Technology has had a remarkable effect on the traditional neighborhood. It has expanded the neighborhood’s borders and lengthened your reach. Promotional techniques that rely on email campaigns are sometimes considered impersonal-the opposite of neighborhood marketing. But neighborhood marketing and technology don’t have to contradict each other.
When used well and thoughtfully, email campaigns and web-site strategies can produce effective results.
The Internet has transformed marketing and business since the first site (http.info.cern.ch) went live in 1991. With over one billion people around the world using the Internet regularly to find products, entertainment and soulmates, consumer behavior and the way companies market to both consumers and businesses have changed dramatically.
To succeed in the future, organisations will need marketers, strategists and agencies with up-to-date knowledge of how to apply digital media such as the web, e-mail, mobile and interactive TV. The aim of Internet Marketing: Strategy, Implementation and Practice is to support students and professionals in gaining and developing this knowledge. In the text, we will show how traditional marketing models and concepts can be applied to help develop Internet marketing strategies and plans and where new models are appropriate. We will also give many practical examples and tips of best practice in applying online communications tools to effectively market an organisation’s products and services using the Internet and other digital media.
For the authors of this book, Internet marketing is an exciting area to be involved with, since it posts many new opportunities and challenges yearly, monthly and even daily. Innovation is a given with the continuous introduction of new technologies, new business models and new communications approaches. For example, Google innovates relentlessly. Its service has developed a long way since 1998 with billions of pages now indexed and other services such as web mail, pay-per-dick adverts, analytics and social networks all part of its offering.
You can clearly see that the Internet business is a coming thing. It is not only the most popular and profitable business now but also the most promising one. Internet audience keeps growing and thus there will be more potential customers.
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