Role of online advertising in digital era for business sustainability: a conceptual analysis

The contemporary ways of doing business has changed tremendously after the internet came into existence, particularly in the last two decades. The internet has huge impact not only among the business establishments but also among the internet users due to exponential growth in buying and selling through various available online options (Tsang & Tse, 2005). The impact of online advertising is phenomenal, with the use of internet as a modern mode of media for advertising has not only increased the business but also it is a contemporary concept for sustainable business. Because, online advertisements are well supported by considerable quantum of increase in the number of internet users all over the world which results in increase in business and its sustainability (Abd Aziz et. al., 2008). Furthermore, even small and medium business entities also began to think of using the internet as a medium to promote their products via online advertising(Ronald& Barbara, 2002). Now-a-days, online advertising plays a crucial role in the advertising mix of almost all business organizations(Lages 2004). This has enabled, the small, medium or large business organizations can deliver the product information, price, purchase terms, delivery of goods to customers, ordering and payment methods, etc., to their prospective customers directly without the boundaries of time and place. Online advertisers can reach to the target audience directly through search engine marketing by displaying their advertisements on relevant web pages or related search results with the help of internet (Rodgers & Thorson, 2000). This helps the customers who prefer to shop online to gather the required product information in an easiest way while browsing internet at home or convenience place which also saves their time. Thus, this paper focuses on the use of online advertising for business sustainability in the digital era and draws conclusions based on the review of related research in the field.