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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.
Online marketing works, not only to help acquire customers, but we can't forget its power to serve and support repeat sales. Think acquisition and retention. The true meaning of marketing means maximizing relationships. We must address the art and science of online marketing, but let's not forget that it's the heart, the relationship part of marketing, that makes marketing matter. It takes an average of seven touch points to make a sale. Touch points can mean anything from a referral, a Web search, a social media mention, seeing a press release, getting an e-mail, or seeing an online ad.
The more online marketing puzzle pieces you have working for you, the higher the likelihood that you will get prospective customers to know, like, and trust you.
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