Roles Of Internet In Marketing Essay
TITLE: THE ROLE OF THE INTERNET IN MARKETING: A STUDY OF SMALL AND MEDIUM BUSINESSES.
1.0 INTRODUCTION
The internet is widely accepted as having an effect on the way businesses operate today. One of the most important developments in the use of the internet is the way businesses market themselves. As of September 2014, there were nearly a billion websites, and over 3 billion internet users (Internet Live Stats, 2014).
Marketing is defined as the action of promoting a business, brand or product. It is an activity, and process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (American Marketing Association, 2004). Marketing has become increasingly important, and is not only a necessity for large businesses, but small businesses as well to market their brands.
By marketing their products, businesses receive the benefits of brand recognition, provide information, as well as gaining customers. Marketing is not only confined to billboards, newspapers, radio, and television, but now includes the internet, which would include social media, and websites.
1.2 BACKGROUND OF STUDY
The internet was first introduced in 1968 by the Advanced Research Project Agency (ARPA) which aimed to connect different universities on the same network. In the
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