The Rise of Internet Marketing Part 2: Present and Future
Example of Adidas Facebook Page and Walmart Twitter Account
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!