Internet has emerged from the passed 20 years or so in Japan, Web is there now indispensable to purchasing activities and marketing activities.
Nevertheless, the relatively recently that I started efforts in earnest to the company Web marketing and. Here, the fresh beginners become a Web marketer, it has put together a basic knowledge as a Web marketing Introduction.
table of contents
1 is a Web marketing?
2 difference of Web marketing and digital marketing
3 The importance of Web marketing
4 Web marketing history of
5 and work contents of the Web marketers?
6 good qualification and Web marketers have
7 book is recommended for Web Marketer
8 Web marketing techniques and type List
9 is a migratory policy?
10 effective tool introduction to Web marketing
11 Web Marketing Glossary
12 Learn about fun Web marketing industry
13 Conclusion
The 1.Web marketing?
The Web marketing, is the marketing carried out by using the Web sites and Web services.
Using the Web,
activities that create a state of things even without the sales pitch is sell (mechanism) will say that it is Web marketing.
The difference of 2.Web marketing and digital marketing
Speaking from the conclusion, Web marketing is part of the digital marketing. As one of the digital marketing such as e-mail marketing and CRM, is an image that Web site (corporate sites and EC site, landing page) and SNS, Web marketing is making full use of Web advertising has been contained.
The future of marketing
https://mtame.jp/marketing_foundation/digital_marketing_reasons
Why Web marketing among the marketing is important for two reasons.
First, Web has become a familiar presence, consumer (potential customers) is, compared from the information collection, there is a historical background that was more opportunities to touch the Web media among a series of purchasing activities of up to purchase.
Also recognition of products and services, from where previously it was only from television and newspapers, CM and media of mass media such as magazines, increasing the chance that it is carried out Web advertising and Web content, through the SNS, and compared with similar products, purchasing decisions are now made actually reviews from people who use the products and services to browse the Web. The final purchase is also carried out in the EC site, purchasing activities will not be less the case that would complete on the Web all. It would also affect it came to online shopping can be performed more easily with the advent of the smartphone.
Another reason Web marketing is important, is that Web marketing is an easy marketing technique the effect measurement. For example, touch the eye advertising is what people on the mass media, how much While it is difficult to figure out what was Could interested, impressions and clicks if Web advertising, such as the inflow number to the EC site, each measure you can understand the results in a numerical value for the index with the.
By that enables effective measurement, then you are linked to the improvement of the measures carried out after the next time, it will tend to be budget-up in-house if Shimesere that effect is out.
The need for such a "consumer (prospects)," "marketers" in both sides, the importance of Web marketing can be said to be high.
4.Web marketing history of
From the Internet appeared, we have Web marketing also evolved.
Here, let's look back at the history of Web marketing.
Internet dawn of (1994 and 1999) "Web advertising."
Internet has spread to schools and commercial services in Japan, the straight-line connection service has begun is that of 1994.
Such as Yahoo! Japan and Infoseek and goo has started the service, but both in the search engine of the "directory-type", had been categorized the Web site by the hand of man. Order the "alphabetical order" Dattame, to the extent that put symbols such as SEO of this era is "@" in front of the site name, Web advertising is the center of such as an induction to the Web site banner ads and listing advertisement was.
Robot-type search engine rise phase of the (2000 to 2002) "SEO"
Once in 2000, Google is to start the search services in Japanese, Yahoo! And Japan also would like to adopt the Google search engine, full-fledged SEO began. Google is a robot-type search engine, robot called "crawler" to read the information to patrol the Web sites around the world, I went to register automatically.
Google algorithm at that time, rather than such as the current "user-oriented", or stretched a large amount of external links, measures such as the contents of the page to embed the keyword is not related to the meta tag was rampant.
Blog · SNS prosperous life of the (2003 to 2009) "viral marketing"
It becomes the boom individual users to send information to open a blog, even if not the entertainers and celebrities, people blog feats, such as cuisine is familiar with the Attari specific field now collect the access. There is also a flow that this "anyone can disseminate information", SNS such as Facebook and Twitter appeared, it was explosive to increase the user.
As a result, the Web marketing was born the concept of "buzz marketing" and "viral marketing", now to be utilized. In particular, rather than waiting for nature to the Buzzle (is diffused), create a mechanism that is spreading actively increasing number of companies engaged in the "viral marketing", Nakaniwa goods to entertainers and celebrities without clearly and promotion ask them to introduce "stealth marketing" came out some cases blamed.
Sumaho rise phase of the (2010-present) "content marketing"
American Hubspot, Inc. is an inbound marketing, Content Marketing Institute, Inc. has proposed a content marketing.
This is spread to Japan, a blog-site OWN media of which was posted content to solve the problem with the customer became popular. However, although I started to ride to the epidemic, the voice of trouble such as has not raised the results so I think or stuck update will also be heard.
In addition, the development, such as a number analysis tool for Web marketing, and usually marketers now Apart from human resources demand of "Web marketing jobs" increases.
The Job Description of 5.Web marketers?
Web marketers, Web responsible, is also referred to as Web marketers.
First of all, the mission of the Web marketers, is to pass to the sales department performs the creation of potential customers over the Web site. If, if you have the EC site, it may revenue earned from it is also included in the business.
For the sake of the mission, Web site or Own media, to operate, such as SNS, and analyze reports, is going to go a variety of measures is the work of Web marketers.
For various measures will continue to later introduce.
Good qualification and 6.Web marketers have
Web marketing is, but is a work that can be especially without qualification, such as those who want to learn systematically with freshly made to the person in charge, will also help to business and to acquire the knowledge qualification to the target.
In addition, those who want to change jobs as Web marketers might there be preferential treatment in that you have the qualifications.
IMA test (standard course Professional course) / Cloud Management Association
IMA.png
http://ima-kentei.jp/
· Exam cost: Standard course 18,000 yen (tuition-tax), professional courses 20,000 5,000 yen (tuition, tax included)
In qualification test that specializes in Internet marketing skills, exam from lectures, employment support to and generous service after passing it is available.
Practice operational skills of site analysis and listing ad in the standard course, in the professional courses, planning and split-run implementation know-how of the target another to attract customers plan will be worn.
Japan marketing test (tertiary) / Japan Marketing Association
Jnakpng
https://www.jma2-jp.org/marken
· Exam cost: 6,480 yen (tax included)
In Japan, marketing exam that Japan Marketing Association is sponsored by, you are asked a knowledge of marketing in general is not limited to Web marketing.
Currently, there is only only tertiary to certify the basic skills of marketing, secondary to the 2019 fiscal year (practical skills), primary (advanced practical skills) is the start scheduled.
Marketing and business practices test (A class · B class · C class) / International Practical Marketing Association
MarketingBussines.png
https://www.marke.jp/
· Exam cost: 5,980 yen (tax included)
This is also a qualification to prove the knowledge of a wide range of marketing as well as Web marketing.
A-class strategic planning, decision-making and management, levels that can determine business, B grade level that can management of the business, since the C-class has become a level that can routine tasks, first looks good and aims to B-class acquisition is.
Web analysis officer (web analysis mechanic and advanced web analysis mechanic web analysis mechanic master) / Institute web analysis Officer Association
WebAnalyst.png
https://www.waca.associates/jp/
· Exam cost: web analysis mechanic 10,000 7,280 yen (including tax and certification costs), senior web analytics mechanic 80,000 6,400 yen (tuition-tax), web analytics mechanic master 320,000 4,000 yen (tuition, tax included)
We are qualified to certify the skills and expertise required to web marketing. Web analytics officer, senior web analytics workers, there are three ranks of web analysis mechanic master, web analytics officer wearing a web analysis skills to the axis of the access analysis, that the reading of the data, to grasp the skills to make the right decision, senior web analytics officer to develop a persona, to be able to draft in on the basis of the data analysis it to the concrete solutions, web analytics mechanic master is now a level that was a level that can develop web analytics workers with the goal.
Web analysts test / General Foundation Japan Web Association
WebAnalyst2.png
https://www.jwa-org.jp/webanalyst/
· Exam cost: 25,000 yen (depending on the venue)
Course to learn the Google Analytics systematically (5 hours) and is a certification that is configured in the test.
The course venue, different dates and the amount of money.
This is recommended for 7.Web marketers
Even now entering the hand a variety of information on the net search, thing still more of this efficiency is good when you want to learn something in a systematic manner. Here, three books introduce the book recommended for those of freshly made to Web marketers.
Minimum of time and effort in produce the maximum effect! Of new Web marketing textbook
Minimum of time and effort in produce the maximum effect! Of new Web marketing textbook
Image quote source: Amazon
The authors have also carried out more than 120 times Seminar on Web marketing, while covering the modern Web marketing know-how, is a book that explains to focus only on things to do out of the maximum effect.
It is especially recommended for personnel that are in trouble too much to do.
Company will WEB promotion charge recently, we decided to hand this book.
Conversion, SEO, also heard that the CPA, is very recommended to those who often do not know level. Since the entire image of the WEB marketing are introduced based on the specific case, it was very understandable Yasuka'.
My and the first person who became WEB marketers as, I think that it is a good book on management's small and medium-sized companies that are trying to tackle the future.
Quote: Amazon Reviews
It was purchased in order to strengthen the Web promotion.
Not only specific home page of words and expressions,
advertising of Google and Yahoo, SEO techniques,
have been covering up the ad by and LINE and FaceBook.
Among the many books that specialize in a particular technique,
helped of the modern Web marketing can be checked one way.
Quote: Amazon Reviews
Reverse Google Analytics use in the field of Web analysis practice tricks 240 Universal Analytics & Google Tag Manager support that can be
Reverse Google Analytics use in the field of Web analysis practice tricks 240 Universal Analytics & Google Tag Manager support that can be
Image quote source: Amazon
Access analysis indispensable in Web marketing. I think that to take advantage of Google Analytics in most of the Web site.
The basic even if you know how to use "but I want to know is such a numerical value, do not know the view!" "This number is, how good that? Once you've analysis" can be useful when called here.
In addition to that it can reverse from what you want to do, how to use the Google Analytics has become to learn systematically be read through from the beginning.
The first will be overwhelmed by the page amount, but it is useful as a dictionary to link what you want to do and GA function of.
Since the lexical usage is hard and there is no knowledge of the GA, the first time the person first in a summary of the book we recommend that you read one way.
GA of this has been increased recently, but there is no time you are reading to or was the configuration do I need to read through, I was hesitant to buy. In my case GA just do not have to work to specialize in, we use as a dictionary to find the only thing you want to do.
Quote: Amazon Reviews
The function and use of Google Analytics I would like to know one way, I read this book as a primer.
There is a reverse, but it is the configuration that can be understood one way when you read from the beginning.
Simply rather than a description of the function, how to take advantage based on practical experience it has been plain, carefully commentary.
Quote: Amazon Reviews
Strikes Back Web marketing Web marketers bones of silence Director's Edition
Strikes Back Web marketing Web marketers bones of silence Director's Edition
Image quote source: Amazon
Here, "it had been Web series Web marketing of silence is what" was organized in one book.
Since become a story tailoring cartoon-style illustrations with, easier to read easily approachable, it attaches to acquire knowledge of Web marketing fun.
Since the kidnapping and has been described, if there is a part that was worrisome, it may continue to deep In another aspect of the present Nari to net search.
The first will be overwhelmed by the page amount, but it is useful as a dictionary to link what you want to do and GA function of.
Since the lexical usage is hard and there is no knowledge of the GA, the first time the person first in a summary of the book we recommend that you read one way.
GA of this has been increased recently, but there is no time you are reading to or was the configuration do I need to read through, I was hesitant to buy. In my case GA just do not have to work to specialize in, we use as a dictionary to find the only thing you want to do.
Quote: Amazon Reviews
The function and use of Google Analytics I would like to know one way, I read this book as a primer.
There is a reverse, but it is the configuration that can be understood one way when you read from the beginning.
Simply rather than a description of the function, how to take advantage based on practical experience it has been plain, carefully commentary.
Quote: Amazon Reviews
8.Web marketing methods and types List
Stage of Web marketing, large "to attract customers," "customer (sales)" three to be divided of "revisit promotion", we will create in suits approach to each stage.
Attract customers
SEO
Listing advertisement
Affiliate advertising
Ad network Ads
SNS advertising
Retargeting ad
Reception
E-mail marketing
Revisited promote
Social media measures
SEO
The SEO, is to optimize stands, the content to their site to the top is published by the search engine of "Search Engine Optimization (search engine optimization)".
If the search site-level to be displayed in, it just makes Web site of the company is likely caught the eye of the user, you can also expect the number of accesses.
Subjected to SEO measures on its own site, First of all we aim to access the number up. However, rather than by the final purpose of increasing the access number, goal conversion (purchase, contact us, such as document request) because by increasing the, it is important to perform the SEO measures in light of it.
SEO Benefits
Tackle for free using in-house resources
A high click-through rate than the Web advertising
Access is stable and easy to
SEO Disadvantages
Take some time to effect comes out
It takes time and effort (man-hours) is
The SEO? SEO measures [ultra beginner] - of the order to the upper display with ~ search engine
Listing advertisement
As I mentioned above, there is a point of a lack of immediate effect as SEO characteristics. To compensate for it, it is recommended that a combination of listing advertising in parallel with the SEO.
Listing ad that is, from the search advertising, it is what the ad was linked to the Web page that the user is viewing the keywords and search are displayed. By displaying the ads tailored to the needs and interests of users, the advertising effect can be expected.
Period of up to SEO of the effect comes out, you may want to take advantage of the minimum in the listing advertising to gather in the short term a certain number of access.
Benefits of listing advertisement
There is an immediate effect
Aim for a target to Pinponto
Disadvantages of the listing advertisement
Costly (advertising costs) is
Because it is recognized that it is "advertising" to the user, it is difficult asked to click
The first step of the WEB promotion! What is "listing ad"?
Affiliate advertising
And affiliate advertising, posted a link Web site or blog, such as the e-mail magazine, is the type of ad that reward is generated by the user of the conversion, which came from the link. Is at the stage where the user is seen as other Web advertising does not occur advertising fee, conversion (document request, sample billing, and so on) is the first time advertising fee is major feature is that it does not occur.
In BtoC direction of advertising methods, especially membership registration or obtain information, use of the time to encourage the purchase from the EC site will match.
When advertising an affiliate ads, basically will be to use the services of ASP, ASP usage fee will incoming monthly fixed costs, there is a risk that not even published not chosen to affiliate through the ASP.
The advertisement of the advertising destination, there is a large "corporate site" and "personal sites", a corporate site derived from such e-mail magazine that was issued to registered members to the Web site. In the individual site, it is in many cases be induced in such as banner from the introduction page or blog post of products and services.
Benefits of affiliate advertising
For advertising costs until the conversion does not occur, it can be kept low CPA
Disadvantages of affiliate advertising
Fixed monthly expenses (ASP usage fee) is applied.
Me and not chosen to affiliate not even be
Affiliate there is a need to check or not the unauthorized display and hype.
Ad network Ads
The ad network advertising, the ad delivery network, which gathered more than one advertising medium, is the advertising methods at the same time ad delivery across multiple Web sites.
Typically, advertise to a plurality of media, it is necessary to perform each of the media and a separate contract, different specifications by further advertising format also each media, fee form is also falling apart. By using an ad network advertising, is left in a batch of these in the ad network of skill in the art, you can receive the advertising effect (result) data of different media in the same format.
Benefits of ad network ad
The ad can be served simultaneously to multiple media in the contract with one company
Disadvantages of ad network ad
Because the uniformly published in media with Addo network entity, the target is advertising in different media, waste occurs
SNS advertising
LINE, Twitter, is intended to advertising ads on SNS (social networking services), such as Facebook.
The user, for registering a profile upon use of SNS, you can advertising and targeting based on the information. In addition, to aim the diffusion by the user.
The benefits of SNS advertising
Advertising costs are relatively inexpensive
Expected users of the diffusion effect
Disadvantages of SNS advertising
For a relatively young user base of SNS is in Japan, difficult to advertising the products and services of middle-aged and older for
Placements are also in Twitter! Procedure passing a promotional tweet
Pick off a Look user! Flow of up to advertise on Facebook
Retargeting ad
The retargeting advertising, is that the ads displayed on a Web page, which also displayed in a different Web page that same user has visited. It is a technique to increase the awareness and appeal of the visitors.
In particular, in the case of the products and services of BtoB, once, so do not be too thought that to buy them on the spot immediately to visit the Web site, the reliability of the site to carry the foot again and again to the site it is important to raise.
Works of retargeting ads, leave installed the JavaScript tags and image tags to the Web site, and then grant the cookie written a specific ID (cookie) to the browser you are using of the user who visited the site. The browser with the cookie is what that to deliver a retargeting ad Once you visit a page with the advertisement frame.
Benefits of retargeting advertising
Be a trigger that many times to users who are interested get to visit the Web site
It is chasing a user that did not conversion
Disadvantages of retargeting advertising
User feel a nagging, there is likely to be counterproductive
Once, not to show ads only to users who may be visited
E-mail marketing
E-mail marketing and is, literally, in the marketing method using the mail, e-mail magazine, and step-mail.
Or the essence of the e-mail magazine, and back-calculated from the final goal (conversion of such purchase), us to act if you give any information to you? It is to continue to deliver to think strategically.
Benefits of e-mail marketing
You can start at a low cost
High ROI can be expected
Disadvantages of e-mail marketing
Measures can not be performed unless you get the email address of the prospective customer
Hardly out immediate effect, it will require long-term investment
Such as creating a delivery schedule, it takes time and effort
More details about e-mail marketing, because it is summarized in the article below, please visit.
E-mail marketing is it? Success stories and goal-setting method was aggregated and more!
Social media measures
Now it has become commonplace to take advantage of the SNS media in BtoB companies.
Companies are there that are two to consider as a method of utilizing social media in Web marketing. One is advertising to the SNS advertising, it is another of companies account operation.
As a major SNS, Facebook (Facebook), Twitter (Twitter), Instagram (in static grams), LINE (line), but there is such as, respectively, different characteristics of user trends and SNS function, its products and services and match it is important to choose the SNS to be. For example, Facebook is often real name registration, in the case of Japan, it is said to be suitable from that age of the user is also 30 to 50 generations often in promotion of the products and services of BtoB.
And products and services (including the proposal of the applications), sale information, campaign information, adoption information, staff diary, current affairs story, such as a quiz, and the prospects and existing customers to continue to post for your company and products and services as a communication tool, let's use as a promotional tool.
On the other hand, regardless of the presence or absence of SNS operations in-house, it is also important in flames measures in the SNS. From the content that originated from a company account on the SNS, of Companies in offline-compatible (for example, customer support), to such as the contents of the advertisement, one of the user becomes the beginning, we have a series of cases that result in flames in no time.
Or determine the SNS of operational guidelines, such as is determined in advance of the flow at the time of the fire, it is advisable to reserve in advance to take measures in cooperation with other departments.
More details about the fire protection of the SNS, so you are summarized in the article below, please visit.
Myself tomorrow. Flow when the SNS is up in flames, Are you develop?
9. the migratory policy?
Even if the user visited the Web site, after seeing only the page, but that would be moved to another site called a "bounce", and bounce rate is high, you want to know the user of the page information will be also considered the case that away happy and everything, but when considering the conversion of the Web site, asked to browse the many pages of the possible Web site, asked to know more information about products and services, because there is a need to have with the reliability, measures that do not bounce is becoming important. If good migration of the Web site, we have an increasing number of nature and the entire Web site of PV and stay time.
Specific migration policy is first that the structure of the Web site'll make the mesh link structure. Not from the hierarchy of the above only link to the hierarchy of the lower, or put a link button to the "breadcrumbs" and the bottom of the page above in the hierarchy, let's consciousness as a link if any related information to another page .
Method of inducing to the high evaluation page
https://mtame.jp/content_marketing/how_to_navigation_summary
User asked to migratory a Web site, in order to eventually lead to conversions, LPO, measures such as EFO is also required. Each, we describe in more detail below.
LPO
The LPO, which stands for Landing Page Optimization / landing page optimization ", the inflow destination = from the Web advertising, such as listing advertising landing page in order to conversion (anchor link to the relevant part of the lower part of the glossary) in, visited page to attract the user's interest, it refers to measures to improve the page so as not to be detached.
Frequently the in-conversion in landing page, Quote, sample claims, is the purchase. Landing page, users Let's concise enough information to conversion. More specifically, for example, is required elements, such as the following.
The main visual, catch Koppi
Problem-defined messages, such as calling the user of empathy
Presentation of products and services as their solutions
Appeal of the features and strengths of products and services
Appeal of reliability (such as proof of experience, customers of voice-data)
Introduction benefits (discount, try Us Free, gifts, etc.)
CTA button (your application, such as a document request)
However, even if the much LPO, in the first place if keywords and landing page that was set up at the listing ads and SEO is if far from the contents to be provided to the user, does not decrease withdrawal rate. Review and of keyword selection, let's also consider measures such as preparing a plurality of landing page for each keyword.
WITH
The EFO stands for "Entry Form Optimization (input form optimization)," To put it simply, is that of measures to facilitate the form submission by entering the user the input items without feeling the stress until the last.
In many of the Web site, so I think it is often to set the "Contact Us" as a conversion, only to improve the form, you can increase the conversion rate with a jerk. On the other hand, although I got arrived in the form to the user great pains made the migratory policy, where it ended up is disengaged to give the stress, everything will become to naught.
Form, because it is one of the few means that Web site operators to obtain the personal information of prospects, but just as much information as possible you want, when we stand in the position of the side to enter, or often input items Komakaka' If you or become troublesome, there is also a possibility that stop in the middle of the form submission.
The basic idea is to "get input and sent without giving stress to the user." To be more specific, or reduce the input item, is that I'll omit the trouble of input, such as to select the pull-down and check box (of course, it is important that not too much the number of choices).
More details about the EFO, so are summarized in the article below, please visit.
Effective for simple! The EFO?
Effective tool introduced to 10.Web marketing
CMS
The CMS, which stands for "Contents Management System (content management system)", you can create and publish Web pages easily without any knowledge of HTML, refers to the update can be tool.
Web marketers, or originated the timely information, such as new product information and campaign information, such as to improve the Web site by feeding back the access analysis results, we need to do a updating of the Web site as a basic business .
Not just simply to update and operate the Web site, but you must also carry out such inquiries of management and the number effect measurements, the CMS It may also have a such function, Web marketing person in charge of the business burden us with a significantly reduced.
Benefits of CMS introduction
https://mtame.jp/martec/a290
Marketing automation (MA) tool
For one person one of the "prospects", to provide the necessary information in response to each of the study stage, but is called a "lead donor Charing" that were grown to purchase step get to "customer", this We want to make the management of the lead donor tea ring is marketing automation (MA) tool.
Marketing automation (MA) tool, the marketing activities in customer development us to visualize and automate, but want to follow the prospect is the perfect tool to companies with trouble such as manpower is not fully follow insufficient. It is a paid tool is large, but has come out free stuff.
More details about marketing automation, so you are summarized in the article below, please visit.
The marketing automation? Knowledge collectively required before introduction
Access analysis tool
Corporate site, individual site, EC site of products and services, such as Own media, is a tool for performing an analysis of the user's access status to the Web site owned by the company. The famous " Google Analytics It is (Google Analytics".
Not only how much there is an access number, to understand by using the access analysis tool until you are taking any kind of action the user who visited the Web site, conversion the number (rate) will continue to knead the Web site improvements in order to connect to up.
Google Analytics, which has come out a lot of Web pages and books that explains how to use, for anyone who's a time to analyze yourself , so that out also tools that will be set up to improve policy by analyzing the access analysis results automatically, you may try to take advantage.
AB test tool
AB testing and is, mainly in the marketing techniques used as measures to improve the landing page (LPO), almost part of the content of the same design (image and catch phrase, the size of the button, color ring, etc.) two of which were changed which is that to compare or promote a more user behavior. You can improve the conversion without spending money.
Function can effect the measurement of the AB test in Google Analytics that was introduced in the above there is a (web test), it can be done AB test to compare two of the Web page for free. For free AB test tool is not much in addition, you may want to consider a paid tool if you want to more full-scale test using here.
11.Web Marketing Glossary
Here, we introduce summarizes the terms you want to know in making the Web marketing.
[Beginner] Web marketing glossary
Among the terms that come out well in Web marketing, it has put together a basic term you want to know the minimum. Beginner, such as those of freshly made to Web marketers, first let's holding here of the term.
access analysis
Corporate site, our products and services site, EC site, Own, such as media sites, to analyze the behavior in the user's inflow and sites to Web sites that involved in their business. Analysis results will continue to improve the Web site in order to increase the conversion (page anchor link at the bottom) from.
Attribution analysis
Measures other than such as advertising in contact just before the conversion be included refers to the analysis technique in order to appreciate the contribution to the conversion.
Ad network Ads
By the plurality of advertising media and the combined ad delivery network, it refers to the technique at the same time ad delivery across multiple Web sites.
Affiliate advertising
Web site or blog, posted a link, such as the e-mail magazine, is the type of ad that reward is generated by the user of the conversion, which came from the link.
Impressions
It refers to the exposure the number of Web advertising. Users visited Web page, the ad will be counted as one impression and is displayed once.
engagement
This means the connection between the user and the brand or company. A high engagement rate = is that there is a high interest in user companies and brands. Users or me to comment or did a "Like" can be said that there is a high engagement in the SNS.
Own media
Originally, triple media (paid media, OWN media. Earned media) out of the media (its own site, such as e-mail magazine or newsletter) that owns in-house, but refers to, Speaking of recent years of Own media in Japan, refer to a blog type of information providing site for companies to operate is common.
Organic Search
Among the search results of a search engine, the portion excluding the listing advertisement.
Customer Journey
The user refers to the purchasing process up to the purchase from the recognition products and services.
Cross-media
Corporate site, SNS, EC site, landing page, e-mail magazine, television and radio advertising ... such as, beyond the boundaries of others and Web media, refers to the advertising strategy to perform across multiple media.
content
It refers to the contents of the web site and e-mail. Sentence as well as photos and videos, it is often referred to as also a variety of formats, such as material content. By enhancing the content, open access and e-mail to the site, of course, aim the conversion (CV), such as downloads inquiry and documentation.
Content marketing
You can solve the problem of potential customers, or to provide the desired information to build a relationship of trust with potential customers, it is the marketing technique to continue to develop as a fan.
Conversion (CV)
Visitors of the Web site, contact us and membership registration, document request, such as a purchase, it refers to take action desired by the company. Number of conversions the number of people that caused these actions from the Web site, the ratio of total visitors is called the conversion rate.
Satellite site
Apart from the corporate site and EC site, it may be made by independent service site or product site, but it refers to these. There is aim to improve the conversion by providing a wealth of information about products and services.
Thank You Email
Inquiries and document request, member registration, purchase, such as e-mail of thanks for that the user has us taking some action (= conversion) on the Web site. Case to be delivered automatically in many cases. However, not only convey the gratitude, that describes the information (URL of the product recommendation and popular content) of + α, you can aim the additional Web marketing effect.
Small keyword
Big keyword in the antonym of, the number of searches in the search engine is small but less competitive, there is a trend likely to be higher-level display by performing the measures. Specific word than the combination of two or more words.
Step e-mail
Depending on the degree and actions of consideration of individual users, multiple e-mail with a pre-prepared in advance the story, refers to the mechanism that will automatically send along the schedule you set.
session
Up to the user who visited the Web site is removed from the access counts and one session. Then, if you come back to the same site in less than 30 minutes are included in the previous session, if you re-access from standing for more than 30 minutes, will be counted as 2 sessions eyes.
Description
In the search results list is the short description that appears below the title. It is to say from the display space 80 to 100 about the character is good, there is a need to devise a language, such as users will want to click on the page. Is one of the in the HTML those described as meta-information.
Straight kaesa rate
Users who visited the Web page refers to the percentage that did not migratory the other pages within the site.
Display ads
It refers to the type of advertising that is displayed by the image and video to the determined position of the Web page. Unlike listing advertising, it will be displayed in a certain period of contract.
Text ads
This refers to the ad you run only character without the pictures and videos. Often to insert a link, you can simple to me in a space-saving.
tracking
It refers to track the behavior of users (prospects). It is done using a system such as marketing automation (MA) tool.
Internal link
The same Web site (in-house site, its EC site, etc.) of the link connecting between the pages of it. Link source also link destination is also a page in the same site. This internal link is also an important SEO measures. For example, the page of the displayed under the hierarchy in the search results, asked to migratory the site by spring the internal link to create a site map page to view the breadcrumbs, you can tie to conversion.
Native advertising
At a glance rather than advertising, such as can be seen with it (banner advertising), as referred to in the newspapers and magazines of "advertorial", it refers to the appearance of the advertisement, which was integrated into the Web site as content.
Big keyword
Generality is high in the search, the search number of times a lot of keyword things. In performing SEO measures, the minute that aim a lot of users, the competition site is large, the effect tends to difficult out.
Viral marketing
Is the executable laid cormorant marketing techniques consider the scenario, such as get to spread the "word of mouth". Such as the introduction campaign will hit on this.
Press release
Mainly, such as new products and campaign information to the press for, it summarizes the well-known information you want. There is also a press release distribution site that can be used free of charge, to aim the PR and visibility up if things go wrong. It is also referred to as a news release.
Page views (PV)
It refers to the number of times the page is opened. Web site is used as a general measure of whether seen how much the user.
Persona
"For products and services for companies to offer, the most important and iconic user model" will be used in the sense of.
White Paper
Analysis of the market environment and technological trends, discussion of case studies and best practices, which means the document that summarizes and detailed comparison with other products. By attaching a form that asked to enter personal information in order to download, you might aim the acquisition of the e-mail address.
Meta tag
A type of tags used in HTML, write the contents related to the entire document. The search engine because it is one of the material that determines the search order the meta-information, is an important information in performing SEO measures.
Number of unique users
The number of users who visited the Web site during a certain period of time. Such as to identify the user from the IP address of the PC, the same user will be counted as one user even if many times visit.
Landing page (LP)
Search By from the results and Web advertising pages that users visit, only one to two pages up to induction are summarized in the compact Apart from such corporate sites and EC site, for the landing of products and services to the features and the purchase page it is often to prepare the page.
Listing advertisement
Is that of search advertising. Those ads linked to Web pages that the user is viewing the keywords and search are displayed, you can expect to be able to show more ads tailored to your interests.
Retargeting ad
The ads displayed on a Web page, the same user that is also displayed in a different Web page visited, it refers to the technique to enhance the appeal and awareness of visitors.
Lead qualification
It is to sort the prospects (leads). In particular, from among the prospects collected, sorted the layer you are in the stage of us to purchase, ShisaA k 儒中 standing by passing the sales department can be expected.
Lead generation
Expected is to collect the customer (lead). Or advertising the advertisement, sample, document request and inquiries from the Web site, and answers to exchange business cards and surveys at the exhibition, there are a variety of touch points (contact) method.
Lead donor Charing
It is to prospective foster customer (lead) (donor tea ring).
Among the demand generation to create the opportunity, it refers to the marketing activities for the purpose to enhance the study of the prospects using a variety of techniques.
Li - the number of switch
Is a measure that indicates how you view what the user in Web advertising. It will be used as an effective metrics, such as banner ads.
Rewards ad
When a user makes a such as clicking to browsing and document request the ad, advertisers reward to the medium is paid out, the user is the pay-per-action ads work that get and Point.
Withdrawal rate
Users who visited Web pages, refers to the percentage that would directly off the site but did not make the conversion.
Referrer
It refers to the link source of the page when you visit another page by clicking a link in a Web page. It is important information to know whether the user has visited a Web site in any route.
Long tail
In product sales and SEO, for the hot-selling and big keyword, sales refers to the small or have low search volume niche products and keywords. In addition, it refers to a strategy to ensure the profits with them well.
ASP
Stands for "affiliate service provider (affiliate service provider)", it refers to the operators to act for the payment of contracts and advertising fees to mediate the advertiser affiliate advertising (such as companies) the operator of the blog or Web site.
CRM
Stands for "Customer Relationship Management (customer relationship management)", once, rather than end to sell products and services, it refers to a marketing technique that is based on it to continue to build the relationship between the customer and the company.
WITH
Stands for "Entry Form Optimization (input form optimization)", is the measures the user to easily form submission by entering the input item to the end without feeling the stress.
PDCA
Plan (Plan) Do (execution) Check (evaluation) Action words that arranged the first letter of the (improvement) in, is also the way referred to as "PDCA cycle". This cycle has been said that it is important to "turn round and round, continuously improving". To plan measures of Web Marketing (P), After running (D), be sure to effect measurement (C) is also done, that lead to improvement (Action), let's increase the effectiveness of the second lap later.
PPC advertising
Stands for "Pay Per Click advertisement (pay-per-click advertising)", Web advertising among the, This refers to the user of the type to pay the advertiser advertising fee Once you move to the advertisement site by clicking on the ad.
SEO
Stands for "Search Engine Optimization (search engine optimization)", it refers to optimize the content to their site to the top is published by the search engine.
SEM
A substantially, marketing techniques to increase the visitors from the search engine to its own Web site of "Search Engine Marketing (search engine marketing)". More specifically, using, for example, SEO and search advertising, by linking the user search word and service and sales sites, is such that an attempt to promote the use and purchase.
SWOT analysis
In words that were side-by-side Strength (strengths) Weakness (weakness) Opportunity (opportunity) Threat (threat) acronym, it is one of the current situation analysis in corporate strategy. To organize the inside and outside of their own situation to determine objectively is the analytical methods to help thinking the corporate strategy.
SWOT analysis
https://mtame.jp/marketing_foundation/a126
3C analysis
Customer (markets and customers) Competitor (competition) which was taking the Company (its) initials, term this 3C analysis will come out well in marketing. It is often used for their analysis in order to produce a Web site.
Web Marketing Glossary
Other than those covered in the beginner, we introduce the general terms of Web marketing you want to know If you have a little familiar.
Click-through rate
It refers to the click rate when the Web ad is displayed. You will be asked in the "clicks ÷ impressions (the top of the page to the anchor link)".
Ad Rank
An indicator to determine the ranking of listing advertising (the top of the page to the anchor link), you will be asked in the "bid × Quality Score (page anchor link at the bottom) (Quality Index)".
Cost-per-click
It refers to took advertising cost per click. It is a measure of order to carry out the effect measurement of advertising, which is determined by the "cost ÷ number of clicks".
Cost-per-acquisition
It refers to the costs of conversion per 1 in Web advertising. You will be asked in the "cost ÷ number of conversions".
Quality Score
Listing ad is one of the factors that determine the ranking of the (anchor link at the top of the page), of the contents of the convenience and ads and keywords and Web page of the landing page to which the linked from advertising (the top of the page to the anchor link) such as relevance, it is the what the user has quantify the good or bad of quality as a point of view in which information and advertising relationships that demand.
Frequency
It refers to the frequency of contact between the Web advertising and unique users (the number of times).
Recency
It refers to the contact distance between the Web advertising and unique user (time).
KPI (key performance indicators)
It is the key performance indicators. Settings such as cost-per-acquisition as an indicator, do the effect determined by comparing the before and after measures.
ROI (Return on Investment)
For dropping the advertising cost is a measure of how much of the profits went up. You will be asked in the "income ÷ costs".
For Web marketing glossary, see also this article.
This just want to know! Web Marketing Glossary beginner's class
Learn about fun 12.Web marketing industry
Web marketing industry is a new industry. Then, the center of modern marketing is found in many companies because it is a digital marketing, is also the industry is expanding.
A number of vendors, including venture companies, released a service that Sekisazanami to Web marketing, that aspect has the shape of a chaos. Here, the bird's-eye view of the entire Web marketing industry, let's take a look at the trends.
Chaos map "now" comes into view of the digital marketing industry
The chaos map, that of industry map to a focus on online advertising. Originally, "chiefmarketec.com (link: https: //chiefmartec.com/)" that started editor-in-chief of the United States of marketing media is created in 2011, is what every year, has been updated. To mimic this, it has also been created chaos map obtained by mapping a different categorization.
10 May 2017, has finally appeared Japan Version chaos map. Those that are under-Works Co., Ltd., engaged in the digital marketing consulting was created and announced, it has been categorized in the following 10 areas of 272 products and services.
Field
Advertisement
optimisation
Data acquisition support
Channel Management / Hospitality
Customer / data management
Content Management
Network / infrastructure / app
E-commerce
BI / data analysis
Tagumane / Suites
Now because the services available to Web marketing in Japan is almost exhaustive, it is useful when the company is to consider what are likely to need those not yet introduced. Chaos map can be downloaded from the following.
Marketing Technology chaos map JAPAN 2017
Latest industry trends of digital marketing
From Japan version of chaos map of the above, and large classification to count the number of service separately, now as follows.
Sectoral service number
Ads: 38
Optimization: 27
Data acquisition support: 18
Channel Management / Hospitality: 44
Customer / data management: 23
Content Management: 23
Network / infrastructure / apps: 35
E-commerce: 17
BI / Data analysis: 35
Tagumane / Suites: 12
Japan version of chaos map is still changing, such as still increase or decrease and prosperity because there is only one 2017 edition will not be confirmed, the ad is the top 3 (38), network / infrastructure / application (35), BI / data analysis (35) , is a speaking seems to have become a trend in Japan of Web marketing now.
In the future, if it is continuously announced that Japan Version chaos map, will more trends close to the real-time will be able to grasp.
13. Conclusion
Above, we discussed the basic knowledge of Web marketing you want to know if the people involved in Web marketing in Japan.
Because digital technology has advanced every day, you should come out also new services and marketing techniques in the future. While tension the antenna to that information, strive to understand their faced problems, I think we may continue to introduce what was commensurate with the internal resources and budget.