2. Online Marketing
Online Marketing Defined: Ties together the Artistic and Science of the web with Strategy.
art + science + strategy
Can Include:
 Design Development- website and mobile design.
 Awareness Building- Big piece of the online puzzle. Figuring out ways to build awareness.
 Communication- information distribution or education.
 Connection- the heart of marketing. Get people to know you, to like you, and to trust you.
 Customer Service- always overlooked. FAQ's (Frequently Asked Questions), usability of site, or
getting found.
 Sales- awareness, communication, connection, service, all come together to boost sales
 Analytics- measurement of your online marketing efforts. What's the point if you can't measure
it.

3. How Online Marketing Works
 Customer Acquisition
 Customer Retention
 Maximizing relationships
* It takes an average of seven touch points to acquire a customer.
Referral, Web search, social media mention, press release, getting an email, or seeing an online ad.
The more online marketing puzzle pieces you have, the higher likelihood you will get prospective
customers to know, like, and trust you.
Distinctions of Online Marketing
The web has change how we work, live, and spend money. So marketing has also changed. Several
distinctions with online marketing are:
 24/7- the web is working for you even when you are sleeping.
 worldwide visibility- can open your business to a worldwide market.
 direct sales- being able to capture leads and sales directly online.
 targeted market- if you are in a very niche market, you can still reach prospective customers
affordably.
All of these help maximize customer acquisition and retention by saving you time, money, and human
capital.
Consumers have become empowered, and they expect everything at the click of their fingertips. Having
these things will give you a huge competitive edge.

4. Components' of Online Marketing
Website Design/Development-
SEO/SEM-
Content Marketing- content that educates and empowers users. A powerful online asset to get users to
know, like, and trust you. Examples: Website, email, Press Releases, FAQ, Blogs, Video, Social Media,
articles (online on other sites), and podcasts. This can take your content to authority status.
Social Media- social networking refers to the connection between people in an online community like
Facebook, or Linkedin. This SUPPORTS your other online efforts through content creation, and
participation. Examples: Blogging and microblogging, social networking, video sharing, social events,
wikis, social media strategy, social news and bookmarking, and social shopping and opinions.
Email Marketing- Used to send message to large or niche audiences (segmenting). So effective because
to goes to peoples inbox, which is checked daily. Used effectively, it can help move people down the
sales funnel. How? web site pages, email signatures, landing pages, signup forms. Example: instead of
signup for our newsletter, try something like Join our e-List to get the latest in food safety, local
sourcing, nutrition, case studies, and articles.
Online PR- You are what you publish! anything that is newsworthy. You need to go to the news people,
not wait for them to go to you. Example: New products, new stakeholder initiatives, announcements,
current events, charitable causes.
Online Advertising- Search Ads, display ads, affiliate marketing, social media advertising, local
advertising, email advertising.