Online Marketing-The Right Thing, The Right Way

Posted on Sep 21 2012 - 5:00am by Fayaz

You don’t own a brand, you own consumers. It takes a big idea to attract consumers buy your product. Until unless you don’t get into their eyes, you cannot be successful in long run.

This is what probably most marketers should keep in mind to be successful. Online marketing is the next big thing to own the consumers. At global level it has already attained heights, at the national level, it’s a rising industry which will soon change the face of India, according to market experts. Online marketing processes include not only e-marketing and sales, but supply chain and channel management, manufacturing and inventory control, financial operations and employee’s workflow procedures across an entire organization. Essentially e-business technologies empower customers, employees, suppliers, distributors, vendors, and partners by giving them powerful tools for information management and communications. Constantly increasing graph of e-tailing i.e. online selling of goods, gives a clear reason to think about online marketing. While many companies are looking to China as the next growth market for online marketing, Google CEO, Eric Schmidt, predicts India will be the country to watch, according to The Times of India.

Starting from head to toe, from electric appliances to home furnishings to automobiles everything is being marketed online today. Not only it includes just a small investment but also fast growing measurable results are visible in a very short span of time.

Before you select the particular method of online marketing, you need to know whether the product is the right for online marketing or not and if it is the right one what would be its target market. E.g. if the product is meant for youth then social networking sites would be the best medium to market it.

A few points to be kept in mind before going for online marketing are:

KNOW YOUR MARKET

You might be able to catch the attention of customers for a small period of time but when it comes to long run, until unless you are not clear with your target customers. Once you know the target market, you can capture the sites which they visit the most, to get into the eyes of customers. E.g.  Suppose your target market is youngsters or 20-40yrs of  age group, the most appropriate place for marketing is social networking sites, the one constantly being followed by this age group.

BRAND YOURSELF

In this competitive scenario, you can set yourself apart only if you make your brand unforgettable.

“No matter how much you spend on it, a web site is invisible until somebody links to it”   Eric Ward, Link Marketing Consultant

A regularly updated website with well-written content that maintains people’s interest is essential to show people exactly how one’s business is distinctive – and how one offers the best value to ones clients. Branding today is important to stay in the market.

CHOOSING THE RIGHT DOMAIN NAME

The domain name selected should be short, easy to remember, and have some connection with the name of your business. Having your own domain name not only makes it easier for customers to reach your website, but also makes you appear more professional as well.

OPTIMISING SEARCH ENGINE

When one googles a keyword, the sites on the first page are the ones being hit regularly. For being on the one of the top most sites essentially, you need to make your website more appealing to search engines. Do this by using keywords that are commonly searched, back linking your site, customizing the headline and description, etc.

CUSTOMER IS THE KING

 A good 24/7 customer service through email, chat and toll free phone is what the E-tailers are providing. The same medium can be used for promoting the other products under the same brand. Not only it attracts the customer towards the products, also one may get the feedback regarding the products.

There are too many advantages of using Internet marketing as the modern tool and strategy to draw more customers to trigger unprecedented growth. The key ones are:

EFFECTIVE AND MEASURABLE GROWTH

Online marketing has been more effective when measured on the aspect of product meeting the eyes of an end user. Also results are measurable i.e. the growth in the sales can be seen properly on the graphs.

LESS INVESTMENT, BETTER RESULTS

One can design and woo customers in a better way without much time and investments on an Internet Marketing enabled campaign. With less cycle time one can meet more needs of customers when compared to conventional channel.

PRODUCT INNOVATION

Internet marketing leads to product innovation. Vendors are informed about the preferences and likings of the end user and they manufacture or present the services in a desired manner.

DEMOGRAPHIC TARGETING

The degree to which an online marketing campaign can target and measure the response from specific demographics and regions is often astonishing to business owners who normally use traditional media. New demographic prediction and online advertising platforms allows one to specifically target the specific consumer demographics most likely to buy your products.

PRODUCT INFORMATION

Today’s savvy consumers want to compare reviews and opinions of friends, trusted bloggers and industry experts before they make a decision. If one can provide quality, linkable information that is what people are looking for, then the next step of converting users into paying clients can be very easy.

Driven by competitive pressures, companies are employing online marketing for a variety of purposes. Online marketing strengthens the operational core of a business by reducing the amount of loss and instability. In addition to this, it fortifies interactivity that is pull mechanism and push model. Online marketing hence proves out to be the particular digital technology by Patrick Duparcq, Kellogg School of Management, that doesn’t necessarily do a lot of things new, but it does all things better, faster, more cost efficiently.

 References:

http://www.marketingsmartt.com/10-advantages-of-online-marketing-vs-traditional-media/

http://www.focus.com/briefs/what-online-marketing/

The article is authored by Jagriti chawla from IIFT. If you wish to write for us then kindly check this.

About the Author

Fayaz is the founder of Marketing Bloggers. Apart from the jibber-jabber he is Human by birth, Engineer by mistake, Marketer by Choice.. That says it all :)

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