Online marketing represent a set of tools and methodologies used to promote products and services through the Internet. Online marketing includes a wider range of marketing elements than traditional business marketing, due to the additional marketing channels and mechanisms available on the internet (Techopedia, 2021).
Online marketing is the practice of using web channels to spread a message about a company’s brand, products or services to its potential customers.
The methods and techniques used for online marketing include email, social networking, display advertising, search engine optimization (SEO), Google AdWords, and more. The goal of marketing is to reach potential customers through the channels in which they spend their time reading, searching, shopping and socializing online (Optimizely, s.n.).
A key benefit of using online channels to market a business or product is the ability to measure the impact of any given channel, and how visitors through different channels interact with a website or experience a landing page. Among the visitors who turn into paying customers, an additional analysis can be made to determine which channels are most effective in acquiring valuable customers (Ibidem).
Online marketing is different from traditional marketing in many ways. The main difference between these two types of marketing is that online marketing often strives to add value to its viewers, while traditional marketing usually only aims to increase sales. An example of online marketing could be a blog post created by a cleaning company that educates viewers and potential customers about the importance of non-toxic cleaning ingredients. On the other hand, the traditional marketing version of this example would be to simply insert an ad in a newspaper asking readers to buy the cleaning product (Copypress, s.n.).