ONLINE MARKETING MANAGEMENT

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Introduction
Online Marketing is considered to be the practice of the different digital channels for
spreading the message regarding the different products as well as services. It is the aspect
through which with the proper utilisation of the different kinds of web-based channels, the
messages can be communicated to the different individuals in the market (Zaveri and Amin
2019). The different techniques which are used for the online marketing includes social
media, email, search engine optimization as well as display related advertising. The main
objective of online marketing is to reach to the potential customers with the help of channels
wherein they spend time in reading, shopping or socializing (Sundjaja and Naviri 2016).
The essay throws light in analysing the role of the ethics as well as corporate social
responsibility in the methods of the online marketing. The other sections which will be
included are the evolution of online marketing in the last ten years along with the role of
ethics in marketing. The major social criticisms will be analyzed that will be helpful for
understanding the impact of the same. Lastly, the conclusion is required to be added which
will be summing up the discussed areas and importance of the same.
Analysis of Online Marketing
As commented by Sloka, Kantāne and Walczak (2017), in the current scenario, the
digital marketing is brimming with the different ever-changing opportunities which helps in
boosting the growth of the business. Digital marketing helps the companies in promoting the
products or brands through the different online channels which can be helpful for reaching
out to the different targeted customers without any kind of hassle. In the simple terms, as
commented by Shaltoni (2017), the digital marketing helps in promoting the different
products over the internet or other kind of electronic media. In few years, with the different

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unfathomable kind of features along with opportunities, the digital marketing will be helpful
for conquering the traditional as well as offline marketing.
There has been evolution of Web 1.0 to Web 2.0 and lastly Web 3.0, there has been
huge changes which incurred that took place in the World Wide Web. In case of Web 1.0, the
role of the web was passive and it is considered to be the first generation of World Wide
Web. The main pros of the Web 1.0 are that they have only read content and it helps in
creating online presence at any point of time (Shaltoni, 2017). On contrary, the cons of the
Web 1.0 are that it was only understood by the human beings as there was lack of
content which was compatible with machine. Moreover, there was lack of dynamic
representation.
In addition, the second generation of WWW is Web 2.0 which was introduced which
was considered to be the revolution in the computer industry. Web 2.0 is the platform
wherein different users leave the control which have been used in 2.0. The main merits of the
Web 2.0 include the fact that it is the technology centric approach wherein the web has
created platform with the software above the single device level. On the other hand, the
different cons include ethical issues which is related to web usage and building. There is
constant need for updation which is ineffective (Shaltoni, 2016).
Lastly, the Web 3.0 was being introduced wherein it is the modern topic which is also
known as Semantic Web. Web 3.0 has been started to emerge as the movement which is
away from the centralization of the different services such as search along with applications
related to chat which are mainly dependent on the single kind of company to function
(Shahzad et al. 2019). The main pros of the Web 3.0 include web personalization along with
pooling of the resource. On the other hand, the challenges include vagueness as well as
vastness which causes redundancy of the data.