Promotions

p PROMOTIONS

2007

Marketing has been one of the most significant gainers from the Internet revolution . Internet has been applied by marketers both as a medium as well as a product . Marketing has deployed it for communication of information , distribution of some of its products and for receiving payments from the customers . Internet based marketing plays a vital role in the exchange process

Internet marketing term became popular when computers started getting used in marketing extensively . Earlier , computers were used more for storing , processing and reporting of various marketing related

br information . But , with the entry of Internet the online data handling possibilities have virtually exploded the use of computer . This application has multiplied the use of computers faster among communities

Internet marketing profitably reinforces the concepts of marketing with the power of internet . It strengthens the existing delivery of marketing outputs and also opens newer avenues of marketing which were not possible to achieve before the arrival of internet . A marketer today can keep track of millions of customers simultaneously , segment them online offer customized products to individual customers , fix different prices provide varying contents and styles of information and deliver the products through appropriate modes of distribution to each of these customers . The details of such transactions and the characteristics of each of these customers can be stored for their dynamic utilization in future marketing opportunities with the customers . Estee Lauder 's anti ageing product `Advanced Night Repair Concentrate ' is able to make inroads in the customers mind . Internet will function as the medium for promoting the product

Advertising and Sales Promotions : Like products and prices customization of advertising and promotion are very much possible in internet marketing . Besides customization , the customer is contacted when he is giving , full attention to the computer screen . In fact , when a customer views any site he has done so after deliberate and conscious effort and choice . This increases his commitment to the message that he is viewing on the internet . Advertising generates a hierarchy of impacts like creation of awareness , interest , desire and action on the consumer Different media are found to be better suited for certain kinds of impacts out of this hierarchy . Internet has been found to be amenable to finer tuning for most of these impacts . As a result , it is possible to better transport the customer from one level of impact to the next higher one and do so more quickly . The combination of this factor with the feature of individualization makes the output very powerful one Besides this , the measurement of each of these impacts are also possible more easily and online

The promotions on internet can also be customized in a similar way

The internet marketing model suggests that commerce follows content and community . Since the internet phenomenon has occurred like an explosion there had been quite a rush to build up communities in the competitive environment . In this rush , many of the marketers tried to buy prospective customers into their communities net by offering a variety...