Web Marketing Types
There are several types of internet web marketing, some which work alone, others which work in conjunction with others. Here is a summary:
Search Engine Marketing (SEM)
A type of web marketing which promotes web sites by increasing visibility in search engine results pages through search engine optimization as well as through paid advertising, strategic content marketing and social media networks.
Search Engine Optimization (SEO)
A refinement of SEM, improving the rankings or visibility of a web page in search engines search results. SEO programs work to move targeted search results higher in rankings when results are presented to users of search engines such as Google, Bing, Yahoo!, and others. The higher the ranking when results are displayed, the more likely consumers are to click on the link and go to the targeted web site.
Advertising in a static, set space which is composed of images or artwork and words. Similar to ads in newspapers and magazines.
Pay Per Click Advertising
Advertising which is presented on speculation by a web publisher such as a search engine results page or a home page on a browser which only charges the advertiser for the number of times someone clicks on the ad to go to the targeted web site, not the number of viewers of the advertisement.
Social Media Marketing
Marketing using social media outlets such as Facebook or other similar sites. This type of marketing includes creating pages on the site directly promoting a company, organization, or product which can be easily accessed from on or outside of the site. Social media marketing can also factor into SEO programs.
Marketing based on the distribution of a message via e-mail. E-Mail marketing can consist of a text message, a combination of words and images such as in a display ad, or provide access to a video on a web site or public video site such as YouTube. E-mail marketing also has the ability to offer a link to a specific web site to drive traffic and revenue to that site.
One of the most subtle forms of web marketing, referral marketing is based on one individual pleased enough with a web site or social media site to refer it to another person, who hopefully creates a chain reaction of referrals from one group of individuals to another. Referral marketing also can be a major component of SEO programs.
Marketing by a third party which refers customers to a specific web site or vendor. “Affiliates” market their own products, such as through a web site, but have links to other web sites unrelated to their site, but have some interest in common for consumers. Affiliates are rewarded for the number of times someone links from their site to the targeted site.
A method to draw attention and visits to a web site by placing information on a web site others are seeking. This includes the use of providing valuable information via blogs or articles on a web site, or general information provided as web site content beyond the main purpose of the web site. When a search engine user searches for specific content, the web site containing the content is displayed, even though the content is not the main purpose of the web site. By drawing search engine users to the web site through secondary information, consumers are exposed to the web site and its main offerings without having specifically searched for the web site.
Marketing through the use of videos, such as found on YouTube or similar sites. Videos can be of any length (depending on the limitations of the site hosting the video) and have any content, message, or advocacy for a cause. Videos may be as simple as an individual standing in front of a camera talking, to full, rich production values as would be found in a movie theater. Video marketing marries the strengths of sound and moving sight to present a powerful message.