Name: Ankita Chhabra
Country: India

Year: 2018
Volume: Volume-5, Issue-1 (January-June)
Page Number: 1-9

INTRODUCTION
The introduction and implementation of internet technologies has created new market for
manufacturers and service providers and also has provided new arena for innovative
marketing strategies by the professionals. There are various reasons of shifting the customers
buying patterns towards online retail shops. The facility of comparing your product with
competitive products on the basis of color, price, size and the quality is one of the biggest
benefits of online shopping.
From the past few years, online shopping is the prevalent way of doing dealings in the field
of E-business and is unquestionably going to be the future of shopping in the human race.
The increasing consumer base, principally of youths, is playing a significant role in the online
shopping. Through this means, the shopper can buy the product from wherever he wants.
Because of the wide communication network online business has become the new mediator
between the companies or the manufacturers and their customers.
Now-a-days where people are tech-savvy and are more attracted towards e-business there is a
need to switch the traditional approach of business and adopt the online business.
There are a number of ways brands can use online marketing to benefit their marketing
efforts. The use of online marketing in the digital era not only allows for brands to market
their products and services, but also allows for online customer support through 24/7 services
to make customers feel supported and valued. The use of social media interaction allows
brands to receive both positive and negative feedback from their customers as well as
determining what media platforms work well for them. As such, online marketing has
become an increased advantage for brands and businesses. It is now common for consumers
to post feedback online through social media sources, blogs and websites on their experience
with a product or brand. It has become increasingly popular for businesses to use and
encourage these conversations through their social media channels to have direct contact with
the customers and manage the feedback they receive appropriately.