The Internet and Marketing
Internet Marketing originated in the early 1990s as simple, text-only websites that offered product information. Then, following the development of the internet, I evolve in complete advertisements with graphics.
Currently the internet is a means of communication every day more important and used by millions of people around the world. As we know, the Internet is an interactive medium, which unlike traditional media such as radio or television, allows us to know the preferences and consumer trends of the prospective client and display personalized information according to them. Internet has changed the world of marketing and of business in general.
Therefore, we must take into account the use of that medium when developing our marketing strategy. Currently, e-Marketing (Internet Marketing) is an alternative increasingly used by companies to disseminate and promote their products and services. The true importance of Internet marketing is that it definitely shows itself with all its power and becomes almost infinite.
Internet advertising offers many advantages:
- It allows to measure in a very precise and continuous way the result of advertising campaigns
- Allows direct contact with potential customers or users
- It allows continuous adaptations and modifications of the campaigns according to the demands of the moment
- It is much cheaper than "traditional" media
- Analyze the type of clientele that acquires our product
Currently, there are many agencies specialized in advertising on the Internet. These companies are dedicated to finding advertisers, advising them, creating ads and banners for the internet, developing internet marketing plans, analyzing audiences ...
Internet Marketing Strategies
The eMarketing of search engines and email are the basis of the most successful campaigns today. However, emerging channels such as Blog's, social networks and RSS are gaining strength.
It is very strange that a single strategy makes you succeed in your Internet business. You have to specify a marketing strategy at several levels or even choose the most appropriate strategy. There are many possibilities: preparation of a web page oriented to sales, email marketing, search engine optimization (the best advertising tool and free)....
It is useless to simply have a web page if it is not effective for the interests of your business or company. Nowadays, it is not enough to have a web page without more. If nobody knows it or visits it, it will have the same utility for your company as a store in the middle of the desert!
SEO - Search Engine Optimization
What does Search Engine Optimization SEO mean?
When we talk about SEO, we are talking about the attempt or the task of adjusting the information of the pages that you want to appear in the first positions among the results of the searches. It comes from the English Search Engine Optimization, that is optimization for search engine.
It is also understood with this expression the techniques of website development to improve the position of the site among the SERP (pages of search engine results). Currently many companies are dedicated to perform this task by how many other companies. We also refer to SEO to define the people who perform this type of work.
Technically speaking, what are positioned are the URLs of the pages. The sites will achieve a good position as a result.
SEO techniques can be excessive and affect the natural results of large search engines so if they violate the clauses and conditions of use of them can be considered, in some cases, as a form of SPAM, spamdexing.
The work is broad, since the positioning involves the programming code, the design and the contents and the search engines have different operating rules.
SEO Companies Today
In the last year we have attended a real passage of companies that are dedicated to web positioning, with its specialized formulas to offer the customer the first positions.
We advise you to be very careful, if you are thinking of hiring any: there are formulas penalized by search engines. You have to be well informed and maybe you will realize that you do not need to hire a company, maybe you can only improve your website. Possibly what you really need is to take care of it a little, that someone revise its codes, optimize it so that search engines recognize it, a facelift improving its attractiveness, offer tools that users like, check broken links ...
Some SEO tips for Google
- Google constantly updates its index: stay informed!
- It is better to use scripts than "underscores" in URL's
- The purchase-sale of links devaluates the sites
- Google does not penalize sites for errors in the code because they are too frequent
- Consider duplicate content to exact copies or very similar content
- Translations are not considered duplicate content
- Blogs are the same as any other site
- Google can not access registered zones: let it "see" something from those areas
- Detects the same (or very close) colors as the background
- A different title for each page
- Minimize the number of redirects until you reach a URL
- Minimize the number of parameters of a URL
- Do not use the parameter "id = ..." or sessions
- Google is focusing its systems on combating spam in other languages (not English)
- It is recommended not to use subdomains with duplicate content, and use 301 redirects to correct it
- 302 redirects are beginning to be considered 301 redirects
- Do not use the tool to remove Google domains to remove a canonical domain
- Search engines can do tasks to solve the canonization or remove the forums sessions
- Many people use 404 error (websites that can return) against error 410 (websites that will not return)
SEM - Search Engine Marketing
We could also define it "Marketing in the Search Engines". It is a series of internet marketing strategies to make a web page as visible as possible in the SERPs (Search Engine Results Pages), the search engine results pages. The "SERPs", in addition to the results, include advertising with sponsored (paid) links, in the style of Google AdWords.
It is a direct form of marketing, using email as a means of commercial communication. Each email we send is a possible customer or user of our product.
Today is something quite common and used by companies, whether to promote something to inform new products / new products to customers and loyal customers.
Advantage of email Marketing
- It's very cheap
- If done well, it is second only to SEO among internet marketing strategies, regarding the return on investment
- It's immediate: an email takes a few seconds to arrive
- Allows the advertiser to "push" the message to the public, while a website has to be "waiting" for people's visits
- You can reach people who voluntarily ask to receive information on topics of interest in your email
- It is estimated that more than half of the users of the network check their email each time they connect
The great disadvantage of this method is the possibility that our e-mail is confused with SPAM (unsolicited, unwanted mail).
Advertising with Banners
A banner is the equivalent of the skirt in conventional advertising. That is, it is an "advertising piece" that is inserted in an Internet page. It is a way to teach what we offer in just a few seconds.
The format of a banner is measured in pixels. Still do not adopt standards of "official" size, then it is common to adapt is original to different formats, depending on the page in which it is inserted. Anyway, some of the most common measures are 88x60 px, 468x60 px or 120x60 px. (1 pixel = 0.04 centimeters).
The banner: an advertising format on the Internet
The baner is a form of online advertising that consists of including an advertising piece within a web page.
The objective to be achieved through the publication of a bank is to attract traffic and visits to the website of the advertiser.
That is to say: the banner would have to call the attention of the visitors of the site where it is published, that clicking on the same banner, they enter in another web page: that of the advertiser itself.
That redirection that occurs when clicking on a banner, is called "click through".
Where are the Banners Placed?
All types of websites are likely to include all kinds of banners and other advertising formats, although in most cases, the sites with the most interesting content or with large volumes of traffic attract the largest investments of advertisers.
You can start by swapping banners with other websites, so we can reach a wider audience in exchange for inserting banners from other companies in ours. On the Internet there are many pages specialized in these practices, such as celestes.net or bannerexchange.com. Another thing that can not be forgotten is to insert the web in all the search engines we know.
Another possibility is to pay other companies to put our banners on their pages. You pay for modules as in traditional advertising and you can choose the quantity according to several criteria: for the number of times our notice is seen, for the impression itself, for the times that our banner has been pressed, what is called "click through", etc. Here you have to stop and think about what our target is and if it is convenient for us to advertise in a website that is very visited but which, in addition to being expensive, half of your visitors would not be interested in the product.
You can find more information about the banners and how / where they are placed, and the prices, in the section CPM-payment for impressions.
What is the difference between banner and pop-up?
Pop up is an English term that we translate as "pop-up window". These are windows that emerge automatically (most of the time without the user requesting it) while accessing certain web pages. Many times Pop-ups are used to show an advertisement in an intrusive way.
That is to say: a pop up is much more intrusive than a banner, because the user, in the case of a banner, can choose whether to enter or less in the web page to which that same redirects, while the pop up "comes out" alone, without control possibilities.
Pop-ups are annoying to most users, which is why there are several anti-pop-up programs that block these windows. Nowadays, most browsers integrate this function.
And the Pop Under?
A technique related to e is the so-called pop-under (which consists of opening untimely new windows that are located behind the window in use). They are less annoying for the user, but are less visible because the user has to close all the venatanas before viewing them.
The Perfect Banner
Users are not as blind to the banner as it seems and the message passes without it being necessary to click on the banner.
That is, from the advertiser's point of view, the banner can work. Each time the internet takes more time from television (evidently more than newspapers and magazines) and online there are market niches that are hard to follow in the real world.
The data that is taken to measure the effectiveness of a banner is the click through. This is correct but it is not always valid and it is not the only one that must be taken into account. According to some studies, Internet users remember the banner, if it is well done, even if they do not access the page that it promotes.
We must also bear in mind that many products that are advertised through banners can not be purchased directly. A banner about the premiere of a movie could offer information on the day of the premiere and as an option to visit the page. In this example, the effectiveness of the banner is not measured only by the click through. The correct impression of the message is sufficient to justify the investment. That is to say: the banner, to be effective, does not always have to take to the page.
Anyway, if the banner is designed to take a page, that has to link directly to that page, and not, for example, with the cover of the site where that page is located. If the banner leads to the cover, the user may feel confused or not find what he saw on the banner, unless what we are promoting is just our entire website.
The perfect banner has to be simple: people do not know how to use complicated bathrooms or do not know if they should / can click on some (the typical example, which is also in the form of pop up is the "Message alert ... you have 1 message waiting for you "). They are not clear and confuse users.
The banner has to be light, as well as simple: no more than 4 kbs. A very good example is the google ultra lightweight baner, which although it is something "ugly", works.
Do not exaggerate with the animation: a "surprise" effect works, but without removing the importance of the message. Too much animation confuses the user and does not allow him to understand what the message is.
You have to use striking words in the banner or that cause curiosity. and as regards the graphic, it is necessary to draw a chromatic line between the banner and the page so that it does not get confused. It is also advisable to change the graphic style of the banner every so often, so that it continues to attract the attention of Internet users.
PPC - Pay Per Click
If your page does not appear among the top 20 results of a search engine (which is quite optimistic) you may not get visits through search engines, unless you pay for it. Many search engines, however, have a column on the right side of the search results where you can buy a "sponsored link", that is, you can appear on that list after paying a fee. This is what is known as Pay Per Click (PPC).
The systems of "pay per click" or "pay per visit" are advertising models based on the advertiser paying for each real visit he receives through the system. In a PPC search engine, advertisers bid for the first positions in the keywords of interest. The highest bid, along with other criteria, makes an ad appear at the top of the list of results, which (it is assumed) will make that website have a greater number of visitors, although increasing the cost per visit.
The main PPC systems currently operating in Spain are: Google Adwords, Espotting and Overture. All are nourished by "sponsored results" or "advertising links" to the main search engines and web portals. Google, Overture or Espotting have payment programs for visits that allow advertisers to select a series of keywords, URLs associated with which to direct visitors, titles and personalized descriptions for each keyword, elements that appear in the results offered by Google, Overture and Espotting as well as in their corresponding partner networks. However, the order of advertisers in the case of Google no longer depends only on the bet of the advertisers, but other elements such as the rate of clicks ("Click-Through Rate" - CTR) of the advertisement.
The fundamental advantage of "Pay per click" systems is their ability to provide almost immediate visibility to advertisers in the main search engines and portals. Its drawback lies in its, in many cases, high cost so it must be complemented with positioning campaigns in "free" results and profitability measurement systems.
How does Pay Per Click work?
First you must choose the terms that are important to your customers, those terms that people would search in the search engine. Next, investigate how much other advertisers are paying to appear on those sponsored link lists. The higher you want to appear on the list of sponsors, the more you have to pay. The list is headed by the highest bidder. Obviously, you will want to find out how much you pay, how many customers and how much business these visitors provide you. You should be able to identify more than 100 related search terms that you might want to bid on for a single product or service.
Advantage of Pay Per Click or PPC
- PPC is the most effective method to get potential customers
- You have the possibility to continuously control the cost per visitor
- It's simple: the more you pay, the better positions you'll have in the list of "sponsored links"
- You only pay for visitors who click on your ad
- With PPC you can choose the terms to advertise your products and services
- Genera quality traffic on your website since the visitor can read a description of your activity before clicking on your ad
CPM - Payment Per Impressions
What is an Impression?
Each time a user accesses a web page agrees that a banner is found, it is displayed. That is called "impression". An impression corresponds to a user represented by a single IP address that displays a web page with an advertisement or advertising banner. The next step is the "click through", that is, when the user clicks on that bank and is redirected to another page.
Payment Per Impressions
Print-paying advertisers pay for the number of times your ad is shown. It is a very interesting way to get money, since it does not require any kind of action on the part of our visitors (it does not depend on the click throguh). We recommend combining it with forms of extra visits such as those we offer on our website to make them more effective, you can even combine one at the exit of your website, with one at the entrance.
If you have a website, an advertising company (or a private individual) could pay you to insert ads / banners on your page. You will be paid for each time your advertising is shown. It is possibly the most comfortable / profitable format for the webmaster to depend only on the number of pages displayed.
Of course, your page has to be a "good page": nobody wants to advertise on a page that has no visitors! Advertising companies usually require a minimum number of visits on your website (between 75,000 and 100,000 pages displayed at the same time) and ask for their own domains (webs hosted in free hostings are not admitted)
If you do not meet this 2 minimum conditions you will have to look for another type of advertising.
What does CTR mean?
When the click through is placed in relation to the impressions, a rate called click through ratio (CTR) is obtained, which measures the number of times that someone has clicked on the banner in relation to the number of times He has shown this banner - total number of impressions. This rate can vary greatly depending on each advertising campaign but can be considered in normal terms if it ranges between 0.1% and 1%. It is an indicator to measure the success of an advertising campaign with baneres, because it measures how many times a banner is clicked on the times it is displayed.
Advantages and Disadvantages of Online Marketing
One of the main advantages dependent on employment and use of Web Marketing is the availability of information quickly. Customers / users can easily acquire, through Internet browsing, information about the products they wish to buy, and also check it at any time of the day.
The companies that advertise on the internet can save money, because such advertising campaigns do not need large financing.
Above all, Internet advertising can help the company's expansion from a local market to national and international markets at the same time, offering almost infinite possibilities for expansion. And that, in a certain way, decreases the gap between large and small competitors, increasing competition and thus bringing benefits to consumers.
Internet marketing is much more easily controllable and reviewable by the advertiser: at the same moment we can know "how is" our campaign going, what kind of people are interested in our products, how many people do it...
Compared to traditional media (press, radio and television above all), online marketing is developing and growing very fast. Also for the first time is being known by small entrepreneurs and consumers. Nowadays a simple webmaster or a blogger can know the functioning of web marketing and want to try to make money through your website! This type of marketing is easily known, due to the nature of the internet and the low cost (and risk) necessary to undertake a "campaign". However, large companies seem not to have fully realized the enormous potential of the network: in Western countries online marketing occupies only 5% of total advertising expenses, while television, radio and press continue to occupy much more.
However, one must also take into account certain disadvantages.
For example, slow connections to the network can cause difficulties. If companies build pages that are too complicated or too long, users may take too long to view or download them.
The electronic commerce does not allow the buyer to "touch with hand" the product before the purchase. Some sellers, for that reason, are beginning to guarantee the possibility of returning the products. In Germany, where since 2000 there is a law that regulates e-commerce and guarantees buyers the total return of money, e-commerce is very popular.
Another factor is the form of payment: many users still do not trust electronic payment methods and refuse to buy online because of that. Another related problem is the case of scams carried out through means of payment such as Western Union or Pay Pal.
Seo - Search engine optimization
Sem - Search engine Marketing
Advertising with baners
PPC - pay per click
CPM - payment for impressions
Google / Yahoo / Msn
What does web positioning mean?
The positioning in search engines or web positioning is the result of the retrieval of information in the database of large internet search engines (Google, Yahoo !, MSN) by the use of search algorithms in the software.
Nowadays, search engine positioning has become in recent times one of the most used tools by webmasters. In particular, appear in the top positions in Google is essential to generate traffic to your website, since Google responds to almost 60% of Internet searches.
It's simple: Internet users search for things on the internet through search engines and when they have the search result in front of them, they click on the links to the sites that come out in the top positions (80% of people who perform a search it does not go beyond the first 10 results that the search engine shows). So, in order for our page to have a lot of traffic, it has to leave between the first ones.
The task of adjusting the information of the pages that you want to appear in the first positions of the results is known as SEO, the acronym of Search Engine Optimization, optimization for search engines. These are techniques aimed at getting search engines to place a certain web page in a high position and category within their search results page for certain key search terms and phrases.
What are the techniques to improve Web Positioning?
Here is a summary of these techniques:
- Have good contents
- Get other related websites related to ours
- Register in important directories such as Yahoo! and above all on Google
- Text readable and with clear content: in a word, simplicity, much appreciated by Google's robot
- Simplicity also in the titles: they are unique and relevant descriptions of the content of each page
- Link internally the pages of our site in an orderly and clear manner
- Update the page with original quality content
- Avoid penalties
- Know the SEO terms
There are millions of web pages. If you want your page to survive, you will need search engine traffic.
A Search Engine is a tool that allows the user to find a document that contains a certain word or phrase. Search engines are systems that search the Internet (some search only on the Web but others also search News, Gopher, FTP, etc.). ) when we ask for information about a topic. Searches are done with keywords or with hierarchical trees by topics; The result of the search is a list of Web addresses that mention topics related to the searched keywords.
Visits, with good content and good web design, turn into sales. If a web page is not well positioned in the search results, it is like a needle in a haystack, that is, almost impossible to find.
Taking into account that 95% of Internet users use the search engines to find the information that interests them and more than 90% use Google as a first option, it is essential to leave in the top positions in search results There are two ways to position yourself in the first positions: Adwords (sponsored links, we talk about that in PPC - pay per click) and SEO (natural positioning).
The search engines are the best tool to get a lot of quality traffic (potential customers of our products that are "looking for them" !!) at the best price: for free!
The most well-known and used search engines are currently Google, Bing, Yahoo! and MSN Live.
Differences between Search Engines
In general, the most visible differences between search engines depend on whether they work with or without a robot.
Search engines with robot (spiders): characteristics:
- The contents are indexed by means of a robot, spider or worm.
- It is not essential to register a website to be included in it. It is advisable but not essential, because most robots search the web by themselves, indexing everything in their path. Even so, the content of their databases does not usually exceed 5% of the total network.
- To achieve a good position is necessary to correctly use keywords and tags within the HTML code.
- There are more total results, these are less reliable and have more erroneous or ineffective links.
- The results appear in order of popularity, depending on the characteristics of the robot (algorithm). You can take the keywords of the title, description or content.
- Discharges may take several months in some cases.
- They are ideal for finding intricate or prohibited topics in search directories, or to find unusual topics.
- If we pay them they give us a bonus that will allow us to appear on the first pages of results. This form of advertising, right now, is indicated in some way. The spiders have been forced to this type of advertising to be able to continue offering users the service for free.
- Best example: google.
- A cheap technology, widely used by many scripts in the market. It does not require many computer resources. Instead, more human support and maintenance is required.
- Algorithms are much simpler, presenting the information about the registered websites as a collection of directories. They do not go through the webs or store their contents. They only record some of the information on our page.
- The results of the search will be determined by the information that has been provided to the directory when the web is registered. Instead, unlike engines, they are reviewed by human operators, and classified according to categories, so that it is easier to find websites of the topic of our interest.
- They do not refer so much to the information about the contents, but present the results referring to the contents and the subject.
- Technology is very cheap and simple.
Examples of directories: Old directories, Yahoo !, Terra (Old Olé). Now, both use spider technology, and Yahoo! he keeps his directory. Today is trying to remedy the "errors" of the spiders through mixed technologies and "new" ideas, such as the implementation of the trial of Internet users.
As you can see, there are differences between search engines (and there are many more). Therefore, we advise you to inform yourself about what you have to do to register and then leave among the first search results in each of them.
As we have said above, the most important search engine is google, so if you have a site, you can check here the tips of the same google to exit in the search engine.
Google and the Page Rank
Page Rank is a numeric value that represents how important a page is on the web. It is something different that Google has compared to other search engines. For Google, when one page links to another, it's as if the page that has the link "will vote" to the linked page. The more links a page has, the more important the page will be. Also, the importance of the page that votes determines how important the vote is. Google calculates the importance of a page based on the votes it gets. In calculating the PageRank of a page, the importance of each vote is taken into account.
PageRank is, for Google, the way to decide the importance of a page. It is important because it is one of the factors that determines the position of a page in the results. It is not the only factor that Google uses to position the pages, but it is a very important one.
Not all links are counted by Google. For example, filter all farm links from known links. Some links may cause a site to be penalized by Google. They know that webmasters can not control which sites link to them, but they can control the links on their own page. For that reason, links to a website can not hurt you, but links from a website can be harmful if linked to penalized sites. That's why you have to be careful with the links on our page. If a website has page rank 0, for example it will be a penalized website and it is discouraged to really link to it.
The Ranking in Google
Here is a briefly explain how to position google sites:
- Does not take into account metatags: they can replace the text only when the web page does not have other content
- In the title of the page have to leave the keywords
- Text of the page: fundamental is what is in the headers <H1> or <H2> and inside the <BODY>
- The keyword has to go out many times in the text
- The records included in Yahoo and DMOZ appear also in Google and with better results (and also in Yahoo)
- Page Rank: not having links from other pages hinders a good positioning. You need good links and correspondents.
- There are prohibited practices that penalize: the hidden text, attempts to deceive the robot and show different pages to which the normal user sees created to optimize the positioning, links exchange campaigns with the aim of improving the ranking.