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Many people end up confusing between online marketing and digital marketing. While some consider the two promotional strategies to be one and the same, there is a world of difference between the two techniques. Digital marketing underscores a canvassing method that takes advantage of digital devices, platform, and channels, irrespective of whether these are accessed using the web or through offline modes.

On the other hand, online marketing makes the most of the ‘World Wide Web’ and/or internet-enabled tools in real-time for canvassing a product or service. So, online promotion is a subset or subsection of digital marketing. In this digital era, having a website is a sine qua none for any enterprise for promoting a brand across the web, be it a product or service.

Variously referred to as internet marketing, search engine optimization, search engine marketing or web marketing, online marketing entails the judicious leveraging of web-based tools and channels for popularizing a brand. The chief objective behind a typical online canvassing technique is to increase the visibility of a company’s products or services on the web, thereby enabling it to enhance its customer base.

Online Marketing Benefits
Online marketing lets the marketer or social media strategist to rope in traffic by judicious exploitation of web-oriented channels. At the same time, the web marketing specialist is able to gauge the potential or efficacy of a specific online tool in driving prospective customers to the site. Additionally, the online marketing channels help the portal promoters to figure out the customers’ landing page experience.

By working out the total number of leads generated via each and every channel that was converted into customers, online and social media marketers can establish which channels have proved effective in netting the maximum clients. Internet marketing tools’ and channels’, as well as mobile-based promotion apps’ analytics, comes in perfectly handy for establishing:-

  • The web-oriented promotional channels that are most effective in attracting users or customers to the portal, and on a cost-efficient basis by determining the rate of conversion (no of leads that were eventually converted into clients).
  • Those channels which customers consistently use for making repeat purchases.
  • Which mobile apps and/or software applications that are most popular with the website’s customers when it comes to networking and spreading the word around about the company’s brand.

Drawbacks associated with Online Marketing
As with any type of canvassing technique, online marketing too has some inherent drawbacks. Firstly, the marketer may find it difficult to reach out to the niche segment (those customers who might find the product particularly useful) as the strategies and content will be more of an impersonal nature. In order to tackle this issue, the promoter will have to create content that can help target the niche audience.

Secondly, the efforts made by the online marketer may not bring in the desired results as there will be almost innumerable other companies that will be vying for the attention of the same set of customers. In other words, competition for attracting the target segment’s attention will be tremendous. Amidst such a scenario, the marketing whiz will have to focus on the brand’s USP and promote the same intelligently.

Conclusion
As an online marketer, you’ll first have to set down the objectives you are looking to achieve through web marketing as well as ascertain if they are attainable and measurable. Secondly, you’ll have to build an online presence in the form of a simple blog or a landing page or e-commerce portal for capturing and converting leads. Finally, you’ll need to have an elementary analytics platform for evaluating your site’s performance.