The Influence of Internet Marketing on the Effectiveness Dissertation

The Influence of Internet Marketing on the Effectiveness - Dissertation Example Review of Related Literature Introduction One of the most relevant developments over the past years has been the progress exemplified by the Internet with which Internet adoption has significantly increased for marketing activities and opportunities. The Internet allows individuals to exchange ideas, send e-mails, shop for products, have access to news, and obtain business information (Armstrong and Kotler 2000). Internet usage for marketing increases the availability of information compared to conventional forms of media (e.g. TV, radio, print) with a moderately low cost for entry. Consumers are able to access the Internet and search for products, and purchase these at any given time, thus increased convenience. When companies are capable of offering convenience to its customers, such as through certain individualized customer services, they will eventually result to the increase of value offered by businesses and enable customers to experienced increased levels of satisfaction (Tsiotsou and Vlachopoulou 2010). Internet usa ge is also a cost-effective means of carrying out marketing operations as it can result to a reduced requirement for sales force members. On the whole, using the Internet to support marketing activities can lead to the expansion of businesses, from local to national/international markets, thus increased opportunities for growth. The following sections will then look into SMEs and their experience with the integration of Internet in their marketing operations. Internet and Marketing Activities in SMEs ... To determine the impact of Internet usage on marketing activities of SMEs. Review of Related Literature Introduction One of the most relevant developments over the past years has been the progress exemplified by the Internet with which Internet adoption has significantly increased for marketing activities and opportunities. The Internet allows individuals to exchange ideas, send e-mails, shop for products, have access to news, and obtain business information (Armstrong and Kotler 2000). Internet usage for marketing increases the availability of information compared to conventional forms of media (e.g. TV, radio, print) with a moderately low cost for entry. Consumers are able to access the Internet and search for products, and purchase these at any given time, thus increased convenience. When companies are capable of offering convenience to its customers, such as through certain individualized customer services, they will eventually result to the increase of value offered by businesse s and enable customers to experienced increased levels of satisfaction (Tsiotsou and Vlachopoulou 2010). Internet usage is also a cost-effective means of carrying out marketing operations as it can result to a reduced requirement for sales force members. On the whole, using the Internet to support marketing activities can lead to the expansion of businesses, from local to national/international markets, thus increased opportunities for growth. The following sections will then look into SMEs and their experience with the integration of Internet in their marketing operations. Internet and Marketing Activities in SMEs The technologies that the Internet has integrated into businesses have enhanced the