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The International Journal Of Business & Management (ISSN 2321–8916)
www.theijbm.com
THE INTERNATIONAL JOURNAL OF
BUSINESS & MANAGEMENT
Change in Marketing Strategies due to New Media
Sweta Ghosh
Ph.D. Scholar, (UGC-NET-JRF),
Department of Journalism and Mass Communication, University of Calcutta, West Bengal, India
Abstract:
The concept of Marketing has changed with time. The first and foremost aim of marketing is to attract new customers. the
second aim is to retain that customer. end of last century witnessed a great revolution of in communication technologies.
Apart from the tradition electronic media such as Radio, Television and Film, a new form of media basically known as “New
Media” came into power. Modern electronic technologies like discussion boards, SMS messages, emails, wikis, chat rooms,
blogs, and tweets has enhanced the communication power of the marketers. As digitalization of media took place, different
information and communication platforms has been converged. Technological convergence has blurred all channel-based
metaphors such as speech, transportation, and airwaves. Information can be easily transferred from one computer to
another via digital media. Now, both marketers and customers possess computers, through which they can exchange their
marketing information. Internet has marked new revolution in marketing strategies. New form Internet marketing such as email marketing and social media marketing are expanding day by day.
Keywords: Marketing, selling, web 2.0, digital media, new media technology, online trading, internet marketing, e-mail
marketing, social media marketing, blogging
1. Introduction
The internet impacts business innovation by expanding the reach and minimising the time-lag to market. Not so long ago the goal of
an online marketing campaign might have been to entice the consumer to click-through to a company’s website, but now the objective
is to create “sustained engagement” with the consumer. The growing popularity of websites such as YouTube and Facebook
demonstrates how the Internet is changing; users are no longer simply downloading static data, but increasingly uploading and sharing
content among themselves, leading to a proliferation of social networks and other user-generated content sites. this fundamental
transfer of power from institutions to individuals and communities has been defined as “the groundswell”(Harris and Rae, 2010).
1.1. Defining the Concept of Marketing
Grayson, Hibbard, and Kotler, (2015) defined the term “marketing.” in Encyclopedia Britannica, as “the sum of activities involved in
directing the flow of goods and services from producers to consumers.” The principal function of marketing is to promote and
facilitate the exchange of goods and services between producer and user to the satisfaction of all parties. The exchange transactions
can be studied in the framework of who markets what to whom. The ‘who’ includes not only private firms but also government and
non-profit institutions. The ‘what’ not only includes physical goods and services but also ideas and behaviour patterns (Thirunarayana,
1988). Over the years, the focus of marketing has shifted from the commodity (products) to the institutional (people engaged in
production); the functional (buying, selling, promoting etc) to managerial (analysis, planning, organizing etc) and finally towards
social (marketing efficiency, product quality, consumerism) one. It is the intermediary between the customer and the business. The
marketing department strives profoundly to understand the customer’s demand so that it can develop a product or service- a
prerequisite to the customer. Once that information is gathered, it is transferred to the business, which in turn produces a product
according to those specifications. Once a product has been created, the marketing department is responsible for communicating to the
consumer about the product’s benefits, and points out how their product differs from the competition.
In an article named “Marketing Redefined”, the American Marketing Association introduced a 21st-century definition of marketing by
calling it “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for
managing customer relationships in ways that benefit the organization and its stakeholders”(Marketing News,2004). Marketing is the
activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large (The American Marketing Association, 2007). The American Marketing
Association’s (AMA) definition was revised in 2007 and looks for a balance between the needs of the firm, the needs of the customer
and the needs of the other stakeholders. There are a number of ways in which marketing can create value, most obviously through
good products and prices, but also through good service, convenience and any number of imaginative other ways. The AMA’s
previous definition (AMA, 2004) referred to ‘the organisation and its stakeholders’, however, the new one makes more specific
reference to ‘society at large’ and therefore embraces societal marketing for the first time (Masterson and Pickton, 2010). Marketing is
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The International Journal Of Business & Management (ISSN 2321–8916)
www.theijbm.com
not confined to any particular type of economy, as goods must be exchanged and therefore marketed in all economies and societies
except perhaps in the most primitive. Furthermore, marketing is not a function that is limited to profit-oriented business; even such as
institutions as hospitals, schools, and museums engage in some forms of marketing. Within the broad scope of marketing,
merchandising is concerned more specifically with promoting the sale of goods and services to consumers (i.e., retailing) and hence is
more characteristic of free-market economies. Based on these criteria, marketing can take a variety of forms: it can be a set of
functions, a department within an organization, a managerial process, a managerial philosophy, and a social process(Grayson,
Hibbard, and Kotler, 2015). The core function of marketing revolves around exchange relationships. Marketing attempts to
understand, explain, predict and influence exchange relationships (Thirunarayana, 1988).
Marketing has two aims. The first is to attract new customers by highlighting the potential value a good or service offers a consumer.
Getting customers is an active process; the business must solicit the customer. Rarely do customers come to a business. The second
aim of marketing is to retain customers by continually meeting and surpassing the customer’s satisfaction with the product.
Researchers have found that often as much as 80% of a company’s revenue accrues from as few as 20% of a company’s repeat
customers. The luxury car manufacture Lexus estimated the lifetime value of a satisfied customer was worth $1.17 million, or roughly
20 times the retail price of one car. The reasons being that profit was accrued not from the sale of the car itself, but from the sale of
spare parts and maintenance checks. However, unless Toyota (the makers of Lexus) has managed to hide from securities regulators
they are a majority shareholder in a major oil company, the cost of spare parts and maintenance checks do not add up to $1.17 million.
How did Lexus come up with a figure so high? It turns out that satisfied customers are also likely to tell their friends how pleased they
are with a product, a social phenomenon called word of mouth marketing(Moore and Pareek, 2006).
Marketing is considered to be a tool where the customer is the centre of corporate strategy. In this process, all efforts are made that
customer can obtain more value for his money he spends, and not only gets the benefits of the product he wants but exceeds all his
expectations. Previously, the concept of marketing did not exist. There was a time in India when the marketing department was either
absent or was otherwise known as ‘Sales Department’. During the 1960s, many well-known Indian corporate representatives were
designated as ‘Sales Manager’ or ‘Commercial Manager’. Earlier, selling process was not regarded as a difficult job. The only
function that received priority in the eyes of corporate houses was ‘production’. The concept was simple. If a company was producing
let it produce more, because there were a ready market and the only function of sales department was to sell. There was no need to
understand the customer’s behaviors, needs or wants. There was no concept of conducting market research to find out whether the
products already being sold required any improvement or substitution. In the selling process, demand is considered to greater than
supply, whereas in marketing, supply is superior to demand. Selling focuses on the needs of the seller, whereas marketing focuses on
buyer’s requirements. Table1 depicts the fundamental difference between selling and marketing process.
Selling
Marketing
• Introvert
• Extrovert
• Demand > Supply
• Supply > Demand
• Focus on Production
• Focus on Customer
• Seller’s Market
• Buyer’s Market
• Supplier has the options
• Customer has the options
• Supplier Satisfaction is the objective
• Customer Satisfaction is the objective
• Supplier is the driver
• Customer is the driver
• Competition non-existent
• Severe competition
• No thrust on Production Improvement, Cost
Reduction or Product Substitution
• Major thrust on Product Improvement
and Cost Reduction
• No priority for Technological Improvement
• Technological Improvement is the
priority area
• Concept of Market Share
• Concept of Opportunity Share
Source- Sugandhi, R K: Business to Business Marketing, 2002, Table-1.1, pp-3.
Table 1: Difference between Selling and Marketing
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The International Journal Of Business & Management (ISSN 2321–8916)
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2. The New Mass Media
The end of the twentieth century witnessed a revolution in the way we work, communicate, and lead our life. The Internet was
heralded as a new economy that would transform the world. Previously, traditional mass media (cinema, newspaper, and television)
owners controlled all significant means of communication, but now domination of such mass media is no longer practical. Modern
electronic technologies like discussion boards, SMS messages, emails, wikis, chat rooms, blogs, and tweets have given birth to a host
of consumer-controlled communications possibilities.
‘The media’ in the established sense, usually refers to ‘communication media’ and the institutions and organizations in which people
work (the press, cinema, broadcasting, publishing, and so on) and the cultural and material products of those institutions (the forms
and genres of news, road movies, soap operas which take the material forms of newspapers, paperback books, films, tapes, discs)
(Thompson 1995:23-24)….In this sense ‘the media’ is understood as a fully social institution, while ‘new media’, on the other hand,
immediately suggests something far less settled, known and identified. At the very least, we face, on the one hand, a rapidly changing
set of formal and technological experiments and, on the other, a complex set of interactions between new technological possibilities
and established media forms(Lister, Dovey, Giddings, Grant, and Kelly, 2003). The free Internet-based encyclopaedia, Wikipedia,
itself a product of New Media, defines New Media as the product of mediated communication technologies coming together with
digital computers. Before the 1980s, the media relied mainly on print and analogue models like newspapers, television, cinema and
radio. Now we have a digital radio, television, and cinema while even the printing press has been transformed by new digital
technologies such as image manipulation software like Adobe Photoshop and desktop publishing tools. Some technologies we might,
therefore, include as or associate with New Media are: (a)The Internet and World Wide Web (b)Digital Television (c) Digital
Cinema(d)Personal Computers (e)DVDs (Digital Versatile Disc or Digital Video Disc)(f)CDs (Computer Discs)(g)Portable Media
Players (such as the MP3 Player)(h)Mobile (or Cell) Phones(i)Video (or Computer) Games(j)Virtual Reality (VR)(k)Artificial
Intelligence (AI)
New Media might not be an ideal term for such a range of technologies, but it is one that is increasingly recognized internationally and
one that is generally associated with the technological transformation in communication that has recently taken place(Creeber and
Martin, 2009). The world of media and communications began to look quite different from the late 1980s. This difference was not
confined to any one sector or element of that world, although the actual timing of change may vary from medium to medium. This was
the case with printing, photography, through television, to telecommunications. Though such media was continuously in a state of
technological, institutional and cultural growth and development; they never stood static. From the 1960s onward, media was
influenced by both social and cultural transformation that appeared all around the world. New media too caught up and seen as a part
of a much larger landscape of social, technological cultural, and social change; in short, as a part of new ‘technoculture’. The term
technoculture is defined as ‘a characterization of contemporary cultures in which technology (especially but not only information and
communication technology) has so deeply saturated into cultural practices that the two previously distinct spheres (of technology and
culture) are seen to be inseparable’ (Lister, Dovey, Giddings, Grant, and Kelly, 2003).
The connotation ‘new’ in the word ‘new media’ is used to describe ‘the most recent’ characteristics of these media technologies. This
connotation is derived from a modernist belief in social progress as delivered by technology. The ‘new’ is ‘the cutting edge’, the
‘avant-garde’ (new and experimental), and the place for forward-thinking people to be (whether they be producers, consumers or
media academics). It also carries the ideological sense that new equals better; much better than former and it carries such idea with a
cluster of glamorous and exciting meanings. Undoubtedly, most definitions of new media and ICTs to date have focused on their
technological features. In 1977, Wilbur Schramm classified communication media on the basis of channel characteristics that parallel
human sensory perception, such as motion versus still visuals, sound versus silent, text versus picture, or one-way (simplex) versus
two-way (duplex) transmission. He distinguished between inexpensive, small-scale ‘little media’ and ‘big media’ with large, complex,
expensive infrastructures and organizational arrangements….Other definitions of new media technology have taken a similar
classificatory approach (Lievrouw and Livingston, 2006). Ithiel de Sola Pool (1990), a political scientist and pioneer of new media
research, defined new communications technologies as ‘shorthand for about 25 main devices’, which he duly listed. Ron Rice (1984)
stressed the two-way capabilities of computing and telecommunications, and defined new media as ‘those communication
technologies, typically involving computer capabilities (microprocessor or mainframe), that allow or facilitate interactivity among
users or between users and information’.
The term new media is commonly used to describe the digital media options that came into existence in the last several years. New
media including social networks, digital TV, virtual environments, mobile devices, games, and other digital formats are continuously
grabbing audiences’ eyeballs. These media channels now became mass and mainstream, reaching vast national and global audiences.
As the new media channels are becoming a global phenomenon, marketers are shifting more of their activities towards these channels.
However, marketers will use them as one-to-one channels, not as mass media. With the advent of Web 2.0 technologies, the younger
generation of internet users is writing the rules of social interaction, and the way business is conducted. New and ingenious methods
of social interaction across geographic borders and industry silos are being created by utilising electronic media and Web 2.0 tools
such as Wiki’s, blog, tagging and social book-marking (Zyl, 2009).
2.1. Web 2.0: A New Digital World
The 21st century has truly blurred the geographical boundaries of the business sector. Business houses are not limited to their operating
spaces. The new interconnected world has revolutionized the way businesses were formerly done and a new form of interactions
between the buyers and sellers has been encouraged. New technologies and new media technologies operating via The Internethave
enhanced the interactivity through new media touch points. Mobile and in-market media have facilitated all direct response activity.
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“Web 2.0” is the latest iteration of the Internet technology (Harris and Rae, 2010). It started initially with Web 1.0 to tell the world
about the products available and raw materials sought in the markets and free availability of higher quality and quantity of this
information led to a higher level of competition and thus better products at more competitive prices for the end consumer. The current
phase is that of Web 2.0 or also called the Social web which is promoting demand driven supply networks and impacting the lead
times in a big way. More and more organizations are in a position to implement techniques such as JIT and supplier managed
inventory and collaborative planning, forecasting and replenishment (CPFR) techniques leading to squeezing out inventory from the
supply chains and reducing the impact of the bull whip effect which was the trademark of the inefficient information sharing of the
previous decade(Wahi and Misra, 2016). Web 2.0 has encouraged the growth and development of web-based communities, video
sharing websites, blogs, wikis, folksonomies and social networking sites. Web 2.0 has contributed a lot in the creation of World 2.0.
World today has been collaborated with different units to interact and participate in the process of innovation and value creation. The
peer-to-peer networks has transformed one-to-many model of communication to many-to-many model, where consumption and
production are merged in a distributed economy of micro-production systems and micro-income streams (Karakas, 2009). In many
ways the creation of peer-to-peer networks represents Internet’s return to its roots as Internet started life as a peer-to-peer
communication tool to exchange data among a number of users, allowing members of the scientific community to collaborate and
share information easily (Harris and Rae, 2010). Karakas (2009) define world 2.0 as an interactive, hyper-connected, immersive,
virtual, digital online ecosystem or mega-platform where users create and share knowledge (e.g. Wikipedia, Delicious), innovate and
collaborate together (e.g. InnoCentive), have fun and entertainment (e.g. Zango, Second Life), interact, network or connect with each
other (e.g. LinkedIn, Facebook, Skype, or Twitter), design new product or buy and sell merchandise (e.g. Ebay, Craiglist, or Amazon),
connect and communicate globally with mobile devices (e.g. iPhone, Blackberry), write reflection blogs (e.g. blogger), share their
photos (e.g.flickr),podcast their presentations or make creative films (e.g. YouTube), develop projects (e.g. wikis or Google docs),and
express themselves to the world (Karakas, 2009).
Today community sites such as TripAdvisor encourage users to review services that they have experienced for the benefit of other
users who are considering their own possible purchases. These peer reviews are regarded as far more trustworthy than traditional
promotional materials that have been produced by the company itself (Harris and Rae, 2010). Numerous social networking sites allow
people to say almost anything, instantly to the world (or their approved friends’ list). A significant portion of communications power
has shifted from corporations to individuals who do not even need to be particularly computer literate thanks to Facebook, MySpace,
YouTube, Friends, Reunited, Twitter and other social networking sites. These have now become mainstream leisure activities enjoyed
by all ages and social classes and, as their parents and businesses join, so the younger generation are deserting such sites and moving
on to the next thing (Masterson and Pickton, 2010). Facebook membership now exceeds 500 million; in January/February 2010,
according to com Score, the four major search engines reported a decline in searches while Facebook recorded a 10 per cent increase
in searches over the same period (Thomas and Housden, 2011).
The social networking site MySpace (www.MySpace.com) had an estimated 110 million monthly viewers as of mid-2007. This far
exceeds even the most popular newspapers, radio stations, and magazines. Even Time magazine, long considered one of America’s
most popular magazines, has an estimated US circulation of less than 3.5 million readers per week. In some national markets, a
popular website can reach a staggeringly large percentage of the population. In Korea, Cyworld.com -a social networking site akin to
MySpace-reaches an estimated 40% of the total population and 90% of internet users in their twenties(Wertime and Fenwick, 2008).
Zylcited many reasons for the popularity of electronic social networking amongst office workers. The most notable reasons are the
availability of laptops, low-cost internet access, working from home, and the increasing erosion of traditional concepts of office
hours(2009). During 2007, Clear Swift commissioned research to determine the extent to which social media sites are being used.
Clear Swift report entitled “Common mistakes in web security: enterprise vulnerabilities that inviteattack” (2007)gave many reasons
for social media usage by the people. Zyl (2009)mentioned the reasons presented in the Clear Swift’s Report:
• 83 per cent of US office workers used office resources to access social media;
• 30 percent of office workers in the USA and 42 per cent of UK office workers admitted to discussing work-related issues via social
media applications;
• 40.8 percent of IT and business decision-makers indicated that they believed that social media is relevant in today’s corporate
environment, and
• only 11.1 percent of IT and business leaders were already making use of social media in their businesses.
Online trading, marketing through ‘new media’ technologies and dematerialization of financial securities have redefined the
framework of financial markets. Now, the markets have actually become global event in its true sense. Sitting back in the remotest
corner of the world, an individual can operate in various financial products across the world in different exchanges of different
economies without any hassles and can manage his account with the help of his mobile phone or palmtop or laptop. Thus the internet
media has redefined the financial markets and other business sectors. The e-commerce portals have become a big facilitator in
generating US Dollars for the domestic economy and contributing to the GDP in a different way.Many people in the UK now buy a
product or service directly because of comments posted on a community by other consumers. This trend is fundamentally changing the
relationship between businesses and their customers, particularly as the information (which may of course be positive or negative) is
displayed in a very public ‒ indeed global ‒ forum(Harris and Rae, 2010). Digital media exceeds analogue technology as it can easily
transfer data across distinct different media platforms. Digital data can be easily manipulated and networked; stored and remotely
accessed or distributed; reproduced indefinitely without any loss of quality. In short, digital material surpasses analogue systems in
terms of quality, speed and performance. Apart from these benefits, digital data has certain drawbacks. It is more resilient to
corruption during storage or transmission.
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With the development of new media channels and transformation of traditional media into digital formats, marketers will have to
rethink about the way to use these media. They are now moving from a broadcast model to addressable one. They will leverage the
merits of media’s addressability to personalize, delivering customized messaging and content, and performing analytics. The web
continues to evolve and we are getting more updated versions with every passing day. Web technology has evolved from Web 1.0 to
Web 4.0. Web 3.0 promises more functionality via background processing. The concept of Web 3.0 is that the web will do more on
behalf of users. Now, people don’t have to spend hours after hours in front of a desktop searching travel sites to decide where to go for
vacations, instead digital agents will perform all tasks on their behalf. These smart agents will just require some basic inputs to scour
the web and will come back with all elements of customers’ perfect holiday packages. The traditional role of webmaster and user
interaction has disappeared and a whole new system of social interaction has evolved that includes really simple syndication and also
the use of social networking sites.As the current Web 2.0 evolves into Web 3.0 and Web 4.0, it is expected to become smarter and
more intelligent. Experts believe that this cycle will continue for five to ten years, and will result in making the web more connected,
more open, and more intelligent. It will transform the web from a network of separately siloed applications and content repositories to
a more seamless and interoperable whole. Web 3.0 is expected to bring about the convergence of several key emerging technologies
such as Ubiquitous Connectivity (Broadband adoption, Mobile Internet access and Mobile devices), Network Computing (Softwareas-a-service business models, web services interoperability and Distributed computing etc.) (Wahi and Misra, 2016).
In future, there will be more broadband and more media richness. All expenses regarding telecommunications will decrease and reach
of bandwidth will increase because there are so many players in the game driving that growth. Along with internet, video is rapidly
expanding on third screen- mobile devices. In addition to video richness, direct response from in-market location is another eminent
feature of the future marketing strategy. Technologies like quick response codes (QR codes) or RFID chips or other are used in such
condition. The QR codes (black-and-white barcodes) can unleash Web pages, videos, contact information, and promotions when
scanned with a barcode reader app on a smartphone. Wayne Sutton, business development and marketing strategist at
TriOutWorld.com thinks QR codes will become just as ubiquitous and recognizable as the phrase “dot-com.” These codes give users
an interactive mobile experience while permitting small businesses to collect data and market their services on mobile devices. Sutton
and his colleagues at the Raleigh, North Carolina-based TriOut were so sure that OR codes were the next wave of the future they
incorporated them into their business model when the company launched in February 2010. Small businesses can use the codes to
share sale prices or promotions, portfolios, or collect customer contact information. Once the codes are scanned, businesses can then
track customer spending habits and tell where, when, and what type of device scanned the code; whether it was scanned 10 times by
one person or 10 times by different people, and where they went before and after they scanned the code(Talbert, 2011). Sutton further
stated, “QR codes are gateways to build relationships and enhance customer experience which can lead to word-of-mouth marketing.”
Similar to other location-based Sites like Foursquare and Gowalla, TriOut facilitates their users to check in at retailers by using TriOut
barcode scanners on their cell phones, and potentially claim rewards and coupons. TriOut does the same thing, but with a twist in the
tale. The free TriOut app, currently available on the iPhone and scheduled for the Android during the first quarter of 2011, has a builtin QR code reader. So, instead of checking in, TriOut users scan in with QR codes that businesses display in storefront windows and
print on marketing materials. Scanning in makes the check-in process quicker and more accurate since the user doesn’t need to
interrupt what they are doing to search for an establishment by typing in its name. Users can conveniently do a walk-by scan during
rush hour or after hours when the business is closed and still get the information they need. They can also check in at multiple
location-based services with just one scan to catch up with friends on other platforms. TriOut is free for customers, and any business
can create a QR code for flee on the TriOut dashboard or with any number of free QR code generators. After a 30-day trial, businesses
pay $49.99 per month to communicate directly with their customers and receive real-time alerts and analytics. The codes take users to
a company’s landing page on TriOut, which can link back to the company’s own mobile site (Talbert, 2011).
Digital technologies permit consumers to reply instantly and then turn such communication channel into a direct marketing medium
for the marketers. For example, digital point-of-purchase displays can interact with a potential buyer’s mobile phone and alert him
with promotional messages. Further, if he is carrying a loyalty card, the display could the card, identify him and personalize the offers
it sends. In physical markets, sellers or retailers are usually in best position to know about customers’ preferences and mode of
transactions. Unlike physical markets, e-markets have established a new set of companies to capture information. In online markets, a
new category of network-based disinter mediators is strongly positioned to create value by aggregating people and resources on
network, thereby developing rich profiles of consumer and sellers’ activity. In this global supermarket’s retail outlets, new
information technology has transformed the methods of selling and marketing the vast range of commodities. The use of universal
product codes like UPCs and bar codes and scanners allows merchants, manufacturers, and advertisers to seek information from their
customers, generally without their consent or knowledge. They generate a wide array of data on their consumption habits: what they
use; which brand name they like; spending pattern; size of product; and other personal information. The purchase record forms a kind
of customer “signature” of its own for the business houses. If payment is transacted with a check, debit card, credit card or other bank
card, the store now has an individual customer’s identity, credit record, address, and other important data for targeting the customer
and his lifestyle for future purchases or for further selling such data to another marketing individual or enterprise. Janet Dang (founder
of the Revenue Optimization Council and CEO of greenowl, a company that does business performance consulting) stated: Selling
marketing today are done by really talented people who know intuitively how to do it but who don’t do it in a formal way. And that
means companies are facing a fundamental change in business processes because, for the Internet, the business process has to be
embedded in technology. And it’s not just marketing and selling but other parts of the business as well, such as purchasingyou could
have a whole supply chain process driven by technology (McDowell and Simon, 2001: p-18-19).
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The Internet transformed the traditional marketplace in two ways: firstly, it propelled both product and process innovations; and
secondly, formation of new market in time, information and geographical area. These changes, along with the new media
technologies, seem to have important macroeconomic implications for financial growth and expansion. Indeed, they are the vital
components of the ‘new economy’ in many countries. eSteel.com accumulates steel producers and purchasers from all around the
world into a single online marketplace. Marketers worldwide are setting innovative way to grab customers’ attention. Big- name
brands are embracing new technologies and adjust their budgets to reach their potential consumers. Advertising through print media
(such as newspapers and magazines) and traditional electronic media (such as radio, film and television) are considered to be an
orthodox way in marketing strategy. Many marketers are finding alternative media (like internet and mobile) and unconventional
mode of advertising to reach audiences effectively and to yield a measurable ROI. According to a report published by Veronis Suhler
Stevenson spending on alternative advertising will increase more than 23% from 2006 to 2011, while traditional advertising will have
a compound annual growth rate of just over 1%. Spending on interactive marketing will increase more thrice times in the next five
years, making it $61 billion by 2012 (Forrester Research). To put this number into context, interactive marketing (currently accounting
just 8% of total ad expenses), will rise to 18% of total advertising budgets within next five years. As the new media channels become
mass in number and reach, they can also be extremely targeted; allowing for singular interactions with consumers. Marketing through
new media can be personalized in many ways. Marketing messages via SMSs and E-mails can be edited according to the preferences,
account specifics, and usage histories of the consumers. Different content might be sent to different individuals on the basis of their
actions or behaviour. Media companies have deployed digital signage in innovative ways in their departmental stores and sales
environment to aid marketers in promoting sales. In Japan, digital paper was introduced which eventually turn every pillar, billboard,
or hanging mobile in digital screen, to which different materials can be served, just like today’s websites.
2.2. Digitalization of Traditional Media
Traditional media like Print, Television, Radio, and Outdoor are switching to digital from analogue. In the next 20 years, nearly all
major media will be digital. In newspaper business, a large section of print publications have migrated into the territory of
digitalization. Now, most newspapers can be read both in the traditional paper format and online, or either. In addition to print,
broadcasting media like television has witnessed major changes over the years, such as the development of cable, and the resulting
explosion of targeted channels. Though cable allows audiences to watch more tailored programs, but still they considered to be
passive viewers. Since the early part of the 20th century, radio, another broadcasting media is in the continuous process of shifting to
digital format too. Digital radio allows new forms of targeted services, with users enjoying more specific media genres brought to
them through satellite. As all traditional forms of media are moving from bytes to atoms, they are advancing towards all associated
features of interactivity and addressability. This has dramatically modified the existing relationship between media and its receivers.
Internet Protocol Television (IPTV) will take television into the digital world. Soon, television will evolve with all advantages that
come along with digitalization.
Addressable media are any channels where devices have unique return addresses. Each mobile phone, for example, has a unique
number. Each web browser does too (that identifier may even be the same over time, as a so-called fixed IP address). Even an iPod is
addressable. And as television becomes digital too, each set-top box or personal digital recorder will be addressable. Addressable
devices can be sent unique messages, and generate unique data-digital DNA- that can be tracked (Wertime and Fenwick, 2008). As
traditional media become addressable, they become more measurable. Each individual’s actions- his every click, interaction or stopwith the digital channel can be tracked and user profiles can be formed. The more consumers interact with their media, the better
effectiveness can be calculated. In media research, the guesswork of broadcast media will replace the precision of digital media and
the core disciplines of direct marketing. The mobile phone is only one example of a device possessing new functionality and new roles
in users’ lifestyle. Today Wifi-enabled mp3 players are used to enjoy a wide range of digital content. Old-style video cassette
recorders have morphed into digital video recorders such as TiVo, which strikingly changed consumers’ control over media content.
Contents can be time-shifted to whenever the user wants it rather than being scheduled. All contents will be searchable. Viewers can
share blog comments or other material with his friends or communities, whenever they wish. They can also vote and do texts chat to
see what other people think of a particular program. Networked game consoles connect to a diverse form of dynamic material. All
these can be considered media in the sense of being channels in which both content and marketing are now commonplace. As myriad
digital devices will adopt new functionalities, more devices will become “media”. At the same time, more digital functionality and
processing will be embedded and play very different role in people’s lives. Prior to digitalization, television and print was the
stronghold of most marketers’ media plans. Along with radio and outdoor the gaps between the information rich and poor were
merged. Even with the emergence of the internet in the late nineties, television commercials were heavily favored by the dotcoms as
the way to build their brands.
2.3. New Media Technologies and Digital Marketing
Digital media represent the convergence of information and communication technologies, which gave birth to new media
technologies. Technological convergence has blurred all channel-based metaphors such as speech, transportation, and airwaves.
Information can be easily transferred from one computer to another via digital media. Now, both marketers and customers possess
computers, through which they can exchange their marketing information. Internet since its origin in the mid-nineteenth century had
marked new revolution in marketing strategies. Digital media have modified two important elements in marketing: first, they have
altered the balance of power between the producers and consumers; secondly, they have revolutionized the cost structure of the
functions they perform. Digital marketing (marketing via digital channels) is approaching towards customer-centric marketing. It
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depicts how marketing should be based on knowledge of customers’ need and demand, which would be further developed by
analyzing customers’ behaviour, traits, what they value, what keep them loyal to a particular brand, and then delivering well edited
web and email marketing information.
Thomas and Housden (2011) have provided a useful definition of digital marketing. Digital marketing is: APPLYING…digital
technologies which form online channels to market (Web, email, databases plus mobiles and digital TV)TO…support marketing
activities aimed at achieving profitable acquisition and retention of customers (with a multi-channel buying process and customer
lifecycle)THROUGH DEVELOPING…a planned approach to improve customer knowledge (of their profiles, behaviour, value and
loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs.
The first portion of the definition depicts the wide range of access platforms and communication devices, which constitute the online
channels that marketers use to form and develop relationships with their customers. The vast array of access platforms includes PDAs,
PCs, digital interactive TV, and mobile phones. These devices deliver marketing information and enable interaction via different
online communication tools such as portals, websites, search engines, affiliate and viral marketing, blogs, text messages, and emails.
Traditional voice telephone is regarded as a part of digital marketing strategy.
3. Online Trading
Electronic Commerce (eC) made transaction process simple, efficient and also reduce the cost of business operation. Cisco Systems
replaced its telephone and fax ordering process with the internet-ordering process. With such transformation, the company saved more
than half a billion dollars and reduced its error rates from 20 per cent to 2 per cent. The cost savings of B2B electronic commerce is
substantial and pervasive across manufacturing, industrial supplies, and services; they could eventually translate into a lower rate of
overall inflation. Martin Brookes and Zaki Wahhaj (2000) of Goldman Sachs estimate cost savings ranging from 10 percent sectors
like aerospace, paper and steel; and communications bandwidth and media advertising to more than 20 percent in electronic
components and machining, forest products, and freight transport(Mann, Eckert, and Knight, 2000).
In electronic shopping, searching or browsing, viewing or selecting e-order, e-pay, and e-delivery are very important steps. Online
trading India is the internet based investment activity that involves no direct involvement of the broker. The investor has to register
with an online trading portal and get into an agreement with the firm to trade in different securities following the terms and conditions
listed down on the agreement. The order processing is done in correct timings as the servers of the online trading portal are connected
to the stock exchanges and designated banks all round the clock. They can also get updates on the trading and check the current status
of their orders either through e-mail or through the interface. Brokerages also provide research content on their websites, such that the
clients can take their own decisions on stocks before investing. The major financial products and services of the online trading are like
equities, mutual funds, life insurance, general insurance, loans, share trading, commodities trading, portfolio management and
financial planning.
4. Internet Marketing
Today, Internet is regarded as one of the popular form of media. The Office for National Statistics (ONS) reports that 18.3 million
households in the UK (70 per cent) had Internet access in mid-2009. And 90 percent of those now have broadband (that’s 63 per cent
of all UK households). In 2009, 37.4 million adults (76 percent of the UK adult population) accessed the Internet in the three months
prior to interview; 70 per cent of these (26 million people) had brought something online within that three-month period….According
to Neilson NetRatings in mid-2007 the over-50s now account for 30 per cent of all UK Web usage; and the over-65s spend more time
online than any other age group (Thomas and Housden, 2011).
The Internet has a significant impact on how buyers and sellers communicate with each other. In a decade, a numerous number of
digital communication tools have emerged to offer greater precision, creativity, and measurement for the online marketers. As Internet
is totally different from other traditional media, so the marketing via Web is also special in approach. Early adoption of Internet
marketing by business marketers accelerated rapid usage of this new media technology in marketing scenario. A Direct Marketing
Association study projects that interactive marketing will grow by 54 percent annually through 2002, and that electronic commerce
will grow by nearly 61 percent annually(Silverstein, 2000). The Web offers information to people who might be willing to reach in
and pull it out. Kristin Zhivago, publisher of the Marketing Technology newsletter (www.zhivago.com), understood this difference
and clearly illustrated it in her February 1994 issue: If your delivery medium was water, broadcasting would be like using a big hose
to spray a crowd of prospects, hoping some of them will enjoy getting wet. Narrowcasting, a term used by producers of specialized
cable TV programs, is like using a smaller hose and only aiming it at people who have already expressed an interest in getting wet.
Cybercasting (marketing online) is the act of creating a pond of water in cyberspace, telling people that you now have a pond, and
inviting them to come for a swim. Prospects can visit your pond anytime they want, stay as long as they want, and dive in as deeply as
they want. The extent to which they immerse themselves in your pond is determined completely by their own personal interest (Sterne,
2001).
In business-to-business marketing, inclination of the Internet is more precipitous than consumer marketing. Silverstein (2000) clarified
that: Internet marketing has now come full circle. Marketers who are moving aggressively towards it recognize that it does not work in
a vacuum; that it can very effective to integrate Internet advertising with traditional forms of advertising. Forrester Research, in its
June 1999 report on “Driving Site Traffic” coined a phrase that could define this intermingling of media: synchronized advertising.
Forrester says the concept is to link “traditional advertising’s branding strength with the Web’s power to tailor messages based on a
consumer’s media consumption and purchase behavior.” He further stated that this is a solid a model for the future of business-tobusiness marketing. The real way to succeed with Internet marketing may well be to view it as the logical extension of the marketing
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process, integrated seamlessly with traditional marketing in a way that almost disregards the differences and capitalizes on the
combined strength of both. The impact of Internet marketing is proceeding beyond the Internet alone. An interesting phenomenon is
now appearing: Internet-based companies have discovered that combining their Internet promotions with traditional media channels,
such as print, radio, television, and direct mail, they can reach more number of people.
4.1. E-mail Marketing
The objectives for e-mail marketing are primarily similar to direct marketing. The e-mail marketing should be an integral part of a
business’s overall marketing efforts. It offers opportunities to place an array graphics and links before a target audience quite
inexpensively. Business companies can invite individuals at virtual seminars, product demonstration, and chat rooms with guest
speakers, on their Web sites. Individuals are pre-selected from targeted outside lists and from the companies’ in-house qualified loyal
and potential customer list. These individuals receive direct mail or electronic mail invitations to participate in the seminars or chat
rooms. Each invitation carries a personal access code so that the individuals can be identified and greeted when they log onto
companies presentations. Companies may use their Web sites to provide try-and-buy downloadable demo items to their prospective
customers. Interested customers can fill up Web response forms sent through e-mail, provide electronic credit authorization, and then
unlock product demos for limited time period. After completing limited usage period, customers are charged electronically unless
service providing companies are notified. Now, all products and services offered by the companies can be purchased online.
Customers have the alternative of downloading products and necessary documents from the companies’ Web site at cheap rate or they
can buy physical products with packaging at higher rate.
4.2. Social Media Marketing
In describing social media, McConnell and Huba (2007, as cited in Charlesworth, 2009) suggested that it is ‘the sum total of people
who create content online, as well as the people who interact with it or one another’ (it is the element of interaction that gives grounds
to the term conversational marketing). In more tangible terms, ‘social media’ is generally applied to sites where users can add their
own content but do not have control over the site in the same way as they would their own website. Charlesworth(2007) described
social media marketing (SMM) as: ‘a term used to encompass any online marketing strategy or tactic which uses social media as the
medium for its communication. Although this can include advertising on social media sites, it is more commonly used in the context of
either viral marketing or social media optimization. Further use of social media is where the marketer engages in discourse with
members of the general public (i.e. potential customers) in virtual communities or submits to elements of consumer generated media’.
Twitter, Facebook, and other related systems that we call Social Awareness Streams (SAS) are rapidly changing the information and
communication dynamics in our society. SAS allow rapid and immediate sharing of information aimed at known individuals or the
general public. SAS platforms are shifting the manner in which we consume and produce information.
Social media services such as Facebook, Twitter, Friend Feed, and others, these hugely popular networks allow participants to post
streams of lightweight content artifacts, from short status messages to links, pictures, and videos. These SAS platforms have already
shown considerable impact on the information, communication, and media infrastructure of our society. People not only responded to
the local events and emergencies, but also witnessed major reaction during global events like the Iran election or the earthquake in
Haiti. The content of the often-public shared items ranges from personal status updates to opinions and information sharing. In
aggregate, however, the postings by hundreds of millions of users of Facebook, Twitter, and other systems expose global interests,
happenings, and attitudes in almost real time (Naaman, Becker and Gravano, 2011).
4.2.1. Blogging: A new form of marketing
‘Blog’ is one of the latest developments suitable for the use of online marketers. Webopedia (www.webopedia.com) defines a ‘blog’
as ‘a web page that serves as a publicly accessible personal journal for an individual. Blog is a website that is used by an individual or
organization to provide news and comments about any number of issues. Bloggers are the individuals who surf the web and listed, or
logged, web sites they found interesting. Typically updated daily, blogs often reflect the personality of the author’. Blog often contain
images, and links to other sites. Some blogs are simply online diaries of individuals; others may provide space for readers’ comments.
Some have originated as an answer to the communicative necessities of specific communities; for example, meta-blog, knowledge
blog, and community blog.
The capacities of blogs make them a useful medium for communication between members of a community or organization. The
academic community can make use of various blogs such as Ph.D. blogs, individual scholar’s blogs, and research group’s blogs for
academic purposes. The name “blog” originates from “web log”, being an online daily or near-daily diary. Free blogging software has
brought blog creation within the capabilities of almost any web user. Blogs are now effectively personal websites (Wertime and
Fenwick, 2008). A weblog is “a personal log format that is updated on a frequent basis with new information written by the site
owner, gleaned from Web site sources, or contributed to be approved users”(Weber, 2007). A weblog is a frequently updated Web
page, consisting of many relatively short postings, organized in reverse chronological order, which tend to include the date and a
comment button so that readers can answer (Luzón, María José, 2009). Although the term ‘weblog’ was first used by Robot Wisdom
in December 1997, with the term ‘blog’ being introduced in 1999, the practice dates back to the early 1990s. At that time there were
far fewer websites, but without search engines, it was not so easy to find them (Gay, Charlesworth and Esen, 2007). Since that time,
online blogs have developed through being online personal journals to mini websites based on the thoughts or interests of the writer.
The advent of ‘blogging’ sites (e.g.blogger.com) facilitated the expansion of blogs in 2006/2007. ‘Blog’ is also used as a verb ‒ to
blog is to add news or comment to a blog....The number of blogs online is growing daily and is estimated in early 2010 to be around 2
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billion worldwide (Thomas and Housden, 2011).Blogs are websites in which entries appear in order. They can contain text, videos and
audio, as well as permanent pages and links. Podcasts are series of audio recordings that can be listened to on the internet or
downloaded. Vlogs (also called video blogs) are like podcasts but in video format (Wolff, 2009). “Vlog” is the short form of “video
blog” or a blog that uses video exclusively. This video blog is often called “moblog” or “mobile vlogging” as it is mostly shot using
the vlogger’s mobile phone. Vlog is the real reality television. It is similar to podcast and can be downloaded to videos.
Since the early 1990s, when blogs first appeared three different types of journalistic significance have emerged: (1) those produced by
individual citizens, such as Bluye Blog and Jon Swift; (2) those produced by professional journalists, such as Behind the News by
Elisabeth Donovan and First Draft by Tim Porter; and (3) news media-hosted blogs produced by professional journalists, such as Ask
the Editors by Spokesman-Review and WE Blog by the Wichita Eagle.Citizen blogs gained rapidly sin popularity in the late 1990s
with the appearance of easy-to-use, freely available software like Live Journal and Blogger. Indeed, from an estimated 30,000 citizenproduced blogs in 1998, the number of such blogs grew exponentially to about 60 million by 2007. Content analyses suggesting that
about 17 percent of citizen blogs deal with public affairs would put the number of journalistically oriented, citizen-produced blogs at
around 10 million (Haas, 2009). True blog connection came in the form of a small blue bird named Twitter, an instant-message, a
micro-blogging system that tore down the unintentional barriers created by competing for social networking sites. Founded in 2006,
Twitter was only marginally successful until the 2007 South by Southwest festival in Austin, Texas, when usage exploded, tripling to
some 60,000 Tweets a day and officially entering the mainstream (Simon,2011). Twitter is a popular SAS service, with tens of
millions of registered users as of June 2010. Twitter’s core function allows users to post short messages, or tweets, which are up to
140 characters long. Twitter supports posting (and consumption) of messages in a number of different ways, including through Web
services and “third party” applications. Importantly, a large fraction of the Twitter messages is posted from mobile devices and
services, such as Short Message Service (SMS) messages….In terms of social connectivity Twitter allows a user to follow any number
of other users….The conversational aspects of Twitter play a role in our analysis of the Twitter temporal trends. Twitter allows several
ways for users to directly converse and interact by referencing each other in messages using the @symbol. A retweet is a message
from one user that is “forwarded” to a second user to the second user’s followers, commonly using the “RT@username” text as a
prefix to credit the original (or previous) poster (e.g., “RT@justinbieber Tomorrow morning watch me on the today show”)(Naaman,
Becker and Gravano, 2011). On Twitter’s homepage, we can find friends and industry peers of our choices. Manyl business and
financial magazines also provide the latest information on Twitter.
People are often using the open forum of digital media for a wide range of purposes: ranging from frivolous fun to serious issues
including safety, public health and hygiene, politics, and the environmental issues. Citizen media has emerged to create greater
transparency in government’s actions. Blogs have become a mechanism for sharing views on all types of topics, or blowing the
whistle on things that otherwise would have been suppressed. According to Technorati (www.technorati.com), the number of blogs
had crossed 90 million by mid-2007. So, blogging has not only emerged as a niche trend, but considered to a major force changing the
way humans share news and opinions. Investors’s Business Daily reported in July 2008 that after having placed adverts with websites
and search engines, more advertisers are starting to spread their advertising money to audio and video podcasts in order to reach
certain consumers. Such advertisers include Audible, a part of Amazon.com that sells audio books, an online dating site called
Geek2Geek.com and Dixie Consumer Products, makers of disposable tableware products (Wolff, 2009).Business and financial
organizations can use blogs, vlogs, and podcasts to reach well-defined target clients. Even small- and medium-business organizations
can distribute their own edited vlogs or podcasts at low charges. They can host blogs or other such formats on their own home pages
and also make them available through iTunes and via a distribution method called RSS feeds. If they want their videos to go viral,
they can upload them to YouTube and other sharing sites. A site named tubemogul.com permits distributors to send their videos to
many sites at one time, after being registered with the Website. One thing that blog creator has to keep in mind is that he must not use
copyrighted music in his vlogs or podcasts.
In DigiMarketing, contents are freed from specific delivery mechanisms, the limitation of media units, and physical boundaries.
Content freedom is the ability to create content by any person without restrictions. Today, consumers want to modify, edit, and change
the existing material as well as to create a wide variety of own material. Web 2.0 has played a greater role in the formation of
Consumer-Generated/Created Content (CG/CC). With social media channels, the consumer can generate their own content. Alan
Charlesworth (2007) differentiated consumer-generated media (CGM) from consumer generated content (CGC). He stated that the
former one represent the wider entity in which CGC is hosted (the media) rather than the actual content presented in that media. Now
media (solely Internet) has been merged and content are emphasized more rather than the media on which it resides. The strong
temporal nature of SAS information allows for the detection of significant events and other temporal trends in the stream data. Such
trends may reflect varied set occurrences, including local events (e.g., a baseball game or “fire on 34th street”), global news events
(e.g., Michael Jackson’s death), televised events (e.g., the final episode of ABC’s Lost), Internet-only and platform-specific memes
(e.g., a “fad” of users describing various things they object to using the #idonotsupport keyword), and hot topics of discussion (e.g.,
healthcare reform or the tween idol Justin Bieber) (Naaman, Becker and Gravano, 2011). In the commercial sector, blogs are
normally used as a voice of an organization, an individual engaged in an organization, or as an outlet for people who are promoting
their ideas or issues (e.g. their consulting services). With all these features, blogs permit their writers to exhibit their own skills and
experience within the topic on which they are writing and to develop an affinity between the brands and readers. It is not surprising
that many ‘experts’ in e-marketing have been recognized through their blogs sites. The blog commentators can also raise their profile
by responding to comments in well-read blogs. One requires minimal knowledge in the subject area, and limited experiences for
upgrading their writing. So, anyone can indulge themselves in blog marketing process.
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4.2.2. Microblogging ‒ trend in social networking activities
Recently, a new form of social networking activity termed as “microblogging” has emerged in the blogosphere. People can
communicate with their chosen network in real time by using websites like Pownce, Twitter, and Jaiku. These sites permit heavily
abbreviated content format (maximum 140 characters) that may include an URL. For example, a typical microblogging message may
read “click here for latest information about mutual funds available on StockTwits.” These messages can reach a large number of
users when they are fed through to display in the investor’s blog or his/her Facebook profile. Harris and Rae (2010)stated thatDell
Computers is using Twitter to sell off clearance items to its brand champions who are following Dell at http://twitter.com/delloutlet. A
business seeking to raise awareness of a new electronic product, for example, would be keen to recruit Twitter users to its cause
because they are:
• early adopters of new technologies;
• well-educated, with high profile careers and large salaries;
• receptive to relevant advertising and are likely to talk about products within the Twitter community to “spread the world”; and
• very influential within their own community and potentially able to develop the profile of the brand through sits endorsement
when interacting with their followers.
4.2.3. Disadvantages of Blogging in Business
Business houses cannot expect to permit a transparent voice to their staffs and customers while controlling marketing messages.
Negative feedback cannot be hidden in this open media world. Such feedbacks can challenge the credibility and authenticity of any
business organization. The New York Times (3 March 2008) (Barbaro, 2008) reports on the case of Walmart which had to shut down
its early blogging efforts as customers felt they lacked authenticity, regarding them as thinly-veiled PR exercises. The company has
recently “bitten the bullet” again with a new blog called Check Out (http://checkoutblog.com) after lengthy consultation with the
authors of successful blogs about how to develop an appropriate blogging policy. The blog is written by ordinary employees who are
encouraged to speak freely (and often critically) about Walmart and its suppliers without corporate editing….In a similar vein, Li
(2007) notes how General Motors was able to identify vocal critics from posting on the company blog, and in response invited these
people to visit the factory where the company demonstrated how the problems they raised had been addressed. As a consequence,
many of the critics were converted into active and enthusiastic supporters of the brand (Harris and Rae, 2010).
5. Conclusion
Three flamboyant elements that reside at the heart of new media are social networking, virtual realities, and viralelapses. New media
are fundamentally social. Everything in digital format can be easily answered to, opined, tagged, or passed to other. Simple digital
formats such as SMSs and instant messages can connect people more easily and be forwarded to other instantly. With the growing
number of more sophisticated social networking sites such as Facebook and Twitter, people get connected with other virtually. These
networked sites and games act as a virtual world, which createsenormous platform of interactivity. This social connectivity is
preferred by the marketer over one-way traditional marketing channels. The proliferation of digital devices and destinations means
people spend more leisure time in virtual spaces. Internet continues to dominate marketing world as business organizations can offer
all product information, including technical specifications, user testimonials and case histories, and analysts’ reports, on their Web
pages. These companies can promote their information-based Web sites at trade exhibitions and in targeted trade journal advertising.
They can attract more number of prospects towards their Web sites by using high-impact direct mail postcards. Promotion of
companies’ Web sites can be also done through electronic Public Relation activities, Web banner advertising on selected sites, and
shared hyperlinks with other Web sites.
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