INTERNET MARKETING OF HIGH TECH INDUSTRIAL PROPERTY

Abstract

This study aims to identify the set of High-tech Industrial Property (HIP) information that high-tech industrialists prefer through Internet marketing. In particular, this paper examines two of the main tools of Internet marketing - web and email marketing. The survey found that the high-tech industrialists rank financial information, visual information and specific property information as the top three most important piece of information. The release of financial information, in particular, price lists and rental levels, was found to be of the greatest importance in the entire survey. Interestingly, the respondents displayed a preference for receiving information through emails, as reflected by their higher-ranking scores for the email marketing model compared to the web-based one. This could be due to the fact the email marketing is able to substitute to a certain extent the need for face-to-face interaction in the real estate industry. While the rankings of the type of information was the same for both tools, the variation in requirement for visual information was apparent. The respondents showed that they are more willing to receive visual information through websites than email, presumably because of the limited storage capacities of email facilitation systems. In the analysis of the mean rankings over the two tools of Internet marketing, the IT - related industrialists display a greater disparity in HIP information requirements than Non-IT - related industrialists. The IT - related industrialists show significant differences in the three categories of general property information, financial information and legal information. In addition, the higher corresponding mean email scores also shows that the IT - related industrialists prefer these three categories of information to be obtained via email marketing than web marketing. For Non-IT - related industrialists, they show a significant difference in only the category of general property information. While this suggests that they prefer general property information to be marketed to them via email marketing with the higher corresponding mean email score, it should be noted that they exhibit no difference in preference for the remaining seven categories of information through web or email marketing.