M2 - Challenges and benefits of Internet Marketing
Internet marketing has many benefits for Apple, it has helped the company to grow and
expand their businesses all over the world. However, with internet marketing, there are
many challenges and issues that Apple has to face. Some of the challenges that Apple has to
face if they are selling online are to do with customer confidence with payments. Customers
will not buy from a business if they do not trust them, if they are not sure that they will
receive the product, or that their information that they enter, such as their credit card
details, will not be stolen. This is a major that small businesses face when going online, or
new online businesses, because they do not have a reputation, so customers do not know
whether to trust them. Apple is currently a large company selling products all over the
world; they have a good reputation of keeping customer’s personal information safe, they
also have millions of good reviews, so this is not a major concern for them. However, Apple
still has to ensure that their website is safe from the hackers and malware from stealing
information, as Apple is a good target for hackers, because they sell premium products.
New businesses have to make sure they take actions to keep their customers’ payment
information safe. One thing businesses can do to gain customers’ trust is to get their
website certified; this is a good way to show that customers’ can trust the website. For
example an SSL certified, which will show an “https” before an address in the address bar as
well as a padlock symbol. This will help the business to keep their customers’ details safe
and the customers to trust. This is a major challenge that businesses have to face, however
it is worthwhile, because once the customers’ trust the company, the sales will start coming
in.
People trusting Apple and ordering products from their website, and not just from their
store, can bring in a lot more sales. This is because Apple’s website and other online
retailers can be accessed 24/7, this allows customers to shop whenever they want and also
wherever, as it can accessed on any device. This allows Apple to make sales 24/7 without
paying any extra costs for staff in the stores. Customers also prefer shopping from online, as
it is easier, they can easily find the right product they are looking for, without having to
travel to Apple store, which can be time consuming and can cost. Customers can find all the
information that they need about a product, as well images and 360 product reviews.
Apple shows every detail about their products on their website, such as the size of the
different iPhone, and the materials they are made from. “In 2019, it's estimated there are
1.92 billion digital buyers, and eCommerce sales account for 14.1% of retail purchases
worldwide. In 2023, eCommerce retail purchases are expected to rise from 14.1% to 22%”
(optinmonster.com, 2020) This shows that it is worth going online even with the challenges,
as there are so many people shopping online, and the figures are increasing every year. The
challenge of getting the customers to trust is worthwhile because of all these benefits to the
business from people buying from their website.
Some other challenges and issues that businesses have to face when marketing on the
internet are to do with transportation and delivery. When having an online business where
people are able to order stuff and get them delivered to their house, businesses have to
deal with the challenges of getting the items delivered to the customers. Apple is a global
