The Effect of the Internet on Global Marketing Strategies - Assignment Example

 The effect of the Internet on global marketing strategies Introduction Currently, there are enormous changes in the way different people or companies use different marketing strategies (Jones and Kaywrth, 2002). The way businesses market their goods, the way they sale their products and the way they purchase their products have changed because of the use of improved internet servicers (Jones and Kaywrth, 2002). The main reason for these has been technological development around the world. Different organizations make use of different technologies to market their goods depending on the evolution of new technologies (Jones and Kaywrth, 2002). Technological development increases the use of internet services that have affected business use of different marketing strategies. Marketing through the can be described as the process of advertising goods through the websites or emails. Marketing through the internet is usually used together with the traditional techniques used in marketing (Shaw, 2012). This paper presents the impact of the Internet on global marketing strategies around the world. How the internet affects marketing strategies The internet affects a company’s marketing strategies because it exposes customers to a global verity of goods through the web. This is because different customers can look at the Websites instead of visiting the shops physically (Jones and Kaywrth, 2002). Therefore, by using the internet they can be exposed to global products and global knowledge of goods and services. Use of the internet in marketing has two major effects (Jones and Kaywrth, 2002). One, the internet strengthens the attraction of products that are previously recognised around the world. Potential consumers can obtain more news about current invention and obtain their needs (Jones and Kaywrth, 2002). Two, the Website initiates several openings and advocate in the subsequent level of competitor brands. On the other hand, products that are not known are likely to develop and expand through the information presented on the website. Well-developed websites can be used to market unknown products to the consumers (Shaw, 2012). Internet services are important because they help global marketing possible because international businesses now attempt to use possible worldwide marketing instead of nationalized marketing(Shaw, 2012). In this case, the internet has two main purposes, demanding and enabling. Enabling allows consumers get in contact with a wide range of products (Shaw, 2012). Clients who use or visit the websites share common lifestyles of communication because they have been directed to communicate with other customers through the internet (Shaw, 2012). Furthermore, customers use different languages. This motivates the use of English language, which is a common language of interaction (Shaw, 2012). In the demanding marketing strategies, the websites or the internet command that merchant’s use internationally recognized product names. Using internet companies are in a position to identify leading states. This are usually achieved using global state competitions among manufacturing companies. Here, the internet provides information about the leading states or countries. Through the internet, the consumers can recognize the current trends and fashions that emerge because of technological developments (Ancarani, 2002). Initially the internet was introduced as a channel of education people through research and education (Ancarani, 2002). However, it has developed to educate consumers on the type of current products in the market (Ancarani, 2002). This is because it is still a source of information to consumers. Consumers are currently seeking information about products from the internet. This is advantageous because they have chances of choosing different products from different companies. This changes the techniques of marketing used by different manufacturing companies (Ancarani, 2002). Previously, different companies initiated communication with their consumers via investigation and finally through their marketing (Harridge, 2004). Through the use of the internet, companies have empowered clients with an improved skill to initiate interaction with different companies so as to get information about the products or assets without going to the shops. Customers are likely to visit the company at any time in the course of the day instead restricted working hours (Harridge, 2004). Clients are currently getting access to the organization at their individual convenient time. This technique has contributed to the development of search engines in the internet and catalogues that ease the customers' needs to search for information and goods they want. Currently, businesses want to guarantee that they are present on the website through developed search engines and have a website that clients can easily navigate and accessible at the clients' convenience (Harris, Baron and Parker, 2000). Technological development has contributed to increase in use of computers and internet services (Harris, Baron and Parker, 2000). These developments have influenced the growth of internet usage that speeds up the process of communication with different companies that produce different goods. Similarly, internet services can attract more clients because it provides a quick way or channel of communication among different companies and their clients (Harris, Baron and Parker, 2000). With improved technological development, clients are currently searching for information about products through extensive research of different organizations. Companies that run strong search device enhanced websites have emerged the best among those who do not have strong search engines (Harridge, 2004). The internet enables businesses and consumers to offer assistance from marketing approaches that increase the ranking of search engine. Therefore, internet services boost most business because different clients can access a company’s websites using their phones and computers. According to Dobie, Grant and Ready (2001) internet services provide businesses with the skill to market their goods and services that provide unique profits and advancing clients approval. Using computers, videos, and automobiles assists in a quick interaction with the consumers. Consumers that use the internet when purchasing goods and services are in a position to compare prices. Therefore, clients become more inspired, and the question of pricing goods and services using the internet has become a difficulty concept in electronic marketing strategy (Ancarani, 2002). Online clients buy products through the internet for convinces and not for the price. Therefore, it is important for the client to perceive the price of the goods purchased as the worth of the good. Therefore, the internet has made marketers asses their marketing approaches in a positive way. This has been achieved by using online services that promote sales of goods and services within their respective organizations. Using internet strategies in the marketing business can target many consumers around the globe (Shaw, 2012). The use of the internet allows the organization to widen their physical market gap. Competition is frequently augmented by freshly started online business initiatives of current rivals (Shaw, 2012). Competition is also augmented by admission of innovative digital competitors using direct marketing strategies (Shaw, 2012). Companies can also interact with other suppliers using the internet in order to expand the worth of their goods and services. Similarly, buyers can obtain a lot of information about other campiness selling the same products. They can use the internet to get a good deal on the goods and services offered by the company’s websites (Shaw, 2012). Buyers find it easy to form buying groups because they interact with other customers and form groups of clients who purchase goods from the company’s website. In conclusion, internet forces global competition among different manufacturing companies. Computers and internet technologies are developing at a high rate and in the unexpected direction that influence most producing campiness to change their marketing strategies. Internet knowledge tends to cut adjustable or incremental prices and change the price formation especially concerning fixed prices. Extensive implementation of Internet knowledge places companies in a situation that motivates them to grow as the technology develops. Using Internet different companies can deliver their goods and services in an economic manner, and in turn improve consumer trust. Several companies are currently adopting the use of internet services, and in turn they gain experience in the use of technology within the company as well as around the world. Finally, it is important for companies to continue conducting extensive research on technological development so that they can improve their marketing approaches. References Ancarani, F., (2002). Pricing and the Internet: frictionless commerce or pricer’s paradise, European Management Journal, 20(6): 680-7. Dobie, K., Grant, J., & Ready, K., (2001). Product motivation and purchasing activity: an explanatory study of consumers: Internet purchasing activity, Journal of Promotion Management, 6 (½): 31-43. Harridge, S. (2004). Electronic marketing, the new kid on the block, Journal of Marketing Intelligence & Planning, 22 (3): 297-309. Harris, K. Baron, S., & Parker, C., (2000).Understanding the consumer experience: it’s good to talk, Journal of Marketing Management, 16: 111-27. Jones, M.C., & Kaywrth, T.C., (2002), An exploratory assessment of Web site Performance: the role of expertise and site objectives, Journal of Internet Commerce, 21(6): 455-900. Shaw, E. (2012). Marketing strategy: From the origin of the concept to the development of a conceptual framework. Journal of Historical Research in Marketing, 4(1):30-55. Read More