There are three key activities associated with online marketing.
These activities include:
Online advertising is a method for online acquisition. The goal of online acquisition is to grow awareness and interest in your company's product or service.
Other methods of traffic generation include search engine optimization (SEO), affiliates, third-party email lists, social networking, collaborative blogging, in-house email lists and online video ads.
Acquisition can also include offline methods to drive traffic to your site. These methods include television and radio advertising, print ad magazine advertising, public relations and media coverage.
Conversion is the second key activity of online marketing.
Once you drive traffic to your website, your next goal is to make these visitors take a desired conversion action. A conversion action can be considered anything that has measurable value, whether is it a purchase, download, newsletter registration or a simple click-through to another page on your website.
In order to achieve conversions, you need to have an appropriate landing page design.
Retention starts immediately, once the initial conversion has occurred.
This initial action may have been an email newsletter or a white paper download. Retention seeks to build on the initial action with anticipated, personal, and relevant ongoing communications.
The basis for all retention programs is the ability for the user to receive information from your company on an ongoing basis, through the use of email, newsletters, blog feeds and news feeds.
This helps to increase the long-term value of your client relationships and can have an effect on revenues. Of course, you need to make sure that, before you apply an online marketing strategy, you have first created the right landing pages for your site and your website is properly structured for easy navigation.
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