How the Rising Use of the Internet Affects Marketing

How the Rising Use of the Internet Affects Marketing

COMM 600 - UMUC

Abstract

This paper explores the importance of the internet in marketing and branding today. Internet marketing is an increasingly important part of nearly every marketing mix; companies need a comprehensive, effective, less expensive way to make their products or services known to consumers. This paper will show that the internet has tremendously changed the way people communicate and interact with others, with the ability to reach more consumers and potential consumers than any marketing medium, except for television. Various sources explain how media marketing can help a business increase activity around top internet marketing, including: website traffic, user behavior (external and internal tracking), sales tracking, increasing positive brand awareness, maintaining brand image, and reaching a wider customer base. According to the sources, the manner in which companies interact with current and prospective customers has been altered. By using the internet, customers are able to control the media content they experience, therefore reinforcing the importance of digital media in marketing.

How the Rising Use of the Internet Affects Marketing

Marketing is an ever changing, yet extremely important aspect in any business. Internet marketing is a broad blend of components a company can use as a means of increasing sales regardless if business is done completely online, partly online, or completely offline. Internet marketing refers to the placement of media along different stages of the customer engagement cycle through search engine marketing ads on specific websites, e-mail marketing, blogs, and Web 2.0 strategies. Digital marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. Social

References: Basil, D. Z., & Wymer, W. W. (2007). Social Marketing: Advances in Research and Theory. Binghamton, NY: Best Business Books. Claxton, L., & Woo, A. (2008). How to Say It: Marketing With New Media: A Guide to Promoting Your Small Business Using Websites, E-zines, Blogs, and Podcasts (1st ed.). New York, NY: Prentice Hall Press. Moenaert, R., Robben, H., & Gouw, P. (2008). Visionary Marketing: Building Sustainable Business (2nd ed.). Leuven: Lannoo Campus. Newlin, K. (2009). Passion Brands: Why Some Brands Are Just Gotta Have, Drive All Night For and Tell All Your Friends About. Amherst, N.Y.: Prometheus Books. Pulizzi, J., & Barrett, N. (2009). Get Content, Get Customers: Turn Prospects Into Buyers With Content Marketing. New York, NY: McGraw-Hill. Safko, L., & Brake, D. K. (2009). The Social Media Bible: Tactics, Tools, and Strategies for Business Success. Hoboken, N.J.: John Wiley & Sons. Schultz, D. E. (2009). Building Customer-Brand Relationships. Armonk, N.Y.: M.E. Sharpe. Scott, D. M. (2009). The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, & Online Media to Reach Buyers Directly. Hoboken, N.J.: John Wiley & Sons. Story, L. (2007). The New Advertising Outlet: Your Life. New York Times. Retrieved August 11, 2009 from http://query.nytimes.com/gst/fullpage.html?res=9503EFD81E3CF937A25753C1A9619C8B63 Todaro, M Tuten, T. L. (2008). Advertising 2.0: Social Media Marketing in a Web 2.0 World. Westport, Conn.: Praeger. Veloso, M. (2009). Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy (2nd ed.). New York, NY: American Management Association. Weber, L. (2009). Marketing to the Social Web: How Digital Customer Communities Build Your Business (2nd ed.). Hoboken, N.J.: John Wiley & Sons. Zipkin, A. (2008). Small Companies are Finding a Home on the Web. New York Times. Retrieved August 11, 2009, from http://www.nytimes.com/2008/02/14/business/smallbusiness/14sbiz.html