Information, Organization and Strategy in Online Business

This article discusses the advantages of online business, technological innovations, and communication systems. It also highlights the use of web analytics and content marketing to attract customers and retain them.

Running head: INFORMATION, ORGANIZATION AND STRATEGY
INFORMATION, ORGANIZATION AND STRATEGY
Name of the Student
Name of the University
Author Note

1INFORMATION, ORGANIZATION AND STRATEGY
Most of the companies have shifted from the traditional brick and mortar structure to the
online market. The basic advantage of doing business online is that it removes middlemen and
reduces cost of production, helps in better communication and decision making, offices can be
located anywhere, cheaper marketing and lesser restrictions (Laudon & Traver, 2016). The
process undoubtedly has its own limitations like attracting correct customer base and retaining
them. Setting the e business also requires technological advancements. However implementation
is very easy and the problem of retaining customers can be solved by Web 2.0., that make the
web pages more interactive and dynamic. People from all over the world can share feedbacks,
ideas and information to each other. They can also interact 24x7 with the customer support
services of these businesses that help the companies in retaining customers.
Facebook is one of the greatest examples of technological innovation and communication
system. Facebook marketplace has become a very popular place to promote businesses. It has
become a global social network through which a single message can reach thousands and
millions of people within few minutes. One can easily create a business page and send invites to
all the people in the friend list (Delacroix, Parguel & Benoit-Moreau, 2019). Thus it becomes
easier to spread information to a large number of people within seconds just by a click. Although
there is always a chance of the accounts getting hacked and tracking each and every analytics of
business yet the platform is beneficial.
Big industrial players like Walmart and Gart’s sports have setup interactive online
market. They make proper use of content marketing and web analytics to attract customers.
Similarly all the business like renting of several equipments and facilities can also be done
through online. Finding out the required customers and tracking their needs and preferences is
very easy through web analytics. The businesses can keep a track of which particular product the

2INFORMATION, ORGANIZATION AND STRATEGY
customer is clicking the most and for how long does a customer stays on a particular page
(Järvinen & Karjaluoto, 2015). This enables the business in customizing the products and
services accordingly thereby increasing sales and profitability very easily without incurring huge
market research costs.
Applications like Google Doc make it very easier for the businesses to maintain records.
The data gets captured in these spreadsheets automatically as and when a particular response is
given. It therefore removes the complications of opening a computer and installing a office
system for maintain docs and spreadsheets. The Google Doc itself can provide an entire office
suite to a business enterprise for free (Tan & Kim, 2015). It helps in easy uploading of
information and presenting the same with least efforts. Moreover the data remains encrypted and
safe for a long period of time in a global server.
It can be therefore concluded that modern technologies has taken business to a next level
and has made the business world more customer centric. An entirely new mobile environment is
created where people can access the markets from smart phones and computers and can get
quality services at the same time at least cost.

3INFORMATION, ORGANIZATION AND STRATEGY
References
Delacroix, E., Parguel, B., & Benoit-Moreau, F. (2019). Digital subsistence entrepreneurs on
Facebook. Technological Forecasting and Social Change, 146, 887-899.
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, 117-127.
Laudon, K. C., & Traver, C. G. (2016). E-commerce: business, technology, society.
Tan, X., & Kim, Y. (2015). User acceptance of SaaS-based collaboration tools: a case of Google
Docs. Journal of Enterprise Information Management, 28(3), 423-442.