Everything from web-site design, to search-engine marketing (SEM/SEO), to trade shows, to television commercials, classic outbound marketing, also known as marketing communications (MarCom) is the nuts and bolts of any marketing campaign. It can also include branding, publicity, and public relations, which I already discussed under brand.
For most businesses, the goal of on-line marketing is to get customers to come to your web-site. There are other ways to do this (email blasts, banner ads, etc…), but in reality, most new customer traffic to your website is likely to be driven by search engines. This post talks about two popular ways of using search engines in your marketing campaign: SEO and SEM.