Masterclass: Online Marketing

In a world where every business has to fight for a share of the customers’ attention, marketing plays a huge role in boosting the number and interest of a company’s clientele. With the gradual increase in the number of small and large businesses that have sprung up in the last two decades, domestic and international markets have become saturated with suppliers, manufacturers and intermediaries, all striving to be the first ones to make it to the end of the chain.

Until only a few years ago, marketing itself was a highly criticized concept. For many, it was nothing more than a waste of resources that could be spent better if they were invested in manufacturing and building of sales force. This sales-oriented approach makes businesses push products and services into the market, rather than creating a pull that customers would not be able to resist.

Marketing manages to do just that. With creatively designed strategies and concepts, the promotional campaigns of goods and services slowly began to play an important role in the overall mission of a business, achieving sales targets as well as creating much needed awareness. Thus, the role of physical marketing became clearer and more defined. Today, a successful business cannot even think about producing goods and services without having an authentic marketing strategy in place.

Therefore, marketing is a business’s ammunition in front of a market that is full of choosy, precise and curious customers. It helps the business to answer questions, solve problems, present solutions and build long-term associations with the customers. A similar concept that has surfaced in the 21^st century is that of online marketing.

The move to a virtual world has been the result of the saturation of the market that has been mentioned here. With more and more businesses looking to attract customers, the internet became an efficient way to reach a large audience and to market one product or service on different vehicles and through different perspectives. Online marketing soon turned out to be a massive industry that today deals in billions of dollars’ worth of advertisements.

However, just like many struggled to understand the importance and need for physical marketing strategies, adopting online marketing as a norm has not been easy for many oldschool businesses. Since they have been functioning just fine with a brick and mortar presence, for them, online marketing might seem quite unnecessary. How can this perception be changed? What is it that marketers can do to create and increase awareness about online marketing?

The answer is quite simple. Ask an average individual about online marketing; they may stop for a second or two to collect their thoughts before giving an answer. The concept of online marketing is not quite clear to people yet. While millions of businesses worldwide have jumped on the bandwagon of online marketing, not to mention the early adopters of this practice, a million others are still contemplating whether it is worth adopting.

This e-book will prove to how useful understanding what online marketing actually is, and it will look at how this modern technique can help to spring a business up from being average to extraordinary.

Course Curriculum