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The Rise of Internet Marketing Part 2: Present and Future

Updated on January 31, 2013

Example of Adidas Facebook Page and Walmart Twitter Account

Adidas' Company Facebook Page
Adidas' Company Facebook Page | Source
Walmart's Twitter Profile
Walmart's Twitter Profile | Source

Internet Marketing Present and Future

If you missed Part 1, Read it Here!

Today, the internet is vital. America, and most of the world, depends on it for business, communication, entertainment, education, and almost every other aspect of life. Over the last few years many brick and mortar companies have recognized the need to have a presence online, whether they plan to sell products there or not. According to an article in The Journal of Internet Commerce, “Given the fierce competition for the attention of Internet users, online marketers must secure memorable web names and addresses.” Thus companies must move quickly to secure their preferred website name.

This wave of companies has also brought a shift in how businesses can use the internet.

Previously, if a business such as Wal-Mart had a website, then they usually sold products directly from it. But now that is not always the case. Companies are creating websites merely to create publicity and market their stores in a new venue.

This has been very successful because many customers find it easy to look at a webpage in order to get directions to a store or find weekly sales. Some businesses are even creating online forums to help their customers communicate directly. A bridge has been created to help information and data flow more easily between producer and consumer. If one were to search for almost any brick and mortar business online, there would probably be a website giving at least basic information about the company. And with the ease of building websites these days, many smallbusinesses are also creating their own websites.

Now what might this have to do with internet marketing? Well, many of these businesses are now creating ads that they place on search engines that help steer people to their website, which in turn steers these people to the actual physical business. In other words, online advertising is now being used to motivate viewers to actually go somewhere and do something beyond buying it online.

Even now, an emerging trend is aligning itself with the social media craze with websites like Facebook, Twitter, and YouTube Businesses are trying to tap into the social media market by creating company Facebook profiles, Twitter profiles and everything else. Why would they be doing this? Well, simply because social media sites have become enormously popular and a gathering place for many individuals. So the public is readily available on these social networks. But still, what is in it for the businesses, why would they try to interact one on one with customers? Social media marketing allows direct customer interaction, since it cuts out many layers of distributors, retailers, and salespeople. The results are higher sales, more loyal customers, and useful feedback as well as quick response to complaints. And that is what companies are realizing, that connecting and networking with customers and creating a location for them to discuss and talk about their thoughts generates higher sales, more responsive customers, and overall a better business.

Along with joining online social networks, some companies are experimenting with company blogs that simply attempt to build a better bond with customers. And, according to Annie Teach, “Your corporate blog allows you to build your company’s credibility and create an ever-growing community of customer advocates.” Just think of the possibilities this provides, and that is what marketers are starting to realize, that the lines between producer and consumer are beginning to blur, allowing the consumer to influence the producer. This is all due to the internet and technology advancements over the last few years.

As far as what the future of internet marking holds, few could be certain, but some predictions could be made. First of all, a continued effort by brick and mortar companies to shift and diversify their business online seems very probable. Second, the use of more targeted ads, and even the use of targeted banner ads could become very useful. Already software is becoming available that allows ads to be generated on a website based on what the viewer has searched for or already looked at.

Finally, it seems very likely that social marketing will become the mainline internet marketing source. It is just so easy nowadays to connect with consumers via social networks. As a concluding comment, future internet marketing has many possibilities as advancements in technology create better and better opportunities to market more efficiently and effectively. So the name of the game for the future seems to be internet marketing.

This is part 2, of 2. If you missed Part 1, Click Here!


Submit a Comment

  • internpete profile image

    Peter V 5 years ago from At the Beach in Florida

    Glenn Stok - Thanks for your insight into this and first hand experience. You highlighted many of the big benefits to a company forum, and it is neat to hear that it has worked so well. It is certainly a win-win. Thanks for taking the time to read and comment!

  • Glenn Stok profile image

    Glenn Stok 5 years ago from Long Island, NY

    You mentioned that some companies are setting up forums for their customers to communicate among themselves. I had done this on my business website and I agree that this is a very powerful tool. I found that it works very well because customers feel comfortable knowing that I am allowing them to express their opinion publicly.

    It also gives me a chance to answer questions and provide support. Many support issues are common among other customers, so others will see it and make use of what they read. It's a win-win situation.

  • internpete profile image

    Peter V 5 years ago from At the Beach in Florida

    MarleneB - Yep, exactly. Social media and internet marketing have already become big parts of every major retailer and with tablets and smartphones, I think soon people will walk through stores and then order the items online for their phone! Thanks so much for reading and commenting!

  • MarleneB profile image

    Marlene Bertrand 5 years ago from Northern California, USA

    I think you hit the nail on the head when you said, "...the name of the game for the future seems to be internet marketing." For the things I tend to buy, I see that most of the advertising for these items is in the social network arena. It makes sense because when I see that my friend Susie likes a product or service, then I am more likely to buy it than if I saw the ad on a billboard or in a magazine. Great hub on this subject.