Internet Marketing – SEO, SEM & PPC
Internet Marketing Definition
There are many different definitions for Internet marketing. For the general layperson, it can become quite confusing. I like to tell my clients that Internet marketing is comprised of all the marketing elements that go into promoting your company’s online presence. I further explain that this online presence is made up of all the digital assets that carry the company’s brand. For example, the company’s primary website, blog, Facebook fan page, YouTube channel, Twitter page and more. So you can think of Internet marketing as the activity associated to marketing those digital assets.
Internet Marketing Strategies
Internet marketing strategies may consist of a plethora of activities ranging from SEM, SEO, CPC, CPM, PPC, digital display advertising and more.
SEM stands for Search Engine Marketing. This is the marketing activity that is focused on producing results within the search engines like Google, Yahoo and Bing.
SEO stands for Search Engine Optimization. This is the process of optimizing a website’s content so the website is found within the search engines. SEO also pertains to publishing content on the Internet in order to produce back links to the company’s main website or digital assets.
CPC, CPM & PPC stand for cost per click, cost per thousand (impressions) and pay per click, respectively. All three of these pertain to buying advertising space on existing websites, typically sites like Google, Yahoo, Bing etc and paying for your advertising to appear based on a set of keywords.
Digital Display Advertising is similar to CPM. With digital display ads, you are paying for the ad to appear on high traffic websites like ESPN.com, Weather.com, etc and your ad is a graphical banner ad.
All of these methods (and there are other strategies not covered in this article) are 100% valid marketing strategies for boosting your brand, driving website traffic and ultimately making more sales.
In fact, I would go as far as to say some “off-line” marketing techniques carry over into the IM space. For example, let’s take the instance of online reputation and a company’s desire to generate 5-star reviews. A common practice consists of companies handing their customers a physical card, note or flyer, requesting that they leave a review online for the company. That marketing technique is an “off-line” activity primarily focused on generating results for the company’s overall Internet marketing strategy, i.e. building a strong online reputation.