1. Research Title:

The impact of online marketing on the Polokwane Municipality businesses.

2. Introduction:

With the heightened pace of technological changes, marketers have been forced to reinvent themselves very often to remain relevant. Consumers are increasingly connected to companies and their opinions are highly influential. Markets and supply chains have become complex and require more integration and alignment with the field of consumers (CMO Council, 2011, P10). Online and digital marketing has created a platform of engagement between businesses and the consumers. 3. Background of the study:

The internet has led to the creation of a new breed of consumers who are more connected, informed and educated about purchases they make (Kaur, 2012, P1). Instant access to information means the power to influence purchase was shifted from sales to marketers. Marketing became the resource, tool and process through which consumers are reached and converted through valuable content. Consumers research on the web before they make a decision on what to purchase or not purchase.

4. Significance of the study:

Strategy, marketing creativity and resources are vital for a marketing strategy to be successful. Technology is part of the resources needed. With the technological advances, especially changes taking place in the internet, the B2B consumers have increased bargaining power while the seller is side lined. This is a digital age and businesses have to think of strategies that will reach potential consumers. This can be achieved by understanding technological changes that have occurred and those occurring and streamline with the marketing strategy accordingly. Technology is a business strategy that offers opportunities for new innovations and inventions to be adopted (Business Teacher 2012, P1). It further helps reduce the costs