The scholarly papers introduce literature review in their study to discuss the relevant issues by pursuing secondary research. The section introduces the facts what have already been researched in order to well support the proposed topic of the present study. The present study is going to analyse the importance of online marketing and its impact on the improvements of sales. However, the research attempts to identify the need to introduce online marketing and its respective activities. It is also going to discuss how marketing has a huge impact in attracting customers and thereby developing the context of any business organization.  

Previous research works:

Various researches have been pursued on the relevance of online marketing and its impact on sales. Hu, Du and Damangir (2014) analysed in their works regarding the importance of advertising. They worked on the topic of how the fruits of advertising can generate the interest of customers and how subsequently it can be converted into sales. The work has been pursued to highlight the importance of advertisement on various components.

Zhang, Ma and Cartwright (2013) attempted their discussion regarding the investigation of online user reviews on sales search goods. It has issued discussion on the development of business context depending on the online user remarks and feedbacks. Their work has been an attempt to highlight the the understanding of impact.

On another note, Dale Wilson (2013) gave statement regarding the availability of online direct marketing databases. His work discussed about the fact that the marketing professionals get abundance of opportunities in the implementation of improved marketing strategies and tactics. The work has illustrated the importance of online databases that consequently guides the sales authorities through numerous ways to seek different customers and develop substantial sales leads. Overall the study discussed about the use of online marketing databases impacts over generating sales improvements.

2.3 Conceptual framework:

The conceptual framework is developed to outline the key points attached to the present topic of the study related to the evaluation of the impact of online marketing on sales. The framework is developed in order to have the crucial points based on which the discussion is directed. The conceptual frame is considered to be providing transparent ideas and thoughts regarding the ongoing research.

Analyzing the concept of online marketing:

Business organizations cannot be satisfied with only increasing the quality of their products and services. They essentially need marketing strategies to make introduction and recognition in the market. A business is developed from its acquaintance in the market and how the customers engage their attitude towards it. Marketing is an important tool in business that addresses a company’s existence and activities. As defined by Zhu and Zhang (2010, p.138), online marketing is a strategy where the companies or brands digitally communicate with the customers. The customers need to get thorough information regarding products of their choice. Through advertisements the business organizations put the details of the products including their services, discounts, price and features.