e-marketing in the 21st century: getting the biggest bang for your marketing bucks

摘要

Once the Web took the world by storm with its easy access to online information, the Internet became a serious tool for marketing communications. Today, the Net has evolved into a sophisticated vehicle for generating and qualifying leads using such tools as content-rich corporate Web sites and finely-tuned keyword advertisements on search engines. In fact, B2B online advertising reached an astonishing USD1.34 billion in 2000, dwarfing even B2C c-advertising, which ended the year at USD796 million (Direct Marketing Association, "The DMA State of the Industry Report, 2000"). As with any communications program, the goals for c-marketing remain the same: · To create name recognition within the seller's target markets · To develop a lasting brand image for the seller and its products · To generate high quality sales leads · To close profitable sales The Internet can help technology developers and manufacturers achieve all of these goals as well as offer a uniquely global way to establish an on-going dialogue with prospects and customers.