A look at the growing businesses proves that the key to their success is that they know the meaning of "show well sell well". If any business has to expand than it has to show the customers what it has got for them. Now it’s the way they show it which determines how much customers they are going to draw from this show.

In past businesses had to spend a reasonable amount to promote their business which is now referred to as marketing. Since marketing was something that sucked in a considerable percentage of the total income thus hindering the growth of the business.

In the present day business scenario, the importance of marketing has increased much more because of the increased competition in the market. This pushed the businesses into a profit sucking marketing competition. But thanks to the internet that now most of the marketing is done online. This development in marketing trends has saved businesses from spending on the traditional marketing ways. Furthermore online marketing is much more effective than the traditional marketing as it has a broader scope of audience from all over the globe. Some of the tools of online marketing which make it the most effective marketing are:

• The most basic tool is the approach to the internet user individually and to advertise your products and services to the each person individually. This is done with the help of search engines as the advertisements are made with specific keywords keeping in view a search engine and when a user searches these specific keywords the search engine picks up the advertisement and the advertisement reaches to the target audience accurately.

• Certain groups and communities have specific interests and the advertisement is created keeping in view the interests of a certain group like an advertisement made for the teenagers based on their interests. To attract the audience, the advertisements are categorized according to interests of different groups. Thus your product is advertised to a group of people in a way that is most suitable for them or is most appealing to them.

• Another efficient tool is product specific marketing that advertises a specific product instead of advertising a whole range of your products and services. In this way the target audience receives specific information and the customer doesn’t have to categorize your products according to his needs because he receives specialized topic information.

• People of different areas have different needs and trends according to their own regional trends and needs. Thus it will be more effective to advertise the products or services that suit the best with the regional trends and lifestyle of a person using the internet. The location of the person is traced with geo location software and then the products or services that are most used by the people of that location are advertised to him or her.

These and many others are the tools used in the online marketing and even newer tools are being developed day by day making the online marketing more efficient way of marketing.