What is Online Marketing

September 30, 2021

What is Online Marketing

As a brand you have to become part of the experience of your target group. If that succeeds, the brand is experienced and accepted as authentic. Online marketing is an indispensable tool in this regard.

We invite you to write a contribution

Present your practical experiences in the form of cases or examples in the field of management and organisation.

It takes some getting used to for companies that their product information is less relevant than the advice of friends. But the smart ones can take advantage of this. Setting up your own community or fan club makes it possible to ‘infiltrate’, as it were, within the target group. 


social media marketing

In CRM strategies, the consumer social network factor is essential. It is one of the elements for marketers to influence their company rating in social networks. At some point, the consumer profiles will be supplemented with their  Consumer Social Network Factor , based on their behavior and network on Twitter, Linkedin, Facebook, etc.


Take a good look at your customer contact strategy today:

1. Listen and participate in those social networks that fit your target group.

2. Recognize your customer. Know who they are, what they want, which channel they’ve approached before.



Give the sneak peeks on new products and they’ll make sure the rumor spreads. Branded products that quickly find their way through ‘word of mouse’. Online media and youth marketing


The review sites

Branches (hotels, restaurants) and regional sites are becoming increasingly important. For example, Yelp was launched in the Netherlands at the end of 2010. On Yelp, consumers write reviews about local businesses. Visitors can see the best restaurants, shops and museums, but also where the nearest ATM or garage is. Not only on the PC but also on the go on the smartphone. Yelp.com is a household name in the United States. The site has 39 million visitors per month and now has 14 million reviews. Yelp also posts ads and sponsored search results.


Review sites suffer from malicious users. Anonymously, people post bad reviews from competitors. Spam filters to filter out malicious contributions and a more prominent place for well-regarded reviewers can help. But the problem persists. Because visitors gradually become aware of this problem, they also deal with it more conveniently. People are no longer afraid of a negative reaction; it’s about the pattern. Yet manipulation of the result remains a major problem.


The Social Media and CRM systems

There is a persistent problem with CRM systems: Correct and complete contact details! Extremely basic, but no less important for that. How wonderful would it not be if your customers and relations keep their contact details themselves? And keep you informed of their developments, their activities, their experiences?

We are not far from it. Social media will replace CRM systems. How you can use social media properly as a company, with or without Big Data, is always the question, but the development is going fast.

It also works the other way around. Customers become much better informed about the companies they do business with. The reactions about your organization are already there for the taking: Social media is Social business. With one Twitter message, a large target group is informed about the bad and good experiences with your organization.


Social media is going fast. Very hard. How long can that go on? Who still reads all the updates from the LinkedIn groups to which he is subscribed? Who can keep up with the flow of Twitter messages? Who already knows what you can achieve with Big Data? Who takes the time to read a blog longer than 500 words? Will this development continue to follow an exponential line or will we see a turnaround?

Social Media and Online Marketing Company

An important distinction between social media and traditional means of communication is that it is mainly the ‘recipient’ who uses them. A company can use a twitter account as a ‘sender’, but unlike traditional means, the sender receives an immediate response that is also readable for everyone. And because the ‘recipient’ also uses the medium himself, the organization is no longer a sender, but also a ‘receiver’ and above all ‘subject’.


We summarize these 2 developments with the one-liners:

1. Communication is the response!

2. From lead transmitter to direct object!

We are looking for a care & welfare manager for Zorgcollectief Zuidwest-Drenthe to strengthen the MT and give substance to the new strategic vision.

Only a few organizations are working on what has come to be called ‘webcare’ ; participating in discussions about the company online. The challenge is: what is communicated about us outside of our control and how can we make a positive contribution to this? The aim is to achieve the correct image and to actively correct online inaccuracies. Get your software company


Too often the ‘webcare team’ becomes a ‘last resource team’. Certainly, the customer can lose his complaint and inaccuracies can be corrected. However, that does not add value to the relationship for the customer and his experiences about the company and the services. The webcare team is often mainly focused on complaints! But where are the tips, the references, the principle of hearing it out and sharing experiences! That is what the expertcare team stands for.


More info about the positive use of social media in The role of social media in your organization: About how organizations benefit from social media!


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