Understanding the Internet is changing the rules of traditional marketing is like a huge challenge for executives of firms. They must find answers to the questions: What practices that have become obsolete? What are the new opportunities to pursue? Define how success in this new context?

By Internet Marketing is a very new field and different from traditional marketing. If you do not learn these things, businesses will not be allocated, funded and marketing resources rationally and efficiently. Traditional marketing is marketing one-dimensional model. Accordingly, the company transferred the marketing message to the market, which "pushed" to place consumers go through a review process, consideration and purchase. Meanwhile, the Internet changed the way businesses communicate with customers by including forms, new media like Internet diary (blog) or video on the Internet (web video).

According to Nilofer Merchant, Chief Executive Officer (CEO) Rubicon Consulting - a consulting and marketing strategies based in Silicon Valley (USA), most businesses are now suffering from a mistake is to use online marketing tools to pursue the traditional marketing goals such as creating awareness to customers about products or services, leading them to place consider, weigh and purchase decisions . But now the Internet media are helping to create two-way communication channels, so the idea of ​​bringing customers into the process and consider buying decision should be reconsidered.

The main objective of online marketing is not to create awareness (awareness) which is to create cohesion (engagement). The five elements to create cohesion is empathy, individuality, community, participation and support creativity. Creating cohesion is to make customers feel they are related to business, to both products and business people. Enterprise customers want to know about the organization, its values ​​and its services. When customers like what they see and experience, the relationship between them and the business will deepen, leading to sympathy between customers and businesses.
Yepi