In the high tech age, most of the conventional advertising processes have become almost redundant and although these methods can still be useful to an extent, it would be silly to rely solely on these methods. In this day and age the key sort of marketing is carried out is online. This can be detailed as the marketing of a product using the medium of the online community and the systems this gives. The use of Online Marketing has grown over the past ten years due to an increase in the use of the internet at home. This rise in world wide, online, communication can be attributed to the increasing desire for fast, easy, communication. Through the increase in the use of the internet, new marketing ideas were designed, moving advertising from the “physical” to the “online”. This means that certain types of marketing methods such as mail-shots have now been replaced with spam e-mails. As such I would conclude that the “traditional” marketing techniques have not been rejected; they have actually been replaced and have “morphed.

It is through the growth and alteration of these marketing techniques that we can start to see the pros and the cons in the marketing world. With any kind of advertising there is typically a price but with the online market this is massively reduced due to the fact that online products can be very cheap (many being free). In the technological era there are a lot of different ways to make use of the internet but one of the main ways people seem to use the internet is through the use of web-based search engines. This is the reviewing of an online database for definite websites via the use of search criteria. This is an effective way of finding websites that you do not necessarily know the address of, and allows the user of the search engine to identify new websites that hold the information that they are searching for. This “mass-use” of search engines means that they are ideal for marketing if used in the right way. The best use of search engines for marketing is called Search Engine Placement. This is the advertising of your website by ensuring it is listed at the head of the results list when relevant criteria are entered into the search engine. Search Engine Placement is done via incorporating keywords on your website and the keywords used when registering your website to the search engines database.

The positioning of the keywords on your website is something that whilst easy to do can be something that is done wrongly (making it ineffective). This is where you might employ a company such as an Search Engine Optimization Company. SEO (Search engine optimisation) companies are companies that have expert knowledge of the way in which search engines operate and how best to market a website using them. An SEO Company can help promote your business, not only assisting with choice of specific keywords but also through the positioning of those keywords too. Hopefully the proper placement of keywords on your website should increase the customers to the site, thus increasing business and ultimately revenue.

But what are the pros and cons of online advertising? Online marketing is straightforward and can be done by anybody but for fully effective marketing it would be wise to employ someone to help. This may seem like it defeats the idea of online marketing, in that it costs money, but it is less costly than other forms of advertising.

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