Advertising and Sales Promotions In The Internet Essay

Marketing has been one of the close to op periodtive gainers from the network revolution. internet has been applied by vendors both(prenominal) as a modal(a) as well as a product. Marketing has deployed it for communication of entropy, distribution of slightly of its products and for receiving pays from the clients. Internet based trade plays a vital role in the exchange process.Internet marketing term became popular when computers started getting use in marketing broadly. Earlier, computers were used more(prenominal) for storing, processing and reporting of versatile marketing related entropy. But, with the entry of Internet the online selective training handling possibilities agree virtually exploded the use of computer. This application has multiplied the use of computers instantaneous among communities.Internet marketing profitably reinforces the concepts of marketing with the power of internet. It strengthens the animate actors line of marketing outputs an d alike opens newer avenues of marketing which were not practicable to achieve onwards the arrival of internet. A marketer today fanny keep course of action of millions of nodes simultaneously, segment them online, offer customized products to undivided guests, fix different prices, provide change contents and styles of schooling and deliver the products through appropriate modes of distribution to each(prenominal) of these guests.The details of such transactions and the characteristics of each of these customers can be stored for their combat-ready utilization in future marketing opportunities with the customers. Estee Lauders anti ageing product Advanced Night Repair Concentrate is suitable to make inroads in the customers mind. Internet will function as the medium for promoting the product. advertising and Sales Promotions Like products and prices, customization of advertising and promotion are very(prenominal) much possible in internet marketing. Besides customizat ion, the customer is contacted when he is giving, full attention to the computer screen. In fact, when a customer views all site he has done so after deliberate and cognizant effort and choice. This increases his commitment to the message that he is exhibit on the internet. Advertising generates a hierarchy of impacts like creation of awareness, interest, desire and action on the consumer.Different media are found to be better suited for certain(p) kinds of impacts out of this hierarchy. Internet has been found to be amenable to finer set for most of these impacts. As a result, it is possible to better transport the customer from one level of impact to the next high schooler one and do so more quickly. The combination of this factor with the feature of psycheization makes the output very powerful one. Besides this, the measurement of each of these impacts are in addition possible more easily and online.The promotions on internet can alike be customized in a similar way.The in ternet marketing poser suggests that commerce follows content and community. Since the internet phenomenon has occurred like an explosion there had been quite an a rush to build up communities in the competitive environment. In this rush, many of the marketers tried to buy prospective customers into their communities net by offer a variety of incentives. This has caused internet marketing effort to be seen as overloaded with freebies in the form of consumer promotions.Personal Selling The advantage of galvanic pile person-to-person selling is make possible through internet for both customers and the marketers. Anti ripening is a consumer product so Estee Lauders can get the maximum benefit by penetrating in this stream. The customers can secernate the optimum supplier for his unique sets of needs. Customer can also piece for updating himself in the precise area of his interest although from the most extensive sources of information possible.The marketer can also store the h istorical data of individual persons and their behavior. These data can be then processed with the supporter of data mining and marketing decision tools. These data are employ to provide solutions to the customers needs on an online and individual basis. The product can be configured exacting to the individual customers needs at the price and with a payment mechanism most convenient to him.The information and the persuasive appeals can also be tailor made for the individual customer. He can be reminded or provided with additional services as per his specific requests and all these information can be utilized in the design of next unit of ammunition of offering to him. This kind of individual personal service when offered on continuous basis becomes service to the customer of significant commercial value.Publicity Internet marketing has the capability of viewing existing customers through a wide variety of angles and compares the efficacy of each of these views. mixed data mining tools available today are employed to do this job. They mainly utilize the processes of sorting, clustering and association seeking among the consumer characteristics. The history of the customer behavior in terms of past transactions and internet viewing generate rich data for this purpose of publicity automatically. Such data are often supplemented with the offline data collected through alternative sources.The customer segments created with such methodologies can have the advantage of being more propulsive because they can be created through online databases, more insightful because of the use of more powerful clustering and association seeking techniques and customers themselves selecting into a segment of the great unwashed market.On the other hand, the customers become empowered to scan much large canvas of market and bargain for their purchasing power with a bigger base of marketers. The customers can also create a large kitty of intimacy by online sharing knowledge of th eir experience based knowledge among their peer customers. The interactivities gained by both marketers and customers have .the potential of unleashing very high levels of energy in the marketplace restricted only by the yeasty limits of the market players.Public Relation The advantage of mass customization is made possible through Internet for both customers and the marketers. The customers can identify the optimum provider for his unique sets of needs. Customer can also arrange for updating himself in the precise area of his interest although from the most extensive sources of information possible.The marketer can also store the historical data of customers and their behavior. These data can be then processed with the help of data mining and marketing decision tools. These data are utilized to provide solutions to the customers needs on an online and individual basis. The product can be configured exacting to the individual customers needs at the price and with a payment mechanis m most convenient to him.The information and the persuasive appeals can also be tailor made for the individual customer. He can be reminded or provided with additional services as per his specific requests and all these information can be utilized in the design of next round of offering to him. This kind of customization when offered on continuous basis becomes service to the customer of significant commercial value.Placement Of Product Internet marketing is seen as attacking on the length of the distribution chain particularly the information flow related ones, much more efficiently and instantaneously. As a result it is often possible to reorganize the distribution chain at the cost of its length. The span of control can also increase considerably as many of the control related processes can be transferred to the computer. The providence in costs due to these effects is often considered as the most important contributions of internet marketing.The increased availability of distri bution related information also causes information overload to the consumers. A new category of groove members, called infomediaries, have also emerged. These infomediaries primarily consolidate the relevant information rough the availability of the products and pass them on to the consumers after suitably repackaging them. Besides refined infomediaries, the existing distributors do also rebundle their services after integrating the online and offline elements of their services.Internet also enables online distribution of digitized products. This helps in extending pinpointed reach to a large deed of customers, eliminating the lead time between ordering and delivery, reducing the inventory requirements and silver organization of transaction related data processing.ConclusionIn the era of globalization, with marked technological strides has revolutionized the exchange process of buying and selling of products on the Internet. Internet marketing is a worldwide phenomenon. Interne t marketing has made inroads as the emerging mode of buying and selling of products to specific fundament groups with fast changing needs, preferences and life styles. Estee Lauders has the huge potential of promoting the anti aging product through internet.References Philip Kotler (2002) Marketing Management , Prentice Hall new-made YorkCharles F.,(2002) Internet Marketing, Wiley PublicationFlippo Edwin B., (2001) Marketing channel, McGraw-Hill.J Taylor Sims, J. Robert Foster, Arch G. Woodside.(1998) Marketing Channels Systems and Strategies Harper and Row New York