Key Characteristics of Online Marketing
Being a relatively nascent incorporation in the gamut of marketing activity, the key characteristics and functioning of Online Marketing are ambiguous. There are no ‘wise old men’ in this sphere and knowledge, engagement and the most important object of desire – success, is a continuous process. So while the so called expert advice may work wonders for one brand, it could fall flat in case of another. The mantras may change every week, depending on how many millions of users Facebook may have added and how much you are willing to spend. Everything from search trends to hashtag research could well determine your strategy and your budget. So grappling within the sea of ambiguity, how does a Brand or Marketing Manager define the key characteristics of Online Marketing?
Here’s a concise and specific set of opinions that will give you an idea:
Strategy: Knowledge of your overall goals begets a roadmap to define your ways to achieve them. Strategy is important as it lets you understand what you need to do and what sort of financial, technical and delivery resources you need to deploy.
Content Driven: The saying “Content is king” is common and an incredibly important cog in the process of online marketing. Content is the most vital aspect of your communication. You have to say things that would make people want to share via social media, email or even word-of-mouth. Your content needs to be crisp, clear, relevant and trend-friendly, while never letting go of your brand motto and style.
Search Engine Friendly: Whatever you put up online, needs to be Search Engine friendly. Using keywords in your content and on-site and off-site SEO are important but most definitely need to be implemented within the boundaries of legitimate, acceptable practices. This will help your content, your campaign and your site get found on search engines better.
Be adaptable to user behaviour: You should be willing to adapt and alter your online marketing campaign and communication based on trends across the internet. Tailor-making your content to incorporate trending keywords (again, as long as it’s legitimately incorporated) enables quicker indexing. Modifying your look and feel, navigation and key content areas based on user behaviour and feedback is also important.
Be adaptable to technology trends: Incorporation of W3 methodologies, making your site HTML5 friendly (and as a result, having a Smartphone and Tablet friendly UI), allowing Social Sharing and (if your site requires for a user to register) signing in via an OpenID makes your site more acceptable and usable.
Investment: Organically getting things right is just half the battle. While it is very important, allocating a budget to your online marketing campaign helps reach out to people with undocumented internet usage and also a larger audience. Google and Facebook Ads, e mail blasts and even a few attractive web banners will draw attention.
Accountability: As someone spearheading a marketing campaign, it’s important to be accountable. There is no point having a site that doesn’t get traffic. Just as success should be taken as a case study to duplicate, failure should be analysed to understand what went wrong.