Beyond this premise, web marketing represents the most modern form of marketing as it is linked to the technology that has most recently invaded our lives: the internet and in particular the world wide web.
Web marketing is therefore a subset of marketing that uses the internet as its main field of action. Many of the basic principles of marketing are also valid on the internet but many are specific to what can be done on the thailand mobile phone numbers database internet and often the need to do marketing on the internet arises from specific needs related to this technology.
Although the World Wide Web is relatively young (it was born in 1991), many sub-disciplines have developed and new media are continually being born within the great network.
Differences with traditional marketing
We said that web marketing retains many characteristics of traditional marketing but, at the same time, introduces many innovations. Let's see what they are.
Besides the obvious fact that web marketing exists because the world wide web exists and is inexorably linked to it, the differences mainly concern the language, the tools, the massive use of software, the possibility of measuring the results with extreme precision.
Language is different because the way people consume content is different compared to pre-internet tools. Access to information is almost ubiquitous and free, the cost of producing it is very low or zero. This means that people are used to consuming and digesting a huge amount of content compared to the past and are used to switching from one language to another (text, audio, video) almost instantly and continuously. Furthermore, everyone today produces content through social media and thanks to the possibility of publishing anything in an extremely simple way.
This requires marketers to find new languages that exploit new media to their full potential and that adapt to people's very low attention span and at the same time to the demand for quality content that stands out from the crowd.
The advantages of web marketing over traditional marketing
Some of the features that differentiate web marketing from traditional marketing also represent advantages. Among these, the most obvious are:
Ability to accurately measure ROI
Lower costs
Ability to target very accurately
Near-instant communication
Ability to use many different channels simultaneously
Who is the web marketer?
The demand for specific web marketing skills is increasingly required by companies of all sizes and in all sectors. In fact, the Internet represents an opportunity for everyone to reach a very large audience, but at the same time, thanks to the low barrier to entry, it is also a field in which competition is fierce. This therefore justifies the desire of professionals and companies to be present on the Internet but also the desire to have tools to be able to emerge. Hence the growth in the number of web marketing professionals and agencies that offer specific or 360º services.
The web marketer is a figure with undefined boundaries. In fact, today the possible specializations are as many as the number of sub-disciplines (see later in this article) and even more since these are very technical.
For example, there are SEO experts who don't know much about SEM, just as there are very technical figures who know software development well, and others who are more focused on topics such as branding or communication or graphics.
So the web marketer is a fluid figure who often has to adapt to different disciplines and who must be able to put together different skills to make them work together.
The different disciplines of web marketing
Web marketing is more than a single activity, it is the set of many activities that are also very different from each other. In this chapter we list the main ones, outlining the main characteristics. You can go and see the other linked articles to delve deeper into each individual topic.
Inbound Marketing
Inbound marketing is a revolutionary philosophy in web marketing that is becoming increasingly popular. The idea was born from the evidence that the traditional approach to marketing brought to the internet does not work. Both because the internet is a completely different reality from everything that existed before, and because the world has changed and is changing, as well as people's habits. The inbound marketing approach is a strategic, holistic approach that puts people at the center and requires the marketer to give before receiving. So it starts from an almost obsessive identification of the buyer persona to be able to empathize with them and find the content and proposals that really solve their problems. The content serves to establish a relationship of trust with potential customers when they are still far from the moment of purchase, so that they make their choice helped by the same company almost to the point of risking that they buy the competition's products. This comes from a basic principle, that is, that today people have infinite possibilities to inform themselves and therefore their purchase will always be very conscious, so it is worth being part of this information process and being sure that the customer will be satisfied with his purchase so that he will remain tied to the brand for as long as possible. In this sense, marketing, to work best, must make the sales process "superfluous".
