Online Marketing

    Table of contents
  1. 1. Definition
  2. 2. Overview and development of online marketing
  3. 3. Advantages and disadvantages of online marketing
  4. 4. Relevance to influencer marketing
  5. 5. Current tools


Online marketing refers to using Web-based channels to advertise and communicate about a brand. It includes tools, strategies, and methods that let a brand or company reach new audiences. Its methods include items like display advertising, email, search engine optimization (SEO), social media like Instagram, etc.

Online marketing covers a wide array of marketing methods used on the Internet. They cost less than traditional forms of advertising, but the learning curve can be pretty steep. 


Overview and development of online marketing

Online marketing began as soon as businesses took to the Internet. It quickly developed into many forms and formats. Today, the main formats include: 

  • Affiliate marketing which pays for referrals
  • Backlinks which consists of two sites linking to one another
  • Content marketing which consists of creating content to share on blogs and social media
  • Email marketing which consists of direct mail marketing via email
  • Influencer marketing refers to the use of influential bloggers and social media scions to promote branded content and create it
  • Pay per click (PPC) advertising in which the brand purchases link placement and incentivize clicks
  • Search engine marketing (SEM) relates to PPC as a strategy
  • Search engine optimization (SEO) in which the brand focuses organically on specific keywords
  • Social media marketing which refers to campaigns and posts on social media


Advantages and disadvantages of online marketing

Businesses find many advantages to internet marketing. Perhaps the biggest benefit is low-cost. Even small business can afford the price of less than $30 per month for a Twitter ad. This provides a radical difference to traditional advertising which cost hundreds to thousands for print, radio and/or television ads. 

Internet methods provide ease to measure the performance of a campaign. Its tracking properties (e.g. snippet, links, UTM, etc.) can be embedded into its content link and the analytics reviewed in an instant. In contrast, traditional advertising required a consumer focus group or survey to determine efficacy. Many influencer management agencies have their own tools for campaign management analytics

Internet marketing easily allows controlled experimentation on the cheap. A business can a/b test to its heart’s content. They can optimize their online ads for efficiency and return on investment (ROI). 

The bevy of channels available offers something for everyone between Facebook, Google+, Instagram, LinkedIn, Periscope, Pinterest, Reddit, Snapchat, StumbleUpon, Tumblr, Twitter, and YouTube. For whatever content type best suits the firm – photos, text, videos – there’s a channel. 

That leads to the big disadvantage. Online marketing simply isn’t easy to get started doing properly. It overwhelms most small businesses, especially. Some try to use every channel which waters down their message and impression. Some only use one which limits their reach too much. 


Relevance to influencer marketing

Influencer marketing provides an important aspect of online marketing. Using influencers helps extend the reach of all other methods of online marketing, especially content marketing. The co-posting of branded content helps achieve market saturation. Online marketing, like influencer marketing, focuses on the niche.

An influencer management platform or specialized agency can help obtain niche influencers with relevant audience data and content. 

Current tools

The easiest way to get started on your own is by using a professional online marketing tool. This includes app, software, and software as a service (SaaS). Depending on the type of marketing you’d like to test out for your brand first, try the following types of applications: 

  • Email marketing like MailChimp
  • Social media marketing like Buffer or Hootsuite
  • Search engine optimization like Google Analytics
  • Display advertising like Google Ads
  • Search engine marketing like Google Analytics
  • Events & webinars like YouTube, GoToWebinar
  • A/b testing & website optimization like Google Analytics
  • Content marketing like that offered by various public relations firms
  • Video marketing like YouTube
  • Database and marketing analytics like InfluencerDB, Google Analytics

A business may also find marketing automation, customer relationship management, and content management systems to be useful in this case. These work best for companies that require customer support mechanisms.