Online advertising, also known as Internet marketing, online marketing or e-marketing is the marketing and promotion of products or services over the Internet. Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, rich media ads, social network advertising, interstitial ads, online classified advertising, advertising networks, dynamic banner ads, cross-platform ads and e-mail marketing, including e-mail spam. Many of these types of ads are delivered by an ad server. History of online advertising
Online advertising began in 1994 when Hotwired sold the first banner ads to several advertisers. Revenue in the United States grew to an estimated $7.1 billion in 2001 or about 3.1 percent of overall advertising spending. The dot-com bust destroyed or weakened many of the early online advertising industry players and reduced the demand for online advertising and related services. The industry regained momentum by 2004 as the business model for “Web 2.0” came together. A number of businesses emerged that facilitated the buying and selling of advertising space on web pages Competitive advantage over traditional advertising
One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that end, the emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy. Another benefit is the efficiency of the advertiser's investment. Online advertising allows for the customization of advertisements, including content and posted websites. For example, Ad Words, Yahoo! Search Marketing and Google Ad Sense enable ads to be shown on relevant web pages or alongside search results. Types of Internet marketing
Internet marketing is broadly divided in to the following types: * Display advertising: the use of web banners or banner ads placed on a third-party website or blog to drive traffic to a company's own website and increase product awareness. * Search engine marketing (SEM): a form of marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of either paid placement, contextual advertising, and paid inclusion, or through the use of free search engine optimization techniques also known as organic result. * Search engine optimization (SEO): the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. * Social media marketing: the process of gaining traffic or attention through social media websites such as Facebook, Twitter and LinkedIn. * Email marketing: directly marketing a commercial message to a group of people using electronic mail. * Referral marketing: a method of promoting products or services to new customers through referrals, usually word of mouth. * Affiliate marketing: a marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts. * Content marketing: the process of creating specialized content such as info graphics, blog articles and eBooks to attract more customers. * Inbound marketing: involves creating and freely sharing informative content as a means of converting prospects into customers and customers into repeat buyers. * Video marketing: This type of marketing specializes in creating videos that engage the viewer into a buying state by presenting information in video form and guiding them to a product or service online video is increasingly becoming more popular among internet users and companies are seeing it as a viable method of attracting customers. Approaches
* One-to-one approaches
In a one-to-one approach, marketers target a user browsing the Internet alone and so that the marketers'...