Marketing tools are a system of means and methods for implementing marketing activities at any stage of an enterprise’s activities.

All marketing tools are classified into 4 strategic areas:

• pricing policy (price);
• product policy (products);
• sales policy (sales);
• marketing policy (advertising).

Why are marketing tools so important?

The activities of the enterprise are based on profit forecasts, technical capabilities, human resources, etc. Marketing tools are directly involved in the formation of the company’s work processes. With their help, business management is carried out.

The importance of marketing tools lies in their constant modernization and improvement. With the development of Internet technologies, not only advertising, but also all other areas of the company’s activity that require constant monitoring have gained wide opportunities.

Challenges at the stage of selecting marketing tools

• Providing information about the product to the consumer, taking into account production experience, testing activities, properties and advantages of the product.
• Maintaining regular contacts with the consumer in order to remind them about the product, related services or special offers.
• Informing the client about new promotions and discounts in order to arouse interest in the product.
• Collection of information about consumers and the most popular products.

Types of marketing tools for offline business

Advertising

Products are promoted to the market through digital and traditional advertising. The first has a more effective and faster mechanism of action. The second occupies a leading position in branding and image creation.

To promote specialized products they use digital format, because the consumer is not mobile in choice, needs to receive additional information in terms of the “price-functionality/quality” optimality.

Price

When determining the price of a product, many factors are taken into account: production and sales costs, government policy, product category, psychological factors of the consumer. Often the level of demand and competition are decisive in determining prices. In this case, the manufacturer follows an internal plan to make a profit.

Package

Product packaging performs various functions: recognition, marking, information, safety during transportation. On store shelves, familiar packaging acts as a “silent” seller. To increase sales, the “shell” of the product is distinguished by a design reflecting company logos.

Exhibitions and fairs

Fairs and exhibitions are organized to stimulate sales. With the help of trial samples, forms, forms and exhibition copies, the consumer receives real information about the product, supplemented by answers to questions of interest.

Discounts

A discount in the scientific sense is an incentive for a customer to make a purchase. The effectiveness of the discount system (discount, bonus) depends on the purchasing power of consumers. Effectively used in both online and offline environments.

Basic Internet Marketing Tools

SEO

SEO (website optimization for search engines) is used by large, stable companies. By indexing content and increasing rankings using the most common search phrases, the company’s website rises in browser search results. With constant use of this method, site traffic and sales increase. Along with SEO, SEM, SEA, SMO, etc. are used.

contextual advertising

Contextual advertising is the most common on the Internet. Show promotional materials(text, animation, video) is carried out based on individual interests and browsing history in the browser. Such thematic advertising also uses data about the location of the network user. Search advertising is displayed at the top of the browser page with each request.

SMM

SMM (promotion in social services) is carried out through the creation of interesting publications about the company. Most often, an account or group is opened under the company name, where information about products, discounts and news is posted. A user subscribed to a blog receives “unobtrusive” advertising.

Targeted advertising

Targeting is the selection of a target audience using special mechanisms. In this regard, geotargeting, demographic, temporal, behavioral, thematic and retargeting (through cookies) are distinguished.

Targeted advertising is considered the second most effective after contextual advertising. By setting filters, the desired advertisement appears on Internet resources (forums, clubs, social networks, etc.). The search for the target audience is carried out on the basis of personal data of network users and communication devices.

E-mail marketing

Mobile applications

Mobile applications on phones and tablets have unlimited access to client data. For advertising purposes, they help create a buyer profile using location data, browser history, and contact list (pre-installed permissions).

Banner and teaser advertising

It is the cheapest way to promote with pay-per-clicks. The buyer, seeing an interesting offer on various thematic platforms, follows the link and makes a purchase. Teasers and banners are considered a quick way to increase profits through unique and interested users.

Viral advertising

Viral advertising is spread by ordinary users and companies themselves. The process takes place in in social networks and on popular services. Videos and pictures are posted for a wide audience, so the effect of its use is the same - the creation of a recognizable brand.

Content Marketing

Content marketing is in a hidden way product promotion. For this purpose, paid reviews, recommendations, tips and stories about personal experience. Articles of useful content are also published so that the buyer can learn more about the product.

Video marketing

Filling websites with video content is effective if there is not enough data about the product to complete the transaction. confident purchase. Thus, it is useless to advertise popular brands and expensive products. The material is posted as video reviews or video instructions. The tool is suitable for advertising for both personal and corporate purposes.

Retargeting

Retargeting prevents the user from abandoning a purchase in cases where he was personally interested in it. The tool creates a kind of reminder on any of the Internet services (partners). Retargeting advertising helps return the buyer to the online resource in which he was interested. The advertising customer has special requirements for filters, for example, time spent on the site or frequent visits.

Aggregators

Aggregators (marketplace) are a platform where many offers for purchase from various suppliers and companies are collected. There is significant competition on such sites. Examples include Yandex Market and Mail.ru Products. Any interested company registers on such a platform and is integrated into the overall system through a commercial offer.

Online Games

The activity of marketing in gaming mode is determined by the multimillion-dollar audience of online entertainment. The developers are collaborating with various manufacturers and offer bonuses, coupons, promo codes, as well as viewing embedded advertising. Programmers also have access to information about traffic, purchases made in the game, time spent online, etc.

In Western countries, game developers cooperate with large fast food chains, watch stores, sporting goods stores, etc.

Affiliate programs and CPA networks

Most sites have affiliate programs. The essence of their action is to invite an ordinary user to new clients (referrals) of the service to receive discounts or income. New user receives positive feedback about the company and becomes another participant in the program. If necessary, he buys goods or services from the site. Such a tool does not require additional time spent on clients. Those interested in the offer take on the “work” themselves.

Crowd marketing

Crowd marketing is effective on a variety of active forums and review sites. It involves posting reviews (with links) in the most natural form so that the written text blends harmoniously with the general topic of discussion. Such promotion is quite time-consuming and is suitable for certain groups of goods (promotional, luxury, “mid-range” with a twist)

Push notifications

Push messages reach the consumer instantly. Their advantage is that the user agrees to receive them (SMS, pop-ups in the browser, on the monitor) when filling out a form (signature), or by subscribing in the browser (no spam). Today, only companies that are actively implementing a marketing system use this tool.

Native advertising

Native advertising is otherwise called natural advertising. It works on the principle of consciously creating content that is interesting and useful for the consumer and publisher at the same time. Distributed in the media, specialized Internet platforms, educational and entertainment TV channels. Sometimes it is used to fill a website in order to provide the consumer with shareware information that will lead him to a decision to purchase or order services.

Messengers

The capabilities of instant messengers are varied. In essence, they are closed social networks with the possibility of advertising promotion. Through them are carried out mass mailings, support chats and various channels are created, such as in Telegram. This group includes all kinds of chatbots designed specifically to help customers. In addition, if the buyer has one of the messengers configured, he will be contacted again. Contacts from the application are used to send special offers or reminders.

Books about marketing tools

• Marketing without a budget. 50 working tools (Mann I.B.). The book suggests detailed guide to create a business from scratch with minimal costs. Suitable for those who are trying themselves in the marketing profession.
• Internet Marketing. A complete collection of practical tools (Virin F.Yu.). The publication is step by step instructions promoting products on the Internet using modern methods and channels. The book is necessary for those working in the field of online advertising and managers of Internet projects due to the author’s research into promotion schemes in the largest Russian companies.
• Marketing tools for the sales department (Mann I., Turusina A., Ukolova E.). The publication is positioned as effective method increasing sales at all stages of marketing, including direct work with the buyer. The advantages of the book include the described process of using a particular tool: budget, time-consuming, difficulties and features of use, key guidelines and subtleties of implementation. The manual will be useful to sales managers, commercial directors and marketers.
• Exhibition as a marketing tool (Nazarenko L.F.). The mechanism of holding exhibitions is illustrated in the book by systematizing the types of exhibitions, their features and capabilities. The author also analyzes the activities of Russian companies that often organize exhibition events. The publication is suitable for entrepreneurs, executives and managers and becomes step by step guide by exposure.
• Internet Marketing. The Best Free Tools (Jim Cockrum). The book talks about revolutionary ways of marketing both in the online environment and in conditions of “close” competition. The guide is suitable for absolutely any person involved in advertising, with any budget and with high results.

Not really

Gennady Gorbachev

Technology development trends have contributed to the emergence of Internet marketing tools in people's lives.

The creation of the first IBM computer in 1941 and the Internet, theorized since 1964, were the first steps of the information age and globalization. Improvement, reduction in cost and emergence of new equipment and software, using Wi-Fi and 4G, fiber optic cable in home internet digitized our life. In such conditions, traditional ways of doing business are gradually being “eclipsed” and web development and Internet marketing are moving to the forefront.

Many people believe that a website that has been given a significant amount of money and effort will immediately gain online visibility, traffic, and conversions once launched. Unfortunately, it is not.

So that the Internet resource only appears in the natural Yandex search or Google, it is necessary to carry out its technical optimization to meet the requirements search engines. Promoting web pages to the top 10 search results for mid-frequency or high-frequency requests cannot be done without working out the entire structure of the site, obtaining external links, taking into account commercial ranking factors, improving interface convenience (usability) and permanent analytics.

Advertising methods of Internet communications require composing and customizing an ad according to certain rules, creating a landing page with clear, attractive headlines and texts, and using understatement or other triggers.

As you now understand, in order to promote a website yourself, you need to have a fairly large amount of knowledge and experience. I talk in detail about all the online marketing tools below, but here I’ll just add:

It is impossible to set up an acquisition channel once and constantly receive orders. The Internet environment is changing, like everything around – new things are emerging, the present is becoming obsolete.

A good internet marketer uses proven methods of promoting a business and is constantly learning and testing new ways to attract attention.

Article outline

Basic Internet Marketing Tools

1. Tool - Contextual advertising

In most cases, contextual advertising is relevant to the search query or topic of the site page on which it is displayed. Exceptions will be the use of behavioral technologies (taking into account the search history of the audience), remarketing (showing an ad to people who have previously visited the advertised site), increasing brand awareness and incorrect settings. In these four cases, the ad may not be relevant to the user's search phrase.

• YAN – Yandex advertising network;
• Display Network – Google Display Network.

• Yandex.Direct
• Google AdWords

Flaws

• Balancing on the brink of payback. High competition in the industry means high cost of acquisition per customer (CPO) and business margins.
• Instability of profits. After the release of the song “Exhibit,” spending on Louboutin advertising campaigns increased significantly.
• Decrease in conversion rate. Profitable promotions competitors provoke a decrease in the number of applications, while the cost of clicking on ads remains the same.

Advantages

• Contextual advertising is quickly set up and can bring applications to a business in a matter of days.
• When properly debugged, ads are shown to interested parties.
• The advertiser is charged money only for transitions (clicks) on the advertisement – ​​the CPC (Cost Per Click) model.
• The advertiser can set the maximum allowable price for clicking through an ad to a landing page.
• Internet marketing through contextual advertising allows you to quickly disseminate information about promotions and sales.
• Flexible advertising and targeting settings.
• Transparent control and analysis of the effectiveness of advertising campaigns (AC) using Yandex.Metrica and Google Analytics services.

Google AdWords has more precise targeting settings. This means that such advertising is more effective. At the same time, the majority of Russian-speaking search engine users use Yandex, so to increase coverage it is better to use Yandex.Direct.

2. Tool - Display advertising

Used formats:

• HTML5 - modern;
• Flash is obsolete.

Unlike contextual advertising with pay-per-click (CPC), this type of Internet marketing can also be charged according to the time of placement on the website and according to the CPM (Cost-Per-Mille) model - payment for 1000 impressions. An impression is counted if any part of the ad is in the viewer's field of view.

Branding

Graphic branding is the most expensive advertising of all media formats. It communicates only important events and high-margin popular products are advertised, for example, movie premieres and Starbucks coffee.

According to the Financial Times, the daily cost of a branded “lens” on Snapchat reaches $750,000 during Halloween, Black Friday and other holidays.

Branded “lens” Starbucks on Snapchat

Graphic branding on the background of the siteKinomonitor.ru on the occasion of the release of the new Star Wars film

Interactive banners

A banner can have a static, animated or interactive format. The first two were probably observed by every Internet user. The interactive type of banners is not common due to its high cost.

Interactive banners are advertising that uses a gamification approach (elements of games). Interactivity lies in the banner's response to the user's cursor action. This format of online marketing is usually used to attract attention to a brand, event or computer game. Increased CTR (the ratio of clicks on an ad to its impressions) makes interactive banners very effective.

A striking example of interactivity is that the game is advertised for the 18+ age category. At the first stage, “spicy” animation entices the site visitor to hover the mouse over the banner. After this, the animation takes on an even more provocative character and you can control the red target, so the temptation to click on the banner increases.

Advantages

• Increasing brand awareness;
• The opportunity to highlight the uniqueness of your products and services;
• Increasing the effectiveness of Internet marketing through an emotional connection with a potential client;
• Wide coverage on popular sites (large number of views);
• Available statistics of impressions and conversions for analysis;
• Ability to fine-tune targeting to the target audience;

Flaws

• High cost of placement on popular sites;
• High costs for creating a truly effective creative video and banner;
• Users often use ad blocking plugins in the browser, which negatively affects its reach;
• It is necessary to optimize the media banner image for the most popular resolutions. Otherwise, after the launch of an advertising campaign, the ad view rate will grow slowly.
• Flash technology is not supported mobile devices and slows down the loading of the site.

3. Tool - Targeted advertising

Targeted advertising is ads shown to people on social networks depending on their socio-demographic characteristics. In other words, all social network account information that users provide voluntarily is used to “target” advertising on them for the purpose of effective online marketing.

• age;
• Family status;
• place of residence;
• places of work and study;
• areas of interest;
• characteristics of friends;
• subscriptions to thematic communities;
• geolocation indications in photographs;
• accessing the network from another country;
• and other data.

An advertiser can use any “ingredients” for his targeted “salad”, for example, set up an advertising campaign for an area 1 kilometer from the location of a certain restaurant, married girls from Moscow State University, working as accountants and having visited France.

There are many useful services in web marketing (paid and free) for collecting target audiences and analytics. The most popular of them:

1. Cerebro Target;
2. Pepper Ninja;
3. Segmento target;
4. Oktarget;
5. TargetHunter;
6. Barkov Target;
7. Target-Training;
8. Clever Target;
9. Flashlight;
10. Targetologist.

Similar to contextual and display ads, targeted advertising supports remarketing. A list of current and potential clients from your CRM can be uploaded to a social network, after which the targeted service phone number or email address will find the right users and will show advertising only to them.

pros

• Identification of the target audience from the general mass according to narrow criteria;
• Displaying advertisements to subscribers of communities and competitor groups, and friends of users;
• Quick and easy A/B testing of hypotheses;
• Possibility of monitoring efficiency.

Minuses

• Weakly expressed motivation of people to purchase a product than at the stage of active search, for example, on Google.
• The profitability of the audience can only be judged by indirect indicators, for example, VKontakte targets advertising at those who have recently used the Internet abroad;
• If you set up your targeting incorrectly, you can quickly waste any budget;
• Strict moderation of ads.
• After a while, the ads become boring and stop attracting the attention of the audience. It is necessary to periodically come up with new advertising texts and change images.

4. Tool - Teaser advertising

• traffic boost;
• sales of inexpensive products, for example, information courses, information products, subscriptions to cartoons, games.

The teaser has also gained popularity for selling products that are in trend - Velcro construction sets, souvenirs, spinners, blankets with sleeves, dietary supplements, cosmetics, cheap gadgets, jewelry, and so on. The main traffic for teaser advertising comes from mobile devices.

How it works?

• The first stage of the teaser consists of an element of understatement and an intriguing image. In this way, the visitor’s curiosity is aroused to click on the ad.
• The second stage implies that the information on the site fully indicates the beneficial, useful properties of the product.
• In the end, the potential client must take out a plastic card and not regret a small amount to satisfy his need.

In Russia, the reputation of teasers is at a very low level. This is associated with frequent misleading and completely porn-oriented advertising content.

The teaser network in Internet marketing is used to set up, provide platforms and place teaser ads on them. Most Popular:

• Visit Web
• Yottos
• TeaserNet
• Cashprom
• Kadam
• Recreative
• MarketGuide
• Direct/ADVERT
• AdSyst

pros

• One of the most inexpensive ways to promote.
• Easy to create advertising blocks using the designer.

• Ease of targeting the right users.
• Wide audience coverage.

Minuses

• Low efficiency when promoting narrowly specialized products.
• It is difficult to sell expensive goods.

5. Tool - SEO

SEO (Search Engine Optimization, search engine optimization) is taking into account ranking factors and bringing the website into compliance with the requirements of search engines. In simple words, SEO refers to Internet marketing in the form of website promotion in the natural search environment.

Search engine optimization is based on selected keywords(queries or phrases). They must be relevant in meaning to the page being promoted. Key phrases conditionally divided into high-frequency (HF), mid-frequency (MF) and low-frequency (LF). What the query is will depend on how many times search engine users have searched for information on it.

The higher the frequency of the query, the higher the competition for it in search and the more difficult it is to promote the site.

Everyone dreams of getting into the top 3 search results for high-frequency queries. This ensures that about a third of people interested in, for example, buying dishes will visit the site.

Do not confuse natural search results with contextual advertising.

Another important ranking factor is the technical “cleanliness” of the site: high speed downloads, valid layout, use of micro markup, style compression, etc.

Site structure, link mass, behavioral and commercial factors (for example, functionality call back and online consultant, availability of links to social groups) also play a significant role in promotion today.

Pros of SEO

• Low cost of customer acquisition.
• You don't have to pay extra if you get more clients than you planned.
• Constant control over the site by SEO specialists.
• In the process of search engine optimization, work is done to improve usability to increase the conversion rate of the site.

Cons of SEO

• Low level of flexibility. It is impossible to promote short-term promotions and sales. If you change the promoted query or add a new one, it will not immediately reach high positions.
• For the first results of promoting a new site to appear, at least two months must pass.
• Dependence on algorithms. The rules of the search engine game change frequently. It is necessary to constantly adapt to them, while positions for key queries may fluctuate.
• It is possible to advance using SEO Internet marketing only in the region specified in the contact information. For a company with a network of representative offices throughout Russia, subdomains are created with the names of regions and different contact information.

6. Tool - SMM

SMM (eng. social media marketing, social media marketing) is a set of measures in Internet marketing to attract and increase customer loyalty on social networks. You don't need to have your own website to get conversions. Create your own beautifully designed community, provide all your contact information and start promoting it.

In addition, popular social networks are equipped free service for the sale of goods and services. Each user can easily organize his own mini online store, indicating prices for the products sold and other important information. The service supports payment functionality directly on the social network. You can’t do without promotion here either.

Who is SMM suitable for and vice versa?

• Social networks are dominated by the consumer contingent. Therefore, using the SMM promotion tool is necessary for businesses with mass demand in the b2c segment - the field of beauty, things, tourism and other areas of final consumption.
• SMM is not intended for urgent services, such as opening doors or calling a plumber.
• It is difficult to promote a highly specialized business. For him, there may simply not be a target audience on social networks. Agree, it will be extremely difficult to sell a penthouse or an expensive car there.
• For large businesses, a social tool can serve to obtain email addresses of subscribers, increase awareness, and loyalty to their brand. Social media users love photos.
• If your business can provide at least one photo per day, this tool is for you!

Also, with the help of social Internet marketing you can:

• Deal with negative customer comments;
• Search for staff.

Advantages

• A huge audience for every taste and color;
• There are no restrictions for creating your own commercial platform;
• No significant investment required.

Flaws

• A lot of time is spent on site administration, content creation and comments.
• Undeveloped functionality for analytics.
• Control by moderators of excessive activity of network users can lead to temporary or complete account blocking.

7. Tool - Aggregators or marketplaces

Marketplace (English: marketplace) is a platform for collecting and comparing commercial offers from different companies. Typically, commodity-money relations do not occur in the aggregator itself, but after going to the official website or upon arrival at the company’s retail premises. In other words, the marketplace is only an advertising tool that can increase sales.

How it works for business (using the example of Yandex.Market)

19 million people use the Yandex.Market service every month for sales, purchases or information. To add goods and services with prices to it, you must:

• register your online store;
• prepare and upload a price list in YML, Excel or CSV format;
• pay for accommodation.

Other common marketplaces in internet marketing:

• Products Mail.ru
• Rambler.Supermarket
• Google for Retail
• Carfix.ru – car service aggregator

pros

• Wide audience coverage;
• Increased traffic on the site;
• Low cost of acquiring a client.

Minus

• high competition.

8. Tool - E-mail marketing

E-mail marketing is a strategy for promoting goods and services through email email newsletters target audience. The result of this tool can be expressed both in increasing customer loyalty and in increasing new and repeat sales.

Stages of email internet marketing

1. Formation of a database of E-mail addresses. Main methods:

• implement a registration form on the website;
• request email in exchange for a free information course, commercial offer, business plan, etc.:

• organize an RSS subscription.

2. Determining the target audience. Using the registration form completed by the user, you can obtain his socio-demographic characteristics. Behavior analytics services on a website in Internet marketing, for example, Webvisor, and placed orders help determine the interests of potential and current customers.

3. Target audience segmentation. After filling out the table with user data (previous stage), you need to segment them according to common characteristics. Let's say that women from 35 to 50 years old are most often interested in laser hair removal, and girls from 20 to 35 are most often interested in pedicure.

4. Formatting an email. Visualize it using your corporate identity and company logo. The text should be readable (contrasting with the background), with an optimal font size, concise and informative. Add contact information and buttons to groups on social networks. In order not to leave a bad impression on the recipient, who may only become a target in the future, place a link to unsubscribe from the mailing list. One of the best designers emails is MailChimp.

5. Formation of the content of the letter, taking into account the characteristics of each group of buyers (third point), writing an attractive title for the letter, selecting images, placing a link to a web resource.

pros

• No significant costs;
• Possibility of promoting several products or services at once;
• Impact on a “hot” target audience that was previously interested in the product;
• Implementation of personalized letters addressed by name.

Minuses

• There is a high risk that the mail service will filter the letter to the spam folder;
• Difficulty obtaining consumer data.

9. Tool - Guerrilla Internet Marketing

Guerrilla Marketing is the creation of advertising or content that does not require large expenditures and can effectively attract customers. An example from SMM - you can use your personal account on a social network to join a group relevant to the product being promoted and unobtrusively recommend it by communicating with its members.

Guerrilla internet marketing also includes other tools:

• Viral marketing.
• PR on the Internet.
• Crowd marketing.

10. Tool - Viral Marketing

Viral marketing is the implementation of “infectious” content that people want to share. Such material does not need promotion and causes a natural desire of people to exchange information.

Contrary to stereotypes, it is not advertising that makes a product or brand popular. People listen much more to the opinions of other users on the Internet than to advertising. Therefore, in the hands of someone who knows how to get consumers to talk about a product, service or company, there is a powerful weapon.

The principles of “contagiousness”, the use of which can start a “chain reaction” of information dissemination:

• Social currency. Everyone likes to look smarter, more knowledgeable, more fashionable, and have more social weight.
• Triggers. Impact on people's subconscious minds. For example, using blue-yellow colors in content color range creates a calm, stable atmosphere and fills users with optimism.
• Emotions. Inducing positive emotions, surprise or pride - stories of the formation of successful brands, results of important events.
• Society. People like to imitate and be trendy.
• Practical value. People strive to know rare, important and valuable information.
• Stories. Information presented dryly will not arouse interest. By wrapping your idea in an interesting story, you will attract attention to yourself or the product.
• Provocation and breakdown of the system. Expressing thoughts that are radically different from generally accepted ones.

pros

• Low cost of customer acquisition and traffic
• Increased awareness

Minus

• It's hard to come up with viral content.

An example of viral marketing on the Internet with the participation of Anatoly Wasserman

11. Tool - PR on the Internet

PR (English public relations, public relations) is an activity to create value and consolidate a positive image of a product, company or person in society. In other words, PR works to increase the recognition of the promoted object and its presence in the information environment.

PR, as an Internet marketing tool, involves:

• interaction and building relationships with the media, websites, forums on similar topics, opinion leaders;
• writing articles and press releases;
• organizing interviews, press conferences and presentations;
• monitoring PR activities of competitors;
• assessment of changes in the recognition of the promoted object;
• organizing joint projects with recognizable personalities and major brands.

pros

• The more expensive the product being promoted, the more people need positive information from various independent sources. In this regard, the Internet prevails over television and print media. Thanks to numerous forums, review sites, and comments on articles, the user gets the impression that the information comes from many different sources.
• Content published on the Internet is stored for a long time.
• Increased visibility and awareness of a brand, product or service.
• Great opportunities for creating native (natural) advertising. The user finds the information on his own and does not feel that an advertising offer is being imposed on him. This significantly increases the efficiency of promotion.

Minuses

• Indirectly affects sales, so PR income is difficult to measure.
• In most cases, there is no room for error, otherwise the Internet community will “go up in arms” seriously and for a long time.

12. Tool - Crowd Marketing

To understand crowd marketing, you need to be able to differentiate it from link building in SEO. The latter is done only to promote a specific page for a specific request. Crowd marketing uses more platform capabilities, so it pros include SEO task and others:

• increasing brand awareness;
• drawing attention to the company by criticizing well-known brands;
• increasing targeted traffic and conversions;
• improvement behavioral factors website;
• dissemination of necessary and useful information;
• minimizing possible risks from negative reviews about the company;
• forum members' assessment of the company's product and service ideas.

The apogee of effective crowd marketing on the Internet is considered to be:

• the ability to leave native and useful messages. If possible, use in the post, in addition to the link to the desired page, a video guide, images, infographics, review and other content;
• analyzing the link mass of competitors and using the forums on which they left comments to write their messages;
• setting up tracking of Internet references to queries, company names or products, for example, using Google service Alerts;
• the presence of a “pumped up” account (a large number of messages left and a high reputation) on those sites where it is planned to use this Internet marketing tool.

Minuses

• To achieve significant success, you need to spend a lot of time and effort.
• There is a shortage of active topics on forums to promote a narrow segment of business.

Internet Marketing Short Course from WebEvolution

Internet marketing tools: review, effectiveness, necessity

Andrey Baturin, May 30, 2018

Online stores, company websites, communities on social networks - they all require promotion. Therefore, Internet marketing is developing by leaps and bounds. What makes it effective is the variety of tools that can be combined with each other. If you want to gain recognition for your brand, learn how to use them! We decided to make a review that will show how modern Internet marketing promotes websites.

Practical Internet Marketing Tools

- promotion channels that bring visitors to the site.

Website

This is the basis of promotion, the platform from which you can interact with potential buyers. All other tools are in one way or another connected with the web resource, they help to promote it, revolve around it, like planets moving around the Sun.

Advertising on the Internet

• Banner advertising is a form of graphical advertisement, static or animated. The visual image is complemented by short, informative, memorable text.
• is aimed at attracting a specific group of visitors who have already shown interest in the topic. For example, a person asked Google “buy wallpaper in Saratov,” and after a short time he noticed that the search engine was showing him ads with the services of designers, repairmen, wallpaper stores and other finishing materials. Contextual advertising is placed not only in search results, but also on a large number of sites that are included in affiliate network search engine.

1. Direct appeal to interested parties only.
2. Displayed in the most visible places, “above” the search results.
3. Quick results.

It also has disadvantages:

1. High cost with a tendency to constant growth.
2. If the settings are incorrect, advertising will have low effectiveness: you need to learn how to use it.
3. Users develop tolerance to advertising: many consider it an annoying factor, some simply ignore it, others turn off its display.

As you can see, the number of pros and cons is equal. Let's see how things stand with other practical Internet marketing tools.

SEO promotion

This is a complex, but still effective way of promotion on the Internet. Be sure to read our 3-part series on search engine optimization:

There's a lot of useful stuff there!

Still, search engine optimization must be used: order from web studios, if possible, or do it yourself. This is not only a powerful Internet marketing tool, but also a way to “show” a website or online store to search engines from its advantageous side.

With proper optimization of pages for groups of keywords or individual queries, SEO provides a large influx of potential customers. The better the work is done, the higher the site’s position in the search results. The current approach is that you cannot rely solely on SEO promotion; you must use other methods of Internet marketing.

Among the advantages of search engine optimization, we highlight:

1. Efficiency with constant and high-quality work.
2. Long-term perspective.
3. Stable increase in conversion with a competent strategy.

1. Professional search engine optimization is time consuming and expensive.
2. Direct dependence on the requirements of search engines, which change frequently.
3. No one can give an absolute guarantee of the success of SEO promotion.

SMM - social media marketing

Another promotion tool in internet marketing is one that focuses on social communication platforms. More and more entrepreneurs use it every day. We already have several detailed publications on this topic:

We will not repeat ourselves, read these articles and instructions!

Mobile Marketing (MMM)

There has not been a separate conversation about mobile marketing yet. This is an effective promotion channel that uses common messengers: Viber, Telegram, WhatApp. Everyone knows what fate befell Telegram, but entire guides have already appeared on creating channels.

As part of mobile marketing, groups or conversations are created to which potential or active customers are invited. MMM must be used very carefully! It can give excellent results when you need to quickly attract the audience’s interest in some significant event. Let's say the store has started a seasonal sale or a new collection has arrived, and you inform customers about it.

In fact and practically, this Internet marketing tool brings sellers and their target audience very closely together, if the former act unobtrusively. And when the buyer starts receiving tons of content in the mailing list, voluminous, boring, overloaded, the person simply unsubscribes.

Blogs

The point is that products and services will be mentioned by famous people in feature articles, posts, discussions, and interviews. This method is invisible, is not perceived as advertising, and this is a definite plus. A blogger can have thousands and even millions of subscribers who consider him an authority and respect his opinion. The downside is that such cooperation is free of charge in rare cases.

Viral advertising

By creating compelling content, you can achieve a lot in promotion. We recently talked about the pros, cons, and details.

For distribution ad viruses One-page sites, videos, animations, social networks, cartoons, graffiti, word of mouth, gossip are used. It’s impossible to list everything! Thanks to buzz and the natural spread of word, a new brand can quickly gain momentum and gain recognition within a couple of days. The difficulty is that generating viruses is difficult: it requires a whole creative department.

Business on the Internet is developing rapidly, opening up new earning opportunities for users. Surely, each of us has repeatedly heard the concept of online marketing, but not everyone understands its essence. This is why this issue is so relevant today and deserves more detailed consideration.

Web Marketing Concept

First, let's look at the question of what internet marketing is. A thorough analysis of this term will help you understand why it is needed and how it is implemented.

Internet marketing (IM) is a whole complex of various marketing techniques implemented on the Internet and aimed at attracting as many people as possible to the promoted product or service. These users make up the target audience of a website, online store, public page, etc.

Effective marketing on the Internet helps to quickly promote a service or product, and also promotes the promotion of a website and personal blog. As a result, the conversion of the resource increases, and its owner receives high profits. Often this tool is used to increase the percentage of sales made through the World Wide Web.

Thus, if we look at the question of what Internet marketing is from a different angle, then we can say with 100% confidence that this is one of the main elements of online sales of products and services.

Now let's briefly understand who an Internet marketer is and what the essence of his work is.

To put it as briefly as possible, an Internet marketer is a specialist who promotes services or products through the use of special tools. These tools include:

• SEO promotion;
• e-mail newsletters;
• contextual advertising;
• distribution of advertising on social networks;
• banner advertising;
• Internet traffic arbitration;
• distribution of video on YouTube.

To achieve maximum results from his activities, a web marketer must use the maximum number of these tools. Of course, it all depends on what exactly he is going to promote, since using all these options in a row can lead to the exact opposite effect.

Features of Internet marketing include the provision of services by professional marketers aimed at website promotion. To achieve this, a number of works are carried out:

• analysis of user reviews about the resource;
• assessment of Internet portal navigation;
• determining how quality the services or products promoted by the site are;
• readiness of the resource for the upcoming process of promotion in search engines.

Thus, we can draw a small but important conclusion: online marketing is exactly the method of promotion on which the whole business literally rests. Without it, even large companies that decide to open a personal website to increase sales will not be able to achieve the expected results from their activities on the Internet.

Types of Internet Marketing

Marketing on the Internet has its own varieties. We have already indirectly examined some of them (IM tools). Now let's look at them in more detail. This will help you understand the specifics of working in this area of ​​business. Below are the most basic types of Internet marketing aimed at attracting the target audience to the site.

1. Comprehensive Internet marketing. This type of IM involves the use of special tools for online promotion. This means that marketers also develop the company’s website from scratch, not forgetting about creating a group on social networks and placing contextual advertising in search engines. However, you should not think that an integrated approach requires the use of all Internet marketing methods at once. Therefore, if you are going to promote your website yourself, be sure to consult with a qualified marketer before choosing a tool.
2. Viral MI. This type of Internet site marketing involves the use of a so-called media virus. It is launched with the aim of disseminating information about the company, while saving a lot of money on the services of professional advertisers. Of course, this is also done for a fee.

What does the term media virus mean? There are several options. This could be an animation, a short video, an article or a note, etc. The main condition is uniqueness. A media virus should not be taken from someone else; it must be developed specifically for a specific company.

1. Social media marketing. This type of web marketing is based on attracting the target audience through the most popular social networks - Vkontakte, Odnoklassniki, Facebook, Twitter, Instagram. This is done with the help of unique content, the distribution of which will be carried out by the network users themselves. This type of marketing of Internet projects is very popular, and moreover, users express much more trust than in conventional advertising.
2. Internet PR. By contacting authoritative virtual media, you will be able to highlight all the most positive and profitable qualities of your enterprise. Of course, you will have to pay a lot for this, but professionally created advertising will contribute to a rapid increase in the conversion of your site.
3. Affiliate marketing, or partnership programs– another type of online marketing based on mutually beneficial conditions between the site owner and his partner. It is used not only by people taking their first steps in IM, but also by large companies that have already gained wide popularity and demand on the Internet. Examples are Yandex.Market, Wikimart and others.
4. SMS or email newsletter. If you use this type of web marketing skillfully, it can give pretty good results. However, remember that everything should be in moderation, since Internet users are quite hostile to advertising mailings.

All these areas of Internet marketing are today successfully used not only by professional webmasters, but also by novice Internet marketers and website owners. However, they also cannot do without tools for promotion. We mentioned them briefly earlier, now let's look at them in more detail.

Review of the main internet marketing tools

Internet marketing tools help you quickly promote a website or group on social networks, as well as optimize it for search engine queries. Here are the most effective ones.

SEO optimization

SEO promotion of a website or blog is the creation of unique content using key queries. With their help, the resource becomes visible to the target audience.

The main components of SEO optimization are:

• placement on the site of text reading materials (articles) that will be interesting for users;
• within its framework (the so-called internal linking);
• posting links to the site on social networks or other resources;
• user-friendly interface;
• the ability to open the site on any device (template adaptation for different screens).

In order not to harm your resource, you should not engage in SEO optimization, even if you have studied a lot of materials on this topic and mastered the basic basics of such promotion.

Mailings

Thanks to this tool, you can quickly collect the required number of subscribers or potential clients. In addition, you will have an excellent opportunity to study the main requirements, interests and wishes of users, which will help you tailor your resource specifically to these criteria. In this way you will make it more attractive to users of the World Wide Web.

To implement email newsletters as one of the main online marketing tools, you will need to register with special service. Then create several emails that will be sent to other users' emails. Place a form on your website that needs to be filled out potential client- and the job is done. Once you complete all these steps, interested users will definitely respond to your mailings.

Promotion using contextual advertising

Contextual advertising is created specifically for a specific category of users. Your main task is to configure it correctly. If you don’t do this, then you will only waste money without getting a single client.

Targeted advertising on social networks

Targeting is the advertising promotion of a website on social networks. This Internet marketing tool is also aimed exclusively at people interested only in a specific product or service. To attract the attention of your target audience, you can set it up based on the principle of contextual advertising.

Banner advertising

To place an advertisement, you need to select a site suitable for thematic area. It is better to find several resources at once to attract as many clients as possible. As soon as you agree with the site administration, you can proceed to advertising. However, determine the size of the advertising banner in advance so that there is no confusion later.

You can select suitable sites for placement on the banner advertising exchange Rotaban .

Advertising on YouTube video hosting

Internet marketing services also include the creation and publication of advertising videos. In order not to spend money on posting them on other sites, create your own channel on YouTube and calmly post your advertisements there. At the same time, remember that the more “tasty” you describe the advantages of your product, the more interested users will purchase it.

Arbitration of Internet or mobile traffic

Purchasing traffic for the purpose of its subsequent resale is called arbitrage. Such an IM tool helps attract only interested users to the site, eliminating users who cannot be useful to you.

The cheapest traffic can be obtained thanks to. This service includes several types of advertising:

• banner;
• contextual;
• targeting;
• affiliate

Of course, to use this method of attracting the target audience, you will have to spend money, but pretty soon the business will pay off, and your profit will significantly exceed the starting capital invested in its promotion.

So, we looked at all the most famous Internet marketing terms. Now let's talk a little about the merits of such promotion.

Advantages and disadvantages

The advantages of Internet marketing undoubtedly outweigh the disadvantages, but in order for you to know what you are up against, you must know both sides of this type of activity on the World Wide Web.

So, the most basic advantages of IM are:

• relatively low price for the services of Internet marketers;
• high percentage of “contact” with the client;
• the opportunity to find solvent and wealthy clients;
• psychological comfort;
• the ability to easily obtain all the information you need;
• possibility to change marketing tool as you promote your business online.

Now let's talk about the disadvantages of internet marketing. Among them it should be noted:

• a small number of people willing to make a purchase via the Internet;
• a large number of “left” sites that only confuse the user, preventing them from making a purchase through a truly worthwhile and trustworthy service;
• absence reliable protection from scammers;
• ethical discomfort associated with people’s reluctance to provide information about themselves on the Internet.

In fact, IM is practically no different from conventional marketing. There is a difference, of course, but it is insignificant, and the fact is that Internet marketing involves the use of much fewer tools for promotion than usual.

How to start doing internet marketing?

Internet marketing for beginners involves the use of the following tools:

• creating your own website or personal blog with further placement of SEO optimized texts;
• contextual advertising;
• creation and promotion of a public page on social networks.

You can give preference to another approach - online PR. In this case you can:

• create columns on your resource with interesting and important news;
• post your publications on third-party resources;
• organize joint projects with other website owners or bloggers.

Such basics of Internet marketing with elements of PR give excellent results. In addition, even a beginner who is not experienced in matters of doing business online can understand them.

Viral Internet marketing, the basic principles of which we discussed earlier, is also a good option. Enough has been said about how to bring it to life. Thanks to the information received and its careful study, you will be able to master all the rules and tools of IM, which will take you several steps forward in creating and promoting your own business on the World Wide Web.

What is Internet marketing and what is its essence? What promotion tools and strategies are suitable for beginners? Where can I get comprehensive training in the basics of Internet marketing?

Hello, dear readers! With you are the founders of the business magazine HiterBober.ru Alexander Berezhnov and Vitaly Tsyganok.

Today we will look at such an interesting topic as Internet marketing.

If you work in the Internet field, then knowledge of the basic tools of Internet marketing will be essential for you. Personally, we use them on our website and it gives us great results.

Thanks to knowledge of the basic Internet marketing tools described in the article and their correct implementation in your business, you will be able to increase the income from your Internet projects significantly.

From the article you will learn:

• What is Internet marketing and what is its essence?
• What promotion tools and strategies are suitable for beginners?
• Where can I get comprehensive training in the basics of Internet marketing?

The tricks and techniques described here will help you increase your online sales and gain a comprehensive understanding of how to promote and attract customers online.

1. Internet marketing: definition, features and benefits

Any commercial project needs to expand its field of activity.

Almost all modern commercial companies have a presence on the Internet in the form of a full-fledged resource, blog, or page. However, simply by creating a network resource and even filling it with information content, you will not automatically increase sales and increase the popularity of the company (website).

More targeted work with the site is needed, involving its promotion, SEO promotion and increasing conversion. This is what online marketing specialists do.

Let's give it a definition.

Internet marketing is a set of techniques on the Internet aimed at attracting attention to a product or service, popularizing this product (site) on the Internet and its effective promotion for the purpose of sale.

Modern dictionaries define online marketing as the practice of using all aspects and elements of traditional marketing in the network space. The main goal of events of this kind is to get the maximum effect from potential site users and increase their flow.

Integrated Internet marketing uses all possible channels of advertising and promotion of resources on the Internet to increase website traffic and sales growth.

Basic internet marketing tools:

• SEO optimization (promotion in search engines);
• e-mail newsletter;
• advertising on social networks;
• contextual advertising;
• banner advertising;
• traffic arbitrage.

Web marketing tools will be discussed in more detail below.

In the meantime, let’s find out the features and advantages of professional website promotion in the network space.

The basics of Internet marketing are the same as in regular marketing.

Classic (traditional) marketing is the process of identifying and effectively meeting the needs of individual customers and the consumer audience as a whole.

The main task is to provide and promote goods and services to consumers and establish direct relationships with the client for the benefit of the company.

The rules of web marketing are quite simple: you can understand them in a few hours, but knowing the basics does not mean that you will be able to apply them productively in practice (just as knowing the rules of a chess game does not make you a grandmaster).

Ideally, the business of promoting and promoting products on the Internet should be handled by professionals. Today, Internet marketing services are provided to website owners by special agencies and studios, which are becoming more and more numerous in the online space every day.

Effective Internet marketing (e-marketing) consists of the following components:

1. Product (aka product). Required condition: something that is realized through network resources, must be distinguished by quality or some unique properties in order to compete with other sites and regular stores.
2. Price. It is believed that prices on the Internet are slightly lower than in real life.
3. Promotion– multi-level promotion of both the site itself and individual products. This item includes a whole arsenal of tools - SEO, contextual, interactive and banner advertising, working with communities on social networks and blogs.
4. Point of sale- the site itself. A functional resource must have an original design, high-quality navigation, and top-level usability.

Other components also play an important role: target audience, content (website content), and involvement of visitors in marketing processes.

An Internet marketing strategy involves step-by-step work to determine the needs of the audience, create and promote content, and involve visitors in active purchasing processes.

Involvement– a key indicator of the effectiveness of modern web marketing. This element shows the level of user interest in your site and ultimately determines the success of a business venture.

Before you start promoting a resource, you should determine its target audience and the needs of each client who comes to your website. Only in this case is it possible to increase resource conversion and make a profit.