Online marketing implies all marketing actions in the internet for the execution of businesses objectives. The most important sections of the online marketing are online advertising and performance marketing.

Online Advertising

The typical online advertising implies the integration of online advertising material into web offers, which are frequently looked for or such web sites, which suit thematically to the advertised offer. One essential part of the online advertising is the integration of advertising banners, micro sites or multimedia-based content.

Performance Marketing

Performance marketing means the use of different advertising material with the aim to create measurable reactions and/or transactions concerning the user. The customer is addressed very specificly and individually, the direct address is strongly marketing oriented. The performance marketing uses instruments like search engine marketing, affiliate marketing and e-mail marketing.

Search Engine Marketing

The search engine marketing comprises all measurements to improve the visibility of a web offer within the result lists of the search engines. A good place of the own offer regarding the search results of the leading search engines increases the number of visitors of the web site and supports the presence in the internet of the web site or the ads. Search engine marketing includes the keyword advertising and the search engine optimization.

Affiliate Marketing

Affiliate marketing is based on the idea to enable merchants via affiliates, new online channels of distribution. With a selective linking of certain internet pages of the sales partner the enterprises advertise for their offer. Affiliate marketing is a concept based on a provision basis. The affiliate only receives a payment when there is an actual turnover or a measurable success. This is done individually according to the type of commission (pay per click, pay per lead, or pay per sale).

E-mail Marketing

E-mail marketing – the electronic posting of definite advertising messages, newsletters or information about products to (potential) customers is a kind of direct marketing. By clicking a link within the mail the customer is led automatically to the internet page of the promoter. Main intention of the e-mail marketing is to intensify contact to the customer, to increase traffic and turnover and to promote new products.
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