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M1 Unit 12 - internet marketing in business
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M1 only, distinction grade work Case study -ASOS
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UNIT 12 – INTERNET MARKETING IN BUSINESSM1 - Analyse the benefits of internet marketing to customers.
I will be looking at the benefits of internet marketing and how this is building on
conventional offline marketing techniques, furthermore I will be analysing the use of online
and offline marketing to build customer relationships.
Companies use online marketing to help offer information about the products and services
they are selling, this is published on their website and through web marketing, this helps
inform their audiences about in-depth descriptions of their products/services and develop a
positive customer relationship. This is beneficial for customers and through their websites
being easily accessible at any time of the day, they would be able to receive all the
information they would like to know and whether this is suitable for them. For example,
ASOS uses web marketing to provide structured information about their products, such as
on a specific top, customers would be able to see a photo of the top being worn with the
model’s size for visual measuring, along with available sizes and the material. Through
offering clear information, this increases customers freedom of choice and improves the
ability of the customer to learn and explore to find what is most appropriate to them.
Therefore, this information can be easily advertised on their website and social media
platforms to target to their target audiences of directly and specifically 16–34-year-olds.
On the other hand, this may have an increased difficulty for companies to give clear
information about their products/service through the use of offline marketing, due to there
being limited space on billboards and posters for detailed information of products to be
placed on, therefore this is disadvantageous for the audience to clearly understand the
product and its specific features. For example, for ASOS this technique would not be useful
as they could not provide specific information such as features, sizes and colours available.
Therefore, web marketing would be a beneficial choice for customers in order to receive
accurate and useful information about a specific product.
However, there are some disadvantages towards web marketing that can have some
drawbacks for customers, due to some unreliable information being held from infrequent
updating on the company's website. For example, ASOS may have run out of stock for a
specific product and therefore if there is a slow system this may not have been updated on
their website, a customer may have already purchased this product and would therefore
later have to be refunded due to no stock.
Furthermore, the benefits of internet marketing to customers include keeping customers
current, as there's constant changes in trends, products and issues on a daily basis,
businesses also need to adjust to this. As a result, the internet is highly effective for keeping
up with consumers current, through seeking out and consuming information, it’s beneficial
for both companies and the customer to access relevant and engaging content on what is
important to them. Therefore, businesses would keep up to date with their website and
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