Primark's Online Marketing Strategy
Added on 2020-06-04
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INTERNET MK
INTRODUCTIONInternet marketing, or online marketing, refers to advertising and marketing efforts thatuse the Web and email to drive direct sales via electronic commerce, in addition to sales leadsfrom Web sites or emails. Internet marketing and online advertising efforts are typically used inconjunction with traditional types of advertising such as radio, television, newspapers andmagazines. Internet marketing can also be broken down into more specialized areas such as Webmarketing, email marketing and social media marketing. Regardless of the size, majority ofbusinesses nowadays are practising Internet marketing. That’s because it is the most inexpensiveway for them to reach millions of their target market.TASK 1P1. Role internet marketing has within a modern marketing context.The marketing mix: In previous units you will have studies the 4Ps of the marketing mix(product, price, place and promotion). When engaged with online marketing we refer tothe 7Ps of the marketing mix. This includes the three extra P's (People, processes andphysicalevidence).People: People are at the centre of the service being delivered. Customers satisfaction isdependent on how the people in an organisation deal with them.Processes: When a customer uses a service, they may have to take part in variousactivities. It is important to consider these processes from a customers standpoint andestablish how efficient and user friendly they are.Physical evidence: This is the tangible evidence that a customer will use to judge whether aservice is what they want. Focus on promotion: P2 is mainly concerned with promotion so you can ignore the other P's forthe time being. Remember, when it comes to promotion marketing professionals have to consider ways of bringing products to the attention of potential customers as well as reminding existing and past customers of the benefits of the products from their brand. This includes advertising on various mass media, as well as other ways of promoting products in the eyes of the consumer, such as special offers. These activities in the 'physical world' are designed to push products and services out towards the eyes and ears of potential customers.When researching online promotional activities by various fast food businesses, consider the 1
purpose. For example is this piece of promotion designed to; penetrate a new market introduce a new product increase market share; develop a new product; etc. Be clear to state this in your annotations.P2. Primark organisations use internet marketing.Relationship marketing: It is far more expensive to acquire new customers than it is to keep existing ones. For this reason businesses work hard to establish long-tern relationships with theircustomers. The means retaining customers, it is impossible to build a relationship with a customer that does not return to your business. In a bricks and mortal store, shop workers are used to create the relationship between the business and the customers. With online businesses other methods must be used in place of staff to generate trust that a business will meet their needs, if this can be achieved customers are likely to remain loyal.Web accounts: By giving a customer their own log-in and areas of the website a business is able to allow the customer to customise the webpage they see to suit their wants and needs. For example by creating an account.Manipulating web pages: Companies can change what a customer sees on a web page to best meet their demands. This can be done through a log in such as with www.amazon.com where recommendations are made based on purchase history. Alternatively it can be done by remembering the history of your IP address, for example the search results given by www.google.com will be affected by the pages you have click on in the past. Feedback areas: Another technique is to monitor and analyse feedback from customers. This can be achieved by creating a 'feedback' or 'contact us' section of the website. This helps a business to relate closely with customers.User generated blogs: by created areas of the website where customers can discuses their past and future purchases freely, businesses give the customer confidence in their products and service by being transparent and showing they have nothing to hide. It also enables customers to take the role of sales person by guiding each other to the most suitable purchase.1
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