Advantages of Internet Marketing over Conventional Media
November 17, 2008
Author: Business Beyond Reality
I would here like to highlight some of the benefits of Internet Marketing over Marketing through Conventional Media.
1. Online Marketing is more customizable to suit the interests of the targeted users. Example: When creating an email address, one is asked to select newsletters of interest. Or the customized advertisements in Gmail, which are related by semantics or a defined ontology with the content of the email. Online marketing if done with meticulous planning is likely to attract more attention from the targeted users . Permission Marketing has even more impact.
2. Online Marketing targets all those people who spend significant time on the internet. The internet has become a part of our life in different dimensions. Emails and Search Engines for professionals, Social Networking Websites for College goers, Matrimonial Websites for the older people, Internet today has a huge penetration.
3. Marketing through a website based on the Web 2.0 technology (And the Web 3.0 which according to Gartner would have a presence amongst 80% of the internet users worldwide by 2011), web is not anymore a means to broadcast information but also a platform for the content providers and the readers to interact.
4. Online Marketing has a global penetration. It is not restricted to a local zone or a country. An advertisement on Radio Mirchi or Times of India Newspaper (Hardcopy) would not be able to reach the audience in the US. This is a downside because through conventional media, we lose audience like the Non Residents who have a high probability to be interested in the products/services being offered in their home country. Banks in India have now the facility for NRIs to send money through moneyorders to their people in India, the request of which is taken from e-banking. This is supporting example showing the involvement of Non Residents with their home country.
5. RSS proves to be a good technique to pass information to the target audience.
6. Listing costs are extremely cheap and it is a great way to reach thousands of people in a short amount of time.
Entry Filed under: Internet Marketing. Tags: Blog, Conventional Media, Internet Marketing, Permission Marketing, RSS, Web 2.0, Web 3.0.
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1.
Simon Kaheru | November 17, 2008 at 7:47 pm
Very true. The benefits can even be expanded much, much more – but even that provides for yet another advantage, to wit, the increase in creativity because of the need for one to have one’s advert consumed as quickly as possible by an audience whose attention span is shortening day by day.
2.
businessbeyondreality | November 17, 2008 at 7:57 pm
I agree. So with the techniques of online marketing also reaching some sort of stagnancy, can we in some way list out a framework of marketing through online media, which is more creative, that promises more consumption by the consumers?
3.
saurabh | November 18, 2008 at 1:54 am
the Web 3.0 which according to Gartner would have a presence amongst 80% of the internet users worldwide by 2011???
are u sure abt the number…hardly nething now & within 3 yrs 80%!!!!
4.
businessbeyondreality | November 18, 2008 at 11:49 am
Dawn Figueroa
(Director of Product Development at The Mark Travel Corporation) Says over LinkedIn:
My personal belief is that all call to action marketing should now be done only on the web. When is the last time you didn’t race through the commercials on t.v. using Tivo? How about actually read a newspaper? Opened your direct mail before tossing it? I still believe offline has a role, but it needs to be quick, brief, loud, and visible to serve the purpose of awareness only — billboard, radio, envelop of direct mail more than inside, sticky note on outside of newspaper, coffee cup holder, etc. Only items that can help people feel that they have seen you enough offline to either trust you online or even seek you out. Street teams and social media have started to rule. SEO still king.
5.
businessbeyondreality | November 18, 2008 at 11:50 am
Vaibhav Bhan
(Business Development Manager) Says over LinkedIn:
Aditya,
You definitely raise some really good points. I personally believe that a hybrid style, where online marketing leads to generate interest, setup relationship and follow up with a beautiful borchure of your services/products to
genuinely interested customers is the most efficient way to move forward!
Online marketing also enables more efficient tracking, analyzing of your customer’s participation behavior in response to the multiple marketing campaigns.
Building one-to-one relationship with your customer has to be the number one priority of any marketing team looking to finalize their 2009 strategy.
Cheers,
Vibhu
6.
businessbeyondreality | November 18, 2008 at 6:54 pm
@Dawn:
Well I do agree with you to some extent. If you take into account examples of housewives or aged people in asian countries who still indulge in a lot of TV viewing, yes, advertisements on television has a huge penetration. Same in the case with printed newspapers which has a lot of penetration and people fail not to notice the advertisements.
But taking the case of the newer generation, who are more glued to the online communities for example school and college goers, advertising through online channel has a huge impact. Take also the case of all the professionals who’re affiliated with internet. During 8-10 hours online during the day, they offer a huge base. We have many other cases as these.
To give an estimate, on 30 May 2007, there were 8.3 Million Indian Profiles on Orkut (Google’s Social Networking Site), forming 15% of its user base. There are more than 1,00,000 “active” indian blogs already. A Virtual World like Second Life claims to have more than 15 Million active users all over the world. The figures are enormous and offer great opportunities for advertising.
7.
businessbeyondreality | November 18, 2008 at 6:57 pm
@ Vaibhav:
I think I more or less agree with your points. The only question is the feasibility of building one-to-one relationship with the customers. This should work great in case of B2B but in case of B2C, don’t you think it’ll add up to other expenditures by a significant figure? What’s your take on that?
8.
businessbeyondreality | November 18, 2008 at 7:23 pm
@Saurabh Parmar:
Gartner Says 80 Percent of Active Internet Users Will
Have A “Second Life” in the Virtual World by the End
of 2011 – Gartner Press Release April 24, 2007
http://www.gartner.com.
This presence is on a global scale. I agree in India there are only around 2500 Active Users of Second Life but the western countries have a huge base. Second Life claims to have more than 15 Million Users. That’s an enormous base. With 3DInternet Companies like exitreality, vivaty popping in, there are good chances that we’d reach a new level of internet experience by 2011.
9.
businessbeyondreality | November 18, 2008 at 8:25 pm
Stephen O’Connor
(Seasoned Business Development and Marketing Executive
Washington D.C. Metro Area) Says over LinkedIn:
Back in the mid 90’s, Brit Hume, the TV anchor, wrote a technology column. In it he suggested that a new display device needed to be created, that allowed you to view the computer flat on your desk, not upright on your desk.
I am a hybrid dinosour. I sold print when it was on boards, and I sold online back before most people had websites.
Your argument suggests that noise keeps tradiitonal media from being effective. I think there could be a good argument that noise keeps online from being effective. One fo the comments says that your message needs to be quick. I think the Magazine Publishers of America used to have a campaign that said you have 7 seconds to get your message across. Not much has changed.
Not all things require mass audience. Do some research, find out how many car battery manufacturing plants are in the world. Better yet, see how many companies make up the multi-billion dollar vending industry in the US. Take a look at http://www.amonline.com , which serves the vending market. Based on all the comments, none of you would buy that site, and it is without a doubt, the best online buy in the vending business.
A few years back, I had a conversation with a marketing director from a $5 billion annual sales electrical distributor. He commented that you don’t sell electrical supplies online. That may be changing, but I bet it’s still pretty accurate.
When you are involved in a technology, it is hard to see outside of the technology. Talk to car dealers, furniture dealers, jewelry dealers, rug dealers. As offline media dies, particularly newspapers,so do their businesses. Why? They all have websites, some of them are pretty good.
I probably follow sports on the web as much as anyone, but nothing replaces reading the sports page, or better yet Sports Illustrated or ESPN the Magazine for me personally.
It’s called the Media Mix for a reason. It’s time like these that will separate the real strategic marketers from the pack. Even better, it will help the marketers sort out what products and delivery methods truly have value.
10.
businessbeyondreality | November 18, 2008 at 8:44 pm
@Stephen O’Connor:
Glad to read your perspective. I agree with you that while we’re eying the internet marketing and social media, we can’t let go the other conventional media out-of-sight.
Do you by any chance have an opinion why a good number of industries are not exploring the online media for marketing besides the conventional media marketing? Is it a mental block or a seasoned strategy?
11.
businessbeyondreality | November 18, 2008 at 8:51 pm
Dan Gajewski
(Marketing and Business Intelligence Executive) Says over LinkedIn:
The approach to message delivery is entirely dependent on targeted audience and more importantly the goods or services offered. In some cases, online calls to action are effective and in others “traditional” media is better. In the consumer world, think of stores advertising sales on “black Friday”. Typically, messaging over traditional media has a greater reach for the generalized message whose underlying (subliminal or overt) call to action may be to go online or the store to “see what we have”. I’ve seen a number of “innovative” approaches come and go, the latest being the idea of the “long tail”, presumably made possible by technology but in reality not yet here. As with most things, humans exhibit a variety of consumption preferences, including media.
While there are good points made on both sides, I think it clear the product (with its associated sales cycle) and target are the drivers of message and message delivery. If one truly embraces the notion of the “long tail”, one must extend the precept to media as well and tailor message delivery as the target wishes and in my opinion, those wishes continue to transcend all media.
12.
saurabh | November 18, 2008 at 11:31 pm
aditya there is a typo:
your blog says “80% of the internet users worldwide by 2011″…&ur comment says” 80 Percent of Active Users”….thats a huge difference
but still i believe(considering the term 2nd life is being used here literally for the linden labs product)
a) gartner is wrong!!
b) if its 2011 end there are talking about i would say max 60%.let’s see…we should both be there hopefully
c) active users is a highly abused term….by what parameters do u define it here??
13.
Business Beyond Reality | November 19, 2008 at 9:08 am
@Saurabh:
Well there always would be a gap between “Users” and “Active Users” and I personally wish that Gartner’s prediction should bridge the gap as much as possible. But then again if we achieve the targets of active users, I believe we win half the battle. Then we’re just left with marketing it more
14.
kurajo | November 19, 2008 at 4:14 pm
Very interesting! I look forward to seeing some of this hybrid campaigns.
I would like to bring into attention that the concept of Marketing Mix (the famous 4 Ps) have changed essentially in nowadays marketing era. This applies to a great extent to two of the Ps: it gives the marketor a greater opportunity in advertising the products; it gives another notion to “Place”.
Since interent has no borders we always assume that we can increase the audience by enlarging the targeted customers. Yet, we all are conscientious we barely open any of those advertising mails or, for that matter, even subscribe to any of them. The confidence at online marketing is decreasing since behind that particular link anything can be “hidden”. People tend to grow more skeptical towards Internet Based Marketing.
As per the conventional marketing, that too now is becoming more and more abstract. We barely see new ideas nowadays. There are few ads that withdraw ones attention for the originality of the ideas and messages incorporated.
I believe online marketing is for small companies, those that are totally related to internet, online based products and online revenue generating model businesses. There are few of great companies that use online marketing.
To my opinion, it is a matter of confidence in internet and its related products that greatly affects the efficacy of this kind of marketing.
15.
Jeff Paul | November 23, 2008 at 11:47 pm
This blog Is very informative , I am really pleased to post my comment on this blog . It helped me with ocean of knowledge so I really belive you will do much better in the future . Good job web master .
16.
Business Beyond Reality | November 24, 2008 at 11:41 am
@Jeff Paul:
Thanks Jeff. There are many more such articles of interest on the way. At Business Beyond Reality, we work at atleast one article a day so that our readers never find the website stale ! We also have opened a group on LinkedIn and would be functional from 1 Dec 2008. Thanks for writing in !