Online marketing, also known as Internet or digital marketing, involves using the Internet to promote your business. The goal of online marketing is to spread awareness about your business and its products or services via the Internet.
The bigger picture of online marketing involves:
Search Engine Optimisation (SEO): Optimising your website to appear higher in search engines.
Paid by click advertising in search engines. The little ads you see when you do a Google search. Paid-for inclusions on other people’s websites and web pages; these also include RSS feeds.
Directories & Listings: These include free listings such as TrueLocal, Hotfrog and the White and Yellow Pages, portals and lead generations, rating and review websites and paid listings such as Yahoo’s directory listing.
Opt-in Email or Permission Marketing: This includes lists you either pay for or are rented in-house lists you may have. Co-branded lists or sponsorship within emails, so there may be a newsletter that is going out and you have an ad that appears in that newsletter.
Online Marketing: Google AdSense, Microsoft advertising and Yahoo ads; there is also affiliate marketing that can be done online and online sponsorships of sites, pages and banner ads.
Viral Marketing: This includes buzz marketing, # tagging a particular topic, or liking a particular page on Facebook, commenting on a particular video on YouTube – this could all be considered buzz marketing. Word of mouth, sending out SMS or text messages or passing on email or email chains are all part of viral marketing.
Online PR or Social Media Marketing: This includes press releases or white papers your company organises, any articles that have been written, blogs your company has appeared on such as LinkedIn, Blogger, WordPress or Squiddo. And your online PR also includes brand protection, which could be seen in portal representation or forums such as Whirlpool.
All of these factors or parts come in to helping with online marketing and strategy, and will give you the best chance of being able to be found online. Using these marketing activities and these integrating marketing communication strategies all comes together to tying back to your website and helping you to be found listed as #1 in Google.