Online Marketing – Introduction

Online Marketing is one of the pillars of any e-Commerce site. Digital marketing is the most important part of online marketing, which makes use of various online and web based technologies including desktop computers, hand held devices, mobiles and other such digital devices and platforms. Digital marketing helps in the creation of brand awareness and loyalty and also to achieve the online goals for an organization.

The online marketing consists of many small, but potent channels and activities. Social media, Pay per click (PPC), search engine optimization (SEO), content management, digital channels and online advertising are some of the prominent channels. Digital channels mostly include text, audio and video with online advertising are the most popular form of digital channel. Content management refers to the process of maintaining the information on the web pages so that it can be found again without much effort.

Pay per click (PPC) is one of the easiest channels to advertise through. It works through a bidding wherein the advertiser only pays when a visitor clicks on the advertisement. The bidding is done through the use of keywords or phrases on the digital channels and the keywords/phrases have to be relevant to the products and services offered by the website. Search engine optimization (SEO) deals with the optimizing or positioning of the digital channels on the search engines and helps in the enhancement of the websites. Content management refers to the systematic process of publishing and maintaining the content on the web pages so that it can be found again without much effort. These channels are very important in the online marketing process as they ensure a high degree of reach to the audience.

TV ad campaigns are among the oldest of the online marketing channels. Though the concept has changed somewhat with the passage of time, but the results still remain the same. Online television ads are generally in the form of text ads, video ads and banners. The ads are designed in such a way so as to be attractive to the viewers and catch their attention quickly.

Social media are among the most popular of the online marketing channels. This is because of the fact that most of the potential customers spend their time on these sites than any other. There are many companies who are now spending some of their revenue in order to run digital and TV ad campaigns through social media. Other than that, display advertising is also one of the most common online marketing channels.