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Online marketing is much more than buying ads online. It’s about how you communicate with your customers via email, message boards, chat rooms, and blogs. It is about updating your website with important product information and offers. It is any kind of promotion your company does using the Internet.

Internet marketing also includes using RSS feeds and podcasting to transfer messages over the web. Podcasting refers to the transfer of video or audio files over the Internet to a personal device such as an iPod. RSS feeds, which is an older technology but has recently caught the interest of online PR and marketing experts, allows for easy syndication of information over the Internet and is often used on news websites (more about RSS feeds and online PR in Chapter 7). Understanding the benefits, opportunities, and limitations of new media technology helps you to more effectively market your brand and gain increased access to your intended audience.