Online marketing is one made up of a group of techniques supported by digital media. Its objective is to take advantage of all the opportunities that the internet offers to promote a business or brand more effectively. Online marketing offers a window of opportunity for companies that make use of this tool.
They are talking about web promotion in the main search engines (SEO, SEM); the possibility of establishing a connection with groups that promote products or services from their website in exchange for a commission (affiliate networks); the creation of email sending campaigns (Email-Marketing) that are not seen as spam and that are distinguished from the other emails received.
In online marketing, various marketing strategies are applied, using digital media for this. In the digital context, new networks emerge every day and the possibility of real- time measurements of each of the strategies used.
Through online marketing, users can speak freely about the product or brand, something that did not happen in the past, where only the company had control of what was published about itself. Over time the marketing techniques were changing, and if before the distributors, the media and the producers were the ones who had the domain of opinion, now it is focused on the user. Since currently, users are able to search for what they want thanks to the power of the "Search engines" (yahoo, google, bing, among others), in the same way they can make comments and read the scores and comments of others users.
Entre las muchas ventajas que ofrece el marketing online están: permite tener una mayor audiencia a un bajo costo, además de tener un mejor control acerca de la conducta de los clientes. Ofrece comodidad tanto para las empresas como para los clientes, disminuyendo el costo de ventas y llegando a mercados apoyados por estrategias digitales, las cuales les ofrecen a los usuarios la información que ellos necesitan de una manera correcta. Este tipo de marketing no requiere de grandes inversiones para la promoción de productos o servicios, sólo es necesario dedicarle tiempo al estudio de las estrategias a aplicar, para luego ver los resultados.
