Online Marketing – An Overview

Marketing is no longer a one-way road. Nowadays marketing campaigns happen in collectivity, with constant collaboration of users. It is a fact that people behavior changed across the years and the evolution of internet and social media have an important meaning in this scenario – that is why all kinds of business are so interested about this media. People are not satisfied to be only spectators anymore; they want to say and to be heard. So interaction is one of the key words to work with marketing now.

Internet can be considered as a mass media, but companies need to understand that it has also changed the way people consume information and media, their relationship with companies and with the society. Space needs to be conquer now and to do this companies must know how to talk with their costumers, listen to their complains, give them solutions and offer creative ideas to their needs.

According to Cláudio Torres (2009), Online Marketing can be defined as the use of marketing strategies applied to Internet to reach certain goals of a person or organization. It can be also understood as all marketing activities conducted through digital media, especially the Internet. In fact Online Marketing reflects the changes of social behavior in society and the need to change advertising in order to adapt it to the moment we are living.

The main difference between traditional and online marketing is the use of internet as a mean of interaction and relationship with a target audience. Although online marketing can be used as a mean of mass communication – with the use of spams and newsletters, for example, nowadays interaction plays an important role in social media.

It is possible to identify different types of Online Marketing such as:

  • Blog Marketing – Use of blogs to promote a brand; The blogs can be owned by the brand or by partners and will be useful to increase the power of the business in the online environment. When it is combined with SEM and SEO it can also help a brand to save money on paid advertising, giving more visibility to a brand on search engines.
  • Influent profiles – Advertising through influent profiles and communities on social media; People tend to trust and be influence by others and famous profiles and communities use it as a form to earn money with advertising publications.
  • SEM[1]  and SEO[2]  optimization – The two techniques are considered as an strategy of web marketing with focus on user’s conversion and results manipulation on search engines; Before starting the development of a website, a brand must design it considering SEM and SEO recommendation. It will increase visits and make the website more visible by search engines and then by users.
  • Buzz Marketing – Word-of-mouth marketing in online environment; This type of marketing usually happens without the help of the business – when a user share his/her ideas on a Facebook profile, for example. It can also happen with help of influent profiles and communities.

Although this subdivision is flexible and might change depending on the point of view of one, by analyzing these four aspects it is possible to see similarities to Traditional Marketing. In fact it happens because the main goal of both is to attract potential consumers to the business. It is crucial to understand that Online Marketing is one part of the marketing strategies of a brand – it does not replace Offline Marketing but changes the way to see it and also opens other possibilities to achieve more clients.

One of the advantages of Web Marketing is that you can reach the target audience immediately and the execution and corrections of marketing actions can be performed quickly. It is possible to measure the campaigns in a more optimized form, being possible to understand better your audience behavior and predicting trends.

Coming from the idea of interaction, it is also important to define ‘Inbound Marketing’, a term that is being widely used and that express well the concept of web marketing nowadays. It consists in making a strategy of marketing using relevant content to attract a target group taking advantage of the power of communication given by social media. The techniques and methods of online marketing already described will be put together in order to attract consumers in a non-invasion way.

Online Marketing now can be also understood as Social Marketing. Companies must forget traditional and invasive marketing techniques and start being more personal and social.


[1]SEM – Search Engine Marketing: refers mainly to the advertisements which are showed in paid areas of search engine results pages.

[2] SEO – Search Engine Optimization: refers to techniques used in code in order to make a page take better positions on search engine results pages.


JON, Reed. Get Up to Speed with Online Marketing – How to Use Websites, Blogs, Social Networking and Much More. ISBN-10: 0-13-306627-4. (2012)

KIRBY, Justin. MARDSEN, Paul. Connected Marketing. Butterworth-Heinemann; ISBN: 075066634. (2005)

SHOJI, Mashato. On Relationship between Customer Loyalty and Recommendation. (2011)

THOMAS, Lorrie. The McGraw-Hill 36-Hour Course: Online Marketing. ISBN-10: 0071743863 (2010)

TORRES, Cláudio. A bíblia do Marketing Digital. Novatec; ISBN: 978-85-7522-202-7. 400 pages. (2009)


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