The success of internet ventures, especially new ideas and e-commerce sites, depends on the promotional strategy and marketing tools. Even a highly sound product / service idea can sometimes take a beating as a result of a weak marketing strategy.

Effective promotions of online ventures is a strategic process involving proactive decisions regarding choosing between alternative media options online, budget allocation over a period of time, studying the competitors' strategy, entering into strategic tie-ups, devising innovative creative strategy, and finally managing the logistics issues.