Internet marketing 

Internet marketing is a buzzword that refers to all marketing via digital channels. In the beginning, it meant practically only banner advertising, and over the years, many new ways of advertising on the internet have emerged.

Internet marketing and the differences between traditional marketing

Throughout history, marketing has been done to communicate a company’s message to end customers. The end customer may be the company’s decision-maker or the consumer, and in the past traditional marketing communication methods such as newspaper and magazine advertising have been used.

As the world has become more digital, internet marketing is an increasingly effective way to reach the end customer. We are constantly changing our consumption habits. 

With the proliferation of new smartphones and the increasing availability of laptops, we are frequently more in touch with digital channels daily. Digital advertising can therefore utilize not only Google but also social media to communicate with businesses.

In traditional marketing, the message only goes one way, where the company communicates to the desired customer, but the customer is usually unable to respond directly to the message.

Contrarily, internet marketing allows two-way communication. The end customer can respond to your message, for example, by clicking on an advertisement they see.

At this point, it is a good idea to learn more about what traditional marketing and internet marketing channels are.

Internet marketing vs. traditional marketing channels

The most common channels of traditional marketing include:

• Direct marketing
• Telemarketing
• Newspaper advertising
• Leaflets and “flyers” distributed on the street
• Television advertisements
• Radio advertising
• Business cards
• Brochures
• Event marketing

Internet marketing and its channels are the most common example:

• Email marketing
• PPC, most commonly Google Ads advertising 
• SEO or Search Engine Optimization.
• Social media, or social media marketing
• Banner and display advertising
• Website
• Content marketing
• Social media
• Native advertising

The ABC of Internet marketing

Social media marketing most commonly refers to making free “posts” on a company’s own channels, such as Facebook pages or LinkedIn pages. It is also possible to advertise on social media channels and target these ads to the desired audience. This way, your messages will reach your desired audience within a few days.

Channels: Facebook, Instagram, LinkedIn, Twitter

Google advertising refers to paid ads on Google. These ads always appear when a customer searches on Google’s search engine. This is also called Google AdWords or Google Ads advertising.

Search engine optimization is a way of getting your business to rank higher in Google’s search engine whenever a customer searches for your business services in general. 

This means a customer doesn’t have to search for your business name, and yet, with search engine optimization, your business website will “pop up” at the top of Google’s search results.

A landing page is the part of your website to which internet marketing directs the customer from the advertisement.

Keyword research means finding the most important words that customers use today to search for your company’s services in Google’s search engine, using tools such as Keywordtool.io.

Banner advertising means image ads or text ads, which appear on the edges of websites as boxed ads.

Why internet marketing pays off?

Internet marketing is becoming more and more common. This allows companies to get more and more customers to their sites in just a few days. That’s where most of your customers have been, at least at some point. 

The number of these customers can be increased by using internet marketing. You can read more about this topic in our blog on lead marketing. 

You get accurate monthly data about all the potential customers who visit your site, and most commonly, companies also get more contacts. This way, your brand awareness will grow rapidly, and potential customers will begin to notice your business. B2B sales jump up when you know what you’re doing.

Often, internet marketing is done not only to potential customers but also to partners of the company and potential employees. This helps remind your partners about your business and attracts more employees to apply for jobs with your company.

Internet marketing is also worth the effort because you can target your marketing efforts precisely to the right audience. Segmentation is possible in many ways across different digital marketing channels.

Combining multiple marketing channels, omnichannel and growth metrics can be particularly profitable, and more about these in our blog.

Internet marketing and monthly monitoring

Internet marketing is highly measurable, and you can track things like:

• The number of customers who have visited your website
• How long have the visitors stayed on your site
• How many different pages do the visitors read on your website?
• Which channel did they come from (Google, Facebook, your partner’s website, banner ad, etc.)?
• How much did internet marketing cost in cents?
• How many people saw your ad?
• Did you receive any contacts through your advertising and the exact number of these contacts;
  • Calls from your website (measured by clicking on a phone number, e.g., on a mobile phone)
  • Emails received from your website.
  • New contacts from your website via the contact form
  • Subscriptions to your newsletter, if your website offers the possibility to subscribe to the newsletter (this will give you the customer’s email address and allow you to contact them by email, or to determine from the end of the email whether it is the company’s decision-maker and which company it is)
• Purchases made from your online shop because of your online shop’s digital marketing campaigns.

If you would like to discuss more internet marketing, please contact us now to discuss further!

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