words each of the target audience would enter into the search engine, and write them down. According to these keywords and you need to write articles in which the target audience will be interested.

Interesting content and the ability to express your opinion and share it with other Internet users will help create an engagement effect.

Social media engagement

Engagement in social networks (if the product is promoted there) is the very first metric. To calculate it, you need to consider not the number of subscribers or those who joined the group (they can be cheated), but the number of likes, reposts, comments.

There is content that visitors and subscribers react to most actively - these are photos (53%), followed by links to resources (21%) and news (15%). But just useless photos are not the way to promote your community dedicated to the product that this public should sell. Pictures and photos must match the product or service. It is advisable to supplement them with interesting inscriptions, facts, unobtrusive advertising of your goods and services.

When viral content is published, engagement increases dramatically, subscribers share the post, and attract new people to the community. Therefore, interesting viral content with product advertising is a great way out, so you can get into popular posts, that is, attract even more subscribers, and hence potential buyers.

Internet Marketing Methods and Tools

Methods and tools for their implementation in Internet marketing will attract potential buyers to the site, and then you can already advertise the product and proceed to the sale of the product.

SEO method (search engine optimization and promotion)

This method contains actions that are aimed at promoting the issuance of site pages as high as possible in search engines for queries. Working with this method, you need to optimize the site. It should be convenient for people.

To do this, you need to adjust the structure of the resource, set up navigation and content so that visitors feel comfortable on the site, and the content is not outdated and provides useful information. To promote a site, you need to increase the external link mass and regularly review and analyze keywords along which the resource is being promoted.

If we consider this method in terms of cost, then it is very budgetary and gives nice results on the for a long time but requires knowledge, experience and time.

SEO Method Tools:

The most important and effective sales tool on the Internet is a website. If it is properly developed and promoted, then its owner will be able to successfully compete with manufacturers of similar products, while the sales volume will be very good. Well-known and not so well-known brands have their own resource on the network and pages on social networks, as this is the easiest way to let customers know about yourself. In addition, if you properly organize the content on the site, visitors will receive comprehensive knowledge about the company, they will not have to look for additional sources for information. Without an online resource, firms lose their popularity, as competitors are more convenient for buyers with their presence on the Internet.
, it is necessary to promote it in search engines so that it is at least on the first page of search results for certain queries. For example, if a company produces homemade cakes, then the site pages should appear on the first page of the search for the following queries:

homemade cakes,
buy homemade cakes

In Internet marketing, this is a very important step, otherwise how will people learn about the resource without promotion? Bad promotion - no visitors - no sales - the business does not generate income, that is, it is useless.

Contextual advertising method

These are ads that are displayed in search engines next to the results of the issue, at the top or bottom. Contextual advertising is also used on other resources if they are visited by a large number of people per day.

A distinctive feature of this method is that only those people who are definitely interested in the product can be attracted here. Ads can be customized by region, time of day, and day of the week.

In addition, contextual advertising is launched very quickly and it is possible to control it, unlike promotion by search engine optimization. It stops working as soon as it turns off. It is best to evenly divide the budget for the promotion of contextual advertising and search engine optimization.

Direct Marketing Method

This method includes those in which there is an appeal to the addressee, as well as an informational occasion. For example, if there are already customers, they can be informed that a new point of sale has opened or about discounts and bonuses that can be received during such and such days.

To solve this problem, a client base is used, which is formed from users registered on the site or using CRM. The main thing in direct marketing is not to send out mailings to databases that were purchased somewhere. Recipients, who may not be happy about the letter at all, will question the seriousness of the company.

Direct Marketing Tools:

Email marketing is email advertising. It is sent out very quickly, if you write a letter correctly, it will bring a tangible effect. Such a tool is suitable for beginners, since special knowledge is not needed here, there is no need to invest a lot of money either, the work can be done without experience. It is also a great opportunity to send letters only to a limited circle of people and get their opinion on the reaction to letters and with the help of feedback;
This also includes social media marketing, which is based on human relations to promote and sell a product.

In this method, a service or product is advertised on forums, chats, comments, in general, in real time. If you post useful information and news on the site, you also get real-time advertising of your products.

Viral Marketing Method

It is based on a good imagination and understanding of what is interesting to a person. It is expressed in videos, pictures, photos, games, applications. They do not contain direct advertising, but indirect mention of the company is contained. The most important thing in this method is interesting, such that people want to share it with others.

Viral Marketing Tools:

This may be useless, but attractive information for the buyer. These include scandalous stories, funny videos and cartoons, memes, pictures with captions, and others.

Recently, brand advertising is used even in games. Often, players are interested in what kind of company the game advertises. And when a player shares his impressions about the game with his friends, he also advertises the product along the way, because if a few more people start playing on the recommendation of the first player, they will also learn about this brand and, possibly, try to find out more information about it.

Media advertising method

Suitable for initially informing that there is such and such a proposal, to create a positive image. It is expressed in various banners, teasers and other visual media solutions. If the banners are clickable, there is a chance that a person will click on it and go directly to the page where the product or service is being sold. It is profitable to launch media advertising when the demand for a product grows, some kind of promotion or special offers are launched.

Banners, teasers
A video can advertise a business as well. Anyone today can create a video using a smartphone, a professional camera and mount it with a variety of programs. To attract the attention of users (target audience), you need to create an interesting video advertising products or companies and send it by e-mail. You can also place a video in the public domain on a service with a large number of visitors (it is also desirable to make an interesting caption). This is video marketing. There are a lot of adherents of it, we can say that this is the most popular promotion tool.

PR campaign method

It can be called a free method. It consists in posting articles on entertainment sites and news sites. It is best not to pay for placement, but to receive free seat for advertising. To achieve it, it is only necessary to offer an interesting newsbreak. The minimum that a resource will get from such a promotion is a good image.

PR campaign tools:

News and articles on third-party resources;
Currently, sites that publish lists of the most useful goods or services, expert reviews, and the opinion of ordinary consumers about the product are highly valued. Such a resource, with the proper attitude, will be able to advertise the product produced by the company well. But there is also a danger that the rating will turn out to be too low, and the reviews will be bad, then the site will be on the “black list”. But the probability of such an outcome is extremely small, if you do the job well and be honest;
And there is an expensive option that requires a lot of attention - the creation of public opinion. Here you need to pay for the work of journalists from well-known publications, create a news report for a popular channel, disseminate information about the company on websites, forums, social networks, and so on. Only large corporations are engaged in such projects, because they can afford it, but the result of such promotion is very good. When everyone around speaks only positively about something, a person automatically wants to try the advertised products and doubt or affirm the opinions of others.

The choice of promotion method depends on the product or service, the target audience, the amount of money and promotion goals. The most effective are 4 methods in combination, in some a couple of pieces are enough. It is also necessary to do media planning, that is, to distribute the budget between various methods and promotion tools.

The above list of tools is not complete, it is constantly growing, and original personalities come up with their own ways to promote the resource on the Internet. We must not forget that all marketing tools are useful only when you know how to use them. Otherwise, forces, time, and money are thrown into the wind.

Finance and Internet Marketing

Is it possible to conduct online marketing without a budget? There are many books available to help you understand this issue, but before you buy, you need to understand at least the basics of the problem of financing Internet marketing. If you have knowledge in this industry, then you can understand the mood of the target audience and start promoting the resource.

At the initial stage, you can do even without investments or with a minimum fee. But just in case, as in any business, it is best to have at least a small amount of capital that can be invested in a given situation for more effective promotion.

People who are professionally versed in Internet marketing perform approximately the following actions (with a price):

Promote websites on the Internet (from $150 per month);
Conduct courses on Internet marketing, advise on self-promotion of a resource on the Internet (from $ 100 per hour);
They work with text, blog, write posts for social networks, articles for printed publications, create slogans and titles, translate texts for foreign publications (from $10 per 1000 characters);
Create media content (photo, video, audio).

It is difficult to determine the justification of the listed services, but since the demand is stable and does not fall, we can say that people are ready to pay for this activity. It is most economical to hire one person who understands Internet marketing and work with him constantly, rather than constantly contacting marketing agencies and paying them big money.

The popularity of Internet marketing is only growing every year, so soon an Internet marketer will be a mandatory vacancy in every company, just like an accountant.

A good internet marketing strategy is the key to the success of any business. The above marketing strategy has been working for business people from the West for a long time, but what about Russia? Most of the people ignore it. Businessmen do not yet understand that Internet marketing is the future of business. Often relatives who simply receive a salary become marketers of businessmen, and they do not understand the promotion and market research at all. It is useless to think about the prospects for development at such enterprises.

The distrust of the Russian people also slows down the introduction of Internet marketing. Often business owners refuse to do business on the Internet because they believe that people will not buy goods that cannot be touched or seen with their own eyes. Perhaps that is why Aliexpress and eBay are so popular?

In addition to distrust of a product that cannot be touched, there is also a distrust of e-wallets although they are commonplace. Potential buyers believe that the money may disappear, the tax will come “on time” to the business owners, or the sellers may get the money and hide. This attitude hinders the development of Internet marketing and profit in an online way.

True, there are shifts, and the number of buyers in online stores is growing, therefore, perhaps in a few years, trust in goods and services online will be high. Such promotion will not only allow the business to develop much faster, but also to buy quality goods and services at the best prices without losing quality.

How to study internet marketing

textbooks

There are many textbooks on Internet marketing on the Internet that will help you get into the profession from scratch. Fans of paper versions can buy them in the store, but the choice is not so great, and the cost may be too high.

In order not to read everything in a row (not all books are useful), you can go to professional forums and take an interest in interesting and useful books on Internet marketing. Marketers are usually happy to share information.

Also worth reading is the Encyclopedia of search promotion” by Ingate and “Search Engine Optimization A to Z” by seobuilding. Great if you have the ability to read English language, since a lot of useful books that have not been translated into Russian are written on it. In that case, you should check out the books from HubSpot - almost all e-books are free and suitable for both beginners and professionals.

Magazines, blogs, internet marketing forums

Any beginner will find information here. You can subscribe to the most popular online publications about marketing, visit the forums of marketers and SEOs. You can subscribe to watcher, searchengines (there is also a forum here). On the forums, you can ask all your questions, professionals usually do their best to help a beginner. It will also be useful to look through old topics - there are a lot of interesting and useful things there.

Personal blogs of promotion specialists are a treasure trove of valuable information that is shared for free. These are not just articles, but real experience that will help you avoid millions of mistakes. On search promotion, you can read Roman Rybalchenko, Sergey Koksharov and Alexei Terekhov, Marina Lazareva and Andrey Zyuzikov will help you figure out social media.

And this is a very small part of useful blogs. At the request of the search engines, a lot of useful resources will be released that will teach you to professionally engage in online promotion for free and avoid many mistakes.

Very interesting are the blogs of companies that are engaged in promotion on the Internet. Among them are Texterra, Netpeak, Aweb. Both Yandex and Google have blogs.

Internet resources

Say what you like, but the West and America have long bypassed everyone in Internet marketing. Foreign resources are everything, so knowledge of English is very welcome. Almost all marketing and a lot of technology came from the West, therefore, in order to keep up with them, you need to get used to reading English-language resources. Thanks to them, it will be possible to be ahead of other Internet promoters in our country. This is mature marketing.

Popular internet marketing resources are mashable, searchengineland, hubspot, socialmediaexaminer. Reading foreign resources, one can always foresee that new technologies will come to us in the near future, and be prepared for them in advance.

Thematic webinars, conferences, training videos

Webinars are very useful, as they often touch on issues that are not written about in published articles and books. That is, these are new ideas and chips, they are never superfluous. At the same time, you can get acquainted with the tools that colleagues use and implement them in your work, or at least try.

For the most part, webinars are free and recorded on video, so if you wish, you can find materials in search engines. The more experienced the speaker and the more interesting he is, the higher the likelihood that something will be deposited in the head, as well as new thoughts and ideas will “pop up”.

You can watch free webinars at Netology, Ingate, MegaIndex (here you can also watch online conferences).

Google has helpful webinars on contextual advertising. Yandex also keeps up with the global giant.

There are also plenty of training video courses on the Internet, the most important thing when choosing them is relevance. Information quickly becomes obsolete, so there is no point in watching and adopting useless information. Informativeness and interestingness of the video can be found in the comments to it.

UsabilityLab has educational videos that are a must-see for all marketers who promote resources (especially online stores) on the web.

Thematic events

Often they are closed, but there are also events specifically for beginners.

Here you can get useful information, new acquaintances from the field of interest (and this is also useful information that they can share). It is better for beginners not to go to large-scale conferences, as it is very expensive. They are usually held for large agencies that are not sorry to pay a couple of hundred dollars for attending a conference that may turn out to be useless.

The main ideas of the conference, most likely, then you can read on Twitter. Small conferences are useful. There you can get useful information and meet people.

Yes, yes, they are used not only for communication and entertainment. There are many professional communities on social networks where you can learn great amount useful ideas, learn from someone else's experience.

It is worth subscribing to the pages of companies and people who are engaged in Internet marketing - important and interesting first-hand information often slips there. Such subscriptions can be an alternative to email subscriptions or even the best choice studying internet marketing. This will allow you to always be aware of events, while not having to rake up electronic correspondence.

Information about changes in search engines, new methods and tools, advertising of a new training course or webinar will appear in the news feed in time.

You can subscribe to communities and people on Twitter and Facebook or VKontakte and view them in the evenings. Useful announcements are always posted on Twitter, so if you have free time during the day, you can follow the link and read the marketing news. Useful information for which there is no time in this moment Worth bookmarking.

Freelance exchange

it smooth transition from theory to practice. It is necessary to choose a convenient freelance exchange (it is better not to choose the most popular one, since all the places there have long been occupied by people who have been working there for many years).

It is not necessary to look for work on the stock exchanges, you can just look at vacancies and ads - they can get information about what is most valued by customers, what skills are in demand and which ones are not - and develop what the employer needs most. You need to analyze ads and make a list of knowledge gaps. Then fill them up with the help of the resources described above and finally enter the Internet marketing market!

Conclusion

Internet Marketing is a difficult but very exciting activity with great prospects for the future. Analytics, psychology, mathematics, management - this is the small amount of knowledge that will be required to study and apply in the practice of Internet marketing. The activity will make the brain move and always be in good shape, therefore, undoubtedly, marketing on the Internet deserves interest and attention!

Just about the complex. Programs. Iron. Internet. Windows