Online marketing: definition and benefits

marketing en ligne


But finding your way to success on the Internet is not easy, as the competition is fierce. The experts of online marketing therefore need new and better ways to make a difference.

In this article on online marketing, we will discuss the various possibilities available to experts in the Digital Marketing to achieve their online goals.

What is Online Marketing?

the online marketingalso called digital marketing, digital marketing or electronic marketing, is a term used to refer to all marketing methods and practices on the internet.

It takes into account:

  • the online communications (website, social networks, influence…),
  • the traffic creation through digital media,
  • and e-commerce optimization.

It thus aims to establish contact with the potential customer and to capture his attention enough to convince him to perform an action.

The term marketing used brings together the different disciplines of electronic marketing: the e-marketing and the mobile-marketing.

The benefits of online marketing

The interest of electronic marketing revolves around three main axes:

1 Increased traffic

The traffic depends on the positioning of the site in the SERPs, its attractiveness and the Marketing strategy adopted.

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The objective of online marketing is to attract viewfinders to the website and convert them into prospects and then into customers. Indeed, more qualified traffic implies more sales and therefore an increase in turnover.

2 Customer retention

Online marketing also aims to develop a long-lasting relationship with customers.

For this, the company must develop offers adapted to its targets and communicate effectively with them. This refers to the principles of the 4 Ps of the marketing mix which are essential to any long-term business relationship.

3 Influence

The third goal of online marketing is to develop high visibility and notoriety on the internet.

The company uses influencer marketing to create a strong community on social networks through community management. It will use, if necessary, influencers to promote its brand.

With a strong community, it becomes easier for a business to influence consumer behavior.

How to implement an effective online marketing strategy?

Adopt a good online marketing strategy amounts to planning and implementing actions to achieve its objectives on the Internet.

For the defined strategy to be effective, it must take into account a number of steps:

1 The website, the first step towards an effective online marketing strategy

The creation of a successful website is a mandatory step for any company wishing to succeed on the web.

The website offers an interface that is available and accessible in real time. Customers can visit it to find out information about the company and its products. On an e-commerce site, visitors can directly buy products as in a physical store.

But having a website is not enough…

Your site must rank well on search engine results pages to get organic traffic. It must also be efficient and attractive enough to retain your visitors and make them want to take action.

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Consider offering a good user experience (UX). In the same idea, having a mobile-friendly site is essential to take advantage of mobile marketing opportunities.

2 Set clear goals

Set goals and set a budget reaching them is the first step to effective online marketing.

You must define the purpose of your future marketing actions and set up a budget to achieve your goals. It can be to increase your visibility and notoriety, to sell more by increasing your conversion rate, etc.

3 Define your targets

You can’t afford to spend your budget without seeing real results.

To avoid this, you must accurately identify your target, their needs, their means and their habits. This information will be essential for you to make precise targetingthat is to say, to propose the right offer to the right people.

4 Drive traffic to your site

There are several avenues to explore to bring visitors to your website:

SEO referencing

You must adopt good SEO practices: technical optimization, content optimization and netlinking. Content marketing is also of great importance.

Email marketing

Renew the interest of your prospects by sending personalized emails.

This inbound marketing strategy is known for its great potential for return on investment.

Promotion on social networks

Influencer marketing has a lot to add to your online marketing strategy.

Concretely, you must identify the most relevant social networks for your targets and regularly publish quality content there. Prioritize content that is shareable and likely to send traffic to your site.

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The advertisement

Advertising offers the possibility of obtaining results more quickly, especially when you lack visibility. Several possibilities are available to you: Google AdWords, Display, Facebook ADS, PPC campaigns, etc.

5 Evaluate and improve

Constantly evaluate the performance of your online marketing campaign to see if your results are achieved.

You can use tools like Google Analytics, Facebook Insights or Yooda One to track your results and understand your customers. The analysis of the collected data will help you to determine the axes to be improved to reach your objectives.

What are the essentials of a good digital marketing strategy?

The website is at the heart of any online marketing strategy.

It should perform well, be mobile-friendly, and designed to meet your different needs. You must then develop a good content strategy and choose the appropriate channels to distribute your message (mailing, social networks, Google Ads, etc.).

Marketing online: where to start?

You must identify your needs, target the right audience, define your objectives and put in place concrete actions to achieve them.

If you need help, our webmarketing agency will be happy to listen to you to offer you support adapted to your situation.

What are the common mistakes in online marketing?

Failing to set specific goals, mistargeting, or failing to plan a budget are all common mistakes in online marketing.

If you want to be successful on the internet, you need to take the time to prepare. This is why many companies prefer to entrust all or part of their strategy to a webmarketing agency.

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