Marketing in computer-mediated environment for Entrepreneurs
This post was written by Peiman Papen who is currently studying master of business in marketing At UTS (University of Technology Sydney).
Marketing in computer-mediated environment for Entrepreneurs
Based on traditional marketing, companies communicate with their customers through media such as: radio, TV, magazine, newspaper, etc. That was a passive one-to-many communication. Companies just could receive feedback from people who actually get the message. Focusing on a limited market can only bring small number of local customers to the businesses.
However, internet “massive global network” has changed this way of doing business. It not only creates opportunities for entrepreneur in computer-mediated environment but also facilitates many to many communication.
| Marketing via internet plays a key role in the growth of small and medium- sized firms for several reasons.First, marketing on the internet assists firms to globalise their products, services and business knowledge.“Research shows the global online population has raised 16 per cent since last year. Australia has 16,926,015 internet users”. Resource: http://www.news.com.au/technology March 2009 issue
As a result, the firm’s client base is no longer limited to local customers. Second, World Wide Web provides an efficient channel for marketing, advertising, promotion and even direct distribution of certain goods, information and services. It provides the opportunity of online shopping for the customers who prefer the comfort of their own home Third, it is cost efficient. Online marketing is less costly compare to direct marketing. In general internet marketing may assist local and small businesses to think locally but act globally, in today’s competitive marketplace and highly communicative and technological world. Moreover, the risk of fluctuation or recession in the local economy is minimized to the local firms who have established a global online footprint. |
What is marketing?
In today’s competitive marketplace, more and more companies are in competition with each other for taking customers attention who have less and less time to make decision. As a result, popular and well-known brands have a major competitive advantage.
World top 10 valuable brands:
| Rank | Brand | Brand Value(Billions) |
| 1 | Coca-cola | $65.32 |
| 2 | Microsoft | $58.71 |
| 3 | IBM | $57.09 |
| 4 | General electric | $51.57 |
| 5 | Nokia | $33.70 |
| 6 | Toyota | $32.07 |
| 7 | Intel | $30.95 |
| 8 | McDonald’s | $29.39 |
| 9 | Disney | $29.21 |
| 10 | Mercedes-Benz | $23.37 |
Sources: the top 100 brands business week 2007
Consumers purchase well-known brand services and products, because they have confidence in the brand name and trust the organizations or the companies which create that brand. Creative and innovative marketers play a key role in the success of almost any companies and organizations. They make decision regarding different issues in the company, like: finding the best way to develop a new product or about how to make a product so irresistible among the others.
Do you know what is marketing?
People define marketing in different ways. Some perspectives view marketing as advertising, promotion and relating activities. Other popular conception of marketing is sale. However when marketing students at school of business want to define marketing, various range of activities such a Pricing, Market Research, Product Planning, Product Management they all may come to their mind.
While these definitions are part of marketing activities, marketing is more than just one element.American marketing association has following official definition of marketing:
“Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationship in ways that benefit the organization and its stakeholders.”
Marketer’s responsibilities are including:
- First of all, finding customer needs
- Secondly, creating services and products that will satisfy those needs
- Last but not least, ensuring the long term profitability for the businesses
In fact, marketing is all about creating, communicating and delivering value.
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Differences between Electronic- Business and Electronic-Marketing
E-Business (Electronic Business) is a broader definition of e-Commerce. It means conducting any electronic transaction with customers, in other word, selling or buying goods and services over the internet. Customer could be an individual, company or an organization.
E-Marketing (Electronic Marketing) is using marketing strategy elements via electronic media. In fact, it is the process of creating, distributing and promoting goods and services to a target market that involves one or more electronic communication methods or media such as Internet, E-mail, E-book, and Mobile phone.
The Impact of the Internet on the Small Business
The Internet revolution and the massive global network have profoundly changed the way companies do businesses with their customers. It also has changed the way a consumer purchases and consumes the products and services. Today, more and more business owners are realized the importance of having a website. Creating a website is not just for large companies with strong financial resources but also the small businesses shall take advantage of the power of the internet.
Website is a value-added service provided by you for your customers to visit your business at their convenience time and place. It gives your customers the opportunity to search for the specific information, order or buy online. Consequently, it creates better customer relationship and makes your business more efficient.
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