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Short note on internet advertising
Short note on internet advertising
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Laugh Your Way to Business Success
There are many advantages and disadvantages associated with advertising on the Internet and the development of an e-business. Today it is very clear that the use of the Internet as another media channel is just the start of the application of the media in a business context. But there are many things that are to be considered.
A company cannot expect to gain a profit on an Internet activity based on the company¡¦s way in which it creates value and profit in the non-digital world. The consequence of this will most fre-quently be just another channel supported by an extra layer of parallel processes, which gives the company extra costs. Very few are able to derive a profit from this and for the majority the invest-ment cannot be characterized as anything else but a learning experience.
In order to avoid this, you have to change the way you think of e-marketing and integrate communi-cation experts in the process of composing the website. This has proven itself very profitable in the world of e-marketing, which is basically about attracting new customers and keeping the existing. But in order to attract new customers you have to incorporate such complex concepts as creativity and humour into your strategy.
Even though it is common sense that things like creativity and humour are rarely found in the office of a computer expert and are more likely to be found in ad- or communication agencies, it still seems as though the companies have failed to take advantage of this. As written in The Sunday Telegraph from July 15, 2001, research shows that 90 percent of websites are developed by com-puter experts or communication inexperts as they call them.
So if the companies started co-operating with advertising and communication experts in order to incorporate creativity and humour into their e-marketing strategy, and they should be able to laugh their way to e-business success.
But how effective is the Internet when used for a marketing purpose? In 2001, a research group called Forrester Research made an analysis of how the big websites market themselves. One of the things that stands out is the fact the websites spent almost half of their marketing budget on offline media such as magazines, television and radio. This strikes me as quite peculiar, as the websites should represent the digital world. But it just proves that Internet cannot stand alone when used for a marketing purpose.
Nowadays, the popularities of the internet do change people’s life and even influence the strategy of a company. The article “Strategy and the Internet” authored by Michael Porter presents a few constructive opinions towards companies using the Internet for business that tells company should not lose the focus on building strategic development and competitive advantage. In the article, Michael Porter demonstrated that “the Internet is an extremely important technology, but it has made it difficult for companies to remain profitable over an extended time period”. (Porter, 2001) And internet leads many businesses “distort their market signals and competitive advantage”. (Porter, 2001) It is obvious that company tend to different from other which only focus on price strategies rather than through traditional methods of differentiation. (Porter, 2001) Throughout this article, Porter mainly aim to demonstrated that the Internet will weaken company’s profitability without providing proper operational advantages, because the proper use of internet will add value and increase company’s traditional competitive advantage, but it is unlikely for company to replace it. (Porter, 2001)
Many believe the internet was an over night sensation, that one day, someone invented the internet and it spread in popularity faster than Tickle Me Elmo or the Macarena. Although the internet did have a surge of commercial popularity, with the invention of Mosaic and later with e-commerce, it was created many years ago with the development of military networking technologies. Also, the internet, unlike many pop culture fads of the nineties, will continue to see a growth in popularity and usefulness as a form of media throughout the information age. Sure, the internet became overambitious to the point where many internet start-up companies lost their businesses in the recession of the past few years. The quality of the internet, however, has increased as companies realize that there exists competition and smarter consumers that demand superiority. The internet has taken the world so far in its short commercial life; the future of the internet provides limitless possibilities of a much different future.
In today's competing world, many organizations are rethinking their strategies in terms of the online business and its capabilities and culture. Organizations are taking advantage of the widespread web to buy and sell goods from other companies and recently from individual customers. Exploiting these opportunities of convenience, availability and widespread reach of the web or Internet, many companies such as Amazon have benefited from the use of web successfully.
Even though the internet has been a catalyst of major change in business issues such as marketing, many people still play old tapes that prevent them from seeing the way things really are.
The Internet and international business is an interesting topic- discussing an area of business that will probably be around for many years and possibly centuries to come. Since its earliest days, the Internet has been a means of communication, an essential tool in almost instant communication.
After all, media marketing is very influential in the world of business and marketing. More and more business are working at creating a more well rounded inter-web advertisement scheme. Through the placement and strategic plan on making the ad and where to put it and how to make the ad stand out to the streamers on the websites the businesses ad is on. Media marketing will continue to grow and proceed as time progresses and more and more people gain access to the internet
Businesses use the media to convince consumers to buy their products. Since the start of mass media, companies have used communication to broadcast to large numbers of people about their product (Shah). Companies spend a great amount of money to encourage people to buy their product, by winning them over (Shah). The media provides information, rates, and suggests new products and services such as movies, computers, restaurants, books, fashion items, and more (Rinallo and Basuroy). Back in the days where brands had to buy advertising or secure media placements are gone. Today it is becoming really hard to know the difference between the role of marketer and publisher. This gives the chance for companies to become satisfied conservators, making their own items on their websites for their businesses (“Media Influence”). More and more people are considering traditional advertisements as untrustworthy; in fact, 75% of people do not think traditional advertisements are true. Companies uses online advertisements to influence people to buy their product. People today are trying to make more informed buying choices, using all the information they can find online. A person’s online experience can influence them to shop at a particular store; in fact, 91% of people shop at stores because of reviews online (Peneycad). People spend a large amount of time researching products before they decide to buy them. 86% of people use search engines to research products. 62% of people who research products online buy products in the store. People who research services and products online are more likely to make a buying decision (Peneycad). 78% of people are influenced by post from companies on social media websites. 72% of people are trusting of online recommendations of products. Peneycad mentions,“This means 72% of people trust complete strangers just as [much] as people they know when it comes to making a purchase decision (Peneycad 2).
Creating an entire business function known as e-commerce. Purchasing store products online within the comfort of your own home. Even internet only based companies became top industry leaders like YouTube and Netflix. Since the innovation of the cell phone it was only a matter of time before offering advanced internet capabilities similar to a standard computer. They also made demand to increase and create new jobs. With the production of the internet came a job commonly known as information technology. A new business providing private and public computer trouble-shooting for correcting errors or even more serious repairs. Network marketing brings significant effects using the internet on the global market. Small businesses are now advertising their products in and instant locally or globally. Marketing companies uses tactics to attract a person’s perceptiveness into buying specific merchandise. Companies using social media gives them an edge to market directly to the followers that enjoy their
Advertising has been round for centuries; starting with print ads, then evolving into radio and TV adverts. Each form of advertisement requires several different strategies in order to make the advertisement effective and appealing to the consumer. With the ever popular rising of the usage of the internet, online advertisements have also become more popular. According to Dr. David Evans, who received his Ph.D. in Economics, e-commerce, or sales processed online, were equal to 34 billion dollars as of 2008. (Evans, 2) This amount has only grown and will continue to grow as the usage of the internet becomes more and more popular. The heart around this monumental sum of revenue is online advertising. Advertising agencies optimize their online
Internet advertising is growing before 2000. In 2003 it revenues were increased by 38 percent. It was the highest record at that time. It was a great advantage for the marketers, who were into internet advertisement. ( The economic times, 2004)
Digital marketers must keep up-to-date with the consumers preference, trends and needs, in order to meet these needs and to be able to remain competitive in the market . The connectivity created by digital media leads to enhanced product benefits such as online games and applications (Pride & Ferell, 2014). However, the use of the internet to sell products could be a disadvantage to the business since the goods being sold are intangible, the consumer could research and find reviews describing a product as low quality which could result in sale losses (Brand Driven Digital, 2013).
The Internet first started to get popular in the mid 1990’s. Where only people with high tech computers and that could afford the service had the Internet. Of course the Internet did not look the way it does now during that time. There were no pop up ads, java, banners, or graphics that made a consumer purchase a product because they saw it on the Internet. One main reason that there was none of this was because the Internet could only use dial – up. Of course everyone knows how slowly that was, so picture trying to upload or update a website at that pace with huge files. We all know that this would take a very long time eventually making the company lose money. With the turn of the century close by not only did we enter a new century but we entered a new age of the Internet. The introduction of a cable modem drastically increased the Internet population. With speeds up to almost one hundred times faster then dial – up there was no comparison. With this new invention companies soon started to ease off on some parts of their advertising campaign and focused more on advertising on the Internet.
The Internet has become a key ingredient of strenuous and busy lifestyle. ‘Internet’ has become the central-hub for communication, explorations, connecting with people or for official purposes. Resultantly, Internet growth has led to a plethora of new developments, such as decreased margins for companies as consumers turn more and more to the internet to buy goods and demand the best prices.
At the very start, internet revolution was known as a world wide web that would change everything. In 1990s, the concept of "online business" was created, this business is known by various names such as dot-coms, e-biz etc. which made easier to start a business on internet and inexpensive as well. Whether it's a big or a small, local or international it can reach infront of the world very easily. Thousands of ventures have been made on internet for online business on the basis of brick and mortar. Online business is not different from any other venture. Same rules and principles are applied. First thing to start up a business is to create a business plan and think of how to make money. Some of the options which should be applied for an online business includes, sell products, sell advertising, sell information, sell services and to become a reseller. All of these options are complied together. For any virtual business an individual should always look for products with high margins, high demand and less competition either for physical or digital manner. However, many services are sold on internet such as web hosting, domain name registration, software applications and comparison of different products and services. Selling information is another basic option in an online business which is done in two forms, one is subscribing on a website where online articles are available for free and on the other hand e-books are popular and are free, they can be downloaded easily plus when the writing is done the cost of subscription is very low. Advertising on internet leads toward a lot of money though it's an expensive procedure, with a lot of traffic on a web site one can make money easily by joining any kind of ad network such as Google. By getting affiliated with another web site can also make a lot of money such as sending a buyer on another merchant's web page, like this one can get a percentage on per sale basis but first an individual needs to get expert in marketing for search engines.
growth in usage by both consumers and businesses. The unique capabilities of the Internet has captured the attention of the marketing community. While a growing number of companies have or are interested in developing an Internet presence, there is still a great deal of uncertainty about it and the potential ethical issues associated with its use as a marketing medium. Although many businesses are acknowledging the importance of a Web site, but the potential ethical issues related to marketing on the Internet still having an uncertainty in this situation. Much less attention has been given to the business community's perceptions of the ethicalness of this new medium. The unique interactivity of the Internet has captured the marketing community's interest as a way to develop and enhance customer relationships and establish greater brand identity. Thus, many commercial services have become available on the Internet that allow consumers and organizations to interact electronically. These services include booking airline tickets online, buying books and compact discs, and receiving stock market information. Although the number of consumer users and commercial organizations navigating on this "information superhighway" is growing almost exponentially, the benefits of the Internet are not without drawbacks.