Online Marketing

What is Online Marketing?

The Internet has brought many unique benefits to marketing, one of which being lower costs for the distribution of information and media to a global audience. The interactive nature of Online Marketing, both in terms of providing instant response and eliciting responses, is a unique quality of the medium. Internet marketing is sometimes considered to have a broader scope because it refers to digital media such as the Internet, e-mail, and wireless media; however, Online marketing also includes management of digital customer data and electronic customer relationship management (ECRM) systems.

Online marketing ties together creative and technical aspects of the Internet, including design, development, advertising, and sales. Online marketing does not simply entail building or promoting a website, nor does it mean placing a banner ad on another website. Effective Online marketing requires a comprehensive strategy that synergizes a given company's business model and sales goals with its website function and appearance, focusing on its target market through proper choice of advertising type, media, and design.

Online marketing also refers to the placement of media along different stages of the customer engagement cycle through search engine marketing (SEM) and Pay Per Click Advertising, search engine optimisation (SEO), banner ads on specific websites, e-mail marketing, and Web 2.0 strategies.