Past Present Future of Internet Marketing by: Ronell Santiago

In recent years, marketing has changed dramatically. Back in the old days, one annual planning meeting to create a go-to-market strategy, marketing plan and budget used to be sufficient.
Today, marketers adjust course frequently and modify plans according to real-time customer insights, new media, emerging channels and technology.
New media adoption rate used to be “relatively” slow. TV was introduced in 1947, and its adoption (measured by percent of penetration in the population) plateaued after 50 years. By comparison, the Internet, introduced in the early 1990s, reached its peak penetration in less than half the years of TV. Although we don’t know where mobile Internet adoption will ultimately end, existing stats indicate a rate exponentially higher than that of its predecessors.
Next, the notion of “viral” marketing has taken content distribution to the next level. This “earned” media — media that does not require marketers to purchase an audience, but rather “earns” its interest — can capture audiences at an unprecedented rate.
But with all the hype around big data and multi-channel management, we still hear from marketing leaders that today’s software and computing platforms lack true integration capabilities and fall short in providing real-time access to data. Cross-channel management between point solutions that optimize email, Web, social and mobile, is more a “hype” than reality.
At Salesforce.com’s annual Dreamforce event, CEO Marc Benioff proclaimed that marketing will be the software giants’ next $1billion dollar business. Gartner reinforces this prediction and projects that by 2017, CMOs will spend more than CIOs on technology. The market is definitely demanding cloud-based, digital marketing solutions, and companies are investing in development to deliver.
 Many systems will be built on older platforms. Challenges for big data processing and system integration are harder to achieve than ever. In the meantime, digital marketers will continue to encounter problems with systems that fall short on their promises of real-time data processing.
The tools and interfaces familiar to marketers will change. Tools will combine data visualization and manipulation with content creation capabilities.
There will be no enterprise software system that can fulfill the promise of being the central system of record. 

By: Ronell Santiago

Past Present and Future of Internet Marketing

Past

Internet marketing is the practice of using the Internet as a medium for a marketing campaign. An Internet marketing campaign can involve several different types of advertisements, including the banner bars that formed of core of online advertising efforts in the late 1990s, a newsletter distributed via e-mail, an interactive pop-up window, links to one World Wide Web site from another, and a Web site itself. Internet marketing efforts can be designed to push direct sales, build or solidify a brand, encourage repeat business, and garner customer information. Quite often, the Internet is just one of several mediums—including television, radio, and print—that companies use in their marketing campaigns.

Present

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

There has, of course, been a rapid rise in the number of e-commerce enterprises selling goods online. Some operate solely in the online sphere. Many others are bricks and mortar businesses that are also offering products and services via their websites.

But many other business models are using the internet to promote their business via websites, blogs, email, social media sites like Twitter and networking sites like LinkedIn. What's more, internet marketing enables you to carry out marketing activities that range from market research to improving customer service.

Future

It’s the marriage of technology and creativity that has always captivated me. Ask my friends, it’s not uncommon to see me nerving out on a tech blog or gobbling up documentaries on the topic.
Recently, I watched a great one featuring the brilliant Dr. Michio Kaku. It was entitled “The World in 2030,” and although it was uploaded in 2009, it was surely years beyond it’s time.
Dr. Kaku’s fascinating lecture touches on what everyday life will look like in the year 2030. He purports that Moore’s Law will produce super-cheap, highly effective, expendable technology that will penetrate every facet of life in the near future.
He further relays that by 2020, computer chips will become so cheap that they will be worth less than a penny. Think about that: Smart scrap paper that transfers your dot jots to the cloud, wallpaper that replaces your TV, nano-machines we swallow to map our bodies, preventing disease. It’s strange to think, but people may someday ask the question, “What’s a computer?” Or kids may remark, “You guys had to carry those things?”

Internet Marketing by Johnny Labiaga

The Past, Present, and Future of Online Marketing

One of the fascinating elements of working in new media is that tools and capabilities are moving as rapidly as the innovation of hardware, bandwidth and platforms. In newspaper industry, it was such a challenge to measure or predict response rates on advertisements. They overcompensated every effort by simply throwing more and more numbers at it. The bigger the top of the funnel, the better the bottom.

Database marketing hit and able to merge external behavioral, customer and demographic data to better target efforts. While the work was much more accurate, the time it took to measure the response was grueling. Testing and optimization had to precede the campaigns and delayed the final efforts even further. As well, depended on coupon codes to accurately track conversion data. Clients would often see a lift in sales, but not always see the codes utilized so credit wasn’t always provided where it was due.

The current phase of marketing efforts for most corporations nowadays are multi-channel efforts. It proves difficult for marketers to balance the tools and compaigns, learn how to master them, and then measure the cross-channel responses. While marketers recognize that some channels do benefit others, we often disregard the optimal balance and interactivity of the channels. Thank goodness that platforms like Google analytics offer some multi-channel converson visualization, painting a clear picture of the circular benefits, cross benefits, and saturation benefits of a multi-channel campaign.

It’s exciting to see the largest companies in the space like Microsoft, Salesforce, Oracle, SAP, and Adobe making aggressive purchases of marketing tools within the space. Salesforce and Pardot, for example, are a fantastic combination. It only makes sense that a marketing automation system would utilize CRM data and drive the behavioral data back to it for improved retention and acquisition of customers. As these marketing frameworks begin to seamlessly meld with one another, it’s going to provide a stream of activity that marketers can adjust on the fly to turn up and down the spigot in the channels they wish. That’s very exciting to think about.

We have quite a ways to go, though. Some amazing companies are already aggressively evolving predictive analytics models that will provide accurate data on how a change in one channel will impact overall conversions. Multi-channel, predictive analytics are going to be key to every marketer’s toolkit so they understand what and how to leverage each of the tools within it.

Right now, we still work with many companies that are struggling. While we often share and discuss highly sophisticated campaigns, many companies are still enlisting batch and blast weekly campaigns without personalization, without segmentation, without triggers, and without multi-step, multi-channel drip marketing campaigns. In fact, the majority of companies don’t even have an email that’s easy to read on a mobile device.

We speak about email since it’s the linchpin of every online marketing strategy. If you’re doing search, you need folks to subscribe if they’re not going to convert. If you’re doing content strategies, you need folks to subscribe so that you can get them to return. If you’re doing retention, you need to continue providing value by educating and communicating with your clients. If you’re on social media, you need to receive notifications of engagement. If you’re using video, you need to notify your audience when you publish. I’m still amazed at the number of companies that don’t have an active email strategy.

So where are we? The technology has accelerated and is moving faster than the adoption. Companies continue to focus on filling the funnel instead of recognizing the distinct paths to engagement that customers actually take. Vendors continue to fight for percentages of the marketer’s budget that they may not deserve given the cross-channel impact of their platform. Marketers continue to struggle with the human, technical, and monetary resources they need to succeed.

We’re getting there, though. And the frameworks that the larger corporations are establishing and the likes are going to help us move the needle effectively, efficiently, and faster.

Name: Johnny G. Labiaga

Traditional Marketing by Johnny Labiaga

What is Traditional Marketing?

Traditional marketing is a rather broad category that incorporates many forms of advertising and marketing. It's the most recognizable typse of marketing, encompassing the advertisements that we see and hear every day. Most traditional marketing strategies fall under one of four categories: print, broadcast, direct mail, and telephone. 

Traditional Marketing Categories

• Print: Includes advertisements in newspapers, newsletters, magazines, brochures, and other printed material for distribution
• Broadcast: Includes radio and television commercials, as well as specialized forms like on-screen movie theater advertising
• Direct mail: Includes fliers, postcards, brochures, letters, catalogs, and other material that is printed and mailed directly to consumers
• Telemarketing: Includes requested calling and cold calling of consumers over the phone

Four Keys to Traditional Marketing in a Digital World

Traditional marketing textbooks from the 1960s through the present have always taught the four P's marketing: product, place, price, and promotion. We were taught to really dig into each P to really understand our product offering and plan an effective marketing strategy. That model remains timeless yet is more focused on a mass marketing perspective.

In the 1990s, we were given the four C's: consumer, cost, communication, and convenience. The four C's are a consumer-focused concept that moves us from a mass marketing perspective to a niche marketing one, which is more relevant in today's increasingly digital and personalized marketing landscape. 

Now, newer models are incorporating social media and its impact on traditional customer interaction, and there's a debate whether the old models are still relevant. The marketing mix is different for every industry, but traditional marketing still works in our continuously digital world. 

Smart marketers will adapt to the new landscape and use the correct marketing mix of new and old technologies to tell their story to their audiences. 

1. Experiences

Desk jockeys at their corporate jobs are flocking to extreme obstacle course races at stunning rates year after year. They're looking for that all inclusive experience that takes them away from their daily routine. Similarly, when you walk into a Starbucks, its marketing advantage is the experience of that slice of time when you're in the shop. The sights, smells, baristas, and coffee are all part of a well-constructed marketing plan designed to give you an experience that you'll crave repeatedly.

Digital and traditional marketing can both give customers unique experiences in their own way. Marketing should not operate in a fractured vacuum; in-person experiences should be part of story that involves multiple touch points with digital and traditional media. Use the physical advantages of traditional marketing methods to draw in consumers and give them a special experience when they come in contact with your brand.

2. Engagement of the senses

Traditional marketing can offer something that digital marketing cannot: engagement of more than two senses. Except for the vibration of your phone or Xbox controller, on digital screens only our visual and auditory senses are being engaged. Stare at the screen for too long during the day, and when you enter back into the physical world, you are amazed at the depth and beauty of it all. Marketers can use that to their advantage.

The Chinese restaurant in the food court at the mall that hands you a sample of their chicken platter is engaging your five senses, and you bet that sampling is an effective marketing tactic. While common in the food and scented consumer products industries, you can adapt this idea to your business. When meeting with clients be aware of the sights, sounds, smells, tone, and body language present in the interaction. 

3. Customer service

Amazon recently introduced the Kindle Fire HDX with an innovative customer service tool called the "Mayday" button. Any time you need help, you press the button to connect with an Amazon Tech Advisor, who can help you via live video with your problems and even draw on your screen. That bold move could be an expensive gamble or an innovative advantage over other tablet companies. In the cutthroat tablet wars, Amazon is betting on full-service customer support as its differentiator. 

Your customer service is your marketing. Strong customer support with human interaction done right can build strong loyalty, retain customers longer, and make them happier. Some areas of the customer interaction with your brand can be solved with your FAQ page. Some can be solved with email tickets. Sometimes, however, the quickest and best way is to speak with a human. Whether you should do that in person or through live video depends on your industry, but take a look at your competitive landscape to gauge how you can differentiate your brand with good customer service. 

4. A physical presence

On the screen, everyone is fighting for your customers' attention. Banner ads compete with text blocks on a two-dimensional screen. The competitors and social media distractions are a click away. In offline advertising, you have the opportunity to have a strong physical presence that can take up a majority of your customers' field of vision. You can use the physical nature of the medium to do some creative marketing.

When planning banner advertising, billboards, or trade show marketing, seek to use three-dimensional space to dominate the space and make a strong impact. Instead of opting for traditional billboard space, can you purchase larger space on the side of a well-positioned building? At a trade show, design your booth to draw customers in from afar and then construct the exhibit in a way that keeps customers interacting with your products and representatives. Give the customers an experience. Engage all senses. Listen to their problems.

With the marketing landscape evolving faster every year, this is an exciting yet confusing time for marketers and small-business owners in a rush to keep up with the latest marketing opportunities. We need to remember to consider both old and new marketing tools and to create the perfect marketing mix for our companies. The four strategies outlined above are just a few of the many, but in marketing, if you remember the past as well as embrace the future you're setting yourself up for success.

Name: Johnny G. Labiaga

Past, Present and Future of Internet Marketing

Internet marketing started with email. Sellers sell their products online by exchanging messages with their buyers through the use of it. A decade later, the web was born including interactive marketing and advertising as we've come to know them. Just like html, amazon.com, google, mobile applications, open graph or facebook. As the years go by, internet marketing improves and continuously changes style in a way that will catch the attention of their potential buyers. Online marketers create their own website for them to show their products including the price and information about them. They create their own image and names online for them to be known not only within their country but also worldwide. Another strategy is that they are using most visited sites like facebook or google to advertise their product. They are also using mobile applications wherein developers create their own phone apps, giving consumer content and service on the go. In just few years, the smart phone market matured into a lucrative marketing channel to customers, with the ability to customize the content, offers and experiences based on the individual's preferences and location. And because of that I know that there will be more improvement and exciting changes that the Internet Marketing will provide in the future. Who knows that some of our wants, suggestions or predictions become true just like university education will start to look more like Internet Marketing training and in the same manner, IMT will also look more like university education. They will converge and find a middle ground in the coming decades.

Past, Present and Future of Internet Marketing

Internet marketing was started with email. Sellers, sell their products on line by exchanging message with their buyers through the use of it. A decade later, the web was born including the intetactive marketing and advertising as we've come to know it. Just like html, amazon.com, google, mobile applications and open graph or the facebook. As the years goes by, the internet marketing improves and continuosly changing their style in a way that they will catch the attention of their potential buyers. They're creating their own website for them to show their products including the price and information of it. It's just that, they are creating their own image and names on line for them to be known not only in their country but also worldwide. Another strategy is that they are using most visited sites like facebook or google to advertise their product. They are also using mobile application wherein the developers create their own phone apps, giving consume content and service on the go. In just few  years, the smart phone market matured into a lucrative marketing channel to customers, with the ability to customize the content, offers and experiences based on the individual's preferences and location. And because of that i know that there is more improvement and exciting changes that the Internet Marketing will do in the future. Who knows that some of our wants, suggestions or predictions become true just like university education will start to look more like Internet Marketing training and in the same manner, IMT will also look more like university education. They will converge and find a middle ground in the coming decades.

"The Past, Present, and Future of Internet Marketing in the Philippines"

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy. There has of course, been a rapid rise in the number of eCommerce enterprises selling goods online. Some operate solely in the online sphere. Many others are bricks and mortar businesses that are also offering products and services via their websites. But many other business models are using the internet to promote their business via websites, blogs, email, social media sites like Twitter and networking sites. What's more, internet marketing enables you to carry out marketing activities that range from market research to improving customer service. It is clear that the innovation of Internet Marketing has a huge effect in the Philippines.

The internet became more popular in the year 1990's. There are more advertising and marketing professionals didn’t see much value in using the medium as a part of their campaign strategies.However, Internet marketing proves to be one of the most successful channels for companies local and abroad to reach their target markets. For the past 20 years the main use of the Internet revolved around placing their information out in the open so that others could find it. This information was controlled to prevent users from altering the original message. While this was a useful way to get large amounts of information out to mass audiences, it wasn’t taking advantage of a major opportunity: receiving information from the customers.However, upon the rise of social interaction, the focus finally began to shift to both relaying their own information to consumers as well as gaining information from these consumers, using two-way communication. Today’s organizations in the Philippines and overseas have implemented a new goal: boosting sales through social media. Most of the companies who have seen substantial results from using social media have set objectives to create relationships with consumers before pushing their own agendas, or selling their products or services. 

As you can see by its definition, technically, anything where a marketer responds to a consumer’s expressed want or need can be considered intent-based marketing, and can probably be traced back to the first merchant who stepped in to help a customer eyeing a certain product. However, what has made intent-based marketing skyrocket and take flight is the Internet. The Internet has made this type of marketing much easier and more common place due to it providing many platforms upon which marketers can search for their customers, making it easy to pinpoint their wants and needs and then to respond to them in a timely manner. Today that most of the consumers are depending on different online selling businesses, it is more easy to shop. The items you want is just a click away no matter how many miles you were living. Online selling websites like Ebay, Lazada, Zalora, Metrodeal so on and so forth are really helpful for every Filipino who were busy in their workplaces, for those mothers who were at home taking care of their children and for those people who were incapable of going out for some other reason. For now that the convenience of online marketing in the Philippines will make it boom for the next more years.

The future trends of Internet marketing include an understanding of the globalization of not only the economy but of communication. Advertising segmentation is nothing new. Today’s powerful tools target diverse audiences like never before. With the plethora of content across the Internet, advertisers are able to target you by your favourite show or clothing brand with tools like re-marketing and social advertising. I imagine the future of entertainment will produce such versatile products that will allow marketers to speak to uber specific niches based on their online interactions. Think about it already: the advent of Netflix, the YouTube star, podcasts, fan fiction, etc… The more and more specialized content becomes, the easier to target to those audiences. For the next 10 years and more we will see a future where you choose your entertainment, and not the opposite. This will allow marketers to align themselves with targets that will not only directly relate to their brand, but could be major factors in their audiences life. I am imagining SM and different department stores having their own version of online selling. A slogan of you choose, click and we deliver. The futuristic ways of internet marketing will grow ponder and can never be block. Most of the people will find it more easy, convenient, and time manageable. As other continents open up to more and more web access to its citizens, there will likely be an influx of new web users who will impact consumer interests and the world wide financial landscape. It has been suggested that countries within Asia could impact this landscape phenomenally the next few years as its citizens become more sophisticated technology and realize its commercial advantages. The western world will no longer have a corner on goods and services to the world as the future trends of Internet marketing take on a new face through world wide competition.

Most people think about the World Wide Web, they think in terms of the Asian community of online users who make up over the a billion Filipino surfers alone. The age of global communication is pushing the new global economy to a future level unseen in our lifetime. The effect on the future trends on marketing could be huge in the next few years.There could be many other internet marketing trends which can develop in the upcoming years. Social media could be used effectively to market your brand reputation, so monitor constantly the invaluable feedback gathered from the conversations based on social media. A factor that pushes global effects includes increased speed of the Internet with broadband connections that affect multi media capabilities on the web for almost any user. Also, the huge potential that is growing for new markets and needs among worldwide surfers will affect future trends of Internet marketing. Westerners can easily miss the signs as their attention is diverted to the rapid development of Internet capabilities within their own sphere. It will be important, however, to jump on the band wagon in exploring the ever increasing consumer marketplace of the world beyond.

Past, Present and Future of the Internet

The future of Internet Marketing include an understanding of the globalization of not only the economy but of communication. When most people think about the World Wide Web, they think in terms of the western community of online users who make up over the 180 million American surfers alone. The age of global communication is pushing the new global economy to a future level unseen in our lifetime. The effect on the future trends on marketing could be huge in the next few years.

The Internet is a child of the 1960s, with its roots dating back to 1969 when the first network of computers, ARPANET, communicated with one another. It took a full decade before the Internet Protocol was developed. In 1984, the domain name system was created, bringing with it the familiar suffixes of .com and .org. Still primarily academic, the Internet wasn’t widely used until the 1990s when two significant developments arrived. In 1991, the World Wide Web was ushered in. Hyperlinks made navigation much easier than in the past. And in 1993, the first Web browser, Mosaic, arrived, making for a graphical user experience. By the mid-1990s, an estimated 45 million users were using the Internet. By 2000, that number exploded to over 400 million. The Internet was officially here to stay. In its early incarnation, users connected to the Internet primarily through dial-up networking which consisted of a modem and a phone line. Users would connect, search for information, check email messages, and then disconnect once these tasks were complete thus freeing the phone line for traditional phone calls.

Today, the Internet isn’t a side activity; it’s a main attraction. High-speed, broadband connections have largely replaced dial-up networking. Now, many computer users are connected to the Internet around the clock. In addition, mobile phones and other devices such as PDAs and gaming consoles now connect to the Internet.
While yesterday’s websites were static, today’s sites are dynamic. It is a social medium where users are engaged. We shop online, we bank online, we play games online, we read the news online, we listen to music on line, we make phone calls online, we watch TV and movies online, we connect with other users online, we create our own media online, we do business online, and the list goes on. The Internet has affected nearly everything that we do. In the past, we purchased music and software on CDs. Today, many users buy music downloads while others subscribe to unlimited streaming music subscriptions. Software is now available as a service “in the cloud.” Rather than buying a disc, installing the software, and owning it outright, software can be accessed online via a monthly subscription. Along with the advances made comes a darker side: computer viruses, spyware, and privacy concerns. Hackers and malware developers are running rampant, fueling a cat-and-mouse game between the black hatters and computer security experts. In addition privacy concerns have been raised. Not only does malware threaten privacy, some users willingly and unwittingly give up personal information online over social networks and some people are concerned about the potential for government monitoring. 

If you could gaze into a crystal ball and see the Internet in the future, what would it look like? No one knows for sure, but we can speculate. With the popularity of mobile devices such as the iPad, cell phones, and eBook readers, it’s likely that the Internet will continue to spread into other areas of our lives. Touch screens and voice recognition technologies may render the keyboard and mouse obsolete. It’s also likely that more content will be delivered via the Internet than over traditional media such as radio, television, print, and CDs. Cloud computing may also become more prevalent. The Internet has been fascinating the world on a grand scale for nearly two decades. It is sure to continue its evolution, surprising us with its wonders for decades to come.

Past, Present and Future of Internet Marketing

The Past

The past was perfect. It always is. (Just ask my father-in-law, who thinks it should still be 1958.) And since the past is perfect, the present can never measure up. So it’s understandable that there’s a chorus of naysayers who think content marketing’s golden age is behind us. After all, there is data pointing to a decrease of as much as 60% in engagement for content marketing. That’s not good by any measure, but who ever said our ultimate goal was really engagement?

Yes, in the good old days you had previously unheard of brands like BlendTec or (more recently) Dollar Shave Club going viral.But “going viral” – which is another way of saying “killing it on the reach metrics” – isn’t necessarily all it’s cracked up to be.For example, I’ve watched each of those videos more than a few times, helping increase their millions-plus views metrics. I’ve written about them and recommended other people watch them, adding further to their gaudy reach numbers. Setting aside the professional research aspect of my interest, this is purely entertainment for me. I’ve never bought a product from either of the companies, nor have I recommended the product to anyone even as I’ve recommended the videos.

To be clear, in both cases, the content is strong and the marketing is strong. Going viral is beside the point and, I’d argue, has had much less of an impact on their bottom lines than is popularly believed. (Though the impact is still pretty astounding, I’m sure.)

The Present

So if going viral isn’t really a great marketing strategy, perhaps the golden days weren’t so golden. It’s still undeniable, though that back in the days of yore it was easier to own a topic or conversation: there simply wasn’t as much competition for attention.

And that seems to lead people to believe that the decrease in content marketing engagement is a result of the increased competition.Not really.It was never easy to go viral, even in a less competitive market. Great content marketing was great, then and now, because the content was great. The problem with content marketing today isn’t that there’s too much content; it’s that there’s too much crappy content.

The Future

By now you’ve figured out where I’m going with this. More content isn’t the answer. Better content is. Actually, I take that back. Better is not enough. Your content has to be great. That’s the only way to encourage engagement and extend reach.If you’re creating more content and seeing less return on your increased investment, you probably have someone with P&L responsibility looking over your shoulder and asking questions. Meaning, you’d better fix the problem.You can start by getting back to basics. Audit your content. Evaluate it against your metrics. 

If your metrics don’t tell you anything useful, rethink your metrics.Talk to your prospects. Find out what interests them, find out what scares them. Then develop content for them that addresses their needs throughout the buying process.Forget about producing 150 pieces of content because you need 5 pieces of content for each of 5 audience segments at 6 different points in the buying cycle.Think big. Because the secret of great content marketing is that great content almost always lends itself to adaptation in other forms. So while one great idea probably won’t get you those 150 pieces of content, it can get you enough great content to fill, say, 30 of those 150 slots you’re worried about.Big thinking like that is hard work, but it’s the hard work that will raise your content marketing – all of your marketing – above the competition. Rising above the competition will do more than get you noticed. It will get you results.

Past, Present, Future of Internet Marketing

In recent years, marketing has changed dramatically. Back in the old days, one annual planning meeting to create a go-to-market strategy, marketing plan and budget used to be sufficient. Today, marketers adjust course frequently and modify plans according to real-time customer insights, new media, emerging channels and technology.Marketing Strategies
Unfortunately, even the most nimble marketers today are unable to keep pace with this ever changing marketing environment, citing lack of resources, skills and outdated technology as the main factors. Although marketing technology may not be the only solution, why hasn’t it advanced enough to support agile marketing?

The Recent Past: Rapid Rate Of Change For Everything
New media adoption rate used to be “relatively” slow. TV was introduced in 1947, and its adoption (measured by percent of penetration in the population) plateaued after 50 years. By comparison, the Internet, introduced in the early 1990s, reached its peak penetration in less than half the years of TV. Although we don’t know where mobile Internet adoption will ultimately end, existing stats indicate a rate exponentially higher than that of its predecessors.
Next, the notion of “viral” marketing has taken content distribution to the next level. This “earned” media — media that does not require marketers to purchase an audience, but rather “earns” its interest — can capture audiences at an unprecedented rate.
In the past two years, more than 90 percent of all data was created. It’s no accident that this exponential growth coincides with the introduction of mobile devices, which have increased the amount of information available about how humans behave online. No one had predicted the growth of data such as this.

The Present: Why The Sum Of Many Parts Does Not Equal A Greater Number
But with all the hype around big data and multi-channel management, we still hear from marketing leaders that today’s software and computing platforms lack true integration capabilities and fall short in providing real-time access to data. Cross-channel management between point solutions that optimize email, Web, social and mobile, is more a “hype” than reality.
Historically built for single-channel optimization, existing systems such as website management and analytics and email systems are built to handle relatively low data volumes. Moreover, most systems were not developed with the flexibility to integrate data and processes with other systems (i.e., CRM).

For example, data exchanges between marketing and other databases are done through hard coded APIs — which are expensive to build, easy to break and do not enable true real-time exchanges.
Finally, marketing applications interfaces were designed primarily for “content design” rather than big data analytics (such as those built as Business Intelligence tools). The very popular “drag and drop” interface, for example, works well for content and creative manipulation, but what if one needs to combine building algorithms, conditional rules and other data-driven elements to design? What would that interface look like?
I argue that existing applications are not ready to combine the two activities, and it is no wonder we hear marketers tell us that their tools are “clunky” at best.

The Future
I expect the following:

Many systems will be built on older platforms. Challenges for big data processing and system integration are harder to achieve than ever. In the meantime, digital marketers will continue to encounter problems with systems that fall short on their promises of real-time data processing.
The tools and interfaces familiar to marketers will change. Tools will combine data visualization and manipulation with content creation capabilities (imagine the merging of the desktop of a designer with that of a Wall Street broker).
There will be no enterprise software system that can fulfill the promise of being the central system of record. Big data is about harnessing customer data that exists everywhere for real-time application (such as creation of multi-channel messages). Data processing for marketing systems trumps the need to “store” the data.
What do you think?

The Past, Present, and Future of Internet Marketing

During the 1990's, the use of internet was not for advertising. But rather they used it as a medium of communication through exchange of emails and information. Few years later, a sudden blast from the survey that millions of people were now using Internet. When the marketing pioneers saw the potential of internet marketing business, the organizations started to focus more on interpersonal communication to generate a better long-term relationships and to create an opportunity to find a relevant and valuable information to start a perfect medium for online marketing.

A decade later, there's only a few business left that does not have an online presence. Internet marketing has become an essential tool in managing a business now in a competitive market. Other says that internet is likely to be at the heart of your marketing strategy. Companies always rely on what could be the best strategy to attract people's attention. That's why they take the risks on entering the world of internet marketing. The use of Internet makes the company reduce the costs, gain instant feedback, overcome the barriers of distance, increase customer retention level etc. 

The rapid advancement of internet technology continuously grow and change as well as the internet marketing. There could be many other internet marketing trends which can develop in the upcoming years. Be aware of changes and adopting the dynamic environment of web technology can help an organization to have a competitive edge in the market. Organizations must always be updated and ready for the new trend and even more advancement because only few have the courage to take the risks for the improvement and profitability of the business.

Internet effects on the Society

Internet effects on our Society:

Internet availability is not limited to computers or laptops now a days. Even mobile phones with internet facility are available at affordable process helping indirectly the internet to reach maximum number of users. In the recent years everything is related or trying to relate to internet. A simple case study shows how fast internet had grown.Television took more than 25 years to reach 10 million users where as computers took more than 10 years to reach the same number. But internet took less than 5 years to reach the same number. Recent studies show that even in the developing countries like India more than 40% of people are using internet and the purposes of internet usage is diverse. People are using internet for social networking, to know news instantly, to listen to music, to search or know something etc.

But what are the advantages of internet?

There are several advantages with the use of internet. The uses of internet includes but not limited to usage of search engines which will help you to collect data from all over the world, usage of email and other instant message services which are giving flexibility of sharing information among groups within seconds, usage of internet in shopping via online shopping carts helped both clients and customers. Internet has become a platform to share knowledge between different communities. Several universities are publishing their research papers in their websites/digital libraries and helping other university students, researchers and professors scholar activities.

How about disadvantages?

The laws of internet are different from one country to other country and the cyber crime departments are most neglected parts of the cop services. Taking this into consideration the cyber crime rate is increasing at dangerous pace which requires an intermediate attention by international law community

Online Buying Behavior

Search for products. Scroll. Scroll. Scroll. Found one. Can I buy it? Is this better than the other? How? Maybe I should look for some comments on this product.


In an online world this is a common behavior of a customer,it also includes the "Stages of buying cycle" discussed in other Marketing subjects. There are factors that affect the behavior of a customer; trust, capabilty, assurance or security.

On this post I will tackle "trust", "capability", and "security".

"When online shopping was first introduced to consumers, first time online shoppers were not comfortable using the internet for purchasing goods because they were not sure of their ability to shop for products over the internet (Bobbit and Dabholkar, 2001; Eastin and LaRose, 2000). "

On that quote from an article it is said that the purchasing power required by online markets are not the same as cashier type transaction. Mostly requires a credit/debit card,Visa or something alike,and not all customers have those.

Those without credit cards pays through other ways like remittances. Those with credit card will save the hassle. But both of them are still reluctant with the idea of purchasing e product because of "security" and "trust". Questions will surface like,"What if I pay then the product will not be delivered?" or "Is it safe to put my bank account information on this site?".

So,as a future marketers,what do you think is the best way to resolve those issues that can affect the profits of online sellers?

Impact of the Internet on Business

Twenty years ago, a business put advertisement in the local papers and they are joining a lots of local networking organization with the hope that customers will recognize their business especially the goods and services that they are selling. But when the Internet came in the Industry all of their old selling techniques has changed. A business is no longer dependent on its local customer based for its survival, its has a worldwide audience for its goods and services. But then, there is also a changes in the competition, it is no longer localized but it has now competition worldwide.

What do you think are the other changes and Impact of the Internet in the Business Companies? And how do you think the internet lessen the cost and labor of the business owner and such employees in the company?

Cultural issues

Culture Issues 

An important element of business trust is anticipating how the other party to a transaction will act in specific circumstances. That is one reason why companies with established brands can build online businesses more quickly and easily than a new company without a reputation. The brand conveys some expectations about how the company will behave. For example, a potential buyer might like to know how the seller would react to a claim by the buyer that the seller misrepresented the quality of the goods sold. Part of this knowledge derives from the buyer and seller sharing a common language and common customs. Business partners ideally have a common legal structure for resolving disputes. The combination of language and customs is often called culture. Most researchers agree that culture varies across national boundaries and, in many cases, varies across regions within nations. All companies must be aware of the differences in language and customs that make up the culture of any region in which they intend to do business.


Do you think culture issues is important? Then why?

The Impact of the Internet on Not-For-Profit Organizations

Most of the organizations are created for the purpose of generating sales volume and earning profit. But there also organizations that are "not-for-profit". There are 1.2 millions organizations are registered with the IRS as not-for-profit organizations. These type of organizations uses its surplus revenues to further achieve it's purpose and mission, rather than distributing its surplus income to the organizations directors as profit or revenues.

As the technology rapidly change and develop, Internet has been one of the greatest achievement that has been created. A non-profit organization does not typically different from for-profit business in some instances. Non-profit organizations need revenue, have expenditures, and are made up of people. The key difference has  been that traditional businesses operate in physical products to earn profits while non-profit organizations rely largely on donations.

One great impact of the Internet for non-profit organizations is the access with which they can attract, retain and coordinate with volunteers. Normally, a non-profit organization would have to campaign in a local area to find people that are interested in the organization. Instead of relying on meetings or expensive mailed newsletters, a non-profit organization can set up a website with a discussion board, news postings, and free e-mail newsletters. So, Internet allows the non-profit organization  to access to a virtually unlimited number of people who may be interested in the cause and objectives of the organization. They can be from any part of the world, since they will be organized online and not in a specific areas.

 As long as they hold values and courage that are beneficial to the organization and are willing to donate their time, resources and effort, then they are a valuable asset to any non-profit organization.

Language Issues

Language  is  the  key  to  a  person's  identity.  It  is  our  greatest  connection  that  allows  us  understand  each  other. It  can  be  defined  as  a  system  of  conceptual  symbols  that   allows  us  to communicate.   

In  the  E-Commerce,  Language  is  very  vital  especially  in  these  days  of  globalization. example  when  you  create  a website  the  home  page  should  have  versions  in  all  supported  languages,  as  should  all  first-level  link  to  the  home page. beyond  that,  pages  that  are  devoted  to  marketing,  product  information  should  be  given  a  high  translation  priority. To  make  the  customer  understand  more  about  your  website  or  product  just  make  sure  that  the  translation  is  very  clear  and  it  doesn't  change  the  meaning  of  what  you  want  to  say.

The  cultural  elements  is  very  important  because  it  can  affect  -  and sometimes  completely  change  -  the  user's  interpretation  of  text.
Most  companies  realize  that  the  only way  to  do business  effectively  in  other  cultures  is  to  adapt  to  those  culture.  The  phrase  "think  globally,  act  locally"  is  often  used  to  describe  this  approach.  

Why Language is important? 

Trust issue on web

The word TRUST is the act of placing confidence in someone or something else it is a fundamental human experience, necessary for society to function and for any person to be relatively happy. Without it, fear rules. Trust is not an either/or proposition, but a matter of degree, and certain life experiences can impact a person's ability to trust others.Everyone has uncertainty about whom to trust, how much to trust, when not to trust, and so forth at one time or another. In fact, every day we make choices about whom and how much to trust, and sometimes we are more willing to trust than at other times. If someone says they have a trust issue, they usually mean they have trouble trusting people for whatever reason. When mistrust seems to play a dominant role in a person's life, past disappointments or betrayals may be at the root of the issue. Mistrust is a valid and reasoned response to feeling betrayed or abandoned, but a person's life can be adversely affected when feelings of mistrust are pervasive, resulting in anxiety, anger, or self-doubt.

Online communication has become an integral part of most of our lives, and yet many people continue to view those they meet on the Internet with suspicion. They imagine that online forums are filled with sexual predators and people using false identities. Despite the fact that the Internet makes it easy to fabricate major lies, most of our online lies are minor, suggesting that, overall, we’re pretty honest on the Internet. But this doesn’t mean you should throw caution to the wind in pursuing online relationships or that there are not some people who do greatly misrepresent themselves online. Basic safety precautions should be taken when meeting an online friend offline for the first time, just as you would with anyone you don’t know well. Nowadays, for example people used to sell and buy online but sometimes trust in between the consumer and the seller can be put into chaos. Although online retailing is the future for many business and increasingly important to the economy, if consumers are not confident online, demand will grow at a slower rate, so these concerns right now might cause a huge effect on the online market, affecting different kind of businesses. 

However resolving trust issues on the web can be done. I think it's important to aim to be transparent, communicative, to never shut out the people who are paying your bills. It's not a call for opening up your email inbox to to the curious public, but simply a reasonable means of downgrading the level of anxiety people are currently feeling about their personal details being used as the fodder for an endless series of campaigns. There are good and bad ways to find out more about your costumers by treating them well means better, more accurate data, too! and also to overcome trust issues with people, delve into your relationship with life itself. Trust is a choice and your choice is the reality.

ONLINE MARKETING OBJECTIVES

Charlesworth enumerated three objectives to any Internet presence or activity, these are:

" 1) Brand development, 2) Revenue generation, and 3) Customer service/support "

1. Online visibility enhances the offline efforts of the company in brand developments.  This definitely strikes a presence in today's era where information advertising may be efficiently disseminated online to enhance brand visibility and thus, recall.

2. E-commerce, or online business transactions, opens avenues for increased generation of revenue in addition to off-line selling activities.  This may be effective in developing specific market niches that result from busy and hectic lifestyles of today as well as constant exposure of consumers to internet.

3. The continuous presence of customer service and support which are free and accessible will give a reputation of quality service and continuous patronage by satisfied customers.  The presence of internet makes this accessible all around the world, no more borders and tariffs to hinder efficient exchange.

For your comments, have you encountered examples of firms or organizations that used any of the three online objectives in developing marketing strategies?

Who moved my cheese?

Thank you for accepting my invitation.  Most of you are already co-authors of this blog. I invite everyone to post about his/her topic assigned and elaborate in your own words.  Everybody is expected to give his/her reactions or comments to every post made by each of your classmates.  At this point as we launch our blog for our continuous online discussions, may I invite you to watch the 11 minute movie on the link as follows:
https://www.youtube.com/watch?v=91YxXk3fmw8
https://www.youtube.com/watch?v=91YxXk3fmw8

Please answer the following questions:

1. How does the story of Ham and Haw relate to Internet Marketing and E-commerce?
2. What is the Cheese from the perspective of online marketing?
3.  What are the lessons of the story?

(Kindly answer the questions by attaching comments to this post. Thank you.)

Blog for MM Elect 3 students

https://www.youtube.com/watch?v=91YxXk3fmw8