On Line Marketing 2000

4 Pages 1028 Words

How important is marketing and whom does it affect? When you think about it, you can’t get very far into a day without bumping into marketing and what the whole marketing system does for you. Marketing is simply defined as the activities involved in getting goods from the producer to the consumer. It concentrates primarily on the buyers, or consumers, determining their needs and desires, educating them with regard to the availability of products and to important features, developing strategies to persuade them to buy, and finally enhancing their satisfaction with a purchase (Encarta 95). Producers and sellers are always looking for new and innovative ways of marketing their goods and services to provide superior quality and comfort to consumers. Towards the end of the 20th Century, many companies were looking to the Internet as an opportunity for profitable growth through marketing. However, companies are now seeing a need to develop strategies and learn from the mistakes of past dot-comers in order to maintain success within the new Internet marketing industry.
“The now cliché Web maxim, ‘If you build it they will come,’ has lulled many online marketers into a false sense of opportunity. The truth is that Web site traffic building has its own set of PR needs and requires its own system of aggressive, attention getting tactics,” says Charles Sayers, an Internet marketing consultant (Dysart). Marketing on the Internet throughout 2000, was seen as unpredictable and embryonic. Nearly, 130 dot-com businesses ended up crashing last year due to their lack of success within the industry (Patton).
In 2000, Companies were no longer looking at other new companies as the enemy. In fact, recent findings have shown that alliances and exchanges among previous online competitors proved to be more successful for the companies overall (Patton). Elemica, formed by 12 large chemical companies, saw the need to build an alliance...