Author: Meenakshi Wali is the co founder of Rupiz Affiliates, a leading online media buying agency. She is heading a team of experts, which is into online marketing services, search engine optimization, online advertising, affiliate network.
As the Internet penetration and services are getting better day by day, many business practices are shifting from offline mode to online mode. Marketing that forms the spine of business is not an exception. For a marketer, it is essential to have a contact and try to maintain it with the customer or audience. Given that people are present online, the marketing has no choice but to look for online vehicles.
In online marketing the promotion takes place on the World Wide Web. Internet users are good consumers of online or web content. Web sites, portals, blogs, e-mails, instant messaging make up some of the indispensable resources and services for online marketer or e-marketer. Online marketing as such has been classified into different types – like affiliate marketing, e-mail marketing, search engine marketing, social media marketing, viral marketing, etc.
Online marketing services have many advantages compared to offline ones. First, they are less expensive and do not ask for huge capital investments. Online marketing campaigns for months and years can be run on an affordable price. For example, one advertisement impression made online cost in cents. For other media, print or broadcasting it would be dollars and pounds.
The second advantage that online marketing offers is that it is target oriented and involves some degree of active participation. In other terms it is called the pull model, where in the customer does deliberate effort to pull the content or the advertisement. For offline media, it is the push concept.
Online marketing is also performance driven. Marketing campaigns based on pay for performance models avoids undue spending by the advertisers or business groups. Its impacts can be directly measured as tracking and monitoring is possible.
The service providers often use multiple resources or integrated solutions. Such a marketing practice tries to reach out a wider base of audience and thereby lead to generating best results.
Some online marketing services like affiliate marketing and search engine marketing have become popular today. There are more success stories to be shared by the marketers practicing such disciplines. The growing popularity and future predictions promise good times for online marketing service industry and e-marketers.
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