What is online marketing?

Online Marketing

What Is Online Marketing?

Online marketing is the practice of leveraging web-based channels to spread a message about a company’s brand, products, or services to its potential customers. The methods and techniques used for online marketing include email, social media, display advertising, search engine optimization, Google AdWords and more. The objective of marketing is to reach potential customers through the channels where they spend their time reading, searching, shopping, and socializing online.


Health Insurance Companies in Canada

Personal health is a universal concern. And with events such as the COVID-19 global crisis, the importance of having health insurance is more critical than ever.

Health insurance plans differ in rates and features. To start with, most insurance companies offer a basic package, which is the most affordable and the most common.

Another insurance company may also offer group benefits or health and dental insurance in one plan. That can be appealing because dental coverage is excluded from most basic health insurance plans. It’s important to be clear what’s covered because it varies massively.

Is Health Insurance Necessary for Me in Canada?

Canada provides Medicare benefits for its citizens. So some people think that health insurance is no longer necessary. Indeed, Canadian residents have free access to hospital and physician service, with no need to pay out-of-pocket. This is standard within Canada’s territorial and provincial health systems. However, this public health insurance plan will not guarantee your expenses on services like:

  • vision care

  • prescription drugs

  • dental care

  • ambulance service, and

  • home care or independent living expenses

There are times when you don’t qualify for supplementary health insurance benefits. Generally provided by your territorial and provincial health care system. You’d have to use personal funds to pay for the expenses. But if you have taken out a plan from an insurance company, your needs may be covered.

What Are the Different Types of Health Insurance?

Health insurance comes as basic or expanded. Add-on or combination of plan coverage from other types of insurance fall under an expanded health insurance plan. Let’s look at these options more closely below:

Personal Health Insurance

Personal health insurance plans can be necessary. They pay for medical expenses your public health insurance doesn’t cover. Depending on the health insurance provider, your entitlement may include: 

  • preventive care

  • prescription drugs you need for chronic or serious health ailments

  • emergency medical services received outside of Canada

  • wellness consults and therapy for injuries sustained, and

  • medical equipment for mobility or care

Group Health Insurance

This type of health insurance for employees is a benefit from company owners. Plan coverage may differ between companies. So you have to read the fine print once you get accepted at your new job. This way, you know what health insurance to take out. Some of the group benefits that employers may provide are a combination of the following:

  • life insurance

  • accidental death and dismemberment insurance

  • short-term and long-term disability insurance

  • dental insurance, and

  • prescription drugs

Expanded Health Insurance Plans

This is health insurance bundled with another type of insurance. Some of which are:

Health plus disability insurance plan

An increasing number of Canadians are taking out disability insurance. As of 2018, 12 million people have taken out this plan in addition to health insurance. 

Note that these plans cover loss of income in case of one’s disability and inability to work. But you need health insurance to cover long-term care and other essential medical care.

Health plus travel insurance plan

The Health Plan Plus covers expenses incurred from medical services while you travel. Both internationally or just between local provinces. 

Health and dental insurance plans

Dental insurance plans cover services like unlimited tooth fillings, dental x-rays and root canals.

Health plus life insurance plans

The insured benefits from a health insurance plan plus extends benefits to your beneficiaries in the event of your death. Note that some insurance plans exclude pre-existing conditions.

What Are Different Health Insurance Providers in Canada?

There are several providers headquartered across Canada. You may even be able to take out a plan online. Here are some companies to check out:

Blue Cross Canada

This company has been in the health care service since 1941. This company provides travel and health cover for customers. 

For health coverage, you can avail of either a basic, regular, or enhanced health benefits plan. Some benefits you can purchase in combination are:

  • ambulance service

  • dental care

  • nursing care, and

  • accidental Dental of up to $2,000 max per calendar year


Sunlife gives you three choices: basic, standard, or enhanced. The basic tier covers 60% reimbursement on prescription drugs and preventive dental care. Travel coverage is available on standard and enhanced tiers. Vision care is available on the enhanced tier. Semi-private hospital stay is an optional add-on in all tiers.

Travel Insurance CAA

You can take out different plans from this provider. Besides travel insurance, you may purchase coverage for your pet, auto, dental care, health, life, and home.

Note that Manulife underwrites CAA insurance plans. For the CAA health and dental plan, you can choose from three different plans. However, all plans include the following:

Extended Health Care (EHC)

  • eye care

  • $400 max per year per specialist, or therapist (must be registered)

  • drug add-ons are excluded

Dental 2 Cover

  • 80% reimbursement for eligible out-of-pocket dental costs (examinations, cleanings, fillings, x-rays, and extractions)

Canada Life Assurance Company

This provider has merged with The Great-West Life Assurance Company in January 2020. It offers a broad range of plans that provide different benefits to the insured. But to give you some insight, here are some benefits under the PlanDirect Basic plan:

  • 80% reimbursement on eligible prescription drugs ($1,000 max per year)

  • hospital stay

  • paramedical service

  • eye care

  • hearing aids

  • ambulance service

  • nursing care at home or in a centre, and

  • eligible dental expenses

The Bottom Line

Canada offers Medicare for its residents, but not every health and medical expense is covered. Consider taking out personal health cover with add-ons. This is vital if you want to cover expenses like prescription drugs, vision care, semi-private room accommodation, and physical or wellness therapies. 

Health insurance providers offer a variety of plans at different rates. So make a careful estimation of the essential plan benefits you need at a price you can regularly pay for. This way, you ensure continued plan coverage all year.

Widespread adoption of the internet for business and personal use has generated new channels for advertising and marketing engagement, including those mentioned above. There are also many benefits and challenges inherent to online marketing, which uses primarily digital mediums to attract, engage, and convert virtual visitors to customers.

Online marketing differs from traditional marketing, which has historically included mediums like print, billboard, television and radio advertisements.

Before online marketing channels emerged, the cost to market products or services was often prohibitively expensive, and traditionally difficult to measure. Think of national TV ad campaigns, which are measured through consumer focus groups to determine levels of brand awareness. These methods are traditionally lso not well-suited to controlled experimentation. Today, anyone with an online business (as well as most offline businesses) can participate in online marketing by creating a website and building customer acquisition campaigns at little to no cost. Those marketing products and services also have the ability to experiment with optimization to fine-tune their campaigns’ efficiency and ROI.

Benefits Of Online Marketing

A key benefit of using online channels for marketing a business or product is the ability to measure the impact of any given channel, as well as how visitors acquired through different channels interact with a website or landing page experience. Of the visitors that convert into paying customers, further analysis can be done to determine which channels are most effective at acquiring valuable customers.

Analytics for web or mobile app experiences can help determine the following:

  • Which online marketing channels are the most cost-effective at acquiring customers, based on the conversion rate of visitors to customers, and the cost of those visitors.
  • Which channels are effective at acquiring and driving higher lifetime value for customers — such as email marketing, which drives repeat purchases to prior customers.
  • Which cohorts of customers exhibit strong engagement behavior and high potential for upsells — such as software or mobile apps, which expect to sell more products to customers with high engagement.

Online Marketing Tools

There are a number of tools that can be used to build and maintain a robust online marketing program:

Examples Of Online Marketing

Some examples of online marketing campaigns include:

  • Canon advertises for search keywords related to “photography” on Google, Yahoo, and Bing search engines to market their cameras to a relevant audience to drive traffic to a specific webpage.
  • Whole Foods collects email addresses on their website to create email lists that can be used to advertise new products, sales, and events in their stores.
  • Dove creates video advertisements and shares them with their audience on Facebook, Twitter, and other social media platforms to promote favorable conversation about their brand and products.
  • Bite Beauty partners with influencers to promote a new lipstick to their target audience of high-quality, beauty enthusiasts.

Although online marketing creates many opportunities for businesses to grow their presence via the internet and build their audiences, there are also inherent challenges with these methods of marketing. First, the marketing can become impersonal, due to the virtual nature of message and content delivery to a desired audience. Marketers must inform their strategy for online marketing with a strong understanding of their customer’s needs and preferences. Techniques like surveys, user testing, and in-person conversations can be used to understand the overall user experience.

Online marketing can also be crowded and competitive. Although the opportunities to provide goods and services in both local and far-reaching markets is empowering, the competition can be significant. Companies investing in online marketing may find visitors’ attention is difficult to capture due to the number of business also marketing their products and services online. Marketers must develop a balance of building a unique value proposition (UVP) and brand voice as they test and build marketing campaigns on various channels.

How to Get Started

The first step to getting started with online marketing is to evaluate your goals and make sure they are measurable. Are you hoping to sign up 100 new customers? Generate 1,000 leads to fuel your B2B sales process? Build an email subscriber base of 10,000 people?

After that, you need to make a choice about how to construct an online presence that helps you achieve that goal and create corresponding a marketing strategy for these channels. Maybe you need to set up an e-commerce site. If you’re interested in blogging to drive awareness and subscribers, look into setting up a blog and strategize on how to create great content that would encourage sharing on social media channels. Partnering with a customer that is willing to evangelize your business by creating a case study or infographic can be powerful social proof as customers are evaluating your company. A simple website or landing page with a lead capture form can help you start developing your brand and generating traffic. A basic analytics platform (like Google Analytics, which is free) can help you start to measure how you are tracking your marketing efforts towards your initial goal.


Online marketing is also known as internet marketing, web marketing, digital marketing and search engine marketing (SEM). Online advertising and internet advertising are techniques involved with online marketing, but are not synonymous with online marketing.