In North America alone, over 250 million people connect to the Internet every day; globally, that figure is closer to 2 billion— and climbing. In order to compete in an economy that has become increasingly connected globally, effective use of the Internet and its various technological tools to market, advertise, and promote products and services is a necessity whether you're IBM, McDonald's, or a small local business—ready or not. In this chapter we cover the following: search engine optimization (SEO), pay per click (PPC), banner and pop-up ads, smartphones apps, and social media. SEO is particularly important because, unless you use outside media to promote your Internet site, you will only be [seen] if the search engines register your keywords. We show you how to optimize your keywords and offer a list of websites that will help you select the best ones for your business.
There are four basic types of websites—promotional, content-based, customer service, and transactional (i.e., sales)— but increasingly websites combine elements of each of the four basic websites into their websites. For example, on Verizon Wireless's website, you'll come across promotional information