Internet marketing has come to mean many different things. Lets explore a few:
Internet marketing as a method: the process of communicating the features and benefits of a product or service on the Internet. This would be analogous to the term television marketing. In the television medium, there are numerous tools such as the 30-second commercial spot, the 60-second commercial spot, in-show product placement, informercial, show sponsorship, and others. These are tools by which television marketing is implemented. Like television marketing, internet marketing has it's own tools. These include, pay-per-click, banner ads, links, articles, and others. Internet marketing as a method can be thought of as a means to an end.
Internet marketing as a business model: a commercial enterprise focused on producing profits as a result of investing capital in the development of internet based product platforms. The internet marketing business model is comprised of all of the facets associated with any other business enterprise including human resources (hiring and managing employees or contractors), finance (identifying sources of capital for operations), accounting (balancing income and expenses), production (content development), etc. Building upon the television example before, the analogy for internet marketing as a business would be owning the television station. Internet marketing as a business model can be thought of as both the means and the end.