Introduction

One of the biggest advantages of online marketing is the ability to manipulate the reach of your advert to the targeted audience. Focused marketing is a key option in all online marketing sites such as Google AdWords, Facebook, and applications that automate your marketing across a number of social media, online shops, and news sites.

The internet is split into four marketing sectors:

• SEO: This is where you optimize web pages to reach higher ratings in search engines, such as Google, Bing, etc. This includes paid for targeted marketing on search engines sites as well as optimizing web pages.
• e-Commerce: This is where you populate product listings in online shops such as Amazon, eBay, and Ali-Express, to supplement your own online shop.
• News Sites: This is where you populate pages with directional adverts on specific pages in news and content site.
• Social Media: This is where you advertise and/or open a page on social media sites, pushing your content out through the site as well as paying for targeted advertising.

Markets are defined by the visitors you want to reach. There are two types of visitors you want to reach:

• Customers: These are visitors that you convert to customers through sales after they visit your site or your product page.
• Passive Marketers: These are visitors that you reach to increase your branded image and know that they will not buy from you but will add to the general buzz and can be considered as passive marketers, when asked by a friend they could remember your site and direct a customer to you just by discussing your site or logo or brand.

Defining a Market

Markets are defined by the product that is being provided. Whether it is an engineering service or a mass-produced end product, the niches that the marketing campaigns must focus on two targets; their immediate customers and a customer that they want to reach. The two approaches are different, retaining customers and turning them into return customers is customer relations, and the marketing is focused on the after-sales service that the customer receives. In regard to brands, the returning customer is seeking an upgraded or new technology model to replace their old ones.

For new customers, the marketing plan is defined by two categories; the focused niche, and the wide spectrum. The focused niche approach pinpoints specific demographics and aims to maximize incoming visitors that are targeted at new customers. The wide spectrum approach is more of a social media approach, and is aimed at raising awareness of the brand and company presence. It’s also aimed at creating more of a market awareness than a direct sale.

Marketing Mix

When preparing a marketing plan, it is imperative to create a mix of marketing products who work together and do not clash. The message has to be identical and symmetrical. SEO wording in websites and blog pages must complement wording in online campaigns. All features of HTML scripting must include meta tags, alt texts, and hidden texts. Graphics have to be tagged properly. There is a fine line between all the different elements of a web page, even when posting a video on YouTube. All elements must interlink, including hyperlinks that will direct visitors to the companies trading pages or to product shop pages.

Focused Demographics

Once you have defined your marketing mix, created your website and blog and set up your social media presence, it is time to create focused campaigns. Focused campaigns are all budgeted, and they will reach out to a specific targeted audience. This requires serious consideration of whom your market audience includes. Focused demographics work as pay per click or pay per impression, which offers different results.

The difference between the two is simple:

• PPC is a click-based price, which means that a person has to click on your advert and be directed to your page before you pay for the advert.
• PPI is an impression based price, which means a number of impressions or viewings of the advert must be reached to create a fee, usually based on a thousand impressions per price factor.

Click based fees are more expensive since they direct a visitor to your page, and as such, you are paying for every person who walks into your shop, whether they buy or not.

Impression based fees are for companies seeking presence; it is a branding technique which puts your name into many minds, whether they visit your site or not.

Focused demographics include the following fields:

• Location: Country, Area, City
• Sex: Male, Female
• Age Group: Defined by ages you want to reach
• Language: Choose which languages you want to reach
• Ad Display: Day, night, time specific
• Distribution: Where the ad will be displayed, on Google only or on third-party sites.
• Ad Type: Text, graphic, both.

All these factors, when tweaked together with keyword phrases and negatives, as well as misspellings, can lead to a successful campaign.

AdWords enables a company to create many campaigns for the same site, so you can actually create different target markets with the same ad, a sort of heuristic approach to finding out which target and which words work best for you.

The End Game

Getting visitors to your site is one operation, and when successful, will bring more visits, which will lead your site and company to become a global brand. However, converting the visitors to actual customers and growing with continuous smarketing techniques is another operation altogether.

The end game is how you catch your visitor and convert the visitor into a customer. This is where your website and sales team come into play. You have an amazing website, it captivates the mind, teases the brain and makes visitors want to delve deeper into your information. Now is the time your sales team needs to back up your marketing and PR success. They are your deal sealers, and they help to create a successful sales approach. You do not want to “freak out” the visitor, but you don’t want to sit passively by as the visitor wafts in and out of your site. The difference between selling a product and a service is vast, and both use different endgame technologies which we present on our e-commerce page.