Internet Marketing

Marketing is all about making the enterprise survive for tomorrow, a well structured process to identify, anticipate and satisfy the customer needs in the target market, enabling the enterprise to make its bottom line.

With ubiquitous internet technology customer segment is not some entity in the target market anymore, rather customer like any human being pervades into the enterprise business from anywhere and claims to be an integral part of the business. With a global online population of more than 2 billion; the best practices of marketing process like mass communication, one way monologue pushing the brand & products at a frequency that the enterprise can afford are no more valid. Now the customer likes to visit the brand and products online to make an informed buying decision, wants to collaborate in product development & testing, likes to give his rich feedback in a participative manner. The internet technology makes it easier for the customer in bringing a platform to collaborate in a real-time and collaborative way, collapsing time and space.

Enterprises learnt fast enough to respect customer's online behavior and extract value from the interactions while reducing risks and there is a surge in internet marketing which includes promoting brand through company website in conjunction with promotional techniques, search engines, banner advertising, direct email, links & services from other websites. Enterprises are increasing their budget towards internet marketing to a tune of 8-10% of the total marketing budget.

The marketing function is better equipped with internet technology to provide better service to existing customers thus enriching customer relationship and retaining them whereas making it possible to coalesce with new customers' buying behavior thus adding them to the customer list. 

As internet marketing becomes more sophisticated with all kinds of pull technology and analytics; there is a natural need for the marketing function and IT function within any enterprise to collaborate more fervently to excel in creating value for the enterprise; otherwise perish.