What is Web Marketing


The Internet is one of six media. The others are: TV, Radio, Cinema, Press, Display. Since the emergence of this additional medium, new forms of communication and advertising, web marketing, have appeared and are still developing, an overview.

Display advertising

Display is an online advertising format in which the ad, generally known as a banner and composed of text, image, audio, and even video, is displayed on a website.

What started as a simple static image with text has evolved into new, more interactive advertising formats. Now, banners can include audio, video and even offer some interaction with the user. This increased attractiveness undoubtedly makes it possible to increase the CTR (Click Throught Rate or percentage of clicks on the number of impressions) compared to previous versions.

The development of Big Data and the proliferation of mobile devices have created a potential for the growth of display marketing, which is already one of the preferred formats not only for large companies, but also for SMEs as a method of promoting their products.

Differences between display and traditional advertising

Compared to mass media advertising campaigns, online advertising offers two essential advantages:

It is measurable, at any time it is possible to have the measurement of KPIs:

  • Number of displays,
  • CTR,
  • Conversion rate,
  • income and cost of advertisements.

On the other hand, in a television ad, you can invest thousands of euros without really knowing the impact of the campaign.
Display ads are segmentable according to the characteristics of the users for whom the ads are intended: location, language, etc.

Payment methods for the display

Cost per thousand impressions (CPM): the advertiser pays each time his ad is broadcast 1000 times on the platform. The amount to be paid will have been agreed in advance.
Cost per click (CPC) in this case, the advertiser pays each time a user clicks on the ad,
Cost per action: With this method, the advertiser pays each time the user performs a certain action (such as buying a product or renting a trip).
Flat rate: in this case, a fixed amount is agreed to pay per day or per month, regardless of the results obtained.

Email marketing

Email marketing is the transposition of traditional mailing to the Internet.

Email marketing is also called emailing or e-mailing. It is one of the first existing means thanks to the Internet used by brands to communicate with the customer.

It is a very powerful communication channel which, if properly used, can give very good results, especially in conversion. This is the perfect opportunity to offer the user quality and value content.

Email marketing consists in sending a group of contacts messages with a customizable and non-invasive commercial purpose.

What is email marketing for?

  • Maintain contact with customers
  • Send promotions and new products
  • To keep the brand in the minds of customers
  • Collect opinions
  • Generate commitment
  • Develop content marketing strategies

Advantages of email marketing

One of the advantages of email marketing campaigns is the ability to measure results in real time and instantly because there are many platforms that allow you to analyze a campaign in detail.

Email Marketing is an Internet marketing tool that offers a high ROI. Indeed, its cost is very low compared to other web marketing tools. Emailing is therefore one of the best tools available to the company for direct marketing.

Search marketing

Search marketing is the marketing of search engines. It consists in generating a maximum of relevant traffic on a website thanks to the strategies and actions that result from it. It is composed of two components: SEO and SEA, respectively Search Engine Optimization and Search Engine Advertising.

To build a SEM campaign, it is often useful to combine organic positioning, SEO, and SEA.


seoHaving a website has become a basic requirement for every company or organization. The most natural way to get traffic on the site is SEO. Internet users’ searches begin by opening the page of their favorite search engine, often Google.

It is therefore essential to be indexed by search engines but also to be well positioned. Naturally, Google’s mission is to index the pages of websites. Unless there are blocking factors, indexation is therefore easy.

Positioning requires more effort and a clear SEO strategy. This strategy must be based on the three levers to be optimized:

  • Technical aspects of the website
  • The content of each page to optimize for a keyword
  • Netlinking

The SEA or sponsored keywords

SEA, an acronym for Search Engine Advertising, is any activity of an advertising nature in search engines. These are all ads that appear in SERPs (Search Engine Result Page) when the user has searched for one of the words you selected by creating your ad via Google Adwords or another ad network of a search engine.

All the advertising we see in search engines is what fits the concept of SEA. SEA campaigns are based on PPC (Pay Per Click), so they guarantee a high efficiency in terms of return on investment. However, they can be expensive depending on the keywords selected.


ATS is an effective way to invest in advertising and lead capture, but can also be directed towards direct conversion into a purchase. The approach influences, but for the company is a very good way to attract customers.

Social media marketing

Social media marketing refers to the process of gaining traffic, attention or conversions through this channel.

Social media or social networks?

Social media are platforms and sites on the Internet where communities of individuals communicate and share ideas, news and special interests. The communication and content procedure is different from traditional media, where the sender generates all the information and a homogeneous audience consumes it. In social media, content (images, videos and texts) is generated by users. If there is no interaction, it is not a social media.

Once we have defined what social media is, we can start talking about social networks. Social networks are part of social media and are formed through communication applications such as Facebook, Twitter or LinkedIn, when they connect millions of users around the world. Each social network could be likened to a community of people with common interests or activities who maintain contact.

Benefits of Social Media


Social media has become increasingly important in the range of ways that a marketer can reach his target audience.

As attractive as a brand’s messages may be, people will continue to feel closer to the culture rather than the product. Having a good product is not enough. Having a unique brand history and brand values is a necessity.

A company needs a story and a cause shared with its target audience. You should review your ideal customer profiles, identify their values and share content on your social accounts that interests them.


Consumers are influenced by online reviews, created by other consumers. Many Internet users go directly to YouTube, Facebook, TripAdvisor and Pinterest for advice and opinions.

It is therefore appropriate to seek to take advantage of social media as a search channel as well, by exploiting it to potentially improve brand revenue.

Social Media Advertising

Social networks have developed a business model based on advertising. A brand can broadcast different types of ads on Facebook, Youtube, LinkedIn or Twitter.

More and more companies, brands and entrepreneurs are deciding to invest in social advertising. Advertising on social networks is an excellent tool to reach a target audience. It is an excellent channel to increase brand visibility, create a community, increase conversions and sales.


Facebook ads are the most used by companies to try to sell on Facebook and reach their target audience.

The organic reach of Facebook publications is increasingly limited, so that content reaches the largest number of people requires payment.

More and more people are deciding to specialize in Facebook ads because of the current high demand.


  • Recognition
  • Consideration
  • Conversion


  • Image announcements.
  • Video ads.
  • Carousel.
  • Collections.
  • Messenger announcements.
  • Lead generation.


As advertising costs have increased on Facebook, many companies are deciding to invest more heavily in Instagram.


  • Photo ads.
  • Video ads.
  • Carousel.
  • Instagram Stories.
  • Lead generation.

Twitter ads

When it comes to making Twitter announcements, we can mainly choose between 6 objectives.

  • Download the applications.
  • Followers.
  • Tweet interactions.
  • Promoted video views.
  • Clicks or conversions.
  • Continuous video visualizations.
  • Recognition.


LinkedIn is the B2B social network par excellence, so if your target audience is on LinkedIn, you may find it interesting to invest in social advertising.


  • Text ads.
  • Sponsored InMail messages.
  • Sponsored content.
  • Dynamic announcements.


YouTube is the second most used search engine by people, so it can be a very interesting alternative to paid advertising.


  • Post ads.
  • Overlay ads.
  • Jumpable and non-jumpable video ads.
  • Bumper ads.
  • Sponsored cards.

Advantages of social advertising: Why invest?

One of the great advantages of social networks is that they allow us to communicate with our target audience. We can create an online community around our brand in a simpler way than other channels.


Any action we take is designed to convey a message to our target audience.

Marketing segmentation is essential if we want to optimize our budget.

And thanks to this type of advertising, we can refine the type of people to whom we want to show our ads.


Every time we implement a marketing strategy, we expect a positive return on investment (ROI).

But there are a number of channels where it is more difficult to measure this return on investment or we take longer to see the results.

For example, when we develop a content strategy for a blog, we need a minimum of 6 months to start seeing the results.

While the return of social advertising is almost immediate because of its simplicity of measurement.


Another great advantage of social advertising is that you don’t need a big budget to start campaigning.

With a limited budget, you can start and see if this channel is really effective for you.

Obviously, the more you have a budget, the more tests you can do and the more you will be able to optimize it.


Another of the great advantages of social advertising is remarketing.

Through remarketing, we will be able to have an impact on the people who have visited a specific website.

Imagine that they sell shirts and someone enters your website, sees a specific page, adds it to the shopping cart but does not finish shopping.

Thanks to this technique, we will be able to show ads to this type of people and try to convince the undecided.


They are also an excellent way to increase the visibility of our brand.

For this, a good option are video ads.

You can create ads with very low viewing costs and they will be used to finish educating and convince people that we are the best option they can choose.

However, I recommend that you add subtitles to your videos because according to this post, 85% of videos on Facebook are viewed without sound.