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Problem

Describe the role that online advertising might assume in the promotional mix of the business marketer. How can the business marketer use the Web to form close relationships with customers?

Step-by-step solution

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Step 1/4

Online advertisement has changed the way a product is promoted by a marketing manager. Nowadays online advertisement has become an integral part of the marketing mix.

Online advertisement includes the use of direct marketing and e-mail marketing. Direct marketing is used by the marketing managers to formulate personalized messages and send them to the prospective customers.

Step 2/4

The direct mails could be used by the marketing managers as a promotional campaign, sales force support, communication with distribution channels and as solution for special marketing problems.

Direct mails have been used by the companies to project the image of the companies in the respective fields. Direct marketing can also be used to directly target the decision makers in various companies.

Step 3/4

The businesses can also use web in order to promote a product and establish relation with the customers of the product. Businesses are making the use of e-mail marketing in order to send personalized e-mail to the customers.

E-mail marketing is less costly as compared to direct mail marketing. Direct marketing involves use of printed material for marketing which makes it an expensive affair. Also, the e-mail campaigns are quicker in getting response from the customers.

Step 4/4

Thus, these are the ways in which the marketing managers are making use of online marketing for promoting the product. These online marketing tools have been gradually incorporated in the promotional mix.