Web marketing is the general term for marketing using the Internet (and it's associated media) as a means to leverage it's beneficial global and viral effects to help reach out to todays huge online audience.
It's basically an internet-based version of traditional marketing objectives that involves promoting a product or service with a view to selling it. Marketing is ultimately about advertising a product or service through the different available channels, and web marketing uses the Internet as that channel. The umbrella term of "web marketing" is considered to be broad in scope because it not only refers to marketing via the Internet, but also includes marketing carried out via e-mail and wireless media (mobiles and tablets etc).
Just as traditional marketeers work to promote interest in their target market, web marketeers work to attract targeted customers to their websites. These sites may belong to small businesses, corporates or e-commerce providers. Corporate or business websites tend to exist to generate sales leads so allowing them to increase the amount of overall business they can do in an ongoing basis. E-commerce websites tend to market products or services directly to customers.
Can you imagine advertising your product or service on the front cover of the most popular magazine in your business niche worldwide?. Imagine if that magazine had a large centre spread dedicated to your products with as many pages as you can envisage describing all the great things your product or service does, in full colour, interactively.
Picture if you could do this for every issue of the most popular magazines in your niche all at the same time? Internet marketing allows you to do just this at a fraction of the cost of traditional advertising methods.
Some important examples of web marketing are Email marketing, Social media marketing (SMM), pay per click (PPC), and search engine optimization (SEO). Within each element there are many sub elements, eg. Facebook, Pinterest or Twitter would occur within the social marketing aspect.
So web marketing differs from traditional marketing mainly in the ways in which we do things. We are still trying to sell something to someone. We just do it using the various media and channels available online.
Finally internet or web marketing activities should be built around the business model of a company. For example, Twitter feeds, Facebook pages, blogs and articles are fine for corporate or business websites if they give relevant or expert advice regarding specific subjects. An example would be a potential client of an accountant may read a tweet, blog or article on the firm's website, see that it is relevant to something they need and then contact the accountant.
Internet marketing if used effectively can have a huge effect on the amount of business you can attract.
A website without properly executed search engine optimisation is like having your company brochure hidden away in your stationery cupboard.
As Bill Gates once said: “If I was down to my last dollar, I’d spend it on PR. In times of market downturn you can not afford to reduce the amount of marketing you do.
Social media has become the internet marketing revolution of our age. You can not afford to run a business without it.
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