Below is a presentation I prepared for an upcoming guest lecture I’ll be giving at an undergraduate IMC (integrated marketing communications) class on the basics of online marketing. While introductory, this does provide some pertinent statistics with regards to the main online marketing channels that can be of use to any professional:
- Search Engine Optimization
- Search Engine Marketing (also known as PPC Advertising)
- Display Advertising
- Social Media
- Influencer Marketing / Blogger Outreach
- Content Marketing
- Email Marketing
- Mobile Advertising
As online marketing continues to evolve, its place within marketing communications cannot be doubted. What is debated is whether or not it should be considered its own element within the promotional mix (advertising, direct response marketing, personal selling, sales promotion, and public relations), or whether one can adapt the promotional mix to both online marketing and traditional marketing. Of course, there is also the ongoing debate of sponsorship as another element within the promotional mix, but that’s for another discussion.
Enjoy the presentation – any and all feedback is appreciated!