The advent of the internet has opened up novel vistas for doing business. The internet has brought along with it newer ways of marketing.
Obviously, traditional marketing or outbound marketing methodologies that use TV and radio ads, banners, hoardings, and print ads in newspapers, magazines, brochures, and other marketing collateral, do not work on the internet.
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Inbound or online marketing is marketing on the internet or in the digital sphere. It takes into consideration things like page rankings in search engine searches, advertising on search engines, banner ads on other websites, marketing on social media, etc. These marketing campaigns are highly focused and target exactly the audience that a particular business wants to serve ads to.
The need to market products and services on the internet has given rise to a new industry – the internet marketing industry. Digital marketing companies provide comprehensive digital marketing services for businesses. They usually employ a specialist team of domain experts in search engine optimization (SEO), search engine marketing (SEM), social media marketing (SMM), and social media optimization (SMO).
A recent survey noted that 34% of the companies surveyed had an integrated digital marketing strategy and 16% of companies said that they use internet marketing on and off.
A staggering 50% of the respondents said that they do not have a defined strategy for internet marketing. These numbers suggest that there are still businesses that have not been exposed to the awesome capabilities and powers of internet-based marketing.