Unit 12
M1
In this task, I will be looking at the benefits of the internet marketing and how the online marketing
is building conventional offline marketing techniques and analyse the use of online and offline
marketing to build customer relationships.
Product information
Companies are using online marketing to offer information about the products and services they are
offering. The information about the products is usually published in their websites, which means that
they are using web marketing to inform the audience about their products or services and develop a
positive customer relationship. The use of web marketing is beneficial for the customers as they will
be able to easily access the websites and get all the information they want about the products or
services, so they can decide whether it is suitable for them. For example, Nike uses web marketing to
provide structured information about their products, which allow the customers to get a better idea
of the company and their products, which is beneficial for them as it is easily accessible and will give
them the information they need. The fact that the web marketing is offering clear information,
means that it increases the freedom of choice, as it will improve the ability of the customers to learn
more about the products and select the most appropriate for them. The use of the online marketing
to provide information is also a tool for target marketing, as the audience can be targeted
specifically by the use of websites and social media. However, it might be more difficult for the
companies to give clear information for their products or services through the use of offline
marketing, as the billboards or the posters of the products will not include detailed information
which will not be beneficial for the audience as they will not be able to clearly understand the
product and its specific features. The offline marketing may not always be beneficial for the
customers when providing information about the products. For example, the offline marketing
techniques of Nike are including, posters, billboards etc., the problem with these techniques is the
fact that they cannot provide specific information to the customers such as features, material of
products, sizes and colours available etc. Therefore, the web marketing would be a better and more
beneficial choice for the customers in order to receive the right information for the specific product.
On the other hand, the web marketing can have some drawbacks for the customers such as the fact
that the information may not always be reliable as some websites are not frequently updated, for
example, in Nike website, there might be few different colours available of a certain product, so
when the customer choses the colour they want the website can tell them that it is out of stock,
which means that the system can be slow and provide wrong information sometimes.
Comparing and selecting
Most of the customers are using the online marketing to find the best offer of price and quality, so
they are using the websites of different companies to compare prices and quality of the products or
services. The online marketing is giving them a freedom of choice as it allows the clients to select
different products and compare them through the use of different online platforms. This is beneficial
for the customers as they can get the best values of money easily through the use of website and
social media marketing. For example, in British Airways website, the customers can find which is the
most suitable offer for them and select from a variety of different flight options and then they can
easily compare it with other companies. Moreover, British Airways uses the social media marketing
to target the right audience and to offer them specific promotions which highlights that they are
using greater individualisation to target the right people and to give them the best and most suitable
offers. This is beneficial for the customers, as they can easily access the social media and the website
of the company and compare the offers and the prices in order to get the best and most appropriate
deal for them. The offline marketing techniques can also be used to compare different products in
different companies, as the customers can go to the physical store and compare the different prices
M1
In this task, I will be looking at the benefits of the internet marketing and how the online marketing
is building conventional offline marketing techniques and analyse the use of online and offline
marketing to build customer relationships.
Product information
Companies are using online marketing to offer information about the products and services they are
offering. The information about the products is usually published in their websites, which means that
they are using web marketing to inform the audience about their products or services and develop a
positive customer relationship. The use of web marketing is beneficial for the customers as they will
be able to easily access the websites and get all the information they want about the products or
services, so they can decide whether it is suitable for them. For example, Nike uses web marketing to
provide structured information about their products, which allow the customers to get a better idea
of the company and their products, which is beneficial for them as it is easily accessible and will give
them the information they need. The fact that the web marketing is offering clear information,
means that it increases the freedom of choice, as it will improve the ability of the customers to learn
more about the products and select the most appropriate for them. The use of the online marketing
to provide information is also a tool for target marketing, as the audience can be targeted
specifically by the use of websites and social media. However, it might be more difficult for the
companies to give clear information for their products or services through the use of offline
marketing, as the billboards or the posters of the products will not include detailed information
which will not be beneficial for the audience as they will not be able to clearly understand the
product and its specific features. The offline marketing may not always be beneficial for the
customers when providing information about the products. For example, the offline marketing
techniques of Nike are including, posters, billboards etc., the problem with these techniques is the
fact that they cannot provide specific information to the customers such as features, material of
products, sizes and colours available etc. Therefore, the web marketing would be a better and more
beneficial choice for the customers in order to receive the right information for the specific product.
On the other hand, the web marketing can have some drawbacks for the customers such as the fact
that the information may not always be reliable as some websites are not frequently updated, for
example, in Nike website, there might be few different colours available of a certain product, so
when the customer choses the colour they want the website can tell them that it is out of stock,
which means that the system can be slow and provide wrong information sometimes.
Comparing and selecting
Most of the customers are using the online marketing to find the best offer of price and quality, so
they are using the websites of different companies to compare prices and quality of the products or
services. The online marketing is giving them a freedom of choice as it allows the clients to select
different products and compare them through the use of different online platforms. This is beneficial
for the customers as they can get the best values of money easily through the use of website and
social media marketing. For example, in British Airways website, the customers can find which is the
most suitable offer for them and select from a variety of different flight options and then they can
easily compare it with other companies. Moreover, British Airways uses the social media marketing
to target the right audience and to offer them specific promotions which highlights that they are
using greater individualisation to target the right people and to give them the best and most suitable
offers. This is beneficial for the customers, as they can easily access the social media and the website
of the company and compare the offers and the prices in order to get the best and most appropriate
deal for them. The offline marketing techniques can also be used to compare different products in
different companies, as the customers can go to the physical store and compare the different prices
