Online marketing refers to the techniques available to a business to market, promote and advertise their products, services or brand on the World Wide Web. There are two main sub channels of online marketing that utilise different angles to help a business promote themselves online. Below is an outline of the online marketing channels that businesses may integrate into their marketing campaign.
Pay per click advertising (PPC)
Pay per click is a form of inbound marketing where by advertising is used to promote businesses via advertisements alongside organic search results. Each ad is triggered by a search for a particular keyword and the advertiser only pays when their ad is clicked and user visits their website – hence the name, pay per click.
Pay per click advertising is available with all the major search engines including Google, Yahoo and Bing as well as with smaller search engines and websites.