While online marketing is often seen as complex and technology-driven, it shares many fundamental similarities with traditional marketing and advertising. Both online and offline marketing involve understanding customers, creating products and services to meet their needs, and developing strategies to connect customers with solutions. Additionally, the target demographics for most advertisers have shifted online, with over 90% of India's online population between the ages of 18-45, the group with the most purchasing power. Therefore, online marketing provides an important opportunity to reach current and future customers where they are increasingly spending their time.

1. Is Online Marketing A Different World? Sidharth Swarup – ISHIR Digital

4. Creative Business Consulting Marketing Technology DIGITAL What comprises Digital?

5. Online has started reaching out to a lot of Indians Every 5 th individual in Urban India has experienced the Internet Internet in India

6. Internet Reach in India SEC A SEC B SEC C SEC D&E

7. Demographics

8. While most advertisers are still focusing on the traditional advertising media, the target audience is rapidly moving to a more dynamic and interactive medium - the Internet. About 93% of the 38.5 million online Indians today belong to the age group of 18-45 years, which has the maximum buying power - prime TA. What's more, the Indian online population is estimated to be 100 million in the next 3 years Online Advertising Spend * Financial Services includes: Credit Cards, Loans-Personal, Home, Car, Banking Services, Utility Payments, Insurance, Investments ) **Online Services (Personal) (Matrimonial, Job Placement, Surveys, Personalized Travel Verticals- advertising are predominantly pure-play net ventures) 250 2006-07 600 163 107 42 Online Ad Market (Rs. Crore) 2007-08 2005-06 2004-05 2003-04 Advertising market

9. Comparative Study India Total AD Spend Internet Penetration 38% 8% 5% 1% 5% 43% % Share 39,795 14724 3184 1990 398 2388 17112 2010 41% 1% 6% 1% 3% 48% % Share 16,300 6683 163 978 163 489 7824 2006 Total (Rs. Crore) TV Internet OOH Cinema Radio Print Total Media Ad Market