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The Internet has opened up new opportunities for companies to market and sell their
products online. In the early days of internet marketing and still some of the more
widely used methods are Pop-ups and Banners. Earlier research and academic
studies have proven these methods of being perceived as irritating and more or less
ignored. With this in mind, marketers have been searching to find new and
alternative ways of marketing, in addition to the traditional methods. Eventually,
when the trend of blogs and communities began growing, so did the companies
interests towards them. Because of the new p ossible forms of marketing online, and
due to the companies increasing effort of receiving better value regarding their
advertisement budget, the purpose of this thesis is to examine if marketing on sites
such as blogs and communities are more positively p erceived upon among internet
users. In some cases, this has been examined in relation to the more traditional
means of online marketing. Furthermore, we examined whether or not the tailoring of
advertisements had more effect on users, and if there were any differences in the
general perception of blog - and community advertisements among male and female
consumers.
The empirical data needed was gathered quantitatively through an online survey,
based on
the consumer point of view of this matter. As it became d ifficult to attain any
response
from users of internet blogs, the study became more focused on communities and
forums.
The survey was placed on three communities within current areas of interest; Home
electronics, Sports and training, and Family life. Furt hermore, a conceptualization
was
made out of the theoretical chapter, and was used for the analyzing of the data.
The results indicate that a majority of the respondents are more positive towards
advertisements on blogs and communities, as well as customiz ed advertisements
within
these mediums. It was further found that these advertisements did not disrupt the
surfer¶s
flow as much as traditional mediums. The findings also show that a majority of the
respondents are aware of online advertisements in general , and just as many have
developed a dislike towards them. However, the male respondents have a more
positive
view of advertisements on blogs and communities, than the female. The same
finding
appeared in regard to tailored ads; while male consumers conside r these as more
acceptable, the female respondents have an indifferent opinion. To the question of
why
advertisement on these mediums were more regarded upon, the most common
response
was due to these ads being considered as more related to their interests .
Conclusively,
tailored ads that are developed and placed in relation to the website and its content
have a
larger effect on internet users, than do random advertisements.