Internet marketing – what is it? Types and tools for e-marketing

The dynamic expansion of the Internet has transformed the business strategy of many companies. Appropriate internet marketing activities can allow not only to expand the audience, but also to increase company profits. However, as in any new and growing industry, the specifics of internet marketing tools and definitions can cause problems for many beginners. Therefore, in the following article, we will answer questions such as What is internet marketing? What are internet marketing tools? Does online promotion pay off?

What is marketing?

To properly understand internet marketing, it is worth getting down to basics. For according to many experts:

MARKETING is a social process that allows the free exchange and offering of goods or services that have some value.

The marketing process , on the other hand, is a well-planned strategy with long-term effects. Its task will be to reach the widest possible audience, who may be interested in our services and products. As a result, they will be able to become our customers, which will ultimately increase our sales.

What is internet marketing – definition?

Internet marketing is a sub-discipline of marketing that focuses on supporting and developing promotion, sales and building a positive image on the Internet. Thanks to its relatively low cost, affordability, wide audience and relatively quick return on investment, internet marketing is becoming increasingly popular among ambitious businesses. The Internet is now a widely accessible and extremely popular medium where our potential customers are increasingly present. And where our customer is, we need to be there too.

Traditional marketing – features	Internet marketing – characteristics
one-way contact, limited knowledge of the customer, limited personalisation of the message, effectiveness of activities difficult to measure limited time and range of action, relatively high costs with little flexible and indirect control.	interactivity – exchange of information with the Customer, extensive knowledge of the customer made possible by web analytics and research into customer behaviour, precise personalisation of messages, unlimited operation time and range (around the clock, around the globe), very high flexibility and control over actions taken, maximum cost optimisation.

What is a marketing agency?

A marketing agency supports companies operating on the Internet in promoting and selling products or services. Its activities include the preparation of an advertising campaign strategy, the implementation of agreed objectives and the monitoring of effects. Duties are set individually, matching them to the business needs of the clients, as well as to the specifics of the industry in question. The agency has the right tools and dedicated resources in the form of qualified staff to take full care of your business from the marketing side. Services include website positioning (SEO), PPC advertising, social media marketing, email marketing or content marketing.

Internet marketing – tools

It is also worth understanding the concept of internet marketing tools, which we will have to use sooner or later.

In a nutshell, e-marketing tools are a range of technological solutions aimed at improving or analysing the activities carried out in a given sphere of marketing. These can be a variety of applications or programmes that will make it easier for us to navigate the aspect of, for example, designing a website or creating advertising graphics.

An example of such a tool is, for example, Senuto, which, in the field of SEO, allows us to analyse the visibility of websites on the Internet, which is incredibly useful for many companies offering SEO services and more.

Page optimisation	Brand and SM monitoring	SEO	Email	Other (e.g. content marketing)
Google Analytics	Brand24	Ahrefs	GetResponse	Canva
Google Page Speed	Google Alerts	Senuto	FreshMail	CallPage
Google Search Console	Buzzsumo	Surfer SEO	MailChimp	Trello
Hotjar	Sotrender	Keyword Planner	SAREHub	Whitepress
Sales Manago	Sentione	Google Trends
Google Optimize	Unamo	Screaming Frog

8 advantages of internet marketing

Internet marketing is not only beneficial from a sales perspective, but also from the point of view of creating an image and creating a specific audience. It is therefore no surprise that more and more companies are implementing appropriate e-marketing strategies into their business plans. Besides, the data speak for themselves – the Internet is used by 90% of Polish households. Effectively conducted marketing activities on the web can allow you to reach millions of potential customers.

Efficient e-marketing brings many benefits. Among them, we can find such advantages as:

1. Reaching many customers around the clock.
2. Personalisation of marketing messages.
3. Construction and adaptation of activities to the target group.
4. Increasing knowledge of the target group.
5. Establishing interaction with audiences.
6. Creating a good brand image.
7. Possibility to measure the effectiveness of activities.
8. Optimised advertising campaign costs.

What does a marketing company do?

What does a marketing agency offer? Its tasks include increasing brand awareness, acquiring new customers and thus growing the business. Various strategies are adopted to achieve the desired effect. The best result is achieved through a combination of activities, e.g: SEO + PCC. Internet marketing is already a very broad and complex branch of marketing, which consists of many web-related activities. Among the most popular and effective of these are:

Search Engine Optimisation (SEO)

Website positioning is one of the most important elements of internet marketing. The effect of good SEO is that a website appears in a search engine when a specific key phrase is typed in. For example, if after typing “myjnia Sopot”, our website is displayed in the first search results, it is a sign that we have a well positioned website. This process is based on the use of various optimisation techniques, such as, for example, acquiring links, creating high-quality content or appropriate distribution of keywords. This is undoubtedly a long-term activity, but it can bring many benefits to a company, such as greater brand recognition, audience size, sales and increased trust.

What do we gain from SEO? The answer that comes to mind first is the acquisition of organic (free) traffic to our website. This boils down to the fact that people typing specific phrases into a search engine want to obtain information on a given topic, purchase a product or use a service. They therefore have an intention that our website can fulfil. A precise answer to the user’s need can turn out to be good quality traffic from the search engine that converts. This also builds greater recognition for your brand.

E-mail marketing

An e-marketing method already known to the oldest highlanders of the Internet. It involves promoting the brand by sending e-mails, which usually take the form of a newsletter, diary or promotional offers. The main aim of such activities is to maintain the attention of customers, interest in the company’s offer or creating trust among recipients. Thanks to modernised e-mail forms, today’s e-mail marketing is certainly different from that of the early days of the Internet. An important role today is played by the personalisation of messages, creating closer relations with the customer or sending encouraging and attention-grabbing infographics.

E-mail marketing – advantages:

1. Low cost.
2. Speed of reaching the target group.
3. Individual selection of recipients.
4. Effective measurement of promotional effectiveness.

Content marketing

In simplest terms, content marketing is the creation of content for our website or other places on the web. By creating relevant material, we are able to achievehigher search engine positions and present ourselves as an expert in a particular field. The aim of content marketing is to attract new audiences and create a positive image of the company (e.g. as the aforementioned expert in a given subject).

Some of the places where content marketing is best suited are:

• all kinds of content-oriented websites, i.e. e.g. blogs, news portals or our online shop
• social media
• online forums.

Among the most popular forms of content marketing, we can find sponsored articles, guides, e-books, videos, webinars, social media posts, newsletters or infographics. There are certainly many possibilities, but it is important to ensure that the materials are valuable – plagiarised and incorrectly written guides will not be read by anyone, and certainly the recipient’s impression will not be positive – which may affect the perception of the brand by the potential customer.

Influencer marketing

Influencer marketing is any marketing activity based on the cooperation between a company and an influencer. Influencers are individuals (e.g. bloggers, instagrammers or vloggers) who, through the media they run, reach a large audience interested in a specific topic. Within their community, influencers are treated as a kind of authority, being able to set trends or even having a real impact on the opinions and choices of their viewers or readers. Although there is no predetermined point at which ‘regular media owners’ become influencers, in most cases the latter already have a regular audience (at least several thousand people).

Collaboration between advertisers and their vloggers or bloggers is a great opportunity to promote a product or service. By taking care to select the right influencer, it is possible to effectively reach many potential customers. It is also often the case that it will be mutually beneficial to recruit brand ambassadors who will permanently promote the brand in exchange for specific benefits.

Video marketing

Video marketing is a term translated as advertising activities involving the creation and publication of brand-related videos. The strategy also includes the publication and management of prepared content (in the form of a video). Developed videos are most often made available on company websites and social networks. The most popular of these is YouTube, used by as many as 92.8% of users in Poland.

Google Ads

This is one of the simpler, but more costly types of e-marketing to plan. It is based on the placement of ads planned by Google after a given keyword phrase is entered. We only pay for the ad to be entered and not for it to be displayed to the recipient, which is undoubtedly a big advantage of the business model of this branch of internet marketing. In addition, not only will our ads be visible in the search engine, but they may also appear on various thematic portals that are related to Google Ads. It is also an interesting solution due to the complete control over expenditure and the possibility of reaching practically any place on the Internet.

Advantages of Google Ads:

1. Immediate effect.
2. Low customer acquisition costs, we only pay when someone clicks on our ad.
3. We reach customers who are looking for our services or products.
4. It is up to us how much we spend on advertising.
5. We can analyse the behaviour of potential customers.
6. We create our own customer base.
7. The ability to refine your campaign for better results.
8. Control over the times your adverts are displayed and the location of potential customers.

Social media marketing

Social media users are spending more and more time on these platforms. Facebook, Instagram and, more recently, Tik Tok, are all places where it is possible to attract many valuable customers from different demographic and social groups. With the right fanpage/profile management and the use of advertising campaigns on social media, we will be able to reach very specific audiences of different ages.

Advantages of social media advertising

What can a marketing agency do for you?

When planning your first online advertising campaign, we need to pay attention to a few important issues. For this reason, we present a flowchart that will help improve the efficiency of your future campaigns with a marketing agency.

• Establish an objective – this is the first thing we need to do when designing our campaign. The objective should be clear, simple and precise, so that we can set the right strategy.
• We build the shape of our campaign – we define the advertising group, audience, prepare the budget and create a campaign account. We also need to research the dependencies of our products and services, as well as their popularity and reach.
• We choose keywords – a very important part of any online advertising campaign. Determining the right key phrases will help us not only to reach a significant audience, but also to target potential customers. Therefore, it is worth analysing the market for frequently searched keywords.
• We take care of the originality of our campaign – due to the multitude of Internet advertisements, web users forget about them or skip them more and more quickly. It is therefore important that our offer is as inviting as possible, has as many assets as possible and attracts the potential customer.
• We formulate several advertising variants – thanks to the different variants, we will be able to better analyse the market and customer interests. This is particularly important in the case of online campaigns for innovative or niche products.
• Take care ofquality – our advertising must be aesthetically pleasing, truthful and carry value. Therefore, we must ensure that the ad is appropriately targeted, visually appealing and that the promotion actually relates to reality.

If a large amount of your working time is spent developing marketing plans for your business instead of focusing on your core business, it’s a sign that you need the support of a marketing agency.

FAQ – frequently asked questions

E-advertising and e-marketing – is there a difference?

E-advertising and e-marketing are undoubtedly related two phenomena. However, despite operating side by side, they differ in terms of planning, activities and objectives. E-marketing is being used more and more by companies because of the multitude of benefits and objectives that accompany such activities.Creating a positive brand image, building brand identity and trust among customers, increasing visibility or, of course, increasing sales are a set of tasks that accompany internet marketing.

Internet advertising, on the other hand, is mainly about reaching new audiences and increasing sales of a company’s products or services. It cannot be said that it is rarely used – Facebook Ads, Google Ads or other platforms are popular among entrepreneurs and, most importantly, are profitable for companies.

However, the Internet is already too complex a medium, making the use of paid promotion alone insufficient to develop our brand. Therefore, it is worth taking an interest in the practice of e-marketing, which can bring us much more benefits and strengthen our place online. And it should be noted that the Internet is governed by its own laws and just as quickly as you can gain popularity in it, you can quickly fall to the bottom.

In addition, e-marketing activities are used to develop organic traffic around our brand, through activities such as sharing, whisper marketing, comments, recommendations or collecting leads. If we plan and design everything well, we can achieve very high conversions.

Remarketing and online advertising – what are the differences?

There is also an increasing use of so-called remarketing techniques, which consist more or less of this:

• a potential customer comes to your website, browses your products or services, however does not make a purchase,
• information about his or her traffic and actions is saved in so-called “cookies” and is then passed on to advertising algorithms,
• if the user continues to browse the web, the algorithm starts to show him/her again the advertisements for the products or services he/she has previously browsed,
• the viewer is still surrounded by adverts related to the browsed web pages, which may ultimately influence him/her to return to the website and finalise the purchase.

In a few words, remarketing is the process of returning a potential customer to a previously viewed product or service. Together, in combination with appropriate online advertising and a good business strategy, such an action can yield very high returns.

Conversion: why is it easier to calculate in online marketing?

The world of the internet is governed by its own rules. Through algorithms, cookies, tracking algorithms and traffic monitors – we are able to trace virtually the entire path of our website’s audience. In large part, this makes it easier for us to calculate conversions in online marketing. We simply have access to a number of monitoring tools (e.g. Google Analytics) that allow us to know the path of potential customers and their behaviour when visiting our website.

Internet marketing – the science

Internet marketing is certainly the more dynamic branch of marketing. It is developing much faster, requires modern marketing techniques and its trends can change from day to day.

Such dynamism influences the compulsion to perpetually learn and gain experience in this field. What we had at university 5-10 years ago may be completely outdated today. For example, Google’s search algorithm – a few years ago it worked completely differently and today’s SEO is a completely different story. However, in another 10 years, our knowledge of today will be outdated again and we will have to train from scratch. Therefore, internet marketing is a field, like many of today’s sciences, that requires dedication and continuous learning. Because the vast majority of the field of internet marketing is based on experience and the ability to learn lessons.

What are the characteristics of a good internet marketing agency?

A good internet marketing agency will, at the very beginning of a potential cooperation, create a tailor-made strategy for the client’s website, define the goals to be pursued and regularly report on progress – in the form of reports. It is also worth examining the case study of a given internet marketing agency.

How to choose an agency specialising in Internet marketing?

There is no single good advice on the subject. It is certainly worth looking at the reviews available on Google business cards, Facebook profiles or groups dedicated to specific marketing issues.

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