Marketing functions and tools. Everyone talks about them, but few people understand what is hidden under these words. Let's try to figure it out in more detail and finally find out what these guys are made of.
Marketing function - organize and implement the exchange process between the manufacturer and the consumer. In other words, it is a set of main directions, rules of the enterprise, depicting the content of the marketing approach to business organization.
Analytical - research and analysis of the external and internal market environment. The analytical function of marketing is a study of the market itself, a study of buyers, a study of the company's structure, a study of products, an assessment of the internal environment of the company.
Production - organization of the release of new products, organization of provision, control over production quality. The essence of this function lies in the development of new products that would best meet the needs of customers. Marketing activity directly affects production, trying to present this process as flexible enough, capable of producing competitive products in accordance with technical and economic requirements and at relatively lower costs.
Sales - organization of the process of commodity circulation, service, organization of the order of formation of demand and active influence on sales, formation of commodity and price policy. This function has concentrated in itself everything that can happen to the product during the period of time after its release and before the start of its consumption. The order of commodity circulation provides the manufacturer (and the buyer) such conditions under which the products are located exactly in the place where they are needed, and in the volume in which they are in demand, and of the quality that the buyer expects.
Control and monitoring function is an organization for planning and control purposes, informational management and communication. This function assumes the adoption of the most possible planning and proportionality in the functioning of the company, mainly in the process of long-term strategic goals.
What can be done in terms of marketing functions
All of these marketing functions may well be displayed in a cyclical process. These are, in order, performed activities for marketing analysis, production process, sales and evaluation of results.
As you know, the purpose of marketing is to study and meet the needs of customers and society as a whole with the profit of a particular company. In most cases, people begin to think about marketing only when an elementary advertising campaign is required to increase sales of a certain product. Let's make a reservation right away - this is a wrong tactic. In fact, in the case of the correct and timely use and application of various marketing tools to promote a company to the market, it becomes possible to achieve the desired result.
With the proper organization of marketing functions, they should penetrate the entire management structure of the company. All marketers are guided in their work by the most common and simple 4P marketing mix scheme and affect product, pricing, sales and promotion policies.
Commodity policy... It is based on the principle that it is necessary to produce only those goods that are extremely in demand on the modern market, and not to promote what has already been produced. This category includes the following marketing tools:
- products;
- product range;
- trademark;
- packaging;
- support services or convenience in the sale;
- warranty and service.
Price policy... The pricing process depends on several factors. The cost of goods should include not only production costs, but also costs associated with the sale of goods. Here, marketers use the following tools:
- pricing;
- system of discounts, promotional cost, bonuses;
- pricing strategy.
Sales policy... Nowadays in marketing, “distribution” is considered in a somewhat wider sense, namely, as “distribution”, which implies the delivery of products to the point of sale, while organizing various activities to support sales and various service activities.
Communication policy... She is able to solve problems related to the choice of the method and method of promoting products on the market and through whom to carry out its promotion. Promotion is a collection of various actions that a firm uses to inform buyers, entice them to make a purchase and remind them of its products.
Marketing tool totals
As you can see, any company can use any marketing tools, and there are a great many of them in modern marketing. This figure has already reached 5 thousand. As a result, the selection of a particularly appropriate combination of existing tools in order to implement the company's marketing plan is the most important task for marketers.
Well, as a final touch, we suggest you watch a really very useful video. I hope you can master it and say thank you 🙂
Internet Marketing. It's not even a trend anymore. This is some kind of madness. “Business needs to be transferred to the Internet! All clients and money are there now! ”.
In part, yes. But this is said by people who have 100% offline businesses and who believe that internet marketing will be their salvation.
Remember Jesus had 12 apostles? And if Internet marketing can be associated with it (well, they still see it as the messiah), then the 12 Apostles are Internet marketing tools.
What, where and ...
It is useless to deny that the Internet has irrevocably merged into our lives. We endlessly sit on social networks, chatting with other people, watching movies and TV shows in it, looking for the necessary information on websites, forums, blogs.
And no matter what site we visit, no matter what picture or link we click on, everywhere we meet advertising. The very notorious internet marketing that we will talk about today.
But traditionally, let's figure out what it is. I will not write “smart” versions from Wikipedia, just simply and briefly:
Internet Marketing is the promotion of a product or service on the Internet and using the Internet.
Why on and not off?
Everyone compares online and offline space. And they come to the conclusion that the Internet has become stronger in every sense.
Yes, yes I am
And there is certainly some truth to this, but let's take a look at what “stronger” means first.
Measurability
Remember that saying about half the money going down the pipe? So, Internet marketing, in contrast to offline marketing, will be able to tell exactly where your money is going.
Because everything is very clearly visible here. With the right analytics setup and use, you can see a lot.
By the way. If you are interested in analytics, then Roistat will be your faithful assistant. And in addition to free 14 days, you will receive another 5,000 rubles. (with the promo code "INSCALE") as a gift ..
For example, when a customer bought who came to your site, where he is located, what computer he uses and what kind of ad he was interested in (believe me, these are still very rough settings, usually they are deeper).
You never get that in offline marketing. All you can do is find out that the person came from the radio through the flyer. And then, obtaining such knowledge will be more luck than a pattern.
Purposefulness 1.0
Remember the most famous objection after “Expensive” - “I need to think!”. And people go to the Internet to think. Especially if it's a little-known product.
That is, the mechanics are as follows: people saw offline ads and went to the Internet to look for information about the product or service they saw. There they also make a targeted purchase decision. In other words, offline creates demand, online satisfies it. Just like that, and nothing else.
Everything, I'm going to buy Purposefulness 2.0
Not so long ago, we wanted to run a radio advertisement for one of our clients. And all that they could provide me was the audience research of this radio one year old.
"Mostly men from 30 to 40 years old with average income listen to us." There is no such thing on the Internet. Such an ugly untargeted approach.
Do you need clients who are located in the center of Moscow and access the Internet from Apple computers? It's not hard to arrange.
Remember, I wrote a little higher about the settings? So, not rough settings - when you see that a person entering your site is in Moscow and does it from an Apple computer, then the price of goods or services automatically rises by 10-15%.
Do you need travelers who fly abroad 2-3 times a year and at the same time occupy leading positions in companies? This is also easy to arrange.
For example, on Facebook, when setting up targeted advertising, this is done by putting 2 checkmarks. And that's it! Agree, offline can not even dream of this.
And you're right ... A wish
Do you want customers who will buy tomorrow and at the same time do not know your company at all? It is quite possible. This is how contextual advertising works in conjunction with a one-page website.
In short, this is the creation and placement of information, which, first of all, is useful for the client, and only then sells. Our blog is an example of this.
Pros :
- Content that users are looking for and which is useful for them is not perceived as advertising, therefore, practically does not cause irritation;
- Greatly influences the placement of your blog / site in search results. Especially if the content is rare and unique;
- Increases your awareness and expertise. Moreover, if you create content in a highly specialized direction.
Minuses :
If you approach it professionally, then you need the work of a whole team (copywriters, editors, SEO specialists, etc.);- It takes a lot of time from an idea to even the first result.
SEO (search engine) website promotion
This is when the owners say: “But I’m driving in“ buy wallpaper moscow ”and my site is in the first place.” Usually this is meant. For more information on what it is and how it works, read this article.
But again, I have prepared for you a short excerpt from the pros and cons of this method.
Pros :
- Strongly increases traffic to the site;
- Once you need to bring it to the TOP, then periodically support it;
- Potential customers come to the site who are looking for either a product or a solution to their problem, and therefore the conversion from potential buyers to real ones is very high.
Minuses :
- Long term for obtaining results;
- You need to have specific knowledge or hire professionals (which, by the way, you cannot control too closely).
A question may arise. What is the difference between content marketing and SEO marketing? They are so similar. Yes and no.
Both tools work with information, but content marketing is an approach to delivering information, and SEO marketing is a tool for conveying this information.
contextual advertising
- A very lively and interactive audience that, with attention and care, can become very loyal;
- If this is just group management, and not targeted advertising, then the management can be done on its own. Accordingly, it is free, but not very effective.
- The cost of social networks is paying off on a global scale, it is difficult to recoup immediately;
- Social media isn't for all businesses. Of course, there are examples when factories maintain a page on Facebook and successfully get customers from them, but to come to this, they invested a lot of effort and a large amount of money;
- They require a lot of attention, since users in social media. networks are accustomed to a lot of attention and it is not so easy to hook them already.
Display advertising
These are the most standard banners that are placed on a more or less decent site with.
Display advertising Probably one of the oldest, annoying and less and less effective advertising tools on the Internet.
Pros :
- They have a good effect on memorability and recognition;
- Large audience coverage, thus there is an opportunity to get random buyers.
Minuses :
- Expensive;
- Low click-through rate.
Teaser advertisement
Pugacheva lost 30 kg! Putin married Kabaeva! At the dacha of the Minister of Economy they found $ 10 billion.
Teaser advertisement In short, I've just described to you what a teaser advertisement is, i.e. a catchy and catchy image with a shocking headline that makes a potential customer click and go to the site.
Pros :
- Large-scale coverage;
- Minimum settings.
Minuses :
- Perceived as advertising, and very aggressive;
- As a rule, traffic to the site is chased through a pad (a blog that imitates useful information about a product), thereby significantly reducing the conversion.
Viral marketing
One example is about instead of a thousand words. Because it is better to see once than to read a thousand times.
https://youtu.be/Is0E5aNot4U
And now, according to the classics of the genre, the pros and cons of this method. Read on and enjoy.
Pros :
- Very high audience loyalty. People love to distribute content that makes them laugh or shocks;
- Increased loyalty to a product or service, so purchases will be made with increased confidence;
- Viral content is easily diverted (sometimes even hosted for free).
Minuses :
- It's not easy to create a video that goes viral. You need knowledge and skill (especially if we are now talking about a viral video for business);
- In order to make a video viral, you need to “push” it, that is, financially invest in its placement;
Short-term effect.
Email marketing
You leave your name and e-mail on some page in order to receive some useful material (in professional language this is called a “magnet”). By tradition, to understand this, it is better to read the article
I wanted to collect for you a minimum of theory and a maximum of specific advantages and disadvantages of Internet marketing tools.
Today we will consider 7 tools and identify pros and cons for each.
1) SEO
In a nutshell: "Adjusting" the site for search engines. As a result of effective work, you get website promotion in the TOP of the search for key phrases.
What are the pros:
Increasing website traffic;
Not very significant promotion costs;
High conversion of website visitors into buyers;
Minimum negative effect of imposing on the buyer;
Simplification of target audience search.
What are the cons:
The need for constant monitoring of the content of the site in order to meet the requests of search engines;
Timely updating of site content, again, for search engine queries;
Not the shortest time to achieve campaign results;
The need to adjust the same site to the criteria of different search engines.
2) Contextual advertising
What are the pros:
Basically only target audience and “warm” clients;
Your ad is visible IMMEDIATELY in search results;
There is no condition for mandatory site optimization for the requirements of search engines;
Remarketing: when a potential client, who for some reason has left your site, "pursues" your contextual advertising on third-party resources;
The ability to track the expense of funds. You will not pay for impressions by quantity or time, but for the very transitions of potential customers to your site;
Fast effect. Unlike SEO work, context work can be felt in a shorter time frame. Usually in the first week of the campaign, you can see the dynamics.
What are the cons:
3) Display advertising
In a nutshell: animated or static banners, teasers, videos posted on websites as advertisements.
What are the pros:
The ability to influence the subconscious of site visitors depending on certain factors (gender, age, field of work, etc.);
Successful banners are memorable;
The ability to analyze the audience coverage. The more traffic to the site on which the display advertisement is placed, the greater the coverage;
The most effective tool to increase brand awareness.
What are the cons:
Big budget;
Not always high conversion of visitors to customers.
4) CMM
What are the pros:
Live interactive audience;
There are no costs for advertising in social networks, if it is not promotion for money;
The ability to quickly work with customer proposals and objections
Formation of an audience of regular customers who will follow the development of your company, changes, promotions, etc.
What are the cons:
Not always the target audience;
Not all "topics" are promoted on social media equally well. Usually SMM works well for B2C, C2C, with B2B it's not so simple;
Get ready to spend a lot of time on the community. Social networks constantly need attention, if you do not appear for a long time, they forget about you.
Cherish your reputation. Having made a few not the most effective posts, you can damage your reputation for a long time and lose loyalty of your subscribers.
High competition. Everyone is trying to get to the top, and you have to be the best.
5) viral marketing
What are the pros:
Fast and easy to place;
Increased customer loyalty due to the absence of annoying advertising effect and increased confidence in the product;
Cost effective;
Just target;
No restrictions or censorship.
What are the cons:
Temporary effect;
It is difficult to predict the outcome of a campaign;
High production cost;
Limitation by target audience.
6) Email newsletter
What are the pros:
The ability to form a target audience for various parameters: type of activity, geographic location, age, etc.;
Audience consistency;
Detailed reporting and the ability to measure performance.
What are the cons:
Obsession;
The probability of getting into SPAM.
7) Content Marketing
In a nutshell: Creation and distribution of information useful to clients / subscribers / consumers. Not always advertising, but always in demand.
What are the pros:
The ability to quickly gain readers' trust. Even the first article can make you famous and bring you to the TOP in search engines;
Recognition. With each new publication, you form an impression about yourself, your resource and your product, clients will remember you;
Great SEO engagement. You have a great chance to increase traffic by writing content that works for SEO;
Good copy doesn't look like ads and doesn't annoy subscribers.
What are the cons:
We use all 7 tools. And SMM, content and contextual advertising work best for us.
We write only useful texts for you and increase the conversion of your sites!
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The number of users of the World Wide Web is growing from year to year. The Internet is turning into the main source of information, which, as a result, leads to the dynamic development of advertising in it. New online marketing tools, both paid and free, are constantly emerging. We will tell about the best of them today in this article.
What the main online advertising tools have in common
Product information is posted in all types of media: paper publications, radio, television and, of course, the Internet. Advertising on the Internet is working more and more effectively, so each company strives to create an official website, pages on social networks, and its own blog.
But simply placing information on the Internet today is no longer enough - to increase sales, you need to constantly attract the attention of potential buyers to your page in order to ensure the popularity of the site. This is where special Internet marketing tools come to the rescue, including site promotion, SEO promotion and increase in conversion.
Internet marketing
a set of measures taken to increase consumer interest in certain goods or services Uses all the methods and techniques of classic, traditional marketing, adapting them to the possibilities of the Internet environment.
Internet marketing includes the following elements:
- Product (aka commodity).Products with unique properties that make it possible to distinguish this product (service) from similar ones.
- Price.The cost of goods in online stores is usually lower.
- Promotion- multicomponent promotion of a network resource, individual products using Internet marketing tools (SEO optimization, contextual, banner and interactive advertising, work with potential buyers through social networks and blogs).
- FROMayt... Must match the needs and psychology of the target audience. Be concise, intuitive and user-friendly.
The whole essence of Internet marketing is a step-by-step construction of work with a client, starting with determining the needs of the target audience, forming adequate and in-demand content, attracting visitors and ending with the conclusion of transactions.
There are some indicators that give internet marketing a significant advantage over traditional marketing:
- Informativeness.Concentration of information in one place. The site allows you to post not only a detailed description of the product, talk about the process of its production, but also leave feedback to users. This is a very important element in the formation of a holistic view of the product from a potential buyer. Site content must be unique in order to generate interest from visitors.
- High performance compared to traditional advertising.The advertising that we have long been accustomed to (banners, billboards, advertising on TV) has long ceased to pay off, despite the availability of the audience. Internet advertising is cheaper, it affects certain groups of target audience, which are often themselves interested in finding such information.
- Large coverage of the target audience.The continuous growth of Internet users and the absence of restrictions on the territorial principle make online advertising effective, because an order via the Internet can be made from anywhere in the world.
Sellers are interested in promoting their business over the Internet. This is used by both large and small companies, as well as private entrepreneurs. Neither the form of ownership, nor the territorial location, nor the number of staff units interfere with the organization in this. It can only be limited by the lack of personal knowledge in the use of Internet marketing tools, but nowadays there is no shortage of specialists in this area.
The best internet marketing tools for promotion and their pros and cons
You can create a beautiful site, fill it with interesting and necessary information and price lists, and at the same time it will not work. A selling site is not necessarily a developed online store. It can be a modest one-page page that favorably presents all the advantages of buying goods from this particular resource.
A website is a working online marketing tool if it encourages visitors to buy. Usually, this is facilitated by high-quality design, content and usability of the resource, so when creating a site, you should not look for template paths.
Pros:
- An easy way to define the target audience, as those who really need come in.
- Increases brand popularity.
- Allows you to actively interact with visitors.
Minuses:
- A good website requires a lot of investment.
- A poor-quality site will not become a selling one; moreover, it can damage the company's reputation.
- If you have created a one-page page, then it is advisable to create a separate landing page for each group of products.
Submit your application
contextual advertising
This internet marketing tool is currently considered the most effective way to advertise. Using search engines, people get ads based on the context of their queries. Yandex.Direct or Google Adwords will help you to place this kind of advertising. It will appear before the eyes of users potentially interested in this information.
Pros:
- Fast effect.
- Targeting the target audience.
- Doesn't depend on site optimization.
- If the visitor does not show himself on the site, then targeting will allow you to send contextual advertising to him, which can activate a passive user.
- You will have to pay only for clicks to the site.
Minuses:
- Excessive intrusiveness annoys users.
- Low click-through rate.
- A specific price per impression has not been set (the auction system is in place).
- High cost.
Organic promotion
SEO website promotion is one of the most important internet marketing tools. SEO site optimization allows you to attract visitors through getting to the TOP of search queries, and this saves advertising costs. Reasonable and thoughtful optimization in accordance with the expectations and needs of the target audience affects the increase in site conversion.
Pros:
- Low costs.
- Good conversion.
- An easy way to determine the target audience, as the site is visited by those who really need it.
- No negative effect.
- Increased traffic.
Minuses:
- Delayed result (more than six months).
- Improvements will be required at the root of the site.
- The constant need to update content.
- Search engines have high demands on sites and content.
Banner advertising
The success of banner placement depends on the correct choice of advertising platform. In this decision, in general, the whole essence of this method lies. Of course, placing banners is more effective on popular high-traffic sites. But consider how many potential buyers of the advertiser visit this site. After all, you can pay for an advertising space, but you still won't get the information to the right visitor and won't recoup the costs.
Pros:
- Banners grab attention.
- Precise targeting.
- Reach a wide audience.
- Understandable pricing.
Minuses:
- Requires significant regular investment.
- Has little effect on conversion.
Social networks are a place to communicate with your clients, conduct promotions, contests, and giveaways. You can create a profile and fill it with photos, articles, videos. Social media is also a useful internet marketing tool. Tens of millions of people visit Vkontakte, Odnoklassniki, Facebook, Instagram every day. Among them, of course, there are those who will be interested in your product or service.
Pros:
- Requires virtually no investment (except for the payment of some additional services for promotion).
- The ability to communicate online.
- Communication without intermediaries.
- Formation of brand awareness and popularity.
Minuses:
- You need to devote a lot of time to subscribers so as not to leave their field of vision.
- Serious competition for the attention of visitors.
Email marketing
Many people think that e-mailing is an outdated method. You may ask: why send promotional emails if they still end up in SPAM? Modern e-mail marketing has learned to send emails pointwise. And this is no longer a mass mailing, so such letters cannot be called SPAM. Before sending such a letter, you need to acquire a customer base. What's wrong with making an offer to those people who really need them ?!
Pros:
- Fast and visible results.
- The sender himself determines the number of readers (providing discounts and holding promotions allows you to attract a new audience).
- Interested visitors are ready to purchase.
Minuses
- Often annoying with obsession, causing the opposite effect.
- Needs preliminary and thorough preparation.
- It is impossible to keep the interlocutor, because he can refuse to communicate at any time.
Video marketing
It has been noticed that people prefer to look rather than read. Videos can not only draw attention to your product, but also arouse interest in the very process of its manufacture, and form a loyal attitude towards the brand. Videos can be a compelling internet marketing tool that can garner many views on Youtube by directing visitors to your site.
As an example, the video content of our client company Biokit
Pros:
- Perception of information in video format is 60 thousand times better than in text format.
- A popular Youtube channel will provide a large number of views.
- Video presentation is much more effective than other types of advertising.
Minuses:
- High price.
- It takes a long time to create.
These days, mobile advertising is not just about sending SMS. Now almost all gadgets have access to the Internet, they have applications installed through which advertising is actively launched - a successfully operating tool among the well-known Internet marketing tools.
Pros:
- Personalized appeal.
- Wide audience coverage.
Minuses:
- High costs.
- Need help from specialists.
Among the many Internet marketing tools, this one is designed to send repeat offers to former buyers or website guests who left their phone or e-mail. Retargeting allows you to collect a database of your visitors with the help of a special site setting in order to further personally contact people who are familiar with your products and are interested in it.
Pros:
- Appeals to interested visitors.
- Promotes the formation of brand loyalty.
- Helps to increase sales by 20%.
- Does not require large financial investments.
Minuses:
- Dependence on other traffic sources (directed only to those who have already visited your site).
- Useless with low site traffic (less than 30-40 visitors per day).
These are very handy online resources that represent multidisciplinary internet markets. Aggregator sites can present various offers on the same topic or on different ones, but grouped according to some criterion. It is very convenient for visitors to make a choice between related offers, comparing them and choosing the most optimal option.
Some buyers do not go further than aggregators, so it is definitely worth posting information about yourself on one of them. There is a fee to register on aggregator sites, so it would be rash to just spend a lot of money taking up space on each of them.
Pros:
- Additional flow of buyers.
- The ability to demonstrate your competitive edge, if any.
Minuses:
- The placement costs can exceed the customer acquisition profit.
A "virus" is a video clip, postcard, or other invention of marketers that is attractive to netizens that can arouse the recipient's interest, unlike conventional advertising. In the future, the addressee sends this material (cartoon, scandal, provocation, link to the site) to all his friends, and they - to theirs. The number of views can reach several million, or even more.
Pros:
- Very fast and cost-effective distribution.
- It is distributed voluntarily, does not cause rejection and irritation.
Minuses:
- It is not so easy to produce really interesting advertising, it is very expensive.
- Temporary effect.
- Unclear final percentage of success.
- Limited target audience.
Online Games
These days are becoming more and more popular, so manufacturers and advertisers use this entertainment to place their brand elements or in-app ads.
Pros:
- You can interact directly with the target audience, as games usually have a clear age and gender focus.
- Easy to calculate profit.
- Not too high creation costs.
Minuses:
- Obsession.
- Difficulty entering into an agreement with the owner of the game.
Formation of public opinion
This Internet marketing tool is aimed at creating and maintaining the image of an organization with the help of advertising texts posted on third-party sites. These can be press releases and articles on news resources, profile articles and reviews on forums. Nowadays, hidden advertising on social media and visited blogs is a big hit.
Pros:
- Unobtrusive effect.
- Cost-free.
- Regular updating of information for the target audience.
Minuses:
- Frequent refusals.
- The result is pushed back in time.
- Requires constant monitoring.
Partnership programs
Their essence is that the partner company agrees to sell your products from its site for a certain percentage of sales. With the right choice of a partner with a highly visited site, the profit can be quite large. I must say that this Internet marketing tool is not used often, but it was impossible not to mention it.
Pros:
- Does not require independent promotion work.
- Easy to set up.
Minuses:
- Lack of control.
- High competition.
Currently, this Internet marketing tool is gaining high popularity, because it is devoid of many disadvantages of advertising. Native ads naturally integrate into site content without causing annoyance. Made in the form of useful materials from independent experts, such advertising is of interest to users. And what is viewed, read with interest, often influences the formation of public opinion.
Pros:
- Possibility of placement on a variety of sites.
- Lack of obsession.
- Users often voluntarily share information with each other.
- Increase in conversion.
Minuses:
- An expensive tool.
- Complexity of creation.
- It is impossible to calculate the result of use.
Free internet marketing tools that really exist
Of course, a lot of internet marketing tools cost a lot of money. But there are those that are used completely free of charge. Let's take a look at the top 20 free ad options that are used almost everywhere.
Internet Marketing Tools for Research
- The tool helps you track the increase in brand awareness and recognition by mentions about it on the Internet.
- Google Alerts are used to generate inquiries by brand, person, or product.
- You can receive new data using a special interface setting, RSS delivery feed, e-mail.
- The filters of this internet marketing tool allow you to select the country, notification frequency, language and other details.
This internet marketing tool can track links to the site of third-party resources, rank them according to the authority of sites and domains, adjust filters (by source, type of links, etc.). The tool is considered free when used through a registered account, but it is not at all necessary to go through the registration procedure if you need no more than three reports a day. You will have to pay for more.
It is not enough just to fill the page with text, its content is of great importance for attracting a potential buyer, therefore it is necessary to ensure that the content matches the entered search query. In order for the search engine to find exactly your site, it is necessary to perform SEO-optimization of the text.
Machines read the words embedded in HTML tags. Words and word combinations repeated several times on a page are perceived by the software as a sign that the page is relevant to the request. This internet marketing tool allows you to perform comparative SEO analysis of entire websites. Moreover, such services usually do not require any registration.
A free internet management tool that allows you to track a subject's reputation based on reviews and publications on the Web. The subject can be a company, an individual person, a whole brand, or a separate product. Up to 3000 notifications are collected monthly, analysis is performed, history is saved in the database, so you can always request an analytical report.
Content Tools for Online Marketing
The service is based on the fact that headings are generated based on three keywords. These three keywords are formed into the correct constructs that comply with the laws of creating advertising headlines. This tool has not yet been adapted to Russian, but great titles can be created in English.
A very useful internet marketing tool primarily for marketers and copywriters. When ideas have already run out, you can enter a keyword and see some new unusual solution for its use.
A simple and easy-to-use editor that makes the text more readable, it helps to correctly place accents, exclude unnecessary words. The lightness of the text is determined by simply placing it in the online editor window. All complex and dissonant constructions will be highlighted in color, the program even generates hints for possible corrections.
Virtual tool for website content optimization. The analysis is carried out by placing the address of the page in question in a special field of the program, which in a matter of minutes will display statistics on keywords and links to the site. A complete analysis of a web page is completed in 5-10 minutes.
Social Media Internet Marketing Tools
Free online social account coordination tool. One interface allows you to manage a large number of profiles (up to a hundred). In free mode, you can organize up to three profiles on Facebook, LinkedIn, Twitter. A single interface allows not only managing the content of linked accounts, but also viewing statistics, assessing their attractiveness to the audience, and studying the results of an advertising campaign.
An internet marketing tool designed to help you determine the best times to tweet. The service also searches for the most common opinions that are relevant in your field, conducts an analysis of followers, allows you to study their features and thus determine the target audience.
The tool allows you to analyze the pages of registered Facebook users for free. By simply entering the combination "Facebook report" in the Facebook search bar, you can get detailed information about publications and other activities on the pages of interest to you and a lot of other useful information presented in the form of tables or graphs.
Online Marketing Trend Watching Tools
A Google web application that provides the ability to analyze the Google search query base, identify trends, top searches and draw conclusions about changing consumer interests. If you enter several queries in a line, the service will carry out a comparative analysis. The tool shows how often users type a particular term in the search bar in relation to other queries.
This internet marketing tool is a list of the most interesting Twitter links. The service selects users who regularly post the best links, and of them publishes the most popular. When forming the content, an analysis of your interests is also carried out.
A very useful tool that allows you to track viral content on the Web. With its help, you can see the most relevant news of the information flow. Relevance is identified based on the analysis of sharing in social networks. The tool can be configured with special filters (regional, time, etc.). Those who are used to RSS feeds will love this tool.
Internet marketing tools for working with a website
A tool created for the urgent construction of the simplest landing pages. With the built-in HTML5-based editor, you can create websites yourself without even having a basic knowledge of web design. For those who do not have such a knowledge base, the service will offer free templates and step-by-step examples of their implementation.
A comprehensive analysis of the Quicksprout service allows you to explore not only the page itself, but also the pages of competitors. A very useful function is the analysis of social media materials, as a result of which the program generates tips and tricks for changing the site under study. In general, the program serves as a reliable Internet marketing tool that identifies page flaws based on studying its SEO core and keywords.
The service allows, on the basis of statistics, to assess the speed of distribution of the content you post among web users. Viral analysis based on comments, likes, and reposts is carried out on the most popular networks Facebook, Google+, Twitter, LinkedIn, Pinterest.
How to select internet marketing tools according to your strategy
You can read a lot of theoretical information, talentedly presented in books and articles. But studying this area in theory is not at all the same as in practice. And only personal experience will help you master the important principles of Internet marketing.
Comprehensive internet marketing
This strategy combines all Internet marketing tools that are used in accordance with the general trends of business development on the web. An integrated approach brings more results than each tool used separately.
Let's take a look at the successful use of integrated marketing to drive sales through coaching sessions.
- a thematic site or blog with SEO-optimized texts;
- groups in social networks that will need to be promoted in the future in order to popularize your product;
- contextual advertising.
In this case, three Internet marketing tools will be involved, which will save on advertising.
Internet PR
PR used in the Internet environment has the same goals and objectives as traditional Public Relations. The main thing is to create the effect of the brand's presence in the information space of the Internet and increase its awareness. To accomplish this task, you should publish materials about a specific brand, product, company in the media, in groups of social networks, in blogs that are popular and authoritative.
Let's take a look at a couple of methods aimed at improving the effectiveness of online PR:
- Maintaining a news column on your website with their repost on the social network.Updating the news is a very important part of the promotion. You can cite articles on social networks, stimulate their reposts. Each interesting news will receive many re-posts, which are very useful for promoting the brand.
- Organization of joint projects with major brands.Joint events are very helpful in promoting a young brand. Neighborhood with already well-known companies will affect the recognition of a newcomer in the industry.
What else to consider when choosing an Internet marketing tool so as not to be wasted
To minimize costs, you need to calculate the cost of a lead and a customer, take into account the conversion rate of the resource, after which you will receive the total cost of promotion. Knowing the approximate amount of a marketing campaign, you can adjust it by replacing some online marketing tools with others. Let's take a closer look at how this can be done.
- Expenses... After calculating the cost of a lead and site conversion, you should choose those online marketing tools that fit into your budget.
- Duration... For those who expect the result within one month, there is no point in investing in SEO-optimization of the site and in content marketing, the effect of which appears in about six months.
- Consistency... To create the effect of presence, increase brand awareness and popularity, all Internet marketing tools must be used systematically and comprehensively.
Using modern internet marketing tools, the main thing is to avoid mistakes!
Typical mistake # 1. Lack of purpose
A person who is seriously involved in business is probably familiar with the term "SMART goal". This term means that your goal should have the following parameters:
- Concreteness.
- Measurability.
- Achievability.
- Consistency with other goals (consistency).
- Time limited (time frame).
You can't just say, "I want a million," without having a concrete idea of \u200b\u200byour aspiration. Million dollars? Rubles? Red roses? By what time should this amount appear? The answers to these questions will be of decisive importance in choosing the means to achieve directed efforts. Concreteness and real achievability of the result motivate for success. If the goal is not realized, the psychological attitude towards achieving it drops dramatically.
Typical mistake # 2. Wrong target
You can use some serious internet marketing tools, but you won't get anywhere. Because there is no deliberate goal. Its implementation depends on how correctly it is formed.
If micro conversion is an indicator of the achievement of intermediate goals on the site (transition from the main page to the order page), then macro conversion shows the effectiveness of using Internet marketing tools and achieving final results (the proportion of visitors who made an order on the site in relation to the total number).
Simply put, all that an actually finished order brings you is a macro conversion... The expression of macro conversion is a call to the call center, if we are talking about e-commerce, placing an order on the website, if we are talking about an online store.
If a person, having visited the main page, is interested just enough to go to the page with the delivery conditions, with a description of the product, with valid promotions, then this is micro-conversion, that is, an intermediate goal.
But intermediate goals should be formulated specifically. For example, the goal "to get into the top three according to Google" does not have the above properties correct and understandable, but the goal "to get 50 leads per day" is quite specific, really achievable and has a time frame and a quantitative factor.
Targets containing any restrictions are also incorrect and incorrect. For example, the task “by all means keep within 10 thousand rubles for contextual advertising and writing SEO-optimized articles” cannot be a goal in itself. This is more of a recommendation. But the wording “the goal is to reach 10 thousand subscribers in the next six months” is correct and feasible.
However, by effectively using online marketing tools, you can accumulate an impressive subscriber base, and this will only be a micro-conversion. Because the main goal is the transaction of subscribers to buyers. Agree, no one needs a database for the sake of a database. Subscribers are needed to realize the ultimate goal of visiting the site - making purchases.
Typical mistake # 3. Imitation
Many newbies, not having time to develop their own business concept and their own unique style, start by trying to imitate the authoritative sites that are leading in their field. Not only do they copy designs, but they use the same set of internet marketing tools. But this does not add dignity to the beginning brand, but rather the opposite.
By copying a competitor in the industry, you can copy not only its merits, but also its mistakes. Tracking innovations on his website, try to analyze their advantages and disadvantages. Before entering the same on your resource, give answers to the following questions:
- What do you think was the purpose of the site owners in making these changes?
- What has changed in the site after the innovations?
- Imagine hypothetically that you've made the same changes to your site. Will the consequences of their introduction be exactly the same as on the original site?
- Will it be pleasant for the site visitor to see the imitation?
The first question can only be answered presumably. Most likely, the innovation is aimed at attracting a larger number of subscribers, to simplify the work with the site.
And the answer to the second question can be found by examining the site statistics. To do this, there are various types of internet marketing tools for web analysis that allow you to find out the number of views and the length of time on the site. Based on this information, we can conclude about the effectiveness of the innovation for the site.
Every time, noticing an interesting development on someone else's site, form a hypothesis about its purpose, then test the site with one of the available Internet marketing tools, and then proceed to analyze the information received. At the end of the research, you should conclude whether your site needs the same feature.
You can use A / B testing to determine which design option will be more convenient and pleasant for visitors. With its help, you can make several variants of the site page or its individual parts, sections.
The Google Analytics internet marketing tool comes in handy in this matter. This service will allow you to test the project by dividing the site audience into two parts. One will see the original version, and the other will see the new one. The comparison should be made according to a pre-selected indicator:
- by the number of transactions;
- to achieve the set goal;
- by the number of page clicks;
- by subscriptions, events, other active actions on the site.
Based on the parameters listed above, it is easy to compare and determine which of the options is ultimately the most acceptable for visitors. The best option and should be implemented for permanent use.
Remember this important tip: only one hypothesis needs to be studied with one test... After all, if you change your resource as a whole, then there is a high probability that its conversion will change for the better. However, you will never understand which innovations have led to such an excellent result, and which, on the contrary, are holding back the site from even greater success.
Typical mistake # 4. From extreme to extreme
Many site owners in pursuit of "advantages" and "baits" often go too far. Let's analyze the most typical situations:
1. Trying to enter as much as possible more promotions, discounts, special offers may cause the opposite result. For example, on a tip from some of the Internet marketing tools, a person visits the site for the first time, and a huge number of discounts and promotions fall on him. This fair of bounty can raise suspicion and distrust of the site.
It is reasonable and useful to organize promotions of the first purchase, but it is still better to supplement the order with a gift, and not a discount. It is still more efficient to provide a cumulative system of discounts, which will motivate you to make regular purchases on the site. Giving customers discounts for any reason is a sign of a dying business.
2. Exalting the role of SEO... It is generally accepted that SEO site optimization is the Internet marketing tool that is guaranteed to generate sales. After all, if the site is in the TOP, it is assumed that it will be visited more often than others, and, therefore, the number of orders will be large. However, the top lines on the search results page are not all, in reality, the site owner does not need positions in the TOP, but a large number of orders.
It is also not worth criticizing SEO. This is what drives traffic to the site. But keep in mind that the result of SEO optimization will only play a role in six months or a year. If you set out to meet a small budget and stop working at a loss within a few months after starting, then the idea of \u200b\u200bwriting SEO texts should be postponed in favor of some other Internet marketing tool.
You definitely shouldn't aim for the top lines all year round if you are offering a seasonal product. For example, who needs knitted hats, scarves and mittens in the middle of summer?
You need to use all the tools of internet marketing wisely and profitably for the company. SEO costs are considerable, the result can be estimated only in the distant future, and no one guarantees it. Therefore, before investing in "heavy artillery", think about how important it is to you.
3. Going to the extreme.If you have a tight budget, but at the same time set sky-high goals from using a couple of Internet marketing tools, do not expect miracles. They do happen, of course, but very rarely. In fact, any success is the result of a lot of work and serious financial investments.
Can't reach Amazon site level with a $ 200 budget. Finding an adequate marketer who promises you to reach unrealistic heights with a penny budget, you will not succeed. And if you resist, you will definitely find charlatans and swindlers.
How to evaluate the effectiveness of an internet marketing tool
- Conversion scoring model.Let's start with the fact that your site must have Yandex.Metrica or Google Analytics installed. They are needed to count the traffic passing through. But just counting traffic is not enough, you need to evaluate its effectiveness, and efficiency is a relative concept. We assess progress in one direction or another in relation to our goal.
The simplest model for evaluating conversion is expressed in the analysis of search traffic. You will find out that 1% of all search engine traffic is subject to conversion. Try to take any action to improve this indicator. And if the result is positive, then you need to continue in the same spirit.
- ROI model.This model estimates conversion by the amount of return on investment (marketing investment). Does the profit received exceed the costs incurred? And how much does it exceed? For example, suppose you invested $ 4 in advertising and received $ 16 in revenue. Of course, the effect is obvious. If there is no gain, then you need to revise your online marketing tools.
If you make a dollar of profit for the dollar you spend in advertising, then you are operating at a loss, since you have other costs as well. It also happens that for a dollar of advertising, you make a profit of 40 cents. As a temporary result, this is acceptable, but you need to strive to increase ROI. This can be done by the correct selection and rational use of Internet marketing tools.
- LTV, customer lifecycle.There are businesses that have been working with the same clients throughout their entire existence. For such resources, the cost of attracting a customer is much higher than the cost of his first order.
The sites of copyright services work according to the LTV model. The initial order is in test mode. This is how the visitor tries to evaluate the quality of the work when ordering for the first time. But if he likes the result, then in the future he will return and, possibly, more than once. The long-term profit generated by this client will be quite high.
To find out exactly which Internet marketing tools you need to use for more successful promotion of your site, use a professional audit from the Internet Marketing Agency "Sales Generator". Our audit will help you to raise your positions in search engines, increase the number of new customers, and reduce the cost of attracted customers.
To grow, take off and restart your business, My 119 Favorite Marketing Tools. At last! To say what was useful is to say nothing. I can't tell everything (you can't fit 8 hours into one article), so I chose one of the interesting topics - non-standard marketing tools.
You have never even heard of many of them. But the more interesting it will be to read and apply. As Igor Mann himself says: “Few people know about new and revolutionary marketing tools. Few people decide to try them first. But in vain. " Knowing and doing is what matters most.
Mann's periodic system of marketing elements
What immediately surprises is Igor Mann's own system of elements, which he has been developing for 15 years. Almost like Mendeleev 🙂 Only about marketing. There are blocks in the table (for example, osnoids, competitiveoids, attratoids) and the actual elements with funny names - celium, brandy, don’t know, plus, emphasis, behind which is useful and serious content and years of work.
Non-standard marketing tools are just element number 46 of the Big.
10 custom marketing tools
Let's move on to the most curious - unusual marketing tools. Check yourself at the same time. Let this be a mini-test: note which of the names you've heard at least once.
1. Ambient media
2. Product sitting
3. Crazy PR
4. Storytelling
5. Trivertising
6. Sensitive Marketing
7. Identity marketing
8. Dead marketing
9. Inbound Marketing
10. Shockvertising
Well, how much did it turn out? Even if not much, don't be discouraged. Now you will find out what is hidden behind each name.
1. Ambient media
Non-standard advertising that penetrates the environment of the target audience. Simply put, it is embedded in our daily life. And it surprises. Of course, the brand message also broadcasts. Such advertisements are placed on the walls and roofs of houses, on sidewalks and transport, in shopping centers and cinemas, on park benches and staircases. In general, anywhere.
Guess why the escalator works? Elementary, Watson: it's about Duracell batteries.
Ambient media in Malaysia, -
And here are some more cool examples of Ambient media (scroll through the photos with arrows).
2. Product sitting
Before launching a product on the market, the manufacturer sends samples to consumers (but always to opinion leaders) to get their opinion and then distribute it through other channels. Only the end consumer will give fair feedback and point out all the shortcomings.
3. Crazy PR
The name speaks for itself. An easy (and sometimes oh-oh-very hard) crazy thing is only good. Take any extravagant idea - and go ahead, bring it to life. The main thing is not to overstep the boundaries of reason (and decency too) and make sure that Crazy PR organically fits into the positioning of the product, service or the brand itself.
A striking example is 3M, a manufacturer of heavy-duty glass. On the streets of Vancouver, structures were installed that aroused the keen interest of passers-by: 1 million dollars lay quietly behind the glass. Anyone could break the glass (haha) and take the money.
Only repeat this if you are 100% confident about your product -.
But not a single attempt was successful. Surely 3M got a lot of new clients 🙂
4. Storytelling
Long before the first business was born, the six strongest words in all languages \u200b\u200bwere "Let me tell you a story." Storytelling, or storytelling, is a tool that inspires, motivates, and naturally sells.
If you know how to turn an ordinary story into a big one, make the audience laugh, wonder and be inspired, you will be second to none.
5. Trivertising
You yourself can easily guess what kind of tool it is when you see the word in the original - tryvertising. Divide it in two and voila, the meaning will surface. One of the meanings of the verb try is to try. This is the whole point.
Before buying something, a potential client can get to know the product better - flip through a book, take a car for a test drive, put a drop of perfume on his skin and feel the scent release. People don't want to buy a pig in a poke anymore. In addition, such a marketing tool will significantly increase loyalty.
Trivertising is not just an offline tool. Do you recognize the book? 😉 -.
Plus, it's fair. If a person does not need a product, he will not buy it and will not waste money. And the trust in the company will remain.
6. Sensitive Marketing
Affect all five senses and get the result you want. We meet with this tool everywhere. Unobtrusive music in coffee shops (fast or slow depending on how the owners want to manage customer behavior), the smell of fresh baked goods in the supermarket that increases sales by almost ⅓, the elegant sound of BMW doors slamming - these are all examples of sensitive marketing.
Color matters. BMW M series can be recognized from afar, -.
Igor Mann said: “Once at one of the conferences I got into a conversation with the author of a book on sensitive marketing, Martin Lindstrom. I confessed to him that two years before him I had written that marketing should affect 6 senses. He wondered: “What is the sixth?” “It's a sense of humor,” I replied. “When a person laughs, it is easier for him to part with money.”
7. Identity marketing
It happens that brands with a similar target audience structure their marketing in such a way that they themselves become similar to each other. This is where identity marketing comes to the rescue - marketing based on brand distinctive features. You need to show clients who you really are. You can recall the already boring word "uniqueness", which is already boring to the gnashing of teeth, but here it is appropriate.
Each company has its own face. Think about how you are different from others. And convey this message to clients.
8. Dead marketing
This is a completely atypical instrument for our country. The company takes care of the graves at its own expense - there is both social responsibility and marketing in its purest form: many people go to the cemetery, and they all see which company is taking care of the departed.
9. Inbound Marketing
Inbound marketing (or inbound) is the promotion of a company's website or product in search engines using a blog and email newsletters through interesting and useful content for the target audience. A user is looking for a solution to his problem with the help of search engines - and, having become interested in materials on this topic, published in your blog, comes to you.
This is where the name inbound comes from - inbound marketing (sometimes called inbound marketing).
Want an example? Read our blog and subscribe to the self-development MYTH mailing list 🙂 -
Inbound Marketing Works Well:
- for companies with a long sales cycle (6+ months) - when customers need a significant time to understand the essence and benefits of the product;
- for companies that launch a new product on the market, want to generate demand for it, and establish themselves as experts;
- for companies in highly competitive markets where the cost of PPC ads is very high. In this case, inbound marketing makes it possible to get targeted traffic from search engines at a lower cost.
Creation of quality content according to all the rules of inbound marketing is a long, laborious and painstaking process. But the result is worth it.
10. Shockvertising
Those who are friends with English are again easier than others. The term is formed from two words - shock (I think no translation is required) and advertising (advertising). All the most atypical, indecent, shocking, terrifying, causing negative (although not always) and indignation - this is a shocking advertisement.
Social advertising, warning that emoticons are not necessarily a sign of friendliness, and people who are far from the best intentions can communicate with children on the Internet -
A tool for the brave. You need to use it very carefully, calculate the possible reaction of the audience and be prepared for the fact that some people will refuse your products or services.
Ambiguous associations, cubed surprise, attraction of attention - all this is shockvertising.
Where can I get something new?
If you want to experiment and are looking for new marketing tools, Igor Mann advises you to choose one of three options: find, “steal” (as an artist, of course) or invent.
To find
The most accessible channel for finding new tools is the Internet. Look for information on the phrases "new marketing tool", "new communication channel" and similar words.
If you know English, then the chances of catching a new tool on the Internet before competitors increase significantly.
A good channel is books. You can't read everything yourself, so you can start the "Book Club", whose members will read one new book a week
and present to the rest of its summary and "chips" gleaned from there. Another excellent channel is events: conferences, forums, trainings, seminars and master classes. You can find a lot of interesting things on them.
Reading is the first line of defense against a vacuum in the head -
Steal
Monitoring market leaders (not only national ones) - or benchmarking - is a great opportunity to see in time what the companies that set the pace in the market are doing. If they started doing something, perhaps you should take a closer look at this.
Austin Cleon's memo to those who want to steal wisely -.
Come up with
Sometimes a new marketing tool is born in the depths of the company. True, leaders are often too conservative and cautious - not everyone dares to take the risk.
Albert Einstein once said: "It is foolish to expect a different result, continuing to do the same as before." And indeed. Pump up your marketing. Surprise your customers. Surprise your competitors. Surprise the industry. Be amazed at the results yourself!
P.S. For the main photo we would like to thank the organizers of Igor Mann's master class in Orel.