Online Marketing & Web Marketing

Online marketing is something of an umbrella term. Many online activities are described as being one facet of online (or web) marketing. Essentially any activity short of simple advertising (e.g. placing a banner one someone else’s website) that reaches out to people online can be labelled online marketing.

Core online / web marketing activities include:

• eMail marketing – requires a database, but is the most ‘pro-active’ and direct
• Search Marketing – using search engines to contact and drive visitation and brand awareness
• Social media marketing – meeting your audience where they congregate
• Interlinking with other sites – for example partners or suppliers
• Directory and article marketing – gaining exposure by adding valuable information to other websites

Generally at the core of all Web and online marketing is your own website (or sites), which acts as a home which you control and aims to interact with the visitors that arrive as a result of your marketing activities. Web Marketing then generally culminates in an interaction with your organisation via your website.

This interaction is sometimes this is called a ‘conversion’, and to truly calculate the return on your investment (ROI) of your marketing activities you will need to know:

1. The value of each conversion or interaction
2. The volume of each type of conversion
3. The source of each visitor that (e.g.) converted to a donor

There are a number of reasons that non-profits are increasingly looking to web marketing for growth and to achieve their organisations objectives, these include:

• Web marketing is inexpensive when compared to traditional marketing
• Results can be measured and analysed in great detail and in real-time across the online marketing channels
• Campaigns can be tweaked quickly for performance based on the analysis
• Online marketing campaigns can usually be targeted by geography and demography
• Results and ROI via online marketing can achieve very quickly when compared to traditional marketing methods

You can learn more about the common online marketing tactics: email marketing for non-profits, social media marketing for non-profits, Search marketing for non-profits.

We have helped many no for profit organisations successfully employ each of these online marketing activities, so please give us a call (1300 528 233) to discuss your projects or ask us!

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