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Not Everyone Can Find Internet Marketing Success
The Success of Dell, eBay, Amazon and Yahoo is But a Small Part of the Overall Marketing Scenario
Yes, there are many companies that have gained prominence and have experienced Internet marketing success. But, for
every well known successful company such as Dell, eBay, Amazon and Yahoo there are thousands that have failed to
achieve any success in their endeavors to reap the benefits of online marketing and sales. Not only are there many
reasons for the success of some and numerous failures of others but important lessons can be learnt from these
successes and failures.
The Internet has become full of tools that come replete with a good degree of complexity, given the vast and
sophisticated toolboxes available for marketing and selling that these companies now employ.
The secret behind the huge success of some marketing companies lies in using the traditional marketing and sales
techniques and channels that have been known for quite some time. Internet marketing success is also achieved
through these traditional means and some useful marketing channels used are marketing of brands in the broadcast
media, generating demand and communicating promotional material through the print media as well as using direct
mail and email as channels for promotion. Telesales is also one other marketing and sales promotion channel being
used from quite some time.
One widely used concept is that marketing is not only the responsibility of the marketing department but of the
organization as a whole, and to achieve Internet marketing success it is just as applicable now as before, because
many companies have employed Internet marketing from a cross-functional perspective as well as for leveraging the
strength of several marketing and sales channels, to good effect.
In addition, to achieve Internet marketing success, these companies have redesigned the customer marketing
interface in order to increase its value, reliability and responsiveness as well as provide better quality of
service to its clients, instead of simply automating these functions when shifting from the manual system to
computerized systems.
The Internet is not an isolated instance of marketing but an integral part that has played and will continue to
play a pivotal role in achieving Internet marketing success. Its usage is twofold and it is used both as a channel
to enable providing support and leverage to other sales channels as well as an end-to-end system that helps
transact and close deals, without outside support.
Though it has been found that trying to change the buying habits of customers as well as motivating them to adopt
newer means like Internet marketing is both costly and difficult, Internet marketing success can still be achieved
through integration with the traditional means of marketing and sales.
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