Viral marketing, opt-in and email newsletters: They are all part of the world of online marketing. If you’ve been itching to break into this growing field, you’re in luck. The field is growing but rapidly becoming competitive. The pros tell you how to get ahead of the pack and get your foot in the door.

Networking Is #1

Lesley Rawlings just joined ClickZ as the site’s new national advertising sales representative. She came from a corporate, offline marketing background and knows firsthand what it’s like to make the leap. "I made my transition to online marketing via networking," she says, explaining that she got her job through a former colleague who worked at ClickZ. "Networking is number one," she emphasizes.

Pamela Parker, managing editor at ChannelSeven.com and Meckler Media's "Internet Advertising Report," agrees.

Online Marketing Resources ClickZ Digitrends EMarketer Iconocast The Industry Standard The Internet Public Relations Discussion List published by AudetteMedia Archives MarketingSherpa.com Netpreneur’s ad-marketing list Web Marketing Info Center A list of Web marketing and ad terms

"In a fast-growing dynamic industry like online marketing, forging personal relationships is critical," she says. "Keep in mind that the peon you meet at a party this week may be a manager in hiring mode in a few short months. As they say, it's not what you know, it's who you know.

Join organizations like the Internet Advertising Bureau, suggests Jennifer Marino, director of sales and marketing at eMarketer.com, another leading online marketing resource site. "There are tons of networking events and other industry conferences all around the world, and these seem to be multiplying at an amazing rate."

First Things First

"Before you can network you need to do your research. Pay attention to advertisements on TV, the radio and in newspapers. Surf the Web. Become an

e-consumer. Knowledge is power," Marino says. She suggests seeking online resources, discussion groups and newsletters. "While these may not be directed specifically at job seekers, they will help you learn about the industry and the lingo."

You should also sign up for e-marketing newsletters such as those from eMarketer and ClickZ. "Joining email discussion lists can also be helpful because you can get an idea of what people in the business are talking about," notes Parker. "You may even hear about job or partnership opportunities."

Tried & True

Be enthusiastic. "Follow up. Follow up. Follow up," Marino advises. "And, though there are many jobs to go around in the New Economy, Old Economy practices like thank-you notes still matter."

Want to break into online marketing? Learn the lingo. Here’s a quick rundown on the most popular terms that are bandied about in online marketing (Courtesy of Engage Media)

Banners: Currently the most common format of advertising on the World Wide Web. When a viewer clicks on the banner, he is typically hyperlinked to new content, such as product information or an order form.

Click Through: A click through is generated when a user clicks with a mouse on an advertiser's message in order to move to the advertiser's Web site. A click through is often stated as a percentage of page impressions; if 1,000 Internet users view an advertiser's message, and 60 click on the message to view the advertiser's information, the click-through rate is 6 percent.

CPM: Cost per thousand. A standard measure used to compare the relative cost of available media. CPM is the cost of delivering 1,000 ad impressions.

Inventory: The number of banner ad impressions delivered via an ad space during a given period.

Psychographics: Subjective information about a population of Web viewers, such as propensity towards sports, arts or business. Includes personality characteristics.

Reach: The number of viewers exposed to an ad on the Web.

Targeting: In online advertising, the ability to serve ads to the users most likely to be receptive to the advertiser's message, based on demographic, psychographic and behavioral characteristics.