ONLINE MARKETING

Online marketing is also known as online advertising/internet advertising/web advertising. It is a form of advertising which uses the internet to deliver promotional marketing messages to consumers including email marketing, SEM (search engine marketing), social media marketing etc.

Online marketing involves:

• A publisher- Integrates advertisements into its online content andpublishes it.

• An advertiser- Provides advertisements to be displayed on the publisher’s content.

• Advertising agencies’ - Help in generating and placing the advertisementcopy.

• An ad server - Technologically delivers the ad and tracks statements

• Advertising affiliates who do independent promotional work for the advertiser.

Online marketing synergistically combines the internet’s creative and technical tools, including design, development, sales, and advertising- while focusing on primary business models.

Specialized areas of online marketing are as follows-

1.       Web marketing- It includes e-commerce, affiliate, promotional and, informative websites, online advertising on search engines and organic search results via search engine optimization.

2.       E- Mail marketing- It includes both advertising and promotional marketing efforts via email messages to current and prospective customers.

3.       Social media marketing- It includes both advertising and marketing efforts via social networking sites.
 
Influence of Google AMP on online marketing-
Google AMP is a way of tracking content faster to mobile devices. It works on the specific form of HTML called AMP HTML, which strips down the presentation of the content.

Positive impacts of AMP on online marketing-

1.       AMP enabled articles will rank higher in SERPs. - AMP enabled content will be shown on top of the Google searches until Google changes how and whether it displays all AMP results. AMP enabled articles do have an icon in SERPs indicating that they are built on AMP.

2.       Increases paid search impression- After checking the AMP enabled content, the user will go back to SERP content to make sure what more information is available about the content.  This will have a positive impact on the number of paid searches over time.

3.       Google AMP is for everybody- Facebook limits participation in its instant articles but with google AMP, anyone can learn how his or her content can be accessed, even people with little knowledge.

4.       AMP is an open source-It is not limited to Google. Anyone who has an idea for making it better can contribute to the specification. AMP’s feature set will more readily adapt to a changing publishing world.

5.       Analytics are coming for AMP- According to Google, several analytics providers are gearing up their services to tell publishers how well their AMP content is going. In fact, the Amp specification provides instructions for supporting current AMP analytics vendors, as well as for supportingindividual custom analytics solution for AMP.

6.       More readers to content- Although AMP helps Google in competing with Facebook’s instant articles, it benefits publishers because their content can now be more widely read when users click on them in Google’s SERPs – and not just in Facebooks' walled garden.

7.       More features and formatting options - Even though AMP deals in a limited set of tags for formatting pages, not all is lost. There are still plenty of extended components’ to be released as they become available.

Online marketing Amsterdam provides many benefits such as-

1.       Potential growth

2.       Reduced expenses

3.       Elegant communications

4.       Better control

5.       Improved customer service

6.       Competitive advantage.
 
Shortcomings of online advertising are as follows-

Online marketing shortfalls are where goods are being sold, there is a lack of tangibility means that consumers are unable to try out items they wish to purchase.

Generous return policies are the main way to circumvent such buyer apprehension.

However, online marketing has outsold traditional advertising in recent years and continues to be a high-growth industry.