The Web Marketing Tree

To create a good online marketing strategy, it is certainly very useful to apply the model of the Web Marketing Tree, a fundamental marketing model for both marketing managers and a web agency such as ours, since it identifies all the activities that can be activated on the Web, whether for a single campaign or for a more articulated strategy.

Web marketing tree: what it is and what it is for

Developed from an earlier American model, the Web Marketing Tree model is useful for creating an effective and innovative marketing strategy that takes into account all aspects of the digital industry and their importance.

The thinking behind this model is that just as the farmer must have a solid trunk, strong roots and branches for his tree to bear the desired fruit, the marketing manager also cannot expect to invest in only a few strategic actions and achieve great results. In fact, in web marketing, all components of the system are relevant and useful, whether for activating a corporate strategy with a corporate character or for an individual campaign.

How to read the pattern

The Web Marketing Tree model should be read just as if it were a tree:

  • Roots: represent the essential components of a website, including brand, design, CSM (Content Management System), i.e., the back-end of the site, which must be fast and simple, and finally, content, which must be original and well-organized;
  • Trunk: is represented by the website; parallel to it are any landing pages and apps (the sprouts);
  • Fronts: represent the 6 main areas of web marketing

These 6 main areas are:

  • Display Advertising: is the most traditional form of advertising. It developed about fifteen years ago inside news portals and translates as the occupation of web pages by banners and visual (display) content. Today, several innovative tools can be relied on to carry out such campaigns, such as RTB (Real Time Bidding) technology , a true real-time auction, or tracking banners, which show targeted advertisements to the user.
  • Search Engine Marketing: web marketing activities that help increase visibility and tracking on the Web. They can be distinguished into SEA (Search Engine Advertising) activities, such as Google Ads, i.e., paid ads, and SEO (Search Engine Optimization) activities, such as on-site activities and link building, which enable a more organic and “natural” search engine ranking.
  • Direct Marketing: mainly represented by Direct E-mail Marketing (DEM), focused on sending promotional e-mails and newsletters to its customers. Recently, so-called Proximity Marketing is also used, which acts on a precise, well-defined geographical area.
  • Social Media Marketing: includes all major social platforms on which advertising campaigns can be activated.
  • Web Reputation: that is, understanding how our brand, product or service is perceived on the Web. This includes actions involving digital PR, influencers or the creation of white papers and the use of monitoring tools.
  • Web Engaging: these are typically B2C actions aimed at attracting users (e.g., contests, surveys, interviews, questionnaires…)

In short, the Web Marketing Tree model is quite complex and difficult to manage completely in its entirety. Consequently, it would be best to rely on a digital communication agency, made up of professionals in the field who specialize on the different areas.

The Traditional Marketing Tree

There is, however, still a significant portion of customers that cannot be reached online. For this reason, we developed another model based on traditional marketing, the Traditional Marketing Tree, structured as follows:

  • Roots: the brand, the advertising graphics and the message itself, created with a reasoned and effective concept
  • Trunk: the advertising campaign
  • Fronde: the marketing efforts that have characterized the industry for decades.

Here, it was preferred to make a distinction between two different types of actions:

  • ATL (Above The Line): activities involving large-scale audiences and, therefore, mass media. This includes events, newspapers, radio, television (on which there is also the possibility of sending commercials also in On-Demand and Addressable versions) but also billboards on public transportation, all activities therefore offline.
  • BTL (Below The Line): less mass activity and more instead direct marketing. These include graphic production, press office activities, traditional direct marketing (leafleting, telemarketing and guerrilla marketing) and sponsorships.


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