Chapter II
Review of related literature

It is critical for companies to know how do they attract customers to their website, engage them to turn into paying customers and also retain them in returning to your website. Online communications techniques used to achieve goals of brand awareness, familiarity and favorability and to influence purchase intent by encouraging users of digital media to visit a web site to engage with the brand or product and ultimately to purchase online or offline through traditional media channels such as by phone or in-store. This kind of strategy will give the your costumer right information at the right time by feeding them your kinds of products you sell, its benefits and advantage your projected clients without need of too much time consumed. It described online marketing as promotional activity on the internet, including email that can take many forms, including search engine marketing, email marketing, online advertising, social media, and affiliate marketing. These online marketing tools became one of the important communication tools for the companies to promote services and products in today’s economy.
Also, capital expenditures is minimize like buying franchise or opening a store that needs space for your product. What all needed is an excellent product and marketing plan. (Elley & Tilley, 2009)
Technological advancement is one of the primary factors that influence the e-business market. The Internet changes constantly, so the best practices for running web companies are in a constant state of flux. E-businesses need to update and reinvent themselves constantly in order to stay up to date with current trends and expectations of customers. Companies that capitalize on new technologies ideas and technologies first can have a significant advantage over competitors. E-business is now a trend in all kinds of business.