The Impact of the Internet on Marketing Practices
Jaap de Jonge, Management Consultant, Netherlands
Surely the internet had a big effect on marketing as a practice and on the marketing methods in use.
- On a fundamental level, the internet reduced the cost per customer reached.
- At the same time, the internet also enabled a far-reaching personalization of advertising messages.
Of all industries, I think the advertising industry was affected the most, because big, one-size-fits-all media campaigns have become less attractive and a major part of the advertising spending is now ending in the pockets of pay-per-click personalization players (Google, Facebook).