Why are Professional Standards Important?

Why are Professional Standards Important? Introduction To start this report I would like to explain the importance of professional standards. According to the LLUK (no date) the professional standards have a purpose. These standards are for all educators who work within the lifelong learning sector which describe the skills, knowledge and attributes required for those who are in teaching and training roles. Professionalism in a teacher role According to the University of Illinois at Urbana-Champaign (no date) teacher professionalism has relevant significance in education and that it affects the role of the teacher, which in return affects the students ability to learn effectively. This definition however does not describe how a professional should act within their job or workplace. According to teaching expertise (2006) the post-compulsory education and training (PCET) sector is broad and diverse. Teachers, trainers and tutors who work within the FE sector have all had different experiences. Educators have often gained specialist knowledge within a particular industry e.g. hospitality and catering. An alternative route is through university and specialising this way. Critically examine societies and your own, values in relation to education or training. (K1) Values of professional practice, according to Wallace (2009), Our values represent something internal to us a part at our own moral and ethical guidance system. I believe that teaching and learning has a purpose to educate learners in the means to proceed and progress a learners future and career prospects. I believe that a value is a value created on someones own behalf. The purpose of education, I believe, is to educate and furthermore we need education in our daily lives to survive. The educator has a role which is to support and provide a service whilst at the same time motivating learners. Furthermore, it is important to stress that there should be a connection between the educator and learner and that there is a positive relationship between them. It is important, as an educator, to communicate effectively. In addition, a profession and a professional work together in harmony. It should be made clear that a professional person needs values of professionalism. There may be some overlap in terms of how a professional should act or carry out a professional job. The comments above tie in closely with what makes a good teacher. From personal reflections and thoughts, three distinct aspects came to my attention, which are: An effective listener towards the learners and staff Being respectful to colleagues and learners To be understanding towards learners and staff Poor teaching or poor professionalism in teaching is as follows: Not letting students finish tasks No reassurance of learning Impolite to staff and students Favouritism with students In summary, the values which are distinct and should be considered as acceptable values for teaching professionals are being supportive, being a listener and also to respect all staff and students within the institution. Professional practice can be determined with a set of values. These values are what educators should be following with on-going observation and reflective practice. According to LLUK (no date) there is a set of standards called the New overarching professional standards for teachers, tutors and trainers in the lifelong learning sector. Furthermore, the standards categorised into sub-sections which have specific professional objectives and act as guidelines. It is these objectives which educators must abide to throughout teacher practice. According to LLUK (no date) there is a set of 7 professional values. An example would be, AS 1 all learners, their progress and development, their learning goals and aspirations and the experience they bring to their learning AS 2 Learning, its potential to benefit people emotionally, intellectually, socially and economically, and its contribution to community sustainability As mentioned, each point has a value and purpose. From just observing the set of values, purposely constructed for educators within the LLUK sector, they are powerful and strong. I believe there is a problem with the values that educators may not be able to abide to all of these due to several reasons. Firstly, funding, and that some institutes may suffer to deliver consistent values. Secondly, some of the values will have more demand than others. It can be argued that these values will vary according to the institute. It can be suggested that some institutions would decide to keep their dominant values. Additionally, the values set by the LLUK are and should be approached with underpinning knowledge and understanding and a professional practice. For example, referring to LLUK (No name), The knowledge and understanding: AK 1.1 What motivates learners to learn and the importance of learners experience and aspirations. Professional practice: AP 1.1 Encourage the development and progression of all learners through recognising, valuing and responding to individual motivation, experience and aspirations Darling-Hammond (1988) commented that the value of professionalism, in regards to educators, is fundamental and direction of excellence. The author states that educators need competence and that professionalism relates to three focuses which are preparation, knowledge of subject area, and defined pedagogy. Firstly, preparation, prepares the professional for the classroom which examines the language and cultural barriers. All educators face deterrents in the classroom that must be broken down by individualised techniques. Darling-Hammond (1988 pg. 59) related this to state, Decision making by well-trained professionals allows individual clients needs to be met more precisely andà ¢Ã¢â€š ¬Ã‚ ¦promotes continual refinement and improvement in overall practice It is to suggest that values of professionalism are to be approached correctly. This will encourage the educator to be prepared for the classroom. Furthermore, the values of professionalism exist for a reason. They will benefit the professional teacher in terms of motivating and encourage student participation. Alongside preparation, a professional educator with a strong knowledge of his/her subject area will create opportunities to be creative around the subject taught. As a result, Lesson planning and resource preparation time will be less because the educator will already understand the subject. This will reduce the time researching material. It is worth commenting that it would be an advantage to know a subject inside out and would reflect and portray confidence in his/her teaching. In addition, the educator should have a wealth of experience which would benefit his/her practice and enhance their teaching. According to Lunenburg and Ornstein (2000), developing such expertise and knowledge can take years to develop such knowledge. As a result of this, I believe that constant reading and information seeking is important to teaching a specialist subject. It would be beneficial that an educator has worked and gained enough experience within the industry in order for them to teach or become specialists in their profession. I also believe that this would improve and develop opportunities when it comes to being creative. It is helpful to outline the wider context within which FE practice and values of the professional educator. Notwithstanding, the tutor groups in FE who were not previously included in the FE (e.g. colleges 14-19 diplomas), colleges have become livelier places. Lecturers activities have now geared more to ensuring that students remain on courses and that students pass qualifications (Hyland and Merrill 2003 P.g. 86). To summarise, I would like to comment that professional values assist the educator and that they should be utilised at all times during his or her practice. Guile and Lucas (1999 P.g. 204) suggested that clarification in terms of describing the FE educator is needed. It is worth suggesting that society decides and determines professionalism and the values of professionalism within reason to how the educator should be. Demonstrate a critical awareness of the concept of professionalism as this relates to the current role of a teacher working in the PCET sector. (K1, K2) With regard to the concept of professionalism, Humphreys and Hyland (2002 P.g. 06) argued that, the concentration on performance in teaching and professional development is to be welcomed, provided that performance is not defined in purely technicist or instrumental terms In other words, there is a purpose for performance in teaching which should not be confused or misinterpreted. The criteria, the role and responsibilities of a teacher have and are becoming more and more centralised. The questionable scenario/point to highlight here is that of the educator and how they are to overcome this challenge. According to IFL, a Qualified Teacher Learning and Skills (QTLS) status is recognition for newly qualified teachers within PCET. This highlights the identity of teachers in post-compulsory education and training. All new teachers need to achieve a Level 3 teaching qualification. Following this, new teachers have five years to achieve a Level 5 teaching qualification which leads to the QTLS status. The QTLS status is recognition of the teaching qualification in order to teach within the PCET sector. In working towards a new profession, the IFL raises the importance for continuing professional development (CPD) which ensures that educators remain specialists in their chosen subject/s. According to Millerson (1964), there is conflict and discussion to how the teacher should carry out their professional role. This relates to the nature of professionalism. Millerson (1964) mentioned that professionalism concerned a lot of attention to sociologists in the 1950s. The main approach at the time focused on establishing the features that an occupation should have in order to be termed a profession. Within context, this questioned how professions such as medicine and law should be perceived. In contrast, Hanlon (1998) highlighted that there is research on professionalism. The author stated that people see professionalism in a profession. The author has highlighted the point that teaching is a profession and that the role of the teacher is professional. Critically evaluates a chosen aspect of quality assurance in PCET and relates this to the concept of professionalism. (K3) To critique quality assurance within PCET it would be appropriate to define quality assurance. To summarise, quality assurance is a system which prevents a lack of professionalism and through regular control standards and values can be maintained. This makes sure that the needs of the user/s are satisfied. The main purpose is to control assessment and also seeks to improve performance. In addition, quality assurance controls and helps to benchmark against existing qualitative and quantitative results/feedback. Professionalism and quality assurance are two complex areas which overlap and must work together. The two areas concerned are of high importance to the teacher, the course team and the college/Institution. The quality assurance process is closely linked with being a professional teacher and that the professional values should aim to assist and facilitate a direction. Being a professional teacher requires continuous professional development which is carried out by completing research within the specialist subject, faculty and institution. According to the LLUK (no date), student feedback is valuable. There are two types of feedback, formal and informal approaches. It is vital that the PCET teacher considers regular peer observations which will help to improve teaching skills. Observations can help to critique teaching styles/approaches within teaching. Through regular peer assessment and observation, the PCET teacher/tutor must demonstrate effective and appropriate organisational skills which should be evidenced through lesson planning. According to LLUK (No Date), The department and staff should be measured using a variety of ways which should include and involve statistical data such as attendance records, grades, percentages, student profiles, student surveys and lesson observations and more. This data can interpret and help to benchmark against information. This should assist the control and assessment of quality assurance as mentioned above. The institution has a reputation to uphold and a quality status to achieve through goals and action plans. It is part of the PCET teacher to ensure that constant contributions and efforts are made which are then measured through internal audits, college records, league tables and every child matters policies. Lastly, external bodies, as they help to mould the quality together. It could be stated that they are the back bone. External bodies such as, LLUK or Ofsted Inspectors signify what must be done. It is an essential part for guidance and that these external bodies are to help and improve the PCET teacher, college/institution and department. According to The University of Bath (2005) there would be a board or a quality assurance committee who would be responsible for the staff teaching. Internal and external examiners are also utilised to produce reports which help to evaluate and review the teacher, department and institute. All parts of the quality assurance system within PCET are vital to the mix of an overall quality performance. The chosen aspect for critical evaluation is observation. Reasoning for my decision is that there is plenty of research and information about the topic. Observations assist educators and institutions in terms of learning and teaching. It should be made clear for what purpose the observation has and will this benefit the teacher or the institution or both. Bains (2006) highlighted two main categories, formal and informal observations. These must be an agreed upon before it takes place. Bains (2006) stated that Formal observations are those for Performance Management e.g. Ofsted. Informal observations are those used for professional development. These take part of internal monitoring systems. Peer observations, for example, for informal feedback. The University of Sussex (no date) highlighted the importance of peer observation of teaching and that this enhances the status of teaching and learning and also strengthens quality assurance processes. The University of Exeter (2005) explained peer observations to be an assessment of teachers by teachers. Furthermore, pairings may be experienced by mentor/novice or experienced teacher. It could be argued that peer assessment can alternatively assess on various levels in terms of teaching experience. It is also questionable whether the observation criterion assesses appropriately against the observed teacher. The peer observation should help the teacher to develop teaching skills by carrying out observations with colleagues. It should be highlighted that the main objective is to provide opportunities for teachers to reflect on his or her teaching. The QAA (2000) stated that peer observation provides educators with opportunities to learn from each other in a non-threatening environment. This could suggest that teachers would share ideas constructively to his or her professional benefit and within relation to professional values. In summary, it can be argued that peer assessment is for the educators benefit. It is debatable how institutions guarantee that students learn effectively and consistently at all times throughout their education. Peer observations are to improve teaching practice which can be seen as beneficial to newly qualified teachers. It can be commented that peer assessment assists less experienced teachers to improve their teaching skills. Pagani (2002) commented that educators should have the freedom to choose peer assessor/observers. This approach could be argued as vague due to various reasoning behind fairness, equality and also being critical. In agreement, Pagani (2002) stated that institutions should identify an area of focus for peer observation. In summary, peer observations are useful and appropriate. There is some overlap and a lack of decisiveness to a concrete definition of observation. Furthermore, peer observations need to be carefully planned on the grounds of professionalism. I believe that peer observation should not be considered as an informal practice. It would be fair to comment that it is a formal in-house procedure which adopts formal guidelines. In agreement, Partington and Brown (1997) identified that peer review is an essential process for reviewing ideas and identifies where mistakes could occur if action is not followed through carefully. It can be commented that this improves the quality of a product/service. The authors argued that it is an opportunity to criticise and that it is an aspect of building ones confidence and teaching. Using relevant models of reflective practice to critically analyse learning on the Course The course, for me, has been beneficial and an enjoyable experience. It is time to reflect on my teaching practice. There have been some difficult stages which I have highlighted and times where improvement and action have been considered. According to Brookfield (1988) critical thinking is a process on recent experience with a past experience and should create an area or topic for discussion. Brookfield (1988) mentioned that critical reflection should include differences and or any relationships which can be highlighted. The aim of critical reflection is to develop critical thinking skills which will determine specific and realistic outcomes. On many occasions throughout the course I have reflected and it would be difficult to reflect on the whole course due to such varied topics and vast complexity of discussion. Hatton and Smith (1995) designed a critical reflection model which identified a framework for writing and identifying different kinds of reflection. The model will be used to help assist with my critical reflective practice. The framework will also determine stages within my teaching practice where I believe it is worth discussing. The first point of the model is descriptive and aims to create a starting point. To the attention of past reflections and practice it is a wise and an appropriate decision to reflect upon the micro-teach (pttls). The micro-teach was carried out within the early stages of my teaching practice. This was my starting point for teaching and reflecting. The second point will highlight descriptive reflections which attempts to provide reasons based upon personal judgment. I realised that an active approach to my hospitality students was required and that the VAKs strategies improved my lesson planning and time management. Gradually, as the course continued, lesson planning developed to become more structured and defined in terms of my aims and objectives. Throughout my reflective practice, to my attention, a number of students did not respond to how my lessons were planned. Thinking about this, this was down to the level of functional skills applied to the level delivered. To my attention, I needed to improve my skills on delivery. I needed to understand how I should apply them appropriately and effectively in lessons. The forth action point within the model must relate to a broader historical, social and/or political context and what better than my experience and knowledge gained throughout the independent study of the curriculum module. The study helped to generate some valuable points on social, political, economical and technological factors within context to my teaching practice. Brookfield (2001) described critical reflection to be a systematic effort which identified and discovered material. Brookfield (2001) developed the four lenses model which helped to analyse and assist teaching practices. The four lenses are our own experiences as learners, students, colleagues, and reading the professional literature. These help to reveal the assumptions behind those practices and call them into question. The model of reflection will help to analyse my teaching practice within the points identified above. My micro-teach was an experience and made me feel nervous and apprehensive as I have never taught before in my life. Due to my nerves, I wanted to make sure that I was delivering correct and appropriate information. I researched around my chosen topic which reassured my teaching delivery. I also found that this became useful when I was using the question and answer technique. I found that I was applying teaching techniques and strategies that I had learnt in the first few weeks of the course. Having applied these teaching strategies they helped boost my confidence. The question and answer technique was adopted to assist my delivery. I believe that this engaged my learners. I applied the VAKs strategies to help all learners. The students engaged well to my micro-teach and I now believe that I need to consider an active learning approach as I teach hospitality students. I personally found that the micro-teach went smooth considering it was my first time. Having now reflected, I think that more literature could have been used to support other learners. To summarise, the micro-teach was certainly a stepping stone towards becoming a successful teacher within the PCET sector. I found this a leap forwards and was extremely beneficial before going to my placement. After Christmas I personally felt under a lot of pressure as I was accumulating my teaching hours as well as working towards my assignments. Most of my lesson reflections identified that my teaching technique and style was too relaxed. Some of my students started to misbehave and use this to their advantage in class. I realised, after many lessons and observations that I needed to deliver my lessons with an active approach which would then control and manage my class. As a teacher trainee, I found that I was spending a lot of time on my lesson plans. They were not seeking the best out of students. I revisited my approach and consulted my mentor who kindly assisted my lesson planning. I found that this helped tremendously in writing and structuring my lessons. I found myself researching around activities and being creative when it comes to teaching. I researched and functional skills which closely linked with my VAKs and as result, I eventually found that students were learning effectively through their preferred methods of learning and my classroom management skills improved. About half way through the course there were several issues regarding my lesson planning. My mentor assisted me to improve my aims and objectives. I needed to make sure that my aims and objectives were measurable and considered direction towards my classroom approach and student benefit. As a teacher trainee, I feel that lesson planning is something that can only come in time. In fact, I realised that I needed to make sure I can plan a lesson now to ensure that I can deliver a lesson. My mentor and other colleagues supported me by letting me look at their lesson plans. My mentor and I agreed that I would submit my lesson plans before delivery. This helped me to understand and or rethink my aims and objectives. My lessons improved by being realistic about the aims and objectives and, as a result, improved student learning and teaching skills. The course has certainly been a learning curve. One of the most challenging reports was the curriculum assignment. I personally found that the report involved a lot of reading around political, economical, sociological and technological topics. The curriculum models were difficult to understand so I tried to refer to them in a realistic context at my placement. My mentor was supportive and guided me through some of the curriculum models. From past reflections, I think that curriculum models and understanding them are vital towards delivering specific courses such as the BTEC national diploma course. This is a course I was helping to deliver. This helped me to understand how I should approach my delivery. Make a critical comment on the value of reflective practice in the development of professional teachers. (K4, A2, A3) It would be appropriate to explain and define reflection before making assumptions and critical comments. Reflection is an everyday sense which assists and looks back on past experiences. Osterman and Kottkamp (1993) stated that critical reflection is known as a vehicle. This is used by educators to evaluate and analyse experiences within a classroom environment. Brookfield (1995) mentioned that critical reflective practice is a process which is used to analyse experiences. For example, curriculum development or theories. It can be stated that reflection is a process which analyses a point or action. In addition, critical analysis could be used to understand why a point or action is how it is. Within reason, critical reflection will be used. As a metaphor, the reflective practice could be the foundations of a house. The purpose of reflection is clear. Consequently, reflection does not indicate who, what, where, how and or why practitioners should carry out reflections and that it is left to the educator. This leads on to the work of Brookfield (1995) and stated that critical reflection can be broken into a number of dimensions which address or at least suggest a route for reflecting. 1. Descriptive 2. Descriptive with some reflection 3. Dialogic reflection 4. Critical reflection Reflective practice, according to Brookfield (1995), stated that practitioners can develop self-awareness if they evaluate their performance/s on an on-going basis. The author stated that teaching practice can be improved by focussing on the experiences and activities used. Within agreement, reflective practice is meaningful and it improves skills and knowledge. It can be argued that time and patience is an issue and not to forget how experienced the practitioner/educator is. I mean that reflective practice could prove more meaningful for a trainee teacher than an experienced teacher of over 10-20 years. There are many angles which could be argued and that reflective practice improves over time and not over night. Hatton and Smith (1995) agreed that self-awareness is meaningful when we want to improve teaching practice. Various teaching methods and skills allow the professional to consider alternative avenues. This would have a positive impact on their teaching by increasing their level of self-awareness. It can be argued that teaching practice and professionalism can only be developed in time. In addition, personal experiences and the experiences of colleagues should create an environment that enhances student learning. This suggests that the experienced practitioner is valuable and they should help trainee teachers to improve their teaching. As a result, the student, department and institution will benefit. Bruner (1990) highlighted that critical reflective practice is an ongoing process which enriches curriculum. I would agree that educators strive to be effective and students want to be creative. This suggests that curriculum should reflect both parties concerned. There seems to be contrast and overlap to authors opinions on reflection and being critical. It is to suggest that all practitioners have aims and objectives which determine enhance teaching practices and students performances. Curriculum awareness is highlighted and reflective practice should aim to achieve and improve the educator in terms of the teaching practice, students grades, the college league boards and attendance and reputation. Bruner (1990) would recommend that teachers engage in critical conversations with colleagues which would enhance and determine educational philosophies, instructions, and responsibilities to students growth. To summarise, it can be commented that a practitioner should reflect on their experiences. Reflective practice would eventually re-shape his or her teaching practice. It should be expressed that reflection is wise and is compulsory towards becoming and or achieving higher standards of teaching practice for the practitioner, the students and the institute. In addition, I believe that the professional teacher/educator should consider and value students comments. This would engage the students more and would assist the practitioner to understand the students better. Reflective practice develops professionals and enables us to learn from our own experiences. Although, I would argue that more experience does not guarantee improved learning. In addition, I dont believe that twenty years of teaching is twenty years of learning about teaching. It may also be the case that one year repeats over twenty times with no reflections made. I would consider this as poor teaching. It is worth commenting that reflections are honest and effective which should, in time, improve teaching skills. From reading, it has drawn to my attention that additional research is required around critical reflective practice. A review for appropriate opportunities within my personal professional development and to discuss my acquisition of skills in relation to professional development. (A1, A3) ATL (Association of Teachers and Lecturers) (2009) mentioned that since September 2007, all educators within the further education and skills sector in England came under new regulations which revised teaching qualifications. Continuous professional development (CPD) for all teachers are now required and is requested by the Institute for Learning (IfL). To gain and create opportunities within PPD and CPD action will be considered. First of all, up to this date, a review of my skills will be summarised which will help and assist the development opportunities. As part of the PPD and CPD, IFL membership is required in order to complete the CPD. Depending on a job after the course, full-time teachers should undertake at least 30 hours of CPD per year for professional development. CPD is a condition of retaining the IFL membership and aims to improve teaching skills. IFL made CPD compulsory for newly qualified teachers and permits them to teach within FE colleges. Examples of informal CPD might be to work shadowing, peer observation, attendance at subject-specific conferences, reading journal articles, or gathering up-to-date information on new curricula and or helping on qualifications such as 14-19 diplomas. A skills audit was completed for WBE 1 file which identified various weaknesses which could potentially be made into positive outcomes. In addition, WBE 1 and WBE 2 files were compared using the reflective practice gained throughout the course. The skills audit identified some weaknesses and also strengths. One of the main highlighted weaknesses was maths/numeric skills and that consideration would be focussed to embed these into lessons. This was a smart target objective to accomplish before finishing the course. Secondly, writing and literacy skills and was more closely related to proof reading documents before submission. On the other hand, the audit highlighted that IT and communication skills were high and that confidence developed. Action was considered using smart objectives which were defined to achieve in a step by step process however I still feel discomfort w

The Importance Of E Commerce In Globalization

The Importance Of E Commerce In Globalization In the new era of Globalization, new opportunities for countries economic growth are knocking the doors, the new trends of market open the way for new countries to emerge and enhance their economies, for the common Ultimate goal of better well being. Kazakhstan, as the one of participant of global processes of development of e-commerce, aspires to occupy the appropriate place in this market. The analysis of information‘s application and communication technologies was carried out by the programs-the Real Monitoring of the Kazakhstan Internet and à ¢Ã¢â€š ¬Ã¢â‚¬ ¢Readiness for an Information Society by the Actis Systems Asia in Kazakhstan in 2001. The results of the analysis have shown the following representations about the Kazakhstan users of the Internet. The audience of the Internet in Kazakhstan is submitted in the basic experts in the given sphere, businessmen and students. There are nearly two millions of the men of the adult population living in the large cities. Thus one million, men receives information from the Internet independently or through the intermediaries. Also researches on the users of the Internet on a level of the incomes have shown that the Internet is visited by the persons both with high and low level of income. 2.1 Importance of E-commerce In fact, e-commerce come to be one of the catalysts that can promote the way for better trading and better economy, Mahesh and Vishnu (2005) discuss how E-commerce has a tremendous growth potential and also generates economic growth in the country. Furthermore â€Å"E-commerce promises better business for SMEs and sustainable economic development for developing countries.† (Ruth, 2003) In addition, at the beginning of 2000, Benbasat, Ives and Piccoli conducted a survey of the IS World Community on the â€Å"Electronic Commerce Top Research Questions†. The result of that survey indicates e-commerce success as one of the important electronic commerce research issues. And the measurement of E-commerce success is one of the research questions which are identified in that survey. Alemayehu (2001) Therefore, while implementing e-commerce, we have to measure of E-commerce success to understand where we are now and which factors are more crucial for better implementing. 2.2 Defining and measuring E-commerce â€Å"Electronic commerce or e-commerce refers to a wide range of online business activities for products and services.† (Anita, 2000) â€Å"E-commerce is usually associated with buying and selling over the Internet, or conducting any transaction involving the transfer of ownership or rights to use goods or services through computer- mediated work.† (Thomas, 2000) â€Å"E-commerce is the use of electronic communications and digital information processing technology in business transactions to create, to transform, and to redefine relationships for value creation between or among organizations, and between organizations and individuals†. (Lallana et al, 2000) Moreover definition of e-commerce is adopted describing internet commerce as â€Å"the sharing of business information, maintaining business relationships and conducting business transactions by means of Internet- based technology.† (Zwasse, 1996) â€Å"The E-commerce improves communication channels a nd provides a virtual interactive environment where the suppliers and customers can exchange information and products.† (Gunasekaran and Ngai, 2005) Also Evans and Wurster (1997) â€Å"acknowledge that e-commerce allows both customers and suppliers to reduce the transactions costs significantly and enables information to reach more people without sacrificing the richness of the content.† 2.3 E-commerce perspectives â€Å"Electronic commerce and its related activities over the internet can be the engines that improve domestic economic well-being through liberalization of domestic services, more rapid integration into globalization of production, and leap-fogging of available technology. Electronic commerce integrates the domestic and global markets from its very inception.† (Catherine L. Mann, 2000) E-commerce often through to refer to the buying and selling of goods through the internet only. However, E-commerce involves much more than electronically mediated financial transactions between organization and customer Chaffey (2002). Table.1 presents range of perspectives regarding what is considered as E-commerce. Table.1 Range of perspectives regarding what is considered as â€Å"E-commerce† (Source from: Kalakota and Winston, 1996) Figure.1 The main objectives usage of the internet in Republic Kazakhstan Source from: Agency on Statistics of the Republic of Kazakhstan. Available from www.stat.kz As mentioned before by Chaffey (2002) we can see from the Figure.1 presents range of perspectives regarding what is considered as E-commerce. 2.4 Current situation of E-commerce in Kazakhstan and Korea 2.4.1 Korea â€Å"Korea was an independent kingdom under Chinese suzerainty for most of the past millennium. Following its victory in the Russo-Japanese War in 1905, Japan occupied Korea; five years later it formally annexed the entire peninsula. After World War II, a republic was set up in the southern half of the Korean Peninsula while a communist style government was installed in the north. During the Korean War (1950-1953), US and other UN forces intervened to defend South Korea from North Korean attacks supported by the Chinese. An armistice was signed in 1953, splitting the peninsula along a demilitarized zone at about 38th parallel. Thereafter, South Korea achieved rapid economic growth with per capita income rising to roughly 14 times the level of North Korea.† (Internet World Stats, 2010 Available from: http://www.internetworldstats.com/asia/kr.htm). In Table.3 Internet Usage Statistics is 34,820,000 Internet users as of Sept/08, 70% of the population, according to NIDA. Latest population Estimate: 49,232,844 populations for 2008, according to US Census Bureau. Gross National Income: GNI Per capita is (ppp) US$ 17, 690 (‘06) according to World Bank. Country Area: 99,268 sq.km. Population density is 510 persons per sq.km. 2.4.3 Internet Usage Status According to the 2008 survey by Korean Communications Commission and National Internet Development Agency, Koreas Internet users spend an average of 13, 7 hours per week, in which 69.2% more than half are using the Internet for an average of more than 7 hours per week. 98.5% of the places for using the Internet is surveyed as â€Å"home†, followed by 39,4% at office, 18.7% at no certain places (including wireless access), 13.9% at facility for public access (Internet cafes and game clubs) and 17.1% at â€Å"school† (Figure.1, Table.3) 2.4.4 E-commerce in Korea E-commerce represents online business transactions performed electronically by business subjects utilizing information and communication technology and the Internet. It also represents the related activities of business subjects to fulfill such transactions. Major business subjects can be categorized as individuals, corporations, and governments. The idiom e-commerce is comparable to E-business equally used interchangeably in the field. E-commerce may be regarded as a rather limited term, focusing on the transaction itself as a means of interchanging goods or services. In contrast, e-business includes rather broadly the activity of building IT infrastructure and the application of information technology to business. E-commerce standardization is the process of eliciting related standards from e-commerce industry members. The roadmap for e-commerce standardization is defined as providing guidelines or directions for e-commerce standardization. The intention is to present guidelines for developing e-commerce technologies to e-commerce related parties, such as private corporations, and to convey proper instructions for driving e-commerce standardization systematically and efficiently. To accomplish such objectives, the roadmap should contain the following materials: Outline of e-commerce, e-commerce standards, and standardization; Classification of e-commerce technology; Core elements of e-commerce technology for standardization; Status analysis of core technologies; Selection and timetable of to-be-standardized technology items; Information to project from any previous or future roadmaps The Roadmap project is comprised of three phases, from 2001 to 2003: Phase I: Standards status analysis, overall standards implementation timetable, and 2001 timetable for selected time-sensitive priority standards. Phase II: Status analysis of Phase I results, analysis, and classification of e-commerce technology, selection of individual standard items within each category, and overall 2002 standardization timetables, all taken in strategic approach to e-commerce framework standards. Phase III: Combination of the artifacts of Phase I and Phase II and consideration of changes necessary to produce a final comprehensive version of an e-commerce standards roadmap as a national guideline. The e-business environment changes rapidly and continuously. Although the Forum finished the initial three-phase project and produced a final version, it continues to update the contents of the version on a yearly basis (Jakobs, 2005) à Ã‚ ¢Ãƒ Ã‚ °Ãƒ Ã‚ ±Ãƒ Ã‚ »Ãƒ Ã‚ ¸Ãƒâ€˜Ã¢â‚¬  Ãƒâ€˜Ã†â€™ à Ã‚ ¼Ãƒ Ã‚ ¾Ãƒ Ã‚ ¶Ãƒ Ã‚ ½Ãƒ Ã‚ ¾ à Ã‚ ´Ãƒ Ã‚ ¾Ãƒ Ã‚ ±Ãƒ Ã‚ °Ãƒ Ã‚ ²Ãƒ Ã‚ ¸Ãƒâ€˜Ã¢â‚¬Å¡Ãƒâ€˜Ã…’ à Ã‚ ¿Ãƒâ€˜Ã¢â€š ¬Ãƒ Ã‚ ¾ à Ã‚ ²Ãƒ Ã‚ ¾Ãƒ Ã‚ »Ãƒâ€˜Ã… ½Ãƒ Ã‚ ¼ 2.4.4.1 The volume of E-commerce by type The volume of e-Commerce in Korea reached KRW 516.514 trillion in 2007, which was an increase of KRW 102.930 trillion (24.9%) from 2006. The volume and proportion of each transaction type shows that B2B accounts for 89.9% of the entire businesses with KRW 464.456 trillion, while B2G takes 7.1% with KRW 36.801 trillion. B2C takes 2.0% with KRW 10.226 trillion, and C2C takes 1.0% with KRW 5.032 trillion. Compared to 2006, the transaction volumes have all increased: B2B by 26.8%, B2G by 6.9% and B2C by 12.0% and C2C by 31.5%. B2B: The total B2B e-Commerce transaction volume in 2007 reached KRW 464.456 trillion, which increased 26.8% (KRW 98.264 trillion) from KRW 366.191 trillion in 2006. Of the B2B transactions, buyer-led transactions increased by 21.9% to KRW 321.058 trillion and seller-led transactions increased by 38.3% to KRW 119.246 trillion. Broker-led transactions also increased by 45.2% to KRW 24.152 trillion. The proportions of seller-led and broker-led transactions both increased by 2.2%p and 0.7%p to 25.7% and 5.2% respectively. However, buyer-led transaction showed a decrease by 2.8%p to 69.1% from 71.9% of the previous year. B2G: The 2007 B2G e-Commerce volume of government bodies such as central administrative organizations, local governments, and offices of education accounted for KRW 36.801 trillion, which increased 6.9% from KRW 34.435 trillion in the previous year. Of this amount, the construction contract volume has increased 14.4% (KRW 2.166 trillion), and the purchase volume of goods and services has increased 1.0% (KRW 200 billion) from 2006. B2C/C2C: The B2C e-Commerce transaction in 2007 reached KRW 10.226 trillion after increasing 12.0% from 2006, and the C2C transaction increased 31.5% to KRW 5.318 trillion. The transaction volume through online shopping malls in 2007 has increased by 17.1% (KRW 2.306 trillion) from KRW 13.460 trillion in 2006 to KRW 15.766 trillion. Of this amount, B2C transaction takes the largest portion with 64.9% (KRW 10.226 trillion), 68 followed by C2C 31.9% (KRW 5.032 trillion) and B2B 3.2% (KRW 508 billion) (Informatization White Paper, 2008: 33-35) Informatization White Paper (2008). 2.5 Kazakhstan â€Å"The current independent state of Kazakhstan declared in 1991.It has population of 15. 4 million people with a land mass of 2.7 million square kilometers. The GNI per capita was 1860 Euro in 2005, according to the World Bank. Kazakhstan is the constitutional republic with a President and bicameral legislature. The country consists of 14 provinces and 3 municipal districts.† (McNamee, 2006) According to independent research company ICT-Marketing (2010) held its annual study of internet audience in Kazakhstan. The results shown that for 2009 number of internet users were 3.16 million people, or 19.8 % of population. Furthermore 80% of internet users are using ADSL connection. As it stated by ESCAP: â€Å"In 2000, there were first Kazakhstan online shops. The online shops conduct the retail trade in consumer goods. Their quantity is increased with each month. Priority task is the connection of Kazakhstan to the international system of e-trade. Through this system, it is possible to unit interests of the clients (consumers of the goods and services) and trade organizations of the various countries. Now there are following systems of information interaction between the subjects of economic activity: Inter firm business-to-business, intercompany, consumer business-to-consumer, governmental government-to-citizens, tender business-to-government, and auction consumer-to-consumer.† (Economic and Social Commission for Asia and the pacific, 2002) 2.5.1 ICT Infrastructure The low Internet penetration rate is mainly due to the lack of competition and of modern equipment in the telecommunications sector. In order to continue the promising growth in terms of Internet access, the government has run a program for the development of the telecommunications sector in 2005. The program includes a phased liberalization of telecommunications market to achieve a competitive environment by allowing new operators to enter the market. In addition the telecommunications infrastructure is being modernized by using state-of-the-art technologies such as fiber-optic cables. In implementing the program for development of the telecommunications sector, accessibility to the Internet will be improved especially in remote areas. At the same time, increased bandwidth and affordable rates for Internet access will contribute to improve the quality and increasing the use of the Internet in the business sector as well as in private households. 2.6 E-commerce in Kazakhstan 2.6.1 Current situation â€Å"Kazakhstan, as the participant of global processes of development of e-commerce, aspires to occupy the appropriate place in this market. The country has favorable geographical location for transit of flows of materials, power, human and information between Europe and Asia. It is the basis for successful development of e-commerce in Kazakhstan. Another basis for development of e-commerce is desire to improve the informational telecommunication network.† (Economic and social commission for Asia and the Pacific, 2002) â€Å"Today in Kazakhstan, there is a sufficient quantity of the companies applying for a rank à ¢Ã¢â€š ¬Ã¢â‚¬ ¢the supplier of the decisions of e-business. These companies offer various packages of the decisions for development of own business in online.† (Economic and social commission for Asia and the Pacific, 2002) According to independent research company ICT-Marketing (2010) held its annual study of internet audience in Kazakhstan. The results shown that for 2009 number of internet users were 3, 16 million people, or 19, 8 % of population. Furthermore 80% of internet users are using ADSL connection. 2.6.2 Existing issues in Kazakhstan â€Å"The basic reasons of the slowed down rate of development of e-commerce in Kazakhstan are: insufficient quantity of the participants of e-trade, absence of the laws, which adjust the relation to the participants of e-commerce, safety problem for the information, which is transferred through the Internet, insufficient protection of the rights of the consumers in the purchase of the goods and services in the Internet.† (Electronic and Social Commission for Asia and the Pacific, 2002) In addition from 2003 year E-commerce Center has been worked on Kazakhstan market. The reason for creating the company was the government regulation of Republic of Kazakhstan of December 13, 2003 à ¢Ã¢â‚¬Å¾- 1262 About some issues of Public Procurement Agency of Republic of Kazakhstan, as a result Republican State Public Enterprise E-commerce Center of Financial Control and Public Procurement of Ministry of Finance of Republic of Kazakhstan was created. In 2007 E-commerce center joined the National Scientific and Technological Holding Samgau as a subsidiary company and was reorganized into Ltd E-commerce Center. Nowadays, successful business is looking for new ways of development, and to attract customers and partners worldwide. Internet and commerce have become an integral part of each other, creating the concept of e-commerce. The main activities Ltd. E-Commerce Center are: Development, implementation and support of software and information systems in public procurement; Maintenan ce of the information system of electronic public procurement; Training of staff of organizations participants in the process of public procurement, including training in the system of electronic public procurement; Organizing seminars, conferences in the field of public procurement; Participate in the development of legal and regulatory framework for electronic public procurement; Technical and system services for computer and communications equipment in the field of electronic public procurement; Research in the field of electronic commerce. (E-commerce center, 2010) Source: (http://www.ecc.kz/). 2.6.3 How the market of Kazakhstan is ready to move to e-commerce? The market of Kazakhstan is ready to move to electronic commerce. The state, creating electronic trading platforms and commodity exchanges, in particular, stimulates the development of trade, creating a meeting place for the subjects of trading activity without having to special requirements. The main objective the conclusion of an increasing number of sales transactions. In doing so, the legal regulation on trading floors and commodity exchanges, carried out the internal rules and regulations outside the state financial control and oversight. The establishment in the past year, a portal of electronic public procurement www.goszakup.kz, helped make the first step the transition of Kazakhstan to the electronic trading and commerce at the state level. To provide opportunities for all wishing to make commercial transactions in electronic form, must first establish an adequate world class development and effective in our countrys laws. First steps in this direction have already been taken. However, to date there are still problems associated with not resolving the legislation in the field of electronic digital signature, the problem of the introduction of electronic money and the lack of literacy in information technology. Should be established and effective infrastructure for transactions and contracts in electronic form. And from a practical point of view, a crucial component of the infrastructure of e-procurement systems or electronic trading today is a public procurement portal. We must also remember that the development of electronic commerce to further exacerbating the problem of privacy, as well as the use info comm. technology has greatly facilitated the free collection of personal data and their synthesis of a variety of sources available in electronic networks. E-commerce, including public procurement, operating information, which is commonly called  «private nature of information ». And this is a very fine place in a legal provision where the availability of standards to ensure the fundamental rights and freedoms of citizens, is the general atmosphere of mutual trust and respect, and, ultimately, the success or failure of development of the entire e-commerce. It should be noted that the concept of public procurement is not smooth and fast. Nevertheless, a number of recently issued regulations on electronic commerce and government procurement systems show a high degree of interest on the part of the state and society to the problem. Conduct of electronic procurement is considered one of the basic public services and is one indicator of progress towards the electronic state. To date, Kazakhstan set up e-government portal. Continues to develop electronic public procurement portal, are becoming more and more use of electronic shops. In any future purchases from government procurement, and ending with the usual purchase of goods and services to citizens, it will be possible to implement in electronic form (www.profit.kz). In Table.6 shown about ICT infrastructure in Republic of Korea and Kazakhstan, which was reviewed before. ICT Infrastructure Korea Kazakhstan Internet Usage: 37,475,800 Internet Users, 77.3% of the population Internet: 12.2million subscribers, 77% of total Households. Access is spreading quickly Doubled their exports of telecommunication equipment between 2000- 2003 A penetration rate of 65.7% In 2003 the Republic of Korea had 26.7 million Pcs High percentages of Internet access by enterprises (94%) Largest proportions of online purchases, of businesses with Internet (45.5%) Enterprises use an intranet (35.2%) Mobile phones: 36.58 million, 76% of population Innovativeness in products and services in South Korea (18th) Internet Usage: 3,160,000 Internet Users, 19.8% of the population Internet penetration rate 8.5% E-Readiness (3.2- 2007 out of 10) 80% of Internet access using ADSL with connection speed starting from 128 to 1024 Kbps High mobile phone penetration growth between 2003 and 2004 Internet access prizes starts from Megaline Start- 1930 Tenge (13$ USD per month, speed 256-1024 Kbps) Megaline Turbo Plus- 5 845 Tenge (40 $ USD per month, speed 1GB-8GB Kbps) Table.6ICT infrastructure in Republic of Korea and Kazakhstan 2.7 Different model of assessing e-commerce 2.7.1 DeLone and McLean Model DeLone and McLean Model of Information System Success (1992), IS Success (2003), Measuring e-commerce Success (2004) In order to provide a general and comprehensive definition of IS success that covers different perspectives of evaluating information systems, DeLone and McLean reviewed the existing definitions of IS success and their corresponding measures, and classified them into six major categories. Therefore, they created a multidimensional measuring model with interdependencies between the different success categories DeLone and McLean (1992). Motivated by DeLone and McLeans call for further development and validation of their model, many researchers have attempted to extend or re-specify the original model. Ten years after the publication of their first model and based on the evaluation of the many contributions to it, DeLone and McLean (2004) proposed an updated IS Success model. â€Å"The updated model consists of six interrelated dimensions of IS Success: information, system and service quality, (intention to) use, user satisfaction, and net benefits. The arrows demonstrate proposed associations between the success dimensions.† (Jang, 2010) â€Å"The IS Success Model of DeLone and McLean (1992) provided a common framework to evaluate IS effectiveness/success in information system research. Between 1993 and mid 1999, the IS Success Model of DeLone and McLean was cited by 144 refereed journal articles and 15 papers from the International Conference on Information Systems (ICIS).† (Saha, 2008). DeLone and McLean (1992), prompted to develop a more integrated view of the concepts of success. This resulted in the IS Success Model (Figure.2), which is described as a â€Å"taxonomy of IS success measures† with a number of inter-relationships that are drawn together in a model of six major â€Å"dimensions or categories of IS Success† DeLone and McLeans IS Success Model (1992) have 6 domains, system quality, information quality, use, user satisfaction, individual impact, organization impact, so in Table.3 summary of measured items for the DeLone and McLean Model. An interpretation of the model is as follows: â€Å"System Quality and Information Quality singularly and jointly affect both Use and User Satisfaction†. Additionally, the amount of Use can affect the degree of User Satisfaction. Use and User Satisfaction are direct ante decent of Individual Impact, and this Impact on individual performance should eventually have some organization impact.† (DeLone and McLean, 1992) â€Å"The Updated DeLone and McLean information system success model(Figure.3) can be adapted to the measurement challenges of the new e-commerce world.† (Saha, 2008) This model is based on the updated DeLone and Mclean (2003) original success model. Important modifications to the initial model included: The quality construct of IS Success was extended to include Service Quality. The construct Systems Use was found to be multi-dimensional, e.g., mandatory versus voluntary use. As a result, Intention to Use was added to the model, to differentiate between Systems Use as a behavior as opposed to Intention to Use as an attitude. The constructs of Individual Impact and Organizational Impact were collapsed into a single dimension named Net Benefits. DeLone and McLean (2003). In addition to the improvements described above, the authors also suggest that the updated model provides â€Å"a parsimonious framework to organize the various success metrics identified in the IS and e-commerce literature† DeLone and McLean (2003) Source: Measuring E-commerce success: Applying the DeLone and McLean Information Systems Success Model, 2004 DeLone and Mclean Information Systems Success Model can be used to the measurement challenges of the new e-commerce world. The updated model (Figure.5) consists of six interrelated dimensions of information systems success: System quality, Information quality, Service quality, Use, User satisfaction, Net Benefits. â€Å"The six dimensions of the DeLone and McLean IS Success Model can be applied to the e-commerce environment as follows: 1. System Quality, in the Internet environment, measures the desired characteristics of an e-commerce system. Usability, availability, reliability, adaptability, and response time (e.g., download time) are examples of qualities that are valued by users of an e-commerce system. 2. Information Quality captures the e-commerce content issue. Web content should be personalized, complete, relevant, easy to understand, and secure if prospective buyers or suppliers are to initiate transactions via the Internet and return to a site on a regular basis. 3. Service Quality, the overall support delivered by the service provider, applies regardless of whether the support is delivered by the IS Department or a new organizational unit or is outsourced to an Internet service provider. This dimension is more important in an e-commerce environment than ever before, because the users are now customers rather than employees, and therefore, poor user support will translate into lost customers and lost sales. 4. Usage, measures everything from a visit to Web site and navigation within the site to information retrieval and execution of a transaction 5. User Satisfaction is an important means of measuring customers opinions of an e-commerce system and should cover the entire customer experience cycle from information retrieval through purchase, payment, receipt, and service. 6. Net Benefits, are the most important measures, because they capture the balance of the positive and negative impacts of e-commerce on customers, suppliers, employees, organizations, markets, industries, economies, and even society as a whole.† (DeLone and McLean, 2004) â€Å"Finally, e-commerce studies should include net benefits measures and not be content to collect only surrogate measures, such as Web Site hits (i.e., use). Such benefits can be measured on at least four levels: individual, group, organizational, and industry. These measures become most useful, however, when fitted into an overall structure or framework a framework like the one provided by the DeLone and McLean Information Systems Success Models.† (DeLone and McLean,2004) Source: Measuring E-commerce success: Applying the DeLone and McLean Information Systems Success Model, 2004 2.7.2 Rational behind using DeLone and McLean Success E-commerce Model One of the objectives of this research paper is to identify the success factors of e-commerce. â€Å"A review of articles on e-commerce and electronic data interchange (EDI) in recent academic and trade journals (1992-2002) yielded many suggested measures of e-commerce success. IS and marketing journals were included in the search for e-commerce success metrics. Most of the articles were conceptual in nature, but some were empirical and, therefore, attempted to operationalize e-commerce success metrics.† (DeLone and McLean, 2004) 2.7.3 Current research of other researchers As one of the objectives of this research is to assess and investigate the enhancement factors of Kazakhstan e-commerce, this combination make the study unique, as previous research in this field just provide a quick look with no depth focus on the Kazakhstan E-commerce. There were some studies exploring the weakness and strength of the Kazakhstan E-commerce, and other studies independently investigate the critical factors in E-commerce best practices, however no one tried to measure using E-commerce Success model. Moreover some of the research paper using statistical analysis, according to Griffith (2007) â€Å"statistical analysis is like a sewer. What you get out of it largely depends on what you put into it. There are a few researches about the measurement of e-commerce success.† 2.7.3.1 Chang Liu, Kirk P. Arnett Model of E-commerce Web site success, 2000 â€Å"Websites are being widely deployed commercially. As the widespread use and dependency on Web technology increases, so does the need to access factors associated with the Website success. The objective is to explore these factors in the context of electronic commerce (EC).† (Liu, 2000) â€Å"Webmasters from Fortune 1000 companies were used as the target group for a survey. Four factors that are critical to Website success in EC were identified:

Origin vs. Settlement Essay -- US Immigration, Transnationalism

The United States is a country which gathers people from different places. Those people who cross over from another country to America the transnational people. There are some critiques which argue that the transnational people will only keep their origins and return to their home country. If they are involved in politics, it will only benefit their original countries. However, I think those transnational people are trying to find their belongings by participating in politics in the United States by referring to the case studies on the Union of Democratic Filipinos, Saigon Nationalism, and the Indian-US civil nuclear deal. Transnational is the people who leave their originally countries to move to other countries. â€Å"The contemporary use of "transnational" to describe border crossing activities "from below"-by immigrants, migrants, sojourners† (Collet and Lien, 11). In addition, there is also a definition of transnationalism Glick Schiller and her colleagues formally define transnationalism as "the processes by which immigrants forge and sustain multi-stranded social relations that link together their societies of origin and settlement" (Basch et al. 1994: 6). For them, it is "a process by which migrants, through daily life activities and social, economic and political relations create social fields that cross national boundaries. (11) The transnationalism allows the transnational people to keep both their ethnic tie to their origin; at the same time participate and involve in the politic in the United States and being loyal to the United States. Personally, I believe those naturalized transnational citizens will be the trustworthy people to be active in the United States politics. Even though they were not born in the United ... ...democratic Vietnam. Such attitudes tended to frustrate local political parties eager to co-opt Vietnamese American voters in registration drives. (63) Those believes prevent the Americans to vote for transnational candidates because they are feared that those candidates will put down their responsibilities to return back to their origins. However, I think if the Americans do not give those candidates the chance to show their loyalties, nothing will come true. Their non-voting action also discourages some people to give to be involved in politics. America is a multi-ethnic country where it accepts all people from all over the world. America needs show its acceptance to those transnational people to allow those people to show their loyalties to the United States. This way will encourage more Asian Americans to be involves in politics to find their belongings.

Classical Greek Architecture Essay -- Greece Greek Essays

Classical Greek Architecture The reuse of older art works in contemporary times is not an uncommon occurrence, and many examples can be seen throughout the day as one goes from place to place. Even when one is browsing through the World Wide Web can many uses of older art and architecture be seen, as with the example shown. This image was found on the internet at the American Express homepage (http://www.americanexpress.com/student/), which functions as a resource for college students to find access to many commercial advertisements about discounts and products relevant for students. This homepage caters mostly to students, as non-students would not apply to the majority of the goods or services available. The picture itself is not exemplary of any one classical Greek building, but contains many elements of classical Greek architecture and design. The columns are what stand out the most in the architecture of this picture. The original Greek columns came in three different styles, or orders: Doric, Ionic, and Corinthian. All Greek columns consist of both a shaft and a capital, and sometimes there is a base as well. The shaft is made from round drums stacked one on top of the other. The main difference among the orders comes from the differences in the capitals. The Doric capitals are usually very simple and look like the weight of the roof is flattening them out. The Ionic capitals are a little fancier with a large volute, which looks like rams horns rolling off of the shaft. The Corinthian capital is much more complex with smaller volutes and many stylized acanthus leaves and rosettes, accompanied by a boss on the top of each side. All three types of columns rest on the floor of the b uilding, which is often a temple. The fl... ... draw a connection between the ability of a large Greek temple to draw people to it and the large amount of people that can view this one graphic on the web page. The relationship is direct; one temple in ancient Greece is visited by many, and one web graphic is accessed by many. The temple in ancient Greek times gave its message symbolically an directly to a large group of people via sculpture and statues. This one web graphic relies on associations of ancient symbols to convey its message to a large group of people. Therefore we can say that although the function of the temple and graphic are different, the properties are the same: they are both meant to be looked upon by a large amount of people. Thus the connection between ancient art and modern use is evident when one looks at everyday life, and even the latest in technology still uses the creations of the past.

‘Hide and Seek’ by Vernon Scannell and ‘Half-past Two’ by U. A. Fanthorpe Essay

‘Hide and Seek’ concerns a boy hiding cautiously whilst playing hide and seek with his peers. Gradually, he realises he has been abandoned, and fear overcomes him due to being isolated in the dark surroundings. The tone is incredibly certain and positive at the beginning. However, his confidence gradually fades away as the realisation of his abandonment occurs. The mood is analogous to the tone. At first, we can sense the excitement. This modifies to anxiety and nervousness towards the end. The poet uses language features to portray the tone. On the first line, exclamation marks are used to show the enthusiasm of the boy. Scannell uses personification and the senses to describe the surrounding atmosphere in a vivid way. Therefore, the reader gets a clearer image. Occasional rhyme is used to add a sense of rhythm to the poem. The poem is one continuous stanza. It is like dramatic monologue in that it creates character, but it is actually second person. The structure emphasises the unbearable length of waiting time. The adult speaks to his childhood self in second person, explaining feeling and thoughts. There are short sentences to build up tension and create stillness. The themes explored in ‘Hide and Seek’ are childhood experiences, reflection, isolation and abandonment. These themes are also explored in ‘Half- past Two’. This poem also explores various other themes such as time restriction and criticism of teaching methods. Half-past two is about a child who has been naughty. The punishment given by his teacher is to stay in the room until half- past two. She forgets that she hasn’t taught him time. He only understands his routines and throughout the poem we see how the child escapes time because he doesn’t know it. The poet uses tone and language methods to portray the way the child is treated. The mood for the majority of the poem is quite dreamy and we get the feeling that the boy is confused. In terms of language, personification is used effectively to show the child’s view of time. The use of senses creates the surrounding atmosphere like in the previous poem, ‘Hide and Seek’. Compound words are used to show the routines of the boy and the only time concepts he understands. Rhythm is produced by the repetition of compound words and by the fact that they are said in a child’s sing- song voice. Half-past two is divided into eleven three lines stanzas. Irony is expressed through the organised structure, as it contrasts with the boy’s feelings. In ‘Hide and Seek’ the child is hiding carefully, checking ‘feet aren’t sticking out,’ and taking precautions such as not risking ‘another shout.’ Gradually, we realise his friends have purposely abandoned him, but the child is very naive and thinks he is ‘the winner.’ He realises in ‘the darkening garden’ that he has been neglected. The poem is written in second person. ‘They’ll never find you in this salty dark.’ This gives us the impression that the narrator is an adult looking back on the experience. The senses are used in order to describe the surrounding atmosphere in a more vivid way. ‘The sacks in the tool shed smell like the seaside.’ Scannell also uses personification, which causes us to imagine how the child is feeling at that particular point. ‘The cold bites through your coat.’ Personification is effective at portraying the child’s feelings as it is easier for us to understand something if it is described to us in a more physical way. The majority of personification is used towards the end to give a sense of foreboding. ‘The darkening garden’ watching emphasises his isolation in a scary place whereas ‘the bushes hold their breath’ can show what the child may be doing because he is scared. In extreme circumstances when people are very scared, they hold their breath without knowing. Scannell applies punctuation to portray the tone and mood of the poem. ‘I’m ready! Come and find me!’ The exclamation marks highlight the excitement of the child. We detect a positive attitude and certainty due to the use of the imperative rather than taking orders. A question is used at the end to portray the uncertain and anxious emotions the child is feeling. ‘But where are they who sought you?’ This is the voice of the adult reflecting on a bitter experience. It is symbolic that the poem begins with the imperative and exclamation marks and conspicuously ends with confusion and question marks. It emphasises the gradual change from having a positive attitude to realisation of isolation. An alternative point that proves that the mood is positive at the beginning  is that the child compares the current situation to a typical, happy one the majority of children’s experience. ‘The sacks in the tool shed smell like the seaside.’ This gives the impression of a dazzling, sunny beach with a lot of happy children playing without constraints and restriction. This is ironic as the child is isolated in a dark, begrimed place with restricted space. The poem is one continuous stanza. The dramatic monologue symbolizes the unbearable length of waiting time. The character is speaking directly to us, explaining his different feelings and thoughts. The poem can be divided into two parts. They are positivity and certainty, and negativity and realisation. The first line of the second part is, ‘it seems a long time since they went away.’ Previously, the child attempts to convince himself they are still looking for him. ‘They must be thinking you’re very clever.’ The effect of this is to emphasise the naivety and innocence of the child. For the majority of the poem, the child is positive, but only for a minority is he negative. This can accentuate the fact a child may spend more time with fallacious ideas than in actual reality. Short sentences are used to build up tension. ‘Don’t breathe. Don’t move. Stay dumb.’ These sentences are said slower than the rest of the poem, creating a tense stillness. The pace slows down. Occasional rhyme is present in ‘Hide and Seek’. ‘Out, shout,’ ‘coat, throat.’ A sense of rhythm is added to the poem. I think there are four main themes explored in the poem; childhood memories, isolation, abandonment, feeling unwanted and reflection. Reflection and childhood memories can be connected as the whole poem is about an adult reflecting on a childhood memory. This is proven by the fact that the whole of the poem is written in second person. ‘You’ve never heard them sound so hushed before.’ This is more personal than using ‘he’ or ‘him.’ Isolation is another theme. The innocent child doesn’t think so, but for the  whole of the poem, he is alone. In the positive part of the poem, he believes that his friends are outside, but close to him. ‘They’re moving closer, someone stumbles, mutters;’ The child believes his friends are so close, he can even hear they’re discreet actions, usually unnoticeable. Like the last theme, it emphasises the naivety and innocence of the boy. An alternative point to verify that the boy is in isolation is the fact that he is in ‘the darkening garden’ as he emerges from ‘the tool shed.’ There is emphasis on the amount of darkness in his surroundings. This can be interpreted as a symbol of loneliness. This brings about fear, especially in young children. The fact that ‘the sun is gone’ is another symbol for darkness being present. For children, the sun and brightness are indications of happiness and contentment within a group. The theme of abandonment can be associated with isolation because he is alone. It is clear to us that his friends purposefully abandon the boy. ‘Their words and laughter scuffle, and they’re gone.’ We realise this a considerable time before the boy does. This emphasises that most of the time, children are left in the dark, and elders know beforehand. Feeling unwanted is another major theme of ‘Hide and Seek’. This is how the child feels when the realisation of his abandonment occurs to him. ‘Yes, here you are. But where are they who sought you?’ It is likely that the child feels his peers abandoned him because they do not like him. This action and the subsequent emotion are common with children. The child is left confused thinking that there is something wrong with them. I can tell by the bitterness of the adult’s tone that this is how the child feels. ‘You’re legs are stiff, the cold bites through your coat.’ He is trying to show that all the pain he went through was not worth it because he was unwanted. Similarly to ‘Hide and Seek’, ‘Half- past Two’ is about a young child. He has done something naughty in school and is told by his teacher to stay in the room until ‘Half- past Two’. In her rush, she forgets that ‘She hadn’t taught him Time.’ The only time concepts he is aware of and understands are daily routines such as ‘Gettinguptime,’ ‘Timeyouwereofftime.’ Whilst  waiting, he escapes into a ‘clockless land’ ‘out of reach of all the timefors.’ The teacher returns, slots ‘him back into school time’ and tells him to leave, or else he’ll be late. Contrasting with ‘Hide and Seek’, ‘Half- past Two’ is written in third person. ‘He did Something Very Wrong.’ I think the narrator is the adult looking back on a childhood experience. The poet doesn’t make it very obvious by using first person, or second person like ‘Hide and Seek’. Fanthorpe uses personification to portray the child’s view of the clock. ‘The little eyes, and two long legs for walking.’ This view is a child’s typical perception and establishes how naive a child can be, a comparison to ‘Hide and Seek’. Personification is used further when Fanthorpe uses the pun, ‘He couldn’t click its language.’ She is progressing further from the point that a child views a clock as a living object. A clock produces a ticking noise. To the child, this is how it talks. The pun stresses the point that he can’t understand a clock, and therefore time. Personification is used in ‘Hide and Seek’, but for different purposes. It is to give a clearer image, rather than show a child’s perception of an object. A comparison to ‘Hide and Seek’ concerning language is that the senses create a clearer atmosphere for the reader. ‘The smell of old chrysanthemums on Her desk.’ Another reason for the use of senses differing from ‘Hide and Seek’ at this particular point is to show how people, especially children notice insignificant things when they are alone. Their concentration increases due to minimal distraction. ‘Into the silent noise his hangnail made.’ The senses are used when he escapes into the ‘clockless land of ever’. A significant stanza of the poem is where ‘she slotted him back into schooltime.’ An image of this is created in our minds of a mechanical action. It is as if he is being taken out of one zone and put back into another instantly. The alliteration on this line causes the poem to be more rhythmic. Subsequent to escaping the timeless world, the teacher’s words are in  italics. ‘I forgot all about you.’ I think this is to make her lines prominent. These lines are important because they emphasise the fact that the child was neglected. Compound words are used to portray the child’s routines, the only time concepts he understands. ‘Gettinguptime, timeyouwereofftime, timetogohomenowtime.’ I think his parents and other carers in his life say these. The repetition of compound words creates a sense of rhythm. They seem to be said in a sing- song tone, emphasising the patronizing tone to the child because of his age. A patronizing tone is used previously towards the boy. ‘He did Something Very Wrong.’ The title case states the words that are emphasised. She thinks that if she uses a normal tone, the message won’t get through to him. In the last stanza, we can sense the wistful tone of the narrator. ‘Where time hides tick- less waiting to be born.’ He wishes he could escape into this land where he isn’t restricted by time, like most adults. The narrator shows bitterness by using a satirical and sarcastic tone. ‘(I forget what it was.)’ This mocks the teacher by trying to show that she was making a big deal out of something insignificant. The mood in the poem is dreamy, especially when the boy escapes into the timeless zone. ‘Beyond onceupona.’ The mood emphasises his confusion by the unfamiliar concept of time. The dreamy mood is also indicated by the fairytale references. ‘Once upon a schooltime.’ The word ‘time’ is substituted for alternative words or none at all. Not only do fairytale references portray the mood, but also the fact that fairytales are childish and contain fantasy aspects. The moods in ‘Half- past Two’ are a contrast to the mood in ‘Hide and Seek’. The poem is divided into eleven three-line stanzas, showing organisation. Irony is expressed through the organised structure, as it contrasts with the boy’s feelings. This is a very noticeable difference to the structure of ‘Hide and Seek’. A  further distinction is that occasional brackets are used in ‘Half- past Two’ as opposed to none in ‘Hide and Seek’. One stanza is dedicated to criticizing teaching methods and sarcastically mocking her. ‘(Being cross, she’d forgotten she hadn’t taught him Time. He was too scared of being wicked to remind her.)’ The brackets represent the insignificance of the teacher’s actions. The themes explored in ‘Half- past Two’ that are also explored in ‘Hide and Seek’ are childhood memories, isolation, abandonment and reflection. Also, restriction of time and freedom of childhood. Like in ‘Hide and Seek’, the themes of childhood memories and reflection can be closely tied together because in my view, the poem is about an adult looking back on a childhood experience. Unlike ‘Hide and Seek’, this isn’t indicated by the use of second person as the poem is written in third person, a less personal approach. It is indicated by the tone in the final stanza. ‘But he never forgot how once by not knowing time†¦Ã¢â‚¬â„¢ The tone is pensive and regretful. The adult wishes he had the power to escape into the ‘clockless land of ever.’ This brings me to my next point that restriction by time is a theme explored in ‘Half- past Two’, but not ‘Hide and Seek’. The last stanza is the adult reflecting. ‘He escaped into the clockless land of ever, where time hides tick- less waiting to be born.’ The quote emphasises the fact that an innocent child isn’t restricted by time as oppos ed to adults. An additional theme is isolation. Contrary to ‘Hide and Seek’, the child is aware of his isolation, but confused at how to escape it. ‘So he waited†¦Ã¢â‚¬â„¢ His child like qualities are emphasised by the fact that he needs an older responsible figure to help and guide him. Abandonment, another theme, occurs when his teacher as opposed to friends in ‘Hide and Seek’ deserts the child. In both poems, the child is abandoned, but the teacher and the friends have different intentions. The friends do it as a joke and assume the child will find his way back, whereas the teacher ignored and forgot the boy. ‘Stay in the schoolroom till half- past two.’ In conclusion, I think the differences outweigh the similarities. An important similarity is that both are about adults reflecting on childhood experiences. In ‘Hide and Seek’, the adult is regretful and despises the experience, whereas in ‘Half- past Two’, the adult wishes he could relive the experience. Another difference is the structures of both poems. ‘Hide and Seek’ is one continuous stanza, whereas ‘Half- past Two’ consists of eleven three line stanzas. Regarding language, both poems use personification and senses to vividly describe the surrounding atmosphere. Unlike ‘Half- past Two’, ‘Hide and Seek’ uses punctuation to portray the change in tone and mood. Regarding themes, all themes explored in ‘Hide and Seek’ are explored in ‘Half- past Two’ as well as more. A noticeable difference is the content of both poems. The experiences are totally different as are the reactions a nd personal opinions of them. I enjoyed reading ‘Hide and Seek’ more than ‘Half- past Two’. This is because I thought ‘Hide and Seek’ was more effective at vividly portraying the experience. In ‘Half- past Two’, it was harder to get a grasp of the content and symbolism within the poem.

Direct and Online Marketing †the New Marketing Model Essay

I. INTRODUCTION With the growth of the Internet community and the limitless possibilities the Internet gives to the single user, it didn’t take long before someone realized that the World Wide Web is a really good place for the commercial entrepreneur. So, very quickly the online market was born, offering almost all kinds of goods to be purchased and delivered to your door. This new online sensation was called electronic commerce, or ecommerce. E-commerce is a complex term referring to the process of selling and buying products and services over the Internet or other electronic systems. Considered as the sales aspect of the e-business, the electronic commerce has revolutionized trade as a routine activity for the contemporary man by bringing the marketplace to your home or the office, thus saving you time and efforts. The development of e-commerce has given birth to new terms such as electronic funds transfer, online transaction processing, electronic data interchange (EDI), Internet marketing, automated data collection systems, etc. They all designate certain key components of the sophisticated e-commerce system. The majority of processes running within the e-commerce system are carried out on the World Wide Web. It is on the web where goods and services are presented through variously designed e-commerce websites to match the taste of a particular target audience. From there customers can order the desired items and pay for them in a variety of supported e-payment options such as credit cards, PayPal, etc. Certain e-commerce operations are executed via email as well. These may include sending order placement confirmations or electronic invoice notifications to the buyer’s personal mailbox after a particular purchase. Depending on the nature of the offered products and services, ecommerce operations may involve virtual and physical items. Due to the increasing use of the Internet in our daily lives, the percentage of the virtual items distributed through ecommerce is rapidly growing. These include services like buying admission to limited access websites or electronic versions of newspapers and magazines, online gaming, etc. Nevertheless, the majority of e-commerce transactions are still related to the purchase and transportation of physical items. As far as the parties involved in the online transaction process are concerned, ecommerce can be thought of as being business-to-consumer, more popular as B2C, and business-to-business, also known as B2B. The B2C ecommerce, conducted between business entities and consumers, includes all online stores (e-shops) offering retail products and services to end customers such as flower stores, shoe stores, furniture stores, etc. The B2B commerce, on the other hand, takes place between business entities only, such as wholesalers and retailers, on not that widely popular web stores. The rapid expansion of ecommerce has made it possible for almost all big retail companies to set up their own online stores with regularly updated content. Thus, it is now easier than ever to obtain an item from the latest collection of your favorite clothes brand, or be among the first to take advantage of a starting clearance campaign. Moreover, the ecommerce fashion is gradually ‘infecting’ smaller retail companies, which find it as a good chance to expand their reach to potential customers and increase the selling volumes. This trend is stimulated by the attractive low-cost ecommerce hosting services offered by different hosts on the web. II. ONLINE MARKETING Online marketing, also known as online advertisement, internet marketing, online marketing or e-marketing, is the marketing and promotion of products or services over the Internet. Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. TYPES OF ONLINE MARKETING * Search Engine Optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s â€Å"natural† or un-paid (â€Å"organic†) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. The plural of the abbreviation SEO can refer to â€Å"search engine optimizers,† those who provide SEO service. * Pay-Per-Click Advertising (also called cost per click) is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system. PPC â€Å"display† advertisements, also known as â€Å"banner† ads, are shown on web sites or search engine results with related content that have agreed to show ads. In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site, PPC implements the so-called affiliate model that provides purchase opportunities wherever people may be surfing. It does this by offering financial incentives (in the form of a percentage of revenue) to affiliated partner sites. The affiliates provide purchase-point click-through to the merchant. It is a pay-for-performance model: If an affiliate does not generate sales, it represents no cost to the merchant. Variations include banner exchange, pay-per-click, and revenue sharing programs. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser’s keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic results on search engine results pages, or anywhere a web developer chooses on a content site. Among PPC providers, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter used to be the three largest network operators, and all three operate under a bid-based model. In 2010, Yahoo and Microsoft launched their combined effort against Google and Microsoft’s Bing began to be the search engine that Yahoo used to provide its search results. Since they joined forces, their PPC platform was renamed AdCenter. Their combined network of third party sites that allow AdCenter ads to populate banner and text ads on their site is called BingAds. The PPC advertising model is open to abuse through click fraud, although Google and others have implemented automated systems to guard against abusive clicks by competitors or corrupt web developers. * Email Marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either cold lists or current customer database. Broadly, the term is usually used to refer to: * Sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business, * Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately, * Adding advertisements to email messages sent by other companies to their customers Researchers estimate that United States firms alone spent US $1.51 billion on email marketing in 2011 and will grow to $2.468 billion by 2016. * Affiliate Marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s own marketing efforts. The industry has four core players: the merchant (also known as ‘retailer’ or ‘brand’), the network (that contains offers for the affiliate to choose from and also takes care of the payments), the publisher (also known as ‘the affiliate’), and the customer. The market has grown in complexity to warrant a secondary tier of players, including affiliate management agencies, super-affiliates and specialized third party vendors. Affiliate marketing overlaps with other Internet marketing methods to some degree, because affiliates often use regular advertising methods. Those methods include organic search engine optimization (SEO), paid search engine marketing (PPC – Pay Per Click), e-mail marketing, and in some sense display advertising. On the other hand, affiliates sometimes use less orthodox techniques, such as publishing reviews of products or services offered by a partner. Affiliate marketing is commonly confused with referral marketing, as both forms of marketing use third parties to drive sales to the retailer. However, both are distinct forms of marketing and the main difference between them is that affiliate marketing relies purely on financial motivations to drive sales while referral marketing relies on trust and personal relationships to drive sales. Affiliate marketing is frequently overlooked by advertisers. While search engines, e-mail, and website syndication capture much of the attention of online retailers, affiliate marketing carries a much lower profile. Still, affiliates continue to play a significant role in e-retailers’ marketing strategies. * Display Advertising is a type of advertising that typically contains text (i.e., copy), logos, photographs or other images, location maps, and similar items. In periodicals, display advertising can appear on the same page as, or on the page adjacent to, general editorial content. In contrast, classified advertising generally appears in a distinct section, was traditionally text-only, and was available in a limited selection of typefaces. Display advertisements are not required to contain images, audio, or video: Textual advertisements are also used where text may be more appropriate or more effective. An example of textual advertisements is commercial messages sent to mobile device users, or email. One common form of display advertising involves billboards. Posters, fliers, transit cards, tents, scale models are examples of display advertising.. Display advertising appears on web pages in many forms, including web banners. Banner ad standards continue to evolve. * Blogging. A weblog, also called a blog, is a journal that is maintained by a blogger and contains information that is instantly published to their blog website. Blogging is a very popular activity. The number of online users creating and maintaining blogs has increased dramatically over the past year. The number Internet users who read these blogs has also shot up, with some blogs boasting thousands, even millions of daily dedicated readers. Blog marketing is any process that publicizes or advertises a website, business, brand or service via the medium of blogs. This includes, but is not limited to marketing via ads placed on blogs, recommendations and reviews by the blogger, promotion via entries on third party blogs and cross-syndication of information across multiple blogs. * Community Building. An online community is a virtual community that exists online and whose members enable its existence through taking part in membership ritual. An online community can take the form of an information system where anyone can post content, such as a Bulletin board system or one where only a restricted number of people can initiate posts, such as Weblogs. Online communities have also become a supplemental form of communication between people who know each other primarily in real life. Many means are used in social separately or in combination, including text-based chat rooms and forums that use voice, video text or avatars. Significant socio-technical change may have resulted from the proliferation of such Internet-based social networks. * Social Media Marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. Social media marketing involves the use of social networks, COBRAs and eWOM to successfully advertise online. Social networks such as Facebook and Twitter provide advertisers with information about the likes and dislikes of their consumers. This technique is crucial, as it provides the businesses with a â€Å"target audience†. With social networks, information relevant to the user’s likes is available to businesses; who then advertise accordingly. Consumer’s online brand related activities (COBRAs) is another method used by advertisers to promote their products. An activity such as uploading a picture of your â€Å"new Converse sneakers to Facebook† is an example of a COBRA. Another technique for social media marketing is electronic word of mouth (eWOM). Electronic recommendations and appraisals are a convenient manner to have a product promoted via â€Å"consumer-to-consumer interactions†. An example of eWOM would be an online hotel review; the hotel company can have two possible outcomes based on their service. A good service would result in a positive review which gets the hotel free advertisement via social media; however a poor service will result in a negative consumer review which can potentially ruin the company’s reputation. ADVANTAGE OF ONLINE MARKETING These are some of the many advantages that online marketing offers over traditional media outlets: 1. Reduced Cost The starting cost of online marketing is only a fraction of the thousands of dollars that Yellow Pages, television and radio ads cost. For example, you can get a free listing on Google Local that will be just as effective as a costly online Yellow Pages ad. In addition, while traditional ads may only run for a short time, a search engine optimization campaign can deliver long-term results. You can also save money with online Pay-Per-Click advertising where it is easy to experiment with small ad volumes until you perfect your strategy and then expand your marketing budget when you are assured of a positive sales return. 2. Everything Is Measurable When you place an ad in the newspaper or a magazine, it can be difficult to assess the direct sales impact for your business. With online marketing, everything can be tracked and illustrated in detailed graphs that illustrate traffic growth, leads and sales conversions from your specific search marketing campaigns. Using a free traffic analysis tool like Google Analytics, it is easy to calculate your return on investment (ROI) so you can appreciate the excellent value generated from your online marketing budget. 3. Brand Engagement In the crowded market, you need to establish and maintain positive brand awareness and client loyalty. Apart from word-of-mouth and leveraging your personal relationships with your established clients, a website is the most important marketing tool a business can have. A regularly updated website with well-written content that maintains people’s interest is essential to showing people exactly how your business is distinctive – and how you offer the best value to your clients. 4. Demographic Targeting The degree to which an online marketing campaign can target and measure the response from specific demographics and regions is often astonishing to business owners who normally use traditional media. New demographic prediction and online advertising platforms allow you to specifically target the specific consumer demographics most likely to buy your products. In particular, if you want to target young people between the ages of 16-30, you’ll need an online marketing strategy to reach them where they spend the bulk of their time: On the Internet and on social media sites. 5. Real-Time Results With online marketing you don’t have to wait weeks to see a significant boost in your business. With a paid search marketing campaign you can experience real-time results that enable you to fine-tune your marketing message to achieve your desired effect. If your marketing strategy isn’t working effectively, real-time monitoring tools allow you to easily pin-point exactly where you are going wrong. 6. Easily Refine Your Strategy Using online marketing analytics and tracking tools you can test conversion rates at a fraction of the cost of a traditional media campaign. Online marketing levels the playing field and allows savvy small businesses to compete in competitive niches that previously would only be open to large corporations and their massive marketing budgets. If your marketing strategy is not bringing in the return on investment (ROI) that you desire, you can work to perfect it without having to launch an expensive new campaign as would be required with most traditional media outlets. 7. Long-Term Exposure The benefit of an organic search marketing campaign that optimizes a website for specific keywords is that you will achieve a long-term return on your investment. Once your website’s visibility is well-established with search engines, it is easy to do regular low-cost maintenance of your strategy. The early adopters of new online marketing platforms like social media marketing will have a significant head start over their competition. 8. Product Information Today’s savvy consumers want to compare reviews and opinions of friends, trusted bloggers and industry experts before they make a decision. If you can provide quality, linkable information that is what people are looking for, then the next step of converting users into paying clients can be very easy. With social media networks like Facebook and Twitter re-enforcing the value of positive word-of-mouth exposure, trust is more important than ever in the marketing field. 9. Less Intrusive Most savvy consumers dislike intrusive traditional marketing methods like direct mailing, print ads and television advertisements. When someone buys a newspaper or magazine, they want to read interesting articles not be bombarded with irrelevant ads. While mediums like television can still be useful for maintaining awareness of large corporate brands, it is not an effective medium for most small and medium-size businesses. With online marketing, you can target consumers precisely when they are searching for products and services that your business can provide. 10. Holds Their Attention When people read the newspaper or a magazine they may scan over the advertisements beside the article but there is no way to engage their attention. With online marketing you can encourage them to take action, visit your website and read about your products and services which results in vastly increased â€Å"stickiness† of your marketing message.