It is known that marketing has a great significance in the growth and development of a business. Today’s marketing trends are related with the Internet. The marketing of products and services over the Internet is called as online marketing. It has various other names like web marketing, Internet marketing, search marketing, and e- marketing. Marketing is the tool which is back bone for any business. From last few years people in Indians are showing interest to buy products or services through Internet. Hence, there has been a trend to promote marketing online by many business organizations.
With increase in Internet penetration in India year on year, there is a growth in using the Internet for marketing when compared to other diverse media such as TV, print media and so on.
Major online marketing activities are e-mail marketing, social media marketing, and SEO and SEM advertising. Coming to the e-mail marketing, it is used by the organizations through internal databases. It will reach known and targeted customers only. Spending on email marketing campaigns is not as common as compared with spending on Social Media marketing in India. SEO and SEM advertising are the effective means of online marketing used by several advertisers.
The Internet and Mobile Association of India (IAMAI) 2010 report on online advertising states that e-mail marketing contributes for 7% in the total online advertising market in India during 2009-10. Social media marketing contributed for 11% in 2009-10. Online marketing methods like SEO, SEM advertising, banners, and others contributed for 82%.