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internet marketing within the marketing context
marketing opportunities and challenges faced when using internet marketing
internet marketing within the marketing context
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Internet Business and Marketing
A Look at Today's Growing Internet Business
In what way does the Internet effect marketing in business? Today's industry must be profitable and continually seek to improve the profit margin set forth by the shareholders. In order to be on top of the ladder and rise above the ever-growing list of competitors, companies must stay in line with technological advances. The means of marketing a company's services has changed at a near daily pace over the last several years. In present time, a company's success would be elevated by the use of Internet services.
Marketing on the Internet requires an explicit knowledge of not only the user's needs, (Stibel, 2005) but also the information to meet the needs.
In an Internet article (Gromov, 2001) concerning Internet pre-history, it is reported that the real beginnings of computers as we know them today, lay with an English mathematics professor, Charles Babbage (1791-1871). Since the invention of his "Difference Engine", which was as large as a locomotive, and later restructured and called the "Analytical Engine", today's computers and applications, including the Internet have advanced at a perpetual speed. This advancement in technology has created a competitive world of cyber marketing and businesses must keep up with the competition to assure a prosperous future for their company.
According to a study of Internet usage (Poon, 1997) from the Swineburne University of Technology, the number one Internet usage driver is direct and indirect advertising. In the past ten to fifteen years, the commercial use of the Internet has risen from a researcher's tool to an everyday business necessity (Forman, Goldfarb & Greenstein, 2003) and will continue to grow for...
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...2005 from http://papers.nber.org/papers/w9979.pdf
Gromov, G.R., (2001). The Roads and Crossroads of Internet History. Retrieved
March 11,2005 from http://www.netvalley.com/intval.html
Johnson P., & Bradley A. (2005). Advertising Spending Tops 2000 by 72% Hits $141 billion. Advertising Age, Vol. 76 issue 11, p.8
Newton, R. (2005). "Securing E-business". Retrieved March 14, 2005 from
http://www.cio.com/sponsors/050101_sd_secure.html
Poon, S., and Swatman, P.M. (1997). "In-Depth Understanding on Issues Facing
Small Business Internet Use: A Case Study Approach." Working Papers Series,
Swineburne University of Technology, Australia.
Stibel, J. (2005, March) Electronic Shopping and Mail-order Houses. Behavior & Information Technology, vol. 24 issue 2, p. 147.
Tarter, S. (2005, March 8) Let's go "phishing". Journal Star (US) B4
... (1996). Commercial Scenarios for the Web: Opportunities and Challenges. Journal of Computer-Mediated Communication. Retrieved July 15, 2014, from http://www.labeee.ufsc.br/~luis/egcec/artigosdoc/CE-comercial%20scenarios-hoffman.PDF
Based on these concerns, retailers in the international marketplace have their work cut out for them. But through proper education of consumers, and the ever-expanding growth of the infrastructure in many countries, the future seems to be leaning heavily towards using the Internet for many needs.
According to Business Week’s article ”The Online Ad Surge,” online advertising only accounts for 4.3% of advertising in the United States, yet the Internet accounts for more than 14% of the country’s media time. With predictions of $9.3 billion in online advertising spending this year, companies are beginning to recognize the Internet as a practicable advertising medium.
"E-marketing tools and processes allow firms to deliver on the marketing concept to individual consumers in ways that could rarely be achieved in the past. The Internet allows for mass customization, so individuals can now contact firms electronically over the Internet and receive responses tailored to their needs" ("What is E-Marketing?", 2003).
The KSA marketing dimension is concerned with the ability of the website to attract more customers and presenting goods and services offers in a more intelligent manner. This is done through the three features which include: targeting the correct audience; providing customer-centric services; and gathering information concerning the individual customers and giving the necessary services. Many people have not yet realized the need of internet in business activities t...
E-Marketing is a subset of e-business in which electronic means are utilized for marketing activities with an objective of achieving marketing g...
E-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms E-Marketing, Internet marketing and online marketing are frequently interchanged and can often be considered synonymous. Marketing consists of individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas. (Dibb, Simkin, Pride and Ferrell, 2001). E-Marketing encompasses all the activit...
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.
Internet Business Models The Internet can help companies create and capture profit in new ways by adding extra value to existing products and services or by providing the foundation for new products and services. The Internet Business models are abstraction of what and how the enterprise delivers product or service, showing how the enterprise creates wealth by taking advantages of the Internet's rich communication capabilities. They provide the customer with a new product or service; they provide additional information or service along with a traditional product or service, or they provide a product or service at a much lower cost than traditional means. The most important Internet Business models that have emerged include: Virtual storefront. It sells physical goods or services on-line instead of through a physical storefront or retail outlet.
Findings on consumer behavior are used to develop methods and products that will boost company performance and sales.Customers are becoming more powerful, knowledgeable, sophisticated. Therefore research into modern consumer behaviour is increasingly important for businesses purposes. Advertising to attract consumers, providing better environment, product, services and policies is important in improving today’s consumer experience to support businesses in retaining customers. This study seeks to determine and explain the effectiveness of internet advertising in stimulating consumer
When defining digital marketing, there seems to exist further expressions such as Internet marketing, online marketing or e- marketing that is used as synonyms or as independent words with minor deviations in the meaning. According to the authors Chaffey and Smith (2013), all these terms are the core of digital business that encompasses to understand the customers, produce value added products and increase sales by using digital media channels like online advertising, search or mobile marketing, to name a few. Many authors, marketing specialists or new media trade publications, are increasingly using the term digital marketing (Chaffey et al., 2013, p. 15). Since all of them encompass marketing activities applying all available digital technologies,
The Internet has played a crucial role in the changes in the ad industry. Our society lives at a constant moving fast pace which the Internet accommodates. Through the Internet business have access to consumer information through their searches and are able to customize their ads towards a specific audience. An example consists of looking up cars on cars.com and later on going on amazon to buy something. Looking on the side while on amazon.com you would see ads from cars.com about the cars you were searching. Internet surfers can interact with ads in greater capability, which allows them to benefit directly from the ads personalized message. This is important for ad agencies to continue in the future. Studying the market in which people surf the web and providing specific ads that...
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)
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.
Through electronic marketing and internet communication business firms are coordinating different marketing activities such as market research, product development, inform customers about product features, promotion, customer services, customer feedback and so on. Online shopping is used as a medium for communication and electronic commerce, it is to increase or improve in value, quality and attractiveness of delivering customer benefits and better satisfaction,