Takeoff of online marketing: casting the next generation strategies Academic Article uri icon

abstract

  • PurposeThe purpose of this research is to study the emerging nature of online marketing and define the next generation strategies for online marketers.Design/methodology/approachIt is a qualitative research to explain a few factors. Surveys were conducted to determine the view points of consumers. Existing literature and current trends are consideredFindingsOn the basis of the study, author has tried to forecast certain major factors and strategic approaches, which will dominate the online marketing world in the near future.Research limitations/implicationsIt is difficult to predict trends. Extreme technological revolution, huge changes in market dynamics, economy of the nations and few other factors may affect the trends suddenly. So the intensity of the result may vary with time.Practical implications:It will add value to the strategic thinking of the organizations. Especially for the startups firms and for the firms, which are following the traditional online marketing strategies, it will give a new outlook.Originality/valueThe paper attempts to showing the critical factors, which are neglected while building the online marketing strategies. Also, author tries to show the original market trends and the necessity of innovative strategies

published proceedings

  • Business Strategy Series

author list (cited authors)

  • Sharma, A.

complete list of authors

  • Sharma, Amalesh

publication date

  • July 2011