Web Marketing: what it is and why it is important
What is web marketing? How does it differ from traditional marketing? How can professionals, individuals, organizations, SMEs, and large companies employ it effectively? This article is designed to give you a comprehensive overview of what web marketing means and why, today, even companies that operate exclusively offline should not underestimate the importance of integrating online marketing strategies into their operations.
More specifically, we will elaborate:
- The definition and meaning of web marketing;
- Its importance;
- The benefits of web marketing;
- How to Start Internet Marketing;
- The main online marketing strategies and tools;
- What are the new web marketing trends;
- How to work in web marketing.
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Web Marketing: definition and meaning
What is web marketing? A set of tools, techniques, and methodologies used to promote brands, products, and services through the Internet. Typically, web marketing activities result first in the publication of a web project, then the creation and launch of a website. They also include the use of social media, blogs, search engines, videos, and email marketing campaigns with the aim of making oneself known and generating revenue.
The term web marketing is used to refer to Internet Marketing and is integrated with marketing management and strategic marketing applied to the web.
Regardless of size, industry, or market, more and more companies and organizations are adopting web marketing strategies, believing them to be the most cost-effective and effective way they have to connect with their customers and attract new ones.
Obviously, in order to achieve good and lasting results, one needs to be familiar with marketing concepts so that one can best invest one’s resources and make one’s target audience aware of the brand, the products/services offered, and its values.
This is why it is necessary to invest in training, whether you are a company with a need to retrain your staff or an aspiring web marketer. In the latter case, presenting yourself at an interview with adequate and valuable preparation can be an important differentiating factor.
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The importance of online marketing
Why will web marketing be increasingly important in the coming years? The answer is simple: as consumers, our purchasing decisions are constantly influenced by the content available online. For this reason, a company that wants to increase sales must be able to:
- intercept its possible customers on various online channels.
- knowing how to communicate with them in order to positively influence decisions so that they buy the products and services offered.
This also applies if your business is purely offline, as Internet marketing supports the sales process by working on decision-making processes.
It has to be said that online marketing is particularly important not only for small businesses but also for micro-businesses. This is because while large companies can invest some budget to appear on television, in newspapers, or on the radio, a small company or a micro-business, such as a plumber, an electrician, or a locksmith, have different and more limited economic possibilities. Internet marketing allows them to carry out promotion and customer acquisition activities at low cost, or at least at prices that are always sustainable.
Worldwide, 3.4 billion people use the Internet. For web marketers, this translates into an extraordinary opportunity: the possibility of reaching a vast number of regular and potential customers to whom they can offer their products and services 24 hours a day, seven days a week.
However, to be successful, companies must know how to choose the right marketing mix, implement effective marketing communication, and apply best practices.
Consumers today want brands they can trust, communications that are personalized and relevant, and offers that respond to their needs and preferences.
The benefits of web marketing
Web marketing differs from traditional marketing mainly in that it uses channels and methods that allow monitoring and analyzing every marketing operation implemented. The continuous monitoring activity carried out allows the marketer to understand in real time what works and what does not and, if necessary, to make corrections to the implemented digital strategy.
Having understood what web marketing is, let us now see what advantages online marketing has over offline marketing:
- Reduced costs: using the Internet to connect with your target customers is less expensive than promoting through traditional media such as TV, radio, and print media.
- High targeting: through analytics and various tools, customers can be precisely targeted not only on the basis of demographic characteristics but also psychographic and emotional ones (i.e. on the basis of interests, values, personal characteristics, etc.).
- Analytics: online marketing facilitates statistical results without incurring extra costs. Multiple options: advertising tools are diverse and include pay-per-click advertising, email marketing, and local search integrations (such as Google Maps).
- Measurability of ROI: one of the greatest advantages of web marketing comes from its being measurable. In fact, unlike traditional media, it is possible to know how many visitors clicked on a banner, which pages they visited, how long they stayed there, and much more. The marketer can thus easily measure the return on investment (ROI) of the implemented promotional campaign. Depending on the results, he can then divert budget shares to the most profitable web channels, thus saving time and money.
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Why invest in online marketing?
Investing in web marketing not only allows for considerable growth in one’s business but also helps:
- Building deep connections with your customers: when used strategically, online marketing enables you to build consumer trust in your products and services and strengthen your brand.
- Reaching a large and select number of consumers: traditional media primarily target mass audiences. Internet marketing, on the other hand, has a global reach but at the same time allows well-profiled niches to be reached.
- Strengthening your business strategy: online marketing complements, but does not replace, traditional promotion/sales strategies and offline market analysis. The integration of online and offline strategies, and the use of multichannel strategies, are two factors for success.
- Significantly increase brand awareness: a responsive, user-friendly website with quality content is an extraordinary brand-building tool. Offering your target audience the information and answers they are looking for within a space that is carefully designed in terms of both communication and user experience, reinforces trust in the brand and helps to increase contacts.
- Cultivate existing relationships and create new ones: through appropriate Digital PR or Digital Pr you can increase your online presence, working on Brand Awareness and company authority. A good Pr can be much more effective and less expensive than an advertising campaign.
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Web Marketing: how to get started
How do you do web marketing? The first step is to prepare an accurate web marketing plan in order to define the target customers and objectives. The latter must be smart and therefore:
- with an assigned timeframe
After doing so, you have to choose how to build an online presence that helps you achieve your goals.
For the sale of products/services, e-commerce will be preferable, whereas if you are interested in publishing relevant content aimed at increasing subscribers and brand awareness, a blog will be the best choice.
Instead, a simple website or landing page with a contact form can help you develop your brand and generate traffic. Finally, you can use free web marketing tools such as Google Analytics to measure your implemented activities in relation to achieving your goals.
Which Web Marketing Strategies to Use
There are different types of web marketing (more than 50 have been counted) with which the marketer can connect with acquired or potential customers. Some of them work alone, in most cases in conjunction with others. Below is a brief description of the main ones:
- Search Engine Optimisation (SEO): this is the set of activities through which one can gain traffic and visibility on search engines for free by improving the positioning of one’s content within the SERP.
- Search Engine Marketing (SEM): allows one to gain traffic and visibility on search engines through the purchase of paid advertising on platforms such as Google Ads (formerly Google Adwords). Other terms identifying paid channels are online advertising and pay-per-click marketing.
- Display Advertising: refers to the use of banner ads and other graphic formats such as pop-ups, buttons, and rich media within the content of user interest, in which to promote a product/service.
- Content Marketing: concerns the creation and distribution of quality content capable of stimulating interest, interaction, and sharing.
- Social Media Marketing (SMM): involves the use of social media platforms to promote products and services.
- Email Marketing or Direct Marketing (DEM): concerns the direct sending of commercial messages to groups of people via email.
- Referral Marketing: through different web channels, consumers are encouraged to recommend products and services to their friends and family.
- Affiliate Marketing: is an advertising promotion tool that is based on the results affiliates are able to achieve.
- Inbound Marketing: unlike traditional marketing, the audience must be won over by providing interesting and useful content for the target audience.
- Mobile Marketing: is based on the use of mobile connection tools or networks (smartphone, Ipad, tablet, netbook).
- Local-based marketing: integrates communication on mobile devices with locally based services/products, e.g. Local Service Ads
- Web Analytics: is the science of measuring web data and is of central importance for any Inbound Marketing action, for Digital Strategy planning, and for implementing continuous improvements to ongoing web marketing activities.
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Web marketing tools
There are numerous web marketing tools at the marketer’s disposal to achieve their goals, including:
- Website: is a structure of hypertext documents and is based on a database that resides on a web server of a hosting company. Careful design and quality content optimized for search engines (SEO copywriting) and organized in such a way as to ensure maximum usability for the user are elements that enhance the quality of one’s online space. Furthermore, it is important that the site is responsive, i.e. suitable for mobile viewing and designed to work with different operating systems (Android, IOS, Windows).
- Social networks: these are technology platforms that allow users to share text content, images, and videos and interact with each other. Social media such as Twitter, Facebook, LinkedIn, and Pinterest offer companies enormous opportunities to connect with customers.
- Newsletters: are information contents that companies, organizations, and organizations send out periodically to their target audience.
- Chat: although little used for online marketing, these platforms allow direct communication between people in real-time.
- Forums: similar to blogs, they differ from these in that it is possible not only to leave comments but also to start new discussions in line with forum topics.
- RSS feed: is an online service that informs a user about new content on a website without the user having to return to it periodically.
- Facebook ADV campaigns: these are advertising campaigns that are only paid for after a click, in which space is bought on highly targeted profiles.
Web Marketing Job
Looking for a job in web marketing? In the midst of the digital age, working in Internet marketing requires much more than sending out a classic CV. Today, you need to be able to prove to companies in a few minutes what you can do. In other words, you need constant and punctual Personal Branding.
Furthermore, in order to find web marketing jobs, it is important to focus on certain distinguishing factors:
- Hold certifications in the digital field, such as those issued by Google (Analytics IQ, AdWords, and Excellence in Digital) and Facebook (Facebook Blue Print), or certifications in programming.
- Have qualifications proving your participation in specialized training courses or master’s in one or more disciplines of online marketing.
- Have a portfolio attesting to the skills and competencies acquired. Starting your own blog, doing internships at web agencies, or writing articles for electronic magazines such as Blasting News are recommended routes to get started.
Web marketing professions: what they are and how much you earn
Let us now take a look at the profiles of three professionals, working in Internet marketing, who are among the most sought-after and remunerative in the sector, in order to understand roughly how much someone working in web marketing earns and which path to follow to become a digital professional.
Web Marketing Manager
The Web Marketing Manager is in charge of acquiring prospects and converting them into customers, maintaining and assisting those already acquired, and promoting the development of online services. He monitors the sites and all the promotional activities carried out through them, evaluating the ROI of the various investments made. He may be an employee or a consultant and freelance.
Many Web Marketing Managers have a degree in economics, marketing, or communication sciences and have over the years gained significant experience in several branches of online marketing.
The average salary of a Web Marketing Manager is around EUR 48,000 per year (about EUR 25 per hour). Salaries for this position start at €34,000 with little experience and go up to €68,000 for an expert.
Social Media Manager
The Social Media Manager strategically manages a company’s social profiles: he realizes content and advertising campaigns, creates the editorial plan, and promotes his client’s products, services, and events through different channels. In essence, he or she is in charge of improving the company’s brand awareness and web reputation, as well as creating engagement and encouraging the generation of leads.
Regarding skills, a Social Media Manager often has a degree in marketing with a specific focus on digital and social media marketing. He or she must have good writing skills, be able to intuit and use the most interesting topics at that particular moment and be able to read and analyze data on social platforms. As far as remuneration is concerned, there is a distinction between junior and senior, and it is only of interest if carried out at large companies.
The SEO specialist deals with the optimization of a site through the use of certain keywords. The goal is to improve its ranking within search engines.
To pursue the profession, a degree in marketing is not required, but it certainly helps. Those who want to embark on such a path must, first of all, study the constant changes in algorithms and be willing to get their hands dirty with a blog or a site. The salary of a Seo Specialist ranges from 19,000 to 24,000 euros gross for a person with little experience. To earn more than EUR 30,000 gross, one must have at least three years of experience.
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Web marketing agency: what it is and what it does
In recent years, hundreds of web marketing agencies have sprung up to cope with the growing demand for digital professionals. The usefulness of setting up a web agency also answers the need to offer micro-enterprises and SMEs a first-class service. A web marketing agency, more or less structured, offers a range of services such as:
- Web marketing services: SEO, SEM, web analytics, inbound marketing, affiliate marketing, content management, website building, and e-commerce.
- Graphics and design services: the creation of logos, brand identity, and advertising communication plans.
- Realization of web applications for Android, IOS, and Windows systems.
However, not all web agencies can rely on high-level professionals. There are various criteria for assessing the reliability of a web agency: client portfolio, breadth of the range of services offered, and curriculum vitae of team members.
Google has also intervened on this issue through the creation of the Google Partner network, which various agencies can join after demonstrating compliance with certain requirements:
- At least one member of the agency must have Google Ads certification.
- The web agency must comply with the minimum spending requirement on Google Ads and the performance requirement on campaigns, i.e. it must show that it has made good use of its client’s budget.
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Web Marketing Course
If you are wondering how to become a marketer, you need to know that web marketing requires appropriate and continuously updated skills from new digital professionals. The Internet is constantly evolving: new web channels and online marketing tools are born and spread as digital technologies advance. For this reason, a focus on new media and new forms of marketing should by now be part of the university curricula of all those faculties dealing with communication and economics. Yet, in many of these, such as Communication Sciences, it is the case that online marketing is not even taught. Thus, academic studies prove to be largely too theoretical and ill-suited to an ever-changing field.
If you are interested in specialized training in the various disciplines of web marketing that will enable you to fill in your gaps and acquire skills that are really in demand on the market, consider attending one of our courses or master’s. Below you will find listed some training courses in web marketing useful for becoming a Web Marketing Manager or Web Marketing Specialist:
- Web Marketing Manager Certification
- Digital Strategy Course
- Inbound Marketing & Lead Generation Course
- SEO Specialist certification
The Masters and certifications are complete training courses that, in addition to certifying your skills, allow you to attend a practical, evening, or daytime 4-month internship. They also offer you the possibility of starting a paid internship in web marketing and access to Digital Jobs, the first job portal dedicated to new digital professions.
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Web Marketing Trends 2021-2025
We explore the main web marketing trends for 2021-2025 to consider.
- Artificial intelligence (AI) and machine learning: three innovations are expected to revolutionize e-commerce. The first concerns the use of sophisticated algorithms that will enable personalized searches based on the behavior of the customer carrying out the search. The second is better understanding and voice interaction in live chat (chatbots) through the use of more natural linguistic processes (NLP). The third refers to the introduction of predictive analysis (see big data)
- Big data: it is the opinion of many that data will continue to be the new currency in 2021. Customer Data Management platforms are being developed that will enable web marketers to have accurate forecast analyses on which to base their decisions.
- Micromoments: these represent an important innovation in Internet marketing and concern the effective use of those moments that brands have to respond effectively (and at the right time) to the information needs expressed by customers at any time of day.
- Interactive content and videos are one of the most innovative ways to engage potential buyers. Ikea uses “Place” an iOS app that allows people to see how furniture would look in their home before they buy it. The app was part of Apple’s “ARkit” development platform and is updated to the latest iOS version. In the coming years, thanks to the development of new technologies such as 5G, the interaction will be even greater.
- Customisation and Smart Content Marketing: this involves the production of customized content that is designed to meet the customer’s needs and on which to base one’s online advertising strategy. A prerequisite is the creation of a dynamic web space and an automated smart marketing plan. Thanks to technological development, smart content is also a trend in b2b web marketing.
The different aspects of web marketing
Website and E-Commerce Creation
A website is technically a structure of hypertext documents, mostly written in HTML and CSS, to which a database resides on the server of a web hosting company.
To simplify the creation of sites, software has been developed, the so-called Content Management Systems (CMS). These are user-friendly interfaces for content creation and management that allow even those without computer skills to create their own site quickly and easily. The most widespread CMS in the world is WordPress, followed by Joomla and Drupal.
Instead, WordPress, in combination with the WooCommerce plugin, or platforms such as Magento and Prestashop are used to build e-commerce sites.
SEO (Search Engine Optimation)
This branch of online marketing aims to position a page or site within the various search engines following a request made by the user (query). The implementation of a good optimization strategy is the result of a lot of practice and experience. It is necessary to be perfectly familiar with the workings of search engines and, in particular, Google, which has a 98 percent usage rate. The American giant’s algorithm changes constantly, so spending money trying to circumvent the search engine with black hat SEO practices (buying links, link stuffing, etc.) is useless and counterproductive.
Doing SEO also means optimizing a company website for local search results. In this case, it is referred to as Local SEO. Ed Parson, Google’s Geospatial Technologist, said that about 1/3 of all queries have local intent. The latter becomes half if searches made via smartphones are also taken into account.
SEM and Display Advertising
SEM is the discipline of web marketing that deals with the creation and publication of paid advertisements on search engines.
Google has created a platform on which to implement and manage advertising campaigns: Google Ads. This platform is characterized both by the fact that it was created as an online meeting place between the demand and supply of goods and services, and by the fact that it is its only source of profit. The system on which it is based is an auction system: the advertiser makes an offer for the keyword or key phrase with which he wants his ad to appear. Based on the keyword’s performance and relevance to search queries, a quality score is assigned to each ad.
Google Ads auctions in real-time. The method of payment for the advertiser varies depending on the type of ad: the most common method is the cost per click (CPC), i.e. the advertiser pays each time he receives a click on his ad.
Google campaigns differ greatly from offline marketing campaigns because it is the very characteristics of digital marketing that differ. Google Ads is not an advertising tool, but a performance marketing tool: an online campaign has a cost commensurate with obtaining accurate and traceable results.
Performance marketing is more complex than classic marketing, but it is easier to measure: reports can be produced on the progress of a campaign and changes in Key Performance Indicators (KPIs) can be monitored
Whereas offline advertising campaigns require ex-ante decisions and their results are difficult to verify, for online campaigns there is the possibility of continuous testing and optimization.
Inbound Marketing and Lead Generation
Knowledge of inbound techniques is fundamental to any web marketing strategy. The term inbound marketing refers to a pull approach to marketing, where it is the user who is attracted to online advertising. The intermediate step in an inbound marketing process is the activity aimed at generating master data on visitors to a website interested in purchasing goods and services and is therefore referred to as a lead generation. Many steps can be made automatically with marketing automation software.
Once leads are acquired, they are “nurtured” through lead-nurturing actions to prevent users from leaving the site or being acquired by competitors. The tools used for this purpose are many: blogs, case studies, ebooks, infographics, podcasts, slide shares, webinars, longer videos, kits, checklists, cheat sheets, visual content, and, above all, automated emailing, e.g. autoresponders.
The purpose of such content is to build a relationship of trust with the user, so as to prompt him/her to request a quote or business contact, thus becoming a prospect (potential customer).
There is a close relationship between inbound marketing and the customer journey. Marketing aims to reach consumers at the moments of truth or touchpoints that can most influence their purchasing decisions.
Traditionally, marketing has tried to guide this process by theorizing a model, later adapted to online marketing, that works on the purchase funnel, also called the conversion funnel.
It is a four-stage model (Awareness; Engagement; Decision; Retention), in which the marketer implements online marketing strategies at different levels of the funnel and sets barriers so that at the end of the process there is a selection of “prospects”, ready to make the required “conversion” (e.g. filling in a form, subscribing to a newsletter, downloading content).
With the development of web-based technologies, consumers have changed the way they search for and purchase products. The moments when consumers can interact with a brand or product have multiplied, and the search for what to buy is increasingly done online through different devices (smartphones, tablets, etc.). We can distinguish three types of consumer behavior:
- Search for the product on the web and then buy it in the shop (R.O.P.O);
- search and buy the product online, but collect in the shop (Click & collect);
- trial of the product in the shop, but its purchase takes place online (Try & Buy).
In essence, the decision-making process has become less linear and much more complicated than the funnel suggests, forcing web marketers to have a different approach that takes into account the consumer decision journey. The purchase moment turns out to be a spiral process, consisting of 4 primary phases: initial consideration, active evaluation (or process of searching for potential purchases), closure (purchase), and post-purchase (product experience). For those who want to enter the world of Internet marketing, it becomes imperative to master inbound techniques.
IContent marketing enables the creation of brand awareness and engagement with a brand or brand through the production of quality content. If used appropriately, it allows a brand or brand to be positioned as an influencer in its target market. To do this, content marketing uses different means: blogs, case studies, ebooks, infographics, podcasts, Slideshare, webinars, kits, checklists, cheat sheets, and visual content.
A content marketing strategy takes care of the following aspects:
- Creation and management of a corporate blog;
- Seeking a distinctive market positioning for the brand through graphic communication, storytelling, customer service; lead generation;
- Community management on major social media.
Many tools are available to the web marketer in this activity: from Google Alerts to Google Trends, to any other news source. The objective of content marketing is to arrive at a precise profiling of the typical customer (buyer persona), and then approach him/her to purchase without direct sales operations.
Web analytics or digital analytics refers to a system for tracking the users of a website, aimed at obtaining statistical data on navigation with the intention of carrying out targeted web marketing activities.
Numerous tracking and analysis platforms are available on the market, such as GoSquared, Woopra, Hotjar, and Clicktale, but the most widely used is Google Analytics.
The basic marketing concepts identified by Google Analytics are measurement, collection, analysis, and statistical reporting. Digital analytics is indispensable for direct online business activities, such as SEM or E-Commerce.
The constituent elements of Google Analytics (GA) are as follows:
- Processing: this is the phase in which the filtered data are processed and categorized in a more manageable form, e.g. in tables separating incoming traffic from desktop or mobile.
- Reporting: the final component of the Google Analytics platform concerns the construction of statistical reports that constitute a snapshot of the site’s performance.
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Affiliate marketing or performance marketing is an Internet marketing program in which a publisher, also called an affiliate or publisher, is remunerated by an advertiser or merchant, the instant a conversion takes place. In practice, a publisher auctions off advertising space on its site through an affiliate network for the promotion of products/services of the auction-winning merchant.
Whenever a visitor lands on the publisher’s site, clicks on a banner, and then makes a purchase on the merchant’s site, the publisher receives a commission from the affiliate network.
Affiliate marketing appeared in the 1990s when Amazon launched its Associate’s Programme. Besides this, the best-known and most widespread affiliate platforms, or marketplaces, are Zanox, Tradedoubler, Affilinet, CJ, Publicidees, and others.
Direct E-mail Marketing (DEM)
Email marketing is a web marketing tool suitable for amplifying the connection between a company and its customers or potential customers. The main areas of use of this discipline are 3:
- Acquisition: acquisition of leads or customers through the practice of Direct E-mail Marketing (DEM), i.e. the sending of informational and promotional e-mails to a well-defined and geo-localized target of customers;
- Retargeting: the sending of promotional messages to a list of users deduced from the history of campaigns previously carried out or purchased from email providers such as G-mail and Yahoo.
- Retention: Loyalty or engagement of acquired leads (lead nurturing) by means of actions aimed at proposing services complementary to those already purchased or of higher value. In this case, one speaks of cross-selling or up-selling.
Email marketing differs from other Internet marketing channels in that the campaign can also be implemented for short periods (1 day). This characteristic makes it particularly suitable for A/B testing activities relating to the launch of new products.
Social Media Marketing
Social media such as Facebook, Twitter, Instagram, Linkedin, Pinterest, Snapchat, and YouTube are great ways to engage customers and increase traffic to your website. As in any Internet marketing strategy, the approach is directed at:
- identify the social channels where one’s target customers are present;
- reinforce the message the brand wants to communicate;
- understand which social channels are most appropriate for the process of optimizing website conversions.
Today, the main trend is to respond in real time to users’ needs and interests (real-time marketing) through instant messaging platforms such as WhatsApp and Telegram.
YouTube and Online Video Marketing
Youtube is a social network and a search engine for video content. Video advertising on YouTube consists of the creation of video content to be published on corporate channels and the creation of paid video ads. The method of publishing ads is based on an auction system controlled internally by YouTube, while for display ads, the management is done through Google Ads, as YouTube is part of the Google ecosystem.
Facebook Marketing refers to the use of Facebook pages as a communication channel to maintain contact with regular customers or to attract new ones. For this purpose, Facebook allows the creation of business pages similar to individual profiles for companies, organizations, or any other group that wants to develop its fan base for products, services, or a brand. As well as the possibility of advertising apps on Facebook.
Every Facebook user who likes a page will be able to see the content of a commercial post and will be notified of any updates via the news feed. The most innovative formats for posts are carousels, canvases, videos, and live streaming. If engaged by the content, Facebook users will be able to interact by commenting or through a reaction, such as a Like.
Comments will appear on the news feed of all their friends. These, in turn, will be able to share this content, which will then be re-posted, read, and publicized. Naturally, companies encourage this process as much as possible. This allows them to increase brand awareness, implement targeted advertising campaigns, collect information on the target audience, and chat with customers seeking support services (customer care).
The proposed guide is a valuable tool to enable you to:
- Creating and setting up a company page;
- Find out how to increase page likes;
- Knowing all types of posts;
- Create your first Facebook marketing strategy;
- Learn the basics of tracking and measuring results through Facebook Analytics;
- Understanding how to advertise on Facebook.
Web Reputation, Social Media Monitoring, and Digital Pr
The online reputation of a company or a profile is the set of opinions, expectations, and perceptions of its stakeholders on the web. With the growing popularity of the Internet, this aspect has become increasingly relevant for a company that cannot do without monitoring activities.
To monitor web reputation, there are numerous digital marketing tools such as social mention, WebLive, and Talkwalker. This type of activity also relies on the support and collaboration of journalists, bloggers, and influencers in order to build, defend and promote one’s online reputation.
Programmatic Buying and Real Time Bidding (RTB)
Programmatic buying represents one of the most fascinating and complex branches of Internet marketing. The web allows publishers and advertisers to buy and sell on a technological platform such as Ad Exchange, advertising space at a determined cost through auctions held in real-time.
Real-Time Bidding is an integral part of Programmatic Buying and consists of:
- Tracking all users visiting a website and more.
- Profiling or targeting tracked users in order to select the right target group to which to send the right advertising content at the right time and place.
In short, RTB is an auction of online advertising space. Using a sophisticated platform, the DSP (demand side platform), which can connect to thousands of websites, the advertiser chooses targets, and budgets, and creates his campaign on the web. The publisher sells the impressions and makes its advertising space available. At this point, the advertiser makes its bid using the Ad Exchange, a software that evaluates the advertisers’ bids and decides the “winners”.
The way the process happens is extremely complex and involves different types of software:
- DSPs: these are the software through which the buyer makes the demand for advertising space and sets the parameters of the RTB campaign. The main platforms on the market are Appnexus, MediaMath and Turn
- SSP: Using SSP software, publishers sell advertising space programmatically. Leading brands are Adform, Rubicon, double click for publishers, PubMatic and Appnexus.
- DMP: these manage the collected data sets that are associated with the parameters set in the campaign. The major software on the market is Adform, Turn, and NuggAd.
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