2.3 Internet Marketing
The Internet has been characterised as a phenomenon that has rapidly changed traditional business strategies and marketing methods. It is also a latest and efficient wave a continuing flow of modern technologies for arts marketing (Robinson and Halle, 2002). With many apparently new developments in the online world, the Internet marketing presents a new opportunity for traditional arts market (Clarke and Flaherty, 2001; Robinson and Halle, 2002; Lemel, 2010).
2.3.1 The Concept of Internet Marketing
The key concept of the Internet marketing is connectivity that interlinked computer throughout the world; in addition, the interactivity of Internet marketing is crucial understanding current seller and buyer activities in the electronic marketplace (Aziz and Yasin, 2004; Varadarajan and Yadav, 2002). In the competitive marketplace, communication is critical - accuracy and timeliness of information and speed of response are important to successful relationships between suppliers and consumers (Aziz and Yasin, 2004). The Internet
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She suggests that the most useful tools for individual artists are blogs, online art communities, and general social networking sites such as Twitter and Facebook. Hausmann and Pollmann (2013) comment that it seems advisable, especially for smaller organisations, to focus on services with a high marketing impact according to the works of art (i.e. with a high number of audiences). For example, one of the visual arts, photography, gains new opportunity to share immediately and sell internationally (Adler, 2011). There has been a blurring of boundaries to such an extent that it makes it almost impossible to classify sites into discrete categories (Lemel, 2010). These platforms are continuously evolving and allowing for more overlap at many
These forces are the same in all e-commerce sites, even though the products are as different from automobiles to art masterpieces. The competition and profitability in each are related to the five forces that drive purchases. In order to understand the strategies for e-commerce in the creative arts sector one must first understand the industry itself. For example, in the performing arts vertical there are many types of entertainment available including online digital selections available at a moment 's
Art itself on the other hand, is becoming increasingly accessible in recent years as a result of the radical advance in modern technology and digitalisation. More and more artists are using internet domains and websites to publicise and display their work, without the "inconvenience" or "restrictions" of art museums, galleries etc. Their work, or rather images of their work, are so easily distributed and exposed with many people finding its accessibility more suitable, accommodating and favourable to approach and invest in.
For the recent last decades, art market has become very popular with a boom in total sale revenue worldwide. People start to participate and pay attention to the art world more interactively and frequently. For example, art institutions have gained more admissions than ever before; museum visits surged globally and more people are willing to pursue an art-related career. Generally speaking, art world is broader than the art market. The art world is a overlapping subcultures held by a belief in art. They spread out globally but cluster in art capitals such as New York, London, Los Angeles, Berlin, and the emerging market such as Hong Kong, Beijing and Dubai. The market refers to the people who participate in the art business transaction that is artists, first and second market dealers, curators, collectors and auction houses experts. However in the business operation side, dealers are responsible for channeling and deflecting the power of all the other players, while critics, curators and artists are not directly involved in commercial activities on a regular basis. Most importantly, the art world is a sphere that the cultures and art works themselves play the most fundamental parts while wealth and powers also have a crucial influence on market.
TAG are leveraging the concept of Price-Quality interface in their pricing model, and are aiming to become a product-quality leader (Kotler et al. 2013). By leveraging the existing quality and status of their brand, combined with a premium price, TAG will appeal to the niche customer within the smartwatch market.
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.
The first way, businesses express their ways of marketing in the 20th century is through social media and expressing interest in people 's hobbies. It has been recorded by the "Forrester research" all ads trading trafficking on exchanges, which increased about "17.5% to about 629 billion impressions in 2012, from 535 billion in 2011" (Vega, Tanznia). This fact shows how much the Internet has blossomed and started a revolution of different ways marketing can be portrayed to people outside of the area of where your business is located. As a business you can have your ad posted on a website for a lower charge than you would if you wanted to pay for a billboard for a lease. The cost of advertising o...
Like in other countries, e-commerce boomed in the U.S. with the emerging of the Internet in the late 1990s. By 2013, the e-commerce sales have reached over 2 trillion dollars, which was 5.8 percent of the entire sales as of the year, and nearly 200 million people in the country shop online on a regular basis.
International marketing challenges: The issues faces by organizations by using standardized marketing strategy across culture
Caves, R. E. (2000). Creative industries : contracts between art and commerce / Richard E. Caves. Cambridge, Mass. ; London: Harvard University Press.
Work and business relay strongly on the usage of internet. Sending and receiving mails, shopping online and advertising have change the way of business. In “Why the Internet is Important in Business,” Chris Blank (n.d) argues that every big and small businesses know the significance of creating a website and social media pages for the company. According to Blank (n.d) having a social media page or a website will increase the publicity of the business. For example, Old Spice is an old company and it needed to boost its sales; to do that they made crazy and funny advertising and posted them in YouTube and Twitter. After 7 month the company sales increased by 107 percent. Company sales increased tragically because YouTube is the wide media website and YouTubers like crazy and funny videos; with this, the view counts reached millions views per video, which led to increase the sales of Old Spice products. Relaying on the internet is now a major factor for a success of a company.
One of the fundamental factors that has affected the process of economic globalization is the improvements in the technology of transportation and communications. This has reduced the costs of transporting goods, services, and factors of production and of communicating economically useful knowledge and technology. There is no doubt that advances in information and communications technology are the most important technological advances of the past quarter century (Mussa, 2000). By far, the most important and business altering advancement is the internet. There is evidence everywhere that the internet has greatly affected international trade. The internet has opened up the world, and brought it right into everyone's home and business. In addition, technology and the internet have greatly reduced the costs of doing business. Even the smallest operation can now go global via the internet at almost no cost. However, there are still some problems that face these e-commerce activities. These problems are shot-term challenges and can be met. The key issues center around two areas:
Social media avenues are a new, upcoming, and popular way to advertise for businesses and for people to connect to each other. Alexis Ohanian once said that "Being effective at social media, whether for business or personal use, means capturing people who have short attention spans. They 're only a click away from a picture of a funny cat, so you have to make your thing more compelling than that cat. And that can be a high bar." (Ohanian) Powerful usage of social media can have a big impact.
Digital marketing is a growing field that “promotes products or brands via one or more forms of electronic media.” Examples of “advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels” (businessdictionary.com) This method of advertisement makes a digital marketing analyst necessary to help navigate a company through the proper marketing channels.
The term “direct marketing” excludes the "middle man" from promotion, as a company's message is provided directly to a potential customer. (Investopedia, 2010) Direct marketing is an advertising campaign that aims to gain an action (such as an order, a visit to a store or Web site, or a request for further information) from a group of consumers in response specific communication from a marketer. The communication may take many forms such as mail, telemarketing, direct e-mail marketing, and point-of-sale (POS) interactions. (searchcrm.techtarget.com, 2014).
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.