Essay
Unit 12 Internet Marketing in Business - P3
- Institution
- PEARSON (PEARSON)
Unit 12 Internet Marketing in Business - P3
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P3Kojar Ahmed
Whenever a business decides to create an online presence or use marketing, it will consider
how these changes will affect areas of the business, most importantly the customers. There
are a multitude of benefits to a business using online marketing, for example, more people
gain access to the products and services a business offers and they can easily purchase
them in the comfort of their own homes.
One great benefit to using the internet to buy products is it allows an extraordinary deal of
price transparency and gives consumers a choice of provider, this basically means they have
the option to shop around multiple different sites to find the prices they are happy with before
they buy a product. Some businesses have capitalised on this transparency and started
price comparison sites that enable consumers to compare the prices of a variety of different
stores. Such sites include kelkoo.com, beeb and letitbuy.
Another advantage to using the internet is consumers always have access to the most up to
date information about a product at all times. This is because businesses will initially upload
their products on their website with as much info as possible because this is largely the
reason why consumers have confidence in buying from their website. Another reason
businesses and suppliers do this is for the simple fact that customers cannot physically
examine the product and decide on whether they should buy it, businesses will compensate
for this by providing as much detail as possible. Most buyers will require or would like the
following details about a product before they can confidently make a purchase:
● Price
● Description of features and specifications
● Colour options, if available
● Images
● Drawings
● Promotional deals
These details, as well as a user friendly and well presented website, will each have a role to
play in convincing a consumer to make a purchase.
One benefit to online marketing over buying goods in a store is dynamic pricing. Dynamic
pricing allows for huge savings for consumers who are willing to look around to find the best
price, whereas this would be a lot harder and more time consuming in a store. The main
reason why consumes can save so much from buying online is businesses can very quickly
and easily change prices based off customer reviews or the market condition. This is very
common with hotels and airlines which regularly change their prices based off demand for
seats and rooms.
The one thing most consumers have in common is they prefer quick and responsive
transactions to having to wait in line at a checkout, the internet provides this in an easy and
convenient way, allowing them to make bookings and buy products within little to no time.
This is common with businesses like EasyJet and Trivago which both allow bookings to be
completed with almost no effort as long as you have an internet connection.
Lastly, the internet allows businesses and their customer service departments to easily
communicate with anyone that may require assistance with a product or is unhappy with a
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