The area of online marketing is a very diverse field and can be designed with extremely different topics. In this article, we would therefore like to give you a brief overview of the categories in online marketing and how you can use them for yourself and your company.
Online marketing, as the name suggests, is marketing that is done online. In contrast to classic offline marketing, this form is still very young. Often online marketing is also called digital marketing. This can be divided primarily into eight major areas:
- SEO – Search Engine Optimization
- SEA – Search Engine Advertising
- Content marketing
- E-mail marketing
- Influencer Marketing
- Affiliate Marketing
- Social media marketing
- Pay-per-click marketing
You’ll learn what these terms mean in the following sections.
Google related marketing (SEO and SEA)
The first two major areas are marketing strategies that are very much linked to Google. Google has by far the largest market share in the search engine sector. This is also shown by the absolute figures:
Facts about Google
- 75% of all search queries in the world go through Google (in Europe over 90%)
- Google has 3.5 billion search queries per day
- 40-50 % of all search queries end with a click on an advertisement
- Display network reaches over 80 % of the internet (advertising on websites)
- Over $160 billion in annual revenue (2019)
- Over 120,000 employees worldwide
Search engine marketing (SEM) is divided into SEO and SEA.
1. SEO – Search Engine Optimization (search engine optimization)
This involves optimizing texts and other data on the website in such a way that they can be found by visitors who make a search query on the relevant subject area with the help of Google.
Strategies for this can be different keywords, metadata, concise headlines and titles, links to other pages and many other optimizations. Such measures enormously increase the chance of being found via normal, organic search.
To apply them, you need to be able to put yourself in the user’s shoes and provide them with good content. An optimization with bad content alone is not enough to get a permanent top ranking. Google notices when the bounce rate is high and ranks this page lower in the future.
This marketing strategy does not require an advertising budget, but only so-called inside investments for employees who are trained or even experts in this area. As a rule, you need technical and psychological skills for successful implementation, in addition to expertise in working strategies of SEO. The following video gives you a simplified overview about SEO:
2. SEA – Search Engine Advertising (Search Engine Advertising)
Search engine advertising (SEA) is the placement of paid advertisements in Google’s search results.
You match these ads to the corresponding search queries with the help of certain keywords. For example, you can choose from seven different strategies for placing ads on Google Ads. Depending on the quality or relevance of the ad and the bid you set for the search terms, your site will receive a corresponding position in the paid ads.
However, only experts should choose bidding strategies and run campaigns with paid ads. If you use the wrong strategy, you can quickly lose a lot of money without gaining any customers.
Be sure to avoid these 6 costly mistakes that will burn you money in Google Ads.
You can also use SEO and SEA on other search engines. However, as mentioned above, Google is the most influential search service and therefore optimizing to its algorithms and specifications and placing ads there makes the most sense.
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Other categories of online marketing:
3. Content marketing
In content marketing, you want to gain the interest of your target audience and build an expertise by creating content in various forms such as blog posts, news articles, e-books, graphics or case studies. You can stream such posts on a variety of channels.
4. E-mail marketing
Email marketing is a very classic form of online marketing.
For this, you build an email newsletter and send regular emails with relevant content to those people who have subscribed to your newsletter. The goal of this strategy is to increase customer loyalty and to send offers to your prospects at the right time.
5. Influencer marketing
In this fairly new form of marketing, you cooperate with people who have a large reach. They place or mention your products or services in their videos, articles, podcasts, on pictures, etc. In this way, they can present anything to their followers, i.e. people who follow the influencers, especially on social networks, and encourage them to buy.
Among the members of the target group, admiration of the person and the desire to be like the influencer often play a very big role. The most frequently used channels of influencer marketing are Instagram, YouTube and recently also TikTok.
6. Affiliate marketing
In affiliate marketing, people who market and sell your product (so-called affiliates) are compensated with a commission. They only receive payment if they are successful and not a fixed hourly rate.
Surely you have already noticed links when visiting different websites or when viewing articles that lead directly to the mentioned product. In most cases, these links are affiliate links, where the site owner/content creator receives money for recruiting you. The first company to introduce this affiliate system was Amazon. This has been quite instrumental in why Amazon has been able to become as successful as it is now, as people from all over the world can quickly become external sales agents with no capital of their own.
7. Social media marketing
In social media marketing, you create content for Facebook, Instagram and other social media channels to build a reach in the form of followers, or fans. Additionally, you interact with your target audience in groups and comments. This repeatedly draws their attention to your products or a service and, ideally, persuades them to buy or make an inquiry. Above all, it is about the interaction and exchange with the followers and the different groups in the channels.
8. pay-per-click marketing
In Pay-Per-Click Marketing, you create ads for specific channels.
What you pay depends on how often users click on your ad. You only pay per click and not only when the user actually buys from you. Paid ads can be very useful if you want to quickly drive search traffic to your site or target a specific audience. This way you can expand your brand awareness or sell your products.
You can do this on different platforms and in different forms. Here are a few examples:
- Google paid advertising (SEA is a sub-form of Pay-Per-Click with a very high relevance; but also Bing, Ecosia come into question for search engine advertising).
- Search ads based on keywords or search queries
- Display advertising (ads on other websites, typical banners/inserts for example on news sites or blogs)
- Shopping ads
- YouTube advertising (belongs to Google)
- App advertising
- Discovery ads
- Facebook/Instagram ads
- Facebook ads
- Instagram ads
- Amazon advertising
- LinkedIn ads
However, you need to realize one thing about paid advertising: as soon as you stop spending money on advertising, you will also surely receive fewer requests and become more invisible on the web again. For this reason, a long-term pay-per-click strategy makes a lot of sense.
We hope you enjoyed our short overview of the different fields in online marketing.
Which strategy do you find most exciting?
Best wishes for success
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