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The Internet is fast becoming the medium
of choice for carrying out highly targeted
marketing campaigns. The reason this is
possible to such a great extent is that
instead of the marketing person looking
for the customer, the customer himself/herself
seeks the product on offer - be it for a
purchase or just information.
Internet usage, as we all know, has exploded
over the past few years. So much so that
it can be likened to another ‘world’
altogether, where people interact, exchange
information, shop for items, start major
moneymaking businesses, express opinions.
A byproduct of all this and the wonders
of technology have made it possible for
these online behavior patterns to be recorded!
And this information can be used to devise
highly focused marketing campaigns that
can lap up sizeable chunks of customers
in a really short span of time. But there
is a science to all this, a science that
needs to be understood and used, and a
science that we marketers have mastered.
Besides that, the fact that the internet
is a global phenomenon is in itself the
biggest advantage of the medium.
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