How the Rising Use of the Internet Affects Marketing

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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 media involves the activities and communications between people, both consumers and businesses, who gather on the internet to share ideas, thoughts, opinions, experiences, etc. Companies rely on carefully planned marketing campaigns to ensure that the company is offering customers the products or services they want, at a price that the customer feels is reasonable, at the time and place that the customer wants the product or service. Important concepts in internet marketing include blogging, search engines, written content and building relationships with the client. Traditional ways of developing media strategy will not necessarily work any longer. Instead of studying demographics about the audience, the marketer must instead go out to the internet and talk with customers and potential customers. What are their issues, opinions, and needs? How does this information fit with the business’ branding? The company must find out which individuals or groups drive the conversations or who has a strong influence over their peers. These individuals often possess the authority, respect, or experience to shape other people's opinions. Online usage has become so all-encompassing; many customers would quickly choose to do business with a company that they can get up-to-date information on 24 hours per day, 7 days per week. Even a business that only has very local customers, such as a single location restaurant, can profit from having a website and engaging in online marketing. There are 4 main types of websites: 1. Branding: This is an area in which most companies spend thousands of dollars, and then they continue to pour money into the website; but may not actually update it for years. This is the web page where prospective contacts should be sent. 2. Sales Page: This is usually a one page site that should aim to highlight the benefits of one product or service. Not many companies have this type of site, but it can be effective when it is used in...
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