How Online Marketing Is Changing the Playing Field
How Online Marketing is Changing the Playing Field
Matt Davis
Globe University/Minnesota School of Business
Masters of Business Administration
MG553 Case Studies in Marketing Management Dr. Jan Tucker
October 12, 2012
Table of Contents
1. Changes in advertising, distribution, and ethics ……………………………………………….3
i. Strengths and weaknesses of this approach……..………………………………….……….…..4 ii. Forecast of future internet marketing ………………….………………………………….…...5
2. References………………………………………………………………………………………6
How Online Marketing is Changing the Playing Field
Changes in advertising, distribution, and ethics Internet advertising is changing the way companies allocate their marketing budget. Gone are the days of television, newspaper, and radio advertisements being the sole methods for promoting a company’s name and getting its brand a place in the mind of consumers. The internet has now become the driver of marketing decisions, especially among children. The article “Is Online Marketing Making Kids Obese?” (Holahan, 2007) takes a serious look at how changes in online marketing, especially the specific targeting of children, is changing the way companies are doing business. Some companies have inserted their presence into the virtual world by planting advertisements into the background of Instant Messaging, within buddy icons, into interactive games, and virtual communities. One company took it a step further. In exchange for answering a poll asking kids 13-and-over to pick the Pop Tart flavor they like the most, respondents were able to receive virtual furniture for their avatars (Holahan, 2007). Because of this change in medium, companies are beginning to have to answer critics who are questioning the ethical ramifications of this new approach. There is a fine line that companies are walking between their aggressive, targeted marketing approach to children and their public stance regarding this approach. Many companies are citing additional internal
Matt Davis
Globe University/Minnesota School of Business
Masters of Business Administration
MG553 Case Studies in Marketing Management Dr. Jan Tucker
October 12, 2012
Table of Contents
1. Changes in advertising, distribution, and ethics ……………………………………………….3
i. Strengths and weaknesses of this approach……..………………………………….……….…..4 ii. Forecast of future internet marketing ………………….………………………………….…...5
2. References………………………………………………………………………………………6
How Online Marketing is Changing the Playing Field
Changes in advertising, distribution, and ethics Internet advertising is changing the way companies allocate their marketing budget. Gone are the days of television, newspaper, and radio advertisements being the sole methods for promoting a company’s name and getting its brand a place in the mind of consumers. The internet has now become the driver of marketing decisions, especially among children. The article “Is Online Marketing Making Kids Obese?” (Holahan, 2007) takes a serious look at how changes in online marketing, especially the specific targeting of children, is changing the way companies are doing business. Some companies have inserted their presence into the virtual world by planting advertisements into the background of Instant Messaging, within buddy icons, into interactive games, and virtual communities. One company took it a step further. In exchange for answering a poll asking kids 13-and-over to pick the Pop Tart flavor they like the most, respondents were able to receive virtual furniture for their avatars (Holahan, 2007). Because of this change in medium, companies are beginning to have to answer critics who are questioning the ethical ramifications of this new approach. There is a fine line that companies are walking between their aggressive, targeted marketing approach to children and their public stance regarding this approach. Many companies are citing additional internal
References: Holahan, C. (2007). Is Online Marketing Making Kids Obese?. Businessweek Online, 10. McDonald, Malcolm. ( © 2008). Malcolm mcdonald on marketing planning: understanding marketing plans and strategy. [Books24x7 version] Available fromhttp://common.books24x7.com/toc.aspx?bookid=23512.