Internet Marketing

Paper Summary:

The most prominent technical inventions during the last five decades, besides the WWW, include the television, computer and mobile communication. This paper shows that despite the fact that these other advancements have revolutionized consumer behavior and business development, the WWW goes one step further. Not only does it allow for highly effective personalized, timeless and global interaction, but its features tandem with each of the other above mentioned technology. As demonstrated in this research paper, one can readily recognize the Web's impact on business by considering the degree to which it has transformed many conventional aspects of marketing as well as created new avenues of reaching identified populations. In today's highly competitive marketplace, businesses that want to continue to grow and succeed have to incorporate the WWW into their marketing strategy.

Paper Outline:
Introduction
History of Electronic Commerce
Examples of Marketing via the WWW
Conclusion
References

From the Paper:

"According to research conducted by May, four main changes have and will pressure business into toward developing marketing plans that include e-commerce: individuation, virtualization, globalization and intellectualization. Although much of the past history of business has been concerned with volume of product, the emphasis is now on diversity and niche environments. "Specifically, e-commerce is intimately concerned with rediscovering the individuality of customers and their needs, and the creation of frictionless modes of commercial interaction with them" (May, 2000, pg. 4). American industry has long stressed volume, where the benefits included predictable quality, repeatable supply and lower prices through scaled economies in design, manufacture and transportation. Consumers were willing to accept this mass-market approach despite the flip side that offered homogenization of the customer experience-being treated as a number and not as an individual and expected to fit into a pattern of behavior for a product or service. However, the profile of the consumer is changing."

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