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What Exactly Is Online Marketing?

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With so many options available, it’s easy to lose focus when it comes to marketing online.  What’s working today, may not be working tomorrow, and with so many different platforms emerging in recent times, it’s hard to fathom what is viable and what is a total waste of time.  Roger Jeffries from was recently quoted as saying: “With our population engaging more than ever before,  it’s essential that business owners be aware of the ever changing online landscape”.  That being said, what exactly does it mean to market online?