Powered by the web, marketing has taken a sudden turn and is heading at fast pace towards the digitization of all processes. There are numerous reports and findings that prove the growing dependence of marketers on web tools and carriers. The usage of these tools has made marketing strategies easier to be implemented and executed.

Starting from electronic correspondence or e-mails, the business has gone much further and today relies completely on digital tools and techniques. Whether it is spreading the awareness about a brand or provision of after sales service, web has contributed in a big way.

In the last few decades consumer behaviour has also changed for good. With secure connections and credibility maintained by large Internet companies, people have started to trust the medium and the deals online. Shopping online is no more a distant dream and the information on the Internet is more meaningful than on other media.

According to McKinsey Global Survey, the report being released on July 2007, “In 2010 just over half of all respondents expect their companies to be getting 10 per cent or more of their sales from online channels – twice as many companies as have hit that mark today. And 11 per cent expect to be spending a majority of their advertising budgets online by then.”

The report further reveals the emerging vehicles, which have been put to practice by e-marketers or online marketers. Some popular ones are retail web sites, portals, blogs, wikis, podcasts, widgets, social networks, etc. With these tools and vehicles we have a whole new virtual marketplace before us waiting to be explored.

As service industry, online marketing provides an absolute package of web solutions. The various services covered in the umbrella term include search engine marketing, social media marketing, e-mail marketing, affiliate marketing, etc. The service components keep on updating with the invention of new tools and techniques.

Once online marketing takes an upper hand, there would be heavy cuts in pricing. The marketing and advertising campaigns take a good share of the money. With low cost vehicles and platforms for marketing, the business might reconsider the pricing and lower it to benefit the audiences.