The Internet: New Medium, Budgets, Challenges and Opportunities
(c) 2008, Rob Ainbinder
Abstract
The evolution of the Internet and Internet Marketing in particular has fundamentally changed the way we market, how we market and the allocation of marketing budgets.
The evolution of the Internet and Internet Marketing in particular has fundamentally changed the way we market, how we market and the allocation of marketing budgets. We have transformed from an era of one-to-many mass communication into an era of one-to-one mass communication. At the same time that these new mediums have arrived marketing budgets have had to be adapted to encompass the new mix of opportunities and challenges. A brief discussion of the evolution of these new marketing vehicles and their impact on marketing budgets will be discussed in the pages that follow.
Some of the earliest electronic advertising by today’s standards is considered to be spam. A message was posted on Usenet promoting an immigration law firm and so began electronic advertising (Fiest & Everret-Church, 1999). The Usenet is one of the oldest structures pre-dating the Internet. With the Usenet’s introduction community organizers quickly discovered the need to make announcements and summarize communication on the Usenet forums. These early “newsletters” were entirely text only messages. The discussion groups we use today, were largely influenced by these early discussion groups.
The introduction of HTML, e-mail protocols and messaging platforms that render this code gave the marketer and the recipient an increasingly more content rich experience with graphics to support branding, product pictures and video to support sales. Even as e-mail was developing their were more developments happening online.
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(c) 2008, Rob Ainbinder