Web Marketing is the marketing (generally promotion) of products or services over the Internet.Web marketing is also known as internet marketing or e-marketing to do the marketing of products or services online. Web marketing has a broader scope as it is a digital media such as Internet, email, wireless media etc.

The main important benefit of web marketing is it provides services at lower costs to a global audience. Web marketing focuses on creative and technical aspects of the Internet which includes design, development, advertising, and sales. Effective web marketing requires a comprehensive strategy that synergizes a given company’s business model and sales goals with its website function and appearance, focusing on its target market through proper choice of advertising type, media, and design. Web marketing also include the placement of media along different stages of the customer engagement cycle through Search Engine Marketing(SEM), Search Engine Optimization(SEO), banner ads, e-mail marketing etc. Web marketing is relatively inexpensive when compared to the ratio of cost against the reach of the target audience. The nature of the medium allows consumers to research and purchase products and services at their own convenience.

Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickly. The strategy and overall effectiveness of marketing campaigns depend on business goals and cost-volume-profit analysis. The advertisers can use a variety of methods: pay per impression, pay per click, pay per play, or pay per action. The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement, visit a website, and perform a targeted action. Web marketing is the fast and convenient medium to reach the global customers in just one click. Web marketing has already had an impact on music industry, film industry, banking, flea markets, medical field, and advertising industry. Web marketing auctions are gaining popularity. Specialized stores like eBay are getting good response in sell of antiques to anything. From the buyer’s perspective, the inability of shoppers to touch, smell, taste or try on tangible goods before making an online purchase can be limiting. However, there is an industry standard for e-commerce vendors to reassure customers by having liberal return policies as well as providing in-store pick-up services. Thus, web marketing has gained lot of popularity due to maximum exposure, response, efficiency, convenience and fast informative medium. Nowadays, web marketing have gained global customers as compared to other mediums.

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