With the advent of Web 2.0, digital advertising and small business internet marketing have taken on very different roles. With social media, mobile devices and Google's new search algorithms, the stagnant websites of old that were only accessible through a web browser on a personal computer are no longer relevant. Instead, according to Inc. Magazine, companies conducting internet marketing campaigns need to ensure they are compatible on all platforms, engage their customers in social media and produce original content on a regular basis.

According to the news source, mobile marketing has taken on an increased level of importance. With more consumers on mobile devices like smartphones and tablets, companies may need to consider not only designing sites that are engaging on both platforms, but also digital advertising campaigns that function on all devices.

Furthermore, content that companies put on the internet should be updated on a regular basis. Google's new search algorithm is supportive of websites that are dynamic and contribute to a community. Although the maintenance is an added task to daily business functions, its essential, now, if businesses wish to maintain steady and high search results to update their content on a set schedule.

And, while content and technological compatibility are excellent, if companies aren't reaching customers, these efforts come in vain. With more consumers on social media than ever before, it's become critical for companies to stake their claim on these platforms as well. Rather than just including Twitter, Facebook and YouTube links on a website, the news source recommends that companies actively participate in social media, forming a voice and an influence within their community. This also helps Google rank its search engine results.

To get the best out of their targeted internet marketing, small businesses should look to increase social media activity, update their content on a regular basis and maintain an internet presence on all devices.