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Sharlene Giselle O. Ku Vertsol

95 Theses1. Markets are conversations.

The society consists of people interacting with each other to achieve a common goal.

People are the basic components in a society where there are governing bodies, territories,

and the citizens. In order to gain stability, these people are interconnected improving their

lives for productivity to survive. Markets are formed as a process of exchanging goods

where people came to buy what others had to sell. Normally, it is where we get used to

seeing vendors talk about the quality of their products, what it was made of, convincing their

customers to avail their products and so on. These were conversations, a sense of

communication to persuade others. Buyers have their own choices and give feedbacks to

the sellers, stating their opinions, and gaining satisfaction. These make up the conversation

that is very helpful in our country especially for the economy. With markets described as

conversations, it portrays the relationship of demand and supply.

We experience situations like these in our daily lives. We sought for satisfaction with the

things we avail and its benefits to us. In terms of price range, we demand for the cheaper

ones so that we can bargain for more. We can compare this to a literal market, but that

doesnt what really mean. Simply, markets are conversations because markets are the

reasons for making it possible for us to achieve our daily needs and help in sustaining

economic growth. It is a systematic approach to attracting whats on the market and making

it possible to reach out increasing customer relationship. That s how the market works in

conversations.


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2. Markets consist of human beings, not demographic sectors.Each of us is consumers and we depend on the market for our basic needs.

Products/services are made for clients satisfaction or for the needs of us human beings. It

should be us the center of attention of the market by every business production. From this

statement, it delivers to the perception of readers that markets are created for natural

beings, to support needs and expectations of their customers, and to manage the demands

of the products or services.

With the demands, I want to point out the quantity the market delivers it to their

customers. The products/services that the markets are producing should meet the demands

of these people who are vying for their goods or quality services. This includes the supplies,

qualities, and the needs of every human being. Every human has the right to achieve or to

reach out for his/her basic needs with the quality products endorsed by the market. Not only

dependent on the supplies in the market, the market must also focus on the raw materials

for the products and must meet what is needed by the people who will be using it. It must

be identified properly with the age limits suitable for the buyers. There should also be

included with precaution labels on the products to ensure the safety usage of the products

and also to avoid these from the reach of children which can cause danger.

The consumers are still the ones being benefitted by the market. The market focuses and

gives concern what is needed by its clients and to pull consumers to avail their products

ensuring quality.


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3. Conversations among human beings are sound human. They are conducted in a humanvoice.

Reaching for potential clients, every market must have their own strategies. The basic

instrumen t is to communicate with them and to do the sales talk to be able t o attract them into

business. Communication is an important thing whether in business or not. You are able to show

your insights with conversations. It is a means of exchanging information. With communication,

you are able to gain friends and also help in knowing the person very well. Like in business, you

are able to meet customers and to gain their perspectives about availing your products. You

give them insights like a normal talk and starts to have the strong bond for that customer to be

intact with your services.

Once they are intact with your services, they will start to ask many things about your

products until they are attracted to purchase it.

Imagining the world without words, things will be more complicated. It is very important for

most of us. Companies require their employees to have the expertise in conversation.

Conversation skills are what make a conversation pleasant. In todays jo b market it`s not

enough to be good at what you do, you must also be able to communicate well with

subordinates and authority and possess necessary skills in order to move towards next level

within your career track.

This is how basic communication/c onversation is. Without it, you cannot gain trust and wont

be able to look dee per into someones personality. Conversations are tools of humans to

express knowledge and feelings. Through conversation, it conveys the mind to persuade, share

info, relate to real stories, and to give special connection to a person. Different thoughts are


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conveyed with conversations. Good relationships start with simple conversations and to get

intact with someone.

4. Whether delivering information, opinions, perspectives, dissenting arguments or humorousasides, the human voice is typically open, natural, uncontrived.

Customers are important in a business. Beside from making the stocks or the sales

higher, companies also build a good sense of having this relationship to reach out for their

clients. In a conversation with the client in a typical store, customers are the ones who are

most prioritized. Whether delivering information, product endorsing or giving quality

services, customers ask more than just about these. They also give incentives to those who

serve them well like giving tips. More than that, the one who gives service and the customer

have the mutual relationship. If the customer appreciates the service given to him/her, not

only he/she has been benefitted. The one who gives service also benefits if he/she gets to

persuade the client or get the attention of the client to get into business as well or the

employer will be recommended to be promoted. The company and the client have built the

foundation of trust with one another.

Markets today have become extremely competitive where business organizations are

vying against each other to grab the attention of the clients. With business transactions, its

much easier if the clients are convenient having conversation with the employee. The

process of having the conversations gets more natural and flowing smoothly if both the

client and the employee are calm and are interested to the topic. Like asking about a

particular product, clients are prone to ask more if they are interested to it. That is the way

how the company markets its product and services.


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5. People recognize each other as such from the sound of this voice.

Our voice is an essential tool for information dissemination. When we get too close with

someone, the voice becomes familiar to us. Without seeing their face, we knew already their

identity just by their voice. Of course, we all need voice to communicate, to have

conversation. Besides familiarity, the voice also indicates the feelings of a person. This

includes the tone which easily tells if the person is happy, sad, excited or mad.

Now in business, voice is needed in order to communicate and transmit information. With

comm unication, reputation and credibility is built in getting the clients trust and confidence.

Having a good sense of communication, builds a good foundation in having a long term

relationship with employees and clients. Communication makes a company to be well-

organized, making it possible for the employees to do well in building the good reputation of

the company, problems and other business matters are resolved properly and promptly. It

is also important that every person in an organization must also take note with the tone of

voice they are using. Whether someone is in a bad mood, everyone must be considerate

and watch over the words coming from their mouth. Take note that a little mistake in giving

out the information because of wrongfully conveying the message in any ways can cause

damage to the business and worse can cost millions to the company.

Thats how important communication to each one of us. This is how the feelings are

conveyed through communication and the voice also which expresses the mood of the

speaker. Communication is also very essential in a relationship. Without this, everything will

get into the worst situation due to lack of communication.


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6. The Internet is enabling conversations among human beings that were simply not possiblein the era of mass media.

Emerging technologies have been prominent in this century and so is the emerging field

of study of the well-known World Wide Web, the Internet. As far it is concern, no one can

certainly trace the phenomenal birth of the Internet. Internet has gone so far that it became

our lifestyle. There are many things that you can do on the Internet, like surfing,

downloading and uploading, gaming, online blogging, and many other things. Internet is

now the most influential medium of communication, knowledge resources and the main

distributor of information. It had a big impact on peoples social and psychological realities.

From books, newspapers, and cable media, all of these are only used with limited capacity.

There is no question that easy access to the Internet, like the introduction of mail service

and the invention of the telephone, has changed the nature of people's connection to others

in their social world. Mail made possible connections among people without physical

proximity, and the telephone facilitated communication among distant people, making rapid

connections possible across long distances.

Now, everything has been made possible with the Internet, a very wide range in

conversations or many forms of communication. This has beaten up the impact of media in

terms of communication. Media is also a wide range of information transmission but has limit

to socialization. Since now, there is a law regarding the live viewing of media coverage of

sensitive events to the viewers. Media is limited to television and radio. Media is now a sub-

part of the Internet. The Internet can now cover the media online; the Internet can now be

source of news and information online. Media gives only information to the public and the


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public receives it while the Internet, there is a user that can manipulate information or

receive information that gives the users to be connected as one.

7. Hyperlinks subvert hierarchy.

We all know how far technology has come with the use of computers and the powerful

impact of the Internet. Todays generation is now focused on emerging technologies with

the usage of the Internet. From mobiles to Ipad, connecting to the net is just a click. Just in

the field of business, the company now uses the web to connect to possible consumers or

to target a market. Using the web for advertising and commercializing has a lot of benefits.

Most of these ads are now common in social sites because nowadays blogging is

everywhere. These ads gives it an advantage to promote in social sites where there are

active users, people are connected one another, and people can spread the news easily in

social sites. With the possibilities of the hyperlink, its ea sy to target consumers. Hyperlinks

give benefits to online shopping, sharing new trends, and new services to consumers.

First, what we all see when we connect to the Internet? We see lots of information that we

can browse on especially with the use of hyperlinks. Hyperlinks allow us to jump to a new

document that is clickable. It is a word or group of words or an image. You can explore

anything with hyperlinks. In the world of business, they use hyperlinks when people enter a

word or terms in search engines. Hyperlinks can be used for tags for a word that is related

to that of a user wants to search for. Like, if a user searches for a brand of bag, hyperlink

generates the term into different brands in word tags, so that the user can easily browse

from one another.


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8. In both internetworked markets and among intranetworked employees, people are speakingto each other in a powerful new way.

You know what makes us interconnected? Theres n o other else like the Internet. With the

usage of computers, surfing the net became dominant. Chatting with another user or simply

through e-mail became possible. So what else can the Internet cannot do? With the Internet,

everyone can communicate at the same time. In the field of business especially in the field of IT,

the Internet is used to provide services for the clients and to assist them with their concerns.

The Internet is really an effective tool for communication. In Facebook or in any other sites, the

Internet gives more benefits allocating more customers in the market. Employees can send data

to the customer via e-mail. Promotions are wide spreading in the Internet. Online shopping is in

demand like E- bays and Amazon websites. Its much easier and convenient for the clients to

surf on the net with their busy sched. Internet makes it less hassle to pay for product

purchasing because clients can pay online through credit cards like PayPal.

The Internet reaches beyond distance. With just a click, information is being distributed and

makes communication easier and convenient. It can be used anywhere through a Wi-Fi

connection. In a company they use intranet for easy transaction of file sharing with the

databases with the use of Local Area Network (LAN). With the Internets capability to spread

information, business operations became fast and can easily transact with clients. It can also

boost the companys sale s as the customer base begins to grow. Companies can be

recognized with their quality services.

9. These networked conversations are enabling powerful new forms of social organization andknowledge exchange to emerge.


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Anything is now possible by any means in distributing information. There are many things

that we can adapt from our modern technology. Just with a simple click on the Internet,

users already know whats happening from their surroundings. The Internet has shaped our

socio-cultural aspects. We became more sociable, because of social networking sites. We

increase our knowledge through forming researches on the Internet. We became aware of

whats happening just by reading the news online. Rather than reading a newspaper, some

would prefer going online. Once you have the Wi-Fi connection, getting information is just a

shot and less cost compared to paying r egularly for having newspaper. Its everything

under the sun.

With the kind of technology we are having, rise of commercialization is now possible.

Business sectors or organizations can now have their operations to be productive. Clients

can surf whats hot or latest products on the net. They can inquire for product orders or

reservations. Good example for quality services are E-bay and Amazon. E-bay is a site

known for selling items around the globe. Normally, the items that they are selling are for

auctions. A seller places an item on the site and buyers then bid on the item. At the end of a

predetermined period, the highest bidder wins. The seller can also provide "buy it now"

prices for buyers who wish to avoid waiting for other bidders. Online marketing is a way of

attracting prospective customers who are already looking for the products and services that

you offer which enables you to reel in those prospects that are ready to make a

commitment.

10. As a result, markets are getting smarter, more informed, more organized. Participation in anetworked market changes people fundamentally.


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As ways of communication became more developed, information is already being

reached without having difficulties. Aside from mass media, the computer has now

exceeded its usage compared to a television or a radio. With the use of a computer, the

user can interact wit h it in different ways; like, its considered a virtual world capable of

transforming the minds of the users with its functions.

Since information gathering is now in demand for communication, its now easier for

companies to reach out for their prospective customers. Online Marketing or web services

became possible for users around the globe. These services on the net get on the interests

of future clients to products offers and services. One thing that is an advantage is to

consider online shopping for the website or called e-commerce. To make it easier for clients

to browse and purchase products, its convenient to pay online by considering PayPal. The

Web is currently driving an enormous percentage of the world's commerce, and you will find

every possible product or service online. Having a website for business, stands out from

competitors showing them what youve got and drawing more visitors to your site with the

information provided that is easy to find. Aside from a designed website, it also encourages

those prospective clients and customers who are looking at your site to get a sense of who

you are and what your business is about. It is important that your site makes it inviting for

future prospects. Nevertheless, the information that you are giving to your customers and

the services that you offer, depends on a companys marketing strategy.

11. People in networked markets have figured out that they get far better information andsupport from one another than from vendors. So much for corporate rhetoric about adding

value to commoditized products.


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Initializing the business strategy of a company is very essential. Getting to online

marketing is not just enough for considering quality services to customers. Everyone should

coordinate inside a company. The company, supplier, and the client are connected to

ensure the productivity and quality of a business. An example would be a retailing business.

A retailing business should have a direct contact with its supplier for the raw materials. The

business sees to it that the raw materials are processed well. The quality is preserved and

delivers on-time. This is necessary for a retailing business to know to ensure that the

products that they are offering to their clients are safe and the quality is guaranteed. This

shows how the retailing business works.

With better coordination of a business from a supplier, the business will project a quality

service offer for the clients. Since there a lots of competitors, it is important that a business

should have employees who are trusted and who are willing promote the quality in serving

the customers. A business also considers innovation of services given to customer like

making radical changes to the business processes for producing or distributing products

and services. The business can also apply cost leadership strategy which finds ways to

help its suppliers or customers reduce their cost or to increase the costs of their competitors

by becoming a low-cost producer of products and services in the industry. Another factor is

developing ways to differentiate a firms products and services from its competitors or

reduce the differentiation advantages of competitors. This may allow a firm to focus its

products or services to give it an advantage in particular segments of the market. As the

demand of customers continues, there should be growth strategy which is expanding a

companys capacity to produce goods and services, expanding into global markets,

diversifying into new products and services, or integrating into related products and

services. And the most important part is to have alliances by establishing new business


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linkages and alliances with customers, suppliers, competitors, consultants, and other

companies.

12. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.

This applies to domino effect. In a firm, it is really essential to have the coordination in

each departments or sectors concerning for p roductivity. In the world of business, theres

no such thing as minding your own business. A firm should also its capability of producing

goods. For example in the Finance Department, its job is to let the CEO know the

companys assets and to review the companys ability to continue with the business. The

Supervisor reports to the Manager regarding the production of the workers. Each

department has contributions for the foundation of business operations. If one falls, then

everything is affected already. The domino effect comes first in my mind regarding a

networked market.

Even just for a business to be able to exceed customer expectations, they also review

whats inside the operations of its competitors. So I can say that nothing is kept as a secr et

in the world of businesses. Some firms will consider partnership or merge as one like Sony

products with Ericsson mobiles. Since Sony is a large company of electronics, they

considered to merge in with mobile company as a complete variance of product

differentiation and also to consider the partaking of shares. Entering a business has a lot of

factors to consider in order for it to become a success. In order for it work, its a must for a

business know first whom they are targeting in the market, how would they able to

communicate with potential customers, and how they produce an impact with their


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customers. So each of the people working for the growth of the company is connected are

one. No matter what your position is, as long you are working for your valued customers,

everyone has its own contribution.

13. What's happening to markets is also happening among employees. A metaphysicalconstruct called "The Company" is the only thing standing between the two.

What comes around goes around. This would be like a cause and effect relationship.

When everything seems to be a mess inside the company, then the market will be affected

as well. Having employees who are not doing their job or who cannot coordinate well with

the other employees can affect the productivity of a company. These inner forces can affect

the market: the company, employees, competitors, and suppliers as well. It can be like the

employees need to be computer literate applying information technology in our society.

There can be necessity for on-going investment for human resources like trainings for the

employees or having seminars which will let them understand more. Corporate cultures are

also applied inside of a company. These are visible behaviour and expressed values. An

example for a visible behaviour: Managers pay close attention to all their constituencies,

especially customers, and initiate change when needed to serve their legitimate interests,

even if it entails taking some risks. In this situation, the expressed value would be Mangers

would care deeply about customers, stockholders, and employees. They strongly value

people and processes that can create useful change (e.g., leadership initiatives up and

down the management hierarchy).

Aside from the internal effects, the market is also affected with the external forces.

They are technological, socio-cultural, economic, legal/political, and international trends.

With technology, the company can manage all necessities to produce faster and

convenient. The Socio-Cultural aspect shows important characteristics are geographical


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and population density, age, and education levels which can really identify the

demographic aspect of a country. The Economic factor explains the consumer purchasing

power, unemployment rate, and interest rates. This can easily identify how the country can

manage import and exportation of goods, the demands of consumers, and job availability.

The legal or political aspect shows how companies ensure that their product or service

offers provide quality and approved by the government. The International aspect shows that

how a company can be competitive not just locally but competitive in the market. Like

Jollibee, it is not only popular here in the Philippines but Jollibee has also branches outside

the country. There are many factors to consider affecting the market and these factors must

be taken into considerations.

14. Corporations do not speak in the same voice as these new networked conversations. Totheir intended online audiences, companies sound hollow, flat, and literally inhuman.

In a corporate world, the Managerial positions responsibility is to decide for the long

term planning of the company and its priority is the target market. Any businesses have their

own common groups like belonging either to music industry or entertainment, technology

industry, food industry, and many more. Each of those industries has its own competitors.

Corporations must have their own strategies in order to survive in the market. In order to

gain the attention of consumers, the company identifies where do they belong in the

industry and also identify how their competitors are into their operations. They also take into

consideration the type of technological tools they are using to target the market. When a

company is into online business, they are not just communicating themselves to their clientslimited only via online. It still depends on how the company can offer their quality service to

their clients by reaching out to them. Having online web service, they can make it interactive

like putting some videos regarding what their business is all about. Most likely, a website

also which is designed and equipped with information can really target prospective


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consumers. A website which contains direct information and the style of interactivity can

really attract. It can also give positive impacts from clients especially if there are feedback

options in a website. Posting positive comments from users can give ideas and ways for the

business to develop.There are many options and choices to do applying digital marketing or simply online

web services. Today, Electronic Commerce is more than just buying and selling products

online. Instead, it encompasses the entire online process of developing, marketing, selling,

delivering, servicing, and paying for products and services transacted on internetworked,

global marketplaces of customers, with the support of worldwide network of business

partners. The scope of Electronic Commerce tackles marketing/discovery, transaction

processing, and service and support. There are two types of online business. It can be E-Commerce or E-Business. E-Commerce is just a subset of an overall E-Business strategy. It

handles the sales aspect of an E-Business while E-Business refers to more strategic focus

with an emphasis in the functions that occur using electronic capabilities thru automated

information systems.

15. In just a few more years, the current homogenized "voice" of business the sound of mission statements and brochures will seem as contrived and artificial as the language of

the 18th century French court.

During the ancient time, the history of management from the adaptation of French

Principles, we can say that it is more constructed, prcised, and organized foundation.

There are also known people who have contributed to the principles of management. With

their contributions, three classical perspectives were structured: Scientific, Bureaucratic

Organizations, and Administrative Principles. Characteristics of Scientific approach were

divided into three parts: general approach, contributions, and criticisms. The general

approach shows that workers are trained for a standard method and workers are selected

with appropriate abilities for each job. Contributions demonstrated the importance of

compensation of performance, importance of personnel and their training, and initiated the


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careful study of tasks and jobs. While in criticism, it does not appreciate social context of

work and higher needs of workers, does not acknowledge variance among individuals, and

tended to regard workers as uninformed and ignored their ideas. Bureaucracy Organization

focused on authority and responsibility, hierarchy, qualifications, separation from ownership,and rules regarding personnel and their behaviour.

These principles were reconstructed by Henri Fayol, Mary Parker, and Chester I. Bernard.

Management is the attainment of organizational goals in an effective manner through

planning, leading, organizing, and controlling organizational resources. Applying these four

functions, the organization can deal with the challenges effectively in terms of technology,

innovating new business models, striving to remain competitive in the global arena, dealingwith uncertain environments, cutbacks, and massive worldwide economic, political, and

social shifts. These are all triggered by the management inside the corporate world. In order

to attain organizational goals in an effective and efficient manner, goals must be directed

and deliberately structured. Goals must be specific, measurable, attainable, realistic, and

timely in order to achieve the desired outcome. When goals are planned and structured,

tasks are divided and responsibility for their performance is assigned. The Managerial

Activity is a position that provides for variety, is fragmented, and represented by brevity,

and performs a great deal of work quickly. From ancient activity, we can learn and easily

adapt with managing skills.

16. Already, companies that speak in the language of the pitch, the dog-and-pony show, are nolonger speaking to anyone.

As a consumer, everyone has their own choices and expectations. Who says no one

has preferences? We all have unique taste and differences when it comes to styles and

quality. Some would prefer to have the cheaper one. Some would demand for quality. Some

would choose the pricy one, because they believe that it has a strong quality. Consumers

nowadays are now more expectant with product purchasing. They would prefer to be on


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whats top on the market. They would rather have the products which are not common to

everyone. Each of them will have the second thought of choosing substitute products

comparing them in terms of prices.

Companies have no choice if they want to stay competitive, but to think on how to

deploy it. Businesses now should be practical and to be in depth in reaching out for their

client. Weak technology is not an option for stability and growth. With the ways of the

Internet, a lot has changed in contribution to organizations and integration with other

marketing activities. The challenge for marketers is to assess which innovations are most

relevant to their organization and to seek to gain advantage through introducing them to a

company such that the digital marketing techniques integrate effectively with traditionalmarketing communications. With over one billion people around the world regularly using

the web to find products, entertainment and soul mates, consumer behaviour and the way

companies market to both consumers and businesses have changed dramatically.

17. Companies that assume online markets are the same markets that used to watch their adson television are kidding themselves.

To succeed in the future, organizations will need marketers, strategists and agencies

with up-to-date knowledge of how to apply digital media such as the web, e-mail, mobile

and interactive TV. I can say that not everyone is a couch potato. A TV may be an option

but, it's not enough to support the specific details to target your customers with your

product / service offer. Consumers wont just rely on print ads or what they see on television.

Most of the consumers will still have to research on the net to see details regarding that

particular product. Some were very meticulous whether that product is safe or they can still

look for other substitutes for that product. As a BS-IS student (Bachelor of Science in

Information System, normally visit websites if I have to browse for products just when I saw it

on TV. I have to see marked-up prices and check for the quality of the product Ive seen on

TV or print ads. Thats the way of consumer behaviour in the real world!


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Television is only a small part for marketing products and services. Recognizing the

strategic importance of digital technologies and developing a planned approach to reach

and migrate customers to online services through e-communications and traditionalcommunications. Different access platforms deliver content and enable interaction through

a range of different content and enable interaction trough a range of different online

communication tools or media channels. With the growth of social networks, product /

service can reach out for possible clients. Plus, anyone can sell items they want by just

posting or uploading pics and tagging people especially with Facebook. Aside from social

networking sites, there are much more ways to target online marketing. These include

blogs, feeds, podcasts, and social networks. Retention is achieved through improving thecustomer knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering

integrated, targeted communications and online services that much their individual needs.

18. Companies that don't realize their markets are now networked person-to-person, gettingsmarter as a result and deeply joined in conversation are missing their best opportunity.

As part of strategy development, organizations require clarity on the type of business

model they will develop. A company not only offers quality product/ / service to their

customers, but also create values for customers. Prior to customer value, it is important to

know to ensure convenience to customer by creating and innovating technology usage.

Important factor to consider is to know whom a company bargains for. The company may

be a supplier, manufacturer, wholesaler, retailer or distributor. A fundamental aspect of the

business model is whether the proposition developed appeals to consumers or business.

So online marketing opportunities are described in terms of the extent to which an

organization is transacting with consumers (business-to-consumer B2C) or other

businesses (business-to-businesses B2B). These are all common business models.

Others are Consumer-to-Consumer (C2C), Consumer-to-Business (C2B), and Business-to-

Business (B2B). For example, Googles revenue is largely based on its B2B AdWords


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(http://adwords.google.com/ ). Advertising service and advertising-based revenue is also

important to sites such as YouTube, MySpace and Facebook. Blogs, eBay, Skype (Peer-to-

Peer), Social Networks are examples of Consumer-to-Consumer (C2C). Business-to-

Consumer (B2C) is transactional like Amazon or Brand-building: Unilever. Consumer-to-Business (C2B) is for Priceline, Consumer-feedback, communities or campaigns. Business-

to-Business (B2B) is more on relationship-building or partnerships of both companies.

The form of digital strategy developed by a company will also depend on the nature

of a business. With the type of business model, the company can now plan and decide how

they can market their product / service. With online marketing, its easy to penetrate the

market. The Internet can be used to sell more existing products into existing markets.Market development is also enhanced by selling into new geographical markets, taking

advantage of the low cost of advertising internationally without the necessity for a

supporting sales infrastructure in the customers countries. New products or services are

developed which can be delivered by the Internet. These are typically digital products.

Through diversification, the Internet supports selling new products which are developed

and sold into new markets.

19. Companies can now communicate with their markets directly. If they blow it, it could be their last chance.

New opportunities are opened with the use of web services. The interaction and

integration between Internet channels and traditional channels is a key part of Internet

marketing strategy development. Internet marketing strategy is essentially a channel

marketing strategy and it needs to be integrated with other channels as part of multichannel

marketing. It is important for a company to align with business strategy. The company

should focus and prioritize with their vision and keep their goals consistent. Goals must be

predictable and objectives are based on models of the number using the channels. These

are online contribution of leads and sales for the Internet or other digital channels. With
http://adwords.google.com/http://adwords.google.com/http://adwords.google.com/http://adwords.google.com/


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these opportunities in technology, the company can now add value to their customers. In

order to utilize this opportunities, companies need to set specific objectives for their cannels

in communicating first with their customers. It is the most important thing to have the

strategy on how to attract and communicate people in the market. These objectives shouldbe informed by and influence the business objectives.

The Internet can be used as a direct-response tool, enabling customers to respond

to offers and promotions publicised in other media. Since using online provides more

concrete information, it enables new forms of interaction and new models for information

exchange. Without the attraction, the company wont be able to get the attention of

prospective clients. These people would prefer to have interaction with the one which offers

product / services. The customer is seeking information or an experience. The companyshould be the one to do the pull method. The marketer will have 1005 of the individuals

attention when he or she is viewing a website. A company can gather and store the

response of the individual. Individual needs of the customer can be addresses and taken

into account in future dialogues.

20. Companies need to realize their markets are often laughing. At them.,

Dont they (companies) know that people are very meticulous nowadays? People

dont just believe what others say or what they often hear or see in television. Companies

may have the belief that endorsement on televisions and print ads can attract more

consumers. This is totally false. People would rather choose if companies will initiate to have

the interaction to clients who can give them a sense of media. They say: Consumers can

interact with the medium, firms can provide content to the medium and, in the most radical

departure from traditional marketing environments, and consumers can provide

commercially-oriented content to the media. From this statement, having a direct

communication with the consumer gives an impact to service provider. The company can

have the chance to accommodate issues with the consumers regarding the product /

service. Having an online media is a way of open communication. Chances are the


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company can get much more experience to improve with the clients needs. Problems of

some companies, they rely on television ads so that consumers will have that product brand

on their heads. It really depends on the company to attract the market without just

remembering their brands, but to have the interaction.

Marketers shouldnt conc eive the Internet as an impassive network of hardware and

software, but as a means of creating global conversations within markets. Interaction with

customers, suppliers, and distributors occurs across the Internet. The web and e-mail are

particularly powerful if they can be used to create relevant, personalised communications.

These communications are also interactive. If access is restricted to favoured third parties

this is known as an extranet . If Internet technologies are used to facilitate internal companycommunications this is known as an intranet a private company internet. Both inside and

outside the company, interaction is made which is a way of information exchange just like

targeting the market.

21. Companies need to lighten up and take themselves less seriously. They need to get a senseof humor.

Creating a business takes passion. You enter into business not because you just want

to. It takes some experience and you enjoy what you are doing. Having a business is that

you are ready to serve people and to continue to improve lives. The purpose is to create

and innovate. When offering products and services, the target is for the people, but not the

business alone to become rich. A business is also a hobby when you get to love what

products you are creating and also seeing that people are vying for your creations. It takes

the company to have that success when they already got the trust of the many. More than

just innovations, companies create value, quality and trust to gain attraction from their

prospective clients.


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When a company already got the attention of these people, it still not stops from here.

You have to motivate them with your quality services and to retain them. With this, all

organizations operate within an environment that influences the performance of their

business. Organizations that monitor, understand and respond appropriately to changes inthe environment have the greatest opportunities to compete effectively in the competitive

marketplace. There is also the need for a process to continually monitor the environment.

The need to sense and respond is particularly important for marketers because of the rapid

changes in customer behaviour. For development of Internet marketing strategy, the most

significant influences are arguably those of the micro-environment. This is shaped by the

needs of customers and how services are provided to them through the competitors,

intermediaries and upstream suppliers within the marketplace.

22. Getting a sense of humor does not mean putting some jokes on the corporate web site.Rather, it requires big values, a little humility, straight talk, and a genuine point of view.

In the corporate world, these people involved are in competition. When I say

competition, it means that they are serving their very best to offer something unique. These

companies creating strategies have never ending competitions. Having the sense of humor

means that getting direct intact of service providers to clients. Humor doesnt literally mean

to share jokes, but to target the people on what the companys purpose and intention to be

involved in the market. The Internet introduces new facets to the environment that must be

considered by marketers since strategy development is strongly influenced by considering

the environment the business operates in. Prospects and customers in an online

marketplace will naturally turn to search engines to find products, services, brands and

entertainment. A website which contains forums and surveys are necessary judgment for

companies to improve in their services. Websites must not focus on ways of interaction with

users, especially having feedbacks on it. The quality information on a site defines the

companys im age.


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It is important for companies to identify consumer behaviour, customer insight, and

customer segments in marketing their websites. Situation analysis related to customers is

very important to setting realistic objectives, estimates for volumes of online customers and

developing appropriate propositions for customers online. Customer-related analysis canbe divided into two. Firstly, demand analysis, which involves understanding the potential

and actual volume of visitors to a site and the extent to which they covert to outcomes on

the site such as leads and sales (conversion and modelling). The company should

understand the needs, characteristics and consumer behaviour of users of digital channels,

often collectively referred to as customer insight.

23. Companies attempting to "position" themselves need to take a position. Optimally, it shouldrelate to something their market actually cares about.

As I have said earlier, people wont mind if the company havent gained the trust of

the people. It is important to identify knowledge about customers needs, characteristics,

preferences and behaviours based on analysis of qualitative and quantitative data. These

are what people are into it. The market show demand analysis that the company should

consider it. If customer usage of online media is evaluated for customers in a target market,

companies can identify the opportunity for influencing and delivering sales online. Different

marketing tactics are the company should consider approaching consumers in the market,

because they are the company s top priority.

For a company to develop targeting approaches as part of the strategy development,

company should also identify customer segments. Customer segments are groups of

customers sharing similar characteristics, preferences and behaviours who are targeted

with different propositions as part of target marketing strategy. With customer segments, the

company can connect them to demand analysis. The demand analysis is a quantitative

determination of the potential usage and business value achieved from customers of an

organization with online marketing. Qualitative analysis of perceptions of online channels is


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also assessed. Companies can also understand the drivers to usage and barriers to

increased usage and so encourage adoption of online channels by emphasizing the

benefits in their communication and explaining why some of the barriers may not be valid.

Companies also need to assess their volume and share of customers who have access tothe digital channel, customers who are influenced by using the digital channel but purchase

using another channel as part of the multichannel buyer behaviour, and customers who

purchase or use other services using the digital channel.

24. Bombastic boasts "We are positioned to become the preeminent provider of XYZ" do notconstitute a position.

Customers dont believe or look for words. They are not after the brand of the product

or what other would prefer. They all have their own choices and preferences. Rather than

words, labels or brands, quality is after by the many. A person would refer if they have trust

on that offer or being t ested already with the quality. Depending on the companys

approach to the market, customers have different characteristics, needs, and motivation

approach. With the integration of online services, customers have many options to choose

and can satisfy their needs. It is important that marketers gain an appreciation of online

consumer behaviour for their audiences including the combination of web and mobile

media with other channels. With social networking sites, blogs, commercial sites, these all

shaped the personal characteristics of users such as culture, social group and personal

and psychological make- up. Together these characteristics will affect the consumers

response to marketing messages.

There are users who will be looking for product, market or leisure information such as

details of their football clubs fixtures. They are not typically planning to buy online. These

are directed information-seekers. There are undirected information-seekers who are usually

referred to as surfers who like to browse and change sites by following hyperlinks. There

are online buyers who purchase specific products online. These are directed buyers. Users


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who want to find the offers available from sales promotions such as free samples or

competitions are called bargain hunters. Those who are looking to interact with the web for

enjoyment through entering contests such as quizzes, puzzles or interactive multi-player

games are entertainment seekers. These are behaviours that the company must be guided.Their service offer to the users is after for not the brand or label they are handling!

25. Companies need to come down from their Ivory Towers and talk to the people with whomthey hope to create relationships.

In order for companies to target their prospective in the market, they have to dosomething to create a communication with them. So, the first step of the company is to

impress these people on how they will introduce themselves with their marketing tactics.

These marketing tactics will ultimately pull the attraction of possible clients. The hardest part

of starting in a business is to get attention and to target your products/services. Marketing

consists of strategic management. Things to think about are changes and trends that are

occurring, target customers, products or services to offer, and how to offer these products

or services efficiently. For an organization to achieve long-term goals, the organization, sets

three categories: growth, stability, and retrenchment. Marketing for the people, a company

considers peoples awareness, interest, evaluation, trial, and adoption. When people are

new to your product/service, they can still have choices in their minds to stay or to choose

others. It depends on how they are amazed with the quality service or not. So in the field of

business, first impression lasts.

Once they are intact with your service, the company should consider improvement and

innovation of services in order to survive in the market. The company thinks for the market

and not for their own benefits. The companys responsible is to generate leads (engage and

capture interest). Another challenge for the company is to retain its customers. Once the


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customers are already engaged with the business, it already means that the company

already gained their trust. The process should still continue and should be consistent.

26. Public Relations does not relate to the public. Companies are deeply afraid of their markets.

There are two factors surrounded by public relations. These are micro-economic and

macro-economic. The micro-economic is affected by what is happening inside the

company. These can be the vision, long-term goals, employee concerns, etc. While in

macro-economic, it consists of social, legal, economic, political, and technological factors.

These all contribute to industry pressure. Business can develop competitive strategies to

counter the impact of the competitive forces. In this world where technology is muchappreciated, there are new ways companies can counteract with challenges in the

corporate world. The growth of networking and its continuous development brought about a

milestone in spreading information. Changes in the macro-environment such as changes in

social behaviour, new laws and the introduction of new technologies can all present

opportunities or threats. Organizations that monitor and respond best to their macro-

environment can use it as a source of differentiation and competitive advantage.

Chang es in social culture and particularly pop culture (whats hot and whats not)

tend to be very rapid. Introduction of new technologies and changes in their popularity tend

to be frequent too and need to be assessed. Government and legal changes tend to

happen over longer time scales, although since this is only generalization new laws can be

introduced relatively quickly. To survive with these factors in the market it is important that

companies build strategic agility. Public relations relate to the capacity to innovate and so

gain competitive advantage within a marketplace by monitoring changes within an

organizations marketplace, and then to efficiently evaluate alternative strategies, and then

select, review and implement appropriate candidate strategies.


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27. By speaking in language that is distant, uninviting, arrogant, they build walls to keepmarkets at bay.

I believe that communication is a means to penetrate relationship in the market. Themarket needs to be convinced in order to get their attention. Like Facebook, it has caught

the attention of users who are into blogging and online consumers. Marketing takes it now

an advantage with the usage of Facebook with sidebar ads. People who usually sell their

products/services can now reach the attention of consumers. Billions of people who are into

Facebook, the market can now assist people around the globe. Its amazing how Facebook

has convinced the attention of online users. Since online blogging and social networks are

in, Facebook made it a way on how friends can keep it up with one another and to stayconnected. The market strategy of Facebook makes it inviting and attracting for the many

because it used demanding trends and shaped the social culture of the people.

Integration of media and online technology created ways on marketing products and

services. But, online technology has proven more in terms of marketing with its billions of

online users. There are ways the Internet can potentially be used to achieve four strategic

directions: market penetration, market development, product development, and

diversification. The Internet can be used to sell more existing products into existing markets

with market penetration. With market development, the Internet is used to sell into new

geographical markets, taking advantage of the low cost of advertising internationally without

the necessity for a supporting sales infrastructure in the customers countries. Product

development can be achieved with new products or services which are developed and can

be delivered by the Internet. These are typically digital products. Through diversification,

the Internet supports selling new products which are developed and sold into new markets.

28. Most marketing programs are based on the fear that the market might see what's reallygoing on inside the company.


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Firstly, I dont agree with the statement. Marketing doesnt mean that you have to

spread out private concerns inside the company. Marketing is how you will attract the

market with your products and services. Its how the company integrate and implement its

strategy through positioning, target marketing strategy, and value proposition. Thesefamiliar target marketing strategy approaches involve selecting target customer groups and

specifying how to deliver value to these groups as a proposition of services and products.

This generation of technology especially with online services, marketing business integrates

growth and stability. The interaction and integration between Internet channels and

traditional channels is a key part of online marketing strategy development. Internet

marketing strategy is essentially a channel marketing strategy and it needs to be integrated

with other channels as part of multichannel marketing.

Effective online marketing strategy should be aligned with business strategy. For

example, many companies use a rolling three-year plan and vision, with more specific

annual business priorities and initiatives. Use clear objectives for business and brand

development and the online contribution of leads and sales for the Internet or other digital

channels. These should be based on models of the number using the channels. This is also

a way of positioning through which customers perception of the p roduct and brand which

offers relative to those of competitors. Targeting marketing strategy is consistent with the

types of customers who use and can be effectively reached through the channel which

evaluates and selects appropriate customer segments and the development of appropriate

offers. Another key is to define a compelling, differential value proposition for the channel

which must be effectively communicated to customers which reinforces the core proposition

and differentiates from an organizations offline offering and those of competitors.


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29. Elvis said it best: "We can't go on together with suspicious minds."

Trust is the foundation of a business. Working and serving constitutes honesty and

integrity. Foundation inside a company starts. The company doesnt just convince itspotential customers on how their services are trusted compared to their competitors.

Instead of convincing people, pulling them with your purpose and attracting them with

excitement is a great choice. The company should focus on how would they implement and

settle their goals through effective strategies to excite their potential clients in the market.

Building a relationship in communication with the people is a way of targeting the market.

There are ways of communicating to people. Its not by means of talking to each of them

one by one. That would be an impossible task! Using digital channels are means tocommunicate and integrating it to an innovating way to market your brand is the first move.

The challenge for marketers is to assess which innovations are most relevant to their

organization and to seek to gain advantage through introducing them to a company such

that the digital marketing techniques integrate effectively with traditional marketing

communications. Today s technology is now centered with the application of the Internet

and related digital technologies in conjunction with traditional communications to achieve

marketing objectives. Search engine marketing, interactive advertising, e-mail marketing

and partnership arrangements with other websites are techniques used to support the

objectives of acquiring new customers and providing services to existing customers that

help develop the customer relationship. For online marketing to be successful there is still a

necessity for integration of these techniques with traditional media such as print, TV and

direct mail as part of multichannel marketing communications.

30. Brand loyalty is the corporate version of going steady, but the breakup is inevitable andcoming fast. Because they are networked, smart markets are able to renegotiate

relationships with blinding speed.


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Customers have their own choices and preferences. Their minds are unreadable. With

the companys responsibility to retain customers, its really a challenge for them. The

company cant tell if the customers they already have will stay with them permanently.

These people would prefer quality and consistency and wont mind the brands or labels. Asa consumer, I would prefer the one which satisfies my needs, convenient to use, and has

the quality that wont never disappoint me. Aside from these quality services , the market

needs an approach that would attract them to that kind of service approach. Marketing is

the management process responsible for identifying, anticipating and satisfying customer

requirements profitably.

With the application of modern technology, direct communication without a channeldoesnt exist and doesnt progress. The most crucial today in the corporate world is how

would they able to spread the information faster and convenient for the consumers. Its not

enough to have the puppet talk to be able to convince the market, but how to be able on

top of the market without convincing but attracting. It is important to know that technology

doesnt drive marketing, but the business returns from gaining new customers and

maintaining relationships with existing customers. It also emphasises how technology or

demands for online marketing does not occur in isolation, but is most effective when it is

integrated with other communications channels such as phone, direct mail or face-to-face.

With online technology, the task is to support the customer journey through the buying

process as they select and purchase products using the digital channel in combination with

other channels.

31. Networked markets can change suppliers overnight. Networked knowledge workers canchange employers over lunch. Your own "downsizing initiatives" taught us to ask the

question: "Loyalty? What's that?"

Marketing consists of individual and organizational activities that facilitate and expedite

satisfying exchange relationships in a dynamic environment through the creation,


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distribution, promotion, and pricing of goods, services and ideas. We can see how powerful

networking technology in the sense of interacting with clients, increase in sales, adding

value, saving costs, and extending the brand online. Loyalty is achieved by building a

relationship which has a foundation of trust and quality. Coping with the market is not amean of direct communication because definitely that wont just work with words, but

through process of attracting them.

For established multichannel organizations, the goal for having transactions through

online is to sell. This includes direct online sales from offline channels influenced online

through wider distribution to customers which the organizations cannot readily service

offline or perhaps through a wider product range than in-store, or lower prices compared toother channels. From selling, the organization serves and adds value by giving customers

extra benefits online or informs product development through online dialogue and

feedback. This way of serving is to speak with clients by creating a two-way dialogue

through web interactions like forums and surveys and conducting online market research

through formal surveys and informally monitoring chat rooms to learn about them. The

organization can also save costs through online e-mail communications, sales and service

transactions to reduce staff, print and postage costs. Savings also accrue through web

self-service where customers answer queries through online content. The final goal is to

sizzle by providing new propositions, new offers and new experiences online while at the

same time appearing familiar.

32. Smart markets will find suppliers who speak their own language.

Inside a company, everyone who is working for the company should know what is

happening regardi ng concerns. The companys responsibility is to monitor the condition of

their suppliers quality production. Since what the suppliers job is to create materials for the

company, both the company and the supplier should have the bridge for open

communication. The company ensures the quality that is being added to their inventory.


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Raw materials for production should be counted correctly before delivering to the company.

Having the quality products, the company sees to it that they are offering products that

seals quality and ensures safety for the market.

The most significant aspect of monitoring suppliers in the context of marketing through

online is with respect to the effect suppliers have on the value of quality of product or

service delivered to the end customer. Key issues include the effect of suppliers on product

price, availability and features. It also depends from the supplier the future of the company.

The supplier who produces the materials for the product shows the quality that the company

can offer quality to its clients. The company just adds value to it through how the company

markets it. The company also adds the branding, labels and packaging before offering it tothe market. The supplier adds the core quality to the products while the company adds face

value to the products ready to be offered to the market. The relationship between the

supplier and the company is directly proportional. In this case, the company serves as a

customer, because the supplier produces and markets for the company.

33. Learning to speak with a human voice is not a parlor trick. It can't be "picked up" at sometony conference.

As I have mentioned earlier, direct communication without the usage of a tool or

medium channel doesnt exist an ymore. Spreading of information is much important

nowadays. The voice cannot spread information to a whole community or especially

globally. When this is typically used for marketing, this wont survive for a longer period of

time. People wont prefer to c ling on words, but quality, trust, and the attraction it can get

from the services.

The company should take the first step to attract customers and with the usage of

modern technology, because that the trend that is on demand. The Internet provides further

scope for integrated marketing communications. When assessing the marketing


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effectiveness of a website, the role of the Internet in communicating with customers and

other partners can best be considered from two perspectives. First, there is outbound

Internet-based communications from organization to customer considering how the Internet

complements other channels in communicating the proposition for the companys productsand services to new and existing customers with a view to generating new leads and

retaining existing customers. Second, inbound Internet-based communications from

customer to organization considering how the Internet can complement other channels to

deliver customer service to these customers. Many companies have now integrated e-mail

response and website call-back into their existing call centre or customer service operation.

The Internet can be used as a direct-response tool, enabling customers to respond to offers

and promotions publicised in other media. The Internet can be used to support the buyingdecision even if the purchase does not occur via the website. For example, Dell has a

prominent web-specific phone number on their website that encourages customers to ring a

representative in the call centre to place their order. This has the benefits that Dell is less

likely to lose the business of customers who are anxious about the security of online

ordering and Dell can track sales that result partly from the website according to the

number of callers on this line. Considering how a customer changes from one channel to

another during the buying process, this is referred to as mixed-mode buying. It is a key

aspect of devising online marketing communications since the customer should be

supported in changing from one channel to another.

34. To speak with a human voice, companies must share the concerns of their communities.

Communicating directly to consumers, the company focuses on its target market to

which their products/services are for only a particular segment to which it meets the

demands. The main purpose of the company is to be the center of attraction to which meets

the customers expectation and demands. It is on the impact of the companys strategies on

communicating with the people. The exact stage of the buying decision varies for different

products and different types of customers, so an alternative approach is to develop channel


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chains which reflect these differences. In general, digital media support the consumer

buying process.

Generating awareness of need is conventionally achieved principally through the massmedia used in offline advertising. The Internet is relatively ineffective at this since it tends to

have a more limited impact and reach than television, radio or print media. However,

display advertising or paid search marketing can be used to supplement offline awareness-

building. Once a consumer is aware of a need and is considering what features and

benefits he or she requires from a product or online service, then they may turn straight to

the web to start identifying the range of features available from a particular type of product

through using a generic search using search engines such as Google, MSN, and Yahoo! Soinfluencing consumers through search engine marketing and affiliate marketing is important

at this stage. Specification development effectively happens at the same time as supplier

search and more suppliers can be evaluated in greater depth than traditionally.

35. But first, they must belong to a community.

A community consists of people with different kinds of needs. Some would prefer their

own commodities than to purchase their wants. They have their own specification in terms of

choosing on what products/services are offered to them. Branding or label can be a major

factor. Like for example, Apple products are known for its continuous innovation. If you're a

typical consumer, you would think Apple is the best because that's what they said or

probably the pricing of gadgets. If you're a technical, you would know how cheap the specs

supposed to be and get an alternative with better specification at lower price. Thats how

the impact of brand can bring. Since it is famous for laptops it gave the consumers to be

attracted with other products of Apples also since it brought a different kind of innovation for

tablets which is I-pad and now in version 2. But, Apple has its limitation like it has no Flash

on their laptops. So, Apple must consider this because Flash is really useful for viewing

videos and needed for some applications. Belonging to a community, its how the service


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provider can give quality, marketing experience and especially provide the needs of these

people with continuous innovation.

Once customers are actively searching for products, the web provides an excellentmedium to help them. It also provides a good opportunity for companies to describe the

benefits of their websites and obtain qualified leads. The web marketer must consider the

methods that a customer will choose for searching and then ensure that the company or its

product is featured prominently on these sites whether they are search engines,

aggregators or affiliate intermediaries.

36. Companies must ask themselves where their corporate cultures end.

Entering to a business field, the management considers how strong their impact was to

the consumers. Its simply how the company introduces themselve s to the market and its

impact. Considering innovations, the company should learn how to invite these people to be

intact with their products and services. In a corporate world, there are lots of competitors

that can get the attention of your clients. Latest trends are very useful in attracting the

market. But before applying these trends, communication is important through which the

company attracts the market with its purpose, goals, motives including their marketing

strategy and commitment to the market.

The company evaluates marketing strategies and innovations comparing them to their

competitors. As innovations continue to grow, people choose and prefer according to their

needs that suit their personality. Agility refers to the speed at which a company is able to

change strategic direction and respond to new customer demand. Reach is the ability to

connect to or to promote products and generate new business in new markets. Time -to-

market is the product lifecycle from concept through to revenue genera tion. Companies

with a high competitive capability within their market and competitive markets are arguably

the most important ones to watch. The ability of the company in coping consumers


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behaviour is the one the company should target. Marketing intermediaries are firms that can

help a company to promote, sell and distribute its products or services. It is also important

that companies have also alliances that support strategic business relationships with

customers, suppliers, subcontractors and others. In the Internet context, onlineintermediaries can be contrasted with destination sites which are typically merchant sites

owned by manufacturers or retailers which offer information and products. Online

intermediary sites provide information about destination sites and provide a means of

connecting Internet users with product information.

37. If their cultures end before the community begins, they will have no market.

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