By Sharon Ramsey 

Video Link https://youtu.be/H2hDOAB1K-4 

“If your business is not on the internet then you will be out of business” quotes such as these make the term online marketing the limelight of the branding and marketing world. Marketing is about reaching the customers and involving the customers in the product of the organization. How an organization wants to communicate to the customers is the decision of the organization itself. From methods such as email marketing, blogging and vlogging to methods such as Pay per Click, Social media marketing, digital marketing, and viral marketing are all modes of communication to the customer. A Marketing channel is like a funnel that pours in shards of relevant customers for the organization. However, there are various hurdles we face while acquiring these customers. Mr Ravi Kumar through this lecture highlights these hurdles and emphasizes how these hurdles can be overcome. Mr Ravi highlights the importance of writing the most concise yet relevant content containing emails to customers while also focusing on the point that an email should prompt users to take actions. He points out how heavy emails would just end up in a spam box and not reach the ultimate user. With the emerging use of technology, an organization can make good use of tracking algorithms to understand the behavior of the customers and create a follow-up action, and identifying the right set of people that must be considered as customers of the organization. Don’t you wonder how these website bloggers and YouTube vloggers and content creators create a huge number of followers and strengthen their channels? We’ll It’s called empathy. These bloggers and vloggers flow their passion through their content empathizing with the people and creating a flow of customers for their channels. The more the footfall on the website the better the ranking through the search engines. Have you ever come across advertisements over the internet and thought how these organizations can make so much money? Mr. Ravi focuses on a key aspect of marketing also known as the Pay per Click method. The organization through advertisements create a brand by paying a fee to the advertisers to create customer footfall over their websites and products. Every click over the advertisements is a share of money deducted from the organization's account and added to the advertiser's account. This method also takes into consideration the target audience, location of the audience and the demographics of the audience that ultimately affects the cost of the advertisements. Social media marketing and Digital marketing as explained in the earlier lectures are useful when customers and followers are impacted through the content posted on social media by organizations. Further direct selling is inadvertently not recommended to be done through social media rather driving customers directly to the website helps more in improving sales. While Criticism is always present on the internet it's best suggested to avoid any heated arguments over social media regarding the organization. Ultimately, it's all about congeniality with customers. An organization that empathizes with its customers is likely to be more accepted by the public itself and grow more than any other organization. It’s the psyche of the customer that they are likely to accept an organization which triggers the psychological emotions of the customers through its marketing strategy.