The Influence of Online Information
Added on 2020-01-07
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Marketing Strategy 1
ESSAYAccording to Guille and et.al., (2013), marketing is regarded as the process of actions orfunctions taken by an entity to promote and encourage their products and services so as to drivemore sales and profitability. It is important for the marketers to effectively advertise their goods andservices to enhance their customer base, Consumers are the central part of every organization asthey are the ultimate users of all the goods and services produced by the corporation. Withoutsatisfying actual requirement of the users, none of the entity can survive into the market in highlycompetitive age. Referring current market scenario, where technological innovation andadvancement takes place at faster rate, it becomes essential for all the marketers to use web-basedtechnology in order to maintain strong relationship with their audiences and maximize theirsatisfaction level. According to Gil de Zúñiga, Jung and Valenzuela (2012), looking at theinternationalized markets, it becomes very important for the companies to deal with their consumersappropriately, so that, they can identify actual requirement of the users and deliver servicesaccordingly. Establishment require maintaining strong relationship with their clients to retainexisting customer base and attract more and more consumers towards business. In order to maintainthis objective, large number of business units use internet and websites to establish closureinteraction with the audiences so as to develop long-lasting relationship with them. Online webservices allow entities to identify that what consumers actually need and develop unfiltered andunique relationship with the final users. Likewise, as per the view point of Burgess and Green(2013), in the earlier years, individuals have to visit at company’s stores and shops to buy aparticular product and services to meet their demand. In this, users can physically verify and inspectproduct quality and design and if it met their expecting criteria, then they will buy. However, afterthe integration of advanced technology in corporate sector via the use of internet and websites, thereis no need exists for the users to visit at the actual stores. As now-a-days, customers can access sitesand internet to generate required information about variety of goods and services available in themarket and chose the best to meet their expectations. In such respect, there is no direct interactiontakes place between entity and final product users as they develop their own perception and believetowards business brand portfolio without an eye contact. Further, in the study of Lewis, Gonzalez and Kaufman (2012), it has been explained thatinternet enable entities to provide direct access to the consumers via online booking, delivery ofgoods at home, customer inquiry, consumer compliant handling process, which in turn, helps todevelop unfiltered relationship with the target audiences. Marketers integrated online platform intheir operational functioning of product design and creation process. Use of websites and socialnetworking sites like Facebook, Web 2.0 internet based application and user- generated content etc.2
facilitates establishments to assess their consumer requirement, so that, they can manufacture goodsas per their customer preferences and serve them beyond expectations. Web-based services andfacilities such as e-mail, instant messages, online forums, twitter, and blogs are various means usedby the organizations to establish strong interaction with the users. Thus, by delivering quality goodsas per the customer requirement, companies can maximize their satisfaction level and retain theirexisting consumer rate. This argument can also be evident from the findings of Shriver, Nair andHofstetter, (2013), online networking and communication channel enable entities to uploaddigitalized images, photos, share videos, posts and share wide range of information about variety ofproducts, prices and brand. For instance, in fashion industry, Burberry advertise and marketing itsgoods and services using online platform and sites. Burberry established a strong market reputationand position by exerting their social media platform. Its specific content strategy, remarkable andexcellent web savy, digital media front, technological incorporation, social media purchase facilitiesenable users to order garments just on a single click. Its highest following list on Facebook overmore than 18 million likes and greater than 84000 customer visits clearly indicates that it helps togain customer traffic. Moreovers, company also share posts, videos, collection of photographs andevents on Instagram, Twitter and Pinterest on a consistent basis. Furthermore, visualized content,acoustic backing tracks, consumer inquiry etc. enable users to get required information any time.However, on the critical note, it has been argued by Vergeer, Hermans and Sams, (2013), ashis study explained that although integration of web-technology and advancement offers wide rangeof advantage to the users, but still, it consist of number of limitations and drawbacks. One of themain disadvantages of proliferation of internet technology in the current times is impersonal modeof communication. Before the use of web-platform, customers contact directly with the managers toresolve their issues and problems. However, in the modern days, they can file complaint onwebsites and eliminate their issues without any need of visiting personally at the stores. Anotherstudy conducted by Myneni and et.al., (2015), criticized the internet and websites, as in the presenttimes, risk of cyber crime may loss the confidential information due to illegal activities conductedby hackers. Furthermore, the study also founded that distraction due to system failures and interruptioncauses hurdles and complexities in the operations. Similarly, according to Baños, Borge-Holthoeferand Moreno, (2013), it has been critically argued that although in the modern times, largeproportion of the population place order online, but still, cutting-edge technology is an ongoing orcontinuous expenditures which raise cost. Companies not only require designing their own sites andmanaging IT departments and infrastructure, but also need to spend money on proper maintenanceand data update. Apart from this, having skilled and talented workforce to deal appropriately with3
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