What is online marketing?

Understanding what is online marketing is essential for professionals and entrepreneurs aiming to stand out or carve a niche in today’s fast-paced digital economy. Whether you’re just starting out or looking to specialize, developing expertise in digital marketing is a key step toward career growth and business success.

If you're interested in building a career in this dynamic field, Universidad Europea offers a master in in Marketing, where you’ll gain knowledge in market research, cutting-edge strategies, and digital tools.

For marketing professionals seeking to advance, the programme is an excellent way to upgrade your profile and lead the digital transformation of organisations.

Definition of online marketing

Online marketing, also known as digital marketing, is a set of strategies and actions that use digital tools to promote products and services over the internet. It’s a natural evolution of traditional marketing, aligning with new consumer habits and emerging technologies.

What is online marketing used for?

Unlike traditional channels such as TV, radio, or print, online marketing allows for:

• Two-way communication with consumers
• Personalised messaging based on user preferences
• Real-time performance tracking
• Immediate strategy adjustment

Its power lies in reaching specific audiences using smart data and digital technology, not just transferring offline techniques to online platforms but leveraging the unique strengths of the digital ecosystem.

Types of online marketing by objective

Understanding the types of online marketing helps you choose the best mix for your business goals:

• Search Engine Marketing (SEO & SEM): Appear in search results when users look for what you offer.
• Content Marketing: Create value-driven content like blogs, videos, and infographics to attract and retain audiences.
• Social Media Marketing: Build communities, boost engagement, and run targeted ads on platforms like Instagram, LinkedIn, or TikTok.
• Mobile Marketing: Design campaigns for mobile devices, including apps, SMS, and push notifications.
• Video Marketing: Use videos for tutorials, product demos, or testimonials to enhance engagement.
• Display Advertising: Visual ads (banners, graphics) shown across websites and apps to build brand awareness or retarget users.
• Remarketing: Re-engage users who visited your site but didn’t convert using personalized ads.
• Inbound Marketing: Attract leads by offering valuable content and solutions.
• Marketing Automation: Automate tasks like email follow-ups, lead nurturing, and audience segmentation.
• Email Marketing: Send targeted messages through newsletters, promotions, and automated sequences.
• Influencer Marketing: Partner with social media influencers to authentically promote your brand.
• Affiliate Marketing: Use third parties to drive sales in exchange for a commission.

Real examples of online marketing in action

Dental Clinic

• SEO: Blog posts on dental treatments
• SEM: Google Ads for “emergency dentist” leading to appointment booking page
• Email: Appointment reminders

Eco Store

• SEM: Ads for “organic products” with a 15% off offer
• Influencer Marketing: Instagram collabs with sustainable living advocates

Business Consultancy

• LinkedIn Content: Weekly tips for executives
• Affiliate Marketing: Cross-promotion with other consultants for shared leads

Core online marketing strategies

1. Web Presence & SEO: A website is your digital hub. SEO and paid search ensure you’re found when people search for solutions.
2. Social Media & Content Creation: Build meaningful connections and conversations around your brand.
3. Email Marketing & Automation: Keep prospects engaged with personalized, timely communication.
4. Programmatic Advertising: Reach your ideal customer through data-driven ad targeting on search engines, social platforms, and more.

Essential online marketing tools

• Analytics: Google Analytics, Hotjar, Semrush – to track performance
• Content & Automation: WordPress, Hootsuite, Mailchimp – to streamline production and publishing
• CRM & Lead Management: HubSpot, Salesforce – to manage customer journeys and improve conversion

The future of online marketing

Emerging tech like AI, machine learning, augmented reality, and IoT are transforming how businesses market online. Professionals who stay current with these trends and upskill accordingly will lead the next wave of digital innovation.

In today’s data-driven world, knowing what is online marketing—and how to apply it effectively—has become a core skill. Whether you're just starting or seeking to specialise, continuous learning, such as studying one of the masters in business and technology on offer at Universidad Europea, and smart strategy are your keys to success in the digital age.