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EXERCISE

We prepare an analysis system for online marketing.

1. For each purpose you defined for the site in Chapter 2, identify landing pages on the site. Compile a table of goals based on the results of this work.

2. Install a SpyLOG counter on your site or Google Analytics, set up targets in these counters for the various communications that you selected in the previous paragraph.

3. Set up segments for different target groups depending on the sections visited on the site and the actions performed on the site.

4. Collect information about target groups, goals configured in the statistics system, and segments configured into a single table.

7.3. Measuring Internet Marketing Effectiveness

Hooray! Finally, we get to the point! We have already figured out what parameters we need to determine, how to obtain them, and even what tools are used to collect and analyze them. Now it’s time to build the analysis methodology itself and use it in your work.

We are faced with a task: to separate the flows of visitors coming to the site and identify from them those who appeared as a result of various marketing actions. This will allow you to determine the behavior of each group of visitors separately and, ultimately, calculate the ROI for each case.

When you build a table, you will fully appreciate the advantage of specialized solutions for analyzing advertising campaigns: a fairly large amount of work on setting up reports, obtaining data, and bringing them together into a single whole is performed automatically and much faster by the software package. But this speed and simplicity comes at the cost of flexibility and the cost of each report.

Similar to the process described above of obtaining statistical data from advertising campaigns and calculating the effectiveness of investments in each site, we can determine the effectiveness of other marketing activities we conduct on the Internet: optimization, viral marketing, PR, etc. Almost any activity we conduct on the Internet , can be measured using the above method. The main task is to find the key points at which efficiency must be determined.

It is necessary to combine not only display and contextual advertising into a single table, but also all other marketing methods, such as optimization, viral advertising, advertising in games, PR, etc.

1. OPTIMIZATION. In the table, in the “number of visitors” column, you should insert a value equal to the difference between the number of transitions from search engines in the month under study and the previous month, and the value of the cost of optimization work (column “cost of placement”) is defined as the cost of optimization in the month under study. The number of quality visitors and targeted actions is determined in proportion to the amount of total search traffic.

In the previous month, 1000 people came from search engines, this month - 1200. In total, this month there were 900 quality visitors among those who came from search engines, and they performed 60 targeted actions. Consequently, the number of visitors differs by 200 people, the share of quality visitors from all who came through optimization is 75%, the share of targeted actions is 5%. Thus, as a result of optimization work in the past month, the number of visitors to the site increased by 200 people - let’s enter this number in the “number of visitors” column. Of these 200, only 150 were high-quality (this follows from the general ratio of transitions from search engines; we enter 150 in the column “the number of quality visitors”). Finally, those 200 visitors took 10 targeted actions (again, out of the overall 5% conversion rate set above). Thus, the column “number of target actions” is replenished with the number 10. The cost is calculated from the cost of optimization work last month, which should be known to us.

Sometimes there is a specific type of site organization when users are taken directly to a page with comprehensive information about the product and the company, including phone number and office coordinates. This approach is often justified for sites whose goal type is contacting potential client. In this situation, the fewer pages the user views, the better for the company. In this case, applying the general conversion rate to these users is impossible, and it is necessary to additionally calculate the conversion rate specifically for users who came through links from search engines, that is, determine the number of visitors who become clients after viewing the only page on which they ended up after clicking from search.

You can obtain this data, for example, as a result of a survey, inserting into the list of places where the user could see advertising for the company, additionally “found a link to the company in search engine" Now it is necessary to select responses from consumers only of those products whose description pages are well optimized in search engines. And it is for these clients that you need to count the number of those who noted that, firstly, they were on the site, and secondly, they found a link to the site in a search engine. Thus, by counting the number of visitors who came to the page with product descriptions from search engines and dividing the previously obtained number of clients by it, we will obtain the approximate conversion of users who came through optimization into clients.

The above method is applicable in similar cases when contextual advertising leads the user to a page from which he immediately goes to the store, calls the company’s office, etc. Or, as an option, recently it became possible to place it directly in the search of a small page with coordinates. For those users who come through contextual advertising, it is enough to indicate: “print this page and get a discount” - this does not require going to other pages of the site. When optimizing website pages, we cannot always use the method with coupons; it can even interfere with optimization.

2. PR. In Table 7.3, the “number of visitors” column should include all referrals from news publications and blogs. The cost of PR work is calculated as the cost of maintaining the PR department (its Internet part) and the cost of posting materials. The number of quality visitors, targeted actions and returns is counted as usual.

It must be remembered that when publishing PR materials, a link to the site is not always saved, therefore, when analyzing effectiveness, it is also necessary to control the number of queries in search engines for the name of the company, or the advertised brand, or other information occasions that the PR service promotes, as well as the number type-in ​​transitions (their growth). Indeed, if information materials mention a company, brand, technology, store, etc., then target groups will resort to search engines to find the information that interests them. If the number of searches for your company name and trademarks begins to spike, you should include them in your analysis.

3. VIRAL MARKETING. If you can put a link with a tag in the viral material, then we count the number of visitors from viral videos as usual. If a link with a tag cannot be placed (and no link can be placed at all), then the number of visitors is calculated as the change in the number of direct transitions to a site without a link - this is how viral marketing most often works, because people come from mail programs. The number of quality visitors and the number of targeted actions is considered proportional to the overall ratio of the number of quality visitors and targeted actions for type-in ​​traffic, as well as for optimization. Just like in PR, you can, and often should, consider the increase in the number of searches for a company name or brand.

4. PARTNERSHIP TRANSITIONS(referrals from partner sites). Posting on partner sites should always be tagged. Many systems that automate work with partners automatically place unique tags for each partner. In table 7.3 in the column “number of visitors” you must enter the total number of transitions from partner sites for the month under study. Statistics on the number of quality transitions and targeted actions are calculated as usual. The cost of maintaining the affiliate programs department is entered in the “cost of placement” column.

In cases where tagging technology cannot be used—for example, for optimization—use refferers. Tag technology is more effective than referrer analysis technology, since the latter can often be lost when a user navigates, but it can only be used where you can directly provide a link.

Thus, general technology calculating the effectiveness of any marketing campaign- this is the definition of an algorithm for converting users covered by a marketing campaign into clients, and then calculating the value of the client based on the amount of all costs for the marketing campaign and the conversion rates suitable in this case. This should be the case for all online marketing efforts. Subsequently, all data is compiled into a single table, where it is analyzed together. That is, marketing campaigns of different nature are compared with each other using a single methodology and in common units.

Calculation of target action conversion

Finally, in order to calculate the cost of a client, we need to calculate the conversion of the target action, that is, determine how many “live” clients we will receive as a result of all activity on the Internet. To analyze situations when a person has already left the site, log analyzers are not used, and tracking the fate of each potential buyer from the Internet on an ongoing basis, as practice shows, is quite expensive.

Target action conversion can be measured for the entire site as the ratio of the number of customers “coming from the Internet” to the number of targeted actions taken.

We can do this because the share of users who become clients from users who performed the target action is very stable over time and does not depend on which advertising platform and what advertisement the person who performed the target action came from. The value obtained once can change over time, but its value depends more on seasonal fluctuations than on anything else, so it is enough to measure it once every six months or a year. There are companies that have established the practice of constantly measuring it.

In order to measure the conversion of a target action, you need to know the number of users who contacted the company “from the Internet”. Therefore, most often, in order to establish this, you should ask the question “how did you hear about us?” to the company's clients. The answers to this question are even sometimes collected and carefully analyzed... to obtain completely unnecessary result.

The truth is that this statistic, like this answer, is not usually conveyed. no point. Imagine that you are driving a car down the street, you have the radio on and you hear an advertisement for product X, see an outdoor advertisement for product X, then you arrive at the office, pick up a business newspaper, where you see an advertisement for product X, and finally you open the Internet, Where. Well, you guessed it. Now you come to buy product X, and such a cute girl asks you: “How did you hear about us?” – what will you answer her? Even if you are not convinced by this example, try to quickly answer where you learned about Coca-Cola or Microsoft?

That is, we need to ask different questions or even use different methods altogether. Let's start with questions. The correct question is: “Where have you seen our advertisement?– after all, in the end, this is what interests us. If a large company simultaneously advertises several brands or several products, then, of course, you need to ask, “where did you see the advertisement for product X.” Moreover, it is necessary not only to ask this question, but also to give answer options, in which case we can sometimes find out that a person saw an advertisement in several different media if he remembers it. By the way, it is useful to include in the answer options one or two that you definitely did not use - you will not only get funny numbers, but will also be able to assess the degree of possible reliability of the results.

Ask the user what kind of advertisement he saw. This can be done, however, only through personal, face-to-face communication with the client, and over a long period of time.

Another very good question to ask users is: “Have you visited our website?” Tests show that if a user is asked during a survey, “Where did you see our advertisement?” with one of the answer options “on the Internet” and “Have you visited our website?”, then people answer these questions differently. Typically, there are many more of them who remember visiting the site than those who saw the advertisement, because communication with the site is longer.

After conducting a user survey, all that remains is to calculate the average number of customers who responded that they saw advertising on the Internet, and divide by reach - the number of visitors who saw advertising on the Internet according to Internet advertising display systems - and we will get advertising conversion (namely advertising conversion , not the conversion of the target action). And the number of customers who answered positively to the question “Have you been to the site?”, classified as quality visitors, will give us the conversion of quality visitors (conversion to customers). If we divide the number of visits to the landing page by the total number of office (or salon, or store) visitors who responded that they visited the site, then we will see the conversion of the target action. We will use one or another type of conversion depending on the design of the site. For example, if our phone number is shown on each page in large numbers, then most likely we will be interested in the site conversion, and not the conversion of the target action.

Advantages of the method:

– ease and simplicity of use: there are no requirements for the qualifications of an analyst, there are no complex technological procedures;

– speed of information collection, speed of information analysis. Information is collected during communication with the client and can be processed almost immediately. You can embed a question in existing system work with clients, then information processing will be completely automatic;

– little time to prepare and run the analysis. It is enough to print questionnaires for clients or embed an additional question (or questions) into existing questionnaires.

Disadvantages of the method:

– low accuracy. No matter what we say and no matter what additional questions we ask, the accuracy of the method is quite low because we ask users’ opinions, which are often erroneous;

– additional burden on employees working with clients. The load is not very large, but employees will resist implementation;

– the need for personal contact, at least by telephone at the beginning of the sale (when the user still remembers what advertisement he saw); the method is not suitable for indirect sales.

For mass goods it is better to use coupon technique. A coupon is an opportunity for the user to receive a one-time discount or gift upon purchase. Coupons are most often presented in the form of a page that must be printed and presented in the store. The coupon itself indicates: the amount of the discount or gift, the validity period of the offer and the addresses of the stores.

Now, in order to calculate the conversion, we need to divide the value equal to the total number of users who visited the coupon page, say, in a month, by the value equal to the total number of coupons brought to the store. As a result, we will get the conversion value of the target action.

Advice. If you have a product catalog, you can put a coupon on each product description page: just put a prominent block at the top and bottom (at the end of the description): “Come to the store with a printout of this page and get a discount.” Do not forget to indicate the addresses and telephone numbers of sales points directly on the page.

The task will become easier if you write on the coupon current date, which can be done using a simple script. This small change is enough to dramatically improve the accuracy of measurements - now you can accurately know not only the number of visits to the coupon page on a given day, but also the number of coupons with that date brought into the store. That is, the conversion of the target action will become known not only for a month, but also for every day with great accuracy. Moreover, you can determine the average number of days during which shoppers bring the bulk of coupons to stores. So now you can not only guess what the conversion will be, but also the approximate time frame within which to expect it.

Advantages of the method:

- high accuracy. Of course, some customers will forget coupons at home and it will be difficult to identify them, but the accuracy of the method is much higher than that of the survey method;

– automatic use. Coupons do not require staff time; they are placed in a box, and then their number is simply recalculated. If the point of sale is equipped with a barcode scanner, then coupons can be taken into account automatically using these scanners;

– additional sales promotion.

Disadvantages of the method:

– additional marketing costs, since coupons imply some kind of discount or gift;

– impossibility or very high complexity of use for indirect sales;

– a large time lag from the date of printing to the date of purchase, and therefore low efficiency of analysis.

Surveys are only useful in cases where we have the opportunity to ask the client any questions at all, which does not happen often. Coupons work very poorly when a company sells through chain stores that the company does not own and deals with many different brands. The majority of sales are still made in chain stores, where mass goods are sold and where, of course, at the time of payment at the checkout it is more than difficult to ask any additional questions. How to be?!

The solution for mass sales is conducting an exit poll at the exit of the store. For such an analysis, an agency specializing in this type of survey is needed. The agency will send several dozen interviewers to stores who will ask users buying your products all the necessary questions: “where did you see the advertisement,” “why did you choose our company’s products,” etc.

Rice. 7.5. Changing the total number of coupons brought (with the accumulation of the amount of coupons) and the number of coupons brought on the current day. It is clearly seen that the bulk of the coupons will be delivered quite quickly, and you can see the last coupon in a few years. Our task now is to establish a period of “active” use of coupons

The result of the survey will not be exact numbers of the number of users who responded to advertising on the Internet, but influence ratio various communication channels. That is, as a result of the survey, we will know that so many percent of all buyers of our products have seen advertising on TV, and so many have seen advertising on the Internet.

Advantages of the method:

– it can be used when other methods are not available: for mass sales through retail chains;

– perfection of research methods.

Disadvantages of the method:

- high price. To conduct a study, it is necessary to involve an agency; in case of an independent survey, the researcher must be highly qualified;

– low accuracy of results (as for regular surveys, discussed above);

– low speed performing the research. Since in this case the research is carried out by an agency, intermediate results are rarely available to the customer.

For online stores and sites with electronic applications, measuring the conversion of a target action is much simpler: for them it is the percentage of paid carts out of completed ones, and for sites with electronic applications it is the percentage of paid applications. There is no need to come up with additional coupons or surveys, since there is already enough information about the completion of the client’s application.

We will further use the resulting conversion figure for the target action to calculate the cost of the client from the cost of the target action.

Using the conversion value of the target action or the conversion of a site visitor, that is, the conversion that corresponds to the company’s business process, you should determine the cost of one client. To do this, you need to divide the value of the cost of the target action by the value of the conversion or the cost of one high-quality website visitor by the value of the conversion, if the concept of a target action is not applicable.

We will summarize all the data obtained during the analysis into two tables: a cost table (example Table 7.4) and a conversion table (example Table 7.5).

Table 7.4. Cost at every stage of internet marketing

Table 7.5. Conversions at every stage of internet marketing

The cost table, as you can easily see, replaces the conversion table, since the latter can be obtained from the first. I recommend building both, because the conversion table is more visual than the cost table; it better shows at what stage losses occur.

Let us analyze the obtained data depending on certain values ​​of the indicators. To do this, take a table with cost data (Table 7.6) and a table with conversion data (Table 7.7).

Table 7.6. Cost of target stages of Internet marketing

Table 7.7. Conversions of Internet Marketing Target Stages

Note: the table shows conditional data intended to demonstrate educational material; Choose your own monetary units – dollars, euros, pounds.

* RP – advertising platform. In this case, this is the product of site conversion and target action conversion. However, as was already shown above, this value can be calculated independently as the main conversion value. The same goes for the next column, “Converting Reach to Customers.”

7.5. Analysis of marketing activity results

The saddest story that can happen with analysis (and which I often see): a company collects a huge amount of data for every taste and color, but does nothing with this data; at best, it adds it to statistical reports. Data, of course, is not needed to be stored in a closet; it needs to be analyzed. Below I present the main conclusions that can be drawn from the analysis of the tables we obtained.

1. ELIMINATION OF “UNLOSS-LOSS” SITES

As can be seen from table. 7.6, site No. 3 supplies us with the most expensive clients, and site No. 4 provides us with the cheapest. Here it would be very important to know the profit received by the company on average from one client for the entire time of working with him. So, if it turns out that a company receives an average net profit before taxes from one client of $12, then the third platform, as can be seen from the table, is unprofitable for us, and therefore should be excluded from the media plan.

2. BUDGET REDISTRIBUTION

The obvious solution is to increase the volume of advertising on the cheapest (one or several) sites; unfortunately, it is not always feasible, since the capacity of the site is often limited and it is impossible to increase the volume of advertising on it. In the same way, the wrong decision would be to exclude the last fifth platform from the media plan, the cost of the client with which is one of the highest and only slightly below the payback threshold. If you do this, the company will lose almost half of its customers, and therefore half of its turnover. Despite the fact that this turnover is not cheap for the company, its loss will lead to an increase in unit costs. Thus, when reducing sites, it is necessary to take into account not only the cost of the client, but also their number.

3. NON-TARGET AUDIENCE

Let's analyze the cost of visitors for each advertising platform. We will see that the site that we just threw out brings us the cheapest visitors, but the most expensive clients. This means, indeed, that site No. 3 attracts a non-target audience, that is, an audience not interested in the goods or services offered.

This situation occurs when a visually attractive banner is placed on a highly visited entertainment site, or in cases where resource owners technically increase the number of visits. This is called “cheating” and is used to demonstrate the quality of an advertising platform: a large number of transitions, low cost of transition. Since most advertisers do not conduct a detailed study of an advertising campaign, limiting themselves to analyzing the cost of a click, “cheating” can be very profitable in the short term. Although, of course, “you can’t hide an sew in a bag.”

Another thing is that the cost of a visitor for site 4 (the best) and site 5 (one of the worst) is almost the same, and the highest among all sites. If we look at the table. 7.7, then it is clearly visible: the conversion of advertising material for the fourth site is very high, for the last site - on the contrary - very low.

This means that the advertising material that we place is extremely relevant for visitors to the fourth site, but for visitors to the fifth site it is almost uninteresting. This often happens when site 4 is narrowly themed, and site 5 is a broad site with a wide variety of user interests. To correct this situation, you can try using a different set of advertising materials for site 5, but it is better to use more complex circuit targeting to reduce the reach of “unnecessary” visitors.

5. DIFFERENT TARGET GROUPS

The most difficult situation is with site No. 1 – it shows the lowest conversion point at the entry point and low conversion of quality clients. That is, a large number of site visitors respond to the advertisement, but only a small number of them go beyond the first page.

This situation often occurs when we make mistakes when addressing target groups. For example, if we advertise electric drills, then we have two target groups: professional builders and home users. The former are well versed in tools and understand the language of the manufacturer’s descriptions, while the latter do not need specifications, but advice on choosing a drill for the home. Therefore, if a banner advertising power tools takes the user to a page with detailed description characteristics of the drills offered, then the first audience is easily converted into buyers, and the second, most likely, leaves the site.

You can try to correct this situation by preparing two different entry points for different target groups. In this case, advertisements on sites with different content will lead to different pages, and users will see the information that is better suited to them.

As a result of the analysis carried out in this way, it may turn out that contextual advertising costs much more than expected, and PR, on the contrary, gives very good results, but the number of sales from it is very small and it is almost impossible to scale it. Or it may turn out that the highest quality visitors are type-in, and therefore, either offline advertising works well, or we are dealing with regular customers. It is important that using the described method you can analyze all Internet marketing at once and compare different actions with each other, and not just different advertising platforms within the same type of advertising with each other.

Statistical traffic analysis tools allow us to calculate the effectiveness of any online marketing efforts. The researcher’s task is to correctly assess the key points for measuring efficiency on the company’s website, and then calculate using one of possible methods conversion of visitors to this point into customers of the company. Once a well-established measurement system will allow us to explore everything advertising campaigns, optimization, PR campaigns, viral marketing, etc. That is, the most difficult thing is to set the task correctly, and everything else is nonsense.

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 a digital format, since the consumer is not mobile in choosing and 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, labeling, 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. Using content indexing, increasing rankings due to 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. Advertising materials (text, animation, video) are displayed 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 selection 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. Buyer seeing interesting offer on various thematic platforms, follows the link and makes a purchase. Teasers and banners count quick opportunity increase profits through unique and interested users.

Viral advertising

Viral advertising is spread by ordinary users and companies themselves. The process takes place on social networks and 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 information about the product to make a 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 company that wishes registers on such a platform and integrates into common system through a commercial offer.

Online Games

Marketing activity in game mode is determined by the multimillion-dollar audience of online entertainment. Developers cooperate 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 the site in order to provide the consumer with conditional free information, which will prompt him to make 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 an effective way to increase 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

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). A prerequisite: what is sold 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 element 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.

Today, surely every modern and purposeful person understands that with the help of Internet marketing tools, it becomes possible to effectively use the time and money spent on business.

Internet Marketing. What? Where? For what?

With their help, a large number of problems can be resolved via mobile telecommunications, because... they are not tied to a specific location. Internet marketing tools are time-tested, fairly flexible and reliable online systems and services. Without them, promoting products via the Internet becomes completely impossible.

Internet business is a projection of real business. There are certain products. There is a seller and there is a client.

The application and use of Internet marketing tools is carried out with the aim of attracting as many more buyers to their web resource (website or blog), which plays the role of an advertising platform to promote products to the market.

Even if you have ideally mastered all the tools of Internet marketing, it is still very difficult to win the buyer’s trust. It is much easier to lose it and get a bad reputation. The use of the same Internet marketing tools can instantly destroy your business if you behaved dishonestly and dishonestly.

Internet marketing tools from A to Z

Web site. It is the most important tool for Internet marketing. Its development and placement on the Internet, and its competent use provide the owner with limitless opportunities on the path to successful competitiveness in the market, and therefore sales of products.

Search engine marketing or website promotion. Most often, when searching for a desired product or service via the Internet, customers turn to a query in a search engine. The following tools help your website rank higher in search engine results:

SEO or search engine optimization provides for attracting target users from search robots to a website or blog;

Internet advertising. It is distinguished by the highest degree of coverage of the target audience, while it is possible to manage the budget of an advertising company, as well as quickly monitor its effectiveness. It is displayed in two ways:

• Banner used to quickly reach the target audience and increase recognition of advertised products;
• Contextual- one of the types of advertising on social networks, which is endowed with an intellectual character and is used to attract the audience that is most interested in the product.

Email Marketing presented in the form of individual mailings to e-mail. A completely low-cost event, you can distribute information and information to specific potential buyers and monitor their response.

Social Connection Marketing. The idea of ​​attracting relationships between users to promote products continues to develop at an incredible pace:

• Social networks, chats, forums;
• Blogs;
• Review and rating sites;
• Electronic bulletin boards;
• Online conferences and seminars.

Viral marketing. His idea is to create a “virus” that should attract the user of advertising material for subsequent transmission to other people as entertainment, but not advertising. It is characterized by an avalanche-like distribution of advertising information in the form of video postcards, videos, cartoons, etc.

Online Games— online games with built-in advertising materials or elements of company brands have become incredibly widespread, which significantly allows them to attract the attention of potential buyers.

Video marketing is one of the most effective and cost-effective Internet marketing tools today. Today, anyone without the necessary knowledge and skills, using programs developed for a PC, without making much effort, can create a video of any content and place it in their E-mail newsletter or post it on the Internet.

Formation of public opinion. With its help, a positive image of the company is formed through the promotion of text materials on various Internet resources.

All of the above Internet marketing tools are endowed with their own characteristics and specifics, which undoubtedly should be taken into account when choosing the most effective tools for each individual project.

The above list of tools is not exhaustive. It is constantly expanding and supplemented with new tools.