Opportunities for marketers from the emergence of the Internet Essay Example

authors suggest that this may reflect doubts among certain business executives regarding whether the benefits outweigh the expenses of setting up and maintaining web-based e-commerce. However, Auger and Gallaugher (1997) argue that the cost of establishing an online presence is remarkably low and continues to decline, making it highly affordable even for smaller companies.

The Internet provides marketing opportunities for companies in emerging markets. However, due to technological constraints, researchers find that marketers mainly use the Internet for obtaining information rather than for facilitating transactions or delivering products. The Internet offers cost-effective options for advertising, sales promotion, public relations, direct marketing, and personal selling, making it an efficient channel for promoting products and services.

The internet allows for cost-effective targeted marketing efforts, such as emailing interested customers about special deals. It also enables firms to easily and inexpensively update their website with price changes. This means even smaller companies can proactively communicate with customers and offer them special deals at the appropriate time (Marmorstein et al., 2003). The interactive nature of the internet is its defining feature, which is anticipated to revolutionize both advertising design and implementation, as well as its impact on consumers' opinions and attitudes.

(Chandon et al., 2003) state that companies who effectively use the interactive features of the Internet will gain a competitive advantage over those who primarily rely on traditional media, which are not well-suited for two-way communication, as pointed out by Uncles (2001). Additionally, the Internet enables customers to quickly take action when deciding to purchase a product or service.

According to Bannan (2003, p. 1), online advertising offers an immediate payoff if the potential customer proceeds to the next level.

Auger and Gallagher (1997) state that using the Internet allows firms to display brochure, catalog, corporate information, and support material online at a lower cost compared to printed counterparts (p. 3). Marketers have various options for Internet advertising, such as banners, interstitials, and pop-up windows, with banner ads being the most widespread (Baltas, 2002).