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Advantages Of Internet In Marketing

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One of the advantages of internet is that it enables businesses to reach a worldwide customer population, so that customers can search, select, and purchase products and services from businesses around the world (Kailani & Kumar, 2011). Internet facilitated users to pay lower transaction costs and it provided an easy way of access on information and details. It also provides more alternatives and competitive prices about the products or services rather than traditional environment (Chun and Kim, 2005). All businesses need to communicate to the customers what they have to offer (Jobber and Lancaster, 2006). Internet is not only a space to promote the company and its products, but also an interactive communication tool to engage the customer, meet their needs and encourage them for repeat purchase (Constantinides, 2002). Promotion is one of the key factors in marketing mix and plays an important role in marketing success. Promotion is the way of communication between product and customers which influence their buying decision (Kotler & Armstrong, 2010). The astounding growth of the internet with its unique capabilities has gained the attention of the marketing community, Bush et al., (2000). Despite, being a new platform for buying and selling, internet has also become a new intermediary for the companies to promote their businesses. Khan and Mahapatra (2009) stated that technology plays a critical role in improving the quality of services provided by the business units.

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