Lecture fundamentals of marketing - Lecture 28: Online marketing: Building direct customer relationships. After studying this chapter you will be able to understand: Online marketing, setting up an online marketing presence, public policy issues in direct marketing. | Online Marketing: Building Direct Customer Relationships LECTURE-28 1 Online Marketing Setting up an Online Marketing Presence Public Policy Issues in Direct Marketing Topic Outline 2 Online Marketing Internet is a vast public Web of computer networks that connects users of all types around the world to each other and to a large information repository Marketing and the Internet Much of the world’s business today is carried out over digital networks that connect people and companies. The Internet, a vast public web of computer networks, connects users of all types all around the world to each other and an amazingly large information repository. These days, people connect with the Internet at almost any time and from almost anywhere using their computers, smartphones, tablets, or even TVs and gaming devices. The Internet has fundamentally changed customers’ notions of convenience, speed, price, product information, and service. As a result, it has given marketers a whole new way to create value for customers and build relationships with them. Internet usage and impact continues to grow steadily. More than 80 percent of all . households now use the Internet, and the average . Internet user spends some 32 hours a month online. Moreover, more than 63 million people in the United States access the Internet via their smartphones. Worldwide, more than two billion people now have Internet access. And one billion people around the globe access the mobile Internet, a number that’s expected to double over the next five years as mobile becomes an ever-more popular way to get online. To reach this burgeoning market, all kinds of companies now market online. Click-only companies operate on the Internet only. They include a wide array of firms, from e-tailers such as and that sell products and services directly to final buyers via the Internet to search engines and portals (such as Yahoo!, Google, and MSN), transaction sites (eBay, . | Online Marketing: Building Direct Customer Relationships LECTURE-28 1 Online Marketing Setting up an Online Marketing Presence Public Policy Issues in Direct Marketing Topic Outline 2 Online Marketing Internet is a vast public Web of computer networks that connects users of all types around the world to each other and to a large information repository Marketing and the Internet Much of the world’s business today is carried out over digital networks that connect people and companies. The Internet, a vast public web of computer networks, connects users of all types all around the world to each other and an amazingly large information repository. These days, people connect with the Internet at almost any time and from almost anywhere using their computers, smartphones, tablets, or even TVs and gaming devices. The Internet has fundamentally changed customers’ notions of convenience, speed, price, product information, and service. As a result, it has given marketers a whole
