Online advertising

Abstract: This paper focuses on online advertising and how marketing strategies are adapted to the
Internet. In the virtual environment, the product is presented in a wide range and can be found in
multiple online shops, where the price can vary. Also, consumers have a very big advantage when
shopping online because people usually leave feedback for the products they buy, influencing other
people. Also in the digital environment it is much easier to promote certain goods or services via
social networking sites, blogs and forums.

Keywords: digital advertising, online marketing, virtual marketing, internet, advertising.

JEL clasification: M31

Introduction:
The Internet is a worldwide phenomenon, that has the power to connect people and organizations
across the world, and that has an important role in the whole process of globalization. It has the power
to ignore the geographical borders and to transform small businesses into international competitors. It
can also link foreign partners in all aspects of the supply chain ( Jelassi, Enders and Martinez-Lopez,
2014).
The internet brought many opportunities for the marketers such as new clients, smaller costs, widening
the geographical coverage and efficiency in transactions with customers. It also provides a rich source
of data for the purpose of decision making (Gay, Alan and Essen, 2009).
Literature review:
There are many ways in which companies use online marketing, for example social media marketing.
Many marketers thought that social and advertising are not going to go well together, but in 2013
Facebook made a change in its layout, so that the ads were included in the news feed and for all the
people to see (Kingsnorth, 2016).
In the more advanced markets in Europe such as UK and Finland digital advertising already accounts
more than one per cent of total media spend and is in constant growth (Meadows-Klue, 2002, p. 136).
For online businesses, creating an online name must become the top priority. Customers have to be
attracted, won and held, their loyalty and trust cultivated and their own individual wants expected,
identified and provided via Internet. This means using the web as a principle way of advertising, as
well as customer support and sales. The Internet became the primary way for marketing the business
for most companies. This choice has at least five advantages. First, it is fast, responses are quick,
marketing campaigns are made in much less time than an offline campaign. Second, it is cost-efficient,
the responses are stored automatically and instant. Third, it is interactive by using banner ads, URL,
links to other sites and many more. Fourth, it collects data, the internet is an efficient way or receiving
and requesting visitor data, both explicit and implicit. Fifth, it simplifies personalisation, the Web
delivers timely, personalized information in a variety form, to a visitor ( Di Ianni, 2000, p 159).
A lot of companies are connecting with their customers in online communities to get more consumer
help. Ultimately, some products are not suitable for the web, such as some fashion items who can
appear different to some people because not every computer is ‚color and size true’. This might cause
some consumers to be dissatisfied with his purchase, because his product does that match the one on
his display. Thus, consumer perceptional differences between the physical product and the digital
picture may induce consumer dissatisfaction so then companies need to solve their problem (Kucuk,
2011, p. 346).
In the UK, online adverts account for approximately £1.7bn from the first six months of 2008 which is
nearly 19 per cent of total UK ad spend. ( Shaw and Graham, 2009, p. 283)
Also, in 2008 a big number of companies switched their advertising budget from traditional, old media
to a new and exciting way, the Internet. ( Jelassi, Enders and Martinez-Lopez, 2014).
Conclusion: In conclusion, the Internet is used by millions and millions of people every day,
making the online advertising the most successful marketing field.
The way that a product is being advertised and sold represents a huge factor in the online market and
can bring many more buyers. When a customer is satisfied with an experience he had at an online
store, they give great feedback which influences others to buy as well.
References:
1. Di Ianni, A. (2000) The e-business enterprise and the ‘Web-first’ principle of e-marketing.
Interactive Marketing [e-journal] 2( 2) : 158–170. Available through Springer Link (database)
<http://link.springer.com/article/10.1057/palgrave.im.4340084> [Accessed 18 January 2017].
2. Gay, R. , Charlssworth, A. and Esen, R.(2007) Online Marketing: A Customer-Led Approach.
London: Oxford University Press.
3. Jelassi, T. and Enders, A., (2014) Strategies for e-business: creating value through electronic and
mobile commerce: concepts and cases (3rd Edition). Essex: Pearson Education.
4. Kingsnorth, S. (2016) Digital Marketing Strategy: An integrated approach to online marketing.
Philadelphia, PH: Kogan Page.
5. Kucuk, S. (2011) Towards integrated e-marketing value creation process. Journal of Direct, Data
and Digital Marketing Practice. [e-journal] 12(4): 345-363. Available through Springer Link
(database) < http://link.springer.com/article/10.1057/dddmp.2011.3> [Accessed 18 January 2017].
6. Meadows-Klue, D. (2002) Practitioner attitudes to interactive advertising. Interactive Marketing
[e-journal] 4(2) : 135-143. Available through Springe Link (database)
<http://link.springer.com/article/10.1057/palgrave.im.4340172?> [ Accessed 18 January 2017].
7. Shaw, S. and Graham, K. (2009) Internet: Will regulators cast their net over web advertising?
Journal of Direct, Data and Digital Marketing Practice. [e-journal] 10(3): 283- 287. Available
through Springer Link (database) < http://link.springer.com/article/10.1057/dddmp.2008.44>
[Accessed 18 January 2017].