Web Marketing Strategy
Explore and maximize the value and role of Web Marketing components.
Web Marketing Component Map
The following is our view of the Web marketing landscape and serves as the content model we use to organize and share top Web marketing resources.
Source: NorthPage Research
Web Marketing Component Examples
The following table includes examples of the online marketing compononets. We add links to this table as we develop each component's section in this guide.
| Web Marketing Component | Group | Examples |
|---|---|---|
| Keyword Advertising | Advertising | Google AdWords |
| Mobile | Advertising | Mobile ads, content, applications |
| Website/Network Advertising | Advertising | Banners, advertising networks |
| Affiliate | Channel | Affiliate reseller programs |
| Partner | Channel | Co-marketing with partners |
| Microsites | Content | External Content Leverage, Resource Guides |
| Podcast | Content | Interviews Audio broadcasts |
| Video | Content | YouTube |
| Webinar | Content | Lead generation via Webinar and online event hosting |
| Weblog | Content | Publish a company Weblog |
| Whitepaper | Content | Lead generation via for-registration content |
| Customer Tracking | Engagement | Cookies, tracking codes, Reverse IP |
| Personalization | Engagement | Prospect/customer marketing personalization Product/service customization |
| Lead Nurturing | Engagement | Follow-up workflow |
| Community Development | Engagement | Online Forum |
| Sales | Engagement | The sales organization's role in online marketing |
| Survey | Engagement | Many uses of in marketing programs & processes |
| Market Mining | Infrastructure | Data mining + search to identify opportunities |
| Marketing Systems | Infrastructure | CRM, logs, analytics, CMS, Tracking, 3rd party, rules, nurturing, ERP |
| Online/Offline Marketing Synchronization | Infrastructure | Announcements, content, promotions, positioning |
| Email Campaigns | Outreach | List management, e-mail solicitations |
| Expert/Influencer Outreach & Engagement | Outreach | Analysts, reviewers, bloggers, influencers |
| Content Seeding | Promotion | Article writing, comment seeding, community/forum participation, Directory listings |
| PR | Promotion | Online press release Announcements Information distribution |
| Search Engine Optimization | Promotion | Search engine placement Backlinks Analytics Site optimization |
| Social Networking | Promotion | Facebook, LinkedIn, Twitter |
| Corporate Website | Website | Online presence, content, analytics, information capture |
| Pricing | Pricing | Online Pricing strategies and mechanisms |
| Product Development | Product | Online input, testing, integration |
Source: NorthPage Research
