Online advertising is likewise known as internet advertising or digital advertising which makes usage of the cyberspace to communicate the promotional marketing message to the customers.
The online advertising term is broadly categorized on the basis of types of advertising which includes search engine optimization (SEO), banner marketing, search engine advertising (SEA), email marketing, online video advertising, local online advertising, social media optimization (SMO) strategies and additional types of online advertising. These online advertisings appear on the internet more often than traditional advertising media such as television and newspapers.
Search engine advertising and pay per click marketing are the fastest evolving advertising concepts for numerous assortments of businesses. Pay per clip is comparatively simple and effortless to carry out scalable, enormously cost efficient and in house. PPC is a huge component of effective and efficient online advertising for the business.
Online advertising uses numerous tools and techniques for online marketing functions which include sales CRM, e-commerce, e-mail, marketing automation, WCM, social CRM and web analytics. All these software tools collectively facilitate an organization to develop and implement effective and efficient marketing strategies.
The global online advertising market continues to rise in tandem with the global internet user base, social networking websites, income and widespread adoption of broadband. The industry is being motivated by mobile internet activity, increasing attractiveness and fame of mobile devices which includes tablets and smart phones that are proving to be beneficial.
The main factors that are driving the online advertising market are increased focus on digital media, cost effective, smart phone penetration, advertising by content providers and rising numbers of advertisers on social networking sites. The main factor that is restraining the growth of online advertising are lack of skilled personnel and still use of tradition advertising factors such as television and newspapers. The main opportunity for the growth of online advertising in future would be the emergence of SAAS based solutions.
The online advertising market is segmented on the basis of advertising sectors which include online classifieds, search, directories, and general advertising. In addition, the market is segmented on the basis of its mode of interaction which includes web sites, commercial online services, email providers, as well as other companies selling online advertising. Further, the online advertising is segmented on the basis of end use industry which includes BFSI and automotive industry among others. Furthermore, the market could be segmented on the basis of geography which includes North America, Europe, Asia-Pacific and RoW.
The North American region dominates the market of global online advertising industry and is remain the market leaders in future as well. Asia Pacific region is expected to be the biggest emerging market for online advertising because of the large customer base.
Some of the major companies that are dominating in the online advertising market include IBM Corp., SAP AG, Oracle Corp., Salesforce.com Inc., Aplicor LLC, Adobe Systems Inc., ComScore Networks Inc., Ebay GSI Commerce, Lithium Technologies Inc., Demandware Inc., Attensity Corp., Microsoft Corp., LongJump CRM, OpenText Corp., StrongMail Systems Inc., Percussion Software Inc., Zoho CRM Inc., Yahoo Analytics, SugarCRM Inc., Netsuite Inc. and Sitecore Inc. among others.