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As the propagation channel of Traditional Marketing, Web Marketing shares the various definitions which refer to it.
The differentiator is the medium itself, offering deep insights not only direct marketing scope, but at the same business enterprise.
ROLE OF THE WEB MARKETING
Being an economic science has only recently Cut loose from Conventional Marketing, Web Marketing Management has not yet found its unique place in the enterprise.
The role of Online Marketing Manager is often reduced to coordination of media campaigns, online or declination of traditional communication on the Internet.
The purpose of web marketing activities obviously depend on the competitive environment, the positioning of the company in the same, from the need to achieve specific goals and the ability to implemetare appropriate actions on the online medium.
Among the main objectives of web marketing can be listed as:
Benchmarking Online – Study of the competitive scenario (which is linked to the offer to marketing mix)
Online branding – Increase brand awareness
Database building – Creation of databases for other marketing activities
Lead generation – Generation of contact lists highly qualified and motivated to purchase
Direct Sales – (E-commerce)
E-learning – Online training of staff and partners
Online customer support – Online Customer Support
All activities can be directed at specific targets of interest to the company that uses the web channel. The web marketing can prove to be very useful for companies that operate in Business to Business and Business to Consumer.
THE TOOLS OF THE WEB MARKETING
The potential is to replicate all the capabilities of the Web and Web 2.0 that are applicable to the business models of the company, and may include (for example):
- Website and microsites dedicated to the promotion of specific initiatives
- Direct Email Marketing
- Banner advertising
- Search engine marketing – Search engine optimization and keyword advertising
- Affiliate marketing
- Online PR – Spreading news releases online and initiatives Pay per post
- Online Contests
- Behavioral targeting
THE WEB MARKETING MANAGER
In synergy with the business, Web Marketing Manager defines the strategies of the company’s presence on the internet and the use of information contained on the online competition.
In relation to the capacity and processes online, then takes care of acquiring prospects and convert them into customers, retain existing customers and assist promote the development of online services, maintain a direct dialogue with the users of its site and the areas of market interest. The web marketing manager also explores the potential of the market, technological developments and the activities of competitors, to achieve and maintain a competitive advantage on the user web.
Through online business promotion, it can increase the visibility of the company and increase the number of users in target reached / achieved.
The Web Marketing Manager oversees the design and development of business sites and maintains relationships with agencies or co-workers who make the sites themselves, thus following the functional aspects and communication.
It is also responsible for monitoring the sites and all the promotional activities of the same, evaluating the ROI (Return on investment) of various investments and monitoring KPIs (Key Performance Indicators)
From Wikipedia, the free encyclopedia.
In web marketing, landing page is the specific page that the visitor reaches after clicking a special link or advertisement. Often, this page displays content that is an extension of the link or advertising, or the page is optimized for a specific keyword (keyword) or phrase for “attract” the search engines.
The classic use is keyword based advertising programs such as Google AdWords or affiliate programs like zanox or TradeDoubler.
A landing page is often customized for pay per click campaigns so that its content is the more “vertical” as possible, as close as possible to what is searched on the search engine. Often campaigns are even made with the parameters, it is the case of dating sites.
There are two types of landing pages, calls Landing Page Reference (Reference): are intended to convey important information to the visitor, these pages can also include texts or specific elements.
Landing Page transactional (Transactional): the browser prompts them to accomplish a certain task (normally fill in a form on the web). This type of landing page, by far the most common, is used to sell products, services or content.
The goal of a landing page is to make sure that as many browsers (as measured by unique users) they arrive on the page and follow the invitation to perform an “action”, the efficiency index is called “conversion rate” (Conversion Rate, “CR”).
To ensure a good CR, it is important the presence of some parameters:
Compatibility fullest extent possible, of the landing page on all platforms, for resolution used for weight Kb, for the chosen technologies (not recommended, if not essential, Java, Flash, but any kind of programming level, the best landing pages are usually trivial pages. html).
Presence of a call to action very clear and unambiguous. Only one thing to do, no external links on the page.
Presence of special offers, such as: Special, but only by …, Sign up and you’ll free the first week ….
DEFINITIONS OF SEARCH ENGINE MARKETING
The search engine marketing shares with marketing and web marketing definitions to which they refer, as the only variation from these two disciplines is represented by the medium in which it operates.
ROLE OF SEARCH ENGINE MARKETING
The search engine marketing is now a niche expertise of web marketing manager who can assimilate the search marketing activities to those with Customer Relationship Management.
The purposes of the activities of search engine marketing coincide with those of web marketing that incorporates the activities of this means taking advantage of some features, like the ability to contact a target that directly express their needs through a query to the motor.
Even in the case of search engine marketing aims of the planned activities depend on the need to achieve targets set in the marketing plan and the ability to identify and implement appropriate actions on the channel engines.
Among the main objectives of the search marketing can be listed as:
Benchmarking Online – Study of the competitive search engine optimization (both in terms of saturation of the channel in terms of quality of the messages / content offered)
Online branding – Increase brand awareness through monitoring of the results of the search engines
Brand monitoring – Monitoring of the sentiment in the results of search engines
Database building – Power of a database for further marketing activities start taking advantage of the motor channel as the input port to the promotional efforts
Lead generation – Generation of contact lists highly qualified and motivated to purchase from the results of the motors
Direct Sales – (E-commerce) through the search engines and price comparators (vertical motors)
Online customer support – Online customer support (eg presentation engine the user manuals of the products marketed)
VARIATIONS OF SEARCH ENGINE MARKETING
The many facets of search engine marketing contribute to the achievement of the objectives of the marketing plan, the main possible activities involving the use of the canal engines are:
Search results monitoring – Monitoring of the results proposed for specific query
Search Engine Optimization (SEO) – Optimizing for Search Engines
Positioning on search engines
Link building campaigns and link baiting
Search engine advertising (SEA) – Management activities of campaigns paid links on sites and portals that allow you to better reach the target business (also known as keyword advertising)
Landing page design – Creation of special pages for search marketing activities
Search engine PageRank
Search engine intelligence – Check engine ‘interests into account for market studies
Sintext – Writing Techniques synthetic high evocative used in keyword advertising as well as in SEM
INTRODUCTION TO THE SEARCH ENGINE MARKETING (SEM) AND ADVERTISING ONLINE
A search engine allows users to find what they are looking for online. The user types a word or phrase, called query, the search engine then displays a set of relevant results to the query.
Most search engines provides two types of results in response to the same user query:
organic listings (also called “natural” or “free”) and paid listings (eg, advertisements). Google makes a distinction between these two types of listings and ads will be labeled “Sponsored Links” that appears above them. Most of the search engines sort the results for each type, ie determines the order in which results are displayed on the page based on relevance to the user’s query. The most relevant result is published at the beginning of the page.
Each search engine calculates relevance in a different way for each type of result (organic and paid). This is a major difference between a search engine and another and is a determining factor in the decisions of many users on the search engine to use.
Although for the same user query results are published in both organic and paid, for Google, the results are independent from each other. Your placement of an organic search result is not about ad placement and vice versa. This allows advertisers to record a good performance with paid listings and increase their online presence, even if their sites do not appear in the top organic search results. The relevance of Google’s organic results to the user’s query is determined by over 200 factors, one of which is the PageRank for a given page. PageRank is the measure of the importance of a page based on the incoming links from other pages. In other words, every link points to a page in a site A to site B is added to the site’s PageRank B. In addition, Google AdWords uses a combination of factors for the placement of paid advertisements that are discussed in detail later in this lesson.
OPERATION OF SEARCH ENGINE MARKETING (SEM)
For each type of insertion (organic and paid) uses a different marketing approach.
OPTIMIZATION FOR SEARCH ENGINES
Optimization for search engines involves the generation of new websites or changing existing websites so that these sites can get a high position among the organic listings of a search engine when a user performs a search based in terms related to the content of the site. For information about optimizing for search engines with regard to the organic search results of Google, visit the website.
MARKETING FOR SEARCH ENGINES
The search engine marketing is the process of promoting a website through paid listings (advertisements) on search engines.
To create an ad for a particular search engine, you must create an account with the product or service advertising search engine in question. In the case of Google, this product is AdWords. After creating an account, you can create your ad and enter a list of search queries by users (called “keywords”) that trigger your ad. In most search engines, ads run on the basis of a pay-per-click (PPC), ie the advertiser only pays when someone clicks on your ad, not the ad impression (when that is, the ad is displayed on the page). Another common model of price determination in online advertising is the cost per thousand impressions (CPM), according to which the advertiser pays for impressions and not for clicks on your ad. Site owners often choose to promote your site instead of or in addition to the optimization for placement in organic search results. Although it is necessary to pay for the clicks your ads receive, advertising allows advertisers to anticipate the time and the position in which your ad may show for your site. The creation of an AdWords account only takes a few minutes and allows you to post ads almost immediately using the chosen keywords.