Risk Involved In Digital / Internet Marketing Sector bY - pRASHIK wLAKE

Introduction of Digital/Internet Marketing : Regardless of the size, majority of businesses nowadays are practicing Internet marketing. That’s because it is the most inexpensive way for them to reach millions of their target market. But what is Internet marketing really?

Also called online marketing, it is the process of promoting a brand, products or services over the Internet. Its broad scope includes email marketing, electronic customer relationship management and any promotional activities that are done via wireless media.

It also combines the technical and creative aspects of the World Wide Web such as advertising, designing, development and sales. Moreover, Internet Marketing also deals with creating and placing ads throughout the various stages of customer engagement cycle.

Online marketing is divided into different types: Affiliate Marketing It is a marketing practice wherein a business pays an online retailer, e-commerce site or blog for each visitor or sales that these websites make for their brand. Display Advertising :This refers to advertisement banners that are displayed on other websites or blogs to boost traffic for their own content. This, in turn, can increase product Email Marketing:From the name itself, this is a marketing process that involves reaching out to your customers via email. Search Engine MarketingThis is a form of marketing that promotes a business through paid advertisement that appears on search engine result pages. This includes paid placement, contextual advertising, paid inclusion or through search engine optimization. Search Engine OptimizationContrary to SEM, SEO uses the unpaid and natural process of promoting content on SERPs. This includes keyword research and placement, link building and social media marketing. Social Media MarketingBased on its name, social media marketing is the process of promoting a website through various social networks like Facebook, Twitter, Google+, LinkedIn, Pinterest and more.

Risk Involved in Different Digital Marketing Method

Risk Involved in Social Media Marketing: Advertising on Social Media helps company in many ways but if not used proper can lead to wrong impact on company brand. Below are examples of Risk involved in using Social Media.

1) Competitive exposure :Companies which are cavalier about employee use of social media will likely provide competitors valuable insight into their strategies, activities, target accounts, etc. It’s not just individual snapshots, but the intelligence tapestry which can be woven with even cursory observation. The flip side is the opportunity to collect information on competitors. Have you demonstrated that to management?

2) Having ‘someone’ set up the accounts :Many companies are surprised to learn that they don’t even own their accounts. Rather whomever set them up (intern, former employee, marketing agency employee, etc.) may own them... along with all the followers.

3) No policies, procedures or employee training :Your marketing team means well. They’re energetic and enthusiastic and they’ll work long and hard on your behalf. Make sure you provide guidance to channel all that energy in the right direction.

4) Being uninsured :Even if we don’t do anything wrong, it’s still a crazy business world. We could well be sued - even with little basis. We should insured not only against claims, but perhaps more importantly for cost of defense. Maybe our business coverage includes what we need, but these are ‘green field’ areas of litigation.

Risk Involved in Search Engine Optimization: Search Engine Optimization is crucial for the getting high ranking on Search Engine Platforms. But, there are many ways strategy of using SEO fails we can see these fails as follows

1) Addressing SEO as an afterthought :SEO best practices need to be factored into every step of the website development process – from strategy through website design and build. Treating SEO as an afterthought is a recipe for SEO failure, yet so many businesses decide to put off SEO and don’t budget for or prioritize it during a design/redesign project. The problem is, most sites can’t be “retrofitted” to be SEO-friendly, so it’s best to develop SEO plan with an experienced agency who has done this many times before.

3) Narrowing your site architecture :Most businesses fail to develop a site architecture that is SEO-friendly because they are taking strategic direction from management teams who aren’t SEO experts. When developing site architecture plan, one must take SEO goals into consideration. Sure, taking a “less is more” approach will reduce your web development and content development budget, but it will also limit your ability to rank in search engines and obtain new business opportunities in a big way.

4) Lack of tag research :Many businesses understand the need to for meta data, but most have no idea how to approach the execution of them. Adding a bunch of keywords and submitting site to Google is not quite in alignment with SEO best practices. There is a science to crafting meta titles and descriptions and that science isn’t something that just anyone with a marketing or IT degree is necessarily privy to. content strategy and tag strategy must be intertwined, as well as it should be focused around target audience and their search behavior.

5) No ongoing SEO strategy :Search engine optimization is an enduring process and without a continued SEO plan in place, it is inevitable that website rankings will begin to decline. Any time a new page or new content is added to our site, it needs to be properly researched against your marketing goals, and tagged appropriately.

Risk Involved in Affiliated Marketing Program. (1. The risk of not getting paid. The biggest risk of affiliate programs is that you will not get paid the commission that you are entitled to after sending the advertiser sales or leads.

2. Risk of not using required selling strategy. : Just putting cost per click program like Adsense, will not guaranty success. Rather it has possibility of loss, that’s why we need to start thinking of putting the right affiliate program on the right page.

3. Risk of not using Right Affiliated Program. Not all affiliated program works for all business. Lots of ad impressions, but no earning. We will have to understand how many ad impressions we have given the affiliate program, and calculate how much revenue we could have earned if we used a cost per impression advertising program, instead of an affiliate program. Or look at the number of clicks we are giving this advertiser, and imagine how much we will earn if those clicks are given to cost per click program like Adsense. This way, we are better able to determine what the best way to monetize our advertising spaces is.

Risks Involved in Email Marketing 1) Spamming :When starting an email marketing campaign one should never purchase an email mailing list. Sending email to consumers who did not subscribe to us goes against the CAN-SPAM Act and can result in spamming reports and eventually get our email black-listed and banned. The best results from email marketing come from starting a mailing list from scratch to people who actually subscribe to our service.

2) Reputation :A business puts its reputation on the line when starting an email marketing campaign, which is why it is important for businesses to stay genuine when sending out email. Before sending email we should aware about the following points laid out by the CAN-SPAM Act:a) Don’t use false or misleading header informationb) Don’t use a deceptive subject linec) Messages must include a valid physical addressd) Give readers an opt-out/unsubscribe option

Risks Involved in Display Advertising 1) Lack of reputation management :With display ads, we are not always in control of where our ads appear. This has, on occasion, resulted in very awkward and even damaging situations for brands. While this is a rare occurrence, this lack of control is too much for some brands to risk.

2) Widely ignored :The truth is, most people ignore display ads. After years of overexposure, they’ve faded into the background, going unnoticed and un-clicked by the vast majority of internet users. The average display ad click-through rate is 0.06 percent. Peoplelike to quote statistics that say you’re more likely to scale Mount Everest, survive a plane crash or complete Navy SEAL training than click a banner ad.

3) Association with spam :Another downside to display ads is that they’ve earned a bad reputation as spammy nuisances, offering little to no value. Many internet users even equate display ads with spam, especially the ads that autoplay or force you to close them in order to proceed. In 2011, a study found that 84 percent of 25 to 34-year-olds have left a favorite website because of intrusive or irrelevant advertising. For brands selling video games or energy drinks, this may not be a problem, but many businesses won’t want that sentiment associated with their brand.

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Prashik Walke
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