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  1. Significance of Online Marketing What Is Online Marketing/Advertising? Online advertising is also known as online marketing or Internet advertising or web advertising. It is a form of marketing and promoting the brands that use the internet as a medium. Internet act as a medium to maintain website traffic and trigger the right customers. It mainly aims towards marketing through unique and efficient applications. 9 out of 10 people now refer to online advertising. It has not only proven to be beneficial for large businesses but also the small ones. Marketing online is not only efficient but also cheaper than the traditional advertising approach. Online marketing is pivotal to the success of an online business. Researchers have revealed the increased interest of people to seek information via the internet. They prefer to first research the products, services, and prices before making final decisions. It directly means that, in your business, you really can’t ignore online marketing. This is where most of your potential customers are researching online. Online marketing is a modern age advertising tool that enhances the client base, lead generation, market reach, and ultimately increases the profits. Internet advertising has a global range. It can promote your local business beyond your local area and target audience worldwide. You don’t even have to bother about traveling; you can do it just by a single click. It makes your business accessible to millions of clients. Promotion and marketing via the internet are also cost-effective, unlike other conventional methods. With online analytical tools, you can also comprehend the strategies, whether they are working for you or not. You can analyze the customer data and edit them accordingly. Along with it, you can also track the conversions and effectiveness of your campaign. The data helps you to identify the improvements needed hence leading to profit. Online marketing is easy and fast and allows you to reach your goals quickly. In 2017, web advertising revenues in the U.S. totaled 83.0 billion USD, a 14% increase over the 72.50 billion USD in revenues in 2016. Online marketing combines the benefits of a business directory, local search engine, SEO tool, customer relationship management package, and content management. There are specific marketing platforms such as Marketo, MarketBright, etc. that have been bought up by major IT companies. FACTS ABOUT ONLINE ADVERTISING: There are more than 3 billion users on the internet. More than two-thirds of marketers and advertisers expect to see digital video advertising budget increase. About 70% of the retargeted users are more likely to convert. All digital display advertising has two-thirds of programmatic advertising. By 2020, mobile advertising will represent more than 72% of all U.S. digital ad spend. RELATED TO WEB MARKETING: Ad revenue is up 36% from 2011 to 2013. As of Fall 2012, Google had over 1.2 million business ads on its search network. Around 95% of Google’s revenue comes from online marketing. Only eight percent of internet surfers account for 85 percent of clicks on banner ads. More than 80% of the people currently rely on impressions and clicks to measure digital video ads.

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