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3.2.1 Online marketing vs traditional marketing „dvertising will always be. In the television, on radio, in newspapers, on billboards, in the Internet, at the post office and even in the toilets „- Philip Kotler in an interview with Gazeta Wyborcza. Internet Marketing vs. Traditional Marketing Features of traditional and internet marketing Marketing Features Traditional Internet Target group Everyone Internet users Contact with consumers One-way Two-ways, interactive Knowledge about a client Little Personalization Limited Massive Client’s trust Extensive Limited Brand The growing importance of the brand Promotion Dominant strategy - push Distribution Long channels Access to information Limited and time-consuming Range of operating Rather limited Limitless Exposure time Limited Limitless Organization of marketing Formalized, slow flow of information, low flexibility Control of marketing Time-consuming, often indirect Costs High Extensive The fundamental importance of the brand Dominant strategy - pull Short channels, direct selling Limitless and fast The flattened structure, rapid flow of information, high flexibility Faster, direct Low Frąckiewicz E., Interner Marketing, Wydawnictwo Naukowe PWN, Warszawa 2006, s. 17. The dream of every company is development. Development does not mean the same for every company. Some would like to appear on the local market and the other on the global market. All, however, have one purpose, which is to gain a profit and multiply inserted capital. Obviously, there’s no such thing as a free lunch. It is also clear that companies that are taking their first steps in the business world are in more difficult situation on the market, because they need a strong determination and perseverance to break through the „wall“ of consumer resistance and begin to achieve expected results. It turns out that a well-established on the market companies are not much better. They are also forced to make an effort to develop the company so that the products and services offered by them meet the expectations of their buyers. In the twenty-first century, having and implementing marketing policy (strategy) plays an important role in every company. The development of the company largely depends on it. By design, marketing in companies should be doneby professionals or individuals who present a high level of marketing knowledge. In practice, it looks a little different, the management of marketing policy depends on the size of the company. The one-man businesses or small companies often give such a task to outside companies (B2B), while medium and large companies usually have a team of specialists. In the context of implementing the marketing policy departments select appropriate marketing channels for activities or campaigns that they are planning to take. They define the objectives of these activities, target markets, also opportunities and budget. After agreeing on the mentioned items they decide on which marketing to implement: traditional or online. The last decade turned the world of marketing „upside down.“ It turned out that the development of advanced technology had and still has a huge impact on the broadly understood marketing and in particular marketing on the Internet. E-marketing adds a lot of emotions for marketers who recently had to significantly upgrade their knowledge in this field, and the popularity of internet marketing continues to grow. At the moment, it probably spread to all sectors, although not all are developed at a high level yet. Expert marketers have their hands full. Each decision is worth its weight of gold. What matters is the financial efficiency, which directly involves the selection of the type of marketing (traditional or online). It must be supported by earlier insightful market research and a good marketing strategy of the company. What is the traditional marketing? The primary task of any marketing activity is gaining new customers and maintaining the existing ones. Using appropriate marketing techniques, it is possible to create consumer awareness associated with the brand, company, product or service. In order to maintain an adequate level of marketing there should be balance between the offered products or services, and practiced customer service. It is extremely important so that your marketing activities prove to be successful and to maintain the high quality of the actions undertaken. Other important elements that must be taken into account when conducting marketing activities and building effective marketing strategy are demographic factors, the market needs, defining target market, and many other industry factors that require comprehensive market research. Marketing is an intelligent field possessing creative techniques, including different kinds of advertising of distribution and sales. The key is to understand the customer’s requirements. Satisfying these needs is the foundation of any successful marketer. In marketing we also have marketing mix, which consists of product, price, promotion and placement. Traditional marketing is very expensive. We need a lot of time and money to get the desired effect. Until recently, it was the only reliable way to promote businesses or products. In traditional marketing there are various media to present the offer. These are: television, radio, press, printed magazines, outdoor billboards and many other available media. Traditional marketing still fulfills its role. So far it is a very effective marketing channel. This is the main reason why many companies still use this form of promotion. It still works and it is very popular. The disadvantage of traditional marketing is that it is very expensive and requires a lot of time to get the desired effect. In the event of introducing an offer on the local market, traditional marketing is ideal for product promotion. However, it is no good at the international level, because it is the most expensive of the possible advertising channel. Nowadays, when technological development provides companies with opportunities to minimize costs, it would be worthwhile to consider the possibility of an extension of the marketing activity. A good marketing solution for any business may be using internet marketing that can function interchangeably compared to the traditional, or can be run simultaneously, if the target group specified in the campaign requires that. In other words, internet marketing and traditional marketing are two important elements that should be used while efficiently running the company. Progressive marketing strategies can provide the desired business development that will translate into a number of new customers and the number of orders executed. That is why, it is worth investing in social media marketing and the positioning of professionally designed web page. However, keep in mind that traditional marketing is still valuable and can also bring us a lot of benefits. What is internet marketing? Internet marketing is a medium to promote products or services using the Internet. Creating a marketing strategy focused on internet marketing is done in the same way as creating a strategy of traditional marketing. Today one cannot imagine marketing without the Internet. Internet marketing is considered to be much faster and less expensive channel to promote products, services and business. Internet marketing strategy includes a variety of services including such as: Search Engine Optimization (SEO), lately the focus of attention for professionals of search engine marketing (SEM), email marketing, SEO copywriting, web development, pay per click (PPC) advertising, advertising banners, making different kinds of catalogues, blogging and many others. Internet marketing is a very economical and fast way to promote the product both in the country and in the world (it does not require additional costs), in contrast to traditional marketing, which as we have said is very expensive and requires a lot more time for implementation. A significant difference between the traditional and internet marketing is that in the case of the former it requires less people. It means nothing else but minimizing the costs of the company. The traditional marketing needs a greater number of people, which is associated with higher costs (personnel, social, technical, etc.). Remember that the Internet creates opportunities for potential user to make various transactions (e.g. purchase, sale, banking) 24 hours a day, 7 days a week. It is impossible with traditional marketing. Another advantage of internet marketing is the possibility of purchasing the services of a professional marketing companies. Those that operate online are significantly cheaper than stationary ones. Comparing traditional and internet marketing, we can see that in today‘s fast developing world, in the most economical way we can achieve the rapid growth of the company. Internet marketing is the ideal way to a successful business, both local and international. If the company does not have a large budget for marketing, internet marketing is the best way to spread your wings. It makes it possible to realize your advertising goals and get a return on your marketing investment in a very short period of time. Let‘s try to summarize the differences between traditional and internet advertising: Traditional advertising Internet advertising In case of press and bilboards the advertising is static. Advertising is a multimedia, it can use time sound, image, text at the same time There is no limit to the size of an ad Sites and search engines precisely define the size of an ad Advertising is received passively The user decides whether to read the ad, so the perception is held at a higher level of concentration Advertising rarely goes precisely to the target group It allows you to precisely reach target audience Response to the ad is not instantaneous Response to the ad is not instantaneous It is difficult to determine the number of people who come into contact with advertising You can precisely determine the number of people who responded to the ad Campaigns are available only for larger companies It creates the possibility of effective promotion for smaller companies Focused on emotions Focused on informing