Internet marketing, also known as network marketing, refers to the Internet as the basis for the use of digitized information and the interactivity of network media to achieve the marketing objectives of the new marketing approach. With the continuous progress of China's Internet technology, network coverage continues to improve, China's enterprises to carry out Internet marketing proportion is higher and higher, Internet marketing has become an important channel indispensable to the marketing market.

According to the China Internet Marketing Market Feasibility Study Report 2019-2023 released by Xinsiye Industry Research Center, China's Internet marketing market size had a compound annual growth rate of 37.8% from 2012-2017; in 2018, the market size of China's Internet marketing market was 497 billion yuan. 29.7% year-on-year growth. China's Internet marketing market maintains a fast-growing development trend, and with the gradual maturation of the Internet marketing market and the gradual disappearance of the network traffic dividend, its growth rate has slowed down, but still remains high.

Internet marketing has a wide range of dissemination, not subject to time constraints, interactive, flexible and so on, and can analyze the collected information and make precise advertising to consumers. Internet marketing mainly includes two major parts: PC marketing and mobile marketing. By the end of 2018, the size of China's Internet users reached 829 million, with a network penetration rate of 59.6%; the size of cell phone Internet users reached 817 million, accounting for 98.6%. The attention of China's Internet users has been shifted from PC to mobile, and mobile Internet has become a new engine for the development of the Internet marketing industry. Advertising is the main way of marketing, in 2014, China's Internet advertising market scale exceeded the TV advertising market, becoming the largest advertising medium in China, and still maintains a higher rate of growth than that of the traditional media.In 2018, the scale of China's Internet advertising market was 371.6 billion yuan, a year-on-year increase of 25.6%, and the proportion of the overall market in advertising was about 50%; of which, the mobile Internet advertising market scale was 257 billion yuan, accounting for 69.2%. Internet advertising has become the main form of China's advertising market, and mobile Internet has become the most popular marketing channel for customers. There are many enterprises in China's Internet marketing industry, and the market competition is fierce, which is mainly reflected in the competition of customer resources, competition of network media resources and competition of Internet marketing technology.Since 2012, China's Internet marketing costs have been climbing year by year, coupled with the gradual disappearance of the demographic dividend, the era of relying on the incremental number of Internet users to bring about the traffic dividend will soon come to an end, and the customer's requirements for the quality of marketing are getting higher and higher, and the competition of Internet marketing industry will intensify. Competition in the industry will intensify, and enterprises with weaker technical and resource advantages will be gradually eliminated by the market, and industry concentration may be increased.

Industry analysts said that Internet marketing has become an important channel for China's corporate marketing activities, and its application share still maintains a rising trend, compared with other marketing channels have more development potential. With the gradual disappearance of the network traffic dividend, the Internet marketing market growth rate has slowed down, coupled with the increasingly mature development of the Internet marketing market, marketing investment costs continue to increase, the quality of customers on the Internet marketing requirements continue to increase. The Internet marketing industry can use big data technology to analyze information, find more accurate advertising methods, improve traffic conversion rates, and enhance the overall competitiveness of the industry.