Internet marketing tools

The internet industry is, in principle, superior to the frequency and speed of change in any other industry.

Every year, new tools of Internet marketing appear – social networks, targeted ads, mobile applications. Professions are born and die all the time. Only a change in the legislation or policy of major search engines can change the market landscape and bankrupt hundreds of companies in a matter of weeks.
Fortunately, key principles change slowly as opposed to the specific toolkit. We will talk about the most important of them.
Internet marketing strategy and tools

Balance to use and create demand

The development of industrial production and the media in the XX century has led to an imbalance in the thinking of marketers. To sell a new product or service, a search must be formed. In the presence of a TV and radio points in each household, it is enough to take credit, buy expensive airtime and sound in the ears of every citizen dozens of times. Use of existing demand (sale of goods or services to those who have already formed a need) is possible either in the format of the Yellow Pages directory or by using BTL advertising in the points of sale.
Google and Yandex have become multimillion-dollar companies thanks exclusively to the sale of contextual advertising. Today, it is the most powerful tool for using demand in every area of ​​human activity. On the other hand, the Internet offers a wide variety of search engine creation tools – media advertising, special projects on thematic resources, branding portals and applications, and so on.
You have to imagine the balance of usage and demand creation in the case of your business, your industry and your particular environment. At the very least, to avoid unnecessary imbalances in your online marketing mix.
The standard classification of internet marketing tools, broken down by management and scale:
⦁ Owned media – all client-controlled tools, presentation and content. These include sites and landing pages, branded social media pages, blogs, or YouTube channels. Although the platforms themselves do not belong to the applicant, the content is fully managed by the platforms.
⦁ Paid media – payment tools in proportion to the frequency and duration of user contact. This is contextual, media, video, and any other ad for clicks, impressions, and actions. The main thing that sets it apart from other types of types is an immediate scale. You pay 10 times more and get 10 times more contacts.
⦁ Earned media – tools related to the accumulated reputation among users. Forums and social networking comments, ratings and recommendations, organic (organic) search engine transitions.
This classification does not exclude that some instruments may belong to the crossing of categories. Companies can ask users to share content on social networks (owned + earned), pay to post impressions on Facebook pages (owned + paid), or pay key users for active brand links (paid + earned).
A good internet marketing strategy must be balanced in terms of using the interconnected three tools and striving to use them together.
Consumer behaviour and targeting

The sales funnel is a good, simplified model from the mid-20th century, working well until recently. There are much more complete patterns of consumer behaviour, but not always practical.
The simplicity of the Customer Decision Journey and Zero Moment of Truth, which deviates from the linearity of the purchase, is best suited today. They talk about interacting with the user during the contact because the cash flow does not complete the purchase. The user should be satisfied with the value, service, and recommend the brand to others.
Therefore, unlike the old linear models in terms of demographics and social attributes, modern models put at the forefront of the chain of events related to consumers with the emergence and realization of needs. What matters is not the gender or age, not the income of the consumer, but the cause of the need for the product or service and the steps that he or she must take to deal with it.
Internet marketing tools offer an unprecedented targeting opportunity – purposeful communication with a specific audience. You can very precisely target the interests, needs, degree of fulfilment of any need, etc.

When designing your internet marketing strategy, first define the scenario of your users’ behaviour. Only then choose the tools to communicate with them at every stage of their journey – from complete ignorance of you to recommendations for your brand.
Quick changes

It’s been a long time since a site could be developed for one year and the reports of an ad campaign should be analyzed once a month. Today, you need to choose those tools that can quickly measure, test and change.
⦁ Sites should be released in parts, tested changes or new features every two to three months.
⦁ Contextual advertising needs to be managed, tested and enhanced by headlines, ad texts, each-click bid, landing page.
⦁ The content, frequency and timing of a social networking group’s posting should be tested and optimized.
Of course, this is more about owned and paid media, since earned ones change on their own and slowly enough.
Contractors, training, consulting

Unfortunately, the format of the article does not allow you to describe all the existing practices of Internet marketing, known principles and pitfalls. It is important to emphasize again that in today’s world, the client must develop not only the nuances of these or other tools but also meta-competencies. Generally speaking, you do not have to be able to perform cardiac surgery yourself, it is enough to have a cardiologist regularly. How to develop them is a big question.
⦁ Choosing contractors who can assist you in your development. This is the most common option that is usually chosen unconsciously. When looking for a contractor for certain services, choose not only their prices and recommendations but also the contractors’ ability to explain to you the nature and principle of their business in a simple language. A useful bonus that will help you build safe and quality long-term relationships.
⦁ Passing training programs. If you have the time, online marketing training will be a good investment for you. Choose programs that systematize Internet marketing knowledge rather than developing habits to directly manage tools. Such programs are run periodically.
⦁ Consulting does not depend on contract work. It is comparable in value to training, but more closely related to the current tasks of your company. Unlike the “free audits” that many SEO companies or site developers offer to later sell their services, quality Consulting costs money. It does not offer you a “black box” that solves your problems but teaches you to see and solve them yourself.