For and Against Internet Marketing

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For and Against Internet Marketing

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Online marketing has become more sophisticated with the increasing availability of broadband technology. Globally there are still countries restricted by poor quality internet connections.

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By definition internet marketing is the marketing of products and services over the Internet. This really does cover a multitude of fast-moving strategies which are having a bigger influence on our way of life daily. Also known as emarketing or online marketing these strategies have become more and more sophisticated with the increasing availability of broadband technology.

Previously the humble dial up connection only permitted painfully slow Internet access, now with increasing numbers of people across the globe having high speed broadband the whole area of online marketing has snowballed. Highly sophisticated multimedia is now commonplace in the campaigns where once it couldn't even be considered due to costs and speeds. To visualize the scale and impact widespread broadband availability has had on markets consider the fact that over 220 million people in the U.S. can now view TV quality videos, adverts and movies over the Internet

The advantages of internet marketing are enormous compared to previously for both consumers and advertisers. Advertisers whether they be multi-nationals or advocacy groups or small traders can now target and get a very high quality message in front of prospective buyers for a fraction of the cost of traditional advertising. Reaching a global audience with multimedia advertising is no longer the preserve of a few very big players. Both costs and know how are now accessible to us all and it also yields quantifiable results quickly. Another major plus is that receiving accurate marketing feedback and customizing of a marketing campaign to suit can now be done very easily and inexpensively. Internet marketing campaigns have very high traceability (with measurable click through and clear conversion rates) compared to traditional advertising and so testing and measuring the effectiveness and appeal can be tracked and adjustments made for greater returns.

Lack of familiarity with new technology has in the past been seen as a drawback especially for older people but this too is changing rapidly with large scale numbers of over 55's now joining Facebook and other social media outlets. Globally there are still some countries and areas whose access is restricted by low -speed Internet connections thereby limiting the influence of Internet marketing in these markets. Access to large or sophisticated website content is made very difficult by the significant delays associated with dial-up connections.

Also some online buyers still have concerns with regard to getting exactly what they purchase and the inconvenience of returns. Credit cards and payment systems which provide customer and buyer guarantees have gone some way to allay these fears. Nevertheless, there are still some of these perceptions about buying in the big new virtual world of the Internet.

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