The Internet has become an important component of a firm's promotion strategy as it provides a new way to reach people and deliver the company's message. The marketing managers of many firms use the Internet as part of an integrated marketing communications mix by which to position themselves in a variety of geographic and demographic markets. Websites in particular can be an effective tool in raising the virtual profile of a company. A professional Online Marketing Agency can help a firm establish and expand its customer base.

A website can be seen as a mix between direct selling and advertising because it can generate awareness, provide information, and demonstrate the product. Also, a website may be viewed as complementary to the personal selling effort by business-to-business suppliers and advertisers of consumer products. An important aspect of marketing is to establish an ongoing communications program with desirable customers.

Some companies carry out this communication task by building websites that focus on keeping customers informed and providing ways for customers to communicate their opinions, thoughts, and questions to customer service and sales. The websites of such companies provide links to other sites for additional information and technical help as part of their service offering. Some of these websites obtain the visitor's name and use it to greet the visitor with new information related to the visitor's interests every time he or she returns to the site.

A professional online marketing agency can assist firms with Internet-based marketing mix strategies and can even show executives how to establish and manage their brand online.

An online marketing agency can help companies set up websites by which they can attract new customers and form relationships with old ones. Such an agency can also help firms with various online marketing activities, including email marketing, content writing, social media marketing, and search engine optimization.

Marketing online has many advantages but many retailers are discovering that with the number of websites proliferating, it takes an enormous amount of spending to convince online customers to visit their website let alone to get them to make a purchase and subsequently retain them. Many retailers spend between $100 and $500 or even higher amounts in some cases to acquire a new customer. Internet companies also use banner advertising that promotes a firm's website and provides links to the company's website. Many companies promote their site by registering it with several search engines and directories such as Google and Yahoo!

A necessary requirement for e-business success is to establish two-way communication with online customers. Effective two-way communication involves communicating with customers and allowing them to easily contact the company. Company initiated communication involves e-mailing customers with information about items they may be interested in purchasing. Many such efforts are rejected by people as a nuisance if they realize that they are automatically created through some database technology but lacks personal touch. On the other hand, information that is valuable to customers such as upcoming events or new products, special offers, and personalized information could be of more interest to people and probably will not be rejected.