Posted: June 5th, 2015
Online Marketing
Online Marketing
A Thesis by
Name
Department of <xxxxxxx>
Submitted in partial fulfillment of the requirements for
The degree of
Master of Science <xxxxxxxx>
Date
Accepted by the Graduate School
____________, _________________________
Date, Dean of the Graduate School
The undersigned have examined the thesis entitled ‘Online Marketing’ presented by WRITE NAME HERE, a candidate for the degree of Master of Science (Write full degree here) and hereby certify that it is worthy of acceptance.
Date Advisors name
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ABSTRACT
Online marketing that is also known as Online advertising or Internet advertising is the form of promotion that uses the Internet to deliver messages to consumers concerning the goods and services offered. Several studies have been undertaken on the online marketing trends, emerging issues and the positives and negatives of the internet. This paper aims at looking at the evolution of online marketing and its contribution to commerce both at local and global stage. Many companies, as it stands, have embraced online marketing and are competing to outdo each other in all the process. Several social sites are also providing platforms for the online marketing, and the email has come in handy to provide easy and accessible means of online marketing. The are emerging trends on the internet and the calling from the media sector of global digitization of all communications. The paper hence aims at determining the role and the place of online marketing in the changing trends. The paper will look into the researches that have been done in the online marketing and strides that have so far been made in the evolution process. The paper will also look at the negatives that have been realized in the online marketing and the benefits that have been enjoyed. We shall analyze the statistical data available and evaluate all the available information to make a conclusion of the papers aims and objectives.
ACKNOWLEDGMENTS
TABLE OF CONTENTS
CHAPTER II: Background and Literature Review.. 3
CHAPTER I: Introduction
Online marketing has revolutionized the global commerce and has been embraced by several businesses. The paper purposes to find out how such globalization has impacted even in the small market enterprises. The companies that have had their branches established in different nations have always found it easy to advertise their products globally since they can do it at their branches in other countries. International co-operations also spend less on global advertisements due to their presences in several countries. Small business do not enjoy such privileges, and it seems that the online platform provide such opportunity that is affordable and easy to use. Many companies today spend much of their advertisement allocation on online marketing platforms. Even the newly established businesses allocate their initial investment costs on websites and emails and other online platforms for their publicity. It has become an essential requirement for each company and business to have an email address and especially one that is hosted by one’s domain.
Questions that keep ringing in everyone’s mind are; what effects do these opportunities have on the overall performance of trade globally? Does online marketing provide a fair ground for the business regardless of area of specialization? It is, therefore, the aim of the paper, to determine the extent to which online marketing is providing equality of global presence. Online marketing is said to have revolutionized the trade and made easy accessibility of information to all consumers. On the other hand, small enterprises still face stiff competition since the big investors often find it easy to reach the public since they are known.
Hypothesis
Online marketing has provided an equal platform for trade competition globally.
Objectives
The principal objective of the paper is to ascertain the extent to which online marketing has provided an equal platform for each and every industry
Other objectives include:
- Determine how online marketing has revolutionized trade.
- Analyze the positives and negatives of online marketing.
As the objectives state, the research studies aims to help the SMEs gain confidence in the global competition. Upon determining the degree of equality and the opportunities granted by the online platform, the SMEs are to find their position in the global platform. In the paper, we have identified several factors that concern online marketing. The second chapter will analyze the researches and the studies that have been carried in the field of marketing and especially on online marketing. The analysis of the paper covers a long series of studies since the internet came into activeness back in 1993. Since then several studies have been undertaken in several fields and how they fit into emergence internet issues. At the end of the study, we shall learn how businesses have transformed and the opportunities that have been realized by the online marketing.
CHAPTER II: Background and Literature Review
Background
Online marketing is the action of using web-based canals to spread a message about a company’s brand, products, and services to its potential clients. The means used include emails, social media, websites, display advertising and search engine optimization. The main objective of online marketing is to provide information where one can easily spend time reading, searching, shopping or even socializing. The online marketing primarily uses digital mediums to attract and convert virtual visitors to customers. Online marketing differs from other traditional marketing means such as print, billboard, television and radio advertisements. Traditionally, marketing was expensive and difficult to measure. Advertisements through television or radio were measured by consumer focus groups to determine levels of brand awareness.
Several tools are used to build and maintain a robust online marketing strategy. These tools include email marketing, social media marketing, and search engine optimization. Some other tools include display advertising, search engine marketing and content marketing. In some instances, events and webinars and video marketing may also be used as an instrument. In the recent past, A/B testing and optimization was used much used in online marketing. In some other regions marketing analytics, marketing automation, customer relationship management tools have often been used. Today, the most commonly used tool in online marketing is content management system. There are several benefits that one derives when using online marketing channels. It offers an ability to measure the impact of given channel as well as how visitors acquired through different channels interact with the websites. For the website visitors who turn to be customers, further analysis can be done to determine the channels that are most effective in acquiring valuable customers.
Literature review
On reviewing a few of literatures on online marketing, here are the findings and conclusions
Computer-Aided Civil and Infrastructure Engineering
The article mainly discusses how interactive product presentation techniques have become prominent in the business that involves online marketing of household products. The main idea that the author seeks to bring out is the element of interactive product presentation techniques. The prominence is mainly attributed to two major factors that include a number of limitations that come with conventional methods and the advances that have been incorporated in various computer simulations. As a result, these factors have enabled different marketers to ensure that they come up with varied presentation methods in the name of Interactive real-time simulations. (Mahdjoubi, 2014).
VR has also been tried comprehensively in several Architectural Engineering and Construction (AEC) programs that include education. A typical example is the bringing of excitement and attractiveness through impacts on video games and educational aspects in a class environment. Factors such as the use of the worldwide web and Virtual Design Review have proved to be very crucial in helping individuals manage the various Decision Support Systems in the marketing research techniques. In summary, the article tries to bring out the best technological elements that can affect marketing of household goods in various market settings.
Corporate Tweeting: Examining Use of Twitter as a Marketing Tool byUK Trade Publishers by Anne Thoring
The article mainly discusses how the emergence of micro-blogging in Twitter has affected marketing activities and affected businesses at large. Apparently, the use of the internet has become one of the most rapidly growing elements among various marketers. In fact, the use of Twitter has revolutionized the whole business sector and enabled marketers to carry out their marketing activities at very low costs through the utilization of the internet. In addition, the use of Twitter has opened up various opportunities for a number of business entities and enabled firms to carry out market research through online dialogs in a consumer-oriented way. Marketing strategies have also been designed based on the online information found on various blogs that are run from Twitter handles.
Besides, a number of companies have utilized the use of Twitter to help in ensuring that Customer relations are at par and help firms gain positive publicity. One of the key regions where the use of Twitter in marketing is prevalent is the United Kingdom. Notably, most business entities in U.K have adopted the use of Twitter to help in ensuring that marketing activities go hand in hand with the demands of internet marketing and networking. In as much as various individuals are involved in online marketing, the author suggests that several firms in the U.K are currently utilizing social media platforms such as Twitter to their advantage. The most common clichés used in social media marketing include words such as ‘‘Participation is marketing’’ (Weinberg, 2009). In summary, the article has achieved its goal in ensuring that it brings out information on how the use of social media especially Twitter can be used to help marketers in carrying out market research and surveys.
The position of the seller in the era of eBay by Chris Monaghan
The main ideas that Mohaghan presents in the article are based on laws that guide online business and auction sites such as eBay. This article considers the sensation of the online closeout destinations, for example, eBay Furthermore the effect of the agreement on the offer of merchandise. The utilization of these online platforms is tricky with respect to the status of the vendor, as regularly the main sign as to their status may be their dealer history and client criticism. It is submitted that it seems unreasonable that a purchaser of expensive merchandise from a private vendor will not have the same security under the Sale of Goods Act 1979 as he or she would have a customer offering over the span of a business.
The author also argues that where the dealer is offering costly products, the law ought to translate ‘offering in the course of business’ as broadly as could reasonably be expected. This article will endeavor to highlight just how little security the Sale of Goods Act 1979 bears to purchasers who buy various merchandise that are not fit for reason or are not of attractive quality from a dealer who is not offering over the span of a business. The article will consider the statutory structure for contracts for the offers of merchandise and the effect of the law on such factors. Another major factor that features in the article includes the element of consumer protection and how it can be maintained in an online business setting. The dominant site that is presented by the author is eBay, and his interests are in how the site follows various statutory factors that affect the marketing patterns worldwide.
Empirical Analysis of the Impact of Recommender Systems on Sales by Bhavik Pathak
The article mainly discusses the aspect of how information technology has been used in the online markets to influence consumers. In addition, the articles talk about how information technology has been used by various marketers to give other services to the customers. Such services include consultations and necessary advice on different products that are available to the users. Online retailers are progressively utilizing data innovations to give worth added administrations to clients. Unmistakable samples of these policies are online recommender frameworks and purchaser criticism instruments, both of which serve to lessen customer inquiry expenses and vulnerability connected with the buy of new items. The focal research we address is the means by which recommended frameworks influence deals. We mull over the collaboration among proposals, agreements, and cost.
We then build up an active experimental model that consolidates the backhanded impact of suggestions on deals through retailer estimating, potential synchronization in the middle of offers and proposals, and an extensive measure of the quality of proposals. Applying the model to board information set gathered from two online retailers, we found that the quality of suggestions has a positive impact on deals. We additionally demonstrate that recommended frameworks help to strengthen the long-tail marvel of electronic business, and dark proposals emphatically influence cross-offering. In addition, the authors discovered a positive impact of proposals on costs. These results recommend that suggestions enhance deals as well as give added adaptability to retailers to change their prices. A relative examination uncovers that proposals have a higher impact on sales than does purchase criticism.
Application of relationship theories to website development: growth and approval of a site-communality scale by Daniel Tomiuk & Alain Pinsonneault
The article mainly dwells on relationship theories and how they can be used in order to carry out effective marketing of various products through web designing on how to cover customer loyalty. Additionally, the author’s primary aim researchers whether relationship hypotheses can be of assistance in planning websites that cultivate more prominent aspects related to customer reliability. In view of writing surveys of Communal-Relationship Theory from Social Psychology, collection from advertising research and related ideas, the authors create and refine a multidimensional measure of ‘site mutuality’ utilizing a specimen of 305 members. Each one went by one among a few genuine sites picked over three businesses that include banking services, pharmaceuticals as well as insurance business.
The authors also characterize web page collection as the degree to which site substance flags that an organization’s association with its clients goes past the formal. The findings of the research show that exhibit of caring, part spreading over furthermore credibility/validity are its most imperative measurements. Preparatory, discoveries likewise demonstrate that site commonness is entirely identified with the generosity measurement of online trust that is a vital precursor of dependability. The reasonable ramifications of the study are examined as proposals to offer assistance organizations in planning sites high in the site collection. The research also based its main ideas on various theories that mainly affect individuals and businesses based on the elements associated with web designing using the relationship approach. The authors succeed in convincing the readers that web design with the consumer in mind is one of the essential aspects a business needs to carry out.
Website Morphing by John R. Hauser, Glen L. Urban
The article discusses the idea of web morphing and how various marketers can utilize it to their advantage in controlling consumer behavior through website designs. The authors assert that web design that involves customers has turned into a real driver of benefit in the entire marketing field. Sites that match the inclination and data necessities of guests are productive; those that does not forego potential benefit and may be determined by the business sector. The authors also use an example to bring out how the aspect of web morphing can affect a business to market its various products. For instance, when Intel upgraded its site by adding a verbal consultant to help clients find the best programming to download for their advanced cams, fruitful downloads expanded by 27% thus increasing amount of sales made by the company.
However, verbal counselors are not for each client hence making it difficult for customers to get a full benefit from the websites. Fewer verbal interactions also makes more systematic clients discover the verbal is of little help in the website is not set with a good number of customers. The authors in the article also affirm that Intel is not the only company that has utilized the aspect of website morphing. Additionally, Banks, broadband suppliers, content providers, mobile phone vendors, and numerous retailers may serve their clients better and offer more items and administrations if their sites matched the cognitive styles of their guests. One arrangement is customized determination toward oneself, in which a client is given numerous choices and permitted to choose how to explore and cooperate with the site. As the customer’s preferences develop, this system prompts locales that are mind boggling, befuddling, and hard to utilize. In summary, the idea of morphing is quite essential for businesses.
Do online checks impact on product sales? The role of reviewer by Nan Hu, Ling Liu, and Jie Jennifer Zhang
The authors of the article are mainly interested in finding answers to the question of how online reviews by various clients affect a firm’s progress and activities. Online item surveys that are given by purchasers who already bought items have turned into an important data hotspot for various shoppers and advertisers in regards to item quality. The article develops past examination by directing an all the more convincing test of the impact of online audits on deals by various companies that sell varied products. Specifically, the authors consider both quantitative as well as subjective parts of online reviews, for example, analyst quality, item scope, commentator introduction, and transient impacts. Utilizing exchange cost financial aspects and vulnerability, the article receives a portfolio methodology to evaluate the viability of the online survey market in relation to marketing activities.
The authors attempt to demonstrate that purchasers comprehend the quality contrast between ideal news and unfavorable news also reacts appropriately. Besides, when customers perused online surveys, they give careful consideration not just to audit scores. The business responds all the more positively to studies composed by commentators with better notoriety and higher introduction. Another significant aspect that the authors try to look into is the element of word-of-mouth (WOM) feedback. Informal (WOM) correspondence is viewed as a profitable showcasing asset for buyers and advertisers as well as a solid and compelling metric for measuring client un waveringness with discriminating ramifications for an item’s prosperity. WOM correspondence incorporates all manifestations of data trade among shoppers with respect to the qualities, use of specific projects, administrations, or merchants.
The Internet and DSS by James R. Marsden
The author of the article mainly aims at discussing how Decision support systems help in managing and accessing online information on marketing research. The Internet can serve as a wellspring of massive, micro-level information. The authors talk about the open doors and difficulties in catching and using continuous information from the Internet, intranets or extranets. Accentuation is put on creating element choice emotionally supportive networks (DSSs) in our new information empowered environment. Outlines of continuous information catch and potential DSS utilization are given from chip away at online barters, e-retailing, robbery, and licensed innovation. Despite the fact, that there are numerous meanings of the term choice emotionally supportive network (DSS) all incorporate Sprague’s (1980) two key fixings: a model base and a database.
DSSs have also been produced with design bases thereby consolidating progressed measurable models, complex budgetary models, and involved information driven model development forms. The author quotes Bonczek et al. (1981) and asserts that he proposed the criticalness of counterfeit consciousness and master frameworks displaying in creating DSS. The author concludes by looking at the important aspects associated with DSS. Furthermore, online auction sites have also utilized the aspect of DSS in order to achieve the best results. Besides, the article also asserts that there is the need to help in ensuring that the best online platforms are used when addressing marketing research and commercialization strategies. Finally, the article relates the article to various online models in marketing that are meant to help in ensuring that there are effective strategies intended to control marketing activities.
Marketing and the Internet by Raghav Rao
The article mainly looks at how the internet has affected marketing and improved the ways through which various firms market their products. Additionally, the authors make the article so brief that the main points on the issue of marketing appear so clearly that everyone can understand the ideas in the article. The article mainly treats the Internet as an essential information source that needs to be accessed in order to have the best data and information on various products that are found in different regions. The authors have also talked about online advertising and how it can affect different businesses in the global marketing field. In order to get the best ideas about online marketing, the article greatly influences how consumers handle online information in relation to individual products.
The articles that have been presented in the paper mainly seek to provide readers with information that is valuable and new in relation to understanding how the use of the internet has significantly changed the relationship between the buyer and the seller in the field of marketing. In addition, the authors suggest that sales that are carried out through the internet were considered novelties by 1994. However, a major increase in the sales made in online platforms increased to close to $500 million by 1996. The authors also projected that sales that are done on the internet were to hit the $7 billion mark by the year 2000. Some of the most prevalent activities that were conducted through online marketing included; advertisements, sales, promotions, and formulation of distribution strategies. The article also argues that the internet has created a rapid expansion channel for businesses to meet customers and interact with them by giving them an opportunity to air the views under the feedback tab.
Approaches to Web-Enabled Customer Decision Support
The article mainly discusses the elements associated with online marketing of various products. The level of online backing for custom buying is reflected in the interface outline of a Web-based CDSS. As delineated in t h e going hand in hand with figure, the level of backing is controlled by the time when the CDSS IS connected to the buy and determination process. “Client driven” support is significant to the end of the methodology. It aids with the particular and setup of item alternatives, depending on the suspicion t h a t clients have the capacity focus the choices they require. In the middle of “choice added” help expect clients are fit for tagging their needs, so it starts by interpreting those needs into particular item choices.
Client driven interfaces offer a fundamental level of backing by utilizing design devices, for example, compelled menu decisions to encourage client determination of item choices. Choice helped interfaces give more exhaustive support by using a DSS to help clients pick the choices or designs that satisfy their needs. A model-based DSS would analyze and bridge data to aid the client in making decisions. Master driven interfaces give a complete level of sacking by utilizing a master framework (£S) to perform needs appraisals and to offer suggestions.
The article also includes various factors that can be used to ensure that sales and marketing are carried out successfully. Such factors include expert driven websites that are mainly directed towards attaining consumer satisfaction and promotion of a company’s products. Expert-driven web designs are meant to cover all the aspects that a firm seeks to give to its customers and all the elements that the company needs from consumers. Furthermore, decision assisted designs are also necessary for ensuring that clients have an opportunity to use the website in making personal decisions on the company’s online products (Alba Et al., 1997).
Conclusion
The articles mainly discuss the aspects of marketing and how they affect organizations. Additionally, the articles have been written by some of the best marketers hence bringing out the aspect of DSS in a way that is easy to understand and creating the best services for the various individuals who need to carry out online marketing activities. With the rise in the levels of technology, it is quite essential for different customers to ensure that they use the best products from their preferred companies. Evidently, online auction sites have also been featured in most of the articles thereby giving the consumers the best choice of products to choose from in order to gain access to online products. The articles also provide some of the best examples that can be used in ensuring that firms carry out their activities in the most favorable ways.
REFERENCES
Alba, J. (1997). Interactive home shopping and the retail industry (pp. 58-5J). Cambridge, Mass.: Marketing Science Institute.
Mahdjoubi, L., Moobela, C., & England, B. (2007). Effects of Interactive Real-Time Simulations and Humanoid Avatars on Consumers’ Responses in Online House Products Marketing. In Integrating our nation’s diversity: Exploring the roles of multimedia in fostering multicultural participation. (pp. 31-46). Bristol: University of the West of England.
Marsden, J. (1976). The Internet and DSS: Massive, Real-time Data Availability Is Changing the DSS Landscape. In A multi-dimensional approach to externality control: Public Law 92-500 (pp. 193-203). Lexington: Center for Real Estate and Land Use Analysis, University of Kentucky.
Monaghan, Chris. “The Status of the Seller in the Age of EBay.” Information & Communications Technology Law: 103-14. Print.
Pathak, Bhavik, Robert Garfinkel, Ram D. Gopal, Rajkumar Venkatesan, and Fang Yin. “Empirical Analysis of the Impact of Recommender Systems on Sales.” Journal of Management Information Systems (2010): 159-88. Print
Rao, H. Raghav, A. F. Salam, and Brian Dossantos. “Marketing and the Internet.” Communications of the ACM (1998): 32-34. Print.
Thoring, Anne. “Corporate Tweeting: Analysing the Use of Twitter as a Marketing Tool by UK Trade Publishers.” Publishing Research Quarterly: 141-58. Print.
Tomiuk, Daniel, and Alain Pinsonneault. “Applying Relationship Theories to Web Site Design: Development and Validation of a Site-communality Scale.” Information Systems Journal: 413-35. Print.
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