Only a few years ago mainly computer buffs had accessed the Internet – a network of
computer networks stretching across the world, linking computers of different types
and sharing information – on a regular basis and mostly for online discussions or
searches for information. Although these are still popular activities, the information superhighway
is now a major focus of attention for marketers of consumer goods, services,
charities, industrial products and most business marketing. As more and more
businesses harness the power of the Web and thousands of households daily subscribe
to Internet services provided by hosts such as MSN, Virgin Media, AOL or BT, the opportunities
for interacting with prospective and current customers are immense. By the mid-1990s
companies as diverse as Ford, Sony and JCB were providing product and company details on
their web pages. Now, most companies and non-profit organizations – small or large – have
websites and web links on their advertising, direct mail or brochures, often to facilitate
much more than information sharing. eMarketing is a major revenue stream in most organizations
and an important weapon in the armoury of marketing communications.
The growth of social media is probably the most exciting recent development in marketing
per se.
Only a few years ago mainly computer buffs had accessed the Internet – a network of
computer networks stretching across the world, linking computers of different types
and sharing information – on a regular basis and mostly for online discussions or
searches for information. Although these are still popular activities, the information superhighway
is now a major focus of attention for marketers of consumer goods, services,
charities, industrial products and most business marketing. As more and more
businesses harness the power of the Web and thousands of households daily subscribe
to Internet services provided by hosts such as MSN, Virgin Media, AOL or BT, the opportunities
for interacting with prospective and current customers are immense. By the mid-1990s
companies as diverse as Ford, Sony and JCB were providing product and company details on
their web pages. Now, most companies and non-profit organizations – small or large – have
websites and web links on their advertising, direct mail or brochures, often to facilitate
much more than information sharing. eMarketing is a major revenue stream in most organizations
and an important weapon in the armoury of marketing communications.
The growth of social media is probably the most exciting recent development in marketing
per se.
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