Internet and Interactive Marketing in Australia

Interactive marketing is defined as the “process of being able to deal with customers by creating individual relationship, managing market size of one and addressing each in terms of its stage of development” (Blattberg et al., 1991). It has always been the dream of marketers to be able to establish a dialogue with each consumer and position the organization to …

The ‘Customer as Monarch’ and the ‘Marketing Concept’ are related to the Seven Step Marketing Process

  The marketing concept can be thought of as having four parts as follows:   Part I – Understand and meet customers needs, said another way, provide satisfying products and services to your target customers Part II – Meet organizational goals – this is applicable for both for-profit and not-for-profit organizations. For-profit organizations should have goals other than profit, a …

Product promotion on virtual communities in Australia and the world

Virtual communities present an excellent opportunity for marketers to exploit the “network externalities’ effect. The key to promotion on the virtual community is the critical mass of members that can be reached. Marketers start by building a loyal constituency of consumers through advertisement on discussion forums, sponsorship of discussions, providing links to experts in specific areas for free consultation, and …

What are the Characteristics Of Virtual Communities in Australia

The virtual community is primarily a forum for members to freely exchange information, but it also provides commercial benefits to the members and the sponsors. It is important for the sponsor and other participating vendors to understand the characteristics of virtual communities to effectively exploit the potential of these communities. Some of the characteristics are described below: Collective Knowledge: A …

Internet Advertising in Australia

  As the Internet was transformed in the 80s from a “research only network” to allow commercial activities, organizations realized that the sheer number of users connected to the network and the very low cost of reaching out to them, made the Internet an attractive medium for advertising. Almost all media planners now consider the Internet as a viable advertising …