Effective Online Marketing
In today’s world, the importance of online marketing is undeniable. With 4.2 billion internet users as of 2020, any sensible business should have an effective online marketing strategy in place.
An Effective Online Marketing Strategy
When is an online marketing strategy effective? Any marketing strategy can be considered effective when the cost of investment is lower than the benefits or profits it delivers.
So, how exactly do you make an online marketing strategy effective? What channels of communications should you use and how do you use them?
The Online Marketing Funnel
First, your potential customers need to become aware of your existence. Then an interest has to be created with them for your business. Then a desire has to be instilled for potential customers to want to buy your product or service and convert them.
Inform
The first phase is to inform your target audience and establish contact. Create awareness. Do this by identifying your target audience and use the online communication channels which are most appropriate. Social media channels are a great way to create exposure. You can choose to use an ad campaign or make interesting posts to position your product.
Attract
Whether you should choose to invest in an ad campaign or make interesting posts. It is important that your target audience is moved by the content and the design of your ad or post. Your message should be proactive and intriguing to spur your target audience to action. Make use of photos and illustrations and short textual innuendos.
Entice
Now when you attracted your target audience it is time to entice them to your product and realize a conversion. There are some applications on social media channels that allow a user to make a purchase through their platform. But in the majority of cases, this is the moment when a user is enticed to visit a business’s website.
Convert
When you have led your target audience through the online marketing funnel it is finally time to convert them. At the end of the process, your potential customer finds itself on your website. The whole process in a sense starts again and your websites should be designed in a way that it informs the customer about what your business offers (inform), it’s attention is pulled to your product (attract), the customer is convinced to undertake actions to maybe acquire the product (entice) and the customer actually places ad order (convert). Of after this, the marketing funnel can be started again in the form of remarketing through the use of for example email marketing.
Conclusion
The increasing digitization of the marketplace and an already large part of the marketplace being digitized, make an online marketing strategy for any serious business a must-have. The online marketing funnel is a proposed model to an overview of the process of converting potential customers to buying customers online. The customer is should first be targeted and informed (inform phase), then interest should by evoked (attract phase), the customer is then convinced about the advantages and added value it creates (entice phase) and finally is led to make a purchase or an order (convert).
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Artificial Intelligence and its Influence on Web Development and Web Design
Improved Web Development
Artificial Intelligence (AI) has become an integral part of modern technology, and its impact can be felt across various fields. One of the areas where AI has made a significant impact, is web development and web design. AI technologies are being used to improve the user experience, automate routine tasks, and make websites more accessible to people with disabilities.
AI is transforming web development by making it easier for developers to build websites that are responsive, fast, and optimized for search engines. For instance, AI-powered chatbots are being used to improve customer service by answering frequently asked questions and handling routine tasks. This technology has become increasingly popular in e-commerce websites, where chatbots are being used to help customers find products, track orders, and make payments.
Impact on Web Design
Another area where AI is making a significant impact is in web design. Designers are using AI-powered tools to generate layouts, select color schemes, and choose font styles. AI algorithms are also being used to analyze user behavior and create personalized content for different users. This approach ensures that each user gets a customized experience that meets their unique needs and preferences.
Accessibility for People with Disabilities
One of the most significant benefits of using AI in web development and web design is the ability to make websites more accessible to people with disabilities. For example, AI-powered tools can be used to generate alt tags for images, which makes them more accessible to visually impaired users. Similarly, AI algorithms can be used to create captions and transcripts for videos, making them more accessible to hearing-impaired users.
Conclusion
In conclusion, AI is transforming web development and web design by making it easier for developers and designers to create websites that are responsive, fast, and accessible. AI-powered tools are being used to automate routine tasks, generate personalized content, and improve the user experience. As AI continues to evolve, we can expect to see more innovations that will make the web more accessible and user-friendly for everyone.
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The Importance of SEO
The term "SEO" is one of the most used and cliche terms that come up when talking about online marketing. It has been used so much that one might get tired of hearing or reading about it. Still, the importance of SEO today has not been greater ever. SEO still matters!
What Exactly Entails SEO Today?
Yes, it is true SEO is a term that has been around since practically the beginning of the internet with the emergence of search engines such as Google.
SEO has definitely changed through the years, though. It has evolved and is still evolving and is to be considered one of the main aspects of an effective online marketing strategy.
The number of users using the internet and using search engines is still growing. Also, the development of new search engine technologies such as voice-activated search (Google Alexa, Apple Siri) and possible searching by other senses will increase this even more.
Search engines also change their search results algorithms to be more and more tailored to the individual. Meaning it can really pay off when your specific website content is specified to your designated target audience.
SEO Best Practices
What makes your website top the search results of a search engine? Let's dive into the most important aspects of sound search engine optimization.
Content
Tailor your content as much as possible to your specific target audience. Search engines like Google increasingly personalize their user's search results and try to return search results that are most relevant to the user, based on its search behavior and characteristics. This increases the importance of specific content on your platform or website. Therefore, incorporating an as accurate as possible description of your content in HTML meta tags, HTML title tags and alt descriptions of images and certain keywords in your text content is more important than ever.
Speed
Make sure your site loads fast, this is an important factor when ranking high in search engines. Search engines are about accessible content, next to relevant content. Pagespeed plays a major factor in the accessibility of content. Google PageSpeed Insights tool is an excellent tool to test your website's accessibility.
Mobile Friendly
Make sure your site is mobile friendly. If your website is still lacking in mobile accessibility, then it is time to up your game! People using mobile devices to access the internet accounts for over half of all traffic. Ensure your website is responsive in that it scales to the screen size of the device being used to access it.
Secure
Again, accessibility is a major factor in determining the search ranking a search engine attributes to a website. More and more, the security of a website plays an important role in determining the accessibility of a website. Google even displays a warning whenever a site is deemed 'insecure' and prompts if you are sure to continue visiting this site. This is most often due to the insecure website not being HTTPS (HyperText Transfer Protocol Secure) encrypted and still employing the standard HTTP protocol. Nowadays it is easy to ensure your website adheres to the HTTPS protocol since most web hosts offer this for free through services such as Letsencrypt
Clean Structure
The search engine 'crawlers' or 'bots', index programs that go through your site, value clean design in code and structure. This is a fairly technical side of SEO optimization. It is about your site being developed and organized according to official guidelines and practices in which websites are built and structured.
Backlinks
The internet isn't called 'The Web' for no reason. Everything is connected and one of the most important aspects in determining the value of a webpage is the number of 'quality' links a webpage contains. This pertains to internal links (links leading to other pages on the same website domain), external links (links leading to (quality) webpages on other websites and maybe the most important one, backlinks (links from external websites leading to a webpage).
Conclusion
Although the term "SEO" may be a clichéd word, it remains of great importance in the online marketing strategy. The importance of good SEO is even greater than ever. A good SEO is characterized by quality and relevance in content and qualitative accessibility. The trend of search engines increasingly serving the individual means that the importance of SEO will become even greater in the future.
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