What is Online Marketing?

Customers and businesses are looking for products and services increasingly via the Internet. There are good reasons for this: It is fast and easy to access, even from home, and your information about offers, products and quality is straight forward directly to your needs. In other words, the traditional methods of advertising, as for example, in the local press or the business directories, are less effective and far more costly today. Among the German population, 63,5 % are searching the internet for businesses offering local products or services and this number is rising.

Therefore, it becomes a necessity for small and medium-sized businesses to have a website, but even more importantly, to engage with this website in online marketing in order to be easily found in a very competitive market.

Online marketing as such, covers different methods of advertising in the Internet. The online advertising with banners and pop-ups is the classic one, but there is also e-mail marketing that means the dispatching of marketing information and newsletters, and search engine online marketing. Here, the advertising is directly positioned in search engines. In Germany, the best known and most used search engine is Google.

Viscomp offers a full service in search engine marketing.

What is the meaning of Search Engine Online Marketing ?

Today, search engine online marketing is fundamental for any individually conceptualised marketing campaign. Often it is even a crucial part of a whole business marketing mixture. A study from 2005 underlines the necessity for businesses to engage in online marketing.

Generally speaking, it includes all measures necessary to ensure the easy detection of a website on the search engine result pages. But in more detail, it means the positioning of advertisements on the search engine result pages. Those advertisements are called adwords.

German internet users engage in almost all phases of their purchase decisions in the search engines. While researching their products or services they find advertising on the right hand side of the search engine result pages. This means the marketing instrument is not the website itself, but rather the positioning of advertisings on the first sides of the search engine result pages.

When one talks of search engines, one means Google. Worldwide, Google is the most important search engine and the German Google, according to an actual study, has a market share of approximately 90% (see market statistics). Its popularity is highlighted by the fact that the German ´Duden´ has taken on the word ´googlen´ in its dictionaries (23.Edition, 2004).

So, where else other than the German Google search engine would it make sense to position your advertisement.