Digital And Direct Marketing : Topshop Case Study

A way that the internet benefits by internet marketing is by providing all the necessary information about the product or service that the person is providing. Businesses are increasingly enabling the customers to find out even more information about their product. For example some companies advise you how to wash certain clothes so they do not get ruined and stay preserved. Organisation strives on building a customer and business relationship so by maintaining this they cater to the customer’s needs and wants. On the other hand on a customer’s point of view, this is a down fall because they would not be able to see or feel the product unless they purchased it first which increases product risk. Also another disadvantage of this is because the items get shipped, and if product gets to the consumer damaged the company does

Internet marketing brings a lot of opportunities and benefits to businesses for instance reach to wider audience therefore raising awareness of the brand and attracting prospective customers, reducing overhead cost of the company as running and online business does not require as much finances as a regular business, and

Now web based shopping and stores have the capability to reach more consumers and entail lower startup costs (Lang, 2016). However, one of the major drawbacks on online retail is drawing in customer awareness about your business. As, online businesses involves investing in vast amounts of innovative ways in which to market your services, products, and actual website or you will lack being nonexistent to consumers because they have no real active way of knowing about you. Marketing is a highly important aspect of online retail as it vitally important to build awareness and enticement to your business as well as build customer loyalty. Moreover, marketing in its traditional capacity of manufacturer to wholesaler, to retailer still is alive and well today, however customer demands for lower costs and ease of convenience have placed an added amount of pressure on all marketing channel intervenor to account for their existence (Ferrell & Hartline, 2014). Additionally, other forms of distribution have emerged more opportunities for more direct distribution such as catalog and direct marketing, direct selling, home shopping networks, vending, and direct response advertising (Ferrell & Hartline, 2014, p. 178).

Digital marketing is the promotion of products, brand or services in one or more forms of electronic media. It is a departure from traditional marketing in that it involves the use of infrastructures that analyzes marketing campaigns and provides real-time information on their efficacy. It is an umbrella term for interactive, measurable, and targeted marketing of products and services of digital setups to reach masses and convert the resulting leads into customers. Consequently, it is majorly focused on retaining them. Its key objective is to increase sales through various digital marketing techniques, build inference as well as increase a brand 's presence. Espoused in it is a comprehensive selection of products, services, and marketing tactics, with the internet at the core of its dissemination. Mobile networks, traditional television, and radio, are also a central part of this marketing concept. Its activities involve, search engine marketing (SEM),

e-Marketing means offering services and products using electronic tools and technologies. El-Gohery (2010, p.3) defined it as a new concept that is used to reach ideas, information and services to customer by using internet. Also, Chaffey (2007, p.1) focused on using the best communications methods to gain customer satisfaction. The main objective of e-Marketing is to attract customers’ attention, increase sales, cover a wide regions and safe cost, time and effort. E-Marketing tools have developed from traditional technologies such as TV, radio, etc. to depending on different methods like social media ( facebook and twitter), email, microblogs, viral and much more ( Sheth and sharma, 2005, p.3).

Introduction Marketers must confront many legal issues in today's society in order to create a successful business. Many marketing elements are within their control however they must also deal with the competitions marketing strategies or new technologies. Marketers are quickly leaving their television, print, and radio ads to the way of the future, the Internet. Businesses local, regional, and national have quickly embraced the Internet as an inexpensive means of advertising to reach a larger target audience. The Internet has become the one of the most effective ways advertise, and sell goods and services. The Internet can simply be defined as a network of networks which produces a "new medium of worldwide

Today, we are living in the age of information technology. Internet has brought revolution in every sphere of life. It has changed the way of our thinking, working and living. Last decade of 20th century witnessed major market players leaping to cash the dividends of this breakthrough. All major companies of the world are now utilizing the internet as an alternative channel for promotion and selling of their products. This paper critically analyzes the impacts of this transformation on the traditional channels and customers thereby focusing on future of the world markets. The research is backed by critical analysis on various aspects related to marketing channels around the world. At the end there are some useful guidelines for

Internet provision and internet business is the basis for future national economic development. Thus we also have to appreciate that "these are not simply paradigms about technological change, but have the impact in the constructions of its values and its self-conception." (Miller; Slater, 2000) The changes in the information technology caused by the growth of the internet technology has brought together the multiple forms for communication - oral, writing, print, television, e-mail all in one browser with a multi-directional flow of information that has made the internet very complex. (Burnett; Marshall, 2002)

Internet technologies also allow on the one hand the ability to give more information about products and services and make it easier for consumer to evaluate and purchase them. On the other hand companies profit from the internet’s interactive capabilities which provide new tools to collect market research data on customer preferences, to personalise information and help them in their decision making process.

It’s a well known fact that technology has changed our lives; it has influenced our lives and our influencing behavior towards others. But in case of marketing, it’s the same old wine in new bottle means doing the same advertising using new and popular tools among society. The typical and traditional definition of marketing is the act of promotion and sale of some product and services and the best referred concept to describe the marketing business is “funnel” concept which describes the methods of attracting new prospects and eventually converting them into potential customers.

We can say, that nowadays online marketing is the power which drives the clear majority of global business. Looking back in last ten years we can say that online marketing gradual, but fairly quickly shifting traditional marketing and change in general the way in which business and market communication operates and develops. It is the future. The basic concept underlying this research project is to finding out and critical appraisal of the various aspects of online marketing by showing its advantages over traditional and his impact on customer`s behaviour. They will be discussed also issues related to online shopping, such as personal security and privacy, high costs regarding the provision of e-business and distrust of some customers on the use of new technologies for shopping and payment. The purpose is to find out exactly where is the balance between the use of technology and human perception of sanity in that process.

The social life was local at the beginning of 20th century. It was a period in which products were made on a mass scale and business primarily concerned itself with how to build the best sales force. With the change in technology at the end of 20th century marketing has moved steadily focusing on the individuals. These changed the possibility and conduct of business. Marketing became more tied to communication and transportation revolution. As a result the job and responsibilities of marketers have been moved to other scope. Marketers started to focus on the individual customer, which was also very important. Internet as a new technology reinforces the new marketing emphasis. A new fast paced digital economy is emerging in today’s technology driven world. Consumer becomes an integral player in the development of the product, in the digital marketing environment. It allows vast coverage and helps in serving the customer better.

The internet is an essential marketing tool as it is convenient for both the clients, potential customers, and the businesses. It is convenient for the businesses because internet marketing is easy and simple therefore it does not involve lengthy procedures. Using the internet as a marketing tool is convenient for the customers as the companies that offer products over the internet enables the customers to make their orders at their own convenience. The customers can get to place their orders online anytime of the day or night and the products they have ordered is delivered to them depending on the policies of the company.

Every business organization knows that great marketing helps find and retain customers. In general, most recognize that there are several ways to market their products or services. Now more than ever, people spend more time online than they spend reading books, or watching TV? For this reason, digital marketing continues to grow and provides a way for companies to market to their consumers where consumers are spending their time!

In today’s world of business, everything is computerized and most of the companies use the Internet and information business to help keep their quality, save time and also cost. It also can reach out to more customers worldwide. For an example, with a website in the internet, it would relay the message to millions of viewers worldwide regarding the product and service that the particular company can provide and indirectly saves cost in advertising in television and print advertisments.