Benefits and Opportunities to a Business of Using Internet Marketing

451 Words2 Pages
a) Internet marketing refers to marketing and advertising efforts which use the Web to drive sales through the means of electronic trade, as well as sales from Websites. It’s important because it aligns with the way consumers make decisions on what to purchase. Studies suggest that an increasing number of consumers are using social media and research on mobile Internet to carry out initial product and price research before they make any final decisions on what to purchase. Internet marketing enables businesses to create and expand relations with customers and ideas through regular and low-cost personalised communication, which reflects the move away from mass marketing. There are several benefits to a business, such as my chosen business Topshop, of using Internet marketing. The first benefit of Internet marketing to Topshop is convenience: Internet marketing enables Topshop to be open for business 24/7, meaning there’s no need to worry about opening hours or overtime payments for employees. Offering products on the Internet is convenient for customers too, as they can browse online any time, and anywhere, and place orders when it suits them. It also means they can browse products which may not be available in store, which in turn benefits the business as they get more sales. The second benefit of Internet marketing to Topshop is reach: by marketing on the Internet, Topshop don’t need to be concerned about distance, as they’re able to sell and deliver goods to any part of the country without needing to set up local outlets, which widens their target market. For example, they wouldn’t need to set up a branch in small villages as it’s unlikely they would receive much business, but by marketing on the Internet they’re able to reach the minority who are interested in purchasing goods from their business. A third benefit of Internet marketing to Topshop is cost:

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