Online marketing can take place in many forms. Banner advertising, search engine marketing and content marketing are a few examples. Every marketing activity works differently and serves a different purpose.

The Online Marketing Framework is my attempt at providing an overview of what the main disciplines are, how they relate to each other, which types of activities they consist of, and what they focus on achieving. The framework is not meant to be all-inclusive and I hope to have addressed the key aspects of online marketing with it, but I definitely welcome your thoughts in the comments section.

The Online Marketing Framework is built up as follows:

• Purpose First it looks at the purpose, i.e. what should the efforts focus on achieving?
• Activities Then it describes categories of activities that look to serve each purpose.
• Disciplines Finally, it positions the driving disciplines that incorporate the activities.

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