Whether you call it digital marketing, internet marketing and online marketing, this aspect of marketing is fast coming a pre-requisite and part of the public relationship solution that a brand or company needs to build.

Traditional public relations reaches audience through conventional media such as print media, television, radio and bill board advertising but these are not the places where people are spending the most time nowadays.

Building a platform for enhancing public relationship with your brand and not being in the online space is falling out of sync as digital marketing continues to move into the limelight of large multinational corporations where online marketing is not always prevalent but recognized as a necessity to be embraced.

With large corporations not always having the answers on how to deal with instant feedbacks from customers over the internet on Facebook pages and many plans may need the compliance and legal departments to be consulted.

But no doubt the trend is there and the mass education of marketing personnel on digital marketing and how each industry needs to take on internet marketing or online marketing to create the connect with the customer before the competitors take the lead in this – the message is clear. The buzz word is no longer just customer engagement using internet marketing to lead customer behavioral change. Digital marketing is used to build a public relationship and experience for the consumer.

Online advertising allows you to have a presence in the space where people clearly are spending a lot, if not most for some age groups but it’s a whole connection of online marketing such as Facebook, blogger marketing, being present in conversations in forums and using gamitization and other motivational mechanisms to enhance that online experience.

Online advertising is a starting point for many brands and is effective when placed in the right places hitting the right target groups. But it’s the interaction using other online marketing methods beyond online advertising that is needed to enhance the relationship with the target audience.