Why is an Internet presence an important piece of a marketing plan?

The Internet is redefining the relationship between consumers and businesses, presenting marketers with new opportunities and making shopping easier and more rewarding for consumers.

Consumers and businesses have embraced the convenience that the Internet provides. They have made it a necessary part of their daily lives. They demand the ability to retrieve the information that they want when they want it and to shop for virtually anything they want, 24 hours a day, seven days a week, all year long. No longer are they limited to the stores in their own cities, nor do they have to battle traffic, crowds, long lines or parking shortages in order to buy something or get the information they need.

Why is the Web an ideal vehicle for marketing and sales?

The Internet's functionality and usefulness to businesses and consumers have made it a powerful medium for smart marketers. Unlike other media, the interactive medium enables marketers to efficiently combine the traditional three-stage sales cycle into a single step:

• Get attention, reinforce messaging and company/product position (Branding)
• Offer information/answer questions (Informing)
• Transact/provide service (The Sale)

What are some key advantages to Internet marketing?

• Studies consistently indicate that people online are in the higher income brackets.
• Your ad works for you 24 hours per day, 365 days per year.
• You can make sales to customers you don't usually reach, both in your area and outside your area.
• Your message can turn into a sale on the spot.
• You can change your message inexpensively and in a timely fashion.
• Internet users embrace change and new ideas and new products.
• Your audience will "tune in" to your message, not "out."