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It could mean whatever the user chooses it to mean, marketing could mean SEO or PPC just as easily as it could mean selling websites or internet access. Unlike say, the medical profession which has specific titles for specific specialties, doing business online is still being defined and not all the terms are really set in stone as of yet.
Marketing, in economics, that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer.
Internet Marketing is a very broad term and can cover a diversified set of products and/or services. SEO, SEM, PPC, PFI, CPC, EOC, and a whole list of other initialisms, abbreviations, etc.
From a consumer standpoint, I think most would be referring to the act of marketing their website to the search engines. And then there are others who may be looking for a more in-depth marketing package for their site which includes a bit of everything under the sun. ;)
Make sure that marketing is integrated, eg: every bit of paper or correspondance that leaves the business includes all the web details.
any promotion involves and includes the web presence.
Register with the usual search engines.
Create a budget for link developement.
Decide on the best marketing mix for the budget.
that depends on the type of business, their most likely users/puchasers .. demographic
eg: yellow pages, paid inclusion, banner advertising, keywords etc ... all depends on the budget and business make up...
I believe that is the least you can do ..
If you say so;)
For me Marketing means "Exposure", which is very different to "Sales". Marketing is exposing the target audience to a product or service, they still may not choose to buy!
"Internet Marketing" is a narrow part of "Media Marketing". TV, Print, Radio, etc., all have there place, as does the Internet.
For "Exposure" on the Internet you can take several approaches, PPC is easiest, SEO is most profitable, both depend on your skill level as to achieve success. Many others, or a combination, can also work.
The big problem however is communicating the difference between "Marketing" and "Sales" to any potential client.
Marketing doesn't sell anything.....it just makes potential customers aware of it! If the client expects sales it is a whole new ballgame :)