If traditional marketing is the act of presenting something to another person, what is online marketing? All we have to do is add a single word to the original definition, and you get the following:
“Online marketing is the act of presenting something to another person online.” (Miller 2010)
It’s that simple and that complex. So, what changes with online marketing? Nothing in general, but a few details that are essential.
The first detail that varies is the act of presentation. On the Internet, the ways in which we present something are different – and sometimes more varied – than we are used to. We can present through email, website, podcasts and videos, blogs and social networks. We can even if we expand the definition of the web, present through mobile phones that connect to the Internet. In summary, there is a multitude of ways to present something online and we must take them all into account.
The next detail that changes is what is presented. We can still
We present ourselves, our companies, brands, and products. But we can also present our websites (some purists may argue that the website is an extension of oneself, the company or its product, but the website is a unique entity in itself).
Finally, there is the person who is presented online. While the people we reach are probably not very different from the people we know through traditional marketing, online marketing allows us to target those same people in a more selective way. In other words, the Internet allows us to adjust our goals in a way that is not possible with traditional marketing.
Online marketing differs from traditional marketing, especially in the way of doing things. We still present something to someone, but we only do it with the various media and channels available online.
Online marketing is not a section that goes free but must be coordinated and integrated with the general marketing plan of the company.
To define online marketing in more detail, the UK’s leading marketing organization, The Chartered Institute of Marketing, defines it as:
“The management process in charge of identifying, anticipating and satisfying
customer needs profitably. “
Now let’s consider how online marketing can meet the
definition of marketing, if properly applied. Let’s divide the definition into more manageable segments:
“E-marketing can identify, anticipate and meet the needs of customers efficiently.”
Taking a web page as an important part of e-marketing,
Consider how a website can meet the definition of marketing
(identity, anticipate and meet the needs of customers in a
profitable). It can:
Identify the needs through customer comments, queries,
petitions and complaints through the web, email, bulletin boards, chat rooms, forums, sales patterns, and observation of new groups of customers identified by data mining (process of analyzing data from different perspectives and obtaining information useful), through customer data, sales and interests (obtained with web analytics depending on the pages visited). Even online surveys asking how to improve the site or request suggestions for product improvements or new products, identify the needs of current and future customers.
Anticipate the client’s needs by asking questions to them and
Involving them in a dynamic dialogue based on trust. And of course, a bit of what Amazon calls “collaborative filters” (which allow you to identify and anticipate what customers may want, considering that buyers of similar books have similar interests). User profiles allow many companies to do their own data mining (data mining) to discover and anticipate the needs of buyers. The most sophisticated profile systems allow some companies to analyze our interests, without even knowing our name, courtesy of a cookie (a computer code sent to our PC, with or our permission, when we visit certain websites). So without knowing our name, they know our tastes. In this way, when we visit a website we can find that the banner of a
product that interests us appears, and not by chance. The cookies have been anticipated to our wishes and needs.
Satisfy the needs with quick answers, punctual deliveries,
Updates on the status of orders, useful reminders, services post-sale
and value-added services in combination with dynamic dialogue. The dialogue maintains permission to continue communication and adds value by delivering useful content in the right context (the right amount and time).
Efficiently, it means carrying out the processes in an automatic way or
semiautomatic, but without falling into an impersonal process. Efficient encompasses
also effective, that is, to fulfill the processes to the satisfaction of the client.