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What is online marketing?  It is a promotional activity on the internet through various platforms and strategies such as a business website, directory listings, social media, search engine marketing and mobile marketing.

You may not be familiar with some of these terms however the use of these platforms and strategies and recent developments on the web have paved the for any small business owner to participate in these activities with the possibility of good results; generating leads and building their customer base.

Online Marketing was initially introduced in the early 1990s.  This was basically displayed on the web as text-based websites, similar to a brochure that included information of the product or service and an invitation to purchase; no interactivity at all.

In a few years time, during the mid-1990s, the internet connections of the ISPs (internet service providers) improved and became faster.  This opened a new avenue for the availability of images and videos to web content. Then along came software such as auto-responders and the advent of email marketing platforms.

There are many online marketing activities that your business can engage in but all must be based on a strong, accurate, consistent online profile including:

• Google Places listing
• Quality and relevant directory listings
• Quality, well designed website
• Link building
• Search Engine Marketing
• Blogging
• Email Marketing
• Social Media – Facebook, Twitter, Linkedin
• Video Marketing

The important ‘take away’ from this article however is that all online marketing activities must be based on well defined marketing objectives and an online marketing strategy with well defined goals and objectives.

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