The current online marketing strategy as we know it today has evolved greatly over the past decade: several new marketing techniques have emerged, and online marketers have started to put emphasis more on the good techniques rather than the old ones, like e-mail spamming that were very bothersome for the prospect. Nowadays, an efficient online marketing strategy involves article marketing, e-mail marketing, video marketing, social media marketing, content optimization, link building and a wealth of other techniques that aim to raise the visibility of a business, product or service on the Internet.
The old marketing strategies used in the online environment were definitely less effective than the current ones. Two of the most-known old strategies involve e-mail marketing, copywriting and pay-per-click. All of them are still very effective today, especially the PPC strategy and the e-mail marketing, provided that they are done correctly. One of the biggest mistakes some online marketers tend to do is that they exaggerate with salesy ads and e-mail contents that are repulsive and they annoy the prospect rather than drawing his attention. Slowly but surely, e-mail marketing has evolved and marketers understood that an efficient, properly designed message is considerably more effective and more appealing to the prospect than a spam that throws an ad right at their face.
On the other hand, social media marketing and video marketing are extremely efficient these days. In a nutshell, social media marketing refers to using social networking websites like Twitter or Facebook to promote a product or a service. Over a billion people worldwide use social networks, so why not take advantage of that? The world’s most renowned brands have a fan page on Facebook and/or a Twitter account where they keep their fans updated regarding the latest products, services and events. Moreover, one of the most important advantages of social media marketing is that Facebook has the power to make a video go viral within minutes, and this aspect is extremely good for raising brand awareness on the Internet.
At the opposite end, there is video marketing – this is another commonly used technique that is mainly aimed at promoting a service or a product. What truly makes video marketing so effective these days is the fact that people are far more likely to remember an image or a graphic show rather than a written text. An impact can encompass a thousand words, and this is the principle video marketers rely on. To give you a relevant example, a significant part of today’s product reviews are video reviews, because marketers can embed a live demonstration of the product in question.
Pay-Per-Click or affiliate marketing are also quite old, but they are still very effective today – they have managed to keep up with the continuously evolving needs of the marketers. Like the name itself implies, PPC allows the marketer to earn a certain amount of money whenever a customer clicks an ad. Affiliate marketing, however, is based on the principle of affiliation – the marketer promotes a product on his or her personal webpage, and when the user makes a purchase, the marketer earns a commission that can be up to 80% of the product price, or even more. The price varies from one company to another – the latter technique is undoubtedly a highly effective online marketing strategy