INTERNET MARKETING- A Beneficiary Tool in Marketing

Yogesh Kumar
1
!r" R" K" Gautam
#
an$ Aman$ee%
&
AB'TRA(T
Internet marketing or )nline marketing refers to a$*ertising an$ marketing efforts that use the
+e, an$ e-mail to $ri*e $irect sales" This is ty%ically use$ in con-unction .ith tra$itional ty%es
of a$*ertising like ra$io tele*ision ne.s%a%ers an$ maga/ines"
Internet marketing in to$ay0s .orl$ is a %art an$ %arcel of e*ery customer0s $ay to $ay life"
There is +e, marketing .hich inclu$es e-commerce +e,sites affiliate marketing +e, sites
%romotional or informati*e +e, sites an$ search engine results *ia search engine o%timi/ation
1'E)2" Email marketing .hich in*ol*es ,oth a$*ertising an$ %romotional marketing efforts *ia
e-mail messages to current an$ %ros%ecti*e customers" 'ocial me$ia marketing in*ol*es ,oth
a$*ertising an$ marketing 1inclu$ing *iral marketing2 efforts *ia social net.orking sites like
3ace,ook T.itter etc"
'ince more an$ more firms are reali/ing the im%ortance of le*eraging on the Internet to con$uct
their ,usinesses4 cor%orate lea$ers are fin$ing it $ifficult to kee% u% .ith fast mo*ing markets
an$ the customer con$itions4 also measuring the im%act of marketing efforts continues to ,e a
challenge for B#( marketing"
Internet Marketing is a ,eneficiary tool ,oth for ,usiness houses an$ the customers as it re$uces
the costs of %ro$uct an$ ser*ice $eli*ery an$ e5ten$s geogra%hical ,oun$aries in ,ringing ,uyers
an$ sellers together" The Internet also allo.s small ,usinesses to access markets an$ also
con$ucts market research .hich hel%s to maintain a %resence that hel% them to com%ete against
in$ustry giants" Thus Internet Marketing is a ne. .ay of marketing a %ro$uct6ser*ice glo,ally to
the targete$ market aroun$ the .orl$"
Key.or$s7 Internet Marketing B#( marketing %otential ,usinesses customers online
a$*ertising
1" Research 'cholar 8un-a,i 9ni*ersity Regional (entre for Information Technology :
Management Mohali
#" ;ecturer 8un-a,i 9ni*ersity Regional (entre for Information Technology :
Management Mohali