Online Marketing Foundations

[Reyed Mia (Apprentice, DIU)]

Online Marketing Foundations

- When we talk about online marketing, we're essentially talking about promoting your business online using a variety of channels. And these channels include search, social, video, e-mail, and display. You see, today's customer lives across these channels and online marketing is about finding ways to be present at the right moment to capture the customer. The internet is transforming the way that people buy products or services. And now, with the internet on mobile, that experience is everywhere. This put the customer in charge of the buying process. They're armed with resources to conduct research, compare options, share what they've found, and even ask their peers for recommendations, all digitally.

And often, this happens simultaneously. What was once the norm in marketing is now taking a backseat to its online counterpart. Print is dropping in readership, people are leaving cable for on-demand shows served up by digital companies like Netflix. We're distracted by a text message from our favorite online retailer while we walk the streets. So we'll miss those advertisements in the windows and next to the bus stops. Streaming music has replaced radio and paying for services eliminates advertising from interrupting our experience. The Yellow Pages has even been replaced by Google Local and Yelp, where the consumer can see reviews and even pictures of the business.

Even in brick and mortar, people are holding their phones scanning barcodes, chasing deals, and deciding whether it's cheaper to buy online. And that's where online marketing comes in. As a business, you need to stand out in these channels. With so many use interaction points and what seems like an endless amount of channels, online marketing can feel overwhelming. So to focus it, let's talk about the three types of media you'll be using in online marketing. Paid, Owned, and Earned. Your paid media will make up everything that you, well, pay for. This will include channels like Google Adwords, Facebook paid ads, and display marketing.

Your owned media will encompass channels like your website, your list of customers that you use to send out e-mails, and a blog that has an active readership. Earned media is the world of organic press. Your social media accounts, mentions on other blogs, and articles written about you make up the channels within earned media. And all of these channels overlap, just as a user will overlap as they interact with each. And together, these make up the foundation of online marketing. So, at the end of the day, online marketing is the process of putting your business front and center along the journey your customer takes.

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