...Internet marketing Internet marketing, which is also known as online marketing, is a means of driving direct sales through e-commerce by use of Web and e-mail. It is used jointly with traditional ways of advertising like radio, television, newspapers, and even magazines. This method of advertisement has brought media to a global audience. The interactive nature of internet marketing in terms of providing instant responses and eliciting responses are the unique qualities of the medium. Some objectives of internet marketing would for instance be to communicate company’s products/services or to conduct research on existing and potential customers. Although Internet marketing offers businesses and consumers numerous advantages in terms of convenience, cost, and effectiveness, disadvantages exist as well. The primary disadvantage of marketing through the internet is the fact that consumers cannot fully “test” the products over the internet before choosing to purchase them as they may with products marketing through conventional channels such as in store displays and direct mailers. Marketing business on the internet is very easy and although internet-marketing techniques change, there are those, which work regardless of whether you market your own goods and services or affiliate programs. The ultimate goal should be to market continuously using the method that works better. At first, marketing task might take a lot of time but this is required to set up campaigns regardless...
Words: 447 - Pages: 2
...it to provide an analysis and evaluation of the role of the Internet on the fashion industry as well as comparing and contrasting the e-marketing mix strategies of two competing e-businesses Nike Inc and Sass & Bide. Firstly, the report will critically analysis the roles of the Internet on the Fashion Industry. Secondly, the report will highlight ways in which the Internet has significantly changed the way the Fashion industry operates. Thirdly, the report will analysis and compare the product mix strategies of both Nike and Sass & Bide. Fourthly, the report will analysis and compare the price mix strategies of both Nike and Sass & Bide. Fifthly, the report will analysis and compare the promotion mix strategies of both Nike and Sass & Bide. Sixthly, the report will analysis and compare the place mix strategies of both Nike and Sass & Bide. Seventhly, the report will summarise the key findings from the analysis of Nike and Sass & Bide. Lastly, the report will outline whether superior marketing mix strategies are found in either Nike or Sass & Bide. * The report is successful in highlighting the varied roles the Internet has within the Fashion industry and how it has significantly changed the way the industry operates. * The report demonstrates differences between the e-marketing mix strategies of Nike and Sass & Bide that allow each business to have success, profitability and growth * The report allows for an interesting...
Words: 5139 - Pages: 21
...McBride Marketing Paper BSA/310 April 14, 2014 McBride Marketing Paper The marketing of an organization and that marketing’s success plays an integral role in the overall success of the organization. Marketing involves all of the business functions that support the customer value exchange including your advertising, branding, public relations, market research, corporate promotion, image management, and customer loyalty to brands and products. It’s everything your business does to acquire customers and maintain a positive relationship with them. Ultimately, the purpose and goal of your marketing is to match your services to the people who need and want them, thus ensuring your profitability. Now that you’re clear on all that marketing entails, let’s understand why it should be an important aspect of your business. The key piece of marketing’s overall goal is that it helps ensure your organization’s profitability. As business professionals, I’m sure I don’t need to explain this in much detail; without profitability an organization and its operations are not sustainable. We put those pieces together and we understand that big picture, a lack in marketing could result in the closure of your precious company. McBride Financial no doubt understands the importance of marketing, you’ve after all expressed a desire to expand your customer base and wish to do so through marketing. If McBride takes the right approach to marketing, you can absolutely expand your customer base...
Words: 961 - Pages: 4
...business. The goal of this paper is to understand what business strategies need to be employed, and what financial and resource commitments will be required to make this business a success. The objective of this study is to analyze the dynamics of online travel agency (OTA) industry and determine the key success factors to compete effectively in this industry. In addition, the paper will provide a market analysis to understand the target market and segmentation, and provide strategies for market positioning and market entry. Background The online travel distribution industry has evolved from the initial development of computerized reservation systems (CRS) by the airlines to manage airline seat reservations, with the first major system Sabre developed by American Airlines with the help of IBM in the early 1960’s, and followed shortly by United Airlines development of the Apollo system (PhoCusWright, 2009) Services offered by the company Online travel agencies are companies who provide travel reservations primarily on the internet. These companies acquire blocks of airline and hotel inventory at discounted prices and make them available to consumers on the internet. Tripkichen.com is a new start up online travel company looking to capitalize by offering an online travel reservation services by providing competitive priced travel products in real time booking capability, entire facility of travel services through internet. Addition to airline booking Tripkitchen offers...
Words: 1594 - Pages: 7
...Internet & E-Commerce TABLE OF CONTENTS 1. Introduction ……………………………………………………………………………. 1 2. THE FAMOUS “INTERNET” ………………………………………………………….. 1 3. INTERNET MODEL FOR MARKETING SUCCESS ………………………………… 1 4. ADVANTAGES OF THE INTERNET ………………………………………………….. 2 4.1. Web Search Queries Predict Stock Market Trading Volumes …………….. 3 5. SUCCESSFUL WEBSITES …………………………………………………………….. 4 6. DISCUSSION …………………………………………………………………………… 5 7. CONCLUSION …………………………………………………………………………… 6 8. REFERENCES …………………………………………………………………………… 7 ABSTRACT Internet and Commerce relation is an interesting topic especially for researchers in the marketing field. It is a new way of marketing a product/service globally to the targeted market around the world. This paper introduces a new approach concerning Internet marketing in electronic commerce; showing how advertisers need this innovation to be successful. This also relieves marketing managers for more value added tasks such as marketing plans for better development of the company. Keywords - Internet marketing, innovation, E-commerce 1-INTRODUCTION Internet marketing (IM) is also known as digital marketing, web marketing, online marketing, or e-marketing. As the name states, it is the advertising of products or services over the Internet. However, it also implies marketing through the wireless media and through e-mail. Electronic customer...
Words: 1760 - Pages: 8
...Assignment 4: Internet Technology, Marketing, and Security Internet Technology, Marketing, and Security 1 Abstract In this mini-paper, I will evaluate Apple’s website based on its product information, corporation contact information, customization of products for customers, and customer information at purchase. I will evaluate their marketing strategy and competitive advantage its website provides. I will analyze the corporation’s privacy and security policies, and their response to security breaches. Finally, I will recommend two rational methods to ensure greater security for customers. Internet Technology, Marketing, and Security 2 To understand Apple, we must first know the innovative mind behind the company, and it products. Steve Jobs revitalized the company back in the early 1990’s with such products as iMac using effective branding campaigns, stylish designs which caught the attention of consumers. He introduce the world to products such Macbook Air, iPod, and iPhone. These devices later paved the way for his newest intervention Ipad which is primarily a platform for audio-visual media including books, movies, games and apps. Steve Jobs died on October 5, 2001, but not his dream of building products to capture the imagination of consumers. He once stated “your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma – which...
Words: 1623 - Pages: 7
...NTT DoCoMo: Marketing i-mode Why was NTT DoCoMo so successful? What is the most critical reason for its success? DoCoMo’s i-mode delivered a service that met the incipient need of a large target group in the market, namely a world wide web-like content service on a mobile phone, and rapid easy messaging; this was the critical driver of its success. Most of their strategic and marketing decisions, such as its choice of content, advertising, pricing, technology and hardware, revolved around appealing to young Japanese customers. Its consistent marketing approach created a service that consumers were previously not able to articulate. The service was a “blue ocean” (Kim & Mauborgne, 2005) - a standalone service that uniquely integrated the most appealing aspects of the internet and mobile communications. The following are the key decisions that supported the success of DoCoMo: Content DoCoMo chose not to control the entire value chain from content to network, but rather involved the work of third-party entrepreneurs to build content. Partners like Bandai (Moon et al., 2002, p.6), Japan’s largest producer of toys and video games, supplied emotionally appealing content for teenagers and young adults. In addition, a centralized and seamless billing structure facilitated payment to content providers by subscribers who valued convenience and who disliked small purchases made with credit cards. This service proved popular; in 2001 around half of i-mode’s customers were subscribing to...
Words: 1069 - Pages: 5
...CASE I - MARKETING SPOTLIGHT- NIKE 1. Nike one the top listed shoe company in the current world begun their business in 1962. The company focused on high-quality running shoes designed especially for the athletes. The key factor for Nike was that they have been able to create strong brand preferences among the customers. Nike created their brand image into consumers mind by using celebrity. The company’s commitments to designing innovative footwear for serious athletes help it build a cult following among American consumers. They run their marketing by using top athletes in their advertisement all over America and found that it put a huge influence to the consumer mind. Nike found that product and brand choices of consumers are hugely influenced by the preferences and behavior of their beloved celebrities. So the company signed an upcoming popular runner named Steve Prefontaine for their advertisement in 1973 and Prefontaine’s irreverent attitude matched Nike’s spirit. At the end the thought of using professional athletes in their advertising campaign proved both efficient and effective. Another important reason for Nike’s success was that they read the consumers mind perfectly. Nike does not sell “Nike air max” shoes, it sold a way of life, which is key to its success. This flag is the incentive for the people, and the philosophy behind the energy and determination, is that everyone concerned, whether you are not athletes. Nike uses a motivational type of language to inspire...
Words: 1893 - Pages: 8
...pioneer in shaping the today’s stock market. RPD’s original targeting of America’s upper echelon was a strategy that served the company well through the early 1990's. The Internet and real estate boom, however, changed the face of investment. Not only did they create a new layer of wealth, but they also provided RPD's newer, technically innovative competitors with a host of new tools with which to tap into it. To keep up with technology and tap into the new layer of wealth, RPD implemented an online trading program, eRPD. RPD did not, however, define the scope of the project, nor did its project manager make accurate estimates of the costs, time and resources needed for completion of the project. As a result, eRPD failed to give the customers a system that was reliable and easy to use. Recently, on a very volatile trading day, customers could not log into their account. When one investor finally did, stock and index quotes were inaccurate, giving a false sense that the damages were not as bad as he initially thought. By the time the corrected quotes were reported, it was too late for the investor to do anything. To keep up with technology and tap into the new source of wealth, RPD must first clearly define the scope of the project. They need to accurately estimate time, cost, and other resources, such as key personnel. By hastily implementing eRPD without definition of scope, accurate estimates, prioritizing and developing means to measure and manage the performance of the...
Words: 3982 - Pages: 16
...How social media marketing can influence the profitability of an online company from a consumer point of view. Chan Jenn Ming Center of SNHU Programs HELP Collage of Art and Technology Kuala Lumpur, Malaysia Devinchan33@gmail.com Rashad Yazdanifard Center of SNHU Programs HELP College of Arts and Technology Kuala Lumpur, Malaysia rashadyazdanifard@yahoo.com Abstract In this fast-paced society, the social network has become one of the major channels for a company to engage with its customers. Social networking provides the platform for organizations to engage and find like-minded consumers. Therefore, social marketing is extremely important for an organization to influence their consumers’ behavior in order to increase its profitability. This marketing approach is often applied especially for online companies. Besides, the perspective of consumer to the company becomes the major reason to keep them loyal to a particular company. In this research paper, I will analyze how social media marketing can influence the profitability of an online company from a consumer point of view. Keywords: Social Media Marketing, Profitability, Online Company, Consumer point of view 1. Introduction With the development of the internet, everything can be done by just a simple click. Many successful companies which rely on the internet have been created, for example Facebook, Twitter, and Instagram. Internet provides the users accessibility to many services, from entertainment...
Words: 3123 - Pages: 13
...Part4: Suggested marketing strategies based on four elements of marketing mix: product (and brand positioning), pricing, promotion and distribution strategies, in order to introduce this new product/service to consumers in the new market. 4.3 Interview with founder about the bag-throwing promotion that was successful in Canada. According to Vegan accessories maker has success in the bag, MATT&NAT is an eco-friendly, vegan line of hands and wallets designed in Montreal, Canada. Also, Inder Bedi, founder and creative director of MATT&NAT, making the company values clear in their mission statement. “The company used e-mail and social media to alert fans, then let them spread the word. Close to 1,000 people showed up for the freebie event, which was posted on YouTube”(Jermyn, 2011). The company has realized the benefits of using Internet and media to spread their products, in order to attract more and more consumers to buy it. In addition, Matt& Nat’s mid-priced lines of men’s and women’s vegan bags, belts and wallets, made mainly with recycled plastic bottles and free of any animal products, are popular with stars. The company, which gets celebrities to endorse their products because of the big influence of celebrities, can bring more benefits to improve firm’s profits. “If somebody sees a celebrity wearing your product, it has to be relatively easy for them to go out and get the same product, and it has to be accessible in terms of price points”(Jermyn, 2011)....
Words: 740 - Pages: 3
...This report will analyse where the promotional mix lies in the marketing mix, what the promotional mix is, the four key elements it comprises of and whether TV advertising really is the most important. Research was conducted by drawing on marketing text books, industry magazines and phone/email questionnaires with marketing professionals. The results of the research indicate that the promotional mix is imperative to a marketing campaign and is tailored to suit the marketing message. The report concludes that the promotional mix should definitely be a part of any marketing campaign. Introduction There are many ways businesses choose to promote themselves or their next product or service and the consensus seems to be promotion is all about television advertising, advertising agencies and big bills. But what is promotion? Promotion forms a vital part of the marketing mix. The marketing mix has four to seven elements that form part of its structure – product, price, promotion, place, people, processes and physical evidence; and can be defined as a framework describing the different elements that marketers need to consider (Elliot, Rundle-Thiele & Waller, 2010, pp18). This report will analyse where the promotional mix lies in the marketing mix, what the promotional mix is, the four key elements it comprises of and whether TV advertising really is the most important. Promotion is a vital part of the marketing mix as it allows people to be informed of products and services...
Words: 1577 - Pages: 7
...successful business plan a business plan is supposed to capitalize on your strengths and weaknesses. Components of a Good Internet Marketing Strategy SEARCH Engine Optimization A study conducted shows that around 90% of Americans use the Internet daily, with over 2/3rd of Se up rchases being researched on the Internet. Search Engine Optimization (SEO) is a procedure that relates to attracting Internet traffic to your website as much as possible. SEO is crucial for online marketing success of your business. It includes optimizing your website in such a way that your site would be ranked on the initial pages of the search, so that web users can visit your website for the content they are in search of. This is done using keyword phrases that users generally put in the Internet search engine interface for searching a particular product or service. Email Marketing Strategy Another important component of an effective e-marketing strategy is email marketing which is all about sending information of product and services to potential customers using email. This is a proven effective method of using online marketing as an efficient tool for business generation. It is also a very good business marketing technique for building good business relations with potential customers, as well as prospective clients. Online advertising online advertising is a marketing method that has a very substantial Return on Investment (ROI) value. It consists of placing advertisements of...
Words: 1962 - Pages: 8
...Multimedia Marketing & Consulting BusinessB3 Brett, Melanie, Nathan Legal Page Confidentiality Agreement The undersigned reader acknowledges that the information provided by BusinessB3 in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of BusinessB3. It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to BusinessB3. Upon request, this document is to be immediately returned to BusinessB3. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities. 1.0 Marketing Vision 1 1.1 Goals 1 1.2 Purpose 1 1.3 Picture 1 1.4 Gap Dashboard 2 Table: Gap Dashboard 2 2.0 Ideal Customer 2 2.1 Market Description 2 3.0 Remarkable Difference 2 3.1 Differentiators 3 4.0 Core Strategy 3 4.1 Core Branding Elements 3 5.0 Product/Service Innovation 4 5.1 Price Rationale 4 6.0 Marketing Materials 4 7.0 Web Plan 4 7.1 Social Media Plan 5 8.0 Lead Generation Plan 5 8.1 Advertising 5 8.2 Referrals 5 9.0 Lead Conversion Plan 6 10.0 Service Experience 6 10.1 Loyalty Product/Service Offerings 6 11.0 Marketing...
Words: 4262 - Pages: 18
...that is differentiated amongst it’s competitors to achieve a competitive advantage. Their strategy to offer an unmatched internet experience is what makes America Online a leader in their industry. America Online offers products ranging from real-time talk, online classes, online shopping, electronic mail, and internet access. Their competitive strategy is focused on the needs of their customers and ultimately, their wide range of products will help them reach out to new customers and build a lasting relationship with current customers. 2 Key Success Factors: 1) Wide Range of Products offered with a high-speed Web browser. (ability to retain customers) 2) Their persistent marketing creativity. (ability to get new customers) 2 Major Business Risks: 1) Industry is relatively new and threat to new entrants is high. (competition) 2) AOL Subscribers transferring to the Internet World Wide Web and Web Browsers (unbundling of services) 3) Their resistance to change 2 Key Areas of Accounting Policy: 1) Capitalization of marketing costs (over 12 or 18 months) associated with acquiring a customer including direct mail, advertising, start-up kits, and bundling costs. 2) Amortization of software development costs over 5 years. There seems to be little discretion and judgment involved with these accounting policies. Capitalizing marketing costs appears to be a stretch of the accounting rules and policies. They should be recording those costs as expenses on their...
Words: 356 - Pages: 2
