The Internet makes it possible for marketers to reach large numbers of consumers located around the world. In addition to setting up so-called destination sites where the marketers can sell their products or provide their services, there are a number of "portal" sites which help consumers locate information among the hundreds of thousands of Web sites. The Internet offers good target marketing opportunities since marketers can determine what type of people are likely to visit particular sites, and sites are often willing to exchange "banner" ad space in exchange for revenue. This research explores an Internet marketing plan for two very different Web sites: www.parents.com and www.barnesandnoble.com.
Marketing in general, and advertising in particular, is most effective when it targets consumers who are most likely to be predisposed to purchasing a particular type of product or service. In this way, it makes little sense to market luxury sports cars to consumers who do not have the resources to purchase such items, or to target products for women to male consumers. Some companies, such as Coca-Cola, engage in undifferentiated target marketing in which the company does not differentiate among its consumers. Other products, such as dandruff shampoos, are targeted at specific types of consumers. Large companies with broad product lines may target different brands to different target markets, with high-end brands and discount brands targeting different market segments.
Successful target marketing requires that the company determine its market segment (or segments), and find ways to reach that segment that are effective (able to reach the consumer) and efficient (within the company's budget). Television and radio ratings are one way that advertisers can gauge the effectiveness of a particular medium, but not necessarily the effectiveness of a particular advertisement. Print advertising (such as magazines) can offer specific ...