All this talk about e-marketing, viral marketing, Facebook and so on…it can be a little daunting for those who don’t spend their time surfing the internet 24/7.
But if you’re thinking about promoting any sort of business online, don’t let that put you down. Optimising in e-marketing strategies can provide great success as there are a huge range of dynamic platforms which can suit your needs and budgets.
Jeremiah Owyang from Web strategy and columnist for Forbes CMO network has listed the different forms of web marketing.
Here are some that were mentioned, including ones that I have previously spoken about in my previous posts:
Email marketing: Many consider email marketing a bit old fashioned these days, but it still works! It is cost effective, fast and convenient than snail mail. Email allows interactive links to web pages, videos and information to download. However, it would only effectively gain the interest of consumers if they have chosen to ‘opt in’ or subscribe to the emails because they would most likely be the right target market for your business – so note to self: Don’t just send emails out to addresses you randomly found – they would just disregard it as junk.
Social Media: Ahh yes…there has been lots of talk about social media and there are a range of platforms available such as blogs, social networking sites and video and photo sharing sites. These sites allow interactions with consumers to provide feedbacks and discussions – it’s a two way marketing process. Like emails, it is cost effective and instant, but social media allows a much quicker turnaround as it has the opportunity to go viral. If your page is interesting enough, people may send the link to others, or even posit it on their own Facebook page for all their 800 or so friends to see. That is an almost instant viewing!
Banner ads and pop up ads: one that is often used, placing banner or pop up ads can give you the ability to use colourful and animated graphic as well as vary in sizes and positioning of a website. These ads are essentially like interactive magazine ads – you can place them in websites that would fit with the target market you’re after. However, less is more: don’t be too animated and don’t place sounds or noises to it – consumers may find it more annoying than appealing.
Group coupons: A new way of issuing out coupons and promotions – group coupons combines that viral ‘tell all your friends’ in order to secure a great deal for themselves and companies will be able to see a large amount of traffic and business.
Websites: any business should have a website set up – even if it’s just a page with details and information (NOT one that is still ‘under construction’). The internet has provided a new way for consumers to search for information – they would generally search for what they need through the internet and if your name and website doesn’t pop up, then you’ll be missing out.
Search engine marketing/Pay per click/viewed: The whole purpose of a website is to be listed when a search is done through a search engine (think Google). Choosing to pay for your link to show up more prominently – such as on the side bar with a pretty picture and a description or just right on the top of the search – may allow more traffic to your site. Paying for keywords that aligns with your business will also have it shown up through the listings.
Always think carefully of how you want to market your business online – it still has to align with the rest of your marketing campaign, as well as the image of your brand. It should also have some creativity to draw people’s attention – but be careful, don’t overplay it as it can be disastrous. Take Witchery’s viral campaign as an example. In trying to launch their new men’s line, they posted a video on Youtube that showed a girl looking for a ‘man in the jacket,’ a romantic quest to find the guy of her dreams. The video went viral and many generous people attempted to help the girl. However – it was all a hoax – a campaign to catch the attention of consumers. Indeed, it was a different concept and it did gain a lot of attention on the internet, but it left a bad image and a bombardment of complaints about marketing ethics.
The ‘man in the jacket’ posting that went viral
The actress comming clean about the campaign for Witchery men (and still attempts to sell it with her bad acting…)
So always remember – the internet has social etiquettes too!
Owyang, J, 2008, ‘A Complete List of the Many Forms of Web Marketing for 2008,’ web strategy, Jan 1st
Lee, J and Marcus, C, 2009, Retailer kills Heidi: web appeal revealed as campaign, Sydney Morning Herald, January 21