5 Types of Online Marketing Strategy

As in traditional marketing we can talk about 5 strategies for online marketing. But before we define what is the strategy of Online Marketing.

It is a channel strategy based on the knowledge of the client’s behavior in the environment and the characteristics of the market in which we play the online activity.

Online marketing as its name suggests comes from marketing but brought to another environment or channel, online. Just like Street marketing is the marketing carried to the street and the olfactory marketing is the marketing “brought to the nose”

Well, what do we think it takes to develop a good online marketing strategy? Marketing knowledge in order to extrapolate these bases, pillars or foundations to other channels.

This post will help us to develop a little more in depth the previous post online Marketing Plan: from strategy to tactics so let’s do it…

An online marketing strategy defines how we should:

– Achieve our goals by defining budgets for acquisition, conversion, retention and customer growth

– Prioritize the products/services we are going to offer through the channel

– Prioritize the audiences that we must reach through this channel

– Communicating our benefits using this channel

The different elements of an online marketing strategy, as described in Web advisory and with which we fully agree are:

– Market and product strategy

– Income generation Models

– Audience selection Strategy

– Offer development strategy (value proposition)

– Communication strategy

A. Market and product strategy

A good tool to make a mental scheme is the Matrix Ansoff, a marketing tool used to explore the possible growth strategies that a company can have.

B. Income generation Model Strategy

In the case of e-commerce-oriented websites, the model is quite clear: most of the revenue will be generated through direct sales on the Web channel. But for other types of non-transactional websites, the definition of income models should be clear:

– Revenue generated indirectly by converting to sales of leads (data forms) Web Origin but closed in other channels

– Revenue generated by subscription models to services or content

– Revenue generated by advertising on the Web site: banners, etc.

– Revenue generated by pay-per-view or download

C. Audience selection Strategy (target audience)

In general, it is always more profitable to concentrate marketing activities into segments as small and specific as possible.

Through segmentation we seek to respond to the following questions:

– Features: Who are they?

– Behavior: What do they do and when?

-Opinions: How do you value your brand and online services regarding the competition?

– Value: What and how much value do they bring to the organization?

– Attitudes: What do you think?

Segmentation process must meet these 3 phases:

1 – Identification: Identifying similar groups of consumers

2 – Selection: Select the groups we want to reach

3 – Positioning: Create the concept that we want to transmit to the selected group

Offer development strategy-MARKETING MIX

At this point we specify the variables that will make up the offer that we are going to propose to our target audience.

It is essential to develop a differentiated value offer or proposal. It is not advisable to simply replicate the existing offers on other channels, but to extend them to benefit proposals only available on the online channel.

It is necessary to define the “roadmap” that will support the executive and operative part of the marketing plan the famous 4p ´ s marketing.

– Product: The tangible or intangible that is offered to a market for its acquisition

– Price: Monetary amount of the exchange associated with the transaction. Here is included: payment forms, credit, discounts, surcharges, etc.

– Plaza (distribution): where the product or service is to be marketed

– Promotion (communication): communicate, inform and persuade the client. Promotion includes publicity, promotion and public relations.

Communication strategy

It defines how visitors are taken to the Web site from other websites or through communications on other channels.

1. Bring visitors to a website from other websites

What we intend here is to communicate with audiences through digital media to achieve business goals.

Focus: Customer Acquisition

Strategy: Attracting visitors to the website or getting brand awareness on third party sites

Tactics: Communicating with segments through interactive advertising, search engine marketing, online public relations, sponsorships, third party agreements, email and viral marketing.

2. Bring visitors to a website from other non-digital media

Objective: Encourage potential customers to use digital channels

Focus: Customer acquisition and migration of current customers to use digital channels

Tactics: Communicating with the target segments through direct marketing, media purchases (publishers, Radio, TV), public relations and sponsorship’s communicating our value proposition online.

3. Take visitors from the website

Objective: To use the online channel to get sales in offline channels

Focus: Get offline Sales

Tactics: Use calls to action in the content of pages or emails to bring the conversion or service requests to other channels.

4. Bring visitors through the website

Objective: Get a sale or sale opportunity

Focus: Get direct or indirect sales through the website

Tactics: First purchase promotions, optimization of website design, optimization of landing pages and home page.

And once we have defined our strategy we get to work with actions, tactics and methods of measurement or control of results.

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