L’internet marketing, chiamato anche pubblicità online, è un insieme di tecniche che permettono di far conoscere il proprio brand attraverso il web.
Esso comprende diverse strategie all’interno di un solo nome. Gli esempi più noti di questa tecnica sono l’e-mail marketing, il social media marketing e il search marketing. Ma queste sono solo alcune delle strategie che si possono usare per farsi conoscere nell’etere.
Oggi andremo a vedere cosa poter sfruttare per realizzare una strategia che, già nel 2011, aveva superato i ricavi pubblicitari della televisione via cavo statunitense.
Internet Marketing: quali modalità si possono usare?
All’interno dell’internet marketing si trovano diverse attività e strumenti che possono essere adottate per rendere visibile il brand che si deve promuovere. In esso confluiscono sempre tre protagonisti: l’editore che integra la pubblicità nei suoi contenuti, l’inserzionista che fornisce gli annunci e il navigatore che va a visualizzarli.
L’obiettivo finale è quello di far trovare nuovi potenziali clienti, instaurando un rapporto di fiducia, al brand che deve comparire. Questa branca è denominata Inbound Marketing.
L’Inbound Marketing, nel suo ruolo all’interno dell’Internet Marketing, si occupa di attirare clienti sfruttando diversi strumenti e modalità sempre con un obiettivo unico: aumentare la brand identity.
Questo elenco comprende tutte le possibili modalità di Inbound Marketing:
- SEO: la Search Engine Optimization è quella serie di attività che permette ai siti web di ottenere visibilità sui motori di ricerca sfruttando parole chiave, link, tag e tanti altri elementi presenti all’interno di un sito;
- PPC: le campagne a pagamento incentivano il traffico attraverso la pubblicazione di annunci che appaiono quando l’utente effettua una ricerca su Google;
- Content Marketing: la produzione di contenuti è fondamentale per aumentare la brand awareness e stabilire un contatto quotidiano con il proprio pubblico;
- E-mail marketing: l’e-mail è uno dei contatti più personali che hai con i potenziali clienti o con quelli già acquisiti, per questo è importante ottenerlo per inviargli offerte personalizzate che li facciano sentire speciali;
- Social Media Marketing: l’uso sapiente dei social media ti consente di creare l’immagine aziendale che vuoi veicolare, di rimanere in contatto con gli utenti e di essere a disposizione per fornire informazioni o chiarire dubbi;
- CRO – Conversion Rate Optimization: analizzare il comportamento degli utenti e capire quali siano le loro abitudini quando navigano in rete è il modo migliore per individuare gli strumenti e le tecniche da utilizzare per condurli ad una conversione;
- Mobile Marketing: le strategie di web marketing che si occupano di sfruttare i dispositivi mobile con SMS, app, native mobile advertising, qr code, ecc.;
- Funnel Marketing: per aumentare le vendite devi guidare i consumatori nel cosiddetto imbuto delle vendite attraverso la brand awareness, l’acquisizione di lead, il lead nurturing, la fase di vendita e poi quella di fidelizzazione.
Internet Marketing: quali modalità si possono usare?
Il percorso sopra descritto è, a sua volta, un funnel creato per l’internet marketing. Non tutti i passaggi sono obbligatori ma, utilizzandoli tutti, abbiamo la certezza che il nostro brand possa essere visto a 360° sul web. Va ovviamente ricordato che, con la nuova direttiva cookieless, si potranno subire modifiche ai metodi del marketing ma lasciando questa base completamente invariata.
Come impostare una strategia di Internet Marketing?
L’insieme delle discipline sopra indicate servono principalmente per impostare una strategia di Internet marketing completa. Ovviamente ogni strategia deve essere creata in base al brand che viene trattato e in base alle attività che si vogliono svolgere.
Alla base della strategia devono esserci alcuni punti fondamentali che devono essere sempre analizzati prima di iniziare una qualsiasi campagna:
- Analisi di mercato: la prima cosa da valutare è l’analisi del mercato di riferimento. Dovranno essere valutati i prodotti, i servizi e le loro possibili potenzialità sul mercato. Si dovrà valutare i possibili competitor per capire quali strade sono da percorrere e quali invece vanno abbandonate
- Target: lo studio del target è fondamentale per profilare la strategia. Vanno identificati i potenziali clienti a cui ci si deve rivolgere, capire se l’offerta pensata nell’analisi potrebbe soddisfare un loro desiderio o risolver loro un problema.
- Definire gli obiettivi: se i due punti superiori sono superati correttamente, si passa alla definizione dell’obiettivo. Per definire degli obiettivi validi si può ricorrere alla tecnica S.M.A.R.T., un acronimo che vuol dire: Specifico, Misurabile, Accessibile, Realistico, Tempestivo. E ogni obiettivo deve rispettarli.
- Strategia: conclusa la parte preliminare, dovrà essere analizzata la parte della strategia: quali azioni e tattiche userò, prese dall’internet marketing? Andranno individuati strumenti e canali adatti per la composizione della strategia
- Budget: va scelto come allocare un budget realistico. Vanno programmati investimenti per i vari canali scelti e valutati, nel corso del tempo, gli andamenti
- Tempo: in quanto tempo si vuole arrivare agli obiettivi? Si può valutare la raggiunta di un obiettivo a breve, medio e lungo termine.
Queste azioni preliminari permettono di studiare una strategia di Internet Marketing completa e di costruire ognuna delle singole celle su cui vorremmo che il brand sia presente.
Il futuro della pubblicità passa dal web
Il web è oramai la casa della pubblicità. Secondo dei dati recenti circa il 60% delle pubblicità nascono e vengono viste tramite dispostivi WEB.
Imparare a sfruttare l’internet marketing a proprio favore vuol dire crescere e mostrarsi infinite volte, nel panorama odierno, con una spesa molto inferiore alla presenza televisiva e cartacea.
Tutto questo a patto che si sappia bene di cosa si tratta e come si possa svolgere correttamente. In caso di mancate pianificazioni e/o di errori nelle strategie, il costo potrebbe lievitare facilmente senza ottener risultato alcuno.
Per questo t’invitiamo a contattarci per studiare al meglio la tua strategia web, consigliandoti la miglior possibilità per il tuo brand e creando un piano adatto al tuo brand.
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