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Unit 12 Internet Marketing in Business - P4
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- PEARSON (PEARSON)
Unit 12 Internet Marketing in Business - P4
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By: Dalmar4 • 5 year ago
By: yebzemman • 6 year ago
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Unit 12 - P4 Kojar AhmedWhile the Internet offers marketing benefits and opportunities, it also throws up many challenges
generated by an increasingly global marketplace. These challenges have to be prepared for, faced
and overcome if a business is to compete successfully in the online world.
For a business such as Primark, internet marketing can be hugely beneficial in attracting a new
customer base as well as retaining current consumers, it would also be beneficial in renovating the
businesses image and help them stand out as more of a luxury brand. One of the most beneficial
advantages to using internet marketing is communication. Communication can be between both the
business and consumer and can be done for promotional needs as well as customer service, this not
only increases brand recognition but allows the business to better compete with other retailers.
Using the internet for promotion is something other retailers have been doing for years, this makes
them stand out in the public’s memory so that they are more likely to purchase their products the
next time they need something.
Businesses can use the Internet to create 24-hour availability of their services and products and
make them easily available. On the Internet, customers initiate contact. This means the business
immediately has 100 per cent of the customer’s attention. To be successful, the website must
present information that is both interesting and relevant to a visitor. This can be done via cookies,
cookies track the user’s data as they browse the website and compile information on what the user
may be interested in based on the products they have already looked at. By being available 24/7 the
business is also making a lot more sales, as customers do not have to commute to stores and can
purchase products at every hour of the day.
The Internet may be used by online businesses to gather detailed information about customer
perceptions of an online product or service, this can be done via customer reviews. This opens doors
for future product development as consumers can voice their opinions about what they thought was
good and bad about the product. Another advantage of the Internet is that online services,
particularly those that are information-based, are immediately accessible allowing consumers to look
at and by the products whenever and wherever they wish. This would be a huge benefit to a retailer
such as Primark because they do not currently allow customers to buy products off of their website.
The Internet gives smaller businesses a relatively low-cost strategy for competing on the same online
terms as much larger corporations. This is known as ‘equality of Internet presence’ and refers to the
fact that to Internet surfers, all businesses can appear to be operating on the same scale.
The term ‘Bricks and Clicks’ refers to businesses who make their products and services available
through either physical assets or online. Bricks and Clicks also applies to businesses that use both.
Primark can take advantage of this by making their business available both online and physically, this
would allow customers to buy products online, or browse products online and then buy them in-
store.
Lastly, market diversification is a term used when businesses specialise in selling a variety of different
products to a variety of different markets. Market diversification is important to both big and small
businesses, this is because it provides some level of insurance if one market is not as interested in
your product as the other. It also means that more customers will buy products from your store as
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