4.4.

3 Importance of online advertising in changing market scenario:

Online Marketing refers to a set of powerful tools and methodologies used for promoting products

and services through the internet. It connects organizations with qualified potential customers and

takes business development to a much higher level than traditional marketing.

Online marketing synergistically combines the internet’s creativity and technical tools, including

design, development, sales advertising, while focusing on the primary business models such as E-

commerce, Lead based websites, Local search etc.

Online marketing includes a wider range of marketing elements than traditional business marketing

due to the extra channels and marketing mechanisms available on the Internet.

Online marketing can deliver several benefits such as:

Growth in potential

Reduced expenses

Elegant communication

Better control

Improved customer service

Competitive advantage

Online marketing is also known as Internet marketing, Web marketing, digital marketing and search

engine marketing (SEM).

To understand importance of online advertising in changing market scenario respondents were

asked on their knowledge about use of Internet, online frequency, Purpose for using internet and

Use of online activities by companies in their marketing efforts. Details of which are given below.