Online marketing uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. The evolution of digital computer and network technologies and their immersion into the daily lives of people worldwide are adding a new dimension to the commercial and cultural landscape - improving communication and providing access to information, entertainment and a global marketplace that largely ignores political and geographic barriers. Indian marketers are moving at a fast speed to tap the ‘new normal’ opportunity present in this potential group of customers. Consumers are embracing online in large numbers and the companies are using digital marketing techniques to engage with them. The focus of marketers is shifting from ‘sending the message out’ to ‘start engaging with customers’. In this context, the role of a marketer is changing from ‘batch and blast’ processing to creating ‘listening posts’ and ‘dialogue hubs’ in customer communities. With the change in techniques of marketing, the new segment of customers is also emerging. The present paper focuses on this new set of segment i.e. kids; it also lays emphasis on the new techniques being adopted by the marketers to trap this particular segment. The present paper also tries to grab the attention on the aspect that Kids contribute to be a larger chunk of the population and prove to be a lucrative segment for earning profits. But looking at the present scenario besides earning higher degrees of profit from this segment and contributing to the higher earnings of the country the health of this particular segment i.e. kids is at stake.
Online marketing, advertising, consumers, marketer, segment
