Random Thoughts on Online Marketing

After the clamor of online marketing, what comes next? We often hear that the internet changes the world, but what exactly does it change for us? And what impact does it have on businesses? Is it as simple as asking a friend to design a website? Or hiring a so-called professional web company to make something flashy? Is it just about opening accounts on a few search engines and then sitting back waiting for customers willing to take the bait?

None of these are the way of online marketing. Upon careful reflection, online marketing is not much different from traditional marketing. The internet changes the way we communicate, much like how printing was in ancient times or the telephone in modern history. Visitors to your website should be your clients, your partners, who come via various paths according to your plans and visions. They share common characteristics; for example, a hospital’s website should attract patients corresponding to the main treatments offered by the hospital, while a school's site should attract those interested in its educational offerings...

Online marketing should start with your needs, treating it as a marketing platform! At its core, online marketing is still marketing—marketing. Website planning is actually a marketing process, segmenting customer groups to identify who exactly is the right client for your product! What are their characteristics? What are their habits? What are their needs? How can the website meet their needs?

A marketing-oriented website addresses how to turn visitors into customers. Website functions, structure, content, etc., all serve this goal. Those who've been to IKEA probably know that its shopping path is carefully designed. Its aisles guide you through every corner, offering continuous new experiences. You might have only intended to buy a small pair of scissors, but by the time you check out, you’ve spent far more than expected—and yet, you feel like you really needed all those items. Website design works the same way: guiding visitors through your planned navigation while making them feel comfortable, convenient, and "controlled without realizing it."

At its essence, online promotion is simply calling out—but targeted calling out. When conducting search engine marketing, how do you set keywords? How do you describe your offerings? How do you create ads? Do you really need blog marketing? All these considerations stem from understanding who your potential customers are, how your information reaches them, and how to encourage them to visit your website.

Behind the network are real individuals, each alive and vibrant. The virtual is also the reality, and online marketing is no exception—it may appear virtual, but at its core, it is rooted in marketing principles that have developed over many years.