Internet Marketing

Internet marketing refers to the strategies used to market products and services online and through other digital means. These can include a variety of online platforms, tools, and content delivery systems, such as:

• Website content and design
• Email marketing
• Social media
• Blogging
• Video/podcasting
• Online ads
• Sponsorships and paid promotions

While internet marketing’s apparent purpose is to sell goods and services, or advertising over the internet, it’s not the only reason a business will do it.

A company may be marketing online to communicate a message about itself (building its brand) or to conduct research. Online marketing can also be an effective way to identify a target market, discover a marketing segment’s wants and needs, build long-term relationships with customers, or establish authority and expertise within an industry.

Alternate names: E-marketing, web marketing, digital marketing

Internet marketing uses customers’ online activity to connect them with a business by reaching them in a variety of places on the internet. The types of internet marketing a business uses will depend on the business model, types of products, target customers, budget, and more.

A business website allows customers to:

• Find your business online
• Learn your business’s location or contact information
• Discover your products or services
• Sign up for your email list
• Request more information
• Make purchases

Websites often use search engine optimization (SEO) to ensure that their content will rank high on search engines and be easy for customers to find.

Internet marketing uses customers’ online activity to connect them with a business by reaching them in a variety of places on the internet. The types of internet marketing a business uses will depend on the business model, types of products, target customers, budget, and more.

Internet marketing is increasingly becoming mandatory for businesses of all types. Customers spend lots of time online every day, including checking email, browsing social media, using search engines, and visiting websites.

Consumers use a variety of online methods for finding, researching, and eventually making purchasing decisions. Over 40% of consumers report that they first turn to Google search when looking for a product or service, and 26% of consumers say they shop online every week.

However, traffic from social media pages and ads account for around 8% of consumers discovering retail websites.¹ You can take advantage of all these channels by creating broad internet marketing platforms to help potential clients and customers find your business.

This is true even if your business is small and local. From 2015 to 2017, Google saw mobile “near me” searches with some variation of “to buy” or “can I buy” grow by 500%—a figure likely to continue rising.⁵

No matter what type of business you have or where you are located, investing in internet marketing can help you build your business, connect with customers, and make sales.