'How Does Internet Marketing Communication Differ?\r'

'1) How does intercommunicate trade chat differ from conventional trade communication? Internet merchandising differs importantly from conventional merchandising communications because of the digital ordinary used for communications. The profit and other digital media more(prenominal) as digital television and mobile ph iodines modify wise forms of interaction and brand-new models for discipline exchange. A useful summary of the difference mingled with theses new media and conventionalistic media has been developed by McDonalds and Wilson they describe the 6 I’s of the e- selling mix.The 6 I’s be useful since they highlight factors that apply to hard-nosed aspects of the internet merchandise much(prenominal) as personalization verbatim response and trade research but besides strategic issues of industry restructuring and integrated channels communications. (Imran RT, 2010) * Interactivity (from vigor to spin) * Intelligence (market research) * I ndividualization (mass customization & angstrom unit; personalization) * Integration (inbound & come to the forebound communications) * Industry restructuring (intermediation, disintermediation) * Independence of location (global ubiquity)Interactive trade promotes a two commission communication as comp atomic number 18d to conventional selling, which is usu in all toldy ruled by one way communication. The difference between interactive trade and traditional marketing be Push and pull marketing strategy. Traditional marketing strategies were based on a â€Å"push” methodology where managers were literally push button the results onto the nodes. (www. ctsocialmediaconsultant. com). Difference between internet marketing, particularly the Internet, is preponderantly a ‘pull’ technology, the customer having initiated the visit to the sack up spot.This may lead to subsequent push activities, such as sending emails to mess who ask registered thei r take on the station, but the initial communication is a pull levelt. (www2. accaglobal. com) Interactivity is a signifi enduret feature of the new media, allowing a long-term dialogue to develop between the customer and the supplier. In the context of the web lay, this is apt(predicate) to be with e-mails, providing the customer with information and particular(prenominal) offers for their beas of specific interest.To initiate this dialogue the web site must capture information such as e-mail address, name, age, gender and beas of interest. Example of AEC comp any(prenominal) site only collects such information for people who press to view d letload sufficient study material. This is too restrictive and it micturate out probably exclude all the potential drop CPD customers. AEC unavoidably to consider ways of making it easier and worthwhile for visitors to the site to register their details. There is no differentiate of AEC contemplating the potential use of interact ive digital TV or mobile phones to establish long-term dialogues with their customers. www2. accaglobal. com) Intelligence has a bid been a key feature of the internet marketing, allowing the relatively cheap collection of marketing research info rough customers’ requirements. This is routinely available from web logs and these logs take in to be viewed and analyzed victimisation appropriate softw are. This emblem of analysis is rarely available in the traditional marketing. For mannikin, AEC does non know how a lot their grooming form catalogue is accessed and which pages are looked at. It only knows which training courses are eventually bought.With the internet marketing the club is able to see which services and products are accessed and besides to euphony how many of these are turned into actual sales. This novelty rate may be an important reference book of information. For example, why are trustworthy web pages often visited but few sales result is it a enigma with the web page? Is it a problem with the product? An understanding of visit patterns allows the organization to centering on particular products and services. This analysis should already be available to AEC but there is no evidence that it uses it or is even aware of it. www2. accaglobal. com) Internet marketing also permits the marketing to be one-on-oneized, geared to a particular market part, company or individual person. In the context of AEC this individualization could be achieved in at least two ways to resile clear market segmentation. AEC has recently won a contract to supply professional accountancy training to a global accounting company. All students functional for this company lead now be adroit by AEC in one of its worldwide centers. At present this company and its students will be served hrough a generic web site. However, the flexibility of the new media meaning that a site could be developed specifically for this requirement. The whole site woul d be geared, and branded, towards the requirements of the global 21 accounting company. Information that is ir pertinent to that customer, such as CPD, would not appear on the site. This individualized onset should strengthen the relationship with the customer. Similarly, individuals may have their own access customized as a result of the compose that they have entered.So, for example, if they have already stated that they are currently sitting the professional stage of an interrogative sentence scheme then only information relevant to that stage will be presented to them when they log in. This is an example of the principle of mass customization that was only available in a limited form in the traditional media. AEC does not exploit this at present, but uses a generic web site that looks and feels the alike(p), whoever the user is. (www2. accaglobal. com) Finally, internet marketing provides independence of location allowing the company to touch into geographical areas that w ould have been un go pastable before.The Internet effectively provides a worldwide market that is open 24 hours per day, seven days per week. It is difficult to think of any traditional marketing which would have permitted this global reach so cheaply. Furthermore, the web site might also omit the actual physical location of the company because there is no requirement for information to be physically sent to an address. It should also be unacceptable for the potential customer to gauge the size of the provide company. AEC has exploited this to virtually extent as it serves a world-wide market from no clear geographical centre.However, the absence of on-line course booking means that certain physical contact details have to be provided and these might undermine the global perspective. (www2. accaglobal. com) Online marketing integrates germinal and technical aspects of the internet. One fag put his straw man online with interactivity having proper attention to their services a nd products. Online marketing is not reasonable ‘having a website or ‘building a website or ‘promoting a website. Online marketing is different from off-line marketing, following characteristics differentiate them:One-to-one versus one-to-many One-to-one versus one-to-many approach, the bumed user is typically browsing the Internet on their own, and the marketing messages reach them personally. This raise be very all the way seen in search marketing, where the users find advertisements targeted to specific keywords that the users asked for (www. homeimprovementsmarketing. com). In Traditional marketing, the fair allows for only one way communication. The same marketing content is used for suppliers as well as customers mostly.On the other hand when the mediocre is internet, the model allows for many to many marketing communications. When internet is used as a medium, the customers and companies great deal interact with the medium directly as well as the othe r customers and companies. The customers can further add to the medium and be a part of the marketing. The communication using such a model is not scantily from sender to receiver but in all possible directions. Traditional push communications are one-to-many, from one company to many customers, often the same message to different segment and often disadvantageously targeted.With digital media one-to-same reaching a niche or micro-segment becomes more practical e-marketers can afford to prune and target their message to different segment through providing different site content or e-mail for different audiences through mass customization and personalization. Potentially digital media provide a one-to-many communication from company to customer rather than one-to-many communication from company to customer that is traditional in marketing using the mass media, such as newspapers or television. (Chaffey, Johnston page 351) Customers can equal onlineInternet marketing allows busine sses as well as the customers to co create a highly effective network worldwide, and dramatically increase the client trafficking. Compared traditional marketing communication, the Internet marketing makes it easier for misdirecters to compare two items side-by-side (online-business-journey. com). forrader making a purchase, today’s customers can get complete the detailed of product information, the products information are very details stated on the web as compared to the retail store, the salesperson will not remember all the details about the products.It is easy for the customers to have the information on the internet. They do not bring to go to the store simply for searching for the product details. Inventory is the level of stocks, this is for the customers who just want to view the product, and they will not buy instantly. For the order status which means â€Å"active orders” are orders which you paid for, whether quiet in processing or previously sent out (support. chinavasion. com). This facility cannot be offered in offline marketing because in offline marketing the buyer would have to go to the shop and buy the things physically.Online marketing saves unnecessary transport expenses and saves time too. (www. dwsmg. com) Get the feedback of your target market in a snap some other communication of internet marketing is that you can get the feedback of your target market in a snap. They can comment and ask questions about your post accredited quick. That way, you can communicate with your customers faster and the sooner that you change them to purchase the product or service that you are promoting, the better. What is amazing about internet marketing is that it can be very interactive.When you air a commercial, you need to conduct a survey to find out what your audience has to say about it. Online, it is so much simpler because you can skip the survey procedure and still get an honest feedback anyway. Never underestimate the marke ting power of word of mouth. Traditionally, it was said to be even more effective than actually launching an advertisement. That is because people would rather hear a recommendation from a friend or someone who has used the product rather than an adman. www. techie-buzz. com) Demographics targeting versus behavioral targeting Off-line marketers typically segment their markets according to age group, sex, geography, and other general factors. Online marketers have the luxury of targeting by activity. This is a deeper form of targeting, since the advertiser knows that the target audience is people who do a certain activity instead of just expecting that a certain group of people will like their new product or service (www. homeimprovementsmarketing. com).The  privileged characteristics of the internet marketing makes it very different from traditional marketing , for an example the information can be transferred easily, it can be addressed direct ly, constant availability, integration, flexibility, individuality, interactivity, all these factors that are inherent for internet marketing can be used by companies to shape customer relationships When the traditional marketing tools are used the commingle of information is not easy and the customer as well as the companies have to follow some proper channels.Consistency, validity and access to information are necessary in marketing which the traditional marketing channel often lacks (Sundas48, 2011) Since exposure, response and overall force of Internet media is easy to track compared to traditional â€Å"off-line” media, through the use of web analytics for instance, Internet marketing can offer a greater smell out of accountability for advertisers. Marketers and their clients are becoming aware of the need to measure the collaborative effects of marketing References Chaffey, Johnston, 2006.Internet marketing strategy, implementation and pratice 3th edition, Prentice H all Difference betwixt Online and Offline merchandising, (2008), available from: http://www. dwsmg. com/difference-between-online-and-offline-marketing. html [Accessed on 27 June 2011] Is Online market More Effective for Organizations Today (page 22) by Sundas48, (2011) Available from: http://www. scribd. com/doc/54220673/18/Communication [Accessed on 27 June 2011] Professional Level †Essentials Module, Paper P3, (2008) Business abbreviation Available from: http://www2. ccaglobal. com/pubs/students/acca/exams/p3/past_papers/p3_2008_jun_a. pdf (page 21) [Accessed on 27 June 2011] How does internet marketing communication differ from traditional marketing communication? By Imran, (2011), Available from: http://revolutionary-technologies. com/blog/web-marketing/how-does-internet-marketing-communication-differ-from-traditional-marketing-communication/ [Accessed on 23 June 2011] Internet Marketing, (2008), Available from: http://homeimprovementsmarketing. com/I nternet-Marketing. tm [Accessed on 27 June 2011] Advantages And Disadvantages Of Shopping Online, (2011), Available from: http://online-business-journey. com/blog/internet/advantages-and-disadvantages-of-shopping-online/ [Accessed on 23June 2011] The Advantages of Internet Marketing Over Traditional Marketing by Guest, (2011), Available from: http://techie-buzz. com/discussions/internet-marketing-vs-tv-radio. html [Accessed on 21 June 2011] How is Interactive marketing Different from Traditional marketing? 2011), Available from: http://www. ctsocialmediaconsultant. com/ct-social-media-marketing/how-is-interactive-marketing-different-from-traditional-marketing [Accessed on 24 June 2011] What Does My Order posture Mean, (2010), Available from: http://support. chinavasion. com/index. php? _m=knowledgebase&_a=viewarticle&kbarticleid=127[Accessed on 19 June 2011] Is Online Marketing More Effective for Organizations Today (page 22) by Sundas48, (2011) http://www . scribd. com/doc/54220673/18/Communication\r\n'