Marketing is not only about getting noticed, connecting to your public, acquiring leads, and making sales, but also about gaining loyalty.
In a marketing plan, the common components of a strategy consist of:
Strategies based on market dominance
The marketing models used to achieve the goals for each strategy contain methods that set apart one method from another. Therefore, creating an overall strategy for online marketing will involve various components that integrate various channels.
Online Marketing Methods and Channels
Attention Marketing – The idea of this is simply communicating your message to grab attention – whether it is in a headline, an email subject line, the first paragraph of your article, the first words in a radio or TV ad. The strategy is simply to capture and sustain consumers’ attention.
Affiliate Marketing -This method rewards one or more affiliates for each visitor or customer brought about by the affiliate’s own marketing efforts. It overlaps with other Internet marketing methods to some degree ,and plays a significant role in e-retailers’ marketing strategies, although it is a bit slower to develop than other types of marketing strategies online.
Alliance Marketing – A strategy that involves partnering with a product, service or company that is compatible with, but not a competitor of, your business. This method adds value (bringing you a “value-added” brand) to your service or product, and can provide an enriched experience.
Article Marketing – This is a type of advertising in which articles are written related to the business’ respective industry. These articles are made available for distribution and publication in the marketplace. Well-written content articles released for free distribution have the potential of increasing the authoring business’ credibility within its market as well as attracting new clients. These articles are often syndicated by other websites, and published on multiple websites.
Brand Marketing – Branding involves the use of PR and online marketing channels by differentiating and creating visibility for their brands among an excess of communications media. This includes brand positioning, media relations, product launches, special events, and special campaigns.
Cause Marketing - This method links a company and its products and services to a social cause or issue.
Content Marketing – The term is an umbrella term that encompasses all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. This method subscribes to delivering high-quality, relevant and valuable information to prospects and customers which drives consumer action. Unlike micro-blogging, providing rich content helps in retaining reader attention and improving brand loyalty.
Conversation Marketing – This is about selecting and conversing with your public. It’s a two-way dialogue between you and your audience. This makes use of more interactive media. You deliver a message. Your audience responds. You can then modify your web site, banner ad, or landing page after days, hours, or even minutes of beginning a campaign. This approach is for a marketing/PR campaign with the purpose of selling something.
Digital Marketing – With regards to the Internet, this is the promoting of brands using all forms of online digital advertising channels to reach consumers. This includes video channels, Internet Radio,mobile phones, display or banner ads, digital outdoors, and any other form of digital media.
Email Marketing – A form of direct marketing which uses electronic mail (email) as a means of communicating messages to an audience. The purpose is to enhance the relationship of a business with its current or previous customers, to encourage customer loyalty and repeat business, or to acquire new customers or convince current customers to purchase something immediately.
Performance Marketing – This is online advertising using ad placement based on search engine queries, where the advertiser only pays for advertising when someone clicks on the ad. The method refers to Pay-per-click (PPC), however there are other methods that also come into play. Some channels, like specialized directories, offer listings with Pay-per-View (PPV), or Pay-per-Lead (PPL). Banner advertising is now, for the most part, considered as supplemental advertising, except when the banner is itself a form of contextual or performance marketing.
Relationship Marketing – With a prospect, there is a warm-up period where you allow them to get to know, like and trust you. This method also focuses on customer retention and satisfaction in order to enhance relationships with existing customers to increase loyalty.
Search Engine Marketing (aka “Search Marketing) – A form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages through the use of search engine optimization, paid placement, contextual advertising, and paid inclusion.
Social Media Marketing – Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. Social Media Optimization (SMO) benefits organizations and individuals by providing an additional channel for customer support, a means to gain customer and competitive insight, recruitment and retention of new customers/business partners, and a method of managing their reputation online. Key factors that ensure its success are its relevance to the customer, the value it provides them with and the strength of the foundation on which it is built.
Video Marketing – Online videos integrated into websites can help reduce visitor bounce rates since audio-visual content holds visitor attention longer than static content. Most people would rather watch a video than read. If your company, products, or service require explanation, a video will enable get your audience to respond with greater force.
Viral Marketing – Marketing techniques that use social networks to produce an increase in brand awareness or achieve other marketing objectives (such as product sales) through self-replicating viral processes. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral promotions may take the form of video clips, interactive Flash games, ebooks, images, or even text messages.
Understanding these methods and channels will help you better formulate an overall marketing strategy for your particular business or business campaign.
In creating your strategy then, take a look at which channels would be a good mix to fit your goals and purpose. This would then give you a comprehensive marketing strategy to use in your marketing plans.