"branding. Further, brands with different features and markets should be individuallydeveloped and the concept of cross selling can be used. Proctor and Gamble has 110 domainnames reserved but are using a few of them. However, the advertisement on other websites isvery common but is not well received. (Bennet, 1997) Suppose a consumer is looking for aparticular apparel brand, say Adidas and finds a link of Nike, the consumer may not evenbother to look into it as it is highly associated with Adidas. However, the creative promotionthrough cross linkage may lead to persuade consumers. This is where online promotiontechnique has a role to play. The various methods may include a mixture of banner ads, WebPublic relations (WPR), News regarding some launch or development can be placed and themost popular one is direct e-mail or newsletters sent to consumers. However, the responserate to newsletters and emailing is a minimal of 1to 2 per 100. The basic reason of such a lowrate is SPAM which annoys the consumers. Physical Distribution or E-Place The place aspect of marketing mix sounds ambiguous but has vastly challenged theintermediaries by effectively reducing their role. Kotler (1991) defines it to be anindependent medium to provide consumers with goods and services. Internet makes a good orservice available directly to consumers. Some considers it to be as virtual and interactiveintermediate. The Internet further uses the service of distributors in order to deliver theproduct to its consumers. For instance, Tesco Direct offers a wide range of fast moving goodsand deliver it to the consumers with the help of local brokers and distributors. Online perfumeretailers also place an example where Internet has proved to be a successful place. However,consumers are not very keen on buying as this raises the quality and lacks the product testingfeatures. For instance, a perfume can be bought online but the fragrance cannot be felt by consumers through this medium. This is where the traditional medium takes over theadvanced ones. Further, the consumer may be unwilling to buy perishable goods like fruits,juice etc through Internet on account of manufacturing date issues. They would be reluctantin trusting the information about the package and expiry dates given on websites; in mostcases it is not provided. Despite of this, e-commerce is considered as the boundless mediumbenefitting both consumers as well as producers. Wilson and Abel (2002) propose it to beboundary less and the standardised way has eliminated many expected barriers to entry. As aresult, there is an upward shift in the number of online purchasers of FMCG products.However, there is still a long journey that FMCG sector has to cover to match itsexpectations.It is surprising that the Internet advertising is linked to promotion element but it is the mostefficient tool which maximizes the utilization of the promotion mix. The advertising is foundrather suggested to be integrated within the promotion element for ensuring the consistencyin leveraging the company`s promotion acquaintance. Therefore, the promotional objectivesvarying from awareness to action can be covered through Internet advertising. Mobile Internet: Brief in FMCG ContextThe increased usage of Internet is further complemented by increased usage on well equippedmobile phones. The voice telephony has now transformed to mobile Internet. With the globalgrowth and with higher income levels, consumers are spending considerable time on Interneton their mobile phones. The modern technology namely Wi-Fi and GPRS enabled handsetshas led firms build the successful pillar of their online marketing stratagem to create a highimpact advertisement. Many view it as the next advanced stage of Internet marketing. (AnishSadanandan, 2010; August 17) As per a report, 134 million users of mobile Internet areexpected by 2013. (Unknown Author, 2009; June 11) The most common websites beingfollowed by the majority of consumers includes most of the social networking websites,Google and other mail sites. For instance, as per Nielson report, Yahoo Mail is quoted to bethe widely used website on mobile in US with 14 million users. (2008; May)Mobile internet is found to be possessed with higher level of penetration and the number ofusers is expected to rise. This is one reason why big players like Apple and Google areheavily focussing on mobile Internet for their advertisement campaigns. Despite of being acomplex industry, FMCG industry has embraced itself with the advanced technology ofmobile advertisement. As per a blog by Alexander Gregori (2010; February 10), FMCGindustry widely exercise on tool of text message or SMS. SMS are found to be moreemphasized than the number of phone calls in most countries. Being the most preferred modeamongst young adults as well as people over 45, firms are focussing on its usage. However,the limited budget on FMCG products raises the question of its effectiveness. This requiresfirms to creatively develop the advertising. For instance, consumers can be attracted by SMSreply to win some rewards and prizes.This leads to a better relationship with consumers byenhanced brand awareness and further helps in building database. The database could further be used to define a new set of consumers and hence in identifying their needs. Therefore,FMCG sector has high scope of utilizing the modern technology of interacting with itsconsumers efficiently.Pros and Cons of Internet AdvertisingThe world of Internet Marketing has grown so much that it is hardly to find any negativeaspects of this new version of interaction. On one hand it provides a cost efficient tool tofirms; it lacks the human interaction and thus the “word of mouth” feature. The case ofFMCG is highly sensitive in a manner that consumers would prefer the human interactionover the Internet mode of communication. For instance, a consumer may not trust upon theinformation regarding fruits and vegetables online but the personnel interaction would bemore convincing. However, firms are still favourable to Internet marketing due to changingconsumer behaviour. As argued, Internet marketing has a wider reach than the traditional medium of advertising. Itis now easier for German brands of apparels to target the Indian consumers or any other partof the world. Although it had its scope in traditional mediums but the extent is much wider inthe Internet case. According to a blog by Lee Roberts (2004; February 04), the wider reachis further complemented by a low cost of reach per user. He further adds that a website can becreatively developed by spending $6000 and may reach significant 1 billion consumersworldwide. However, various elements like graphics, target consumers, content etc. needs tobe well evaluated before its development. Further, the total costs would encompass variousmodes like social networking page, pay-per click, cost-per click, pay-per clicks and SEO. In context of FMCG sector, the performance of the Internet marketing suggests that thedisadvantages have a higher proportion due to lack of firms in understanding their consumers. Further, the saturated market requires the firm to undertake steps to stand out of competition.The lack of research on the advantages in FMCG sector is a fact and is debated on severaloccasions. The companies` objectives should be well defined and must be clear in order toattain the organizational objectives.CONCLUSIONS AND RECOMMENDATIONSThe Internet era has brought the consumers much more closely to the producers. Internet hasmarked various stories to successfully market the products of different industries. The firmshave heavily emphasized to interact with consumers through a variety of channels of whichthe most widely and modern form is Internet marketing. Although it has proved to beadvantageous in most sectors but there are complex ones like FMCG which are not able tomatch to the expectations. The major setback found is the lack of FMCG firms to understandconsumers` online behaviour. The sector aims at enhancing its brand image and thusawareness. The most effective medium in FMCG sector is found to be social networkingwebsites and SEO as it consistently aims at interaction in order to know its consumers. As thesector is too large and diversified the Internet medium well as the mobile Internet is found tohave differentiated effects. For instance, consumers are found keener on Internet search inapparels and perfume industries as well as confectioneries like chocolates and gift packs.There are several cases of soft drink products like the Coca-Cola campaigns, Doritos gamingzone on various networking websites that have considerable affect through Internet medium. The firms are required to define a set of goals in order for efficient application of variouselements of marketing mix. As the consumers are brining into usage of the new ways ofpurchasing, firms should come up with creative and innovative ways to pursue theinteraction. The firms should also learn from past success and failures in same as well asdifferent industries to improve their operations. However, the long term effects of Internet "