Start learning with our library of video tutorials taught by experts. Get started

Online Marketing Fundamentals
Illustration by Richard Downs

Online Marketing Fundamentals

with Lorrie Thomas Ross

Video: Welcome

Hi! I'm Lorrie Thomas Ross. Welcome to Online Marketing Fundamentals. In today's time-crunched nation, people want information instantly at the click of their fingertips. They are flocking to the Web to find products, services, and information. In this course, we'll first create a foundation by defining how online marketing works, and identifying its distinctions and components. In addition, we'll discuss planning and online marketing strategy, as well as determining your target audience, and measuring the results of your marketing efforts.
Expand all | Collapse all
  1. 3m 3s
    1. Welcome
      1m 46s
    2. Who is this course for?
      40s
    3. Using the exercise files
      37s
  2. 5m 30s
    1. Online marketing defined
      2m 14s
    2. How online marketing works
      48s
    3. Distinctions of online marketing
      1m 6s
    4. Components of online marketing
      1m 22s
  3. 5m 59s
    1. Online marketing planning and success
      3m 0s
    2. Defining your target market
      1m 14s
    3. Online marketing measurement
      1m 45s
  4. 9m 51s
    1. Site map
      2m 4s
    2. Site components
      1m 24s
    3. Wireframing
      1m 53s
    4. Elements of a successful site
      1m 51s
    5. Home page best practices
      1m 40s
    6. Privacy policy
      59s
  5. 9m 21s
    1. DIY or hire help?
      1m 57s
    2. Web site platforms
      1m 47s
    3. Domain names
      2m 27s
    4. Choosing a hosting company
      1m 7s
    5. Web site maintenance and management
      1m 16s
    6. Mobile sites
      47s
  6. 11m 43s
    1. Authority marketing
      1m 26s
    2. Article marketing
      3m 29s
    3. Social media content
      2m 51s
    4. Online PR
      2m 44s
    5. Web site and email content
      1m 13s
  7. 13m 0s
    1. Overview of search engine marketing (SEM)
      1m 6s
    2. Search engine optimization (SEO)
      8m 16s
    3. Paid search
      2m 25s
    4. Local search
      1m 13s
  8. 19m 13s
    1. Social media, social networking, and social media marketing defined
      1m 16s
    2. Blogging and microblogging
      3m 14s
    3. Social networking
      2m 33s
    4. Video sharing
      2m 8s
    5. Social shopping and opinions
      1m 28s
    6. Social news and social bookmarking
      1m 17s
    7. Social events
      2m 7s
    8. Wikis
      1m 44s
    9. Social media strategy
      3m 26s
  9. 8m 56s
    1. To blog or not to blog?
      1m 1s
    2. Blogging success
      4m 46s
    3. Blog content creation ideas
      3m 9s
  10. 10m 44s
    1. Search ads
      1m 27s
    2. Display ads
      2m 56s
    3. Affiliate marketing
      1m 35s
    4. Social media advertising
      1m 25s
    5. Local advertising
      1m 19s
    6. Email advertising
      2m 2s
  11. 7m 1s
    1. Collecting email addresses
      2m 21s
    2. Using a third-party management company
      1m 5s
    3. Email messages
      3m 35s
  12. 2m 52s
    1. Online marketing strategy
      2m 1s
    2. Goodbye
      51s

Watch this entire course now—plus get access to every course in the library. Each course includes high-quality videos taught by expert instructors.

Become a member
Please wait...
Online Marketing Fundamentals
1h 47m Beginner Dec 07, 2011

Viewers: in countries Watching now:

In Online Marketing Fundamentals, Lorrie Thomas Ross introduces web marketers, web designers, business owners, and executives to the world of online marketing. The course takes a look at the basis of any online marketing effort—a business's web site—and reviews how the different components of the site can support the business's goals, from SEO and SEM to social media, online PR, and content marketing.

Topics include:
  • Defining the target market
  • Setting clear goals and success metrics
  • Working with web analytics software
  • Building a site map
  • Selecting a domain name and a web host
  • Planning for mobile
  • Conducting social media marketing
  • Developing an email marketing campaign
  • Exploring content marketing
  • Reviewing online public relations
  • Understanding the difference between search engine marketing (SEM) and search engine optimization (SEO)
  • Reviewing blogging and microblogging
  • Looking at online advertising with search, affiliates, email, and more
Subjects:
Business Online Marketing Web User Experience Business Skills SEO
Author:
Lorrie Thomas Ross

Welcome

Hi! I'm Lorrie Thomas Ross. Welcome to Online Marketing Fundamentals. In today's time-crunched nation, people want information instantly at the click of their fingertips. They are flocking to the Web to find products, services, and information. In this course, we'll first create a foundation by defining how online marketing works, and identifying its distinctions and components. In addition, we'll discuss planning and online marketing strategy, as well as determining your target audience, and measuring the results of your marketing efforts.

Planning and building a Web site is crucial to the success of your online marketing strategy. From creating a site map, and building a wireframe, to selecting a domain and hosting company, we'll explore the necessary steps for getting your site up and running. From there, we'll tackle the key elements for establishing a Web presence, including creating compelling online content in the form of articles, social media posts, online press releases, and even e-mail newsletters. Great Web site content can only take you so far without having an audience, so we'll cover how to reach and grow your audience through successful search engine marketing, including search engine optimization, and paid and local search.

We'll see how to harness the power of social media, including Facebook, Twitter, and LinkedIn, as well as blogging to keep your audience updated, informed, and engaged. And finally, we'll delve into online advertising, as well as e-mail marketing, to help gain valuable sales and exposure. Slow is the same as stop when it comes to online marketing, so let's get started with Online Marketing Fundamentals.

Find answers to the most frequently asked questions about Online Marketing Fundamentals.


Expand all | Collapse all
Please wait...
Q: Where can I learn more about internet marketing?
A: Discover more about this topic by visiting internet marketing on lynda.com.
Share a link to this course
Please wait... Please wait...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.
Upgrade now


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ.

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

Upgrade now

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Online Marketing Fundamentals.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferencesfrom the dropdown menu.

Continue to classic layout Stay on new layout
Welcome to the redesigned course page.

We’ve moved some things around, and now you can



Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked