All businesses, whether start-ups or already established, owe part of their success to the various marketing strategies they utilize. Today’s business landscape offers a new challenge—the tight competition in the online marketing arena, thanks to the rapid technological developments that have continuously been pouring in. Numerous internet marketing techniques are being employed to keep pace with the changing demands of consumers. With all the many options available for online marketing, businesses should make sure they don’t go about it hastily, or risk failures and wasted opportunities. In Brett Relander’s article for Entrepreneur.com, he talked about what most companies fail to consider when coming in to the World Wide Web. “The key is to begin by developing an understanding of your customers, identifying the goals you want to achieve, then selecting a digital marketing strategy that will help you to reach both your target audience and goals,” said Relander.