Premium Essay

Online Marketing

In: Computers and Technology

Submitted By bagrisudarshan
Words 3695
Pages 15
Take-off of online marketing: casting the next generation strategies
Amalesh Sharma

Amalesh Sharma is a Teaching Associate based at the Indian School of Business, Hyderabad, India.

Introduction
The purpose of the old module of marketing was to dictate a message to the mass market. With changes in time, requirements, technology and expectations of the customers, the field of marketing itself has experienced significant changes. It is noteworthy to mention that marketing dynamics shifted from ‘‘farm centric’’ to ‘‘consumer centric’’ perspectives. With evolution in the market dynamics, it is becoming a difficult issue to choose the correct channel to reach the consumer within a specific target group. The ‘‘dotcom era’’ in the history of marketing will probably be remembered exclusively for its contribution towards innovation based marketing. The development of internet technology has impacted us by changing our behavior, decision making process, relation with one another and the way of doing business. The internet has decreased the distance between places, crossing geographical borders and allowing us to build and bring all the necessary things we require, and discarding all the old communication techniques. Highly intense information based market is forcing marketers to look at the world with new perspectives at the new opportunities. Diverse culture, social restrictions are no longer able to hinder the information flow. At this transitional phase as the world is moving towards ‘‘super globalization’’, it is better to be ready to market our products in the best possible ways to reach the maximum target customers.

A new era-new demand-exclusive marketing strategy
It would have been easy for marketers if and only if, there were a few products, few competitors, slow changes and less demand. But unfortunately that has not happened. We, at the doorstep of new era of...

Similar Documents

Premium Essay

Online Marketing

...Online Marketing http://www.dealix.com/pdf/businesscaseforinternetsalesleads.pdf Internet Today, the Internet is the first place consumers go to when shopping for new vehicles. Online marketing will continue to gain popularity as a device for consumers to educate themselves about new cars and trucks. The most successful dealerships have demonstrated that Internet leads have enabled them to continue growing and gaining market share, even in challenging economic times. More and more buyers are resorting to online marketing when they want to purchase vehicles and the volume of Internet sales is continuing to increase, especially the younger generation. Thus, the Internet serves as a fundamental channel in doing business because it provides access to consumers with the knowledge and information when interested in purchasing a product. Ultimately, Dodge Dart should utilize the Internet as an effective marketing tool since it provides precise information for their consumers and preferences. When consumers engage in external search of information, it is essential to provide them with extensive attributes and benefits of the product to keep them captivated. The use of media search is continuously expanding due to the convenience and accessibility for consumers; therefore, it is essential to increase consumers’ involvement and motivation toward Dodge Dart through various Internet sources....

Words: 357 - Pages: 2

Free Essay

Online Marketing

...Online Marketing at Big Skinny Case Study Bob Monroe 70-451 MIS September 10, 2013 Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Image courtesy Benjamin Edelman and Scott Duke Kominers [EK12] Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Carnegie Mellon University ©2012 - 2013 Robert T. Monroe Mock-up courtesy Benjamin Edelman and Scott Duke Kominers 70-451 Management Information Systems Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Mock-up co Benjamin Ede Scott Duke K [EK12 Mock-up courtesy Benjamin Edelman and Scott Duke Kominers Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Attributed to John Wanamaker US department store merchant (1838 - 1922) Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Sponsored Search Terms Vary Greatly In Cost and Effectiveness Keyword     Clicks     Impressions     CTR     Avg.   CPC     Total   Cost     Avg.   Pos.   Conv.   Cost   per-­‐   Conv.   Conv.  ...

Words: 736 - Pages: 3

Premium Essay

Online Marketing

...Online Marketing Project 40059928 Content 1. Introduction.....................................................................................................2 2. Online Communication Tools........................................................................2 2.1. Destination Web Site.................................................................................2 2.2. Online Advertising.....................................................................................3 2.3. Social Media Marketing.............................................................................3 3. Online Marketing Research...........................................................................4 3.1. Quantitative Research...............................................................................4 3.2. Qualitative Research..................................................................................4 4. Consumer Search Behaviour in Online Shopping Environments..............5 4.1. Modes of Web Search Behaviour..............................................................5 4.2. Research Model.........................................................................................6 5....

Words: 2413 - Pages: 10

Premium Essay

Online Marketing

...Online Marketing – GoPro Introduction GoPro makes the world’s most versatile cameras, they have a range of high definition personal cameras. They are most commonly used to produce extreme sports and action videos. They are well known due to their light weight, ruggedness and the fact that they can be worn nearly anywhere on the body. They can easily be mounted in unusual places such as the outside of any planes, cars, boats, surf boards etc. The company was started in 2002 by Nick Woodman following a surfing trip in Australia. He described being inspired to start the company while he was surfing and wanted to capture high quality action photos and videos of himself. His desire to capture angles and shots that looked professional inspired the name ‘GoPro.’ The aim of this report is to better understand the online marketing strategy used by GoPro and will look more into detail at; the online products and brands; the social media marketing and the website design. Online Products and Brands ‘A product is anything that has the capacity to satisfy customer needs’ (Jobber 2003). There are three categories of online products, these are; physical/tangible, intangible/Services and digitised products. The Gopro is a physical, tangible product and meets the customers’ needs to film professional looking video at an affordable price. The GoPro has several different versions and can be customised with extra mounts and accessories....

Words: 1678 - Pages: 7

Free Essay

Online Marketing

...Online Marketing dan Penerapannya Roberto Fernando Siahaan Magister Management Universitas Gajah Mada Eksekutif A 34 Mengubah Wajah Pemasaran Online Marketing, atau Pemasaran online, bisa dengan sederhana didefinisikan sebagai kegiatan promosi di Internet, termasuk email. Hal ini dapat mengambil banyak bentuk, search engine marketing, email marketing, online advertising, social media, dan affiliate marketing. makalah ini akan mendedikasikan satu bab untuk masing-masing, sebagai penerapan dari rencana pemasaran online. Mengapa Pemasaran Online Jadi Penting? Jika sebelumnya sudah pernah mendengar tentang bauran pemasaran, atau yang biasa disebut dalam ilmu marketing yaitu 4P : 1. Product: sesuatu yang sebenarnya untuk dijual, baik berupa barang atau jasa 2. Price: jumlah yang dibebankan untuk produk anda – tidak selalu dalam bentuk uang 3. Place: di mana produk atau jasa dapat dibeli 4. Promotion: bagaimana orang-orang akan mencari tahu tentang produk atau jasa, misalnya, iklan. 4P tersebut baik untuk menjaga agar tetap fokus dalam langkah-langkah strategi pemasaran, tetapi tidak harus benar-benar mendikte rencana anda. Alasannya sederhana: ada bahan utama yang hilang, salah satu pertimbangan yang sangat penting yang pada akhirnya mempengaruhi semua aspek lain dari bauran pemasaran adalah... People (Orang-orang). Orang-orang akan memutuskan apakah mereka menyukai produk Anda atau tidak. Orang akan menilai apakah itu berguna....

Words: 3321 - Pages: 14

Premium Essay

Online Marketing

...In-Depth Customer Analytics Report helps in planning the future and current marketing campaigns. 2. Give Away at Marketing Events: Retailers/Brands provide us with giveaways and merchandise for our marketing events. What you get: Special Mentions at our events, social media Platforms and blog. Upcoming events: Week of Welcome (DIAC event) Benefits * Visibility towards a target audience who are...

Words: 355 - Pages: 2

Free Essay

Online Marketing

...Responding, converting, and measuring your marketing Now also, useful is going to respond. And what I mean by this is, if someone's out there talking about you or asking that question, even if it's not directed at you, you want to make sure that when you come back. And you see that message, you respond to it. For example, me and my kids were sitting at CTech airport one night. it was about midnight and we were waiting for our bags and waiting and waiting and I finally tweeted to Alaska Air because I know that they always respond to stuff online. I figured I'd hear in the morning.And I said I know you have a deal where if our bag takes longer than 20 minutes we get something cool what do we get because we've been here for way longer? Within two minutes, at midnight, someone from Alaska Air responded, and apologized, and explained what it was. And explained how I can go get it. Now as it turned out, this delay was not their fault, but you better believe that they made me into a real fan. Alaska Air really became, not only significant to me. But also just someone that I will go out and deliberately spread the word. So I became on of their group of the weird. And that's probably why when you go look on Facebook, Alaska Airlines whose you know a relatively small airline compared to some of the giants like United has 218,000 fans when most other airlines, the most popular pages they have....

Words: 5292 - Pages: 22

Free Essay

Marketing Online

...Tôi hiểu rồi - I see. 我明白了。(Wǒ míngbáile.) 2. Tôi không làm nữa - I quit! 我不干了! (Wǒ bù gān le!) 3. Buông tay (đi đi) - Let go! 放手! (Fàngshǒu!) 4. Tôi cũng thế - Me too. 我也是。(Wǒ yěshì.) 5. Chúa ơi - My god! 天哪! (Tiān nǎ!) 6. Không được - No way! 不行! (Bùxíng!) 7. Đến đây - Come on. 来吧(赶快) (Lái ba ) 8. Chờ tý - Hold on.- 等一等。(Děng yī děng.) 9. Tôi đồng ý - I agree。 - 我同意。(Wǒ tóngyì.) 10. Không tồi - Not bad - 还不错。(Hái bùcuò.) 11. Vẫn chưa - Not yet. - 还没。(Hái méi.) 12. Hẹn gặp lại - See you - 再见。(Zàijiàn.) 13. Câm mồm - Shut up! - 闭嘴! (Bì zuǐ!) 14. Đã lâu rồi - So long.- 好久。( Hǎojiǔ.) 15. Tại sao không? - Why not? - 好呀! (为什么不呢?) ((Wèishéme bù ne?)) 16. Cho phép tôi - Allow me.让我来。(Ràng wǒ lái.) 17. Im lặng - Be quiet! -安静点! (Ānjìng diǎn!) 18. Vui lên nào - Cheer up! - 振作起来! (Zhènzuò qǐlái!) 19. Làm tốt lắm - Good job! - 做得好! (Zuò dé hǎo!) 20. Chơi vui nhé - Have fun! 玩得开心! (Wán dé kāixīn!) 21. Bao nhiêu tiền - How much? 多少钱? (Duōshǎo qián?) 22. Ăn no rồi - I’m full. 我饱了。(Wǒ bǎole.) 23. Tôi về nhà rồi - I’m home. 我回来了。(Wǒ huíláile.) 24. Tôi bị lạc đường - I’m lost. 我迷路了。(Wǒ mílùle.) 25. Tôi mời - My treat. 我请客。(Wǒ qǐngkè.) 26. Tôi cũng thế - So do I. 我也一样。(Wǒ yě yīyàng.) 27. Bên này - This way。 这边请。(Zhè biān qǐng.) 28. Mời ngài đi trước - After you. 您先。(Nín xiān.) 29. Chúc phúc bạn - Bless you! 祝福你! (Zhùfú nǐ!) 30. Đi theo tôi - Follow me. 跟我来。(Gēn wǒ lái.) 31. Thôi quên đi - Forget it! 休想! (算了!) (Suànle!) 32. Chúc may mắn - Good luck! 祝好运! (Zuò dé......

Words: 3690 - Pages: 15

Premium Essay

Integrated Online Marketing

...The current issue and full text archive of this journal is available at www.emeraldinsight.com/1363-254X.htm Integrated online marketing communication: implementation and management ˘ ˘ Calin Gurau GSCM-Montpellier Business School, Montpellier, France Abstract Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings – The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications – The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications – The messages sent by the company to its online audiences have to be transformed/adapted in a three-stage process....

Words: 7145 - Pages: 29

Premium Essay

Internet and Online Marketing

...Internet and online marketing It is a known fact that with the change in times, from the elite and pica typewriters, the rotary telephones, pagers and floor model Curtis Mathis Televisions; we have graduated to a world of electronics for everything. Including how to market businesses. Internet marketing is the most effective way to enhance and grow a company. There are three effective steps to the process of successful marketing: 1. Communication: First class customer service to include customer interaction. Always make yourself available for questions and answers. 2. Organization: It is important that the process the exemplary. The tools used should set you apart from others. 3. Accountability: Making sure that all programs and deliverables are absolutely clear, updated and refined for customer satisfaction. Online marketing success includes having good standing relationships. It’s about having consummate respect, always, for your audience and your market (Copyblogger, 2006-13). There are three pillar responses for online marketing that keep company’s abreast with the latest social media: Direct response copywriting Content marketing Consumer Movement Consumer protection is another word for consumer movement. There are those that would like to protect the consumers, from prices to quantity and quality. The protection is strongly given when large corporations or even the government is involved....

Words: 652 - Pages: 3

Premium Essay

Online Marketing Opportunities

...The exponential growth of the World Wide Web is an affordable, direct marketing vehicle to promote the firms products while efficiently marketing to a national audience. With a global system of interconnected networks being used to deliver information, the internet is a sound solution for increasing awareness of a firm’s products. Online marketing has now become a primary tool not only for delivery...

Words: 2315 - Pages: 10

Premium Essay

Marketing Kroger Online

...MKT 500 Final Project Milestone Six: Marketing Strategy-Pricing Kroger Drive Thru and Online Grocery Shopping prices will be set using customer value-based pricing. We will use the buyers’ perceptions of the value they place on the convenience of online and drive-thru grocery shopping. We chose customer value based pricing because we can afford to allow the local Kroger shoppers set the price they believe they should pay for online and drive-thru grocery shopping. In addition, we will not have many variable costs in developing our product. Most of our costs will be fixed which will mean we can get a great estimate on the initial costs associated with bringing this service to market. Our fixed costs will be staffing and marketing efforts. We can put as little or as much into marketing as we deem necessary. The costs associated with marketing will not be very high; Kroger has a great online following on their mobile application and website. Any marketing we want to do can be achieved via the website and/or the mobile application. Staffing is also a fixed cost; we know that Ohio’s minimum wage is $8.10/hr. We anticipate when we bring this product to market we will have a large amount of customers who will try the service for the first time. In preparation for the launch we plan to staff at least four additional full-time customer service associates to help with the volume of orders we are expecting....

Words: 967 - Pages: 4

Premium Essay

Impact of Online Marketing

...The findings provide insight on the benefits of online marketing, what many retailers know, but may have not accepted. That is the changes brought about by digital technology is inevitable across all business platforms and need for proper planning. To date, however, the greatest impact of digital business is on online marketing as this addresses a wide base of customer audiences. The findings suggest that investment and focus need to expand to incorporate internal...

Words: 2024 - Pages: 9

Premium Essay

Online Marketing Vs Traditional Marketing

...The sophistication of marketing management has therefore developed into what we now see in a modern marketing department” (A brief history of marketing, n.d.). The first radio advertising started in 1922, and a decade later, the first television advertisement began; these along with newspaper and billboards were the early channels of marketing. It was not until 1970s that e-commerce or online marketing was started (Davis, 2013). In 1980, marketing was divided in two types; traditional marketing, and online marketing. (Davis,...

Words: 1177 - Pages: 5

Premium Essay

Online Marketing at Big Skinny

...-      Size: their nylon fabric material was 5-7 times thinner than traditional wallets -      Weight: most weighted under an ounce, better for back and posture -      Card Pocket Size: offered extra wide pockets -      Slipperiness: wallet interiors were rubbery to reduce slipperiness -      Lack of Versatility: water resistant wallets though enough for machine wash Kiril along with his marketing director and wife, Catherine Alexandrov was beginning to think about online marketing plans after overwhelming response to Big Skinny’s promotion glitch confirmed that consumers were ready to buy the product online. However, reaching consumers online was challenging due to high costs and other constraints. Taking Big Skinny Online Big Skinny had internet presence since outset, even after having their own website marketing on internet was a tough puzzle: products were sold on impulse and value primarily, attributes straightforward to showcase in person, however difficult on internet. The options were: -      Display Ads: seemed as internet’s closest equivalent to booth at street fairs, their primary model. Although display ads provided rich graphic capabilities online, it has complications too. Internet users were conditioned against display ads for they are irrelevant and irritating most of the times. Sold on pay-per impression, rather than genuine clicks, they seemed a risky choice....

Words: 565 - Pages: 3