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Internet Marketing

Guide on Affiliate, PPC, Social Marketing


Category Archives: Internet Marketing


Microsoft and Google are two very big companies, each have very different ways of conducting business and marketing their products. However, when it comes to marketing strategies and advertising, they are quite similar, but have some differences. Firstly, Microsoft.

Microsoft mainly uses demographic & behavioural segmentation strategies to target its customers. As Microsoft are one of the biggest companies in the world, you would expect them to be smart about the way they approach their marketing. Most of the Microsoft products and software, is based on online technology. Such as Office 365, and services such as Skype and Bing. For example, more than 1 billion people worldwide use Microsoft Office, which approximately 1 in 7 people (according to Microsoft) Microsoft also has a huge competitive advantage with its products such as Xbox which is one of the most popular and widely recognised game consoles in the world. Aside from the products, there has also been lots of company buyouts from Microsoft, such as Hotmail, Skype, and Nokia. These are now seen as essentials in the company because they are used worldwide and by almost everyone. These kinds of services provide great accessibility and efficiency for it is users, which is why Microsoft is regarded as one of the best if not the best technology related company in this day and age.

Microsoft is also famous for Windows OS, the most widely used OS in the world. Almost everyone recognises and uses windows computers. This is because they are so distinctive from their functionality and design. Microsoft continues to become more innovative with their technology, the work computers and laptops are almost becoming a standard in most companies because of this. This is another very big selling point for Microsoft. Selling and renting out it is services. Many other companies making their way into different respective businesses, will be using the services that Microsoft offer, such as OneDrive, Microsoft teams and Skype, and that is just the software. What about how much money they make from hardware? Laptops, computers, phones, Xbox series consoles and more. The Microsoft store online is always jampacked full of products.

Now we will talk about Google. Google has a similar method of advertising, but more of their advertisements and marketing happens online because Google most commonly is used for its search engine. Google has become one of the most popular and well-known companies ever to exist. The company now even has a mention in the dictionary when people “google” something. Not many companies can boast about that. Since the company was only a search engine, they have had a lot more products. These products include a new range of smartphones, speakers, earphones, and tablets. The company has grown a lot since it first started. One of googles own marketing strategies which is known as the “word of mouth model” targets customers who can afford the latest. These customers or “tech geeks” will buy the latest products and tell their friends and family about it spreading awareness. This is why Google has a big selling point when it comes to their new products. Another good thing about Google and its marketing is its advertising. We all know Google is based online and started from a search engine, but when you sell other products such as phones and tablets, and mainly advertise online, it will be a lot easier. The company mainly puts advertisements on its search engine and can sponsor companies to include paid links on their website. This is one simple method that Google use to advertise. This is very effective too, because so many people use this search engine, which means lots of people will see it. The company also lets users create Gmail and google accounts so they will receive promotional deals.


Here are four trends in digital marketing that should be kept in mind in 2020:

From Terminator to the marketing managers’ toolbox

Artificial intelligence has come a long way since Skynets and John Connor’s match in Terminator, and today AI is used, for example, to drive self-driving cars, simplify login to our iPhones through face recognition and to detect bank fraud.

What is less accepted is that AI is also a rare effective tool for creating value from digital marketing. As the third-party cookie is leached more and more, AI can advantageously be used to identify patterns (for example, the time of day, which domain the ads appear on or what weather it is most likely to positively affect the conversion rate) that do not relies on cookies in the same way. Using AI and algorithms effectively requires new types of skills, such as data science and mathematics, which work together with more traditional strategic skills.

Reasonably and hopefully 2020 will be the year when AI can seriously take a seat in all marketing executives’ toolbox to maximize the impact of their media investment.

Creative messages and tech marry

In our industry, we are often very good at using granular target groups and establishing fantastically intricate purchasing strategies. Where there is often a discrepancy, however, is creative, where data is rarely used to adapt the messages. According to Nielsen studies, the creative elements can affect as much as 47 percent of the purchase decision, so not applying the same degree of data-driven approach here can potentially be devastating to our results. It is possible to customise all digital ads and landing pages with any kind of data point, such as weather, geographical position or last viewed product, so make 2020 the year where we create value and impact for advertisers all the way from skilfully set strategies and target groups to data-driven advertising message at scale.

From outdated to customised KPIs

One of the absolute greatest advantages we have in digital is that we can measure outcomes and effects more profoundly than in more analogue media types. Therefore, it is high time that we go from talking about and optimising against outdated CPIs such as CPM, CPC or CTR. I am convinced that customised CPIs based on advertisers’ actual business goals will be increasingly adopted. For example, a customised CPI can be several sub-goals on the advertiser’s site (for example, 60 seconds spent in Article X and then click on for information on the nearest reseller), knowing that these largely correlate with a business goal that bought or booked a test run. It is important here that we work very closely and together with our customers to translate these conditions into digital KPIs.

Blockchain becomes more than just buzz

The industry’s latest buzzword is blockchain, the same technology that underlies cryptocurrencies such as Bitcoin and Ethereum. Blockchain is something that we should be curious about as the technology itself can create great benefits for us as advertisers and media buyers. Some examples of applications are that it can be applied to promote and increase transparency in the digital ecosystems, or that users themselves can sell their data as a currency to access content from publishers through micro-transactions. Blockchain will probably not be rolled out on a broad front already next year – the technology is not quite there yet. However, my only hope is that we have some local players who dare to experiment with blockchain to drive our industry forward and to use transformative technologies to create advertiser value.


This is something that everyone wants to do. Sadly, not every online business is able to fully achieve this and that is why they can have issues like low visitor numbers and low conversion rates. All these things will result in low sales which is not good for any business.

Generating leads is all about finding the people and being visible to the people who are looking for you. This is easier than you might image.

The first step is obviously to understand and identify exactly who is looking for what you are selling. There is often a temptation online to just blanket market to everyone. While this will certainly pick up a certain level of traffic to your website, it will not properly target the warmer leads that are actually ready to buy and actively seeking out a company like yours.

Pay per click and other formal internet marketing activities can help ensure you are visible and seen by the right people. Google AdWords for example, is a great way to ensure your company comes up in any searches which match your own unique combination of keywords.

Another way to generate leads is to harness the power you have at your fingers tips on your social media pages. Twitter is a great way to communicate with the masses and pick up a healthy following that will be attracted by the content and tweets that you share and these can lead them right to your website, blog or any content that gives them more information about what you are selling. Continue reading


Yes! The answer to this question is a definite yes. Deals and offers that are genuine and provide the consumer with something additional for their money are always successful. The promotions and offers that are not successful tend to fall down as a result of a few things. Here are some things to avoid when you are developing your own promotional offers to boost sales and customers.

Promotions should give customers something additional. This could be money off, a free item, or the chance to experience, win or own something. Whatever the addition is, it must be perceived as valuable by the customer or they may not take up the offer. Continue reading


Continuing on form our last blog here is part two of our feature on Google Panda.

The clues to how your website is really performing are in your Google Analytics.

Look for high bounce rates of over 40% – this indicates you are not holding your visitor’s attention. Look for low page views – 2 pages or less means your website is not attracting their full interest and giving them incentive to read more.

Look for patterns in visitor behaviour to your site – which page is landed on most often? Where are the views coming from? Most companies will find their pages views are coming from existing connections and this shows they are not attracting new visitors.

Where are the new viewers? They are there, millions of them! And you really can attract more people and boost sales by paying closer attention to and improving the content, the look of your website, the calls to action you give your visitors, and the way your website is designed to function. Continue reading


There is no doubt that the nature of the blog has changed. It is no longer a free pass to publication and millions of followers. Every day another new blog is added to a website or to one of the many blogging platforms like Blogger or Tumblr. However blogs still have a powerful role in quality content creation, SEO and online marketing. Here’s how –

Blogs help you carve a niche in your industry as an expert. They help you share your thoughts and ideas with your own audience in a way that gives them more information about you and your business. People still want to read articles and information and if they are written well they still have a place online. You can also use your blog to strengthen your brand and to share the types of work you do.

Whatever your business, whatever industry you belong to, if your blog shares new information or a new perspective and lets your voice be heard, it is a powerful thing and will have a positive effect. Continue reading


Getting to know our customers is the best way to effectively market and sell to them. This is well known in marketing circles. The more you know and understand your customer the easier it is to find them, attract them and engage with them. Google has become a master at helping us do this.

While many people often object to the notion that Google follows our every move online, the fact is that as a marketing device, getting to know your audience is still the key method of successful marketing and consequent sales. Continue reading


Choosing SEO services is very like choosing any professional service. You need to do some research and find the company that has a good reputation and proven expertise in SEO and internet marketing. There are so many companies online claiming to be expert in SEO that it can be very difficult to discern between the good companies and the not so good companies.

The first step is to establish exactly what services you are looking for. You don’t need to be an expert in SEO to do this. All you need to do is list the issues you wish to address and the objectives you would like to meet. Here are some examples to help you –

  • Improve ranking on search engines
  • Increase visibility
  • Increase visitors to website
  • Increase content
  • Increase sales
  • Improve company reputation
  • Promote new products or services Continue reading

Doing regular special promotions online are a great way to boost interest in your company and boost sales. Unfortunately, not all promotions have a long lasting effect and this can lead business owners to believe they are ultimately a waste of time, money and resources.

We believe, just like every aspect of internet marketing and SEO, that special promotions can only reap longer term effects if they are designed to do so. If a company offers a discount on a certain product for a week, and nothing else, then the promotion will have no real impact on the over-all business.

The secret to promotions is to create additional activity which does have a lasting effect on the business, and which can be benefitted from long after the promotion has ended. Here are some tips to help your promotions have more of a positive effect on all aspects of your online business.

Encourage customers taking part in the promotion to register or engage with your in some way. This could be via social media or by supplying their email address. This will allow you to contact them again, and it will build your database, so even after the promotion you have this information about qualified leads – people who were interested in your product. Continue reading


You may be wondering why you would need a customer database for SEO. Traditionally, customer databases are only kept as a way of being able to connect directly with customers, keep records of their past purchases, and contact them with news and updates. However, a good customer database can also help you with your SEO activity. Here’s how.

When you build a customer database, you keep a record of the customers spending habits. This is important information to use for internet marketing because it will give you a real clue about what products are most popular. This in turn will give you a solid lead on the best choice of keywords and keywords phrases to use. For companies that sell a variety of products this can be especially important. For example, a clothes retailer may sell clothes for men, women and children but their best sellers may be shoes, ladies dress and men’s suits. These are the keywords that would be more effective, rather than ‘clothes retailer’

A customer database will also have some information about geographic location, social media engagement and how the customer found you. This information is vital to use as a guide to where you should target PPC and online adverts, and it will also help with any SEO and marketing you do specifically for mobile web to attract local customer. Continue reading

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