When writing this guide, we reached out to the marketer community to collect case studies and learnings about creative marketing strategies. Most of these examples are included throughout the guide, but some didn’t quite fit. So we included those loose ends here, from the perspective of four awesome marketers. What better way to wrap up this guide than with you, our community?
A key objective is engaging digital marketing customers and allowing them to interact with the brand through servicing and delivery of digital media. Information is easy to access at a fast rate through the use of digital communications. Users with access to the Internet can use many digital mediums, such as Facebook, YouTube, Forums, and Email etc. Through Digital communications it creates a Multi-communication channel where information can be quickly exchanged around the world by anyone without any regard to whom they are.[28] Social segregation plays no part through social mediums due to lack of face to face communication and information being wide spread instead to a selective audience. This interactive nature allows consumers create conversation in which the targeted audience is able to ask questions about the brand and get familiar with it which traditional forms of Marketing may not offer.[29]
With brands using the Internet space to reach their target customers; digital marketing has become a beneficial career option as well. At present, companies are more into hiring individuals familiar in implementing digital marketing strategies and this has led the stream to become a preferred choice amongst individuals inspiring institutes to come up and offer professional courses in Digital Marketing.
The third and final stage requires the firm to set a budget and management systems; these must be measurable touchpoints, such as audience reached across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned and earned media of the company.[67] The Action and final stage of planning also requires the company to set in place measurable content creation e.g. oral, visual or written online media.[68]
Retargeting is another way that we can close the conversion loop and capitalize on the traffic gained from the overall marketing campaign. Retargeting is a very powerful display advertising tool to keep your brand top of mind and keep them coming back. We track every single touch point up to the ultimate conversions and use that data to make actionable recommendations for further campaign optimization.
There’s no avoiding it: internet marketing is critical for the success of your business in 2018. But with all the gimmicks and tricks, it can be difficult to distinguish short-term wins from effective long-term strategies, which is why we’ve created an ultimate guide. Here, we’ll cover everything from marketing strategies to real-world examples, to ensure your business reaches the right people out of that four billion.
Companies often use email marketing to re-engage past customers, but a “Where’d You Go? Want To Buy This?” message can come across as aggressive, and you want to be careful with your wording to cultivate a long-term email subscriber. This is why JetBlue’s one year re-engagement email works so well -- it uses humor to convey a sense of friendliness and fun, while simultaneously reminding an old email subscriber they might want to check out some of JetBlue’s new flight deals.

Video advertising - This type of advertising in terms of digital/online means are advertisements that play on online videos e.g. YouTube videos. This type of marketing has seen an increase in popularity over time.[50] Online Video Advertising usually consists of three types: Pre-Roll advertisements which play before the video is watched, Mid-Roll advertisements which play during the video, or Post-Roll advertisements which play after the video is watched.[51] Post-roll advertisements were shown to have better brand recognition in relation to the other types, where-as "ad-context congruity/incongruity plays an important role in reinforcing ad memorability".[50] Due to selective attention from viewers, there is the likelihood that the message may not be received.[52] The main advantage of video advertising is that it disrupts the viewing experience of the video and therefore there is a difficulty in attempting to avoid them. How a consumer interacts with online video advertising can come down to three stages: Pre attention, attention, and behavioural decision.[53] These online advertisements give the brand/business options and choices. These consist of length, position, adjacent video content which all directly affect the effectiveness of the produced advertisement time,[50] therefore manipulating these variables will yield different results. Length of the advertisement has shown to affect memorability where-as longer duration resulted in increased brand recognition.[50] This type of advertising, due to its nature of interruption of the viewer, it is likely that the consumer may feel as if their experience is being interrupted or invaded, creating negative perception of the brand.[50] These advertisements are also available to be shared by the viewers, adding to the attractiveness of this platform. Sharing these videos can be equated to the online version of word by mouth marketing, extending number of people reached.[54] Sharing videos creates six different outcomes: these being "pleasure, affection, inclusion, escape, relaxation, and control".[50] As well, videos that have entertainment value are more likely to be shared, yet pleasure is the strongest motivator to pass videos on. Creating a ‘viral’ trend from mass amount of a brands advertisement can maximize the outcome of an online video advert whether it be positive or a negative outcome.

Using Dr Dave Chaffey's approach, the digital marketing planning (DMP) has three main stages: Opportunity, Strategy and Action. He suggests that any business looking to implement a successful digital marketing strategy must structure their plan by looking at opportunity, strategy and action. This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring.[59]


In cases where the online retailer does not have to collect sales tax, it is the customer’s responsibility to pay the tax—in which case it is known not as a sales tax but, rather, a use tax. The TCPA states on its use tax FAQ page that one of the most common reasons for a purchaser being subject to use tax is purchasing a taxable item from an out-of-state retailer without paying Texas tax and using the property in Texas. The FAQ page goes on to state that if a purchaser purchases merchandise "through a catalog or the Internet from a seller located outside of Texas and use[s] the taxable item in Texas," then the purchaser owes use tax on the purchase. You can find more formal guidance about the use tax in Rule 3.346 if the Texas Administrative Code.
(a)  directly or indirectly, through one or more related persons in any of the following: 1. transmitting or otherwise communicating the offer or acceptance between a buyer and vendor; 2. owning or operating the infrastructure, electronic or physical, or technology that brings buyers and vendors together; 3. providing a virtual currency that buyers are allowed or required to use to purchase products from the vendor; or 4. software development or research and development activities related to any of the activities described in 830 CMR 64H.1.7(2): Marketplace Facilitator(b), if such activities are directly related to a physical or electronic marketplace operated by the person or a related person; and

Search engines are a powerful channel for connecting with new audiences. Companies like Google and Bing look to connect their customers with the best user experience possible. Step one of a strong SEO strategy is to make sure that your website content and products are the best that they can be. Step 2 is to communicate that user experience information to search engines so that you rank in the right place. SEO is competitive and has a reputation of being a black art. Here’s how to get started the right way.
Offering tangible personal property for sale on an online marketplace will generally not, by itself, cause an out-of-state retailer to be engaged in business in California, even if the marketplace operator is located in California. Generally, the use by an out-of-state retailer of a website hosted on servers located in California will not cause the retailer to be engaged in business in California. However, an out-of-state retailer that stores tangible personal property in California, including at a fulfillment center owned and operated by a third-party is engaged in business in California.
Content marketing is more than just blogging. When executed correctly, content including articles, guides (like this one), webinars, and videos can be powerful growth drivers for your business. Focus on building trust and producing amazing quality. And most of all, make sure that you’re capturing the right metrics. Create content to generate ROI. Measure the right results. This chapter will teach you how.

Some companies voluntarily collect the Texas use tax, while others must collect it because they have some form of physical representation in Texas. An out-of-state seller is not required to collect Texas tax if the seller only conducts business in Texas from out-of-state by mail, telephone, or via the Internet, but this seller can choose to apply for a permit and voluntarily collect Texas tax from its Texas customers. On the other hand, an out-of-state seller must get a Texas permit and collect Texas tax if the seller has Texas outlets, Texas salespersons, or otherwise comes into Texas to conduct business, such as soliciting sales, performing services, or making deliveries. The Comptroller's office closely monitors out-of-state sellers to make sure they properly report and remit the tax they collect.
If you're not using internet marketing to market your business you should be. An online presence is crucial to helping potential clients and customer find your business - even if your business is small and local. (In 2017, one third of all mobile searches were local and local search was growing 50% faster than mobile searches overall.) Online is where the eyeballs are so that's where your business needs to be. 
In reality this is one of the tactics that many scam websites use called false scarcity. It’s basically lying about how many spots you have left in the program, or if this was an e-book (it’s not) lying about how many copies you are going to give away. The real truth is that there are UNLIMITED spots available for Massive Internet Profits because this scam is being promoted by many affiliates all around the world who are looking to make a quick buck. 100’s of people will be signing up to this scam each week and every person that does will see the same BS message that there are limited spots. Chances are every single person will see “only 12 spots remaining”.

Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing.[2] As digital platforms are increasingly incorporated into marketing plans and everyday life,[3] and as people use digital devices instead of visiting physical shops,[4][5] digital marketing campaigns are becoming more prevalent and efficient.


It is important for a firm to reach out to consumers and create a two-way communication model, as digital marketing allows consumers to give back feed back to the firm on a community based site or straight directly to the firm via email.[24] Firms should seek this long term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word-of mouth marketing.[24]
Your social media strategy is more than just a Facebook profile or Twitter feed. When executed correctly, social media is a powerful customer engagement engine and web traffic driver. It’s easy to get sucked into the hype and create profiles on every single social site. This is the wrong approach. What you should do instead is to focus on a few key channels where your brand is most likely to reach key customers and prospects. This chapter will teach you how to make that judgment call.

Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability and communications.[36] Additionally, organizations are inviting their customers to help them better understand how to service them. This source of data is called User Generated Content. Much of this is acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can foster the organizations relationship with their customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organisation.

“We welcome the additional clarity provided by the Court’s decision,” the online home-furnishings retailer, with sales of $4.7 billion in 2017, said in a statement. “We don’t expect (the) decision to have any noticeable impact on our business. … Wayfair has long supported a legislative solution that would establish a level playing field for brick-and-mortar and online retailers by permitting states to collect sales tax on online sales.”
Online marketing can also be crowded and competitive. Although the opportunities to provide goods and services in both local and far-reaching markets is empowering, the competition can be significant. Companies investing in online marketing may find visitors’ attention is difficult to capture due to the number of business also marketing their products and services online. Marketers must develop a balance of building a unique value proposition and brand voice as they test and build marketing campaigns on various channels.
Your social media strategy is more than just a Facebook profile or Twitter feed. When executed correctly, social media is a powerful customer engagement engine and web traffic driver. It’s easy to get sucked into the hype and create profiles on every single social site. This is the wrong approach. What you should do instead is to focus on a few key channels where your brand is most likely to reach key customers and prospects. This chapter will teach you how to make that judgment call.

Keeping up with the latest trends is a must for any business, but ignoring technology trends in the digital world is the matter of staying in business. Unfortunately, those trends (while easy enough to find mentioned online) are rarely explained well. There seems to be this mistaken idea that anyone who has an interest or need in the practice will just magically get the jargon. As we all know, that is one superpower that doesn’t exist in the real world.
Understand that whatever you're going to do, you'll need traffic. If you don't have any money at the outset, your hands will be tied no matter what anyone tells you. The truth is that you need to drive traffic to your offers if you want them to convert. These are what we call landing pages or squeeze pages. This is where you're coming into contact with the customers, either for the first time or after they get to know you a little bit better.
It’s really similar to other scam systems I have exposed recently such as Online Profits Breakthrough and Home Earning System. Essentially you are told you can make a fortune without lifting a finger. All you need to do is sign up to Massive Internet Profits, spend your hard earned money and then you can access their system that will make you a fortune, yeah right!
This exciting trend faces a potential hurdle after a Supreme Court ruling this summer. The case (South Dakota v. Wayfair) overturned a decades-old precedent in Quill Corp v. North Dakota. Specifically, the decision struck down the “physical presence” standard, which stipulated that out-of-state sellers, referred to as remote sellers, were not required to collect sales tax for states where they did not have a physical presence.
(a)  directly or indirectly, through one or more related persons in any of the following: 1. transmitting or otherwise communicating the offer or acceptance between a buyer and vendor; 2. owning or operating the infrastructure, electronic or physical, or technology that brings buyers and vendors together; 3. providing a virtual currency that buyers are allowed or required to use to purchase products from the vendor; or 4. software development or research and development activities related to any of the activities described in 830 CMR 64H.1.7(2): Marketplace Facilitator(b), if such activities are directly related to a physical or electronic marketplace operated by the person or a related person; and
Email marketing - Email marketing in comparison to other forms of digital marketing is considered cheap; it is also a way to rapidly communicate a message such as their value proposition to existing or potential customers. Yet this channel of communication may be perceived by recipients to be bothersome and irritating especially to new or potential customers, therefore the success of email marketing is reliant on the language and visual appeal applied. In terms of visual appeal, there are indications that using graphics/visuals that are relevant to the message which is attempting to be sent, yet less visual graphics to be applied with initial emails are more effective in-turn creating a relatively personal feel to the email. In terms of language, the style is the main factor in determining how captivating the email is. Using casual tone invokes a warmer and gentle and inviting feel to the email in comparison to a formal style. For combinations; it's suggested that to maximize effectiveness; using no graphics/visual alongside casual language. In contrast using no visual appeal and a formal language style is seen as the least effective method.[48]
Among emerging economies, China's e-commerce presence continues to expand every year. With 668 million Internet users, China's online shopping sales reached $253 billion in the first half of 2015, accounting for 10% of total Chinese consumer retail sales in that period.[43] The Chinese retailers have been able to help consumers feel more comfortable shopping online.[44] e-commerce transactions between China and other countries increased 32% to 2.3 trillion yuan ($375.8 billion) in 2012 and accounted for 9.6% of China's total international trade.[45] In 2013, Alibaba had an e-commerce market share of 80% in China.[46] In 2014, there were 600 million Internet users in China (twice as many as in the US), making it the world's biggest online market.[47] China is also the largest e-commerce market in the world by value of sales, with an estimated US$899 billion in 2016.[48]
However, that has not necessarily been the case for affiliate sellers on Amazon. Because these sellers didn’t have a physical presence in many, or in some cases any, areas where their products were sold, they often did not charge sales tax. But now that they are required to, it may not be that easy for those sellers to just flick a switch and become compliant.
Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are not sent directly from the company and are therefore not planned. Customers are more likely to trust other customers’ experiences.[22] Examples can be that social media users share food products and meal experiences highlighting certain brands and franchises. This was noted in a study on Instagram, where researchers observed that adolescent Instagram users' posted images of food-related experiences within their social networks, providing free advertising for the products.[26]
Display advertising - As the term infers, Online Display Advertisement deals with showcasing promotional messages or ideas to the consumer on the internet. This includes a wide range of advertisements like advertising blogs, networks, interstitial ads, contextual data, ads on the search engines, classified or dynamic advertisement etc. The method can target specific audience tuning in from different types of locals to view a particular advertisement, the variations can be found as the most productive element of this method.
Writing for the court, Justice Anthony Kennedy said the 1992 decision was “unsound” and obsolete in the e-commerce era. As a result of this new ruling, internet retailers can be requited to collect sales tax in states where they have no physical presence. Estimates say that this broader taxing power will now let state and local governments reap an additional $8 billion to $23 billion a year in revenue.
This broad overview of each piece of the Internet marketing world gives students a firm foundation in the field to help them decide where their interests and talents fit the best. All designers should have an understanding of content creation, while all content specialists should have respect for the design process (See also Content Marketing Specialist). At the more advanced levels of a marketing program, students will hone the skills that are most important to their areas of emerging expertise to create sharp minds and strong portfolios on their way to the workplace.
The rate of growth of the number of internet users in the Arab countries has been rapid – 13.1% in 2015. A significant portion of the e-commerce market in the Middle East comprises people in the 30–34 year age group. Egypt has the largest number of internet users in the region, followed by Saudi Arabia and Morocco; these constitute 3/4th of the region’s share. Yet, internet penetration is low: 35% in Egypt and 65% in Saudi Arabia.[53]
For many years, states argued that they were losing a lot of money by not being able to collect sales tax on Internet sales to customers located in their states. Formerly the burden was on the customer rather than the seller to pay the relevant tax. In that case, the tax generally is called use tax rather than sales tax – and customers often simply did not pay use tax to the state.

For some business owners, they’ll think of a website. Others may think of social media, or blogging. In reality, all of these avenues of advertising fall in the category internet marketing and each is like a puzzle piece in a much bigger marketing picture. Unfortunately, for new business owners trying to establish their web presence, there’s a lot of puzzle pieces to manage.

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