Through such an examination, it is the hope of this author that the reader will come to a more informed understanding with respect to the way in which different paradigms are utilized as a means of engaging and compelling the would-be consumer to a point of action.
Firstly, online marketing is a broad descriptive term that helps to define any and all types of online advertising or Internet advertising (Achrol & Kotler, 2012). Over the past several decades, a noted shift has taken place with regards to the way in which products or services are represented to the consumer (Ritzer, 2001). Ultimately, even within traditional television advertising, it is not uncommon to hear an advertiser state or display a link to follow the product or service on Twitter or Facebook. More often than not, regardless of the product or service that is being promoted within the traditional format of advertising, it is also not uncommon to see the advertiser promote the website and encourage the potential consumer to visit as a means of gaining further information with regards to the product (Marsden & Littler, 2006). However, each of these approaches are only part of online marketing or Internet advertising. Ultimately, Internet advertising and online marketing is concentric upon providing web banners, mobile advertising within applications, ad servers, or other promotional marketing messages their delivered through websites that are not otherwise associated with the particular good/product/service that is being offered (Trif, 2012).
From the brief list that is been provided above, it can definitively be noted that online advertising is a very broad sector that allows for an organization/firm/entity to direct their message to a specific demographic in a way that traditional advertising did not allow (Deshpande, 2013). For instance, if a particular company is attempting to market specifically towards individuals within a younger demographic,