Online marketing is the relatively new kid on the marketing block. It includes any form of marketing that uses the Internet and covers search engine optimisations (SEO), e-mail marketing, social media, pay-per-click, blogging, QR codes, video, online advertising to name but a few. Its counterpart, offline marketing, encompasses the more traditional forms of marketing such as advertising (TV, radio, press, outdoor), direct mail, public relations and sponsorship.
Online marketing continues to grow in importance and the following statistics from the Office of National Statistics illustrate why:
- In 2013, 36 million adults (73%) in Great Britain accessed the Internet every day
- Access to the Internet using a mobile phone more than doubled between 2010 and 2013, from 24% to 53%
- In 2013, 72% of all adults bought goods or services online, up from 53% in 2008
- In Great Britain, 21 million households (83%) had Internet access in 2013
Online marketing also brings the following advantages over offline marketing:
Improved effectiveness: an online marketing campaign can be adjusted midway through to improve its effectiveness or capitalise on an opportunity that arises. This is rarely possible in the offline arena. When a leaflet or advert has gone to print it is too late!
Better targeting: online marketing can target specific demographic groups much more effectively than offline marketing.
Real time tracking: the performance of marketing campaigns can easily be tracked, and often in real time, using online analytic tools. Codes and coupons can be used in offline marketing but overall the results are much harder to monitor.
Cost effective: online promotions have unlimited reach and can be relatively inexpensive. Email is very cheap to send in comparison to postal mail. To advertise widely or send a large volume of direct mail can be prohibitively expensive.
Instant conversion: customers can be taken directly to your website where they may make an immediate purchase. Offline marketing techniques often have a longer lead-time to convert a customer into a sale.
Clearly it is extremely important that online marketing techniques form part of your overall marketing mix. However, offline marketing should not be forgotten and often the best marketing campaigns are those that integrate both. As with any marketing planning the key starting point is to determine who your target audience is and what is the most appropriate platform for them.
At Straight Marketing we help businesses to plan their marketing strategy, incorporating a mix of online and offline marketing techniques, and assist them to effectively implement it.
Welcome to this weeks Skyline Marketing blog. Normally we look at what has been happening in the world of technology and SEO, however this week I want to address an important SEO topic for many – Christmas!
This may seem like a strange topic to be covering considering it is still pleasant(ish) outside, however when we first started Skyline Marketing, we carried out plenty of market research and unsurprisingly, many people around Christmas time suddenly wanted and needed to be top of Google and looked into a SEO and Internet Marketing campaign.
Marvellous – apart from the fact that the expectation was a one-off fee could be paid and voila, page 1 of Google here you come – uh no.
Welcome to Skyline Marketing’s review of the weekly technology News covering Internet Services, SEO & Internet Marketing.
It has been announced that nearly £50million of investment for Devon & Somerset (£30m), Norfolk (£15m) and Wiltshire (£4m) is to be provided to help these rural areas provide high-speed broadband internet services. Existing pilot schemes currently exist in the North & Scotland. The investment is part of a £530 million allocated from the Comprehensive Spending Review. Further announcements for other rural areas for faster Internet Services are likely to be made during the current parliament.
Tenders for the contractors to carry out the upgrading of the internet infrastructure will now take place, and it is expected for the upgrades to take some sort of shape within 12 months. Internet Service Providers (ISPs) including o2 who were recently named fastest for download speeds, will hopefully at this point be able to install their equipment and offer cheaper deals to those in rural areas.
In other news, BT & Talk Talk are to appeal against a ruling in the controversial Digital Economy Act. The telecom and Internet Service Providers believe the anti-piracy legislation within the act are contrary to European Laws on privacy and commerce. The legal challenge has arisen as the act requires Internet Service Providers to hand over the identities of people who are believed to be committing piracy breaches to music labels and the such.
However, the High Court believes this is not breaching privacy or commerce laws and as a result the law that was hurried through shortly before the 2010 General Election remains in tact. BT and TalkTalk are now taking leave to appeal this decision to the Court of Appeal.
Finally today, Microsoft Mach II (Google), has once again upset another worldwide corporate success – PayPal – this time over claims that Google has stolen Paypals “mobile wallet” technology that Google launched last week. The technology allows users to pay for products in shops with their smartphones, and surprisingly enough as is generally the case, it has already been a success in Japan.
Osama Bedier, who was previously a former PayPal executive, was hired in January this year by Google and became their Vice-President of Payments. In the Court papers Paypal said:
“Google put Bedier in charge of its mobile payment business, virtually ensuring that Bedier would misappropriate PayPal’s trade secrets concerning planning and competitive assessments in mobile payment.”
Google declined to comment until it had received the complaint in writing and had had time to review it thoroughly.
Thanks for taking the time to read, we will be back with more SEO, Internet Marketing & Technology news soon! Have a great bank holiday from all at Skyline Marketing, Exeter, Devon.
A very warm welcome to Skyline Marketing, Internet Marketing and SEO Company in Exeter, Devon. Shares in Search Engine provider Yahoo! have fallen for a third day in a row after the argument between the Search Engine and its Chinese partner Alibaba deepened.
This all stems from Alibaba transferring it’s major internet asset – Alipay to chief executive and Founder of Alibaba, Jack Ma. The Search Engines share price finished 3.6% down.
The shares fell due to the news that Alipay is now out of the grasp of Yahoo! A bitter standoff appears to be growing now between the two parties, as Yahoo! says that the transfer went ahead in August 2010, but were only told in March 2011. Contrary, Alibaba says this transaction in question was discussed in a board meeting back in 2009.
During Friday, Alibaba made a statement saying that Yahoo! would have been fully aware of this deal, as they have a seat on the board.
Up until now, Yahoo! had had control over Alipay as it has a 43% private stake in Alibaba (having invested £600m in 2005), however there are now growing fears that Jack Ma may cause further trouble for the Search Engine by spinning off Taobao – China’s largest online shopping site, which again would put a valuable asset out of Yahoo!’s reach.