Online marketing

What are the best alternatives to Facebook?

We once used phone calls and text messages to carry out all our communication, now our private conversations are largely digitalized and carried out almost entirely online. We write to each other via messenger apps and share photos, thoughts, and feelings on social networks. But because all our private communication now takes place over these digital channels, we now need to think more about our data protection and privacy settings. Facebook, the kingpin of social media, has been constantly criticized in this regard – so we’ve compiled a list of alternatives to Facebook for users who have had enough. [...]  

SEO basics: what is black hat SEO?

Today you launch your website and tomorrow you’re ranked at the top of the list of search results? This is every website operator’s dream, but it’s sadly not that easy. SEO is an effective and sustainable marketing method, but it takes a while before the success starts to show. Some marketers use black hat SEO techniques to accelerate this process and in doing so are taking a big risk. [...]  

Social selling: business relations on the social net

Purchasing decisions are rarely made out of the blue. Customers usually go through a decision-making phase, during which it’s up to the company to convince the customer of their need for the product. This is most effective when you present yourself and your products as trustworthy and honest as possible – particularly on social networks, where your target group conducts research, asks for recommendations, and seeks advice. Social selling allows you and your company to take on the role of the expert consultant. Find out how it works. [...]  

Microblogging: a new way to blog

Microblogging is a form of blogging that involves publishing short, quick-to-the-point messages. A variety of apps and websites use microblogging and thereby attract millions of users. But what is behind the immense success of microblogging platforms? An introduction to the most popular and widely-used microblogging services and how to use them. [...]  

What is the Alexa ranking and how can I improve it?

The Amazon daughter company Alexa Inc. collects lots of data relating to how often and from where a website is visited, and then builds a ranking list from this data. But for many website operators, the Alexa rank is a bit of a mystery. How does the internet giant actually calculate the ranking, and what exactly does it signify? This digital guide offers the best tips and measures which can all help to improve your Alexa ranking. [...]  

Keyword Planner: 5 alternatives to the Google tool

Google‘s Keyword Planner has already undergone numerous changes; new features have been added and existing features have been optimized. Since the end of 2016, the keyword-based tool has only had limited usability unless you have a larger AdWords campaign. Instead of obtaining exact values for the search volume of reviewed keywords, users of the free edition only get approximate range values that aren’t very meaningful for keywords with little search power. It’s time to look for a suitable Keyword Planner alternative. [...]  

Marketing Basics: Native Advertising

Unlike traditional online advertisements, native ads are designed with both their target groups as well as the context in which they are to appear in mind. Native advertising is most commonly implemented within editorial contexts. Here, it’s important for ads to blend in with their natural surroundings as much as possible. And while this type of advertising needs to be labeled as such, it functions best when users aren’t able to immediately distinguish it from organic content. This is due to the fact adding value for the customer, and not promoting the brand nor the product in question, is the top priority. The overall goal is to increase brand recognition through positive user experiences. [...]  

The most important social media platforms at a glance

Choosing the right channels is the beginning of every social media strategy. In addition to the mandatory Facebook profile, there’s a wide selection of other social media platforms that can help aid in your efforts to further your brand and image. Reaching out to customers and defining target groups are just two of many advantages that these portals can offer. [...]  

Netflix alternatives: the best online streaming portals

Netflix is a veritable institution when it comes to streaming movies and series. And when it comes to their original programming, the label ‘Netflix Original’ has practically become a synonym for quality. But there are a number of Netflix alternatives that also offer either original programming, better value for money, or a greater selection of movies and series. In this guide we’ll discuss the most popular alternatives to Netflix. [...]  

Optimizing websites for voice search – future-oriented SEO

The process takes place rather quietly and unnoticed, but then again, voice search is becoming more and more important for search engines – and also for SEO. Changes in user behavior and the first adjustments in search algorithms that take this trend into account are already noticeable. Future-oriented SEO starts right now with voice search optimization. Get to know the most important voice assistants and learn about the latest trends and the most important measures for optimizing your website for voice search. [...]  

The 1&1 Guide to Online Marketing: tips and expertise for all

There are many options and strategies for marketing content, products, and services online. In addition to traditional outlets (like banners or videos), e-commerce also lends itself particularly well to generating customer attention: methods like search engine, affiliate, and social media marketing are all part and parcel of a good online marketing mix. In our guide on the topic, we’ve compiled important information on the basics of online marketing and have also included plenty of expert-level tips.

Who should use our Online Marketing Guide?

From beginners to experienced professionals, this guide offers individuals of all competency levels relevant tips for successful online marketing. And online marketing basics are just as much a part of this guide as expert-level topics (‘Cloaking–an SEO blackout’ or ‘Canvas fingerprinting–web tracking without Cookies’). Readers looking to set up e-commerce platforms or become online marketers stand to gain a lot with this content. Small and midsized companies aiming to enter the online market or expand their marketing skills will also find useful resources here (e.g. ‘Creating a business plan for your online store’, ‘8 tips for successful online store marketing’, or ‘Successful social media marketing’).

How the guide is structured

The articles are divided into four different subcategories. Under ‘Online sales’, you’ll find texts on how to construct and operate an online shop. In addition to the fundamentals of online marketing, there’s a lot of information on how to upgrade your web store located in this section. The subcategory, ‘Social media’ provides tips on how to win over customers and create campaigns within today’s conventional social media networks. Here, you can find out how to execute different strategies in varying levels of complexity. Under the keyword, ‘Social media marketing’, there are articles on search engine optimization (SEO), search engine advertising (SEA) as well as useful online marketing tips for relevant tools and techniques. The fourth and final subcategory, ‘Web analytics’, covers different approaches and tools for gathering data on visitor behavior and how to create web statistics (e.g. with Google Analytics). 1&1’s Online Marketing Guide is a one-stop shop for clear and comprehensive information on online business and online marketing. 

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