ONLINE MARKETING

BY DWAIPAYAN GOSWAMI

YEAR- 2021
 nline marketing can be defined as Online marketing is
collaboration of all Internet used by businesses
elated marketing activities, it for selling goods and
ctually includes almost each and services directly to
verything right from search engine consumers as well a
marketing and optimization, to those who operate
ffiliate marketing and banner on a business to
dvertising, email newsletter business model.
marketing etc. This confirms that
nline marketing is much more
han just promoting a website.

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 TYPES OF ONLINE MARKETING
 Referral marketing: Referral marketing is based on a person who is satisfied enough with a
specific website or social media site to refer it to another person, which hopefully creates a
chain reaction of referrals from one group of individuals to another.For Example, Dropbox
referral program, Airbnb Refer-a-Friend Program.

 Affiliate marketing: Third-party marketing that refers or directs clients to a specific website
or vendor. "Affiliates" market their own products, such as through a web site, but have links
to other web sites unrelated to their site, but have some interest in common for the clients.
Affiliates are rewarded for the number of times someone links from their site to the
targeted site. For Example, Amazon, Flipkart and other known e-commerces have affiliate
programs.

 Social Media Marketing: Marketing via social media such as Facebook, Instagram,Youtube
or other similar websites. This type of marketing includes creating pages on the site that
directly promote a business, organization or product that is easily accessible from or
outside the site. For Example, Let’s take, Brand X doing their marketing via Instagram.

 E-Mail Marketing: It is based on the spreading and distribution of a message via e-mail. E-
Mail marketing can consist of a text message, a combination of words and images such as
in a display ad, or provide access to a video on a web site or public video site such as
YouTube. E-mail marketing also has the ability to provide a link to a specific website in
order to generate traffic and revenue to that website. For Example, Zomato and Uber’ e-
mail campaign is very simple, yet tasteful.
 Display Advertising: Advertising in a static space composed of pictures, works of art and words.
Similar to ads in newspapers and magazines. For Example, PUBG’s creative display ad increased
their brand awareness in the year 2020.

 Pay Per Click Advertising: Advertising which is presented on speculation by a web publisher such
as a search engine results page or a home page on a browser. which only charges the advertiser
for the number of times someone clicks on the ad to go to the targeted web site, not the number
of viewers of the advertisement. For Example, Brand X creates a search result ad that will be
visible to users when they search for the target keywords and if someone clicks on that search ad
then the brand will be charged for the user clicking on that ad.

 Search Engine Marketing (SEM): A type of web marketing that promotes websites by raising the
visibility in search engine results pages through search engine optimization as well as through
paid advertising, strategic content marketing and social media networks. For Example, Brand X ,
created a SEM campaign within google ads to promote their website.

 Search Engine Optimization (SEO):It is basically the refinement of SEM, improving the rankings or
visibility of a webpage in search engines search results. SEO programs work to push targeted
search results higher in rankings when results are presented to users of search engines such as
Google, Bing, Yahoo!, etc. The higher the ranking when results are displayed, the more likely
consumers are to click on the link and go to the targeted website.

 Content Marketing: It is a marketing method of creating and distributing valuable, relevant and
consistent content to attract and acquire a clearly defined audience. Content marketing includes
things like educational articles, e-books, videos, entertainment, and webinars. For Example
Coke’s “Share A Coke” campaign
 ADVANTAGES OF ONLINE MARKETING
 Cost Efficient: Traditional Marketing is significantly more expensive or costly than Online
Marketing.

 Efficiency in results: With online marketing, you can change or switch your marketing
strategy based on the results achieved. Online marketing allows for you to view accurate
results such as: Number of page visits, time your page was visited, and even footage of
what the consumer did while visiting your website and all to analyze where the interest of
the consumer was captured or lost.

 Specific Marketing: Online Marketing can be precise or exact in selling to a particular group
of customers. You can direct your marketing strategies to specific countries, states, and
even zip codes.

 Social: The best way to socialise in today's society is via social media. With online
marketing one have the advantage of socializing with groups or individuals.

 Competition: Unlike traditional marketing, online marketing can compete with big
businesses and even with popular brands.
DISADVANTAGES OF ONLINE MARKETING
 Time: Online Marketing can be quite complicated and which is why it demands time and
dedication. For the realization of content, posts, and the overall administration of the page,
one must devote some time.

 There are no physical evidences.

 Trust: Inevitably, some page visitors always have doubts about certain services and
products but the good news is that this disadvantage can be eliminated through placing
testimonials on your page, credentials, certificates, having a portfolio, etc.

 Face to face interaction is not possible - Many people prefer the live interaction when they
buy any goods or services.

 Lack of timely updates can lead to various problems - Timing of updates is critical to
upgrade and modify the website which will help to maintain the originality of a particular
website.