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UNIT 12 D1 Internet Marketing BTEC BUSINESS LEVEL 3
- Institution
- PEARSON (PEARSON)
pearsons,btec business,level 3,unit 12,internet marketing, d1
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D1 UNIT 12Evaluating the effectiveness of internet marketing
customers' needs for Boots
Internet marketing is an effective tool for any business, especially for companies that deal with
customers. This is because internet marketing and research allows the company to meet the customers'
needs and wants as companies use the data collected from market research to help make decisions for
the business. Internet marketing allows companies to gather information faster and from a greater
audience at a much lower cost. Boots main techniques to benefit from internet marketing is with the
help of their presence on social media and their loyalty card. Their social media profiles allow customers
to share and comment about products so Boots know what customers enjoy the most and the loyalty
card helps to track usual spending habits and favorite brands and products among their customers. Using
social media to promote a business has a very low cost which benefits boots furthers. Also, their loyalty
cards are cheap to make but can help boots gain lots of new information about each customer that joins
the loyalty scheme.
Internet marketing can help companies connect with their customers and get to know them better. boots
does this by using social media to attract new customers and to promote their products and people can
share and comment on posts by boots. boots also have a loyalty scheme that allows their customers to
use it while shopping online. While the customer is logged in, there loyalty card number will be
associated to anything customer searches for, whether it's within boots website or it is external. The
loyalty card collects cookies and cache data from the customers device that they are logged into. This
helps boots find what customers are searching for the most with in Superdrug's website, how long they
spend on the website and the customers other interests based on what they searched outside of
Superdrug's website. Superdrug then use this information to make the customers experience better the
next time they visit the website and would recommend products that the customer would likely be
interested based on the cookies android cache data that Superdrug has collected.
Advantages of internet marketing
Products; By using internet marketing, customers can view products online and see images and videos
about the products and how to use them which allows customers to spend longer making a decision and
being able to consider whether the product is suitable for them to use. Also customers can read reviews
about products by other customers on the Superdrug website which is also useful for getting a real and
honest opinion about products. This is effective because customers can research products and decide
what they want and compare prices online from their devices at home. In the past few years, Superdrug
have expanded their business to Ireland, without opening new stores. Superdrug made shopping online
available for people in Ireland, which means Superdrug can gain more customers without opening new
stores. This change had a very low cost for Superdrug as they only had to cover the costs of delivering
products to Ireland, which is not as much as the costs of a new store.
Communication; Superdrug communicate with their customers through social media as they allow
customers to comment on posts and share their opinion. Communication is important because
Superdrug need to know what their customers think and take their opinions into account so they can
deliver a better customer experience. Superdrug also use surveys to help connect to their customers and
ask them about their opinion. This is helpful to them as they can have lots of customers answering the
same questions and get a range of different answers. The internet as a whole helps Superdrug
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