|
This study seeks to identify the key features which underlie the new computer-mediate communications media (in particular, the Web), and to explore the impact this may have on buyer-supplier relationships and the types of marketing activity which the Web may facilitate.
The Internet may be defined as the interconnection of a number of computer networks on an almost global scale. The primary method of connection is through telephone and cable networks, and it is this feature that contributes to the uniqueness of the Internet as a communication medium. The Web presents a fundamentally different both as a medium and as a market which it is from traditional communication channels. Marketing activities, including advertising, pricing, word-of-mouth influence, distribution, and product development will need to reflect the unique characteristics of Internet-based marketing strategy.
There are four characteristic of the new interactive media. There are communication style, social presence, control of communication content and control of communication contact. Communication style can be refers to the temporal (or time) dimension of communications. Social presence is a feeling that communication exchanges are sociable, warm, personal, sensitive and active. Control of communication contact is put forward as a key factor in the success of voice-messaging services and the last one is control of communication content. It is the ability to customize message content is one dimension of interactivity. The content can be customized either by users or by senders.
There are also having types of commercial websites. There are Internet presence sites, online storefronts and content sites. An internet presence site is an easy availability of product or firm information. Online Storefronts offer the opportunity for consumers to purchase directly from the firm, using the electronic equivalent of a catalogue. And content sites supply users with the actual information-based product. Such products may include; online publishing for example newspapers, books, and magazines.
Article by:
Linda Peter
School of management, University of East Anglia, UK
Summarized by:
Nik Nadhia Megat Ahmad (2008285666)
