What is Web Marketing?

Web marketing refers to a broad category of advertising that takes many different forms, but
generally involves any marketing activity conducted online.

Marketers have shifted their efforts online because it tends to be significantly less expensive.
Many online advertising spaces are free to use. Companies can upload videos to Youtube or
start a blog for no cost at all. Other outlets like official websites or paid search marketing cost a
fraction of what a major television advertising campaign would.

The web also presents exciting new opportunities for companies to profile their customers. The
interactive space of the Internet simplifies a company's ability to track, store, and analyze data
about a customer's demographics, personal preferences, and online behavior. This data allows
the advertiser to provide a more personalized and relevant ad experience for the customer.

Types of Web Marketing

 Display Advertising – The use of banner ads and other graphical advertisements to market products
online.
 Search Engine Marketing – Using search engines to help connect users with the products and
services they are most interested in. Companies can pay to receive preferential ranking in a list of search results.
 Search Engine Optimization – A free and organic way for companies to improve their visibility on
search engines.
 Social Media Marketing – Using sites like Facebook and Twitter to connect with customers.
 Email Marketing – Communicating with customers through the use of carefully designed emails.
 Referral Marketing – Using internet channels to encourage consumers to recommend products to their
friends and families.
 Affiliate Marketing – Working with other businesses to make it easier for consumers to shop for
products online.
 Inbound Marketing – Boosting the value of a company's web presence by adding unique content like
blogs, games, and tutorial videos.
 Video Marketing – Using web videos for promotional purposes.

How is a Web Marketing Plan Developed and Implemented?

Web marketing combines a wide range of marketing strategies, requiring traditional marketing
comprehension and an understanding of emerging technologies. Marketers must understand the
strengths and weaknesses of various online marketing efforts as they develop their marketing
strategy, analyzing these aspects by creating a marketing plan.

The marketer must understand what they are selling and who their target customer is. Different
advertising strategies appeal to different segments of the population. Social media, for instance,
is widely used by young people, while older Internet users are more dependent on email. An
extensive analysis of market research reveals telling information about what customers want and
where they gather.

Once the company has determined their target audienace and general strategy, they should start
developing their online presence. This can involve everything from producing videos to creating
entire websites. The technological infrastructure behind web marketing is just as important as its
message and aesthetic. Companies must ensure that their marketing messages are accessible
to everyone regardless of the technology they are using.
After the ads appear online, the company tracks how big of an impression they are making. Web
marketing makes it easy for companies to track how successful their websites are. Every time a
banner ad is clicked or a video is watched, that information is sent to the marketer. If the goals of
the website are met, the campaign can be considered a success. If the target numbers are falling
short, the company will need to refine their advertising strategy.

Consider the example of Zoka coffee, a small, Pacific Northwest chain. They had a Facebook
profile but very few followers. In order to increase the impact of their social media efforts, they
created a new eye-catching profile picture and page design. Zoka coffee then identified trend
setters in the world of coffee, and started targeting them with Twitter and Facebook posts to
spread the word about their brand. The company also used online contests and promotions to
create incentives for followers, eventually leading to an 800% increase in traffic.