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Online marketing is now the only technique of advertising for a lot enterprises. Normal advertising can prove expensive for the results it produces, and is not specifically aimed enough at potential customers. However, even a simple phrase as online marketing covers a number of different processes. search engine optimisation is one such technique, and could be the best for many small enterprises.
Direct e-mail can be successful as a way of gaining returning business from a previous customer, but is no good for the first contact. To be able to make that first contact would require acquiring a list of e-mail addresses, and there are many ways of doing so, but this can be pointless because of the spam and junk mail filters attached to to all mail services these days. Unsolicited mail frequently goes unread.
Banner advertising can work when placed on the right host website. However banners are frequently ignored and can be considered a nuisance. A poorly placed banner or sidebar advert can interfere with the intended operation of a site, even one as widely used as MSN’s Hotmail. Though that bad location is the responsibility of the owning site it does not do the advertiser any favours.

Pop-up sites are still popular with some enterprises but they cannot be that productive when the first tool that every Internet Service Provider supplies is a pop-up blocker.
Greater numbers of prospective customers are using search engines such as Google and Bing to find the source of products and services. Obtaining a good search engine positioning is increasingly important.
A search engine optimisation company offers a service where that search engine positioning can be higher. By examining the customer website and suggesting improvements to that site, the search engine placement can be higher. Additional support by the search engine optimisation consultancy will also help, with the ultimate aim of being listed on page one of the search results and remaining there.

Most searching customers will only look at websites listed on the first page of results from a search engine and if the feedback from the search is informative. Search engine optimisation can do both and at an affordable level of expenditure. After the initial analysis and tuning of a site by a search engine optimisation consultancy the advertising enterprise may only need to make small supplementary payments based on the performance of the search optimization, and this can be very cost effective.

A business could pay a search engine directly to highlight its website. This method is known as a sponsored advert, and incurs a charge for each click on the advert. However, as with banner advertising, sponsored ads are often deliberately ignored. It is not unknown for a searcher to only refer to the results of the search that he has specifically requested, even though a sponsored advert could be what he is looking for. However, recent press coverage has raised doubts about the quality of those sponsored adverts, with increasing numbers of sites that trade in counterfeit products paying for those highlighted positions. In addition, paying one search engine for sponsored adverts could be ineffective, as proper search optimization of a website will gain rewards across many search engines.

When done properly by a good search engine optimisation company, search optimization may be the only online marketing that a business will need to do.