Title: The Prospects of I-Marketing: Analysis of Current Scenario
Abstract: Online marketing is the trend of new generation marketing as it eases the whole purchasing process. It is also referred to as i marketing, e-marketing or digital marketing. The concept is broad in its scope and refers to marketing done via internet, email and wireless media. Internet has changed the way consumers shop and buy goods and services, and has rapidly evolved into a global phenomenon. Many companies have started using Internet with the intention to reduce marketing costs, and hence reducing the price of their products and services and increasing competitiveness. Online marketing is an excellent medium for the marketer because of high speed, wide spread customer reach at low cost and high product visibility. For the same, marketers use various search engine optimization techniques, social media marketing and banner ads etc. Though the benefits are enormous the companies need to move to customer-centric marketing in tune with the needs of the web-savvy customer.
This paper is an effort to analyze the current developments in the field of internet marketing. The paper also studies customer perception and the extent to which online marketing influences the purchasing decisions. It further investigates the flaws in the current online marketing procedure. The whole paper is framed as a diagnostic study where data will be collected through questionnaires and further analyzed using statistical tests.
Publication Year: 2012
Publication Date: 2012-05-04
Language: en
Type: article
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