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 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.
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.