Media Comparison Paper

Essay by kiminduUniversity, Bachelor'sA-, June 2009

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Media Comparison Paper � PAGE \* MERGEFORMAT �5�


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Internet marketing also called online marketing can be defined as the marketing of goods and services via the internet. This tool has brought about many benefits to marketing as it is cheap when it comes to the distribution of information and it is a media to a large audience globally. Internet marketing is interactive in nature as it provides instant response and elicits responses and this is a unique feature of the medium. Online marketing includes the management of digital customer data and electronic customer relationship management systems. It is also the placement of media along different stages of customer engagement cycle which is the engagement of customers with one another with a company. The placement is done by the use of search engine marketing, search engine optimization which refers to the process of increasing quality of traffic to a website via search engines, banner ads and email marketing.

In online advertising, a company has to choose a suitable online marketing strategy. In order to benefit most from online marketing, a company has to choose the correct search engine marketing strategy. Starbucks have had a lot of success in unconventional marketing over the years but has also begun to dominate online. Lately, this giant coffee maker is putting a lot of effort and time on its online marketing campaign. This has been shown in many ways and as long as their success persists, they will continue using this strategy in the foreseeable future.

One of the newest Starbucks online marketing strategies is that they use posters in six major cities to attract people towards the internet. This at first sounds silly but a closer look at the idea makes it have a perfect sense.