It is a known fact that marketing is an
essential component for product proliferation and adoption across the targeted
The advent of internet has attracted the business of marketing
impressively globally. As the world is becoming smarter and more efficient people
across the globe have started realizing the benefits of Internet Marketing.
With increase in internet penetration in India it can be observed that marketers
are looking towards tapping the online space for increasing its consumer connect.
The business of online marketing is new to
a country like India but brands are stepping ahead to experiment and are trying
to understand what the new age media has in stored for them. This is the very
reason why in the last five years India has seen an increase in number of online
marketing companies. With an increase in demand of online marketing
services by local brands there is a sudden upspring of these specialist service
Online marketing has changed brand's promotional strategies
in various ways. Cost effectiveness, measurability and interactiveness is what
online marketing has given brands a push on the web platform. Online marketing
has been more effective when measured on the aspect of product meeting the eyes
of an end user and has given a boundary free space for innovation.
It can be observed that with the internet changing various marketing practices
public relations in India is also looking at digital for various
activities. Gone are the days when a public relations professional
had to only monitor what was happening in traditional media. Constant vigilance
of developments in social media has become an integral part of a PR
exercise. The widespread use of social media has fundamentally changed how people
communicate and share information. Public relations is certainly no exception
as practitioners seek to communicate with and hear from consumers, along with
using social channels to share information with key audiences.