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Customer preference changes with the change in technology.
They have a wide range of options to choose from which forces
the marketers to focus on consumer engagement strategy for
attracting customers. Companies should adopt new technologies
for retaining the customers at the marketplace. Internet
is one of the cost-effective ways to reach the target audience.
The basic purpose of advertisement is to inform, communicate
and convince the customers about the product's desirability,
thereby creating a demand for it in the marketplace.
The term `online' advertising refers to ads that are served
through the Internet. Initially, when advertising started
to appear on the web, people were afraid that it would be
commercialized as it was developed for military, governmental
and educational purposes. Web is the most trackable medium
when compared to TV and radio as the number of clicks on
the ads can be tracked easily. Advertisers introduced new
forms of ads from blinking banners to pop-up ads besides
launching various delivery methods such as sending ads via
e-mail, to mobile devices, or embedded into online audio
and video, including podcasts.
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