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Emerging
Trend:
Online
Marketing:
UH
Manoa
2011
 The
web
has
created
a
tremendous
opportunity
for
companies
and
business
 owners
to
reach
their
buyers
in
more
efficient
and
cost
effective
means,
and
when
 done
well,
can
yield
mass
profits
and
long
term
success.
The
use
of
Internet
 marketing
strategies
has
changed
the
way
products
and
messages
are
being
 circulated
and
received.
No
longer
is
advertising
exclusively
about
selling
products,
 nor
is
the
marketing
message
a
one‐way
from
business
to
consumer.
Instead,
this
 quickly
emerging
trend
encourages
businesses
to
reach
out
to
their
customers,
open
 lines
of
communication
and
build
relationships
based
on
trust
and
loyalty.

Rather
 than
relying
on
one,
costly
advertisement
meant
to
appeal
to
the
masses;
marketers
 are
now
“targeting
vast
numbers
of
underserved
audiences
via
the
web.”
(Scott,
19)
 Therefore,
the
use
of
blogs,
podcasts,
e‐books
and
news
releases
have
become
 essential
to
online
marketing
success
and
give
organizations
“the
opportunity
to
 communicate
with
their
customers
in
a
form
they
appreciate.”
(Scott,26)
 In
many
cases,
an
organization’s
website
is
the
first
impression
a
customer
 receives,
therefore,
it
is
crucial
for
a
marketer
to
create
a
homepage
that
is
both
 informative
and
consumer
friendly.
“Understanding
buyers
and
building
an
effective
 content
strategy
to
reach
them
is
critical
for
success.”
This
is
done
by
creating
a
 website
that
caters
to
the
interests
of
your
target
audience
by
addressing
points
of
 curiosity
while
building
credibility
in
hopes
of
gaining
their
attention
and
 encouraging
them
to
take
action.
A
successful
marketer
“thinks
like
a
publisher”.
 Success
in
this
arena
comes
from
clearly
stating
your
company’s
message,
goals
and
 delivering
content
when
it
is
needed,
where
is
it
needed.
Recognizing
your
target



audience
and
then
tailoring
your
content
strategy
to
their
specific
needs
is
what
 drives
this
sort
of
marketing.
A
company
may
not
be
able
to
tell
consumers
what
to
 think,
but
they
can
definitely
determine
what
consumers
will
be
thinking
about
 (when
visiting
their
website).
The
strategic
placement
of
links
and
eye‐catching
 phrases
alone
can
serve
as
a
guiding
light
that
leads
people
to
take
action.

 Blogs
have
become
instrumental
in
online
marketing
and
continue
to
alter
 the
way
organizations
reach
their
buyers.
Blogs
allow
companies
to
“push
ideas
into
 the
marketplace
immediately
resulting
in
instant
feedback”.
(Scott,
43)
It
is
an
ideal
 environment
to
introduce
new
topics,
products
or
services
and
see
if
it
either
 catches
on
or
falls
short
of
public
interest.
Aside
from
using
blogs
to
educate
target
 markets
of
a
product,
blogs
also
provide
businesses
with
a
platform
to
be
present
in
 online
discussions
where
they
can
build
trust,
gain
credibility
and
establish
 themselves
as
a
leader
in
the
industry.

Another
helpful
aspect
of
blogs,
is
that
they
 allow
for
organizations
to
closely
monitor
what
is
being
said
about
“them,
the
 market
they
sell
into
and
the
products
they
are
selling.”
(Scott,
50)

 Some
other
forms
of
media
marketing
include
the
use
of
podcasting,
which
 give
consumers
a
constant
feed
of
new
material
and
information
on
the
go.
This
is
 especially
beneficial
to
marketers
because
the
listeners
are
a
select
group
whose
 interests
are
pin
pointed,
so
information
can
be
easily
modified
to
appeal
to
this
 exclusive
audience.

Viral
marketing
is
another
great
example
of
how
the
web
can
be
 utilized
to
benefit
organizations
both
efficiently
and
cost‐effectively.
With
the
 development
and
rapid
expansion
of
platforms
like
YouTube,
viral
videos
have
been
 making
a
significant
impact
amongst
audiences.
Even
large
corporations
like



Coca
Cola,
Levi
Jeans
and
Adidas
have
recognized
the
power
that
these
viral
 videos
have
and
are
utilizing
the
more
modest
yet
effective
means
of
viral
 marketing.

Although
these
corporation’s
videos
may
feature
TV
Stars
or
All‐Star
 athletes
to
generate
buzz,
the
good
news
about
viral
marketing
is
that
all
it
takes
is
 an
innovative
idea
or
powerful
message
to
be
broadcasted
on
a
massive
level.
 In
conclusion,
we
have
learned
that
marketing
on
the
web
has
altered
the
 way
organizations
and
consumers
do
business.
No
longer
is
marketing
success
 measured
by
expensive
advertisements
or
costly
marketing
strategies.
Instead,
the
 web
provides
companies
with
the
tools
to
market
themselves
effectively
and
 efficiently
through
the
use
of
web
sites,
blogs,
podcasts,
press
releases
and
other
 forms
of
viral
marketing.
All
of
these
examples
provide
businesses
with
the
means
 to
reach
their
target
audiences
with
tailored
messages
all
while
gaining
their
trust
 and
building
a
foundation
in
their
specific
niche.
Ultimately,
creating
a
relationship
 with
their
customers,
a
reputation
in
their
specified
industry
and
hopefully
resulting
 in
profit
and
success
of
the
company.
 



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