The Impact of the Internet on Marketing
Jaap de Jonge, Editor
Surely the internet had a big effect on marketing practices.
- The internet reduced the cost per customer reached.
- At the same time, the internet also enabled a far-reaching personalization of advertising messages.
I think the advertising industry was affected the most, because big, one-size-fits-all glossy media campaigns like in the old days have become less attractive and a lot of the spending is ending in the pockets of just a few, pay-per-click players like Google and Facebook.