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Online marketing (2024) explained: basics, strategies, trends & tools

Online marketing is a central component of modern marketing and offers companies numerous opportunities to reach their target group effectively. In this blog post, we explain the basics of online marketing and current strategies, trends and tools that will be relevant in 2023.

Definition of online marketing

Online marketing, also known as digital marketing or e-marketing, is the use of various marketing strategies and techniques on the Internet to promote products and services. In contrast to traditional marketing, which focuses on traditional media such as print, radio and television, online marketing uses the numerous possibilities of the Internet to reach potential customers and increase sales.

In the field of online marketing, there are various disciplines that can be used depending on the audience and company goals. These include, among others:

1. content marketing:

Content marketing is about creating high-quality and relevant content that offers added value for the audience. This can take the form of blog posts, e-books, videos or podcasts. Content marketing is a long-term strategy that aims to gain the trust of the target group and increase brand awareness.

2. social media marketing:

Social media marketing refers to the use of social media such as Facebook, Instagram, Twitter, LinkedIn or Xing to connect with potential customers, create brand awareness and drive sales. Through targeted advertising campaigns and organic interactions, companies can increase their reach and build a loyal community. Social media also plays an important role in content marketing. You can find out more about Facebook and Instagram here.

3. search engine marketing (SMM) with search engine optimization (SEO) and search engine advertising (SEA):

Search Engine Optimization (SEO): Search Engine Optimization is a discipline in online marketing that focuses on optimizing websites for search engines such as Google. The aim is to appear at the top of the search results to get more organic traffic and potential customers. It is important to know the current algorithm of the search engine and to concentrate on the right search terms (keywords).

Search engine advertising (SEA): SEA is targeted search engine advertising, such as Google AdWords or Bing Ads. Companies bid on certain keywords in order to place their ads prominently in the search results and thus attract potential customers to their website.

4. e-mail marketing

Email marketing is another effective method of getting in touch with the target group and informing them about products, offers or news. By sending newsletters or automated email campaigns, companies can strengthen customer loyalty and increase sales.

5. affiliate marketing:

In affiliate marketing, merchants and affiliates work together to promote products. Affiliates receive a commission for every sale or registration generated by their recommendation.

In addition to these basic strategies, there are also specialized tools and techniques that can be used in online marketing. These include display advertising, remarketing, influencer marketing and web design.

7. display advertising:

Display advertising refers to visual forms of advertising such as banners, videos or interactive ads that are placed on various websites or in social media. The aim of a campaign and advertising on the Internet is to draw the attention of the target group to the product or service and increase sales.

8. remarketing:

With remarketing, users who have already interacted with a website or online store are targeted again. By placing personalized ads, companies can promote sales and increase the conversion rate.

9. influencer marketing:

Influencer marketing uses the reach and influence of opinion leaders in social media to promote products or services. Influencers often have a major influence on the opinions of their followers and can therefore influence purchasing behavior.

10. web design:

An appealing and user-friendly website is an essential part of online marketing. Good web design helps to optimize the dwell time and bounce rate of users and thus improve the conversion rate.

Optimization: Goals & KPIs in online marketing

Goals and KPIs (Key Performance Indicators) in online marketing are crucial for measuring and continuously optimizing the success of marketing measures. The goals of online marketing can vary depending on the company and industry, for example increasing brand awareness, acquiring new customers, customer loyalty or increasing sales. KPIs are defined in order to achieve these goals and evaluate their success. KPIs are measurable indicators that show the progress and effectiveness of marketing strategies and tactics. Common KPIs in online marketing include the number of website visitors, the conversion rate, the average length of stay, the bounce rate, the ROI (return on investment) and the number of leads generated. By regularly monitoring and analyzing the KPIs, companies can adapt and optimize their online marketing measures in a targeted manner in order to achieve their set goals in the best possible way and increase their success in the long term.

The best strategies and most important trends in digital marketing in 2024

Success in online marketing means finding the right marketing mix of these different disciplines and techniques that is tailored to the specific needs of the company and the target group. It is important to regularly analyze and adjust the success of the various measures in order to achieve the greatest possible corporate success.

In 2023, online marketing will continue to play a decisive role in a company’s success. To remain competitive and reach target groups effectively, companies must adapt their online marketing strategies to the latest trends and technologies. In our opinion, these are the best strategies and trends in online marketing for 2023:

      1. Artificial intelligence and automation

    The use of artificial intelligence (AI) and automation in online marketing will become even more important in 2023. AI technologies enable companies to better understand their target groups and address them in a more targeted manner. With the help of AI-supported tools, advertising campaigns can be designed more efficiently, personalized content can be created and customer loyalty measures can be optimized. Companies that successfully use AI and automation benefit from an improved target group approach and a higher conversion rate.

        1. Personalization

      The personalization of content and offers will play a central role in online marketing in 2023. Customers increasingly expect individual and customized communication that meets their needs and interests. Companies should therefore rely on personalized email campaigns, individual product recommendations and personalized content on their website to increase customer loyalty and boost sales.

          1. Video Marketing

        Videos are an increasingly important medium in online marketing. In 2023, companies should increasingly rely on video marketing to convey their messages in an appealing way and inspire the target group. Videos can be used in both content marketing and social media marketing campaigns and help to increase brand awareness and improve the conversion rate. Companies should take care to create high-quality and relevant videos that offer added value for the target group and encourage interaction.

            1. Mobile First

          As more and more users access the Internet via mobile devices, a mobile-first strategy will be essential in 2023. Companies should ensure that their websites and online marketing measures are optimized for mobile devices and have an appealing, user-friendly design. You should also increasingly rely on mobile advertising formats such as in-app ads and mobile video ads to reach your target group on mobile devices.

              1. Voice Search

            The use of voice assistants such as Google Assistant, Amazon Alexa or Apple Siri is steadily increasing, which is why companies should adapt their online marketing strategies to voice-based search in 2023. By optimizing their content for voice search, companies can increase the visibility of their website in voice-based search results and thus reach a larger target group. Companies should pay attention to using natural language and answering frequently asked questions in order to be able to communicate with Voice

            Digital forms of advertising in push and pull marketing

            Push and pull marketing are two basic strategies in online marketing that can be used differently depending on the objective and target group. Push marketing comprises measures in which companies actively approach the target group and present their products or services, for example through email campaigns, display advertising or social media ads. Pull marketing, on the other hand, aims to encourage customers to search for the company’s products or services on their own initiative by providing valuable and relevant content. These include content marketing, search engine optimization (SEO) and the use of social media to promote organic reach. Both strategies have their advantages and can be combined depending on company goals and target group preferences in order to create a balanced online marketing mix and sustainably increase the company’s success.

            Should I use a marketing agency or marketing as a service to achieve my online marketing goals?

            To be successful in online marketing, companies should focus on the strategies, trends and tools mentioned. Working with an experienced online marketing agency can help to identify and implement the right measures to promote the company’s success in the long term. However, the long-term view of common goals is often lost in project-based work.

            We at Einfachmarketing offer “Marketing as a Service” as an alternative. With our monthly cancelable subscription, you get your own marketing team with your personal marketing manager. She looks after you as if you were her own employee and always has your goals and needs in mind. With the Marketing as a Service subscription, you have access to many specialists and tools from the digital marketing sector.

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