The internet has brought many changes to everyday life over the past 15 years. There are people who have no idea what it is like to function without the ability to go online and keep up with current issues. Businesses have taken full advantage of the ability to reach a mass amount of consumers through online marketing. Some companies are far more efficient than others because the online profile is the heart and soul of their operation. Marketing can be tricky. However, a solid plan is highly effective and saves money compared to traditional forms of advertising. Social media is a crucial element to marketing online. Every person with a profile on platforms such as Facebook, Instagram and Twitter have the ability to share information and build an audience. An audience can be converted into customers. There is a sophisticated strategy that goes with building a consumer base that is interested in the product being sold. Facebook offers an ad program that allows its members to build a following based on the account holder’s interest. This helps companies reach out to those people who are actually looking for the information they are trying to deliver. The overall goal is to attract loyal buyers. It is important to understand that the attention rate of the average individual is very short these days. An effective online ad campaign must be able to tell a specific story and explain what it offers in the right amount of time. Research shows that the average person searching the internet does not open unfamiliar emails. They rarely pay attention to the ads on the various websites. However, social media has been able to help online marketers carve out a lane for the specific clientele that they are trying to reach. Creating an online marketing campaign that is user-friendly on the smartphone is of the utmost importance. Smartphones are currently the vessel for communication. Many are equipped with apps that allow it’s owner to go directly to a service module. It is no longer necessary to access Google for every piece of information. Business people and advertisers must be aware of how their product looks on various devices.