All you need to know for your online business
The Web is today the ideal marketplace for prospects and opportunities, in the largest of the so-called digital workframe transformation . In this evolutionary perspective, marketing also had to adapt to the digital dimension with constant updating that made it an indispensable player for business 2.0 .
The answer is Web Marketing, a strategic lever for generating business by optimizing costs and expanding the market to the web macrosomosm .
But what is Web Marketing and what are the tools and activities that make it up?
Let’s start with a simple definition:
Web marketing is the set of marketing activities of the company that uses the online channel to study the market and develop commercial relationships (promotion / advertising, distribution, sales, customer assistance, etc.) through the Web”
In other words, Web Marketing is nothing more than the digital evolution of Marketing itself and represents the basic tool to develop
its e-business in the era of ‘ always on (always connected),
The digital market is particularly complex and competitive and, consequently, in order to find its web market share, it is necessary to promote the image of the company by increasing the visibility on the network as much as possible. We need to be found by a target bombarded by different messages of different players. The Web Marketing offers the right positioning and communication strategy so as to reach the target by making sure it is the same in choosing (inbound marketing)
We can therefore say that anyone who wants to build opportunities online can not do without a Web Marketing Campaign focused, transversal and well coordinated.
There is no marketing without strategy, even more if the field of action is the web. Through proper strategic planning, we set the right foundation for a phase of operational implementation.
The strategic phase basically moves around 3 reference steps :
1. The plan : a picture of the scenario of action based on the profile of our company / brand / site so as to have a clear overview to be able to move reactively and strategically according to the objectives set.
In this phase the following tasks are foreseen:
to) A SWOT Analysis : to capture strengths, weaknesses and
especially the threats we must be ready to face.
b) Definition of the Media Mix : a clear profiling of our activity
according to its online promotion;
c) Budget definition : how much we can invest in function
of the expected ROI;
d) Definition and distribution of resources : who does what from a team perspective
working naturally;
is) Calendaring : when and with which tool to pursue
our goals in a flexible and dynamic way as well as the web
It imposes.
This first step it should be temporalized in the long term, representing everything we want to achieve at the end of the operational phase. In short, where we want to arrive.
2. Tactics : it’s time to decide how to move and make our planning concrete by reviewing all the tools we have at our disposal or to reach our goals . Naturally, we can not disregard a careful monitoring activity that allows us to understand how we are moving and how we are progressing towards the final goal. To monitor we must naturally have key parameters so as to understand how we are operating. It is therefore important to choose the correct KPI so as to evaluate the effectiveness or otherwise of the actions we are developing.
This second step is part of a medium-term timing planning the development of the strategy and its correct contextualization.
3. The method: the strategy is nothing without a problem weight solving that allows us to change reactively when the live monitoring phase brings out the clear discrepancies between performance and objectives. In this third phase it is therefore important to create a balance between what we want to achieve (phase 1) and how we want to do it (phase 2). By choosing and / or changing the method used, according to a more profitable tuning with the long-term objectives, we will be able to secure a strategic phase that is certainly better oriented towards results.
Now let’s go down into more detail by doing a close- up of what are the tools and the main elements within which Web Marketing moves.
The areas of reference in which Web mktg is to operate are the following:
SEO ( Search Engine Optimization ): all those activities aimed at obtaining the optimization, the analysis and the reading of the website by search engines through their spiders, in order to improve the positioning in the pages of answer to questions of the users of the web . In other words, a good SEO activity increases the chances of being found by users, thus leading to an increase in our incoming traffic.
SEM ( Search Engine Marketing): it is the part of Web Marketing connected to search engines and includes all activities aimed at generating qualified traffic to our website . The aim is to bring to the site, through search engines, the largest number of users with the aim of transforming them from prospects into customers;
DEM (Direct E-mail Marketing): we talk about one of the most widespread activities on the web and refers to sending e-mails with the intent of acquiring and / or increasing the level of customer loyalty . This activity, especially in recent years, has fallen into a process of inflation that has triggered a form of rejection of users against it, leading to a reckless increase in spam (junk mail);
SMM (Social Media Marketing ): another fundamental task to generate visibility and opportunities online. The use of social networks as aggregators of virtual communities in which shares, comments and content are constant engagement triggers for companies.
An effective Web Marketing strategy can not be separated from a capillary and dynamic social networking activity . Social media is one of the tools of dialogue, together with blogs, more performing and compliant with the structural logic of the web;
Content Management : the expression ” content is king “is certainly not casual. Today the content activity is a decisive activity to generate leads and therefore its management is the fundamental requirement for there “Making opportunities. Content Management provides a 6-step lifecycle :

  • Creation
  • Update
  • Publication
  • Translation
  • Archiving and use

Web Marketing today aims decisively on a correct activity of content management as an informational-emotional bridge towards
of the target;
Affiliation : consists of a commercial agreement between three subjects : the Merchant or advertiser , the publisher or Affiliate and the affiliation platform or the subject that provides the know-how and technology to manage payments, exchange of advertising material. The affiliation activity is only monetised following an action carried out on the affiliate’s website (ex: CPA = Cost per Action, CPO = Cost per Order).
One of the effects of Web Marketing is then to increase awareness through a viralization of the corporate brand identity that through buzzing and Digital PR amplifies its online sentiment with a positive effect on reputation .
The application of the principles of Marketing to the online dimension presents some contraindication such as the dispersivity of contents and tools, not always perfectly synergistic, so as to generate a difficulty of use that pushes to get many different tools to manage all our tasks in a coordinated way . The only possible solution to this perverse digital mechanism is integration . The ideal explanation of this principle is the White Rabbit suite that allows you to manage all the main activities of Web Marketing in a single, coordinated and organized manner. White Rabbit is a time saving suite that optimizes your e-business making you gain valuable time. In a marketing automation system , the White Rabbit suite guides you to the principles of Marketing Integration where the coherent sum of the functions makes the difference.
Enter White Rabbit and build your customized Web Marketing.
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