There is always a constant need for optimization of the way we do things. Today’s winning criteria are tomorrow’s access criteria because winning strategies are quickly copied and developed by competitors. Therefore, you must consistently focus on possible new development areas – and at the same time have a good eye on what is still working on older initiatives.
Online marketing has been and is an explosive development
The area is close to infinity, where you can target your marketing more and more precisely, ie. from segments, lifestyle groups, and product-oriented target groups right down to the individual level.
Put another way, the spectrum is so wide that the possibilities embrace almost the entire population and down to the individual citizen. Gathering information on the population’s accurate data usage and needs is indispensable for targeting online marketing.
More and more Danes – and by far the most – act online within both communication, platforms, interest groups, searching for information and knowledge of every kind, purchasing, comparison, and products and prices, orders, streaming, trading, etc.
Also in the older population group, more and more people are using online services to handle everyday life. Overall, up to 90% of the population regularly use online options.
In addition to the advantage of being able to target your online marketing extremely accurately, you can also send out messages, product offers, etc., edit the broadcast, add information, remove an ad again, etc. At the same time, in addition to the intended audiences, a certain spread of recipients between.
People share with each other on the web, which most often must be seen as a side benefit, as it happens by itself without the original sender’s efforts. People share much better products and good information than bad ones.
An online option is also that you can follow your actions. Eg. see the number of visits to a page, an ad, etc. – and you can also track a product so that you can continuously see how it goes with the process and possibly make adjustments along the way.
For recipients of products, it is often also possible to track their product yourself if you have bought something. In this way, you can constantly keep track of how things are going. It is good customer service and therefore an important part of marketing.
Examples of online marketing:
- Search Engine Optimization (SEO)
The goal of search engine optimization is to become as visible as possible on search engines (Google, Bing, and Yahoo! In the Western world – Baidu in China). The goal of search engine optimization is to achieve these results through the free, “organic” search results. There are a lot of internet marketing forum and academies where you can learn about SEO, you can find them online.
- Search Engine
Marketing (SEM) SEM is very much like SEO, as both types of online marketing are about achieving more search engine visibility towards users. With SEO trying to achieve results without paying advertising space, SEM – in addition to SEO techniques – also covers pay-per-click advertising (PPC). Companies that want to promote their products use a profitable keyword and then pay X dollars per click per visitor. The price per click depends on the popularity of the keyword. Google AdWords is a popular and necessary tool for PPC advertising through Google. SEM is gaining more and more today and is used more often than SEO – the more narrow term for traditional organic search engine optimization.
- Social media marketing
Social media marketing is online marketing via social media such as Facebook, Twitter, LinkedIn, Instagram, Snapchat, etc. The goal is to have Internet users directed to the company’s website. A good way to catch people’s interest is to create good and catchy content in the form of video, graphic illustrations or a good article that can be shared on social networks. This form of marketing is driven by word-of-mouth and sharing, as the sender is dependent on his followers. The consequences should want to share the content with their followers. People are more likely to click on something their friends have shared, rather than something a company has shared.
- Inbound marketing Inbound marketing is
often referred to as non-paid communication or advertising in the form of blogs, podcasts, training videos, software, e-books, newsletters, etc. Inbound marketing is set up against “outbound marketing”, which includes everything that involves “acquisitions” of attention – eg. radio and television commercials, advertisements in newspapers and telemarketing. Inbound marketing is about getting customers’ attention and potential customers through well-written articles and good content (content). Communication in inbound marketing typically takes place via the company’s own media (website) and external social platforms. The content is typically found on search engines, especially Google, which in Denmark is used by approx. 90% of all internet users.
Offline marketing will always have a place
Being able to expose your message, products, etc. in the public space is an invaluable factor. With posters or banners on stations, squares, pedestrian streets, facades and other places where many people are traveling is a unique opportunity to reach wide.
In addition, the distribution of material in the public space, or broadcast by post, where there is the opportunity to give people something concrete and tangible to relate to. It can be a folder, flyer, a sheet, brochure, booklet and the like. The presence of the ‘product’ so you can see, touch and sample are strongly supportive of the user experience.
In this way, in the public space, it will often be possible to create the opportunity for dialogue, questions, and answers via personal contact. It can be demanding, but this presence and visibility have an effect on the emotional and present plan.
This also applies if you use offline marketing at fairs, stands, conferences and other venues where the personal contact and visibility of the specific product will have a profound effect.
The presence of the seller and product, either on the street or in a store, combined with dialogue and good personal service, is extremely effective.
It is obvious that a combination of online and offline marketing is optimal. Simply secure a recognizable, interconnected and consistent place. Then there will be a marked synergy effect.