The internet brought huge expectations and radical ideas when it was introduced. In this report there are balanced arguments for and against the motion. Furthermore there are a range of different viewpoints, the users and the organization, which will identify different positive and negative angles to this debate. Finally a conclusion will address the different views and will finalize the perspective we choose to adopt.
The most useful definition we have come across for what we call the Internet is that it is a) “Worldwide metanetwork of connected computer networks and conferencing systems ” (Quarteman ,1990). If one were to suggest one single occurance which led to the creation of the internet, it would be the soviets unions launch of the Sputnik satellite in 1957 with the implementation the Advanced Research Project Agency Network (ARPAnet). The internet was then an experimental wide area network connected major host’s terminal servers.
These were primarily universities and think tanks that were on contract to the Defense Advanced Research Projects Agencies. (DARPA), the Civilian arm of the Department Of Defence in the USA. As the number of area networks became more pervasive, many sites (Hosts) became gateways to local networks and the internet began to grow into what it is today.A connection to ARPAnet was not open to everyone and the costs to connect were considerable, thus other universities and Research Communities developed less costly alternatives such as the familiar. Currently it is difficult, if not impossible to determine exactly how large the internet is, an article written buy John Quarterman in matrix news (feb, 1992 Volume 2) estimated the number of hosts on the internet at 727,000 with a range of 3, 635,000 to 7,270.
000 users.This figure has doubled over the years and showing no signs of slowing down. It was originally designed as a way for military institutions to communicate, even in the event of nuclear attack. It “languished” for many years as a haven for academics and scientists and government agencies, educational and large corporate institutions.
The internet has become a part of the business landscape just as pagers, mobile phones and fax machine, the internet has become a persuasive business communication tool. The internet has created the capability to interact with each other to gather relevant information, solve problems, anticipate data requirements, communicate effectively across distances, present information visually, and do all this automatically.The advantages that the Internet offers are broken up into two parts firstly the advantages on the corporate world, which has already been covered.
The second part of the advantages are based on the perspective of the customers these are some of the advantages.* No Geographical barriersThis is an area that has benefited greatly from the introduction and steady increase of the Internet. Customers do not need to make journeys to stores that are located in areas of London that are not easily accessible examples of stores that are based in these areas are Furniture companies or designer discount stores which are usually based in more rural areas of London.But increasingly more stores are turning to the Internet to trade, breaking a lot of the geographical barriers that may exist. This not only applies to companies in the U.K but to overseas companies such as Amazon who have recently set up a U.
K warehouse to deal with some of its distribution issues.* Provides another option for customersCustomers now have a second option apart from high street stores and catalogue shopping. There are more alternatives, so it is up to the individual to decide which form of purchasing they wish to use.* Convenient, quick and easyOne of the most important advantages of the Internet is that it is really convenient.In an increasingly lazy world where customers want things immediately and do not wish to wait in long queues just to make a simple purchase the Internet is a welcome bonus.Many shoppers can make bulk purchases in the comfort of there own homes at the click of a few buttons without the added stress of carrying heavy shopping bags down the road there isn’t even the need to get dressed it is completely easy.
The falling price of PC’s also add to the rise of Internet purchases many homes now own at least one PC.The internet will NOT disappoint its wilder advocates* EmailE-mail campaigns are not only less costly and more effective than paper mailings, but also bring you instantaneous results as they help one make lasting links with customers in a way that’s impossible to do using “bricks-and-mortar” techniques.Email’s popularity as a marketing tool is growing. Leading marketers such as Macy’s, Blockbuster Video, Charles Schwab & Co. and J Crew have enthusiastically embraced direct marketing. The fact that it can be used in every step of the marketing process has made it the Internet’s Killer application.* They are cost effectiveIt is known that there is more than enough email boxes in the world for every person to own individually.
Internet direct marketing is estimated to be 60-65% cheaper than traditional direct marketing. -Yankee Group* Direct marketing cost-per-piece comparison: $0.01-0.25 for email, $1-2 per piece of snail mail. -Jupiter Communications.* High response rate vehicleWhen owners of the mailboxes are sent a message, it appears right there instantly in front of them.
– the message comes to them. It is easier and faster than regular mail- the material arrives at the customer’s email box at the top of their mind. Quick turnaround equals quick results. It acquires and retain consumers, sell and promote products, drive loyalty and reinforce branding efforts.* E-mail drives salesHarris Interactive found out in a survey done in 2002, that 86% of Digital Impact Inc customers have requested to receive legitimate email direct marketing messages. Out of these total, 71% of them have made purchases based on this.
The customers feel that the emails provide them with a quick lead when they need information on the products. (DGT Internet Marketing, Accessed 28.03.
2003)* Easy for customers to request sales follow-upThe direct marketing email messages can include live links back to the organization’s website where the customer can easily find the information they need as well just a click of a button to request for sales follow-up.* Sales website force is on-call screening, selling 24-7.Customers can now find out information they need on the products without the constant harassment of pesky salesmen. They can visit the organization’s website, and go through new services and products using virtual tours.
Only when customers really need answers for their queries, they can send an email to the organization’s tech staff. For some companies with on-call staff, there is a service whereby the customer could send an email that triggers their beepers. For example, if one really needs their account representative urgently.* Online advertising has the ability to accurately target customers.In this new millennium, an organization’s computer machines are learning to interact individually with people. This makes it possible to personalize the Web experience for a one-to-one basis.* Prediction by Jupiter CommunicationsThere is a strong Return on Investment (ROI) of using email direct marketing methods. They estimate that by 2005, commercial email spending will grow from $164 million in 99 to $7.
3 billion. It is visible in this era now that business organizations are shifting their communications strategies to take advantage of the efficiencies of email marketing. Thus, Jupiter Communications predict 13% of direct mail revenues will be obtained by emails by 2005. (Pastore, M. 2002)* Future antidote for customer’s fatigue with online advertisingIt is said that it won’t be same in the coming age as now organizations are seeking to pursue permission-based online marketing with a philosophy of interactive technology. Thus, the customer will feel that the experience is relevant and rewarding. Direct marketers then will be able to deliver the right offer to the right person at the right time.
Then, the organization can enjoy tremendous growth.