Online marketing is like a bridge which connects business to multiple customers and Internet is like a highway which is full of information. Internet has now become a part of many people’s life. Common man is now using internet for getting general information and for many more things like e-ticketing, internet banking, e-shopping, etc. So it is the best tool to use by business for

marketing the products online. Online marketing means promoting products and services using internet. It is a broad concept because it can be done by using various techniques such as search engine marketing, search engine optimization, banner ads on specific websites, email marketing, etc. The internet is the most efficient and cheapest way to promote a company.

Search engine marketing (SEM) is a part of online marketing used to promote websites for increasing the ranking of the website on search engine result page. It is done using paid placement, contextual advertising, and paid inclusion. Search engine optimization (SEO) is a part of search engine marketing or we can say a subset of it. SEO is used to increase the visibility of a website on search engine result page. SEM uses ad words, pay per call, article submission, advertising and SEO. Another part of SEM is Social media marketing (SMM). SMM uses social media for promoting products and services to attract customers.

Online marketing is a one to one approach in which one business targets many customers. Online marketing provides with many benefits such as freely promote products and services with a low cost, provides facility to sale nearly anything, payments can be collected easily, people can approach anytime 24×7, products or services placed for world wide audience, etc. Online marketing is not mere placing advertisement on web, it is also conversing with customers, marketing products and services over internet, converting approach of customers into sale, etc.

Most important part of online marketing is converting customers approach into sale. Businesses don’t want to loose customers after they approached to business. E-mail is the most efficient and useful way to respond customers. In online marketing, one can make classification of market on different basis such as Demographic classification means by age, gender, education level, or socio-economic status, Lifecycle classification means according to the life stages, Geographic classification means according to location, Job classification means on the basis of work of people and Specialty classification means on the basis of common interest.