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Marketing Meets Social Media: Classification and Evolution of Internet Marketing

Marketing Meets Social Media: Classification and Evolution of Internet Marketing

Anteneh Ayanso, Kaveepan Lertwachara, Brian Mokaya
Copyright: © 2014 |Pages: 28
ISBN13: 9781466651944|ISBN10: 1466651946|EISBN13: 9781466651951
DOI: 10.4018/978-1-4666-5194-4.ch001
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MLA

Ayanso, Anteneh, et al. "Marketing Meets Social Media: Classification and Evolution of Internet Marketing." Harnessing the Power of Social Media and Web Analytics, edited by Anteneh Ayanso and Kaveepan Lertwachara, IGI Global, 2014, pp. 1-28. https://doi.org/10.4018/978-1-4666-5194-4.ch001

APA

Ayanso, A., Lertwachara, K., & Mokaya, B. (2014). Marketing Meets Social Media: Classification and Evolution of Internet Marketing. In A. Ayanso & K. Lertwachara (Eds.), Harnessing the Power of Social Media and Web Analytics (pp. 1-28). IGI Global. https://doi.org/10.4018/978-1-4666-5194-4.ch001

Chicago

Ayanso, Anteneh, Kaveepan Lertwachara, and Brian Mokaya. "Marketing Meets Social Media: Classification and Evolution of Internet Marketing." In Harnessing the Power of Social Media and Web Analytics, edited by Anteneh Ayanso and Kaveepan Lertwachara, 1-28. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-5194-4.ch001

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Abstract

In Internet marketing, organizations leverage the Internet and related technologies to promote themselves, their products, their services, and their brands. In virtually all sectors, recent advances in Web technologies have dramatically changed the nature and volume of Internet marketing. Competition in online advertising is currently very intense as organizations have shifted their focus from print and other traditional advertising media to emails, search engines, and social media outlets for most of their promotional activities. However, due to the growing convergence of digital technologies, distinguishing one form of online marketing from another is becoming increasingly difficult. The current practice shows that there is a significant overlap of technologies as well as activities in most of the online marketing and advertising outlets. This chapter attempts to provide a classification of the major forms of Internet marketing (or online advertising) available, and discuss the key technological trends, practices, and academic research in each area. In particular, the chapter highlights the changing trends in Internet marketing due to recent developments in Web 2.0 and social media technologies.

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