Internet as a strategic marketing communication tool:

Abstract

Abstract Purpose of the study 1. To study the past experiences of companies, both international and domestic, in using Internet as a strategic marketing tool. 2. To gain insights into the advertising community’s perceptions of the Internal an advertising and marketing medium and to determine potential barriers to the use of Internet as a marketing tool and. 3. To determine what the community foresees as the future of marketing on Internet in India.

RESULTS A total of 20 organizations were studied, both in India and abroad. These ranged from Multinational companies like Sony and Volvo to small startups like Sony and Volvo to small startups like Redif on the net and Baba Bazaar, with applications which range from selling trucks to selling research information about the ocean. What evident from the case studies is that one’s imagination is the only barrier the number of uses the Internet can be put to. The ones that we have outlined are perhaps only the tip of the iceberg with newer and more innovative companies coming up every day. Perceptions • Advertisers have begun to incorporate the Internet into their marketing communication mix. • Advertisers perceive even a greater Internet presence within the next year because it will become a major source of product information. • There is uncertainty/ divisiveness concerning the Internet’s effectiveness and / or ability to provide competitive advantage. • Security / Privacy issues and measuring effectiveness are major barriers to utilizing the Internet as a marketing tool. • Internet knowledge / skill have not yet been incorporated into the hiring criteria. • Marketing and advertising managers are the major champions of establishing Internet presence. In conclusion, the results of this preliminary study show that the Internet is an important yet uncertain medium for advertisers to consider as part of their marketing communication mix. Advertisers are the main decision makers in establishing a Web site and are faced with the task of developing and maintaining an Internet presence despite its uncertainty in contributing to the overall campaign.