Internet Evolution and Affect on Communication & Marketing
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
Internet Evolution and Affect on Communication & Marketing
Learning Objectives Covered
- LO 01.01 – Discuss the history and uses of the Internet in workplace communications.
- LO 01.02 – Recognize the effects of new technology on society and on business activities.
Career Relevancy
The Internet has drastically changed the world of business and marketing. Consumers have embraced the Internet to conduct their business and shopping transactions. While the Internet may have started as a communication technology, it has become the world of business for commercial transactions. Companies have developed e-business and creative online value propositions to engage customers. Customers gain value through rich content, customization, Internet communities, convenience, choice, and cost-reduction. However, not all consumers shop on the Internet, and thus businesses still need to consider non-digital selling and marketing strategies.
Background
As businesses consider their approach to e-commerce and e-business, the benefits are increased revenue based on the larger customer base and encouraging repeat purchases from loyal customers. The company can also improve profitability through cost reductions in staffing, materials, and transportation costs. On the other hand, some businesses may not see as much benefit from offering their services or products over the Internet. For example, if the company does not have products to sell but delivers a service locally instead, such as a plumber, they may not see the value of a strong Internet presence. Still, all businesses today need to have some visibility online.
E-commerce involves online shopping, basically retailing, although manufacturers and distributors also engage in e-commerce. E-business is a broader term that encompasses the technology that business uses (such as interactions with external suppliers) and the electronic processes and procedures. E-commerce has a direct interaction with the consumer and the sale of products or services. Yet almost every business needs to engage in e-business and ensure that they have a visible presence online.
Consumers now search for information and reviews on service-oriented businesses. They also want to compare pricing, as well as understanding the services that a business has to offer. This may create challenges for small businesses that do not have the expertise to build websites.
However, businesses can leverage the use of social media to reach clients. It does not take much expertise to put a business onto Facebook. One of the advantages of using social media is the ability to tell the story of the business and become a part of the local community. Plus, it becomes much easier to reach local consumers.
What businesses have to remember is that marketing is no longer a one-way street. While businesses can utilize digital strategies to deliver messages, the real benefit to consumers from e-business is the ability to interact with other consumers, search for information, compare costs, and compare value.
No matter how a business decides to create an online presence, it needs to ensure that enough customers see the messages. This is known as impressions. Similar to market share, an impression share (primarily used in Google Ads) is the percentage of impressions that the company receives when compared to all impressions offering the same product or service.
Marketers need to deliver the brand message consistently across all digital platforms (and non-digital as well) as they launch products and engage with customers. The marketing plan is based on the analysis of the external business environment; however, marketers need to remember that the Internet enables them to micro-segment their target market based on consumer behaviors and business trends. Branding, identity, and images all need to align as companies differentiate their products.
Resources and References
Juneja, P. (n.d.). Basic understanding of e-commerce. MSG Management Study Guide. Retrieved from https://www.managementstudyguide.com/understanding-e-commerce.htm (Links to an external site.)
Smith, K. (2018, January 2nd). 15 reasons why marketing through social media is a must for every small business. Lyfe Marketing. Retrieved from https://www.lyfemarketing.com/blog/marketing-through-social-media/ (Links to an external site.)
Prompt
Describe the evolution of Internet use for communication and marketing. What changes do you see in terms of accountability for communication?
For your peer response, discuss how technology may continue impacting how we are held accountable in terms of communication.
For your citation, you might use articles that show examples of accountability in communication. You can also find articles from experts that suggest how to hold ourselves and each other accountable as it relates to communication.
Your initial and reply posts should work to develop a group understanding of this topic. Challenge each other. Build on each other. Always be respectful but discuss this and figure it out together.
Reply Requirements
You must submit:
- 1 main post of 550+ words with 1 in-text citation and reference (follow the Institution Writing Guidelines)
Responses can be addressed to both your initial thread and other threads but must be:
- Unique (no repeating something you already said)
- Substantial in nature, which means there has to be some meat to the reply, not something like: “Good job, Rasha, your post is excellent.” A substantial post will do one of the following:
- Extend the conversation deeper,
- Challenge the post being responded to, or
- Take the conversation in a career-relevant tangent
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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