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Title: The role of the Internet in Marketing
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This "Internet revolution" can be valued by different factors, such as online sales, amount of Internet users, amount of host computers, and amount of domains. All these figures are unchangeable; the common feature of them is fast-paced growth. There was the growth in the amount of host computers from 1969 to 1996 (from 4 host computers in 1969 to about 10 million in 1996). The real, extraordinary growth took place in the 1990s (Kalakota, 1997, p.45).
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While studying the amount of Internet users, the Internet had 30 million users on 10 million computers linked to over 240,000 networks in about 100 states. The last figures indicate the fact that International Data Corp values that 40 million people are home web users in the USA in 1999, which consists of 15% of the population. “Le Monde” in 1998 published that 100 million people use the Internet all over the world.
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Consumers and providers appreciate the Internet as a tool to buy items via self-service lessening prices for providers in the case of some services. The airline industry can serve as the best example. In 1995, 20% of the USA airline seats were booked by customers online and by phone. This reduces the price for carriers, and enlarges the convenience for online buyers. Moreover, products that are very likely to be sold on the Internet are not obligatory new products.
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An online music store, targets particular users who like jazz or hip hop fans with special suggestions. Also, email suggests a wide scope of personalized communications with consumers, and online retailers are various: e-mail based on HTML gives a more dynamic way to provide data, is cheaper than printing and mailing customary marketing material, and is easier to provide a customer with data.
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The Internet gives the chance of seeing an advertisement and ordering at once. As a result, it lessens doubt and puts off barrier to buy. Internet advertising also can be more effective due to targeted advertising: customized advertisements reach a user and offers only products he wants to buy. Additionally, Internet advertising can reach worldwide audiences cheaply and easily.
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