Online Marketing


In an online marketing strategy, businesses use the internet to reach a target audience and drive specific actions. Online marketing begins with a branded website, then expands to include several visibility-driving omnichannel activities. Today, online marketing is an inherent part of the marketing profession. Businesses cannot properly market themselves without an online presence.

The website sits at the center of an online marketing strategy. It serves as a reference point for consumers and a sort of home base for all other marketing activities. With an optimized website in place, businesses can build links between the website and other online marketing activities. Online marketing strategies may include the following elements:

  • Email marketing
  • Social media marketing
  • SEO
  • Paid advertising
  • Social media advertising
  • Content marketing

Marketers can break these broad categories down further to create campaigns designed to drive traffic to a website orlanding page with a goal of generate leads, and encourage conversions. Content marketing, for example, includes several types of content and possibilities for channel distribution. Each online marketing activity provides a different marketing asset. Social media marketing builds community, SEO builds visibility, email marketing drives traffic and builds trust, while content marketing builds thought leadership.

Successful online marketing activities share a few common characteristics. They provide relevant and consistent information to a target market, deliver an optimized user experience, and feature strong branding.

Businesses don’t always get to choose between having an online brand presence and abstaining. Thanks to review sites such as Yelp, TripAdvisor,Captera, and Angie’s List, consumers will find something about a product or service online if they search for it. Instead of leaving marketing activities up to potentially unqualified reviewers, businesses of all sizes need a basic web presence at a minimum.

Online marketing serves to connect with consumers, build brand recognition, and earn customer loyalty. Brands that take advantage of the value within online marketing efforts can start building visibility and generating brand recognition on day one.

IMA has listed several marketing technologies on Martec Showcase and marketing service providers on our vendor directories to help support your online marketing efforts.

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