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Internet marketing, online advertising, and online publicity
Is there a difference – and does it matter? You bet, and knowing why has the potential to transform your business.
Internet marketing is a process of gaining online visibility by establishing keywords that lead to search engine recognition. Used primarily for Google organic search, internet marketing has become hideously competitive, yet to a certain extent, it is still required.
Beware: a significant expenditure in keyword marketing is unlikely to bring a return. Virtually every competitive market is dominated by established players who maintain their position with ongoing investment.
Internet publicity works by supplying media with information tailored to their audience. When the match between the information and the audience is good, internet publicity can be very effective.
The key of course is finding media with strong readership. This is especially difficult online where all but the elite players make their content available for free.
Generally speaking, it’s necessary to have a strategy that will bring coverage by a major online publication like the Huffington Post, or an influential blogger in your space. This can be done, and is done, by directly contacting media and reporters in your space.
Internet advertising mostly refers to advertising on social media. Facebook, Linkedin, Twitter, Stumbleupon, and a few smaller. Paid advertising has become the primary way social media monetize, and for savvy marketers, this a powerful opportunity offering low click rates, and in some cases, very high returns.
I have clients who run both traditional ads and posts on social media that lead back to their websites. They pay very modest click charges – as lows a .15 each, and bring thousands of new customers to their websites every month.
The campaigns are up and running quickly, and results occur within days. A tradition SEO campaign will take 3 – 6 months before any progress takes place, and the cost of even a modest campaign dwarfs the cost of a social media ad campaign.
During the last year I have seen numerous examples of this manner of success. Businesses from virtually every industry are taking advantage before the word gets out to the wider business community.