First thing first, there’s no difference between online or internet marketing. They are the same. Marketing activities done online or on the internet comes under the umbrella of online marketing. In this article, I’m going to discuss all the components of online marketing I know, from ‘A to Z’.
- Online Marketing Classification
- Major components of Online Marketing
- Sub-Components of Online Marketing
- Search Engine Marketing
- Social Media Marketing
- Online Advertisements
- Affiliate Marketing
- Email Marketing
Online marketing can be classified into two different ways
- Organic Marketing
- Inorganic Marketing
- Inbound Marketing
- Outbound Marketing
Difference between organic and inorganic marketing
- Includes all the free ways of marketing e.g. Search Engine Optimization
- It is time-consuming
- Requires efforts and knowledge
- Results last longer
- It is free
- Purely inbound e.g.
- Includes all the paid marketing options e.g. Pay Per Click (PPC)
- Doesn’t require time
- Requires minimal efforts and knowledge
- Results last only till you are paying
- Investment is high
- Majorly outbound
Difference between inbound and outbound marketing
- Prospect client comes to the sellers. e.g.
- Conversion rate is high
- Requires lesser efforts
- Investment of money is less but of time is high.
- Mostly includes organic methods
- Seller goes to the prospect client
- Conversion rate is comparatively lower
- Demands efforts and patience
- Investment of money and time is high.
- Mostly Includes inorganic marketing activities
- Not all organic ways are necessarily inbound and vice-versa e.g. Email marketing is organic but outbound.
- No doubt that all the methods of marketing are efficient if done right, be it inbound, outbound, organic or inorganic. But considering the ‘efforts (time and money) ratio conversion (result)’, inbound and organic ways have an upper hand.
Following are the major components of online marketing:
- Search Engine Marketing (SEM) – It is the most important component of online marketing where a website is marketed through search engines.
- Social Media Marketing – Another crucial component of online or internet marketing in which the website is promoted through social networks like Facebook, LinkedIn, Twitter, Instagram, Pinterest etc.
- Online Advertisements – Advertising your website on different platforms by paying them e.g. paid search results on search engines like Google and Bing, video ads on YouTube, sponsored tweets on Twitter etc.
- Affiliate Marketing – Generating traffic or sales through the external websites by offering them a commission.
- Email Marketing – Reaching out to potential customers or users using Emails. Sending proposal through emails, promotional offers, updates etc, in order to either generate sales, increase brand awareness or maintaining engagement.
Sub-components of Online marketing and their bifurcation on the basis of their nature and type:
1. Search Engine Marketing
Search Engine Optimization (Organic and inbound)
One of the most important sub-component of search engine marketing in which web pages are ranked on organic results of search engine result page (SERP) for relevant keywords.
Paid Search Results (Inorganic and outbound)
Paid search results that appear on the top of SERP.
Paid Product Listing (Inorganic and outbound)
Product listings that appear on the top of SERP.
Paid local search ads (Inorganic and outbound)
Paid map results that appears at the top Google places results.
Business Listing (Organic and inbound)
Listings that appear in the ‘Places’ section of SERP when user hits a local search e.g. furniture shop in Delhi, restaurants in Connaught Place etc.
2. Social Media Marketing
- Different social networks allow sharing content differently in both organic (Inbound) and inorganic (Outbound) ways e.g. You can post content in the form of text, image, video, links on Facebook, G+ and LinkedIn, whereas on Twitter you have Tweets and images on Instagram and Pinterest. I will tell you how to use social networks for driving traffic to your website in another article.
3. Online Advertising
Display Ads(Inorganic and outbound)
Includes banners and sponsored content.
Remarketing (Inorganic and outbound)
Ever wondered why you were surrounded by the ads of a product/service you were interested in purchasing? Well, that’s the magic of remarketing. Using the information from your browsing history, most relevant adverts are shown to you. Below are the display ads which change time to time as per your browsing history.
3. Affiliate Marketing
- Pay Per Action (Click, call, form fill-up, registration etc)
- Pay Per Lead (Inorganic and Outbound)
- Pay Per Sale (Inorganic and Outbound)
- Pay for Traffic (Inorganic and Outbound)
And here’s an example of article full of affiliate links or you may call it an affiliate article- Click here
4. Email Marketing
Informational emails (Organic and outbound)
Emails sent to maintain user engagement with the website. It can be any type of update or information which makes a user visit your website.
Promotional emails (Organic and outbound)
Discount emails or any type of email through which the sender encourages the user to buy his product/service.
Sponsored emails (Inorganic and outbound)
A paid option to reach the targeted audience. It uses the information from users’ mailbox for showing relevant email ads.
Now that you know the different components and sub-components of online marketing, in the future articles, I will discuss important techniques to drive maximum results through the above-mentioned platforms and mediums.
There are various platforms available to market a website on the internet. Neither all platforms are suitable for all types of business nor all businesses can be marketed through the same strategy. First of all, you need to understand the nature of business, study its existing market, finding the potential customers, figuring out their expectations and needs and finally prepare a perfect marketing strategy for marketing your product/service. Market your product/service in the right place, to the right people and at the right time.