International Journal - St. John's College, Palayamkottai
A STUDY OF IMPACTS ON CUSTOMER SATISFACTION OF INTERNET MARKETING(SOCIAL MEDIA)
ABSTRACT
Internet marketing is the process of promoting
a business or brand and its products or services over the internet using tools
that help drive traffic, leads, and sales. Internet marketing a pretty broad
term that encompasses a range of marketing tactics and strategies – including
content, email, search, paid media, and more. These days, though, internet
marketing is often used interchangeably with “content marketing. “why? because
content marketing is the internet marketing of the present and future. Internet
marketing, or online marketing, refers to advertising and marketing efforts
that use the Web and email to drive direct sales via electronic
commerce, in addition to sales leads
from websites or emails. Internet marketing and online
advertising efforts are typically used in conjunction with traditional types of
advertising such as radio, television, newspapers and magazines. Internet Marketing Inc. is a full service integrated
digital marketing agency that exists to provide opportunities for everyone we
encounter. We are a business minded organization that uses a data-driven
approach to designing and optimizing the ideal digital marketing mix for each
client. As a full service agency we offer sophisticated search marketing
strategies, social media, content marketing, analytics, email marketing
strategy, consulting services, and more. No matter what the marketing mix, our
goal is to always achieve and exceed the goals and metrics we collectively set.
KEYWORDS
Internet Marketing, Advertising.
Online advertising, also called online marketing or Internet advertising or web advertising, is a form of marketing and
advertising which uses the Internet to deliver promotional marketing messages to consumers. Consumers
view online advertising as an unwanted distraction with few benefits and have
increasingly turned to ad blocking for
a variety of reasons. When software is used to do the purchasing, it is known
as programmatic advertising.
It includes email
marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising),
and mobile advertising. Like other advertising media, online advertising
frequently involves both a publisher, who integrates advertisements into its
online content, and an advertiser, who provides the advertisements to be
displayed on the publisher's content. Other potential participants
include advertising agencies who help generate and place the ad copy,
an ad server which
technologically delivers the ad and tracks statistics, and advertising affiliates who do independent
promotional work for the advertiser.
In 2016, Internet advertising
revenues in the United States surpassed those of cable television and broadcast television. In 2017, Internet advertising revenues in the
United States totalled $83.0 billion, a 14% increase over the $72.50 billion in
revenues in 2016.
Many common online advertising
practices are controversial and increasingly subject to regulation. Online ad
revenues may not adequately replace other publishers' revenue streams.
Declining ad revenue has led some publishers to hide their content behind paywalls. In early days of the Internet, online advertising was mostly
prohibited. For example, two of the predecessor networks to the Internet, ARPANET and NSFNet,
had "acceptable use policies" that banned network "use for
commercial activities by for-profit institutions". The NSFNet began
phasing out its commercial use ban in 1991.
A key benefit of using online channels for marketing a
business or product is the ability to measure the impact of any given channel,
as well as how visitors acquired through different channels interact with a
website or landing page experience. Of the visitors that convert into paying
customers, further analysis can be done to determine which channels are most
effective at acquiring valuable customers.
According to Link Humans, as of 2016 more than
3 billion people worldwide have internet access. This gives a marketer an
unprecedented number of customers to reach with product and service offerings,
available 24 hours a day, 7 days a week. The interactive nature of the
internet facilitates immediate communication between businesses and consumers,
allowing businesses to respond quickly to the needs of consumers and changes in
the marketplace.
Online reviews have become one of the most
important components in purchasing decisions by consumers in North
America. According to a 2013 survey conducted by Dimensional Research which
included over 1000 participants, 90 percent of respondents said that
positive online reviews influenced their buying decisions. Interestingly,
negative reviews typically came from online review sites whereas Facebook was
the main source of positive reviews. Forrester
Research predicts that by 2020 42% of in-store sales will be from customers
who are influenced by web product research.
·
To inform users the best offers of your online marketing business
·
To make sure the business is listed in
most popular search engines and directories
(SEO - Search Engine Optimisation).
·
Keep customers updated about new
products and changes to business services.
·
Make sure that customer have a pleasant
website experience by continuously improving the navigation of the site.
·
To increase more opportunities for
small scale businessmen.
·
To make recommendations to improve the
operational effectiveness of Marketing and advertising strategy for
businessmen.
THE IMPACT OF SOCIAL MEDIA
According
to Statistica, 76% of the U.S. population has at least one social
networking profile and by 2020 the number of worldwide users of social media is
expected to reach 2.95 billion (650 million of these from China alone).
Of the social media platforms, Facebook is by far the most dominant - as of the
end of August 2017. Facebook had approximately 2.5 billion active users
worldwide, comprising 26.3% of the global online population (Statistica).
Mobile devices have become the dominant platform for Facebook usage - 68% of
time spent on Facebook originates from mobile devices.
Other popular social media
platforms for marketing include Whatsapp, Twitter, LinkedIn, Pinterest, and
YouTube.
SOCIAL
MEDIA MARKETING
Social Media is certainly the most familiar and
fashionable piece of the digital marketing pie, but it’s so much more than just
tweeting and posting. It is an integral part of supporting all other digital
elements especially SEO, Content Marketing, and more. Successful social media
follows a scientific process just like every other digital channel.
SEARCH ENGINE OPTIMIZATION
Search engine algorithms change regularly and
Internet Marketing Inc. prides itself on being aware of the latest developments
in SEO. Unlike many SEO companies who use outdated strategies and techniques,
our search engine optimization team at IMI is constantly receiving SEO training
and is aware of what search engines value the most today.
PAY PER CLICK
SEM is a vital element for the digital mix as
it relates to paid search and social media ads. As with all search, SEM is
constantly changing. Our team is Google Adwords and Analytics certified and
up-to-date on the latest optimization techniques to help you achieve your
objectives through integrating paid search into your digital marketing mix.
DISPLAY MARKETING
Internet Marketing Inc. executes display
advertising campaigns that deliver exposure, traffic and conversions. Whether
your objective is to generate leads, sell products or simply expose your brand,
the IMI Display Advertising Team uses our unique strategic methodologies to
identify the most effective combination of websites and/or ad networks to
accomplish your goals.
DATA SCIENCE
We don’t just use our data science
methodologies to design the ideal marketing mix. Our data scientists use these
methodologies to continually optimize your campaigns. Online marketing with its
promise of total measurement and complete transparency has grown at a fast clip
over the years.
WEB DESIGN
Your website is the most important tool for
reflecting your brand image and capturing new potential clients, customers, and
business relationships. Your website must have the ability to engage visitors
and entice them to take specific “actions”. At Internet Marketing Inc. we start
by understanding your business goals and creating an interactive user
experience designed to help you reach those objectives.
CONVERSATION OPTIMIZATION
Simply put, Conversion Optimization is the
process of taking your current site usability and improving the site’s ability
to convert. From eCommerce to lead generation websites, conversion optimization
is useful for both B2B and B2C markets. Why continue spending money on
campaigns that do not convert?
E-MAIL MARKETING
Our email marketing team can help you boost
existing campaigns and integrate them with your other digital channels all with
specific KPI’s in mind. We can provide online and offline strategies for
building an engaged list of brand advocates, and then use those advocates to
increase revenue.
METHODOLOGY OF THE STUDY
The data is collected
for this project are both Primary and Secondary. Primary Data are collected
from Businessmen and Students and the Secondary data is collected from websites
and Books.
REVIEW OF LITERATURE
Internet
usage history and intensity also affect online shopping potential. Consumers
with longer histories of Internet usage, educated and equipped with better
skills and perceptions of the Web environment have significantly higher
intensities of online shopping experiences and are better candidates to be
captured in the wellknown concept of flow in the cyber world (Sisk, 2000;
Hoffman and Novak, 1996; Liao and Cheung, 2001). Those consumers using the
Internet for a longer time from various locations and for a higher variety of
ser-vices are considered to be more active users (Emmanouilides and Hammond,
2000). As Bellman et al. (1999) mention, demographics are not so important in
determining online purchasing potential. Whether the consumer has a wired
lifestyle and the time constraints the person has are much more influential.
Risk taking 14 propensity is also a powerful factor. E-shoppers have higher
risk taking tendencies.
CONTEXTUAL BACKGROUND
In a world where over a 170
million people use social media on a regular basis, every working professional
is expected to be familiar with at least the core tenets of Digital Marketing.
In simple terms, Digital Marketing is the
promoting of products over the internet or any form of electronic media.
According to the Digital Marketing Institute, "Digital
Marketing is the use of digital channels to promote or market products and
services to targeted consumers and businesses." People are consuming
digital content on a daily basis. Very soon, traditional marketing platforms
will disappear, and the digital market will completely take over. There are a
number of advantages to Digital Marketing.
Unlike traditional marketing, digital marketing is more affordable.
The term Digital Marketing was first used in the
1990s. The digital age took off with the coming of the internet and the
development of the Web 1.0 platform. The Web 1.0 platform allowed users to find
the information they wanted, but did not allow them to share this information
over the web. Up until then, marketers worldwide were still unsure of the
digital platform. They were not sure if their strategies would work since the
internet had not yet seen widespread deployment.
FUTURE CONCEPTS OF INTERNET MARKETING
As various other continents open to a growing number of internet access to its residents, there will likely be an increase of brand-new internet individuals who will influence customer interests and the world large monetary landscape. It has actually been recommended that nations within Asia might influence this landscape phenomenally the next couple of years as its residents become more advanced innovation and understand its industrial benefits. The western world will no more have an edge on services and products to the world as the future trends of Internet marketing handle a brand-new face with world large competitors. These trends could lead to a world large level of competitors that will bid for every customer’s interest no issue where the services or product is marketed. It is anticipated that Americans in part and the west in basic will no more be the only ones reeling in business with rewarding internet task with a special market. Future trends of Internet on marketing recommend that the only thing that will stand in the means of Asia along with various other locations of the world from being contributed to the competitive layer of international marketing will be language obstacles and marketing methods.
CONCLUSION
Through digital marketing, you can aware of your
customers about your products. If you take a good advertising strategy and
promotional tools, it can help you to perform well in the highly competitive
market. Online promotion is a good trick for today’s world. It is good enough
because world wide web never rests. So, your product will be available for the
viewers for 24 hours. If your main aim is to target a large sum of people, then
digital marketing is a good way to communicate. Social media marketing has
revolutionized the marketing activities. There are so many social media
platforms. They are on Facebook, Twitter, WhatsApp, WeChat, Skype, Google+,
Blogs, Instagram, YouTube etc. Digital marketing is cost-effective in
comparison with the traditional marketing channels, such as TV, radio,
Newspapers, Magazine, and banners etc. Social media plays a vital role in
promoting digital activities. This feature helps small organizations to market
their business targeting the global customer. Through digital marketing, you
can expand your customer reach to other countries in spite of geographical
barriers. It is one of the most effective benefits of digital marketing.
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