What Is Online Marketing?


It was in October 1994 when the first web-based banner ad was born courtesy of an advertising campaign for AT&T. The copy read: “Have you ever clicked your mouse right HERE? YOU WILL”. In the four months that followed, 44% of internet users had actually clicked on it, giving the company heaps of advertising mileage.

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The publishing of that ad, which is now better known as display ad, has been referenced as the earliest size of digital marketing. Then again, display ad is only part and parcel of the entire digital sale industry.

Almost three decades after the launch of the iconic banner or display ad, the industry has evolved beyond ads. It now encompasses a wide range of internet-based strategies using digital sale channels lớn deliver content và promotional offers.

Understanding Digital Marketing Channels

Digital kinh doanh channels are platforms that you can use to lớn reach your target audience with information about your br&, product, or service. Utilizing these channels allows you khổng lồ help your customers with any questions or challenges they may have while positioning your business well so that you can be a step closer khổng lồ your marketing goals.

Not all digital kinh doanh channels are cut out for each and every one of your business objectives though. Some are more suitable for certain types of audiences, while others are phối up differently depending on what they’re capable of doing. As such, you must know which digital marketing channel lớn use and then implement the best practices lớn achieve a particular goal.

Effective sầu Digital Marketing Channels

Websites (Content Marketing)

Your website is a must-have sầu tool for your business as it provides you with a dedicated platform where you can educate audiences about your br&, products, & services. This requires a solid understanding of your target audience & an effective nội dung marketing strategy.

Whatever the kích cỡ of your company, a trang web can give your business the online presence it needs lớn communicate and/or sell lớn prospects. In fact, another study showed that69%of Americans have sầu purchased an tòa tháp online. Whether your business is concerned with e-commerce or it’s something that’s more service-oriented, be it B2C or B2B, you should definitely invest in a trang web.

HubSpot Website

Your trang web is an igiảm giá channel for yournội dung marketing campaigns. Through blog posts và announcements, you can provide existing and potential customers with valuable và relevant content to lớn help them solve sầu their pain points. Because websites have sầu multimedia capabilities, you can easily distribute different types of content—from articles lớn infographics, và even video clip.

At the rate that people are consuming nội dung, having the right set of these top-performing nội dung types can exponentially increase your site traffic and engagement. Ultimately, this can result in better brvà recognition, authority building, and new sales opportunities for your business.

How Your Website (Content) Can Help You Increased organic traffic. People will naturally gravitate khổng lồ your trang web for high-unique, relevant, và insightful nội dung that displays your thought leadership. Lead generation. When people come to your site, it means they are interested to find out more about your product or service, making them potential customers for your business.

How lớn Use Websites: Best Practices and Top Strategies

Create nội dung assets in various formats. Certain types of nội dung are more effective for a particular stage in the buying cycle. For example, you should reserve sầu hàng hóa videos for audiences in the consideration funnel and not when they’re barely starting to be aware of your business. Promote your content via social truyền thông and gmail marketing. Promoting your content makes it easier for audiences to find it—& possibly nội dung it with others in their network.

Related Content: The Beginner’s Guide lớn Content Marketing, Content Marketing Resources, Every Blog Content Format You Can Create, and Free Content Marketing Tools


There are several reasons why it’s so hard lớn dislodge gmail as a channel that delivers medium khổng lồ high ROI for your business, but the one thing you can’t take away from email is its versatility. Although tin nhắn may not be the newest công nghệ available, it allows you to lớn apply the lademo trends in nội dung kinh doanh, such as personalization and automation, without hurting your sale budget.

Halloween kinh doanh email from Uber

E-Mail also has the ability khổng lồ support other kinh doanh objectives, so it’s no surprise that 73% and 63% of B2B marketers say that email is their top tool for generating leads & driving revenue, respectively.

Beyond lead generation & revenue, gmail helps you in many more ways as follows:

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Social Media

Social truyền thông media kinh doanh is on this danh sách for some very worthwhile reasons, but this isn’t just about social truyền thông media users reaching the3.81 billion mark. From being a channel that people use khổng lồ establish personal connections, social media has evolved inlớn something grander, bigger, và better than what it was originally envisioned khổng lồ be.

Sonos using the power of social selling on Twitter

These days, you can reach out khổng lồ potential buyers by engaging them in a more personal and authentic fashion. As such, it’s easier lớn direct your efforts toward organicsocial truyền thông media marketing since the platsize was initially designed to lớn foster interactions rather than sell to lớn your prospects.

You must invest time in cultivating relationships with your target market as you try lớn underst& the needs và interests of your buyer personas. Ultimately, this can help you generate highly qualified leads on LinkedIn, Twitter, or Facebook—which tài khoản for driving 80%, 13%, & 7% of qualified B2B leads, respectively.

Although this can directly drive sales, you should remember that social selling isn’t really about selling at all, so prioritize building a strong, positive sầu relationship.

How Social Media Can Help You Customer engagement. Social truyền thông allows you khổng lồ build rapport with your br& followers. With social, you can reinforce your company image by putting names to lớn faces và adding that human touch, which makes your brand more relatable to the public. Wider audience range. Social truyền thông media posts are easy to lớn chia sẻ, opening up word-of-mouth opportunities that can help you grow your audience or customer base. Even better, it doesn’t cost you a fortune for your content lớn be shared. How to lớn Use Social Media: Best Practices & Top Strategies Be original. This applies to the topics you tackle and the approach you employ in creating your nội dung. Rethành viên, creativity is a major factor in social engagement. Include hashtags in your posts. Word spreads fast when you use the # tag, allowing people to see and jump in the conversation.

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Organic Search (SEO)

Did you know that over 75,000Google search queries are performed every second? Just imagine how many people are searching on the internet! Given that people use tìm kiếm engines for retìm kiếm, shopping, & entertainment, the opportunities for businesses are huge!


When prospects or customers look for products or services, they’ll tend khổng lồ go with whoever ranks higher. Standing out from the competition at this stage means that you’ll be capturing new opportunities organically, driving a consistent flow of leads down your sales funnel.

As long as you adoptmodern SEO best practices—từ khóa retìm kiếm, blog post optimization, & linkable nội dung creation—improving rankings on search engines will come a lot easier.

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How Organic Search (SEO) Can Help You Search rankings. Since people are mainly using tìm kiếm engines to look for information when shopping for products or services, producing unique & optimized nội dung on a regular basis can propel you on top of search results. Link building. As you start ranking on tìm kiếm engine results pages (SERPs), you can expect backliên kết from high-unique sites lớn follow. How to Use Organic Search: Best Practices và Top Strategies Optimize your website with on-page & off-page optimization. On-page SEO includes choosing the right từ khóa & providing meta descriptions for your content, while off-page SEO involves link building techniques lượt thích guest posting. Together, on- và off-page SEO create signals that Google can use to lớn rank your site. Implement local SEO khổng lồ market your business within your community và nearby areas. One of the ways lớn vày local SEO right is lớn list your business name, address, và phone number (NAP) consistently across your trang web, business directories, và social media protệp tin as they work like từ khoá that help Google và users locate your business.

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Paid Search (SEM)

On the surface, it might seem inconceivable that paid tìm kiếm (also called SEM) will have the potential khổng lồ give sầu you ROI. After all, you’re paying for each cliông xã you get, unlike SEO, where people find you organically (và technically for free).


The advantage of using paid tìm kiếm is that your ads are shown above organic search results, making them more visible khổng lồ users. Even if you have sầu lớn pay for every time a user clicks on your ad, there’s still a lot of value—monetary and otherwise—that can be had from paid search. Being above organic results means you’re still capturing that engaged searcher before they even have sầu a chance to see their other options (your competitors).

For every $1 you spend on Google Ads, you can earn an average of $2 in return. That’s 100% ROI right in the bag. It’s also been found that PPC results gain 11/2 more conversions than organic visitors. Clearly, paid tìm kiếm could very well represent a win-win situation for your sale campaigns.

How Paid Search (SEM) Can Help You Brand awareness. Your ads appearing on top of SERPs means instant br& exposure và reCall for target users. Lead generation & conversions. Just lượt thích with SEO, prospective customers are looking for solutions lớn their problems but the difference is that SEM involves less work. With SEM, you can target your ads to appear in front of motivated buyers based on their demographic or location without the nitty-gritty of on- or off-page SEO. How to lớn Use Paid Search: Best Practices and Top Strategies Remarket to your audience on Facebook. As the world’s largest social network, you can use Facebook’s remarketing tools khổng lồ get people who have sầu expressed interest in your ad but weren’t ready khổng lồ buy yet back khổng lồ your website. Direct users who clichồng on your ads to lớn the right places on your trang web, such as landing pages that contain a liên hệ form. You can then collect your visitors’ personal information & use it to engage them with your sale campaigns.

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The number ofdi động phone usersis increasing by the day, và this trend is expected lớn continue in the years khổng lồ come. Because of this, it only makes sense to serve sầu promotional content lớn sản phẩm điện thoại users. And thanks to lớn geo-targeting strategies where location information is used khổng lồ recommend products or services more conveniently, customer experience can be consistently improved as well.

The Starbucks điện thoại tiện ích boasts features that support their sales operations. – Source

Smartphone users are also spending 90% of their sản phẩm điện thoại time using apps và games, which makes Smartphone apps a profitable marketing channel. Last but not least, Smartphone can collect customer data, which you can then use khổng lồ maps out a thiết bị di động marketing strategy that produces results.

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Display Ads

Display ads allow you to lớn use images, audio, và đoạn phim khổng lồ communicate your advertising message better. These are shown on websites, email platforms, social media, & many other digital channels that offer ad placements, usually in the form of a banner.

Dropbox banner ads have sầu clean designs that drive brvà awareness và draw people in with great USPs. Simple yet effective. – Source

Compared to tìm kiếm ads, display ads generally have lower cost-per-clichồng since there’s more advertising space available across the website than on a tìm kiếm engine. The core difference is that you don’t target keyword. Display advertising success depends on how well you can match your ad to lớn the host website’s audience lớn drive conversions.

One of the great things about display ads is their ability to trachồng users for retargeting. For example, if a user lands on your trang web and doesn’t convert, you can track them with a cookie và retarget them with a relevant display ad later on. It should be no surprise to know that with this much contextual relevance, you’ll be generating a lot more conversions at a lower cost-per-cliông xã (CPC).

How Display Ads Can Help You Br& awareness. Since your ads are distributed via the Google Display Network (GDN), you can gain access to millions of sites across the website, each with their own set of audience. Sales and conversion. When done correctly, your ads can compel visitors khổng lồ pursue an action that you want them lớn take, whether it’s khổng lồ buy your product or tải về your business ứng dụng. How lớn Use Display Ads: Best Practices & Top Strategies Highlight your quality selling proposition (USP). Let your customers know how your business can help them—whether it’s chất lượng, value for money, br& of customer service, which they can’t get anywhere else. Avoid hard-sell điện thoại tư vấn lớn action (CTA) phrases. It’s the first time that visitors are encountering your brvà, so choose CTAs that focus more on customers’ needs rather than those of your business.

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Factors to Consider When Choosing the Right Digital Marketing Channels


As a rule of thumb, the channel you choose should be guided by what you want your kinh doanh campaign khổng lồ achieve, whether that is brvà awareness, conversion, thought leadership, lead generation/nurturing, or ROI. You can refer to lớn the previous section contained in this post lớn narrow down the perfect channels for your goals.


Advertising expenses differ from channel lớn channel. Some offer tools that you could use for không tính tiền, while others can only be used for a fee. Still, some others lượt thích paid search fall somewhere in between with performance marketing benefits, where you only pay when someone clicks your ad.

Target Audience

One way to lớn target specific personas is lớn know on which channels they’re most active or engaged. With this information, it’s also easier lớn come up with content that will interest your audience.


If your competitor is selling to customers via a particular sale channel, you can either (1) go the same route and take advantage of that channel’s existing market or (2) look the other way where there is less competition—although you’ll need lớn consider too if there’s enough opportunity for you to sell in less popular channels.


Depending on the size or nature of your business, you may or may not need all those nice-to-have features that a particular digital marketing channel offers. Consider starting with basic features & then scaling things up once you see they’re worth investing in.


Even if you’re using multiple digital channels in marketing your business, you should be able lớn provide a seamless experience to lớn users, where they can move from one channel or device to lớn another without any difficulty.

The Best Channels with the Best Results

The various digital marketing channels work differently from one another &, therefore, will give you different results. Additionally, what works for one br& might not necessarily work for you. The ideal scenario is that you thử nghiệm different channels and strategies lớn see what combination suits you best.

Take time lớn measure key metrics& analyze if the results you’re getting are helping you maximize your ROI. Otherwise, don’t hesitate lớn adjust your marketing game moving forward.