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Quick Guide to Online Marketing

Online Marketing Overview
Online Marketing is using the internet and online methods to market a product or service. Online Marketing, also known as Internet Marketing or Online advertising, has become popular for a couple of reasons. One of the main reasons is that marketers can target a larger audience for a relatively lower cost than traditional media. Also, the medium is more interactive and generally solicits a more instant response than other methods.

Types of Online Marketing
There are many different types of online marketing available to promote products or services. Some of the most popular involve Search Engine Marketing, which is the process of increasing the visibility of a website in search engine results. There are essentially two categories of SEM:
 
- Sponsored Links or Pay-per-click (PPC): Allows advertisers to advertise, typically on the right side of the search page. The advertiser's ad appears whenever someone searchs for designated keywords and the advertiser pays each time someone clicks on the ad.  However, once the ad budget has been spent, the ad no longer appears unless the advertiser deposits more money.

- Organic Search or "Natural Seach": Uses Search Engine Optimization methods in order to increase a website's liklihood of appearing in natural search results. Natural search results are typically the main body of a search page. Unlike PPC, if your site is in the natural results, then it will continue to appear and is not tied to a direct budget. Having your site appear in natural results can be time-consuming and difficult to accomplish.  However, since approximately 70-80% of clicks occur in the natural space vs. 20-30% in the PPC space, the benefits of attaining natural rankings can significantly benefit your business.

Other types of Online Marketing include:
- Banner ads: A business can place an ad on another, complimentary website with a link to drive users to their website.
- Affiliate Marketing: A referral program that pays when a someone clicks on an ad from someone else's website and becomes a paying customer.
- E-mail Marketing: Using e-mail campaigns in order to target specific consumers. May use lists from marketing companies or lists from past or current customers.
Sample Description of Online Marketing "We need an e-commerce website for our clothing company. - Currently www.yourbusiness.com. Our products change on a regular basis, so we need to be able to easily change text, pictures, prices, and product descriptions. We currently sell 40 unique products. We have a budget of $2,000-5,000, but we are looking for the best price. We would like to launch the site within 60 days."