The Impact of the Internet On Marketing
Izchaki, Hila Levy
Cardiff Metropolitan University
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The increasing presence and use of the internet these days creates many new opportunities for companies. This have changes the way companies market to both consumers and businesses. To succeed in the future, companies will need marketers, strategies and agencies with up-to-date knowledge of how to apply digital media such as web, e-mail and mobile (Chaffey, Chadwick, Mayer, Johnston, 2009). Primary research data and secondary research data were reviewed in this study in order to cover the main topic of the dissertation ‘The impact of the Internet on Marketing’, and in order to find out how to apply online communications tools to effectively market an organization’s products and services using the internet and other digital media. During the primary research 110 questionnaires were completed and important and interesting findings were gained. Out of 110 respondents, 55 respondents (50%) were from Bulgaria and 55 respondents (50%) were from Israel. Main finding from this research was that consumers understand the power of the internet. Most of the respondents purchase products/ services through the Internet (99 respondents, 90%). According to this research also companies understand the power of the internet. Most of the companies (81%) make use of the Internet/ Online Marketing as a tool for marketing and advertising one way or another. Most of the respondents (75%) answered that the most effective and important marketing tool according to their opinion is the website. It was also the most used online marketing tool (97%) in the companies that the respondents work for. The findings from this research can provide researchers and marketers an insight on the impact of the internet on marketing. This research can serve companies and marketers as a reference to online market situation and may help them choose the right online marketing tool for them in order to reach as many consumers as possible.
Masters in Business Administration
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