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This content is taken from the RMIT University's online course, Online Business: Digital Marketing for Success. Join the course to learn more.
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This week we’ve looked at owned media - the media channels that your business ‘owns’ and can use to market its brand and generate sales.

A business has many owned media digital marketing tools at its disposal - databases, email, website, microsites, branded blog sites and more. Central to an online business’s marketing exposure is search engine marketing and optimisation - SEM and SEO used effectively can drive customers to your website.

This week you were introduced to how you can use search engine marketing to benefit your business, by identifying search terms and keywords that you customers may use in their online search for goods and services. Use these keywords to make sure your business is visible on search engine result pages.

Finally, you also helped Keemi identify how she can use retargeting to get customers to return to her website.

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This article is from the free online course:

Online Business: Digital Marketing for Success

RMIT University