eMarketing is any marketing done online via websites or other online tools and resources. eMarketing can include paid services while other methods are virtually free. A wide variety of eMarketing methods are at your disposal, including: direct email, SMS/text messaging, blogs, webpages, banners, videos, images, ads, social media, search engines, and much, much more.
What are the main eMarketing activities?
There are several main categories of eMarketing activities. Businesses may choose to engage in several or all of the eMarketing activities depending on the goals of the company, product types, target market, company capacity and other decision-making criteria.
Newsletters are electronic “one page” documents that are typically sent by email on a regular schedule to a defined list of recipients who have signed up, or “opted in”, to receive your electronic mail. Recipients are interested in the value content from your company (news, coupons, etc.) vs. personal communication. A reply is not expected. Newsletter emails are commonly sent from 3rd party service providers.
Social media = media that facilitate communication and sharing through social networks. This can be an overlooked but important eMarketing opportunity as social media communities/applications are based on socially driven exchanges of media. The compelling reason that people engage in social media is a desire to share information and experiences, keep up to date, learn and experience value. Social media is a marketing dream as a good campaign will engage potential customers in your brand as well as the powerful opportunity to have them share your marketing. It is the ultimate word of mouth, online and world wide.
Search Engine Optimization
A primary goal of eMarketing is to get people to go to your online presence – typically your company website or product page. Search engines are free online applications that people commonly use to search and find information online. The search engines use a variety of techniques to find web pages that match your search criteria, listing the most relevant search results first. There can often be many “pages” of search results, depending on how broad or specific the search criteria are. Your goal is to get listed in the search results on the first page and as near to the top as possible. This will increase the likelihood that people searching for information will go to your website, i.e. increasing traffic to your website.
SEO stands for “search engine optimization.” It is the process optimizing your online marketing techniques to benefit from the “free,” “organic,” “editorial” or “natural” listings on search engines. All major search engines such as Google, Yahoo and Bing, have a variety of algorithms and methods to quickly and effectively generate search results, and getting found is critical to getting traffic to your website. For example if you sell river rafting tours on the Nantahala river you want your company to come up on the first result page every time someone searches for “rafting Nantahala river “. SEO helps you do that.
Mobile marketing can be defined as “the use of the mobile medium as a means of marketing communication” and the “distribution of any kind of promotional or advertising messages to customer through wireless networks”. A more specific definition is the following: “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas”.
People like videos – as long as they are reasonably short, entertaining, and effective. Videos can be very effective to get your company or product message across quickly and effectively, especially for busy people.
Video can be captured with video camera, smart phone or screen captures (for online demos). Videos do not have to be professionally produced, however basic best practices should be observed to make sure the video quality reflects your company’s image.
Additional content that supports company eMarketing activities include blogging, Press release (PR) distribution, news items and feeds.
Blogs: A contraction of the term “web log“, a blog is a rolling chronological online presence in which the owner posts updates, stories, media etc. A blog can be a website.
Why blog: Blogs must have content that is updated frequently and the search engines like this generally, giving blogs better rankings than static websites. If blogs are not regularly updated they will not attract a following wither from search engines or readers. Your articles posted in your blog can also be reused in social media, newsletters, etc. Use your keywords in every blog to improve SEO.
Cost: Blog platforms are free and come with many website builder templates. The most popular blog platform WordPress can be used to make a website and/or blog and offers useful apps to add to your blog for enhanced features, including SEO optimization.
As with traditional marketing, paid advertising methods also have their place in online marketing. The methods include paying for search engine prioritization, pay-per-click through other websites, banner ads, and paid content distribution or syndication. You can pay to display your company content online or for your ad to be shown in search results.
Direct email campaigns
Definition: “Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either cold lists or current customer database. Broadly, the term is usually used to refer to:
Sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business.
Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately.
Adding advertisements to email messages sent by other companies to their customers.