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 and for 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
• Banner advertising
• Single property and agent websites

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 you learn more:

• Social Networking vs. Marketing
• 6 Marketing Tools to Build Your Business
• 4 Lead Generation Sources: Which Should You Budget For?

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?

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

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

1. HomeActions - A set-it-and-forget-it drip marketing solution that prides itself on being "fluff free." Add custom content and identify warm leads. Learn more in our upcoming webinar.
2. Nudge - A Web-based photo-sharing app that helps 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.
3. 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.
4. 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 options above, download the full guide. For a full list of Online Marketing 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

Stay tuned for more!