Good Research Paper About Original Content

Impact of Online Marketing and Sales on the Organization

Impact of Online Marketing and Sales on the Organization

p. 2-12 of Meyerson, M., & Scarborough, M. E. (2008). Mastering online marketing. Irvine, CA: Entrepreneur Press.

Synthesis

Mitch Meyerson and Mary Eule Scarborough’s book Mastering Online Marketing talks about the ins and outs of, obviously, online marketing. Its wide scope includes topics such as the fundamentals of business, the reasons behind the sudden trend of online marketing, the need for such trend, the various strategies entrepreneurs can use when doing online business, the risks and opportunities involved, and many other things (Meyerson & Scarborough, 2008). Because of its comprehensive content on the subject of online marketing, the book will be used as a source for this research paper, the thesis of which is:
The impact of online marketing has not only grown over the years but is the most successful and effective way to do business. Through internet, marketing retailers can connect with their customer, new data sources are opened up, and the option for international sales and marketing is not only an option but highly successful as well.
Having said that, it is then clear that if one wants to participate in online marketing, then one must first learn the basics of business. Meyers and Scarborough (2008) suggests first and foremost that aspiring online entrepreneurs should learn solid business strategies. This is a pre-requisite to having a successful online business. And there are four stages of learning that entrepreneurs undergo: unconscious incompetence, conscious incompetence, conscious competence, and unconscious competence (Meyerson & Scarborough, 2008). Basically, these stages involve the entrepreneurs gradually changing from not possessing any knowledge and skill, to possessing adequate knowledge and skill, to continuously acquiring new knowledge and honing new skills (Meyerson & Scarborough, 2008).
All four stages will be experienced by people choosing to undertake an online business. But why should one choose to do so in the first place? As the thesis statement indicates, online marketing has become the most successful and effective way to do business. One of the reasons for this is that the world is currently in an era called the Information Age wherein almost every activity that can be done in the material world can also be done and is being done in the online world (Plunkett, 2009). And there are a lot of things that the online world can achieve which the material world cannot.
The first of these advantages is being able to take people who are thousands of miles away from each other and bring them together (Plunkett, 2009). This ability to connect people from all over the world is the biggest benefit that online marketing has to offer (Plunkett, 2009). It completely widens the range of the market and creates a bigger pool of potential buyers. More potential buyers mean more potential profit. Of course international sales is already being done in the physical world, but only by multi-national and billion dollar companies such as Coca-cola, McDonalds, Nike, etc. (Plunkett, 2009). However, thanks to online marketing, even small local businesses can participate in international sales. Meyers and Scarborough (2008, p 4) are able to clearly explain why today is the perfect time to participate in online marketing:
[Content to Be Paraphrased]
These are amazing times for online entrepreneurs! It’s never been easier to transform a local brick-and-mortar company into a thriving business that serves clients worldwide from the comfort of your home. Now prospects from every continent can visit your virtual store, opt in, and securely purchase your products or services in a matter of minutes! And because of many factors, the appeal of owning your own e-commerce business is even more enticing. That’s why people from every walk of life—Fortune 500 executives, service professionals, stay-at-home moms, packaged goods retailers, freelance writers, and so on—are searching for a better way and jumping on the internet bandwagon.
Perhaps they imagine a life where commuting and dark suits are things of the past, or one where they no longer have to worry about layoffs and down-sizing, or that allows them to spend more time with their family, or where they can conduct business while sipping mango smoothies on a sunny beach in Tahiti. And it’s never been easier to turn these dreams into realities. Easy-to-use, state-of-the-art computer software and technology provide everyone the opportunitiy to alter the way they work, improve their lifestyle, and achieve their loftiest ambitions.
[Paraphrase]
Another great thing about this that Meyerson and Scarborough (2008) pointed out is that anybody can now have a business. Thanks to online marketing, business is no longer exclusive to only professionals with degrees and years of experience. Business is now also an attainable dream for people who don’t have the money for high education. This is why as Meyerson and Scarborough (2008, p 4) put it, “people from every walk of life” are now daring to create their own businesses. This does not only create more options for the global consumers, it also creates more jobs. As long as a person has a passion and an ambition, online marketing will always welcome him or her with open arms.
[Continuation of Synthesis]
Speaking of passion, another advantage of online marketing is that it allows people to carry out their passions. This does not just mean people’s passion for business; this also includes other things they love doing. Thanks to online marketing and the wonderful technology of the internet, online entrepreneurs find that they now have more time to spare. The extreme accessibility of online businesses allows entrepreneurs to work wherever they may be and whenever they may wish. This means that online entrepreneurs have the opportunity to earn money while still able to pursue other passions or simply spend time with their loved ones.So not only does online marketing create more entrepreneurs, it also creates happier entrepreneurs.

References

Meyerson, M., & Scarborough, M. E. (2008). Mastering online marketing. Irvine, CA: Entrepreneur Press.
Plunkett, J. W. (2009). Plunkett's e-commerce & Internet business almanac 2009: The only comprehensive guide to the e-commerce & Internet industry. Houston, Tex: Plunkett Research Ltd.