Space and Place - Research Paper Example

Space and place presence for an organization Space and place presence for an organization Introduction Space or digital presence is a form of marketing, which involves using a media that cannot be touched, and therefore, is not physically in existence. Examples include websites and blogs. On the other hand, place or physical presence is a marketing medium that is actually there including billboards, posters, and stores. This paper examines the “space” (digital) and “place” (physical) presence in a business organization.

It analyzes the marketing implications for reaching market segments using both mediums. In addition, the paper will seek to establish how customers can move effortlessly from one medium to the other, and whether all marketing segments enjoy shopping at both mediums or should specific market segments use one medium exclusively. It will also give a list of companies that have successfully established a space and/or place presence. An important value relating to an organization having space and place presence is to enable the company to compete fully with other companies that also conduct business.

The company will be able to market new merchandise and services by promoting them to the worldwide market. It is crucial for an organization to do market research on the digital and physical locations of the business, and to analyze and familiarize with the implications of any marketing strategies that they adopt. In doing so, the company will more easily and effectively access and deal with a wide variety of customers, collaborates and markets (McGinley, 2003). Marketing implications In today’s world, consumers have a choice when it comes to purchasing products.

They can travel physically to an organization and get the product, or they can purchase it from the comfort or their home through online shopping. While online shopping is more convenient to a majority of consumers, not all of them find it appealing. Some people are wary of purchasing products online for a number of reasons, ranging from lack of trust in regard to security and safety, lack of knowledge on the process to thinking that online shopping is inefficient. As much as technology is readily available for companies to use, they must have the consumer’s will to take advantage of the technology (Fill, 2002).

While choosing a digital space and a physical place presence, there are some strategic steps that should be taken into account in order to guarantee that a physical location is safe, accessible and friendly for potential customers. Furthermore, a digital space presence should satisfy customers’ needs and conduct individual visits to each client. To make the internet work for most organizations, it may be a good idea to reach a different group of customers who do not fear the cyber world, preferably the generation that capitalizes on internet use.

Access to products Despite aggressive advertising efforts, most consumers do not log in to the internet and shop online. It would be effective for organizations to assist potential clients switch effortlessly from one medium to another. How can customers move effortlessly from one medium to another? A business should keep open a market segment for consumers who prefer to purchase products by visiting it physically and another one for those who prefer digital purchases. However, it would be a great idea if the two market segments were kept separate.

Getting consumers to move effortlessly from one medium to another will have to be in a form of trust. They have to trust that no matter what method is chosen they will receive similar quality and service (McGinley, 2003). Do all market segments enjoy shopping at both, or should specific market segments use space or place exclusively? All market segments can enjoy purchasing at both mediums. However, some specific segments should specialize in space or place since there will always be a group of consumers that will never use the internet as a way to stay connected to the organization.

The best way to get customers that only want to shop at the organization physically is to get them comfortable with accessing it digitally (Beck, n.d). Company examples A good example of a company that provides both a place and a space is Wal-Mart. Wal-Mart stores; Inc. is the largest retailer in the world. Other companies include K-Mart, McDonalds and Nordstrom. These companies have done a lot to ensure they enjoy a lot of physical presence by establishing retail stores in various locations.

They also market their products a lot using physical media such as billboards and print media. In addition to the physical presence, the companies market themselves and their products using digital media including websites, blogs, and Google Adwords. In many cases, customers are able to review the customers performance online and place orders just by the click of a mouse. Conclusion A space and a place presence are very important and essential elements for any organization. They help to conduct businesses more easily and effectively.

Nowadays, companies should be able to have both a physical and a digital space in order to satisfy their customers, and to compete with other companies in conducting business online. References Beck, Z. (n.d.). Online Business Basics ± Benefits of Going Online. Retrieved fromhttp://www.centauria.com/online-business-advanages.htm Fill, C. (2002). Marketing Communications: Context, Strategies and Applications. (3rd ed.). England: Prentice Hall. McGinley, S. (2003). Drive to the Store or Purchase Online?

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