Internet advertisement has its own uniqueness. The main thing about it is how it displays the

In the is day and age, social media and word of mouth are the biggest advocates to reach the masses. Several methods to be

The internet has made everything simple especially in business. The world has changed to become a global village where all people can access. They do that to check on what is new in the market or the current trends. Marketers and advertisers have seen an opportunity in the fact that people are always on the internet. They market their products on the internet by posting them on different websites for people to be able to see them. That type of advertising that takes place on the internet is referred to as online marketing or online advertising or internet advertising. It included email marketing, social media marketing, display advertising, search engine marketing (SEM), and mobile advertising. This type of marketing involves a publisher who posts the advertisement, with the permission of the owner of the website to post an advert for the viewers of the website to see. It occurs at a certain fee. Marketers have mastered the most commonly used websites, like the social media websites where they post their advertisement for the millions of people in social media to see them. They usually appear in the screen making it inevitable for a person to view it (Webb, 2007).

For years, advertising agencies have been hard-pressed to develop a method of communication that online users would engage with. The most common of these approaches, banner advertisements, and online commercials, are usually met with disdain and a lack of engagement. It is the tendency for these approaches to be intrusive in design that causes consumers to actively and subconsciously disconnect. Meanwhile native advertising, content developed and funded by brands, solves this issue. By providing content, and being non-intrusive in design, native advertising has been met with positivity by online users. With current methods of online advertising being considered too intrusive, agencies should concentrate on using native advertising, as it is effective at prompting online users to engage with the brand content.

Social media networking sites have been an anomaly for the past decade and they are still continuing to grow at an accelerated rate (Gunawan & Huarng 2015). Due to their outrageous popularity surge, marketers have been using these sites as a tactic for all kinds of industries. This type of marketing is referred to as viral marketing, which is used by companies because of its low-cost management. This stimulates the consumer’s exchange of favorable opinions on products or brands via social networking and media (Gunawan & Huarng 2015).

Social media have attracted a large number of users in a short time; Web 2.0 has allowed a communication interaction in two ways providing a platform for companies and consumers to engage timely and in direct contact. As a result of this trust based relation and rapid adoption by consumers, companies are extending social media use in their marketing strategies (Dao, et al. 2014). Push methods in traditional advertising are becoming more difficult to create brand impact, meanwhile new techniques such as social media strategies, viral marketing and worth of mouth (WOM) are being used by advertisers as a way to potentialize the communication reach and engagement (Montigny et al. 2012).

The Web is rapidly becoming the most important marketing medium. Marketing has to wrap around the social web. Marketing is being reborn as a consumer-centered craft. The core of viral marketing is

Irrespective of all the benefits of internet advertising it has got few challenges. Some of major limitations of online advertising are as follows:

Social media is used to define the online means of communication, collaboration, share, and cultivation between interdependent platforms (Tuten and Solomon, 2014) and social media marketing is the use of social media to induce consumers to buy or support a brand, company, website, etc (Barker et al., 2013). Today’s advertisements are much more interactive and specially designed for a targeted customer because social media provides this facility. Also, it helps companies to track customer’s age, gender, habits in a way to adapt their products and reach them more easily.

Internet marketing is a channel that expands business-to-consumer interactions and allows firms to target special interest consumers. In this method, internet marketing can reach a target audience with websites, search ads, display ads, and email (Kotler & Keller, 2016). Designed properly, easy to use websites can attract consumers, share information, allow purchases, and encourage repeat visits (Kotler & Keller, 2016). Search ads, whether paid search or pay-per-click ads, and display or banner ads are enablers to gain consumer interest where consumers can click to be directly linked to websites or products (Kotler & Keller, 2016). Similarly, email marketing is an inexpensive method to target consumers. One advantage of online marketing is that firms can tailor the message to engage consumers with special interest (Kotler & Keller, 2016). However, consumers can ignore search ads or display banners, which is a disadvantage to the online format.

However, fairly recently the Internet and specifically social media has been able to transform communication into a broadcast for the masses. The term for this new phenomenon is “consumer-generated media” and Facebook has been a pioneer for it. People are posting more and more about purchases they make and products they like (Blackshaw 2004). The electronic word of mouth is being referred to as eWOM and it is when a brand creates social media posts, comments, tweets, product reviews, videos, photos, and open conversations with online communities and it becomes earned media (Brito 2013).

"Social media are online media where users submit comments, photos, and videos- often accompanied by a feedback process to identify "popular" topics." (Kerin & Hartley, 2016, p. 540) "The ease and speed with which social media enables individuals to create and distribute content make it one of the most powerful mediums of our time." (Agresta, Bough, & Miletsky, 2010) Marketing managers understand that social media marketing strategies both similar to and different from traditional media marketing strategies in more ways than one. To begin with, they both can be created with the purpose of reaching specific amounts and groups of people. One of the more obvious differences is the expense of each and

Online advertisement alongside advertising in the media is growing and becoming more and more important. People spending approximately 89 hours online, on either a desktop,

Every once in a long while, the way that people receive and distribute news is majorly impacted by times and technology. The 20th century brought TV, radio, and the Internet. Just as these media channels defined their times, so the rise of new media will also define the 21st century. In modern society, all public relation practitioners are confronted with a startling series of new communications channels and struggle with the impact of new media. The "new media" gives rise to a new style of marketing that is characterized by conversation and community. Internet-based social media tools include blogs (WordPress www.wordpress.com), podcasts, online video (YouTube) and social networks like

In the world of rapidly evolving societies and communities, the business agents come faced with the need to further expand their marketing efforts and operations. In such a setting, they more and more come to use the modern tools to marketing their products and services. At this level, the more relevant examples in this sense is represented by the usage of social media in the promotion of products and services. Marketing through the social media then integrates a series of efforts through which the economic agents seek to raise the attention of the audiences on the respective websites (Search Engine Land).

entitled “The Interactive Advertising Model: How Users Perceive and Process Online Ads”. The authors provide an integrative processing model of Internet Advertising, which incorporates the functional and structural schools of thought. The model begins with the functional prospective, which attempts to identify reasons for Internet use. Since most individuals enter cyberspace with some goal or agenda, in mind, the authors argue that a model of online processing should begin with consideration of Internet functions. These functions, according to the authors, operates conjointly with the user’s mode-ranging from high goal-directed to playful-to influence the types of ads web users will attend to and process. The authors offer a broad scheme in which to classify most Internet ads, as well as a number of common features unique to these ads. The authors conclude by offering a number of hypotheses suggested by the model.