Internet marketing or online marketing is the business mantra for the day. Online marketing is the practice of using all facets of online advertising and publicity mechanisms to generate favorable response from your target audience. It combines both the creative and technical aspects of being online, including development, design, advertising and marketing. Display advertising, search engine marketing, affiliate marketing, e-mail marketing, and interactive advertising also fall under the board spectrum of online marketing.Online marketing is a component of electronic commerce. Information management, customer service, public relations, and sales are the various facets of online marketing. Online marketing has become popular due to the fast and easy internet access from anywhere in the world. With the rapidly shrinking global business community the right message and the right exposure is very important. Online marketing has several business models. Among them B2B (business-to-business) and B2C (business-to-consumer) are the most applicable. B2B entails two business houses connected with each other online and doing their business transactions over the internet. When a business house directly sells their products to the customer or end-user online it is then called B2C online marketing.Online marketing is dynamic, fast and very competitive. With a host of bidding options and platform sites, both users and service providers can benefit from great rates, transparency, quality check as well as volumes of business.

Compared to the other traditional media marketing options like radio, print and television, online marketing yields faster results. It is more business oriented than being just a brand campaign and has therefore become very popular with small and medium businesses that have tighter marketing budgets. The cost of acquisition is more fruitful than the traditional media. In the last decade there has been a rising shift in ad budget allocation for online marketing.

Like any other marketing tool, online marketing also has its limitations.