First of all…

There is no single right way of marketing online!

Instead, there is a variety of marketing strategies that can be applied to build brand awareness for a product or a service.
Some of these are:

Online Advertising

Search Engine Marketing


E-Mail Marketing

Social Media Marketing

Content Marketing

Using Web Analytics

Online Public Relations

Mobile Marketing

UX Optimisation

At the beginning of every marketing process, there should be an online marketing plan that analyses a client’s target groups and then identifies effective ways to communicate and connect with these groups (using some or all of the above strategies) in order to provide the best service  – and hence – generate sales. Online marketing is a complex process that requires continuous monitoring / evaluation and should ideally start before a website is designed (not after it has been finished!).