Internet Marketing
The advent and prosperity of the Internet has provided many marketers with a platform to spread brand awareness. E-Marketing is defined by Chaffney as “The management and execution of marketing using electronic media such as the web, e-,mail, Interactive TV, IPTV and wireless media in conjunction with digital date about customers characteristics and behaviours”(Chaffney, 2006 p. 10) In “2009 brands spent half a billion pounds on internet advertisers, up from £114 million in 2002“(mintel,2010) This growth represents the fast moving nature of the web, and how important it its for firms to reach their target audience throughout it. Characteristics show ways in which companies can engage and serve consumers with the best possible service, models available help assist marketers to reach the brands full potential, and the changing nature of consumers behaviour towards the ever developing internet. The introduction of broadband can deliver rich and attractive media campaigns, along with the development of Smartphone’s, social networks and wifi there has never been a better time for marketers to invest in online advertising.
The characteristics of digital media as stated by (McDonald & Wilson,1999) “Interactivity, Intelligence, Individualisation, Integration, Industry Restructuring & Independence of Location” (Deighton 1996) points out that these aspects are inherent within a digital medium. The advent of the internet has built a pathway for consumers to be “more interactive with marketing collateral”(Chaffney 2006 p.31) The “push and pull” technique (chaffney,2006) are types of media that firms use to communicate with consumers, when it comes to e-commerce the Pull Technique is employed, (Chaffney 2006),
Customers are proactive through actively seeking out a website, therefore marketers have less control and physical stimuli needs provided in order encourage repeat visits. when the consumer searches for information the website can gain information on the visitor
The characteristics of digital media as stated by (McDonald & Wilson,1999) “Interactivity, Intelligence, Individualisation, Integration, Industry Restructuring & Independence of Location” (Deighton 1996) points out that these aspects are inherent within a digital medium. The advent of the internet has built a pathway for consumers to be “more interactive with marketing collateral”(Chaffney 2006 p.31) The “push and pull” technique (chaffney,2006) are types of media that firms use to communicate with consumers, when it comes to e-commerce the Pull Technique is employed, (Chaffney 2006),
Customers are proactive through actively seeking out a website, therefore marketers have less control and physical stimuli needs provided in order encourage repeat visits. when the consumer searches for information the website can gain information on the visitor