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What is Internet marketing? An introduction to online marketing strategies

Key take-aways

Today’s Internet marketing, or online marketing is rapidly evolving. Gone are the days when advertising was limited to just print, newspaper and television ads. From social media to Google Ads, new, innovative and inexpensive marketing methods are now readily available to companies, as well as small to medium business owners.

1. What is online marketing?

2. Why is online marketing important?

3. Types of online marketing strategies

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With the right online marketing strategies, small and medium businesses are finding new ways to compete against the big companies.

1. What is Internet marketing?

Internet marketing refers to any form of advertising or marketing on the web. It’s an all-inclusive term for promotions shared via emails, social media posts, paid advertisements displayed on search engines, etc. As users get younger, companies have shifted their marketing strategies to the Internet, where they can reach a larger, more relevant audience at lower cost to traditional advertising options.

With the right online marketing strategies, small and medium businesses are finding new ways to compete against the big companies. Even with a limited budget, companies are able to get creative and effectively reach customers at each stage of the buying cycle. Be it when a consumer is searching on Google while considering a purchase or at the final stage before checkout, they will see your brand at every step of the way.

2. Why is online marketing important?

There is an entire marketing platform with consumers just waiting to discover your brand. Using data analysis and optimisation tools, you can reach the most relevant and qualified customers. With computer programs and tools doing most of the work for you, finding your new customers is just a click away at a lower cost. As a result, you waste less money as a business and generate a higher rate of return on your marketing investment (ROMI).

3. Types of online marketing strategies

In order to make the most of your advertising budget, you first need to lay out your strategy. Set realistic goals and start small. Once you’ve tested your strategies to find what works and what doesn’t, expand to include more types of online marketing strategies

Here are just a few of the most common advertising strategies:

Content Marketing

Content marketing refers to the creation of "natural content" that helps increase brand awareness. By natural content, we mean any form of shareable media that entices customers to interact with the brand. Types of content can include videos, blog posts, infographics, etc. This online marketing strategy is generally less expensive and is used primarily to grow brand awareness and establish a business as a thought leader in their field.

Display Advertising

Every time that you’re on a website and come across a digital display banner with an image or video, this is display advertising. It is a great way to increase product awareness and get your brand in front of a significant amount of people. Display advertisements are generally very eye catching and can be easy to create using Google’s Ad Gallery. Find out more about how to create an image ad in just a few simple steps and easy tips for success.

Email Marketing

The name says it all. Email marketing is simply reaching out to your customers via email. These emails can range from promoting a limited time special sale to sharing of industry updates and thought leadership articles. It’s important to let your customers provide their information willingly, rather than find users based on external email lists. Emails sent to people who have not voluntarily signed up are more likely to be considered as spam.

Paid Search Advertising or PPC

This online marketing strategy uses services such as Google Ads to promote businesses through advertisements that appear on search engine results page. Companies can pay to have their specific text ads appear whenever customers search for a designated term on Google. Often made to seem complicated, paid search advertising can be simple to use and allows your company to tap into that global market of 3.5 billion searches every day.

Learn more about Paid Search Advertising.

Search Engine Optimisation

Search engine optimisation, or SEO, is often referred to as "organic marketing" and involves the adoption of natural website optimisation best practices to promote your website on the search engine results page. This can range from choosing certain keywords to be included on a page, to making sure that your website is organised in a clear and easy-to-use structure, all with the goal of delivering the most relevant content and best user experience.

Social Media Marketing

This online marketing strategy includes both paid and unpaid features on social networks like Facebook, Twitter, LinkedIn, Pinterest and more. Brands post interesting and engaging articles from their own site or others, for free or pay to position these posts in front of a targeted audience profile. Social media networks are extremely valuable resources as they allow customers to easily share interesting content with other like-minded individuals.


Online marketing strategies vary based on the type of business and ultimate goal, however, one thing is for certain: Internet marketing is now a necessity. No matter your business type or size, it helps you connect with relevant customers for less. You don’t need to be an expert to get started. Begin with understanding what Internet marketing is and how your business can participate. Once you have the right online marketing strategy, your company will thrive in no time.

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