Take‐off of online marketing: casting the next generation strategies

Take‐off of online marketing: casting the next generation strategies Purpose – The purpose of this research is to study the emerging nature of on‐line marketing and define the next generation strategies for online marketers. Design/methodology/approach – It is a qualitative research to explain a few factors. Surveys were conducted to determine the view points of consumers. Existing literature and current trends are considered Findings – On the basis of the study, author has tried to forecast certain major factors and strategic approaches, which will dominate the on‐line marketing world in the near future. Research limitations/implications – It is difficult to predict trends. Extreme technological revolution, huge changes in market dynamics, economy of the nations and few other factors may affect the trends suddenly. So the intensity of the result may vary with time. Practical implications: – It will add value to the strategic thinking of the organizations. Especially for the start‐ups firms and for the firms, which are following the traditional on‐line marketing strategies, it will give a new outlook. Originality/value – The paper attempts to showing the critical factors, which are neglected while building the online marketing strategies. Also, author tries to show the original market trends and the necessity of innovative strategies http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Business Strategy Series Emerald Publishing

Take‐off of online marketing: casting the next generation strategies

Business Strategy Series, Volume 12 (4): 7 – Jul 5, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1751-5637
DOI
10.1108/17515631111155160
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this research is to study the emerging nature of on‐line marketing and define the next generation strategies for online marketers. Design/methodology/approach – It is a qualitative research to explain a few factors. Surveys were conducted to determine the view points of consumers. Existing literature and current trends are considered Findings – On the basis of the study, author has tried to forecast certain major factors and strategic approaches, which will dominate the on‐line marketing world in the near future. Research limitations/implications – It is difficult to predict trends. Extreme technological revolution, huge changes in market dynamics, economy of the nations and few other factors may affect the trends suddenly. So the intensity of the result may vary with time. Practical implications: – It will add value to the strategic thinking of the organizations. Especially for the start‐ups firms and for the firms, which are following the traditional on‐line marketing strategies, it will give a new outlook. Originality/value – The paper attempts to showing the critical factors, which are neglected while building the online marketing strategies. Also, author tries to show the original market trends and the necessity of innovative strategies

Journal

Business Strategy SeriesEmerald Publishing

Published: Jul 5, 2011

Keywords: Online marketing strategies; Innovation; Online marketing models; Marketing strategy; Internet marketing

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