Once goals have been defined and indicators for measuring success have been set, and the target groups are clear, it is time to determine the online marketing measures through which the goals are to be achieved. The previous steps play a crucial role here.
When it comes to an online marketing tool, you should think about whether an online marketing tool is more of a push marketing or a pull marketing (more on this in the article The Evolution of Marketing: From Push to Pull or here ) and differentiate between owned, paid and earned media .
Push and Pull in Online Marketing
In our overview of modern online marketing you can read more about the different channels and instruments in online marketing.
Online Marketing Infographic for Download
A printer-ready version of our online marketing overview is paraguay phone number data available for free download by sharing it on Facebook, XING, LinkedIn or Twitter. Simply click on the image below.
Download this online marketing overview in high resolution for free by clicking on the image
Branding or performance?
The question of whether an instrument or channel should be used for performance, i.e. direct sales, or for long-term brand building, is less of an issue in modern online marketing. The strength of a brand has a direct influence on performance indicators such as the conversion rate .
Due to the multitude of conscious and unconscious points of contact with an offer and/or a brand, branding and performance can no longer be separated from one another.
Read more in the article Digital Brand Building: The Importance of Brand for Online Marketing .
Competitive situation in SEO and SEA
Basically, you shouldn't be afraid of big competitors as long as the business model is well thought out and the offer offers USP and added value. Nevertheless, the best recommendation for newcomers to the market is to occupy a niche in order to avoid the budget pressure of financially strong competitors. A look at Google can be very helpful to find out what kind of competition you would be dealing with if you were to do SEO and SEA. With AdWords ads, you should pay attention to the targeting of the ads and the level of specialization of the advertisers. Amazon, eBay and ask are usually not direct competitors as they bid on almost all terms and pursue a reach-oriented strategy. This is also a good opportunity to analyze the competition's offer, if there is one. Here you should ask yourself objectively why the customer shouldn't prefer the competitor's offer to mine.
You can check how strong the competition is in the area of SEO by looking at one of the backlink tools available on the market for the domains of your direct competitors on the first search results page. If you don't have such a tool in use, you should check how many listings your direct competitors have already taken on the first Google page. If many of the places are still taken up by non-commercial websites such as Wikipedia, directories, forums, question-and-answer portals, etc., that's a good sign. But I'll leave this topic at this brief outline.