The internet is changing marketing not to mention the world. "The number of internet users worldwide is expected to reach almost 1.4 billion by 2007" according to Armstrong & Kotler (2007) p. 26. The internet is also changing the ways that companies are conducting their marketing.
A great example of a company that has been transformed by the new digital age is Melendi Photography (wwww.melendiphotography.com), owned and operated by my dear uncle Luis Melendi and his wife Maria, located in Key Largo, Florida. Originally a mom & pop photography company, it has now been revolutionized by the internet and telecommunications in the past 10 years. They?re main source of marketing came from local newspapers. When they first opened there storefront in 1975, they concentrated on locals and local businesses as their own means of business. Business was steady, but in a small community like Key Largo, Florida, at times business could be very slow. After analyzing and planning a new marketing tactic, they decided it would just be better to close. The year that they decided to close their photography company was the year when the internet took a nose-dive. Many dot-com companies were going out of business, but shortly after the dot-com revolution began to get stronger, and it came back with a vengeance. In 2000 with the revolution of the internet, they created a website, a virtual gallery, a virtual spot on the World Wide Web (WWW) where customers- not only from their small Florida community could view their portraits, but statewide, nationwide and worldwide, in a last ditch attempt to keep their small photography studio alive. They designed an effective website. Melendi Photography took a chance, on something they new very little of. But they planned and implemented great marketing strategies that would eventually save their business. They offered a monthly free studio session to customers who signed up for their monthly marketing/news email, in which they described their current promotions and prices. They refreshed their marketing strategy to include e-marketing. Marketing is considered a way to reach out to consumers. The Melendi?s understood that by using the internet they could reach out in a more proactive manner to their customers, provide better serves, and reach completely different demographic areas.
?The internet and other digital technologies have given marketers and business owners a whole new way to reach and serve customers.? (Armstrong & Kotler, 2007) p. 437
Melendi Photography began a marketing affiliate program, with well known local...