The internet is a medium that can help the marketing process. Not only does it help it adjusts and reforms what businesses can do. However , before looking at the distinctive features of internet marketing , it is necessary to have some grasp of traditional marketing principles and processes in the physical world.…
Advertising is defined as an action or a strategy that allows businesses or brands to promote and sell their products or services. The purpose of advertising is to convince consumers to choose a commodity over other alternative products of the same kind. Because of the remarkable progress and improvement in the domain of technology, there is a switch from the traditional form of advertising, which involves putting advertisement in newspapers, television commercials, and radio commercials, to online platforms where a majority of consumers have access. The traditional form of advertising does not allow consumers to express their opinions about a product or service being advertised…
Each and every business are now marketing their business through Internet, as it save time and cost and reaches a large number of customers in short span of time…
First of all, Internet advertising is effective to attract target customers. 57% of the company’s customers are woman ranging in age from 30 to 55 years old, with above average disposable income. The company is able to find and trace those potential target customers by using internet usage pattern. After that, the company could concentrate its advertising on the webpage where target customers most frequently visit, thereby enhancing customers to purchase its products.…
The development and growth of computer technologies has transformed the way in which companies have traditionally approached advertising. The huge presence of the Internet has dramatically transformed the face of advertising and its effectiveness. The seemingly endless amount of information that is available to users and the amount of time that is now spent on the Internet has made it a prime way to advertise and reach consumers. Because of the flexibility and control over advertising materials that is possible through the use of the Internet, it has become a widely used marketing communications tool.…
Internet marketing refers to the application of marketing principles and techniques via electronic media and more specifically the internet. The purpose of this unit is to develop learner understanding of, and skills in, the use of the complex interactive digital media which comprise the tools of internet marketing. This area of study is subject to rapid rates of change with an immense array of continually developing technology converging and impacting on how e-business operates.…
Since products are common topics of conversations, consumers frequently learn about new products from family members, friends and acquaintances. Indeed, research has shown that consumers often actively seek information from other individuals, as a favored information source, for both new products as well as new services.Therefore, for many consumers, information received directly from others, commonly referred to as word-of-mouth communication (WOM) is an important additional source of product information. Word –of-mouth communication may be defined as “a group phenomenon, involving an exchange of comments, thoughts, and ideas among two or more individuals represent a marketing source” [1]…
8 How Important is the Internet in Marketing? • REF: Barwise, Elberse & Hammond (2006). “Marketing and the Internet” in Handbook of Marketing. • Faster, cheaper, more personalised interactions • Reduces customer search costs • Seamless communication over any distance • Everywhere, Anytime 24/7! • Transforms a predominantly one-way broadcast model 9 What fundamental changes has the Internet brought to marketing?…
E-market or internet marketing is getting wider as the consumer only need the internet to buy or order the stuff they needed. They don’t need to go to the actual place to order but with just a single click they can have whatever they want. There are both advantages and disadvantages in e-marketing. However, as modernization occurs e-marketing is something many can’t live without. Everything is made easier with a click on the finger tips as the consumer have everything at their expense. However, if the E-marketing dominated the business world, it doesn’t mean that the traditional marketing will be replaced.…
The World Wide Web was invented in 1989 by Tim Berners-Lee (“World Wide Web,” 2006, Para. 1). He started a whole new way of doing things in business. Companies now can use the power of the internet to sell their products. Today thousands of sites can advertise their goods on websites such as Myspace, Facebook, and such search engines like Google. Many of these sites offer free advertising, which is even better for the companies because there is no cost involved. “Online advertising and sponsored searches are both fantastic tools in their own right - with clear advantages for brand building and driving both on- and offline sales”(“Revolution,” 2006, para. 1). Theses new tactics that companies are using are and can have a huge impact on their profitability. “Increasingly, search marketers are looking at the use of search for branding purposes and to drive purchases offline - using a more holistic approach” (“Revolution,” 2006, para 3). For example, if a company is offering a low-cost car painting service and getting ready to embark on a big budget TV campaign for the service, can the company be sure people will remember the web site flashed up at the end of their ad? A research study was recently carried out in France that indicated that consumers often remember the ad, but forget the web address- more than eight out of 10 users will turn to a search engine when trying to find more information. If a company web site is not listed high in the search results, ultimately one can just imagine how many customers that could be missing out on the ad. This could even have a negative effect on the brand.…
Effectiveness of WOM According to the article, “Word-Of-Mouth Marketing will change your business” by Hedges and Chung word-of-mouth marketing “gives brands a powerful and influential way to engage their target audience. The article talks about how consumers are very vocal about their views especially when it comes to personal care products like cosmetics. Projections by eMarketer predict 72 million U.S. adults will regularly give WOM advice about products or services in 2011, up from 65 million in 2006. There are 3.5 billion WOM conversations occurring daily in the U.S., according to the Keller Fay Group. Though 92% of these conversations are through off line means- face to face or phone- a vast majority of the influencers depend on the…
AbstractFor the larger part of 90’s, the earliest forms of online advertising, including e-mail advertisement, pop-up ads and banners, were perceived as spam. Today, online advertising has become an integral part of the industry as a result of new emerging technologies and shifts in consumers’ culture. With rapid global growth, online advertising will continue to strengthen its importance and integration within corporations’ marketing strategies. This paper examines the evolution of online advertising up to date and discusses the possible future trends that will shape the advertising industry as a whole.…
Before consumers decide on a specific item to purchase, they learn about others’ past experiences through word-of-mouth (WOM). Technological developments have increased the convenience and speed with which consumers are able share these experiences and opinions. Since 2004, the term electronic word-of-mouth (eWOM) has become…
➢ Internet marketing is able to, in ways never before imagined, provide an immediate impact. Imagine you’re reading your favorite magazine. You see a double-page advert for some new product or service, maybe BMW’s latest luxury sedan or Apple’s latest iPod…
The Internet as a marketing medium offers many unique challenges to marketers. To assist marketers in their venture on-line, comparisons and contrasts to existing marketing theory have been used to build a conceptual understanding of the current state of the Internet and its implications for consumer transactions (cf., Hoffman and Novak, 1996a; Hoffman, Novak and Chatterjee, 1995; Schlosser and Kanfer, forthcoming). To further understand the commercial possibilities of the Internet, several internet usage surveys have been conducted to document consumers’ behavior online (the most notable being GVU, 1999 and the HERMES project by Gupta, 1995; see Hoffman, Kalsbeek, and Novak, 1996, for a review). Yet, in terms of assessing the commercial effectiveness of the Internet and the value of Internet advertising, most research has concentrated upon the company’s rather than consumers’ point of view (Berthon, Pitt, and Watson, 1996). As a result, many decisions regarding Internet advertising (IA) are being made with relatively little specific knowledge about consumers’ attitudes toward IA and how the structure of these IA attitudes compare to the structure of attitudes toward advertising in traditional media. The aim of the current research is to examine consumers’ perceptions and judgments of IA.…