THE INFLUENCE OF ONLINE MARKETING ON START-UPS

Abstract

Online marketing has come to occupy a central focus in the commercial consciousness of companies around the world. This is because of the growing dependence of individuals on online platforms, including social media, general websites, applications, etc. to obtain information. With the proliferation of such methods of obtaining information, the amount of time that individuals actually spend on utilizing traditional sources of information gathering, such as newspapers, television advertisements, etc. has gone down considerably. Given the orientation and ultimate objective of marketing; which is to communicate the value of a given product to a group of consumers and potential consumers in a manner which makes the said product attractive to them; this has made online platforms crucial from the perspective of marketing professionals all over the world (Aceron et al, 2018).