As mentioned earlier, the online marketing spectrum is not confined to a few strategies or techniques. Rather, it comprises an entire range of activities by which business owners can promote the visibility of their brands on the internet. From Pay Per Click (PPC) Advertising to SEO, business owners can use any (or a combination) of these techniques for promoting their brands. As business requirements can vary from one establishment to another, the marketing strategies the entity uses will differ as well. It is worth mentioning that effective online marketing programs typically leverage consumer data and Customer Relationship Management (CRM) systems. By engaging with potential customers, online marketing enables business owners to extend their outreach with minimal fuss. This is why it’s imperative for business owners to harness these techniques to the utmost.

By formulating and implementing online marketing strategies, business owners can:

• Reach out to much larger audiences at a fraction of the costs of traditional advertising
• Utilise the lower advertising costs of internet advertising for creating appealing consumer ads that convert a higher number of leads into sales
• Enable their target market to purchase products and services at their leisure
• Measure the effectiveness of their marketing strategies with efficient statistical results much faster at no additional cost – this is in contrast to the analysis of offline marketing strategies that consumes a lot of time without offering commensurate levels of accuracy
• Utilise an assortment of tools such as Social Media Optimisation (SMO), PPC advertising, local search integration (e.g. Google Maps) etc. and,
• Target their consumers demographically, leading to more effective results