Describe the Important Internet Properties That Affect Marketing and the Fundamental Changes the Internet Has Brought to Marketing.

1157 Words Jan 1st, 2012 5 Pages
Describe the important Internet properties that affect marketing and the fundamental changes the Internet has brought to marketing.

According to Strauss and Frost (2009), the Internet properties have affected the way marketing should be done and delivered to the consumers. Internet data is sent in bits and not in atoms – all the data and information are being stored and sent to the consumers in digital form. The digital form cannot be touch, tasted or smelled. In contrast to other types of marketing, the seller does not need to deliver the items itself for inspection by the consumer before it is being purchased.
1. Internet is a mediating technology – anywhere in the world, music and other data is being passed on and shared. This
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Marketers have practically lost control of brand images due to blogs, online bulletin boards, and other online communication, and must consistently underpromise and over deliver. Other changes:

Market fragmentation. The Internet put finality to this trend by extending to its ultimate—a market size of one customer—and prompted marketers to create products and communication to small target groups.

Death of distance. Geographic location is no longer a factor when collaborating with business partners, supply chain firms, or customers, or just chatting with friends.

Time compression. Time is not a factor with Internet communication between firms and their stakeholders. Online stores can be open 24/7; people can communicate as their schedules permit; times zones disappear for managers collaborating with partners on other continents.

Critical knowledge management. In the digital world, customer information is easy and inexpensive to gather, store, and analyze. Managers can track marketing results as plans are implemented, receiving play-by-play reports. However, turning huge databases into meaningful knowledge to guide strategic decisions is a major challenge.
Interdisciplinary focus. Marketers must understand technology to harness its

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