In today's market, there is a broad range of online marketing opportunities, banner advertising, pay per click promotions, affiliate marketing and so on. Successful online marketing depends largely on your ability to identify the best opportunity to reach your target audience in a scalable and cost effective manner. While mass market portals deliver high traffic, it seems that vertical specialised sites are more efficient at delivering qualified leads and customers, providing more focussed content. Niche advertising works for advertisers who want highly targeted, highly qualified markets where their advertising works in context. Banner advertising on a mass portal may get a higher page impression exposure but may not have an increased click through rate and you might not see a high traffic to sales conversion.

Customers who use the web expect online communication to be up-to date, interactive and with a high degree of immediacy. Successful online marketing employs the core principals of direct marketing. It can be personalised, one-on-one, highly relevant, interactive and engaging. Smart marketers use it to drive the purchase intent, generating and qualifying leads, to build relationships and for viral marketing. They also understand the importance of integrating their online with their offline activities, using their offline initiatives to drive traffic online and harnessing online relationships to drive traffic into stores.

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