The Internet has fundamentally changed nearly every aspect of our lives. From how we interact with friends, family, co-workers, and businesses, a technology that was in its infancy just 20 years ago is now considered indispensable to many people. Companies understand the value that the Internet offers to them, providing interactive opportunities to connect with current customers and attract new consumers. As the Internet evolves, businesses will continue to refine their online marketing efforts, reaching a greater number of potential buyers than before.

Web marketing refers to a broad category of advertising that takes many different forms, but generally involves any marketing activity conducted online. Marketers have shifted their efforts online because it tends to be significantly less expensive. Many online advertising spaces are free to use. Companies can upload videos to YouTube or start a blog for no cost at all. Other outlets like official websites or paid search marketing cost a fraction of what a major television advertising campaign would.

The web also presents exciting new opportunities for companies to profile their customers. The interactive space of the Internet simplifies a company’s ability to track, store, and analyse data about a customer’s demographics, personal preferences, and online behaviour. This data allows the advertiser to provide a more personalized and relevant ad experience for the customer.