With the advent of the Internet, the entire human experience changed.
One of the most remarkable changes took place in the way that business is conducted. Using the impact of the Internet on business, online marketing is discussed in this essay, from several important points of view. The Need for Constant Change in Marketing Marketing is in need of constant change for several important reasons.In a broad sense, the constantly changes tastes and demands of consumers change not only direct to consumer marketing, but also business to business marketing. More specifically, the United Stationers’ case shows us that online retailing has changed the way that goods are bought and sold. Therefore, the marketer needs to study the emerging trends and alter their marketing strategies and messages so that they can communicate with potential customers in the ways that appeal to them, and motivate the buying decision (Steinbock, 2000).
What this means is that marketing will constantly evolve for many years to come, and indeed must do so to remain effective and relevant in a world where every day brings new ideas.Importance of Intermediaries to Marketers? Intermediaries have always been important to marketers, because it is through the intermediaries that goods and services that are promoted to potential customers eventually are provided to those customers when they are ready to buy. In the case of United Stationers, they have lost many opportunities to serve as intermediary due to the development of online technology which diminishes their role in some cases, but in others, the case shows that technology has led to new opportunities for the company. Generally speaking, intermediaries are still vitally important to marketers, with a few notable changes to their role. Due to technology, intermediaries perform a lot more “virtual tasks” via the Internet, and those tasks are different than those of the past when online technology did not exist (Plummer, 2007).
In any case, intermediaries will likely have an important role, albeit a changing one, for many years to come. The Future of Online Marketing/Business-to-Business Online Marketing Online marketing in the future is undoubtedly likely to become much larger than it already is for several important reasons; first, our society is becoming more transient, and in moving from place to place, often lacks the time to physically travel to stores and shops to obtain what they can easily obtain at the click of a computer key, which will increase the demand for online marketing. Additionally, much of the world still lacks Internet access, and as that access is granted to them, more potential consumers will exist, to which marketing efforts must be directed (Plummer, 2007).In the case of business-to-business more specifically, as consumer demands increase, so too will the need for businesses to market to other business for the services and goods that businesses need in order to operate.
Conclusion If nothing else, the research conducted here makes one important point- the dynamic nature of changing technology, as well as the lightning pace of business will undoubtedly lead to more changes to both in the future. Just as those who lived even a generation or two could not even conceive of the World Wide Web, there are technologies yet to emerge that we cannot fathom. In that lies a future full of opportunities, challenges and change. It will be the responsibility of all of us to make the most of what comes our way.
