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"Rather than seeing digital marketing as an "add on", marketers need to view it as a discipline that complements the communication mix and should be used to generate leads, get registrations or drive sales. ...
In a world where millions of companies compete for the attainment and maintaining of consumers through the assailment of product information, services and ideas, innovative up-to-beat planning and targeting are two vital weapons a present day firm could consider having if it hopes to sustain competitiveness in this Darwinesque world of marketing. For a firm to uphold its survival it could undertake a marketing continuum whereby the focus of its strategy will be the satisfaction of target customers while generating sales. Even so, however straightforward the notion of target marketing may sound, the marketing of a firm’s products (the term we will be using to refer to tangible products, services and ideas offered by companies) does not always prove to result in absolute success. The reasons vary from the inability of the whole firm (not solely the marketing department) to realize the needs of a target, to a lack of organization in the planning and execution processes. Whatever the reason may be, it is important to fathom the fact that in today’s marketing race new ideas and techniques are necessary if one wishes to maintain a place on the podium. Thus, in relevance to this fact, the methods used to complement the four P’s of marketing in order to achieve a firm’s goals would yield more success if the importance of technology is realized. By implementing current technological schemes in marketing strategies, companies may gain a competitive edge in the process of attracting and providing their targets with more efficiency. ... In essence, it is the techniques used which will be concentrated on in order to better understand the breadth of the concept of Internet Marketing, which includes viral marketing, contacting through direct E-mail, guerilla marketing, use of search engines and banner advertising.
As was emphasized earlier, grasping the benefits of technology and implementing certain techniques into a firm’s marketing mix, if done prudently, could lead to better results for the company in question. ... In this context, the first internet marketing technique will be discussed in relation to customer attraction.
In traditional marketing, outside the framework of internet technology, one may have referred to it as “creating a buzz” or “leveraging the media”, yet on the internet it is called viral marketing.
Approximate Word count = 2041
Approximate Pages = 8.2
(250 words per page double spaced)
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