Internet-induced marketing techniques: Critical factors in viral marketing campaigns

The rapid diffusion of the Internet and the emergence of various social constructs facilitated by Internet technologies are changing the drivers that define how marketing techniques are developed and refined. This paper identifies critical factors for viral marketing, an Internet-based ‘word-of-mouth’ marketing technique. Based on existing knowledge, five types of viral marketing factors that may critically influence the success of viral marketing campaigns are identified. These factors are the overall structure of the campaign, the characteristics of the product or service, the content of the message, the characteristics of the diffusion and, the peer-to-peer information conduit. The paper discusses three examples of viral marketing campaigns and identifies the specific factors in each case that influence its success. The paper concludes with a viral marketing typology differentiating between viral marketing communications, unintended viral marketing and commercial viral marketing. This is still a rapidly evolving area and further research is clearly needed to monitor new developments and make sense of the radical changes these developments bring to the market

Geoportals: an internet marketing perspective

A geoportal is a web site that presents an entry point to geo-products (including geo-data) on the web. Despite their importance in (spatial) data infrastructures, literature suggest stagnating or even declining trends in visitor numbers. In this paper relevant ideas and techniques for improving performance are derived from internet marketing literature. We tested the extent to which these ideas are already applied in practice through a survey among 48 geoportals worldwide. Results show in many cases positive correlation with trends in visitor numbers. The ideas can be useful for geoportal managers developing their marketing strateg

Novas tendências em marketing por causa do auge da Internet

The use of Internet has changed considerably the marketing practice. In this article the authors carry on a literature review to analyse the factors involved in the process and also the advantages, challenges and opportunities of this technology from a marketing perspective.El uso de Internet ha traído cambios considerables para la práctica del Marketing. Este artículo lleva a cabo una revisión bibliográfica donde se analizan los factores que están relacionados con el proceso de cambio así como las ventajas, desafíos y oportunidades que ofrece esta nueva tecnología desde una perspectiva del Marketing.O uso da Internet trouxe mudanças consideráveis para a prática do Marketing. Este artigo realiza uma revisão bibliográfica onde se analisam os fatores que estão relacionados com o processo de mudança assim como as vantagens, desafios e oportunidades oferecidas por esta nova tecnologia a partir de uma perspectiva de Marketing

The Role of Internet in Marketing Strategies

The use of the Internet has increased in recent years remarkably. Conducting business in the digital economy means using Web- based systems on the Internet and other electronic networks to do some form of electronic commerce. Many research findings confirm and support being of positive effects of Internet on an enterprise's competitive advantage. In this paper, I will illustrate that enterprises can acquire relational and informational competency through Internet technology, and based on these competencies they can succeed in competitive cyber markets. According to the Internet competencies, Internet marketing strategies can be divided into five categories: Transactional, Profile, Customer-oriented, Relationship, and Knowledge strategies. Choosing and implementing any category of strategies depends on the degree of internet competencies (informational and relational) that a firm has. When both are high, proper internet marketing strategy seems to be knowledge strategies; and when both are low, transactional internet marketing strategies would be the suitable category.Internet marketing strategies; Information technologies; Network computing; Digital economy; Information system.