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Comprehensive List of Web Marketing Strategies
Web Marketing can be done in various ways & strategies. I found a great list of thisfrom a blog post of 
Jeremiah Owyang
& all credit goes to his blog
http://www.web-strategist.com/blog
.
The Many Forms of Web Marketing:1) Corporate Domain
This has been a standard since the late 90s, nearly every company, mom and popboutique now has a web presence. The primary purpose of this is to provide thepublic with information about your company, it’s products, and anything else theymay need. Corporate websites often compose of several features that are listedbelow.
A) Corporate Site
Large to small companies have established a websites around their brand, thecontent is around marketing products, support, and corporate information. Despitethe massive efforts to perfect the corporate website, much of the content isirrelevant as prospects shy away from marketing content and start to use socialmedia.
B) Portal Strategy
Widely popular in the late 90s this strategy was intended to serve up all userinformation on one page, and keep users on one’s domain. A few well known portalsnow exist such as MyYahoo which is a form of a feedreader. Most modern marketersrealize that content is now distributed.
C) Microsites for Segmentation
Typically deployed around new product launches or campaign focuses, or specificmarket segments, these often short term websites are used for calling specificattraction. They typically have a unique URL and are tied to an integrate campaign.
D) Interactive Web Marketing
The web is more than a ‘read only’ medium, unlike other mediums, companies canmake the website interactive, encouraging a new dynamic of engagement. There’s avariety of technologies to use from uses of Javascript, AJAX and Flash based. Of course, one can only go far where the limitation is that it is still a ‘user to computer’ interaction.
E) Intranet
The web isn’t just for communicating to prospects and customers, similar strategiesapply to your employees.
F) Extranet
Used for communications with partners, or customers, extranets are securedwebsites that companies grant access to. Features could include dashboards,updates, support information, and detailed product information.
G) Regionalization
In today’s global web, websites are translated, reformatted and segmented by
 
region, culture, class. Be sure to focus on France, China, Japan as fast emerginglanguages. Also see report on internet usage in third world countries.
2) Search Marketing
Ever heard of Google? Many prospects use google in the ‘hunt’ phase for a product.By paying a third party or a search engine directly you can obtain a strategy to getyour website listed in search results. I’ve heard a variety of stats demonstratingsuccess of natural vs paid results, however the ROI is usually positive. It’s likely yourcompetitor is also present on the Search results page.
A) Search Engine Optimization (SEO)
Many web groups at large corporations have a document, a process, or even adedicated resource who’s goal is to make sure web content is easily found, indexed,managed and correctly served in search results.
B) Search Engine Marketing (SEM)
Frequently, companies will hire a specialized search company to purchase keywordsthat will help drive contextual links in search results. These ads are contextuallydisplayed based upon the search query.
3) Out Bound and Syndicated Web Marketing
Used to help ideas spread off the corporate website, this list of tools extends reachby direct channels, and as well as ‘pull’ techniques where users opt-in. Be savvywhen using these tools to respect the best interests of your customers, otherwise it’sone-click to unsubscribe or spam.
A) Email Marketing
While certainly not completely native to the web, they certainly are tied. Modernemail campaigns (sometimes even direct marketing) involves barely personal emailsblasted out to indviduals on a mailing list. These modern versions typically have theoption to be HTML based, and have hyperlinks brining users back to the corporatesite or Microsite. I hear the conversion rate for these are 2-5%, and typically deploya positive ROI. Having spoken with many Web directors and Marketers, this is a taskbest suited for an outsourced vendor. Be sure to read the research on the growth forthis industry in 2007.
B) Invasive Marketing
 “Pop-ups”, and “Pop-Unders”, trojan and tracking software are both disruptivemethods to obtain the attention and data of users. Research indicates this form of marketing is diminishing, use with caution, or not at all (ask your Ad Agency if theyare doing this without your knowledge) remember the market can associate yourbrand with the way you reach them, and users are now in charge.
C) Syndicated Content and RSS
I lump Syndication into this category as I see it as being an evolution as marketingshifts from
Push
to
Pull 
. RSS is quickly becoming a method where users can opt-infor additional content
 
4) Brand Extension
This is not a new concept, it’s simply been applied to web properties. The strategy issimple: where your market is, so should your brand.
A) Web Advertising
I’m sure you’re all familiar with the banner, tile, or skyscraper advertising (IAB)model on websites. This age old strategy simply suggests that if there are eyeballsyour brand should ‘impress’ upon the users. Click through rates are typically in the1% or lower rate, sometimes success is measured by brand impressions, (visitationby traffic). These ads are static and do not change even if the content on thewebpage changes.
B) Contextual Advertising
These targeted ads will be served up on the webpage depending on the contentthat’s on the page. This is a more ‘intelligent’ and therefore more relevant than WebAdvertising, which may not be targeted at specific content. This form of advertisingcan be text, images, media or other form and are common on websites, blogs, andare now appearing on web based emails sites.
C) Sponsorship and /Cross branding
This is a method of promoting your brand with the right audience in which theproperty is rewarded for integrating your brand. This can occur on content sites,shows, media properties, blogs, podcasts, and just about everything else.
D) Social Advertisements
Having just appeared this year from Facebook, it uses contextual information fromusers who have become “Fans” of a brand, then ads are severed to their network, inan endorsement. This has been highly controversial, and the return on investment isnot yet known.
E) Widget Advertising
Having just appeared this year from on containers like Facebook, Bebo, LinkedIn,and Friendster, widgets have proliferated at an amazing growth rate. Expectadvertising networks to form over the next year, where a brand can purchase spaceon any number of widgets across different social networks and communities, groupssuch as: RockYou, Slide, Widgetbox, and Watercooler to start with.
F) Affiliate Marketing
Affiliate marketing programs compensate partners and alliances that bring referrals,leads, or sales. While it overlaps with other forms of web marketing, the goal is toprovide the right content or products to the target demographic. Examples of thisinclude placement on comparison shopping sites, loyalty sites, and product reviewsites.
5) Community Marketing and Social Media Marketing
eMarketer’s research indicates that this is the fastest growing area of growth for WebAdvertising and Marketing is in the Social Media space. In my experience, theawareness rate is around 30% and deployment 10-20% for most corporations. Someof the tools listed below are not new, while some become critical in how prospectsfind information about products. Remember this section is less about the tools than itis about the end result: people connecting with other people.
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