Recent technological advances have created a new digital era. Increased use of internet has changed the way products and services are bought and sold. In this new era, concepts such as mass marketing, store retailing, and media advertising have become obsolete. With the introduction of powerful new technologies, marketers have developed new strategies and practices better suited to the new environment. Internet marketing, web marketing, online marketing and e-marketing are synonymous terms and refer to satisfying customers’ needs and wants over the internet. Internet has been the revolutionary technology of the new millennium, the technology that has revolutionized how companies create value for the customers.
There are several domains associated with internet marketing. First is the B2C (Business to Consumer) which means online selling of goods and services to final customers, then B2B (Business to Business) which is a more efficient form of B2C and refers to catering to new customers while serving current customers more effectively. Third is the C2B (Consumer to Business) which is a business model whereby consumers reach out to sellers, learn about their products and services, make purchases and often dictate the terms of transaction. Last domain is the C2C (Consumer to consumer) which means online exchange of goods and information amongst the consumers.
Internet marketing offers benefits to both buyers and sellers. The greatest benefit provided by internet marketing is the speediness of transactions. Responses are quickly received and elicited via the interactive nature of internet marketing. Buyers often interact with the seller’s site to create exactly the type of product and service they demand.
Another feature explaining the growing popularity of internet marketing is its convenience. Web marketing is always open for customers. It spares them the trouble of making their way through traffic, going to stores and doing comparative shopping. Furthermore it also eliminates the need to face salesmen and other shopping hassles. Internet marketing has gone a long way to make buying easy and private. Besides these, marketing over the internet facilitates quick access to a wealth of information. Sites contain complete information on products, prices, companies and competitors. It is equally beneficial from the seller’s point of view. Internet marketing is the least expensive form of marketing. Without making expenditures on maintenance of the store and its related costs, a firm can satisfy customers and generate revenues at the same time. Also it brings flexibility to a business. Firms can make monthly, daily or even hourly changes in the online catalogs to reflect their new adjustments and offerings. However every technology comes with certain limitations. Buyers doing online shopping cannot touch or try a tangible product before making the transaction. Besides this, some websites do not provide the room for bargaining.
Despite these challenges, companies regardless of their size are integrating internet marketing with their marketing strategies and as this practice continues to grow, they find it a vary profitable and cost effective means of building customer relations.
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