Online marketing has limitless options and proffers an enormous amount of possibilities. With the voluminous growth of Internet users and the growing trend of online marketing, it seems indispensable to run a business without an online presence. 

This is due to the fact that ‘consuming in shops’ is changing to ‘online consuming’. Companies are using different online marketing strategies to attract prospective buyers. Different tools and techniques are used to influence the purchasing decision of consumers. 

Case studies on online marketing, research through survey, and analysis of data received from respondents are still in their embryonic stage, and it is conducted to find the effectiveness of tools and techniques—online chat assistance, email advertisement, and word of mouth—causing opinion/decision change of prospective buyers. Marketers have to retain old loyal customers and evolve strategies to attract new prospective buyers. 

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