The phrase "online marketing" is as broad as it gets. It's a term that encompasses a cornucopia of tactics, products, services, and strategies. But don't make the mistake of assuming that this makes it a throw-away category. In fact, the very depth and breadth of online marketing is what makes it so very challenging for agents, brokers, and the vendors providing solutions to assist them.

In the world of real estate, what does online marketing entail? Common services include:

• Social media
• Email marketing
• Pay-per-click (PPC) advertising
• Single property and agent websites
• Videos and virtual tours

In truth, if a marketing activity involves the Internet, it can fall under the umbrella of "online marketing." Sound confusing or overwhelming? Here are a few quick reads to help get a feel for things:

• Social Networking vs. Marketing
• 6 Marketing Tools to Build Your Business
• 4 Lead Generation Sources: Which Should You Budget For?
• Inbound Marketing: What It Is, How It Works, and How To Use It
• Are You Harvesting Your Own Digital Disrupters?

Choosing the Right Tools

If you're in the market for an online marketing tool, there are questions you can ask to evaluate which option is right for you, like:

• Which pieces of the online marketing puzzle does this solution take care of?
• How hands-on will I need to be?
• Will this solution integrate with the other tools I'm using?
• Do I want to market my services or my listings (or both)? Will this tool help me accomplish this?
• Does this provider have a data agreement with my MLS so that I can use MLS listing data in my marketing collateral?
• Will there be overlap between the tasks this solution completes and the tasks my other tools complete? For example, your CRM may provide support for email marketing campaigns or your virtual tour provider may also support YouTube videos and e-flyers. It doesn't make sense to pay for two solutions that do the same thing.
• Does this tool include analytics so I can measure the effectiveness of my online marketing?

Find more questions to ask in our 2014 Technology Guide. It's a free resource for real estate professionals who want to learn more about the technology products available to them.

Here are 4 online marketing tools highlighted in the Tech Guide:

• HomeActions - A set-it-and-forget-it drip marketing solution that prides itself on being "fluff free." Add custom content and identify warm leads. Live presentations and webcasts are available for brokerages.
• Nudge - A Web-based photo-sharing app that helps your agents engage with their sphere of influence. Images created with Nudge can be shared on social media, embedded on your blog/website, emailed, and more.
• Video Microsites from RealBiz Media - Increase online visibility for each of your listings with a consumer-focused property video microsite. SEO optimized and mobile friendly. Customized video management program available for brokers.
• VirtualTourCafe - Create branded virtual tours and property flyers in under 15 minutes. Share on social media, upload to YouTube, or embed on your website.

For more information on the option above, download the full guide. For a full list of reputation management solutions, visit our Product Directory.

More in the "Tech 101" Series

This is the latest in a series of articles that explores the spectrum of technology products available to real estate professionals. Each post covers what a specific type of technology does, how to evaluate solutions in that category, and available options. Here's what we've covered so far:

• CMAs
• Back office solutions
• Online Marketing tools
• Electronic Signatures
• Real Estate Websites
• Document and Transaction Management
• Virtual Office Websites
• Lead Generation
• Lifestyle Search
• Lockboxes
• Mobile Apps
  
• Website Analytics
• Market Analytics
• Online Reputation Management
• IDX Websites

Stay tuned for more!