Internet Marketing: Changing the dynamics of communication
The evolution of internet has created a unique proposition in the field of marketing. And the major contributor to the revolution has been social networking sites like Facebook & Twitter. What is surprising is the fact that while earlier a consumer had to go to the brand to satisfy his needs & wants, now the brands are coming to the consumers. But what is even more intriguing is the fact that these brands have lost self credibility in the market place. Internet marketing has changed it all.
People now create a circle of influence around them in the form of groups on social networking sites. This is where internet marketing comes into the picture. Brands now need to use internet marketing to breach or may be rather incentivize this circle of influence in order to get into the consumer’s consideration set.
However Internet Marketing has its own pros and cons. As I earlier said, Internet has ceased a direct connect between the consumer and the brand. But on the other hand, Internet marketing has opened more gates to touch the end consumer. For example, while earlier the only influencer to the consumer was the salesman at the retail store, thanks to internet marketing, there are many more influencers now including groups on social networking sites, forums, bloggers, etc.
While most people now have little time to witness a physical banner put up on the streets, a consumer can now hardly ignore the web banner put up on his facebook profile through internet marketing. Internet marketing has proved to be a boon to all the people who earlier had little judging power while they went out shopping something big like a dream house, a car, diamonds, etc. For now they can check out the reviews available online actually put up there by a lot of real life users. Hence Internet marketing has also given a boost to word-of-mouth publicity. Except that now it is on the World Wide Web while earlier it used to be face to face in the physical world.
Not that the marketing companies are facing a loss. Internet marketing has created win-win phenomena for both the consumers and the marketers. While earlier it cost a lot of money and time to attract a customer from other part of a city let alone other part of the country or the world, now all it takes is a few clicks for a person from one part of the country to procure services/ goods from the other part. The choices available to the end consumer have also increased which has created a competitive market place with considerably less variations across geographies. Internet marketing has also created uniformity in the product pricing across geographies which has thus benefited the end consumer.
Hence it would be safe enough to proclaim that Internet has been one of the most important technological revolutions in the world which created a level playing field for most users. Whether one has $10 or $100 dollars in one’s pocket, it makes hardly any difference to the kind of service that one will receive from the online retailer contrary to early days where the bulge in your pocket was directly proportional to the services received. Internet marketing has made it simpler to erase all differences amongst the community.