Introduction
With the intention of attracting advertising dollars, magazines and newspapers have also set up sites on the Web. Many online periodicals include traditional advertisements as well as icons, which display an advertiser’s logo and, when clicked with a mouse, send a user across the Web to the advertiser’s Web site.
Among periodicals that have gone from print to online advertising with some degree of advertising success are: Knight Ridder’s.
San Jose Mercury News newspaper, which reportedly charges $100 per day for an advertisement, and magazines such as Hot Wired, Playboy, and People, which reportedly charge $30,000-$45,000 per quarter for an advertiser to place an icon in the periodical. Promotions are also common. In many cases, advertisers ask site visitors to provide their names and addresses in exchange for a product discount.
if you like my post then pls click on advertisment and add as you in my follower list.
Its beneficial for you and me both.
Advertising spending is expected to increase for five reasons.
1. Shorter Access Times
Shorter access times also enable increasingly complex graphics to be placed on Web sites, without requiring additional access time. This should draw to the Web advertisers who may have been concerned that the current graphical quality was insufficient for displaying their products. With more advertisers, advertising rates should rise.
2. Reduced Access Fees
New Internet users will be attracted by reduced access fees, with part of the reduction covered by advertisers. The cost of the access fee itself can be shared by an advertiser if, for example, the advertiser pays for the access time used when accessing online yellow pages.
3. Increasingly Convenient Access to Information
As the amount of information online increases, it should be increasingly important for advertisers to get users to their sites quickly, leading them to pay more for placement in online periodicals.
4. Increasingly Valuable Information
Product descriptions can be enhanced through online advertising. With more information available, the decision to purchase should be easier and more purchases should occur (assuming the product is desirable). This should boost the appeal of the Web and increase the rates that advertisers could be charged for placing their icons in an online periodical.
5. Better Measurement of Advertising Effectiveness
Product advertising is far more effective if it leads to a purchase. If online advertising encourages users to shift a portion of their purchases to the Web, then companies may pay far more to advertise. However, a measurement system will not be usefull until:
(1) An online publisher can use it to determine advertising rates and the appeal of its articles, and
(2) An advertiser can use it to justify the cost of promoting a Web site, maintaining a Web site, and placing a site -linked icon in an online page.
Despite the popularity of advertising on Web sites, few publishers have attempted to measure how many advertising dollars are being spent.
There are three reasons for this:
1. The market is too small to justify the cost of measuring its size.
2. There is not a clear definition of what advertising expenses should be counted. Spending can be the amount that advertisers pay other Web sites such as periodicals and games to display their icons or product offerings.
3. The market is changing too rapidly to develop an effective means of measurement.
Effective measurement of online advertising is taking center stage. It was reported in Media Week [MW96] that Procter & Gamble was ready to spend some of its $3.3 billion ad budget to advertise on various Web sites. However, the packaged-goods giant told the online publishing community that it will compensate the ad banners it buys only on a “click-through” basis. In other words, standard impressions-delivered when an Internet surfer sees an ad banner but does not click on it to connect to a Web site -are considered to have no value by P&G. The anticipated P&G strategy, a sharp departure from the industry standard which measures hits, has sent a shiver down the spine of many ad sales executives. The concern was that other advertisers will follow P&G’s lead.
What is Internet Marketing?
If traditional marketing is about creating exchanges that simultaneously satisfy the firm and customers, what is Internet marketing?
Internet marketing is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties.
The Seven Stages of Internet Marketing
Te given figure provides an overview of the seven stages of Internet marketing. The seven stages are these: setting corporate and business-unit strategy, framing the market opportunity, formulating the marketing strategy, designing the customer experience, designing the marketing program, crafting the customer interface, and evaluating the results of the marketing program.
The Seven Stage Cycle Of internet Marketing
Stage One: Setting Corporate and Business-Unit Strategy
Corporate strategy addresses the interrelationship between the various business units in a firm, including decisions about which units should be kept, sold, or augmented. Business-unit strategy focuses on how a particular unit in the company attacks a market to gain competitive advantage. Consider, for example, Amazon.com. Corporate-strategy issues relate to the choice, mix, and number of business units such as kitchen, music, electronics, books, and tools/hardware. Once these business units are established and incubated in Amazon’s corporate head~ quarters, the senior leadership team of each unit sets the strategic direction and steers the business unit toward its goals.
Stage Two: Framing the Market Opportunity
Stage two entails the analysis of market opportunities and an initial first pass of the business concept-that is, collecting sufficient online and offline data to establish the burden of proof of opportunity assessment. Let’s say, for example, that you are running a major dot-com business such as Amazon. The senior management team is continually confronted with go/no-go decisions about whether to add a new business unit or develop a new product line within an existing business unit.
What mechanism do they put in place to evaluate these opportunities?
In this second part of the Internet-marketing process, a simple six-step methodology helps evaluate the attractiveness of the opportunity
The six steps include:
• seeding the opportunity,
• specifying unmet or underserved customer needs,
• identifying the target segment,
• declaring the company’s resource-based opportunity for advantage,
• assessing opportunity attractiveness,
• and making the final go/no-go decision.
The final go/no-go choice is often a corporate or business-unit decision. However, it is very important to stress that marketing plays a critical role in this market-opportunity assessment phase.
In order for the firm to make an informed choice about the opportunity, the management team needs to obtain a sufficient picture of the marketplace and a clear articulation of the customer experience that is at the core of the opportunity.
Thus, during the market-opportunity assessment phase, the firm also needs to collect sufficient market research data.
Stage Three: Formulating the Marketing Strategy
Internet marketing strategy is based upon corporate, business-unit, and overall marketing strategies of the firm. This set of linkages is shown in figure . The marketing strategy goals, resources, and sequencing of actions must be tightly aligned with the business-unit strategy. Finally, the overall marketing strategy comprises both offline and online marketing activities.
Corporate, Business-unit, and Marketing Strategy
for pure-play online businesses such as Amazon’s tools and hardware group,
Stage Four: Designing the Customer Experience
Firms must understand the type of customer experience that needs to be delivered to meet the market opportunity. The experience should correlate with the firm’s positioning and marketing strategy. Thus, the design of the customer experience constitutes a bridge between the high-level marketing strategy (step three) and the marketing program tactics (step five).
Stage Five: Designing the Marketing Program
The completion of stages one through four results in clear strategic direction for the firm. The firm has made a go/no-go decision on a particular option. Moreover, it has decided upon the target segment and the specific position that it wishes to own in the minds of the target customer. Stage five entails designing a particular combination of marketing actions (termed levers) to move target customers from awareness to commitment. The framework used to accomplish this task is the Market space Matrix. Simply put, the Internet marketer has six classes of levers (e.g., pricing, community) that can be used to create target customer awareness, exploration, and, it is hoped, commitment to the firm’s offering.
Stage Six: Crafting the Customer Interface
The Internet has shifted the locus of the exchange from the marketplace (i.e., face--to-face interaction) to the market space (i.e., screen-tb-face interaction). The key difference is that the nature of the exchange relationship is now mediated by a technology interface. This interface can be a desktop PC, sub-notebook, personal digital assistant, mobile phone, wireless applications protocol (WAP) device, or other Internet-enabled appliance. As this shift from people-mediated to technology -mediated interfaces unfolds, it is important to consider the types of interface design considerations that confront the senior management team.
What is the look-and-feel, or context, of the site?
Should the site include commerce activities?
How important are communities in the business model?
Stage Seven: Evaluating the Marketing Program
This last stage involves the evaluation of the overall Internet marketing program. This includes a balanced focus on both customer and financial metrics
Conclusion
Advertisement and marketing on internet is very essential and helpful in electronic commerce. With the help of this information we easily know how to advertise and marketing our product on internet.
Reference
http//himanshugoelmba.com
With the intention of attracting advertising dollars, magazines and newspapers have also set up sites on the Web. Many online periodicals include traditional advertisements as well as icons, which display an advertiser’s logo and, when clicked with a mouse, send a user across the Web to the advertiser’s Web site.
Among periodicals that have gone from print to online advertising with some degree of advertising success are: Knight Ridder’s.
San Jose Mercury News newspaper, which reportedly charges $100 per day for an advertisement, and magazines such as Hot Wired, Playboy, and People, which reportedly charge $30,000-$45,000 per quarter for an advertiser to place an icon in the periodical. Promotions are also common. In many cases, advertisers ask site visitors to provide their names and addresses in exchange for a product discount.
if you like my post then pls click on advertisment and add as you in my follower list.
Its beneficial for you and me both.
Advertising spending is expected to increase for five reasons.
1. Shorter Access Times
Shorter access times also enable increasingly complex graphics to be placed on Web sites, without requiring additional access time. This should draw to the Web advertisers who may have been concerned that the current graphical quality was insufficient for displaying their products. With more advertisers, advertising rates should rise.
2. Reduced Access Fees
New Internet users will be attracted by reduced access fees, with part of the reduction covered by advertisers. The cost of the access fee itself can be shared by an advertiser if, for example, the advertiser pays for the access time used when accessing online yellow pages.
3. Increasingly Convenient Access to Information
As the amount of information online increases, it should be increasingly important for advertisers to get users to their sites quickly, leading them to pay more for placement in online periodicals.
4. Increasingly Valuable Information
Product descriptions can be enhanced through online advertising. With more information available, the decision to purchase should be easier and more purchases should occur (assuming the product is desirable). This should boost the appeal of the Web and increase the rates that advertisers could be charged for placing their icons in an online periodical.
5. Better Measurement of Advertising Effectiveness
Product advertising is far more effective if it leads to a purchase. If online advertising encourages users to shift a portion of their purchases to the Web, then companies may pay far more to advertise. However, a measurement system will not be usefull until:
(1) An online publisher can use it to determine advertising rates and the appeal of its articles, and
(2) An advertiser can use it to justify the cost of promoting a Web site, maintaining a Web site, and placing a site -linked icon in an online page.
Despite the popularity of advertising on Web sites, few publishers have attempted to measure how many advertising dollars are being spent.
There are three reasons for this:
1. The market is too small to justify the cost of measuring its size.
2. There is not a clear definition of what advertising expenses should be counted. Spending can be the amount that advertisers pay other Web sites such as periodicals and games to display their icons or product offerings.
3. The market is changing too rapidly to develop an effective means of measurement.
Effective measurement of online advertising is taking center stage. It was reported in Media Week [MW96] that Procter & Gamble was ready to spend some of its $3.3 billion ad budget to advertise on various Web sites. However, the packaged-goods giant told the online publishing community that it will compensate the ad banners it buys only on a “click-through” basis. In other words, standard impressions-delivered when an Internet surfer sees an ad banner but does not click on it to connect to a Web site -are considered to have no value by P&G. The anticipated P&G strategy, a sharp departure from the industry standard which measures hits, has sent a shiver down the spine of many ad sales executives. The concern was that other advertisers will follow P&G’s lead.
What is Internet Marketing?
If traditional marketing is about creating exchanges that simultaneously satisfy the firm and customers, what is Internet marketing?
Internet marketing is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties.
The Seven Stages of Internet Marketing
Te given figure provides an overview of the seven stages of Internet marketing. The seven stages are these: setting corporate and business-unit strategy, framing the market opportunity, formulating the marketing strategy, designing the customer experience, designing the marketing program, crafting the customer interface, and evaluating the results of the marketing program.
The Seven Stage Cycle Of internet Marketing
Stage One: Setting Corporate and Business-Unit Strategy
Corporate strategy addresses the interrelationship between the various business units in a firm, including decisions about which units should be kept, sold, or augmented. Business-unit strategy focuses on how a particular unit in the company attacks a market to gain competitive advantage. Consider, for example, Amazon.com. Corporate-strategy issues relate to the choice, mix, and number of business units such as kitchen, music, electronics, books, and tools/hardware. Once these business units are established and incubated in Amazon’s corporate head~ quarters, the senior leadership team of each unit sets the strategic direction and steers the business unit toward its goals.
Stage Two: Framing the Market Opportunity
Stage two entails the analysis of market opportunities and an initial first pass of the business concept-that is, collecting sufficient online and offline data to establish the burden of proof of opportunity assessment. Let’s say, for example, that you are running a major dot-com business such as Amazon. The senior management team is continually confronted with go/no-go decisions about whether to add a new business unit or develop a new product line within an existing business unit.
What mechanism do they put in place to evaluate these opportunities?
In this second part of the Internet-marketing process, a simple six-step methodology helps evaluate the attractiveness of the opportunity
The six steps include:
• seeding the opportunity,
• specifying unmet or underserved customer needs,
• identifying the target segment,
• declaring the company’s resource-based opportunity for advantage,
• assessing opportunity attractiveness,
• and making the final go/no-go decision.
The final go/no-go choice is often a corporate or business-unit decision. However, it is very important to stress that marketing plays a critical role in this market-opportunity assessment phase.
In order for the firm to make an informed choice about the opportunity, the management team needs to obtain a sufficient picture of the marketplace and a clear articulation of the customer experience that is at the core of the opportunity.
Thus, during the market-opportunity assessment phase, the firm also needs to collect sufficient market research data.
Stage Three: Formulating the Marketing Strategy
Internet marketing strategy is based upon corporate, business-unit, and overall marketing strategies of the firm. This set of linkages is shown in figure . The marketing strategy goals, resources, and sequencing of actions must be tightly aligned with the business-unit strategy. Finally, the overall marketing strategy comprises both offline and online marketing activities.
Corporate, Business-unit, and Marketing Strategy
for pure-play online businesses such as Amazon’s tools and hardware group,
Stage Four: Designing the Customer Experience
Firms must understand the type of customer experience that needs to be delivered to meet the market opportunity. The experience should correlate with the firm’s positioning and marketing strategy. Thus, the design of the customer experience constitutes a bridge between the high-level marketing strategy (step three) and the marketing program tactics (step five).
Stage Five: Designing the Marketing Program
The completion of stages one through four results in clear strategic direction for the firm. The firm has made a go/no-go decision on a particular option. Moreover, it has decided upon the target segment and the specific position that it wishes to own in the minds of the target customer. Stage five entails designing a particular combination of marketing actions (termed levers) to move target customers from awareness to commitment. The framework used to accomplish this task is the Market space Matrix. Simply put, the Internet marketer has six classes of levers (e.g., pricing, community) that can be used to create target customer awareness, exploration, and, it is hoped, commitment to the firm’s offering.
Stage Six: Crafting the Customer Interface
The Internet has shifted the locus of the exchange from the marketplace (i.e., face--to-face interaction) to the market space (i.e., screen-tb-face interaction). The key difference is that the nature of the exchange relationship is now mediated by a technology interface. This interface can be a desktop PC, sub-notebook, personal digital assistant, mobile phone, wireless applications protocol (WAP) device, or other Internet-enabled appliance. As this shift from people-mediated to technology -mediated interfaces unfolds, it is important to consider the types of interface design considerations that confront the senior management team.
What is the look-and-feel, or context, of the site?
Should the site include commerce activities?
How important are communities in the business model?
Stage Seven: Evaluating the Marketing Program
This last stage involves the evaluation of the overall Internet marketing program. This includes a balanced focus on both customer and financial metrics
Conclusion
Advertisement and marketing on internet is very essential and helpful in electronic commerce. With the help of this information we easily know how to advertise and marketing our product on internet.
Reference
http//himanshugoelmba.com
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