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Internet marketing – we explain the terms!

These days, there is a wide range of different ways to market a website using Internet advertising, and some methods are more effective than others. Choosing the Internet marketing that works best for your company in particular is not quite that simple. It is important, therefore, to choose correctly. What works for one specific company in one line of business may not work for another company in a different line of business.

When people talk about Internet marketing, it is easy to get the terms mixed up. Here, we list the usual methods:

Search engine marketing

The term “search engine marketing” (also called “SEM”) refers to marketing of a website on the Internet using search engines, either by improving the natural (organic) ranking through search engine optimization (SEO) or by purchasing sponsored links (PPC). Of course, which search engine to focus on depends on your market, but for the Nordic countries in general, and Sweden in particular, Google is the market leader with over 90% of all performed searches. Depending on which product or service is to be marketed, it can also be useful to look at the Bing and Yahoo search engines. There is a small but ever-so-relevant amount of traffic to reach there, too.

Find out more about our services in search optimization and sponsored links.

Blog marketing

Marketing via social media is about expressing an opinion or writing a comment on a discussion forum (a blog); this then becomes visible for other bloggers to read, share and comment upon. Thus, a blog can become a very powerful instrument in modern Internet marketing. Normally, blog marketing is combined with activities in other social media such as Facebook, YouTube, Twitter and Flickr.

Press statements Online

Publishing press statements on the Internet is a relatively new method in the field of Internet marketing, one that has recently gained ever more popularity among small and medium-sized companies that previously did not have any traditional PR activities. The method is about creating a statement that is newsworthy (e.g. information about a company, its website, employees, products and services) and then placing it on some of the Internet’s open news portals or subscription services for company information. The method has been developed, and a new type of platform – the so-called “newsroom”– is becoming ever more visible. A newsroom can be regarded as a combination of a blog and the traditional press centre.

Find out more about our newsroom service.

E-mail marketing

Marketing yourself through e-mail is, in essence, the online equivalent of direct marketing. This type of Internet marketing is often very cost-effective, and with the right tools and strategy it is possible to obtain very good results. There are currently countless modern platforms offering good statistical monitoring combined with an attractive design. The market for e-mail marketing has grown enormously in recent years, and there is also the problem of overfull inboxes and aggressive Spam filters for unwanted e-mails.

Banners

In offline terms, banner advertising can be compared with traditional advertisements in newspapers and magazines. Usually, payment is based on the number of displays, but it is also common to pay for a reaction or some type of completed action (CPA = cost per action). This is normally done by clicking on the advertisement or ordering a product, and the website owner then incurs a charge. Using banners can be a good complement for successful Internet marketing, but often relies on further complements in order to succeed in getting the message through to the required target group.

Affiliate marketing

Like banner advertising, affiliate marketing involves a website owner placing adverts on the website or network for a fee. The difference is that the website owner takes part of the profit created as payment. In this way, it is a very safe method of Internet marketing in cost terms, though as always you need to check that every activity really generates an income. Otherwise, you may be paying an affiliate fee for something you do not earn anything from.

Choosing the right type of Internet marketing is, therefore, both complex and demanding. Don’t take any chances, therefore! Get help from a professional! MediaAnalys has extensive experience of which channels within Internet marketing work best for you! We will help you to make the Internet your best sales channel. With a total of over 10 years’ experience in the field and thousands of satisfied customers, we are absolutely sure we could help you and your company, too.