What is essential in on line advertising?
Promotion, Advertising and Protection.

At a minimum companies need to commit to protecting their brands, product names and trademarks in search engine results. The ads that run alongside search engine results on Google can be purchased by anyone using any words or phrases they are willing to pay for, even if those words happen to be your company name or trademark. Why would other companies purchase your name for their ads? To steal traffic away from your Web site. So you see, online advertising is now about brand protection as much as it is brand promotion and advertising.

On line advertising and promotion involves many things: search engines, linking strategies, viral strategies, e-mail marketing, word of mouth marketing, pay per click, paid ads in newsletters, affiliate marketing (pay per sale), banner ads and constantly evolving tactics worth experimenting with.