Advertising and Sales Promotions In The Internet Essay

market has been one of the most signifi evoket gainers from the meshing revolution. Internet has been applied by marketers two as a medium as healthy as a product. Marketing has deployed it for communication of breeding, scattering of some of its products and for receiving payments from the customers. Internet based merchandise plays a vital role in the exchange process.Internet marketing term became popular when computers started getting used in marketing extensively. Earlier, computers were used more for storing, processing and reporting of various marketing think information. But, with the instauration of Internet the online info handling possibilities have virtu aloney exploded the use of computer. This application has multiplied the use of computers faster among communities.Internet marketing profitably reinforces the concepts of marketing with the power of internet. It strengthens the existing delivery of marketing outputs and in any case opens newer avenues of mar keting which were not possible to achieve before the arrival of internet. A marketer today gutter keep track of millions of customers simultaneously, segment them online, offer customized products to individual customers, fix different prices, provide varying contents and styles of information and deliver the products through appropriate modes of distribution to each of these customers.The details of such transactions and the characteristics of each of these customers can be stored for their participating utilization in future marketing opportunities with the customers. Estee Lauders anti ageing product Advanced Night Repair Concentrate is able to make inroads in the customers mind. Internet will function as the medium for promoting the product. denote and Sales Promotions Like products and prices, customization of advertising and promotion are very much possible in internet marketing. Besides customization, the customer is contacted when he is giving, full management to the com puter screen. In fact, when a customer views any site he has done so after deliberate and conscious effort and choice. This increases his commitment to the pass on that he is viewing on the internet. Advertising generates a hierarchy of impacts like creation of awareness, entertain, desire and action on the consumer.Different media are found to be break away suited for certain kinds of impacts out of this hierarchy. Internet has been found to be amenable to finer tuning for most of these impacts. As a result, it is possible to better transport the customer from one level of impact to the next higher one and do so more quickly. The combination of this factor with the feature of individualism makes the output very powerful one. Besides this, the measurement of each of these impacts are also possible more easily and online.The promotions on internet can also be customized in a similar way.The internet marketing model suggests that commerce follows content and community. Since the i nternet phenomenon has occurred like an explosion there had been quite a rush to build up communities in the competitive environment. In this rush, many of the marketers tried to buy prospective customers into their communities net by offering a mixing of incentives. This has caused internet marketing effort to be seen as overloaded with freebies in the form of consumer promotions.Personal Selling The gain of mass personal selling is do possible through internet for both customers and the marketers. Anti aging is a consumer product so Estee Lauders can get the maximum benefit by acute in this stream. The customers can identify the optimum provider for his unique sets of needs. Customer can also dictate for updating himself in the precise area of his interest although from the most extensive sources of information possible.The marketer can also store the historical data of individual persons and their behavior. These data can be then affect with the help of data mining and mark eting decision tools. These data are utilized to provide solutions to the customers needs on an online and individual basis. The product can be configured exacting to the individual customers needs at the price and with a payment implement most convenient to him.The information and the coaxing appeals can also be tailor made for the individual customer. He can be reminded or provided with special services as per his specific requests and all these information can be utilized in the design of next round of offering to him. This kind of individual personal service when offered on continual basis becomes service to the customer of significant commercial value.Publicity Internet marketing has the capability of viewing existing customers through a wide vicissitude of angles and compares the efficacy of each of these views. Various data mining tools available today are employed to do this job. They mainly utilize the processes of sorting, clustering and association pursuit among the consumer characteristics. The history of the customer behavior in terms of past transactions and internet viewing generate rich data for this purpose of publicity automatically. much(prenominal) data are often supplemented with the offline data collected through alternative sources.The customer segments created with such methodologies can have the advantage of being more dynamic because they can be created through online databases, more insightful because of the use of more powerful clustering and association seeking techniques and customers themselves selecting into a segment of mass market.On the other hand, the customers become empowered to scan much larger canvas of market and bargain for their purchasing power with a larger base of marketers. The customers can also create a large pool of knowledge by online sharing knowledge of their experience based knowledge among their peer customers. The interactivities gained by both marketers and customers have .the potential of unleas hing very high levels of energy in the marketplace restricted only by the creative limits of the market players.Public Relation The advantage of mass customization is made possible through Internet for both customers and the marketers. The customers can identify the optimum provider for his unique sets of needs. Customer can also arrange for updating himself in the precise area of his interest although from the most extensive sources of information possible.The marketer can also store the historical data of customers and their behavior. These data can be then processed with the help of data mining and marketing decision tools. These data are utilized to provide solutions to the customers needs on an online and individual basis. The product can be configured exacting to the individual customers needs at the price and with a payment mechanism most convenient to him.The information and the persuasive appeals can also be tailor made for the individual customer. He can be reminded or pro vided with additional services as per his specific requests and all these information can be utilized in the design of next round of offering to him. This kind of customization when offered on continuous basis becomes service to the customer of significant commercial value.Placement Of Product Internet marketing is seen as attacking on the length of the distribution chain particularly the information flow related ones, much more efficiently and instantaneously. As a result it is often possible to reorganize the distribution chain at the cost of its length. The span of control can also increase considerably as many of the control related processes can be transferred to the computer. The saving in costs due to these effects is often considered as the most important contributions of internet marketing.The increased availableness of distribution related information also causes information overload to the consumers. A new category of channel members, called infomediaries, have also emerg ed. These infomediaries primarily consolidate the relevant information about the availability of the products and pass them on to the consumers after suitably repackaging them. Besides pure infomediaries, the existing distributors do also rebundle their services after integrating the online and offline elements of their services.Internet also enables online distribution of digitized products. This helps in extending pinpointed reach to a large number of customers, eliminating the lead time between ordering and delivery, reducing the inventory requirements and smooth organization of transaction related data processing.ConclusionIn the era of globalization, with marked technological strides has revolutionized the exchange process of buying and selling of products on the Internet. Internet marketing is a cosmopolitan phenomenon. Internet marketing has made inroads as the emerging mode of buying and selling of products to specific target groups with fast changing needs, preferences and life styles. Estee Lauders has the huge potential of promoting the anti aging product through internet.References Philip Kotler (2002) Marketing Management , Prentice Hall New YorkCharles F.,(2002) Internet Marketing, Wiley PublicationFlippo Edwin B., (2001) Marketing Channels, McGraw-Hill.J Taylor Sims, J. Robert Foster, Arch G. Woodside.(1998) Marketing Channels Systems and Strategies Harper and Row New York