still has a crucial role to play within the marketing mix, the discussion herein focuses upon three main strategies, as highlighted as being three of the most successful online marketing activities, in terms of return on investment. The three strategies focussed upon here include primarily Paid Online Advertising, via products such as Google AdWords, Search Engine Optimisation and Email Marketing. Each of these initiatives offer specific and definite measurement mechanisms, which allow the company to steer their marketing efforts in accordance with what is working and away from what may not be working, specifically for the paid advertising and email marketing aspects. The search engine optimization remains an ongoing initiative that requires up to date knowledge and implementation on a regular basis, as these aspects predominantly hinge upon the specific algorithms of the search engines at any given time. The specific initiatives and activities are provided briefly and then each is discussed in depth in order to display the necessary steps and requirements within the overall online marketing strategy.
The internet has revolutionised business in a multitude of ways, from products becoming directly available, to offering the consumer the option of view reviews and opinions of products and services, not to mention the viral capabilities of the various social media platforms, such as Twitter, My Space, FaceBook, to name but a few. Many organizations, both large and small have taken advantage of the internet in both a marketing, as well as communications medium to remain in contact with the clientele, and more importantly from a branding perspective as well as seeking to secure new customers. However success within this ever evolving medium is not guaranteed and a number of key factors must be taken into account when seeking to establish a so called offer and service on the internet. These factors should furthermore be incorporated with specific, and proven strategies