Online marketing
Also called: e-marketing, internet marketing or web marketing
Online marketing includes all digital forms of marketing. It is a collective term for using the Internet to promote a product, service or company.
how does online marketing work?
Within online marketing, the website often plays a central role. This is the place where customers find information, order products or request a service. To make this website effective, various marketing techniques are used. Means such as search engines, social media, e-mail and banner advertising (as well as offline promotion) can be used to attract visitors to a website.
Different forms of online marketing
Online marketing has several strategies that help businesses achieve their goals. Here are the main forms:
- affiliate marketing: In affiliate marketing, external partners promote a company's products or services through their own channels. They receive a commission per resulting sale or lead. This increases reach and visibility.
- display advertising: These are visual ads such as banners and videos that appear on websites and social media. Display ads are ideal for branding and increasing brand awareness.
- Email marketing: By sending personalized emails, companies can inform, activate and engage customers. Think newsletters, offers or updates on new products.
- search advertising (SEA): With search engine advertising (for example, through Google Ads), ads appear above the organic search results. This provides direct visibility and more visitors to the website.
- Social media marketing: Through platforms such as Facebook, LinkedIn and Instagram, companies can reach specific audiences, encourage interaction and build brand loyalty.
- Search engine optimization (SEO): Optimizing a website for search engines makes it more findable in organic search results. This ensures sustainable growth in visitor numbers.
Goals of online marketing
Online marketing can have various goals, depending on strategy and channel deployment:
- selling: Encourage direct product sales through a web shop or physical store.
- generating leads: Attract potential customers who show interest in a product or service, such as by filling out a contact form.
- increase visibility: Bring the brand into the picture of a broad target audience so that awareness grows.
- Branding: Building a strong brand identity by creating recognition, reliability and trust.
