Evolution of Online Marketing Tools, Approaches, and Strategies With Associated Challenges: A Survey

Abstract

Marketing tools like organizing campaigns, banners, TV, and radio are traditionally designed for making the product more appealing and creating a need in the customers' minds. With the increased use of internet in our day-to-day life, these traditional tools are being replaced rapidly by online marketing media. Online marketing is a two-way communication that can reach a large number of relevant people in less time by providing more information and removing geographical constraints. The companies can respond to the customers' requirements more speedily with better quality by making direct contact with them. Most of the online development work supports itself with the revenue earned through advertisements rather than subscription. Online marketing is one of the largest, most effective, and fastest advertising media. Today, it is an essential medium of advertising for meeting the desires and needs of the customer. This paper explores the history of online marketing along with its basic tools with a special emphasis on keyword-based search, recommendation engines, and real-time bidding.