How has the Internet affected marketing and the models we use to understand it?

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 How has the internet affected marketing and the models we use to understand it?

Internet marketing enables you to personalize offers to customers by building a profile of their purchasing history and preferences. By tracking the web pages and product information that prospects visit, you can make targeted offers that reflect their interests.

The Internet has affected marketing and the models we understand in many ways

The Internet has affected marketing and the models we understand in many ways. First and foremost, we no longer “buy an audience” the way we used to with advertising such as TV. Online, people can interact in ways that were not possible 25 years ago. Segmentation is easier now than it used to be. Customizing and measuring in real time are now possible too.

Today, Brands create content to have users, prospective customers and current customers interact with the content in a multitude of ways such as polls, likes, retweets and the such. The old model of traditional media assumed that people would not interact with a magazine ad or article, take it out of the magazine, photocopy it and send it to fifty friends. While that may have infrequently happened, the publisher of the magazine usually did not intend nor really encourage the sharing of the ad or the article.

“Creating and satisfying customers at a profit” (Kotler, 1991), is still the goal today but the model used in 1991 could not have possibly envisioned the instantaneous nature of the interactivity with a Brand possible to today. An early example of a Brand trying to create an interactive experience came up with the idea of a “scratch and sniff” ad in a magazine that required that the user or reader of the magazine, scratch a section of the ad to release a smell, usually perfume. The problem was that without a lot of research it was impossible to determine who if anybody actually scratched and sniffed.

The Internet can’t convey smell, but it can convey the all the other senses and these can be measured. These measurements, often instant, allow for a tailoring or customizing of the message and the measurements certainly come in handy when making an assessment of the brands marketing outcomes.

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