Internet marketing continues to grow in popularity as the days of integrated marketing solutions become the way of the future. Advertisers could once argue that the Internet would continue to be a research tool, but now, this opinion would be lost in a boardroom meeting amongst all those who believe that Internet marketing is the way to go.

Advertisers are constantly on the move to determine new ways to tap the vast market that the Internet offers. Traditional banner ads are a thing of the past – most people today don't even spend more than a second or two looking at them. Pop-ups and pop-unders are now being combated by Internet browsers themselves, and it is likely that their popularity will continue to drop. A few years back, all of these marketing tools would have been the most effective way to reach out to Internet users, but today companies are more demanding.

Marketers today are constantly being pressured by management to deliver quantifiable results. Marketing budgets are tightening with no sign of the pressure being relieved. Brand image is also a bigger contributor to media buying decisions, as pop-ups and pop-unders could damage the image of even the most well-established company.

Quantifiable results means being able to improve the bottom line. Traditional marketing methods on the Internet were great at promoting a brand or a company, but it lacked the ability to generate a credible call to action. Furthermore, the fact that everyone can put up a banner ad destroys the novelty of advertising on this channel. As a result, less viewers are willing to click on the links, fearing that they are a waste of time, or they will be hit with an onslaught of pop-up advertisements.

Thus, marketing has moved from the shotgun approach, to a finer, more finesse strategy. Search engine optimization has been employed to push company websites up on natural search results, pay-per-click has become popular in ensuring that companies are listed above all other results, and product placement on Internet games and advertisements have become ever so popular.

The focus now is on reaching out to these customers and ensuring that they are more than just a number. For example, many packaged goods companies have showcased their products on online games on first and third party websites. The popular youth game, Neopets, has company-sponsored sections within its virtual world. Companies such as General Mills showcases their products on mini-games in attempt to implant their brand names into childrens' minds. This marketing approach has created an uproar in some countries, with a complete ban on advertising to children as a potential outcome.

Why are so many companies taking on this approach? Because of the nature of online games and virtual worlds. Users are required to provide contact information. Advertisers and marketers don't mind featuring their products in exchange for these lists. At the end of the day, it's all about the leads that will become customers. Customers will generate revenues. Revenues are quantifiable.