Direct advertising Dissertation Example | Topics and Well Written Essays - 3000 words

Direct advertising - Dissertation Example Literature Review Direct Advertising There is a clear need for highly targeted marketing activities within the Internet environment. The Internet is a collection of smaller submarkets where developing and maintaining relationships with online customers generates sales, regenerates sales and subsequently profits (Norwood et al. n.d). However, applying this kind of marketing approach is not as simple as it looks. The online marketers may understand that marketing online only includes one-to-one promotion. The difficulty may be that the statistical data of the online consumers do not favour relationship building: 88 percent own a home computer and 67 percent of Internet newcomers are male, 39 percent have a college degree and 17 percent live in householders with only incomes of $ 80,000 or more (Norwood et al. n.d). Moreover, the reports suggest that the online consumers could be identified as impatient, having no particular allegiance to any particular websites. And more specifically, the on line users can be described as ‘switchers’, empowered to choose which site they want to visit so that when encountered with a barrage of on-line advertising, they simply switch to another website. This could subsequently be said that the on-line consumer may not prefer to enter into a relationship. In addition to that, there is a strong perception that a considerable number of online users and consumers believe that they the promotions through direct advertising cannot be relied as the frequency of fraud cases have enhanced to a dangerous level. Given these circumstances, the task of constructing and maintaining long term on line relationships has become a biggest challenge ever faced by the marketers. The key is to secure customer loyalty which would... This "Direct advertising" essay outlines the usefulness of this type of ad for companies and its effectiveness. Applying this kind of marketing approach is not as simple as it looks. The online marketers may understand that marketing online only includes one-to-one promotion. The difficulty may be that the statistical data of the online consumers do not favour relationship building: 88 percent own a home computer and 67 percent of Internet newcomers are male, 39 percent have a college degree and 17 percent live in householders with only incomes of $ 80,000 or more. The reports suggest that the online consumers could be identified as impatient, having no particular allegiance to any particular websites. And more specifically, the online users can be described as ‘switchers’, empowered to choose which site they want to visit so that when encountered with a barrage of on-line advertising, they simply switch to another website. This could subsequently be said that the on-lin e consumer may not prefer to enter into a relationship. In addition to that, there is a strong perception that a considerable number of online users and consumers believe that they the promotions through direct advertising cannot be relied as the frequency of fraud cases have enhanced to a dangerous level. Given these circumstances, the task of constructing and maintaining long term on line relationships has become a biggest challenge ever faced by the marketers. The key is to secure customer loyalty which would bring increased shareholder value and asset efficiency.