The rise of Web marketing tools among the best performing in terms of ROI has shifted the center of traditional marketing to the Internet. TV, classic traditional marketing channel, is gradually losing ground to the web. The more and more people prefer internet to TV, they prefer the interactivity of the web to television static information. The classic promotional campaigns, those that affect the audience without them having to actually required, leaving more and more space to campaigns on the web that, unlike the first, meet the user when it is really something to look, that is a product, service or information. Such campaigns are activated by the user that the request for information, want to extend their research to information pertaining to advertising channels, such as pay per click Google AdWords.

Search engines, in recent years have become increasingly important, realizing that in high traffic volumes and an increase of various kinds of services: email, statistics, management, photos, documents etc. Search engines have become a huge sieve capable of providing important information on the queries made by users around the world. Critical data which, if properly analyzed, can provide important information for use in web marketing strategy with high conversion. The search engine becomes the meeting point between supply and demand, between those who are looking for something on the Internet and those who want to offer what the potential customer is really looking for. Unlike the traditional means of marketing, TV, radio, magazines, in the web marketing campaign positioning sites can be much more targeted, with great advantages in terms of investment and gain on investment faced.

A promotional campaign via TV or radio, despite the high cost and its targeting is not always effective in terms of call to action. On the web, however, a request can be translated, in a few steps in a purchase or request a quote. The web is a tool for promoting more direct and effective than meets the user at the time of his interest, important factor in terms of goal conversion of sales but the Web is not an invasive tool. In web marketing, with a view to promoting your business on the web, as well as having a lovely site with good content, you need to plan a campaign positioning sites on search engines, just to catch the potential client indexes search engines, at the time of your request. A well-structured content that will be effective call to action that will allow us to maximize your ROI. In conclusion, given the growing interest in internet, web marketing is certainly more effective in terms of conversion and cheaper than traditional advertising campaigns.