Impact of Online Marketing

Introduction

The challenge of globalization stays in the operation of the business and reflects in the performance of the companies to remain profitable and strong even in the middle of uncertainties. Because of the technological innovation lent by the globalization, every business can now have the freedom to demonstrate their strategies in different modes. One of the most promising areas that organizations are trying to achieve is the efficiency using the Internet. The influence of the social networking sites and websites gave direction in the current marketing campaigns of the organization.

Background and Problem Statement

The businesses across are aiming for the higher value of their products in a wide range of market. The method of expansion of the organizations’ remains the center of development and profitability options of the organizations. However, due to the greater risk and uncertainties tailing in the expansion of the organizations, the leaders are challenged to look for a better way to continue expanding while maintaining the less probability of losing. Since the introduction of Internet and the significant impact of the On-line programs such as social networking sites on different people in different countries, it seems like the organizations finally got the solution in successful expansion. The use of the online marketing or internet marketing (i-marketing, web-marketing, or e-marketing) is almost the same with the usual marketing activities but with the obvious difference that it is done over the Internet. This activity became promising because of the large internet users. However, what is the impact of the online marketing in the organizations, specifically on ValueClick Inc. in marinating the profitability and performance?

Research Aim and Objectives

The main aim of the study is to investigate the influence of online marketing on the companies and how it changed the traditional marketing. In order to satisfy this aim, there are three interrelated objectives that should be considered. First, is to describe the modes or activities involved in nature of online marketing on ValueClick. Second, is to describe the various advantages and disadvantages that the company experienced through implementing the online marketing on their system. And third is to determine the necessary actions done by the organizations to strengthen the function of online marketing.

Literature Review

1998, is the year when the ValueClick is formed. The commitment of the organization is to develop the best solution for their customers by providing the performance that will aid the client in their growth and stability. ValueClick pays important attention on two factors: the clients and the network. The solution they provide as an online marketing company leads to the relationship of the organization on their clients. The five factors that influence the operation of the company are to generate the return on investment; reach lifelong customers globally; deliver quality leads; build brand awareness and preference; and utilize all online channels to reach audiences. By ensuring the customers that they have the strong commitment as a comprehensive online marketing company, the organization successfully created the advanced technological solutions. In addition, the company uses the technologies to maintain and control the services they funded for many years. ValueClick Inc. is considered as one of the largest online marketing companies competing across the globe. It is estimated that the organization is serving more than 1 billion ads per day and providing adequate marketing services for the top 500 Web retailers. The Internet-enabled environment and accessibility of the organization definitely requires a great challenge in internal, external and interactive threats. The solutions that the company provided as a response on the said problems are through the partnership with the interactive companies to improve the security. However, in the management, the unique business model of the company serves as the ladder of the employees in improvement and allows them to compete worldwide. As a leader in the online marketing industry, having the reliable Internet connectivity and commitment of the staff are the main ingredients to conduct their performance with higher value.

Methodology

The suggested method in the study is the use of survey and interview. The survey will have the 100 respondents of employees and consumers of ValueClick. Through the use of the two sets of questionnaires, the study can determine the perceptions of both consumers and employees of the company. On the other hand, the interview will have 5 participants coming from the management of the organization who will give details on the expectations, challenges, and improvement actions of the organization in their online based marketing. All of the results will be organized according to the aim of the study.

References:

Cisco Systems, (2008) Customer Case Study: Online Marketing Company Uses Router-Based Solutions to Improve Security [Online] Available at: http://www.cisco.com/en/US/prod/collateral/vpndevc/ps5708/ps5710/ps1018/case_study_c36_484581.pdf [Accessed 29 July 2010].

ValueClick [Online] Available at: http://www.valueclick.com/about/ [Accessed 29 July 2010].