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:

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 continous monitoring / evaluation and should ideally start before a website is designed (not after it has been finished!).