Internet marketing: A marketing innovation in E-Commerce
Preeti Kanwar Rajput, SS Choudhary
In recent years, the internet and e-commerce have proved to be one of the fastest evolving technologies and the most emerging technique in the field of E-commerce and Information technology. Internet marketing serves as a computer-mediated market where the buyers and sellers can access each other and as a medium to manage and execute business activities such as marketing, sales and distribution. Internet marketing is any activity conducted online through internet technologies and comprises not only website advertising but also other types of online activities like Social Media marketing, Affiliate Marketing, Email marketing etc. It may be defined as, marketing practices done exclusively over the internet. Internet marketing is a rising business mainly because more and more public use internet every day in their daily routine. It involves various online advertisements to pull the potential consumer’s attention towards the firm’s website. It acts as a face-to-face marketing tool for the business organizations to communicate directly with the customers in real time in cost effective manner, to make a brand image in consumer’s mind and to persuade them to buy the company’s products. This paper acquaints a new outlook of internet marketing in E-commerce and its importance for the marketer to be successful in increased level of competition. It also discussed various techniques employed by advertisers to promote their goods or services online and its pros and cons too. This paper is kind of secondary research concerning various aspects of marketing in digital world and explaining how E-commerce has gradually became a vital part of our daily lives. The recent development in this sector will be very significant for the advertisers, practitioners, entrepreneurs, researchers and academicians.