تاثیر اینترنت بر ارتباطات بازاریابی یکپاچه

In recent years, important changes have had an impact on economic and social life. The Internet makes no exception, it provides a lot of opportunities, like interaction and customization, and it can be used by both consumers and organizations. Should not be overlooked the fact that organization is no longer the only source of information for consumers, Internet provides them an enormous potential of information and communication and the possibility of interaction with each other. The main objective of this article is to find an answer to the question: how can we integrate the Internet in organization‘s communication activities, so that we can obtain synergy?

In the past 20 years, the importance of using the Internet as competitive marketing tool has been recognized by many practitioners and scholars. Whether we are talking about small or large organizations, who compete on a local, regional or international basis, the Internet is the bridge between the organization and its stakeholders. In 1995 meanwhile other marketers were just waiting to see advantages and disadvantages of using the Internet for their particular needs Herbig, 1997. Dutta, 1999 research looked at the ways commercial organizations were exploiting the Internet. Their results had indicated that most large corporations and multinationals are making little use of the Internet, treating it simply as a publishing medium. Traditional corporations were loath to take risks and were therefore vulnerable to flexible and fast-moving new entrants moving onto the Internet. Very few firms were actively using the Internet for launching new business models. It is now commonly accepted that the presence in the online environment is a necessity Kotler and Keller, 2008. Since 1969: Tugent, 1969; Kleinrock, 2003 al infrastructure serving as a In that release he described what the network would look like, and what would be a typical application: ancy, but as they grow up and become more His vision has five elements: The Internet technology will be everywhere. It will be always accessible. It will be always on. Anyone will be able to plug in from any location with any device at any time. It will be invisible. However, Kleinrock, 2010 did not foresee the powerful social networking side of the Internet and its rapidly growing impact on our society. Online social networking websites such as Facebook have created a new generation of entrepreneurs, allowing their businesses to be set up and be promoted with a very low cost. On the one hand social networking websites help entrepreneurs to connect with one another, and on the other hand they help in connecting with prospects and customers, a very unique platform to gain competitive advantage Henari and Indrupati, 2012. Romania is one of the country where the development of Internet had a major impact. The romanian online environment is characterized by an increasing number of users. The Internet provides them a wider potential for interactivity, communication and information. According to data from the six providers of Internet services to mobile points (Cosmote Romanian Mobile Telecommunications S.A., Orange Romania S.A., RCS & RDS S.A., S.C. Romtelecom S.A, Telemobil S.A. and Vodafone Romania S.A.), the total number of connections reaches 7.47 million at the end of 2011, an increase of approx. 60 percent from the previous year. On the other hand, the number of connections for broadband Internet access provided at fixed locations reached 3.26 million in the second half of 2011, up 8.66 percent from the previous year. The number of subscribers-individuals experienced an upward trend, reaching 2.95 million. The number of connections of subscribers-businesses has increased slightly, but this may not exceed 0.33 million in the first half of 2010 ANCOM, 2012.

This article has discussed a range of strategic and tactical perspectives on the changed natures of marketing communications in the Internet era. The Internet is the medium that allows people to communicate not only easier, but also allows the sender to communicate with an enormous number of people at the same time. To send a message we can use the e-mail and World Wide Web. Thus, by e-mail, the sender is able to send messages to all people from the mailing list just a few clicks and the message is received almost instantaneously. Online marketing communications should not be regarded as the most important and the only way to communicate the organization . It requires an integrated approach in terms of marketing communications, with particular emphasis on elements such as understanding consumer needs and behavior, use databases customers, integrated media and communication with stakeholders. The concept of integrated marketing communication is at its beginning, as difficulties are encountered in adoption and implementation of it: from teaching in Institution of Higher Education Edmiston-Strasser, 2009, training of specialists in communication, and not least, the place it occupies in the overall activity of an organization. The practitioners have to understand thoroughly the role of information and communication technologies, become aware of their strengths and weaknesses, and the marketing objectives that can be reached by means of the new online tools.