Influence of social media marketing communications on consumers

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ABSTRACT

The second generation of Internet-based applications enhances marketing efforts by allowing firms to implement innovative forms of communication and co-create content with their customers. Despite the strengths of social media for marketing purposes, few studies have empirically explored why firms have begun to use it. To redress this shortcoming, this study adopts the perspective of the firm to facilitate an understanding of digital marketing and social media usage as well as its benefits and inhibitors. Through an online survey conducted in July and August of 2011, data were requested from marketing managers of the 2000 largest firms in Portugal. One hundred and seventy questionnaires were completed. Results demonstrate that firms face internal and external pressures to adopt a digital presence in social media platforms. Further, we identify four levels of digital engagement evolution and propose a new digital pattern matrix based on benefit perception and digital marketing usage. To successfully explore digital marketing and social media, marketers need to adopt marketing strategies to engage in relationship-based interactions with their customers. To meet this challenge, firms should complement their traditional Web practices with online social networking.

CHAPTER ONE

INTRODUCTION

1.1.      Definition of Social Media

Social media is the term often used to refer to new forms of media that involve interactiveparticipation. Often the development of media is divided into two different ages, the broadcast age and the interactive age.

 Social media which is defined as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content” (Kaplan and Haenlein, 2010) have make a revolutionary change in the lives of individuals as well as promotional strategies of organizations. With social media people can undertake several activities like collaborating, exchanging information, sharing and sending messages over an electronic medium, engaging collectively and interacting, sharing contents like ideas, text, photos, images and video and they are creators and co-creators of this material (Thackeray et al., 2008) and also it has become a mandatory element in many companies’ marketing strategy rather than merely an optional element of the promotional mix (Hanna et al., 2011). The purpose of this paper is to provide historical roots and evolution of social media. The developments in the field of social media have been presented chronologically in the subsequent sub sections of the paper followed by a brief summary of the important developments in social media. Studying history of social media can help us better understand just how much, and how quickly, the world around us is changing.

 In the broadcast age, media were almost exclusively centralized where one entity—such as a radio or television station, Newspaper Company, or a movie production studio—distributed messages to many people. Feedback to media outlets was often indirect, delayed, and impersonal. Mediated communication between individuals typically happened on a much smaller level, usually via personal letters, telephone calls, or sometimes ona slightly larger scale through means such as photocopied family newsletters.

With the rise of digital and mobile technologies, interaction on a large scale became easier for individuals than ever before; and as such, a new media age was born where interactivity was placed at the center of new media functions. One individual could now speak tomany, and instant feedback was a possibility. Where citizens and consumers used to have limited and somewhat muted voices, now they could share their opinions with many. The low cost and accessibility of new technology also allowed more options for media consumption than ever before – and so instead of only a few news outlets, individuals now have the ability to seek information from several sources and to dialogue with others via message forums about the information posted.

1.2.      Historical Development of Social Media

There are many ideas about the first occurrence of social media. “Throughout much of human history, we‟ve developed technologies that make it easier for us to communicate with each other” (Carton, 2009). The earliest information encountered by the writers of this article referred to 1792 and the use of the telegraph to transmit and receive messages over long distances (Ritholz, 2010). Emile Durkheim, a French sociologist known by many as the father of sociology, and Ferdinand Tonnies, a German sociologist, are considered pioneers of social networks during the late 1800s. Tonnies believed that social groups could exist because members shared values and beliefs or because shared conflict. His theory dealt with the social contract conceptions of society. Durkheim combined empirical research with sociological theory. Also, in the late 1800s, the radio and telephone were used for social interaction, albeit one-way with the radio (Rimskii, 2011, Wren, 2004).

Social networks have evolved over the years to the modern-day variety which uses digital media. However, the social media isn‟t that new. In addition, it didn‟t start with the computer but instead the telephone. During the 1950s, phone phreaking, the term used for the rogue searching of the telephone network, began. This process was accomplished through the use of homemade electronic devices that facilitated unauthorized access to the telephone system to make free calls. Phreaks were able to find telephone company test lines and conference circuits to complete their task. Brett Borders stated phreaks were able to hack into corporate unused voice mailboxes to host the first blogs and podcasts (Borders, 2010).

During the 1960s, the public saw the advent of email (Borders, 2010). However, the internet was not available to the public until 1991. Email was originally a method to exchange messages from one computer to another, but both computers were required to be online. Today, email servers will accept and store messages which allow recipients to access the email at their convenience. In 1969, ARPANET, created by Advanced Research Projects Agency (ARPA), a U.S. government agency, was developed. ARPANET was an “early network of time-sharing computers that formed the basis of the internet.” CompuServe, the third development of the 1960s, was also created in 1969 with a mission to provide time-sharing services by renting time on its computers. With very high fees, this service was too expensive for many (Rimskii, 2011; Ritholz, 2010).

Computer Technologies

Social media was further developed during the 1970s. MUD, originally known as Multi-User Dungeon, Multi-User Dimension, or Multi-User Domain, was a real-time virtual world with role-playing games, interactive fiction, and online chat. MUD is primarily text based which requires users to type commands using a natural language. BBS was created in 1978, the same year as MUD. BBS is a synonym for bulletin board system. Users log in to the system to upload and download software, read news, or exchange messages with others. In the early years, bulletin boards were accessed via a modem through a telephone line by one person at a time. Early on, bulletin boards did not have color or graphics. Bulletin boards were the predecessors of the World Wide Web. Conceived in 1979 and established in 1980, the Usenet is similar to a BBS. Usenet is a system to post articles or news. The difference from a BBS is that Usenet does not have a central server or devoted administrator—messages are forwarded to various servers via news feeds (Ritholz, 2010). As a professor at Murray State University in Murray, Kentucky, a project was initiated to work with a BBS to meet area educators‟ needs (Shirky, 2011).

With the 1980s came the introduction of The WELL, GEnie, Listserv, and IRC. The WELL, which originally began as a BBS, is short for the Whole Earth „Lectronic Link. It was founded in Sausalito, California by Stewart Brand and Larry Brilliant and is one of the oldest continuously operating virtual communities. GEnie is the acronym for General Electric Network for Information Exchange. It was an online service using the ASCII language and was considered competition for CompuServe. General Electric Information Services (GEIS) ran GEnie on the time-sharing mainframe computers during non-peak hours. GEIS initially refused to expand the network to allow GEnie to grow. Listserv, launched in 1986, was the first electronic mailing list software application. Prior to its creation, email lists had to be managed manually. The software allows the sender to send one email to reach several people. Originally, Listserv was freeware but is now sold commercially. A free version is available for a limit of ten lists with no more than 500 subscribers. IRC, Internet Relay Chat, is designed for group communication. It is a form of real-time chat, also known as internet text messaging, or synchronous conferencing. IRC‟s main purpose is for group communication, but it allows private messages, chat, and data transfers between two users (Ritholz, 2010).

Social Networking

Many social networking sites were created in the 1990s. Some examples include Six Degrees, BlackPlanet, Asian Avenue, and MoveOn. These are, or have been, online niche social sites where people can interact, including sites for public policy advocacy and a social network based on a web of contacts model. In addition, blogging services such as Blogger and Epinions were created. Epinions is a site where consumers can read or create reviews of products. ThirdVoice and Napster were two software applications created in the 90s that have since been removed from the market. ThirdVoice was a free plug-in that allowed users to post comments on webpages. Opponents of the software argued that comments were often vulgar or slanderous. Napster was a software application that allowed peer-to-peer file sharing. Users were allowed to share music files bypassing normal distribution methods, which in the end was determined to be a violation of copyright laws (Ritholz, 2010).

In 2000 social media received a great boost with the witnessing of many social networking sites springing up. This highly boosted and transformed the interaction of individuals and organizations who share common interest in music, education, movies, and friendship, based on social networking. Among those that were launched included LunarStorm, six degrees, cyworld, ryze, and Wikipedia. In 2001, fotolog, sky blog and Friendster were launched, and in 2003, MySpace, LinkedIn, lastFM, tribe.net, Hi5 etc. In 2004, popular names like Facebook Harvard, Dogster and Mixi evolved. During 2005, big names like Yahoo!360, YouTube, cyword, and Black planet all emerged (Junco, Heibergert, &Loken, 2011).

1.3.      Social Media Tool

Tools Available For Marketing

a. Marketing through Face Book

Face book is a tremendous tool for marketing because of how through the connection between Business and customer is. However, therein lays the risk. One wrong move, one odious post or Mistake can cost your business its reputation and Consumer base.

Face book marketing means creating a business page, keeping in touch with your current customers and clients, connecting with other related businesses and opening up to new customers. All of this while navigating the social minefield that is unconcealed social access.

Some Guidelines for Marketers through Face book Marketing:

 Expand your network.

 Don’t forget about media.

 Reward your fans.

 Encourage community interaction.

 Celebrate when you reach certain milestones.

 Don’t just rack up your fans, put them to use.

b. Marketing through Twitter

Twitter has taken on a life of its own in modern years and spawned the daily use of terms Such as “Tweet” in usual conversation. While it might seem like a challenge to get started using Twitter for business, in reality its pretty user friendly and easy to learn.

Twitter is a social network similar to face book and Google+. While Twitter shares some common features with other social networking sites, it is unlike the other networks in many ways. Twitter users can post short statements with a maximum of 140 characters. This makes it a form of micro-blogging that allows users to focus.

Twitter is the best way to develop relationships with customers. Once marketer has set up an official Twitter account for their business, their customers will optimistically start following it. When they do, those customers will be able to read the tweets that marketer post. This gives marketers the chance to communicate with their customers and start developing relationships with them. If marketer posts tweets that have valuable, or interesting, information their followers will start to value their tweets. They can also ask questions publicly, or make comments about company’s products and services. This gives marketer a chance to answer common questions from your customers, and develop some goodwill.

c. Marketing through Google +

Simply launching a company website is no longer enough to build an online presence though. The Level of competition in almost every niche can make reaching potential customers difficult. For this reason, many businesses have begun using social media tools, including Google+, to find and engage targeted buyers.

In 2011, Google expanded the Google+ platform to include dedicated pages for businesses. This Expansion gave business owners greater flexibility to create pages that accurately reflected their Branding and marketing messages. Business owners can customize their pages to draw in, and Keep, visitors and to lead them to websites, blogs, and other resources to learn more about their Company’s products.

Strategies can be adopted by Marketers for Promoting Business through Google +:

 Post Interesting Information About their Business or Industry

 Provide Readers with News Stories

 Engage Visitors with Polls and Surveys

 Engage Visitors with Live Video Chat

 Segment Visitors into Circles

 Promote Content on Other Sites

D. Marketing through Linkedin

Among the big three social networks; LinkedIn, Face book and Twitter – LinkedIn is the oldest and the only business oriented social network. LinkedIn provide Marketers the tool to control their Professional identity online.

Some ways to grow network, brand building and new prospects on LinkedIn:

 Complete companies profile on LinkedIn

 Basic Information and Summary of Business

 Share Website and Twitter Links on LinkedIn

Manage business Public Profile and URL.

 Grow Network by connecting more Professionals.

 Give and Get Recommendations by experts/public/Professionals.

 Manage different LinkedIn Groups

e. Marketing through You Tube

YouTube can be utilized for presentations, webinars, testimonials, and any announcements marketers need to make their audience. YouTube also has a “subscribe” button where viewers can subscribe to the channel of their choice and see the latest videos that they upload. This allows Marketers to keep their target audience updated with recent offers and development which in turn builds a loyal fan base. The comments and feedback section can be activated so that individuals can give their comments and reviews about the company and products. YouTube has introduced a new channel tool that allows consumer goods brands to connect consumers directly with retailers. The new channel gadget will enable shoppers to purchase products through videos and find which retailers carry them, check the availability and price with just a few clicks.

1.4.      Function of Marketing

The seven functions of marketing are distribution, market research, setting prices, finance, product management, promotional channels and matching products to consumers(Jeremy Bradley 2019).

1. Finding the Best Distribution Channels

Distribution is about deciding how you’ll get the goods or services you want to sell to the people who want to buy them. Having an idea for a product is great, but if you aren’t able to get that product to the customers you aren’t going to make money. Distribution can be as easy as setting up shop in the part of a city where your target customers are – but in an increasingly interconnected world, distribution more often than not now means that you’ll need to take your products or services to the customers.

2. Financing an Enterprise

It takes money to make money. As a business owner, an important function of marketing a product is finding the money through investments, loans, or your personal capital to finance the creation and advertising of your goods or services.

3. Deep Market Research

Market research is about gathering information concerning your target customers. Who are the people you want to sell to? Why should they buy from you as opposed to a rival business? Answering these questions requires that you do some on-the-ground observation of the market trends and competing products.

4. Setting Prices

Setting the correct price for your product or service can be a challenge. If you price it too high, you might lose customers – but if you price it too low you might be robbing yourself of profits. The “right” price normally comes through trial and error and doing some market research.

5. Product and Service Management

Once you’ve determined the target market and set the price of your product or service, the goal becomes to effectively manage the product or service. This involves listening to customers, responding to their wants and needs, and keeping your products and services fresh and up to date.

6. Promotional Channels

Most business owners are familiar with the idea of promotion. Advertising your products and services is essential to attracting new customers and keeping existing customers coming back. As the marketplace changes, you’ll want to respond appropriately by tailoring your promotion messages to social media, by sticking with more conventional outlets, or by using a mix of the old and new.

7. Matching Products to Customers

While we tend to think of selling and marketing as being closely linked, selling is last on the list of the seven functions of marketing. This is because selling can happen only after you’ve determined the wants and needs of your customer base and are able to respond with the right products at the right price point and time frame.

1.5.      Social Media Marketing

Social media advertising refers to the process of gaining website traffic or attention through social media sites. Social media advertising campaigns usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. Traditional campaigning approaches are overshadowed not only by rising social media but also due to increasing difficulty to create an outstanding campaign due to very competitive market. Impact of social media can be seen in television advertisements which sign off with a plea for consumers to visit their websites, Facebook or Twitter page with the promise of an exciting online experience, fun incentives and a sense of community that people actually want to get involved with (Kaushik, 2012). Bajpai et al (2012) write that Social media has become a platform that is easily accessible to anyone with Internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement advertising and marketing campaigns.

With the advent of the Internet and the development of Web 2.0, there is a palpable shift in the control of communication and of course, advertising. The web has successfully switched the power of control from companies to the customers. Thus, customer decides what he/she wants to see, read, or listen to, so the companies compete in getting people’s attention and delivering their messages. The good news is that when companies join these social networking sites, people can interact with the company and their products. This interaction makes users feel personal because of their previous experiences with social networking site. Social networking sites like Twitter, Facebook, Google Plus, YouTube, Pinterest and blogs allow individual followers to “retweet” or “repost” comments made by the product being promoted. By repeating the message, all of the users’ connections are able to see the message, therefore reaching more people. Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company. Furthermore most advertisements on Facebook for instance invite users to simply “Like” the product or the company by simply clicking the “Like” button. What follows such action is that the company henceforth starts sending such user contents, information and other interactive posts that market the product or the company so “liked”.

However and undoubtedly, the use of social networking sites such as Facebook and user generated content (UGC) has presented both opportunities and challenges to the advertisers, marketers and the overall advertising landscape. IAB Platform Status Report (2008) concedes that “In the larger eco-system, social networking and UGC sites have provided high-value advertising inventory and audience segments needed to capture more of the market share and targeted audience reach that advertisers demand, e.g. Microsoft’s investment in Facebook, Google’s acquisition of YouTube…” The report continue that,

Traditionally, marketers have been able to buy time or space on fixed media in a controlled context. They knew where their ad would appear, what it would look like, and perhaps most important, in what context it would be seen. In other words, they could be guaranteed their message wasn’t being delivered in a hostile or inappropriate environment. Today, such guarantees are harder to make, and that lack of control can be a source of great anxiety for marketers.

Considering the above, it is therefore important that advertisers and marketers be reminded that a new approach is deemed critical in their use of social networks. Instead of broadcasting one-way messages at their audiences, advertisers are compelled to engage customers in a conversation. Instead of inviting individual consumers into an environment of their own making, marketers advertising on these sites are entering a conversation initiated, maintained, and “owned” by consumers themselves. Doing so carries risks, but failure to do so carries more.

On impact of social media advertising and or marketing on consumers purchase decisions, Fauser et al (2011) found that consumers felt that information sharing, collaboration and relationship building was necessary to support ongoing communication; social media marketing allowed organisations the opportunity to be in the position to offer additional sources of information regarding product benefits, product features and provide real time feedback to consumers; social networks, particularly Facebook were found to be most suitable information sharing platform at the beginning of the consumer purchase decision as many consumers relied on social recommendations; and many consumers used Facebook reviews and ratings (“likes”) as the means to seek recommendations, peer advice and find product information.

Bati (n.d.) studying attitudes of young consumers towards social media marketing, surveyed a total of 124 students at some universities located in Istanbul. He found that 66. 9% of the participants think that using a social media tools for advertising is useful; 50% of the participants are fans of at least one company or brand; 54% of the participants follow of at least one company or brand; 57.2% of the participants trust recommendations from people they knew personally about brands; 42. 8% of the participants trust brand websites and mini-sites; and 47.5% of the participants like social network advertising very much. Similarly, Chi (2011) analyzing User Motivation and Social Media Marketing Responses in Taiwan found that social networking online is the main reason users keep spending time with social media such as Facebook. Therefore, users perceive and respond to marketing venues, such as advertising and brand communities, in a different way than they do to traditional media. The findings also indicate that user motivations generate complex effects for responses to social media marketing, differing across Facebook advertising and virtual brand communities. AzizulYadiYaakop, Marhana Mohamed Anuar, Khatijah Omar &AlphonsusLiaw Kuok Liung (n.d.) who studied consumers’ perceptions and attitudes towards advertising on Facebook in Malaysia suggest that there are three online factors that significantly influence consumers’ attitudes towards advertising on Facebook. The factors are perceived interactivity, advertising avoidance and privacy. Surprisingly, according to them, credibility was not a significant factor predicting consumer’ attitudes towards advertising on Facebook.

1.6.      Differences between Traditional and Social Media Marketing

In traditional marketing we attempt to make the public aware that we have a product or service for sale. As per online review article by McCauley, D. (2013), in traditional marketing, using traditional marketing tools such as television, radio or direct mail, we can expect a response rate of somewhere between 0.5% and 2% on outbound messages. In other words, if we get thatmessage out to 1000 people, we can expect between 5 and 20 people to respond.

Viewed in another way, if we hope to get 100 responses, we must contact somewhere between 5,000 and 20,000 people. (Ofcourse these are broad averages and may be slightly different depending on product, target market and other variables). Intraditional marketing, we use specific tools which hit very large audiences. These include:

  1. Television
  2. Radio
  3. Newspapers
  4. Magazines
  5. Direct Mail
  6. Trade Shows

Today we know that a huge percentage of buyers use the Internet when making purchasing decisions. Even those who still buy in the ‘real world’ locally often use the Internet to make decisions prior to buying. They will use computers, tablets, readers and cell phones to search, do some related research perhaps and then buy.

While Internet marketing presents a much larger opportunity, Internet marketing is in many ways a mirror, or reverse image of traditional marketing (Sanjay Bhayani&Nishant V. Vachhani, 2014).

The nature of the web, with its two-way communication features and traceable connection technology, allows firms to gather much more information about customer behavior and references than they can gather using micromarketing approaches. Now, companies can measure large number of things that are happening, as customer and potential customers gather information and make purchasing decisions. The information that a web site can gather about its visitors is called a click stream.

The idea of technology-enabled relationship management has become possible when promoting and selling on the web. Technology-enabled relationship management occurs when a firm obtains detailed information about a customer’s behavior, preferences,needs, and buying patterns , and uses that information to set prices, negotiate terms, tailor promotions, add productfeatures, and otherwise customize its entire relationshipwith that customer.

The 4 Ps concepts provide clear idea about the contrast between traditional marketing and eMarketingconcepts. It considers several vital facets of the contrast between these two diversifications of the marketing.

Product

Product is the most significant component of marketing. Whenever consumer purchases a product,he/she likes to see the product physically. This is feasible in the case of conventional, customary & traditional marketing. However in eMarketing it is not feasible to getthe actual touch of the product. Instead they can only see animplicit image of the product. Not being able to reach and feel the product physically, can be worrisome for theconsumer and have an effect on his/her purchasingdecision. However, eMarketing websites offers a widerAlthough companies can use technology-enabled relationship management concepts to help managerelationships with vendors, employees, and other stakeholders, most companies currently use these concepts to manage customer relationships. Thus, technologyenabledrelationship management is often called customerrelationship management (CRM), technology-enabledvrelationship management or electronic customerrelationship management (eCRM). Table 1 lists sevendimensions of the customer interaction experience and shows how technology-enabled relationship managementdiffers from traditional seller-customer interactions in eachof those dimensions (Sanjay Bhayani&Nishant V. Vachhani, 2014).

DimensionsTechnology-enabled relationship managementTraditional relationships with customers
AdvertisingProvide information in response to specific customer inquiriesPush and sell a uniform message to all customers
TargetingIdentify and respond to specific customer behaviors and preferencesMarket segmentations
Promotions and discounts offeredIndividually tailored to customerSame for all customers
Distribution channelsDirect or through intermediaries; customers’ choiceThrough intermediaries chosen by the seller
Pricing of products or servicesNegotiated with each customerSet by the seller for all customers
New product featuresCreated in response to customer demandsDetermined by the seller based on research and development
Measurement used to manage the customer relationshipCustomer retention; total value of the individual customer relationshipMarket share; profit

Range of goods & services which are easily available, as compared to physical stores. Stores have to deal with issuesof cost and space unlike eMarketing websites.

One of the main aspects is how online services delivered to customers. In online, the more difficult toprovide face-to-face contact facility to consumers whereas in the case of physical store it is consumer is face to facewith the seller. The consumer can get a quicker response inphysical store than the online store. Online business canprovide facilities like email, chat option, FAQ etc to remain responsive to their consumers.

One issue that can affect the consumers’ choice of purchase is the warranty of the good. This provides comfortto consumers, both in customary & traditional marketingand eMarketing but most importantly it provides the safeand sound feeling to those purchasing online. The consumer who cannot see and touch the product whilepurchasing it would feel more safe and sound knowing that there is a warranty on the product and this wouldmake the choice of purchase easier and less risky (Sanjay Bhayani&Nishant V. Vachhani, 2014).

Price

The pricing of a product can be based on the cost of the process of getting the product to the market. Whilea business does eMarketing it has a better prospect of saving costs and therefore feasibility to have lower prices. Internet based marketing sites not only save on cost spent on storing the product, but also uses cheap mode of communication like email. Competition is very tough as the competitors are a click away while a potential consumer is searching for information on theInternet.

Since payments for purchase are done by credit card mostly, there can be some security issues that causeproblems for internet buyers. For instance a consumer would feel safer in the physical store where they can have more control over the payment process; whereaspurchasing online they would be taking a risk while giving the credit card details (Sanjay Bhayani&Nishant V. Vachhani, 2014).

Place

In conventional, customary & traditional marketing, companies have the opportunities todecorate the stores in order to create a specific atmosphere that can attract consumers. Some attractivetools to create that atmosphere can be music, colors, etc,but through eMarketing it is almost not possible to create a real sensation since a website is just a virtual imageThe atmosphere of the store mentioned above isvery important for sales of the goods & services. For instance if you see an unorganized store just filled upwith some clothes you hardly feel tempted to go in andlook for anything. The way the store is decoratedprovides a message about the business and its style.

While one thinks about this, one can realize theimportance of the physical existence of the store. Thinkfor instance how the business could offer the same atmosphere through their website. For instance we can consider H&M. They try to create the same atmosphereon their website as they have in their real stores. Despitethis, the experience of stepping into the store is differs from clicking on computer while shopping.

Internet helps companies to be reachable at anytime, regardless of openings hours that physical storesrequire. Also a website has a wider reach as compared to a locality based store with a physical address (Sanjay Bhayani&Nishant V. Vachhani, 2014).

Promotion

When it comes to endorsement and promotion, speed in getting the message across varies in traditionaland internet marketing. Speed of getting the message of advertisement, news or any type of information to consumers is very quick through Internet. This is a veryimportant in the competitive world of business.

Additionally, difference between endorsement and promotion by Internet is the durability of themarketing message the marketer wants to communicate with the consumers. In conventional, customary &traditional manner, the message would receive attentionduring a limited amount of time like in case of advertisements aired on TV or sent out in newspapersand pamphlets. On the other hand, the marketer’smessage to the consumers can exist for longer duration on the business’s website and it is easily reached andhandy to the consumers 24/7.

Through a website, a business can present itself in several ways where the consumer can study differentfacets of the business and get to know it well. This is notfeasible in conventional, customary & marketing. Forinstance the complexity of wide range of informationcannot be easily fitted into a magazine or TV commercial etc. The tools for customary & traditional endorsement and promotion can be used essentially in communicatingthe message shortly and consistently.

There is of course the burden of maintaining a website or online commercials that consumes time,resources and capital. But this should be weighted out by their easy accessibility and better prospect. Additionalissue is the damage that a failed or crashed website orother Internet service can have on a business’s image.

A good website is very important for succeeding in online marketing. According to Times of India, someimportant course of action for a good website for a business is:

“Provide clear information on contacts, delivery andrefund policies.”

“Think “user journey” rather than individual pages.”

“Let shoppers browse without having to register.”

“Keep websites simple and easy to use.”

“Offer an efficient and effective search engine.”

“Market the website online and link it to searchengines.”

“Make obtainable and provide steadiness of knowhow.”

“If the Internet does not offer the full bricks-andmortarrange, say so.”

“Give complaints ID numbers.”

”Build trust.”

Nowadays a large group of consumers have theproblem of time but have the money to spend. It is easierfor them to shop online, as it saves time. Good website design, accessing speed, brand value is important factors in online business otherwise failure in this can damagethe profit of online business. Internet provides themarketer to reach the targeted group easily and have continues relationship with them (Sanjay Bhayani&Nishant V. Vachhani, 2014).

There are many researches and studies aboutthe comparison between traditional marketing andmodern marketing and also advantages and disadvantages of internet marketing, which shows theperformances and its efficiency. Chaston and Mangles (2003), examined theinfluence of marketing style on the utilization of the

Internet among small UK manufacturing firms. They employed a quantitative methodology to determinewhether, in business-to-business markets, the Internet is a technology that will be managed differently by firms that have adopted a relationship versus a transactionalmarketing orientation. The research was conductedthrough mailed questionnaires on a sample of 298 UK small firms (manufacturers of mechanical or electroniccomponents / their primary area of activity is businessto-business marketing / have between 10-50 employees/ not branch plants of British or multinationalorganizations). Insufficient evidence was found tosupport the view that relationship-orientated firms, when compared with transaction ally-orientatedcompetitors, exhibit differing perceptions about the nature of online markets.

In this modern age of internet almost every progressive business has web presence, some peoplethink that website is just a commercial requirement but others think that it is mandatory to run their companyactivities. These different theories about internet havebeen discussed a lot in recent marketing literature. In the past decade marketers has been arguing about the role ofinternet in marketing. Initially marketers used internetas communication tool but as time passed they realized the true potential of internet and the idea of internetmarketing evolved. According to Hoge (1993), Internetmarketing (IM) is the transfer of goods or services from seller to buyer that involves one or more electronic methods or media. It has begun with the use oftelegraphs in the nineteenth century. With the advent and mass acceptance of the telephone, radio, television,and then cable, electronic media have become thedominant marketing force.

According to Yazdanifard, R., Venpin, M., Wan Yusoff, Wan F. &Rabiul Islam, M. (2013) Internetmarketing is an interesting topic especially for researchers in the marketing field. It is a new way ofmarketing a product/service globally to the targetedmarket 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.

According to Stuart E. J. (2014) day by day there is upward growth of online services in regular usages byconsumers. However, traditional marketers somehow do not want to admit that the world changed. They are slow in taking advantages of new opportunitiespresented to them. B2B-enhances supply chain process need to pay much attention to real-world businessprocess, adapt automated systems to business behaviorand mingle content and technologies with crucial information systems.

Hoge’s (1993) idea of internet marketing issimple although it does not touch the important aspect ofcustomer relationship. Strauss and Ansary (2006) defined internet marketing in their latest book as the useof information technology in the process of creating,communicating, and delivering value to customers, and for managing customer relationships in ways that benefitthe organization and its stake holders. This explanationtells that internet marketing is not only about selling products or providing services through IT but it is lot more than that. It is not just traditional marketing using the information technology tools but it’s a strategic model to achieve brand value and provide customer satisfaction. Idea of internet marketing can be derived astype of marketing in which objectives are achieved through use of electronic communication tools like internet, interactive TV and mobile phones.

Dave Chaffey (2002) defines internet marketingas “Applying Digital technologies which form online channels (Web, e-mail, databases, plus mobile/wireless

& digital TV) to contribute to marketing activities aimed at achieving profitable acquisition and retention ofcustomers (within a multi-channel buying process and customer lifecycle) through improving our customer knowledge (of their profiles, behaviour, value and loyaltydrivers), then delivering integrated targeted communications and online services that match their individual needs.” Chaffey’s definition reflects therelationship marketing concept, it emphasis that it should not be technology that drives Electronicmarketing, but the business model.Salehi, M., Mirzaei, H., &Aghaei, M. (2012) compares both internet based as well as traditional marketing, Internet Marketing is more economical and faster way to reach out to buyer directly, and is the ideal way for business to advertise locally or internationally. Asthe result in case of comparison; both types of marketing can help traders and marketers to do business. Each hasadvantages and disadvantages. In traditional marketingconsumers can see and touch the real goods or service but the domain of effect is low, on the other hand using ofinternet marketing will exceed the boundaries andintroduce goods and services to the demographic of internet users. Also using the internet would be more chipper, faster and convenient for marketing.

Approximately the advantages of internet marketing are much more than advantages of traditional marketing.

Table 2 identifies the core differences between traditional marketing and internet marketing.

Traditional MarketingInternet Marketing
Physical access to productWide range of product
Personal serviceMore feasibility to cut cost
Quick feedbackEasier to reach more consumers
Less tough competitionFaster speed of communication & shopping
More safe and sound paymentFeasibility to present business (its image, offers, history etc.)
Atmosphere of physical store (more real)24 x 7 access
Face to face communicationCommunication directly with target group
Quicker & easier measurement of results/respondsFeasibility for continuous relationship

Table 2:The Contrast Model Making the marketing objectives successful is the common goal that each and every company aims at.They want to enhance the old relationship with consumers, create new ones, amplify and raise the salesand become famous in the market. (Salehi, M., Mirzaei, H.,&Aghaei, M.,2012) Integration between Internetmarketing and traditional marketing can bring the very best result to a business. Nevertheless, eMarketing solelyis also powerful and it can maximize effectiveness in the internet enevroment

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