DESIGN AND IMPLEMENTATION OF AN ONLINE MARKETING INFORMATION MANAGEMENT SYSTEM
- Project Research
- 1-5 Chapters
- Abstract :
- Table of Content:
- Reference Style:
- Recommended for : Student Researchers
- NGN 5000
Background of the Study
The Internet has its origins in cold war and technological rivalry between USSR and US. In fact "while the World Wide Web was created in 1991, its origin dates back to 1957 when the Soviet Union launched the Sputnik I satellite" (Dickey and Lewis, 2011: 2). US reacted with establishment a department of Defense Advanced Research Project Agency (DARPA) which launched in 1960s ARPANET, an experimental project of computer networks from which what we now know as internet developed. Since then internet contributed to science incredibly and "by the late 1980s the internet was being used by many government and business institutions" (Ferguson, 2008: 69).
So internet was considered an inclusive communicative tool of scientific and research centers for several years and its academic function was its dominant prior to discovering its commercial capabilities which led to its commercialization. As Oksana (2007) puts it: "until the mid-nineties, the research and academic communities accounted for most of the internet population but the commercialization of internet soon gained enormous momentum and the business community quickly became aware of the potential it has to offer". With increasing the number of internet users during the 1990s, entrepreneurs started to appreciate commercial prospects of this new medium. Although there is no complete consensus on when did internet marketing exactly start, but the majority of commentators refer to 1994. So it is widely held that "significant commercial use of the Internet began with the first ‗banner ads‘ on web pages in 1994, and the appearance of Internet-based ‗malls‘ (the electronic equivalent of a storefront) such as Amazon.com in 1995".
Statistics make it clear that this young marketplace, online marketing, has had an astonishing rate of growth. So amazing is the growth rate of this new paradigm of marketing that it is hard to believe how young it is. In fact "in 1994, spending for internet marketing totaled nearly nothing, but increased to over $300 million in 1995. After a decade later, marketing spending and internet marketing business has exploded to nearly $500 billion (according to Forrester Research). Today, it‘s hard to believe in having an organization which doesn‘t have some kind of online presence." (Shirvastav and Alam, 2014: 25) This brief historic background is concluded by pointing to the fact that step by step online marketing has become a much more sophisticated practice. So early methods of internet marketing such as online advertising and email marketing has been followed by more younger, developed methods such as search engine optimization or social media marketing.
What is online marketing?
Chaffey et al. (2000) simply define internet marketing as "the application of the internet and related digital technologies to achieve marketing objectives"(12). This definition is a simple definition which, unlike the following ones, does not touch the important aspect of customer relationship. According to (Kotler & Armstrong, 2012: 508; Kotler et al., 2010: 493) Online marketing consists of measures and activities to promote products and services and build relationships with customers over the Internet. Burrett (2008) understands online marketing as ―carefully targeting users and getting them to interact with you while they‘re engaged with the most personal, intimate medium ever invented. The most comprehensive definition has been articulated by Chaffey (2007), he defines online marketing as ―Applying Digital technologies which form online channels (Web, e-mail, databases, plus mobile/wireless & digital TV) to contribute to marketing activities aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer lifecycle) through improving our customer knowledge (of their profiles, behavior, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs". As this relationship concept definitions show online marketing revolve around interaction and building relationship with customers, a point which discriminates it from traditional, offline marketing.
1.2 Statement of the Problem
One of the major problems Business Marketing face in their campaigns is still the use of primitive promotions channels such as press, brochure, catalogue, TV, cell phone, etc, and several offline channels which lacks a comprehensive, harmonizing marketing framework. In this project work, we present a new solution for businesses to promote their business online to reach a wider audience.
1.3 AIM AND OBJECTIVE OF THE STUDY
The principle aim of this project is to develop and implement an online marketing system that will be useful to business owners, with the following objectives:
- To create a platform for businesses to reach a wider audience and increase sales and profits.
- To develop a general purpose store where consumers can find products and services from the comfort of home through the Internet.
- To implement an online virtual store on the Internet where customers can browse the catalog and select products of interest.
Related Project Materials
The Impact of Donor Funds on Financial Accountability in Missionary Schools in Plateau State
Background of the Study
Missionary schools in Nigeria have played a pivotal role in pr...
THE INFLUENCE OF MOVIES ON THE ACADEMIC PERFORMANCE OF STUDENTS
Abstract
The study investigated the influence of movies on academic achievement of children in upper B...
The Impact of IFRS on Accounting Curriculum in Nigerian Universities
Background of the Study
The adoption of International Financial Reporting Standards (IFRS) has influenced accounting edu...
The Challenges of Maintaining Brand Loyalty in Highly Competitive Industries: A Case Study of Fast-Food Outlets in Gombe State
Background of the Study
Brand loyalty is essential for business sustainability, especially in highly competitive industries...
An Investigation of the Factors Influencing Career Choices Among Nursing Students at the University of Jos
Background of the Study
Career choice is a crucial decision that shapes an individual’s professional journey and impacts job satisf...
STATISTICAL ANALYSIS ON THE RATE OF STUDENT WITHDRAWAL IN POLYTHECNIC
ABSTRACT
Despite increasing numbers of students embarking on tertiary studies in Nigeria, the proportion of students completing a quali...
THE ROLE OF SALES CONTESTS AND INCENTIVES IN MOTIVATING SALES TEAMS
THE ROLE OF SALES CONTESTS AND INCENTIVES IN MOTIVATING SALES TEAMS
This study investi...
DEVELOPMENT OF A MODIFIED TOKEN BASED CONGESTION CONTROL SCHEME WITH ADAPTIVE FORWARDING FOR OPPORTUNISTIC NETWORK
ABSTRACT
This research presents the development of a modified token-based congestion control scheme with adaptive forwarding mechanism (m...
LANGUAGE AND NATIONAL DEVELOPMENT: CHALLENGES AND IMPEDIMENTS IN A MULTILINGUAL SOCIETY
BACKGROUND TO THE STUDY
Human Beings are social animals and language is an instrument of the society which is acculturat...
EVALUATION OF MANPOWER DEVELOPMENT POLICIES IN NIGERIA
Background of the Study
The importance of employing good evaluation in improving manpower development c...
