Online Marketing Methods

Paper Summary:

The paper explores the pros and cons of online guerrilla marketing techniques as well as low-cost methods including viral marketing, banners, search engine optimization, and mobile commerce enablement. The paper summarizes the relationship between online guerrilla marketing and more traditional offline channels. The paper briefly covers newer infrastructure technologies that enhance the customer experience on the web site.

From the Paper:

"Despite their increasingly bad reputation, banners create brand awareness by essentially serving as highly-controlled online advertisements. Opt-in e-mail as well as e-mail can be very effective at reinforcing brand if the content is useful. But, because the user has granted permission for opt-in emails, there's a great chance that branding will be more effective than generalized emails that may get lost in a sea of Internet spam. Viral marketing poses a significant risk to branding because it's impossible to determine what context the messages will appear and because the messages themselves can be altered. Because merchant content needs to be tightly integrated with affiliate content, there could be either a positive or a negative impact on a company's branding."

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