Online marketing is the practice of leveraging web-based channels to spread a message about a company’s brand, products, or services to its potential customers. The methods and techniques used for online marketing include email, social media, display advertising, search engine optimization, and more. The objective of marketing is to reach potential customers through the channels where they spend time reading, searching, shopping, or socializing online.
There are also many benefits and challenges inherent with online marketing, which uses primarily digital mediums to attract, engage, and convert virtual visitors to customers. Online marketing differs from traditional marketing, which has historically included mediums like print, billboard, television and radio advertisements.
A key benefit of using online channels for marketing a business or product is the ability to measure the impact of any given channel, as well as how visitors acquired through different channels interact with a website or landing page experience. Of the visitors that convert into paying customers, further analysis can be done to determine which channels are most effective at acquiring valuable customers.
Analytics for web or mobile app experiences can help determine the following:
Which online marketing channels are the most cost-effective at acquiring customers, based on the conversion rate of visitors to customers, and the cost of those visitors.
Which channels are effective at acquiring and driving higher lifetime value for customers — such as email marketing, which drives repeat purchases to prior customers.
Which cohorts of customers exhibit strong engagement behaviour and high potential for upsells — such as software or mobile apps, which expect to sell more products to customers with high engagement.
There are a number of tools that can be used to build and maintain a robust online marketing program, Email Marketing, Social Media Marketing, Content Marketing and Video Marketing to name a few.
Although online marketing creates many opportunities for businesses to grow their presence via the Internet and build their audiences, there are also inherent challenges with these methods of marketing. Online marketing can also be crowded and competitive. Although the opportunities to provide goods and services in both local and far-reaching markets is empowering, the competition can be significant.
The first step to getting started with online marketing is to evaluate your goals and make sure they are measurable. After that, you need to make a choice about how to construct an online presence that helps you achieve that goal. Maybe you need to set up an e-commerce site. If you’re interested in publishing content to drive awareness and subscribers, look into setting up a blog. A simple website or landing page with a lead capture form can help you start developing your brand and generating traffic.
When you list your property for rent with AirRentalz we provide you with a number of these features. Video is included. Your listing has its own landing page which can be optimised for SEO. We also attach a Facebook pixel to your landing page to allow you track your visitors and re-target marketing back to them. Our blog also allows hosts to contribute and we also include a link back to your listing page. This is all part of the service we offer for free when you list with us.