An Analysis of Strategy of Internet Marketing in Indian Scenario

Abstract

The use of internet has a direct effect on country’s economy. A study from Indian Council for Research and International Economic Relations (ICRIER) reveals that on an average 10% increase in internet subscriber results in 1.08% of increase in output. Thus, the increasing internet penetration has a huge impact on country’s GDP. Internet is overcoming the constraints like lack of alternative infrastructure, lack of proper roads and lack of information fairly efficiently and quickly. Internet has brought more transparency into the system which is giving everybody equal opportunity. Internet users are able to compare prices, search hard-to-find items or information, communicate and learn in new, improved ways. Governments can serve citizens much more quickly and cost effectively through e-governance. It has changed the way business is conducted in today’s world.

This article will focus on Internet marketing and the strategies used to make the efforts successful. The Internet poses both opportunities and threats to the field of marketing. When developing a strategic marketing plan, organizations will need to determine if and when internet marketing will be utilized. The success of the Internet as a medium for marketing depends upon how well the system outperforms alternative systems. This article will also explore how an organization can establish a customer base with the site-centric and symbiotic marketing approaches.