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Developing an Audience: Part Two

Internet Marketing


Internet marketing, also known as online marketing or e-marketing, is the process of promoting your company’s brand, goods, or services using the web. It has grown exponentially over the last several years, to the point that it has become one of the primary marketing tools for many businesses across the globe. 

The appeal of Internet marketing is threefold. First and foremost, it is relatively inexpensive for what it does.  In many cases – some of which we’ll touch on shortly – online marketing can be accomplished at zero cost. Secondly, its reach ability is second to none. The Internet has the power to connect your business to millions of people around the world. Lastly, it can be measured using web analytics so that you can assess the performance of any given campaign. 


Types of Internet Marketing:


Email marketing

A form of direct marketing, e-mails allow businesses to communicate personal, promotional, or educational messages to a particular audience. This is often accomplished using a list of current or prospective customers that has been purchased or collected over time. E-mail marketing is considered a more efficient and cost-effective strategy than regular mail due to the limited number of resources it requires.   

Display Advertising

This refers to banner ads that are featured on alternate websites (i.e. not the company’s site).

Search Engine Marketing

Search Engine Marketing, also known as SEM, involves pay-per-click advertising and/or paying to feature a website as a sponsored link at the top of a search engine results page.   

Search Engine Optimization

Search Engine Optimization, or SEO, is an unpaid, organic process that causes a website to rank highly on a search engine results page. Typically, the higher a site is ranked, the more visitors it receives.  Several factors play an active role in SEO, including:
  • keyword density: i.e. using a balanced number of frequently searched keywords or key phrases in an article or on a webpage
  • meta descriptions: a concise snippet of what a webpage is about (used in search results)
  • cross linking: linking to other relevant pages of your website
  • new content: continuous updating of webpages to keep content relevant
Social Media Marketing

Social media websites such as Facebook, Twitter, Linkedin, YouTube, and Google+ have taken off in recent years. Many businesses use these various channels to attract customer attention and drive traffic to their company websites. The best part? Most popular social media websites are free for business users, making them a cost-effective component of any full-circle marketing strategy.   

Despite the dominating role the Internet plays in today’s society, many business owners are still hesitant to incorporate online advertising into their annual marketing strategies. However, utilizing effective and engaging online marketing tools is a must in today’s technology-centric world. With many customers now accessing various online portals using their mobile phones, Internet marketing will only continue to grow and evolve. Now is the time to shed your fears and get active online – your customers (and business!) will thank you.