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Online marketing main components


Online marketing (Internet marketing, web marketing) are all marketing activities that can be done with the help of the Internet. Subdomains are traditional banner advertising, search engine marketing, e-mail marketing and advertising, social media marketing and affiliate marketing. These marketing services are (usually paid) offered by so-called advertising agencies. A special form of online marketing is the so-called vVideo marketing . One of the main advantages of online marketing over traditional marketing activities such as print and TV, is the measurability of advertising effect.


The design and the thematic structure of a corporate website are key components of online marketing. The company’s website serves both for the customer loyalty, as well as to attract new customer groups.

Banner advertising

The circuit of traditional online advertising is in the form of banners, pop-ups and layer ads, which will draw attention to the products and services of advertisers.

Video advertising

Video advertising provides advertising in audio-visual processing and is comparable with television commercials.

Search engine marketing

Search engine marketing ( SEM) refers to methods to increase the findability of a specific website on search engine results pages. Search engine marketing involves search engine advertising (SEA ) and search engine optimization (SEO).

Search Engine Advertising is the switching of paid ads in search engine results pages. The ads will appear automatically in the rule as the first results of a search results page, also on the right side or bottom of a results page. They are marked in accordance with design elements, such as the color of the background. The SEA system is used by Google AdWords, Microsoft Network, Bing Ads, and Yahoo! Search Marketing. But there are other SEA systems too, for other search engines.

Search Engine Optimization (SEO) is any methods to improve the position of a website in organic search results of a search engine (regardless of SEM ads). The measures range from the optimization of the website and the domain name in their keywords through to backlink strategy (linking with other sites of your own). Meanwhile, most major search engines take into consideration also the recommendation of a website through social media platforms in the resulting ranking in the organic search results, so that it overlaps with the social media optimization in search engine optimization.

e-Mail marketing

Marketing through e-mail, so-called e-mail marketing, is the equivalent of direct marketing in the offline area, so the mailing of advertising materials.

The delivery of advertising via e -mail subject to legal restrictions, this form of advertising being considered spamming in some countries, if advertised in the business-to-business sector with unsolicited emails.

Affiliate marketing

Affiliate marketing is the marketing where an operator uses a variety of partners (affiliates) to market its service or product. Advantage is the distribution of marketing expenses to several partners who are paid only for success. There are different versions of remuneration:

  • Pay per Lead: for the generation of customer contact (eg, entries in a newsletter, mailing list, or order a catalog)
  • Pay per Click: for every click on a link or banner displayed on the website or in the affiliate e-mails.
  • Pay per Sale: for every sale that comes through the advertising campaign of the affiliate, a fixed amount or a percentage of the sales price is paid.

Social media marketing

Social Media Marketing (SMM) is used primarily for branding and marketing communication objectives, through the participation of various social media offerings (as for example, Twitter, Facebook and Google+). The targeted optimization of a website on the widest possible dissemination in social media networks is called social media optimization (SMO).

Translated and adapted from Wikipedia


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