In a globally networked world, the importance of online marketing cannot be underscored enough.Businesses have long back realized the importance of using the virtual space to communicate, engage and connect with customers. Due to its immediate nature, online marketing allows one to receive instant feedback on various aspects of their business.With the medium, there are different marketing techniques that companies may employ – from startups to multinational conglomerates. A considerable amount is spent on digital platforms and it is natural that companies would look for an ROI commensurate with the spend in terms of campaigns.

Web Analytics provides metrics such as page load times, page views per visit, and time on site and is useful to a webmaster for the purpose of understanding and optimizing web usage. It allows companies to use the data in a meaningful way to minimize wasted dollars.However, it has been found that web analytics alone cannot deliver what online marketers are looking for. The answer to their need is marketing analytics. While web analytics provide data with respect to the performance of a web page, marketing analytics in addition to data from the web, provides information from sources such as email, social media and even offline events. Marketing analytics consider the prospect, lead or customer its focus and is hence people-centric.

There are different online marketing tools available in the market today. Marketing analytics helps understand evaluate the effectiveness of the marketing effort.  From the information that they get to capture, marketers can understand which channels are working better than others and what deficiencies exist in the mix for them to work on, if they are on track to achieve their sales target etc.

Content marketing techniques:

This is a frequently used marketing approach.It is essentially telling a story that conveys a message via a blog, videos, images, news posts. To make for good story telling, the content has to be original, creative and engaging. A relatable story with a human voice can gain customer’s trust. There is little or no calls to action or purely product or service based ads in this form of marketing. It is considered an inherently flexible medium. Content can be customized and targeted at specific groups.

Social media marketing:

It is considered one of the cheapest ways to reach people. Social media sites like Facebook and Twitter allow ad campaigns that may be customized to cater to different geographies and various demographics. One can create several versions of the same ad and monitor their performance and replace what’s not working.


With a well developed blog, one can drive a good amount of traffic to the main page, increase the sales figure, create an extra stream of ad income and use it as a customer service tool.It is informal and lends a human voice to the business.

Email marketing:

It is a form of direct marketing to a targeted group of people. It requires less time and effort. Emails are relatively real-time since they take less time to be developed and can be used to promote a limited time offer. They are personalized and can be timed to be sent on the customer’s birthday’s anniversaries, etc.