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The article reviewed for this analysis was When Ads Get Personal from CFO The Magazine for Senior Financial Executives written by Randy Myers a contributing editor at eCFO The main point of the article is that companies are beginning to turn to the Internet and personal advertising to create loyal brands rather than brand loyalty The article focuses on potential results of this fairly new application of advertising Nearly seven percent of all retail sales will be conducted online by 2004 according to a Connecticut-based research firm cited in the article The author argues that the ease and diversity of shopping online gives consumers the potential to more directly influence the market He says that generic advertisement meant for every customer will no longer be as effective since point-and-click navigation make it possible for the consumer to more rapidly change his or her mind Randy Myers author of the article says that companies are going to have to try much harder to keep the customers they already have since consumers are more willing to leave a brand behind now then they were in the past He says that the business world is beginning to rethink the advertising equation because consumers are going to start expecting loyalty from the brands rather than demonstrating unconditional loyalty to them Myers says that sellers will have to develop a one-on-one relationship with their buyers where the seller can understand and meet the unique needs of every individual buyer Some of the methods suggested by Myers to accomplish these objectives are product reviews price comparisons and buying suggestions which he says are already being offered by some etailers Myers colloquialism for online marketers He also believes that ecommerce sites should attempt to collect information about their consumers in order to more readily appeal to them on a personal level Something he acknowledges that isnt necessarily new Myers also suggests that advertising and marketing might soon be embedded
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