One of the most frequent mistakes when talking about e-marketing is to think that it is restricted exclusively to digital advertising; And anything more far from the reality. At the moment of taking action, we have a large number of online marketing tools that highlight a small group for being the most common and used.
Obviously it is important to choose the right tools in a way that is aligned with the marketing strategy that we have raised and use them appropriately varying according to the objectives of each case:
It will try to identify the most appropriate basic tools for each company or business depending on its market, product, competitors, sector and strategy. Depending on the cases you can follow a blended marketing strategy to combine them with traditional marketing tools that will result in a better ROI of the General Marketing Plan.
Many times the actions and campaigns are oriented to direct traffic to the web where the final objective is developed in the form of conversion. The site is usually the central hub of communication and transaction either in the format of leads (contacts) or through direct sales, which needs functionality or e-commerce plugins.
We can distinguish two applications: the main site and the secondary supports in the form of microsites or blogs. Its usefulness depends on the level of directionality of the communication required and the degree of interaction required.
Search engine optimisation
Search engine optimisation requires a lot of effort and perseverance to achieve the desired goals. The main areas that SEO (Search engine optimisation) deals with are content, indexability, onsite SEO and SEO offsite. Although organic traffic is natural (not paid visits) requires an investment in resources and specialists.
Permission marketing or email marketing developes commercial communications using emails from users who have given their permission for this purpose. We can obtain the mailing lists in two ways: Own databases that we have been generating with our activity or third party databases that have obtained companies specialized in the medium. These external databases can be segmented and adjusted to a greater or lesser extent to the target of our target audience, having an impact on the effectiveness of the campaign but also on the cost of the campaign.
In order to build an online reputation for the brand, it is almost always recommended to create profiles in social networks of different typology where users can find interested in the services that this brand offers. The profiles must be kept up to date by opening a communication channel with the potential customer.
A multitude of formats and possibilities to insert advertising in banners, which can be traditional (graphic elements) or rich media (which incorporate other possibilities of animation). The adservers guarantee the support and results of a campaign: where the banner appears, at what time, how often, filter the source of the visits and give data on quantitative results.
An affiliation system is the traffic generator that is rewarded for the results that offers us. On one hand we have advertisers who want to get traffic to their websites and on the other we have the media that attract users for their content and expect to monetise the effort via advertising or via revenue sharing with advertisers willing to pay for the results. The advertiser encourages the support to link you from your site to the central web and in return you pay based on the results you get. You can develop your own network controlled by the advertiser or use external networks with a third party guaranteeing the collection and reliability.
Services can be generated without the need to develop business models through alliances with third parties. When it comes to translating the final result of the alliance, it can be “Cobranded” when the content and service is shown in shared brand or “white mark” when only the brand of the support is shown.
Digital markets can be described as virtual markets where buyers, sellers, distributors and suppliers meet and exchange information, do business and collaborate with each other through the integration of information portals, exchange of experiences and collaboration tools.
We can say that a digital market is a digital B2B market (business to business) when the platform is open to several buyers and several sellers, it is an intermediary platform, it has functions to generate economic activity and does not simply offer information (like the case of directories).
Videos, podcasts and documents
They can be used for viral marketing actions. The patterns that must be present are: It is necessary to surprise, must emphasize and must achieve a minimum level of critical mass diffusion to stop being push and become pull.
How to choose the right online marketing tools?
Before deciding in which tools the budget is to be invested, it should be clear what the objectives and expected results are, and above all the relation of the potential results of an action with respect to the investment in communication necessary to execute it must be taken into account. .
Finally, measurement systems must be available to follow the results, to verify that the return on investment is positive and to optimise actions, campaigns and supports.