Added Value of online marketing
Online marketing activities do actually have some advantages. Here are some considerations if you intend to sell your products online.
Thanks to technical targeting you can target given IP addresses and, as a result, certain areas or countries. In addition to this, by taking the browser language, messages in the language of the potential buyer are possible. It is also possible to show a banner at a particular time.
Thanks to geo targeting it is possible to trace back up to 80% of the areas from which the user are located. This is a good opportunity to promote given activities very specifically (e.g. a launch party for a new music production).
Some providers (e.g. a particular music platform) do have very detailed and specific data of their users: not only age or gender, but buying habits, likes/dislikes, purchase frequency, etc.
Key word targeting, e.g. Google ad words, which allow to blend in sponsored links.
It is possible to place an advert on a given web page based on its context. Not only do Google ad words appear on Google but they also appear in the advertising network of Google (ad sense programme). This could be good to promote your productions on a music web page.
Let us assume that a user is looking at the latest releases on a music portal. A couple of minutes later he switches to a news site: here, based on his/her behaviour, banners of this music shop can be shown.
Real time tracking
Online marketing allows you to measure the success of your promotions and campaigns almost immediately
Here are some interesting publications that might help you in your online marketing activities.
- Damian Ryan - Understanding Digital Marketing
- Ryan Deiss & Russ Henneberry - Digital Marketing For Dummies
- Philip Kotler, Hermawan Kartajaya, Iwan Setiawan - Marketing 4.0: Moving from Traditional to Digital