Online marketing can give businesses a wide range of communication, efficiency and product development opportunities that most business stores cannot get.
It is very effective because having a website online means that you can reach millions of customers all around the world in one go, customer can go on your website at any time as your website is open 24/7. Also customers that lead busy lifestyles wouldn’t have to worry about waiting till the weekend to buy something they need meaning you will have more customer then stores because they can stop at school, work or on their phones while there on the bus. Also you can communicate with your customers without seeing them as you can post sales and promotions online and they will be able to follow at all times when they are on your website. ASOS uses this communication method as they are an online businesses they can see how many customer they have every day and what sells the most, doing this helps them to identify products they should get more of and tell their customer on their website about the new products.
Worldwide presence- this is one of internet marketing biggest advantages because having a business online you can sell your products to everyone around the world and even if you don’t want that you can sell nationwide or just locally. Either way you have a much bigger audience you can reach. ASOS has this advantage because they are a online business only and they are a worldwide organisation, their delivery is worldwide but they have a new billboard advertising nationwide. Worldwide presence can give a organisation the opportunity to improve their communications with customers and efficient.
Cost effective marketing and promotions- having a business online can make it a lot better to market products because weather you’re worldwide or not people find out about your product. Advertising is also much cheaper for an online business because they only have to pay for the adverts that are actually viewed, of course the more a advert is view the more they would have to pay but this means that they are getting new customers. ASOS advertise a lot on their website for new products and promotions. So that each time a customer enters their website they see what is new this makes it very cheap for them because it’s their own website and they occasionally advertise on billboards and hand out leaflets. Overall it’s much cheaper for them then other organisations. This gives the business a very good opportunity for product development.
Developing a competitive strategy- for an organisation to have a competitive advantage the organisation has to have a good competitive strategy. This is important because the business has to stay on top of its game so that it can be ahead of its competitors. Doing this the business will have more customers and better PR has their customers will be telling their friends and family how good the business is and how well their doing being number one. ASOS have done very well with their competitive strategy because they are worldwide and know to be one of the best online clothes, shoes and beauty shore on the internet; they did this well by making sure they always kept they customers happy, their website easy to use and the communications between its customers. Developing a competitive strategy this gives the business opportunity for product development.
Better customer service- online businesses have resulted in improved customer service. This is because when you’re an online business you have advantages such as being open 24/7, having the chance to connect with your customers through e-mail showing them you care and understand their likes and dislikes and also no queues for your customer, which means the customer won’t complain because they shop in their own time and can do it within 5 minutes or 5 hours. ASOS have very good customer service; their website is very easy to use, when a customer registers with ASOS they instantly have their e-mail and send their customer promotion of new products, new looks and sales. They also have a blog on their website so that if a customer has any queries they can leave comments and ASOS get back to them straight away. Better customer services give the business opportunity for better communication with customers.
Improve the efficiency of supply chain- businesses online have a very efficient supply chain because ordinary stores have to have the product made, which then goes to the warehouse, after this it’s taken to all the warehouses near the stores and then finally they take the products to the store so that the customers can purchase it. But businesses online can knock a few of these steps out, they have their products made which is then sent to the warehouse and when a customer orders a products they take it from the warehouse straight to the customers home. The company will be able to communicate much more efficiently with all vendors and improve product distribution functions with a process that is smoother, faster and more reliable all it makes it a lot cheaper for the company. Improve efficiency of a business’s supply chain gives the business opportunity for better efficiency.
Domain name and search engines- online businesses have to have a domain name so that customers can remember them. This name has to be simple and bold and easy to, choosing a business name is very important as that is what your customers are going to know you as and it should also be unique. ASOS did this very well because their name is big. Bold and easy to remember. You can also find most business online through search engines so even if a customer doesn’t know the full address to enter to the website they can enter your company name through search engine and find you. ASOS are very easy to find on search engines because all you have to do is enter their four initials and their website comes up. This gives the business opportunity to communication better with customers.
Open 24/7 and easy access- online businesses have a very big advantage of being open 24/7 because they are online and the internet never closes so that customers can shop from morning till night as their also isn’t a time limit on using these websites. Most online businesses also have very easy access for example when customer wants to search for a product they go on the website look for the product they want and buy it straight away. Also they make it easy to use their website simple click and zoom in and out, keeping the customer very happy. ASOS has both these advantages to their website because they are open 24/7 and they have made their website very easy and quick to use and when a customer want to finish and pay the process is quick and easy. This gives the business efficiency.
Improved cost- internet marketing businesses have to pay a lot less for their business then other types of businesses this is because the cost for everything lessens for example they pay much less for advertising as advertising online is much cheaper. They don’t have to pay for all the buildings and employees to work for them and also they don’t have to pay as much for their supply chain as they have less of a process. Making their cost all lessen, and their profit rise because they get so many customers and more money to improve their customer service. ASOS have all these advantages being an online business; they save a lot of money and have very good customer service. This gives the business efficiency.
internet marketing gives product development a lot of opportunities, this is because when you have all the above your product will automatically do well as you have advertised well and made your website easy and good to use, sending your customers e-mails on the new products and promoting them on your website. stores don't have this opportunity to promote their products, internet marketing is very well known for good product development. ASOS started on the internet and know body new who they were but after all the hard work and doing all the above they have succeeded in developing their product.
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