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Online marketing, also known as internet marketing, refers to marketing activity done through the Internet with a focus on social media, email, website, blogs, videos, and so on. The online marketing comprises of powerful tools and methodologies used for promoting services and products to the online audience. This type of marketing approach delivers numerous benefits including increased conversion rates, stronger control and increased visibility over the marketing process that helps in achieving competitive advantage. 

Marketing via online provides the marketer an exceptionally large number of customers to reach their service and offerings at any time. Online marketing strategies vary according to the business requirements. Efficient Internet marketing programs leverage consumer data and  Customer Relationship Management (CRM) systems. Along with numerous positive sides, the major adversity is the lack of tangibility. To be precise, the customers are not able to try out the items before purchasing it. This challenge is however addressed to some extent through generous return policies to make it easier for the consumer as well as through the technology advancements such as augmented reality providing virtual trial rooms. There are numerous types of Internet Marketing, to name a few:

Web-based Marketing

Websites are crucial for Internet marketing where they play an instrumental role in branding and/or direct sales. The branding sites focus on attracting the customers towards the product.

Search Engine Marketing (SEM)

When the visibility of the websites is increased for their promotion, in the search engine results pages (SERPs) mainly through paid advertisements as a marketing tactic it is called Search Engine Marketing. It has the advancement of using SEO (Search Engine Optimization), that has the capability to rewrite or adjust site architecture or website content to achieve a ranking which is higher in the search engine results page, which, as a result, enhance the Pay Per Click (PPC) listings.

Social Media Marketing

Social media profile is increasingly becoming the digital identity of the global population. Facebook, by far, remains the most dominant of all the other social networking options. Promotion of a product or service using the social media is termed as social media marketing. The majority of the social media platforms own their own built-in tools to analyze data which allows companies to track the engagement and progress of the ad companies.

Online Advertisements

The boxes that are displayed on the edge of the computer screen or the ones that appear as a pop on the web page, promoting a product are called online advertisements. These ads most probably will be prompted by a recent search on the internet.

E-mail Marketing

Emails are considered very effective and powerful in marketing due to their content-driven approach. Through emails, special deals can be offered via one-to-one communication system that drives the effectiveness of customer relationship management efforts.


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