Communication - Research Paper Example

This paper seeks to discuss the advantages and disadvantages of online marketing, its potential impact on the company’s online sales, and finally to recommend requirements for a successful online campaign. The advantages are numerous and include its one-to-one approach, its ability to cater to the company’s specific interests, increased choices for the consumer, its inexpensive nature, and its wide and round the clock reach. However, its disadvantages include the probability of illegal activity like spamming, incompatibility with products that require physical demonstrations, its cost, and time-sensitive nature.

The paper also covers the impacts of online marketing such as expansion of the market place, its use as a research tool, its direct connectivity to potential clients by availing updated information, the ability of a business to operate 24 hours a day, and its reduction of administrative costs. Finally, the paper gives recommendations for a successful rolling out of online marketing strategy. This section recommends that the company must use all local search tactics available, ready its website for tablets and smart-phones, as well as identify new and incremental traffic and conversion sources.

Online marketing is a term that refers to the marketing of services or products over the internet. Online marketing will enable the business to promote its services and products over the internet, at only a fraction of what it would have cost to use traditional modes of advertisement. This mode of marketing involves the creation of a strategy that suits the company’s website in order to promote its business over the internet. It brings technical and creative aspects together including sales, advertisement, development, and design.

It involves a variation of business models including the generation of website leads, direct selling, and affiliate marketing that involves the development of a product by one entity and its sale by another. Some of the methods