Abstract
To better understand the issues of online communication for businesses today we suggest to previously introducing the internet marketing concept and strategy.
- What is the importance of internet marketing today?
- What internet provides to businesses?
- How businesses mix traditional and innovative ways of communication?
From traditional marketing to internet marketing
Creating websites is a way for companies to reach every internet user everywhere in the world.Thanks to internet companies build and reinforce their brand image.
It seems that traditional marketing communication tools are no longer sufficient. As we are in a global and digital era marketers must consider and use a new communication tool: Internet. This is a tremendous opportunity to expand into new markets, offer new services and compete on more equal footing with larger businesses.
For those who work within organizations that use Internet, it gives them the opportunity to develop new skills and to improve the competitiveness of the company.
John Deighton of Harvard Business School identifies the following characteristics inherent in a digital medium (Deighton, 1996):
- The customer initiates contact
- The customer is seeking information( pull)
- It is a high intensity medium- the marketer will have 100% of the individual's attention when he or she is viewing a website
- A company can gather and store the response of the individual
- Individuals needs of the customer can be addressed and taken in account in futures dialogues
