Describe How Selected Organisations Use Internet Marketing -
Unit 12 - P2
Individualising Market Attention
In B2C (Business to Consumer) markets, one to one relationships are usually
possible. The development in web technology means online businesses can
personalise their response to suit an individual.
Mass Customisation
The internet offers vast amounts of opportunities for businesses to allow
customers to modify or customise products to suit their individual tastes. An
example would be how Nike allow customers to customise their shoes to what
they like; this is done on their website on NikeiD.
Increased Information and Product Impact.
There are many obvious limitations in providing physical products for sale
online. Customers may want to examine the look and feel of certain products.
However, to compensate this the website allows businesses to extend
products by adding information and impact.
Extending online products is done by:
Extensive product endorsements from previous customers
Lists of customers
Warranties
Money-back offers
Additional customer back-up services
‘Cross selling’ of related or complementary products
Offering expert advice
By doing this businesses can ensure quality control and give customers
confidence in buying an online purchase.
Reaching Wider Markets
By using the internet businesses instantly achieve a wider and further
geographic reach than by using any other form of marketing.
Mix Between Online and Offline
E-commerce is continually evolving and is built on existing businesses that have
established their reputations and customer bases in the physical world.
Unit 12 - P2
Individualising Market Attention
In B2C (Business to Consumer) markets, one to one relationships are usually
possible. The development in web technology means online businesses can
personalise their response to suit an individual.
Mass Customisation
The internet offers vast amounts of opportunities for businesses to allow
customers to modify or customise products to suit their individual tastes. An
example would be how Nike allow customers to customise their shoes to what
they like; this is done on their website on NikeiD.
Increased Information and Product Impact.
There are many obvious limitations in providing physical products for sale
online. Customers may want to examine the look and feel of certain products.
However, to compensate this the website allows businesses to extend
products by adding information and impact.
Extending online products is done by:
Extensive product endorsements from previous customers
Lists of customers
Warranties
Money-back offers
Additional customer back-up services
‘Cross selling’ of related or complementary products
Offering expert advice
By doing this businesses can ensure quality control and give customers
confidence in buying an online purchase.
Reaching Wider Markets
By using the internet businesses instantly achieve a wider and further
geographic reach than by using any other form of marketing.
Mix Between Online and Offline
E-commerce is continually evolving and is built on existing businesses that have
established their reputations and customer bases in the physical world.
