Marketing online has a few key requirements that print, radio and other
marketing efforts might not require. Many of these requirements have
spawned their own industries or business sectors ( SEO, Analytics, Social Media
) but the reality is that all are required for success online.
The essence of online success : Findable, Credible, Shareable, Trackable.
Given that everyone is trying to garner attention (and interaction) from the 20 or so hours that an individual is awake, making your online presence findable is perhaps the most demanding effort for a business over the long term. Advertising, Search Engine Optimization, Events, Seminars and the like are all efforts to make your product 'findable'. However, there is a big difference between 'interruption' based methods and 'permission' based methods.