The Internet is pervasive and ubiquitous. It has grown to encompass nearly every aspect of society, augmenting or outright replacing older methods of communication. This means that any organization, from the smallest non-profit, to the largest corporation, and even the individual, has an incentive to create a strong online presence.
Private corporations use Internet marketing techniques to reach new customers by providing easy-to-access information about their products. The most important element is a website that informs the audience about the company and its products, but many corporations also integrate interactive elements like social networking sites and email newsletters.
Non-profit corporations and political entities use Internet marketing to raise awareness about the issues they address and engage individuals in their campaigns. They strongly favor social networking platforms because they are more personal than websites and they are easy to share, increasing the “viral” word-of-mouth effect that is so prevalent in online media. Individuals find the Internet to be an easy and cost-effective way to promote themselves as professionals, performers, artists, and more. The cost of an Internet marketing campaign is small compared to more traditional methods, and has the potential to reach a very large audience