INTRODUCTION

Online Marketing is the art and science of selling products and/or services over digital networks, such as

the Internet and cellular phone networks, Amruta Vijay Pawar (2014).Developing and executing online

marketing strategy is central to the practice of marketing. Recent reports regarding the top challenges

facing marketers reveal numerous questions within the domain of marketing strategy and the list

includes how to create organizational structures that better enable development of marketing strategies

that help navigate and adapt to changing customer and firm needs, another is how to choose the

optimal set of marketing strategies to drive outcomes given competing priorities and myriad internal

and external stakeholders, and how to lead enterprise-wide executives in developing and implementing

strategies that create greater customer centricity and engagement. Better understanding the state of

marketing strategy knowledge is also important for developing theoretical understanding in marketing.

The distribution of products, information and promotional benefits to target customers through

interactive communication in a way that allows response to be measured. It accounts for direct

connections with carefully targeted individual customers to obtain an immediate response and cultivate

lasting customer relationship, Jobber (2007). Mangold and Faulds (2009) point out that the popular

business press and academic literature offers marketing managers very little guidance for incorporating

social media into their marketing communication strategies. . Pownall (2011) added that online

opportunities and their future impact on traditional marketing are as expensive as your imagination can

provide. Mort, et al (2002) Due to advancement in technologies and market dynamics, digital market is

rapidly growing. Firms in Singapore and findings revealed that digital marketing is effective marketing

tool for gaining results, Teo (2005). Kucuk and Krishnamurthy (2007) also found that internet and virtual

communities helps the consumers, societies and marketer to access and share information with others.

It too helps in enhancing the communication skills also.

Kaini (1998) Innovation of new technology and internet, helps in opening the gate for marketers and do

online marketing to achieve their business goals. Song (2001) states that online choices are available for

customers and so it is difficult to enterprise to build brand image. Online advertising is powerful

marketing tool used for creating brand image and helps the corporate to increase the sale up to many

extent. Kee (2008), Godes & Silva (2012) revealed that 90% of consumer read online reviews of other

consumer before make purchase decision. Consumer read at least four reviews before make their final

decision of purchase. Reviews play important role in purchase decision. Fisch (2010) added that In the

world today, there are approximately 1 billion monthly active users of Facebook. After two years of

Facebook introduction, there were 50 million users. Everyday 31 billion queries on Google. 1000 internet

devices used in 1984 and 1,00,00,00,000 internet devices used in 2008. Indeed In this highly competitive

market and technological advancements marketing practices have been changed from traditional

practices to digital marketing.

RRL/Sources
Amruta Vijay Pawar (2014) STUDY OF THE EFFECTIVENESS OF ONLINE MARKETING ON INTEGRATED
MARKETING COMMUNICATION retrieved from
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Morgan, NA, Whitler, KA, Feng, H et al. (2019) Research in marketing strategy. Journal of the Academy
of Marketing Science retrieved form,https://eprints.whiterose.ac.uk/136066/1/JAMS%20Final
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HARDIK PANCHAL ,A STUDY ON DIGITAL MARKETING AND ITS IMPACT. Retrieved from
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A_STUDY_ON_DIGITAL_MARKETING_AND_ITS_IMPACT__ijariie9004.pdf