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6 Jun 2001, Australia

Dear Dr. Ecommerce:

What are the differences and similarities between traditional
marketing and online marketing through the Internet?

Thanks,

Amal

Dear Amal:

I put your question to the eThesis forum. Chris Modzelewski of I-Metria S.A. gave an excellent response:

"Internet marketing, in my experience, is actually a blend of traditional mass marketing and traditional direct marketing. The Internet gives mass reach and trackability only available in direct marketing.

This lets marketers optimise their marketing online, to get the reach of mass media, but with the costs and accountability of direct marketing. This lets marketers more accurately measure return-on-investment (RoI) and control the effects of their marketing more accurately.

That's the general theoretical schpiel. But to be a little more in-depth, it really depends on the business. The Internet offers retailers, for example, a new way of distributing their products WHILE marketing their brand. And for business-to-business companies, it provides a new communications channel that can decrease costs.

The Internet is, in effect, a sort of "new world" for business, in that it combines elements of a marketing medium (e.g. television, radio, direct mail), with elements of an autonomous business environment (e.g. independent market dynamics, telecommunications factors, etc.)."

Good luck,

Dr. Ecommerce