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This paper is going to highlight some of the unanswered questions in the global advertising medium.
Although global internet advertising is a good thing to business all over the world there are some areas that need to be further researched. One is that there are privacy concerns on the advertiser’s side and even the potential customers (Tungate, 2013). Business owners when advertising need to prove authenticity of the products or services they are advertising this has caused issues like hackers accessing financial data and employee information via the internet and using it for illegal means (Taylor, 2012). On the customer’s side, some customers have been duped and lied to about keeping their queries or purchases private only for traces to be left that could jeopardize the customer’sreputation and life (St, 2007). This issue needs to be further researched.
Secondly, through the research on global internet advertising, there is an issue of Global Internet Access 100% connectivity and when can it be a reality (Hanafizadeh & Behboudi, 2012). It emerged that the whole world knows about the internet and even about internet advertising but not all people have internet access 100% connectivity (Frith& Mueller, 2010). This is either because of high data and broadband prices, lack of data booster in the regions they are situated or partial network coverage (Kogut, 2004). This means that a lot of business will not be reaching the intended target customers while customers will not get the advertisement that could change their daily lives(Krishnamurthy & OConnor, 2006). Further research should be done to establish when 100%comnncevtivty will be a reality especially in developing worlds.
A final unanswered question that emerged from the research on global internet advertising was the issue of Advertising & technology (Bidgoli, 2004). To advertise on the internet means that one must be able to use a computer and use their own website or use another
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According to recent researches, ‘online advertising to consumer time ratio is circa 50%’, which is quite significant amount and thus, implies great advertising possibilities hidden in internet marketing (Walters, 2009).
While defining the term advertisement Julian Petley in his book “Advertising,” says, “Advertising is the means by which goods or services are promoted to the public.” (Petley Pg. 4)Advertising is one of the major tools to attract the prospective customers.
The Internet is essentially worldwide naturally, globally handy and it crosses national borders to let clients around the globe to equally participate.This creates a challenge for the corporations doing their transactions internationally in addition to advertisers to understand global customers and to conquer cultural hurdles and language disparity on the net.
In the next two years, the internet gained in popularity as a possible advertising medium, and by 1997, websites were already being advertised in the traditional media. As Kaye puts it:"The growth of Internet advertising since its 1994 birth has been truly phenomenal.
The author writes about the advantages of online advertising and how the organizations can use it as an effective tool to increase the sales of the product on computer applications software to reach a global audience at very cost effective rates on the example. He/she describes it one the case of the company that sales textbooks.
The Internet itself is becoming, of course, as much a medium of promotion as information for the purpose of advertising in as regards to business incubators. Intuitively, it makes a great deal of sense to utilize internet-based advertising to promote newly originated vernacular businesses.There are various tools of internet that are been used today for advertising and promoting various products.As well as targeting people on the move, written advertising itself has developed a new genre that draws its power from motion: Internet texts.
Most businesses are now using the internet to not only advertise, but also to communicate with customers thus boosting their sales.
The internet has a played a major role in connecting the businesses and potential customers. In a recent survey conducted in 2010 by
One of the reasons why the internet is increasingly becoming the method of choice in the field of advertising is through its effectiveness and efficiency and these have ensured that advertising companies save a lot of time. The internet has come to stir up the imagination of many advertising entrepreneurs.
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