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Impact of Internet on Marketing in the Future For two decades the Internet has been changing the usual way of doing business: the way to market, advertise, distribute, communicate, and work. By all indications, the development of Internet marketing will definitely continue to proceed rapidly, together with the improvement and progress of Internet services. What effects and implications are possible in the future of marketing with such a fast advance of network technology? First of all, it is natural to suppose that Internet technologies of the nearest future will be primarily directed on increasing of the speed of connection and offering of more variable and secure opportunities for users. Internet will become much more available, faster and reliable, that will considerably enlarge the number of potential clients together with the range and the quality of possible services. Fastened Internet will increase the opportunity of selling different multimedia online, without using of any medium, like CD of DVD, the cost of which will be removed from the price.
As a result, a new and prosperous market segment will appear, where numerous Internet companies will sell movies, software, music, or other digital entertainment online. Correspondently, it would seem the most reasonable for them to place their ads in Internet and carry out their marketing campaigns online. The second important point is that increased availability of Internet will overwhelmingly enhance the market for the majority of goods and services, and developed interactive communication networks will grant the opportunities to reach the customers personally and to receive their response or reaction very fast. It will require more communicative skills and good knowledge of local markets from marketing specialists. Growing Internet opportunities will impact the most on intermediation sectors, because the majority of goods and products will be sold directly to customers, and the price will be considerably lowered. E-commerce will increase the volumes and assortment drastically, it probably would become possible and affordable to buy almost everything by Internet, from cars to tooth-picks, and thats why in the nearest future it will become an important step for many producers and manufacturers to set up online distribution, and for marketing specialists to support and advertise it, using various Internet tools, like personal e-mails, banners, online presentations and conferences, etc.
Such benefits of Internet, as the opportunity of fast monitoring and communication, will obviously become handy for such marketing techniques, like customization, pricing, estimation of value appreciation, and other marketing instruments and strategies. Internet will become the most important and very effective tool of doing business and positioning of the goods, due to its relative liberty in dissemination of information and low costs. Besides, highly developed Internet is expected to lower chances of spammers and fraudulent companies, so online marketing will be much more effective for serious market players with competitive products and good price-quality indexes, for which the net will guarantee low cost benefits, high income margins, and rapid exchange of data. Huge growth can be predictable in online marketing as soon as opportunities of Internet will achieve the effectiveness and efficiency of present TV and radio advertisements, when Internet will come into every house and become cheap, fast and reliable source of information.
It is obvious that in the future innovative internet technologies and tools will grant colossal new opportunities for online marketing of all the enterprises and companies around the world, which will help to bring extended developments in business and considerably improve the ways of communicating with customers. But in order to receive the most from the benefits of e-marketing, companies will have to combine it with their other marketing strategies. For every producer and market player it will be still the most important to know the audience of their customers, to direct the marketing efforts towards the specific needs of their customers and to keep consistency and stability in all marketing campaigns: both offline and online. Bibliography: Cassiman, B. and Silver, S. "The Impact of Internet on Market Structure. " IESE Business School. Jan. 2002.
IESE Business School, University of Navarra. 19 Dec 2004 < web >. Numbers, B. M. and Kruger C.
M. "Wake up! It Is Time to Meet the Future!" University of Michigan. Arbour, A. University of Michigan. 19 Dec 2004 < web >.
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Research essay sample on Impact Of Internet On Marketing In The Future