Internet marketing as a business necessity

INTERNET CUSTOMERS INSIGHT 
Internet and modern technology also transformed the way people behave, interact, 
communicate and purchase. Big data has become not only the business reality, but also the 
reality of each consumer, that has to adopt to the informational age and develop new patterns 
of behaviour. Entering the Internet market companies are actually taking the veil of a massive 
market and new age audience that cannot be ignored [11]. 
Internet customers are easy for tracking, especially because smartphones has become 
dominant medium for accessing Internet across all age groups [12]. They prefer digital 
channels for investigating, selecting and purchasing brands [13]. 
Internet customers are not passive observers of the market happenings; they are active 
participants of a dialog with companies, co-creators of marketing strategies and active judges 
of all companies’ activities and decisions. Their power is related to four sources [14; p.51]:
(i) “technological – right to be heard; (ii) economic – right to choose; (iii) social – right to be 
informed, and (iv) legal – right to safety”. 
Besides sharing information about products and services they use, they are highly attracted 
with multiple options for sharing information about themselves [15]. Yung [16] described 
online public as “discerning, fragmented and cynical”, indicating the amount of freedom, 
space and power they gained over the last few years. Online consumers are very demanding 
in terms of their satisfaction with marketing communication and experience with the products 
and services they use. Information without engagement and entertainment is not enough for 
reaching delight [15]. Consumers are looking for special, different and hyper-personalized 
content all the time that is in accordance with their lifestyle and ideal self-image. They use all 
online options to discover the best solution for their interests. 
Phases that consumer passes through while engaging with brands in online environment are [11]: 
awareness, engagement, purchase, post purchase, advocacy, and brand evangelist. They 
expect the relevant and inspiring content at every point of their journey.