Essay
Unit 12 Internet Marketing in Business - P2
- Institution
- PEARSON (PEARSON)
Unit 12 Internet Marketing in Business - P2
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P2Kojar Ahmed
Internet marketing is a strategy used by most modern businesses with the capabilities, this is
partly due to how easy it is to use and how much exposure a business can get by using the
internet. Before the internet was seen as a viable option for marketing, most businesses
would use the TV, radio broadcasts and printed material to promote a business. Although
this is still done nowadays, most businesses do not have the money to pay for a TV or radio
slot and would have to spend a hefty amount to print out flyers or posters, this is partly the
reason why internet marketing has become so popular.
For businesses who want set up an online marketing campaigns, there are several factors
they can consider. Firstly, they should make sure they have registered with a popular search
engine such as Google, this will make sure they are exposed to as many people as possible.
Also, if the business has a currently existing website then they should consider some sort of
banner advertisement, this is done by displaying the businesses services and products at
the top of the website. The business can also consider working with other businesses if
possible, this may then allow them to link their website on that business's website, giving
them even more exposure. Lastly, the business may want to consider email promotion as a
marketing method. Email promotion consists of sending customers newsletter and
notifications via email to inform customer about new deals and offers, this is generally the
least popular method of marketing compared to other and is best done when the consumer
has agreed to receive the offers and newsletters via email.
Individualising market attention is done by businesses such as Amazon and is when a
business customises what a consumer sees on their website based on their past history.
This means consumers are likely to see similar products advertised to what they were
previously looking at. This also enables a business to build a better business to consumer
relationship.
Mass customisation is another form of internet marketing that helps in building consumer
relationships. Mass customisation is somewhat similar to individualising market attention in
that it tailors products to the consumer. The aspects that are different in mass customization
are that it allows consumers to actually build their own products, this is common with tech
companies such as PC Specialist that allow customers to build their own hardware and
software.
An obvious disadvantage to selling physical products online is that some customers may
prefer to personally see the item before they feel confident in making a purchase. Business
compensate for this by adding as much detail about the product and advertising it as best
they can, something they would generally not be able to do in stores. Ways in which
businesses advertise their products online include:
● Extensive product endorsements from previous customers (Reviews)
● Warranties to build consumer confidence
● Money back offers
● Additional customer back up services
All these help to encourage a consumer to part with their money and buy the product.
Some newer businesses only have an online presence and have been like that since they
entered the market, these include companies like Amazon and eBay, although they do both
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