ROLE OF INTERNET IN MARKETING ORIGINAL ARTICLE Abstract:-

This paper attempts to understand the role of Internet in marketing process and its implications on business activities and the decisions making process. With the increasing technological advancements the businesses are shifting from traditional methods of marketing to modern methods. Moreover, with the increasing literacy rate and easy accessibility of technology, the people have started using internet more. Students of schools are often asked to make use of computer & internet more to complete their projects. From school or college students to working professionals being more tech savvy, the usage of internet is not restricted only to a particular age group. This also guides marketing managers to make customer base targeted strategies. This paper lays emphasis on the various uses of internet in accomplishing marketing objectives and how it helps in better customer penetration. Internet not only helps in advertising products but it is a boon for gathering information regarding needs and wants of the consumers who are spread across the world, which aide companies to know work areas in new products production. However, there are many reasons because of which internet as a tool of marketing is not considered successful (reasons like- hacking, payment issues, virtual space constraint, lack of technical skills etc.). But the usage of internet marketing has considerably increased over the years. Today many companies are trading over the internet and have started e-business. The data used in the paper is secondary data collected from various online journal magazines and various e-business websites and books