A study on online marketing strategies used by new media entrepreneurs in India.
S. Vivin Richard
M.Sc Electronic Media,
Department of Media Sciences
Department of Media Sciences College of Engineering,
College of Engineering
Anna University, Guindy.
Anna University, Chennai
This research investigates the characteristics of online marketing strategies used by new media Entrepreneurs. This research helps to understand the nature and extent of business strategies used by successful online Entrepreneurs. Nowadays, most people prefer to get first-hand information from the internet. Being a terrific medium of communication, internet not only helps people to stay informed but gives them a fair idea about the consumer market as well. Hence, it is important to analyze and utilize the power of internet technology in the best possible manner. The need is to analyze and research needs of customers who come online to satisfy their wants.
Internet is primarily a source of communication, information and entertainment, but increasingly, it also acts as a vehicle for commercial transactions. Since the explosion of the web as a business medium, one of its primary uses has been for marketing. Soon, the web could become a critical distribution channel for the majority of successful enterprises. (Thompson 2002)
In online world, companies try their best to make their products much more physically good that actually becomes the possession of life of a customer. The concentration of internet marketing is giving a similar experience to a customer ad help him/her to get the utmost satisfaction.
Internet is a large repository of information, ever expanding database and a true knowledge hub. The impact of internet over people has grown over a period of time and people started trusting internet and they bank over the internet for major activities, be it personal, official and business related. Therefore this presents the perfect scenario for the entrepreneurs to market their products across the globe, to a large customer base that their sales force cannot even dream of identifying. Getting on the wings of internet technologies, organizations can easily enhance their overall worth by reaching to new heights of success. Online companies can engage in fruitful marketing activities by using effective new media marketing strategies to boost their product offering in the online market.
1.1 Online marketing:
Advertising in internet provides a major contribution to brand competition in the market. Advertising here not only provides information about a product or service but also promotes innovation. Besides it also facilitates consumer satisfaction. Big and small companies, individuals of all walks of life, major and minor events, concepts, etc., nowadays lay their base on online marketing to get recognized in the market (Zarrella, 2010). “When eBay was started, it was just a hobby, an experiment to see if people could use the Internet to be empowered through access to an efficient market. It was really about helping people connect around a sphere of interest so they could do business.” (Pierre Omidyar, eBay)
1.2 Aim and Objective
* To study the new media marketing strategies used by dotcom Entrepreneurs in India and to determine the most effective practices for the same. * To study the dotcom entrepreneurs and their strategies in India. * To analyze the new media marketing strategies used by dotcom entrepreneurs. * To identify the different marketing strategies of business enterprises using new media technology. * To determine the effectiveness of new media marketing.
3. Literature Review
Scott (2009) states the reasons for brand promoters preferring online web for marketing is that the tools, techniques and content are constantly evolving. The buyers reward creativity by responding to the...
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