Topics index
- Web marketing strategy
- The Web Marketer
- Working in web marketing
- Web marketing and digital marketing difference
- Operational web marketing
- Web Marketing tools
Hello and welcome to the Hotlead blog, the 1st advertising agency specializing in direct marketing and lead generation. If you are reading this article it is because you want more information on web marketing . On the net there are pages that explain the online marketing activity , but always in a marginal way and without offering clear and precise answers to those who want to inform on the subject. On this page you will therefore find answers to the most common questions about marketing on the web , but also more detailed information with in-depth articles. Among other topics, continuing to read you will discover:
- What’s this?
- What is an effective strategy?
- How to create a web marketing strategy?
- Who takes care of the online marketing strategies?
- What is the clear definition of web marketing?
- What are the differences with digital marketing?
The marketing applied to the web from the origin web marketing which is the set of all promotional activity using the web channel, unlike the traditional marketing that leverages the paper channel and the mass media. This promotion strategy is used to analyze the markets and consequently be able to develop relationships with customers and suppliers through promotional and advertising strategies, distribution, assistance and sales using online channels .
Web marketing strategy
A web marketing strategy that wants to be effective always starts with the creation of a precise and detailed marketing plan , which analyzes the target market and which serves to list the key points of the strategy and the tools to be used for the next promotion.
A web marketing strategy can also be accompanied by an offline marketing strategy but often for budget reasons small companies do not give continuity to the promotional action done on the web, losing competitiveness and often failing to conquer a market.
In our opinion, web marketing is therefore to be used in concert with offline marketing, an adequate strategic plan should intertwine online channels with print, posters and mass media to a work of art.
The Web Marketer
The professional who takes care of the web marketing strategy for a company is the Web Marketer , who can be either internal to the company structure at the head of the marketing department, or external as a freelance. The Web marketer is generally an expert at various levels in every area of web communication, he should be equipped with specific skills in the various areas of web marketing such as Search Engine Optimization (SEO) , Search Engine Marketing (SEM) , Social media marketing (SMM). These skills all together contained in a single professional can be found, but the carrying out of the work for quantity of operations must be carried out by different professionals in concert with each other. In addition to those listed above a web marketer should have expertise in other areas not only of web marketing such as content marketing , but also in digital marketing such as the ‘ email marketing .
Working in web marketing
In an era where youth unemployment is not slow to decline, job insecurity is increasing and where many traditional jobs are practically disappearing, many young people with smartphones, PCs, internet connections and goodwill as the only requirements; they are pouring into the online marketing industry hoping to create a bright future for themselves. By now sifting through friends and followers on social networks, it is easy to identify dozens of friends and characters who reveal themselves as marketing experts in the most diverse specialist sectors. As has always happened in the past when new occupations were born, the masses identified in a job an opportunity with low competition and without difficult requirements, so the unemployed young people, still engaged in studies have poured into web marketing in recent years. However, there is a difference with the past, and it is that web marketing is certainly not a job to be considered new and lacking in requirements to access it. Online marketing is the expansion of traditional marketing that has existed for decades, with its studies, its experts and that to access it you must always choose a specific course of study.
Working in web marketing, for managers and experts in nothingness, can become a collective suicide in the absence of requisites and experience to allow the complete implementation of a promotional strategy. The ISTAT data for the 1st quarter of 2018 show how the employment of self-employed workers is in sharp decline, while that of employees remains stable. Looking at the data, it can be understood that the majority of freelance online marketing workers have a considerable difficulty in making their way into the world of work, then capitulating for marginal roles in web agencies. For those who want to work in online marketing, it is good to know that it is no longer possible to have a PC, an internet connection and a lot of goodwill as the only requirement, but you need to update yourself, do specific study paths,
To be able to work in web marketing, you must therefore always avoid the shortest and most attractive way, but you must choose a specialization (marketing is a very wide sector), and pursue the necessary studies so that you can present yourself to the prepared job market. adequately. In the meantime, to gain experience and have case studies to show to future clients, you can choose the path of practicing at web agencies and professional firms.
In short, too often those who want to start working as a marketer enter it by taking the opposite route, that is, starting as an expert and not as an intern. This happens because the new social platforms have given space to anyone with a minimum of good education, writing skills, dialectics and the ability to socialize. The latter are often evaluated positively by the company, often to the detriment of less sympathetic marketing experts but of undoubted value and with indisputable requirements.
Web marketing and digital marketing difference
We read in the article dedicated to digital marketing that the latter is made up of activities that take place through technological tools and web channels. Following this definition we can say that when we talk about web channels in the field of digital marketing we are referring to Web Marketingand to all the activities that this science encompasses. While when we talk about technological tools and devices we refer to digital marketing. With Web Marketing, a company, using the internet, studies and analyzes the behavior of the market and designs and develops promotion strategies to create commercial relationships useful for selling its products more easily. Among the best known web marketing activities used by companies for their online promotion we find:
- SEO(Search engine optimization)
- SEM(Search engine marketing)
- SMM(social media marketing)
- Content marketing
Operational web marketing
The primary objective of operational web marketing is to make the chosen sales tools (landing page, website) reach maximum visibility. When a web marketing strategy works and is done well, it is possible to achieve this goal towards a target of specific and previously identified users, when this does not happen in a few cases it is possible to reach the set goal, in most cases it is gets a more disappointing result. This is why in an online marketing operational plan, the study of the brand positioning and the target that needs to buy a specific product must never be missing.
Based on the strategies chosen to promote an online company, you can choose different activities such as:
- Positioning on search engines
- Pay per Click campaigns
- Banner campaigns
- Affiliate marketing programs
Originally these activities were all entrusted to the webmaster who took care of putting the website online, then over the years there has been a real boom of new professions that have increased the quality of web marketing campaigns.
This diversification of roles has meant that the objectives of the web marketing plan have become more easily achievable even by those companies that choose to promote themselves only online. In fact, by entrusting every single online marketing operation to a specific professional, it is possible to obtain the advantage of increasing the quality of the actions thanks to specific skills. For example, while in the early 2000s an seo simply used techniques on the edge of spam to increase visits from search engines, today it starts with a careful analysis that takes the name of keyword research. Once upon a time, those who dealt with email marketing committed what today are considered absurd mistakes, for example by purchasing a generic email database, not optimizing the subject with skilled copywriting strategies, not creating sales funnels to create an email list. to nurture contact after contact and build loyalty with lead nurturing . Web marketing was all more approximate, but today it is the company promotion method that can be monitored and followed step by step the most.
Web Marketing tools
In the next article we talk extensively about the web marketing tools that companies have at their disposal in order to make an effective and profitable online promotion. to be able to make the most of the different activities such as seo, pay per click and social media marketing, you need to have a series of tools and utilities available, some made available for free by the platforms on which you choose to make a campaign web marketing, and others for a fee but essential to have. Website, landing pages are only the visible and final part of an automated mechanism to be set up and monitored with the right tools.
