It may sound like a surprise, but many large and small companies have already developed an advertising strategy by reasonably including the Internet. Given the fact that the internet has been used by many advertising companies since 1994, any organization that does not have a strategy that uses the internet for advertising is likely to make a big mistake. There are at least ten reasons that support this type of marketing.
The most compelling reason why companies need to have an active internet marketing strategy is because of the transformation that has taken place in the way consumers seek information. As consumers still visit stores, talk to sales reps, browse through stores and talk to friends, an ever-increasing number of consumers turn to the Internet as their primary source of information.
The Internet is not only transforming into a source of choices for individualizing information, but over the next few years it is definitely possible that it will become the expected place where consumers can learn about products and make purchases. This can be especially the case for consumers under the age of 25. In many countries, almost all children and adults have learned how to use the Internet.
Each time a visitor enters a web page he leaves a trail of information that includes: how he got to this site, how he navigated to this site, what article he clicked on, what he bought, and more. By recognizing consumer behavior and preferences, advertisers are given exceptional opportunities to serve their needs. If this work is done correctly then the customer will respond to the company with permanent loyalty.
The most efficient way for advertisers to spend money is to target their budget to those consumers who are more likely to be interested in the products the company offers. Unfortunately, trying to target only customers who might buy is not easy.
To illustrate, let’s ask: How much money is spent on television advertising for a population that will probably not buy? The Internet now, unrivaled, gives you the opportunity to identify consumers who have the greatest potential for product purchasing.
Whether the consumer likes a product / service or not, the internet turns out to be the ultimate hangout to convince impulsive purchases. Much of this can be attributed to advertisers who benefit from improvements in technology, which:
– Allow a web site to offer product suggestions based on customer behavior on an online shopping and
– Determine the trajectory of the online shopping process. But impulsive online shopping also gives the advantage of “buy now, pay later”, a very common practice of a society that spends a lot on credit cards.
Companies know they can create loyal customers when product and service offerings are designed to meet customized needs. This has conditioned many marketers to define a massive adaptive strategy by offering online customers the configuration of the product or service.
No other type of communication like the internet comes so close to the process of turning the promotion into instant client action. In other words, the internet enables the consumer to make a purchase immediately after being made aware of the ad. Before the Internet, the most productive “call to purchase” was through television informers who advised viewers to call toll free telephone numbers. However, moving consumers from an inactive state (eg, watching TV) to an active state (eg going to grab the phone to make the call) is no more effective than convincing people to click a Internet advertising while they are actively using it.
For distributors and retailers the internet provides the easiest opportunity to be a complete supplier. Unlike “brick-and-mortar” suppliers that are often judged by the inventory available or the services they perform somewhere in a warehouse, e-commerce sites can give the illusion of having an endless inventory by responding to the bids.
Internet technologies are replacing the more costly methods of transporting goods and services as well as managing information on consumer needs. Cost reductions can be clearly seen in products and services that can be digitally distributed (eg music, publications, graphic design, etc.) where production and transport costs are essentially erased from the cost equation. Cost reductions can also be seen in other areas of marketing where the volume of customer calls can be reduced as companies create the opportunity to find out about the product online, through services such as: Knowledgebases and through answering Frequently Asked Questions (FAQ). People who deal with on-site sales can also benefit from encouraging prospects to share information about online products before meeting with the customer head-to-head. This can help shorten the time they need to explain basic product and company information and allow them more time to understand and provide solutions to customers problems.
The Internet is a communication and distribution channel that seeks global access to the products and services offered by companies. A web site enables a local marketer to quickly become a global marketer and in doing so expands the potential target market many times more than it’s current size. Unlike pre-e-commerce times when international marketing required a great deal of time and expense, overloading files to create a web site is more than necessary to create a global presence. While setting up a website does not guarantee international visibility (it takes a lot more marketing work for a site to be successful internationally), compared to pre-internet times – the internet offers the possibility of a giant jump in the business world.