Impact of Internet on Marketing

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Marin
Albania

Impact of Internet on Marketing

How has internet affected the marketing practices of big companies?
Which industry or sector is affected the most? Why?

  Jaap de Jonge
Editor, Netherlands
 

The Impact of the Internet on Marketing Practices

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).

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