Marketing and online business, the green shoots of the economy

The internet development in our country is finding throughout this year 2018 an environment of good opportunities to ensure its long-term financial consolidation. The growth of online advertising will be important to consolidate the national digital environment and help the creation of new companies. 

Investment in digital media in the first half of 2017 was 377.43 million euros, according to data presented today by the Interactive Advertising Bureau, an association that represents the interactive advertising sector, and collected in the study that this organization carries out together with PricewaterhouseCoopers. In this way, digital media (Internet plus Mobile Internet) is consolidated as the third advertising medium.

For its part, e-commerce has a great potential for development if it manages to expand the offer to meet this fugitive demand, while achieving competitive prices online and offering a service quality superior to the traditional one in our country. The challenge of achieving a sustainable online business model in the long term has two variants. In some cases, companies have tried to apply the advantages of the internet to traditional business models. For example, the online supermarket receives orders online from the classic shopping basket to deliver and collect at the customer’s address at the time it requests.

In these cases, offline competitors are an important factor that conditions the entire business plan. In the other variant, universal digitalization opened new market opportunities from scratch: search engines, social networks, communities, digital downloads of video games. Example: the million registered members of our online community, Mundoofertas, receive a personalized newsletter in their email every week with free offers, free samples and discounts from the sectors requested by them.

Given the limitations of electronic commerce, the health of online marketing as a second way of financing these business models is key. The development of Internet advertising in 2017 is undoubtedly conditioning the pressure on the sector towards payment models, free of charge, or a mixture of both. Companies and consumers intertwine their interests through the internet. The network is the first channel of total communication between both groups, carrying and bringing information, purchases and opinions in one direction and another in real time. Internet allows to improve the efficiencies of marketing campaigns, obtaining ROI (returns on investment) much higher than those of any unidirectional mass media. In a context in which the economy as a whole falls and marketing and electronic commerce.

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