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Online Advertising
Online advertising, also called Internet advertising or online
marketing, is a style of marketing and advertising for the product or service
of vendor or manufacturer through the Internet to publish promotional
campaigns to consumers or esteemed consumers. It includes email marketing,
search engine marketing (SEM), social media marketing, many types of
display advertising (including web banner advertising), and mobile
advertising. Like other advertising media, online advertising frequently
involves both a publisher, who integrates advertisements into its online
content, and an advertiser, who provides the advertisements to be displayed
on the publisher's content. Other potential participants include advertising
agencies that help generate and place the ad copy, an ad server who technologically delivers the ad and tracks
statistics, and advertising affiliates who do independent promotional work for the advertiser.
Online advertising is a large business and is growing very fast. In 2011,
revenues in the United States from Internet advertising surpassed
those of cable television and nearly exceeded those of broadcast
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television. In 2012, revenues in the United States totaled $36.57 billion,
a 15.2% increase over the $31.74 billion in revenues in 2011. U.S.
revenue from internet ad reached to a historic high of $20.1 billion for
the first half of 2013, with an 18% increase over the same quarter in
2012. Online advertising is now have became a common phenomenon
for business advertising for all the commercial sectors throughout the
world. Many common online advertising practices are controversial and increasingly subject to regulation.
Specialized Areas of Internet Marketing:
Internet marketing can also be broken down into more specialized areas such as Web marketing, email marketing
and social media marketing:
1) Web marketing includes e-commerce Web sites, affiliate
marketing Web sites, promotional or informative Web sites, online
advertising on search engines, and organic search engine results via
search engine optimization (SEO). Online Business or E-commerce
has been regarded as the future of all business activities, trades and
commerce in future. This is a process of trading in or dealing with the
products or services using Internet through computing devices. Online
business procedures depends on technologies such as mobile
commerce, Internet marketing, electronic funds transfer, electronic supply chain management, online
transaction processing, electronic data interchange (EDI), online inventory management systems, and
automated data collection systems using CRM.
2) Email marketing involves both advertising and promotional marketing efforts via e-mail messages to current
and prospective customers. Modern Online Business or E-commerce activities are performed through various e-
commerce sites or portals on the World Wide Web (www) , although it may also use other technologies such as
e-mail and different message sending services like SMS, MMS, and Flash Messages etc.

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3) Social media marketing involves both advertising and
marketing (including viral marketing) efforts via social
networking sites like Facebook, Twitter, YouTube and Digg.
Social Media Marketing, when procured through Search
Engine Optimization and Social Media Promotion are inter-
relative and effective importantly to each other as social media
directly impacts your search engine optimization procedures and
as well as search engines influence your social media presence.
Social media, however, has made a great impact on every layer of the society that a common man is now capable
of discovering and sharing content, but hasn’t completely taken over the way in which we look for a website or
content using Google, Yahoo, or Bing. Search engine is still continuing with the importance of its own.
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