A company that sells its products only from an online website, which is accessible to customers all over the world, still needs to worry about targeting a specific market.
Advertising, even online, is an expensive part of running a business. In fact, it can represent a significant portion of total expenditures for managers or owners preparing budget data. The reason marketing to a specific target remains important is because advertising is purposeless absent some level of targeting. That is why businesses will make the effort to ensure that their company's website is the first, or one of the first, to show up on a list of responses to an internet search. For example, the car rental business is both global and highly competitive. Companies that rent cars are keen to have their product appear as close to the top of a list of car rental agencies as possible, and to make their website as user-friendly and attractive as possible. They also want to instill name-recognition into the minds of potential consumers, thereby placing a premium on repetition.
Most online shopping involves individuals looking for a specific product or service. Marketing to that sector of the public is important, even in the internet age.