Online-Marketing Use your website commercially with success

Online marketing has become a key component for the success of companies in today’s digital era. This multi-faceted discipline includes a variety of strategies and techniques aimed at promoting products, services or brands on the internet and attracting customers. From search engine optimization (SEO), content marketing and social media advertising to email marketing and online ads, online marketing offers a wide range of tools to reach targeted audiences and build int

eractions with them.

When the website is not enough

Simply being “on the web” is no longer enough to present yourself professionally and – above all – to derive economic benefit from your website. The Internet has become more complex and multi-layered, and so have the expectations of website users and visitors. But the opportunities you have to use your online presence to your advantage are also completely different today than they were a few years ago. Your website is an essential part of the equation, but it should no longer be just a flat image of your company parked on a domain. The true benefit of a site and all its various possibilities can only be effectively achieved with a proper online marketing strategy.

What is online marketing

“Online marketing” is an extremely broad term, but basically it stands for all advertising and image-building measures. Display advertising on websites or ads on Google with Google Ads, YouTube marketing and much more are all subcategories of online marketing. It can be divided into the following selected categories:

E-mail marketing

Although this is perhaps the oldest form of online marketing, it can still be very effective today. Thanks to enormous progress in terms of success evaluation, newsletters can be used in a more targeted manner. The regular sending of newsletters with email marketing solutions such as Sendinblue or CleverReach is another important component in the overall marketing mix.

Display advertising

The classic marketing measure of the advertisement also quickly found a place for itself on the Internet. Since then, large business models have developed exclusively around this form of advertising. Even in online marketing, display advertising is still an often far-reaching measure.


These are partner programs, often with a large network. Services or products are marketed to each other on the website and remuneration is based on success. The site’s operator therefore earns every time the product or service is successful. Successes can be all kinds of things, for example:

Pay per sale: a fixed amount or a percentage of the sales price is paid for each sale made via the affiliate’s advertising campaign

Pay per lead: for generating a customer contact (e.g. signing up to a newsletter mailing list or ordering a catalog)

Pay per click: for each click on a link or banner specified on the website or in the affiliate’s e-mail.

Search engine marketing (SEM)

Search Engine Marketing is a dynamic and strategic discipline in the field of online marketing that aims to maximize the visibility and reach of websites in search engines. SEM comprises two main components: Search Engine Advertising (SEA) and Search Engine Optimization (SEO).

SEA involves the placement of paid ads in search engine results to target specific audiences. These ads appear at the top of the search results and are often marked with the label “Ad”. Companies typically pay per click on their ads, making SEA a cost-effective way to gain instant visibility.

SEO, on the other hand, focuses on optimizing websites to rank better in organic search results. This is done by improving content, technical aspects and off-page factors to increase the relevance and quality of the website for search engines.


Considering email as the oldest form of online marketing, social media definitely qualifies as the most recent. It holds great potential, especially when it goes “viral” and videos, images or other content spread like wildfire across the web like there’s no tomorrow. From Facebook and fan pages to Twitter, Instagram and Pinterest, many niches now have their own social networks and measures for economically strategic use. It’s a huge jumble of services with a lot of potential for success and confusion in equal measure. With our experience and expertise as an Internet agency, we know how to provide you with an overview.

The selected modules and measures must intertwine well and smoothly so that they can be effective in a marketing sense. And this is guaranteed with advice from Publitec. We have been working on optimizing the individual components and their synergies for many years. Of course, it always depends on your ideas and expectations as to what needs to be emphasized individually and specifically. In any case, on-page search engine optimization (SEO) and content revision are important, followed by search engine marketing (SEM).