ABSTRACT
This chapter helps people to: understand the scope of the online universe; understand the online media audience tools; learn about Web site analytics; learn about search engine marketing tools; understand primary research online methods. When most people say the word online, they are usually referring to the Internet. The view of the Internet has historically been limited to using a computer to searching for information on one of the ISPs or Internet service providers. Traditional media such as television, newspaper, magazine, and outdoor are rapidly converging to become multiplatform media. The Audit Bureau of Circulation, or ABC, forms the major third-party auditing service for both the newspaper and magazine industry. ComScore Networks and Nielsen//Netratings are the two leading providers of online measurement. Search engine marketing is associated with pay-per-click advertising. Yet, search engine marketing or SEM actually contains both organic and paid methods of enabling consumers to find and interact with a client's Web site.
