Nov. 8, 2009 (The Hindu Business Line) --

New Delhi, Nov. 8 Online marketing is the way forward. This was the theme of lecture on Saturday at the Ishan Institute of Management and Technology. Speaking at the Business Line Club event, Ms Meenakshi Khurana, Business Development Director of Latestt.com, said, “The advantage of online advertising over traditional forms of advertising is that the online media is the only measurable form of advertising. This proves to be a boon for the companies indulging in online advertising.”

The lecture was attended by Dr D.K. Garg, Chairman of Ishan Institute of Management and Technology, and Prof T.K. Guha, Additional Director-Corporate Affairs of the college, along with the management students of the college.

Highlighting the effectiveness of an online marketing campaign, Ms Khurana said, “A simple tracking system can track the effectiveness of the campaign right from the page viewing step to revenue generation. Online media allows companies to target the audience in much more focussed manner.”

She added, “By sourcing the web browsing data of the target audience, a company can put up their advertisements on the Web sites frequently visited by the target audience. Even companies as big as Mercedes Benz spend up to 15-20 per cent of their marketing budget on online campaigns.”

Ms Khurana also urged students to use online marketing and come up with business models to develop their career. Highlighting the examples of Google (NASDAQ:GOOG) and Facebook, Ms Khurana said, “Online marketing is low cost and effective. Companies like Google and Facebook have become multi-billion dollar enterprises thanks to the popularity of online marketing. Starting a Web site is cheap, but coming up with an idea and a business model is the important thing.”