Online Advertising and Marketing Name Course Professor Date The onset of the internet era has changed the way of life. Internet is used for almost everything; from communication, education and entertainment. Most importantly, internet took business to higher level. Online business has led to lots of benefits such as brand visibility, global advertisement and reaching the target group with the intended message. Many advertisers ceased the opportunity of ecommerce which can be proved by a report courtesy of eMarketer. This report indicates that online advertising grew by a margin of 23% in 2011 in the US alone. This was way over the $32 billion previously speculated. This was the same trend in 2012. Online spending is continuously growing, therefore, organizations and business with an online presence need to keep abreast with changes in online practices lest they lose future opportunities and customers (Demiray 2011). Online marketing comes with lots of pros to both growing and established businesses. These include a huge presence in the worldwide market. A huge presence promotes the visibility of a company leading to increased number of customers presently and in the future. In addition, current online practices have shown that ecommerce companies target specific prospective customers. This has led to customer involvement in the marketing and also customized marketing. Such promotes satisfaction to the target group and thus more sales. eMarketer indicates that online advertising and market...