You may be familiar with the term “online marketing.” But are you clear about what it means and how it has evolved over the last few years? What trends and aspects of digital marketing you should take into account?
In this article, we will show you what online marketing is, how it works and how it can help your company to emerge. Plus the benefits that this practice will provide to your company. Let us see:
- What can we say about digital marketing?
- How was online marketing born from web 1.0 to web 2.0?
- The evolution of digital marketing into web 3.0
- How did marketing evolve from 4p to 5c?
- What are the advantages of creating an online marketing strategy?
- Which digital marketing strategies and tools can be applied?
- How to make a digital marketing plan?
- What Online marketing services does Connect Tech offer?
1. What can we say about digital marketing?
Online marketing encompasses all those actions and advertising or commercial strategies that run on Internet media and channels. This phenomenon has become applicable since the 1990s to transfer offline marketing techniques to the digital universe.
Parallel to the tremendous development and evolution of digital technology, online marketing has gradually and rapidly undergone profound changes, both in the techniques and tools used (and in their complexity) and in the possibilities offered to recipients.
Online marketing also has other meanings that are widely used. Some of them include marketing 2.0, internet marketing, cyber marketing, or cybermarketing. We will help you understand what it means and how it can help your company’s objectives.
2. How was online marketing born from web 1.0 to web 2.0?
In its beginnings, online marketing was based on web 1.0 pages and was a translation of advertising from traditional media (television, radio, print media…) to the first web pages, which did not allow two-way communication with users. The advertising companies controlled the message in its entirety and only limited themselves to exposing it to the audience.
In addition, advertising in the Web 1.0 stage was mostly limited to reproducing a showcase of products or services in the form of an online catalog. However, this type of marketing already had interesting virtues, such as its essentially universal reach, the option of updating content, and the combinations of text, images, and, to a lesser extent, images, by little, multimedia formats.
But, within a few years, the revolution came. A technological development frenzy allowed the massive launch of a higher level of Internet. Marketing 2.0 (also known as digital marketing) was born almost at the same time as web 2.0.
From that moment on, it became possible for all users to share information easily thanks to social networks, forums, or platforms, allowing the almost instantaneous exchange of previously impossible items, such as photos and video.
3. The evolution of digital marketing into web 3.0
Once we have all been adapted to Web 2.0, the industrial revolution does not let us let our guard down. A new type of web has already emerged: web 3.0. But what makes up this new web format? Thanks to new technologies, especially artificial intelligence, the Internet continues to move away from being a robotic space and becomes semantically meaningful.
To understand it better, we have collected the four main characteristics of Web 3.0:
- Semantic web
- Artificial Intelligence
- 3D graphics
- Ubiquity and connectivity
One of the most interesting to analyze involves the semantic web. This represents the most representative characteristic of Web 3.0. Let us put some background: in 1999, the creator of the World Wide Web, Berners-Lee, said: “I have a dream in which computers can analyze all the data on the web. This includes content, links, and human-computer interaction.”
In other words, the semantic web sought by Berners-Lee since the end of the last century means a web in which the software interprets natural language. In other words, with the semantic web, you will no longer have this problem since Google will understand the meaning of the term beyond the term itself.
3.1 What other features does web 3.0 have?
Closely linked to web semantics comes artificial intelligence. This represents one of the current technologies that disrupt the internet the most. It allows the web to know the semantic intentionality of each page or website beyond its words.
In addition, artificial intelligence also allows us to make a great leap in the field of data analysis, being able to rely on the interpretation of algorithms and perform much more advanced analysis.
Another key feature includes 3D graphics. This technology remains underdeveloped and may sound very futuristic, since the web as we know it still has a 2D nature. But 3D web design looks set to revolutionize today’s web pages.
Ubiquity and connectivity are something you have surely heard about the Internet. In addition to being connected to the Internet all day long with our cell phones, any object in our daily lives is also starting to be connectable. This means that we can synchronize our profiles and be present in a large number of web spaces at the same time.
4. How did marketing evolve from 4p to 5c?
The marketing mix is about the evolution from the 4Ps to the 5Cs. It is about: Price (price), Product (product), Place (distribution), Promotion (promotion). Some claim that the marketing mix has up to 7 P’s, adding: Process, People, Physical evidence.
But it was with the advent of digital marketing in the 1990s, Lauterborn replaced them with the 4 C’s, giving the marketing mix a more customer-driven approach: Product becomes Customer. The marketing strategy should no longer center on the product, but the customer.
Price becomes Cost. The cost goes beyond price. The 4C’s point of view defends that the customer must have the maximum facilities to achieve its acquisition. Place (distribution) becomes Convenience. With the 4Cs, we must give the customer every facility to get it, both through the channel he wants and at the time he wants.
Promotion becomes Communication. Communication goes beyond promotion. It is very important and it is a bilateral marketing action in which we must also listen to customers and respond to their feedback.
5. What are the advantages of creating an online marketing strategy?
Digital marketing is an essential strategy for brands because of the great opportunity for growth, positioning, and sales or customer acquisition that it represents. Potential customers, or at least the vast majority of them, are constantly connected to the Internet from the computer and, in recent years, also through their cell phones or tablets.
This context has given rise to a wide range of advantages of digital marketing, online marketing is affordable in terms of budget, especially when compared to traditional marketing channels such as television, radio. Greater capacity to control, optimize and correct campaigns due to the collection and possibility of real-time consultation of the results obtained, in an accurate manner.
Great flexibility and dynamism. With the possibility of performing tests and changes on the fly depending on the results obtained and the behavior of users concerning a campaign. Allows accurate measurement of the campaign.
It allows a very specific, personalized precise segmentation. In online marketing strategies, the company can segment its campaigns taking into account the socio-demographic and psychological data of users, as well as their behavior on the Internet.
6. Which digital marketing strategies and tools can be applied?
Search engine optimization (SEO), as its name suggests, optimizes search engines. Search engines can index web pages so that we can find what we are looking for. SEO allows us to know the logic behind these search engines and to be able to put our web pages in the first results to get organic visits.
Search engine marketing (SEM) usually refers to ads that appear on search engines. The principal differences with SEO are that being paid ads, the chances of segmentation increase, the control we have over SEM is greater and the results are instantaneous. Along with, Display marketing advertising that is characterized by the-known banners, are the most effective.
Content marketing is a digital marketing strategy based on the creation of content to attract target audiences. Typically, this content takes the form of blog articles, eBooks, infographics, or videos. Like SEO, it is also a long-term online marketing strategy with little control over the audience.
Email marketing, as we already know, is the online marketing strategy based on taking advantage of a company’s database to send communications. Despite being a much-exploited strategy, following good habits, is still one of the most effective and with the best return.
7. How to make a digital marketing plan?
To create a digital marketing strategy, it is necessary to start by setting objectives. Try to foresee possible scenarios and document a roadmap of actions. For example, if you want to generate more sales, a marketing objective can be a percentage increase in the number of qualified leads.
When it comes to defining a plan, it is essential to meet different objectives. This is because often, larger goals depend on the achievement of several smaller goals. Making a mistake in the definition of objectives can compromise the strategy as a whole.
Objectives go hand in hand with indicators. However, in a sea of information, you need to look at the right indicators. They will show whether you are on the right track to achieve your objectives.
Buyer Personalize is also important for users in your lead base, personas on social media, and a search on the Internet. If you already have a documented buyer, it is possible to extend it.
7.1. What is Buyer Persona?
The Buyer Persona represents the fictitious image of your ideal customer. It takes into account real data on the behavior and demographics of your customers, as well as the demographics of your customers, as well as the creation of their personal stories, motivations, goals, challenges, and concerns.
If you have a customer base, that will be the perfect place to start your research. Even though you may have different profiles of people or companies that consume your product, some of them are usually examples of your Buyer Persona.
An important suggestion is to concentrate on both satisfied and dissatisfied customers. In both cases, you will surely learn something about the way your product has been perceived and the challenges your clients are confronted with.
8. What Online marketing services does Connect Tech offer?
As we have already observed, online marketing has evolved over the years. The world keeps adapting more and more to the conveniences offered by new technologies. These conveniences include online marketing. At Connect Tech, we offer you the latest updates related to digital marketing.
In addition, we have online marketing experts who will help your company develop the most effective marketing strategy you need. We assure you that your company will gain great visibility.
Are you looking for someone to put your company in the spotlight with a digital marketing strategy? Connect Tech is your best choice. You can contact us by writing an email to CONTACT@CONNECTECH.DEV and our customer support will get back to you shortly.
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