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Glossary of Terms - Online Marketing

Online marketing is using the media available via the internet to promote a business, service or product. Online marketing would include a website presence, email marketing, banner advertising, listings with online directories, viral marketing and affiliate marketing. Search engine optimisation is usually viewed as being distinct from online marketing.

Search engine optimisation is a package of measures for a specific website designed to improve its position on the search engines. This would include link exchanges, html optimisation, keyword metas, search engine submissions, content management, directory listings, site maps, etc. Online marketing combines with search engine optimisation to drive traffic to a website.

Online marketing is often also called internet marketing and has increased in importance for businesses as consumer and business access to the internet has increased and more and more businesses have relied on the internet for sales and the recruitment of new customers. Over one third of consumers with access to the internet at home now use it for shopping purposes.

The starting point for good online marketing is a well designed professional looking website that has easy and clear navigation. Email marketing is an effective means of online marketing but has restrictions in that emails can only be sent to those who have opted to receive them. Viral marketing is a relatively new and aggressive means of online marketing involving email or downloads which the producer hopes will be passed from recipient to recipient.

Banner advertising is one of the most established forms of online marketing and is charged for in a variety of ways including cost per click, monthly fee or percentage of sales. Banners must be well designed to get the best results and this usually involves movement and or rotating panels to convey the marketing message. This type of online marketing will only be effective if the correct websites are selected for the banner placement.

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