Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action. It is useful to create the demand of the product. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering. The study aims to understand the massive contribution of Online marketing as a part of wider completion in the market and to know its splendid efforts towards promotion in practice and also to find out some challenges in using online marketing as a tool of integrated marketing communication. The recommendations of this research can be used to frame an appropriate create a value or increase the value the firm strategy in which companies can give special consideration to online marketing.