What is the definition of web marketing? Why is it important for companies?
If you are a digital warrior you know that everywhere we talk about Digital Marketing, Social Media Marketing and many other terminologies such as SEO, SEM, Display Advertising, Sponsored tweets, Mobile, e-Buzz, Web Listening, Sentiment Analysis, Web and Marketing 3.0 and so on Street. Among books, websites, blogs, newsletters, mailing lists, conferences, webinars there is an “information overload” on these issues, so much so that one often feels disoriented.
The definition of Digital Marketing is “the set of marketing activities that use web channels to develop their commercial network, analyze market trends, predict their progress and create offers on the profile of the target customer”.
The Digital Marketer’s activity includes all SEO and SEM (Search Engine Optimization and Search Engine Marketing) activities but also includes specific skills and experience related to tools such as Google AdWords, email marketing, lead generation and affiliate.
Digital Marketing is important because this activity joins traditional sales strategies and is sometimes the only one. In fact, if we think of eCommerce that do not have a physical store, then we understand that the importance of a figure who knows how to attract online customers in the best way is the lifeblood for corporate profit.
In the world of Digital Marketing, which grows at increasing rates, it is always complex to define what will happen tomorrow but we can try to observe the present and define the digital trends:
BIG DATA: Nowadays I am a gold mine for marketing. Until recently, many web marketers have avoided big data because they didn’t have the skills or big budgets to use. Now, the data mining tools are increasingly simple to use and the management of this data is increasingly usable.
ONLINE ADV CRISIS: Consumers are tired of invasive marketing, so Ad blockers are born. So the theme will be: how can a good brand get noticed? Continuing to create advertisements that blend perfectly with the site rather than interrupting the browsing experience is a first idea, but every web marketing solution must be seasoned with a consumer-centric approach. SOCIAL MEDIA: Marketers – finally – are recognizing social media as a channel, not as a strategy. It was understood that social media is not just communication, and it doesn’t work as a “strategy” in itself.
3D REALITY: Customer experience is always the number one priority and, even if it is still evolving, 3D technology is ready to be a need to be integrated. It started mainly in the gaming sector, but is slowly becoming more accessible and usable in all things, just think of the hotels that offer a 3D online visit to their rooms or the new 3D videos implemented by Facebook.
OMNICHANNEL: From multichannel marketing to “omnichannel” marketing or that takes into consideration the use of all available channels. Example: “Tweet for Pizza!” Domino’s Pizza has created one of the most effective omnichannel web marketing campaigns. But soon everyone will understand that the trend of this moment is the integration between online and offline experience. And it applies to both resellers and B2Bs.
Is it easy to find work in Digital Marketing?
Digital Marketing is a very active sector in recent years, especially for companies’ interest in the internet as a way to reach their customers. For those who want to find work in web marketing there is no shortage of opportunities, especially in large cities, and the professional figures sought in this area are different. But what do you need to do to be a perfect web marketing manager?
In the sector there are professionals with a wide variety of backgrounds: those from IT, those from marketing, those from humanities or more frequently in communication. So whether you are working in the company, as a freelancer or in the agency, there are things you can do every day to make it easier to find work in this sector.
Follow industry blogs, forums and communities and keep up to date on news; keep an eye on the activity of your colleagues and contacts on the various social networks, do individual searches every time you find a cue to deepen or something you do not know, put into practice the new knowledge acquired but above all make networks with your colleagues, exchange experiences and share opinions, resources and information.
What is tourism digital marketing?
Marketing can be applied in all fields. The importance of tourism for a country, combined with increasing competition in the hospitality sector, have also allowed Digital Marketing to enter the tourism sector.
Tourism digital marketing includes the online definition of the characteristics of the tourist-accommodation structure, the application of strategies for communication on the Internet, the development of increasingly structured relationships with relevant users. Through online promotion activities, we are able to increase the visibility of the structure and increase the number of users in targets potentially reachable with our communications.
In a highly competitive market such as tourism, the best strategies for planning online advertising campaigns in order to increase traffic and popularity of the site are disintermediation activities from OTAs, the selection of the online booking engine to increase the commercial potential of the site. , online reputation management, optimization of your site for mobile devices (tablets, smartphones, …), geo-localized marketing activities and Social Media Marketing for tourism.
How do you become a Digital Marketing Manager?
The Digital Marketing Manager is the figure who coordinates and manages a digital team within an agency or company that develops an effective marketing and communication plan for the product or service in question; The web marketing manager must necessarily have a very wide range of digital knowledge: in short, he must know each branch of Web Marketing.
But what is the knowledge that a Digital Marketing Manager must have? Definitely web design knowledge, to understand how far the web designer can go, combined with user experience skills. He has SEO knowledge, therefore positioning on search engines. He must know the world of advertising: from the knowledge of AdWords to direct remarketing campaigns and on social networks.
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