The Effect of On-line Marketing on Consumer Behaviour

Table of Contents

Introduction3

Discussion3

Online Marketing4

Online Marketing Methods Employed5

Search Engine Optimization (SEO)5

Contextual Advertising6

Media Advertising6

SMM (Social Media Marketing)7

Viral Marketing7

Consumer Behaviour8

Online Communities9

Consumers' Reaction to Online Marketing10

Conclusion11

References12

The Effect of On-line Marketing on Consumer Behaviour

Introduction

The rapid development of Internet marketing and marketing to far-reaching consequences, the author, from the perspective of consumer behaviour, innovation, marketing strategy proposed, online advertising, including online advertising, market segmentation, online advertising take aim to bring the decision-making, decision-making processes and content. Since the advent of online marketing is a near new things, domestic and foreign scholars of his study is still relatively small, most of the major research focus on online advertising pros and cons of the debate, and legal issues of online Advertising of this paper from the consumer angle, depth, systematic investigation of online advertising marketing strategy.

Discussion

Although traditional offline marketing is still crucial, all indications are that in the near future, the influence and popularity of online media will increase. To be on the crest of this wave, it is necessary to determine what causes this or that reaction of people belonging to the different demographic groups and how each of them uses digital media to make decisions about the choice of brands (Hawkins, Mothersbaugh & Best, 2007, pp 119 - 122).

The processes of development of global information and communication technology are very dynamic at the moment and their opportunities for society and the economy for several years, the scale used. Ten years ago the Internet was considered primarily as a giant library and its main task was considered to help in finding the right information and providing access to it (Achrol & Kotler, 1999, pp 146 - 163). At present, "communication" stage of development the main task of the Internet is helping in the search for desirable partners, and providing funds for the organization with the right kind of communication with the necessary intensity. Recent studies have shown that the use of Internet-technologies can bring real savings and profit (Hanson, 2000, pp 23 - 29).

Online Marketing

Online Marketing is the promotion of goods and services on the Internet through the banner and contextual advertising, advertising on thematic resources, as well as optimization of the site. Since the site is a key concept in this type of marketing, all these methods belong to the sites as advertised and advertised (Achrol & Kotler, 1999, pp 146 - 163). All goods and services are made available by advertising campaigns in the online marketing website, and purpose of these campaigns is to increase sales of products through their online ordering (most often), or at least the advertising of these goods and services for future their implementation. Consider the methods and approaches to online marketing in detail (Hawkins, Mothersbaugh & Best, 2007, pp 119 - 122).

To date, online marketing is one of the most effective ways to attract potential customers. A unique advantage of Internet marketing over traditional is the broadest coverage of the target audience and high economic efficiency of the share of investment in an advertising ...