Internet as major marketing tool
Marketing is about meeting the needs and wants of customers. It is a business wide function i.e. it is not something that operates alone from other business activities. Marketing can also be seen as a way of understanding customers and finding ways to provide products or services which customers demand. Simply stated, marketing is everything you do to place your product or service in the hands of potential customers.
Nowadays internet is becoming a major marketing tool since it is a more effective medium so as an organization can sell it’s products or services. There various ways how the internet can be used as a marketing tool: 1. Online Advertising
While traditional offline advertising is used by many companies to drive customers to their websites, many businesses are trying online ads (such as banners, pay-per-click ads, pay-per-call ads and pop-ups) on search engines and in online versions of newspapers and magazines as a way of reaching people who use the internet for shopping or to gather information.
Online advertisement can be more powerful than any other type of advertisement, since it can be reachable. When compared to TV or newspapers advert,
• An online advert is more reachable because TV adverts and newspaper adverts are only reached by the audience of a particular program, or by the people who buy newspapers. On the other hand, adverts online can be reached by a wider audience, and so this makes the advert more effective.
• An online advert does not have time limits. On the other hand, TV advertisement is limited with time duration because the more time that an advert consumes, the more it would cost. So by TV advertisement, the company’s message has to be concise, and obviously there will be restrictions as to how much information one can pass in that limited time. However by online advertising, this problem will be eliminated, both for the customer and the seller. The seller can use a website and puts all the information he wishes to pass t the customer there and the customer has the time he needs to see with online advert.
2. Customer Profiling
Customer profiling can also be used as a marketing tool. Customer profiling means Assembling a database of consumer shopping habits, life styles, motivations, preferences, demographics etc. so an organization will organize its customers into different groups. For example, a fashion store will group its clients according to size, and whenever large size stock is in, it will send an email to its large size customers so as to inform them with then new stock. This obviously is a powerful marketing tool since you are targeting specific customers and the chance that they will buy is higher. Some companies also do their own customer profiling. For example when you buy from an online shop, he will be recording the objects that you are buying, and from that he can see what your preferences are. This will help him to market different products to different type of people.
3. Search Engine Marketing
The search engine is one of the few places on the Internet where a company can connect with a user at the point of interest. Search engine marketing, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). Search engine optimization (SEO) is the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.
Since now we’re doing business in a world where the search engine is the first stop that customers make, rightly or wrongly, users view search rankings as a validation of a company's popularity and importance, and rightly or wrongly, this raises the importance of search engines to any company. It is a huge market that many companies leave untapped, oblivious to the amount of business they lose, unaware that their...
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