What is “traffic” in internet marketing? What is traffic and how to calculate it? NIKE has found its greatness

Before we talk about ways to attract new customers, let's understand what lead generation is from a marketing point of view. This is to ensure continuous traffic of interested customers. Accordingly, a lead is a potential client with contacts.

Use 5 steps to create traffic of new buyers.

Customer traffic: Target audience

Before you start attracting new customers, you must clearly understand who is the client of your company. You need to define your target audience. As soon as you draw up her portrait, the sales manager will immediately understand what question can be asked to the buyer in order to identify his needs and correctly submit a commercial proposal. For example, if your audience is customers over 50 years old, the proposal for them should be written in at least 14 font size. Because most people at this age have reduced vision.

There are two ways to understand who your target customer is:

By science

Any textbook on marketing suggests doing a huge amount of research based on income, residence, education, gender, and more. This is very difficult, this method is mainly used by large companies with a large marketing department.

How to make this process as practical and simple as possible? One of the most convenient ways is to create a photo collage. One picture can replace about 100 words. For example, for a women's magazine, a collage might include: white collar, washing machine, pets, dishes. Then you will be able to accurately explain to managers who your target client is and thus visualize your audience.

intuitive

Use the opposite method: discard the "bad" buyers. The formula for determining your customers = everyone is bad.

Who are the "bad" buyers? These are those who:

Take away the company's budget in the negative during sales,
Pay with deferred or delayed payments,
Scold and discredit the organization,
They buy little and rarely,
They require a lot and at once (high-quality, while inexpensive),
Chasing a low price (defectors).
Don't annoy yourself and your team.

They bring nothing but negativity. Remember that the bad will definitely be replaced by the good, which will be pleasant to work with and which will bring profit.

Customer traffic: tools to attract customers

Customer traffic: capture points

Speaking about lead generation, it is important to understand that in addition to the buyer, there are also capture points. It is necessary to use them when they just came to the company and want to get the necessary information or make a decision.

Capture points can also be online and offline. The first include the website, social networks and mail, the second - phones, answering machine, office and employees.

Every business has its entry points. It is important to work them out carefully. After all, the image of your organization and the way you work with customers directly is related to traffic and then sales. Otherwise, buyers will go to competitors.

Customer traffic: sales funnel

Most companies believe that in order to create traffic and increase conversions, you just need to increase the number of cold calls at the initial stage. However, this is not quite true. The classic sales funnel starts with a cold call, followed by a presentation, sending a commercial offer, then contracts and payment.

In fact, one of the key points for traffic growth at each of these stages is the analysis of the intermediate actions of the manager. Ask yourself: what can be done to increase the number of payments? At what stage does the company do something wrong? What can be done to make cold calls more effective? What kind of presentation should be done to make the maximum impact?

Customer Traffic: Marketing Funnel

The marketing funnel is an extension of the sales funnel. After you have made a sale, your task is to solve a few more tasks:

build customer loyalty to the company;
organize resales;
turn on recommendation service.

It is important to understand that the transaction does not end when you have been paid money. And then, when you have achieved recommendations and positive reviews.

Customer Traffic: Brand Advocates

An additional source of customer traffic can be the customers themselves. But you need the most loyal. After all, it is necessary to stimulate word of mouth. How to identify the most loyal?

The easiest way is to carefully examine your funnel and especially your sales skirt. That's where your "lawyers" sit. Having identified them, come up with a pleasant reason for contact that is not accompanied by a sale: a gift, bonus points, a sampler. Check with them if they are happy with everything.

Then approach the matter with all determination and a scientific approach. Start measuring your rating on the Loyalty Index (Net Promoter Score). Those who give you a score of 9 or 10 out of 10 are potentially ready to recommend you to others. Then come up with a “bring a friend and get…” campaign for them.

We've covered 5 steps to help you improve your lead generation system. Use them to create continuous customer traffic, implement new tools and improve existing ones.

What's the point of a website if no one visits it? Who will place orders, read articles, click on ads? Users are the reason for the existence of the Internet, millions of sites are fighting for their attention every day.

To attract the attention of the audience, that is, to increase the traffic of the resource, is within the power of everyone, even a beginner, a site owner or an Internet marketing specialist.

Traffic (from English traffic - movement)- the total number of unique visitors who came to the site from all channels per unit of time.

Speaking of attendance, we will use the term "traffic".

The conclusion suggests itself: increase attendance, and sales will increase. However, this is a common rookie mistake because not all traffic is created equal.

You can talk about the effective operation of the site when visitors perform targeted actions on it: register, place orders, subscribe to the newsletter or call the company. Therefore, it is important to bring to the site as many interested audiences as possible, that is, targeted traffic.

To do this, you need to choose and configure advertising tools correctly. The most effective advertising, which is based on the principle of selectivity - targeting.

These tools are:

search promotion;
contextual advertising;
media advertising (banners);
social media marketing.

You can use one or more types of online advertising, depending on the theme of the site and the goals of your company. Below we will take a closer look at each of them, tell you how to direct a certain type of user to the resource that meets the goals and needs of your site.

SEO traffic

SEO traffic (traffic from search engines, organic traffic) is visitors who go to the resource via links from the search engine results page (for example, Yandex, Google). Users themselves make requests to search engines about goods, services or information, they are interested and ready to consider offers, including those from your site.

Obviously, most of the organic traffic will go to resources that occupy high positions in the search results (as a rule, this is the first page, otherwise - TOP 10). In order for the site to reach the TOP, it is necessary to purposefully promote it. For this you should:

Prepare: conduct an audit of the site, analyze its current positions and the positions of competitors in the issue.
Optimize resource: eliminate errors on the site that hinder promotion, improve the technical, textual, visual characteristics of the site and further constantly develop the resource, making it more useful and convenient for visitors.
Work with reference mass: increase the number of external links that direct the user to the site being promoted from other resources, optimize internal links that help navigate the pages of the site. The volume and quality of the reference mass are one of the most important factors on which the position of the resource depends.

Who suits

Search engine promotion is a great solution for companies that want to:

get a stable stream of the target audience;
increase online sales;

This is the most versatile method of driving traffic to a website. It is suitable for all companies that have a product, demand for it and a quality website. Based on your goals, business features and web resource, you can use search promotion options: position promotion and traffic promotion.

Position promotion

The classic promotion option is to bring the site to the specified places in the search results for a limited number of high- and medium-frequency queries (HF and MF), which bring the greatest amount of traffic. (If you prefer to use the services of SEO companies, then payment for their work will be made for bringing the resource to the specified TOP for the necessary queries.)

This promotion option, as a rule, brings bonuses: related requests that are not included in the list for promotion are automatically pulled up to higher positions - low-frequency (LF), but leading to the most interested in buying / ordering visitors.

For example, following the high-frequency query “cars” or “buy a car” (users enter these phrases into Yandex search 7,775,276 and 368,384 times a month, respectively), a low-frequency query, for example, “buy a car in Moscow inexpensively” ( administered 286 times a month).

Advantages

Search results are not perceived by users as a means of advertising - after all, they themselves made a request to Yandex or Google, found the necessary information, and made their choice.
Long-term, stable effect: an optimized, that is, convenient and useful, site will be able to maintain high positions in the search results and attract new visitors who will willingly become customers.
The small price of this method compared to traditional offline advertising (outdoor advertising, radio, TV, etc.); Successful advancement in positions repeatedly justifies the investment.

disadvantages

Search engines impose certain requirements on the quality of the site that affect the ranking. However, there are no guarantees of entering the TOP, and even more so, clear recommendations for achieving it. You will have to figure out the intricacies of ranking algorithms on your own, which can change monthly. As a result, it is difficult to predict the result.
Effective promotion in search engines is a continuous process: it requires constant monitoring of changes in PS algorithms, regular work on the development of the site.
It takes at least 4-6 months to bring a site to the TOP of the search results (this point is rather a useful limitation than a disadvantage: by accelerating promotion, you can incur search engine sanctions).

Get the best results

Fill the site with high-quality content that is useful for your visitors and do not forget about its optimization (this is described in the books “A Visual Guide to SEO Copywriting” and “How to Train Your Search Engine”). So you will significantly increase the chances of the resource for high positions in the search results, and therefore for high-quality traffic.
Responsibly approach the formation of a list of requests for promotion - the semantic core of the site (SN). Use, for example, the Yandex.Wordstat service and select the words and phrases that most accurately describe your activities, name the goods and services you offer: the more accurate the request, the more customers it will bring.
To promote, choose queries for which your site is already in the TOP 100 search engine results, this will save you money and time.
Regularly “clean” the semantic core: if you see that queries are in the TOP, but do not bring traffic, refuse such queries and select new ones.
Use the analytical services Yandex.Metrica or Google Analytics: set goals, collect statistics on conversions from search engines, isolate the most conversion requests and promote them to the TOP (we recommend using the book "Web Analytics in Detail").
Analyze the usability of the resource (the ease of use of the site) using the Webvisor tool (Yandex. Metrica), regularly analyze competitor sites, borrow usability elements from them, methods of persuading / encouraging the audience to act - this way you will increase the conversion of visitors into buyers.
Do not chase the number of external links, focus on quality: post links to your site only on high-quality sites (their topics should correspond as much as possible to the topic of your resource).
Do not rush to increase the link mass, consider the age and reputation of the site: for a sharp increase in external links, the resource may fall under the "Link Explosion" filter. A weighted, and therefore safe, purchase of links, as a rule, requires 3 to 6 months.

traffic promotion

The ultimate goal of this resource promotion option is not the very fact of bringing the site to the top positions for queries, but the formation of a flow of the target audience from search engines. (Accordingly, if you work with a contractor using this option, you only pay for visitors who come to your site for certain queries.)

The fundamental difference between traffic promotion and position promotion is the approach to the formation of SL. In this case, several hundred requests are promoted, mostly low-frequency, which gives greater stability during promotion and an influx of targeted visitors after a few weeks of work.

Who suits

online stores offering a wide range of products;
large brands operating in a volumetric industry (for example, tourism, pharmaceuticals, auto parts);
portals that resell traffic or advertising;
those who want to increase the return on promotion through positions.

Advantages

Relatively short time to achieve results - a noticeable increase in traffic will be noticeable in 1-2 months.
A large number of requests for promotion allows you to avoid significant traffic losses due to changes in the search engine ranking algorithms (unlike the TOP positions for high-frequency and mid-range requests, which can sag a lot in this case).

disadvantages

Applicability: the method is well suited for large multi-page online stores or portals, but is ineffective for small sites. This should be taken into account when choosing a promotion method: by traffic or by positions.

Get the best results

Gather the most complete and targeted semantic core (SN), when compiling it, be guided by low-frequency queries.
If you are selling something on the site, then when selecting SL, be sure to focus on transactional requests (using the words “buy”, “order”, “cost”, “price”).
If you work with a contractor, make a list of negative keywords for him - requests for which you do not need traffic. For example, you sell only new cars, and people who come with the request “buy a used car” will not become your buyers - this is untargeted traffic, for which it is not profitable for you to pay. Accordingly, negative keywords for your SA will be “used”, “used”, “used”.
Make sure that the contractor does not use key phrases for promotion that include the brand name (for example: “osago in rosgosstrakh”, “farmer Ivanov’s products”): in response to such brand queries, the corresponding resources are issued in the first positions and without the participation of the optimizer.
Don't forget to analyze your site's statistics: search traffic, conversion rate, presence of visitors for queries with negative keywords. Based on analytics data, update your CL to attract the most loyal traffic.

PPC traffic

Traffic from contextual advertising (context, CR)- visitors who came to the site from short text messages. Such ads are shown to users along with search results and correspond to the subject (context) of the request made. Contextual advertising can also be placed on thematic resources - with partners of the advertising service.

Who suits

All companies to quickly attract target users to the site.
Companies with a pronounced seasonality of goods and services to support sales, regularly conducting promotions to quickly notify the audience.
As an additional source of traffic for resources that use SEO: if you managed to bring your site to the TOP by the season, then by using also the RK, you will get the maximum flow of visitors.
New Internet projects that are not sufficiently developed for SEO promotion. As a rule, search engines do not show young sites in high positions in the search results.

Advantages

Advertising is seen only by people who are interested in buying or information.
The first visitors who have moved from the context to the resource can be expected within a few hours after the launch of the advertising campaign.
A contextual advertising campaign can be quickly managed in real time: plan, launch, receive a report, pause, reduce or increase the number of ads, and regulate the cost of a user's transition to the site.
The auction pricing model allows the advertiser to choose the best positions for placing an ad, independently managing the budget. Your ad will be shown to potential customers regardless of changes in search engine algorithms.

disadvantages

After campaign funding is stopped, ads are not shown, the flow of visitors stops.
You are not immune from "clicking". CR is paid for every click on an ad, and unscrupulous competitors take advantage of this: they organize a mass click through ads in order to "click" your budget and stop the advertising campaign.
The tool is not suitable for long-term and large-scale campaigns: investments turn out to be much higher than, for example, the cost of search engine promotion of a site.
Despite advertising services claiming universal accessibility and ease of use of context, it takes time, solid experience and knowledge of technology to make an advertising campaign truly effective. As practice shows, unprepared beginners spend up to 50% of their budget for nothing.

	Search promotion	contextual advertising
Subject	Any goods and services, with the exception of seasonal offers or promotions, when it is necessary to dramatically increase the flow of visitors.	Suitable for short-term advertising campaigns: seasonal offers or promotions.
advertising effect	Not expressed. Users generally consider organic results to be the result of their own choice, so its click-through rate is higher.	More pronounced. A contextual ad, even if shown in accordance with the interests of the user, is still perceived as an advertisement.
The target audience	The influx of traffic for additional requests that are pulled up after high- and medium-frequency requests.	The influx of traffic only on a well-defined list of requests.
Price	Traffic is cheaper in the long run because paid only for SEO services.	Traffic is quite expensive, the payment is made for each visitor's transition to the advertised resource. The cost depends not only on the competitiveness of the request among advertisers, but also on the skills
Timeframe for achieving results	Terms for promotion are 6-12 months, depending on the frequency and competitiveness of promoted requests. Long-term effect: even after the cessation of promotion work, the influx of visitors remains for some time.	Impressions begin almost immediately after replenishment of the account. After stopping the advertising campaign, the ads stop showing and visitors stop coming to the site.
Controllability	Low. Tangible changes can occur only after 2-3 months.	High. Any changes take effect within 15-30 minutes.
Resource Status	Effective promotion in search engines is possible only for optimized resources. Not suitable for young sites (less than 1 year old); resources using flash technologies.	You can conduct a contextual campaign, regardless of the age, technological features of the site.

Yandex.Direct- contextual advertising system on Yandex pages and on the websites of its partners; in 2001 became the first search advertising service on the Russian Internet.

Google AdWords- a system of contextual advertising from Google, which appeared in Runet in 2002; today is the main advertising project of Google and the main source of profit.

If you don’t have enough experience with context yet, it makes sense to contact a digital agency, where professionals will competently plan and conduct an advertising campaign, which will allow you to achieve the desired results faster and save your budget.

You can read about the main stages of launching a contextual campaign in the book Internet Marketing in 55 Minutes.

Get the best results

Competently compose a list of queries for which your ads will be shown. For contextual advertising, as well as for traffic promotion, advice on negative keywords is relevant.
Take the time to create texts for your ads. Avoid empty, non-informative expressions (as in the screenshot below).

Tell about what the user needs in just a few words: where, what, how much. The ad will hit exactly the audience that suits your prices, range, region. The likelihood of visitors converting into buyers will increase.

Don't forget to fill out the e-mail address form in Yandex.Direct: then your ad will show the "Address and phone number" link, clicking on which will lead to the page with your company's contact information.
Determine the landing page: for example, if the ad announces a promotion, then the user should go to the page with this information, and not to the main page or to the "Contacts" section.
Set up time targeting. It will solve several problems:
- if your audience is most active at a certain time, properly configured ads will be shown to targeted visitors.
- you will be able to attract users when your company is able to quickly process a call or a client request,
- If your budget doesn't allow you to run a 24-hour PPC campaign, you can save money by stopping your ads during peak competitive hours when CPCs skyrocket.
Set up geographic targeting. Choose to display ads in regions that are interesting for your business: this will attract people to the site who are looking for goods and services in the territory where you are ready to provide them. For example, the company builds cottages only in Ryazan and the Ryazan region. Obviously, traffic will be more targeted if you show ads to residents of this region.
If you launched a campaign through Yandex.Direct and want to show ads in several regions, then you should create a separate campaign for each of them. The fact is that the service calculates the cost of a click on average for all the cities specified in the campaign: the more there are, the higher the cost per click.
Remember about security: webmasters receive a percentage of the cost of each click, and it happens that unscrupulous referrals organize “clicks” on ads posted on thematic sites - the budget is wasted. You can either disable ad impressions on referral sites (when setting up a campaign), or permanently filter out (using web analytics tools) resources that provide inappropriate traffic.
Using Yandex.Metrica or Google Analytics services, test and select the most effective keywords, headlines and texts, disable ads with a low CTR (below 0.5%) or ads that do not lead to conversions. Thus, you can increase the impact of a contextual campaign while reducing the cost of its implementation.

Display advertising traffic

If the targeting is correctly set up, and the banner is professionally executed and clearly visible on the site, advertising will be deposited in people's subconscious. And if at the moment they did not click on the banner, then on occasion they will most likely remember and choose the memorable company and its offer.

Who suits

Companies who want:

quickly and visually convey information to users;
promptly attract an audience at a certain moment (with pronounced seasonality of goods/services);
increase company/brand awareness.

Advantages

The advertising message is supported by visual and/or emotional perception. Images or animations that attract attention, inducing clicks.
Getting fast results. A properly designed banner campaign can dramatically increase website traffic in a short time. But at the same time, it is necessary to have resources already prepared: the site must be ready for a large and sharp influx of visitors.
Completeness of statistics of all impressions and transitions. If at the campaign planning stage all banners were marked, then you can quickly identify inefficient sites and, by disabling banner display on them, transfer the budget to more successful ones.

disadvantages

Running an advertising campaign requires a substantial budget, as display ads tend to be paid per 1,000 impressions, with most sites having a lower threshold for a minimum number of impressions. In addition, the costs for the production of the banner itself are necessary: the creative and professional execution of a banner that will be remembered for a long time is not cheap.
A strong advertising effect can be both a plus and a minus. At its core, media advertising is close to offline advertising (TV, print), to which many users have developed a negative reaction or indifference. In this, banner advertising loses to search promotion - when receiving search results, the user is sure that he found the information himself.

You can organize a media-banner advertising campaign in 3 ways:

Direct: you yourself choose advertising platforms, negotiate with their owners, develop a banner and strategy (time, place, duration of the display), control the course of the campaign. As a result, you get the right sites, a fairly high cost of the campaign and the need for constant personal control over its implementation.
Through banner networks: you act through the advertising network, providing the administrator with promotional materials and campaign conditions. This method is an order of magnitude cheaper than the previous one, however, you cannot rely on quality sites and the best places for your banners with absolute certainty.
Through a digital agency: you trust the advertising campaign to professionals who can create advertising banners, develop a strategy for their placement, reduce your costs by applying optimal audience targeting and placing ads on high-quality sites.

web campaigns (display advertising on websites in various formats: banners, teasers, videos, etc.);
mobile campaigns (display advertising for mobile versions of websites);
placement in social media (display advertising in social networks);
mix of advertising types, web and mobile channels.

Get the best results

When choosing a site for placement, you should study its quality. If you are running a campaign on your own, you should ask site owners for statistics:
- number of visitors: place banners on the resources with the highest traffic (large city, regional, news portals, popular thematic sites that correspond to the interests of your potential customers);
- average time spent by the user on the site for 1 visit;
- browsing depth (how many pages a user views in 1 visit).
On your own, you can find out another important point: the frequency of updating materials, the behavior of the audience on the site (the average number of comments on posts, likes, reposts in social networks). A serious criterion in the evaluation can be considered the amount of search traffic on the site - it indicates the visibility of the resource in search engines in its subject.
By analyzing and comparing the parameters of several sites, you can choose the most suitable ones that will bring the desired traffic.
The golden mean in terms of price / effectiveness when placing a banner on a resource is places next to the main content (if the site you have chosen is really popular, readable). At the same time, the page should not be overloaded with other media advertising.
If the goal of attracting traffic from banner ads is to convert visitors into buyers, it would be reasonable to limit the frequency of showing a banner to a unique user to 3-5 times to avoid an excessive advertising effect (see "Disadvantages"). If advertising works primarily for the image, the frequency of impressions can be increased up to 7-10 times.
Responsibly approach the creation of a banner:
- it must be done professionally, creatively;
- place calls to action in the advertising text, for example: “press”, “click”, “find out now”;
- make sure that when placing a banner on the site, the Alt attribute is specified for it - the description of the banner in the page code. This text will appear on the screen instead of the image if the user views a page with images disabled.
Adjust banner display targeting: this way only the target audience will see your ad.

Traffic from social networks

Social media marketing (SMM) is a wide range of marketing tools for interacting with the audience of social media (networks, forums). Driving traffic to your site is just one of the tasks that can be solved with the help of a well-planned and executed SMM campaign.

Using social media, you can effectively:

increase the recognition of the company, its services among potential customers;
to form and maintain the reputation or image of the brand/company;
increase the loyalty of potential customers to the company, products;
quickly notify the audience about new products, promotions and other events of the company;
generate demand for new goods or services; ^ increase brand community traffic.

Who suits

Social media marketing is especially useful for large service companies (telecommunications, tourism, hospitality or restaurant business) whose potential customers are active users of social networks.
Medium and small businesses - those who need to communicate with the audience, build their reputation, and provide customer support.

Advantages

People will distribute high-quality, interesting, useful content through social networks on their own, without the participation of the organizer (or with minimal effort).
SMM is based on the value of public opinion - messages transmitted through social networks inspire more trust among potential consumers.
You can precisely influence the target audience by choosing only those platforms where this audience is more represented, and use the most appropriate methods of communication with it.

disadvantages

SMM is not a direct sales tool. It is aimed at increasing a loyal audience, keeping it in social communities. SMM is communication with users, a long-term process that requires certain resources and constant attention. If a company is not ready for long-term communication with its audience, social media marketing will be ineffective.

SMM includes many ways of working (we talked about them in the book "SMM Tutorial"). As the most effective and popular methods for attracting traffic, it is worth highlighting:

building brand communities: accumulation of the target audience in them and its subsequent “overflow” to the site;
working with the blogosphere: placing advertising materials with popular bloggers, maintaining discussions, interest in posts in the comments;
reputation management: communication with the audience, leveling the negative, prompt response and solving problems related to the services / products of your company, works not so much to attract traffic, but to retain visitors, contributes to their return to the resource.

Get the best results

Turn to professionals - find out how to choose a competent SMM campaign performer.
Use experience: The West has long understood how powerful a weapon SMM can be, including for attracting traffic. We have selected for you the most striking examples of the work of foreign and Russian companies in social media.

NIKE has found its greatness

During the 2012 Summer Olympics in London, Nike did a great job on social media, which allowed the brand to “butcher” competitors in the face of the official sponsor of the games - Adidas. Not being a sponsor of the Olympics, Nike launched an advertising campaign (including on social networks) under the slogan Find your greatness. Her heroes were non-professional athletes living in places called London, but outside the UK, for example, in the USA or Nigeria.

According to data from CheerMeter, Nike gained 166,718 new Facebook followers during this period, while Adidas gained 80,761 in total.

"Prometheus". Tweet louder!

In May 2012, 20th Century Fox decided to use viral advertising to promote Ridley Scott's Prometheus.

A three-minute trailer for the film was shown simultaneously online, on Channel 4 and on social TV app Zeebox. Viewers were invited to tweet about the film using the hashtag #areyouseeingthis. During the next commercial break, Channel 4 aired a 40-second video that included tweets from users who used the hashtag. In a relatively short period of time, the surge in activity reached 4,000 tweets with a potential reach of 15 million users.

old spice. Music for the masses

After watching a short video of Crews playing musical instruments with his muscles, users were asked to play their own tune using the keyboard.

With such an extraordinary approach, the brand managed to hook the audience: the number of video views on Vimeo alone exceeded 8 million.

Heinz. Get your name beans!

FMCG brand Heinz often uses social media to generate buzz around their products. Among these activities, a campaign stood out in support of the new Five Beanz product - Your Name On a Bean (“Bob with your name”). Users were asked to launch a social app and take a test to find out which type of bean best suits their personality.

Every hour, five lucky people received a bean with their name on it as a gift. All users who invited 10 friends to take the test were given bags. In addition, coupons were offered to community subscribers to try the product. The campaign lasted 2 weeks and brought tangible results:

22,143 people took part in testing;
more than 10 thousand users shared the application with friends;
the community has increased by 30 thousand new subscribers.

Russian SMM-technologies, corresponding to the peculiarities of our market, are still at the stage of development. Domestic Social Media Marketing is adopting the experience of Western colleagues: the results are already there, although not so impressive.

TNK Pulsar. Refueled? Share with others!

From domestic experience, one can note the campaign of TNK to promote the new brand of TNK Pulsar. The secret of success is in the communication tool. Moderators and the most active characters of automotive forums - opinion leaders - were invited to refuel for free at TNK-BP stations, as well as to carry out vehicle diagnostics and share feedback on the forums based on test results.

As a result of the action:

the number of users who are ready to refuel only with TNK Pulsar gasoline has grown from 26 to 70%,
more than 1200 forum participants became loyal to the brand (the plan was to attract 100 users).

"Lenta.ru". Informally about important

The VKontakte page of the online news publication Lentami deserves special attention.

Sometimes it seems that this is a parody community or a hooligan trick of editors: news is presented informally, sometimes on the verge of a foul, each post is accompanied by meme pictures, a large amount of Internet slang is used, but all this makes the Lenta community attractive and incredibly popular among users.

The official page was launched on August 19, 2011. As a result, in a little over two years of operation, the public gained 388,678 subscribers.

Now the Lenta.ru project is losing only to RIA Novosti (554,326 VKontakte subscribers). For comparison: Slon.ru currently has 183,950 subscribers, while RBC has 133,741 subscribers.

We determine the effectiveness of an advertising tool

We talked about the main, most effective ways to attract targeted traffic to the site. The highest result can be achieved by competently combining these methods, analyzing their work, and refusing inefficient ones.

Of course, questions arise: how effective is this or that tool in each specific case, how to evaluate them, how to find the optimal combination?

Web analytics data and one little formula, ingenious in its simplicity, will help you find answers.

Eff-t \u003d R 2 / B,

where
P - result (traffic or targeted user actions),
B - spent budget,
Eff-th - an indicator of the conditional effectiveness of the advertising tool; the higher its value, the more effective the advertising tool/channel: you get the maximum result for the minimum investment.

Important!

Since not all traffic is equally useful, you will get the most accurate estimate of the effectiveness of the channel by taking as the result (P) not the total number of visitors from a particular source, but the number of targeted actions - orders, downloads, views or registrations made by users.

How it works

By dividing the budget (B) by the result (R), we get the average cost of 1 target action - the lower it is, the better.

B / P \u003d Avg.st-t 1 CD

If we take the inverse value - we divide the result by the budget, then we will find out how many targeted actions we will receive from visitors from channel N for 1 unit of invested funds. Accordingly, the higher this indicator, the better.

R/B = channel payback

Suppose, with a different number of applications and a different budget, the payback of several channels is the same. Then the one that gives more applications will be more profitable, that is, with the same payback, it works more efficiently.

R x P / B \u003d R 2 / B \u003d Efficiency

Example

Let's say channel X brings 10 applications with an investment of 200 rubles.

200/10 = 20 rubles - the cost of 1 application from the channel, then 10/200 = 0.05 - the channel's payback indicator.

Channel Y brings 15 applications with an investment of 300 rubles.

300/15 = 20 rubles - the cost of 1 application from the channel, then 15/300 = 0.05 - the channel's payback indicator.

In both cases, for each ruble invested, we receive 0.05 applications.

However, the conditional efficiency indicator is not the same: 102/200=0.5 (channel X), and 152/300=0.75 (channel Y).

Therefore, the Y channel is more profitable than the X channel, as it works with a greater return.

If only two or three channels are involved, of course, you can compare their effectiveness without the help of this formula. But what if there are 100 such channels? Or did you break one campaign into segments to track their impact?

Conclusion

As you can see, there is a wide variety of sources that can bring the target audience to your site. We hope that now you will be able to choose the traffic channels that are most suitable for your purposes and use them effectively.

Use various traffic sources in a complex.
Plan your advertising campaign carefully.
Analyze the results: be sure to use web analytics services, compare the results, draw conclusions.
Improve your resource and customer service: advertising brings visitors - your site and managers should make them customers.
Do not be afraid to turn to professionals: this will save you time, effort and money.

1. Terms of disclaimer

The following Terms and Conditions (“Terms and Conditions”), together with any and all applicable Acceptable Use Policies (“AUP” and together with the Terms and Conditions, the “Agreement”), set forth the terms and conditions which shall govern the relationship between businessdrive., Business Drive Group LTD and users. We strongly recommend every user to read with ultimate care the conditions of using the service before visiting BUSINESS DRIVE resource and using any of its services. Any user action as continuing to the resource from this page, using the resource, subscription to any services of the resource will be taken as these TOU accepting and agreeing by the user. Mind that these TOUs refer to every user.

2. Terms and conditions interpretation

2.1 BUSINESS DRIVE and any other references as we, its, our, us and others refer to this web resource, service owner and service official representatives.

2.2 "Service" must be read as any services provided by the BUSINESS DRIVE resource including all service packs provided by the service as packages of Facebook likes, Twitter/Instagram followers, YouTube subscribers and views. This also refers to any other service packages the BUSINESS DRIVE service may introduce any moment in the future.

2.3 Any agreements (as additional so separate) refer to any relations between the BUSINESS DRIVE service and any user visiting the resource or using the service. They can add these TOUs.

2.4 We understand a user when it goes about you, customer, client or user. In such a way we understand any person who comes to the BUSINESS DRIVE resource and who users any of the services offered by the resource.

2.5 Terms and conditions refer to any statements about the rules of using this resource indicated in the articles 1 – 12 of this document. These TOUs are applied to the services provided by the BUSINESS DRIVE resource.

2.6 Privacy Policy reflects a principle position of the BUSINESS DRIVE service on the ways we extract, collect, keep and use the user sensitive data.

2.7 We use the term “Provision” in relation to all the parts, sub-parts and any proviso made herein in any part of this document.

2.8 “Likes” term means the quantity of likes the project gets on a brand page on Facebook or a page that is opened following the URL starting from Facebook.com/…

2.9 The term “Views” refers to the number of views a project gets on the YouTube platform. This number is indicated right beneath the player displaying the number of viewers having interacted with the page.

2.10 The term refers to any action a user makes towards the content: subscribing to get updates on a desired piece of content as a follower on one of the social platforms including Instragram and Twitter.

3. Provided services and guarantees:

3.1 Our service implies executing and performing any promotions and commercial campaigns to assist clients to attract more followers, likes, views and other actions on social media that are tracked for our clients.

3.2 The client accepts and agrees to the terms that BUSINESS DRIVE carries no responsibility for any piece of content, any type of activity of followers and for the purposes a social media profile or page of the client.

3.3 Only the client is responsible for the observation of any TOU of any disclaimer or agreement between the client and any third party.

3.4 BUSINESS DRIVE service does not need access to the social media account of the client. The client is completely responsible for ensuring account’s safety and protection from unauthorized intervention.

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3.6 The client by reading these TOU gets informed that the BUSINESS DRIVE service is not a partner or an affiliate to any social platform it provides services on. These services are provided on Twitter, YouTube, Instagram and Facebook.

3.7 The client guarantees that the BUSINESS DRIVE service or services will not be used in violation of due laws which are or will be in force at a certain moment in the United States or globally.

3.8 The BUSINESS DRIVE service takes a decision on termination or modification of services at any moment without notification of its clients, provided that the existing customers will get a full cycle of paid services or will get refunded.

3.9 The BUSINESS DRIVE service has the right to modify, change, TOU, provisions of this document. The amendments will get effective right after their publication on this page or on any page of the BUSINESS DRIVE resource.

3.10 The BUSINESS DRIVE service may refuse to provide services to any client without explaining the reasons of the decision or refusal.

3.11 The reasons of refusals on the part of BUSINESS DRIVE service may be the publication of undue content on the social media page or in the account as unlawful information or calls to action, defamatory data, offensive, threatening, libelous or the information which can be interpreted as objectionable. Another reason of refusal on the part of BUSINESS DRIVE service is the publication of content which in any way violates the given TOU.

3.12 The BUSINESS DRIVE service guarantees to keep the promotion go on lifelong. In case of the drastic decrease of quantity of views, followers, likes or other social media activities we recommend the client to report the case immediately to BUSINESS DRIVE officials who will take all necessary steps to get the numbers to the previous high level.

3.13 BUSINESS DRIVE service does not apply automation software to artificially increase the numbers of likes, followers or views. We use only natural promotion based on real user activities. We do not apply bots or any other kind of software. Thus the service can not affect badly any social media account or a resource.

3.14 Employing real users BUSINESS DRIVE service termination and withdrawal needs some time. We adopt the most realistic way of improving popularity of a social media account. To terminate small package services commonly takes from 7 to 14 days while withdrawal of larger packages of services may require a longer period of time varying from 30 to 60 days.

3.15 The BUSINESS DRIVE service does not use fake accounts or profiles to perform social media services.

3.16 The BUSINESS DRIVE service does not force any real user to like, share, follow or view any content in the client's social media account in any way that violates the rights of a user and the TOU of a given social network which are Instagram, Facebook , Twitter and YouTube. Mind that the list of social networks the service works with may vary with time.

3.17 The BUSINESS DRIVE service does not force, stimulate or encourage any user to violate the TOU of any given social network as Instagram, Facebook, Twitter and YoutTube.

3.18 The BUSINESS DRIVE service does not use any techniques to mislead a user and induce to violate the rules of any given social media network like Instagram, Facebook, Twitter and YoutTube.

3.19 The BUSINESS DRIVE service complies with TOU as well as with rules and limitations of social media platforms as well as all laws in force at the moment of providing of the services.

3.20 The BUSINESS DRIVE service favors the interests of social media platforms, but only technically. We do not have any agreements or contracts signed with any given social networks accept of standard TOU an average users accepts on registering in any social network. Our services do not violate any terms, conditions or limitations of any social network. Our services are not detrimental to the rules of any social network.

4. Refunds and payments

4.1 Current due prices for service packages of the BUSINESS DRIVE are indicated on the next page opened by the link: . The service BUSINESS DRIVE has the sole right to change the prices without prior notifying of users. The change of the price implies the changes in the packs of services.

4.2 The price page is an integral part of these TOUs.

4.3 The BUSINESS DRIVE service accepts credit cards and electronic payments PayPal.

4.4 The payment transferred to the bank account of the BUSINESS DRIVE service cannot be refunded unless the service fails to provide the services described after the order payment and confirmation.

4.5 We recommend users to use the BUSINESS DRIVE system of dispute resolution if any kind of problems occurs.

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5. General service usage terms

5.1 The BUSINESS DRIVE service keeps the right to change, replace and modify, terminate and offer new terms, conditions and provisions provided in this document. All the changes, amendments, revisions, alternations, terminations, replacements come into force right after being posted on the page of this document or on any other page of the BUSINESS DRIVE resource.

5.2 The BUSINESS DRIVE service keeps the sole right change, replace and modify, terminate and offer new parts or features of packs and services without notifying users. The users having paid the services on BUSINESS DRIVE resource prior to changes can demand the pack of the services promised in prior TOU and descriptions of the service or may demand a refund.

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5.4 Any user is forbidden to take any actions which may cause damages, impairment or any other losses to the accounts of other users.

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5.6 Any user is forbidden to use any devices, software or digital tools to interfere, prevent, stop the activity and services of BUSINESS DRIVE resource.

5.7 Any user is forbidden to upload any malicious or viral software or content containing such software to the BUSINESS DRIVE resource.

5.8 Any user is prohibited to take unauthorized any actions to get access, to interfere, damage or terminate the functioning and operating of the service.

5.9 These TOU describe the relations between the service and the user in the fullest and constitute a complete agreement.

5.10 Every mark up of this document including headings and subheadings of the service terms, numbers used in the text of TOU are used only for a more convenient reading of a user. They are not used to limit the document. They neither determine all the provisions contained in the document.

5.11 The BUSINESS DRIVE service has published a separate document of Privacy Policy which is an integral part of these TOUs. The Privacy Policy is posted on a separate page to attract attention of a user and to necessitate a user to visit the page to stress certain considerations.

5.12 If the BUSINESS DRIVE service fails to perform any right listed in these terms and conditions, additional contracts and agreements as well as due laws in force by the time of the violation, it does not imply that the service has a desire or an intent to act so as this does not imply that the service is going to act in the way subsequently.

5.13 The BUSINESS DRIVE service refer the sole right to assign certain rights which do not contradict the TOU to any users. The user has not the right to assign the rights considering using of the service to any other person.

6. Laws and Jurisdiction

6.1 All the problems arising from the use of services and which are indicated in the TOU should be resolved by an independent arbitration.

6.2 In case an independent arbitration can not resolve an issue of the dispute the issue can be transferred to any related and competent jurisdiction (court) of Los Angeles.

6.3 Any user reading and agreeing to these TOU accepts that these rules must comply to the laws in force in the USA, State of California.

6.4 The courts to which the disputes are transferred should have the rights and the due jurisdictions to resolve such issues and disputes which can occur from these TOU.

6.5 All the notes and letters which shall be made according to these TOU or according to the due laws in force must be delivered timely if sent to the official lettering address or email of the service.

6.6 If the communication between the service and the third party involved in the resolution of the issue goes through the traditional postage service then the communications must be completed within the first five business day after posting.

7. Intellectual property of the BUSINESS DRIVE service:

7.1 The BUSINESS DRIVE service takes all necessary steps and believes to non-infringe the third party copyrights during providing its services and performing its duties to the clients and partners. If any third party is able to provide the evidences of intellectual rights infringement by the BUSINESS DRIVE service then this person or company should report the case to the officials of the company. The BUSINESS DRIVE service guarantees to resolve the issue within the term of 14 business days after receiving of the notification on the rights infringement.

8. Rights for intellectual property

8.1 All the content without any possible limitations posted on the pages of the BUSINESS DRIVE resource or within the service is the sole and integral property of the service. The content as other intellectual property of the BUSINESS DRIVE service is protected by the due laws protecting copyrights which are at force in the USA and other countries globally.

Any user is forbidden to copy, use for own goals and intent, reproduce, host, distribute, reprint or print the content from the resource or service BUSINESS DRIVE without getting official approval from BUSINESS DRIVE authorities.

8.2 The BUSINESS DRIVE service will take instantly the strictest legal actions to protect the intellectual and copyright in case of detection of right infringement.

8.3 BUSINESS DRIVE service will also protect the rights which are not listed in this copy but which exist and are ensured by due governmental laws of the USA.

9. Re-compensation:

9.1 Any user guarantee not to engage the service or its participants as other users, directors, managers, employees or agents from any disputes and issues, claims and possible legal actions, damages caused by the actions of any third party which can occur from user's linking the BUSINESS DRIVE service, enjoyment of service, from violation of any third party contract or from infringement of rights of any third party.

10.Disclaimer

10.1 All the content published within the service or on its resource without limitations and including written text content, images, photos and other graphics materials, software, marketing and business communication which are available on the resource or through the service do not infringe the governmental laws in force of the United States and do not contain malware, viruses or any other software which can damage the user's account, computer or any other device or intellectual property.

The BUSINESS DRIVE service does not guarantee or warrant in any way that the content does not contain mistakes as well as the content is accurate, complete or current.

10.2 Force Majeur conditions: BUSINESS DRIVE is an official business entity and keeps to the commitments given to its partners, visitors and clients. However, there are cases when the service is disabled to provide the services. Among force majeur conditions there are acts of God, lock-outs, disasters, riots, wars, strikes, earthquakes and any other cause which is beyond control of the service. In case of such situations neither the service nor the client should not keep the given responsibilities which are listed in the TOU. The BUSINESSD RIVE service can be terminated till the force majeur conditions last. In case the force majeur continues for more than 30 days then any relations between a user and a service must be terminated and the user must claim the refund.

10.3 Liability and responsibility extent

If other terms are not indicated in any other way (as additional or separate agreement) then the liability and responsibility of the service in front of the user should not exceed the original price the user has paid to get access to the service package.

10.4 The BUSINESS DRIVE service guarantees that the TOU will be violated in no way. The service guarantees that none of the TOU of any social media platform as well as any rights of any user registered in a given social network will be violated.

10.5 The BUSINESS DRIVE service considers all the errors and possible omissions.

11. Variability of the TOU

11.1 In any situation in which the TOU is found circumstances to be void, unenforceable or invalid in relation to any other condition, situation or the certain condition should be severed from the TOU ad replaced with a valid line.

12. Information on confidentiality

12.1 All parties involved in the service agree not to disclaim any personal, user or company sensitive data to any other third party unless it is forced by the due laws in force. Confidential pieces of information without limitation include business data and secret, business and marketing strategies, informations ensuring identification of service users.

13. e-gift card

13.1 The price on the e-gift card corresponds to the actual prices indicated on the site at the time of using the card.

13.2 We are not responsible for the card that was given to an unauthorized person.

13.3 The card can only be used once.

13.4 Only one purchase is possible with the use of a certificate. When making a purchase, the nominal value of the certificate is debited entirely. If the purchase price is less than the nominal value of the certificate, the difference between the value is not refundable.

13.5 Gift cards are only for use on the site BUISENESSDRIVE. You will not be able to use them on other sites that provide similar services.

13.6 If you lose the e-Gift card, it will not be replaced.

13.7 The minimum order is 1 dollar. The maximum order is 2000 dollars. You can only use integers.

13.8 The certificate cannot be used to receive cash.

13.9 The card is considered active immediately after payment.

13.10 If the gift amount is more than the maximum allowable card value, you can give the recipient 2 or more cards.

13.11 The balance of the card is static. You can not change the value of the card after its purchase.

13.12 If you have some difficulties with your order, just write your code and service to . Our manager will acquaint you with all information and help to make an order.

14.Contact information:

14.1 We carry out communication referring to the functioning and operation of the TOU via official company email: Business Drive Group LTD. Room 2512, Langham Place Office Tower 8 Argyle Street, Mongkok, Kowloon, Hong Kong

Last week. In it, we will talk about very basic concepts: what is traffic arbitrage, what are the pros and cons of arbitrage, and what is the difference between arbitrage and affiliate marketing.

Text transcript | Presentation

The next lesson will be out tomorrow. It will focus on the participants in the arbitrage market. The release schedule for all lessons is available on the Mobio School website. You can ask any questions about arbitration in the comments or in our VKontakte group.

Let's start with the fact that there are several ways to make money on the Internet:

eCommerce,
advertising on your own content: publics in social networks, blogs,
infobusiness,
affiliate marketing, CPA marketing, traffic arbitrage

Despite the variety of ways to earn money, the earnings model is the same:

(Product + People who can buy it) & Tell these people about this product = $

This formula also works in traffic arbitrage. Listing the ways to earn money, we have highlighted the terms affiliate marketing (Affiliate Marketing) and traffic arbitrage under one paragraph, but it is important not to confuse these concepts.

The difference between affiliate marketing and traffic arbitrage

Affiliate marketing and traffic arbitrage are two different concepts. Let's look at them in more detail.

affiliate marketing(Affiliate Marketing) - a way to earn money through a commission on the sale of someone else's product. In this case, it is not necessary to have your own product, you need to help sell someone else's product. As an example, any store that sells Pepsi is affiliate marketing.

CPA marketing- a special case of any affiliate marketing. The only difference is that in CPA marketing we get paid for a specific action, lead or application.

Affiliate marketing requires traffic or users. At this point, there is a need to attract traffic. Traffic arbitrage is a way to attract paid users to the application. You can also attract traffic for free, for example, launch your own video blog, collect subscribers and then attract them to the application.

If we look at the concept of "arbitrage" in a broader sense of the word, in economics this term refers to a type of transaction in which we sell the same product in different markets and earn interest on the difference from the sale. Let's take currency as an example: we bought dollars yesterday in order to sell them in a day and earn on the difference.

Equivalent arbitrage is another arbitrage method in which we earn on the difference in the components. Any wholesale sales are an example of equivalent arbitrage. We buy goods in bulk and sell them at retail: we earn on the same product by buying it in different combinations. As an example, we assemble a computer by parts and sell it as a complete computer.

In our case, mobile arbitrage is equivalent arbitrage. We buy impressions and clicks and we sell actions and installs.

Ways to sell paid advertising on the Internet

There are several models for selling paid advertising on the Internet. Let's look at what methods exist:

SRT(Cost Per Time) - we buy out a fixed time of posting on the site.
CPM(Cost per mille) - we buy a thousand impressions.
CPC(Cost Per Click) - we buy clicks.
CPA(Cost per Action), CPI(Cost per Install) or CPI(Cost per lead) - we pay for actions, installs, leads.

In mobile arbitrage, we buy impressions (CPM) and clicks (CPC) from traffic sources, and then we sell actions, installs or leads (CPA, CPI, CPL) to advertisers. Accordingly, we earn on the difference between buying and selling.

Why is arbitrage good?

Let's analyze how attracting traffic is useful for business, and what are the advantages of being an arbitrator.

For business:

It is easy to scale your business: if you have a product and you offer a decent reward to partners, they will easily scale up sales and start selling your product in different markets.

For referee:

There are no production and logistics costs.
You are responsible for only one task: to attract traffic.
Don't think about Customer Service: no need to communicate with customers or suppliers.
Low entry threshold: anyone with no experience can start attracting traffic, it's quite simple at the start.

What is wrong with arbitrage

There are also negative aspects in arbitration both for business and for the arbitrator himself.

For business:

Partners bear less responsibility for the goods.
It is difficult to control the methods and methods of promotion that partners use.
Affiliates can potentially damage their image and reputation through dishonest promotion methods.

For referee:

Instability of earnings, which directly depends on the situation on the market.
High dependence on changes in the rules of advertising platforms, requirements and KPIs of advertisers.
A constant level of stress: the market is highly competitive, working campaigns that worked and converted into profit are constantly dying, you need to come up with new approaches.

Conclusion

So, we examined the concepts of affiliate marketing and traffic arbitrage, formulated the pros and cons of attracting traffic both for the business as a whole and for the arbitrage specialist himself. In the second lesson, we will analyze which participants are present in the traffic arbitrage market.

You can ask any questions about arbitration in the comments or in our

What is internet marketing and what is its essence? What tools and promotion strategies are suitable for beginners? Where can I get comprehensive training in the basics of Internet marketing?

Hello dear readers! With you are the founders of the HiterBober.ru business magazine Alexander Berezhnov and Vitaly Tsyganok.

Today we will consider such an interesting topic as Internet marketing.

If you work in the field of the Internet, then you will simply need to know the basic tools of Internet marketing. We personally use them on our website and it gives us great results.

Thanks to the knowledge of the basic tools of Internet marketing described in the article, and their correct implementation in your business, you will be able to increase the income from your Internet projects at times.

From the article you will learn:

What is internet marketing and what is its essence?
What tools and promotion strategies are suitable for beginners?
Where can I get comprehensive training in the basics of Internet marketing?

The tips and tricks described here will help you increase online sales and gain a comprehensive understanding of how to promote and attract customers through the Internet.

1. Internet Marketing: Definition, Features and Benefits

Any commercial project needs to expand the field of activity.

Almost all modern commercial companies have representation on the Internet in the form of a full-fledged resource, blog, page. However, simply by creating a network resource and even filling it with information content, you will not automatically increase sales and increase the popularity of the company (website).

More purposeful work with the site is needed, which involves its promotion, SEO promotion and increase in conversion. This is what online marketers do.

Let's define it.

Internet marketing (internet marketing)- this is a set of techniques on the Internet aimed at drawing attention to a product or service, popularizing this product (site) on the network and effectively promoting it for the purpose of selling it.

Modern dictionaries define online marketing as the practice of using all aspects and elements of traditional marketing in the online space. The main objective of events of this kind is to get the maximum effect from potential users of the site and increase their flow.

Integrated Internet marketing uses all possible channels of advertising and promotion of resources on the Internet to increase website traffic and sales growth.

The main tools of Internet marketing:

SEO-optimization (promotion in search engines);
e-mail distribution;
advertising in social networks;
contextual advertising;
banner advertising;
traffic arbitrage.

More details about web marketing tools will be discussed below.

In the meantime, let's find out the features and benefits of professional promotion of sites in the network space.

The basics of online marketing are the same as conventional marketing.

Classical (traditional) marketing is the process of identifying and effectively meeting the needs of individual customers and the consumer audience as a whole.

The main task is to provide and promote goods and services to consumers and establish direct relationships with the client for the benefit of the company.

The rules of web marketing are quite simple: you can figure them out in a few hours, but knowing the basics does not mean that you will be able to apply them productively in practice (just like knowing the rules of a chess game does not make you a grandmaster yet).

Ideally, the business of promoting and promoting goods on the Internet should be handled by professionals. Today, Internet marketing services are provided to site owners by special agencies and studios, which are becoming more and more in the network space every day.

Effective marketing on the Internet (e-marketing) consists of the following components:

Product (aka product). A prerequisite: what is sold through network resources must be of different quality or some unique properties in order to compete with other sites and regular stores.
Price. It is believed that online prices are slightly lower than in real life.
Promotion- multi-level promotion of both the site itself and individual products. This element includes a whole arsenal of tools - SEO, contextual, interactive and banner advertising, working with communities in social networks and blogs.
point of sale- the site itself. A functional resource should have an original design, high-quality navigation, and top-level usability.

Other components also play an important role: the target audience, content (site content), and the involvement of visitors in marketing processes.

An Internet marketing strategy involves a phased work on determining the needs of the audience, creating and promoting content, and involving visitors in active acquisition processes.

Involvement- a key indicator of the effectiveness of modern web marketing. This element shows how interested users are in your site and ultimately determines the success of your business venture.

Before you start promoting a resource, you should determine its target audience and the needs of each client who comes to your website. Only in this case it is possible to increase the conversion of the resource and make a profit.