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Internet advertising For the company to attract to potential customers via web, is essential that the organization has a Website. To this platform can be attached with e-mail marketing, corporate blogs and so-called "Social Networks: Facebook, Youtube, Fotolog, Flickr and Twitter, among others.
The growth and expansion that had Internet since it appearance has been faster than any other communication media. Almost half of the Chilean population states that use this platform, thus turning it into an excellent distribution channel for a company products and services.
Concepts such as flexibility and innovation are known and used by any company with vision. An organization that is not willing to adapt to the changing market and technological trends, it is exposed to "be relegated."
Therefore, online marketing has to be understood as a unique opportunity for the diffusion of what companies offer to the market. Adapt to this new channel will be fundamental to the success of any organization.
Positioning the company brand in the minds of people is primordial. However, not only have to spread the "seal" of the organization but also the identity of the company. That is, how your company wants to be seen among its customers and potential customers.
To achieve this, it is essential that the development of an online communications strategy consider aspects such as:
• The segment you want to reach.
• The channel to be used among all the offered by Internet.
• The elaboration of the message to spread.
The means by which an online marketing campaign can be made are varied and their use will depend on the company´s needs and characteristics of target audience. To reach people who want to be attracted to the organization there are several alternatives: the first and most fundamental is to have a Website to introduce the products and services of the company, clients you work, location, contacts, etc.
After having this basic element, there are online promotional alternatives such as e-mail marketing campaigns. In this targeted e-mails are sent, simple and with a specific message, to a large database of potential clients that could consume or purchase the product that the communications strategy is developing.
If a direct contact between the company and the customer is wanted, and a feedback that enhances the relationship between the organization and the consumer, one option is to create corporate blogs. This is an alternative that is gradually gaining importance, being used successfully by companies that are daring to venture into this new information dissemination system.
Besides being a method that extends the communication coverage range of the company, the corporate blog is a new instance to deliver information in a less formal and rigid, as is usually done in the official website where the visitors doesn’t have the option to interact with the company, becoming a passive individuals who only receive the information. By contrast, blogs users or clients feel like an important part of the organization as transcendent and that their opinions are taken into account.
The "revolution" has been caused by the so-called "Social Networks" that aren’t separated of the online marketing process. The Facebook, Youtube, Fotolog, Flickr and Twitter communities, to name a few, are the protagonists of the 2.0 Web, because here users are the ones who receive the information, coming also from others users.
The use of these sites that bring together large numbers of people, segmented according to their interests, tastes and preferences, will be essential to disseminate the company´s brand and promote the positioning of the brand’s identity in the minds of consumers.
It will also be an effective, direct and precise method to develop advertising and marketing campaigns, getting immediate results and knowing how users behave to this type of stimulus.
The development of this online strategy has to be careful and should have the particularity of fully knowing the general and specific objectives of the company. It isn’t just marketing, but how the company wants to be seen to the public.
Therefore, the image people have of the organization must be the same as the one that the company wants to project. The only way to accomplish this is with the advice of a specialized agency in the subject, such as Digital Marketing.
One of the advantages of positioning in the Internet world is that the target public is visible. Through social networks the client can be "felt", know exactly how it behaves and what the client or user wants. In this way, the Web facilitates the study of the market, also simplifying the process of preparing the message to be spread.
The digital marketing is a tool that allows the company to communicate with their customers in an “active” way, which serves users to post their comments, complaints, suggestions or recommendations, all in favor of improving the product and/or service of the company.
The decision of a person, who prefers a company’s product and not the one of the competition, is explained not only in that the customer has placed its confidence the good purchased, but in the company itself, its brand. Therefore, the concept of "loyalty" has to be more present than ever in these times when the user stopped being a passive entity to be transformed, and thanks to the massification of 2.0 Web, an important part of the organization.
Therefore, the various online marketing alternatives offered by the Internet are a key tool for promoting confidence of clients and users in the company, along with helping to attract new customers and the correctly position the organization‘s brand.
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