Companies employ the World Wide Web to gather and disseminate information to and from actual and potential customers and increasingly for end-consumer business transactions through electronic commerce.
Internet marketing is the fastest growing and most exciting branch of marketing today.
Internet marketing – often called online marketing or eMarketing – is essentially any marketing activity that is conducted online through the use of internet technologies. It comprises not only advertising that is shown on websites, but also other kinds of online activities like email and social networking.
The characteristics of virtual markets reduces costs of information processing, allows for profound changes in the ways through which companies operate, and in how economic exchanges are structured. They also open new opportunities for value and wealth creation.
The FMCG manufacturer finds that consumers are spending an increasing proportion of their time on the Internet and less time using other media so the Internet has become an effective way of reaching its target markets. The Internet can be used to increase the frequency and depth of interactions with the brand, particularly for brand loyalists who are the advocates of these brands.
In the virtual markets, information can fundamentally influence the dimensions of competitive advantage in terms of efficiency and effectiveness. It concentrates on examining the achievement of advantages for physical outputs in terms of effectiveness, and then the market space offers improvement potentials, in two ways:
- Increase in effectiveness through the acquisition of information.
- Increase in effectiveness through the transfer of information.
Internet marketing
