1、 the characteristic of the Internet advertising and strategy alignment 原文： Introduction The 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 i
2、n itself (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. Advant
3、ages of Advertising on the Internet Internet 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，
4、there 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
5、 ultimately 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 le
6、ads. 3) Affordable 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
7、Conversion 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
8、 is much faster 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 l
9、ow cost. Most 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 ad
10、vertising you 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 RO
11、I is sure to be 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 g
12、oing forward. 10) 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. Strategy Advertising is one of the main approaches firms employ to manage demand risk by raising awarenes
13、s of their products. 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 effec
14、tiveness of a firms 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 influen
15、ce. Creation, as well 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
16、if the web is chosen, 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
17、 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 many firms, the web site has become a major venue for communicating with, and influe
18、ncing,customers. In many cases, it is the defining image of the firm because it has become a dominant channel of interaction (Watson et al., 1998). Thus, the design and content of the corporate web site are key elements of Internet advertising strategy. Given the increasing importance of the corpora
19、te web site as an advertising medium, a key organizational issue is: how does the Internet advertising strategy align with the corporate strategy? The global nature of the Internet is a highly pertinent and unique element of this channel that has a particular influence on advertising strategy. No ot
20、her advertising medium (e.g. television, radio, newspaper) is unreservedly global. A firms web site is automatically visible to all customers with web access no matter where they are located. It can influence consumers everywhere, whether or not the firm so intends. Hence, global firms should explicitly examine the relationship between their corporate and Internet advertising strategies, because most customers would expect a linkage between the two. Imagine the dissonance that could occur in a customers
