Online marketing is chaotic tactics and SEO tricks chasing short-term wins. Marketing online is ordinary strategy that happens to use the internet. You need both, but strategy should drive tactics, not the other way around.
Chapters
Online marketing isn't the same as marketing online. What? Let me explain. Online marketing is the messy, untrusted, and disrespectful mix of direct marketing, dodgy SEO, tricks, and guesswork. It's an always-moving target, and it's mostly focused on tactics instead of strategy, because tactics are easier to measure. Marketing online, on the other hand, is when the work we serve our audience with just happens to arrive in a digital form. Marketing online is simply marketing that uses the internet instead of the TV, radio, or printing press. Since marketing online isn't the same as online marketing, it's important you don't get— end up spending all your time on the wrong one. Yes, you need both, but one of them drives the other.