Internet Marketing

Paper Summary:

This paper explains that the use of the Internet as a marketing tool not only provides new opportunities and markets for businesses and consumers but also develops new marketing and purchasing problems. The author points out that the most obvious benefit is that the consumer does not have to leave the house, spend money on gas and fight traffic and mall crowds; however, the challenge for consumers is their mistrust of the Internet's ability to prevent hackers from discovering their credit card details. The paper suggests that, while internet marketing is not yet ready to take the place of traditional advertising, it is an excellent supplement to the traditional sources; businesses that do not take advantage of Internet marketing will find their sales dwindling in the future.

From the Paper:

"Not all companies have had success with Internet marketing. MCI recently shut down their Marketplace MCI Internet shopping mall. The company claims "Visitors liked to window shop but weren't buying much." The company claims it is closing it's web site because "Internet visitors liked to window shop but weren't buying much." ( Another company Gophermall has several new Internet marketing ideas in an attempt to try to solve the problems MCI encountered. Gophermall's web site "uses the shopping mall metaphor complete with a mall map and elevators." The idea is to avoid the pitfalls MCI encountered where people had to browse through pages and pages of goods to find consumer goods. Gophermall also offers customers the opportunity to return their goods to a local store. Most of the stores are located in Minnesota making it convenient for customers."

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