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Digital marketing is constantly evolving with the advancement of technology. Brand promotion is a key challenge in digital marketing.
The classic approach is to provide customers with the information that (according to the company) they need. However, Internet users independently find any information they are interested in.
The advantage of online business for potential buyers is that they no longer need to perceive all the advertisements in a row. In addition, the social responsibility of companies operating on the Internet market is increasing now they must meet increased requirements.
This is one of the main unique benefits of internet marketing.
Allows you to receive, process the user's request and respond to it in the shortest possible time (a few minutes or seconds). This is how a quick two way dialogue between the organization and the client is carried out.
With traditional marketing, it is almost impossible to achieve such an effect, because "ordinary" means of communication (for example, a telephone) only partially bring them closer to the ideal of interactivity.
In addition, not many companies (even large ones) have the opportunity to maintain a call center that will work around the clock. Often the financial costs for it outweigh all other benefits.
The inflexible and expensive call center on the Internet is successfully replaced by several (or even one) qualified operators who quickly respond to visitors' requests.
The advantages of online marketing include the ability to process incoming requests automatically. If they are simple and standard, special programs independently analyze their content, look for a suitable answer and send it back to the client. Thanks to this, the burden on operators is significantly reduced, and the company's financial costs are reduced.
Based on the foregoing, we can conclude that the interactive nature of Internet marketing makes it an ideal vehicle for the formation of long-term partnerships between the client and the organization.
Another advantage of the Internet over the "traditional" market is that it allows you to increase consumer involvement in the process of creating a brand (corporate image) of a company.
The interactive nature of the network plays an important role here, thanks to
Which customers can constantly engage in dialogue with the organization. Thus, they cease to be autonomous objects for the application of marketing efforts and turn into partners.
The advantage for users is the ability, through a feedback system, to express their opinion on the company's activities, to draw attention to the problems found, to help improve the brand image and parameters of its products.
Customers' interests in internet marketing are gaining in importance, as they now not only buy products, but also help the company to improve.
It is important for network business organizations to take into account such
specifics and to stimulate site visitors to conduct a constructive dialogue. Of
Course, along with this, their responsibility to consumers will increase. If customers remain dissatisfied, they can more easily and quickly ruin the
company's reputation online than in the "normal" market.
The advantage of internet marketing in terms of positioning the organization in relation to the consumer lies in the close connection of both parties and their interdependence.
In online business, the consumer acts as:
• The object to which the marketing efforts of the company are directed;
• A partner of the organization, helping it to achieve its goals through
mutually beneficial cooperation.
It follows from this that in the network the boundaries of the "classical" concept of promotion are expanding. Internet marketing is changing the way companies think about their customers as targets of influence, shitting them into the category of partners. Online customers, on the other hand, are more involved in product creation than "regular" customers.
In online business, the subjective and personal characteristics of consumers
(Specificity of perception, value system, way of thinking) are very important.
Users with similar parameters create groups and communities to exchange
information of interest to them. Based on this, Internet companies should be
More "sensitive" to identify specific customer traits in the segmentation process than those organizations operating in the "real" market.
