Online Marketing | Why the best strategy is a strategic mix

“Which marketing measure is recommended for me?” Entrepreneurs inexperienced in online marketing ask this question both of themselves and of the experts at a marketing agency. A detailed discussion shows that the question about a measure primarily relates to concerns about high advertising costs.

SEO or SEA? Internet marketing as a complete solution for online success!

Online marketing is a two-way street and does not work if there is a strict focus on one measure and disregard for the variety of possibilities. So the answer to all questions about SEO or SEA is quite simple: all or nothing. Anyone who enters the competition with a well-optimized website and ranks on the first page of the organic search results due to the quality of their information, the uniqueness of the design and the added value for the user has already won a lot. Given the complexity of online marketing, this success can only be viewed as a stage victory. There are still a few tasks to be completed and a long way to go before we reach the goal. Online marketing is multi-layered and personalizable. There is no single effective strategy, as success always requires the symbiosis of a functional and individually planned concept. In a restaurant, the guest doesn’t order meat OR vegetables. The enjoyment of eating comes when the ensemble on the plate is served stylishly and in a harmonious combination. You should follow the same motto when it comes to online marketing. Instead of the connecting word “or”, an “and” should be used. There are numerous online marketing strategies and measures from which the perfect combination can be developed for every client and every web project. Marketing is like a good cocktail. If the components are right, dosed correctly and garnished with a finish, the drink becomes a trend and therefore a sure-fire success. The same effect results from a marketing mix that consists of the ingredients search engine optimization, search engine advertising and search engine marketing.

3 basic strategies according to marketing goal

The basis of every online marketing strategy is the goal. What do I want to achieve? Who do I want to reach? These two questions precede every conceptualization. The options vary visibly between the different business models, which alone means that there is not THE marketing strategy for all companies. The fact is that online marketing is specifically about…

• Branding | Increasing awareness and improving your image
• Performance | Selection and radius of action
• Customer loyalty | Loyalty to build trust

goes. These goals, which are equally important for all companies, result in tendencies toward measures that promote success and are specialized for the target group. In general, online marketing is a measure that must be viewed in the long term and tailored to the prospective objectives. Nevertheless, anyone who skips the small steps and wants to get straight to the primary goal is wasting valuable resources and having to watch as they are overtaken by the competition and fail to achieve their goals.

Online marketing according to budget planning

Another option is to tailor the scope and variety of online marketing strategies to the planned budget. Entrepreneurs should know that plannability is an important parameter and should be taken into account before a concept is developed. Even small companies with a limited marketing budget can “make the most of it” and prefer a colorful marketing mix to increase awareness and sales. There are various measures in online marketing that require little or no financial effort. A good example of this are campaigns paid per click, which can be implemented via Google AdWords, for example. If the appropriate keywords are analyzed here and favorable click prices are favored, AdWords becomes a practical and targeted investment. Fact: Before a marketing agency begins planning, the financial framework for the overall concept is determined. The entrepreneur focuses on his available budget and provides information about his predefined marketing goals. Based on these two core variables, online marketing experts develop a comprehensive concept that has proven itself in practice and is tailored to the industry and the target group, as well as to the desired success of the company.

The myth of notoriety through product quality

That may have worked before. Today there is no industry that is truly unrivaled and therefore unique in the vastness of the Internet. A high-quality product is certainly the basis for every success, but this is far from enough to establish yourself in the competition and get the attention of the target group. How is a potential customer supposed to know which product you offer and why exactly your offer is ideal for their needs? Quite simply: through a targeted marketing strategy. This awakens emotions and stimulates the feeling of being personally addressed. And it is precisely these two factors that are responsible for the success - but also for the failure - of a company. It makes no difference whether it is a new product launch or a brand strengthening. If you don’t advertise, you’re wasting potential and leaving existing resources unused. It is a widespread myth that quality sells without any advertising and that the customer automatically recognizes the added value they get from purchasing or using the service. Even in less populated niches, online marketing is a foundation on which success is built like a stable house. When building a house, you wouldn’t do without the floor slab or the basement and assume that the natural subsoil will hold up and not collapse?

Conclusion - Why online marketing is essential.

The Internet operates according to a clear and unmistakable guideline. Seeing and being seen are two components that connect and form the interface between company and customer. In order to be seen, a ranking on the first page of Google should be aimed for and supported by goal-driven campaigns. Customers only see the offers that are in the top 10 search results on the first page. Companies that are further behind or not ranked at all are left empty-handed. Acceleration in the digital age plays a significant role here. A potential buyer only takes a few seconds to search for an offer. Professional, strategic and wide-reaching online marketing is like a lovingly decorated shop window. The passerby, in this case the user, recognizes at first glance that he has found what he is looking for in this shop.