Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories A few years ago, when the bubble that was being talked about was that of the Internet and everyone wanted to have a website, no one imagined that the path that was opening at that time would mark the way forward for many in the future. At that time, “having a web” was more of a fad than a real need to which many companies happily joined without knowing very well what it was for or what real uses they could give it (beyond placing the web address in the business cards).Some of the most coined phrases at that time were “If you’re not on the internet you don’t exist” or “The internet is the future.” The reality is that the Internet has been the present for a long time and Spanish companies have gradually become aware of the need to have this communication channel open with customers. A website is a window that brings our company closer to the digital world, a vast world full of opportunities. Social media is just one of the latest additions to this world and its functionality can be seamlessly integrated into any web page today. Today the buzzword is “If you’re not on Facebook, you don’t exist.”

The current economic situation has Seychelles Email List many SMEs and Micro Pymes to have to reinvent themselves in order to survive. With budget cuts taking precedence over conventional advertising actions (press, radio, television), the focus has been placed on online advertising since its development and implementation cost is quite affordable and the results and effectiveness are 100% measurable. How to get started with online advertising? According to experts and professionals from some specialized companies such as Webpositer , the most important thing is to have a good base, in this case with a good website. Our presence on the Internet must transmit the values ​​of the company in a visually attractive and easy to navigate environment. It is useless to spend thousands of euros on online advertising if when visitors come to our site we give them a bad image, we do not explain our services well, we do not present the products properly or we simply do not convey trust. Therefore, the first thing we must ask ourselves before investing in online advertising is whether our website is adequate to current design standards.

The next thing will be to check that we have clearly defined the objective we want to achieve when a visitor lands on our site. A corporate website with which we only intend to indicate the services and location of our offices is not the same as an online store that mainly seeks to sell its products. Depending on the type of website and the type of activity, the following objectives can be established: That the visitor calls us by phone That the visitor send us an email That the visitor subscribes to our newsletter That the visitor registers on the web as a user That the visitor make a purchase These are just some of the most common objectives but there may be many more depending on our needs and commercial pretensions. I already have a suitable website and my objectives defined, now what? There are several ways to start attracting visitors to our website. We have at our disposal the usual print and audiovisual media, although we have already commented that they can go out of budget, they are less effective and their results are difficult to quantify. If we focus on online channels we find the following disciplines: SEM (Search Engine Marketing): This would be the most conventional online advertising. It consists of placing text ads and graphic banners on different websites that we believe can attract clicks from potential customers to our website. The maximum exponent in Spain (and in the world) of this type of advertising is Google Adwords, an advertising system by which we can stand out in the search results of the Mountain View giant and attract visits for a small price per click (depending on our niche and competition). This type of advertising has the advantage of getting results from day one, although it can entail high costs and develops a dependency on it that can be frustrating.

SMM (Social Media Marketing): Marketing in social networks is already a reality that many companies want to take advantage of. Using this direct communication channel with customers represents a unique opportunity for companies to grow by taking advantage of the feedback offered by the different social platforms. The lack of knowledge of this medium by companies and the shortage of truly trained professionals are the greatest burden of this type of communication. It is also very difficult to obtain measurable results in economic terms in the short term, so many throw in the towel as soon as they have started. SEO (Search Engine Optimization): Search engine optimization has been one of the most widely used online marketing techniques for more than 10 years and offers the best results in the medium term. It is precisely this long journey in time that has allowed SEO to have evolved and reinvent itself several times to adapt to changing search engines.

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