What is online marketing?

Online marketing, also known as internet marketing, represents a set of activities aimed at promoting products, services, or brands through the internet. The goal of online marketing is to reach potential customers in the digital environment. It includes a wide range of tools and strategies, such as email marketing, content marketing, PPC advertising or SEO.

Online marketing is today an integral part of the marketing strategy of every modern company. With the enormous number of internet users (over 4.8 billion), it is one of the most effective ways to reach the target audience at the right time and in the right place.

Digital channels allow brands to build trust, acquire new customers, and maintain relationships with existing ones. Online marketing provides immediate access to the audience and opens up space for quick and flexible communication.

Online marketing tools

Among the most commonly used tools and strategies that fall under online marketingare:

  • Email marketing – regular communication with customers via emails.
  • SEO (Search Engine Optimization) – optimizing content for search engines, which increases organic traffic to the website.
  • SEM (Search Engine Marketing) – paid advertisements in search engines (e.g., Google Ads).
  • Content marketing – creation and distribution of valuable content that educates or engages the audience.
  • PPC (Pay-per-click) – an online advertising model where the advertiser pays for each click on the ad.
  • Social media marketing – promotion through platforms like Facebook, Instagram, LinkedIn, or TikTok.
  • Affiliate marketing – collaboration with affiliate partners who promote products in exchange for a commission.
  • Video marketing – using videos (e.g., on YouTube) to showcase products or build a brand.
  • Webinars and online events – education or presentation through live digital events.
  • CRM systems – managing customer relationships and collecting data for further marketing activities.

Advantages of online marketing

Online marketing has several advantages compared to traditional forms of advertising:

  • Global reach – allows reaching an audience both locally and internationally.
  • Precise targeting – segmentation of target groups by age, gender, interests, or behavior.
  • Measurable results – detailed data on campaign performance (e.g., clicks, conversions, traffic).
  • Higher return on investment (ROI) – thanks to optimized budgets and campaign flexibility.
  • Continuous availability (24/7) – online marketing operates continuously, regardless of time or place.