ONLINE

MARKETING
GONZALEZ OSORIO EDITH
LE 161
ENGLISH
Discover ways to leverage the web. Most online
strategic marketing efforts today are a mix of growth
hacking strategies (A/B testing taken to the max) and
a variety of awareness tactics that drive attention.
 DEFINITION

It is any web-based strategy, method or tool used to increase brand awareness of

a company and its products or services. The primary goal of online marketing is
to reach potential customers by going to the places where they spend the most
time online (for example, searching, shopping, and using social media).

"Online marketing is the act of presenting something to another person online."

(Miller
2010)
EXAMPLES
 UBER
• One example of how Uber uses online marketing to increase its brand
awareness and drive sales is through email marketing and segmentation. The
company collects geographic data from its current customers to target new
customers through targeted email campaigns. In particular, Uber will send
select demographic emails in certain areas that promote the company before or
during a large event at the location of prospective or current customers. This
keeps Uber at the forefront of a person's mind as they try to navigate traffic and
parking as a result of the event and increase sales for the company.
 OBAMA'S 2008 PRESIDENTIAL
CAMPAIGN
• This is a great example of online marketing in politics: from the slogan "Yes,
we can" to a large number of actions such as SMS, collaborations with video
websites, the symbolism of linking the O with Hope and Vote and a large
number of of interactions that led Obama to become president, such as the
constant updating on Facebook and Twitter, which in those days was not as
common as it is today.
 NIKE
• One of the ways Nike used the power of influencers was to expand awareness of its brand.
They did this by researching and finding some of the most influential tastemakers in the social
media world. The company then commissioned them to collaborate with Nike to design their
own line of shoes. The strong fan base associated with these influencers ensures that Nike will
receive broad exposure when influencers promote their line of footwear.
 BENEFITS
• 1. Less expenses and more results
• 2. Progressive gains
• 3. Segmentation capacity
• 4.ROI (return on investment)
• 5. CAC (customer acquisition cost)
• 6. Customer convenience
• 7. Wider scope
• 8. Ability to measure the success of your marketing strategy
 CONS
• 1. It is not possible to have control. That is, any negative feeling or opinion is
captured without the possibility of making direct modifications.
• 2. It is not possible to have control. That is, any negative feeling or opinion is
captured without the possibility of making direct modifications.
• 3. Limitation on characters or image types. Depending on where you make your
investment -for example, Google or social ads- you may have this type of
limitation; however, it will help you test your creativity to create the best ads
for your campaign.
 REFERENCES
• Ventajas y desventajas del Marketing Digital – Ignición Digital. (n.d.).
https://www.igniciondigital.com.mx/ventajas-y-desventajas-del-marketing-digital/
• CopyPress. (2023, May 4). Guide to Online Marketing: Types of Online Marketing and
Examples. Content Marketing Agency | Content Marketing Services by CopyPress.
https://www.copypress.com/kb/marketing-channels/guide-to-online-marketing-types-of-online-
marketing-and-examples/#
3
• https://www.cecarm.com/Guia_Marketing_Online_Potencial_y_Estrategias_-_
CECARM.pdf-6120