Internet marketing involves the usage of the Internet to market and sell goods
or services.
In this thesis we wished to seek answers for the following questions with the
help of web, email surveys taking into consideration consumer perspective,
company perspective and 3rd party internet marketing agency perspective. Our
survey sample was based on a small set of companies, consumers and internet
marketing agencies. The survey results helped us in predicting the trends in
internet marketing. We were able to obtain responses to surveys only from
consumers and companies and not from 3rd party agencies as none of them
responded to the surveys. The questions and answers are listed below.
What are the successful techniques of internet marketing used today?
Most successful marketing technique from both company and consumer perspective
is
search engine marketing.
To what extent does internet marketing bring revenue for the companies and not
just end up attracting junk traffic which does not generate any revenue for the
company?
Both consumers and companies agreed that internet marketing improves the brand
image of the company or products or both, internet marketing is a revenue
earner, reliability of the country is very important for success of internet
marketing , many of the 3rd party internet marketing provide only junk traffic
which has a negative impact on the growth of internet marketing. Companies
agreed that they have to necessarily focus their internet marketing based on
the gender difference so as to make more money. Consumers were undecided on
this. Companies were undecided that variation in import duty in different
countries prevents suppliers from indulging in internet marketing. Consumers
agreed to this. Companies agreed that immaterial whether it is industrial
products/consumer products, internet marketing can be used successfully but
consumers are undecided on this. Companies and consumer are undecided that
internet marketing focused on geographical regions only can generate revenue.
Companies disagreed that 3rd party agency will only generate better revenue
than the direct internet marketing by company, where as consumers are undecided
on this
How big is the internet marketing industry today and what is the growth
potential for this?
As per companies internet marketing potential was found to be between 20-40
billion dollars. As per consumers the industry marketing potential was found to
be between 20-40 billion dollars and above. Companies and consumers agreed that
more number of internet marketing players would enter to cater to the growth in
the next 5 years. (Unfortunately, we could not find any recent work on the size
of internet marketing due to which we had to rely on market research analyst
reports for comparison with our survey).
Which is the most preferred internet marketing approach?
Companies and consumers agreed that many of the 3rd party internet marketing
provided only junk traffic which has a negative impact on the growth of
internet marketing. Companies and consumers disagreed that 3rd party agency
would only generate better revenue than the direct internet marketing by
company. Consumers and companies agreed that online support is an important
factor to make internet marketing a success. Companies and consumers agreed
that more user friendly, better key word matches would drive the future search
engine marketing. Companies and consumers agreed that click fraud is a
deterring factor for your company, not to go into internet marketing. Consumers
and companies agreed that web-mavens (internet product review experts) would
play a major role in establishing the brand image of the company in the
mindsets of people. Companies agreed that 3rd party internet marketing service
is more suitable than company running internet marketing campaign on its own.
Companies disagreed that internet market has less channel focus and hence does
not have long term growth but consumers are undecided on this. Companies agreed
that 3rd party internet marketing agencies are more suitable than direct
marketing done by the company itself but consumers are undecided on this.
Do companies prefer internet marketing to traditional marketing?
Companies and consumers disagreed that internet marketing would fully takeover
traditional marketing in their company. Companies agreed that from now on
company would spend more on internet marketing than on traditional marketing
but consumers did not agree to this view. Companies agreed that from now on
revenue gained through internet marketing would be surely more than revenue
gained through traditional marketing but consumers disagreed to this view.
Companies were undecided that traditional marketing is more reliable than
internet marketing but consumers agreed to this view. Companies agreed that
traditional marketing is more flexible than internet marketing but consumers
are undecided on this. Companies agreed that traditional marketing
relationships were long term compared to internet marketing but consumers are
undecided on this.
Where is the internet marketing trend heading to in the future?
Companies and consumers agreed that awareness of internet marketing trends is
mandatory
for internet marketing trends. Both companies and consumers agreed that
internet marketing
will surely grow. Both companies and consumers believed that payment frauds are
unavoidable in internet marketing, in spite of this internet marketing will
grow. Both
companies and consumers agreed that reliability of the country is very
important for success
of internet mar...