The way information is provided effects the way consumer interprets that information. The goal of advertisings is to increase the quality, trust, participation and efficiency of consumer decision making process. Interactive advertising depends on the selection of medium, way information is interpreted, how consumer perceives information, way message delivered and advert
In modern business world, advertising plays an important role to establish contact between the buyer and seller. Advertising is the medium through which the customer comes to know of the existence and the utility of the items available in the market. In modern times, the business world has become very complex with keen competition. So businessmen spend huge sum of money on advertisement and this is a highly profitable investment. Advertising Medias: Internet and online media, Newspapers, periodicals, cinema slides, wall hoardings, banners, radio and television are the various mediums of advertising.
Other outlets like official websites or paid search marketing cost a fraction of what a major television advertising campaign would.” (Marketing Schools, 2012) The Internet also creates fascinating new opportunities for companies to profile and target better their customers. The interactive dimension of the web makes easier a company's ability to track, store, and analyze data about their segmented market and customer's demographics like personal preferences, or online behavior. Thank of those data, advertiser are able to provide a more personalized and relevant ad experience to their
What is digital advertizing: Digital advertising refers to marketing media that is digitally displayed. Digital advertising technology exists on the Internet, on smart phone and hand-held media devices, and even on automobiles and billboards. In this digital age, increasing sales as well as revenues are tantamount to being able to successfully use available marketing technologies. There are many ways to get your marketing message across; don’t underestimate the value of online display advertising. This type sells your product or service through visually appealing text as well as graphics, animation and video.
Zenit Raval1, Dushyant Tanna, Dhwani Raval (2014) note that Philip Kotler’s 4Ps (Product, Price Place and Promotion) are applicable to both traditional and online marketing forms but with varying characteristics. They argue that “Internet marketing is often presented as a new theory of marketing but the basics of marketing mix are still applicable and Internet offers new opportunities to adapt them”. There are a number of places where this comes into effect. For example, when it comes to pricing, the online side of marketing is a lot more transparent as products and promotions on social media sites can be accessed at the click of a button by the user and compared to many other brands quickly. With traditional marketing, the public wouldn’t have this luxury and have to make decisions based on what is available to them at the time thus losing out on potential bargain.
Be it their existing customers or new prospects, the companies are using the technique to generate the audience’s interest in their offerings. The real-time nature of the offering has also helped in marketers in boosting conversion-levels from various promotional events. The effective targeting is also helpful in maximizing engagement on company’s website and other social platforms. How does it
PROBLEM STATEMENT Newspapers, magazines, radio, T.V and an Internet are really significant source of communication in today’s world. Different types of advertising appeals are used by companies to encourage individuals to buy their products. The most vital element that describes prospective customer who purchases a particular product or service is advertising message. Consumer brand perception depends upon the information they seek for a particular product most probably through the advertisements. Advertisement acts as a stimulus for consumers and they react by buying or not buying the product.
People can reach nowadays more information about the products and services that they are intending to buy. Consumers can either search for marketer-generated information or the information generated by other consumers. In addition, both consumers and marketers can post visual instruments via the Internet, such as images and videos. On the one hand, this is a great opportunity for marketers to release their products and services in a cost-effective way; and, on the other hand, this gives consumers an opportunity to get visually-supported information which will, in turn, help them to make better decisions. Furthermore, the Internet provides a convenient way for marketers and consumers to communicate with one another.
The potential of internet marketing has been held in high regard by entrepreneurs for a long time. If you look back a few years in the past, you 'll realize that only a few people really understood the advantages of buying stuff online. Originally this was because people didn 't trust the online buying process, making them nervous about handing over their personal information over the computer. But internet security has progressed and every day more people begin to trust buying over the internet as a way to save time and money. Many people are able to purchase products on the Internet without leaving the comfort of their home.
Online, consumer can interact with the product virtually, e.g. download a software demo and try it out. Internet is the media where information seekers can be turned into customers most easily . Hoffman and Novak argue that affiliate marketing moves this concept even further, as content providers are paid only when the purchase or other specified action is executed. Therefore, it is up to them to seek innovative ways to increase the interactivity and persuade their visitors to buy an affiliated product or service