Online Branding on Effectiveness and Future Trends(MBA Marketing)

 Online Branding on Effectiveness and Future Trends(MBA Marketing)


Abstract

Online marketing research has exploded in the last decade due to the increased use of the Internet in public life as well as in developing countries. Ten top-tier academic journals will be used to review scholarly articles from 2000 to 2014 on the topic in order to understand research trends in the field. In a literature review, eight major subjective categories were identified, along with a framework for evaluating the effectiveness of online marketing. (3) Online shopping and e-commerce were the three most significant subject categories identified in this review. Word-of-mouth, user-generated content and social networks are also highlighted as new online marketing research topics.

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Introduction

As a socializing tool, the Internet has become increasingly popular, especially for online shopping. Online shopping behavior-related information-seeking needs and marketing activities are attracting the attention of academic researchers, who are increasingly interested in analyzing them. As the world's population grew from 360 million Internet users in 2000 to 606 million in 2003 and 3,035 billion in 2014 (Internet World Stats 2014), mass adoption of the Internet (about 40 percent of the world's population) was facilitated by the expansion of the telecom network and mobile Internet, the burgeoning middle class, and declining costs. 

McKinsey Report 2014 shows that Internet adoption increased by almost 10.4% over a five-year period in 2013, increasing interest in online shopping among Internet users in developed and developing countries alike. An estimated 4.2 billion people will be online in 2017, which represents more than half of the world's population (McKinsey Report 2014).

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Conclusion

In recent years, academic research on Internet marketing has undergone significant changes due to the introduction of broadband, wireless, and mobile Internet, as well as the growing popularity of social media platforms. Web 3.0, which is expected to be released in the near future, will present marketers with new challenges in understanding the market dynamics and the constantly changing online behavior of consumers. Internet as a cost-effective medium has been recognized by firms in the last decade, and they have begun developing their own marketing strategies to target online target segments.

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