What is the purpose of web marketing

Web Marketing Concept Explanation and Definition

Marketing, in the sense of bringing it to market, represents the permanent establishment of a company as well as its products and services in a targeted market and to promote services and to successfully position self-oriented corporate management in relation to customers and interest groups. The Internet as a global network and virtual space for communication and information developed, among other things, as an electronic medium for interactions in economic trade. Web marketing defines all marketing activities that take place with and on the Internet. The terms internet marketing and online marketing are also used as a synonym for the term web marketing. Some authors of the technical literature delimit the terms from one another, while others use them synonymously. Basically, web marketing serves to successfully establish a company or a company on the market with the help of the Internet or to operate on the Internet. With the growing possibilities and challenges of the Internet, web marketing has not only developed as a communication tool for the policy of the marketing mix (product, price, promotion, distribution), but also to new business models in which, for example, the website itself is a product represents.

Nature and areas of web marketing

The goals of a company concretize the strategy that is used in the context of web marketing in order to survive successfully in the market. As a rule, for example, branding / brand management, sales, profit maximization and long-term customer loyalty are in the foreground. Numerous measures are taken on the Internet for successful trading. This particularly includes the web presence in the form of a website. This represents a virtual place on the World Wide Web. As a central component in web marketing, both private individuals and companies can design and structure an Internet presence thematically and functionally. The online presence aims at the presentation, conveying of information and topics of all kinds, the communication as well as the trading of products and services. An Internet platform can be created and designed as a complex presence from a large number of files and resources as well as a hypertext process (navigation). In sales, for example, online shops, online auction houses and online mail order houses can present and offer their offers and accept or mediate orders. In addition to creating, designing and setting up a website, web marketing is primarily concerned with advertising and promoting sales on the Internet. The aim is to be found among a wealth of information and offers on the Internet and to lead qualified visitors to the website and ultimately to win customers / interested parties, to generate sales and profit in the context of e-commerce. Various promising measures and instruments emerged in web marketing. In classic web marketing, for example, advertisements, e-mail marketing, display marketing, affiliate marketing and couponing are used to market information, products and services. Search engine marketing, video marketing and social media marketing in particular have developed and established themselves more comprehensively, modern and successfully in web marketing. The various measures are used in accordance with the web marketing strategy so that the specific goals can be achieved.

Search engine marketing

Search engine marketing is one of the most decisive instruments in web marketing. With the help of search engines, documents or files can be researched on a computer and computer network, for example on the World Wide Web, provided they are stored there. Search engine marketing as a sub-discipline of web marketing describes all advertising measures using internet search engines to attract qualified visitors. The discipline is divided into search engine advertising and search engine optimization. In technical terms, the English formulations Search Engine Marketing (SEM) are used for search engine marketing, Search Engine Advertising (SEA) for search engine advertising and Search Engine Optimization (SEO) for search engine optimization. In order to be able to find the searched documents from a worldwide abundance of data and information, search engines create a keyword index to display the results of search queries with the help of keywords according to relevance in hit lists. By entering a keyword, the search engine provides a list of references to relevant documents. Search engine marketing, as a web marketing tool, aims to improve placement in the search engine results pages and make it recognizable. Search engine advertising enables paid advertisements to be placed within the results pages. The advertisements are placed as results for the respective search terms on the top of the page first, on the right of the results page or at the bottom at the end. As a rule, they are visually highlighted by a colored background. The regular listing of links to websites (natural listings) in a search engine is free of charge. Search engine optimization includes all measures that optimally position an Internet presence in the organic search results. The search engine operator uses search engine ranking to present relevant and targeted results. The operator determines the order of precedence. The purpose of search engine optimization is that the respective web presence is displayed in the search engine ranking of the free natural listings on the top positions. Web marketing with regard to search engine optimization uses measures such as on-page optimization with regard to content, domain, formatting, headers, tags, keywords and internal link structure. The links between your own and other websites (backlinks) and recommendations from websites via social media networks also have a positive effect on the ranking of a website in the search engines.

Special branches in web marketing: video marketing, social media marketing

Video marketing is a special method in web marketing. With the help of videos, for example, advertising messages and sales information are displayed on the company's own website or on other cooperating websites. Web marketing uses video presentations as a distribution channel. The aim of this strategy is to increase the number of visitors and their length of stay on the advertised website. In addition, video marketing promotes the development of a brand, press work, the establishment of companies, products and services on the market, sales and the strengthening of customer loyalty. Video marketing achieves a high reach with low wastage in connection with advantageous conditions. Strategically and target-oriented, social media marketing as a sub-discipline in web marketing has great potential. The widespread use of social media and networks by numerous users on the Internet also enables them to be used effectively for web marketing. In principle, all elements of the marketing mix (product, price, promotion, place) can be used in social media marketing. However, the focus is on branding and communication goals. Social media enables companies to communicate with customers and interested parties, establish contacts and disseminate, share and exchange information. Social media marketing promotes a positive brand image, increasing brand awareness, increasing the number of visitors to a website, customer acquisition and also the development of products and services. The social media network is a good basis for referral marketing. Ideally, information is positively recommended and made known from user to user. Social media networks often have a large number of members who are networked all over the world. Under certain circumstances, recommendations can spread very quickly and very far-reaching. Strategies in social media marketing can be, for example, viral marketing, the formation of communities, social media monitoring, building up an expertise in certain areas of knowledge, the collection of information and knowledge or even events for a community. Companies have the opportunity to assess and monitor customer feedback on social media platforms.

Success and measurement in web marketing

The effectiveness of advertising can be measured very easily in web marketing. Web analytics, or synonymously web controlling, for example, collects information on the number and behavior of visitors to a website and also evaluates it. A company's web activities can be analyzed, optimized and controlled using web analytics. Strategies and processes in web marketing can be adapted accordingly.

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