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Digital marketing

Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.[1][2] Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing.[3] As digital platforms became increasingly incorporated into marketing plans and everyday life,[4] and as people increasingly use digital devices instead of visiting physical shops,[5][6] Digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace.

Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones (SMS and MMS), callback, and on-hold mobile ring tones.[7] The extension to non-Internet channels differentiates Digital marketing from online marketing.[8] The development of Digital marketing is inseparable from technology development.

One of the key points in the start of was in 1971, where Ray Tomlinson sent the very first email and his technology set the platform to allow people to send and receive files through different machines.[9] However, the more recognisable period as being the start of Digital marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites.

In the 1980s, the storage capacity of computer was already big enough to store huge volumes of customer information.

Companies started choosing online techniques, such as database marketing, rather than limited list broker.[10] These kinds of databases allowed companies to track customers' information more effectively, thus transforming the relationship between buyer and seller.

However, the manual process was not as efficient.

In the 1990s, the term Digital marketing was first coined,.[11] With the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management (CRM) applications became a significant factor in marketing technology.[12] Fierce competition forced vendors to include more service into their software, for example, marketing, sales and service applications.

Marketers were also able to own huge online customer data by eCRM software after the Internet was born.

Companies could update the data of customer needs and obtain the priorities of their experience.

This led to the first clickable banner ad being going live in 1994, which was the "You Will" campaign by AT&T and over the first four months of it going live, 44% of all people who saw it clicked on the ad.[13][14] In the 2000s, with increasing numbers of Internet users and the birth of iPhone, customers began searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company.[15] In addition, a survey in 2000 in the United Kingdom found that most retailers had not registered their own domain address.[16] These problems encouraged marketers to find new ways to integrate digital technology into market development.

In 2007, marketing automation was developed as a response to the ever evolving marketing climate.

Marketing automation is the process by which software is used to automate conventional marketing processes.[17] Marketing automation helped companies segment customers, launch multichannel marketing campaigns, and provide personalized information for customers.[17] However, the speed of its adaptability to consumer devices was not fast enough.

Digital marketing became more sophisticated in the 2000s and the 2010s, when[18][19] the proliferation of devices' capable of accessing digital media led to sudden growth.[20] Statistics produced in 2012 and 2013 showed that Digital marketing was still growing.[21][22] With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital electronics in daily lives.

Therefore, they expected a seamless user experience across different channels for searching product's information.

The change of customer behavior improved the diversification of marketing technology.[23] Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing'.

The term Digital marketing has grown in popularity over time.

In the USA online marketing is still a popular term.

In Italy, Digital marketing is referred to as web marketing.

Worldwide Digital marketing has become the most common term, especially after the year 2013.[24] Digital media growth was estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010.[25] An increasing portion of advertising stems from businesses employing Online Behavioural Advertising (OBA) to tailor advertising for internet users, but OBA raises concern of consumer privacy and data protection.[20] To engage customers retailers have shifted from the linear marketing approach of one-way communication to a value exchange model of mutual dialogue and benefit-sharing between provider and consumer.[26] Exchanges are more non-linear, free flowing, and both one-to-many or one-on-one.[6] The spread of information and awareness can occur across numerous channels, such as the blogosphere, YouTube, Facebook, Instagram, Snapchat, Pinterest, and a variety of other platforms.

Online communities and social networks allow individuals to easily create content and publicly publish their opinions, experiences, and thoughts and feelings about many topics and products, hyper-accelerating the diffusion of information.[27] The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to observe how consumers are using the Internet to make shopping decisions in stores and online.

Online shoppers are increasingly looking to purchase internationally, with over 50% in the study who purchased online in the last six months stating they bought from an overseas retailer.[28] Using an omni-channel strategy is becoming increasingly important for enterprises who must adapt to the changing expectations of consumers who want ever-more sophisticated offerings throughout the purchasing journey.

Omni-channel retailing involves analyzing consumer behavior from a broad perspective, and studying what influences buying habits.[29] Retailers are increasingly focusing on their online presence, including online shops that operate alongside existing store-based outlets.

The "endless aisle" within the retail space can lead consumers to purchase products online that fit their needs while retailers do not have to carry the inventory within the physical location of the store.

Solely Internet-based retailers are also entering the market; some are establishing corresponding store-based outlets to provide personal services, professional help, and tangible experiences with their products.[30] An omni-channel approach not only benefits consumers but also benefits business bottom line: Research suggests that customers spend more than double when purchasing through an omni-channel retailer as opposed to a single-channel retailer, and are often more loyal.

This could be due to the ease of purchase and the wider availability of products.[30] Customers are often researching online and then buying in stores and also browsing in stores and then searching for other options online.

Online customer research into products is particularly popular for higher-priced items as well as consumable goods like groceries and makeup.

Consumers are increasingly using the Internet to look up product information, compare prices, and search for deals and promotions.[26] There are a number of ways brands can use Digital marketing to benefit their marketing efforts.

The use of Digital marketing in the digital era not only allows for brands to market their products and services, but also allows for online customer support through 24/7 services to make customers feel supported and valued.

The use of social media interaction allows brands to receive both positive and negative feedback from their customers as well as determining what media platforms work well for them.

As such, Digital marketing has become an increased advantage for brands and businesses.

It is now common for consumers to post feedback online through social media sources, blogs and websites on their experience with a product or brand.[31] It has become increasingly popular for businesses to use and encourage these conversations through their social media channels to have direct contact with the customers and manage the feedback they receive appropriately.

Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are not sent directly from the company and are therefore not planned.

Customers are more likely to trust other customers’ experiences.[27] Examples can be that social media users share food products and meal experiences highlighting certain brands and franchises.

This was noted in a study on Instagram, where researchers observed that adolescent Instagram users' posted images of food-related experiences within their social networks, providing free advertising for the products.[32] It is increasingly advantageous for companies to use social media platforms to connect with their customers and create these dialogues and discussions.

The potential reach of social media is indicated by the fact that in 2015, each month the Facebook app had more than 126 million average unique users and YouTube had over 97 million average unique users.[33] A key objective is engaging Digital marketing customers and allowing them to interact with the brand through servicing and delivery of digital media.

Information is easy to access at a fast rate through the use of digital communications.

Users with access to the Internet can use many digital mediums, such as Facebook, YouTube, Forums, and Email etc.

Through Digital communications it creates a multi-communication channel where information can be quickly shared around the world by anyone without any regard to who they are.[36] Social segregation plays no part through social mediums due to lack of face to face communication and information being wide spread instead to a selective audience.

This interactive nature allows consumers create conversation in which the targeted audience is able to ask questions about the brand and get familiar with it which traditional forms of Marketing may not offer.[37] By using Internet platforms, businesses can create competitive advantage through various means.

To reach the maximum potential of Digital marketing, firms use social media as its main tool to create a channel of information.

Through this a business can create a system in which they are able to pinpoint behavioral patterns of clients and feedback on their needs.[38] This means of content has shown to have a larger impingement on those who have a long-standing relationship with the firm and with consumers who are relatively active social media users.

Relative to this, creating a social media page will further increase relation quality between new consumers and existing consumers as well as consistent brand reinforcement therefore improving brand awareness resulting in a possible rise for consumers up the Brand Awareness Pyramid.[39] Although there may be inconstancy with product images;[40] maintaining a successful social media presence requires a business to be consistent in interactions through creating a two way feed of information; firms consider their content based on the feedback received through this channel, this is a result of the environment being dynamic due to the global nature of the internet.[37] Effective use of Digital marketing can result in relatively lowered costs in relation to traditional means of marketing; Lowered external service costs, advertising costs, promotion costs, processing costs, interface design costs and control costs.[40] Brand awareness has been proven to work with more effectiveness in countries that are high in uncertainty avoidance, also these countries that have uncertainty avoidance; social media marketing works effectively.

Yet brands must be careful not to be excessive on the use of this type of marketing, as well as solely relying on it as it may have implications that could negatively harness their image.

Brands that represent themselves in an anthropomorphizing manner are more likely to succeed in situations where a brand is marketing to this demographic.

"Since social media use can enhance the knowledge of the brand and thus decrease the uncertainty, it is possible that people with high uncertainty avoidance, such as the French, will particularly appreciate the high social media interaction with an anthropomorphized brand." Moreover, digital platform provides an ease to the brand and its customers to interact directly and exchange their motives virtually.[41] One of the major changes that occurred in traditional marketing was the "emergence of Digital marketing" (Patrutiu Baltes, Loredana, 2015), this led to the reinvention of marketing strategies in order to adapt to this major change in traditional marketing (Patrutiu Baltes, Loredana, 2015).

As Digital marketing is dependent on technology which is ever-evolving and fast-changing, the same features should be expected from Digital marketing developments and strategies.

This portion is an attempt to qualify or segregate the notable highlights existing and being used as of press time.[when?] To summarize, Pull Digital marketing is characterized by consumers actively seeking marketing content while Push Digital marketing occurs when marketers send messages without that content being actively sought by the recipients.

An important consideration today while deciding on a strategy is that the digital tools have democratized the promotional landscape.

The new digital era has enabled brands to selectively target their customers that may potentially be interested in their brand or based on previous browsing interests.

Businesses can now use social media to select the age range, location, gender and interests of whom they would like their targeted post to be seen by.

Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products and services,[47] This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.

Digital marketing activity is still growing across the world according to the headline global marketing index.

A study published in September 2018, found that global outlays on Digital marketing tactics are approaching $100 billion.[48] Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015).[49] Digital media helps brands reach consumers to engage with their product or service in a personalised way.

Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016).[50] Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.

Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and inexpensive’ rates for display ads in 2016 is only 0.10 percent in the United States.

This means one in a thousand click ads are relevant therefore having little effect.

This displays that marketing companies should not just use click ads to evaluate the effectiveness of display advertisements (Whiteside, 2016).[50] Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness to this.

This, in turn, disregards other marketing efforts, which establish brand value within the consumers mind.

ComScore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search (Whiteside, 2016).[50] This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page.

A landing page typically has something to draw the customer in to search beyond this page.

Things such as free offers that the consumer can obtain through giving the company contact information so that they can use retargeting communication strategies (Square2Marketing, 2012).[51] Commonly marketers see increased sales among people exposed to a search ad.

But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered.

Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns.

Overall both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign (Whiteside, 2016).[50] Understanding Mobiles: Understanding mobile devices is a significant aspect of Digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016).[50] Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it.

This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016).[50] Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016).[50] Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach.

Although there are many positive aspects including the users entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012).[52] Cross-platform measurement: The number of marketing channels continues to expand, as measurement practices are growing in complexity.

A cross-platform view must be used to unify audience measurement and media planning.

Market researchers need to understand how the Omni-channel affects consumer's behaviour, although when advertisements are on a consumer's device this does not get measured.

Significant aspects to cross-platform measurement involves deduplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached (Whiteside, 2016).[50] An example is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising’ (Whiteside, 2016).[50] Television and radio industries are the electronic media, which competes with digital and other technological advertising.

Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology.

Radio also gains power through cross platforms, in online streaming content.

Television and radio continue to persuade and affect the audience, across multiple platforms (Fill, Hughes, & De Franceso, 2013).[53] Targeting, viewability, brand safety and invalid traffic: Targeting, viewability, brand safety and invalid traffic all are aspects used by marketers to help advocate digital advertising.

Cookies are a form of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad.

Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary (Whiteside, 2016).[50] Another element, which is affected within Digital marketing, is ‘viewabilty’ or whether the ad was actually seen by the consumer.

Many ads are not seen by a consumer and may never reach the right demographic segment.

Brand safety is another issue of whether or not the ad was produced in the context of being unethical or having offensive content.

Recognizing fraud when an ad is exposed is another challenge marketers face.

This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non-premium sites are more so the problem (Whiteside, 2016).[50] Digital marketing Channels are systems based on the Internet that can create, accelerate, and transmit product value from producer to a consumer terminal, through digital networks.[54][55] Digital marketing is facilitated by multiple Digital marketing channels, As an advertiser one's core objective is to find channels which result in maximum two-way communication and a better overall ROI for the brand.

There are multiple Digital marketing channels available namely;[56] It is important for a firm to reach out to consumers and create a two-way communication model, as Digital marketing allows consumers to give back feed back to the firm on a community based site or straight directly to the firm via email.[30] Firms should seek this long term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word-of mouth marketing.[30] The ICC Code has integrated rules that apply to marketing communications using digital interactive media throughout the guidelines.

There is also an entirely updated section dealing with issues specific to digital interactive media techniques and platforms.

Code self-regulation on use of digital interactive media includes: Digital marketing planning is a term used in marketing management.

It describes the first stage of forming a Digital marketing strategy for the wider Digital marketing system.

The difference between digital and traditional marketing planning is that it uses digitally based communication tools and technology such as Social, Web, Mobile, Scannable Surface.[70][71] Nevertheless, both are aligned with the vision, the mission of the company and the overarching business strategy.[72] Using Dr Dave Chaffey's approach, the Digital marketing planning (DMP) has three main stages: Opportunity, Strategy and Action.

He suggests that any business looking to implement a successful Digital marketing strategy must structure their plan by looking at opportunity, strategy and action.

This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring.[72] To create an effective DMP, a business first needs to review the marketplace and set 'SMART' (Specific, Measurable, Actionable, Relevant and Time-Bound) objectives.[73] They can set SMART objectives by reviewing the current benchmarks and key performance indicators (KPIs) of the company and competitors.

It is pertinent that the analytics used for the KPIs be customised to the type, objectives, mission and vision of the company.[74][75] Companies can scan for marketing and sales opportunities by reviewing their own outreach as well as influencer outreach.

This means they have competitive advantage because they are able to analyse their co-marketers influence and brand associations.[76] To cease opportunity, the firm should summarize their current customers' personas and purchase journey from this they are able to deduce their Digital marketing capability.

This means they need to form a clear picture of where they are currently and how many resources they can allocate for their Digital marketing strategy i.e.

labour, time etc.

By summarizing the purchase journey, they can also recognise gaps and growth for future marketing opportunities that will either meet objectives or propose new objectives and increase profit.

To create a planned digital strategy, the company must review their digital proposition (what you are offering to consumers) and communicate it using digital customer targeting techniques.

So, they must define online value proposition (OVP), this means the company must express clearly what they are offering customers online e.g.

brand positioning.

The company should also (re)select target market segments and personas and define digital targeting approaches.

After doing this effectively, it is important to review the marketing mix for online options.

The marketing mix comprises the 4Ps – Product, Price, Promotion and Place.[77][78] Some academics have added three additional elements to the traditional 4Ps of marketing Process, Place and Physical appearance making it 7Ps of marketing.[79] The third and final stage requires the firm to set a budget and management systems; these must be measurable touchpoints, such as audience reached across all digital platforms.

Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned and earned media of the company.[80] The Action and final stage of planning also requires the company to set in place measurable content creation e.g.

oral, visual or written online media.[81] After confirming the Digital marketing plan, a scheduled format of digital communications (e.g.

Gantt Chart) should be encoded throughout the internal operations of the company.

This ensures that all platforms used fall in line and complement each other for the succeeding stages of Digital marketing strategy.

One way marketers can reach out to consumers, and understand their thought process is through what is called an empathy map.

An empathy map is a four step process.

The first step is through asking questions that the consumer would be thinking in their demographic.

The second step is to describe the feelings that the consumer may be having.

The third step is to think about what the consumer would say in their situation.

The final step is to imagine what the consumer will try to do based on the other three steps.

This map is so marketing teams can put themselves in their target demographics shoes.[82] Web Analytics are also a very important way to understand consumers.

They show the habits that people have online for each website.[83] One particular form of these analytics is predictive analytics which helps marketers figure out what route consumers are on.

This uses the information gathered from other analytics, and then creates different predictions of what people will do so that companies can strategize on what to do next, according to the peoples trends.[84] The "sharing economy" refers to an economic pattern that aims to obtain a resource that is not fully utilized.[87] Nowadays, the sharing economy has had an unimagined effect on many traditional elements including labor, industry, and distribution system.[87] This effect is not negligible that some industries are obviously under threat.[87][88] The sharing economy is influencing the traditional marketing channels by changing the nature of some specific concept including ownership, assets, and recruitment.[88] Digital marketing channels and traditional marketing channels are similar in function that the value of the product or service is passed from the original producer to the end user by a kind of supply chain.[89] Digital marketing channels, however, consist of internet systems that create, promote, and deliver products or services from producer to consumer through digital networks.[90] Increasing changes to marketing channels has been a significant contributor to the expansion and growth of the sharing economy.[90] Such changes to marketing channels has prompted unprecedented and historic growth.[90] In addition to this typical approach, the built-in control, efficiency and low cost of Digital marketing channels is an essential features in the application of sharing economy.[89] Digital marketing channels within the sharing economy are typically divided into three domains including, e-mail, social media, and search engine marketing or SEM.[90] Other emerging Digital marketing channels, particularly branded mobile apps, have excelled in the sharing economy.[90] Branded mobile apps are created specifically to initiate engagement between customers and the company.This engagement is typically facilitated through entertainment, information, or market transaction.[90]

Social video marketing

Social video marketing is a component of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video.

In a successful Social video marketing campaign, the content, distribution strategy and consumer self-expression tools combine to allow an individual to “add their voice” or co-create value to a piece of content - then further propagating it out to their social circles.

Social video typically benefits from a halo effect cast by the "influencers” of a given social grouping.

Social video marketing draws on consumer-culture theory, economic theory, and social theory around the psychology of sharing.

Social video marketing differs from social marketing, which has the intent of influencing behavior for a social good.

Media publishers and content rights holders create social videos from TV, live video feeds and pre-recorded content in order to generate engagement on social platforms and drive media distribution.[1] They use real-time video editing software to instantly create and share social videos in native formats such as vertical video for Snapchat and square video for Instagram.

Social video marketing is also distinct from viral marketing which is more closely aligned with the self-replicating nature of both “memorable and sufficiently” interesting content.

In contrast to viral video where success is typically measured solely on the pass-along rate or the number of impressions, social video hinges upon leveraging a deeper more contextual relationship between sharer and recipient.

Social videos tends to be passed along because of a shared interest or a sense of trust between sender and recipient(s).

Social videos attract conversation in either a one-to-one or a one-many relationship, with the comments and interactions becoming cumulative, rather than moving in a one-way trajectory, as in the case of a viral video.

Conditions which have made the market conducive to the rise of Social video marketing: ReelSEO mentions “Social video marketing” frequently and has been using the term since at least 2010.

“Social video marketing” as a term has also been championed by Internet entrepreneur Shawn Hopwood.[2] In a 2011 study published in Psychological Science, a journal of the Association for Psychological Science, Jonah Berger found that subjects the sharing of stories or information may be driven in part by arousal.

When people are physiologically aroused, whether due to emotional stimuli or otherwise, the autonomic nervous is activated, which then boosts social transmission.

Simply put, evoking certain emotions can help increase the chance a message is shared.

“In a prior paper, we found that emotion plays a big role in which New York Times articles make the most emailed list.

But interestingly, we found that while articles evoking more positive emotions were generally more viral, some negative emotions like anxiety and anger actually increased transmission while others like sadness decreased it.

In trying to understand why, it seemed like arousal might be a key factor,” says Berger,[3] the Joseph G.

Campbell Jr.

Assistant Professor of Marketing at the University of Pennsylvania.

In the study, Berger suggests that feeling fearful, angry, or amused drives people to share news and information.

These types of emotions are characterized by high arousal and action, as opposed to emotions like sadness or contentment, which are characterized by low arousal or inaction.

“If something makes you angry as opposed to sad, for example, you’re more likely to share it with your family and friends because you’re fired up,” continues Berger.

[4] “Why Do We Share Stories, News, and Information With Others?” - Psychological Science [3] [5]

Inbound marketing

Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding.[1] Inbound marketing improves customer experience and builds trust by offering potential customers information they value via company sponsored newsletters, blogs and entries on social media platforms.[citation needed] Compared with outbound marketing, inbound reverses the relationship between company and customer.

In fact, while outbound marketing pushes the product through various channels, Inbound marketing creates awareness, attracts new customers with channels like blogs, social media, etc.

Main charecteristics of Inbound marketing: Search engine optimization (SEO) is the practice of utilizing search engine best practices to improve the visibility of a website or a webpage by ranking higher in the search engine results ("SERPS") for keywords relevant to that particular website or webpage.

There are several ways to improve a website or webpage's visibility: Leading search engines use crawlers to find pages for their algorithmic search results.

It is important to ensure that these search engine crawlers (AKA spiders) can successfully crawl a website or webpage in its entirety to fully determine the relevance of that website or webpage for its targeted keywords.

Since some websites have millions of pages associated to them and that need to be indexed, the practice of Technical SEO will help improve a website's ability to get all of those pages indexed by a search engine and thereby improving their prospects of ranking within the search engine results pages.

Search engines utilize contextual relevance or semantic search to determine the relevancy of a website or webpage for a particular set of keywords.

Improving content quality from a readability and relevancy perspective will help sites increase their relevance for a set of keywords and therefore should increase their keyword rankings and visibility within the search engine results page.

Improving Credibility Search engines also determine relevancy based on internal and external links that are found across the internet.

These backlinks will help associate a website or webpage with a particular set of keywords and can help improve the relevancy of this website or webpage for a particular set of keywords.

Search engine marketing (SEM) is a form of web marketing which involves the promotion of websites by increasing their visibility in search engine results pages, principally through paid advertising.

SEM is strictly connected to SEO in regards to pay promotion and get found out in the first search page.[citation needed] There are some methods and metrics to optimize websites: Keyword research and analysis which ensure the site can be indexed in the search engine, finding the more frequently typed words; Presence which means how many times a web page is indexed by search engines and how many backlinks does it get; Back end tools such as Web analytic tools and HTML validators; Whois tools that reveal the owners of various websites and can provide information related to copyright and trademark.

SEM objective is to boost the visibility of a page, it can be done using the so-called "sponsorization".

With the term, "sponsorization" is intended a search engine company charging fees for the inclusion of a website in their results pages.

To work well, Inbound marketing needs a precise process that, if respected, provides a competitive advantage compared with outbound marketing.

The process is composed of four sequential steps: attract, convert, close, and "delight" in order to obtain more visitors on sites, to speed up conversions and finally increase the number of leads and prospects.

One of the most important differences between outbound and Inbound marketing is the fact that "if classical marketing is betting on those people, inbound is betting on that person".

it means that companies using Inbound marketing know better which are the people they are talking with.

They can do it through buyer personas.

The buyer personas are the identikit of our ideal customers.

Only through them can a company know which is their ideal target and which channels they have to use to reach it.[citation needed] "Attract" does not mean attracting random people; companies want to attract the right people at the right time with the right content.

Building a company on the buyer personas, one can define which are the beliefs, pains, hobbies, goals, etc.

of our customer and on their basis, one can create the right contents to attract visitors on one's blog, social, YouTube channel, etc.[citation needed] Evergreen content plays a crucial role in building organic traffic to websites or blogs.[citation needed] After attracting the visitor on their website, for example, a company will be ready to convert him/her into prospect gathering his/her contact information.

Emails are the most valuable information for an inbound marketer.

The inbound marketer wants to attract the right visitor, so they will exchange a tutorial video, an ebook or something valuable for the customer so he/she will be glad to give his/her e-mail in return.

Once the needed information is gathered, it is important to stay in contact with the prospects.

How are prospects transformed into customers? Some helpful tools are: Call-to-actions are very useful to let customer complete an action that we like.

With this powerful tool we can generate a positive cycle that generates value both for our customer and for us.

Generating useful contents and sending it periodically to our prospect we can create awareness but also build trust and make our close-customer be ready to buy something.

Customer-relationship management (CRM) systems track the various steps of customer acquisition.

Taking track of information regarding the customer, partner companies etc.

it is possible to deliver the right message at the right time to the right person.[citation needed] Smarketing is the mix of sales and marketing.

Generally in big companies, they are two separated units but in Inbound marketing, they are usually mixed to have complete and fully understandable information between the two areas.

With closed-loop reports also sales and marketing departments know which is the right time to close a deal with the customer and above all know if the customer is ready to be acquired.

Through the process of nurturing, companies make the customer ready to be acquired.

For example, if the visitor fills a form to download an ebook on a certain site, the company knows that their prospect is interested in the subject treated in the ebook.

After collecting this information, they are ready to "nurture" their future probable customer with a series of emails, videos etc.

connected with the subject he/she is interested in.[citation needed] After attracting the fan, converting him into prospect, and letting him buy something from the company, the company has to keep in touch with their customer, continuing providing good and valuable contents with the hope of doing some upselling.

Search engine optimization

Search engine optimization (SEO) is the process of growing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine.[1] SEO refers to the improvement of unpaid results (known as "natural" or "organic" results) and excludes direct traffic and the purchase of paid placement.

Additionally, it may target different kinds of searches, including image search, video search, academic search,[2] news search, and industry-specific vertical search engines.

Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

By May 2015, mobile search had surpassed desktop search.[3] As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience.

SEO is performed because a website will receive more visitors from a search engine when website ranks are higher in the search engine results page (SERP).

These visitors can then be converted into customers.[4] SEO differs from local Search engine optimization in that the latter is focused on optimizing a business' online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services.

The former instead is more focused on national or international searches.

Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloging the early Web.

Initially, all webmasters only needed to submit the address of a page, or URL, to the various engines which would send a web crawler to crawl that page, extract links to other pages from it, and return information found on the page to be indexed.[5] The process involves a search engine spider downloading a page and storing it on the search engine's own server.

A second program, known as an indexer, extracts information about the page, such as the words it contains, where they are located, and any weight for specific words, as well as all links the page contains.

All of this information is then placed into a scheduler for crawling at a later date.

Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners.

According to industry analyst Danny Sullivan, the phrase "Search engine optimization" probably came into use in 1997.

Sullivan credits Bruce Clay as one of the first people to popularize the term.[7] On May 2, 2007,[8] Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona[9] that SEO is a "process" involving manipulation of keywords and not a "marketing service." Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag or index files in engines like ALIWEB.

Meta tags provide a guide to each page's content.

Using metadata to index pages was found to be less than reliable, however, because the webmaster's choice of keywords in the meta tag could potentially be an inaccurate representation of the site's actual content.

Inaccurate, incomplete, and inconsistent data in meta tags could and did cause pages to rank for irrelevant searches.[10][dubious – discuss] Web content providers also manipulated some attributes within the HTML source of a page in an attempt to rank well in search engines.[11] By 1997, search engine designers recognized that webmasters were making efforts to rank well in their search engine, and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords.

Early search engines, such as Altavista and Infoseek, adjusted their algorithms to prevent webmasters from manipulating rankings.[12] By relying so much on factors such as keyword density which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation.

To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters.

This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.[13] Since the success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search results could lead users to find other search sources.

Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate.

In 2005, an annual conference, AIRWeb (Adversarial Information Retrieval on the Web), was created to bring together practitioners and researchers concerned with Search engine optimization and related topics.[14] Companies that employ overly aggressive techniques can get their client websites banned from the search results.

In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients.[15] Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban.[16] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[17] Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences, webchats, and seminars.

Major search engines provide information and guidelines to help with website optimization.[18][19] Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website.[20] Bing Webmaster Tools provides a way for webmasters to submit a sitemap and web feeds, allows users to determine the "crawl rate", and track the web pages index status.

In 2015, it was reported that Google was developing and promoting mobile search as a key feature within future products.

In response, many brands began to take a different approach to their Internet marketing strategies.[21] In 1998, two graduate students at Stanford University, Larry Page and Sergey Brin, developed "Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages.

The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.[22] PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another.

In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random web surfer.

Page and Brin founded Google in 1998.[23] Google attracted a loyal following among the growing number of Internet users, who liked its simple design.[24] Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings.

Although PageRank was more difficult to game, webmasters had already developed link building tools and schemes to influence the Inktomi search engine, and these methods proved similarly applicable to gaming PageRank.

Many sites focused on exchanging, buying, and selling links, often on a massive scale.

Some of these schemes, or link farms, involved the creation of thousands of sites for the sole purpose of link spamming.[25] By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation.

In June 2007, The New York Times' Saul Hansell stated Google ranks sites using more than 200 different signals.[26] The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages.

Some SEO practitioners have studied different approaches to Search engine optimization, and have shared their personal opinions.[27] Patents related to search engines can provide information to better understand search engines.[28] In 2005, Google began personalizing search results for each user.

Depending on their history of previous searches, Google crafted results for logged in users.[29] In 2007, Google announced a campaign against paid links that transfer PageRank.[30] On June 15, 2009, Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the nofollow attribute on links.

Matt Cutts, a well-known software engineer at Google, announced that Google Bot would no longer treat any nofollow links, in the same way, to prevent SEO service providers from using nofollow for PageRank sculpting.[31] As a result of this change the usage of nofollow led to evaporation of PageRank.

In order to avoid the above, SEO engineers developed alternative techniques that replace nofollowed tags with obfuscated JavaScript and thus permit PageRank sculpting.

Additionally several solutions have been suggested that include the usage of iframes, Flash and JavaScript.[32] In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.[33] On June 8, 2010 a new web indexing system called Google Caffeine was announced.

Designed to allow users to find news results, forum posts and other content much sooner after publishing than before, Google caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before.

According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..."[34] Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant.

Historically site administrators have spent months or even years optimizing a website to increase search rankings.

With the growth in popularity of social media sites and blogs the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.[35] In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources.

Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice.

However, Google implemented a new system which punishes sites whose content is not unique.[36] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine.[37] Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links[38] by gauging the quality of the sites the links are coming from.

The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages.

Hummingbird's language processing system falls under the newly recognized term of "conversational search" where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words.[39] With regards to the changes made to Search engine optimization, for content publishers and writers, Hummingbird is intended to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors.

In October 2019, Google announced they would start applying BERT models for english language search queries in the US.

Bidirectional Encoder Representations from Transformers (BERT) was another attempt by Google to improve their natural language processing but this time in order to better understand the search queries of their users.[40] In terms of Search engine optimization, BERT intended to connect users more easily to relevant content and increase the quality of traffic coming to websites that are ranking in the Search Engine Results Page.[41] The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for their algorithmic search results.

Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically.

The Yahoo! Directory and DMOZ, two major directories which closed in 2014 and 2017 respectively, both required manual submission and human editorial review.[42] Google offers Google Search Console, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically following links[43] in addition to their URL submission console.[44] Yahoo! formerly operated a paid submission service that guaranteed crawling for a cost per click;[45] however, this practice was discontinued in 2009.

Search engine crawlers may look at a number of different factors when crawling a site.

Not every page is indexed by the search engines.

The distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.[46] Today, most people are searching on Google using a mobile device.[47] In November 2016, Google announced a major change to the way crawling websites and started to make their index mobile-first, which means the mobile version of a given website becomes the starting point for what Google includes in their index.[48] In May 2019, Google updated the rendering engine of their crawler to be the latest version of Chromium (74 at the time of the announcement).

Google indicated that they would regularly update the Chromium rendering engine to the latest version.

[49] In December of 2019, Google began updating the User-Agent string of their crawler to reflect the latest Chrome version used by their rendering service.

The delay was to allow webmasters time to update their code that responded to particular bot User-Agent strings.

Google ran evaluations and felt confident the impact would be minor.

[50] To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain.

Additionally, a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots (usually <meta name="robots" content="noindex"> ).

When a search engine visits a site, the robots.txt located in the root directory is the first file crawled.

The robots.txt file is then parsed and will instruct the robot as to which pages are not to be crawled.

As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish crawled.

Pages typically prevented from being crawled include login specific pages such as shopping carts and user-specific content such as search results from internal searches.

In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam.[51] A variety of methods can increase the prominence of a webpage within the search results.

Cross linking between pages of the same website to provide more links to important pages may improve its visibility.[52] Writing content that includes frequently searched keyword phrase, so as to be relevant to a wide variety of search queries will tend to increase traffic.[52] Updating content so as to keep search engines crawling back frequently can give additional weight to a site.

Adding relevant keywords to a web page's metadata, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic.

URL canonicalization of web pages accessible via multiple URLs, using the canonical link element[53] or via 301 redirects can help make sure links to different versions of the URL all count towards the page's link popularity score.

SEO techniques can be classified into two broad categories: techniques that search engine companies recommend as part of good design ("white hat"), and those techniques of which search engines do not approve ("black hat").

The search engines attempt to minimize the effect of the latter, among them spamdexing.

Industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO.[54] White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.[55] An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception.

As the search engine guidelines[18][19][56] are not written as a series of rules or commandments, this is an important distinction to note.

White hat SEO is not just about following guidelines but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see.

White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the online "spider" algorithms, rather than attempting to trick the algorithm from its intended purpose.

White hat SEO is in many ways similar to web development that promotes accessibility,[57] although the two are not identical.

Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception.

One black hat technique uses hidden text, either as text colored similar to the background, in an invisible div, or positioned off screen.

Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking.

Another category sometimes used is grey hat SEO.

This is in between black hat and white hat approaches, where the methods employed avoid the site being penalized but do not act in producing the best content for users.

Grey hat SEO is entirely focused on improving search engine rankings.

Search engines may penalize sites they discover using black or grey hat methods, either by reducing their rankings or eliminating their listings from their databases altogether.

Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review.

One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices.[58] Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's search engine results page.[59] SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective, such as paid advertising through pay per click (PPC) campaigns, depending on the site operator's goals.

Search engine marketing (SEM) is the practice of designing, running and optimizing search engine ad campaigns.[60] Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results.

Its purpose regards prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to visibility as most navigate to the primary listings of their search.[61] A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate.[62] In November 2015, Google released a full 160 page version of its Search Quality Rating Guidelines to the public,[63] which revealed a shift in their focus towards "usefulness" and mobile search.

In recent years the mobile market has exploded, overtaking the use of desktops, as shown in by StatCounter in October 2016 where they analyzed 2.5 million websites and found that 51.3% of the pages were loaded by a mobile device.[64] Google has been one of the companies that are utilizing the popularity of mobile usage by encouraging websites to use their Google Search Console, the Mobile-Friendly Test, which allows companies to measure up their website to the search engine results and how user-friendly it is.

SEO may generate an adequate return on investment.

However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals.

Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[65] Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic.

According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day.[66] It is considered a wise business practice for website operators to liberate themselves from dependence on search engine traffic.[67] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.

Optimization techniques are highly tuned to the dominant search engines in the target market.

The search engines' market shares vary from market to market, as does competition.

In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[68] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[69] As of 2006, Google had an 85–90% market share in Germany.[70] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[70] As of June 2008, the market share of Google in the UK was close to 90% according to Hitwise.[71] That market share is achieved in a number of countries.

As of 2009, there are only a few large markets where Google is not the leading search engine.

In most cases, when Google is not leading in a given market, it is lagging behind a local player.

The most notable example markets are China, Japan, South Korea, Russia and the Czech Republic where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.

Successful search optimization for international markets may require professional translation of web pages, registration of a domain name with a top level domain in the target market, and web hosting that provides a local IP address.

Otherwise, the fundamental elements of search optimization are essentially the same, regardless of language.[70] On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google.

SearchKing's claim was that Google's tactics to prevent spamdexing constituted a tortious interference with contractual relations.

On May 27, 2003, the court granted Google's motion to dismiss the complaint because SearchKing "failed to state a claim upon which relief may be granted."[72][73] In March 2006, KinderStart filed a lawsuit against Google over search engine rankings.

KinderStart's website was removed from Google's index prior to the lawsuit, and the amount of traffic to the site dropped by 70%.

On March 16, 2007, the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend, and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[74][75]

Content marketing

Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.[1] It is often used by businesses in order to: Content marketing attracts prospects and transforms prospects into customers by creating and sharing valuable free content.

Content marketing helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future.

This relatively new form of marketing does not involve direct sales.

Instead, it builds trust and rapport with the audience.[2] Unlike other forms of online marketing, Content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need.

As James O'Brien of Contently wrote on Mashable, "The idea central to Content marketing is that a brand must give something valuable to get something valuable in return.

Instead of the commercial, be the show.

Instead of the banner ad, be the feature story."[3] Content marketing requires continuous delivery of large amounts of content, preferably within a Content marketing strategy.[4] When businesses pursue Content marketing, the main focus should be the needs of the prospect or customer.

Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc.[5] Most of these formats belong to the digital channel.

Digital Content marketing is a management process that uses electronic channels to identify, forecast, and satisfy the content requirements of a particular audience.

It must be consistently updated and added to in order to influence the behavior of customers.

Traditional marketers have long used content to disseminate information about a brand and build a brand's reputation.

Taking advantage of technological advances in transportation and communication, business owners started to apply Content marketing techniques in the late 19th century.

They also attempted to build connections with their customers.

For example: During the golden age of TV, between the 1940s and 1950s, advertising took over the media.

Companies focused on sales rather than connecting with the public.

There were few ventures into Content marketing and not many prominent campaigns.

During the baby boom era, Kellogg’s began selling sugary cereal to children.

With this change in business model came sociable animal mascots, lively animated commercials and the back of the cereal box as a form of targeted Content marketing.

Infographics were born in this era.

This represented a new approach to make a brand memorable with the audience.

In the 1990s, everything changed for marketers.

The arrival of computers and the Internet made websites and blogs flourish, and corporations found Content marketing opportunities through email.

E-commerce adaptations and digital distribution became the foundation of marketing strategy.

Internet also helped Content marketing become a mainstream form of marketing.

Traditional media such as newspapers, magazines, radio and TV started to lose their power in the marketplace.

Companies started to promote and sell their products digitally.[10] The phrase "Content marketing" was used as early as 1996,[11] when John F.

Oppedahl led a roundtable for journalists at the American Society for Newspaper Editors.

By the late 2000s, when social networks such as Facebook, Twitter, YouTube were born, online Content marketing was accessible, shareable and on-demand anytime worldwide.

By 2014, Forbes Magazine's website had written about the seven most popular ways companies use Content marketing.[14] In it, the columnist points out that by 2013, use of Content marketing had jumped across corporations from 60% a year or so before, to 93%[15] as part of their overall marketing strategy.

Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.

Today, Content marketing has become a powerful model for marketers.

Storytelling is part of it, and they must convey the companies’ messages or goal to their desired audience without pushing them to just buy the product or service.

The rise of Content marketing has turned many traditional businesses into media publishing companies.[16] For example: The rise of Content marketing has also accelerated the growth of online platforms, such as YouTube, Yelp, LinkedIn, Tumblr, Pinterest, and more.

For example: Businesses actively curate their content on these platforms with hopes to expand their reach to new audiences.

Part of transitioning to a media publishing mindset requires a change in structure and process to create content at the speed of culture.

The old model you see on shows like Mad Men is too slow and cumbersome.

By the time an idea becomes an ad, it is out of date.

Marketers are increasingly co-locating insights, creative, production, legal approval, and placement to increase interaction and speed in producing and distributing content.

Marketing content production is transforming from an advertising agency model to a newsroom model.[23] Metrics to determine the success of Content marketing are often tied to the original goals of the campaign.

For example, for each of these goals, a content marketer may measure the different engagement and conversion metrics: Businesses focused on expanding their reach to more customers will want to pay attention to the increase in the volume of visitors, as well as the quality of those interactions.

Traditional measures of volume include the number of visitors to a page and number of emails collected, while time spent on page and click-through to other pages/ photos are good indicators for engagement.

Businesses want to measure the impact that their messages have on consumers.

Brand health refers to the positive or negative feedback that a company gets.

It also measures how important a brand is for consumers.

With this companies want to find out if brand reputation influences their customers to make a purchase.[24] Measures in this part comprise For businesses hoping to reach not only more - but also new - types of customers online, they should pay attention to the demographics of new visitors, as evidenced by cookies that can be installed, different sources of traffic, different online behaviors, and/or different buying habits of online visitors.

Businesses focused on increasing sales through Content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out.

Altogether, these form a conversion funnel.

Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.

Refers to companies that want to analyze whether their social media campaigns are generating commentary among consumers.

This helps them to come up with ways to improve their product and service.

This involves "high level of brand engagement and builds brand loyalty".[26] Examples: Digital Content marketing, which is a management process, uses digital products through different electronic channels to identify, forecast and satisfy the necessity of the customers.[27] It must be consistently maintained to preserve or change the behavior of customers.[citation needed] Examples: The supply chain of digital Content marketing mainly consists of commercial stakeholders and end-user stakeholders which represent content providers and distributors and customers separately.[34] In this process, distributors manage the interface between the publisher and the consumer, then distributors could identify the content that consumers need through external channels and implement marketing strategies.

For instance, Library and document supply agencies as intermediaries can deliver the digital content of e-books, and e-journal articles to the users according to their search results through the electronic channels.

Another example is when consumers pay for the acquisition of some MP3 downloads, search engines can be used to identify different music providers and smart agents can be used by consumers to search for multiple music provider sites.

In a word, the digital Content marketing process needs to be conducted at the business level and service experience level because when consumers are accessing digital content, their own experience depends on the complex network of relationships in the Content marketing channels such as websites and videos.

The consumers interact directly with distributors in the big supply chain through various digital products which have an important role in meeting the requirements of the consumers.

The design and user experience of these channels directly decides the success of digital Content marketing.[27] Electronic services refer to interactive network services.[35] In the electronic service, the interaction between the customer and the organizations mainly through the network technology, such as using E-mail, telephone, online chat windows for communication.

Electronic services are different from traditional services and they are not affected by distance restrictions and opening hours.

Digital Content marketing through electronic service is usually served together with other channels to achieve marketing purposes including face-to-face, postal, and other remote services.

Information companies provide different messages and documents to customers who use multiple search engines on different sites and set up access rights for business groups.

These are some channels of digital Content marketing.[27]

BlackHatWorld

BlackHatWorld (BHW) is an internet forum owned by Damien Trevatt focused on black-hat search engine optimization (SEO) techniques and services, often known as spamdexing.[1] Site services are varied, including copywriting; graphic design; web design; SEO, including both onpage and offpage optimization; social media marketing; and app development.[1] Other site services include bulk account registration,[3] unconventional money making scams,[4] video game bots,[5] and developments in the SEO space.[5][6] BlackHatWorld has a community of users who express an interest in online marketing and digital business, and is a place where people are able to share ideas and seek advice from other members.

BlackHatWorld is considered[by whom?] one of the biggest online forums for digital marketing.[citation needed] The forum does not only focus on black hat marketing practices, but also has sections dedicated to white hat activities.[7]

Affiliate marketing

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.[1][2][3][4][5] The industry has four core players:[citation needed] The market has grown in complexity, resulting in the emergence of a secondary tier of players, including affiliate management agencies, super-affiliates, and specialized third party vendors.[citation needed] Affiliate marketing overlaps with other Internet marketing methods to some degree because affiliates often use regular advertising methods.

Those methods include organic search engine optimization (SEO), paid search engine marketing (PPC – Pay Per Click), e-mail marketing, content marketing, and (in some sense) display advertising.

On the other hand, affiliates sometimes use less orthodox techniques, such as publishing reviews of products or services offered by a partner.[citation needed] Affiliate marketing is commonly confused with referral marketing, as both forms of marketing use third parties to drive sales to the retailer.

The two forms of marketing are differentiated, however, in how they drive sales, where Affiliate marketing relies purely on financial motivations, while referral marketing relies more on trust and personal relationships.[citation needed] Affiliate marketing is frequently overlooked by advertisers.[6] While search engines, e-mail, and web site syndication capture much of the attention of online retailers, Affiliate marketing carries a much lower profile.

Still, affiliates continue to play a significant role in e-retailers' marketing strategies.[citation needed] The concept of revenue sharing—paying commission for referred business—predates Affiliate marketing and the Internet.

The translation of the revenue share principles to mainstream e-commerce happened in November 1994,[7] almost four years after the origination of the World Wide Web.

The concept of Affiliate marketing on the Internet was conceived of, put into practice and patented by William J.

Tobin, the founder of PC Flowers & Gifts.

Launched on the Prodigy Network in 1989, PC Flowers & Gifts remained on the service until 1996.

By 1993, PC Flowers & Gifts generated sales in excess of $6 million per year on the Prodigy service.

In 1998, PC Flowers and Gifts developed the business model of paying a commission on sales to the Prodigy Network.[8][9] In 1994, Tobin launched a beta version of PC Flowers & Gifts on the Internet in cooperation with IBM, who owned half of Prodigy.[10] By 1995 PC Flowers & Gifts had launched a commercial version of the website and had 2,600 Affiliate marketing partners on the World Wide Web.

Tobin applied for a patent on tracking and Affiliate marketing on January 22, 1996, and was issued U.S.

Patent number 6,141,666 on Oct 31, 2000.

Tobin also received Japanese Patent number 4021941 on Oct 5, 2007, and U.S.

Patent number 7,505,913 on Mar 17, 2009, for Affiliate marketing and tracking.[11] In July 1998 PC Flowers and Gifts merged with Fingerhut and Federated Department Stores.[12] In November 1994, CDNow launched its BuyWeb program.

CDNow had the idea that music-oriented websites could review or list albums on their pages that their visitors might be interested in purchasing.

These websites could also offer a link that would take visitors directly to CDNow to purchase the albums.

The idea for remote purchasing originally arose from conversations with music label Geffen Records in the fall of 1994.

The management at Geffen wanted to sell its artists' CD's directly from its website but did not want to implement this capability itself.

Geffen asked CDNow if it could design a program where CDNow would handle the order fulfillment.

Geffen realized that CDNow could link directly from the artist on its website to Geffen's website, bypassing the CDNow home page and going directly to an artist's music page.[13] Amazon.com (Amazon) launched its associate program in July 1996: Amazon associates could place banner or text links on their site for individual books, or link directly to the Amazon home page.[14] When visitors clicked on the associate's website to go to Amazon and purchase a book, the associate received a commission.

Amazon was not the first merchant to offer an affiliate program, but its program was the first to become widely known and serve as a model for subsequent programs.[15][16] In February 2000, Amazon announced that it had been granted a patent[17] on components of an affiliate program.

The patent application was submitted in June 1997, which predates most affiliate programs, but not PC Flowers & Gifts.com (October 1994), AutoWeb.com (October 1995), Kbkids.com/BrainPlay.com (January 1996), EPage (April 1996), and several others.[18] Affiliate marketing has grown quickly since its inception.

The e-commerce website, viewed as a marketing toy in the early days of the Internet, became an integrated part of the overall business plan and in some cases grew to a bigger business than the existing offline business.

According to one report, the total sales amount generated through affiliate networks in 2006 was £2.16 billion in the United Kingdom alone.

The estimates were £1.35 billion in sales in 2005.[19] MarketingSherpa's research team estimated that, in 2006, affiliates worldwide earned US$6.5 billion in bounty and commissions from a variety of sources in retail, personal finance, gaming and gambling, travel, telecom, education, publishing, and forms of lead generation other than contextual advertising programs.[20] In 2006, the most active sectors for Affiliate marketing were the adult gambling, retail industries and file-sharing services.[21]:149–150 The three sectors expected to experience the greatest growth are the mobile phone, finance, and travel sectors.[21] Soon after these sectors came the entertainment (particularly gaming) and Internet-related services (particularly broadband) sectors.

Also several of the affiliate solution providers expect to see increased interest from business-to-business marketers and advertisers in using Affiliate marketing as part of their mix.[21]:149–150 Websites and services based on Web 2.0 concepts—blogging and interactive online communities, for example—have impacted the Affiliate marketing world as well.

These platforms allow improved communication between merchants and affiliates.

Web 2.0 platforms have also opened Affiliate marketing channels to personal bloggers, writers, and independent website owners.

Contextual ads allow publishers with lower levels of web traffic to place affiliate ads on websites.[citation needed] Forms of new media have also diversified how companies, brands, and ad networks serve ads to visitors.

For instance, YouTube allows video-makers to embed advertisements through Google's affiliate network.[22][23] New developments have made it more difficult for unscrupulous affiliates to make money.

Emerging black sheep are detected and made known to the Affiliate marketing community with much greater speed and efficiency.[citation needed] Eighty percent of affiliate programs today use revenue sharing or pay per sale (PPS) as a compensation method, nineteen percent use cost per action (CPA), and the remaining programs use other methods such as cost per click (CPC) or cost per mille (CPM, cost per estimated 1000 views).[24] Within more mature markets, less than one percent of traditional Affiliate marketing programs today use cost per click and cost per mille.

However, these compensation methods are used heavily in display advertising and paid search.

Cost per mille requires only that the publisher make the advertising available on his or her website and display it to the page visitors in order to receive a commission.

Pay per click requires one additional step in the conversion process to generate revenue for the publisher: A visitor must not only be made aware of the advertisement but must also click on the advertisement to visit the advertiser's website.

Cost per click was more common in the early days of Affiliate marketing but has diminished in use over time due to click fraud issues very similar to the click fraud issues modern search engines are facing today.

Contextual advertising programs are not considered in the statistic pertaining to the diminished use of cost per click, as it is uncertain if contextual advertising can be considered Affiliate marketing.

While these models have diminished in mature e-commerce and online advertising markets they are still prevalent in some more nascent industries.

China is one example where Affiliate marketing does not overtly resemble the same model in the West.

With many affiliates being paid a flat "Cost Per Day" with some networks offering Cost Per Click or CPM.

In the case of cost per mille/click, the publisher is not concerned about whether a visitor is a member of the audience that the advertiser tries to attract and is able to convert because at this point the publisher has already earned his commission.

This leaves the greater, and, in case of cost per mille, the full risk and loss (if the visitor cannot be converted) to the advertiser.

Cost per action/sale methods require that referred visitors do more than visit the advertiser's website before the affiliate receives a commission.

The advertiser must convert that visitor first.

It is in the best interest of the affiliate to send the most closely targeted traffic to the advertiser as possible to increase the chance of a conversion.

The risk and loss are shared between the affiliate and the advertiser.

Affiliate marketing is also called "performance marketing", in reference to how sales employees are typically being compensated.

Such employees are typically paid a commission for each sale they close, and sometimes are paid performance incentives for exceeding objectives.[25] Affiliates are not employed by the advertiser whose products or services they promote, but the compensation models applied to Affiliate marketing are very similar to the ones used for people in the advertisers' internal sales department.

The phrase, "Affiliates are an extended sales force for your business", which is often used to explain Affiliate marketing, is not completely accurate.

The primary difference between the two is that affiliate marketers provide little if any influence on a possible prospect in the conversion process once that prospect is directed to the advertiser's website.

The sales team of the advertiser, however, does have the control and influence up to the point where the prospect either a) signs the contract, or b) completes the purchase.

Some advertisers offer multi-tier programs that distribute commission into a hierarchical referral network of sign-ups and sub-partners.

In practical terms, publisher "A" signs up to the program with an advertiser and gets rewarded for the agreed activity conducted by a referred visitor.

If publisher "A" attracts publishers "B" and "C" to sign up for the same program using his sign-up code, all future activities performed by publishers "B" and "C" will result in additional commission (at a lower rate) for publisher "A".

Two-tier programs exist in the minority of affiliate programs; most are simply one-tier.

Referral programs beyond two-tier resemble multi-level marketing (MLM) or network marketing but are different: Multi-level marketing (MLM) or network marketing associations tend to have more complex commission requirements/qualifications than standard affiliate programs.[citation needed] Merchants favor Affiliate marketing because in most cases it uses a "pay for performance" model, meaning that the merchant does not incur a marketing expense unless results are accrued (excluding any initial setup cost).[26] Some merchants run their own (in-house) affiliate programs using dedicated software, while others use third-party intermediaries to track traffic or sales that are referred from affiliates.

There are two different types of affiliate management methods used by merchants: standalone software or hosted services, typically called affiliate networks.

Payouts to affiliates or publishers can be made by the networks on behalf of the merchant, by the network, consolidated across all merchants where the publisher has a relationship with and earned commissions or directly by the merchant itself.

Uncontrolled affiliate programs aid rogue affiliates, who use spamming,[27] trademark infringement, false advertising, cookie stuffing, typosquatting,[28] and other unethical methods that have given Affiliate marketing a negative reputation.

Some merchants are using outsourced (affiliate) program management (OPM) companies, which are themselves often run by affiliate managers and network program managers.[29] OPM companies perform affiliate program management for the merchants as a service, similar to the role an advertising agencies serves in offline marketing.

Affiliate websites are often categorized by merchants (advertisers) and affiliate networks.

There are currently no industry-wide standards for the categorization.

The following types of websites are generic, yet are commonly understood and used by affiliate marketers.

Affiliate networks that already have several advertisers typically also have a large pool of publishers.

These publishers could be potentially recruited, and there is also an increased chance that publishers in the network apply to the program on their own, without the need for recruitment efforts by the advertiser.

Relevant websites that attract the same target audiences as the advertiser but without competing with it are potential affiliate partners as well.

Vendors or existing customers can also become recruits if doing so makes sense and does not violate any laws or regulations (such as with pyramid schemes).

Almost any website could be recruited as an affiliate publisher, but high traffic websites are more likely interested in (for their sake) low-risk cost per mille or medium-risk cost per click deals rather than higher-risk cost per action or revenue share deals.[30] There are three primary ways to locate affiliate programs for a target website: If the above locations do not yield information pertaining to affiliates, it may be the case that there exists a non-public affiliate program.

Utilizing one of the common website correlation methods may provide clues about the affiliate network.

The most definitive method for finding this information is to contact the website owner directly if a contact method can be located.

Since the emergence of Affiliate marketing, there has been little control over affiliate activity.

Unscrupulous affiliates have used spam, false advertising, forced clicks (to get tracking cookies set on users' computers), adware, and other methods to drive traffic to their sponsors.

Although many affiliate programs have terms of service that contain rules against spam, this marketing method has historically proven to attract abuse from spammers.

In the infancy of Affiliate marketing, many Internet users held negative opinions due to the tendency of affiliates to use spam to promote the programs in which they were enrolled.[31] As Affiliate marketing matured, many affiliate merchants have refined their terms and conditions to prohibit affiliates from spamming.

A browser extension is a plug-in that extends the functionality of a web browser.

Some extensions are authored using web technologies such as HTML, JavaScript, and CSS.

Most modern web browsers have a whole slew of third-party extensions available for download.

In recent years, there has been a constant rise in the number of malicious browser extensions flooding the web.

Malicious browser extensions will often appear to be legitimate as they seem to originate from vendor websites and come with glowing customer reviews.[32] In the case of Affiliate marketing, these malicious extensions are often used to redirect a user's browser to send fake clicks to websites that are supposedly part of legitimate Affiliate marketing programs.

Typically, users are completely unaware this is happening other than their browser performance slowing down.

Websites end up paying for fake traffic numbers, and users are unwitting participants in these ad schemes.

As search engines have become more prominent, some affiliate marketers have shifted from sending e-mail spam to creating automatically generated web pages that often contain product data feeds provided by merchants.

The goal of such web pages is to manipulate the relevancy or prominence of resources indexed by a search engine, also known as spamdexing.

Each page can be targeted to a different niche market through the use of specific keywords, with the result being a skewed form of search engine optimization.

Spam is the biggest threat to organic search engines, whose goal is to provide quality search results for keywords or phrases entered by their users.

Google's PageRank algorithm update ("BigDaddy") in February 2006—the final stage of Google's major update ("Jagger") that began in mid-summer 2005—specifically targeted spamdexing with great success.

This update thus enabled Google to remove a large amount of mostly computer-generated duplicate content from its index.[33] Websites consisting mostly of affiliate links have previously held a negative reputation for underdelivering quality content.

In 2005 there were active changes made by Google, where certain websites were labeled as "thin affiliates".[34] Such websites were either removed from Google's index or were relocated within the results page (i.e., moved from the top-most results to a lower position).

To avoid this categorization, affiliate marketer webmasters must create quality content on their websites that distinguishes their work from the work of spammers or banner farms, which only contain links leading to merchant sites.

Although it differs from spyware, adware often uses the same methods and technologies.

Merchants initially were uninformed about adware, what impact it had, and how it could damage their brands.

Affiliate marketers became aware of the issue much more quickly, especially because they noticed that adware often overwrites tracking cookies, thus resulting in a decline of commissions.

Affiliates not employing adware felt that it was stealing commission from them.

Adware often has no valuable purpose and rarely provides any useful content to the user, who is typically unaware that such software is installed on his/her computer.

Affiliates discussed the issues in Internet forums and began to organize their efforts.

They believed that the best way to address the problem was to discourage merchants from advertising via adware.

Merchants that were either indifferent to or supportive of adware were exposed by affiliates, thus damaging those merchants' reputations and tarnishing their Affiliate marketing efforts.

Many affiliates either terminated the use of such merchants or switched to a competitor's affiliate program.

Eventually, affiliate networks were also forced by merchants and affiliates to take a stand and ban certain adware publishers from their network.

The result was Code of Conduct by Commission Junction/beFree and Performics,[35] LinkShare's Anti-Predatory Advertising Addendum,[36] and ShareASale's complete ban of software applications as a medium for affiliates to promote advertiser offers.[37] Regardless of the progress made, adware continues to be an issue, as demonstrated by the class action lawsuit against ValueClick and its daughter company Commission Junction filed on April 20, 2007.[38] Affiliates were among the earliest adopters of pay per click advertising when the first pay-per-click search engines emerged during the end of the 1990s.

Later in 2000 Google launched its pay per click service, Google AdWords, which is responsible for the widespread use and acceptance of pay per click as an advertising channel.

An increasing number of merchants engaged in pay per click advertising, either directly or via a search marketing agency, and realized that this space was already occupied by their affiliates.

Although this situation alone created advertising channel conflicts and debates between advertisers and affiliates, the largest issue concerned affiliates bidding on advertisers names, brands, and trademarks.[39] Several advertisers began to adjust their affiliate program terms to prohibit their affiliates from bidding on those type of keywords.

Some advertisers, however, did and still do embrace this behavior, going so far as to allow, or even encourage, affiliates to bid on any term, including the advertiser's trademarks.

Bloggers and other publishers may not be aware of disclosure guidelines set forth by the FTC.

Guidelines affect celebrity endorsements, advertising language, and blogger compensation.[40] Affiliate marketing currently lacks industry standards for training and certification.

There are some training courses and seminars that result in certifications; however, the acceptance of such certifications is mostly due to the reputation of the individual or company issuing the certification.

Affiliate marketing is not commonly taught in universities, and only a few college instructors work with Internet marketers to introduce the subject to students majoring in marketing.[41] Education occurs most often in "real life" by becoming involved and learning the details as time progresses.

Although there are several books on the topic, some so-called "how-to" or "silver bullet" books instruct readers to manipulate holes in the Google algorithm, which can quickly become out of date,[41] or suggest strategies no longer endorsed or permitted by advertisers.[42] Outsourced Program Management companies typically combine formal and informal training, providing much of their training through group collaboration and brainstorming.

Such companies also try to send each marketing employee to the industry conference of their choice.[43] Other training resources used include online forums, weblogs, podcasts, video seminars, and specialty websites.

A code of conduct was released by affiliate networks Commission Junction/beFree and Performics in December 2002 to guide practices and adherence to ethical standards for online advertising.

In 2008 the state of New York passed a law asserting sales tax jurisdiction over Amazon.com sales to New York residents.

New York was aware of Amazon affiliates operating within the state.

In Quill Corp.

v.

North Dakota, the US Supreme Court ruled that the presence of independent sales representatives may allow a state to require sales tax collections.

New York determined that affiliates are such independent sales representatives.

The New York law became known as "Amazon's law" and was quickly emulated by other states.[44] While that was the first time states successfully addressed the internet tax gap, since 2018 states have been free to assert sales tax jurisdiction over sales to their residents regardless of the presence of retailer affiliates.[45] Many voucher code web sites use a click-to-reveal format, which requires the web site user to click to reveal the voucher code.

The action of clicking places the cookie on the website visitor's computer.

In the United Kingdom, the IAB Affiliate Council under chair Matt Bailey announced regulations[46] that stated that "Affiliates must not use a mechanism whereby users are encouraged to click to interact with content where it is unclear or confusing what the outcome will be."

Seo Taiji and Boys

Seo Taiji and Boys (Korean: 서태지와 아이들) was a South Korean music group active from 1992 to 1996.

Its three members Seo Taiji, Yang Hyun-suk, and Lee Juno experimented with many different genres of popular Western music.[1] Seo Taiji and Boys was highly successful and is credited with changing the South Korean music industry by pioneering the use of rap in Korean pop music and utilizing social critique, despite pressure from ethics and censorship committees.[2][3] The band won the Grand Prize at the Seoul Music Awards in both 1992 and 1993.[4] In April 1996, Billboard reported that the band's first three albums had each sold over 1.6 million copies, with the fourth nearing two million,[5] making all four some of the best-selling albums in South Korea.

After the breakup of the heavy metal band Sinawe in 1991, Seo Taiji switched gears and formed the group Seo Taiji and Boys with dancers and backing vocalists Yang Hyun-suk and Lee Juno.

Yang said he first met Seo when the musician came to him to learn how to dance.

"Blown away" by his music, Yang offered to join the group, and they later recruited Lee who was one of the top dancers in Korea and joined the group as a background dancer, despite being highly regarded in his own right, because the music "moved [his] heart."[6] Seo Taiji came across MIDI technology for the first time in South Korea in the early 1990s and started experimenting with different MIDI sounds to create a new type of music that had not been heard by the public.

He initially had no plans to debut as a dance/pop boy group, and Seo Taiji and Boys' mainstream success was a surprise.

The trio debuted on MBC's talent show on April 11, 1992 with their song "Nan Arayo" (난 알아요, "I Know") and got the lowest rating from the jury.[7] However, the song and their self-titled debut album became so successful that, according to MTV Iggy, "K-pop music would never be the same" again.[8] One of the first Korean rap songs,[9] "Nan Arayo" was a hugely successful hit;[10] its new jack swing-inspired beats, upbeat rap verses and pop-style choruses combined with a focus on new dance moves took Korean audiences by storm.[8][9] Influenced by the videos for Technotronic's Pump Up the Jam and Snap!'s The Power,[11] the music video for "Nan Arayo" features varying color saturation and chroma key editing, varying the angles of the dancers' bodies constantly.

The group sold over 1.5 million copies of the album within a month of its release,[11] and Seo Taiji and Boys won a Golden Disc Award for "Nan Arayo" in 1992.[12] Spin named "Nan Arayo" number 4 on their 2012 list of the 21 Greatest K-Pop Songs of All Time.[13] In 2015, Rolling Stone named it number 36 on its list of the 50 Greatest Boy Band Songs of All Time.[14] "Nan Arayo" is also recognized for establishing the popularity of rap in K-pop and hybridizing the Korean ballad style with rap, rock, and techno.[9] Their 1993 second album took a different turn.

Although remaining a mostly dance album, a few songs such as "Hayeoga" (하여가, 何如歌, "Anyway") combined elements of heavy metal and traditional Korean folk music through the use of the taepyeongso, a double-reed wind instrument, and melodic structure.[3] While there was controversy that the guitar solo in the middle of the song plagiarized Testament's "First Strike is Deadly," the guitarist for the solo, Lee Tae-Seop, mentioned in an interview[15][16] that the solo's arpeggios reinterpreted Scandinavian folk songs, which had no copyright.

"Hayeoga" earned them their second Golden Disc Award.[12] Moreover, while promoting the album, the group was banned from appearing on the national television channel KBS-TV because they wore earrings, ripped jeans and had dreadlocks, which ethics committees associated with reggae, resistance movements, and rejection of social norms (although their brightly dyed long hair in 1995 did not attract a similar ban).[3][17][18] This was the first of the numerous controversies regarding Seo Taiji and Boys.

The band's second album became the first 'double million sellers' album in Korean history.

The third album shifted to a more heavy metal and rock style.

Danceable tunes were nearly non-existent except "Balhaereul Kkumkkumyeo" (발해를 꿈꾸며, "Dreaming of Balhae"), an alternative rock song indicating a hope of reuniting North and South Korea, which earned the group its third Golden Disc Award.[12] Instead, songs such as the controversial "Kyoshil Idea" (교실 이데아, "Classroom Ideology") with death growl vocals, influenced by bands such as the Beastie Boys and Rage Against the Machine, by Ahn Heung-Chan of Crash took center stage.[19] "Kyoshil Idea" was extremely critical of the Korean education system and the pressure placed on youth to succeed academically, such as doing well on university entrance exams.[17] The song was banned from being played on TV and radio (but passed by ethics committees) for the censuring of the education system in its lyrics:Every morning you lead us into a tiny classroom by 7:30, forcing the same things into the 7 million heads of children around the country.

These dark, closed classrooms are swallowing us up.

My life is too precious to be wasted here.[3]Additionally, the band was accused of backmasking Satanic messages in "Kyoshil Idea." Although the mainstream news media later proved these accusations to be groundless, the moral panic proved difficult to eliminate entirely.[20] Not backing down, Seo Taiji and Boys' fourth album exploded with more controversial songs.

"Come Back Home" was a foray into gangsta rap, featuring a high-pitched nasal voice influenced by B-Real of Cypress Hill in "Insane in the Brain" and by House of Pain.[3] "Pilseung" (필승, 必勝, "Certain Victory") was also a hit with alternative rock sound and shouting voice reminiscent of House of Pain's "Jump Around." However, "Sidae Yugam" (시대유감, 時代遺憾, "Shame of the Times") was banned by the Public Performance Ethics Committee for having lyrics that criticized the government.[21] The version of the song included on the album is instrumental only, as a refusal by Seo to rewrite or remove the original three lines that the Ethics Committee demanded be changed (in bold):[3][17] Educated elders are walking down the street holding pretty dolls.

It seems that the day everyone has been secretly hoping for is coming today.

Lips stained black.

Gone is the era of honest people.

[...] I wish for a new world that'll overturn everything.

[...] I hope I can avenge the grudge in my heart.

Tonight![3]The backlash from the fans was immense, and the system of "pre-censorship" (사전심의제) was abolished in June 1996, partially as a result of this reaction.

An EP titled Sidae Yugam including the original version of the song was released a month after the system was abolished.

Seo Taiji and Boys retired from South Korea's popular music scene in January 1996 during its heyday.

Lee later stated that Seo made the decision to disband while recording their fourth album, much to the surprise of Yang and himself.[20] The band's announcement of retirement was a huge disappointment for millions of fans in Korea.

The compilation album Goodbye Best Album was released later that year.

Seo Taiji headed over to the United States soon after, while Lee Juno and Yang Hyun-suk established record labels right after their retirement.

Yang Hyun-suk was successful in founding YG Entertainment, one of the three biggest record companies in the country.[6] Seo Taiji returned to music two years later with a very successful solo career; he is now referred to as "the President of culture" in South Korea.[6] In 2007, all four of Seo Taiji and Boys' albums were included in Kyunghyang Shinmun's Top 100 Pop Albums, with their first ranking the highest at number 24.[22][23][24][25] In 2014, when asked about a possible Seo Taiji and Boys reunion, Seo revealed that the three members had talked about it often.

However, he said:The biggest obstacle is that in the past, we put on really beautiful performances, which fans remember, but if we get back together now, I worry we might disappoint, so I am not confident.

I lack more and more confidence as I get older.

I don't think I'd be able to dance as fiercely as I had in the past.[26]Prior to Seo Taiji and Boys, the Korean music industry was primarily influenced by American and Japanese folk music due to the colonial roots of South Korea.

This music dominated the Korean music industry until the country lifted the travel ban which was in place until 1988.

The lift of the ban allowed musical elements from foreign countries to become more accessible.

Consequently, in the 1990s Seo Taiji and Boys used MIDI technology to begin incorporating Western music elements such as rap, rock, and techno into his music.

Also, Seo Taiji and Boys began incorporating the English language into their music, a popular trend in South Korea, that resulted due to increased reliance on the United States for economic stability.[citation needed] By incorporating these musical elements with Korea’s ballad music, Seo Taiji and Boys provided the basis for the hybridization of Korea's music with that of the West, resulting in the foundation of modern K-pop.

This hybridization of music and foregrounding of dance movements was one of the fundamental reasons for the popularity of Korean pop music, especially among teenage and early 20s listeners, as it also promoted Korean pop music's ability to penetrate foreign markets in what has become known as the Korean Wave.[9] Doobo Shim, a researcher of Asian culture, credits Seo Taiji and Boys with creating the "distinctively Korean pop style" which became commonplace.[27] Moreover, the band was voted as the most crucial Korean cultural product in a survey conducted by the Samsung Economic Research Institute in 1997.[3] Seo Taiji and Boys acted as an instrument of change within Korea, challenging censorship laws as well as the television networks hegemony over the music market.

In 1995 the Korean Broadcasting Ethics Committee demanded that Seo Taiji and Boys change the lyrics for "Shidae Yugam." This incited protests and resulted in the abolishment of music pre-censorship in Korea.

Seo Taiji also did not have to rely on television networks due to the fact that he owned his own studio.

This autonomy allowed Seo to bring subcultures in Korea, such as heavy metal, to the forefront of popular culture and challenge pervasive social norms.[3] The band's independent success diminished the power of the television networks to dictate which artists appeared on shows, and gave rise to the influence of record labels and talent agencies.[27][28] Such companies led to the formation of bands such as H.O.T., Sechs Kies, Uptown, and Shinhwa.[27] Additionally, Seo Taiji and Boys' fashion contrasted sharply with the convention at the time.

The band members' style ranged from wearing tailored jackets and neat dress shirts to street fashion.

They incorporated traditional Korean folk costumes and Scottish kilts, showcasing a variety of cultures.

Seo Taiji and Boys pioneered the "snowboard look," which included dark sunglasses, ski hats, and large parkas.

Furthermore, the band members' wearing of dreadlocks in 1993 caused a reactionary ban of the band on national television.[3] Another aspect of Korean pop that Seo Taiji and Boys influenced was dance.

The band was the first to turn dance into a dominant feature in performance by including breakdancing routines.[3][29] Dancer Nam Hyun-joon cites Seo Taiji and Boys as a primary influence, and appeared in one of band member Lee Juno's music videos.[30] Celebrating the Seo Taiji and Boys' 25th anniversary project "TIME: TRAVELER",[31] the band BTS remade "Come Back Home" in 2017, reflecting a similar sentiment to the societal change that Seo argued for in his songs.

While maintaining the gangsta rap style, J-Hope raps: "I feel suffocated in my life.

What is blocking my life is my fear towards tomorrow," while RM adds, "Because we are still young, there's a decent future.

Now wipe those old tears and come back home." [32][33] While Seo's social critique of Korean culture was predated by songs of Kim Min-ki, who focused on political violence during the Fourth Republic of Korea under the leader Park Chung-hee, Seo's songs included more direct lyrics and maintained his musical identity by refusing to acquiesce to the pre-censorship policies of the time.[3] In fact, his artistry was unhampered by marketing and advertising campaigns, which may have contributed to the band's success.[3]

List of marketing terms

Many terms are used in the marketing field.

Marketing mix

The term 'Marketing mix' is a foundation model for businesses, historically centered around product, price, place, and promotion (also known as the "4 Ps").

The Marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market".[1] Thus the Marketing mix refers to four broad levels of marketing decision: product, price, place, and promotion.[2] Marketing practice has been occurring for millennia, but marketing theory emerged in the early twentieth century.

The contemporary Marketing mix, or the 4 Ps, which has become the dominant framework for marketing management decisions, was first published in 1960.[3] In services marketing, an extended Marketing mix is used, typically comprising 7 Ps, made up of the original 4 Ps extended by process, people, and physical evidence.[4] Occasionally service marketers will refer to 8 Ps, comprising these 7 Ps plus performance.[5] In the 1990s, the model of 4 Cs' was introduced as a more customer-driven replacement of the 4 Ps.[6] There are two theories based on 4 Cs: Lauterborn's 4 Cs (consumer, cost, convenience, and communication), and Shimizu's 4 Cs (commodity, cost, channel, and communication).

Given the valuation of customers towards potential product attributes (in any category, e.g.

product, promotion, etc.) and the attributes of the products sold by other companies, the problem of selecting the attributes of a product to maximize the number of customers preferring it is a computationally intractable problem.[7] The correct arrangement of Marketing mix by enterprise marketing managers plays an important role in the success of a company's marketing:[8] The origins of the 4 Ps can be traced to the late 1940s.[9][10] The first known mention of a mix has been attributed to a Professor of Marketing at Harvard University, Prof.

James Culliton.[11] In 1948, Culliton published an article entitled, The Management of Marketing Costs[12] in which Culliton describes marketers as 'mixers of ingredients'.

Some years later, Culliton's colleague, Professor Neil Borden, published a retrospective article detailing the early history of the Marketing mix in which he claims that he was inspired by Culliton's idea of 'mixers', and credits himself with popularising the concept of the 'Marketing mix'.[13] According to Borden's account, he used the term, 'Marketing mix' consistently from the late 1940s.

For instance, he is known to have used the term 'Marketing mix' in his presidential address given to the American Marketing Association in 1953.[14] Although the idea of marketers as 'mixers of ingredients' caught on, marketers could not reach any real consensus about what elements should be included in the mix until the 1960s.[15] The 4 Ps, in its modern form, was first proposed in 1960 by E.

Jerome McCarthy; who presented them within a managerial approach that covered analysis, consumer behavior, market research, market segmentation, and planning.[16] Phillip Kotler, popularised this approach and helped spread the 4 Ps model.[17][1] McCarthy's 4 Ps have been widely adopted by both marketing academics and practitioners.[18] The prospect of extending the Marketing mix first took hold at the inaugural AMA Conference dedicated to Services Marketing in the early 1980s, and built on earlier theoretical works pointing to many important limitations of the 4 Ps model.[19] Taken collectively, the papers presented at that conference indicate that service marketers were thinking about a revision to the general Marketing mix based on an understanding that services were fundamentally different from products, and therefore required different tools and strategies.

In 1981, Booms and Bitner proposed a model of 7 Ps, comprising the original 4 Ps extended by process, people and physical evidence, as being more applicable for services marketing.[20] Since then there have been a number of different proposals for a service Marketing mix (with various numbers of Ps), most notably the 8 Ps, comprising the 7 Ps above extended by 'performance'[5].

The original Marketing mix, or 4 Ps, as originally proposed by marketer and academic E.

Jerome McCarthy, provides a framework for marketing decision-making.[6] McCarthy's Marketing mix has since become one of the most enduring and widely accepted frameworks in marketing.[21] Table 1: Brief Outline of 4 Ps[6] Products may be tangible (goods) or intangible (services, ideas or experiences).

Price may also refer to the sacrifice consumers are prepared to make to acquire a product (e.g.

time or effort).

Price is the only variable that has implications for revenue.

Price also includes considerations of customer perceived value.

Considers providing convenience for consumer.

May comprise elements such as: advertising, PR, direct marketing and sales promotion.

Product refers to what the business offers for sale and may include products or services.

Product decisions include the "quality, features, benefits, style, design, branding, packaging, services, warranties, guarantees, life cycles, investments and returns".[24] Price refers to decisions surrounding "list pricing, discount pricing, special offer pricing, credit payment or credit terms".

Price refers to the total cost to customer to acquire the product, and may involve both monetary and psychological costs such as the time and effort spent in acquisition.[24] Place is defined as the "direct or indirect channels to market, geographical distribution, territorial coverage, retail outlet, market location, catalogues, inventory, logistics and order fulfilment".

Place refers either to the physical location where a business carries out business or the distribution channels used to reach markets.

Place may refer to a retail outlet, but increasingly refers to virtual stores such as "a mail order catalogue, a telephone call centre or a website".[24] Promotion refers to "the marketing communication used to make the offer known to potential customers and persuade them to investigate it further".[24] Promotion elements include "advertising, public relations, direct selling and sales promotions." By the 1980s, a number of theorists were calling for an expanded and modified framework that would be more useful to service marketers.

The prospect of expanding or modifying the Marketing mix for services was a core discussion topic at the inaugural AMA Conference dedicated to Services Marketing in the early 1980s, and built on earlier theoretical works pointing to many important problems and limitations of the 4 Ps model.[19] Taken collectively, the papers presented at that conference indicate that service marketers were thinking about a revision to the general Marketing mix based on an understanding that services were fundamentally different from products, and therefore required different tools and strategies.

In 1981, Booms and Bitner proposed a model of 7 Ps, comprising the original 4 Ps plus process, people and physical evidence, as being more applicable for services marketing.[20][25] Table 2: Outline of the Modified and Expanded Marketing mix Service personnel who represent the company's values to customers.

Interactions between customers.

Interactions between employees and customers.[27] The space where customers and service personnel interact.

Tangible commodities (e.g.

equipment, furniture) that facilitate service performance.

Artifacts that remind customers of a service performance.[29] People are essential in the marketing of any product or service.

Personnel stand for the service.

In the professional, financial or hospitality service industry, people are not producers, but rather the products themselves.[30] When people are the product, they impact public perception of an organization as much as any tangible consumer goods.

From a marketing management perspective, it is important to ensure that employees represent the company in alignment with broader messaging strategies.[31] This is easier to ensure when people feel as though they have been treated fairly and earn wages sufficient to support their daily lives.

Process refers to a "set of activities that results in delivery of the product benefits".

A process could be a sequential order of tasks that an employee undertakes as a part of their job.

It can represent sequential steps taken by a number of various employees while attempting to complete a task.

Some people are responsible for managing multiple processes at once.

For example, a restaurant manager should monitor the performance of employees, ensuring that processes are followed.

They are also expected to supervise while customers are promptly greeted, seated, fed, and led out so that the next customer can begin this process.[31] Physical evidence refers to the non-human elements of the service encounter, including equipment, furniture and facilities.

It may also refer to the more abstract components of the environment in which the service encounter occurs including interior design, colour schemes and layout.

Some aspects of physical evidence provide lasting proof that the service has occurred, such as souvenirs, mementos, invoices and other livery of artifacts.[30] According to Booms and Bitner's framework, the physical evidence is "the service delivered and any tangible goods that facilitate the performance and communication of the service".[31] Physical evidence is important to customers because the tangible goods are evidence that the seller has (or has not) provided what the customer was expecting.

Robert F.

Lauterborn proposed a 4 Cs classification in 1990.[32] His classification is a more consumer-orientated version of the 4 Ps[33] that attempts to better fit the movement from mass marketing to niche marketing:[32] After Koichi Shimizu proposed a 4 Cs classification in 1973, it was expanded to the 7Cs Compass Model to provide a more complete picture of the nature of marketing in 1979.

The 7Cs Compass Model is a framework of co-marketing (commensal marketing or Symbiotic marketing).

Also the Co-creative marketing of a company and consumers are contained in the co-marketing.

Co-marketing (collaborate marketing) is a marketing practice where two companies cooperate with separate distribution channels, sometimes including profit sharing.

It is frequently confused with co-promotion.

Also commensal (symbiotic) marketing is a marketing on which both corporation and a corporation, a corporation and a consumer, country and a country, human and nature can live.[38][39][40][41][42] (C1) Corporation – The core of 4 Cs is corporation (company and non profit organization).

C-O-S (competitor, organization, stakeholder) within the corporation.

The company has to think of compliance and accountability as important.

The competition in the areas in which the company competes with other firms in its industry.

The 4 elements in the 7Cs Compass Model are: A formal approach to this customer-focused Marketing mix is known as 4 Cs (commodity, cost, channel, communication) in the 7 Cs Compass Model.

The 4 Cs model provides a demand/customer centric version alternative to the well-known 4 Ps supply side model (product, price, place, promotion) of marketing management.[43] The compass of consumers and circumstances (environment) are: EXIBIT:7Cs Compass model(1979) in Japan(Courtesy: © Koichi Shimizu, Japan) These can also be remembered by the cardinal directions marked on a compass.

The 7 Cs Compass Model is a framework in co-marketing (symbiotic marketing).

It has been criticized for being little more than the 4 Ps with different points of emphasis.

In particular, the 7 Cs inclusion of consumers in the Marketing mix is criticized, since they are a target of marketing, while the other elements of the Marketing mix are tactics.

The 7 Cs also include numerous strategies for product development, distribution, and pricing, while assuming that consumers want two-way communications with companies.

An alternative approach has been suggested in a book called 'Service 7' by Australian Author, Peter Bowman.

Bowman suggests a values based approach to service marketing activities.

Bowman suggests implementing seven service marketing principles which include value, business development, reputation, customer service and service design.

Service 7 has been widely distributed within Australia.

Digital Marketing mix is fundamentally the same as Marketing mix, which is an adaptation of Product, Price, Place and Promotion into digital marketing aspect.[44] Digital marketing can be commonly explained as 'Achieving marketing objectives through applying digital technologies'.[45] Product Thanks to the interaction and connection of the Internet, Product has been redefined as 'virtual product' in the digital marketing aspect, which is regarded as the combination of tangibility and intangibility.

Through the form of digital, a product can be directly sent from manufacturers to customers.[46] For example, customers could buy music in the form of an MP3 rather than buy it in the form of a physical CD.

As a result, when a company is making strategy for Internet marketing, it is necessary to understand how to vary their products in the online environment.

Here are some indications of adapt the product element on the Internet.[45] Price Price concerns about the pricing policies or pricing models from a company.

Due to the wide use of the Internet, many applications could be found in both consumer's and producer's perspective.

From consumers' side, the Internet enables people to make a comparison to real-time prices before they make a consumption decision, which is time-saving and effort-saving for the consumers.[47] As for the suppliers, they can adjust prices in the real-time and provide higher degree of price transparency with customers.

Besides, the Internet is more likely to ease the pressure on price because online-producers do not have to put budget on renting a physical store.[45] Hence, making new or adjusting pricing strategies is essential for the company that wants to enter the Internet market.

Pricing strategies and tactics see also: Pricing Place With the application of the Internet, place is playing an increasingly important role in promoting consumption since the Internet and the physical channels become virtual.[44] The major contribution from the Internet to the business is not only making it possible to selling products online, but also enabling companies to build relationships with customers.[48] Furthermore, since the convenience of navigating from one site to another, place from the digital marketing perspective is always linked with promotion, which means retailers often use third-party websites such as Google search engine to guide customers to visit their websites.[45] Promotion Promotion refers to selecting the target markets, locating and integrating various communication tools in the Marketing mix.

Unlike the traditional marketing communication tools, tools in digital marketing aim at engaging audiences by putting advertisements and content on the social media, including display ads, pay-per-click (PPC), search engine optimisation (SEO), influencers etc.[45] When creating online marketing campaigns, Chaffey and Smith suggested that they can be separated into six groups:[49] Automatically selecting the attributes of a product (in any category, i.e.

product, promotion, etc.) to maximize the number of customers preferring the resulting product is a computationally intractable problem.[7] Given some customer profiles (i.e., customers sharing some features such as e.g.

gender, age, income, etc.), the valuations they give to each potential product attribute (e.g.

females aged 35–45 give a 3 out of 5 valuation to "it is green"; males aged 25–35 give 4/5 to "it can be paid in installments"; etc.), the attributes of the products sold by the other producers, and the attributes each producer can give to its products, the problem of deciding the attributes of our product to maximize the number of customers who will prefer it is Poly-APX-complete.

This implies that, under the standard computational assumption, no efficient algorithm can guarantee that the ratio between the number of customers preferring the product returned by the algorithm and the number of customers that would prefer the actual optimal product will always reach some constant, for any constant.

Moreover, the problem of finding a strategy such that, for any strategy of the other producers, our product will always reach some minimum average number of customers over some period of time is an EXPTIME-complete problem, meaning that it cannot be efficiently solved.

However, heuristic (sub-optimal) solutions to these problems can be found by means of genetic algorithms, particle swarm optimization methods, or minimax algorithms.

Online advertising

Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.

Many consumers find Online advertising disruptive[1] and have increasingly turned to ad blocking for a variety of reasons.

When software is used to do the purchasing, it is known as programmatic advertising.

Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising.

Like other advertising media, Online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content.

Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.

In 2016, Internet advertising revenues in the United States surpassed those of cable television and broadcast television.[2]:14 In 2017, Internet advertising revenues in the United States totaled $83.0 billion, a 14% increase over the $72.50 billion in revenues in 2016.[3] Many common Online advertising practices are controversial and, as a result, have been increasingly subject to regulation.

Online ad revenues also may not adequately replace other publishers' revenue streams.

Declining ad revenue has led some publishers to place their content behind paywalls.[4] In early days of the Internet, Online advertising was mostly prohibited.

For example, two of the predecessor networks to the Internet, ARPANET and NSFNet, had "acceptable use policies" that banned network "use for commercial activities by for-profit institutions".[5][6] The NSFNet began phasing out its commercial use ban in 1991.[7][8][9][10] The first widely publicized example of Online advertising was conducted via electronic mail.

On 3 May 1978, a marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email to most of the ARPANET's American west coast users, advertising an open house for a new model of a DEC computer.[6][11] Despite the prevailing acceptable use policies, electronic mail marketing rapidly expanded[12] and eventually became known as "spam." The first known large-scale non-commercial spam message was sent on 18 January 1994 by an Andrews University system administrator, by cross-posting a religious message to all USENET newsgroups.[13] In January 1994 Mark Eberra started the first email marketing company for opt in email list under the domain Insideconnect.com.

He also started the Direct Email Marketing Association to help stop unwanted email and prevent spam.

[14] [15] Four months later, Laurence Canter and Martha Siegel, partners in a law firm, broadly promoted their legal services in a USENET posting titled "Green Card Lottery – Final One?"[16] Canter and Siegel's Green Card USENET spam raised the profile of Online advertising, stimulating widespread interest in advertising via both Usenet and traditional email.[13] More recently, spam has evolved into a more industrial operation, where spammers use armies of virus-infected computers (botnets) to send spam remotely.[11] Online banner advertising began in the early 1990s as page owners sought additional revenue streams to support their content.

Commercial online service Prodigy displayed banners at the bottom of the screen to promote Sears products.

The first clickable web ad was sold by Global Network Navigator in 1993 to a Silicon Valley law firm.[17] In 1994, web banner advertising became mainstream when HotWired, the online component of Wired Magazine, and Time Warner's Pathfinder (website)[18] sold banner ads to AT&T and other companies.

The first AT&T ad on HotWired had a 44% click-through rate, and instead of directing clickers to AT&T's website, the ad linked to an online tour of seven of the world's most acclaimed art museums.[19][20] GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in 2003) created the first search advertising keyword auction in 1998.[21]:119 Google launched its "AdWords" (now renamed Google Ads) search advertising program in 2000[22] and introduced quality-based ranking allocation in 2002,[23] which sorts search advertisements by a combination of bid price and searchers' likeliness to click on the ads.[21]:123 More recently, companies have sought to merge their advertising messages into editorial content or valuable services.

Examples include Red Bull's Red Bull Media House streaming Felix Baumgartner's jump from space online, Coca-Cola's online magazines, and Nike's free applications for performance tracking.[20] Advertisers are also embracing social media[24][25] and mobile advertising; mobile ad spending has grown 90% each year from 2010 to 2013.[26]:13 According to Ad Age Datacenter analysis, in 2017 over half of agency revenue came from digital work.[27] Display advertising conveys its advertising message visually using text, logos, animations, videos, photographs, or other graphics.

Display advertisers frequently target users with particular traits to increase the ads' effect.

Online advertisers (typically through their ad servers) often use cookies, which are unique identifiers of specific computers, to decide which ads to serve to a particular consumer.

Cookies can track whether a user left a page without buying anything, so the advertiser can later retarget the user with ads from the site the user visited.[28] As advertisers collect data across multiple external websites about a user's online activity, they can create a detailed profile of the user's interests to deliver even more targeted advertising.

This aggregation of data is called behavioral targeting.[29] Advertisers can also target their audience by using contextual to deliver display ads related to the content of the web page where the ads appear.[21]:118 Retargeting, behavioral targeting, and contextual advertising all are designed to increase an advertiser's return on investment, or ROI, over untargeted ads.[30] Advertisers may also deliver ads based on a user's suspected geography through geotargeting.

A user's IP address communicates some geographic information (at minimum, the user's country or general region).

The geographic information from an IP can be supplemented and refined with other proxies or information to narrow the range of possible locations.[31] For example, with mobile devices, advertisers can sometimes use a phone's GPS receiver or the location of nearby mobile towers.[32] Cookies and other persistent data on a user's machine may provide help narrowing a user's location further.[31] Web banners or banner ads typically are graphical ads displayed within a web page.

Many banner ads are delivered by a central ad server.

Banner ads can use rich media to incorporate video, audio, animations, buttons, forms, or other interactive elements using Java applets, HTML5, Adobe Flash, and other programs.

Frame ads were the first form of web banners.[19] The colloquial usage of "banner ads" often refers to traditional frame ads.

Website publishers incorporate frame ads by setting aside a particular space on the web page.

The Interactive Advertising Bureau's Ad Unit Guidelines proposes standardized pixel dimensions for ad units.[33] A pop-up ad is displayed in a new web browser window that opens above a website visitor's initial browser window.[34] A pop-under ad opens a new browser window under a website visitor's initial browser window.[26]:22 Pop-under ads and similar technologies are now advised against by online authorities such as Google, who state that they "do not condone this practice".[35] A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed over the requested website's content.

Floating ads may disappear or become less obtrusive after a pre-set time period.

An expanding ad is a rich media frame ad that changes dimensions upon a predefined condition, such as a preset amount of time a visitor spends on a webpage, the user's click on the ad, or the user's mouse movement over the ad.[36] Expanding ads allow advertisers to fit more information into a restricted ad space.

A trick banner is a banner ad where the ad copy imitates some screen element users commonly encounter, such as an operating system message or popular application message, to induce ad clicks.[37] Trick banners typically do not mention the advertiser in the initial ad, and thus they are a form of bait-and-switch.[38][39] Trick banners commonly attract a higher-than-average click-through rate, but tricked users may resent the advertiser for deceiving them.[40] "News Feed Ads", also called "Sponsored Stories", "Boosted Posts", typically exist on social media platforms that offer a steady stream of information updates ("news feed"[41]) in regulated formats (i.e.

in similar sized small boxes with a uniform style).

Those advertisements are intertwined with non-promoted news that the users are reading through.

Those advertisements can be of any content, such as promoting a website, a fan page, an app, or a product.

Some examples are: Facebook's "Sponsored Stories",[42] LinkedIn's "Sponsored Updates",[43] and Twitter's "Promoted Tweets".[44] This display ads format falls into its own category because unlike banner ads which are quite distinguishable, News Feed Ads' format blends well into non-paid news updates.

This format of online advertisement yields much higher click-through rates than traditional display ads.[45][46] The process by which Online advertising is displayed can involve many parties.

In the simplest case, the website publisher selects and serves the ads.

Publishers which operate their own advertising departments may use this method.

The ads may be outsourced to an advertising agency under contract with the publisher, and served from the advertising agency's servers.

Alternatively, ad space may be offered for sale in a bidding market using an ad exchange and real-time bidding.

This involves many parties interacting automatically in real time.

In response to a request from the user's browser, the publisher content server sends the web page content to the user's browser over the Internet.

The page does not yet contain ads, but contains links which cause the user's browser to connect to the publisher ad server to request that the spaces left for ads be filled in with ads.

Information identifying the user, such as cookies and the page being viewed, is transmitted to the publisher ad server.

The publisher ad server then communicates with a supply-side platform server.

The publisher is offering ad space for sale, so they are considered the supplier.

The supply side platform also receives the user's identifying information, which it sends to a data management platform.

At the data management platform, the user's identifying information is used to look up demographic information, previous purchases, and other information of interest to advertisers.

Broadly speaking, there are three types of data obtained through such a data management platform: This customer information is combined and returned to the supply side platform, which can now package up the offer of ad space along with information about the user who will view it.

The supply side platform sends that offer to an ad exchange.

The ad exchange puts the offer out for bid to demand-side platforms.

Demand side platforms act on behalf of ad agencies, who sell ads which advertise brands.

Demand side platforms thus have ads ready to display, and are searching for users to view them.

Bidders get the information about the user ready to view the ad, and decide, based on that information, how much to offer to buy the ad space.

According to the Internet Advertising Bureau, a demand side platform has 10 milliseconds to respond to an offer.

The ad exchange picks the winning bid and informs both parties.

The ad exchange then passes the link to the ad back through the supply side platform and the publisher's ad server to the user's browser, which then requests the ad content from the agency's ad server.

The ad agency can thus confirm that the ad was delivered to the browser.[49] This is simplified, according to the IAB.

Exchanges may try to unload unsold ("remnant") space at low prices through other exchanges.

Some agencies maintain semi-permanent pre-cached bids with ad exchanges, and those may be examined before going out to additional demand side platforms for bids.

The process for mobile advertising is different and may involve mobile carriers and handset software manufacturers.[49] An interstitial ad displays before a user can access requested content, sometimes while the user is waiting for the content to load.[50] Interstitial ads are a form of interruption marketing.[51][52] A text ad displays text-based hyperlinks.

Text-based ads may display separately from a web page's primary content, or they can be embedded by hyperlinking individual words or phrases to the advertiser's websites.

Text ads may also be delivered through email marketing or text message marketing.

Text-based ads often render faster than graphical ads and can be harder for ad-blocking software to block.[53] Search engine marketing, or SEM, is designed to increase a website's visibility in search engine results pages (SERPs).

Search engines provide sponsored results and organic (non-sponsored) results based on a web searcher's query.[21]:117 Search engines often employ visual cues to differentiate sponsored results from organic results.

Search engine marketing includes all of an advertiser's actions to make a website's listing more prominent for topical keywords.

The primary reason behind the rising popularity of Search Engine Marketing has been Google.

There were a few companies that had its own PPC and Analytics tools.

However, this concept was popularized by Google.

Google Ad words was convenient for advertisers to use and create campaigns.

And, they realized that the tool did a fair job, by charging only for someone's click on the ad, which reported as the cost-per-click for which a penny was charged.

This resulted in the advertisers monitoring the campaign by the number of clicks and were satisfied that the ads could be tracked.[54] Search engine optimization, or SEO, attempts to improve a website's organic search rankings in SERPs by increasing the website content's relevance to search terms.

Search engines regularly update their algorithms to penalize poor quality sites that try to game their rankings, making optimization a moving target for advertisers.[55][56] Many vendors offer SEO services.[26]:22 Sponsored search (also called sponsored links, search ads, or paid search) allows advertisers to be included in the sponsored results of a search for selected keywords.

Search ads are often sold via real-time auctions, where advertisers bid on keywords.[21]:118[57] In addition to setting a maximum price per keyword, bids may include time, language, geographical, and other constraints.[21]:118 Search engines originally sold listings in order of highest bids.[21]:119 Modern search engines rank sponsored listings based on a combination of bid price, expected click-through rate, keyword relevancy and site quality.[23] Social media marketing is commercial promotion conducted through social media websites.

Many companies promote their products by posting frequent updates and providing special offers through their social media profiles.Videos, interactive quizzes, and sponsored posts are all a part of this operation.

Usually these ads are found on Facebook, Instagram, Twitter, and Snapchat.[58] Mobile advertising is ad copy delivered through wireless mobile devices such as smartphones, feature phones, or tablet computers.

Mobile advertising may take the form of static or rich media display ads, SMS (Short Message Service) or MMS (Multimedia Messaging Service) ads, mobile search ads, advertising within mobile websites, or ads within mobile applications or games (such as interstitial ads, "advergaming," or application sponsorship).[26]:23 Industry groups such as the Mobile Marketing Association have attempted to standardize mobile ad unit specifications, similar to the IAB's efforts for general Online advertising.[52] Mobile advertising is growing rapidly for several reasons.

There are more mobile devices in the field, connectivity speeds have improved (which, among other things, allows for richer media ads to be served quickly), screen resolutions have advanced, mobile publishers are becoming more sophisticated about incorporating ads, and consumers are using mobile devices more extensively.[26]:14 The Interactive Advertising Bureau predicts continued growth in mobile advertising with the adoption of location-based targeting and other technological features not available or relevant on personal computers.[26]:14 In July 2014 Facebook reported advertising revenue for the June 2014 quarter of $2.68 billion, an increase of 67 percent over the second quarter of 2013.

Of that, mobile advertising revenue accounted for around 62 percent, an increase of 41 percent on the previous year.

Email advertising is ad copy comprising an entire email or a portion of an email message.[26]:22 Email marketing may be unsolicited, in which case the sender may give the recipient an option to opt out of future emails, or it may be sent with the recipient's prior consent (opt-in).

Businesses may ask for your email and send updates on new products or sales.

As opposed to static messaging, chat advertising refers to real-time messages dropped to users on certain sites.

This is done using live chat software or tracking applications installed within certain websites with the operating personnel behind the site often dropping adverts on the traffic surfing around the sites.

In reality, this is a subset of the email advertising but different because of its time window.

Online classified advertising is advertising posted online in a categorical listing of specific products or services.

Examples include online job boards, online real estate listings, automotive listings, online yellow pages, and online auction-based listings.[26]:22 Craigslist and eBay are two prominent providers of online classified listings.

Adware is software that, once installed, automatically displays advertisements on a user's computer.

The ads may appear in the software itself, integrated into web pages visited by the user, or in pop-ups/pop-unders.[59] Adware installed without the user's permission is a type of malware.[60] Affiliate marketing occurs when advertisers organize third parties to generate potential customers for them.

Third-party affiliates receive payment based on sales generated through their promotion.[26]:22 Affiliate marketers generate traffic to offers from affiliate networks, and when the desired action is taken by the visitor, the affiliate earns a commission.

These desired actions can be an email submission, a phone call, filling out an online form, or an online order being completed.

Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.

This information can be presented in a variety of formats, including blogs, news, video, white papers, e-books, infographics, case studies, how-to guides and more.

Considering that most marketing involves some form of published media, it is almost (though not entirely) redundant to call 'content marketing' anything other than simply 'marketing'.

There are, of course, other forms of marketing (in-person marketing, telephone-based marketing, word of mouth marketing, etc.) where the label is more useful for identifying the type of marketing.

However, even these are usually merely presenting content that they are marketing as information in a way that is different from traditional print, radio, TV, film, email, or web media.

Online marketing platform (OMP) is an integrated web-based platform that combines the benefits of a business directory, local search engine, search engine optimisation (SEO) tool, customer relationship management (CRM) package and content management system (CMS).

eBay and Amazon are used as online marketing and logistics management platforms.

On Facebook, Twitter, YouTube, Pinterest, LinkedIn, and other Social Media, retail online marketing is also used.

Online business marketing platforms such as Marketo, MarketBright and Pardot have been bought by major IT companies (Eloqua-Oracle, Neolane-Adobe and Unica-IBM).

Unlike television marketing in which Neilsen TV Ratings can be relied upon for viewing metrics, online advertisers do not have an independent party to verify viewing claims made by the big online platforms.[61] Advertisers and publishers use a wide range of payment calculation methods.

In 2012, advertisers calculated 32% of Online advertising transactions on a cost-per-impression basis, 66% on customer performance (e.g.

cost per click or cost per acquisition), and 2% on hybrids of impression and performance methods.[26]:17 Cost per mille, often abbreviated to CPM, means that advertisers pay for every thousand displays of their message to potential customers (mille is the Latin word for thousand).

In the online context, ad displays are usually called "impressions." Definitions of an "impression" vary among publishers,[62] and some impressions may not be charged because they don't represent a new exposure to an actual customer.

Advertisers can use technologies such as web bugs to verify if an impression is actually delivered.[63][64]:59 Similarly, revenue generated can be measured in Revenue per mille (RPM).[65] Publishers use a variety of techniques to increase page views, such as dividing content across multiple pages, repurposing someone else's content, using sensational titles, or publishing tabloid or sexual content.[66] CPM advertising is susceptible to "impression fraud," and advertisers who want visitors to their sites may not find per-impression payments a good proxy for the results they desire.[67]:1–4 CPC (Cost Per Click) or PPC (Pay per click) means advertisers pay each time a user clicks on the ad.

CPC advertising works well when advertisers want visitors to their sites, but it's a less accurate measurement for advertisers looking to build brand awareness.[68] CPC's market share has grown each year since its introduction, eclipsing CPM to dominate two-thirds of all Online advertising compensation methods.[26]:18[67]:1 Like impressions, not all recorded clicks are valuable to advertisers.

GoldSpot Media reported that up to 50% of clicks on static mobile banner ads are accidental and resulted in redirected visitors leaving the new site immediately.[69] Cost per engagement aims to track not just that an ad unit loaded on the page (i.e., an impression was served), but also that the viewer actually saw and/or interacted with the ad.[70][71] Cost per view video advertising.

Both Google and TubeMogul endorsed this standardized CPV metric to the IAB's (Interactive Advertising Bureau) Digital Video Committee, and it's garnering a notable amount of industry support.[72] CPV is the primary benchmark used in YouTube Advertising Campaigns, as part of Google's AdWords platform.

The CPI compensation method is specific to mobile applications and mobile advertising.

In CPI ad campaigns brands are charged a fixed of bid rate only when the application was installed.

In marketing, "attribution" is the measurement of effectiveness of particular ads in a consumer's ultimate decision to purchase.

Multiple ad impressions may lead to a consumer "click" or other action.

A single action may lead to revenue being paid to multiple ad space sellers.[73] CPA (Cost Per Action or Cost Per Acquisition) or PPP (Pay Per Performance) advertising means the advertiser pays for the number of users who perform a desired activity, such as completing a purchase or filling out a registration form.

Performance-based compensation can also incorporate revenue sharing, where publishers earn a percentage of the advertiser's profits made as a result of the ad.

Performance-based compensation shifts the risk of failed advertising onto publishers.[67]:4, 16 Fixed cost compensation means advertisers pay a fixed cost for delivery of ads online, usually over a specified time period, irrespective of the ad's visibility or users' response to it.

One examples is CPD (cost per day) where advertisers pay a fixed cost for publishing an ad for a day irrespective of impressions served or clicks.

The low costs of electronic communication reduce the cost of displaying online advertisements compared to offline ads.

Online advertising, and in particular social media, provides a low-cost means for advertisers to engage with large established communities.[58] Advertising online offers better returns than in other media.[67]:1 Online advertisers can collect data on their ads' effectiveness, such as the size of the potential audience or actual audience response,[21]:119 how a visitor reached their advertisement, whether the advertisement resulted in a sale, and whether an ad actually loaded within a visitor's view.[63][64]:59 This helps online advertisers improve their ad campaigns over time.

Advertisers have a wide variety of ways of presenting their promotional messages, including the ability to convey images, video, audio, and links.

Unlike many offline ads, online ads also can be interactive.[20] For example, some ads let users input queries[74] or let users follow the advertiser on social media.[75] Online ads can even incorporate games.[76] Publishers can offer advertisers the ability to reach customizable and narrow market segments for targeted advertising.

Online advertising may use geo-targeting to display relevant advertisements to the user's geography.

Advertisers can customize each individual ad to a particular user based on the user's previous preferences.[30] Advertisers can also track whether a visitor has already seen a particular ad in order to reduce unwanted repetitious exposures and provide adequate time gaps between exposures.[77] Online advertising can reach nearly every global market, and Online advertising influences offline sales.[78][79][80] Once ad design is complete, online ads can be deployed immediately.

The delivery of online ads does not need to be linked to the publisher's publication schedule.

Furthermore, online advertisers can modify or replace ad copy more rapidly than their offline counterparts.[81] According to a US Senate investigation, the current state of Online advertising endangers the security and privacy of users.[82] Eye-tracking studies have shown that Internet users often ignore web page zones likely to contain display ads (sometimes called "banner blindness"), and this problem is worse online than in offline media.[83] On the other hand, studies suggest that even those ads "ignored" by the users may influence the user subconsciously.[84] There are numerous ways that advertisers can be overcharged for their advertising.

For example, click fraud occurs when a publisher or third parties click (manually or through automated means) on a CPC ad with no legitimate buying intent.[85] For example, click fraud can occur when a competitor clicks on ads to deplete its rival's advertising budget, or when publishers attempt to manufacture revenue.[85] Click fraud is especially associated with pornography sites.

In 2011, certain scamming porn websites launched dozens of hidden pages on each visitor's computer, forcing the visitor's computer to click on hundreds of paid links without the visitor's knowledge.[86] As with offline publications, online impression fraud can occur when publishers overstate the number of ad impressions they have delivered to their advertisers.

To combat impression fraud, several publishing and advertising industry associations are developing ways to count online impressions credibly.[87][88] Because users have different operating systems, web browsers[89] and computer hardware (including mobile devices and different screen sizes), online ads may appear to users differently from how the advertiser intended, or the ads may not display properly at all.

A 2012 comScore study revealed that, on average, 31% of ads were not "in-view" when rendered, meaning they never had an opportunity to be seen.[90] Rich media ads create even greater compatibility problems, as some developers may use competing (and exclusive) software to render the ads (see e.g.

Comparison of HTML 5 and Flash).

Furthermore, advertisers may encounter legal problems if legally required information doesn't actually display to users, even if that failure is due to technological heterogeneity.[91]:i In the United States, the FTC has released a set of guidelines indicating that it's the advertisers' responsibility to ensure the ads display any required disclosures or disclaimers, irrespective of the users' technology.[91]:4–8 Ad blocking, or ad filtering, means the ads do not appear to the user because the user uses technology to screen out ads.

Many browsers block unsolicited pop-up ads by default.[92] Other software programs or browser add-ons may also block the loading of ads, or block elements on a page with behaviors characteristic of ads (e.g.

HTML autoplay of both audio and video).

Approximately 9% of all online page views come from browsers with ad-blocking software installed,[93] and some publishers have 40%+ of their visitors using ad-blockers.[4] Some web browsers offer privacy modes where users can hide information about themselves from publishers and advertisers.

Among other consequences, advertisers can't use cookies to serve targeted ads to private browsers.

Most major browsers have incorporated Do Not Track options into their browser headers, but the regulations currently are only enforced by the honor system.[94][95][96] The collection of user information by publishers and advertisers has raised consumer concerns about their privacy.[31][64] Sixty percent of Internet users would use Do Not Track technology to block all collection of information if given an opportunity.[97][98] Over half of all Google and Facebook users are concerned about their privacy when using Google and Facebook, according to Gallup.[99] Many consumers have reservations about online behavioral targeting.

By tracking users' online activities, advertisers are able to understand consumers quite well.

Advertisers often use technology, such as web bugs and respawning cookies, to maximize their abilities to track consumers.[64]:60[100] According to a 2011 survey conducted by Harris Interactive, over half of Internet users had a negative impression of online behavioral advertising, and forty percent feared that their personally-identifiable information had been shared with advertisers without their consent.[101][102] Consumers can be especially troubled by advertisers targeting them based on sensitive information, such as financial or health status.[100] Furthermore, some advertisers attach the MAC address of users' devices to their 'demographic profiles' so they can be retargeted (regardless of the accuracy of the profile) even if the user clears their cookies and browsing history.[citation needed] Scammers can take advantage of consumers' difficulties verifying an online persona's identity,[103]:1 leading to artifices like phishing (where scam emails look identical to those from a well-known brand owner)[104] and confidence schemes like the Nigerian "419" scam.[105][106][107] The Internet Crime Complaint Center received 289,874 complaints in 2012, totaling over half a billion dollars in losses, most of which originated with scam ads.[108][109] Consumers also face malware risks, i.e.

malvertising, when interacting with Online advertising.

Cisco's 2013 Annual Security Report revealed that clicking on ads was 182 times more likely to install a virus on a user's computer than surfing the Internet for porn.[110][111] For example, in August 2014 Yahoo's advertising network reportedly saw cases of infection of a variant of Cryptolocker ransomware.[112] The Internet's low cost of disseminating advertising contributes to spam, especially by large-scale spammers.

Numerous efforts have been undertaken to combat spam, ranging from blacklists to regulatorily-required labeling to content filters, but most of those efforts have adverse collateral effects, such as mistaken filtering.[6] In general, consumer protection laws apply equally to online and offline activities.[91]:i However, there are questions over which jurisdiction's laws apply and which regulatory agencies have enforcement authority over transborder activity.[113] As with offline advertising, industry participants have undertaken numerous efforts to self-regulate and develop industry standards or codes of conduct.

Several United States advertising industry organizations jointly published Self-Regulatory Principles for Online Behavioral Advertising based on standards proposed by the FTC in 2009.[114] European ad associations published a similar document in 2011.[115] Primary tenets of both documents include consumer control of data transfer to third parties, data security, and consent for collection of certain health and financial data.[114]:2–4 Neither framework, however, penalizes violators of the codes of conduct.[116] Privacy regulation can require users' consent before an advertiser can track the user or communicate with the user.

However, affirmative consent ("opt in") can be difficult and expensive to obtain.[64]:60 Industry participants often prefer other regulatory schemes.

Different jurisdictions have taken different approaches to privacy issues with advertising.

The United States has specific restrictions on online tracking of children in the Children's Online Privacy Protection Act (COPPA),[114]:16–17 and the FTC has recently expanded its interpretation of COPPA to include requiring ad networks to obtain parental consent before knowingly tracking kids.[117] Otherwise, the U.S.

Federal Trade Commission frequently supports industry self-regulation, although increasingly it has been undertaking enforcement actions related to online privacy and security.[118] The FTC has also been pushing for industry consensus about possible Do Not Track legislation.

In contrast, the European Union's "Privacy and Electronic Communications Directive" restricts websites' ability to use consumer data much more comprehensively.

The EU limitations restrict targeting by online advertisers; researchers have estimated Online advertising effectiveness decreases on average by around 65% in Europe relative to the rest of the world.[64]:58 Many laws specifically regulate the ways online ads are delivered.

For example, Online advertising delivered via email is more regulated than the same ad content delivered via banner ads.

Among other restrictions, the U.S.

CAN-SPAM Act of 2003 requires that any commercial email provide an opt-out mechanism.[113] Similarly, mobile advertising is governed by the Telephone Consumer Protection Act of 1991 (TCPA), which (among other restrictions) requires user opt-in before sending advertising via text messaging.

Chief content officer

A Chief content officer (CCO) is a corporate executive responsible for the digital media creation and multi-channel publication of the organization's content (text, video, audio, animation, etc.).

The CCO is usually an executive role or senior vice president position, typically reporting to the chief executive officer or the president of the organization.

In a broadcasting organisation, the CCO is generally the highest ranking creative member of the organization.

However, the Chief content officer position is also common in many other industries, ranging from insurance to video production based on a LinkedIn study.[1] Like all other chief officers, the Chief content officer is responsible for supervision, coordination, planning and operation in his or her own field of responsibility.[2] The CCO may also lead a company's branding and marketing efforts (as it relates to content), if these areas are not overseen by a chief marketing officer.

In certain businesses which are involved in media creation such as Netflix, a CCO is responsible for developing original programming.[3]

Viral marketing

Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product.

Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another.[1] It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks.[2] The concept is often misused or misunderstood,[3] as people apply it to any successful enough story without taking into account the word "viral".[4] Viral advertising is personal and, while coming from an identified sponsor, it does not mean businesses pay for its distribution.[5] Most of the well-known viral ads circulating online are ads paid by a sponsor company, launched either on their own platform (company web page or social media profile) or on social media websites such as YouTube.[6] Consumers receive the page link from a social media network or copy the entire ad from a website and pass it along through e-mail or posting it on a blog, web page or social media profile.

Viral marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, text messages, email messages, or web pages.

The most commonly utilized transmission vehicles for viral messages include pass-along based, incentive based, trendy based, and undercover based.

However, the creative nature of Viral marketing enables an "endless amount of potential forms and vehicles the messages can utilize for transmission", including mobile devices.[7] The ultimate goal of marketers interested in creating successful Viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period.[8] The term "Viral marketing" has also been used pejoratively to refer to stealth marketing campaigns—marketing strategies that advertise a product to people without them knowing they are being marketed to.[9] The emergence of "Viral marketing", as an approach to advertisement, has been tied to the popularization of the notion that ideas spread like viruses.

The field that developed around this notion, memetics, peaked in popularity in the 1990s.[10] As this then began to influence marketing gurus, it took on a life of its own in that new context.

The term viral strategy was first used in marketing in 1995, in a pre-digital marketing era, by a strategy team at Chiat / Day advertising in LA (now TBWA LA), lead by Lorraine Ketch and Fred Satler, for the launch of the first PlayStation for Sony Computer Entertainment.

Born from a need to combat huge target cynicism the insight was that people reject things pushed at them but seek out things that elude them.

Chiat / Day created a 'stealth' campaign to go after influencers / opinion leaders, using street teams for the first time in brand marketing and layered an intricate omni-channel web of info and intrigue.

Insiders picked up on it and spread the word.

Within 6 months PlayStation was number one in its category—Sony's most successful launch in history.

There is debate on the origination and the popularization of the specific term Viral marketing, though some of the earliest uses of the current term are attributed to the Harvard Business School graduate Tim Draper and faculty member Jeffrey Rayport.

The term was later popularized by Rayport in the 1996 Fast Company article "The Virus of Marketing",[11] and Tim Draper and Steve Jurvetson of the venture capital firm Draper Fisher Jurvetson in 1997 to describe Hotmail's practice of appending advertising to outgoing mail from their users.[12] An earlier attestation of the term is found in PC User magazine in 1989, but with a somewhat differing meaning.[13][14] Among the first to write about Viral marketing on the Internet was the media critic Doug Rushkoff.[15] The assumption is that if such an advertisement reaches a "susceptible" user, that user becomes "infected" (i.e., accepts the idea) and shares the idea with others "infecting them", in the viral analogy's terms.

As long as each infected user shares the idea with more than one susceptible user on average (i.e., the basic reproductive rate is greater than one—the standard in epidemiology for qualifying something as an epidemic), the number of infected users grows according to an exponential curve.

Of course, the marketing campaign may be successful even if the message spreads more slowly, if this user-to-user sharing is sustained by other forms of marketing communications, such as public relations or advertising.[citation needed] Bob Gerstley was among the first to write about algorithms designed to identify people with high "social networking potential."[16] Gerstley employed SNP algorithms in quantitative marketing research.

In 2004, the concept of the alpha user was coined to indicate that it had now become possible to identify the focal members of any viral campaign, the "hubs" who were most influential.

Alpha users could be targeted for advertising purposes most accurately in mobile phone networks, due to their personal nature.[citation needed] In early 2013 the first ever Viral Summit was held in Las Vegas.

It attempted to identify similar trends in Viral marketing methods for various media.

According to the book Contagious: Why Things Catch On,[17] there are six key factors that drive virality.[18] They are organized in an acronym called STEPPS which stands for: According to marketing professors Andreas Kaplan and Michael Haenlein, to make Viral marketing work, three basic criteria must be met, i.e., giving the right message to the right messengers in the right environment:[19] Whereas Kaplan, Haenlein and others reduce the role of marketers to crafting the initial viral message and seeding it, futurist and sales and marketing analyst Marc Feldman, who conducted IMT Strategies' Viral marketing study in 2001,[citation needed] carves a different role for marketers which pushes the 'art' of Viral marketing much closer to 'science'.[21] To clarify and organize the information related to potential measures of viral campaigns, the key measurement possibilities should be considered in relation to the objectives formulated for the viral campaign.

In this sense, some of the key cognitive outcomes of Viral marketing activities can include measures such as the number of views, clicks, and hits for specific content, as well as the number of shares in social media, such as likes on Facebook or retweets on Twitter, which demonstrate that consumers processed the information received through the marketing message.

Measures such as the number of reviews for a product or the number of members for a campaign web page quantify the number of individuals who have acknowledged the information provided by marketers.

Besides statistics that are related to online traffic, surveys can assess the degree of product or brand knowledge, though this type of measurement is more complicated and requires more resources.[22][23] Related to consumers' attitudes toward a brand or even toward the marketing communication, different online and social media statistics, including the number of likes and shares within a social network, can be used.

The number of reviews for a certain brand or product and the quality assessed by users are indicators of attitudes.

Classical measures of consumer attitude toward the brand can be gathered through surveys of consumers.

Behavioral measures are very important because changes in consumers' behavior and buying decisions are what marketers hope to see through viral campaigns.

There are numerous indicators that can be used in this context as a function of marketers' objectives.

Some of them include the most known online and social media statistics such as number and quality of shares, views, product reviews, and comments.

Consumers' brand engagement can be measured through the K-factor, the number of followers, friends, registered users, and time spent on the website.

Indicators that are more bottom-line oriented focus on consumers' actions after acknowledging the marketing content, including the number of requests for information, samples, or test-drives.

Nevertheless, responses to actual call-to-action messages are important, including the conversion rate.

Consumers' behavior is expected to lead to contributions to the bottom line of the company, meaning increase in sales, both in quantity and financial amount.

However, when quantifying changes in sales, managers need to consider other factors that could potentially affect sales besides the Viral marketing activities.

Besides positive effects on sales, the use of Viral marketing is expected to bring significant reductions in marketing costs and expenses.[24][25] Viral marketing often involves and utilizes: Viral target marketing is based on three important principles:[26] By applying these three important disciplines to an advertising model, a VMS company is able to match a client with their targeted customers at a cost-effective advantage.

The Internet makes it possible for a campaign to go viral very fast; it can, so to speak, make a brand famous overnight.

However, the Internet and social media technologies themselves do not make a brand viral; they just enable people to share content to other people faster.

Therefore, it is generally agreed that a campaign must typically follow a certain set of guidelines in order to potentially be successful: The growth of social networks significantly contributed to the effectiveness of Viral marketing.[28] As of 2009, two thirds of the world's Internet population visits a social networking service or blog site at least every week.[29] Facebook alone has over 1 billion active users.[30] In 2009, time spent visiting social media sites began to exceed time spent emailing.[31] A 2010 study found that 52% of people who view news online forward it on through social networks, email, or posts.[32] The introduction of social media has caused a change in how Viral marketing is used and the speed at which information is spread and users interact.[33] This has prompted many companies to use social media as a way to market themselves and their products, with Elsamari Botha and Mignon Reyneke stating that viral messages are "playing an increasingly important role in influencing and shifting public opinion on corporate reputations, brands, and products as well as political parties and public personalities to name but a few."[33] 'The influencers in order to communicate marketing messages to the audiences you seek to reach'.[34] In business, it is indicated that people prefer interaction with humans to a logo.[35] Therefore, it seems that influencers are on behalf of a company to build up a relationship between the brand and their customers.

Companies would be left behind if they neglected the trend of influencers in Viral marketing, as over 60% of global brands have used influencers in marketing in 2016.[36] The influencer types come along with the level of customers' involvement in companies' marketing.[37] First, unintentional influences,[38][37] because of brand satisfaction and low involvement, their action is just to deliver a company's message to a potential user.[39] Secondly, users will become salesmen or promoters for a particular company with incentives.[38][37] For example, ICQ offered their users benefits to create the awareness of their friends.

Finally, the mass reached influencers are those who have a huge range of followers on the social network.

Recent trend in businesses activity is to offer incentives to individual users for re-posting the advertisement messages to their own profiles.

Marketers and agencies commonly consider celebrities as a good influencer with endorsement work.

This conception is similar to celebrity marketing.

Based on a survey, 69% of company marketing department and 74% of agencies are currently working with celebrities in the UK.

The celebrity types come along with their working environment.

Traditional celebrities are considered as singles, dancers, actors or models.

These types of public characters are continuing to be the most commonly used by company marketers.

The survey found that 4 in 10 company having worked with these traditional celebrities in the prior year.

However, people these years are spending more time on social media rather than traditional media such as TV.

The researchers also claim that customers are not firmly believed celebrities are effectively influential.[40][41] Social media stars among a kind of influencer on Viral marketing since consumers are spending more time on the Internet than before.

And companies and agencies start to consider collaborating with social media stars as their product endorser.

Social media stars such as YouTuber Zoella or Instagrammer Aimee Song are followed by millions of people online.

These online celebrities are having more connection and influence with their followers because they have more frequent and realistic conversation and interaction on the Internet in terms of comments or likes.[42] This trend captured by marketers who are used to explore new potential customers.

Agencies are placing social media stars alongside singers and musicians at the top of the heap of celebrity types they had worked with.

And there are more than 28% of company marketers having worked with one social media celebrity in the previous year.[41] Using influencers in Viral marketing provides companies several benefits.

It enables companies to spend little time and budget on their marketing communication and brand awareness promotion.[43] For example, Alberto Zanot, in the 2006 FIFA Football World Cup, shared Zinedine Zidane's headbutt against Italy and engaged more than 1.5 million viewers in less than the very first hour.

Secondly, it enhances the credibility of messages.[44][45][46][47][48] These trust-based relationships grab the audience's attention, create customers' demand, increase sales and loyalty, or simply drive customers' attitude and behavior.[46][47] In the case of Coke, Millennials changed their mind about the product, from parents' drink to the beverage for teens.[49] It built up Millennials' social needs by 'sharing a Coke' with their friends.

This created a deep connection with Gen Y, dramatically increased sales (+11% compared with last year) and market share (+1.6%).[49] No doubt that harnessing influencers would be a lucrative business for both companies and influencers.[50] The concept of 'influencer' is no longer just an 'expert' but also anyone who delivers and influence on the credibility of a message (e.g.

blogger)[45] In 2014, BritMums, network sharing family's daily life, had 6,000 bloggers and 11,300 views per month on average[51][52] and became endorsers for some particular brand such as Coca-Cola, Morrison.

Another case, Aimee Song who had over 3.6m followers on the Instagram page and became Laura Mercier's social media influencers, gaining $500,000 monthly.[51] Decision-making process seems to be hard for customers these days.

Millers (1956) argued that people suffered from short-term memory.[53] This links to difficulties in customers' decision-making process and Paradox of Choice,[54] as they face various adverts and newspapers daily.[55] Influencers serve as a credible source for customers' decision-making process.[45][39] Neilsen reported that 80% of consumers appreciated a recommendation of their acquaintances,[56] as they have reasons to trust in their friends delivering the messages without benefits[56] and helping them reduce perceived risks behind choices.[57][58] The main risk coming from the company is for it to target the wrong influencer or segment.

Once the content is online, the sender won't be able to control it anymore.[59] It is therefore vital to aim at a particular segment when releasing the message.

This is what happened to the company BlendTech which released videos showing the blender could blend anything, and encouraged users to share videos.

This mainly caught the attention of teenage boys who thought it funny to blend and destroy anything they could;[60] even though the videos went viral, they did not target potential buyers of the product.

This is considered to be one of the major factors that affects the success of the online promotion.

It is critical and inevitable for the organisations to target the right audience.

Another risk with internet is that a company's video could end up going viral on the other side of the planet where their products are not even for sale.[61] According to a paper by Duncan Watts and colleagues entitled: "Everyone's an influencer",[62] the most common risk in Viral marketing is that of the influencer not passing on the message, which can lead to the failure of the Viral marketing campaign.

A second risk is that the influencer modifies the content of the message.

A third risk is that influencers pass on the wrong message.

This can result from a misunderstanding or as a deliberate move.

Between 1996–1997, Hotmail was one of the first internet businesses to become extremely successful utilizing Viral marketing techniques by inserting the tagline "Get your free e-mail at Hotmail" at the bottom of every e-mail sent out by its users.

Hotmail was able to sign up 12 million users in 18 months.[63] At the time, this was historically the fastest growth of any user based media company.[64] By the time Hotmail reached 66 million users, the company was establishing 270,000 new accounts each day.[64] In 2000, Slate.com described TiVo's unpublicized gambit of giving free systems to web-savvy enthusiasts to create "viral" word of mouth, pointing out that a viral campaign differs from a publicity stunt.[65] Burger King has used several marketing campaigns.

Its The Subservient Chicken campaign, running from 2004 until 2007, was an example of viral or word-of-mouth marketing.[66] The Blendtec viral video series Will It Blend? debuted in 2006.

In the show, Tom Dickson, Blendtec founder and CEO, attempts to blend various unusual items in order to show off the power of his blender.

Will it Blend? has been nominated for the 2007 YouTube award for Best Series, winner of .Net Magazine's 2007 Viral Video campaign of the year and winner of the Bronze level Clio Award for Viral Video in 2008.[67] In 2010, Blendtec claimed the top spot on the AdAge list of "Top 10 Viral Ads of All Time".[68] The Will It Blend page on YouTube currently shows over 200 million video views.[69] The Big Word Project, launched in 2008, aimed to redefine the Oxford English Dictionary by allowing people to submit their website as the definition of their chosen word.

The project, created to fund two Masters students' educations, attracted the attention of bloggers worldwide, and was featured on Daring Fireball and Wired Magazine.[70] Companies may also be able to use a viral video that they did not create for marketing purposes.

A notable example is the viral video "The Extreme Diet Coke & Mentos Experiments" created by Fritz Grobe and Stephen Voltz of EepyBird.

After the initial success of the video, Mentos was quick to offer its support.

They shipped EepyBird thousands of mints for their experiments.

Coke was slower to get involved.[71] On March 6, 2012, Dollar Shave Club launched their online video campaign.

In the first 48 hours of their video debuting on YouTube they had over 12,000 people signing up for the service.

The video cost just $4500 to make and as of November 2015 has had more than 21 million views.

The video was considered as one of the best Viral marketing campaigns of 2012 and won "Best Out-of-Nowhere Video Campaign" at the 2012 AdAge Viral Video Awards.

In 2014, A.L.S.

Ice Bucket Challenge was among the best Viral marketing challenges examples in the social network.

Millions of people on the social media started filming themselves, pouring a bucket of ice water over their heads and sharing the video with their friends.

The challenge was created to give support for fighting amyotrophic lateral sclerosis (ALS), also called Lou Gehrig's disease.

People finished the challenge and then nominated the next person they knew on the social media to take the same challenge.

By following this trend, Ice Bucket Challenge became a 'fab' on social media with many online celebrities such as Tyler Oakley, Zoe Sugg and huge celebrities and entrepreneurs like Justin Bieber, Mark Zuckerberg and Bill Gates participating.[72] Until September 2014, over 2.4 million ice bucket-related videos had been posted on Facebook, and 28 million people had uploaded, commented on or liked ice bucket-related posts.

And about 3.7 million videos had been uploaded on Instagram with the hashtags #ALSicebucketchallenge and #icebucketchallenge.[73] The ALS association didn't invent the ice bucket challenge, but they received a huge amount of donation from this activity.

It raised a reported $220 million worldwide for A.L.S.

organisations, and this amount is thirteen times as much donation as what it had in the whole preceding year in just eight weeks.[74] In mid 2016, an Indian tea company (TE-A-ME) has delivered 6,000 tea bags[75] to Donald Trump and launched a video on YouTube.[76] and Facebook[77] The video campaign received various awards including most creative PR stunt[78] in Southeast Asia after receiving 52000+ video shares, 3.1M video view in first 72-hour and hundreds of publication mentions (including Mashable, Quartz,[79] Indian Express,[80] Buzzfeed[81]) across 80+ countries.

Conversion marketing

In electronic commerce, Conversion marketing is marketing with the intention of increasing conversions--that is, site visitors who are paying customers.[1] The process of improving the conversion rate is called conversion rate optimization.

However, different sites may consider a "conversion" to be a result other than a sale.[2] Say a customer were to abandon an online shopping cart.

The company could market a special offer, like free shipping, to convert the visitor into a paying customer.

A company may also try to recover the customer through an online engagement method, such as proactive chat, to attempt to assist the customer through the purchase process.[3] The efficacy of Conversion marketing is measured by the conversion rate: the number of customers who have completed a transaction divided by the total number of website visitors.

Conversion rates for electronic storefronts are usually low.[4] Conversion marketing can boost this number as well as online revenue and website traffic.

Conversion marketing attempts to solve low online conversions through optimized customer service, which requires a complex combination of personalized customer experience management, web analytics, and the use of customer feedback to contribute to process flow improvement and site design.[5] By focusing on improving site flow, online customer service channels, and online experience Conversion marketing is commonly viewed as a long-term investment rather than a quick fix .[6] Increased site traffic over the past 10 years has done little to increase overall conversion rates, so Conversion marketing focuses not on driving additional traffic but converting existing traffic.

It requires proactive engagement with consumers using real time analytics to determine if visitors are confused and show signs of abandoning the site; then developing the tools and messages to inform consumers about available products, and ultimately persuading them to convert online.

Ideally, the customer would maintain a relationship post-sale through support or re-engagement campaigns.

Conversion marketing affects all phases of the customer life-cycle, and several Conversion marketing solutions are utilized to help ease the transition from one phase to the next.

The conversion rate is the proportion of visitors to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators.

Successful conversions are defined differently by individual marketers, advertisers, and content creators.

To online retailers, for example, a successful conversion may be defined as the sale of a product to a consumer whose interest in the item was initially sparked by clicking a banner advertisement.

To content creators, a successful conversion may refer to a membership registration, newsletter subscription, software download, or other activity.

For websites that seek to generate offline responses, for example telephone calls or foot traffic to a store, measuring conversion rates can be difficult because a phone call or personal visit is not automatically traced to its source, such as the Yellow Pages, website, or referral.

Possible solutions include asking each caller or shopper how they heard about the business and using a toll-free number on the website that forwards to the existing line.

For websites where the response occurs on the site itself, a conversion funnel can be set up in a site's analytics package to track user behavior.

Among many possible actions to increase the conversion rate, the most relevant may be:

Article marketing

Article marketing is a branch of content marketing.

It is a type of advertising in which companies write and distribute short articles to a range of outlets such as article banks, forums, and newsletter publishers.

Its main purpose is to gain a huge number of online audiences and boost the number of sales opportunities for products or services on websites.

Another main purpose of this kind of marketing is to build backlinks.

This type of marketing strategy can help marketers acquire new visitors and increase sales on their websites.

Article marketing is also one of the least costly ways to market a company.[1] There are many advantages of using Article marketing such as: While there are lots of advantages to using Article marketing, there are some downsides as well: Article marketing has been used by professionals for nearly as long as mass print has been available.

Business provides the content to a newspaper, possibly on a timely topic such as an article on tax audits during tax season, and the newspaper may use the article and include the business's name and contact information.

Newspapers and other traditional media have limited budgets for gathering content and these articles may be used in the business section of the newspaper.

Traditional Article marketing is advertising a company’s article through the use of magazines, newspapers and any print media.

(Daniels, 2013).

This way of marketing has been going on for a really long time but it is still very much useful and still in style to this day.

It still produces results in offline establishments.

The method of doing the traditional Article marketing is very straightforward.

The company will choose a print media business they want to work with and discuss the conditions of the article they want to produce.

Once the article has been written, the print media will then print and publish it.

Both companies will benefit from this project.

The print media company will have content to print and the business will gain exposure for their products and/or services.

(Ekanem, 2015).

Internet Article marketing is used to promote the authors' expertise of their market, products or services online via article directories.

Article directories with good web page ranks receive a lot of site visitors and may be considered authority sites by search engines, leading to high traffic.

These directories then give PageRank to the author's website and in addition send traffic from readers.

Articles and article directories attract search engines because of their rich content.

This practice may have been effective in the past, however, changes in Google's algorithms over the years have negated the benefits one would have received from this practice.

Both Google's Webmaster Guidelines and comments by Google's Head of Webspam, Matt Cutts discouraged, if not outright prohibit, the strategy of using article directory marketing as a means to build backlinks.[2][3] Business Owners, Marketers and Entrepreneurs attempt to maximize the results of an article advertising campaign by submitting their articles to a number of article directories.

However, most of the major search engines filter duplicate content to stop the identical content material from being returned multiple times in a search engine results page.

Some marketers attempt to circumvent this filter by creating a number of variations of an article, known as article spinning.

By doing this, one article can theoretically acquire site visitors from a number of article directories.

Most forms of search engine optimization and internet marketing require a domain, internet hosting plan, and promoting budget.

However, Article marketing makes use of article directories as a free host and receives traffic by way of organic searches due to the listing's search engine authority.

The primary goal behind Article marketing is to get search engine traffic to the article so that the author can strengthen their authority and influence within their field, while also leveraging that traffic for their own site(s).

The key to Article marketing is that the author should be providing value with their articles, not just promoting their site, products or services.

Article marketing has changed as companies have moved from targeting article directories such as Ezinearticles.com or eHow.com, to micro-targeting small audiences using Facebook and Twitter.[4] Article marketing used to have a much broader target audience but companies have switched to more finite groups of consumers.[5] The change happened because companies found that improving article quality and targeting a better audience was much more effective.[6] Part of this is due to the face that, as of March 2017 the internet has over 3.74 billion users.[7] Having such a massive market makes it hard to find the right customers, which caused companies using Article marketing to shrink their scope and search for smaller audiences.

Article marketing is used to advertise cheaply.

It is common for articles to get picked up by search engines, which allows for additional attention to a companies website.[8] Article marketing is also very easy to perform and a great first step for a new business, which makes it very popular among small businesses.[5] Article marketing has become so popular that many websites now have articles which teach easy steps on how to write your own marketing article to gain views from the public.[5] Gaining views and attention to a website is important because websites gaining more traffic have a higher chance of getting purchases from the website according to statistics.

Even if a website does not sell as many products on the website, the traffic a company gains will make the website more valuable.

This will result in other companies seeking to pay for use of the website space for advertisements because of the larger amount of traffic the website receives.

Article marketing has also moved into phone and tablet applications also known as apps.

App advertising is a very effective form of advertising, Milton Brown performed a study that people were twice as likely to purchase on their mobile phone when they see a Snapchat (a prominent phone app) advertisement.[9] He also found that 92% of campaigns saw clear results after advertising on Snapchat.[9] Because of this rising popularity of cheap/free advertisement on Apps companies have backlashed on Article marketing since it is flooding applications.[10] Facebook started banning Article marketing and other types of free advertisements in 2018 by increasing their prices and forcing free article evaluations to be stopped.[10]

Blitz campaign

In the world of marketing, a Blitz campaign is a very short, intensive, and focused marketing campaign for a product or business.

A Blitz campaign is a marketing strategy designed to promote a product or a business quickly through the use of mass media; it is also called a "marketing blitz," a " time-based marketing campaign," and "intensive marketing." The idea behind a marketing Blitz campaign is to have as many people see the business or product often in a short time.

Typically, Blitz campaigns are geared toward local business and not a more widespread audience.

It can also be called a heavy-up.[1] Blitz campaigns use various mass media outlets, specifically the internet, to deliver information about a product or business quickly to a local audience.

One of the most common and most advantageous ways to complete a Blitz campaign is to use search engines.

Ideally, once you have set up your campaign, your business or product would quickly show up in search engines.

A Blitz campaign will borrow a lot from search engine marketing, including search engine optimization (SEO) and the use of contextual advertising.

E-mail is another method of delivering product or business information during a Blitz campaign.

However, without careful audience targeting you may not achieve the results you desire.

You must know your audience to successfully complete a Blitz campaign.

Marketing Blitz campaigns can also feature the use of print mediums such as brochures, newspaper ads, magazine features, and coupons.

Figuring out your target audience in a marketing blitz is very important.

Without prior knowledge of the audience, your blitz will not be as effective as it could be.

Ensure you have an audience in mind before starting any marketing blitz for a product or a business.

You must know who you are trying to sell the product to.

Blitz campaigns help unknown businesses and products become better known to a specific audience through the use of persistent media exposure.

This type of campaign can help your completely new product become something of note, instead of something to look past.

A Blitz campaign can be the perfect marketing tool for seasonal content.

For example, if you have a holiday event you want to advertise you should promote it during the appropriate season and it will yield better results.

Push the product when there is buzz about it.

The time interval of a Blitz campaign is also advantageous.

A concentrated campaign for a short period of time means very fast, very direct results.

Longer campaigns may drag out results and bore your audience.

A Blitz campaign has several advantages but there are also some limitations to what such a marketing campaign can do.

One of the advantages of the Blitz campaign—that is so direct and local to an area—can also hinder its performance spread out further from the campaign’s heart.

Because location is so important, not understanding your audience can also lead to a weaker campaign.

In recent years, there have been several successful marketing blitzes, primarily from computer companies and video game companies.

One such blitz came from Microsoft in 2009 for its Halo 3 game.

Microsoft planned on using online, print, and television media to bring attention to the game.[2] Another successful blitz comes from McDonald's for their McCafe coffee drinks.

McDonald's used several media outlets and coupon booklets to promote their coffee beverages.[3] Google also embarked on a marketing blitz for the Nexus One phone.

This product had its own YouTube channel and was also present in Google web pages.[4]

Click-through rate

Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.

It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.[1][2] Click-through rates for ad campaigns vary tremendously.

The very first online display ad shown for AT&T on the website HotWired in 1994, had a 44% Click-through rate.[3] With time, the overall rate of user's clicks on webpage banner ads has decreased.

The purpose of Click-through rates is to measure the ratio of clicks to impressions of an online ad or email marketing campaign.

Generally the higher the CTR the more effective the marketing campaign has been at bringing people to a website.[4] Most commercial websites are designed to elicit some sort of action, whether it be to buy a book, read a news article, watch a music video, or search for a flight.

People rarely visit websites with the intention of viewing advertisements, in the same way that few people watch television to view the commercials.[5] While marketers want to know the reaction of the web visitor, with current technology it is nearly impossible to quantify the emotional reaction to the site and the effect of that site on the firm's brand.

However, Click-through rate is an easy piece of data to acquire.

The Click-through rate measures the proportion of visitors who initiated an advertisement that redirected them to another page where they might purchase an item or learn more about a product or service.

Forms of interaction with advertisements other than clicking is possible, but rare; "Click-through rate" is the most commonly used term to describe the efficacy of an advert.[5] The Click-through rate of an advertisement is the number of times a click is made on the ad, divided by the number of times the ad is "served", that is, shown (also called impressions), expressed as a percentage: Click-through rates for banner ads have decreased over time.[6] When banner ads first started to appear, it was not uncommon to have rates above five percent.

They have fallen since then, currently averaging closer to 0.2 or 0.3 percent.[7] In most cases, a 2% Click-through rate would be considered very successful, though the exact number is hotly debated and would vary depending on the situation.

The average Click-through rate of 3% in the 1990s declined to 2.4%–0.4% by 2002.[8] Since advertisers typically pay more for a high Click-through rate, getting many click-throughs with few purchases is undesirable to advertisers.[7] Similarly, by selecting an appropriate advertising site with high affinity (e.g., a movie magazine for a movie advertisement), the same banner can achieve a substantially higher CTR.

Though personalized ads, unusual formats, and more obtrusive ads typically result in higher Click-through rates than standard banner ads, overly intrusive ads are often avoided by viewers.[8][9] Modern online advertising has moved beyond just using banner ads.

Popular search engines allow advertisers to display ads in with the search results triggered by a search user.

These ads are usually in text format and may include additional links and information like phone numbers, addresses and specific product pages.[10] This additional information moves away from the poor user experience that can be created from intrusive banner ads and provides useful information to the search user, resulting in higher Click-through rates for this format of pay-per-click Advertising.

Having high Click-through rate isn't the only goal for an online advertiser, who may develop campaigns to raise awareness for the overall gain of valuable traffic, sacrificing some Click-through rate for that purpose.

Search engine advertising has become a significant element of the Web browsing experience.

Choosing the right ads for the query and the order in which they are displayed greatly affects the probability that a user will see and click on each ad.

This ranking has a strong impact on the revenue the search engine receives from the ads.

Further, showing the user an ad that they prefer to click on improves user satisfaction.

For these reasons, there is an increasing interest in accurately estimating the Click-through rate of ads in a recommender system.[citation needed] An email Click-through rate is defined as the number of recipients who click one or more links in an email and landed on the sender's website, blog, or other desired destination.

More simply, email Click-through rates represent the number of clicks that your email generated.[11][12] Email Click-through rate is expressed as a percentage, and calculated by dividing the number of click throughs by the number of tracked message deliveries.[13] Most email marketers use this metrics along with open rate, bounce rate and other metrics, to understand the effectiveness and success of their email campaign.[14] In general there is no ideal Click-through rate.

This metric can vary based on the type of email sent, how frequently emails are sent, how the list of recipients is segmented, how relevant the content of the email is to the audience, and many other factors.[15] Even time of day can affect Click-through rate.

Sunday appears to generate considerably higher Click-through rates on average when compared to the rest of the week.[16] Every year various types of research studies are conducted to track the overall effectiveness of Click-through rates in email marketing.[17][18] Experts on Search engine optimization (SEO) have claimed since the mid-2010s that Click-through rate has an impact on organic rankings.

Numerous case studies have been published to support this theory.

Proponents supporting this theory often claim that Click-through rate is a ranking signal for Google's RankBrain algorithm.

In a video interview with Dan Petrovic, he states, "There is absolutely no shadow of a doubt that CTR is a ranking signal.

CTR is not only a ranking signal, CTR is essential to Google’s self-analytics."[19] In an article by Neil Patel, Patel quotes Matt Cutts saying, "It doesn’t really matter how often you show up.

It matters how often you get clicked on..." He also cites a study where a 20% increase in Click-through rates resulted in 30% more organic clicks.[20] Opponents of this theory claim Click-through rate has little or no impact on organic rankings.

Bartosz Góralewicz published the results of an experiment on Search Engine Land where he claims, "Despite popular belief, Click-through rate is not a ranking factor.

Even massive organic traffic won’t affect your website’s organic positions."[21] More recently, Barry Schwartz wrote on Search Engine Land, "...Google has said countless times, in writing, at conferences, that CTR is not used in their ranking algorithm."[22]

Shareasale

Shareasale is an affiliate marketing network based in the River North neighborhood in Chicago, IL USA.

Shareasale services two customer sets in affiliate marketing: the affiliate, and the merchant.

Affiliates use Shareasale to find products to promote, and earn commission for referrals on those products.

Affiliates use their own website, blogs, social media, PPC campaigns, SEO campaigns, RSS and email, as well as a number of other means.

Merchants use Shareasale to implement, track, and manage their affiliate program.

Shareasale was founded in 2000 by Brian Littleton, and to date has over 3900 merchant programs hosted on its network platform.

Shareasale is primarily targeting small and mid-size merchants.

Shareasale is among the largest U.S.

affiliate networks in terms of number of advertisers who are using an affiliate network to manage their affiliate program.[1] [2] Shareasale has over 700,000 affiliates and more than 86% of affiliates say they are a member of the network.[3] In August 2006, company founder Brian Littleton received the "AFP Fair Practice Award"[4][5] and in January 2007 the "Affiliate Summit Pinnacle Award" for "Affiliate Marketing Advocate"[6] at the Affiliate Summit West 2007[7] industry tradeshow and expo.

Shareasale is a privately held Chicago, Illinois; USA Corporation since April 2000.[citation needed] Shareasale was acquired[8] by Awin that is part of Axel Springer Group on June, 10th 2017 for an undisclosed amount.

Web content development

Web content development is the process of researching, writing, gathering, organizing, and editing information for publication on websites.

Website content may consist of prose, graphics, pictures, recordings, movies, or other digital assets that could be distributed by a hypertext transfer protocol server, and viewed by a web browser.

When the World Wide Web began, web developers either developed online content themselves, or modified existing documents and coded them into hypertext markup language (HTML).

In time, the field of website development came to encompass many technologies, so it became difficult for website developers to maintain so many different skills.

Content developers are specialized website developers who have content generation skills such as graphic design, multimedia development, professional writing, and documentation.

They can integrate content into new or existing websites without using information technology skills such as script language programming and database programming.

Content developers or technical content developers can also be technical writers who produce technical documentation that helps people understand and use a product or service.

This documentation includes online help, manuals, white papers, design specifications, developer guides, deployment guides, release notes, etc.

Content developers may also be search engine optimization specialists, or internet marketing professionals.

High quality, unique content is what search engines are looking for.

Content development specialists, therefore, have a very important role to play in the search engine optimization process.

One issue currently plaguing the world of Web content development is keyword-stuffed content which are prepared solely for the purpose of manipulating search engine rankings.

The effect is that content is written to appeal to search engine (algorithms) rather than human readers.

Search engine optimization specialists commonly submit content to article directories to build their website's authority on any given topic.

Most article directories allow visitors to republish submitted content with the agreement that all links are maintained.

This has become a method of search engine optimization for many websites today.

If written according to SEO copywriting rules, the submitted content will bring benefits to the publisher (free SEO-friendly content for a webpage) as well as to the author (a hyperlink pointing to his/her website, placed on an SEO-friendly webpage).[1] Web content is no longer restricted to text.

Search engines now index audio/visual media, including video, images, PDFs, and other elements of a web page.

Website owners sometimes use content protection networks to scan for plagiarized content.

Oneupweb

Oneupweb is a digital marketing agency based in Traverse City, Michigan.

The company provides various digital marketing services, including web development, web design, content marketing, search engine optimization (SEO), and paid strategy services.

Oneupweb was originally a division of Alaska Web Art, a website design firm founded in 1996 by Lisa Wehr.

In 2000, the company relocated from Alaska to Northern Michigan and began offering a range of search marketing services.

As of 2007, Oneupweb had over 40 employees and was headquartered in a 23,000-square-foot (2,100 m2) facility located on Grand Traverse Bay.[1] In 2009 Oneupweb was rebranded as an interactive digital marketing agency.[2] BtoB Magazine named Wehr to the Who’s Who in B2B list in 2004, 2005, 2006, 2007, 2008 and 2009.[3] Oneupweb account executive Fernando Meza purchased the agency from Wehr and became owner and CEO of Oneupweb in 2014.[4] In 2015, the company moved to a renovated historic space in The Village at Grand Traverse Commons, on the campus of the former Traverse City State Hospital.[5] The AVA Digital Awards awarded Oneupweb Gold and Platinum awards in 2014 for web design and video.[6] Oneupweb has been recognized by Advertising Age as one of the top search marketing agencies for three consecutive years.[7] In 2010, the company was named to the Corps! Magazine “Best of Michigan Business” list.[8] The company's website was given a gold award at the BMAs.[9] In 2016, CEO Meza was named one of the region's most influential professionals under the age of 40 by Traverse City Business News.[10]

why ignoring video marketing is hurting your business

Have you embraced video marketing for your business? If not, you are missing a great way to market your products or services and more importantly enhance your brand and paint yourself as a true expert in your field.Your chances are increased greatly in search engine rankings with video marketing.Also it is now verified you will icrease the chance of conversions with video marketing.6 Compelling Benefits to Jumping on the Video Bandwagon while the Momentum is HotHave you noticed seeing a lot more videos on Facebook lately? Not only have there been a plethora of Facebook LIVE videos, but I’ve also been seeing a trend of videos made from simple animations or static inspirational images with music added.All because Facebook has declared video to be something people want to watch more than any other form of content.Then there’s the popularity of YouTube, Snapchat, Twitter and Instagram’s video platforms and capabilities that makes using video hard to ignore in today’s business marketing landscape.And it shouldn’t come to anyone’s surprise either.

Think about how we have all been spoon-fed videos since young toddlers on TV.The good news is, with the advancement of technology over the past few years, you no longer need to be an professional videographer or editor to be able to produce decent-looking videos, especially for a social media audience.Still not sure if you should bother taking on the task of learning to do videos for your social media marketing? Take a look at some of these stats:* A Facebook video receives, on average, 135% more organic reach than a photo.* 73% of Business-to-Business marketers say video positively impacts their marketing return on investment.* According to CISCO, 80% of all consumer internet traffic will come from videos by 2020.* 10 billion videos are watched on Snapchat every day.* More than 500 million hours of videos are watched on YouTube every day* A Facebook video receives, on average, 135% more organic reach than a post with just a photo.* On Twitter, videos are 6 times more likely to be retweeted than photos and 3 times more likely than GIFs* Companies that use video in their online marketing efforts have been known to grow their revenues 49% faster.* Businesses who use videos in their marketing enjoy a 27% higher Click Through Rate (CTR) and 34% higher web conversion rates than those which don’t (Aberdeen Group, 2015).Pretty impressive, wouldn’t you say? But what can video actually do for you that will help boost your bottom line?By incorporating videos into your business and social media marketing, you can take advantage of the following benefits:1.

Increase Your Target Market’s Confidence in YouSince trust is what relationship marketing is built upon, videos make a perfect fit to developing your target market’s confidence with your business offerings.

Because you want to create the “Know, Like and Trust” factor with your ideal client, there is nothing better than having your smiling face be in front of that market in order for them to see your personality, understand your level of expertise, and get an instant impression of you that will lead them quicker to purchase.2.

Boost Your Search Engine RankingsBecause people tend to stay on your site’s web page longer by watching a video, the search engine’s algorithms are interpreting that to mean your site is worthwhile.

This will in turn boost your SEO rankings.

According to Moovly, your chances are 53x’s greater to be higher up in Google’s search results if your website or blog post includes a video.That coupled with Google’s ownership of YouTube, your chances of getting higher rankings are increased when your videos are also housed there.3.

Gain a Higher Social Media ReachGetting more people to like, comment and share your posts on Facebook has been an increasing challenge for business owners.

The good news is, video has been a shining beacon of hope where 76% of users say they are apt to share entertaining videos on social media.

If you make an effort to create fun and entertaining videos, this will increase your brand exposure and will, in turn, bring more attention to your business in an indirect way.4.

Enjoy Higher Website ConversionsVideo marketing studies show that 74% of users who watched an video explaining or demonstrating a product ended up making the purchase.

So by simply adding a video to your sales or free giveaway page, you should see a significant increase in people signing up for your offering.5.

Save on Expensive Production CostsWith technological advancements we are seeing at an incredible rate, the great news is you don’t need to invest in a lot of expensive equipment to create well-made videos.

All you need is your smart phone and you’re good to go.

So videos are now considered a cost-effective solution to getting in front of the masses in a format people are responding well to.6.

Take Advantage of Showcasing Your OfferingsA video is a great way to explain, demonstrate and showcase any kind of product or service offering you may have.

Whether you are promoting a new program or offering a free giveaway for list building purposes, adding a video to the landing page will help give the viewer an opportunity to see it in action and visualize its benefits.So as you can see, there are lots of reasons to start using videos to enhance your marketing efforts that will lead to increased sales.Unlike as little as 10 years ago, the cost of equipment and production has made video marketing much more affordable for business owners; however, this is not to say it’s simple, easy and a sure-thing for success.

effective online marketing strategies video marketing

It is interesting to note that almost 50% of all traffic today comes to a website through video marketing so let's look a little closer at exactly what video marketing is.

video marketing an introduction

This content is designed to introduce you to just what video marketing is and exactly what it has the potential to do to your internet business.

It's going to furthermore spotlight a few other articles or blog posts such as How to Create Your Own Marketing Video.

Let us get cracking!

video marketing secrets

Video marketing adds life to your marketing campaigns.

They transform static, traditional content into action-driven video that project your message in a powerful, dramatic way.Videos give you the unique opportunity to communicate with your target audience in a way that puts you in touch with what is truly important to them, while increasing the value of your products, and even your brand.You can use video marketing for a number of different ways, including sales pitches, tutorials, launch sequences on your website, or to simply develop brand awareness.The more people see you or hear you, the faster they'll recognise your brand on the spot.

Video can leave an everlasting impression, providing the perfect interactive vehicle for your marketing message and it can help with your websites page ranking in Google.How can Video Marketing benefit your online business? Firstly, video marketing in great for branding.

Based on research from comScore, YouTube is the second largest search engine following Google, so it's the perfect place to showcase your brand.

Second, video marketing is good for site rankings.

By optimizing and tailoring your video content on your website, you can take advantage of blended search (search results - created by many kinds of content, such as, video, images, audio and blogs) helping you get a first-page organic ranking on Google.Getting started with Video Marketing.

You should start off by developing simple video presentations.

As you become more familiar with how your viewers respond to your videos, you can then tailor them towards your target audience.

Keep in mind that your videos don't have to be lengthy productions, even 3 minute videos can do wonders at generating fresh interest and exposure for your product or business.The majority of new computers come bundled with video production software, but much is also available for free or at very low cost (see examples below).

These programs will help to add functionality to your videos, while making it easy for you to integrate sound (audio narratives, music, etc), highlight important notes, and of course, they provide you with the added flexibility of editing video content.

Also, many new smart phones and tablets have inbuilt video technology, so you can shoot and upload to your website in minutes.Check out Windows Movie Maker (for PC) or iMovie (for Mac)Your videos.

Once you have a few videos, it's time to distribute them.

One of the most effective ways to do this is through the use of video community sites.

Video community sites are media hot spots that are filled with new visitors every single day, allowing you to distribute your video to thousands of people for free.

The leader in video community sites is YouTube.com, that has over 800 million unique users each month.

However, there are many other places where you can also focus on getting your video noticed including: http://www.vimeo.com�and�http://www.video.search.yahoo.comKeywords and Tags.

It's a great idea to include keywords and tags within your video marketing, so when distributed, it's easy for people to discover your content, based on these primary phrases and keywords associated to your video.

Keywords not only help viewers find your video through on-site searches, but more importantly through search engines.With the new 'blended search', search engines expand the content of a search results page beyond text links to many kinds of content, such as maps, video, images, audio, news and blogs.

Embedding or linking your tagged video to your website, can dramatically increase your page ranking within search engines.Taking Action.

Ultimately, you want to invoke a positive response from your viewers, but you also want them to take action after watching your video.

One way of doing this is by including a direct link to your site at the end of the video, highlighting the benefits of visiting your website or using your products.

Keep in mind that you still need to use a direct call to action, even in videos, so don't forget to spend time crafting your message.Also, if you want your video to go viral, make sure that you add a 'Share' link to the end of your video.

This share link can be via Twitter, Facebook or Pinterest.

is video marketing right for you and where should you use it

What types of businesses can benefit from video marketing? Do you think it is right for you and your business? If so, you really need not rush into this but carefully research your industry and see what is out there already.

�The chances are that video can enhance your branding and marketing presence but keep in mind it must be done professionally and intellectually.Why Video Marketing Garners Great Results for Business Owners and EntrepreneursVideo marketing is a hot topic for us lately and for good reason.Online marketing is a dynamic business but not always unpredictable.

For years now we’ve seen consistent trends that indicate certainties such as users are used to watching ads while browsing the internet and now more than ever those videos influence their purchasing habits.To help those on the fence with regards to their own video marketing we’ve put together a list of answers to commonly asked questions.Is video marketing expensive?Video marketing is only as expensive as the budget you’re working with.

There are lots of ways to create effective videos that don’t cost you anything other than your time.

You won’t be butting heads with industry leaders right away and as your marketing efforts help grow your business so should you grow the budget.When it comes to making your videos focus on the value of the content over the presentation.

Getting too creative can be a bad thing if it limits your ability to convey your message.Where should you use video marketing?* Include video in your page contentA study by Mist showed that having video on your landing page increased your chances of being found on page 1 for your targeted key phrases by 53%.

Having a page 1 SERP listing is a challenge and if you’re in a highly competitive industry where a conversion is highly valuable then it becomes a constant struggle against your competitors.

Increasing your page 1 rank chances by 53% makes a strong case for including video in your online marketing Whether your summarize in a talking head style video or use Power Point to create a slide show video having that in your content is a great way to make the most of your video marketing.* Include video with your blog postsYou spend a lot of time on your blog posts and the content can have just as much value as a landing page.

Why not include the info as a video and increase the chances of that information reaching more people? When you create blog content that users love they link to it in their own content marketing.

Anyone marketing online knows the value of a strong link from a reputable website.

SEO authority moz.com found that by providing a video along with the blog’s text and images you expand your reach by 3X and that means 3X the users and 3X the link earning.Should video marketing replace your blog?Generally no but it should be made a part of it.

While online videos represent 69% of all global consumer online traffic in 2017 and 69% is obviously not a number you can ignore that’s not to say your industry is necessarily on the high end of the trend towards video.It’s likely still trending that way but don’t let it override your established efforts.

User’s expectations and habits vary per industry and niche within so add it to what you’re doing rather than switching over all together.How do you know if video marketing is right for you?The easy answer is it most likely is but to be sure its good to test the waters.Try some A/B testing between pages and posts and see how your engagement is with your users.

You likely won’t affect your rank too much with just 1 video so check your Google Analytics to evaluate the performance.Additionally for further insight you can also utilize the analytics from social platforms you share the content through.

Twitter, Facebook, Pinterest, and YouTube all have their own stats you can review to see how well your content did once you added a video.You can even reuse old content by adding a video and sharing it again.

Then look at the first round of marketing’s stats vs.

the stats after you added your video.Bonus tip for marketing videos towards womenMarketing to women? A recent study by adeliestudios.com found 83% of Moms turn to the Internet when they need answers.It makes sense that if the answer to any question a busy mom may ask is on your website then you should have an answer that’s easy to receive.

And that means including video with your content.Someone in a rush who wants an easy answer could really be assisted by having that answer in a quick, user friendly format.Adding a video that covers the answer you have in your content could easily mean the difference between a click back and a new lead so make sure you have a video option if you are in a position to answer something a Mom might need a quick answer to.Marketing online is not easy and there is a lot to learn.

If you are ready to start but not sure where or how then please sign up for our Social Media Membership Program.

It’s a cost effective and easy way to work with an industry professional while you study the in’s and out’s of social media, video, and online marketing.To your ongoing success,Susan FriesenP.S.

If you liked what you read here, you will want to sign up for my newsletter where you’ll get notified every Tuesday of that day’s blog post.

Click here to also receive our free website guide:�www.UltimateWebsiteGuide.caP.P.S.

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useful tips on video marketing

A great way to promote a business online is video marketing.

An indication that this was going to be big was when Google purchased You Tube a few years ago.� Here are a few useful tips on video marketing if you are thinking of promoting your business using video.

how to gain maximum benefits from your online video marketing campaign

Every Internet marketers knows that Online Video Marketing can help him to reach a wider audience and increase awareness of his brand or product.

If an Online marketer is not using Video marketing campaign then he is at risk of being left behind by his/her competitors.

So, in this article I will talk about a few things that you should keep in mind when creating your online video marketing campaign.

6 tips for successful online video marketing

With the rapid development of technology in the 21st century, online video marketing has been on the rise.

Several researches undertaken in video marketing have proved that marketing videos online really works...

1.

Ensure your title counts - Just like a title of blog post, online videos titles help drive traffic.

A great title grabs the attention of the viewers and show up in the search engines when visitors are surfing for your topic.

2.

Provide high quality and excellent content - You should take time to critically think about the targeted audience.

You need to understand what the targeted market find valuable and what your online video can teach them.

Online videos succeed not only because they are of great value to the viewers, but also because they demonstrate your skills and knowledge thus proving to them that your are an expert.

It is also good to note that no matter the quality of your online video, it would succeed if it is too long.

Therefore, keep your online video as short as possible.

3.

Put the website URL address in the video - When editing your online video, it is advisable that you make the most use of various editing features.

One of the simple features is the additional use of the text box in the video by displaying your website address which helps your website gain more exposure and bring more traffic.

4.

Make use of video's branding opportunities - You should ensure that the logo of the company your promoting features more in some parts of the screen for branding purposes.

This can be done for the full length or during key times in your online video.

By doing this you set yourself apart from other videos and ensure that viewers remember your video plus the product or website you're promoting much better which will increase sales and traffic.

5.

Ensure that you show your online video HTML link - By posting an online video, you have the opportunity to provide some descriptions of the online video to make the viewers understand it better.

At all times, you should start by the link which you want to attract your viewers in order to benefit from this key opportunity.

Put the online video URL as the first thing in the box and then the keywords used in the title and in the description.

6.

Go beyond just using YouTube - Most of the online video marketers use YouTube to post their videos.

However, you can go beyond the use of YouTube by embedding it on your website.

This will help drive more traffic to your website and also the time that visitors spend on the website.

By doing this, you are likely to grow your audience.

It is also good to note that Google's algorithms consider the number of time your online video is watched because the numbers of views received add to the number views tally on the YouTube which will increase your video's popularity.

This is also important for being ranked highly in Google search.

By following the above easy online video marketing tips you are likely to achieve your set goals in online marketing.

your 2020 guide on how to get the most out of video marketing

Video content marketing has increased in popularity.

From ways to incorporate engaging footage into your campaigns to the latest social media platform rules on using video, here are some of the latest video content marketing trends and tips for 2020Video Content Marketing Trends & TipsIn the past few years we’ve seen a massive increase in video content popping up online, and there’s no sign of it slowing down.From creating webinars to putting short clips in emails, a video marketing strategy is a must if you want to truly engage with your audience in order to improve brand awareness and boost leads and sales.According to Wyzowl, a company that creates animated explainer footage, 83% of marketers say video helps them with lead generation, and 87% say it has increased traffic to their website.Some other benefits include:As we head into 2020, here are three video content marketing trends you can expect to see going forward.1.

Vertical videos.

Just when everyone seemed to get the memo that horizontal filming is best, vertical videos come along! This is because consumers watch a lot of things on smartphones.Instagram and Snapchat were the first to utilize vertical videos in Stories, and Instagram Television (IGTV) was next.Even Netflix uses vertical digital marketing videos to showcase previews.�https://www.youtube.com/embed/ZSeW9MN65FI?rel=0&showinfo=02.

Live streaming.

This refers to anything that is recorded and broadcast in real time.

People like to feel like they’re being spoken to directly and authentically, and live streaming is also a low-cost way to produce collateral.We’ve seen more and more social platforms implement this functionality, including Instagram Live, Facebook Live, Twitter Live and LinkedIn for a select few.3.

In-video shopping.

So far, it seems to be largely clothing retailers who are leveraging this tactic.How it works: Users can click on a section of the screen (say, a skirt on a model) and be directed to the link to buy the item.A recent survey by Brightcove revealed that 23% of consumers overall and 30% of Millennials want links that let them directly purchase a product.Now that you’ve got an idea of what’s going to be popular in 2020, here are some ways to incorporate engaging footage into your campaigns this year.1.

Use your landing pages.A survey by marketing technology company eyeview showed that video on landing pages can increase conversions by 86%.

It’s a great way to increase search rankings, as Google's algorithms are increasingly prioritizing websites with this type of content.Other advantages: It can lead to more social shares, build trust and awareness and reduce bounce rate.Shopify created an inspirational brand montage that lives on their homepage.

It explains what they do, highlights different customers and announces they now support one million businesses.2.

Blogs and articles.Did you know blog posts can be just as valuable as a landing page? Think about filming your post instead of writing it (or do both), and you’ve easily increased the odds of that info reaching more visitors.Moz.com, which is considered an SEO authority, found that showing a clip with blog images and text increased reach by 3X.One of our clients, Financial Recovery Institute, uses it in a blog to tell a story.�https://www.financialrecovery.com/blog/saving-your-way-out-of-debt-part-23.

Emails and newsletters.The digital marketing videos you create will depend on your objectives and goals.

For example, are you announcing a new product, an event, or a course you want people to sign up for?You could also use email to give people a sneak peek of longer footage on your website.

Once you’ve decided what you’re promoting, you can begin shooting.Something to note: There are over 30 major email clients, including Microsoft Outlook, Gmail, Yahoo Mail and Apple Mail.

Some of them don’t support the requirements for using clips in emails.Several of the popular email newsletter services like AWeber and MailChimp make it simple to share what you film by using a screen capture and linking the image to the original content.That way, a user can just click on the image in the email and be directed to your clip.

Want to learn more? Check out eVision Media’s recommended email newsletter providers.4.

Social media platforms.A solid social media strategy is essential, and you only need to glance at your Facebook, Twitter, Instagram or LinkedIn feed (and of course YouTube and Pinterest) to see how big a role video plays for companies.Some formats you could shoot for social media include:It’s important to remember that each social media platform has rules around how long your digital marketing videos can be.

Here’s a quick reference guide:Make sure your videos are optimized for each social media platform.

Viewers on Instagram expect different things than those on Twitter, for example.�Read How to Engage & Inspire with Interactive Content.While pieces like blog articles and eBooks are considered passive content, interactive content requires the person to actively engage with it, whether that’s by swiping, tapping, answering a question…In this article, I’m providing 3 ideas you can use to attract your audience’s attention and stand out from your competitors.�We can’t possibly cover every platform or video content marketing strategy out there, but I hope this has given you some ideas on how to use this valuable tool in 2020.Remember: No matter what you’re creating or selling, it’s all about storytelling.

It’s time to tell the most authentic and compelling stories you can about your products or services!And if your organization needs help with social media marketing, it’s best to find a qualified service provider who understands the specific nuances of the different social channels and what works best on each.�

your 2019 guide on how to use video in email marketing

No other marketing medium can communicate as quickly and effectively as video.

Therefore, using video in your email marketing makes a lot of sense if you want to try to increase conversions, brand awareness or help educate your customers.It’s not news that video is at the forefront of marketing these days.From creating videos for your website to hosting Facebook Live sessions, this marketing tool has transformed from a nice-to-have to a must-have if you want to effectively engage with your audience and build a loyal following who will be more apt to purchase from you.Video-based marketing is a great way to stand out from the multiple messages people get in their inboxes every day, not to mention how effective it is on social media.This article focuses on using video in your email marketing.

Keep reading for the technical parts of utilizing video in your email marketing and the creative aspect for some inspiration.

I’ve talked about using video many times in the past, but in case you’re still not convinced or didn’t think to use video in your email marketing efforts, it’s time to pay close attention.

According to a study done by SuperOffice, including video in emails led to open rate increases of six percent (the average open rate across industries is about 25 percent).Some other benefits of video marketing:• It saves time.

You can create short, engaging pieces of video much more quickly than it will take you to write an 800-word blog.

It also gives info to your viewer in an easy-to-understand way.• It can help SEO.

Your Google search ranking can improve if your footage is viewed and shared by enough people.

• It’s cost-effective.

You don’t need CGI effects or animation to make something great.

A video can be much more affordable to produce than a blog or ad.• It grabs attention.

Especially when added into your newsletter, a video captures your audience’s attention and compels them to want to watch.First, the Technical Part of Video Email MarketingBefore you start brainstorming ways to use video in email, you need to know how it plays in different email clients.There are over 30 major email clients, including Gmail, Microsoft Outlook, Apple Mail and Yahoo Mail, and some of them don’t support the requirements for using email with video.Traditionally, marketers would use HTML5 (Hypertext Markup Language) to code HTML video directly into an email, but recipients with certain email clients aren’t able to play it.

Many popular email providers will only show a fallback image, and your marketing message will be lost in the crowd.Fortunately, some of the popular services like MailChimp, Constant Contact and AWeber make it easy to share across all providers by using a screen capture image of your video and linking it to your original content on your blog, YouTube, Vimeo or similar sites.This gives the appearance there’s actually video in your email and avoids technical issues with your email provider.

Instead of having to learn HTML5, there are also 3rd party services that can create a video snippet for you to include right in the body of your newsletter.

In fact, I did this in a recent newsletter of ours!Check out Playable to embed a short video in your next newsletter.

Playable will replace the video with an image of your choice if the email service provider doesn’t support the video technology.>> Learn more about the features of our favourite email providers.No matter what eNewsletter tool you use, it’s crucial to test your campaign before you send it out.

You’ll need to have accounts on all of the popular email platforms so that you can see how your footage works in each of them.Sound like a lot of work? Trust a professional marketing company that’s been helping clients create successful eNewsletter campaigns since 2003.Next, Make Sure You’re MobileAccording to Hubspot, mobile opens accounted for 46 percent of all email opens.

That means you have to ensure you’re keeping smartphones in mind when you’re email marketing with video.Fortunately, eNewsletter providers such as MailChimp and Constant Contact let you test and see how your messaging will look before you send it out.It’s still important to keep the file size as low as possible so the video doesn’t need to buffer to start playing.

Mobile devices don’t have the fastest download speed.A good tip is to take a 10 second snippet of your video to use in the newsletter.

That snippet can then link to the full feature on your blog.Also, always make sure autoplay is off, especially on mobile.

Most people don’t appreciate having something start playing (often noisily) as they sit in the office or on a bus; they prefer to click on Play themselves.

Now, On to the Creative PartWith the technical stuff out of the way, let’s look at how you can actually create content that will engage your viewers and get you more visitors to your website.You need a plan with clear objectives or else you’re just sending content out into the world and hoping it will be seen and loved.Why are you creating this campaign? To generate leads, brand awareness, followers…?Once you’ve identified your objectives and goals, you can start thinking about actual email, and the content you want to produce.As mentioned, host the full-length video in a blog post, landing page or even on social media and then plan to incorporate a “sneak peak” of that video in your email marketing campaign, linking to the full-length version.Here are six tips and inspiration to get you started:1.

Use the word “video” in your subject line to make your message stands out.2.

Promote an event.

Let’s use a law office as an example.

We created a short video using Wave.Video for one our clients, A Family Law Firm, to promote an upcoming seminar they were hosting.

3.

Offer tips.

When it comes to email marketing with video, users want short, digestible clips.

A “Top 5” or “4 ways to improve” will get more attention than a 2-minute creation of you trying to explain a product.4.

Create a series.

This is a great way to keep people engaged with your expertise, as long as what you’re providing is valuable to them.

Stay away from a five-part series on your latest offering.

Instead, solve a problem.

Using the law firm video marketing again as an example, you could set up a list-building campaign and do a four-part video series on ways to prepare for a separation or divorce:• Part 1: DIY or hire a lawyer?• Part 2: Filing the necessary paperwork• Part 3: Dividing assets• Part 4: Supporting your children5.

Make tutorials.

Your product or service solves a problem, so how can you showcase this to your clients? Educate your viewers with a short explanation around how your product or service will improve their lives, using real-world examples.6.

Think outside the box.

Now, we don’t all have the budget outdoor company Patagonia does; however, look at how they’ve integrated amazing footage into their email campaigns.

It doesn’t focus on their surfing gear, but it’s relevant to their customers.Whether you’re a life coach shooting some footage while you’re on vacation or a wellness provider offering viewers a glimpse of your dinner prep process, get creative and get shooting!Email marketing with video can be incredibly powerful, increasing your open rates, engagement, leads and sales substantially.However, not every email should contain one.

If you start using this marketing tactic every time you send out an eNewsletter to your subscribers, they’ll stop paying attention.

Think of it as one way to stand out from the crowd, but don’t neglect your other tactics.Crafting an eNewsletter campaign with video (or without), choosing the right email provider, testing and monitoring open rates and engagement is a tough job.

And, it needs to be done well or else you’ll end up alienating and losing subscribers.

ut oh were not using online video to market our business

Internet multimedia or video marketing is on its way of rivaling old fashioned text and print marketing.

If you aren't using online video in your marketing campaign you are falling behind.

excellent source of information for anyone thinking about video marketing

Video marketing is one of the best methods to market your website or service to potential customers.

This technique could become viral easily.

Learn more about video marketing now as this method could get unlimited traffic to your website instantly.Keep your marketing videos short and sweet.

The normal person's span of attention is minimal.

They want instant gratification when looking for information.

If you must have a longer video, consider cutting it up into a few other videos so people can continue on later.You want to make sure that you put out videos regularly.

Once people have seen your video and are familiar with it they will more than likely stop watching it.

Posting new material will keep your viewers coming back to see what kinds of new things you are promoting.Your videos will become popular if you share them efficiently.

You should create an account on YouTube and on other similar sites your audience uses, feature your videos on your site or blog and share them on social networks.

If possible, get other bloggers and people who are influential on social networks to share your videos.The biggest aspect of your video marketing should be your content.

Without excellent and relevant content, your video marketing will fail.

If viewers are not interested in your videos, you will not be able to make a sale.

Make sure that you have interesting and relevant content to be successful with video marketing.You only have a short time to capture your audience's attention in video marketing.

The first 10 to 15 seconds is the most crucial.

This is the part of the video that should show a teaser or something unique that makes them want to continue on.Don't only rely on videos in your marketing campaign.

They are great marketing tools, however, they should not replace your other marketing tactics.

Videos should not replace content creation like article writing or blogging.

Videos should simply be used to enhance the content in your marketing campaign and to build up your link portfolio.A great reason to have costars in your video is that they'll have a network, too.

If you bring on an expert in the field, he'll let his network know he's going to be appearing in your video, growing your exposure.

They'll share with their network, if the content is good, and you'll get many viewers quickly.When using video marketing to increase your website traffic, you have to remember who you are talking to.

Your audience is crucial.

You need to target your videos to a specific audience, and you will notice that they will become more engaged, interested, and more likely to make your video marketing a success.Think about creating a viral video.

Viral videos are videos that are shared on social media websites and explode in popularity.

Be careful, though.

Some people on the Internet can see right through a viral video attempt, and it can end up as a failure.

Be creative and make a video that people will actually want to watch.

Humor is always a plus.Maybe you aren't going to be the star of your show, but you do need to find a good spokesperson or mascot to help market your videos.

Try to find somebody that is natural when speaking and generally makes people around them feel comfortable.

People want to watch somebody they feel that they can trust.If you want to create videos of yourself talking to your audience, keep in mind that your appearance and diction are important.

Take the time to do your hair, pick some nice clothes and apply some makeup.

Make sure the lighting works to your advantage and do not hesitate to do multiple takes if your diction is not perfect.Make sure you are tracking the results of your individual videos.

Find out the origin of the traffic, the time of viewing and the number of times the video is viewed.

Any of the strategies described can help you immensely.Spending some money on a digital microphone is a great investment.

It is easy to find a device that will capture your video with good clarity of picture.

However, sounding well might not happen with the same device.

Your authoritative and confident voice can do things no video picture ever will.Add some humor to your videos.

Using humor is a fantastic way to engage an audience.

When they laugh and feel happy because of your videos, they will associate that feeling with your company.

This is a win-win situation.

Just make sure not to lose your message in the comedy.Video marketing does not have to be complicated.

One of the most popular formats is simply a regular video, without any bells and whistles included.

Of course, if you can, those videos with flash animations have also proved popular, as well as picture slide shows with a voice over and music.Make a video, not a commercial.

Even if you are selling something, people don't like watching commercials, either on television or online.

Instead, make a video that is fun or informative, while still related to your product or service.

People looking at videos are usually looking to be entertained, not pitched to.Music is important in videos.

Reflect on your own experiences when music has been effectively utilized in a marketing campaign.

What music would work in your video? Doing this will help you deliver a more effective video message to your customers.

If you're not comfortable with appearing onscreen, this also helps.Video marketing is one of the newest methods of marketing your business online.

You need to have some basic information first, so use the tips laid out here to help you to really understand this.

Start using video and you will start seeing better conversions into sales for your business.

video marketing and how to create youtube video clips that attract traffic

The site Youtube changed all that a few years ago with entirely user created content.

With video technologies scalable to consumer budgets, it became possible to buy a high quality camera for a few h...

video marketing a ultimate guide to video marketing

No matter how mind-blowing ideas you have, when it comes to reading, grabbing a reader’s attention is very hard so video marketing is a tactic to get over this.

On average, it takes 15–20 seconds for the reader to decide whether he is going to further read it or not.�So, if you need to grab the reader’s attention, you need engaging content with fascinating visuals.

And what’s even better than that? Videos of course.

But why should the video be part of your marketing strategy? Let’s list down few amazing reasons.Google loves attentionSo, one of the mantras is, Google rewards the sites where visitors spend more time.

And obviously, visitors will spend more time if they get interesting videos on the site.

It keeps their interest developed.

So, create engaging explainer videos and animated videos and get rewarded by Google.

This can help you a lot in boosting your business.

It is better to SHOW than to DESCRIBE.

Sometimes it is complicated to explain the idea with words as there are so many ways people can interpret a product/service description.

Thus, it is always more easy to show how your product works than to explain it in words.

Even for lazy readers, explainer videos can solve the issue by easily making them understand about the product.Boost ConversionsBuffer researched and analyzed that companies that include video marketing in their marketing strategy attain 27% higher click-through rates and 34% greater conversion rates than those who don’t use it.

Another research proved that 74% of users are more inclined towards buying a product after watching a video.

It is indeed a fact that video boosts conversions.

It can help you get more leads and better conversion rates.

So better start crafting your explainer videos and animated videos exciting product videos now.Attract Mobile UsersOn mobile phones, Instead of reading long articles, people prefer to see short and interesting explainer videos.

According to YouTube, every year mobile video consumption rises by 100%.

People watch a great number of videos every day, stats say it is 5 Billion videos per day.

This is enough to justify people’s love for videos.

And it attracts mobile users more being to the point, self-explanatory and engaging.Stay connected with your customersVideos enable you to better connect with your customers as it better clarifies the concept with a voice-over explaining the solution.

For the lazy readers, explainer videos can solve the issue by easily making them understand about the product.

Trust is another important reason for customer loyalty.

Videos also help to build a trust relationship with customers as it humanizes and projects a more personalized image of your brand.

And if it has a voice over as well, it gives another human touch to your video.Video Optimizes your Search RankingAccording to research by Hubspot, 65% of the senior executives visit the site if they find any relevant branded video.

And if the video is interesting, it convinces the viewers to stay longer on the website.

This means that videos that pique consumer interest and are of great quality can bring lots of clicks to your site.

Remember that the search engine can also recognize image elements within the video through its Video Intelligence API.

This API can also catalog the keywords used within the video and can help the website to rank better.

So, video is good to go option to upgrade your SEO ranking.Videos support brandingA smartly produced video that promptly gets viral helps the company to be known by many new visitors.

But how can it be smartly produced? Simple, it should ooze your brand image without being overly promotional.

This kind of videos supports to position the brand image in the minds of people.

From the custom logo design to the brand values, it instills a very strong image of the brand in the mind of the one watching it.Make it go ViralWhich sort of content is most shareable across the web? Of course video.

Why? Because it is brief, well explained, interest-grabbing and engaging.

You can call it a magic formula, but if created smartly, videos go viral in a way faster manner than other types of content.

So if you want to make it go viral, Video is the medium.�Final ThoughtsSometimes people spend a lot of money on SEO, website and a lot of other mediums, but still in vain to get the desired results.

But being the most engaging and socially shareable type of content, video connect with the customers in a better manner, ultimately promoting brand position and sales.

So, if you’re working on creating an effective marketing strategy, including video marketing for sure.

how to increase your business with video marketing

Using video online has now become the most popular marketing method to get instant visitors everyday with the presence of YouTube and other online social media.

Learn more what you should know about video marketing and how it can bring your business to the next level.These days, if video marketing is a major part of expanding any business.

However, creating a successful strategy isn't always that easy.

The following article has some helpful tips and tricks that you can use.

Read on and learn some great ways you can improve your business' video marketing strategy.

Publish videos on a regular basis if you want to hold the interest of your users.

If people are interested in you but you have not been showing them anything new, they may become bored with you quickly.

While you do not want to overwhelm them with too many videos, you should try making them at least once or twice a month.When making videos for marketing purposes, it is a good idea for you to talk to your audience honestly.

If people get the idea that the only thing on your mind is making a profit that will make them more likely to do business elsewhere.

While there is nothing wrong with wanting to turn a profit, you must always think of your customers first.Show people how to use your products through video marketing.

Giving a demonstration and showing people how your product really works helps to give potential consumers some confidence in your product.

You should see that it will help your sales.Product manufacturers or resellers should create videos showing how the product can be used in alternative ways.

For example, while duct tape is great for ducts, Duck Tape has created how-to for a million other projects, even how to create a wallet! This leads to amazing viral video success on their part.Always have interesting content.

When you create a video for a business it's important to give out great information that is useful.

A video hosting site can increase viewers for your video, but an uninteresting video will defeat the purpose.

People are not interested in watching another boring commercial.

They want to see something interesting and of value.

The more interesting and engaging your videos, the more likely you will be to see sustained growth and increases in traffic.Decide on a consistent tone for your marketing videos.

How-to videos are not necessarily better than a funny one.

Tailor your approach to the audience demographic you are trying to reach, and consider the type of products you will offer.

These qualities, as well as your image, are the most important factors for your tone.Video tutorials are a great way for you to get in touch with a much wider audience.

When people do not know how to do something, they have the tendency to look online for advice.

Having videos that will teach what they want to know will make you an expert in their eyes.Using YouTube is a great way to get your video out there, but make sure you embed the video on your own site as well.

This gives you greater control.

You can include links around the video that are related to the content.

The number of views you get on both your site and YouTube will be counted by Google, so no worries.Using the right keywords is important when marketing your video.

Keywords will help people to find you through search engines.

Try to use phrases along with single words.

For instance, if your video is about cookies you can use the phrase "baking chocolate-chip cookies." This will allow you to be found much easier.How can you educate your customers? What can you teach them? What would they like to learn? Look at your customer correspondence or comments you get on social media and search out what people want to know about your brand, products or services, and then create a video to answer them.Stories are fun to hear.

Do you have any amusing or inspiring stories that you can share about your business? For example, try sharing a video that puts your company at a charitable event and choose to discuss it in quick detail.

Include customer testimonials to make your company gain trust.Start your videos with an engaging question or a common problem that is related to your business.

Once you have completed your video, you should have offered great ideas and solutions to your viewers.

Be sure to ask them to share the video with other people who may be interested.Think of yourself as one of your customers.

What would be your questions on your products and services? You will find that your customers have the same questions.

Provide these answers in an entertaining video so that your viewers can easily digest them.

If your video is fun and original, people will share it and you will gain more viewers.When making films for your video marketing campaign, make sure you show some personality.

Although there are always professional guidelines to follow, people will like you more if they can see who you are.

This will also set you apart from competitors, so display a sense of humor or profess your love for your wife, a football team or a great hobby like fishing.Make the title of your videos count.

Similar to your blog posting headlines, your video titles can pull in some vital traffic.

There are a couple of reasons for this.

A quality video title is important for both grabbing the viewer's attention and using proper keywords to boost search engine rankings.The best way to make a video work is to make it funny.

Obviously, you cannot use potty or offensive humor for fear of wrecking your reputation or offending your viewer.

Stick to light, topical humor which fits in with your brand and allows customers to have a personal relationship with you.Ensure that any videos you produce is well lighted without looking washed out.

Make sure that you use overhead lighting as well as soft direct lighting to keep shadows from forming on your face.

People will quit watching videos that are poorly lit.

Good lighting is especially important if you are doing a demonstration.You should now have a better understanding of what it takes to create a successful video marketing strategy.

When you implement the advice given in the article above, you are sure to get positive results from your marketing efforts.

Just remember to plan carefully and execute thoroughly and your business is sure to improve.

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Any small business that is looking to expand can turn to Video Marketing as a new age technique, allowing them to give a visual representation of their Brand to potential consumers.

There are many things that need to be taken into account as you are considering doing video marketing.

Who is your target audience? Does your target audience surf YouTube, or some other video site online? How was your video best delivered to this audience, and how are you going to get the most benefit out of it? With the incoming surge of popularity for Internet video, starting five years ago and continuing through now, it has become increasingly clear that video marketing is the future of Internet marketing for small businesses.

A video allows you to attract more eyeballs to your business from a variety of different platforms, increase the overall perception of professionalism for your company, and also create a visual representation of your brand that connects the dots for consumers.More EyeballsWith so many different video platforms online in which you can advertise your services on, you are undoubtedly going to be able to garner more views to your videos than you otherwise previously would.

Gone are the days of paying high prices for television commercials, and we are now in an era where you can release your commercial online, receiving just as many, if not more views from your potential customers.

Whether it is a product demonstration video, a commercial for your business, or just a quick promotional video to raise awareness about your company, utilizing video marketing can be an excellent choice for many small businesses local and nationwide.ProfessionalismVideo marketing also increases the professionalism perception for your company.

Having a video, video marketing will allow you to make a number of different decisions, that allow you to increase the perception of professionalism for your company.

Just by having a video, more people are going to be aware of the services that you provide, and you are going to look more professional to your potential clients overall.

It can be a way to stand out from competitors, and show them that you are willing to invest your time and resources into creating a professional looking video, that promote your brand and ideas.A Visual Representation of Your BrandYou should also look to have a visual representation of your brand or product.

If you have a complicated but useful product, video marketing can help you to connect the dots, and give your potential clients a visual look at what you are providing.

This is especially true for Internet businesses that provide Web 2.0 services, or even product companies that are looking to expand upon their features and make them more clear to their customers.

Giving them a visual representation of your brand can increase their interest in your products and services, and make it an excellent option for many people and small businesses.If you are looking for more people to be aware of your company, an increase in the perception of professionalism for your small business, or provide your consumers with a visual representation of your brand, video marketing can be an excellent choice.

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If you have a website or own a small business, every dollar that goes out matters.

But the truth is that you can't make money if you don't spend a little bit upfront.

You won't be able to succeed in business or online today if you don't have a sound marketing budget.

Where you put those marketing dollars is very important.

Of course you may be tempted to throw all of those dollars into one basket, but this may be a little short sighted.

At the same time, how do you take advantage of the hottest trends in marketing today, such as online Video Marketing or a video SEO submission service without breaking the bank? Believe it or not, these methods of marketing are among the most affordable today, if you do it right.

Here we talk about why you need to just buckle down and make the investment if you want to meet the long term goals of your business.Video marketing today is the hottest and easiest way to market effectively.

Videos online today are what everybody is looking at.

They are easy to market, and they reach a wide audience quickly.

Can you say brand development anyone? If you are looking to establish a brand quickly, using an online Video Marketing Service will be the quickest and most affordable way for you to get that ball rolling.If you are looking to establish both long term and short term ranking with your SEO work, then video marketing is the way to do so.

By using keywords in your headlines, tags, and even in your content, you can create both a long term campaign and a short term campaign with one simple 60 second clip.

Thus, marketing dollars spent on video marketing are dollars well spent, because they will keep working for you, long after the initial buzz of the video quiets down.

Does that concept seem too far fetched for you? Ever hear of a kid named Justin Bieber? His first videos with his own tags are still garnering millions of views all over the world, and it's all because of SEO.You don't need to be high tech to do it well.

In fact, you don't even need to do it yourself today.

If you have been thinking that you don't have the time and money to put into a video marketing campaign, because you want to do it right, think again.

You don't need the best equipment in the world to create a stellar campaign.

You don't even need to know how to do it at all.

If you put this component of your marketing plan into the hands of professionals that do this all day every day, you can start your video marketing campaign with very little upfront costs.

A good online video marketing service will also offer you a video SEO submission service to ensure that both the development and the distribution of your campaign are managed so that all you need to focus on is your business and brand.If you have been avoiding video marketing because you think you don't have the skills, budget, or expertise, think again.

Hire someone to do it for you, an online video marketing service is much more affordable than you think.

In fact, you can't afford not to.

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