Online marketing (also known as internet marketing or web marketing) encompasses all marketing activities that are carried out online to achieve marketing goals, ranging from brand awareness to closing an online business. Due to the development of online media into a mass medium, online marketing is usually seen as a conventional, mandatory marketing strategy. In addition to internet advertising, sub-areas of online marketing include search engine marketing, social media marketing and affiliate marketing. These marketing services are offered by advertising portals (usually for a fee). A special form of online marketing is video marketing. Due to the increasing number of smartphones, the ever-increasing Internet bandwidths and the continuously increasing mobile Internet access, mobile marketing and the focus on mobile devices are becoming increasingly important in online marketing. One of the main advantages of online marketing compared to classic marketing measures such as print or TV is the measurability of advertising impact through web analytics.
A number of special metrics are widely used to measure the success of online marketing. Common are, for example:
- Number of page views (also known as page impressions or hits)
- Number of sessions (sequence of consecutive page views, also known as sessions)
- Number of unique visitors (also known as unique visitors)
- How long a user spends on the page
- Bounce rate (BR)
- Number of converted visitors or sessions (including conversions, conversions, conversions, or leads))
- Percentage of converted visitors or sessions (also known as conversion rate, CR)
- Number of organic visitors (also known as organic visitors or organic users)
- Click-through rate (CTR)
- Cost-per-click (CPC)
Different Types of Online Marketing
Website
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The design and thematic structure of a company website are central components of online marketing. The company website is used both for customer loyalty and to attract new customers.
A website is a collection of pages on the Internet that are related to each other and are located within the same domain. The main page of the website is referred to as the home page and is not a synonym for the term website. The “subpages,” such as a subcategory, is referred to as a web page.
Display Advertising
Display advertising is a form of advertising on the Internet which, like banners, uses the means of image and, if necessary, audio material. Advertisers use display advertising to promote their products and services on the Internet. It is comparable to advertisements in newspapers and magazines, as well as commercials on television.
Display advertising and search engine marketing are the most common forms of online marketing.
Search Engine Marketing (SEM)
Search engine marketing (SEM) is based on targeted search engine advertising (SEA) on the one hand and search engine optimization (SEO) on the other hand in order to acquire potential customers in certain subject areas.
Content Marketing
Content marketing deals with the production and distribution of media and publication material with the aim of attracting new customers and retaining existing ones. This information can come in a variety of formats, such as blogs, news, videos, white papers, e-books, graphics, case studies, or guidebooks. Since most marketing strategies involve some form of publishing material, in most cases, content marketing is integrated as an integral part of a campaign. Exceptions are, for example, telephone-based marketing or word-of-mouth advertising.
Email Marketing
Marketing by means of e-mail, so-called e-mail marketing, is the equivalent of direct marketing in the offline sector, i.e. the sending of advertising materials by post. The sending of advertising by e-mail is subject to legal restrictions.
Influencer marketing
In influencer marketing, an influencer – that is, a person who could have a major influence on the opinion of a particular target audience – is tasked with promoting a product, service, or company. The trustworthiness and reputation of the influencer is used specifically for brand communication.
Affiliate Marketing
In affiliate marketing, the marketing operator uses a variety of partners to market his service or product. The advantage is that the marketing effort is distributed among several partners, who are only remunerated for success. There are different forms of remuneration:
- Pay per lead: for generating a customer contact (e.g. subscribing to a newsletter mailing list or ordering a catalog).
- Pay per Click: for each click on a banner or link placed on the Affiliate’s website or email.
- Pay per Sale: for each sale made through the Affiliate’s promotional activity, a fixed amount or a percentage of the sale price is remunerated.
- Other, rarer remuneration models include pay per link (inclusion of a link on the website), pay per view (insertion of an advertising material) and specific interaction-associated remuneration models (pay per install, pay per signup, etc.).
Social Media Marketing
Social media marketing (SMM) primarily pursues branding and marketing communication goals through the use of social media platforms (e.g. Twitter, Facebook and Instagram). In the meantime, a “second generation” of social media platforms is also becoming increasingly popular, which pick up on trends such as geolocal services or the increasing visualization of posts (TikTok, Instagram, Pinterest, Snapchat) – often via a mobile app – and make increasingly specialized social media marketing measures possible. The targeted optimisation of an internet presence for the widest possible distribution in social media networks is referred to as social media optimisation (abbreviation: SMO).
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