Page 1 of 11
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 02
February 2019
Available online: https://ejbss.org/ P a g e | 253
Increasing Trends of Internet Advertising in India
Bharti Panchal
Designation : student
Ugc Net qualified : July 2018
ABSTRACT
With the advancement of technology, the trend of internet advertising is
increasing year by year in India. In India, the number of smart phone
users has increased from last two or three years which certainly has
raised the scope of internet advertisement in India. Social media is a good
platform for the companies to promote their products and they use internet
advertisement on social media as the reach of social media in India is very
effective.
Also, the impact of internet advertisement on the consumer behavior is
more effective as it is observed that most of the people spend their time on
internet. Hence, the scope of online marketing is increasing as compared to
the offline marketing. The current paper highlights the increasing trend of
internet advertising in India.
KEYWORDS:
Consumer, Internet, Advertisement
Page 2 of 11
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 02
February 2019
Available online: https://ejbss.org/ P a g e | 254
INTRODUCTION
With the introduction of internet in marketing, the face of Indian market
has changed. Now, companies prefer online advertising in order to
promote their brands. Social data companies gather data of the users by
observing their activities online. These data include the information like
their buying behavior, their interested brands and products etc.
These kinds of information are shared with the retail companies and the
interested clipping or images of products are sent on the platform of
social media. Also, it is observed that the scope of internet
advertisement ranges from young generation people to old generation
people as almost all the people of any generation like surfing on internet
which makes internet as an effective tool for any kind of brand
promotion.
Companies create their own websites and mobile applications so that
marketing of their products can be done easily. Some companies sell
their products on their own online platform and some companies use
other online platforms like Amazon, Flipcart and Snapdeal etc. to sell
their products.
Various online platforms like Facebook, Instagram and Twitter etc. are
used by the retail companies for marketing of their products. The buying
Page 3 of 11
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 02
February 2019
Available online: https://ejbss.org/ P a g e | 255
behavior of consumer is analyzed by the trend of surfing done by a
particular user.
Suppose, an internet user searches for Adidas shoes on any online
shopping site. This information is saved over the internet and that
person is shown the advertisement of that product again and again on
different online platforms as these kinds of information related to the
purchasing behavior of the users are shared over the internet and
companies access these data for the purpose of marketing.
In 2011, the trend of internet advertising was very low as the reach of
internet was limited at that time. The net worth of internet advertising at
that time was estimated to be approximate 2 billion dollars. Between the
years from 2013 to 2015, a rise in the internet adverting was observed
and net worth was observed to be approximate 3.5 billion dollars.
The role of communication tools for the growth of internet advertising is
very crucial as these tools play a major role in online brand promotion.
In the initial period of online marketing, it was supposed that the
internet advertisements are fake and full of lies. But, as the level of
marketing in India has grown up, the belief of Indian consumers on
internet advertisements has also raised.
Also, few years back, the scope of internet was very limited as most of the
professional people use internet for their working activities. Also, the cost
