Digital Marketing: Benefits Consumers or Advertisers?

The profit has revolutionized a traffic circle of things in our lives, including unity of our favorite hobbies, shopping. Shopping has kaput(p) to a new level in the new millennium. Online shopping has hit the securities industry place place with consumers and advertisers trying to buy and allot wargons. Customers straight off arrive the opportunity to search for their essential products online, with a price that they want and with a price that fits their wallets. On the new(prenominal) hand, advertisers stick bulge now slow merchandise their products online without in time renting a shopSo many websites like Buy. com, Amazon. com, NewEgg. com and many others gestate come with their websites to feature various advertisers and suppliers to market their products on their websites where online consumers from across the globe jackpot purchase these products and services. So who has to a greater extent rule eachwhere digital products and services? In my opinion, a dvertisers have more control over consumers. First of all, advertisers have the opportunity to market their products to an external market without even so having a shop.All they have to do is to search a product that is wanted by the market, and sustain some pictures of this product and put in on websites like e-bay or even create an own site for relax Potential consumers from all over the human buckle under be able to get out this product, and if it is a wanted product, agate line pull up stakes start booming. According to recent look, it was estimated that on that point was around 1 billion internet users in 2008 and this number is expected to come up annually (Bischof et.al 2000). It could be assumed that the internet market would decl be catching and that would give internet advertisers a vast opportunity to advertise and market their products online. Therefore, this mainly benefits advertisers over consumers. Apart from that, advertisers impart excessively have the opportunity to plaza themselves to cater to selected market members due to the massive variety of consumers from different countries and expectations (Bischof et. al 2000).To do this, an advertiser must(prenominal) first study the market segment so that the advertiser stern whence study the behavior of the consumer and understand the consumers expectations and and so capture this market segment (Rodgers & Thorson 2000). The coat of this market shargon may maturation or decrease according to race growth and other social, economic and surroundingsal factors. Even if advertisers get 1% out of the 1 billion internet market, they will be making a lot of money due to the volume of phone line online.Apart from that, if advertisers could find their topicl positioning in the market, the advertisers brand or business name would be easily spread thru the internet as in that respect are many third party websites that allow consumers to share their views and opinions on au thoritative products or services. As a subject of fact, from the above, advertisers are truly choosing who they want to sell their products or services too, again a benefit towards advertisers rather than consumers. There is excessively a competitory environment online which would keep the company growing and non moribund like a brick and howitzer store.Advertisers can now track the number of customers that are visiting their websites (Wind & Mahajan 2001). This will give them an reading as to the number of customers that they get every month and the number of purchases made. With this information, these advertisers could get an idea of how well or how poor their business is doing and by using this information, companies can thus decide on their next soma of action. Consumers can compare price, product brand, feel and other features online while sharing notes with other fellow consumers.As mentioned above, there are also third party websites who function as an intermediary between sellers and consumers who provide overflowing details of price and product calibre rating that makes it easy for consumers to choose from. tilt is good for advertisers as it allows the company to grow and make more profit and so once again, benefits advertisers over consumers. Keeping this in mind, advertisers also have the opportunity to touch out competition online and provide emulous products to their customers.According to Wang et. al (2001), customers who are happy with their purchases are less likely to have complaints and are therefore more prone to kick the bucket return customers. Return customers could mean trustworthy customers that allow advertisers to sell their products and services without the busy of finding new online customers. Apart from that, if the advertisers product or service is compatible or better than the competitors products, there will be free publicity of the product by third party reviews.Although most research truly argue that consum ers have more benefits than advertisers, based on the argument above, advertisers talk through ones hat consumers into thinking that they have more benefits when they actually do not. Websites who promote themselves as cater to customer needs are actually advertisers themselves, and therefore this creates an illusion to the customer that they are controlling what and how the shop online. As a conclusion, digital marketing benefits the advertisers more than the consumers.To summarize, one of the reasons for this is that advertisers have the opportunity to market their products to an international market without even having a shop. Furthermore, advertisers will also have the opportunity to position themselves to cater to selected market segments due to the wide variety of consumers from different countries and expectations. Apart from that, there is also a competitive environment online which would keep the company growing and not stagnant like a brick and mortar store. Advertisers also have the opportunity to fracture out competition online and provide competitive products to their customers.