An advertisement that usually seen on the internet are also considered as digital advertising (Sugget, 2015). It is the main source of revenue for the internet as it entertains consumers to utilize their marketing products. More marketers tend to make innovations in advertising. From interactive advertising to digital adverting, economist find more efficiency and effectiveness through digital advertising. Because of innovation of technology, people were to get involved to the changes in modernization.
The development of online marketing in the world has established a new place of communication and interaction among individuals. At present, Internet has become an important tool for modern companies. The aim of this research is to observe the impact of online marketing strategy on consumers’ purchasing decision. Specifically, this research is observing the impact of online marketing strategy on consumers’ purchasing decision when it comes to retailers (Hsin Chang & Wen Chen, 2008) 1.2. Background Many of the organisations have agreed with the fact that transformation of customer behaviour is the unavoidable trend due to which they have started changing their marketing strategy.
Thus, on top of the pressure to streamline processes, marketers and advertisers are faced with the exciting challenge of how to most effectively use a new medium for communication. The Internet as a New Research Tool Businesses want to be the center of consumer attention at "The Moment" – that point in time when consumers are most likely to purchase. The Internet has come up new ways to do this, by allowing businesses to communicate with existing customers and to identify and persuade prospective customers. Marketers and advertisers are jumping at this chance. In 2000, Internet advertising spending in the United States increased 52.6 percent over 1999.
The new always on mentality of the consumer as well as the actual 24/7 nature of social media, readily available literally all the time, has truly changed the face of marketing, advertising and business functionality. Businesses that can rise to this new requirement and challenge are the ones that will benefit most. “Even the most traditional companies now accept that an online
INTRODUCTION Multi channel retailing The world is at the dawn of a new era where technology enables a better communication among millions of people bringing new ways of getting information. The Internet offers consumers not only access to a vast amount of data but it is also an alternative way of making purchases at home (Forsythe and Shi 2003). This influences our culture and is shaping how we relate with each other and the way we consume. The internet rose new needs on consumers making them more demanding. Many of the technology that in the last decade seemed futuristic and fanciful is now available at reasonable prices and it will be more and more omnipresent.
Facebook, Twitter and other social media sites help to target larger community and thus it becomes easy to connect with the audiences more effectively. Combining all the digital marketing activities and developing customer perception, helps the organization to develop the consumer awareness. Developing effective customer perception helps in redefining brand awareness and brand
Digital marketing levels the online playing field: Digital Marketing provides for an effective strategy towards enhancing targeted audience ratio for both large-scale businesses and businesses on an incipient level. It provides for an even start whereby using enhanced strategies and personal merit the companies are able to transcend the competition levels in the present market. 2. Digital Marketing is cost effective than traditional marketing: Over the years, yet another major positive has been the fact that digital marketing has been a more cost effective method than the traditional counterparts have. It is a fast paced and economically more viable method than traditional marketing strategies like implication of advertising channels comprising of Yellow Pages, Television, Radio, Newspaper articles and Magazine marketing as well.
Electronic commerce, or Ecommerce as it is widely known, literally refers to business trading using the Internet. It has been inexistence since mid-90s however in the recent few years Ecommerce has gathered much attention from both entrepreneurs and customers owing to the success stories of the business model. E commerce has proved its importance and has changed the business environment owing to the following factors that play crucial part in buying and selling: a) Where time is of essence/convenience/ 24* 7: In today’s world time is of paramount importance, it plays a crucial role for both the business and consumers. With ecommerce coming in consumers will save a lot of time during their transactions. With ecommerce a transaction or order
In recent years the rapid development of information technology through internet, liberalization & globalization has triggered the ways of doing business. Today distance and time barriers have almost vanished and the world has become an integrated community of buyers and sellers. 1.1.1 E-COMMERCE IN BANKING Internet has revolutionized every industry significantly in the last decade & banking industry is one among them . Products and services are radically shifted to digital form and delivered through the internet. It offers an interactive platform with its diverse electronic service s that enables the customers to get attracted towards it and move to the forefront of technology priorities.
The Internet changed the tourism industry structure by changing the barriers to entry, decreasing switching costs, transforming the distribution channels, aiding price transparency and competition and enhancing production efficiency. The Internet also changed the rivalry structure in the industry and it enhanced the bargaining power of suppliers. Thanks to the Internet, buyers gained bargaining power because they now have instant access to information, they understand the market offers and conditions better and are constantly exposed to special offers. The business function that is mostly affected by ICT is marketing and distribution. Organisations that use the Internet as a marketing tool will gain advantages in cost reduction, revenue growth, marketing research and data base development, and customer retention.