E-Marketing: definition and principles
E-marketing is a discipline bringing together all the marketing and advertising practices used to develop the activity of a website.
E-marketing aims to reach consumers in a personal, targeted, interactive way and at the lowest possible cost.
E-marketing is traditionally divided into four categories. These categories can be related to complementary and essential steps for the development of a website.
In this section:
E-marketing: setting up a strategy
As with traditional marketing, the first activity of e-marketing is to set up a coherent strategy for a website or any campaign to promote it. The levers of strategic e-marketing are:
- Market analysis: competition, demand…
- Strategic watch.
- The positioning of the site.
- The e-marketing mix.
E-marketing: traffic generation
To develop a business on the Internet, it is essential that Internet users find your offer and visit your site. To increase your traffic, the e-marketing levers are:
- SEO (SEO).
- Paid SEO (sponsored links, keyword buying, SEM).
- Online advertising (display).
- Emailing.
- Affiliation.
- Setting up and managing communities on social networks (community management).
- Writing traffic-generating content.
- Viral marketing (buzz marketing).
- Partnerships.
- Contest games.
E-marketing: analysis
Once your site has good visibility, you need to optimize interactions with your visitors: ensure that there are as many conversions as possible (purchase, subscription to a newsletter, reading articles, collecting emails, etc.). To do this, you have to use what is called in e-marketing, web-analytics:
- Visibility analysis.
- Traffic analysis.
- Analysis of the Internet user's journey.
- Sales Analysis.
E-marketing: loyalty
As in traditional marketing, a site cannot be satisfied that a buyer only comes to the site once. He must come back, make him loyal!
To do this, you must create interaction with customers/prospects using the following e-marketing levers:
- The animation and renewal of the content of the site.
- Loyalty emailing.
- The creation of forums.
- Community building on social networks.