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1. INTRODUCTION
Marketing is carried out with the intent of reaching out to a maximum
number of people in exchange of minimum cost. When Internet was
still in its formative years, marketing people used to depend on
traditional media such as television, radio, handbills, billboards,
newspapers, and magazines.
Today, the Internet is premium source for promoting your business.
There has been a rapid rise in the number of internet users since last few
years. Thus Internet is the lucrative place to promote the business.
What isMarketing?
As defined by the American Marketing Association, “marketing is the
activity, set of institutions and processes for creating, communicating,
delivering, and exchanging offers that have value for customers, clients,
partners, and society at large”.
Marketing changes the perspective of a person. There are two
approaches of marketing −
 Traditional marketing
 Online marketing
What isOnline Marketing?
Online marketing is advertising and marketing the products or services
of a business over Internet.

2. Online marketing relies upon websites or emails to reach to the users
and it is combined with e-commerce to facilitate the business
transactions. In online marketing, you can promote the products and
services via websites, blogs, email, social media, forums, and mobile
Apps.
Online marketing is also termed as Internet marketing, Web
marketing, or simply, OLM.
.
Components of Online Marketing
Online marketing has various components as shown in the illustration
below −

3. Here in this tutorial, we will provide an insight into each of these
components one by one in detail.
Market Research
Business organizations need to set clear objectives and strong market
understanding. To research the market, you can −
 Review your website traffic.
 Review the Ad conversion rates.
 Review the queries asked by your existing customers.
 Identify the customers’ pain points that they post on various
platforms such as yahoo answers, blogs, social media, and other
sites.

4.  Anticipate and compile a list of Frequently Asked Questions
(FAQs) with their clear answers and align them to customers’ pain
points.
 Include the fact sheet about product if required.
Keyword Research
Choosing a correct and relevant set of keywords can help design a crisp
and persuasive advertise for online marketing. Before accessing any
keyword research tool, ask yourself −
 What is the purpose of this web page?
 How clearly can I state the conversion event?
 Have I clearly answered all the pain points that users might look
for on this page?
 Which phrases the users might enter while looking for a solution?
 Are my keywords relevant to the users’ intent?
SEO Friendly Website
Mapping the right keywords around the users’ pain points in a
hierarchical manner makes an effective website. You need to categorize
the keywords in a thematic order and then link the respective articles to
the keywords. This makes the website easy maintain.
Web Analytics

5. The ultimate goal of analytics is to identify actionable insights on
monthly basis which can help to make favorable changes to the website
gradually. This in turn ultimately leads to strong profits in long term.
Online Advertising
It is placing crisp, simple, and tempting Ads on the websites to attract
the viewers’ attention and developing viewers’ interest in the product or
service.
Mobile Advertising
It is creating awareness about the business and promoting it on smart
phones that people carry with them inseparably.
Search Engine Optimization (SEO)
It is the activity of optimizing web pages or complete website in order
to make them search engine friendly, thus getting higher position in the
search results. It contributes to overall rankings of the keywords
through influencing factors such as appropriate titles, meta descriptions,
website speed, links, etc.
Social Media Marketing
It includes creating profiles of your brand on social media platforms
such as Google Plus, LinkedIn, Pinterest, Twitter, Facebook, etc. It
assures that you remain connected to the existing or potential
customers, build awareness about the products and services, create

6. interest in and desire to buy your product, and interact with the
customers on their own terms and convenience.
Email Marketing
You can interact with the customers to answer their queries
using automatic responders and enhance the customer experience with
your website.
You can offer the options such as signing-in to subscribe to your
newsletter. You can make the emails catchy and crisp, so that they don’t
make recipients annoyed. Also, you can use selected best words in the
subject line to boost the open rate.
Content Marketing
It includes creation and sharing of media and publishing the content in
order to acquire and retain customers.
Blogs
Blogs are web pages created by an individual or a group of individuals.
They are updated on a regular basis. You can write blogs for business
promotion.
Banners
Banners are long strips of cloth with a slogan or design. They are
carried for demonstration, procession, or hung in a public place. There
are internet banners in parallel to tangible banners for advertising.

7. Internet Forums
They are nothing but message boards of online discussion websites,
where people posts messages and engage into conversation.
Online marketing objectives and functions
In today's world of business, marketing online is becoming one of the
most effective ways to attract more users. E-marketing facilitates the
investigation and form the market, consumer opinion and occasional
users to make it permanent. Marketing online is identified as traditional
advertising and direct marketing interaction:
Figure 6.1 The interaction of online e-advertising
Online marketing goals should be linked and be formed from the general
company's marketing objectives. They must have formed links with
marketing strategy decisions, target market and so on. Essentially, online

8. marketing goals are very similar to the general marketing goals, but
before the formation of them, it is necessary to identify and fix the real
needs of the organization / target marketing on the Internet. A distinction
is made between different online marketing objectives presented in
Figure 6.2
Fig. 6.2 E-marketing and the general objectives of the e-business
dimension

9. In the above figure 6.2, 1st and 2nd approaches are reflecting the general
e-marketing objectives and 3rd approach is more focused on online
advertising goals, however, in e-Marketing, e-advertisements goals are
consistent with the general e-marketing objectives level. The
organization, through internet marketing, has consistently performed the
following steps for achieving the objectives (2nd approach - Fig. 6.2).
 Improving the image of the organization - the organization has a
virtual space to present their work using the latest technologies and
the application of innovative e-marketing tools.
 Audience massification - the organization must be able to attract the
widest possible group of users because the Internet technology makes
it possible to have access to the rapidly expanding global audience
that is not limited by any boundaries and limits
 Ability to select audience - organization, planning and implementing
e-marketing efforts should focus on the target group of Internet users,
as new technology makes it possible to achieve easily the desired
users or their group. According to the types of the Internet users of
organization it is easy to identify the target audience.

10.  Interactive communication with the consumer - has an active form that
is interactive, relationship with their consumers. In this case, the
company must provide not only detailed information about its
activities, products, and any effort to learn about the client, to know
his opinion, comments and so on. It can also be applied to fans, fan
communities creation and so on.
 Effective business - organization, using technology, by the instruments
of advanced virtual payments should allow consumers conveniently
to purchase goods, take orders and apply innovative methods of
payment for goods.
 The dynamism of marketing - has constantly updated information and
data contained in the web space, website and so on. Enterprise users
must keep themselves informed about the activities, products and
services.
According to figure 6.2, illustrated in the
3rd approach, to get e-advertising goals to general marketing objectives
contribute as follows:

11.  Attitude Formation - custom e-articles, blogs and more, makes it
possible to create a positive attitude about the organization, improve
the company's reputation, website or brand of the company.
 The provision of information – various e-advertising tools (e.g.
advertising banners, e. mail, and so on.) direct users to the
organization's Internet site, where they usually find complete
information about a product or service that are interested in or want to
buy
 Communication development - viral marketing, contextual advertising,
e. mail, forums, blogs, contribute to an interactive, that is two-way
communication between the organization and the user creation.
 Bargain, leads advertisements to a purchase - The Internet user is
directed to the organization's web site, usually perform the act of
purchasing or guide it to a direction
Simulative return – e- advertising tools (newsletters, advertising
banners, etc.) offering promotions, discounts and so on, enables the
Internet user keep coming back to the organization's website, interested
organizations products or services.
Depending on how the user purchases a product online, or how reacts to
the applied marketing tools, can be formed into goals, customer
orientation - communication, attracting contacting, action and
maintenance.

12. The Most Important Benefits of Marketing Online
What’s there to gain by implementing a well-rounded online marketing
strategy?
1. Better Visibility
Online marketing tactics like search engine optimization (SEO) enable
your business to be more easily found on the channels your customers
are using most. People are more likely to investigate the options
that appear first in search results. So as you gain visibility online, it’s
more likely that they will check out, interact with, and purchase from
you.
2. Increased Authority
Online marketing is important not just because it helps you to get found
online, but also because it can change the way your business is perceived
by potential customers. For example, ranking high in search engine
results pages, along with respected industry authorities, instantly boosts
your business’ credibility. In other words, this is one of the first steps
toward becoming a respected local or industry authority and a go-to
provider.

13. 3. Higher Quality Website Traffic
Various marketing practices including local SEO, social media
marketing, and paid advertising involve what’s called targeting.
Targeting refers to narrowing the focus of your efforts to attract only the
people who’ll be most interested in what your company does or offers.
If you have a website, such targeted efforts will draw high-quality traffic
to that site. There you’ll likely see more engagement and more sales than
you would if your efforts were broad and not tailored to any particular
audience.
4. In-Person Visitors
The same goes for in-store visits. When you zero in on those most likely
to become your customers and speak directly to them, you’ll also notice
an increase in visits to your physical location and, ultimately, sales.
5. Long-Lasting Relationships
Marketing boosts sales which keeps your small business afloat.
However, online marketing also does something more, which has a
greater long-term impact. It enables you to build relationships.
Building relationships with customers earns you repeat business. Your
customers will be loyal to your brand. As a result, they will be happy to
refer your business to others, which, as you probably guessed, leads to

14. more sales and loyal customers. It’s a never-ending cycle of goodness,
which many businesses are now seeing for themselves!
In reality, you’re probably a customer of several of those businesses.
They’ve probably been marketing to you online without you even
realizing it!
Online Marketing IMPORTANCE
Another approach to understanding the importance of online marketing
is to take a step back and see just how prevalent it is in our own daily
lives. You may be surprised to see just how frequently you’re being
marketed to every day. Consider some common practices that you’ve
seen in action, whether you noticed it at the time or not.
Search Engine Optimization
Think of the last time you typed something into your favorite search
engine. Were you on the hunt for information or looking for a specific
type of business, product or service? Regardless, if you found what you
were looking for, you owe it to SEO. This powerful online marketing
practice is what helps search engines like Google show you the most
relevant information. In the past, this may have even led to your making
a purchase!

15. Social Media Marketing
If you’re on social media, you probably follow some of your favorite
brands there. And even if not, it’s likely that you’ve at least engaged
with them in some way after stumbling across their accounts. This
engagement, whether it happens often or not, exposes you to the
marketing efforts of those brands. No doubt you can recall seeing a
social ad or a post about an upcoming sale or popular product. In other
words, social media marketing.
Content Marketing
Without content, the internet would be empty. But it’s most certainly not
empty today. It’s filled with billions of pieces of content, both written
and otherwise. Each piece is a part of someone’s content marketing
strategy, even when that content is purely informational. In such cases,
it’s easy to think that you’re simply being provided with useful
information. However, you’re also being marketed to by the businesses
that produce that content.
Are you beginning to understand how widespread online marketing
really is…and how well it works, even on you?
Don’t Resist Online Marketing Any Longer
Trying to avoid digital marketing is not accomplishing anything positive
for your business. Why not give it a good try and see the benefits? It

16. wouldn’t be that far of a stretch as you’re probably already using some
digital marketing methods unknowingly! For example, that’s the case if
you have a website set up for your small business. Take this opportunity
to build upon what you may already be doing. Your small business will
fare better if you do!
Online Market Research
Online market research shares the same goal as traditional market
research - to gather as much knowledge/information about a target
audience, product or target market as possible: because of its velocity,
high research performance and internationalization, online market
research is still on advance. Like market research, online market
research aimed as well getting as much knowledge your target group,
product or market.
Definition of online market research
Online market research can be interpreted in three different ways.1)
 Internet as a method of research
 Internet as a object of research
 Internet as a medium of research
This article focused on the first topic „Internet as a method of research“.
In that case the internet is the instrument of research. The methods of

17. online market research are the same methods used in the traditional
market research: interview, observation, case studies and focus groups.
Methods of online market research
Similar to market research, online market research falls into primary and
secondary research as well. secondary research is not bulid on own data,
it falls back to pre-existing data on the internet. For example search
engines, databases or information sites. Primary research on the other
hand builds its own data. Holger Lütters, expert for online market
research and author, varies regarding primary research in reactive an
non-reactive methods.2) Reactive methods in the context of online
market research are online surveys, online observations and online focus
groups. Online case studies and online panels belong to non-reactive
methods.3)
Online survey
The participant fills out a survey featured by the medium internet. The
survey is programmed and the processing occured through local
browsers. Online surveys have different advantages such as the
possibility of a comfortable, program-controlled filtering error or the
access to a target group that is difficult to reach offline (e.g. young men
or visitors of specific websites). But there are also existing different
disadvantages such as the missing possibility to control the situation of
the survey (similar to normal surveys, researchers can check the time to

18. fill out the survey. If it is far below the average, the researcher has to
take into consideration that the infomation provided might not be as
sufficient as surveys provided by other members of the group)
Online Observation
Via online observation, market researchers basically examine the
reaction of users about companies, organizations, products or services.
The behavior of the user is for example analyzed by logfile-analysis,
cookies or clickstream-analysis. Market researchers can also use blogs,
for example, to inform about the users opinion.4)
Online focus groups
Another subset of the methods of online market research are online
groups. Online focus groups have between 8 and 10 participants and last
usually from 60 minutes up to 90 minutes. The online focus group is
lead by a moderator who uses predeterminded questions and unscripted
probes.5)
Online panel
An online panel is a group of users, who confirmed participating in
constant online studies. Advantages of online panels are the costs,
because online panels are much cheaper than the conducting of real
panels, and the researcher has more flexibility in conducting the online
panel. Because of the own decision to participate at the panel, the the

19. biggest problem of online panels is the missing representativeness. This
causes the sample not to be fully representative of the target audience.6)
Advantages and disadvantages of online market research
Online market research has revolutionized the tradtional aspect of
market research. The possibility of online market research provides both
advantages and disadvantages for researchers.7)
Advantages of online market research
 large numbers of participants can be reached at the same time
 international market research becomes easier
 costs
 time - rapid turnaround („same-day delivery“)
Disadvantages of online market research
 difficulties arising from the check of the respndents identity
 representativeness (skewed representation of the target audience)
 the possibility to participate on a survey more than once
 data privacy
 missing standards in recruiting and data collection

20. Discussion Online Marketing
This is a brief tutorial that provides an overview of how to market your
products and services using various online platforms. It describes
various online marketing techniques such as Online Advertising, Mobile
Advertising, Building SEO-Friendly Websites, Content Marketing, E-
Mail marketing, as well as Web Analytics for Online Marketing.
Moving forward, it also describes the impact of online marketing on the
business and the pros and cons of online marketing.

21. conclusion
We have examined the Internet users’ demands and needs online, and
found that they only to a small degree ask for involvement. There are
explicit demands for less advertising and simple and well structured
websites, but when it comes to dialogue, and participation only a smaller
part of our population asked for direct involvement. Login and
personalisation are however in high demand, a relatively new tool, login
have appeared on more and more sites, developed from extranets (dealer
logins) to consumer login to remember setup, addresses and other
information the consumer need to type each time a purchase is made.
This leads us to conclude that over time the demand for further
involvement will grow. One of the most important features the internet
provides is communication, communication between themselves and
their customers. Companies has for a long time been using the internet
as advertising tools to promote their product. In other words, it has been
a one-way communication. Chat and forums is one of the possibilities
the internet provides. The focus has to take a turn in the consumer’s
direction. So instead of one-way communication it should be two-way
communication. Consumers want to able to identify themselves in the
sites and product. This would be achieved through chartrooms and
forums. Instead of being a visitor they would rather be participants on
the sites. Conceivably more like Blogs and newsgroup provides. What
we also found out, was that the entrance to a site has to be simple and

22. direct. A concern that we were faced with, was the fact that only few
companies has a list of contact persons for direct contact. Also, with
larger companies a receptionist is available; why not make his/her
presence available on the internet via the company website. A simple
process that would start the dialogue with the visitor, perhaps reveal
areas where the website are failing to meet the needs of the visitor. It
would moreover be an indication that the companies involved the
consumers/participants in the process.