Internet Marketing : A Target Audience

​A Porter analysis will be performed throughout this paper, on the internet sales industry. Included in the Porter analysis is six relative competitive forces; threat of new entrants, rivalry amongst firms, threat of substitute services, bargaining power of buyers, bargaining power of suppliers, and relative power of other stakeholders.

The new advances in technology allow businesses to reach different customer bases. This includes buying and selling products over the Internet. The online shopping process is considered e-commerce. E-commerce is made up of different behaviors but for the purpose of this discussion the three discussed are consumer-to-consumer (C2C), business-to-business (B2B), and consumer-to-business (C2B). The different behaviors have different mediums to reach their targeted audience. The message for each behavior persuades a particular audience to purchase a product using that particular medium. Consumers and businesses look to the web for cost-effective ways to sell and buy products.

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

We live in the digital age. The world has been made smaller and smaller through the use of the World Wide Web. Information and communication are far more accessible than ever before and studies have made it evident. ?Pew Research Center, a nonpartisan fact tank, studied the Internet access of Americans over a 15-year period, from 2000 to 2015. The study found that approximately 84% of Americans use the Internet now, compared to just 52% in the year 2000.? (The Future of Immigration Law Practice, 2016). It is no wonder that marketing trends have been moving towards online marketing strategies.

The development of the Internet and more specifically the business website has seen brand recognition by consumers escalate to never before seen heights. Because of this brand recognition, it has become important for businesses to design their websites to reflect their overall marketing strategies. This is especially important in the retail world. All retail businesses have a similar overall marketing strategy of generating sales and retaining the customer for future sales. Most of the retail giants still greatly rely on the success of their brick and mortar stores to turn a profit. However, internet sales for these brick and mortar stores have increasingly risen over the last few years to compete with the retail stores like Amazon that are strictly internet based businesses. Brick and mortar retail stores, such as Walmart, Target, Kmart, and Nordstrom, have each designed their websites to reflect the overall retail marketing strategy as well as the individual marketing strategies that have made their brick and mortar businesses successful.

Companies take serious care when marketing their products or services to consumers. Consumers, therefore, are exposed to hundreds of advertisements each day with each ad specifically placed to maximize exposure to its potential target market. In the internet age, consumers are targeted more than ever. The following paper details four products or services and the targeting strategies behind them. These products and services are: Netflix, Apple’s iPhone 7+, Edushape’s Marublous Marble Run, and Chobani yogurt.

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).

Both Halligan and Shah realized the true potential of internet and visualized the impact of internet in transforming small businesses. After graduation, Halligan took up a position in sales and marketing and worked for high-tech companies. Shah took up a position in technology companies before starting his own company called “Pyramid Digital Solutions.” Halligan soon realized the traditional sales and marketing techniques also called “outbound marketing” were not working out for small companies. The outbound marketing techniques favored big companies and it was increasingly difficult for small companies to compete against big companies. When Halligan and Shah founded HubSpot they created a marketing software that leveraged the Web 2.0 tools such as blogs, social sites, and search engine optimization (SEO) to help businesses relate to their customers.

Some people may think about web marketing as rocket science, but it is going to be simple when they a detailed look at it. The internet marketing would include technical aspects like web sale, design, development and so on. These are the major aspects to remember when it comes to web marketing. People who don’t have any knowledge about online marketing would find it difficult to understand the strategy. There are many things that people need to learn in order to control internet based businesses. When people are about to enter in to online business, they should learn the basics of the internet.

The face of SEO is changing, and it’s mainly due to incredible research and development into artificial intelligence (AI) baked into search algorithms. A decade ago, search engine marketers could create a site with some keywords in specific places, drop some links around the web, and start ranking within a short amount of time.

is an Associate Professor of Marketing and International Business at the E. Philip Saunders College of Business, Rochester Institute of Technology. Her research interests include online marketing strategies and international marketing. She has articles published in the Journal of International Marketing, the Journal of World Business and the International Journal of Electronic Marketing and Retailing. With co-authors, her papers have earned awards at the American Marketing Association’s Educators’ conferences and is the 2009 recipient of the S. Tamer Cavusgil Award. She

Due to high competition in today’s business, firms under pressure to explore new technology that can address competitive issues (El-Gohary, 2009, p.1). Increasing the numbers of internet users than ever have forced decision makers to change their ways to stay live in market. Recently, e-Marketing (EM) has been used by different companies to advertise their services and products (Mokhtar, 2015, p.1).

This media plays an important role in online marketing and is an ideal medium through which an SME can acquire, nurture and increase leads. It also allows you to engage with your customer base, while expanding it through referrals and recommendations.

Many businesses are currently using various online platforms to promote and marketing their products. With the advancement of technology and increased access of the internet by people, the business have taken the opportunity to reach their potential customers through the internet. There are various advantages that accrue to a business entity that uses internet as a marketing tool. The internet marketing has tremendously increased and the businesses that have not embraced internet marketing are missing out on great opportunity (Schibrowsky, Peltier & Nill, 2007). The importance of using internet as a marketing tool is as explained below;

Companies have adopted E-commerce and online advertising to seek new customers. Technological developed has played a crucial role in the development of this kind of business. Computer and internet growth has enabled customers to view companies’ website to determine what to purchase and at what price. Businesses have collaborated with credit firms to ensure ease of safe online transaction. Customers can order and buy products in any location, hence increasing efficiently. Online business has reduced the cost doing business in the tourism sector since the cost of customers acquisition has reduced. Companies have adopted online business to market their products to potential market (Beech, J. G., & Chadwick, S., 2005, p.28). Online business transaction has enabled businesses to adopt market diversification and penetration strategy to increase their sales. Market diversification occurs when a business decides to invest in new areas that it had not invested before. Most companies use globalization approach to achieving market diversification strategy. This approach requires a business to carry out market research to understand the different market needs and expectations. Research and development have a vital role in the growth of an organization (Qin, Z., 2007, p.87). Market penetration approach involves increasing product consumption in the already invested market. Businesses may use different strategies to ensure that it covers the