There are many terms – Internet marketing, digital marketing, social media marketing – and definitions when it comes to online marketing.

We use the following definition:

Online marketing is using appropriate, available tools and offering relevant content to engage in value-based conversations with communities of interest (prospects, customers, influencers, evangelists, etc.).

Appropriate, Available Tools

There is no shortage of online tools (websites, blogs, social media, email distribution, marketing automation, video, analytics, and more) available to businesses of any size today.

The key is to apply and optimize the right tools for your target audience.

Relevant Content

What's Online Marketing?

Ultimately, online marketing is about content.  Prospects and search engines are constantly seeking timely, up-to-date, and compelling content.

To be successful online, businesses must commit to becoming content-developing organizations.

Content should be made available in many formats: text, image, video, audio, infographics, etc. Use the content format that is most appropriate for target prospects and influencers.

Click here to read the “Top 4 Business Benefits of Online Content Creation”.

Value-based Conversations

Consumers and buyers want to understand what a business is all about, what it stands for, and the manner in which it treats its customers.

Therefore, online success requires transparency and a commitment to engage in two-way conversations.

It’s no longer enough to “talk to” prospects – organizations must engage them in a mutually valuable dialogue. Instead of “talk to”, businesses must “talk with”.

Click here to read about social media etiquette.

Communities of Interest

The Internet has given consumers and buyers access to vast amounts of information that influences their purchasing decisions.

As a result, businesses must communicate, and be credible with, not only their target prospects, but also those individuals or organizations that are in the prospect’s circle of influence.

Click here to read about getting links to your website (thereby boosting your credibility and SEO) from your communities of interest.

Online Marketing and Marketing 101

Even though online marketing provides a new set of tools and mechanisms to drive revenue growth, it does not mean that Marketing 101 principles should be abandoned.

In fact, these principles are every bit as important today for long-term success:

  • A well thought-out, strategic marketing plan is critical for ensuring online marketing activities are aligned with business objectives and strategies.
  • Online marketing strategies must be rooted in an organization’s growth targets and must clearly contribute to predictable and sustainable revenue growth.
  • Online marketing metrics must be directly linked to growth objectives.
  • There must be a clear understanding of an organization’s target segment(s), and the decision-making process for each of the target segments.
  • Organizations must be very aware of what competitors are doing and saying online. Competitive analysis is an imperative for online success.
  • An organization must know exactly what distinguishes it from competitors, and must have a clearly differentiated positioning strategy that sets the tone for its online communications.
  • A comprehensive communications strategy that seamlessly integrates online and off-line activities is a must.
  • Online communications cannot be executed in an ad-hoc, sporadic manner. Consistency and frequency still matter.

>> Core Online Marketing has a team of experts ready to help you with all of your online marketing activities. Contact us today.

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Ben Molfetta