Online Marketing Consultantabout . expertise . principals . portfolio . fees . contact . home

Direct to Consumer Brand Discovery

  Online Marketing Whitepaper

Online Marketing Whitepaper


The Imperfect World of Quantifying Website Traffic

Online Advertising Lingo

Necessities for Every Company with a Website

Paid Advertising

Leveraging the True Power of the Internet

Bootstrap Marketing Online


A Dated Introduction to Online Marketing*

*Note: This is the original version of a whitepaper that was authored in 2001 by iCondotta's founder and principal consultant, Stephan Aarstol. It's a useful primer, but dated - pre-Wikipedia (2001), pre-Google AdWords PPC (2002), way pre-YouTube (2005), you get the picture...


Online marketing, discussed throughout the course of this paper, refers to the utilization of the Internet and email as marketing tools. As with all marketing, online marketing can be used to address a number of different business objectives.

It’s now widely accepted that the Internet has achieved a state of mass adoption.Online marketing has quietly stepped out of the experimental stage and onto the forefront of the minds of marketers everywhere. For almost any common interest imaginable, significant numbers of like-minded individuals from around the world have gathered together online into vertically focused communities. Tapping into these interest specific communities is easier than you might think. The significant promise of precision-targeted marketing on the Internet is now readily available.

Due to the fact that it appears complicated and is somewhat misunderstood, online marketing has historically been superficially stereotyped as having just one purpose or another. It’s human nature to try to take something that is complex and then simplify it in one’s mind by making gross generalizations. While this can be useful in many situations, in the world of online marketing, doing so means you’re leaving a lot on the table. Two such tendencies for companies marketing online so far has been to consider online marketing either purely a direct response medium or as just another form of print ad that’s a little smaller. Reminiscent of when the new marketing medium of television was considered just like a radio spot with a talking head, both these simplifications miss the mark by a long shot.

The power of the Internet and email as marketing tools is threefold: it is interactive, it has dramatically reduced the cost of communication, and it has significantly increased the speed of communication. Online marketing not only can target a much larger and more relevant audience, but it can do it faster and more cost effectively. Additionally, the interactive nature of the Internet presents endless opportunities of which the potential of many is still not fully understood. It’s a chaotic, and thus opportune, time in the world of online marketing. Bold, calculated online marketing moves today can unseat market share leaders and/or create sustainable competitive advantages. It’s essential to consider how your company is leveraging the three assets of online marketing in every one of your marketing objectives.

In a period of five years during the 1950’s, Procter & Gamble increased the share of its marketing budget spent on TV from 5% to 50%. The rest is history. History has a habit of repeating itself...

>> Hits

Authored in 2001 by Stephan Aarstol
while Director of Business Development