E-Marketing: definition and principles
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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.

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.

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