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1、the characteristic of the Internet advertising and strategy alignment原文：IntroductionThe Internet has had a profound impact on strategic thinking because of its ability to change organizational cost structures and alter communication patterns with customers. While the Internet is not a strategy in it
2、self (Porter, 2001), it has become an important consideration when fashioning strategy. One application of the Internet, the web, has particular implications for the strategies of global businesses because web sites are accessible by anyone who has a web browser, irrespective of location. Advantages
3、 of Advertising on the InternetInternet has become a major and effective medium for advertising and it has be predicted that the online advertising and marketing is soon going to replace the advertising through traditional medias such as television, radio, newspaper and magazines. Furthermore，there
4、are 10 advantages of online advertising (not in that order) when compared with the traditional offline advertising.1) Wider Coverage The online advertising gives your ads a more wider coverage and this globally wider coverage helps in making your advertisements reach more audiences, which may ultima
5、tely help you in getting better results through your online advertising campaign.2）Targeted AudiencesWhen compared with offline advertising, online advertising always helps you to reach the targeted audience and this helps in making your campaign more profitable and getting more relevant leads.3) Af
6、fordable Another main advantage of online advertising or marketing is the much affordable price when compared with the traditional advertising costs. With a much lesser cost you can advertise on the net for a wider range of audience and geographical locations.4) Easy to Track and Measure Conversion
7、Measurability and easiness to track the conversion makes online advertising miles ahead on the traditional advertising methods. A lot of effective analytics tools are available to measure online advertising campaigns which helps in more improvisation of the ads.5) SpeedOnline advertising is much fas
8、ter than offline advertising and you can start sending out your ads to a wider audience, the moment you start your advertising campaign.6) InformativeIn online advertising, the advertiser is able to convey more details about the advertisement to the audience and that too at relatively low cost. Most
9、 of the online advertising campaigns are composed of a clickable link to a specific landing page, where users get more information about the product mentioned in the ad.7) Flexible Payment Payment flexibility is another added advantage of online advertising and marketing. In offline advertising you
10、need to pay the full amount to the advertising agency irrespective of the results. But in online advertising there is the flexibility of paying for only qualified leads, clicks or impressions.8) Better ROI Since online advertising is mainly focused on performance based payment, you ROI is sure to be
11、 far better when compared with offline advertising.9) Easy Audience EngagementOnline advertisement makes is easy for the audience to engage with your ads or products. As an advertiser we would be able to get more feedback from the audience and thereby improve the quality of our ads going forward.10)
12、 Better BrandingAny form of advertising helps in improving the branding and online advertising stands a notch high in improving the branding of your company, service or product.StrategyAdvertising is one of the main approaches firms employ to manage demand risk by raising awareness of their products
13、. In the mid-1990s, the Internet emerged as a new tool for reaching consumers, and it now provides a variety of technologies (e.g. the web and e-mail) for influencing opinions and wants. Indeed, Internet technologies and marketing objectives can be interlaced to increase the effectiveness of a firms
14、 consumer directed communications (Watson et al., 2000). Thus, an Internet advertising strategy is concerned with the creation, placement, and distribution of electronic messages that will be read by, and have an effect on, those consumers whom the advertiser most wants to influence. Creation, as we
15、ll as considering traditional advertising factors (e.g. the message to communicate), must also embrace Internet technologies (e.g. Flash and mp3) that potentially influence consumers. When placing ads, the advertiser must consider which medium to use (e.g. web versus e-mail), and if the web is chose
16、n, where to place the ad on the page for maximum impact (Loiaconoet al., 2001). Distribution addresses which web sites and electronic mailing lists will be used.Much of the attention related to Internet advertising has focused on the placement of advertisements on third-party web sites where the market is estimated to be $9.7 billion, about three percent of total advertising (Green and Elgin, 2001). However, this approach ignores a companys use of its web site to advertise its products. For
